OVER THE PAST COUPLE OF YEARS I’ve written and spoken extensively about three dental social media marketing strategies that successful dentists and orthodontists are using to create more thriving dental practices.
- Visibility & “Share-Ability”
- Clout, Culture, & Connections
- Giving & Introspection
I’d like to talk to you a minute about “Clout”.
Drs. Middleberg & Gemmi Increase Clout In Unassuming Ways
Dr. Middleberg and Dr. Gemmi really get it when it comes to leveraging dental social media to increase the clout of their practice. Many times I’ve noticed Facebook and blog posts pushed through their platform where they talk about the things they’re learning to better serve their patients. And, every time they do this I also notice great engagement with their patient base. In this case, over 30 Likes, a number of comments, and still counting…
Two Wrong Assumptions Many Practices Make In Their Dental Social Media Marketing
Over the years I have seen many dental practices make the mistake of wrongly assuming two things:
1. Believing that their patient base knows about and understands all of the services they provide. Au contrair, mon ami! Studies show that most of your patients actually are NOT very familiar with the breadth or depth of your services.
2. Believing that people will not find additional information about these things interesting. Not true, again. Never before in the history of the dental profession has there been so much relevant, useful and engaging content about patient comfort, health, and appearance. And, your patients and prospective patients are already searching, researching and learning about it online.
It’s Not Information Alone, Nor Is It Feelings Alone
Look again at the Facebook post shown above. Prior to powerful dental social media tools and strategies there wasn’t any way to create this kind of mix to connect with, and strengthen your relationships with patients.
OK… Here’s your assignment:
I want you to spend 30 uninterrupted minutes tonight listing all the things you do that increase your clout—the books you read, the continuing education you complete, the professional journals you subscribe to, the organizations your belong to, the lectures you give, the dental conferences or forums you attend, the blogs you read, etc., etc. Each one of these things includes all the elements needed to tell a story. Your story. Stories that need to be told. Stories that spread.
Now, I want you to pick three things from that list. Once each month, for the next three months, I want you to take one of those and write a simple, short, 200–300 word story about it. Why did you take that CE course? How did you hope it would help your patients? What did you learn? Have you had a chance to use what you learned to improve the life of a patient? Why did you read that book? Where did you hear about it? Why do you belong to that particular dental organization? What benefits do your patients see as a result of your belonging to that group?
You get the idea. These stories have been unfolding during your entire career. You’ve just never thought about them in this way—and you’ve never had an opportunity to share and leverage them to build your business. These stories are all part of your content strategy.
Be Sure You Have An Integrated Solution For Sharing These Stories
You can do this. Whether you have a little help from us, or do it yourself by first setting up a simple blog and a Facebook page, the rewards are absolutely worth the effort. You’ll quickly find yourself becoming a social business.