Social media for the dental practice is a topic that can no longer be ignored. Many progressive dentists and their teams recognize social media as a huge opportunity for deepening their connection and relationship with patients. When managed properly, a social media platform can increase patient retention, serve as a means for educating patients, expand practice exposure, generate referrals and increase the value of the practice. While most dentists are aware of the value, many are often overwhelmed with where to begin and how to fit it into their routine. As a result, the idea of building social exposure remains just that, an idea.
However, there are many successful social practices that have the idea in some serious motion and their teams are having a BLAST! So, what’s the secret? I thought I’d bring in a dear friend and mentor to share some insight. Dr. Ritu Rao operates a successful social practice in Dallas, Texas, she’s a wife, a mother of two, a dentist, a fabulous writer who loves to blog, and she just ran a marathon this past weekend. No kidding! I could not think of anyone better to expand on what it takes to build a social practice without it taking over your life. Be sure to check out the goodies at the end of our interview…Dr. Rao is offering something special for you.
CHRIS
I think one of the most common misconceptions about being “social” as a dental practice is that it will be all-consuming to manage and take the team away from valuable productive time. How do you respond to this idea that many dentists have about social media?
DR. RAO
Misconceptions usually stem from fear. We all have them. Learning something new can be frustrating and time consuming. But when you tinker with it, keep learning and keep practicing, it gets easier and faster. The same goes when a practice wants to go digital (cost, training, learning curve), or add a new service (sleep apnea treatment).
Social media is essentially another avenue to engage with patients when they’re not in your practice. Most dentists would agree there is huge value in patient relationships. The difference is that online visibility (part of being “social”) often contributes to production indirectly, so it’s easier to not see value. With a good knowledge base, some training and a positive mindset, a dental practice can do it efficiently AND consistently, outside of high production time.
CHRIS
Yes, that makes perfect sense. And, the conversation around this also expands into the overwhelm of what to engage with…Facebook, Twitter, Google+, Linkedin, Instagram…often wondering, is it all necessary? For a dentist who may be starting the process which of these channels would you recommend as a good place to begin?
DR. RAO
What you start with depends on what your goals are. Is it to build on relationships with patients? To help with SEO? To get new patients? To serve as an educational resource? You may say, ‘All of the above’. The good news is, starting with a plan can help you stay consistent and achieve these goals over the long-term, especially if they are part of your practice philosophy and marketing plan.
As for which channel, the worst thing is to start on all of them, get overwhelmed and run out of steam in a few weeks. For most dental practices, however, a good website, a blog with original content, and a Google+ page are a good place to start. Facebook then follows.
CHRIS
I have also heard from many dentists who immediately dismiss the idea of social media because they’ve “tried it and it didn’t work”. What would you suggest to a doctor in an effort to revisit the idea of making this a viable opportunity to recharge and support the goals of the practice?
DR. RAO
First, define what your goals are and what you consider “success”. Are your expectations realistic? For example, if you didn’t get 10 new patients within two weeks of Facebook updates, you cannot realistically conclude it didn’t work. But, if you got 10 ‘Likes’ because you and your team spoke about your Page enthusiastically with your patients, or got a call from a prospective patient who saw your Google listing, then you’re heading in the right direction.
Second, think long term. Like creating a great experience in your practice at every visit so patients choose to keep coming back. Think slow drip over time versus sporadic floods. When a patient refers friends or family, it usually happens after you’ve given them a great experience a few times. Sometimes, a few years.
If your online efforts have been pushed off to the wayside, figure out why. There can be several factors. Do some research, or get some training. Get (re)started, see what’s working and what’s not. Get feedback from patients and your team. Adjust as you go.
CHRIS
This is perfect. I can see how taking this in bite sizes (no pun intended) can support some ease in moving forward. So, once a social media plan is in place for the practice, what would you say is a critical component to ensuring it remains current and engaging?
DR. RAO
Commitment and consistency. It also helps if you make it fun.
CHRIS
YES!!! I agree…make it FUN. I see social media as such a perfect opportunity to express authenticity and fun among the entire team. When your team is having a fun, patients feel it. The practice naturally becomes magnetic. Patients want to be a part of that family of people who genuinely care about them and know how to have a good time doing it.
Ritu, please share with us how you currently use social media with your practice; how it has changed things with your patients, your team and the practice as a whole. And, what would you say has been the driving force in making it successful for you?
DR. RAO
Currently, I have a practice website, a blog, a Facebook Page and a Google+ Page. My goal for social media is to build on relationships that began in our practice, and serve as an educational resource.
I actually enjoy learning about and using social media and online marketing. For my patients, I feel a strong online presence is part of the whole patient experience. While it was initially a process for my team to understand, they have seen its impact in talking to patients. Even with word-of-mouth referrals, patients still look you up online, whether to read your reviews or schedule an appointment. If our patients have a great experience in our practice and that experience continues online, I consider that a success.
Don’t miss out!!!
Dr. Rao is offering an Online Presence Assessment for YOU.
Tap into the Get Bizzy Get Results newsletter and receive Dr. Rao’s Report on the Mistakes to Avoid When Using Social Media for Your Practice
Find it all at ~ www.bizzytoothmommy.com ~
Dr. Rao and I would love to hear about your success and answer any questions. Share in the comments below what you’re up to and how you’re making social media work for you and your practice.
If you enjoyed this article please like, share and comment below. For support in any of these areas and more reach out by calling or private message to connect with me at 866.809.4890 or Chris@hygienebydesign.com. And, be sure to follow us for the latest strategies and tips for growing a hygiene department and practice you love…by design!
My love and gratitude to you, Ritu. Thank you for generously giving of your time, for your inspiration and your friendship.
