Dentists, being in an exacting profession, often fall victim to what is termed paralysis by analysis, that is, the tendency to let their perfectionist side get the better of them, leading to a deferred decision to take action. While good when placing crowns, the consequence with respect to dentistry marketing and other decisions can be that, while waiting to create, for example, ‘the perfect website’, the practice is losing thousands (probably tens of thousands) of dollars by not at least implementing the known essentials of a website to attract, impress, and motivate prospective dental patients. to, in other words, Take AIM with your website.
It’s unfortunate, because a website is not like a brochure where, once you print, you’re stuck with the finished product until you’ve depleted the supply.
Your dental website can, and should, be viewed as a living document.
Opportunity cost is the term used by economists to describe the monetary consequence of not taking action. It is also termed by statisticians a Type II error, that is, the usually and unfortunately, unmeasurable, cost of incorrectly rejecting the null hypothesis; for example that a new website will be better than your present one.
I suspect you are already aware of this. The question now is what to do about it.
It’s okay to think about it. You just now know there’s a cost associated with that “decision.”