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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 socialmediatoday.com:

“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.

READ McGill Advisory Article: Digital Marketing Strategies To Build Patient Trust

Effective digital marketing requires more than just a website and Facebook page. To build trust and increase new patient flow, you must also actively engage consumers online. Below we discuss how you can use digital media to convince potential patients that you’re the right practice for them.

Building trust with potential patients you’ve never met isn’t easy, but it can be done. Potential new patients are savvier than ever, researching practices on and offline before making a decision. Several factors contribute to their decision-making process including your website, online reviews, social media, positive comments, testimonials, a doctor’s referral, etc. All of these sources must convince them your practice is trustworthy and worth investing their time and money.

Where to Start: Building Your Online Reputation

Surveys show 90% of people read reviews before choosing a business. And most consumers read an average of 7 positive reviews before trusting that business—even with a strong star rating. Thus, your first priority should be garnering as many 5-star reviews as possible on Google and Facebook.

Since reviews of your practice carry so much weight, it’s vital to have some control over that information flow. One way to accomplish this is to capture authentic positive reviews in the office. A review capturing service will help boost positive reviews, and limit negative comments—“catching” them before the patient airs their grievances publicly. If a negative comment is posted on the web, you can defend it proactively by buffering it with positive feedback, making a single negative comment look like an outlier.

Next, add video testimonials from patients and/or referring doctors to your website. While written testimonials can be effective, video is much more powerful in building trust. Post these on your homepage and social media so they can be easily accessible with just one click.

Underscore Your Practice’s Unique Value

Authenticity translates into trust—a powerful motivator when making a purchase decision. So, always be authentic. Communicate your unique value to potential patients online with strong educational and interesting content.

Your content should educate them by answering their most frequently asked questions, show you’re an expert and clearly communicate your value over the competition. By using a blog and/or news section, you can organically attract patients to your website who are searching topics of interest. If they like what they read, they’ll follow you on social media and sign up for your email newsletter. Fun posts showing the personal side of your staff and patients, your community and charitable involvement, cool contests and informational content, all build confidence with potential new patients. So, when it’s time choose to a practice, you’re the one they’ll already know and trust!

Ensuring That If You Build It, They Will Come

Unfortunately, potential patients don’t always find you on their own and sometimes need a push. Facebook is arguably the most effective direct distribution channel for online content in the world. Their ads are highly targeted, allowing you to focus on a particular geographic area, age group, or interest category, so they reach the potential patients most likely to respond.

Carefully crafted original educational content is easily converted into ads that will move potential patients from Facebook or Instagram to your website with just one click. This strategy captures attention and creates awareness.

When writing online content, use a natural, friendly tone, as if you are speaking to the patient chairside. Also, make sure that photos and captions are posted by someone familiar with your practice culture to maintain authenticity. Otherwise, potential patients may unfollow you on social media if the posts don’t feel authentic.

Making Social Media Work for You

The primary benefit of social media is its social aspect—the sharing of information and content between your practice, patients, and potential new patients. Social media invites conversation. Everyone becomes part of the marketing process when engaging on Facebook and Instagram, thus exposing your practice to their entire network of online friends and family.

Social media is an integral part of digital marketing and building patient trust. Never let your online presence go stale. Rather, keep it fresh and authentic. Have a key staffer regularly update your website, Facebook and Instagram pages, and your Google Business listing. Remember, active engagement is key.

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 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

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.

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.

WATCH: AAO Webinar on Ortho Marketing

Why isn’t your digital marketing converting new patients? What’s missing from your plan that other practices are doing to get results? Watch our latest American Association of Orthodontists webinar to find out. 

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 solely on convenience or affordability 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. This webinar 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.

After this lecture you will be able to:

  1. Discuss how digital marketing can be used to introduce, educate and build trust with a practice’s target audience members
  2. Explain how all the digital and analog “touch points,” or ways a prospective new patient interacts with your practice work together
  3. Activate current patients to market for the practice, serving as ambassadors that refer the practice to friends

Click here to learn how to convert more patients with an effective digital marketing plan.

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.

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.