Dental Data Trends 2014

Source Data Explained

16,328,211 Total Consumer Searches

The following results (impressions) are based on the overall number of search queries served against the most common dental keywords in Canada for OutRank’s customers.

As such they represent the confluence of industry search terms and patient search behavior, as represented by the dental healthcare clients of OutRank by Rogers.

During the period from January 1st 2013 to December 31st, 2013 the total results for Canadian impressions served to patients searching for dental information online was over 16,000,000 impressions.

Canadians Are Likely To Research Practices And Procedures

Key Learnings

1) Even in the age of information, general practitioners are still the gatekeepers of patient information and diagnosis. 2) Cosmetic dentistry is a rapidly growing category. 3) Patient brand and procedural knowledge is highest in cosmetic dentistry. 4) Patient information gathering and search driven research is highest when life changes occur.

· Having Children · Aging · Moving

5) For dentists what you do matters more than how far away a practice is from prospective patients.6) Canadians appreciate low cost and last minute, and are twice as likely to search for terms like ‘emergency’ and ‘cheap’ than North American averages suggest. 7) Almost half of all searches don’t include the word ‘dentists’ instead focusing on procedural terminology.

Implants Are The Most Searched Specific Procedure

Most Frequently Searched Terms

17.08% of the tracked search impressions contain these or a combination of these words, often augmented with Additional terminology based on patient needs.

For example ‘Dentist Implant’ or ‘Pediatric Dentist’ would both contribute to the overall Dentist search results, and ‘Pediatric’ and ‘Implant’ would only contribute to the Family and Implant category respectively. Most Frequently Used Search Terms In Canadian Dentistry:

· Implant (5.68% of results) · Emergency (4.7% of results) · Family (3.6% of results) · Cosmetic (3.1% of results)

Dentist Are Still Patient Care Gatekeepers

North American Search By Profession

Of all dental-related searches, GP’s (General Practitioners) are the most frequently searched dental health professionals. As the front line in prevention and maintenance, they remain key gate keepers in patient care and knowledge.

It’s should be noted that the 4.6% of searches targeted at specialists represent a departure from traditional referral GP behavior with patients demonstrating active research actions in their own care solutions. · Dentists (74.86% of total results) · Orthodontic (2.04% of total results) · Pediatric (1.1% of total results) · Endodontist (0.72% of total results) · Periodontist (0.46% of total results) · Oral Surgeon (0.27% of total results) · Prosthodontist (0.01% of total results)

** Each of these search terms represent both pluralize versions and common misspellings of each term. **

Cosmetic Repair To Damaged Teeth Is In Demand

Trends In Cosmetic Dentistry

Searches for cosmetic processes represent the largest slice of the dentistry pie at 15.95%.

· Implant  (5.53% of total results) · Cosmetic (3.36% of total results) · White (2.4% of total results) · Invisalign (2% of total results) · Veneers  (1.35% of total results) · Braces  (1.15% of total results)  · Lumineer (0.25% of total results)

** Each of these search terms includes plural versions and common misspellings.**

Canadians Care About Cosmetics

Cosmetic And Health Trends

Standard procedures are less likely to be searched by Canadians (1.54% of results) and are dwarfed by searches for more elective procedures such as cosmetic dentistry (15.95% of results) where the consumer demand for information is higher.

· Fillings (0.15% of total results) · Cleaning (1.39% of total results)

** Each of these search terms includes plural versions and common misspellings.**

Most Patients Choose A Dentist Before Problems Arise

Emergency Dentistry

Most patient care is planned with only 2.35% of patients searching for emergency dental services across North America.

· Emergency (2.2% of total results) · Repairs (0.15% of total results)

In Canada emergency searches (4.87%) are twice as likely to occur than the North American Average (2.35%).

· Emergency (4.7% of all Canadian results) · Repair (0.17% of all Canadian results)

** Each of these search terms includes plural versions and common misspellings.**

Patients Seek Practices That Serve The Whole Family

Family And Pediatric Dentistry

Searches for families and family practices make up about 6.5% of total results.

· Family (3.45% of total results) · Child (1.2% of total results) · Pediatric (1.1% of total results) · Kids (0.7% of total results)

** Each of these search terms includes plural versions and common misspellings.**

Canadians Are Price Sensitive

Price Sensitivity In Canada

Canadian’s are shockingly price sensitive, generating twice as many impressions as the North American average for the phrase ‘cheap’.

· Cheap (2.7% of Canadian results) · Cheap (0.88% of North American results)

** Each of these search terms includes plural versions and common misspellings.**

The Age Of The Passive Patient Is Behind Us

2014 And Beyond

With over 16,000,000 searches served in 2013, it’s easy to see that the age of the passive patient is behind us. Today’s patient is researching, options, terminology, location and quality of care like never before. They are savvy with a working knowledge of procedures and the desire to understand the recommendations they’ve been given.

Patient comfortability using search terms like: Invisalign, Implants, Lumineer, Prosthodontist, and Endodontist indicates that this trend will not be slowing anytime soon.

Ultimately we must recognize that as healthcare moves forward in the digital age that between each stage in the patient care cycle, patients will most likely be online and actively searching to gain knowledge about their own care.

Search Is At The Heart Of The New Patient Care Cycle

Rogers is a diversified public Canadian communications and media company. We are Canada’s largest provider of wireless voice and data communications services and one of Canada’s leading providers of cable television, high speed internet and telephony services. Through Rogers Media we are engaged in radio and television broadcasting, televised shopping, magazines and trade publications, and sports entertainment. We are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE: RCI).

For further information about the Rogers group of companies, please visit www.rogers.com.

In 2012 Rogers Communications established a OutRank to provide Canadian small businesses with a suite of solutions designed to help them compete in the world of digital marketing.

Find out more at: http://www.rogersoutrank.com/

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