{"id":11265,"date":"2019-04-01T09:00:58","date_gmt":"2019-04-01T14:00:58","guid":{"rendered":"https:\/\/www.aae.org\/specialty\/?p=11265"},"modified":"2019-04-05T10:11:57","modified_gmt":"2019-04-05T15:11:57","slug":"social-medias-role-in-marketing-endodontic-practices","status":"publish","type":"post","link":"https:\/\/www.aae.org\/specialty\/social-medias-role-in-marketing-endodontic-practices\/","title":{"rendered":"Social Media\u2019s Role in Marketing Endodontic Practices"},"content":{"rendered":"

By Jack Hadley<\/em><\/p>\n

\"\"Yes, you may still be receiving most of your new patients as referrals from general dentists. But self referrals are absolutely on the rise, and smart endodontic practices today use social media to raise top-of-mind awareness and garner local word-of-mouth that grows their businesses.<\/p>\n

Today\u2019s consumers are smart. They want personalized, human interaction from businesses\u2014not only in their transactional experiences, but in their marketing efforts as well. Social media provides that experience because it allows your practice to focus on the \u201cThree Rs\u201d of modern marketing\u2026 Reach, Relationship Building, and Reputation Management.<\/p>\n

Harnessing the three Rs doesn\u2019t require years of marketing training and knowledge! And, it\u2019s not about mass advertising. It\u2019s about simply leveraging and highlighting what you do each day to serve your patients and community.<\/p>\n

The First \u201cR\u201d: Reach<\/strong><\/h3>\n

Did you know 88 percent of adults use social media regularly, and 97 percent of consumers do online research about local businesses? A strong online presence is no longer the \u201ccherry on top\u201d for endodontic practices\u2014it\u2019s as essential as having a phone number.<\/p>\n

Being active on a social media platform raises your practice\u2019s visibility with prospective new patients and referring dentists. Participating in relevant conversations and sharing your expertise is one of the simplest ways to increase your reach and help establish your practice as an endodontic authority in your community.<\/p>\n

Start by posting something daily on your practice\u2019s Facebook page. Your posts don\u2019t have to be elaborate, but the goal is to engage people. Fan participation\u2014such as comments, likes and shares\u2014amplifies the reach and effectiveness of these posts. But getting people to engage isn\u2019t as simple as tacking \u201cplease like this\u201d to the end of your posts. Give people a reason to contribute a like or to comment.<\/p>\n

Shark Week?<\/strong><\/h3>\n

Talk about things that people actually enjoy talking about! For example, check out how Park Ridge Endodontics made a social media splash by starting a conversation about Shark Week on their Facebook page:<\/p>\n

\"\"<\/p>\n

The Second \u201cR\u201d: Relationship Building<\/strong><\/h3>\n

How do endodontists build relationships with patients they may only see once? Here\u2019s how\u2026 Rather than ONLY focusing on that brief encounter, they think about ALL the relationships that influence patients before, during and after their visit to the practice. Relationships with friends, extended family members, coworkers, other patients, general dentists, and the community at large all have an effect\u2014and social media provides the opportunities to strengthen connections with all of these.<\/p>\n

Not only that, but showcasing your practice\u2019s culture and love for endodontics through social media builds relationships with your team members, boosts unity and can literally transform the feeling inside your practice.<\/p>\n

One of My Social Practice\u2019s endodontic clients recently said that patients are more comfortable coming in for treatment after seeing social media posts about the practice\u2019s culture, and how \u201c[they] care about one another as well as their patients\u2019 wellbeing.\u201d<\/em><\/p>\n

Remember, you\u2019re a \u201crelationship-based\u201d business! You\u2019re not selling widgets. What you do is intimate and personal. Don\u2019t be afraid to show your practice\u2019s human side through social media. Expressing gratitude, like Advanced Endodontics did here, is a great way to start:<\/p>\n

\"\"<\/p>\n

 <\/p>\n

And by the way, within just a few hours after posting this contest, Advanced Endodontics received two root canal appointment requests through Facebook\u2019s direct messaging service. Imagine that\u2026 \u201cSelling\u201d endodontics without selling endodontics!<\/p>\n

The Third \u201cR\u201d: Reputation Management<\/strong><\/h3>\n

Nearly all consumers today do online research about local businesses before making purchasing decisions, including your prospective new patients. Even if you were recommended by their general dentist, the first thing they do after walking out of the GP\u2019s door is pull out their phone and check you out online! Typically, they\u2019ll look at your social media profiles, your website, and your reviews. These make up your practice\u2019s \u201cdigital footprint.\u201d<\/p>\n

Prospective new endodontic patients place huge trust in 1) the quantity and ratings of your reviews<\/a>, 2) \u201csocial proof\u201d, which includes the recommendations from people in their trusted, permission-based social media networks, and 3) the culture of a practice as evidenced by the practice\u2019s social media presence and activity.<\/p>\n

An Incredibly Effective Tool<\/strong><\/h3>\n

When used thoughtfully and consistently, social media marketing is an incredibly effective tool for boosting your reach, building relationships that matter, and establishing your reputation as a premier endodontic care provider in your community. As you interact with patients, prospective new patients, team members, and referring doctors in meaningful ways, you\u2019ll find that standing out online isn\u2019t so much about showcasing how much you know, but how much you care.<\/p>\n

About the Author<\/strong><\/h3>\n

Jack Hadley teaches social media marketing to MBA students at Brigham Young University\u2019s Marriott School of Management in Provo, Utah. He is also the founding partner at My Social Practice\u2122<\/a>, an agency providing social media marketing services to dentists and dental specialists. He can be reached at jack@mysocialpractice.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Yes, you may still be receiving most of your new patients as referrals from general dentists. But self referrals are absolutely on the rise, and smart endodontic practices today use social media to raise top-of-mind awareness and garner local word-of-mouth that grows their businesses.<\/p>\n","protected":false},"author":12,"featured_media":11304,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[218],"tags":[],"feature":[202],"class_list":["post-11265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-practice-promotion","feature-communique"],"yoast_head":"\nSocial Media\u2019s Role in Marketing Endodontic Practices - American Association of Endodontists<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aae.org\/specialty\/social-medias-role-in-marketing-endodontic-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media\u2019s Role in Marketing Endodontic Practices - American Association of Endodontists\" \/>\n<meta property=\"og:description\" content=\"Yes, you may still be receiving most of your new patients as referrals from general dentists. 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