Is social influence synonymous with practice success?

I remember a time when it was considered ethically questionable for a dentist to advertise. Nowadays, if dentists don’t have an intentional marketing plan, they practice could be missing out on significant opportunities.

A face of digital marketing involves social media. When one looks at a seemingly successful social media page, does that automatically translate to new patients per month or a steady practice revenue stream? Do potential patients actually want to see their dental team doing fun things around the office? It seems so! In fact, it seems evident that participating in a variety of marketing efforts will prove to be the most successful. It’s like diversifying your investments; the whole is greater than the sum of its parts.

There are many marketing opportunities for dentists. Almost too many. It can be difficult to decipher which online marketing efforts will yield tangible results. Moreover, it may be difficult to define success. Do you define success by the number of social media followers or by how many new patients you receive? Does a large following automatically translate into new patients? Is a large following a reliable measurement tool for quality work and recommendations? Personally, I do not believe that definitive, reliable conclusions can be drawn based upon the number of followers one has on social media. However, when done well, social media can be an exceptional place for education, potential, networking, and marketing.

The focus of Dental Economics This month is digital marketing and social media. I’m delighted to share the stories and recommendations of the dentists behind some of the most successful dental-specific social media platforms. Just creating clever posts occasionally isn’t enough. Your page should tell a story, be consistent, and most important, reflect you. Patients want to get to know their dental team. Especially now. Some of my newer patients have never seen my face, so we must find creative ways to connect with our existing and prospective patients. Once patients see our online personas, our real-life practices must support those marketing efforts. Ultimately, patient perspectives and experiences are critical.

Marketing is everywhere. Marketing is everything. Our depend practices on it, and DE is here to support you!

Editor’s note: This article appeared in the April 2022 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.

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