How Marketing Can Ease Staffing Headaches

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In a recent survey, 82% of dentists identified management and staffing as the biggest frustrations as a practice owner.[1] Attracting and keeping the right talent to keep your dental practice ticking and humming doesn’t have to be a headache. In fact, marketing can help.

Here’s how:

  1. Vision. All marketing starts with a vision for the practice. Double monthly patient numbers. Accept only fee-for-service patients. Increase production by 25% year over year. When you share your vision with your team and give them a stake in the game, they will weed themselves. The ones who are on board with your vision will stay, and the ones who are not will exit. The key is to give them a stake. When the goal is reached, offer each team member a corresponding reward or bonus.
  2. Culture. When you survey your best patients, your marketing depicts a transformative message, look and feel that resonates with your target patients. Translate the same message, look and feel to job descriptions, and you will find team members who truly fit with your culture. Once you assemble the right team, incorporate into your culture ways to show them that you truly care. Staff members stick around when they feel that you have their best interest at heart.
  3. Day-to-day Operations. Inspire your team to ask for referrals on a regular basis, to spearhead various marketing efforts and to make the most of every patient interaction. When your team has a hand in the growth of the practice, they are more apt to feel connected to you, one another and the practice as a whole.
  4. Social Media. Portray your team in a terrific light on your practice Facebook page. Share photos of the team at and outside of work, post images of their families and celebrations and highlight their milestones like birthdays, wedding anniversaries and work anniversaries. These types of posts are highly likely to generation interaction, and when they show up in your target patients’ newsfeeds on Facebook, your practice appears warm and welcoming. Plus, your team will love you for honoring them.
  5. Good as Gold. Be good as gold to your team, and they will do the same for your patients. The result is a continuous circle of happiness. And that’s the key to a thriving practice!

[1] Dentistry Unchained member survey, July 2015

End-of-Year Marketing To Do Checklist

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The time to gain momentum to hit 2016 goals is NOT after the first of the year. That will be far too late. The time is now!

Here is a succinct checklist of to dos to ensure that you hit the ground running in the new year:

  • Set Quantifiable Goals. Pull reports that show production by month and new patient numbers by month. Are you satisfied with those results, or does your practice need more to really thrive? What’s the gap between where you are now and where you want to be? What will it take to close that gap? Write down your goals in clear, simple language and make them quantifiable. For example, “My goal is to earn $150,000 in production every month in 2016, up from $80,000 per month in 2015.” Another way to write it might be, “My goal is for my associate and I to see 100 new patients per month in 2016, up from 55 per month in 2015.”
  • Complete Vision Work with Your Team. Now that you have clarity on the goal, share it with your team in a meaningful way. Write it on a whiteboard in the break room or somewhere that is visible for the whole team on a daily basis. Dedicate a morning huddle or a special lunch meeting to discussing the goal. Ask the team: What would the practice look and feel like once we hit that goal? What will your work and life look like once we hit that goal? What’s in it for you to help us reach that goal? This would be an excellent time to present any employee bonuses that may be tied to the practice reaching its goal. (Remember, a bonus does not necessarily have to be monetary, just inspiring.) Once you get your team on board with your goal and vision, you are well on your way to achieving the dream.
  • Set the Marketing Budget. Put into writing an exact dollar figure that you are willing to invest annually in marketing. Next, break that down into monthly increments since most marketing programs require a monthly fee. This will give you clarity on how much gas you are willing to put into the tank in order to get to the destination. Keep in mind that the majority of small businesses, dental practices included, invest 5-7% of total annual production back into marketing and that an annual marketing investment of $30,000-$50,000 is typical for the average single-dentist practice.
  • Review the Past Year’s Marketing Performance. Schedule a single conference call or meeting with every vendor and employee who worked on your marketing program this past year. Ask them: What was our marketing goal in 2015? What reporting can you share with me that shows that we met that goal? What specific marketing tactics worked best? What specific marketing tactics need improvement? What specific marketing tactics are we considering implementing in the future, and why? Keep what’s working and ditch what’s not. That goes for both marketing tactics and vendors.
  • Develop Next Year’s Marketing Plan. Articulate in writing each marketing tactic that you plan to deploy in 2016. While there are about 25 possible tactics that a dental practice can deploy, it’s best to focus on only 5 or 6 per year. Next to each, write down the investment needed, and be sure that the sum of all of them is less than your overall marketing budget. Share the marketing plan with your team so they understand what the practice is doing to reach its goal, what each person’s role is in making that happen and why you selected the marketing tactics that you did. The more buy-in you get from the team, the more successful the plan will be.
  • Recalibrate Your Marketing Team. If completing the checklist to this point revealed that it’s time to let go of a vendor, bring on a new partner or make internal changes with how marketing is handled, then now is the time to do it. Make sure you have an A Team in place that can expertly handle the marketing while you focus on dentistry.
  • Pay Marketing Vendors in Advance. Offset 2015 taxes by paying trusted marketing vendors up front for the work they will complete for you in the following year. If you are sure about making the investment with them and you have the cash flow to manage it, this can be a great way to give less to Uncle Sam and wisely invest those dollars back into your practice.

This holiday season is not only a time to rest and celebrate. It’s also a ripe time for getting your marketing in perfect order for success in 2016.



What Your Practice Can Learn from Denver Startup Week Lecture, “Social Media: You’re Doing it Wrong”

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If a practice wants to stay competitive and relevant in this day and age, it is essential to stay up-to-date on the latest marketing trends and technologies. This is particularly true when it comes to the rapidly evolving world of social media marketing. It goes without saying that having business pages for your practice on all major social media platforms can significantly benefit your brand visibility online. This not only helps your practice to stay top-of-mind for current and potential patients, but can boost your website’s SEO ranking too.

Many practices have eagerly taken this initial step and created business pages, but merely having a page is only half of the story. In order for your practice to fully realize the benefits of social media marketing, you need to be consistently sharing meaningful and relatable content reflective of your practice and industry as a whole. What sort of content should you share? Our Content Coordinator, Katie Weingardt, recently attended the Denver Startup Week lecture, “Social Media: You’re Doing it Wrong” to glean some insights from other industry experts. Here are a few pointers she took away from the experience.

Be true to your brand. Your practice’s social media profiles predominantly serve to maintain, solidify and engage others with your brand identity. Thus, first and foremost, you need to have a consistent and memorable brand in place before building out any social media pages for your practice. This can include a practice logo, brand messaging, targeted demographic and brand essence designed to attract your ideal patients. Having a brand identity and brand messaging is integral before exploring any marketing tactic. You can read about our recommended creative branding process here.

Don’t treat your social media profiles like a manual. Patients will love to browse their newsfeeds and see cheerful greetings, reminders to schedule appointments and simple pointers on how to improve their dental health. They are less likely to enjoy dense informational content better suited for your fellow practitioners in the dental field. While sharing research articles and industry news is great for your personal profile or professional LinkedIn page, it is better to go with a simpler approach for your practice page. Think, “What would my favorite patient like to see from my practice?”

Consider using the 80/20 rule. This is a widely-known approach to social media content that suggests businesses follow an 80/20 ratio of industry-related content to promotional content. It posits that the majority of what you share on your practice pages should be light, engaging, dental or community related content. The remaining 20% can be appointment reminders, posts about your services and posts asking for reviews and referrals. This approach creates a nice balance and prevents your practice from sounding like a social media salesman.

Images everywhere! Scan your newsfeed on almost any social media platform and you’ll notice that the number of posts that include an image far outnumber text-only posts. Images are eye catching and will get your content noticed better than even your highest quality written content. Unique, colorful and bold images are best, but even attaching a picture of your practice’s logo to a post will do the trick. As a rule, attach an image to every post you share for maximum impact.

People do business with people not businesses. The same goes for your practice’s patients. They want to connect with you and your team personally, not a sterile dental instrument or empty operatory room. The content you put on your practice page should convey the same sense of warmth and welcome that you would extend a patient who was physically in your office. This, above all else, will prompt new patients to learn more about your practice and old ones to write reviews and refer others. Do not hesitate to show the human side of your practice by referring to yourself as a team, sharing snapshots of birthday celebrations in the office and publically thanking patients who refer or write reviews. If you want to let the world know that you’re a friendly bunch, show them. After all, seeing is believing!

Overcoming the Fear of Marketing Your Dental Practice

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I can’t tell you the number of times I have heard dentists say that they are fearful of marketing. Here are 3 ways to overcome that fear and be successful:

1. Start.

Many dentists have lost money on marketing when it should have been a healthy investment in the practice. Dr. C. shared with me that he has been told by multiple marketing firms that his practice’s results are “not typical,” meaning lower than most practices. He only learned this after he invested the nonrefundable money and saw no return.

Others are in analysis paralysis. Dr. N. is quite simply terrified to do any marketing. She has always thought of it as a waste of money. In years past, patient traffic was healthy without any marketing. Yet now, new patient numbers have dwindled to just 1-2 per month. Having had no experience with marketing in the past, she’s not sure what to do – and she’s scared that her practice might not last the test of time.

Some say they have been “burned” by marketers in the past. Dr. L. had a “frustrating experience” with a national marketing provider that locked the practice into a long-term contract that didn’t produce results. Consequently, she is hesitant to sign up for more marketing even though the practice needs it to attract more implant patients.

All three of these dentists suspended disbelief and started where they were. They picked up the phone and called my marketing firm. They shared their concerns and asked the right questions to temporarily overcome their fears. They put one foot in front of the other and did the next right thing by taking action.

That’s all you can do each day to make success a reality.

“You don’t have to be great to start, but you have to start to be great. ” –Zig Ziglar

2. Do the work. Then have faith.

When you take the right marketing action, anything is possible. Evaluate marketing offerings by asking vendors what return on investment you can expect from their programs, what guarantee might be offered and what your options are if the program is not working after a reasonable time has passed.

Go with your gut. If it sounds too good to be true, walk away. If you have a hunch that a certain approach will work for your practice, take the leap.

Know that marketing, like finances and operations, cannot be 100% outsourced. Be prepared to take some part in your marketing. Show up, do the work that is needed for you to feel confident that your marketers are on the right track, then leave the details to them, the experts. Namely, set realistic expectations and a reasonable strategy for reaching your goals. You might quantify your measurable goals for your marketer (10 additional new patients per month or 15% increase in production, for example), provide any source materials they may need for success (practice photos, past marketing materials, etc.), and communicate any specific expectations (your availability for calls and meetings, for example.)

Once this groundwork has been laid, it’s time to let go. Think positive. Meditate or pray, if that’s your thing. Turn it over to the universe. Do what you can to put the success of your marketing out of your mind until your next scheduled call or meeting with your marketers. Then it’s time to do the work with them again. And as soon as that session with them is over, it’s time to let go again until the next major milestone in your communication with them.

“Faith is fear in reverse.” –Zig Ziglar

3. Sit with your fears.

While skepticism and marketing results are like oil and water, quieting fear can be quite the feat. In fact, fighting fear only creates more fear.

Sit quietly and feel the fear. Examine not what is causing the fear, as that will only perpetuate the fear. Focus only on where the fear is felt in the body. Tight shoulders. Closed throat. Heavy heart.

Move the fear.

This might take the form of meditating on it in a caring way, soothing the fear like you would a small child who is frightened. You might journal, writing about what color or shape the fear is in the body. Drawing or painting can also work well.

Next, focus on all that the practice has already accomplished. Feel your gratitude replace the fear. Rinse and repeat. The more often you perform this activity, the freer you will be from fear.

“When you are grateful, fear disappears and abundance appears.” – Tony Robbins

Make overcoming fear a daily practice, and your practice’s marketing will work wonders!


The Funnel on the Top of Your Practice

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Right now, there is a giant invisible funnel on the top of your practice that is capable of generating a steady stream of new patients. The key is to work the funnel for optimum marketing funnel

This is an expansion on a blog posted last month, A Simple Tool for Mastery of Online Marketing. This time, we will consider the total funnel, to include not only online marketing but also brand awareness marketing (logo, signage, etc.), traditional marketing (television, radio and print advertising, etc.) and internal marketing (asking for referrals, thanking referrers, etc.).

At the top of the dental marketing funnel are those potential patients who are becoming aware of the practice. These potential patients are the highest cost per acquisition since you have to move them all the way from the top of the funnel to the bottom before they will become patients. This will require a consistent investment of time and money. Awareness tactics get your practice’s name out to the community and help propel your positive reputation.

In the middle of the funnel are those potential patients who know about the practice and that may have considered treatment at the practice in the past, but have not yet moved forward. They may also be existing patients who have lapsed in their recall appointments. These patients are mid-level cost per acquisition since you have already moved them down from the top of the funnel, but you have yet to move them to the bottom. They will require consistent nurture marketing tactics that will keep your practice top-of-mind and encourage them to return.

The bottom of the funnel is the sweet spot. Patients who are intentional about finding a dentist right now are in the bottom of the funnel. Intent or direct marketing tactics are best to squeeze them out of the funnel and right into the practice. These tactics act like a person working on your behalf to tap intentional patients on the shoulder and say, “Need a dentist? Come right this way…” and lead them right to your chair. Patients in this part of the funnel have the lowest cost per acquisition.

Many practices over invest in awareness marketing and are confused about why they can’t gauge new patient numbers from their marketing efforts.

Some practices skip nurture tactics altogether, not realizing that the patient needs far more education or trust-building from the practice to convert from a “maybe” patient into a “yes” patient.

And still others rely too heavily on direct marketing, which causes an upsurge in patients from time to time but not a steady stream of patients over time.

In fact, the funnel works best when all parts are worked simultaneously and consistently.

What tactics does your current marketing plan include? Are you missing any parts of the funnel?

The 7 Steps of Great Website Design

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Everything in your practice’s marketing plan should start with a strong brand foundation. At Big Buzz, we call this the Marketing Platform, which is the first step in realizing what marketing efforts make the most sense for your unique patient demographic.

To begin, we recommend that you survey your very best patients to discover exactly what they love about you and your practice. Use this feedback to craft a unique message and custom look for your practice that will serve as a road map for all marketing materials.

Next, analyze the survey results to discern how these ideal patients found your practice, and target those marketing tactics specifically. One of the most common tactics in this day and age is your practice website, so it’s essential to keep it looking current and engaging. If you find that a website redesign makes sense for your practice, here are the seven steps we recommend you take to build a quality, responsive and mobile-friendly website that will drive patients in your door.

7 Steps To Great Website Design

  1. Start with a Sitemap. This is a one-page document that outlines each of the pages to be developed and illustrates the overall flow of the website. Whether you go through Big Buzz or hire an external agency to build your website, we highly recommend creating a sitemap before you do anything else. Do you remember creating outlines for term papers back in college? A sitemap functions the same way, allowing you to visualize and plan your website before starting the creation process. It’s far easier to add and remove pages at this stage than further into the development process.
  2. Create Quality Web Content. Quality web content is a huge asset for your website, and this is true for all healthcare fields. Once you have an established brand identity, build out each of the pages listed in your sitemap with rich, descriptive content inspired by your unique message that you developed after surveying your best patients. Web content is your chance to clearly convey what value your practice provides to your ideal patient. It is also a chance to integrate SEO keywords that will get your website found by Google and other search engines.
  3. Construct a Wireframe. With the sitemap and content ready, combine these into a wireframe, which functions as a blueprint for your practice’s website. This document, if rudimentarily, visually displays how the placeholders, sliders, images, links, text and contact information will be laid out on the developed website. Keep wireframe construction simple; even just a series of sketches of the proposed layout of each web page will do. This is your last chance to easily add or rearrange webpages. Like a blueprint, the wireframe allows you to hone in on the material you want to see on your website and make sure that nothing is missing.
  4. Design a Captivating Homepage. This is the first time that the design will hit the computer. Most practices rely on an outside graphic designer or marketing agency to complete steps 5 and 6. The homepage is often the very first thing a potential patient sees when investigating your practice. Therefore, it is essential your homepage instantly captivates their interest and drives them to learn more and contact your office today. Large, quality images, intriguing slider text about your brand and clearly visible practice contact information will make your practice seem inviting and alive.
  5. Develop Your Website. At this stage, pages shown in the wireframe are built and your web team prepares to put the website live on the internet. Now is the time to make any final minor revisions and edits.
  6. Proof and Test Usability. To ensure quality throughout, proof all text and test phone numbers, links and web forms for functionality. This step is vital if you wish to convey professionalism and modernity to potential patients. Typos, broken links and other defects can raise flags for first-time visitors. Be sure your website undergoes a thorough proofing process before it goes live. Lastly, test the website to be sure it appears correctly across all browsers (Firefox, Safari, Internet Explorer, etc.) and all devices (desktop, laptop, mobile phone, etc.)
  7. Launch!

Whether you go it alone or hire an agency, these steps will ensure a quality product capable of driving patients to your practice.

7 Reasons Why Marketing Consistency is Key

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  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

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  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!

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  • $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

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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 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.