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It goes without saying that it’s essential for medical and dental practices to have a strong online presence. In this blog post, we’ll discuss the power of ownership when it comes to your website and online assets, rather than renting ad space from third parties. While the focus is primarily on medical and dental professionals, the principles discussed apply to a broader spectrum of healthcare providers.
Building Trust and Credibility through Ownership
The essence of owning your online presence lies in the ability to build trust and credibility with your patients. When you have control over your website and digital assets, you can create a professional, consistent, and reliable online image. Patients are more likely to trust a practice with a well-maintained and informative website, which is often the first point of contact.
The Difference Between Ownership and Renting
When we talk about owning your online presence, we’re referring to assets like your website, email list, and content. Owning these assets means that you invest in them once, and they continue to work for you without incurring recurring costs. In contrast, renting ad space and relying on third-party platforms, such as online directories or pay-per-click advertising, involve ongoing expenses to maintain your web presence.
The Return on Investment (ROI): A Compelling Argument for the Power of Ownership
One of the most significant advantages of owning your online assets is the higher return on investment (ROI) it offers. Consider a scenario where a practice invested in a blog post for $100 in 2014. The blog post remains on their website to this day, continually generating traffic without additional costs. In contrast, renting ad space through pay-per-click marketing would require ongoing payments for every click.
Over the years, let’s say this blog post has received over 12,000 clicks, resulting in a cost of less than one cent per click. If they had chosen to rent ad space for the same period, they could have spent upwards of $200,000 on pay-per-click advertising. The ROI from owning the content is evident and highlights the financial benefits of ownership over renting.
The Compounding Effect of Ownership
Ownership of your online assets enables a compounding effect that renting cannot match. In the case of renting ad space, the number of calls or leads you generate remains relatively static unless you increase your advertising budget. In contrast, owning web assets like blog posts, videos, or informative content creates a compounding effect.
Consider a practice adding four articles to their website each month. These articles remain on the site, continually generating clicks. As the months pass, the number of clicks and phone calls increases exponentially without increasing monthly input. This compounding effect allows practices to experience ongoing growth and success.
Taking Your Practice to the Next Level
By focusing on ownership of your web presence, you can take your medical or dental practice to the next level. The increased ROI and the compounding effect provide an avenue for sustainable growth. As your web presence expands, you can expect a steady increase in calls and leads without a corresponding rise in expenses. This approach allows you to get the most out of your online marketing efforts.
The Right Way to Grow Your Practice
While renting online ad space can generate a profit, it may not facilitate the growth and expansion that ownership offers. For medical and dental practices, owning your website and digital assets is essential to build trust, maintain credibility, and achieve sustainable growth. If you’re looking to take your practice to the next level, consider focusing on the power of ownership of your web presence as part of your comprehensive digital marketing strategy.
As always, if you need help with your digital marketing strategy in Johnson City or anywhere else in the United States, feel free to give us a shout!