Effectiveness of company websites and Facebook pages in retaining patients of dental clinics

Abstract

Introduction and aim: Even though a dental practice is based on the clinical activity, it requires the application of smart marketing strategies and a strong online presence, which is well-positioned in the marketplace. The aim of the study is to analyse the opinions of dentists regarding the effectiveness of promoting their dental practices through a website and a company Facebook page, and the positive implications of this for the prosperity of their practices, especially in times of financial crisis. Materials and Methods: A cross-sectional study was conducted between 23 February and 23 May 2023 via an online anonymous survey among 528 dentists who work in Bulgaria. Results: Over a third (39.2%) of dentists have a website and almost half (46.5%) have a company Facebook page, with this being more common in the capital as well as in group practices and medical/medical-dental centres. Doctors who devote resources to advertising their dental clinics are significantly more likely to have both a website and a company Facebook page. Having a company Facebook page helped to maintain and increase patient count through the inflationary year 2022, since 55.4% of participants experienced an increase in the patient count having such a page, as well as 65% maintained the patient count as a result of proactive actions on their parts (p=0.001). Conclusions: Dental clinic websites and company Facebook pages are a significant marketing tool and help maintain and increase patient count even in difficult economic times. Dentists practicing in smaller towns, as well as smaller dental clinics and individual dental care practices, will benefit most from the creation of company websites and Facebook pages.