From Practice to Powerhouse
"On average, I receive 10 new patients for cosmetic dentistry every month from my website."
- Dr. Bruce Wilderman, MasterPieceSmile.comWhen Dr. Bruce Wilderman first started working with Einstein Dental, he was looking to develop his dental office into a thriving cosmetic dentistry practice, one that would allow him to concentrate on the procedures he preferred to perform and spend more time with his family. With the help of a custom Internet strategy and his own willingness to reinvest in that strategy over time, Dr. Wilderman was able to transform his practice into precisely the powerhouse that he had always envisioned.
The Challenge: Evolve the practice into a cosmetic dentistry powerhouse
When Dr. Wilderman opened Artistic Expressions Dentistry in 1986, he did so with a vision. He imagined a practice that would change people’s lives through the artistry of cosmetic dentistry. The challenge he faced was to evolve the practice into the sort that would become deeply rooted in the community, allow him to perform the kind of dentistry that he loved, and provide his family with the lifestyle he wanted – all while being located an hour away from the nearest major market.
The Solution: Build on success
The first order of business was to establish a strong local Internet presence in Doylestown, an affluent community north of Philadelphia. That meant that Dr. Wilderman needed a well-optimized website that had a look and feel representative of both the practice and the community that it served. Video played a key role in the early success of the strategy. As an early adopter of online video, Dr. Wilderman was able to attract prospective patients through his use of the latest technology, giving visitors to the website a unique way to get to know the doctor and staff.
MarketingSherpa.com (2011)1
Methodical Reinvestment
As each new component of his Internet strategy began to pay dividends, Dr. Wilderman would take a portion of the profits he had generated and reinvest it into the strategy. This method allowed him to build momentum online. As many of his competitors poked and prodded at the Internet, Dr. Wilderman invested into his Internet strategy much like an investor would dollar-cost average into the stock market. As this method gained traction, his website rose to the top of the search engine rankings for many search terms related to cosmetic dentistry. His ongoing investment strategy meant that he was able to stay on top as he watched his competitors rise and fall in a cycle-like fashion below him.
Econsultancy (2012)2
Calculated Risk
Inspired by the success of his website and what seemed like the right investment formula, Dr. Wilderman set his sights on establishing a strong Internet presence in Philadelphia, nearly an hour away. Einstein Medical performed an SEO Audit of his website and presented him with a Custom Strategy that laid out an ambitious game plan.
It was going to be costly, and Philadelphia was not going to be conquered overnight. The plan called for a new website design, a content management system, an overhaul of existing content, and the addition of a great deal of new content. It was even recommended that we scrap his original, very expensive custom video, which was designed to target Doylestown, send another video crew out the practice, and begin the process of putting together an entirely new video strategy designed to broaden the market reach of the practice.
Recognizing that the potential reward merited the risk, Dr. Wilderman agreed to this aggressive new plan.
The Result: The cosmetic dentistry practice he had always envisioned
Dr. Wilderman’s reputation as an outstanding cosmetic dentist has spread to Philadelphia and well beyond. In 2010, Dr. Wilderman was recognized in Philadelphia Magazine as the top cosmetic dentist in the Philadelphia area, as voted by other cosmetic dentists in the region. Google also recognizes him as the best online resource for searches related to cosmetic dentistry in Doylestown, Philadelphia, and much of the surrounding area. Dr. Wilderman is now able to focus his practice on the types of procedures that he feels he is meant to perform, work three and a half days a week, and vacation six weeks a year.
"My website is the primary source of new cosmetic cases every year."
- Dr. Bruce Wilderman, MasterPieceSmile.comIf you are interested in learning more about how Einstein Medical can provide you with an SEO Audit of your website and a Custom Strategy for your practice, please contact us today.
1 "Content Marketing: Videos attract 300% more traffic and nurture leads." Marketing Sherpa. 2011-12-14. Retrieved 2013-06-04.
2 "PPC accounts for just 6% of total search clicks." Econsultancy. 2012-08-23. Retrieved 2013-06-04.
