Get Your Patients to Post For You

Here’s a secret: there is no secret to get your social media content to go viral. No one knows the magic formula. Sometimes it’s accidental and sometimes the stars just align. So, while there’s no guarantee your followers will repost all your great content, there are ways to increase your chances. Below we provide a few quick tips specifically for orthodontists to get patients to start posting online about your practice.

Encourage selfies

If there’s one thing people love more than great pictures, it’s great pictures that they’re in. That’s why selfies are so popular. People will check into your business when they take pics so make sure there are strategic places around your office that encourage selfie-taking, especially on big days like when braces come off. Social media is a very visual medium and a picture is worth a thousand likes. We hope!

Create shareable content that’s fun

How-to posts about braces and educational content do not have to be boring. Make the tone of your posts fun and even go off-topic a bit if appropriate. Add an image to every blog post and keep them short. People tend to skim online when reading so it’s best to keep posts very short and break them up into lists or small sections. Also, spend time brainstorming some topics you want to talk about and keep them aside for times when you’re struggling for ideas. The key here is to make everything bite sized.

Remind them what to do with your content

Believe it or not, people need to be told what to do with your content on the web. Don’t be afraid to include a call to action at the end of your post asking people to share. If you have a blog on your website make sure you use a service like ShareThis or AddThis so it’s easy for people to share it to their social media networks. When you post content on social media, politely ask people to like and share. Remember, it never hurts to ask!

Engage with your fans

Even orthodontists have fans. If you have invested some time in making your pages active and fun there will be people who come back to see what’s new. Engage with your most active users and tag them in posts. Make sure someone is always monitoring your social media accounts. If anyone comments on your page, reply in a timely fashion. If someone tags your business in a post, share it to your page and comment on it thanking them. Social media is a two-way communication tool so you have to do more than just post your latest news. Talk to your patients on social media. Don’t be shy.

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.

Beware The Dark Side of Content Marketing on Facebook

Don’t give in to the temptation to post questionable content on Facebook. It could cause long-lasting damage to your practice.

Good content gets noticed. If it’s informative and relevant, then you’re sure to get clicks that convert into patients. Unfortunately, the opposite is also true as evidenced by the proliferation of fake news and clickbait marketing, especially on Facebook. Yes, people like useful content but they also like provocative news that confirms their beliefs. But in the era of “alternative facts,” People & Practice is firmly in the “just the fact, ma’am” camp.

Facebook has taken to the road to convince publishers that this is also their opinion. The company released a 50-age document explaining what they think works on their platform and what doesn’t. And, they have taken steps to target the bad actors disseminating fake news. They offer three things to remember when producing content for Facebook:

  • People on Facebook value content that’s meaningful and informative
  • People on Facebook value accurate, authentic content
  • People on Facebook value standards for safe, respectful behavior

While these are meant to be directed at the media, they apply to anyone who produces content for self-promotion, including those in the dental community.

Don’t give in to the Dark Side. While the quick and easy path might offer a short-term benefit in hundreds or even thousands of clicks, the long-term damage to your reputation can be irreparable. It’s not worth going viral for the wrong reason. We constantly advise practices to put in place our system that captures negative reviews before they’re posted to a site like Google Business or Yelp. A bad review can become a big headache. Anyone engaging in clickbait marketing techniques risks causing even worse damage to their reputation.

Facebook is possibly the largest and most effective direct distribution channel for online content in the world right now. It can be hugely beneficial to those who know how to use it the right way with a mix of good content and targeted advertising.

People & Practice specializes in advising practices about how to promote themselves with online content that resonates with prospective patients in a positive way and communicates the values of your doctors and staff. We 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, contact us at 888.866.DOCS, or by email at hello@pplpractice.com.

Customer journey

The Customer Journey: Leading Patients to Your Practice

In order to be effective in marketing to potential patients, you need to think like they do.

Simply defined, the customer journey is the sequence of decision-making and research steps someone will go through before buying a product or service. Along the way the customer has a series of touchpoints where they interact with your practice, from the time they click on your website to your billing department after they commit. Each interaction is a part of that journey and influences how they think and feel about your practice.

Think like a patient

To bring in new business you need to think less like an orthodontist and more like one of your patients. What motivates a patient to pick your business over another? There are many influences, but we have found that trust in a practice and its staff is very high on the list.

Building trust with a potential patient you haven’t met yet isn’t easy but it can be done and done well. Patients need to see that you have plenty of positive reviews on third party sites like Yelp or on your Google Business listing. They need to see that you are an expert in your field, answering their questions and allaying their concerns. Your content needs to communicate the value of your office over the competition, especially when independent practices are competing against corporate Dental Service Organizations.

The customer journey doesn’t end when they sign on the dotted line. A patient must continue to be engaged with you on social media and contribute positive reviews to online review sites. Our research shows that personal referrals are a vital decision point in the customer’s journey to choosing an orthodontist. If your current patients aren’t singing your praises, then you need to find ways to get them to start.

Waypoints on the customer journey

To connect to potential new clients you need a multifaceted approach that involves social media marketing, online reputation management, a constant flow of interesting and useful content, and targeted Facebook advertising. This strategy creates awareness, captures attention, instills trust, and puts patients in chairs.

Social media

Your social presence should be active and encourage sharing, creating a constant flow of engagement between your office, patients and potential clients. It also allows you to be found and recommended by others and enables patients to interact with you in a place they feel most comfortable. New patients will become part of the marketing process, engaging with your social media posts and exposing your practice to their network of friends online who are also potential new clients.

Content

Educational content on your website positions you as a caring and knowledgeable professional that a customer can identify with before she even steps foot into your office. A constant flow of content is also great for getting your website up to the top of the results page in Google searches.

Facebook advertising

You can then expand your social media presence and drive traffic to your educational content through targeted advertising. Facebook’s powerful ad program allows practices to promote themselves by targeting a highly segmented demographic based on age, interest and location.

Reputation management

A practice should also have a system in place to encourage patients to share positive reviews online and intercept negative experiences to resolve issues before they become a problem. Positive reviews on services like Yelp and Google Business influence a client’s decision. We have mentioned this before, but it cannot be understated: surveys have shown that 84% of patients use online reviews to evaluate doctors.

The journey begins and ends with you

Once a new client discovers your practice, she begins to take a journey with you. Some are long and winding roads while others are very direct paths. It’s important that your marketing efforts guide her to your practice.

Are you ready to take the journey with your next patient? 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.

Millennials Are Not Simply Going To Your Website!

Millennials do not research companies on the web the same way other generations have. They go to their social networks to find out about you before they even search Google or click on your practice’s website.

Capturing the attention of Millennials is all the buzz nowadays. This is a demographic that is disrupting the way businesses market products and services and the dental community is no exception. New research by a B2B marketer now suggests that Millennials research a company on social media before they look anywhere else. In fact, 45% of Millennials surveyed say they begin researching a company on social media first!

That’s right. Before they turn to Google and click on search results that take them to your brand spanking new website, Millennial parents are going to social media to see if they can find out about your practice. Respondents gave a number of reasons why including the fact that they did not want to be tracked by a website while doing their research. Millennials are known early adopters of technology, and they also know how to get around many of the tricks marketers are using to hit them with targeted advertising. If you do not have a vibrant presence on social media then you might be invisible to the Millennial parent. A social media page has gone from “nice to have if your have the time” to a huge business legitimizer. Possibly even your first touch point of contact with your next generation of patients.

Millennials have lots of Facebook friends and are still a large audience on the network. In fact, a survey by millennialmarketing.com found that 46% of Millennials have 200+ Facebook friends. That’s a large network of potential referrals you can capture with the right social media marketing strategy that encourages and incentivizes sharing of your content.

It’s a different way to put patients into chairs. Millennials needs to develop a rapport with you first in their own space before they will commit to following you to your website. They may even bypass your website altogether and contact you directly from information provided on your social media page, if your page is active, engaging and relevant.

Want to know more about creating a social media presence that encourages patients to share content and brings in more clients? 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.

Snapchat logo

We’ve Taking Over Snapchat!

Well, not really.

We’ve only taken over the Rocky Mountain Orthodontics (RMO) Snapchat account for the week. People & Practice was invited  to take over their account to promote our upcoming talk at the RMO/Dental Monitoring Symposium being held Oct. 6-7, 2017 in Las Vegas where our CEO, Dr. Leon Klempner, will speak about how Artificial Intelligence software is being used to assist orthodontists in their practices, including the Dental Monitoring imaging system. He will also review advanced marketing techniques that will help independent orthodontists attract and retain Millennials as patients. Snapchat is an example of one of the new tools available to connect with potential patients in a genuine way and tell your practice’s story.

Snapchat is a multimedia messaging application for your smartphone. It allows you to share pictures and short videos that you dress up with filters and other fun add-ons. Users chat with each other through these mini messages and once you view them they disappear in a snap-after about 10 seconds or so-hence their ghost logo and their name. Get it? Snap. Chat.

Download the Snapchat app onto your smartphone and head to the RMO account at rmosnaps. Then check out our Snaps and find out what all the buzz is about with this hot social media channel.

Marketing for Dentists

DentalTown Podcast: Successful Dental Marketing with Dr. Leon Klempner

Can the independent practice compete against DSOs commoditizing the business of dentistry? Is there a way to differentiate yourself so that your practice stands out amongst growing competition? Will patients see the value in your practice over a low-cost alternative?

The answer to all the above questions is YES. If you have the right marketing mix.

On the latest episode of Dr. Howard Farran’s podcast, Dentistry Uncensored, co-founder of People & Practice, Dr. Leon Klempner, talks about how his marketing agency gets his client’s practices to convert leads into patients. It’s a fascinating conversation about where the dental industry has been and where it’s going. More importantly, it’s about how the independant practitioner can not only survive but thrive in today’s marketplace.

Give the podcast a listen on the DentalTown website here. You can also watch the episode on video or subscribe to the Dentistry Uncensored podcast on iTunes.

Marketing for orthodontists

Increase referrals with digital marketing: Hear us speak in 2017

We’re proud to announce that our founders, Dr. Leon Klempner and Amy Epstein, MBA, will be speaking at two upcoming orthodontic conferences.

Rocky Mountain Orthodontics | Dental Monitoring Seminar
October 6-7, 2017 | Las Vegas, NV
Click here for more info about the seminar.

Carestream Dental’s 2017 Global Oral Health Summit
November 10-12, 2017 | Orlando, FL
Learn more about the summit

With the growing prevalence of retail dentistry, solo practitioners and small group practices are at risk of becoming commoditized in the eyes of the patient. To avoid being forced to compete on convenience or affordability (spoiler alert: you can’t) you must communicate why you’re worth paying a little extra for. That means differentiating your practice from low-fee and other local competition to attract more private-pay patients and patients who understand the value you provide.

Our lectures demonstrate how to accomplish this by solidifying your online reputation, connecting with your current and prospective patients on the media they use, and educating your target audience using the most effective online marketing tools available today.

Keep an eye out as we continue to add speaking engagements near you.

Want to learn the marketing tools you need to grow your orthodontic practice right now? Contact People & Practice today: Email us at hello@pplpractice.com, call 888-866-DOCS (3627), or click here to fill out our online form and someone will contact you.

People & Practice Speaking at the 2017 Global Oral Health Summit

We’re proud to announce that People & Practice will be speaking at the 2017 Global Oral Health Summit in November. The summit take place in Orlando, FL from November 10-12, 2017 at the Orlando World Center Marriott. More information about specific time and day of our session will be posted once it becomes available. If you will be attending the Global Oral Health Summit this year, make a note to check out this important session hosted by People and Practice founders Leon Klempner, DDS and Amy Epstein, MBA.

About the session

Titled “Why Your Digital Marketing Isn’t Working for You,” the session will cover what you need to know to attract more qualified patients and put them into chairs.

With the growing prevalence of retail dentistry, solo practitioners and small group practices are at risk of becoming commoditized in the eyes of the patient. If the perception is that the standard of care and experience is the same everywhere, why wouldn’t you choose the practice with the most flexible hours and lowest prices?

To avoid being commoditized and forced to compete on convenience or affordability (spoiler alert: you can’t) you must communicate why you’re worth paying a little extra for. That means differentiating your practice from low-fee and other local competition to attract more private-pay patients and patients who understand the value you provide. The lecture will demonstrate how to accomplish this by solidifying your online reputation, connecting with your current and prospective patients on the media they use, and educating your target audience using the most effective online marketing tools available today.

What you will learn

  • How digital marketing can be used to introduce, educate and build trust with a practice’s target audience members… precisely the people who would make the best new patients.
  • How all the digital and analog “touch points,” or ways a prospective new patient interacts with your practice, work together to usher new patients along the path to making a call for a consultation or first appointment.
  • How to activate current patients to market for the practice, serving as ambassadors that refer the practice to friends, leave positive public reviews about their experience and engage with the practice’s digital media so that their friends and those researching the practice see it.

About the conference

Carestream Dental’s 2017 Global Oral Health Summit is a collaborative learning experience, uniting oral health professionals across all specialties and skill levels. Attendees learn new ways to tackle everyday challenges.

Want to learn the marketing tools you need to grow your orthodontic practice right now? Contact People & Practice today: Email us at hello@pplpractice.com, call 888-866-DOCS (3627), or click here to fill out our online form and someone will contact you.

social media for orthos

5 Social Media Marketing Ideas For Orthodontists

Although essential to the success of any small business today many have no idea how to go about marketing their orthodontic practice online. We’ve found that now more than ever, solo orthodontist offices and small group practices are at risk of becoming commoditized in the eyes of their patients. The web has allowed for greater transparency and access to information but this means patients have more choices and do more research before deciding on a practice. The rise of retail orthodontic offices has added to the noise making a marketing program even more vital to your success.

A good marketing program can differentiate your practice to attract more patients who understand the value you provide. Below we have provided five ideas for orthodontists to kick-start their marketing effort on a blog or social media.

1. Before and after smile selfies – Post a collage with before and after pictures comparing a patient’s first day in the office to their new smile. The sheer number of selfies out there tells a lot about how people feel about sharing their smiling faces on the web. When people share your content they are giving a thumbs up to your practice to friends and family. (Tip: Have patients use their cellphones to post to their FB page and tag the orthodontic office FB business page.  Then share the post on office page for maximum visibility.)

2. Highlight your do-gooders – Write short blog entries and social media posts about people in your practice who do good things like walk for a charity to raise money or help out at a soup kitchen. Everyone has a cause they believe in and want to promote. Giving staff members a time to shine online will help patients connect to your practice in a positive way that has goes above and beyond price.

3. Tidbit of the week – Post your office tidbit of the week whether it’s a quick video on how to floss properly with braces or a meme that tells a fun fact of the day. These posts show that you are knowledgeable and care about your patients. People like to look for information themselves before having to pick up the phone. Make your website and social media networks a resource of good advice and DIY videos!

4. Customer testimonials – Post a quote from a customer about what a great experience they had at your practice and how they recommend you and your courteous staff. Remember to put a face to the words and snap a picture of your new office evangelist to post on social media.

5. Fun survey – Post a survey to Facebook and then post the results. The survey can be around a fun theme like “What forbidden food are you most looking for to eating after your braces come off?” or “What are the best color rubber bands for the weekend?” Or you can make it a test quiz and post the results to see how many people knew the answer.

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About People and Practice: People and Practice is a marketing agency for orthodontists and general dentistry. We help increase the quality of new patient calls, encourage current patients to become brand influencers who refer you more customers and establish strong brand equity for your practice.

Want to learn the marketing tools you need to grow your orthodontic practice? 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.