You worked hard to build a social media fan base for your dental practice, and the last thing you want to do is push them away with annoying advertising. Here’s how you can promote products and services to your fans — and stay on their good side!
We’re all being bombarded by marketing messages all the time. Most of it we simply ignore, but some online advertising pushes our buttons in just the right way that causes us to unsubscribe, unfollow, and find any way we can to stop further communication from the offender. It’s no wonder that the number of people using online ad blockers is skyrocketing, now in the hundreds of millions.
So it’s understandable when our client dental practices are concerned about creating posts that could be perceived as advertisements, and losing fans for it. It’s true — posting nothing but “buy, buy, buy” or “call now for an appointment” on your social media pages is a quick way to get a patient or fan to disengage.
Nevertheless, social media is an excellent platform to generate interest in products and services you offer in your dental practice. It just requires a little smarter approach — one based on personal connection and empowering patients. In fact, it can be even more effective than traditional advertising because when you sell something through education and building trust, you not only create a sale, you increase the likelihood of that patient becoming an advocate for your practice.
Here are a few ways you can promote your dental practice’s products and services on social media while avoiding being perceived as pushy or annoying:
1. Inform Patients and Prospective Patients About What’s New and Interesting in Dentistry
Unfortunately, many dentists think talking about dentistry on social media would bore their fans. Not true! Modern dentistry is incredibly fascinating! Share about your practice’s latest equipment, products, and procedures in a way that explains how they improve patients’ lives. This dental team member demonstrated how their new whitening procedure let her brighten her smile on her lunch break, and fans loved it:
2. Demonstrate Your Commitment to Patient Education and Providing the Best Treatment
By giving patients and fans details about your products and services, you empower them to make the right choices for their family’s dental health. Share your thoughts on the benefits and drawbacks of treatments you provide, and what options patients have to address dental issues. This practice created a video about the proper use and oral health benefits of water flossers:
3. Share Your Love for Dentistry and Meeting New Patients
If getting dental treatment has been at the back of a patient or fan’s mind for a while, all it might take is a little friendly encouragement to motivate them to action. Create posts that showcase your welcoming, caring practice culture, and invite prospective patients to give you a call.
Patient-Focused Product Promotion Builds Relationships
In most cases, it’s not the mere presence of advertisement that turns people off. It’s advertisement combined with the perception that a business is only interested in making a sale, rather than building a relationship. Social media gives you a unique opportunity to strengthen and maintain relationships, so that when you do occasionally promote a product or service, patients and prospective patients know that you have their best interest in mind.
My Social Practice offers a ton of free downloadable materials to help you get started with social media in your practice! Learn more and schedule a demo today!