Before you open: profile, website and listings

The months before opening are the cheapest time to market a practice. Nothing you set up now has to be fixed later, and every week a listing or website is live is a week it is being found.

Google Business Profile timing

Google has rules about when a business can be listed. In general, a business should be able to serve patients at its address, and verification may ask you to show signage and the office itself. Google also supports adding an opening date for businesses that will open soon, so the profile can appear before you see your first patient. The details change, so check Google’s current guidelines for businesses that are opening soon before you create the profile, and set it up on a practice-owned account from the start. The claim and verify chapter covers ownership and verification.

The website, live before opening

Patients who see your sign go up will look you up. The site doesn’t need to be finished, but it should answer the obvious questions: who the dentist is, what services you offer, which insurance you accept, where you are, when you open, and how to book or join a waitlist. The dental website guide covers the rest.

Signage

Order signage early. Permits, landlord approval and fabrication can take longer than expected, and a sign is your best advertisement to the people who drive past every day. A temporary “opening soon” banner with the website address works while the permanent sign is being made.

Local listings and insurance directories

Use exactly the same name, address (including the suite) and phone number everywhere: the main directories, health listing sites, and the directories of any insurance networks you join. Network directories are a real source of new patients for in-network practices, and they are often slow to update, so start early. The local SEO guide covers consistent listings in more detail.

Collecting interest

• Offer a simple sign-up on the website and on the banner: “Get notified when we open.”
• Ask separately for permission to email and to text. Marketing texts sent through a texting platform generally need the person’s prior written consent under the TCPA (see the compliance guides), and marketing emails must follow CAN-SPAM, including a working unsubscribe.
• If you can, start booking appointments for the opening weeks once the schedule and phones are ready.

Phones before ads

Before the first mailer or ad goes out, make sure someone answers the phone, returns messages quickly and can book an appointment. Paying for calls nobody answers is the most expensive mistake a new practice can make. See the front desk guide.