Q: Knowing all the marketing mix tools available to the dentist...how does having a Web site mesh with them?

A: A Web site is the most important marketing tool. Essentially an online brochure with no limits, a Web site lets prospective patients virtually "visit" the dental practice, "meet" the doctor, "tour" the office, learn about services and "see" before and after examples. It's the next best thing to literally having the patient walk in the door.

In relationship to the marketing mix, a Web site bolsters a dental practice's other advertisements. Radio, television, and print ads are all limited by size and time. However, add a Web address to them and now people will have access to everything they should know about the practice. Most people would rather not call, feeling obligated that a phone call means setting up an appointment — they'd rather learn more and the Web site offers them just that. For every person who wouldn't call, now a percentage will visit the Web site taking one step further and increasing an advertisements conversion potential.

And with all of this, a Web site is one of the least expensive marketing tools, and by far the most cost-effective. There are no scaling circulation or distribution costs — imagine a brochure with no printing or postage costs.

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