Is it your objective to stand out in a crowd?

It is not uncommon for a dentist to proclaim that they just signed up for a marketing service that promises to contribute to the SEO of the dentist’s office using canned content. 

No matter how hard I try, I don’t seem to be able to convince the dentist that canned content is bad for business, and absolutely does not contribute to dental SEO.

Assertion

You are an individual, with unique qualities that make you naturally stand out from the crowd. You spent a lot of money and time pursuing your dental education, as well as experience as an associate, to become ready to start your own practice. 

Using canned content is the same as saying there is nothing unique about you, your education, your skills and the way you practice dentistry.

Additionally, because canned content is, well, canned, it confuses search engines as to which dentist should be placed on page one of a search. As such, none of the dentists who use the same canned content are placed anywhere near the front of the search results.

You are the leader of your dental practice. As the leader, it is your job to make sure that you set the proper expectations. Everyone must know what their role is, and what is expected of them. 

What is Canned Content?

Before you can do anything, marketing related or otherwise, you have to establish what your expectations are, generally and specifically. A dental practice is a business, and needs to be treated as such. Business objectives need to be mapped out, considered carefully and aligned with the operational side of your practice.

Financial metrics are a good place to start, but they are not the only things you should measure. Yes, your overall payroll to gross production is an important consideration. So is patient satisfaction. You can measure both. Since you can measure these things, you can also set expectations with your staff to make a contribution to achieving the benchmarks you set.

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