How Coalition’s Incident Response Helps Reduce Risks During a Cyber Attack

By Leeann Nicolo with Coalition Inc.

Traditional cyber insurance protects businesses from the impact of a cyber breach after it occurs. However, what if cyber coverage could actually help reduce the risk of an attack before it happens? 

As cyber incidents increase across the globe — cyber claims severity rose 56% for small businesses last year — reducing the risk of an attack proactively is critical to reducing overall business risk. 

Enter: Coalition’s Incident Response (CIR)

Driven by a team of technical experts, incident responders, forensic specialists, and security engineers, Coalition provides security across the lifecycle of a business, elevating the ability to respond to bad actors, including a security support center to help prevent attacks before they happen — and respond more effectively if they do.

From ransomware to reputational impacts, CIR solved 46% of incidents reported to Coalition last year —  without additional costs or using up policyholder deductibles. Even more consequential, CIR helped many policyholders prevent cyber incidents last year, as Coalition’s insureds experience less than one-third the frequency of claims compared to the broader cyber insurance market (based on 2020 and 2021 National Association of Insurance Commissioners [NAIC] report data).

The incident timeline: investigate, remediate, communicate

When a cyber incident does occur, policyholders should be encouraged to report the incident to their insurance provider immediately. 

Reporting an incident gets the ball rolling and alerts all necessary vendors and experts to mobilize, with the goal of reducing the overall impact of the incident. Coalition’s Claims team responds immediately to help determine what services to activate, from forensics specialists to a breach coach, and/or a PR firm to manage crisis communications. 

The Coalition team will walk an insured through an investigation and remediation of the incident, while also working on all points of critical communication simultaneously. Here’s the Coalition Incident Response timeline as seen through an investigate-remediate-communicate lens: 

  1. Investigate what happened, to determine the tactics and techniques used by the threat actor during the incident. Building off of the insured’s Active Risk Assessment — a scan of how the insured’s network is seen on the dark web, so all vulnerabilities are visible — CIR collects and analyzes forensic artifacts and system logs to dive into what vulnerabilities may have enabled the incident and how the business can react to protect itself. This includes determining if the business has available backups and utilizing tools to have oversight and block the threat actors from gaining more access. Were any previous vulnerabilities noted and not patched? Were all the potential protections implemented in good time? While Coalition’s in-house team leads the investigation of the cyber incident, based on its complexity, third-party specialists could be also called in to supplement Coalition’s expertise. 
  1. Remediate for both the short- and long term. While remediation steps are informed by the investigation, this step happens alongside the investigation. The goal here is to act quickly in order to minimize the damage. CIR recommendations will be based on what is known and learned about the business, as well as on protection implementations recommended to them during earlier stages of the Active Insurance life cycle.  For example, if the business has viable backups in place for all of their critical data, CIR can guide the business through a process that avoids interacting with the bad actor and gets them back online more quickly. As a general rule of thumb, offline backups offer the greatest chance of survival during a cyber incident, because they’re unreachable to the threat actor. Online backups are often also seized or locked up by the threat actors along with your network. The CIR team guides insureds through the entire process of restoring from backup, from negotiation, to testing encrypted data, and finally (if necessary) paying the threat actors for a decryption key to regain control of the network. Remediation is also a time during which CIR will make network recommendations for the future. These may include: 
    • Multi-factor authentication (MFA), the electronic authentication of two or more pieces of evidence in order to be granted access to a website or application 
    • Endpoint detection response (EDR), software installed on all servers and endpoints, designed to stop ransomware and identify unusual behavior in an application
    • Network segmentation, a strategy that provides limited network access to employees, based on job qualifications, tasks or seniority. This helps businesses reduce network access. 
  1. Communicate the technical details. CIR will act as the business’s technical expert during the incident’s communication process. This includes communicating with the bad actors if necessary, but also providing the appropriate technical detail to include in internal and external communications about the incident.  For example, depending on the regulatory laws in effect in the states in which the business operates, CIR will provide guidance on what needs to be communicated to anyone with breached data. CIR can also work with the policyholder to provide an accurate understanding of how much the claim will cost based on the remediation necessary and forensic investigation that took place.

Very often during and after a cyber incident, it’s important to engage a special public relations firm that deals with cyber incidents and their crisis communications needs. Coalition’s cyber coverage includes this service, and such a team is engaged if necessary by the CIR team as well. 

Coalition Incident Response is active

Coalition’s Active Insurance goes beyond a cyber insurance standard, playing an integrated role in your business’ cybersecurity across its lifecycle. It’s like combining the safety features of a vehicle — reverse backup sensors or automatic braking — with the post-accident coverage. 

Coalition’s Active Insurance approach consists of Active Risk Assessment, which takes place before the policy is written, Active Protection during the policyholder period, and Active Response, a post-breach response. All three phases of this lifecycle provide a continuous feedback loop of the business’ current risk level and vulnerabilities.

To report a cyber incident, Coalition policyholders can reach CIR here.

To learn more about Active Insurance, download the Coalition Active Insurance eBook.

Reprinted from Coalition Inc. Visit coalitioninc.com/blog to view the rest of the content on Coalition’s blog.

Chew on This: Dental Supply Best Practices with TDSC.com

Do you ever wonder what drives the cost of dental supplies? Want to know how to best keep supply costs low or if we should expect another shortage of personal protective equipment? Were you aware that all Florida Dental Association (FDA) members are part of a group purchasing organization and eligible for exclusive discounts?

FDA Executive Director Drew Eason gets answers to all these questions and more during his “Chew on This” interview with representatives of TDSC.com, powered by Henry Schein. Watch the interview!

Learn more by visiting TDSC.com and, if you’re attending FDC 2022, stop by the TDSC booth (Booth 430) to meet the TDSC team and play a game to win. 

5 Strategies to Hire Great Staff for Your Dental Practice

By Anna L. Davies, Digital Marketing Specialist at Whiteboard Marketing

Like every industry, dental offices are facing staffing shortages. According to the American Dental Association, more than 80% of dentists say the recruitment process is extremely challenging.

Finding the staff and talent you need can feel overwhelming. Here are five strategies to help you recruit staff to your practice.

Strategy #1: Use Your Website to Hire New Staff

“Your website, if optimized, can be one of your most valuable recruitment tools,” says Sean White, CEO and owner of Whiteboard Marketing. “Prospective employees look through websites to get a feel for day-to-day life in your office.” In fact, the second most-visited page on a website is your team page.

To optimize your website for staff recruitment, work with your web developer to:

  • Add a careers page to your website so prospective employees can easily find postings.

This helps qualified, prospective employees find essential information about your practice and available positions.

Add individual pages for each job posting linked from the careers page. This makes the job posting easy for prospective employees to locate and help search engines like Google show your webpage when people search for dental jobs near them.

Strategy #2: Use Facebook to Attract New Staff

“With 71% of the U.S. population currently using Facebook, finding your best candidate is just a job post or advertisement away,” says White. “For our dental clients, we have had the most success recruiting quality candidates for front desk and office manager positions.”

Work with your social media manager to:

  • Post open positions on your Facebook business page.

Include the link to your careers page so prospective employees can go to your website and learn more.

After posting, boost this post to reach a wider audience. It will appear on your Facebook business page, in the “Jobs bookmark” and on Marketplace.

Facebook provides easy steps when boosting a job post. The platform considers job ads a “special category” and has a strict non-discrimination policy with limited audience segmentation capabilities.

  • Advertise open positions with Facebook ads.

Facebook advertising allows you to run your hiring ads longer than a boosted post. Use high-quality team images, positive messaging and strong calls to action.

For example, if you’re looking to hire a dental assistant in the Fort Lauderdale area, you can target Fort Lauderdale as your ad radius and people with “dental assistant” as an occupation or interest on their profile.

  • Join your area’s Dental Peeps Facebook group.

Dental Peeps is a private Facebook group for dental staff. Ask your staff to post on the wall and encourage others to apply.

Strategy #3: Post on Key Job Search Websites

Accounting for more than half of all online job postings, job websites serve as the primary recruiting source for employers and employees.

Indeed is the No. 1 job site in the world with more than 250 million active unique users each month,” says White. “Because every dental market is different, research the best site for your area.”

Consider using:

Strategy #4: Ask Your Employees to Refer Potential Staff

According to CareerBuilder, 82% of employers say their best employees come from referrals.

“Employee referral programs are one of the most effective and efficient recruitment strategies you can implement,” says White. “Your current team members understand your practice, patient philosophy, culture and work ethic. They also have the best idea of peers who may be a great fit for your business.”

Motivate your staff to refer employees through an organized incentive program. Some incentive ideas include cash, gift cards or extra vacation days. You also can ask team members to review your practice on hiring websites.

Strategy #5: Maintain an Inventory of Potential Employees

As you navigate the hiring process, you will collect resumes of qualified candidates. Keep these resumes on file for future opportunities at your practice.


Whiteboard Marketing is a national dental marketing agency, based in Dublin, Ohio. With more than 17 years of experience, Whiteboard Marketing creates unique, customized solutions that attract, acquire and retain patients for your practice.

10 Features Every Dental Practice Website Should Have

By Whiteboard Marketing

In today’s marketing world there are many ways to get the word out about your dental practice, but your website is the most important tool in your marketing arsenal. Your website helps educate current and prospective patients about you and your team, the procedures and services you offer, and unique qualities that set you apart from the competitor down the street.

While it is important to focus on attracting potential patients to your website, an even more vital component is converting them to new patients once they visit the site. This concept is known as conversion rate optimization (CRO), which means optimizing your website to ensure visitors are filling out forms or picking up the phone to call your office. 

Follow these 10 best practices to ensure your website is converting as many potential patients as possible. 

1. Have Clear Calls to Action.

More than 55% of your website visitors will leave your website within 15 seconds. This means you have 15 seconds or less to get your visitor to convert. Having clear calls to action (CTAs) will help guide a patient to call, schedule, chat, contact or complete forms. The most effective CTAs are brightly colored buttons that stand out from or compliment your brand colors and provide easy-to-understand directions. The key to a successful CTA is creating the right wording, style, size and even the location of them on your pages.

2. Add a sticky navigation.

The navigation of a website is the menu at the top that lists the pages a person can visit on your site, such as the About or Services sections. Having a clear, easy to understand navigation allows site visitors to find the information they are looking for quickly and easily. While it is great to structure the navigation with an efficient layout, it is also important to build a “sticky navigation.” This means that the navigation bar scrolls up and down the page with the user as they move throughout the site. Sticky navigations are an essential component to a website because it allows users to quickly switch among pages without having to scroll back to the top of the page. Having a sticky header also means there is a CTA visible all the way through the site, so that it allows a person to convert at any time.

3. Add live, streaming patient reviews.

Our own client analytics show that the practice reviews page is the third most viewed page on dental websites, behind the home and team pages. Online patient reviews are an effective tool to reassure potential patients they will have a good experience when they visit your practice. While it is important to receive a consistent stream of reviews on Google, Facebook and other sites, your website also is a perfect platform to display your reviews. Promoting your reviews on your website allows patients to quickly and easily learn more about you. This is a perfect opportunity to demonstrate why your practice is the best fit for their dental needs.

A live reviews feed from your Google, Facebook and Healthgrades channels also impacts your search engine optimization (SEO) efforts, because it views incoming reviews on your website as new content.

4. Use white space!

One of the most controversial topics of website design is about the use of “white space” on a website. “White space” is a term for any space that does not include content or images, even if the background is another color besides white. At Whiteboard Marketing, we recommend including a few sections of white space within your website. This separation of content and color is important to ensure that you are not overwhelming the user. In order to convert visitors to new patients, your site should guide the user’s eye to the content you want them to see. This also highlights the importance of having a clear CTA that stands out. If a website visitor is unable to differentiate between your content and the CTA, it will be more difficult to direct them what to do or what actions to take. If there is information that you feel is important to add to your website, our designers recommend adding it to a relevant spot on the homepage and into the navigation as a link. This ensures that the information does not take away from the main CTA.

5. Add images of your practice and team.

As mentioned above, your practice’s team page is typically the second-most visited page on your website. Adding professional images of your office and team will help prospective patients get a feel for your practice culture and commitment to dental health. Make the investment to use real images of your practice rather than stock photography.

6. Embed Google Maps on your website with the ability to “click” for directions to your practice.

Adding a Google map to your website lets Google know that your practice is located where your practice Google My Business (GMB) profile says it is. This will help with your SEO. Be sure the address on your website matches your GMB profile. When you add clickable directions from the map, patients can get directions in a simple click from their desktop, tablet or phone.

7. Modernize the patient experience by adding important patient resources.

We live in a society of immediacy where website visitors want to communicate, schedule, pay bills and more online on their time. By adding these “modernization” opportunities to your website, you will convert more new patients and keep visitors on your website longer.

  • For prospective patients, consider adding features like online scheduling and live 24/7 chat.
  • For new and current patients, consider adding online forms and online billing links.
  • For all patients, make sure you have clickable contact information, including a click-to-call and email and Google Maps directions to your office.

The more assets your site can offer to patients, the better experience they will have when visiting your site. These resources add additional opportunities for you to convert a patient or collect contact information.

8. Write unique, rich content.

Google considers content to be “rich” if it is filled with unique information about valuable topics, news and materials. Rich content provides a deeper understanding about your practice that you cannot find anywhere else on the internet. Some of the things that you can provide to help develop more rich content are team biographies, photos of your team and practice, and all the services that you offer. Not only will this help visitors develop a better understanding of your practice, but it also will provide better SEO potential.

9. Focus on Search Engine Optimization.

One of the most important resources you can have with any website is SEO. SEO is a way of optimizing your website to make search engines, such as Google, understand exactly what your website is providing to anyone searching for that type of content. When a person searches “dentist near me,” Google will know that your website fits that description, and it will include your website in the top of the search results. Search engines also will grade your website on a range of factors based on how well the website is built. The better the grade, or score, that your website receives, the higher you can be placed in search results. This provides your practice with the opportunity to be seen before your competitors.

10. Make sure your website is mobile responsive.

In today’s age of technology, phones and tablets have become a primary platform to search for information and view websites. That’s why Google switched to a “mobile-first” index in 2019. This means that your practice’s mobile website is being crawled and indexed before the desktop version of your site. In 2020, the number of users who viewed websites on mobile was the same amount of people who viewed it on desktop. As the use of these devices continues to increase, it is important to keep in mind how your website looks on a variety of different screens. If you do not have a mobile responsive website, there is a good chance that you are losing half of the potential patients who visit your website. Check to see if your website is mobile responsive.

There are many things that you can do to improve your practice website, but these 10 best practices are essential to include in your website update or redesign. It’s important to work with someone who fully understands the web design and development standards so they can ensure your website will be set up for success.


Written by Whiteboard Marketing team members Alex Francis, lead web developer, with input from Sara Wehrle, local SEO specialist, and Kristi Simone, CMO. Whiteboard Marketing is a dental practice marketing firm that partners with 200+ dentists nationwide to develop and implement practice marketing strategies that increase new patient acquisition and build brand awareness.