Communicating in a Crisis – Social Media & Dentistry

Here we find ourselves in the midst of a historic public health emergency. At the core are our relationships: Our home families and dental families, as well as our patients, are our most precious assets. 

No one knows exactly what the future holds, but if we are ever to practice dentistry again, it is our patients that we need to focus on.

It has never been more important to keep in touch with patients.

First and foremost, we must keep patients informed. Here are some timely topic examples:

What is the state of your practice? 

Are you open, closed, seeing emergencies? How do patients contact you when they need to ask about an emergency situation? When might you be open again?

More than ever, patients are looking to social media for updates from family, friends, neighbors, local officials, and government.  As Pew Research’s reporters recently noted:

“Social media is now a part of the news diet of an increasingly large share of the U.S. population.”

What about health and safety precautions?

Many patients may be in a heightened state of stress—scrutinizing cleanliness, order, sanitization, etc. While dental professionals know their practice is one of the most hygienic places to visit, patients will need that reassurance. They want to know what you are doing about this. How will you keep them safe? We have to see things through the lens of patients’ heightened awareness.

How will you reduce the stress of uncertainty?

Although you may not know the exact answer for everything, you can rely on your personal values to guide you. Patients look to you and your team for leadership and reassurance. Keep yourself and your team informed externally and internally so you can answer patients’ questions with confidence. Even if we don’t know the exact answer for everything, a reassuring “We’re here for you,” or “Here’s what we can do,” is helpful. 

Is it possible to keep patient relationships intact? 

Yes! And even create new ones! Continue to stay connected on social media (where patients are likely spending more time than ever). You can also use email or the occasional text. Let your patients see what you and your team are up to: 

• • Continue to celebrate employee birthdays, anniversaries, babies being born, dog or cat adoptions. 
  • What are you up to if you are self-distancing? Are you participating in your kids’ home schooling? Are you out for a jog, a hike, or picnic with the family? Cooking your favorite meals? Doing gardening or other home projects?
  • Share gratitude for your community. Say thank you to your local caregivers, specialists, or other doctors you refer to. Give a shoutout to a local business or non-profit that you support. 
  • Plant seeds for the future. Whether you get back into practice in a few weeks or a few months, what type of dentistry do you love to do? Post about it on social media or write a blog about it. Here’s a great example, Dr. Rich Facko has been sharing his “Corona Virus Shutdown” thoughts in blogs: https://www.palospediatricdentistry.com/blog  … You might share about your passion for implants (keep the images palatable please ;)), sleep dentistry, OrthoFX (clear aligner therapy), or whitening for all the selfies and smiles we will have when this is resolved. 
  • Keep up morale. We are in the smile business after all. 🙂 🙂 🙂 Positive messaging is good—while being sensitive to current situations. There are a variety of feelings being experienced out there, so be sure to practice empathy.

What is empathy, exactly? 

Empathy is the ability to sense other people’s emotions, coupled with the ability to imagine what someone else might be thinking or feeling. The ability to identify and understand other people’s emotions is critical right now. It’s important to keep this in mind for all of your patient communications.

More tips and resources: 

I have preached for a decade about how important it is to plan your social media strategy in advance. Today, it’s critical to plan in advance how you want to be perceived by your patients. Are you comfortable posting the occasional meme or is that not your style? Maybe you want all of your content to focus on health-related topics, or strictly motivational posts—these are good guidelines to communicate to your social media manager.

During this time, I suggest posting things on a consistent and case by case basis. Let your authenticity shine. The more personal (think personable, not private) you can be, the better.

For example, are you and your team having a virtual huddle? Take a screenshot and share how much you miss each other and your patients, while you are still finding a way to stay connected.

Are you in your office alone and daydreaming about the day you’ll see your team and patients in the office again?  Make a video tour and share what you are looking forward to.

Are you enjoying a day at home with the kids? Maybe reading a good book or just sitting and relaxing with your dog? Snap a pic and post it with a note, “How are you social distancing?” or “Grateful for this precious time to enjoy my family,” or “Meet my cat, Cookie Monster.”

For more tips and the opportunity to ask questions live, please join OrthoFx and myself for a new webinar on Friday, March 27, 2020 at 8:30 AM PT.  You can register by clicking here.

OrthoFX Presents: Planning your social media messaging in a national crisis, while also planting positivity for Spring and Summer Renewal. 

Join OrthoFX and Rita Zamora as we examine the importance of evaluating your social media strategy. In a time of crisis, it’s more important than ever to remain connected to your patients—and many of them will be spending time on social media. We will discuss a balance of professionalism + reassurance, but also levity. Discover new research that shows the added importance of personalized and positive messaging to current and potential patients. Dentistry’s Social Media Expert – Rita Zamora will guide us and share easy to implement strategies and tips to make your online messaging not only easy to launch, but also effective. Separate your practice from the rest and join us Friday March 27th for this complimentary webinar-1 CE Credit will be available for participants who attend our live lecture.