7 Reasons Why Marketing Consistency is Key

By | Blog | No Comments


  1. It makes the practice more memorable. Too many dentists are lost in a sea of sameness. The same website template as the next practice. The same stock photos as the practice down the road. The same boring message as the one across town. When you survey patients to uncover your practice’s unique message and custom look, you are empowered to deploy marketing that will truly stick in your community.
  2. It is easier to manage. You have a 40-hour per week job as a dentist, and you certainly don’t want to moonlight as a marketing coordinator. When you have a consistent message and look, it becomes far simpler to fully delegate marketing to a team member or a third party. The message and look are the song sheet from which everyone sings, which means fewer opinions and arguments.
  3. It is less expensive to deploy. Consistency leads to efficiency. Marketing tactics can be developed in a shorter period of time when you have one message and one look for the practice. Time is money. On the one hand, consistency means you are paying your marketing agency less money for better output. On the other hand, consistency means that promotional efforts are spending less time in development and more time out to market working for you.
  4. It trims the fat. When the practice is consistent with its marketing efforts, it becomes all the easier to say “no” to those slick salespeople peddling the next great dental marketing approach. A simple, “No thanks, we already have a consistent plan in place” will do.
  5. It is more automated. Consistency means the marketing works for you while you work on the practice and the patients. Simply share your message and look with your marketing provider, and off they go. With that foundation in place, you will likely not have any surprises when you see the finished product. Plus, consistency allows you to budget one steady rate for your marketing month over month. This means you automatically draw in your ideal new patients while you’re focused on running the day-to-day operations of the practice.
  6. It removes the guesswork. With consistency in place, gone are the days of guessing about what your marketing should say or look like, what to invest in marketing or what will or won’t work to market the practice. You can rest easy knowing that your marketing is better than the competition’s by a long shot.
  7. It yields higher returns on investment. All of this said, consistency leads to more money in your pocket. Marketing should never be an expense; it should always be an investment that produces healthy returns.

10 Steps to Making the Most of Every New Patient Call

By | Blog | No Comments
  1. Answer on three rings or less. This simple step shows that the practice puts the caller first and is efficient with time.
  2. Wow with your language. Start with, “Good morning, [practice name], this is Stacy. May I please have your first name?” This will allow you to call the patient by name throughout the rest of the conversation. This goes a long way in establishing trust and eventually a long-term relationship. From there, use “transformational vocabulary,” as Fortune Management calls it. Rather than “good,” say “terrific.” Instead of “ok,” use “awesome.” Nix “no problem” for “it’s my extreme pleasure.”
  3. Record calls. Set up marketing tactics like online advertising, direct mail and the practice website to each have a unique tracked number that records calls. This will allow the dental team to review calls and continue to train and refine toward best practices.
  4. Ask the right questions. Name, email and referral source are the basics. Take it further by asking, “How can we delight you?” or “What’s most important to you in finding the right dental practice?” This will help you tailor the experience to that particular patient’s needs.
  5. Collect the patient’s email address. This is an oft-forgotten yet critical step in the patient call. By making record of the email address, you ensure that the practice can stay in touch with the patient in a meaningful way, regardless of whether they accept treatment right off the bat. Many times, patients need to be nurtured into the practice over time, and an email campaign centered on serving the patient (never on selling to the patient) can be just the trick to eventually convert them into a life-long patient who refers more of that kind.
  6. Track the lead. Document on a spreadsheet or in practice software how each patient found the practice. For true clarity, multiply the total number of leads per marketing tactic by the average value of a patient. Over the long-term, you will accumulate data that confirms marketing success and return on investment. This will allow you to invest healthfully into your marketing budget and continue to attract new patients.
  7. Thank the lead source. If the patient says that he or she was referred, then send a handwritten thank you card to the patient or doctor who made the referral. This small acknowledgement helps ensure that the well of referrals coming from that source will continue to be plentiful.
  8. Follow up. Didn’t get the appointment right away? It’s perfectly acceptable to call again or even email openings for the week to continue to try to get the patient scheduled. In the marketing world, we call these “touches.” Touch the patient with at least one follow-up call and two emails to be sure to get the appointment set.
  9. Make the new patient intake process insatiable. Make it impossible for the patient to say no to joining the practice. Share your unique message – the number one thing that your happiest, best patients love most about the practice. This is not a clinical or technological attribute, it’s something deeper. It’s your big why. Survey patients to uncover this insatiable trait that only your practice possesses.
  10. Thank the new patient. Again, the handwritten card goes a long way in making the practice not just memorable but even remarkable.

This blog post was inspired by an email sent to Big Buzz by PostcardMania.



Don’t You Dare Discount!

By | Blog | No Comments
  • $59 exam, X-rays and cleaning (A $350 total value!)
  • $460 for deep cleaning for deep pockets (Valued at $1,426!)
  • 40% off all dental services for the month of December!

No! No! No! Absolutely no discounting dental services.

Here’s why discounts don’t belong in your marketing plan…

You are an expert in your field who has been trained to deliver top-notch dental care. When a practice lowers its fees, it diminishes the value of the dentist’s expertise. If the value of a standard visit is $350 or the value of a deep cleaning is $1,426, then that is the value. Value never fluctuates. Therefore, fees shall never fluctuate.

Plus, bargain-shoppers will never be willing to pay your premium. From the start, discounts condition new patients to always expect low fees. It is very difficult, and impossible in many cases, to transition a discount patient into a regular paying one. Discounts simply don’t attract the quality, life-long patients that will really serve the practice for the long-term.

Thirdly, discounting may not abide with American Dental Association (ADA) guidelines or the law. The ADA Principles of Ethics and Code of Professional Conduct reads, “Although any dentist may advertise, no dentist shall advertise or solicit patients in any form of communication in a manner that is false or misleading in any material respect.” Whenever discounts are offered, the door is open for possible falsification or misleading.

The text goes on to say, “The fee for a patient without dental benefits shall be considered a dentist’s full fee. This is the fee that should be represented to all benefit carriers regardless of any negotiated fee discount.” Beyond that, discounting insurance-paid services may be illegal in some states.

Potentially the worst of discounting is running a “social coupon” like on Groupon or LivingSocial, which may put the practice in jeopardy of splitting fees in the eyes of the ADA. The text confirms, “The prohibition against a dentist’s accepting or tendering rebates or split fees applies to business dealings between dentists and any third party, not just other dentists. The prohibition against fee splitting is also applicable to the marketing of dental treatments or procedures via ‘social coupons’…” The guide goes on to stipulate specific criteria for social coupons that would fall under splitting fees.

Lastly, the healthiest of dental practices never discount services because while that approach may cause a temporary uptick in top-line production, it will never translate into practice profitability. The lasting practice is consistently profitable.

Rather than a discount, put a value-add object in the patients’ hands, something unrelated to fees or services:

  • Free whitening trays
  • A complimentary Sonicare toothbrush
  • Free guide: Helping your Child Learn Excellent Dental Hygiene Habits

This approach, instead of discounting, will go a long way in attracting and keeping the very best patients in the practice, and in preserving profitability.

Top 10 Best Types of Dental Facebook Posts

By | Blog | No Comments

Stumped on what to post on your practice Facebook page? Here are the types of posts that are most often commented on and shared. The more comments and shares, the more exposure for the practice.

#1 Staff profiles. Your patients and community love to see you and your team.


#2 Kids and families. Everyone loves the little ones. Plus, community involvement is always good fodder for social media.


#3 Good humor. Be light and funny. Be yourself. Your audience will eat it up.


#4 Patient testimonials. Be sure to get written permission first so that the practice remains in compliance with HIPAA regulations.


#5 Infographics. The dentist featured here, Dr. Zuckerberg, should know – his son started Facebook. Not related to a social media genius? Get your infographic designed by the experts at Visual.ly. We don’t get anything for recommending them, we just really like their work!


#6 Contests.Facebook has some rules about this, but do them right and your fans will love contests.


#7 Videos. Film and post quick videos of your happiest patients telling their amazing stories of transformation. (With the patient’s written permission, of course.)


#8 Online reviews. Cut and paste those fabulous reviews – from Google Reviews, Yelp, ZocDoc, Demandforce and anywhere else on the web – right into your Facebook feed. The further good news travels, the stronger the practice’s reputation becomes.


#9 Celebrations. Happy Birthday, Happy Grandparents’ Day, Happy Halloween, and simply Happy Monday. Celebrate it all on Facebook, and your fans will celebrate you on their news feeds and in front of potential patients.


#10 Pets and animals. The cuter or funnier, the better. And yes, you can be silly on Facebook. Keep posts light 80% of the time, and keep practice promotions to 20% of all posts.


A Simple Tool for Mastery of Online Marketing

By | Blog | No Comments

There are so many online tactics for attracting website visitors that even those who are marketing savvy can get overwhelmed. Consider this funnel, the brainchild of Ryan Wilson of FiveFifty Digital Marketing, to simplify the possibilities:

online marketing funnelAwareness

The top and largest section of Wilson’s funnel is awareness. For new and growing practices, the immediate goal is to increase awareness of the practice’s offerings. The number of people who know about the practice has yet to reach critical mass, but people will soon learn about the practice with tactics of video, contextual ads and behavioral ads.

Like retargeting ads, contextual and behavioral ads are colorfully designed, sometimes animated or flashy ads. Contextual ads appear on websites that have a context closely linked to your practice’s offering. Behavioral ads appear on websites that match the online profile or behavior of those most likely to become patients.


Consider the next concept in Wilson’s funnel: the pool of potential patients that you can nurture into the practice. These are patients who may have a need in the future, or who have lapsed in treatment but will need to return one day. While they are not ready to make an appointment today, they are likely to make an appointment in the next six months.

Nurture tactics help the practice show up in the right place at the right time. They most often include retargeting ads, Facebook ads, Facebook promoted posts and email campaigns.

Daily posting on a practice Facebook page is the unpaid way to capture this mindshare and can be quite effective. Email campaigns are another great do-it-yourself option to nurture potential patients to take the next step.


In Wilson’s funnel, the bottom and smallest area is packed full of people who seek a practice like yours. It’s in every practice’s best interest to make a concerted effort to reach the people who already have intent to see a dentist. It’s comparatively inexpensive to get intentional people to take that last step of calling for the appointment.

Intent tactics invite those people into the practice and typically include search engine optimization (SEO) and Google AdWords.

SEO drives websites to the top of the “organic” search listings through methods of enriching website content. Google, Yahoo! and Bing crawl the web continuously to search out the most robust websites and present them as top choices for the keywords that are being searched.

Google AdWords is simply an online auction. Competing dental practices essentially outbid each other so their website ad shows most often.

It doesn’t matter whether you are more apt to stick to the organic search results or to click on the ads on the Google results. It matters only how your potential patients behave online.


Some practices benefit from regularly running one or two tactics in each area of the funnel. Many simply stick to nurture tactics to maintain patient traffic through top-of-mind awareness.

The great thing about online efforts is that they are highly measurable. Be sure to set up Google Analytics to track website traffic. Run and analyze monthly Analytics reporting to see positive trends and make the most of your online marketing efforts.

With online promotion, so much of the decision-making process happens before the patient even contacts the practice. Work the funnel to make it easy for potential patients to pick your practice.

Adapted from KABOOM! The Method Used by Top Dentists for Explosive Marketing Results, by Wendy O’Donovan Phillips.



Instantly Lift the Practice out of a Downturn

By | Blog | No Comments

We’ve all been there. Production was light the last two months, and the next two months look even slimmer. That big case was a no-show. Cash flow is weakening.

The demons are coming out:

“What if we can’t make payroll?”

“What will I tell my staff after they have worked so hard?”

“Where did I fail to make this happen?”

“Am I even supposed to be doing this for a living?”

“Will my spouse leave me if I lose it all?”

Quiet those beasts and turn the practice around in a flash.

First, humbly remind yourself that a career isn’t what’s most important in life.

In her book Yes Please!, Amy Poehler writes: “Career is the stringing together of opportunities… Mix in public opinion and past regrets. Add a dash of future panic and a whole lot of financial uncertainty. Career is something that fools you into thinking you’re in control and then takes pleasure in reminding you that you aren’t. Career is the thing that will not fill you up and never make you truly whole. Depending on your career is like eating cake for breakfast and wondering why you start crying an hour later.”

She goes on to say that, on the other hand, “Creativity is connected to your passion, that light inside you that drives you. That joy that comes when you do something you love. That small voice that tells you, ‘I like this. Do it again. You’re good at it. Keep going.’ That is the juicy stuff that lubricates our lives and helps us feel less alone in the world.”

To her point, the downturn is nothing more than panic and uncertainty, and those are fleeting sentiments. This too shall pass. Your creativity, by contrast, has the power to not only turn the ship around, but also to eventually allow you to leave a legacy long after you and your practice are gone. Notice where you are creative in the art and science of dentistry, and revel in that a while. Go back to your roots, to why you wanted to be in dentistry in the first place. Find fun in your work again.

Now, look at your foundation. Perhaps you started this practice from scratch or purchased it from a previous owner. Either way, at one time or another the practice had zero patients. Now you have hundreds – even thousands – of patients who have crossed over the threshold into your office and had an excellent experience. What a foundation! Harken back to how those patients became attracted to the practice, and replicate what was done then for continued success now.

Next, get creative with your team. Ask them why they want new patients. Ask them why new patients want to come to this practice. Ask them who the patients are that they most want to replicate. Ask them for ideas on how to do just that.

One idea is to identify all ideal patients in the practice, call them to ask for a positive review and finish the conversation with, “Thank you for your kind words today. The greatest compliment we can receive is a referral from you.” Ask and you shall receive!

Be open to other ideas that the team may have. You are not alone!

Reach out to a marketing firm for support. A well-invested marketing dollar can go a long way in attracting patients to the practice, and quickly. Now is the time for direct tactics such as online advertising and direct mail – the kind of marketing that directly says, “Call today for an appointment.” Ask your marketers to inject new vigor into the existing plan for speedy results.

Throughout this time, seep yourself in positive ideas to distract your mind from the demons and to recalibrate the thoughts playing in your head. As Tony Robbins says, connect with people who have had more success than you, and replicate the behaviors that got them there. Get out of the office for an uplifting seminar, listen to a motivational speaker on book-on-tape or Audible, watch a motivational talk on YouTube every day over lunch and listen to only upbeat, uplifting music.

Then, turn it over. To your team and your marketing firm. To a plant in the corner of your office. To a shelf in the waiting room. Or, certainly, to a god of your choosing or the universe. The key is to let go of the outcome. If you have done all the hard work previously outlined here, only positive things can come.

You are not a victim of circumstances. You are the hero!

The Women with Gorgeous Smiles

By | Blog | No Comments

You are at a party with friends and you see a woman with a gorgeous smile. One of your friends approaches her, points at you and says: “He’s a rich dentist. Marry him.” This is advertising. For a dental practice, this can take the form of a single Google AdWords ad, Facebook ad or print ad.

You see a woman with a gorgeous smile at a party. You go up to her and say, “I am a rich dentist. Marry me!” This is direct marketing. For a dental practice, this can take the form of a robust Google AdWords or Facebook ad campaign or a direct mail campaign.

You are at a party and you see a woman with a gorgeous smile. You get up, straighten your tie, walk up to her and pour her a drink. After months of courting you ask, “Marry me?” This is public relations. For a dental practice, this can take the form of regularly circulating, among local or national publications, press releases featuring newsworthy events about the practice.

You are at a party and see a woman with a gorgeous smile. She walks up to you and says, “You are a rich dentist! Will you marry me?” This is brand recognition, and it comes only after long-term awareness marketing. For a dental practice, this can take these forms: open houses, philanthropy, community involvement, search engine optimization (SEO), television/radio/billboard advertising, social media and reputation management. It can also take the form of logo and identity. Identity is anything bearing the practice logo, like stationary, signage and toothbrushes.

You see a woman with a gorgeous smile who you have previously courted. You go up to her and say: “I am still a rich dentist. Marry me!” She slaps you across the face. This is customer feedback. In a dental practice, this typically comes in the form of much more positive feedback, of course. It can be delivered via referral cards, patient surveys, appointment reminder replies, online reviews and patient follow-up calls.

You see a woman with a gorgeous smile who you have previously courted, and she is standing with another woman with a gorgeous smile. You go up to her and say: “I am still a rich dentist. Will you introduce me to your friend?” She makes the introduction, and after some time you ask her friend, “Marry me?” This is internal marketing. In a dental practice, this typically comes in the form of staff training for delivering excellent patient service and asking for referrals. It can also come in the form of thank you cards, referral gifts and staying in touch with patients in a meaningful way via social media and/or patient newsletter campaigns.

You see a woman with a gorgeous smile at a party. You approach her and say, “I am a rich dentist. Marry me!” She introduces you to her husband. This is the demand and supply gap. For a dental practice, this means that there are more dentists in the area than the public demands, and this is true in many markets like Denver, Orlando and San Diego. If you are in a market that is highly competitive, then you need an integrated marketing approach to maintain success. In fact, an integrated marketing approach is critical for any practice that wants to create a lasting, excellent impression on its community.

You’re at a party with friends and you see many women with gorgeous smiles at a party. You and your friends first develop a strategy. The group of you then works the room to be sure that you speak with every one of the women. In the most suave and natural way possible, you ask each one, “Marry me?” This is integrated marketing. For a dental practice, this can take the form of strategizing to develop and deploy the right combination of the aforementioned marketing tactics for long-term success.

What are you doing today to attract the women with gorgeous smiles?

5 Milestones on the Patient Intake Journey (And How They Can Be Improved)

By | Blog | No Comments
  1. Patient notices practice’s marketing. Contrary to popular belief, the intake process begins long before the new patient contacts the practice. For weeks, months or even years prior, the patient may know about the practice but never take action to visit the practice. During that time, the patient may see your marketing efforts dozens or even hundreds of times. Strengthen the practice’s online ads, direct mail and other direct marketing initiatives in two ways:
    • Put the best foot forward. Lead with the attributes that the happiest patients love most about the practice, not clinical or technological speak. Examples include “bright and progressive,” “fun, straightforward,” and “laughter and lightness.” Remember – patients are most loyal to the feeling the practice gives them.
    • Hone the services offered. Nix the laundry list of services in favor of featuring one best per ad group or campaign. For example, one might focus on crowns in a day while a second can feature full-smile makeovers. This makes each service memorable at the time that the patient’s need arises.
  2. Patient lands on practice website. Whether the patient learned about the practice online or offline, it is likely that he or she will search online before making an appointment. Improve the practice’s website in two ways:
    • Let the patient land. Be sure that each of the practice’s marketing tactics point to a landing page, not the home page. A landing page speaks directly to the service mentioned in the marketing tactic, keeping the patient engaged and moving toward calling the practice for a specific appointment type.
    • Provide options. Keep in mind that not all patients want to call the practice. Make it easy for all patients to take the next step by offering a way to email the practice, make an appointment online and/or follow the practice on social media. Have all options available on every page of the website, not just the contact page.
  3. Patient makes an appointment. This is the first interaction that the patient will have with your team. Here are two ways to make the most of that first call:
    • Be thorough. The front office knows to determine the reason for the call, ask when the patient last had dental care and gather basic information including any relevant insurance details. Be sure, too, to record how the patient heard about the practice, including the full name of the person who referred them. This will reveal what marketing initiatives are working best and where improvement is needed.
    • Express gratitude. Thank the new patient for selecting your practice by mailing a thank-you card or glossy welcome packet directly after the call. If the patient was referred, send the patient who made the referral a thank-you card. These small acts of gratitude go a long way in maintaining the practice’s well of happy patients.
  4. Patient arrives for appointment. It’s the big moment! Make the patient feel special in two ways:
    • Build the relationship. Whenever possible, the dentist should greet the patient in the reception area, even just for a quick, “Hello.” Patients are most loyal to dentists with whom they feel they have a relationship, so even the shortest interaction is important.
    • Be impeccably on time. Be sure that the patient is taken back within three minutes of arriving. A dentist’s respect for the patient’s time will keep the patient loyal to the practice for years to come.
  5. Patient completes new patient intake forms. This is perhaps the most mundane part of any healthcare visit. Improve the experience for your patients in two ways:
    • Be proactive. Provide the forms on your website, or email them to new patients after the appointment call so that they can fill them out beforehand and step right into their appointment.
    • Brand yourself. Be sure that all forms bear your brand, including logo and practice colors. Consider incorporating a simple design that reflects the practice culture and matches the website and décor. The more continuity in the brand, the more memorable the practice.

Best Practices for Do-It-Yourself Marketing

By | Blog, Uncategorized | No Comments

Many dental practices prefer to handle marketing internally rather than outsource it to an agency or other external partner. Here are 7 key practices for getting it right when you decide to do it yourself:

  1. Appoint one person to spearhead the effort. Select one team member to be in charge of marketing. Before you decide if that person should be you, the dentist, take into account that marketing for the average dental practice requires 20-40 hours of work per week, depending upon the practice’s needs. It’s probably best to delegate the job to another team member. Be sure that that person is knowledgeable and passionate about marketing. Write into their job description each aspect of marketing for which they are responsible. Communicate key measures for success and check in on a monthly basis to ensure that expectations are being met.
  2. Train that person in marketing. It is rarely the case that a person trained in dentistry is also a master at marketing. Community colleges offer marketing courses and there are plenty of marketing conferences available across the nation. Make the most of these resources to get your marketing person trained up and ready for the task at hand. Alternatively, consider hiring someone that has a marketing degree or background.
  3. Start with a strategy. The goal of any solid dental practice marketing plan is to replicate great patients in droves. Survey or interview the best patients to find out how they found the practice and what sources they use to compare healthcare providers (for example, online ads, direct mail, or referral from a friend). From that information, document a marketing plan that includes only the tactics that your best patients and their peers will notice.
  4. Stay objective. Marketing is directly correlated to other business operations, like staff turnover rate, patient traffic numbers and, of course, the bottom line. It’s never a comfortable feeling to lose an employee, see patient traffic dwindle or have the bottom line dip. Don’t panic if you don’t see results right away or when results ebb and flow. Marketing grows and evolves with the practice and is never perfect or finished. That said…
  5. Stay the course. Once you agree on a marketing strategy and deploy your selected marketing tactics, hold steady for at least six months. This is how long it takes to gather the data needed to determine whether each tactic and the plan on the whole are successful. Change gears only every six months, never sooner unless there is a major change in the practice like the addition of an associate that would require you to immediately amp up marketing efforts.
  6. Systemize accountability. Be sure to include a phone number with call tracking in each marketing tactic and to install Google Analytics on your website. This way, you can accurately attribute patient lead sources. Ask your team marketing lead to pull reports that detail results and meet with you once monthly to review. This should only take about 30 minutes per month, and is a great way for you to see that the marketing is indeed in motion and is headed in the right general direction.
  7. Know when to ask for help. Trust your gut and reach out to a professional marketing firm if you ever feel that the marketing efforts are consistently falling short of what the practice needs. Most reputable agencies are happy to collaborate with your team to fine tune the plan, tactics and results.

13 Social Media Dos and Don’ts for the Dental Practice

By | Blog | No Comments
  1. Do follow the rules. Just as you would behave differently at a child’s birthday party than you would at a business networking lunch, Facebook requires different etiquette than LinkedIn. If Facebook is like an open house for the practice, then LinkedIn is the gathering of collaborating physicians.
  2. Don’t forget HIPAA regulations. Here are the key things to remember: First, don’t talk about patients, even in general terms, unless you have a signed general consent form and waiver stating that you can use their case and photos in your practice marketing materials. Have your attorney draw one up for the practice, and keep them on hand at checkout to have select patients complete. Second, do talk about conditions, treatment and research. These are always safe topics in terms of HIPAA compliance.
  3. Do give your page the attention it deserves. Post at least two or three times a week to stay visible. Anytime you get a comment on a post, comment back as soon as time permits to keep the conversation going. Especially on LinkedIn, be sure to maintain a current profile. Potential patients and referrers will likely check you out online before calling, so you want them to see a complete and relevant profile.
  4. Don’t over do it. Post two or three times a week so that you are visible in patients’ and referrers’ newsfeeds, but not so much that you become a nuisance.
  5. Do give others the chance to talk. You wouldn’t monopolize a conversation offline, so be sure to follow the same social etiquette online. Visit other practice pages regularly to get a flavor for the conversations happening there then strike up conversations of your own on your page.
  6. Don’t be self-centered. Showcase patients who have signed a waiver. (See #2.) Feature cartoons and memes that reflect your practice culture. Highlight staff celebrations, like birthdays and work anniversaries. Less about you, more about them.
  7. Do keep it light. Apply the 80/20 rule. 80% of the time, share general, fun and lighthearted posts that loosely reflect your practice’s values, and 20% of the time hard facts about the practice. Posts that are most often liked, commented on and shared are photos of the doctor and staff, babies or dogs (or better yet, babies with dogs), happy birthday posts (or better yet, congratulatory wedding or new baby posts) and funny images or cartoons. Think: What can I share that will make people smile and laugh?
  8. Don’t post the wrong things. Complex polls and open-ended questions require too much thinking, and long posts require too much reading. This is a social setting. Keep posts simple, straightforward and pithy.
  9. Do share plenty of images. Everyone loves seeing bright, easily readable images on social media. Having dental/health related images like these on your page will make your practice appear active, positive and current. Minimize text-only posts.
  10. Don’t be hesitant to open up the conversation. Make it possible for others to post on your page. (You can easily adjust this in your privacy settings.) Inviting others to post opens the door to your open house and invites others to be part of it. Have a personal profile on Facebook in addition to your business page to widen the circle of people with whom you engage. For even more exposure on LinkedIn, specifically, get involved in groups and discussion boards.
  11. Don’t get mixed up. Keep personal posts on personal profiles and professional posts on professional pages.
  12. Do handle any negative posts swiftly and thoroughly. Inevitably, you will get a negative social media post or comment. When it happens, behave just like you would with a disgruntled patient acting out in your waiting room. Respond publicly to the original post. A simple, “Thank you for your feedback, we will do everything we can to rectify the situation” will do. Contact the patient personally. Be calm and understanding, listening intently until the patient has exhausted all emotion about the issue. If a resolution is reached, consider asking the patient to remove the post.
  13. Do rise above it. Above all else, take the high road in social media. Behave with the ultimate decorum and it will reflect favorably on you and your practice.