Join Orthodontic Products Chief Editor Alison Werner as she talks with The Digital Orthodontist host Kyle Fagala, DDS, MDS. In addition to being a board-certified orthodontist with a two-office private practice in Tennessee, Fagala is also co-founder of Neon Canvas, a digital marketing company that has been working with orthodontic practices since 2016.

In this episode of the Orthodontic Products Podcast, they talk about Fagala’s new children’s book, All the Best Faces Wear Braces. The book includes 14 original humorous poems that describe the different types of orthodontic patients orthodontists and their team members see. The book was not only written to educate kids about orthodontic treatment but also to serve as a marketing opportunity for orthodontic practices. As Fagala explains, the opening and closing of the book can be customized to individual practices to be a marketing and outreach tool with young patients and their parents, referring dentists, and local schools.

The book is just one of the ways Neon Canvas is seeking to bring innovation to orthodontic marketing. In the 6 years since it started, Neon Canvas has grown from a team of 4 to 45 and now has orthodontic clients in 42 states and Canada. Fagala shares how orthodontists benefit from working with a digital marketing company founded by a practicing orthodontist.

Also in this interview, Fagala offers advice to practices that are on the fence about hiring an outside firm to handle their digital marketing. He points out that a profitable practice is going to be one where the orthodontist is maximizing their time spent doing what they do best—which is orthodontics, not tinkering with a website, writing blogs, or doing social media posts.

Fagala also shares his thoughts on the key marketing trends affecting orthodontists—and no surprise, Google is at the top of that list. Fagala reiterates what most orthodontists already know: Your practice website needs to rank #1, #2, or #3 in organic search results. And the key to getting there is a strong website and an investment in search engine optimization, or SEO. Fagala also shares his thoughts on where social media should fit into an orthodontist’s digital marketing plan and how mobile continues to change the marketing landscape.

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