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An Essential Dental Clinic Social Media Marketing Strategy
YOU’VE PROBABLY NEVER THOUGHT OF YOURSELF as a television mogul. So what does a TV station and dental social media marketing have in common? Content.
Let’s pretend there’s a TV station called The Dr. Jones’ Dentistry Network. The program director insists on running commercials 24/7. Examples of the commercials are, “25% Off Any Dental Service!”, “Come On Down For A Smile Makeover!”, “FREE Whitening For Life!”, and “Why Dr. Jones Is The Greatest Dentist On God’s Green Earth!”.
Ratings for The Dr. Jones’ Dentistry Network plummet because NOBODY wants to watch a self-absorbed TV station that only runs commercials trying to sell stuff. The program director is fired.
The new program director understands the value of great dental social media content. She’s passionate about dentistry and recognizes many related topics that are interesting, informative, useful, fun, and relevant. And of course, she knows that she must include a little bit of smart advertising too. Ratings soar.
Your Dental Social Media Advertising Content Should Point Toward Your Practice’s Story Line
Here’s an example of content (think of it as a Sunday night, two-hour TV show on The Dr. Jones’ Dentistry Network) that isn’t a commercial. It’s interesting to people and garners huge prime time ratings:
Dental Clinic Social Media Marketing Is About Being Authentic
Building off of the example post above, your practice story is the story of dentistry, you, your team, and your patients. You’re telling a story, you’re not selling dentistry.
Social media is a platform built for story telling. If you try to turn social media into a traditional advertising strategy you’re going to be surprised at how well it does not do.
What your community wants to see from you on your social media accounts is authenticity, honesty, and great story telling. There are three ways to do this when you post.
The first and most important step in creating a successful dental practice social media marketing following that will grow your new patient database, is to simply post things that people are interested in. While generating topic suggestions, consider “What can I share that would make patients’ lives better?”
Finally, consider how to best present it. This isn’t to say that everything you put up has to be instructive; offering consumers the opportunity to win a prize or simply posting something amusing is also beneficial!
Make It Personal
The ability to establish a feeling of belonging among patients and team members is one of the most significant advantages dental clinic social media marketing provides. Belonging should be an essential part of your dental marketing. Concentrate on your patients’ history, hobbies, personalities, and traits. You make connections with your patients not as a dentist, but rather as pals. A personal approach has proven to be the most successful dental clinic social media marketing approach.
Your followers participation, such as likes, shares, and comments, will enhance the reach and impact of dental clinic social media marketing posts. You can ask your followers to submit their favorite character from a TV series in order to enter a drawing for a pair of movie tickets.
Another great way to invite engagement is to set goals for your posts. For example, you could announce that if a post reaches a certain number of Likes, one of your team members will dress up as the tooth fairy for a day.
If you ask for engagement in any way you’ll be surprised at how much you’ll get. Just remember that if you don’t A-S-K, you won’t G-E-T.
Now it’s your turn to be the station program director and put together your “Fall Lineup”! I know you’re passionate about dentistry—you just haven’t thought about it as a marketer before.
What are the stories you can tell? Is there a “mini-series” to produce? What are the interviews you can air? Take some focused time this week to brainstorm these (and other) topics with your team. You’re sure to come up with some fantastic dental clinic social media marketing ideas. Here are a few to include in your team discussion:
- Advances in patient comfort.
- Patient case studies where lives have been changed.
- Technologies that improve your service.
- Anxiety management products and techniques.
- Community happenings (even if they’re not dentistry related).
- Aspects of your practice culture that are interesting.
- Team member accomplishments.
- What one of your team members likes to do on the weekends.
- Dental-related, “whole body health” topics.
You get the idea…
Your dental social media marketing platform is your TV station. Your “shows” are blog posts, Facebook page posts, YouTube videos, Pinterest pins, TikTok videos, email messages, and Instagram photos. However, you don’t need to start with all of them. Pick a couple and focus on those first. We always recommend that you begin with Instagram and Facebook.
This post is part of a the series 26 Dental Social Media Marketing Truths.
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- Do I Have Time For Social Media Marketing?
- 3 Instagram Tips For Better Social Media Marketing
- Instagram 101 For Cosmetic Dentists
About the Author: Adrian Lefler is a dental marketing expert and a key member of the dental social media team at My Social Practice. My Social Practice is located in Salt Lake City, Utah. Adrian is passionate about helping dental practices grow with dental clinic social media marketing strategies. Interested in learning more about the benefits of social media for dentists please schedule a complimentary consultation. And, don’t forget to read our Google My Business reviews.