What new patients look for
- Insurance: a clear list of plans you’re in network with, and what happens if theirs isn’t listed.
- New patient information: what to bring, how long the first visit takes, what it costs without insurance.
- Booking: online scheduling or a request form, plus a phone number that’s answered.
- The team: real photos and short bios of the dentists and hygienists.
- Services, each on its own page, especially the ones people search for: implants, emergency visits, Invisalign or other aligners, whitening, pediatric care.
- Location, hours and parking.
Privacy questions to ask
This isn’t legal or compliance advice. Your HIPAA obligations are a question for your compliance adviser; we handle the technical side and document it.
- Forms. An appointment request or intake form can collect health information. It should send over HTTPS, store entries securely behind a sign-in, and not email details around the office. See contact form security.
- Tracking pixels. Advertising and analytics pixels on appointment and patient pages can send information about visitors to the ad platforms. HHS has issued guidance on tracking technologies on health care websites; raise it with your compliance adviser before adding any.
- Review replies. Never confirm someone is a patient or discuss their care in a reply to a review.
Written by Nikita Huttenlocher, founder and lead engineer at Huttenlocher Technologies, a web design and software company in Myrtle Beach, South Carolina.