Social media visual marketing for dentists
The most successful dentists have been practicing for decades and have developed a loyal patient because of the quality of their care. Others took over an already flourishing practice and knew they had to keep marketing to build it.
The rest underestimated what it would take to compete with other excellent local dentists. Now it's even difficult to get the best technical skills and patient care on the first few pages of online searches. Few have implemented a truly successful search engine optimized (SEO) content marketing program today. Now the next tidal wave of social media competition in the form of Instagram, Facebook and YouTube is hitting the banks of digital dentistry.
Instagram is probably not the most obvious source of new patients or updated patient education, although it ranks second after Facebook (its owner) in terms of social media reach. An estimated 113 million users are expected in the US in 2020.
There is a lot of publicity for the fact that 72% of American teenagers use it, but a decision about orthodontics or tooth decay would be made by parents. However, 67% of 18-29 year olds might be interested in veneers and whitening because they are less aware of the need for advanced dental work. More promising in terms of needs and finances are the 47% of 30-49 year olds on the platform, as well as 23% of 50-64 year olds and 8% of 65+. 43% of all women use it, with their greater interest in health and beauty being reflected in only 31% of men.
"Social media is great for showing the quality results of all the services we offer, what our beautiful high-tech office looks like, and introducing them to our dentists and staff," said Dr. Igal Elyassi from Wilshire Smile Studio in Los Angeles on the Beverly Hills border, arguably the most competitive dental market in the world, with standards for celebrity smiles.
"A picture is literally worth a thousand words, but it also helps potential and current patients connect with us and build our relationships," he said. "We can also use this to learn more about the importance of dentistry."
Before and after photos are the most important element, as viewers are often excited about what they see and often make an appointment.
"You need a high-resolution camera with a lens to take close-up shots of your work and a video camera to create clips, especially testimonials, to post," Elyassi said. “If someone in the office knows or can learn how to use them well with the right lighting, that's great, but sometimes we have hired a professional photographer. Make sure you get approval and privacy agreements in advance. "
What to post on IG and Facebook
Around 150 to 200 million Americans are on Facebook, and from a dental practice's point of view, the audience is perfect. A quarter of them are 25-34, 19% 35-44, 16% 45-54 and 14% 55+. 56% of them are female.
Dr. Elyassi offers similar images and videos for his FB page as on IG:
https://www.facebook.com/wilshiresmilestudio/. From that moment on, it has earned a phenomenal 11,226 "Likes". Make sure you optimize your page and website for mobile access, he recommended.
Some of the things that could be posted on either Facebook or Instagram:
- Pictures and short videos of happy, smiling patients.
- Photos of team members with professional and personal backgrounds, including details about their families, pets, and hobbies.
- Show and tell about new technologies and tools.
- Close-up video of treatments.
- Follow the staff disinfecting the tools after use to show how thorough the process is.
- Giveaways and Contests.
- Questions that need to be answered about where patients go on vacation or how they celebrate birthdays or holidays.
- Scenes from employee parties and educational events.
- Demonstrations of exactly how to brush and floss.
- Videos That Are Funny – Employees in silly masks wearing buck teeth or brightly colored hats for an occasion, playing games, joking, and showing that dentistry isn't just serious, which alleviates prospects' anxiety.
Three quarters of all companies are on Instagram and one third of the most viewed “stories” come from companies. These are photos and videos that will only appear at the top of the feed for 24 hours. They can include stickers for context, hashtags to connect to trending topics, polls, and @mentions to identify other users. You can find some detailed instructions here:
But you might ask, "Who is going to invest all the time developing and making all of these posts?" Don't be too ambitious: it's like an exercise or diet program that fails if it tries to achieve too much too quickly. With the help of a social media agency, prioritize and divide responsibilities on a manageable schedule (which pays off when you look through references from dentists who respect you and who aren't competitors).
Use YouTube effectively
Very few dental offices have not fully used YouTube yet, but as the COVID-19 crisis leaves more people with plenty of time to be online, this should be a bigger priority to reach them. According to Google, the parent, 64% of consumers use it to research health professionals and 56% watch videos about specific treatments.
Remember that target dentistry can attract patients from all over the world. YouTube has two billion users around the world and can be one way to reach them. 90% of internet users between 18 and 44 years of age access it and even 51% are older than 75 years. About 62% of companies post their videos on YouTube with an easy way for viewers to share with friends.
Once you've set up a practice account, you can populate it with videos like these (you can even create them using a mobile phone):
- Short clips that allow a tour of the back room and make the patient feel like an insider.
- A demonstration by someone undergoing advanced imaging. Showing the results of an X-ray and how it will be used to explain what to do.
- Instructional videos detailing why dental implants are important, what options are available, and how they work (five minutes is the minimum recommended for this type of social media).
- Answers to patient questions
- A filmed explanation of the loan options. "Successful social media posts, especially on YouTube, require understanding the details of how to bring them to the attention of potential patients," said Isaac Rau of Proactive SEO Solutions
The person working with you needs to know how to use Google Keyword Planner, Ahrefs, and other resources. You should even do a manual search to find out which ones are popular enough but not so competitive that it's almost impossible to get noticed.
Not only should you optimize for the search engines, you should also think like people. Imagine a title that contains your most important keyword and is eye-catching or funny. The descriptions should be clear and include key keywords and tags. To get its full potential, a YouTube video also needs backlinks and embeds on your blog and other social media accounts. "
With so few dental offices close to their social media potential, the gates are open to those who invest the time and money to get it right.