Do Dentists Need to Market with Pinterest?

In light of many recent questions from our clients, I’ve postponed the follow up to “Do Dentists Need a Patient Survey,” and instead, today’s blog will focus on Pinterest.

  • Fact: Pinterest is the third largest social networking platform, behind Facebook and Twitter.
  • Fact: Pinterest is free, just like Facebook and Twitter.
  • Fact: If you don’t post to Facebook and Twitter, you sure won’t post to Pinterest.

What is Pinterest?

Wikipedia has a good definition: “Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies and more. Users can browse other pinboards for inspiration, ‘re-pin’ images to their own collections and or ‘like’ photos. Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find interesting”[3] via a global platform of inspiration and idea sharing.” Read More

Do Dentists Need a New Patient Survey?

I’m often asked whether a dentist should send a survey to new patients. On one hand, surveys provide information that you can use to improve your customer service. On the other hand, consumers are inundated with surveys.

You’re probably asked to complete a survey at over half of the stores and restaurants you visit…the request is often printed on the bottom of your receipts, along with a promise to enter your name to win a bazillion dollars if you complete the survey. The survey craze is a national problem. Just yesterday, a popular radio station featured the topic of “too many surveys” on their morning show, here in Dallas-Ft. Worth. When is the last time you completed a survey, just to offer constructive advice (not to register a complaint)?

Why to Have a Survey

That said, surveys for new dental patients can be a good tool for improvement and quality control. You’re in and out of your office every day, and you probably think you know the impression you make on new patients. However, you aren’t on the phone when they call, in the front office when they arrive, or at checkout when they leave. You may not know how long they waited to see you, whether they were greeted with a smile or frown, and what the “temperature” is in your office. The kicker is, if you are not going to review survey results and take action toward improvement, surveys are a waste of time for you and the patients who complete them! Read More

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