Feature Search Trends

Journal of Marketing

How do you pay attention to Feature Search Trends in our industry?  If you’re not asking your patients exactly what they searched for when they found your practice on Google, now is the time to get serious about monitoring precisely what features and benefits patients are looking for when shopping for a pediatric dentist or orthodontist.

Research out of the Bauer College of Business in Houston and San Francisco State University shows a strong correlation between feature search trends and feature importance trends in the auto industry.  Leveraging search trends in our industry and your own business will also likely play an important role in meeting patient demands and expectations for quality orthodontic treatment.  Our initial split tests in Google and Facebook advertising campaigns show similar results with regards to popular feature search trends for braces and Invisalign and patient or parent expectations and demands in the new patient consultation process.

http://journals.ama.org/doi/abs/10.1509/jm.12.0459

 

Worked at Burleson Orthodontics. Attended University of Missouri–Kansas City. Lives in Kansas City, Missouri.

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