As it stands in April 2012, some dentists have already heard all the over-expressive promises and realized all the under-returning results from launching their practice head first into the social media (and digital marketing) deep end.
These opportunistic if not so discerning dentists took advantage of the new patient acquisition and existing patient retention opportunities digital marketers (and dental social media blog writers) so proudly pontificated for the last few years.
We commend these forward thinking dentists for publishing their dental facebook pages & twitter profiles – and we certainly cannot fault some of them for falling victim to the less than unscrupulous if not ubiquitous marketing agency promising 1000s of ‘Likes’, ‘Followers’ and ‘Fans’ – at least these dentists realized opportunity and took action.
Fortune favors the brave, not the meek.
But now what?
First, stop relying on impulse as the harbinger to more digital dental marketing duds. You’re better than that, and your patients, staff, and local communities deserve better.
Secondly, keep going. In fact, approach your social media efforts from a never-going-to-stop perspective.
Dental patients the world over congregate on Facebook more so than any other website on the planet – no footnote there. We’re essentially all dental patients, and Facebook is the 2nd most popular website in the world.
New patients are there, happy existing patients ready to spread positive digital word of mouth are there, and your competitors are there.
How is your practice represented, and how effective are your social media patient communications?
Do you have a plan in place?
Not someone else’s plan, a plan custom-tailored to both your practice culture and communications habits.
This is only Facebook we’re talking about here; we’re not even mentioning the myriad of localized digital dental marketing opportunities lying in wait right under your nose.
Your dental software can’t do it for you without being transparent, cold, and impersonal. Your consultant is still pitching the same larger multi-color Yellow Page ad buy they’ve recommended every year since you started overpaying them, and that hack fly by night company that has been cold-calling your office for the past 6 months is only interested in one thing – removing you from your money.
BTW – We have the Brooklyn Bridge going up for auction this week, please be sure to check our website multiple times daily, like us on facebook, and follow us on twitter, for your chance to purchase the Brooklyn Bridge for just $1.
Would you buy that for a dollar?
Even now after all frenzy has died down…this social media savior for your business hubbub did die down right, or at least get somewhat marginally reduced to a loud murmur?
Yeah, no chance – and for good reason…
Social Media is a Marketing Tool, Don’t be a Tool by Giving up on Social Media!
What we hope to illustrate with this window into doctor-patient interaction is, the fundamental understanding doctors need to have when it comes to interacting with their patients through social media or really, and SoLoMo (social, local, mobile) manner.
The landscape has changed; the digital medium is still in flux…and will probably remain that way.
So how can the above average dental practice possibly calculate any new patients, keep track of referrals, or improve recall percentages using these social media and local digital marketing tools?
1. First, we all to be reminded of where the conversation is taking place – conversation is interaction.
2. Then dental practices need to maintain an active and engaging presence within these environments.
3. And certainly not lastly, dental practices need to track, adapt, improvise and overcome challenges the new paradigm of digital dental marketing presents.
But beyond that whitewashed simplified dumbed down version of dental marketing 2.0, one crucial ingredient is necessary for social media success.
Just like the recent Mega Millions…you need to be in it, to win it!
According to the honest to goodness real-life doctor (not just some caffeine riddled dental-centric marketing scribe) in the video below, the biggest mistake doctors can make when it comes to social media and digital marketing is:
“…to be so risk averse, you don’t participate…”
Don’t let fear, uncertainty, and doubt paralyze your efforts to grow your practice – social media, local seo, and mobile integration represent the three pillars of digital dental practice marketing success.
And who wins when dentists have diligent, definable, and dazzling digital demeanor?
Only the dentist, their families, friends, existing patients, staff, new patients, and pretty much the entire surrounding community!
Don’t be such a tool; social media is the new patient acquisition and existing patient retention tool.
DIY can work for savvy practices, but most dentists will realize significantly increased ROE (return on engagement) when the tool is in the hands of someone who understands how digital dental marketing should be applied. Click the link for our FREE Whitepaper – Digital Dental Marketing Rules of Engagement
(Yes, Facebook is really the 2nd most popular website in the world…right behind Google – check the facts.)
Click the link for our FREE Whitepaper – Digital Dental Marketing Rules of Engagement