The Zero Moment of Truth (ZMOT) is the moment a potential client begins collecting information on products and services online — the moment just before they decide to take action or make a purchase. This is the stage you want to be present in as many digital channels as possible so you can help the client choose your services.
Research shows that 84% of users make a decision after checking online. If you're not online, you're not going to be part of the decision-making process.
What needs to be done?
1. If you're not online, you're invisible
Make sure you have an up-to-date website which acts as a source of useful information for patients.
Include an FAQ with typical questions patients may ask and provide reassuring answers aimed at reducing pre-treatment stress.
Add blogs and articles about implant surgery, treatment options, and common concerns.
All this relevant content will establish you as an expert in your field.
Dr Smile's office. Can I help you?
Make it easy for clients to contact you by placing contact options prominently on every page of your site.
Your Contact Us page must provide all the ways the client can get in touch with you including phone number, email and contact form, where your clinic is located, and how to get there.
My dentist is great!
There's nothing better than personal recommendations.
Make sure you have testimonials from happy clients talking about the treatment and service they received either through video or written quotes.
Did you see the link I sent you?
Make your site is mobile friendly, that it looks professional and is accessible on your mobile phone as well.
Your website is the main tool through which you will get the most referrals.
It's the best sales and marketing manager you have, and it should be as available, up-to-date and as conversion-friendly as possible.
Responsive Friendly Website
2. Search engines are your new best friend
When building your site, make sure that it's search engine friendly, that is built for search engine optimization (SEO) and can be easily indexed by the world's largest search engine, Google.
Here's a quick tip: Create a business card for your dental practice on 'Google business' which includes your contact details when prospective clients search for your name on Google.
3. Like. Comment. Share.
Set up and maintain business pages on social channels including Facebook, Instagram, Twitter
and even TikTok.
These platforms allow you to publish adverts aimed at relevant clients.
Remember that video is the content type that's currently on the rise and creates more exposure and interaction among users.
That's why social media channels push video content more than other post types.
Why is being online so important?
Your potential client is looking for information about implants on the Internet, social media channels and Google.
You need to be present at all these touchpoints: during the initial search when the user is looking for general information; more advanced search when the user is checking your credentials or patient testimonials; and the decision-making stage, when the user makes a call to get more information or books an appointment.
Creating a strong and relevant digital presence, enables you to reach many more prospective clients and turn them into patients — satisfied patients who will spread the word and will bring in additional clients.
Creating a strong and relevant digital presence
Turning a potential client into a patient
The process of converting a user to a lead/potential client is called a "lifecycle."
Here's an example of a lifecycle in the digital world:
The "Close" stage in the lifecycle is the most significant stage.
This is the stage when we'll be talking about lead management, client retention, creating a circle of repeat customers, and how to carry out engaging digital marketing activities.
We'll be discussing these issues in detail.
In our next blog, we'll focus on building and implementing a digital marketing strategy.