Increase Engagement on Facebook Through Comments

Social media is a powerful way to amplify your message, reach potential patients who may not be aware of your practice, and get your current clients to promote your service to their network by engaging with your content.

You have noticed a new way Facebook has been portraying comments to posts on your page.

According to Facebook:

“To improve relevance and quality, we’ll start showing comments on public posts more prominently when:

  • The comments have interactions from the Page or person who originally posted; or
  • The comments or reactions are from friends of the person who posted.

We will continue to take other signals into account so we do not prominently show low-quality comments, even if they are from the person who made the original post or their friends.”

If you want to boost engagement of your posts, try to engage with commenters who will encourage discussion (like Top Commenters or Discussion Starters). According to

“So, if you want to try and engage with more comments on your Page posts – which you should because it will likely help to boost your post reach – you should look to reply to those that will encourage more discussion, and prompt other users to either like or reply.”

Bottom line is to engage within the comment section of your posts. Don’t just set it and forget it. You have to be actively involved and take notice of who is a top or more engaging commenter on your posts.

For a full article on this topic, click here.

Our Next Podcast Guest: Dr Jonathan Nicozisis

On our latest podcast episode, we speak with Dr Jonathan Nicozisis – a national lecturer and educator who teaches about advanced techniques with Invisalign – about the disruption of the industry by clear aligner technology and the direct-to-consumer business model. His philosophy aligns with our own that doctors need to embrace the change and make it work for them instead of fighting it.

Listen in on our wide-ranging and informative conversation with Dr. Nicozisis in this episode that includes discussions about:

  • How clear aligner treatment is not being taught in residency programs and what Dr. Nicozisis is doing to fix that with his Aligner Intensive Fellowship program
  • The impact of communication on a local level to differentiate the specialist from the general dentist in orthodontic treatment
  • Changing the narrative on offering limited treatment to patients by discussing and educating patients and offering all the options
  • Addressing consumers’ desire for convenience that is driving them to direct-to-consumer alternatives
  • For fun we also play Monday Morning Quarterback and ask Dr. Nicozisis what he would do differently in hindsight as a young orthodontists just out of school

Our new podcast, The Survival Guide for Orthodontists is dedicated to making you the authority in orthodontics to prospective new patients in your community. Click here to subscribe to the podcast, and listen to the latest episode. Subscribe today!

Get More Out of Dental Monitoring

Changes to our specialty are all around us. Likewise, we have to change to ensure our practices continue to thrive.

Many of our clients have been evaluating Dental Monitoring, a mobile monitoring solution that allows doctors to control the position and shape of a patients’ teeth remotely and continuously. The system is designed to work with most treatment plans or post-treatment follow-ups, from regular brackets to lingual appliances or removable pre-planned aligners.

It’s a powerful piece of advanced technology.

But simply starting with a new piece of technology is only half the battle. Letting the right people know about it – and that you’re the first practice in your area to be providing it – is the other.

People & Practice has a comprehensive promotional program to highlight the benefits that come with a program like Dental Monitoring, including: fewer office visits, virtual appointments, faster treatment times, and texting with the doctor.

Your practice needs a marketing plan to communicate this to new patients who will value these benefits the most. Our goal is to take them from wherever they are online and bring them to your website to learn more and schedule an appointment, be it through a phone call, web form submission or sharing photos for a digital consult.

Contact us to learn more about how we can help you roll out your new technologies, and promote your practice overall.

What We Learned at AAO This Year

We just returned from the AAO 2019 Annual Session in Los Angeles and we are excited to share what we have learned.

Yes, we were invited to give a lecture on practice marketing, but because this is the biggest orthodontic conference in the world, it was just as important for us to find out the latest and greatest so we can stay at the forefront of this rapidly changing industry. These changes are affecting the way we do business and challenging independent orthodontists’ abilities to adapt if they are to survive.

We thought it’d be helpful to share some of our observations regarding trends and technology, particularly for those who weren’t there. Here are a few things we learned:

  • Manufacturers are responding to increasing demand for clear aligners. That means more companies are out there providing more aligners than ever before. While we believe braces won’t ever go away for kids, for the teen and adult population it is only going to continue to grow. We cannot fight this. We need to buckle down and start focusing hard on getting the same result we’ve been able to get with brackets, but with plastic.
  • Disruption doesn’t mean extinction. Technology partners are launching innovations that will help orthodontists adjust to the direct-to-consumer disruption. Digital initial consultations and/or Artificial Intelligence-assisted remote treatment monitoring can reduce office visits, provide a more convenient experience, and foster better communication with patients. These are things that consumers are demanding and we can provide it for them.
  • Digital printing options are becoming easier and cheaper for the average practice. This exciting development gives lower volume practices a way to treat simple cases with less overhead, and less overload on your staff.

There is no doubt about it, the digital native demographic is becoming the decision-maker in matters of orthodontics. We need to prepare ourselves to utilize these innovations to differentiate our practices, provide a competitive edge, and moreover, give them what they are looking for.

Our expertise in digital marketing helps you communicate with the digital natives in your community so they understand that your practice best meets their needs. We ensure your practice is poised for success and has every tool you need to become the orthodontic practice of choice for a new generation.

If you’re interested in learning more about these trends and technologies, let us know. We’re making recommendations and then marketing them to the consumer on behalf of our clients.

Let’s talk about how that might work for your practice.

Subscribe to Our Podcast – Next Guest: Align Technology CEO Joseph Hogan

Are you an orthodontist wondering how to grow your practice in this fast-paced, competitive marketplace that seems to be changing every day?

Our new podcast, The Survival Guide for Orthodontists is dedicated to making you the authority in orthodontics to prospective new patients in your community

The next guest on our show is a biggie: Joseph Hogan, director, president and CEO of Align Technology. We will be speaking with him about where he sees the orthodontic industry in Align’s long-term plans.

Based on orthodontists’ love/hate relationship with Align, do you have a question you want us to ask Mr. Hogan?

Click here to go to subscribe to the podcast and record your question or comment – click the microphone on the top right of the page. We will pose your question to him during show that is being recorded on Friday, May 17th and will be available in early June. Please include your name and location. (Remember to keep it clean.)

We might not get to everyone’s questions in the episode but we will ask as many as we can get to within the timeframe we have with Mr. Hogan.

Subscribe & record your question

About the podcast: Dr. Leon Klempner and Amy Epstein, co-founders of People & Practice, know the business of orthodontics. They bring you insights, tips and guest interviews focused on helping you thrive in a massively disrupted industry. Learn how to put more patients in chairs by competing on expertise and trust, not the lowest fees. Subscribe today!

Our Specialty is Under Attack

Smile Direct Club and Align will spend over $300,000,000 in advertising in 2019 targeting your future patients. Their message is simple – all orthodontics is the same. It does not matter whether you go to an orthodontist, general dentist or direct mail (DTC), the treatment will all be the same. Their message is that tooth straightening is a commodity and you will get the same result no matter where you get your aligners.

If you allow this message to penetrate your local community, the only deciding factors will be price and convenience. This is a losing proposition for your practice.

We believe consumers deserve to know that there is a difference between doctor supervised treatment and unsupervised do-it-yourself tooth movement.

If there is one thing that is at the foundation of everything People & Practice does as a marketing agency for our industry, it is our support and belief that your years of advanced training and expertise separates a mere technician from a professional.

If your practice is seeing a decline in new patient starts because they just don’t know the difference (and who might be paying the price later on) contact People & Practice today. We will explain how we educate prospective new patients who are ready to make a decision about orthodontics why your practice is the best choice, bringing patients back to your office and away from low cost, unmonitored alternatives.

Free Consultation at 2019 AAO Annual Session

Special offer for 2019 AAO Annual Session attendees. Get a FREE in-person Marketing analysis for your practice and learn how People & Practice can increase referrals and patient starts. Los Angeles, CA, May 3-6, 2019. To schedule an appointment call us at 888.866.DOCS or email us at

Don’t miss our lecture: Make the Three Changes For Your Practice to Survive in This Disrupted Economy – Monday, May 6, 2019 at 9:10am

Read: You Are Your Own Worst Enemy – Thrive in the New Economy

An article by our very own Dr. Leon Klempner was featured in the latest issue of Bentson Copple reSource.

It’s not necessarily increased competition from corporate dentistry, online direct-to-consumer orthodontics, or even the economy that prevents most orthodontic practices from thriving.

Dr. Klempner discusses the person who is preventing your practice from thriving is most likely staring at you in the mirror every morning.

Download a PDF of the article here.

Let’s Talk Turkey About Your Practice!

Do you have a mature practice but find that all your former referral sources are dying off, literally and figuratively? You have the latest equipment like a CBCT X-ray, iTero display, and you offer Invisalign but people still aren’t beating down your door for consultations. Other than that, things are great!

“How can I bring more patients in the door and grow my practice?” I get this question all the time from my clients.

What you’re missing is a solid digital marketing plan to communicate your value, experience and technologically advanced treatment. I understand. You don’t have the time, energy or expertise to do the job. Here’s the good news: I do.

I built my practice by employing all of the marketing techniques I now offer to my clients at People & Practice. I was able to retire and sell a successful practice because I adapted to the new way of thinking in running an orthodontic business.

I can help you do the same thing.

Get in touch with me for a free marketing consultation. It will only take a few minutes of your time and you might walk away with some pointers you can enact right now with your existing staff and resources.

Not quite ready? No worries. Click here and read our free marketing pro tips for orthodontists. And remember to sign up for our newsletter.

Let’s talk soon!

Dr. Leon Klempner
Co-Founder & CEO
People & Practice, LLC

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

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 or call 888.249.7537 for further information.

John K. McGill Publisher-The McGill Advisory