Women in Dentistry - Blog

The Power of Social Media in Dentistry: Building Your Online Presence

Dental professionals are introduced to new technologies all the time. Throughout Covid, the industry saw unprecedented investment in dental technologies that helped provide a safer, more efficient, and comfortable patient experience. These investments included air purifiers, digital scanners, all-tissue lasers, CAD/CAM technology, 3D printers, and more.

It’s a digital world, and as healthcare professionals, our acceptance of new technologies shouldn’t end with direct patient care. There are many new digital platforms that can extend the reach of our marketing efforts.

The power of social media cannot be ignored by any industry, and dentistry is no exception. Beyond simply sharing captivating smiles and before-and-after transformations, social media platforms have become invaluable tools for dentists to connect with their audience in a meaningful way.

When used effectively, social media marketing can be a game-changer, not only for attracting new patients but also for fostering a genuine, two-way dialogue with current patients and the wider community.

By harnessing the potential of platforms like Facebook, Instagram, Tiktok, and YouTube, dental professionals can build a strong online presence, showcase their expertise, and create a welcoming virtual space where patient care and community engagement go hand in hand.

But with so many platforms to choose from, launching an effective social media strategy can be intimidating. That’s where we come in.

Here are some tips to help you establish a strong social media presence:

1. Don't try to do too much: Remember the phrase, jack of all trades, master of none? Well, that applies to your social media efforts perfectly. With new social media networks popping up all the time, it can be tempting to jump on every one of them and spend your time and effort building a presence on Facebook, Instagram, Tiktok, Snapchat, Twitter, YouTube, and more. Trust us, if this is your strategy, you’ll soon fall behind.
2. Be authentic: While growing your following on social media is undoubtedly important, it's crucial to prioritize authentic connections and engagement over mere numbers. Focus on building meaningful relationships with your followers by responding promptly to their comments, addressing their concerns, and providing valuable dental advice.
3. Set a budget: To ensure your social media efforts reach a wider audience, allocate a budget for advertisements or boosting your content. While organic reach is valuable, paid promotions enable you to target specific demographics, increase visibility, and extend your reach to potential patients who may not be actively searching for dental services.
4. Be true to your brand: Social media creators are getting more sophisticated, and social media consumers are expecting more from a brand. Be sure to craft your social media calendar and messaging with brand consistency in mind and write your posts using a cohesive brand voice.
5. Post consistently: Consistency is key to building a strong social media presence. Regularly posting relevant and engaging content keeps your audience interested and coming back for more. Establish a content calendar and stick to a consistent posting schedule that aligns with your target audience's habits and preferences.
6. Stay on top of it: We live in a society focused on instant gratification. People have grown accustomed to accessing information and connecting with a business the very moment they decide the time is right. This includes reaching out to companies via their social media accounts.

So now you know why it’s so important to harness the power of social media, but do you know how to actually get it done?

Social media activities to help you hit your goals:

Marketing trends are constantly changing and it’s important to keep up to date on emerging trends, especially when it comes to the use of social media. Most dental practice owners and practice managers are busy with their day-to-day work and patient care and realize that aligning themselves with an expert in the field will help their practice grow.

Here are some activities to integrate into your social media strategy:

• Get your team involved: To maximize your online reach and engage with your audience effectively, try including your whole team in the content you post. By showcasing the unique personalities of your dentists, administrators, hygienists, and assistants, you give your patients a glimpse of the unique personalities that exist behind the masks they encounter during their office visits.
• Try contests: When it comes to boosting engagement on social media, contests can work wonders. Hosting creative and interactive contests not only grabs attention but also encourages active participation from your followers.
• Partner up: Consider partnering with other local businesses to create joint promotions that benefit both parties. Collaborating with a neighboring salon, fitness center, or wellness spa allows you to tap into their existing customer base and expand your reach beyond your immediate followers.
• Get your patients involved: Involve your patients in your social media efforts. Encourage them to share their experiences by providing photos, testimonials, and success stories. Consider capturing photos and videos during appointments (with your patient's consent of course), as visual representations of your work humanize your practice and provide compelling social media content.
• Video, Video, Video: If you’re going to spend time and resources creating social media content, shouldn’t you make sure to focus on building engaging content that people will actually consume? If you’re concerned about capturing the attention of your audience and holding onto that attention long enough to deliver your message, short-form videos are the way to go.
• Go Live: While live streams were popular before the pandemic, the years 2020 and 2021 really put live streams into the spotlight. In the first quarter of 2022, social media users consumed almost 9 billion hours of live-streaming content. Live videos are a great way to engage your patients and give them a tour of your office, introduce members of your team, or show off your new equipment and technology.

By considering these tips, you can establish a robust social media presence that goes beyond mere numbers, fostering genuine connections with your audience, expanding your reach, and ultimately driving growth for your dental practice.

A lot of work goes into building a social media strategy and calendar, not to mention the creation and distribution of the actual posts. Consider partnering with an expert that knows the dental industry and the unique nuances involved with marketing to dental patients.

The team at Vitamin D Marketing & Design has 17 years of experience providing marketing support for dental practices across Canada. We’ve seen many great campaigns, and many campaigns that were not-so-great. We’ve learned lessons from both and can share and apply that knowledge to a custom-built social media strategy that will generate new patient leads and increase your brand awareness.

Are you ready to discuss the social media needs of your dental practice? Contact Vitamin D Marketing & Design today and let’s chat about growing your practice.