Social Media: A Powerful Marketing Tool for Dentists

Sure, you’ve heard of Twitter, Facebook, and Google Plus. You may think that social media is just for keeping in touch with friends and family. While this is true, social media is also a powerful marketing tool for all types of businesses. In fact, the largest corporations in the United States use Facebook business pages and Twitter accounts to connect with consumers, market their goods, and determine customer satisfaction. Although a dental practice may not be a Fortune 500 corporation, dentists around the country benefit from utilizing social media, too.

Gaining Exposure with Social Media Users

By setting up a Facebook business page or Twitter account, you familiarize social media users with your name and services. For example, commenting from your business account on community pages and local groups will expose more people in your area to your name and your practice. As more people become familiar with your name and practice, you increase the likelihood of attracting new patients.

Managing Your Reputation

More than likely, you have read reviews on websites such as as Google Places or Yelp before you took your vehicle to a mechanic or visited an unfamiliar restaurant. Online reviews from actual customers and patients are extremely useful for consumers. However, reviews may also hurt a dentist’s reputation. One disgruntled patient can anonymously leave an unfavorable or untruthful review of your dental practice. Using social media helps combat anonymous smear campaigns and effectively manage your web reputation. A Facebook wall filled with glowing reviews of your expertise and concern for your patients will offset negative reviews on other sites. In addition, dentists have complete control of the content posted social media platforms. Read More

How To “Respond Publicly as Owner” to a Bad Google Places Review

I’m the first person to tell a dentist, if you’re going to use a consumer review service, use Google Places. Sure, you could use Yelp! or Merchant Circle, and I certainly don’t discount the SEO benefits of using multiple services. However, only Google Places allows a dentist to “respond publicly as the owner” to a negative review.

Let’s say you get a Google Alert that your name came up in a new Google Places review. Much to your surprise, the review was bad… really bad. In fact, you were called a quack! You may not even remember seeing the offended party. Perhaps the review is a fake. Regardless, you’re lucky the review was on Google Places and not Yelp! Why? Because you can respond. You have the opportunity to share your side of the story.

Warning: DO NOT GET EMOTIONAL. Instead, use facts, empathy, and kindness in your response.

Here’s a pretend review from a disgruntled individual…

“Dr. Xavier placed a crown on my tooth, but I still have a toothache, and I feel like I was greatly overcharged! When I called to ask about my bill, they wanted me to come in for another appointment! I think Dr. Xavier and his team are money hungry quacks! – In Pain from Dallas, Tx” Read More

How Dentists Can Engage Facebook

In addition to your dental website and your dental blog site, Modern Dental Practice Marketing encourages dentists to use social media —especially Facebook–for marketing. Did you know that there are over 800 million Facebook accounts? Now that a huge percentage of the population in the US has a smart phone, people are on Facebook all the time. Fortune 500 companies are using Facebook business pages to generate consumer feedback and market their products. More than likely, your local newspaper and coffee shop have a Facebook business page, too. If using Facebook for your dental practice seems like uncharted territory, the tips below are sure to help you navigate the murky waters of social media marketing.

Engage Your Fans

You want your patients to communicate on your page. The more communication and activity on your business page, the more likely it is to appear in your patients’ news feeds. Remember to post concise statuses that engage the reader. Posts that contain questions or updates that are less than 40 characters illicit a higher response from Facebook users than long, complex posts.

Avoid Posting Too Often

Posting too often on Facebook can cost you. If you post too frequently, your patients may see it as spam and “unlike” your business page. You should aim for four or five posts a week. Wednesday and Sunday posts tend to encourage more user interaction than posts on other days of the week.  If you decide to post to Facebook daily, avoid posting more than twice. Peak hours for user interaction are after eight o’clock in the evening. Posting at night tends to increase the likelihood for patient comments.

Use Facebook for Promotions and Discounts

Need patients in the dental chair? Keywords that include the word “coupons” or the dollar sign symbol attract users’ attention. For example, promote a special offer on teeth whitening or a free cosmetic consultation. If you don’t want to offer discounts or coupons because it would attract a clientele outside of your target market, offer a complimentary cosmetic dentistry consultation or a donation to Operation Smile for every teeth whitening kit you sell. Read More

Brand Continuity for Social Networking Dentists

With Facebook’s new Timeline for business and LinkedIn offering what amounts to business “likes,” savvy dentists should make certain that their brand is continuous throughout all of their websites, blogs, and social profiles.

Website: A dental website should feature a dental practice logo that will represent the practice in print, on signage, and on the Internet.

Blog: Your dental practice blog design does not have to be identical to your webpage, but it should be complementary. In addition, I advise that dentists host their blog on a separate domain from their website, rather than a subdomain. Other dental marketing companies disagree, but I have yet to see proof that their argument has basis. My stance is based on the fact that Google shows favor to “experts,” and having multiple websites and a ton of original information on a subject can make you an expert. A blog on a separate domain is, in essence, a microsite, which is great for SEO.

Facebook: On Facebook, you’ll want to go ahead and switch to the Timeline style for your dental practice page. Just to get started, select a large image for the banner and your logo for the profile picture.

Twitter: Customize your profile picture with your logo or photograph, and upload an image that reflects your website’s design.

YouTube: Customize your profile picture with your logo or photograph, and upload an image that reflects your website’s design. Furthermore, include an opening and/or closing slide on your videos that features your logo. Read More

Facebook for Business Coming Wednesday!

If Facebook does indeed launch Timeline for business on Wednesday—which is the rumor—dentists should be prepared to update their business page ASAP. You’ll probably have three months to switch your page to Timeline voluntarily before Facebook takes charge and forces the switch.  How much cooler will you look, though, if your page has Timeline before other businesses in your area? Before you dive in, here are three things you need to consider.

The Look
Facebook Timeline features one large banner image, a small overlaid image in the left corner, and thumbnail collages of various things you’ve indicated that you like. You’ll need to determine what your large photo will feature, then plan something for the small photo. Your logo should might be the best option for the small square on the left, next to your page’s name. The banner image can be changed as often as you like – for seasons, holidays, special events, new products, team photos, etc.  Mashable created a sample gallery of potential brands on Timeline. Read More

Facebook Timeline for Business—and Dentists!

Sometimes I feel like a paparazzi, craving the hot news about Hollywood stars—but it’s not the stars that interest me. It’s Internet marketing. Rumor has it, Facebook will launch Timeline for businesses on or around the end of this month. By March, your dental practice’s Facebook page could look a LOT different—better, actually. Here’s what you can expect:

The Big Picture

The main difference you’ll notice is a large banner photo. You can create a custom banner or use a photograph for this feature. Be sure to include your website domain and phone number! A smaller photo can be selected for the lower left corner. I recommend dentists use the photo features to show off their team or office, then in the smaller box, their logo.  A testimonial would also work well for the big feature box.

More Personal

If you’ve ever wanted to like-like (versus just like) a page on Facebook, you’ll find this is cool. Instead of merely liking your page, your fans will be able to love you! If you happen to have a product page, like for a teeth whitening product or Invisalign, fans can want or own you. How fun is that? Read More

10 Steps to Create a Dentist’s Newsletter

This post is part two of “Is Your Dental Office Ready for a Patient Newsletter?”

Whether you build your own dental practice newsletter, have your office manager tackle the task, or use a service, these are 10 primary elements you need to consider.

  1. Email list: You can’t send an e-newsletter campaign without email addresses! If you subscribe to Demandforce, Smile Reminder, or another patient communication tool, you probably have a list of patient email addresses. Dental offices without a patient email list should start asking for email addresses today. Some patients may not want to provide you with their email address, and that’s fine. Don’t let those few discourage you. Most of your patients will be happy to give you an email address, especially if you explain the purpose: to deliver your dental health newsletter.
  2. Distribution Service: You can send e-newsletters through your patient communication tool, or you can sign up with a service like MyEmma.com. Many e-newsletter services exist, so do a little research and find one that’s convenient and user-friendly. You might put the task on your office manager, but if you do, be sure to assign a deadline. She should find a tool, write a synopsis, and send you her findings within a week. If you don’t have time for any of this, MDPM can handle all aspects of your newsletter creation and distribution.
  3. Column Designation: Feature 3-5 regular columns in your newsletter. The more personal, the better. Don’t be that dentist who sends out generic newsletters. With Google, people can find information about dental health when they need it. Instead, feature articles about your patients’ successes in the community. Which of your young patients made the A-honor roll? Which of your adult patients volunteers at the food bank? You might include a recipe from a staff member, photos of your team retreat, and testimonials from happy patients. End your newsletter with an article about a special offer, contest, or new service. Read More

No Prize Required for Great Referrals

In states where it’s not banned, dentists often turn to incentive programs for referrals. While I’m not opposed to incentive programs, incentives for referrals isn’t necessarily a good marketing tactic. Word-of-mouth is the most effective and efficient way for dentists to get new patients. Referred patients have a good reputation for long-term retention, so providing an incentive to increase word-of-mouth among your exiting patients seems like a good idea, at least on the surface.

Have you ever referred a friend to a business – like a particular golf pro shop or gym? How does it make you feel to provide a friend with information on where to get the best service? For most of us, giving good advice and helping our friends feels rewarding. Our conscience says “good job” for being wise and informative. There’s no guilt because there’s no tangible referral incentive. Yes, incentives can actually keep people from making referrals because they feel bribed. Emotion plays a big role in word-of-mouth referrals.

How to Ask for Referrals
There are alternatives to incentive programs. You can boost referrals very easily by asking for them. If you know that your team is friendly, helpful, and provide superior service to your patients, you should not feel guilty asking for referrals. Here’s a script to help you. Read More

Social Networking for Dentists Made Easy!

You’ve heard about using Facebook for your dental office. You may have attended a seminar about social networking or read books on the subject. Perhaps you want to Tweet, post, blog, comment, and update, but you just don’t have time. How can you reap the benefits of social networking without squeezing time from your already hectic schedule? The answer is simple. Call MDPM.

What is Social Networking for Dentists?

“Social” has to do with friendly companionship, according to Dictionary.com. “Networking” relates to a group that shares information and services of a common interest. So, social networking for dentists involves a friendly sharing of information about health, wellness, dentistry, and your local community. It has to be personal; it has to be genuine; it has to be interesting to your patients.

Why Use Social Networking in Marketing?

To dominate search results for a variety of targeted keywords with the ultimate goal of increasing your patient base.

Social networking involves daily digital interaction with your current patients, as well as reaching potential patients with your brand. Done properly, social networking is part of an overall search engine optimization plan that includes website optimization, regularly posted blogs, as well as local listings and original videos, articles, and press releases.

The more places you are online, the more posts and articles are associated with your practice, the higher you’ll rank on Google. Read More

Busy or Profitable? Your Choice.

Today, veteran dental management consultant Mayer Levitt of Jodena Consulting shares insight on increasing profitability in the dental practice. Subscribe to the Jodena Consulting blog by clicking this link.

My most recent blog post listed four ways to increase revenue in a dental practice. In retrospect, I would like to add a fifth. It is an important strategy that relates specifically to the topic of efficiency in the doctor’s appointment schedule for a busy dental practice.

The most important management system in a dental practice is scheduling, because the only thing we have to sell is our time. Yet over the years, I have observed that many practices are terribly inefficient in the way the doctor is scheduled to deliver treatment, wasting upwards of two hours every day. I didn’t say they weren’t busy–I said they weren’t efficient. There is a huge difference between being busy and being profitable.

I believe that when an effective scheduling system is introduced into a practice:

  • the stress level of every one can be significantly reduced.
  • the appointment backlog can be cut in half.
  • the need for an associate is often eliminated.
  • production is increased dramatically without raising fees or altering the mix of the practice.
  • every hour in the practice becomes a productive hour no matter what procedures are being performed. Read More