The McGill Advisory: How To Increase Your Reach On Social Media To Convert More New Patients

The McGill Advisory recently published our article in their monthly newsletter about how to use social media to increase your practice’s reach and convert more patients. You can read the full article below or log into your McGill account and read it on their website here.

One of the biggest growth opportunities for your practice is through active social media pages that engage current and potential patients with content that is current, creative, and shareable. Social media is proven to have a positive, measurable effect on new patient conversions. Researchers have found that people spend up to an hour every day on Facebook (an average of 53 minutes on Instagram) — influencing everything from how they vote to what local businesses they support.

To boost your exposure on social media and to reach more of the people you want to convert into new patients, you must implement strategies that will encourage current patients, as well as visitors, to share your content with their own network of friends and family who might be looking to join your practice. The big question is how do you get them to engage? Below, Dr. Leon Klempner and Amy Epstein, MBA*, founders of People & Practice, LLC outline a few simple strategies you can employ right now to increase your reach on social to convert more new patients.

Encourage Selfies

People love to post selfies. Almost every experience or milestone today is captured with a selfie to mark the occasion. Your practice should be encouraging selfies so patients can show off their beautiful smiles inside your office. Encourage patients to tag your practice when taking photos and make sure there are key locations around your office that strategically encourage selfie-taking, especially on big days like when braces go on or come off. When possible, an excellent location choice is one that shows your practice name or logo in the background. This way, the friends and family of the selfie-taker will see their improved smiles and know exactly where they got them. A picture on social media can be worth a thousand likes!

Create Shareable Content

Your social media content doesn’t have to be boring, nor should it be. Instead, make it fun. Use original content when possible, and spice up your posts with humor, history, or interesting educational or trivia items that patients will want to share with their friends and family. Always add an image to every post and keep them short and to the point. People tend to skim online when reading, so we recommend no more than 500 words per post—or, break up your posts into lists or small sections. The idea is to make everything bite sized so people can get to the point fast, “like” it, then share it on their own social media pages.

Provide a Call-to-Action

McGill Advisory Articles | Marketing: Internet/Website | November 2018

Patients should be directed to share after viewing your online content. Include a specific call to action at the end encouraging them to share. Use a service like ShareThis or AddThis on your Facebook, Instagram, and website posts. When you post on social media, always ask for likes and shares!

Engage with Active Patients

After you‘ve taken the steps above, you should start seeing patients come back more often to see what’s new. Make sure you engage with your most active users and tag them in posts. Empower a staff member to be your social media coordinator. Have them monitor your accounts for activity so when anyone comments on your page they can respond in a timely manner.

When a patient takes the time to tag your practice in a post (like a selfie), make sure you share it on your page, comment on it, and thank them. Social media is a two-way street. To be successful with social, you need to do much more than just post an occasional announcement. For the best results—make it interactive and make it fun!

* Dr. Leon Klempner and Amy Epstein, MBA are founders of People & Practice, LLC, a digital marketing firm exclusively for the dental profession. For more information and a free marketing analysis, contact them at 888.866.DOCS or email hello@pplpractice.com.

The McGill Advisory is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal or accounting advice or other expert assistance is required, the services of a competent professional should be sought.

Copyright © 2018 John K. McGill & Company, Inc. All Rights Reserved.

The above article was reprinted with permission from The McGill Advisory, a monthly newsletter with online resources devoted to tax, financial planning, investments, and practice management matters exclusively for dentists and specialists, published by John K. McGill & Company, Inc. (a member of The McGill & Hill Group, LLC). Visit www.mcgillhillgroup.com/newsletter or call 888.249.7537 for further information.

John K. McGill Publisher-The McGill Advisory

READ: Go High or Go Low Just Don’t Get Stuck in the Middle

The Progressive Orthodontist magazine just published our feature story about how to survive as an independent practice without getting squeezed in the middle from above by large corporate Dental Service Organizations (DSOs) and from below by low-cost, so-called DIY orthodontics. Written by our co-founders, Dr. Leon Klempner and Amy Epstein, MBA, the main idea is to teach orthodontists how to break from the pack with a marketing program that differentiates a practice and attracts more qualified patients.

“As the orthodontic business model becomes increasingly competitive, prospective patients have many lower fee options. Traditional private fee for service practices are finding themselves squeezed in the middle, steadily losing market share. Large, corporate, DSOs and insurance companies are pushing down fees while overhead costs keep going up. Computer generated tooth straightening applications in the form of so-called do-it yourself orthodontics are commoditizing services into a point-and-click shopping experience. Adding to the burden is a surplus of competition and mounting debt that orthodontists need to carry in order to remain technologically competitive. Orthodontists are definitely feeling the pressure from every side.”

Read the full article on Progressive Orthodontist website here.

When you are finished reading the article, come back and read more marketing advice on our blogFor a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

New Research: NPR Reports that Online Reviews Can Make or Break Your Dental Practice

NPR reported on some interesting information regarding doctor reviews online via a partnership between ProPublica and Yelp. Yelp isn’t just for restaurants and stores anymore; its share of the review market in the healthcare industry is steadily growing, with 1.3 million health reviews collected to date.

What’s interesting about this data is that overall, people are mostly happy and are happy to share their positive reviews, but aren’t usually that vocal. That said, those who are unhappy are quick to say why, where and how with 1 star reviews. They’re loud about their dissatisfaction and want others to know about it. One reviewer stated, “people put a lot of trust into their healthcare providers, and if my review could help others make an informed decision regarding their treatment, then it was worth it.”

Another interesting trend is that while Yelp reviewers are more likely to leave positive reviews for health providers than stores or restaurants, the providers that do the best are those who make their patients feel better quickly: acupuncturists, massage therapists, and the like. Doctors and dentists, on the other hand, can take longer to show results and their reviews suffer for it. The data reports that “doctors earned a lower proportion of five-star reviews than other health professionals, pushing their average review to the lowest of any large health profession.” One dental chain actually received over 3,000 reviews, the majority negative. Its average star rating is 1.8 out of 5 stars. Pretty dismal.

As a healthcare provider, how do you combat this? The answer isn’t as difficult as you may think: Simply ask for feedback.

At People & Practice we find that asking patients for feedback while they’re still in the office has a few great benefits:

  1. You find out which of your patients are happy and can reach out to them specifically, asking if they’d be willing to leave a review on a public site. Get them talking!
  2. Unhappy patients get a chance to blow off steam while airing their grievances…often when they’re done they’ve gotten it off their chest and move on, never leaving a what might have been a scathing public review. Plus you can then follow-up to smooth things over.
  3. You get a chance to grow and improve your practice by hearing ‘straight from the horse’s mouth’ about where you’re successful and where you could improve.

Another way to combat the negativity on Yelp is to help your prospective patients bypass Yelp altogether by boosting your presence on Google+. Google+ pages are set up in such a way that you can both interact with patients and have the page showcase their positive feedback.

Building your public reviews on Google+ has an added benefit. Research shows that the majority of people using the internet for search default to Google as their search engine. If you build up public reviews on your Google+ page they will begin to appear under your website in search results! That means 5 pretty, eye catching stars, showing up under your website. These will be the first thing prospective patients will see. Quite a glowing recommendation, don’t you think?

Building your online presence with reviews and engagement takes work, but given the trends outlined in ProPublica’s research, the impact on your business can be significant.

For the original NPR story, click here. To listen to the podcast, click here. For more tips, tricks and help, reach out to us at People & Practice.

Jessie Pressman, Reputation Management Specialist, People & Practice

How to Cultivate Online Reviews

Dr. Klempner was recently invited to contribute an article to Orthotown Magazine about importance of managing your practice’s online reputation. Click here to read the full article.

Wave Goodbye to the Good Old Days

Orthodontic Products Magazine Article

Dr. Klempner was recently invited to contribute an article to Orthodontic Products Magazine about the changing factors influencing the success of orthodontic practices today. Click here to read the full article.

Wave Goodbye to the Good Old Days

Orthodontic Products Magazine Article

Dr. Klempner was recently invited to contribute an article to Orthodontic Products Magazine about the changing factors influencing the success of orthodontic practices today. Click here to read the full article.