Marketing Strategies for a Successful Orthodontic Practice

The right mix can create a marketing masterpiece for your orthodontic practice.

We speak with orthodontists all the time who bemoan the loss of their tried and true referral sources and feel like they are facing the abyss when thinking that the only way to survive is by slashing fees. This is simply not the case. People and Practice has proven that, with the right mix of marketing online, a practice can not only survive it can thrive. You do not have to give up on the high value of service you have been providing to your patients. Your reputation does not have to take a hit in order to bring in new clients. What you need to do is make sure you are communicating why you are worth paying more for and connecting that message to the right customers. That’s where People and Practice excels. We know how to put together a marketing plan that will produce more patient conversions.

Social media leads to patient starts

It’s not just “nice” to have a social media page it’s essential. Studies have found that in the orthodontic industry one of the biggest opportunities for growth has been through social media. It has become one of the most common marketing strategies among practices and reports have shown that social media had a positive effect on new patient starts.

In a survey conducted by the Journal of Clinical Orthodontics, 94% of respondents say that they have established a company page on Facebook to support their practice. Among the types of advertising orthodontic practice owners say that they have stopped using are Yellow page advertising, newspaper ads and direct mail – no surprise there. The question is, do you know how to replace these older forms of advertising with a more dynamic and interactive marketing channel like Facebook?

At People and Practice we work with each individual office and optimize a Facebook page to hit the right audience through interactive and shareable content. We support that effort with advertising that is targeted to reach a specific audience in your geographic region – people who are within driving distance of your practice.

Reviews are essential to converting customers

A potential patient won’t even think about calling your office unless they see positive reviews on Google, Facebook or other review sites and they want to see a lot of them. More than half of consumers that were surveyed said that a businesses rating was the most important factor in deciding where to go. The number of reviews was the second biggest factor in decision-making. Not only that, the number of consumers who want to see business responding to reviews is on the rise. And guess what? You cannot rest on your laurels because only 4% of consumers said that they pay any attention to reviews that had been submitted over a year ago.

People and Practice has a proprietary system to consistently capture positive, starred reviews and encourage patients to post them on Google Business and other social media websites. On the flip-side, we are able to head off negative reviews and address concerns before they are posted online.

Content is key to building trust

Trust is has always been an integral part of the transaction. That used to come from personal referrals and trusted centers of influence (dental offices) sending their patients your way. As the business of orthodontics changes we need to adapt to survive. Dentist are offering orthodontic services in-house, Dental Service Organizations are pounding potential clients by advertising low fees and quick turnaround, and mail order orthodontics – it’s a thing now. A practice has to cut through the clutter to communicate its value and build trust in a patient before they even walk in the door. The way to do that is by crafting educational content that positions you as an expert in the field of orthodontics and posts that show the value you and your staff bring to a patient’s experience in your office.

All good things deserve a boost

The greatest content in the world means nothing if no one sees it. Facebook and Google allow targeted advertising to show up in front of the specific audience you want to convert. We these powerful marketing tools to create and audience segment that is centered geographically in your office’s neighborhood and who are primed and ready to interact with the content we help create for you. Before they even walk in the door they have build up trust in your practice because we have served up useful, educational content the is relevant to them, giving them the tools to decide on their own if yours is the practice they want to bring their kids to.

If we build it they will click

People and Practice takes a multi-channel approach to marketing for orthodontic practices. Each strategy will work on its own but we believe that our marketing program is much more than the sum of its parts. By encouraging current patients to share posts about your practice on social media, making sure positive, starred reviews show up online about your office, crafting educational content, and making sure the right people are seeing that content when they need the information the most, we help you put more patients into chairs at your practice.

Want to learn more about putting the power of our marketing program in place for your orthodontist practice? Get a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Social Media: Your Orthodontic Office’s Digital Welcome Mat

If you don’t think you need a social media page for your orthodontic practice, think again!

Many young parents will research a company on social media before they go anywhere else. They will not search on Google or ever visit your website. They go right to their favorite social media page and start looking to see if you show up doing as much research as possible to find out what kind of practice you run.

If you do not have a vibrant presence on social media then you might as well not exist to an up-and-coming demographic of parents looking for braces for their kids. That’s why you need to roll out the welcome mat on social media and ensure that you list all of your vital information like business hours, contact info, and a button to click if they want to get in touch with you directly. Your Facebook page will allow you to put all this information onto your business page so you need to make sure you’re taking advantage of it and keep the info up to date. (There’s nothing worse than calling a business during its published hours of operation and finding out they’re not open.)

Social media page has gone from superfluous to a super important. Even serving as your first point of contact with your next generation of patients. A social media presence is just as important as having a website and can contribute just as much to patient conversion.

Of course, starting a social media account alone isn’t enough. You must maintain it with a constant flow of engaging content that encourages patients to share with their friends who might be potential clients.

Without a social media page that is enhanced and engaging, you might as well be hanging up a “No Trespassing” sign on your door. You want to dress up your page so that people want to hang around and find out more about your practice.

Want to learn more about how to use social media to convert more people into patients? For a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

5 Ways Orthodontists Increase Patient Conversion With Social Media

We all know that social media is integral to practice marketing but part of the trick is getting patients to engage with our posts. If you want to make your Facebook page more exciting (and help convert more patients) then we suggest trying a few of these strategies:

Give a little of everything

Surprisingly, a lot of people aren’t just going to your website to find out about your practice, especially Millennials. Many say that they start researching a business on social media first. So as they say in show business, give ‘em what they want. Put all the pertinent information about your practice right on your Facebook page, including contact information. Make it easy for someone to go right from social media to their first appointment. Facebook offers plenty of fields to fill out on your profile so make sure you are using them all, including the option to add a free Call-To-Action button that encourages people to contact you.

Read more about how Millennials use social media to research your practice.

Surprise them

Do something a little different on your page. If you are posting a constant stream of photos then slip in a fun survey or a contest. Give them something they did not expect.

Just make sure to stay away from anything too tricky or contrived. Read our blog post on what not to do on Facebook.

Teach them

A great post has a good takeaway. Dig up an interesting orthodontist fact or even some history. Make a short list of true and little-known facts related to teeth or orthodontics. People love to share these lists with friends and family. While you are educating and entertaining potential patients you are also building trust before you even meet them for an initial consultation.

For more on building trust with online content, click here.

Video

Live video is becoming one of the best ways to increase engagement on social. The best social media marketers know how to maximize live video by directly engaging with viewers. Set specific times you will be going live with an announcement, some educational facts or just a fun feed from the office around the holidays. Then when you get viewers – whether it’s one or a hundred – start chatting with them right on video.

Read some of the things that will change with Facebook’s new algorithm and how live video fits in.

Encourage reviews

Almost a quarter of people surveyed said that they use online reviews as a first step when seeking out a medical provider. Good reviews actually don’t just happen on their own. You need to ask patients to post reviews for you if they feel your practice deserves it. Google and Yelp aren’t  the only places to get reviewed. Your social media page has a review section and it’s important to make sure you are managing that space as well. People & Practice has a SmartReview™ system that’s designed to capture authentic positive reviews at the point of contact in your office.

Read more about how online reviews help a practice succeed.

Want to learn more about how to use social media to convert more people into patients? For a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Facebook’s Recent Algorithm Update: Don’t Panic!

Facebook recently unveiled that it was going to change its news feed, a change designed to head off criticism directed at the powerful social media platform about polarizing media and interruptive business posts. Their strategy? Prioritizing content from friends and family over posts from companies to encourage “meaningful social interactions,” according to Facebook’s CEO and Founder Mark Zuckerberg. Translation: more photos of friends skiing and fewer articles about congressional investigations.

We think that’s just fine. If it enhances the patient and/or parent experience, it keeps them engaged on Facebook’s platform. That’s what we want, because it’s primarily where patients and parents choose to be social online!

All of that said, some subtle shifts to accommodate the changes can ensure that practices like yours are relatively unaffected by the algorithm adjustment.

Boost more posts

Prioritize boosted posts and advertisements in a marketing plan and post fewer without ad dollars backing them (a.k.a. organic posts). Facebook is telling agencies they won’t see any major changes for paid posts, although ad rates might increase in the long run. (Digiday). People & Practice strategy for its clients already includes posts that are nominally boosted or take the form of educational or promotional advertisements. Read more about boosted Facebook posts here.

Focus on engagement

Posts from practices that don’t get any meaningful engagement won’t appear as prominently in users’ news feeds compared to posts from friends/connections. But posts that people actually comment and share could be favored more highly. (CNBC)

People & Practice crafts posts for orthodontists that are designed to encourage engagement (comments, tags, shares with friends). Our social strategy involves reaching your friends-of-patients group via social media, often by patients sharing your posts on their network. This is an approach that will be rewarded by the new algorithm adjustment. Check out our five social media ideas for orthodontists here.

Go live with video

Shoot live video instead of pre-recorded. Zuckerberg also said his team has found that users interact more with live videos as opposed to produced ones (you can like and comment in real-time when live). The interpretation is that businesses should focus more on live of content going forward. People & Practice advises practices on ways to incorporate Facebook Live into posts, particularly for contest winner announcements and at events. Read our blog post on five social media marketing predictions for 2018 where we talk about how live video is going to be hot this year.

The more things change…

Always keep in mind that technology changes. Often. That’s why we don’t throw our tried and true strategies out the window as soon as social media giants introduce a change, but rather methodically and measuredly make tweaks that will ensure your practice remains visible to the people that matter most to you: patients and prospective new patients.

Want to learn more about how your practice can not only survive but thrive on Facebook, Google and other online media? For a free marketing analysis, contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

How To Use Hashtags

If you’re confused about the use of the hashtag then sit back for our quick primer.

Hashtags can be fun but the original purpose was very practical. The hashtag symbol–originally known to anyone who is not a digital native as the pound or number sign–found new life on social media organizing conversations into subjects and themes. If you want a deeper dive into the history of hashtags, this article on AdWeek has a good infographic. And if you want to see the first suggested use for hashtags on Twitter click here.

A random comment on social media has a better chance of being found online if accompanied by a relevant hashtag. Hashtags are also used for scheduled chats on Twitter and other social platforms. Below are a few examples of how to use a hashtag and a few things we thought you should know about this small but powerful symbol.

Hashtag as revolution

Let’s start on a serious note. Hashtags have been used to organize activists and revolts. Remember the Arab Spring and Occupy Movement? Both heavily used social media to organize and relied on hashtags to keep people informed. It’s not hyperbole to say that hashtags helped to keep both these movements going and connected people from all over the world to popularize and bring attention to their causes.

Hashtag hijacking

When a hashtag becomes popular (or when an organization decides to launch its own hashtag) the results can be mixed. People can hijack the hashtag either for fun or profit.  This means that they populate their own promotional posts with a trending hashtag to help the message get in front of a larger audience. They could be selling something and want to piggyback their pitch onto viral content or a person could use a hashtag to make a sarcastic (or inappropriate) comment about the hashtag’s subject matter.

Don’t do this. The backlash online can be damaging and it’s not worth it. Unless you are part of the conversation or what you are saying is directly involved in the subject avoid hijacking a hashtag just because it’s trending.

Fun and original

Hashtags aren’t all business. People like to add hashtags to a post to be fun and even invent their own silly hashtags. Comedians have used hashtags to invite people to contribute to their skits. Jimmy Fallon is famous for reading funny Tweets on his show that he picks out from a custom hashtag. You can take a page from the professionals to invite patients to post about a specific topic using a hashtag that you can then share in a blog post. Consider #BracesOff to ask what the first forbidden food patients imagine they will eat once they are done with treatment.

Overstuffing

On thing to remember: You might find that some people load their Tweets and Facebook posts with irreverent hashtag keywords but most businesses can’t get away with it, at least not very often. So try not to stuff a ton of them at the end of every post.

Join the conversation

Do your research. Find out what hashtags others are using and see if you can contribute posts to the conversation. It’s also perfectly acceptable to use hashtags to call out your specific town, a holiday or some industry related topic. In our industry #ortho #teeth and #smile are all fun or very specific hashtags you can probably use often. Just remember there is a fine line between joining in a conversation and hijacking a hashtag.

Want to learn more about how you can supercharge your social media with hashtags? Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, you can contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Get Your Staff on Board With Social

We talk a lot about what makes for a successful social media marketing program in terms of patients it puts in chairs or the trust that it builds in future clients. But, behind the scenes of every great Facebook business account, is a dedicated staff who cares. The truth is that no one can do it all. To help jump start a new campaign, a social media manager must rely on co-workers to help out. It’s not as easy as it seems. Rallying the troops to post, repost, comment and like can become a daily grind so here are three tips on how to get your staff onboard with social media.

Pick a good leader

If you’re an orthodontist who has just launched a social media account or wants to ramp up the action on an existing account, the secret is to pick an enthusiastic person who can lead by example. You probably don’t have the time to do it yourself, so anointing a staff member as your social media manager is an important decision. Look for personality traits that go along with success on social. Find a staff member who is a good organizer, possibly has been bitten by the writing bug and isn’t afraid to ask others to chip in when needed. You also need to have this person be computer savvy with the ability to do some light photo editing like cropping pictures. They should have access to a computer at work and at home too (although a lot of social media can be done on a smartphone.) Once you empower the right person with the keys to your office’s social media accounts, make sure they know how important the job is. If you’ve hired a marketing company like People & Practice, that person also has to manage that relationship. Lastly, the doctor has to lead by example. Make sure you show your support so the rest of the office knows how important social media is to the success of your practice.

Offer to help

Not everyone in the office is “good” at social media so help them succeed by giving regular tips. Make it a part of the work week to explain any campaigns or big post ideas that are coming up. Then offer ways they can help promote the posts even if it’s as simple as saying, “please like this post and share it with your network.” Make social media marketing more interesting by offering facts like best times and days of the week to post. This will help boost engagement with their own accounts as well (who doesn’t like getting 50 likes on a pic they post?) While you don’t want an office full of people staring at their phones all day, it helps to give the OK for staff to post during business hours once in awhile. Making people feel like they are a part of the success goes a long way to increasing participation. Make it a point to report on the effectiveness of a campaign or post, what it means to the practice and how their involvement has helped contribute to that success.

Make it fun

There are plenty of ways to make it fun to get staff involved in social media. Encourage them to come up with ideas and then involve them with making it happen. Include staff members in posts and highlight their accomplishments on the job and outside of work. If someone in your office has an interest like fundraising for a charity or running marathons, make sure you share that too. Remember your office is about more than just braces. It’s also about the people who interact every single day with patients. Shine a spotlight on them. You can also encourage participation with regular contests to reward your most active social media stars.

Want to learn more about how you can supercharge your social media? Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, you can contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Five Predictions For Ortho Marketing in 2018

It’s that time of year when prognosticators read the tea leaves to make their predictions for 2018. Since we’ve been following the trends in dental marketing all year, we think we have a good grasp on where things will go over the next 12 months. Keep reading for our take on what you need to put into action to make your practice successful in 2018.

1) Content Marketing

Creating useful, relevant, informative content will never go out of style. The way it is delivered might change (anyone still subscribing to Poor Richard’s Almanac?) but the old adage that content is king still rules. Content is a win/win/win. It’s an SEO strategy that benefits all parties: the producer, the consumer and the search engine (primarily Google). People love searching for free stuff to read online when they should be working. If it delivers value and helps instill trust in your practice, then all the better. But there’s a new reason to double down on content in 2018: ad zappers. Ad zappers are software that seeks out and removes ads from the websites you visit so you don’t get deluged with annoying banners while you read your nifty content. It’s debatable if these ad zappers are good or bad for business but the bottom line is that in lieu of throwing money at local advertising that might never get seen, you will want to divert some marketing funds toward creating content to attract visitors organically. Read more about ad zappers and how content can help fill the void here.

2) Social Media Marketing

Again, nothing new here. We’ve been promoting social media marketing for orthodontists for years now. What we predict for 2018 is the growing importance of social media as a first stop in finding your practice online. That’s because Millennials aren’t necessarily going to your website to research your business. In a recent survey, 45% of Millennials say they begin researching a company on social media first. So if you’ve let your social media presence go stale it’s time for a refresh. Fill your page with useful info about your practice, links to your blog posts, and pictures of happy patients. You need to engage your audience in new ways to encourage sharing so when they ask, potential patients have a place to go on Facebook to do their research. Read more on this social media marketing and Millennials here.

3) Micro-moments

The future of marketing is the acceleration of what we already have in place now. That’s right things are moving even faster in 2018. Don’t worry, you won’t need to be a speed demon to keep up, you just have to be there with useful information when your next patient is looking for a dental practice in her hometown. Google defined micro-moments as the extension of an already empowered consumer now armed with the web at her fingertips on a mobile device. You get your info wherever, whenever.  “Waiting has become a thing of the past. That translates into today’s pervasive micro-moment behavior—immediately turning to a device to know, go, do, and buy… In short, marketers have had to start being a lot more assistive.” Producing good content, having a dynamic social media presence, and making sure your practice shows up in Google results with lots of positive reviews are three strategies to capturing the mico-moment. Will your practice be the one a parent picks when she Googles “orthodontists near me”? Find out more about micro-moments and how they will affect your marketing here.

4) Engagement

You can’t just sit idly by waiting for the calls to come in. In 2018 you will need to be fully engaged with your current customers so they can evangelize your practice on social media and review sites like Google Business and Yelp. Being present on social so that you can respond to questions and comments goes a long way to humanizing your practice. It also lets potential clients know there is a real doctor behind the page who is knowledgeable and friendly. Social media is a powerful tool to communicate the value of your practice if done right. We have some ideas about how to engage patients on social media on our blog here.

5) Live Video

When Facebook first unveiled its live video feature, it didn’t make much of a splash as it was limited to celebrities and people with verified accounts. Media companies and marketers tried to figure out how to use it. Fast forward to today and live video streaming is available to everyone on the platform and it’s become a hot way to communicate on social. And it’s only going to get hotter in 2018.

It’s not just Facebook that has realized live video’s potential on social media. Now, SnapChat, Marco Polo and other many apps have come to develop their own versions of shared video on social networks. (For those keeping score, even before Facebook Live there was a live video service called Periscope that integrated with Twitter.) Videos on Facebook don’t have to be watched live either. When you’re done filming they’re archived on your page for later viewing just like any other post.

Live video is easy and fun thanks to integration right in the Facebook mobile app. Just go to your page and start filming your patients with their new smiles, having fun in your office around the holidays, or finding out they just won a prize in one of your contests. Click here for a simple and easy intro on how to jump into the live video frenzy from Facebook.

Are you ready to take your marketing into the future? Contact People & Practice today!

The Three Be’s to Build Trust in Your Practice

How do you gain the trust of potential new clients? Be authentic, believable and present online!

Marketing expert Seth Godin wrote on his blog that the math has changed when it comes to measuring effectiveness of advertising online. If you’re optimizing your ads simply for likes then you’re chasing the wrong type of attention. Sure, you can get attention easily with controversy or being really bad at what you do. But who wants that kind of attention? As an independent practice you can’t afford costly mistakes to your reputation.

The most important thing you can get from an online strategy is trust. How do we build trust online without the benefit of face-to-face contact or sometimes even context to our words? Follow the three Be’s of building trust.

Be authentic

In a study on trust conducted by the public relations and marketing firm Edelman, the company found that 60% of individuals think a real person – someone just like themselves – is a credible source of information, as credible as any expert. Think about it. The opinions of peers carries just as much weight as a professional. The lesson here is to speak in a natural, friendly voice. Be authentic. Be real. Speak (or write) like you would to a patient chairside in your practice or to a close friend when you’re giving advice.

People can tell when a company is not being authentic and they don’t like it. In a survey conducted by Stackla, a content marketing firm, they found that 70% of people can tell when a brand-created image is trying to pose as if it’s a user-generated pic. People also reported that they unfollowed a brand on social media when they felt they were trying to fake it.

Be believable

You can build trust in your practice with a good social media marketing strategy. In their survey, 61% of consumers told Edelman that a company’s social media page is more believable than its advertising. The fact that social media invites two-way conversation is probably a big reason. Customers like to be part of the conversation. Fun posts that show the human side of your staff and patients, cool contests and informational content all build trust in your practice with potential clients.

Be present

No matter how many ads you run, you can’t buy trust. You have to engage constantly on social media with patients and potential new clients. Because they are always connected to their smartphones, a consumer is aware of the difference between authentic content and when they are being sold something. In fact 70% of consumers have said that they prefer to get to know a brand through constant content than campaigns. Don’t let your online presence go stale. Whether it’s your Facebook page or your Google Business listing, active engagement is another key to building trust.

Want to learn more about how you can supercharge your marketing? Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, you can contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Boost Your Facebook Posts for Maximum Performance

If you run a Facebook Business page then you have come across the boosted page post many times but you might not even know it or understand what it means. As a page administrator, Facebook will ask you every time you create a post if you’d like to boost it to reach more people. It appears as a little button in the bottom of your published post that only you can see. Once you click it, a box pops up that gives you options of how you’d like to boost the post.

Why pay to promote a post?

Before getting to the nitty gritty, let’s stop a moment and look at why you’d want to do such a thing in the first place. In other words, if I already have a page with lots of followers, what’s in it for me to play money to boost my post?

Facebook puts the brakes on organic posts

The truth is, only a very tiny percentage of your total fans actually sees your posts. Facebook is generous with the features it offers to businesses for free but one thing they have done is limit the number of people who can see the posts you put on the page. This is called throttling, meaning that Facebook throttles down the impressions it gives to posts you create for free, also known as organic posts.

You have already been asking yourself why all the terrific, engaging posts you’ve been crafting for social media are falling kind of flat with few likes, shares and comments. Throttling is the reason why.

Why are they doing this to us?

Facebook is a business, after all, and they want to make money somehow. So to have more eyeballs view your posts Facebook charges you to show them to more people, known as boosting a posts (or sometimes referred to as paid posts or promoted posts.) This lets more of your fans see the post, even if they like your page already. So, even though they make it fun and easy to post all kinds of content to Facebook on your business page, your masterpiece won’t really be seen by all that many people. Seems like they let you set this great table and then yank the tablecloth off just as you hit send.

Parts of a Facebook boost

If you look closely at the dialog box that appears when you chose to boost a post, there are a few options to help expand and convert your audience.

Call-to-action button

Facebook allows you to add a button to the boosted post that will entice people to take an action. There are a few different ways to use buttons to help make a boosted post more effective.

  • Direct traffic to your website – There is a “learn More” that is useful if you want to include a custom link in you post that directs people to your website. For educational or informational content, the button can let people click to get more information about your blog post or specific page on your website.
  • Book a consultation – For more promotional type posts, you can encourage potential patients to book a free consultation with a “Book Now” button.
  • Find your practice – A “Get Directions” button will send people to your practice’s physical address.

Call-to-action buttons are extremely effective as they are telling the viewer what they can do next if they are interested in your post.

Audience

Facebook allows you to customize the audience you want to promote the boosted post to. The audience can be a certain demographic in a specific geographic area or it can be just promoted to people who already like your page. Each audience type is geared toward different results. The audience option is where you will optimize for results.

  • Existing followers – For example, if you want to promote a post to people who like your page already, then you can chose to boost your post just to that audience. When current followers engage with the boosted content, their friends on Facebook will see that activity on their pages, increasing your reach naturally. The trust that your followers already have in you practice will be transferred to their network.
  • New followers – If you want to expand your reach beyond your existing followers you can target a broader demographic, promoting a post to people who live in towns surrounding your practice location. This will create awareness of your practice outside of your existing network.
  • Visitors to your website – It’s a little bit more complicated but you can put code on your practice’s website so that when people visit they will be retargeted with a boosted post from your Facebook page. Like we said, it’s a bit more complicated and you might need to get your website developer to help you but this is a very effective way to re-capture that traffic on social media.

Budget and duration

Facebook advertising isn’t like buying a page in a coupon mailer or Pennysaver. You chose a budget you want to spend to reach the people you’re targeting. Once your boosted post reaches the end of the budget, it turns off. You can also select a specific duration the ad will run so that once it reaches the end of that timeframe (ex. 7 days) then the ad shuts off, even if you haven’t spent your entire budget. In the end you are charged based only on ad performance.

Set your strategy

Facebook boosted posts are very powerful tools for the small business. All the available options help you target a very segmented group for very specific results. Best of all, you set your budget and you can use it to test a post’s effectiveness. If you find a particularly engaging post you can increase your budget or boost it to different audiences and keep optimizing it for the best results.

Want to learn more about how you can supercharge your marketing? Our work builds trust in your practice online to help you get new patients in a digital era by convincing them (before even meeting you) that you’re the practice to choose. For more information, or a free marketing analysis, you can contact People & Practice today at 888.866.DOCS, or by email at hello@pplpractice.com.

Dentist practice transitions

Dental Economics invited our founders, Leon Klempner, DDS and Amy Epstein, MBA, to address the benefits of having a good communication plan in place when bringing on a new partner or when there is a change of ownership at a practice in an article for the magazine.

It’s never too early to start thinking about a communication plan when a change of practice ownership is in the works. Patients don’t like surprises, particularly when it comes to their doctors. Letting them in on the news as early as possible will help mitigate any stress patients may have about a management transition. If you keep them in the dark because you’re afraid to tell them, get ready for the inevitable backlash—lost patients, hesitant referral sources, negative word-of-mouth, and erosion of the reputation and trust you spent decades building.

Read the full article on the Dental Economic website here.