22
Dec
Why Social Media Marketing May Be Difficult For Dentists
Social media marketing may prove difficult for some dentists—as well as many other businesses … Seth Godin said, “Social media processes build results for the long haul“. I agree, and would also add referral and relationship marketing to that point.
For example, you may not be able to immediately measure the value of your exceptional patient relations skills, however they’ll likely impact your referrals. Focus on building communities on Facebook and acquiring quality followers on Twitter for relationship purposes first—and the benefits will follow.
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Respectfully, I do not see the value in dental practice promotion via Twitter or Facebook. Going to the dentist, for most people, is not a fun, social event.
I wrote a page that addresses the shortcomings of dental marketing in social media. Check it out when you get a chance.
http://www.thevisibledentist.com/blog/can-twitt…
John Barremore
Houston, TX
Hi John, Nice to meet you. I think the most essential components in dental marketing are, and always will be, patient relations and referrals. Additionally, having a good website that is positioned well will only become more and more important. Social media, like all other marketing strategies and tactics may be more successful for some practices than others—just like every other type of marketing. I’ve seen direct mail campaigns that were highly successful for one practice, and for another geographic/demographic practice the same campaign would prove worthless. There are many factors to weigh in for each type of marketing and individual practice. Is social media absolutely essential? Not over good patient relations, referrals or a website, however I think it’s a medium that (for some practices) should be explored—given their individual goals and resources.
Good Morning Rita,
Yes I agree that patient relations are, or should be, a primary focus, and to a lesser degree, referrals. I think that many dentists, either due to time constraints, or some other handicap, lack the inclination to participate in social media. Whatever the reason, they become “easy” prey for unscrupulous salesmen offering a “magic marketing wand.” Some dentists may even suffer from “instant results” syndrome, so prevalent in our society.
As you most astutely suggest, there is no substitute for genuine, real effort; patient relations is indeed where the rubber meets the road. Over-hyped marketing solutions that promise instant gratification are worth about as much as magic beans. To be sure, beyond education, money, or even who you know, the single most valuable asset to any marketing campaign is persistence, followed by tracking the results.
Personally, I think dentists wanting to sell bigger cases have only to look in their own backyard for prospects. Often with thousands of current patients per practice, internal marketing represents an untapped “goldmine” just waiting to be explored. Such is the conundrum dentists create for themselves; the solution frequently resides within their easy grasp, without reliance upon something, or someone outside of themselves.
John Barremore
Houston, TX
Hi John,
Your statement, “To be sure, beyond education, money, or even who you know, the single most valuable asset to any marketing campaign is persistence, followed by tracking the results.” is so true. Reminds me of one of my favorite quotes: “Opportunity is missed by most people because it is dressed in overalls and looks like work.” ~ Thomas A. Edison
I agree about the untapped goldmines … they are out there! and often times, it's the old-fashioned telephone and follow through that works:)
My Best,
Rita
Hi John,
Your statement, “To be sure, beyond education, money, or even who you know, the single most valuable asset to any marketing campaign is persistence, followed by tracking the results.” is so true. Reminds me of one of my favorite quotes: “Opportunity is missed by most people because it is dressed in overalls and looks like work.” ~ Thomas A. Edison
I agree about the untapped goldmines … they are out there! and often times, it's the old-fashioned telephone and follow through that works:)
My Best,
Rita
Social media allows dentist to keep in contact with their patients and update them on any news or offers.
Hi – Thanks for sharing your comments. I completely agree with your thoughts. I think the key is to balance out how many posts to make and what to say.