McGill Article: Top Social Media Do’s And Don’ts To Gain New Patients

Our co-founders, Leon Klempner, DDS and Amy Epstein, MBA, were invited to write an article for The McGill Advisory about how orthodontists can be successful on social media. The article is filled with great tips and advice and appeared in the March 2019 issue.

Most practices jump headfirst into social media (Facebook, Instagram, LinkedIn, etc.) but fail because they don’t understand the platforms. If you want to succeed, you need a gameplan that follows some basic rules. Use the advice below to reach prospective new patients in your area who need your services…

To read the full article please click here to go to the McGill & Hill Group website (membership required).

Who Are Nanoinflouencers & Why Your Practice Needs Them!

When you put a name to a trend it can suddenly go viral. Take the concept of the Nanoinfluencer, for example. A recent New York Times article talked about the latest marketing scheme that companies have become queued into. Incentivizing everyday people with high engagement on social media to help reach their network of friends and relatives, something we’ve been talking about for years.

What’s old is new again

On social media the concept of finding influencers to help peddle your wares has been around forever. This is where advertisers reach out to people with millions of followers and hire them to talk about their products. The idea is that if these trendsetters are identifying with your company on social, your brand will benefit from the boost. If it sounds familiar, that’s because it is. Celebrity endorsements have been around almost since the beginning of the modern ad age.

The problem is that social media Influencers – like celebrities – are expensive and selective in who they will endorse. So marketers tried to find people who were a little lower on the social media ladder, people with thousands, not millions of followers. They were called Microinfluencers. This worked for a while. Now, marketers want to make use of people who are popular in their networks but without the huge reach of other influencers – people who may only have hundreds of followers but who have high engagement within their little corner of the social media universe.

Sound familiar?

If you’ve read our blog, heard us speak, or read one of our bylined articles in the top orthodontic industry magazines, then you know that one of the pillars of a good digital marketing program is to engage with people who are the neighbors and friends of your current patients so they can become aware of your services. That’s right, people on Facebook who have a few hundred friends have always been our clients’ target influencers on social media. So you can say that we have been in the practice of finding and connecting with Nanoinfluencers for our clients’ practices from day one.

Nanoinfluencer marketing is not rocket science, it’s common sense.

In study after study, people have already expressed that they trust their peers as much or more than an expert. So if you can get a patient to become a brand champion of your practice or sharing the content that you put out there then you’re marketing program is making good use of the Nanoinfluencers in your community. Remember, more and more people are going to social media first when researching where to take their business. You need to make sure you engage with your community’s Nanoinfluencers to reach more people and convert more patients.

If you want to know more about how to supercharge your marketing and increase patient starts for your practice, contact People & Practice today for a free marketing analysis, at 888.866.DOCS, or by email at

Photo by Suzy Hazelwood from Pexels

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

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.