As a DSO partner, you understand the importance of strategic marketing in growing your business and reaching new patients. With multiple locations under your brand, one question that may often cross your mind is whether or not it’s necessary to have a separate website for each location.
In today’s digital age, having a solid online presence is crucial for any business, especially in the highly competitive field of dentistry. But is creating and maintaining multiple websites worth the investment? In this blog post, we’ll dive into the pros and cons of having separate websites for each location, as well as consider an alternative option to effectively market your DSO.
Option A: Single, Expansive Corporate Site
By way of illustration, Aspen Dental is a DSO that uses the single, expansive corporate website approach. While Aspen Dental’s strategy demonstrates efficiency and cost-effectiveness, it may lack the personal touch that individual practices can offer.
Patients often seek a sense of connection and familiarity with their dental providers, which a singular corporate website might not provide. Moreover, local SEO efforts could be diluted, as a single site may struggle to optimize for specific keywords related to particular geographic locations.
Option B: Custom Sites for Each Practice
Heartland, however, takes a different approach by creating custom sites for each of its practices. When booking an appointment with a Heartland practice, you might not even realize it’s affiliated with a more prominent DSO. This strategy allows each practice to maintain its unique identity and foster a more personal connection with patients.
Nevertheless, this bespoke model comes at a significant cost; Heartland’s website spending budget is considerably larger compared to the singular corporate model. Additionally, developing a series of custom sites can be a time-consuming process, often taking months, if not years, to complete. While this financial investment may be hefty, the potential for enhanced local engagement and tailored marketing efforts could translate into improved patient loyalty and community presence.
Option C: Meet in the Middle
While having a single, expansive corporate site and custom sites for each practice have their advantages, we strongly recommend capitalizing on the best parts of both strategies. By choosing from among a few repeatable website templates for any new practice that joins your DSO, you can shave weeks (or even months) off your web development timeline. This streamlined approach enables you to deploy new sites rapidly while maintaining a high standard of quality.
On top of that, we can build templates that are optimized for performance, allowing you to achieve consistent, long-term results across all practices. While utilizing these templates, there remains ample opportunity to incorporate elements of individual branding for each site, ensuring they feel unique and reflective of the local community. This balance between efficiency and personalization can lead to enhanced patient experiences and stronger ties to the surrounding area.
In contrast, having separate websites for each practice can enhance local visibility and allow for tailored marketing efforts that resonate with the unique demographics and needs of each community. This approach fosters a sense of belonging among patients, as they feel they are part of a caring local environment rather than just a number in a larger corporate system.
One DSO that does this well is Underbite Management and Consulting. Our experience with them has allowed us to create templated sites with personality without sacrificing uniformity or budget.
Group Health Dental
In the heart of bustling Manhattan lies Group Health Dental. We were inspired by the vibrant energy of urban NYC when creating our logo, which features iconic city structures and even a nod to the subway system in blueprint form. The skyline grew from a few skyscrapers into a beautiful representation of booming Manhattan. Our goal was to marry the urban landscape with our colorful logo both in the office and on our website. To top it off, custom photos and videos enhance the overall online experience.
Bethesda Dental Associates
Bethesda Dental Associates excels in crafting compelling copy that resonates with its upscale and sophisticated environment. From the polished descriptions of their services to the thoughtful messaging that emphasizes patient well-being, the copy serves not only to inform but also to evoke an emotional connection, positioning Bethesda Dental Associates as a premier destination for those seeking exceptional dental experiences in a refined setting.
Furthermore, the client chose to pair opulent jewel tones with a crisp white background, creating a striking visual contrast that commands attention. This website design reflects the luxurious atmosphere of the practice, inviting new patients to experience exceptional care.
Greene Street Dental
Greene Street Dental stands out with custom images and videos, stellar amenities, and gorgeous green and granite aesthetics reflected on the website. The visual elements not only highlight the state-of-the-art facilities but also convey a sense of calm and sophistication, making potential patients feel welcomed and at ease.
Each custom image captures the warmth of the practice, inviting visitors to envision themselves in a serene environment that prioritizes their comfort and care. Additionally, the well-curated video content provides an inside look at the team’s commitment to excellence, showcasing the innovative treatments available and the personalized attention each patient can expect. This thoughtful integration of aesthetics and functionality creates a compelling narrative that resonates with anyone seeking a dental home that values both beauty and quality.
Park South Dentistry
While Park South Dentistry is in a highly-populated area and a convenient location, we had to work hard to make it truly stand out. This meant leveraging both innovative marketing strategies and unique design elements that resonate with the local community. We focused on a user-friendly website that showcases our services and reflects our commitment to patient care, over 60 years of combined expertise, and highly-rated, highly-trusted specialty care.
By incorporating local imagery and engaging content that speaks directly to the needs and values of the Central Park community, we have established a distinct identity that not only attracts new patients but also fosters loyalty among those we serve. With a commitment to excellence and a deep understanding of our local demographic, Park South Dentistry now stands out as a trusted and beloved choice for dental care.
Market Smarter with Transcendental, Your DSO Partner
At Transcendental, we understand the importance of a strong online presence in attracting and retaining patients. Our team specializes in designing DSO websites that are not only visually appealing but also functionally robust. Each website is crafted to ensure a streamlined user experience, making it easy for potential patients to navigate and access vital information about your practice.
Get the best of both worlds. If you’re looking to enhance your digital footprint with a professional website that embodies sophistication while effectively communicating your services, contact us today. Let us help you create an online identity that speaks to your commitment to patient care and excellence.
