Social Media: How It’s Changed Marketing for Dentists
Guy Njewel
If
you’re reading this, you probably check at least one of the following every
morning when you wake up: Facebook, Twitter, Instagram, Snapchat, or Tumblr. In
an era where almost everyone has some kind of online presence, businesses have
come to realize how useful social media can be in promoting new products,
generating larger revenue, and cultivating a loyal consumer base. But how does
all of this apply to dentistry?
Networking
involves gathering contacts and building mutually beneficial relationships that
can help a practice grow. The internet and technology have continued to help
drive the immediate, real-time communication in our society today, and a major
part of that involves social media.[1] It has revolutionized the way marketing,
advertising, and self-promotion are implemented, streamlining the process and
making it much more efficient.
One
of the ways dentists can find new patients is through word of mouth. For
example, your friend visits Dr. X to get a tooth pulled and has a great
experience; so he recommends Dr. X when you need dental care. Websites like Yelp
have taken referrals to a whole other level. Even if people don’t know anything
about the reviewers on the site, they’re still inclined to listen to their
advice.[2] Nowadays, pulling out the phone book and putting ads in the local
newspaper won’t work as much as social media, not to mention how time-consuming
it is. Facebook can be an effective way to spread the word about a practice. It
allows dentists to provide oral health education, promote a product or service,
and find prospective patients. If a page is regularly updated, it can offer a
way for dentists to maintain a constant communication with current and possibly
future patients.[2]
Social
media outlets like Twitter and Instagram can also be useful in a networking or
marketing campaign. You can tweet about the newest whitening procedure your
practice offers or tips on maintaining good oral hygiene. You can also post
before-and-after pictures of procedures you’ve performed on real patients. Similarly,
YouTube is another great way to provide patient testimonials, inform people
about a particular procedure, or even give a tour of the practice. These
platforms present an opportunity to publicize your brand, increase awareness,
and spark interest in what you have to offer. Social networking sites are also
less expensive than traditional marketing methods.[1] There’s no need to hire a
company to create an ad campaign, and the message reaches the audience within
seconds.
But
what about the negative aspects of using social media as self-promotion? Many
times, dentists don’t know where to begin or don’t have a clear direction
regarding what to post on their Facebook or Twitter. A poorly designed campaign
can end up hurting the practice, so a good first impression, especially on the
Internet, is crucial.[1] There is only one chance to influence what a future
patient may think of you, and a haphazardly created Facebook or Instagram page
isn’t the way to do it. Consumers could be more likely to ignore messages or
updates until they get feedback from their fellow Facebook friends. Online
reputation management is extremely important,[1] and I think it goes without
saying that you shouldn’t post pictures of inappropriate content, or pictures
of patients without their expressed written permission. It’s easy to get caught
up in the fast pace of social media, so always think before you post. Even
though you can delete later, sometimes the damage has already been done.
To
Tweet or not to Tweet? The AAOMS states there are three main goals to focus on
when starting a social media campaign for your practice: generate positive
attention, create excitement and buzz, and continually build a network of loyal
fans and friends who can assist in promoting your message.[1] The social media
craze is real and as long as it’s done correctly, dentists can definitely
benefit from participating.
References
Azark R. Social media and dentistry. CDS Review 2010 (May/Jun):10-11. Accessed
May 11, 2016, from https://www.cds.org/uploadedFiles/News/CDS_Review/cds_rev_may.10.pdf
American Academy of Oral and Maxillofacial Surgery. Social media/social
networking marketing arena: Should I enter? AAOMS Today 2011 (Suppl: Nov/Dec).
Retrieved May 11, 2016, from http://www.aaoms.org/images/uploads/pdfs/2011_12_pmn.pdf