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Social Media 101: 7 Tips for Setting Up a Facebook Page for Your Dental Practice

by Naomi Cooper January 22, 2013

Social Media 101: 7 Tips for Setting Up a Facebook Page for Your Dental PracticeUnless you’ve been living under a rock, you are probably aware of Facebook and the effect this social network has had on our culture. According to Mashable.com, as of October 2012, Facebook has approximately 1 billion active users who access the site each month!

While you may already be comfortable using Facebook on a personal level, it’s important from a business owner’s perspective to know that having a Facebook business page for your dental practice is a great way to increase the reach of your online profile – and to connect with patients and your community. If you do not yet have a Facebook page for your practice, now is as good a time as any to start.

Here are 7 simple ways to build a page for your dental practice:

  1. Go to www.Facebook.com and set up a personal profile (if you do not already have one). Establishing a personal profile is essential before building your business page.
  2. Set up a business page (in the name of the practice): https://www.facebook.com/pages/create.php
  3. Add a cover photo by clicking “Upload Cover Photo” where prompted. This image should be representative of the practice: the logo, photo of the exterior/interior of the office, staff photo.
    **Per Facebook policy, the cover photo cannot be used to promote discounts or include a call-to-action.**
  4. Upload a profile photo by clicking “Upload Profile Photo” where prompted. Again this would be a great spot for a photo of the dentist or possibly the logo.
    **Be aware that the cover (aka background) photo and the profile (aka thumbnail) photo should not be the same.**
  5. In the “About” section, include a brief description of the practice and pertinent information, such as address, website, phone number, etc. This would also be a great place to include the practice philosophy and/or practice mission statement.
  6. If you have pictures available, uploading photos of the practice (interior and exterior) and pictures of the dentist(s), hygienist(s) and staff members are great ways to personalize your fan page.
    **Be sure to hold off from uploading any photos of patients until you have received in writing from each patient a Photo Release Form (link to form with disclaimer to check with an attorney to ensure it’s sufficient).**
  7. Preview the page several times to be sure that all typos and errors are corrected. Once it looks exactly like you want it, hit “Publish” to make the Page public.

Now that you have set up your dental practice business page, it’s up to you to keep it updated. Posting often and consistently will help to build your Facebook following. For more ideas, be sure to check back here for our next Social Media 101 posting on the 3 Best Practice Tips for Your Facebook Business Page.

Do you use Facebook for your dental practice? Why or why not? Start a conversation below.

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Sales: Overcome Your Fears and Grow Your Practice

by Naomi Cooper January 16, 2013

Sales: Overcome Your Fears and Grow Your PracticeSales. Does this word intimidate you? Dentists seem to have a love/hate relationship with the word and everything that goes along with it. On the one hand, sales are necessary in order to increase practice revenue, case acceptance and tighten recall, which are all positive characteristics of a successful dental practice. On the other hand, I’ve heard many of my clients say they feel that sales, or “selling”, is just for large corporations. Some dentists feel they shouldn’t have to engage in sales – that patients should come to them naturally.

Unfortunately, any aversion to the sales process is something that all dental practice owners must overcome. Sales doesn’t only have to do with getting new patients in the door. Good treatment planning, case acceptance and front desk verbal skills — and quality customer service — are key components of the sales process. Improving your communication techniques not only will help you sound like a more confident practitioner, but will also increase new patient flow and production in your practice.

One more thought. As a dentist, you are not looking to sell your patients some cheesy product that they will use once and throw away. You are informing the community that you are a skilled oral healthcare provider. When your patients are in your chair, you assist them in making better oral healthcare choices for themselves and their families. Approach the sales process as a conversation between you and your patients, and any intimidation or negative feelings should dissipate.

Here’s a great article from Joy Gendusa, Founder and CEO of PostcardMania, on how she views the skill of selling as an important life skill, not just a business skill.

How do you value sales in your dental practice? How did you overcome your fears of selling, and what effects did it have in your dental practice? Please share your opinions and experiences below.

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The Shift to Mobile Marketing: Is Your Practice Prepared?

by Naomi Cooper January 7, 2013

The Shift to Mobile Marketing: Is Your Practice Prepared?The world of marketing is ever-changing. It can be difficult to stay on top of the newest trends and gadgets. In looking ahead to 2013, many predict the biggest game-changer of the year will be the rise in popularity and the shift to mobile marketing. Is your dental practice prepared?

What is mobile marketing?

Simply put, mobile marketing is marketing via a mobile device, most commonly, a smartphone but also including the increasingly popular tablet devices. People go online to find information on and research healthcare providers now more than ever. And increasing numbers of users are doing so from their smartphones.

What does this shift mean to you and your dental practice?

Mobile marketing is a very broad term that encompasses multiple strategies including text message notifications, digital advertising and website optimization. And website optimization is the greatest takeaway for dental practice owners. You already have a website for your practice, and perhaps you work with an SEO company to be sure your website appears at the top of search results. Take your website to the next level, and convert your website into one that is also mobile-friendly (e.g., easily accessed via a smartphone or tablet with full functionality).

If your website is not able to properly function from a smartphone, what happens? The user leaves your site and finds one that is compatible. Speak with your trusted website designer or work with a mobile marketing company to get your practice website converted and onboard with the mobile marketing trend.

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Crafting Your Dental Practice Marketing Budget

by Naomi Cooper December 20, 2012

Crafting Your Dental Practice Marketing BudgetThe beginning of a new year is the optimal time to take stock of your dental practice marketing plan. Finding the time to give your marketing some serious thought and consideration can pay off hugely n the long run. It helps in staying on top of deadlines. Carving out a schedule ahead of time ensures you are promoting your dental practice consistently and efficiently, and does not leave you vulnerable to knee-jerk marketing tactics every time a sales person calls.

However, it is difficult to finish a marketing plan without determining a budget. Setting a marketing budget may seem like a daunting task. Several factors should be weighed when considering how much money should be allocated, and where your money will be best spent.

  • Consider how well known your practice is within your local community. If you have not done much marketing in the past, you should probably expect to spend more, particularly in a building year (when you are creating your infrastructure).
  • In the building year, best practices indicate approximately 5-8% of production should be put towards your marketing. It’s imperative to track your return on investment, and plan to dedicate 3-5% for the second year and going forward.
  • Always keep your target patient profile in mind. For example, if your target customers are Moms, engaging in social media marketing will be more effective than paying for phone book advertising.
  • Business is cyclical, and dental practices are no different. Think about what times of the year your practice gets busier – these are generally the times when your patients are looking for dental services. Marketing during these times can help to reach new patients when they are searching for you.
  • Do not forget that your marketing budget should be fluid. Set a time frame within which you will dedicate time and money towards a series of marketing activities, and take the time to track and review the results. Make changes where you see there is room for improvement.

Creating a marketing budget does not have to be a difficult process. Simply taking the time to sit down and giving careful consideration to the money allocated to promoting your process is a smart step in reaching new patients and keeping your dental practice running most efficiently.

What questions have you encountered in creating your practice’s marketing budget? Do you have any advice for beginners?

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Put the Power of Google to Work for Your Dental Practice

by Naomi Cooper December 5, 2012

Put the Power of Google to Work for Your Dental PracticeOnline Marketing…SEO and Websites…Social Media…

Dental practice marketing sure has changed over the past few years. The Internet, and especially social media, have completely changed the way you promote your practice. For beginners, this can be overwhelming. However it is essential to modernize your marketing techniques in order to grow your practice in this digital age.

The first name you need to understand – Google. At first glance, you may think it is just another search engine. In reality, it is so much more. It is an influential Internet powerhouse, and putting it to work for your dental practice is a smart way to reach new patients.

I recently wrote a guest blog for Sesame Communications on this very topic. I encourage you to take a look and challenge you to leverage the power of Google for your dental practice.

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