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Follow on Google News | Ft Worth Marketing Expert Featured in ADA Guide to Internet MarketingShauna Duty, owner and copy director at Identiwrite, contributed a chapter about reputation marketing for dentists to the 2015 publication
By: Identiwrite Internet Marketing for Dentists Every industry has its experts, and dentistry is no exception. With the Internet now reaching an unprecedented number of potential dental patients, literally from their handheld device, the face of marketing has changed forever. Though print, television, and radio have been instrumental in marketing to this point, the Internet has taken top billing as the primary outlet for marketing to the general public. The first page of The ADA Practical Guide to Internet Marketing states: "The beauty of marketing is that it can be incredibly successful when customized for the individual dental practice to maximize effectiveness and return on investment (ROI)." Duty agrees. "Customization is key to great online marketing in the dental industry. Just as dentists personalize their patient care and treatment plans, in marketing a dental practice, we must aim to personalize the audience's experience with the practice, instead of relying on canned automation." Duty's Expertise Shauna Duty began her career in dentistry over a decade ago, as copy director for a well known US dental website firm. She then opened a dental marketing firm with a partner, then sold that company in 2014. Soon after the sale, Duty established Identiwrite and has since become a leading expert on all aspects of online dental marketing. Identiwrite offers SEO, copywriting, website development, social media marketing, and consulting for dental offices in English-speaking nations. Working with the ADA "When the ADA contacted me about writing a chapter for their marketing guide, I assumed the topic would be SEO copywriting. However, they surprised me by asking that I write about reputation management for dentists. I was happy to do so," Duty says. Her chapter contains practical tips about working with Yelp!, HIPAA regulations as they relate to testimonials, and strategizing to gain positive reviews from patients. The additional Reputation Management Worksheet and Tips for Staff Members to Request Patient Reviews are helpful and informative. To purchase a copy of The ADA Practical Guide to Internet Marketing, visit www.ada.org/ End
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