Success in any business environment today requires grabbing the attention of the most entrepreneurial and tech-friendly generations in history. They also are the most overstressed and distracted demographics to date. Failing to understand and develop marketing strategies that appeal to your patient market and their personal preferences - both in learning and information gathering — may be a deterrent to practice growth and success. It is my opinion that most orthodontists and their teams have minimal knowledge and training when it comes to designing and implementing an Internet marketing program to attract new patients and build their business for the future. This chapter reviews some of the general concepts required to create an effective Internet marketing plan along with an explanation of how the search engines such as Google-, Yahoo- and Bing-organized and index websites and social media in local search.
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