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Internet Marketing Wm. Randol Womack, DDS, Editorial Director, Orthotown Magazine

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Internet Marketing







"The success of
future orthodontic
practices will be
influenced heavily
by the understanding
and incorporation of
technology by the doctor." 		The term "Internet marketing" implies maximizing technology to provide a pathway to your office for new patients. That sounds simple, but a workshop I recently attended proved it to be anything but simple. However it is "do-able" and, in the near future, it appears to be "critical" ... not only for surviving, but also for thriving.

The American Association of Orthodontists (AAO) Technology Conference in February was a great success. The agenda covered a full scope of technology innovations directed toward practice marketing, improving your Web site, boosting patient satisfaction through educational animations and protecting your office network from interruption by viruses, spies and/or crashes.

At the end of the two-and-a-half days, there was no doubt in my mind that the success of future orthodontic practices will be influenced heavily by the understanding and incorporation of technology by the doctor. Unknown to many - maybe even most orthodontists - is that there are multiple Web sites that can be accessed which contain programs that can enhance almost every aspect of today's orthodontic practice. Surprisingly, much of the information available is also "free." So, not only can the practice of orthodontics be enhanced by technology, but also the attractiveness of a practice to potential patients can be enhanced as well. Don't let your Web site be the best-kept secret in town.

New patients aren't locating their orthodontist with the yellow pages anymore. More and more, the public is turning first to online resources to locate all kinds of services. It was clear from the messages of this meeting that this trend will do nothing but increase in the near future and with exponential speed.

It's time to make your decision: either get up to speed right away or be left behind on the technology super-highway. It will take investments of time and money on the part of the "cyber-uninformed" to compete and even to survive the future of orthodontics. I encourage orthodontists of all experience levels, who love to practice and want to provide the best for their patients, to attend orthodontic conventions/shows. Visit the exhibits, talk with your colleagues who may be ahead of you and embrace the "invasion" of technology into our profession. If the terms "digital," "virtual," "network," "imaging," "paperless," "cone beam," "DICOM," "server," "back-up," "restore," "robotics," "online education," "online staff training" and "Web site positioning" are not part of your everyday practice routine, then you have some serious thinking and work to do.
Orthotown Magazine
November 2025
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