Ortho Technology July 2019

JULY 2019


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FORGET THE GIMMICKS This Is How You Get Traffic to Your Practice’s Website

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Search Engine Optimization (SEO) can sound like a marketing buzzword — chances are you’ve heard it thrown around in business columns and websites. But what this term boils down to is how people find and engage with your online content. In a world where the vast majority of people search for services online before going to a physical location, you need to ensure your practice is seen online ahead of competitors. In the past, having great SEO meant producing vast amounts of web content, all interlinked and jampacked with keywords. But Google and other search engines are always updating their algorithms, and these “hacks” of yesteryear simply won’t cut it anymore. Thankfully, web traffic experts like Neil Patel have found that several truisms will work to give your clinic a strong, engaging presence on the web. Here’s a look at a few best practices that shatter common SEO myths. believing any common search word related to their industry needs to be flagged as a keyword in their content. But the truth is, casting such a wide net can get you the wrong type of traffic. For example, the word “crown” may have numerous hits online, but how many are people searching for dental caps verses, say, the Netflix series starring Claire Foy? It’s often better to go for more narrow terms, like “dental crown” or “kids braces,” that key in on those actually looking for your services. You Need Quality Backlinks “Backlinks” refer to links to your website from other sites. In the past, it was thought that the more backlinks you had, the higher your SEO rating would be. But it’s not enough to get dozens of small, random sites and blogs to reference your content anymore. Instead, you should work with other high-ranking sites in your area to do cross-promotions, linking back to one another. Working with complementary businesses, like pediatric doctors, to cross-reference in your content will help both parties build their rankings. Not All Keywords Have Value Plenty of small business owners make the mistake of

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Say Something With Your Content Gone are the days when releasing near-meaningless blogs stuffed with keywords get you on the first page of Google. Now, search engines know when people quickly back out of a page, and that adverse reaction is taken into account. Getting readers to stick around by providing interesting, informative content is your best bet for long term success. Also, snippets and titles (the text users see on the Google page after a search) have become more important. According to Atrids, 49% of people don’t click the top search result, instead choosing links with titles or snippets that fit what they are looking for. Put People First Ultimately, all these tips boil down to making your website and content user-friendly. You can’t predict how the next gimmick will take advantage of Google’s algorithms, but you can anticipate that Google and its competitors will strive to deliver the most accurate searches possible for their users. By focusing on the content future patients would find interesting and using search terms they would think of, you’ll be in lock step with the world’s tech companies. We’re no stranger to online marketing here at Ortho Technology. If you want more advanced tips in future newsletters, let us know!


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And What You Can Learn From Them

A great advertising campaign transcends the company that creates it. The Budweiser Clydesdales are nearly as iconic as the beer itself. People still say, “Dude, you’re getting a Dell,” in 2019, despite the fact that PCs aren’t even a major part of Dell’s business model anymore. When it comes to creating an ad campaign that Don Draper would be proud of, it’s best to look at massively successful examples from recent history. Here are a few of our favorites, as well as commentary on why they work and how you can use similar tactics. Brand Differentiation: Apple This mega-popular ad campaign consisting of 66 spots personified the difference between PCs and Apple computers. Playing the role of “PC” was a buttoned-up, nebbish character you’d expect to find in the most morose workplace on earth. The “Mac” character, by contrast, was laid-back, youthful, and effortlessly cool. After launching the campaign in 2006, Macs became the default laptop for nearly every incoming college student. Clearly, the lighthearted jabbing at the competition worked. Off-the-Wall Irreverence: Old Spice Most deodorant and shampoo commercials are bare-bones basic. They describe the “odor protection,” “moisturizing effects,” and the like. Old Spice takes the opposite approach. Their ads often feature absurd imagery, insane special effects, and Terry Crews literally yelling at you that you smell bad. Would this tone work for a life insurance company? Probably not, but it’s a great way to make simple consumer goods feel fun and exciting.


Spreading Awareness of the Dangers of DIY Orthodontics

The phrases “do it yourself” and “orthodontics” should never go together. And yet, some parents attempt to fix their children’s smiles themselves, often with disastrous results. Earlier this year, The American Association of Orthodontists (AAO) shed light on this troubling trend on their blog — highlighting the dangers of this DIY approach and urging readers to consult a professional. We applaud AAO for directly confronting this serious issue. Framed as a case study, the post presents the story of a young Greek boy with a gap between his front teeth. Wanting to improve their son’s smile, but unwilling to see an orthodontist, his parents came up with a simple solution: a little rubber band. Stretched between the two teeth, the band closed the gap in two days — before disappearing into the boy’s gums. Severe gum disease and tooth dislocation followed. Even after multiple dental procedures and surgery, the boy’s front teeth couldn’t be saved. Thankfully, the orthodontic professionals at the University of Athens stepped in, and the patient was eventually able to have a beautiful smile. According to AAO, the orthodontists moved his remaining upper teeth forward and reshaped the canines and lateral incisors. The boy’s tooth gap is finally gone for

good — although after far more extensive treatment than it would have taken if he had seen an orthodontist in the first place.

This is why AAO’s covering this subject matters. His parents wanted to help him, but they didn’t understand just how damaging manipulating teeth can be when you don’t know what you’re doing. Blog posts like this help spread awareness and can prevent near- tragedies like this one in the future. Many of us here at Ortho Technology are regular readers of AAO’s blog, and this article exemplifies why. It’s a straightforward, illustrative piece that speaks to both professionals and the general public alike. We can’t recommend this resource enough to members of an orthodontic office and their patients. It’s a great idea to point new hires and patients to aaoinfo.org/blog . Chances are they’ll find answers to questions they didn’t even know they had!

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Social Awareness: Dove Dove’s “Campaign for Real Beauty,” which launched in 2004, was a long overdue change of pace for the beauty industry. Since time immemorial, fashion and beauty campaigns featured only impossibly beautiful women who had body types that the average person could never attain. Dove threw this aspirational, and potentially toxic, messaging in the garbage and decided to celebrate women of all shapes and sizes. If you can create a campaign that includes those who aren’t used to widespread representation, you’ll increase your reach in a hurry. Curated Cool: Dos Equis Here’s a dirty little secret the beverage industry won’t tell you: Most industrially produced beers are made by one of two companies, and the vast majority of them taste remarkably similar. The difference, for the most part, comes down to the way they are marketed. Dos Equis, with their “Most Interesting Man in the World” campaign, carved out a name for themselves as the beer for urbane, thrill-seeking drinkers, despite the fact that their product is about as exotic as a Coors Light. Sometimes, perception really is reality.

HOW DO OUR REPS KNOW SO MUCH? Trapezio Brings Clinical Training to You

In the words of Ursula K. Le Guin, “Need alone is not enough to set power free: there must be knowledge.” At Ortho Technology, we believe in empowering our sales representatives to provide you with the best possible customer service. We do this through our training program, which keeps reps up to speed on the latest orthodontic practices and procedures. This level of professional education wouldn’t be possible without Trapezio.com. A Digital Learning Space Trapezio is an online resource designed for training orthodontic assistants and other members of your team. The curriculum, which includes audiovisual presentations and tests, was designed by Dr. Doug Depew with the goal to teach people all they need to know about working with an orthodontist. Today, this AAO- endorsed collection of online courses covers treatment coordination, specialized orthodontic assistance, and more. Why It Matters to Us While Trapezio was designed to help doctors train their team, our reps have

found it to be an invaluable resource. Many members of our team have a background in orthodontics, but best practices can shift quickly with changing technology. Trapezio gives our reps a solid understanding of what it means to work in the industry today, and how best they can help doctors and their assistants. Empowering Knowledge When you call in with questions or search for a new product, we want your Ortho Technology rep to be in your corner. The last thing you need is for them to lead you to items that don’t fit your needs, or for you

to spend valuable time explaining the issue you’re facing. By ensuring all of our reps have a strong clinical background, we avoid these pitfalls. When it comes to finding clinics the best possible value for orthodontic supplies, knowledge really is power. If you’re interested in providing your team with Trapezio’s in-depth training programs, Ortho Technology can help! Currently, we are offering discounted memberships to this online curriculum through our referral partner program.

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INSIDE Grow Your Web Traffic the Right Way PG1

The Absolute Best in Advertising


Warning From AAO: DIY Orthodontics


How Do Our Reps Know so Much?


Avoid the Summer Heat Somewhere Cool


Relax in These Cool Destinations This Summer CHILL OUT

Alaska No place says chilly quite like Alaska. Trips to Alaska can be expensive during this time of year, but when you step into that crisp air with a cool mountainous view, you’ll understand why it’s a popular summer voyage. Travelers can choose to fly or take a cruise ship, and many cities feature tourism-packed excursions. A few notable locations include Anchorage, the Kenai National Wildlife Refuge, and Denali National Park and Preserve. Iceland Just as its name suggests, Iceland can be the perfect destination for travelers yearning to get away from the unbearable summer heat. With temperatures rarely exceeding 60 degrees F — the average high for the country — packing is easy for this relaxing vacation. Take a relaxing dip in one of the country’s many hot springs or enjoy tremendous views of the fjords. Even

better, you can tour the country at any time because it’s sunny almost 24 hours a day. What could be better than a midnight hike around the fourth happiest country in the world? Norway Just because it’s summer doesn’t mean you have to give up your skiing hobby! Venture off to Norway and experience some of their most popular summer ski resorts. After a day or two shredding the slopes, experience the popular Norwegian Opera and Ballet in Oslo or choose between numerous outdoor and indoor exhibitions. Best of all, you won’t even break a sweat, as the average temperature in Norway’s hottest month barely hits 70 degrees F. Bordering Sweden and northern Finland, Norway can even be the beginning to a cool European tour this summer.

As the scorching summer sun beats down, it’s hard to remember that just six months ago you were shivering through the winter, whether that meant a chilly 50 degrees F or bitter subzero temperatures. But if cooler temps sound like paradise, and a dip in the pool is no longer keeping you cool, it might be time to take a vacation somewhere chilly. Check out these three destinations to avoid the summer heat.

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