Your orthodontic or dental practice shouldn’t mix with the social media buzz. Well, it’s time to flip that idea on its head. In today’s digital age, your practice and social media marketing strategy are the perfect pair, like a toothbrush and toothpaste!
While you may have social media marketing strategy filed under “not for professional purposes” in your mental filing cabinet, you’re mistaken—social media is a potent instrument for establishing connections with your patients, nurturing trust, and endorsing your services, not just posting cat memes and pictures of your lunch!
In this comprehensive guide, we’ll take you through how social media can boost your ortho marketing efforts and overall online presence with tips like capturing great videos and photos, coming up with content ideas that resonate with audiences, making social media a part of your weekly routine, and of course, adhering to ethical guidelines.
So, without further ado, let’s dive into your new social media marketing strategy!
GETTING STARTED WITH SOCIAL MEDIA FOR YOUR DENTAL & ORTHODONTIC PRACTICE
JUST GET STARTED!
The best time to get started with your social media marketing strategy channel was yesterday. The second best time is now! You may not feel entirely prepared, but the best way to get going is to simply get started.
Here are some beginner tips:
- Start off with one or two social media platforms to begin with. Facebook and Instagram are two fine starting points, as they have a vast user base and are relatively easy to use.
- Keep it simple. Don’t worry about going viral on your first post. Just create content that’s authentic and relevant to your expertise.
DELEGATE SOCIAL MEDIA TASKS
Here’s some good news if you want to start using social media for your medical practice: You don’t have to do everything on your own. Consider delegating the planning, content ideation, or creation of social media posts to someone within your practice.
- Give them specific duties. They can be in charge of coming up with ideas for your account’s next post, engaging with followers and other online community members, or planning the execution of content creation.
- Assign a schedule. Having someone in the office officially dedicated to the role of Social Media Manager will ensure consistency—and consistency is the key to success when it comes to social media!
NEXT STEPS: GROWING YOUR SOCIAL MEDIA PRESENCE
ENGAGE WITH THE ONLINE COMMUNITY.
When it comes to growing your medical practice’s online presence, it isn’t a simple case of “post it and forget about it.” By engaging with your community on social media, you’ll build stronger relationships with patients and potential future clients—thereby building goodwill.
- Reply to comments on your posts.
- Participate in discussions.
- Offer expertise when it’s appropriate.
By establishing yourself as a trusted leader within the community, you’ll see benefits for your dental practice.
TAKE AWESOME-QUALITY PHOTOS AND VIDEOS.
Nothing will make viewers scroll right past your posts like having poor-quality visuals. Conversely, great photos and videos jump off the screen and lure in audiences regardless of the content (although we’re not suggesting you skimp on good content, either!)
Here are some ways to improve your photo and video’s visual quality:
- Pay attention to lighting: Whenever possible, shoot your media with natural lighting. Choose a well-lit room, position your subject near a window, and capture it during the daytime. If you’re dealing with harsh shadows in your frame, try a different angle or fill them in with additional lighting.
- Framing, angles, and composition: When it comes to positioning things within the frame, the “rule of thirds” is your friend. Make sure you don’t cut off foreheads, chins, or bob in and out of view. As a dentist or orthodontist, you’re understandably focused on teeth—but don’t forget to frame the rest of the body!
- Keep it stable: If you suffer from shaky hands, consider investing in a good tripod. Propping the phone up on a stack of books can work in a pinch, but if you’re going to be shooting content regularly, you’ll want a tripod or stabilizer to ensure steady video.
- Polish it with good editing: While you shouldn’t rely on “fixing it in a post” when you flub a take, editing software can take your photos and videos up a notch. Apps like Lightroom, Premiere, and Snapseed can enhance your media and allow you to create content that truly pops.
WHAT TO POST: CONTENT IDEAS FOR DENTAL SOCIAL MEDIA POSTS
PATIENT STORIES (BEFORE AND AFTER)
Everyone loves a good, inspiring “before and after” post. Share some of your patients’ successes, and tell audiences how your expertise has benefited those who have visited your practice.
One thing of note: ensure you’ve got patient consent for all posts involving them, and maintain their privacy by omitting or blurring out identifying details.
COMMUNITY EVENT PROMOTION AND RECAPS
Don’t hide in your office all day get out there and engage with the community! Show your support by attending and promoting events on your social media management
Events you can support include:
- New store openings: If a new store, clinic, or healthcare facility is coming to town, show up and share some photos from the event.
- Local businesses: Build relationships with local leaders, entrepreneurs, and owners by promoting local businesses on social media.
- School events: Connect with families and kids by attending or sponsoring school events, including sports tournaments, career days, and health initiatives.
If you didn’t get a chance to promote community events beforehand, don’t worry: you can always share some photos taken at the event and include a recap of the action in the caption.
TEAM INTRODUCTIONS
Since some people are hesitant or nervous about dental procedures, humanizing the process by sharing about your team on a personal level can enhance patient comfort.
Consider making a post (or series of posts) introducing yourself and your entire team to your followers. Feel free to include details like:
- Professional backgrounds
- Personal interests and hobbies
- Roles within the practice.
HEALTH TIPS AND TRICKS (RECORDED ON VIDEO)
Create an educational video series for your audience by offering health tips and tricks relevant to your practice. Video content is the medium best suited to conveying potentially complex information, so get out your camera rig!
Some topics to explore include:
- Diet, Nutrition, and Wellness: Advice on healthy habits is a perennially popular topic. Give advice on healthy eating, oral health, and meal planning.
- Oral Health Importance: Share the risks of neglecting proper care of one’s teeth and how good oral health can improve your overall well-being.
- Preventative Care: Talk about the benefits of preventing issues before they happen with regular check-ups, screenings, and flossing!
WHAT’S NEXT: MAKING SOCIAL MEDIA PART OF YOUR ROUTINE
SCHEDULE YOUR POSTS (USE A CONTENT CALENDAR)
Consistency is vital to building your social media following. If you’re not a walking alarm clock and calendar, then try using a content scheduling tool (of which there are tons online). Use them to plan your posts ahead of them and automate the whole process.
Furthermore, consider creating a content calendar. Outline the topics for each content block, choose the type of content (i.e., photo, video, or articles), and devise a schedule for when each piece will be posted.
ANALYZE THE DATA
Collect data about your social media posts and make changes based on what resonates with your target audience. Most social media platforms offer analytics tools that help you follow metrics like reach, click-through rates, and engagement (such as comments and re-posts).
For instance, you might find that your weekly “Health tips” post isn’t getting many views or comments. In that case, substitute it for another one of your most successful types of posts!
Analyzing the data and refining your content strategy can lead to boosts in traffic, new leads, and sales.
BONUS: SOCIAL MEDIA IMPACT STATISTICS
If you’ve made it this far, great! Hopefully, we can convince you further about the power of social media marketing strategy for your medical practice through a few curated statistics on the impact they have on patients when deciding on which medical provider to choose.
Here are some numbers to consider:
- 41% of consumers attest that social media plays a role in their choice of a specific hospital, medical facility, or doctor, according to a recent PwC survey.
- 63% of people reported having chosen one healthcare provider based on their strong online presence.
- 42% of adults want to follow their healthcare provider on a social media platform, as reported by a survey conducted by the American Osteopathic Association.!
CONCLUSION
Having a solid social media presence and digital marketing strategy for your orthodontic practice requires consistency, ethical considerations, and a bit of creativity but it’s worth the effort!
By starting today, delegating responsibility to those in your staff best suited to the role, and focusing on creating engaging and authentic content, you can make a difference in both patient trust and the success of your practice. If you have any questions or need further assistance, please contact us. We’re here to support you on your ortho marketing journey!
