{"id":8176,"date":"2018-05-08T10:00:21","date_gmt":"2018-05-08T15:00:21","guid":{"rendered":"https:\/\/www.aae.org\/specialty\/?p=8176"},"modified":"2018-05-07T19:37:44","modified_gmt":"2018-05-08T00:37:44","slug":"why-your-endodontic-practice-needs-a-social-media-presence","status":"publish","type":"post","link":"https:\/\/www.aae.org\/specialty\/why-your-endodontic-practice-needs-a-social-media-presence\/","title":{"rendered":"Why Your Endodontic Practice Needs a Social Media Presence"},"content":{"rendered":"

And How to Build it<\/strong><\/h3>\n

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

\"\"<\/p>\n

For endodontists who receive many \u2014 if not most \u2014 of their new patients as referrals from general dentists, the purpose of social media marketing may not be readily apparent. But progressive endodontic practices with vision understand the true nature of digital marketing and the role social media and online reputation management play in sustaining and growing their businesses.<\/p>\n

General dentists have been using social media marketing for some years now to attract new patients and retain existing ones. Many of those same strategies, with a few modifications, are equally effective in growing endodontic practices. A strong social media presence for your practice isn\u2019t about advertising endodontic services. It\u2019s about building your business through creating trust and turning patients (even one-time patients) into advocates.<\/p>\n

Build the \u2018Social Proof\u2019 New Patients Seek<\/strong><\/h4>\n

One of the greatest things about social media is how it enables consumers to make decisions that are right for them, even when faced with an overwhelming number of options. The primary resource that allows them to do this is called \u201csocial proof.\u201d<\/p>\n

Social proof means that people consider the actions and opinions of others as \u201cproof\u201d that a choice or behavior is favorable or correct. Social media has given people instant access to both observe and ask about the choices of trusted friends, neighbors, coworkers and family members, as well as receive recommendations from them \u2014 all of which greatly influence their healthcare decisions.<\/p>\n

The vast majority of prospective new patients who are considering you \u2014 whether you were recommended by their general dentist or not \u2014 will use social media to gather information about you, in addition to reading your online reviews. With just a few clicks, they get impressions about everyone in their community who offers such services, including other endodontists and general dentists.<\/p>\n

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

Use your online presence to show that former patients loved their experience with your practice, and that you and your team love what you do in helping people. You\u2019ll build the social proof that helps convince prospective patients that choosing you is the right decision.<\/p>\n

Invite Patients to Participate in Social Media<\/strong><\/h4>\n

Finding the right way to invite patients to participate in your social media can be challenging, especially when many patients come to your practice in serious discomfort.<\/p>\n

But the benefits of forging connections with these patients through social media are too important to pass up. You don\u2019t need every patient to write a review or share on social media. Look at both your upcoming schedule and the pages of your recent-past schedule. Identify the right patients and simply ask. These patients can become your best advocates, writing reviews and introducing family and friends to your practice when they\u2019re asked for recommendations on their own social media channels. Pick and choose those patients, and those circumstances under which this makes sense. You\u2019ll be surprised how willing most patients are to help you.<\/p>\n

How do you create an online presence that fits your practice and is something patients will want to be a part of? Start with Facebook. Regularly post content that provides a glimpse into your team culture, gives your thoughts on important oral care issues \u2014 or simply makes your followers smile!<\/p>\n

Invite patients to \u201cLike\u201d your Facebook page and write a Google review in follow-up emails, calls and, when appropriate, in the practice. Frame social media as a part of their experience \u2014 an opportunity to give feedback, stay in touch and receive valuable ongoing oral care advice.<\/p>\n

Strengthen Relationships That Help Your Practice Thrive<\/strong><\/h4>\n

Using social media marketing, you have incredible opportunities to strengthen your reputation, boost your visibility and better connect with local dentists in meaningful ways.<\/p>\n

Here are a few things you can do in just minutes a day to become more prominent in your dental community:<\/p>\n