Without successful word of mouth strategies in place, social media marketing will fail.  Social marketing is not a “build it and they will come” tactic. For example, a traditional magazine ad required you to build your ad, write the check to pay for it, and perhaps sit and wait for it to work.  Social media marketing requires ongoing effort—sort of like maintaining a yard.  You’ll always need to tend to it or it will die.

Practices well versed in referral marketing strategies, those who understand what it takes to make traditional word of mouth succeed, will likely find social media a remarkable opportunity. On the other hand, those practices looking for fast fixes, immediate floods of new patients or those who practice off-and-on “when we have time” marketing will be quickly disappointed in social media.

It’s happening already.  Check out Facebook, and you’ll find dozens of abandoned dental practice pages.  Pages were created, and for whatever reason were left ignored.  Most commonly I hear, “We just don’t have time”, “We don’t know what to say”, “It didn’t work”, etc.  Here are a few successful word of mouth marketing elements to keep in mind with social media:

• Communicate well and be responsive.
• Be personable (yet you don’t have to get personal).
• Be yourself, authenticity is in.
• Make one specific person in your office responsible for regularly maintaining and monitoring your efforts (it helps if they are people oriented, motivated—and for social media, have good web 2.0 skills).
• Be patient.

Social media marketing efforts will build results for the long term.  As with referral and word of mouth marketing, focus on building quality relationships and communities first—the benefits will follow.

Rita Zamora

Rita Zamora is a relationship-focused dental marketer, specializing in referral marketing, patient relations, case acceptance and social media for general and specialty practices. Rita developed her referral marketing expertise working hands-on in specialty and general dentistry practices. She is the author of the ebook The Referral System How-To Guidebook For Dentists.
With over sixteen years experience in dentistry, Rita has trained, coached and motivated dentists and teams in marketing, patient relations, communication and social media.
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1 in 5 dental offices will automate their recall system and incorporate e-mail and text message appointment reminders and confirmations.

If you find yourself dealing with empty chairs and missed appointments despite patients’ good intentions and your use of the “marketing tools” in your practice management software, it’s time to try communicating with patients in new ways.

What if in 2010 you committed to automating your recall program? Turning your custom postcards into e-mails? Sending text and other messages automatically? What if you could visually see the health of your practice? What if a live dental marketing expert recommended campaigns designed to address your unique practice challenges?

Research the different services that are compatible with your practice management software – but be sure you select a comprehensive service that offers automated postcard mailing, e-mailing AND text messages. The power of all three together will take you toward a healthier practice. If you use Dentrix, Easy Dental, SoftDent or Eaglesoft, look into compatible add-on software programs like Smarter, the first patient communication system developed for dental professionals BY dental professionals that includes all three PLUS easy to use reporting. Get the best of both worlds: complete, automated patient communication with the personal touch of live support. It’s like having your very own dental marketing consultant on call!

Click this link to view a demo video of Smarter.

For over 40 years, SmartPractice® has been a trusted partner in building and maintaining successful health care practices. We do this by providing patient communications, giveaways, clinical supplies, medical exam gloves and office essentials that help you manage costs, deliver excellent care and develop loyal patient relationships.

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Rita Zamora

The Internet and social media will become a platform for amplified patient interaction. In 2010, consider patient relations as patient interactions during which many of their friends observe. In the past if a patient had a bad experience with your practice, they might tell several of their friends … bad word of mouth could spread quickly. However nothing like the viral speed and reach information can spread via the internet and social media today.

A report from Morgan Stanley revealed how many years it has taken each media industry to reach fifty million users. Radio took 38 years, followed by television at 13 years. The Internet seemed to win at 4 years, until Facebook added 100 million users in less than 9 months. Never before has media accommodated social interaction at the level and speed we experience today. What that means for dental practices (and all businesses) is that patient relations (customer service) must be exemplary if you wish to attract new business online.

Consider the growing popularity of online public review sites, such as Doctoroogle, Yelp, Angies List or Healthgrades. While people don’t expect dentists, or any other business, to have a 100% stellar reputation—they certainly don’t want to see a plethora of complaints about you littering the internet either. Remember, we still buy books from Amazon even if they have a few bad reviews. Patients understand dental practices won’t always be perfect; however they do want to see that you are responsive and sincere.

In 2010 practices (and their ability to market online—or not) will be defined as a direct result of their patient relations. Take time now to plan on enhancing your, and your team’s, patient relations skills and communication. It has truly never been so important and will certainly impact the public’s definition of you and your practice.

Rita Zamora is a relationship-focused dental marketer, specializing in referral marketing, patient relations, case acceptance and social media for general and specialty practices. Rita developed her referral marketing expertise working hands-on in specialty and general dentistry practices. She is the author of the ebook The Referral System How-To Guidebook For Dentists.
With over sixteen years experience in dentistry, Rita has trained, coached and motivated dentists and teams in marketing, patient relations, communication and social media.

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Jason Lipscomb, D.D.S.

One of the top New Years resolutions is to be better with money.  Many dentists will try to cut costs this year and to take over duties they would usually pay to have done.  The marketing budget is usually first to go.   This doesn’t have to be the case.  Marketing can be as easy as starting a free Twitter or Facebook account.  Here are some ways you can market your dental practice for free using social media:

• Start a Facebook Fan Page.  Facebook fan pages are powerful marketing tools.  Many of you have heard the term “going viral.”  Going viral means that web content spreads to exponential numbers of people much like the replication of a virus.  You can create your own viral content about your dental practice.   Facebook has viral tools built right into its platform.  The average Facebook user has over 130 friends.  When you send info to a Facebook user they can send that information to their 130 friends, and those users to their 130 friends, and so on.  Content that you put out about your dental practice has the potential of reaching thousands of people with very little effort.

• Start a Twitter account.  Most people don’t understand Twitter because it is so simple.  They start an account and they say “This is it? This is what everyone is talking about?”.  The beauty of Twitter is that it is very simple and very transparent.  Most people can’t get past the bare bones style, but those who embrace it are able to do wonderful things.  Here is a recent example of one of my Twitter successes.  I recently started a new service in my office.  I put out one tweet that said “I am now offering x in my office, visit my website to find out more.”  A local news anchor who reported on local health issues messaged me.  “I saw your tweet about x.  I have been doing some research on this and would like to do a story about it.”  We exchanged some information back and forth, and she is doing a news story about me for the local evening news.  One tweet, which took about 10 seconds to write, will put me on the evening news.  Do you think it was worth having a Twitter account?  How much would it cost to advertise for five minutes on the evening news?

• Become a YouTube sensation.  YouTube, another free social media platform, is a darling among those seeking Search Engine Optimization (SEO).  YouTube is owned by Google, and content on YouTube is a favorite of Google.  YouTube is also a great way to get your message across.  You can tell a patient about Cerec crowns all day, but if you actually show them, that is when it really sinks in.  Most of you have a camera or video camera around.  Start making videos about your practice and what sets you apart from other offices.  Potential patients will connect with you as a person and will be more likely to come to your office.  Create a YouTube channel and populate it with tags that will make it easy to find your videos, and connect to your website.

• Connect with the people in your community through message boards.  Many local periodicals and television stations have online message boards.  Answer dental questions, health concerns, and questions about community issues.  Be careful not to oversell yourself.  Many message boards have unspoken rules about advertising.

• Become a blogger.  Starting a blog can be free and very beneficial.  Most dentists have no idea how to change the content on their own website.  They often have to pay a consultant do make changes.  Blogs require very little web design knowledge.   A blog can be started for free at http://wordpress.com, http://blogger.com, or any number of other blog platforms.  Blogs allow you to express yourself beyond the content on a website.  Blogs can also rank highly within search engines.  When you add content and titles to your blog that can be found by search engines, you draw attention to your content.  More attention equals more patients.

• Use your money towards your new years resolution.  Many things can be done to market your practice without spending a dime.  Social Media is free, take advantage of it.

Jason T. Lipscomb is a general dentist in Richmond, VA and a co-author of Social Media for Dentists.  Dr. Lipscomb has developed the methods used by Social Media for Dentists after several years of private practice.  He maintains a unique perspective on dental marketing by operating two busy practices and researching social media practices.  Social Media for Dentists is one of the only dental specific Social Media marketing books.  Social Media for Dentists L.L.C. offers hands on training to dentists all over the country.
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Did you know you could win one of our daily prize packages by ReTweeting or commenting on this post? What are you waiting for? Check out our AMAZING Prize Packages–trust us, you want to win!

Did you know you could win one of our daily prize packages by ReTweeting or commenting on this post? What are you waiting for? Check out our AMAZING Prize Packages–trust us, you want to win!

In 2010 more Dentists will begin to realize that there are alternatives to expensive equipment service and maintenance contracts that eat away at their profits. And in times like these a little research can go a long way. There are skilled independent service technicians in every state waiting to offer expert equipment installation, service or repair and maintenance, usually at much lower rates and less red tape than the larger Equipment Service Providers.

If dental equipment suddenly begins to malfunction, every minute that passes means patient inconvenience and lost productivity. For the average dental office, equipment that is down for three hours can result in more than $1,000 in lost production and income.

By taking just a little time to search for an Independent Service Technician in their area, a Dentist could save thousands of dollars on service and repairs every year.

NADSP – National Association of Dental Service Providers is an established network of 250+ qualified Dental Service Providers with coverage in all 50 states. Offering reliable, fairly priced service and installation. NADSP.com.

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What does it take to make your practice extraordinary in the face of economic challenges?
Investing in your practice! NOW is the time to actively generate programs for recare and new patients. Even in this sluggish economy, you can increase production using savvy marketing techniques. It’s up to you to stimulate demand in the marketplace. The best thing about dentistry is that you can thrive in any economy. It’s a choice, not a circumstance.

Focus on the basics of office production:
• Recare
• Reactivation
• Referrals
• Acquiring new patients.

Be sure to consistently keep in touch with patients and keep them up-to-date with basic dental hygiene. This will help you avoid costly treatment plan discussions later. Continuous and consistent mailing of postcards and e-mails followed up with a phone call is still the most effective and cost-effective marketing method.

One key change in 2010 will be an increased focus on oral health education in the communication mix. Quarterly newsletters are an easy, educational way to stay in touch with current patients and reach out to families in your surrounding neighborhood with timely information. Partner with a company that has existing newsletters that contain diverse dental topics to address the widest range of patients possible, especially if they can mail it for you to your own list or to a prospect list. Have fun with the newsletter! Personalize it with your practice information and even add your own special offer coupon, map or whatever message you want. Best part is, you can keep a supply at the front desk for patient giveaways or trade counter space with local retailers that your potential patients may visit!

For over 40 years, SmartPractice® has been a trusted partner in building and maintaining successful health care practices. We do this by providing patient communications, giveaways, clinical supplies, medical exam gloves and office essentials that help you manage costs, deliver excellent care and develop loyal patient relationships.

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Providence II Rear Support Console from SmartCabinets.com

With today’s dentists facing considerable costs of opening new practices, converting to digital imaging equipment, and ever-increasing overhead and lab expenses …  where can you save money to continue to operate a profitable practice?
One often overlooked expense is the initial investment in dental cabinetry.  With retail costs reaching as high as $25,000 per operatory for cabinets, there are several reasons why many dentists are now choosing to buy direct from companies other than the major manufacturers and dealers. By using smaller companies,  you can save up to 50% and get your dental cabinets built with the same industry-standard materials and quality as offered by the major manufacturers.

When considering your new cabinet purchase, keep in mind that all cabinet companies should offer similar options including hundreds of laminate colors, solid surface countertops, complete 5-year warranty, and full-service installation and maintenance.  With all else being equal, the choice seems simple … how much do you want to spend on your dental cabinets?  With a little comparative shopping, you can save thousands on your cabinets which might allow you to convert your office to digital imaging or simply build an additional operatory to accommodate more patients and increase your practice’s profitability.

SmartCabinets.com offers quality, custom dental cabinetry at affordable prices. Their team has over 30 years of experience designing and building custom cabinets.  They use CAD/CAM technologies along with the latest CNC machines for a seamless, integrated process to produce superior products.

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Changing consumer behavior, the Internet and social media will continue to fuel a major shift in the direction of marketing and advertising. The internet will continue to squeeze out phonebook ads and newspaper subscriptions.  Television commercials will continue to be skipped—a result of the growing proliferation of DVR’s … and Pepsi is ending 23-years of super bowl ads, while shifting the budget to new media.

Social media such as Facebook, Twitter, LinkedIn, YouTube, blogs, etc. will continue to capture the attention of your patients.  Add to this the fact that today, 6% of consumers say they believe marketers’ ad claims … which means 94% don’t (source: Forrester).

Dental practices will continue to explore the opportunities to connect with patients within social environments (ie: Facebook).  Relationships will reign paramount.  However, relationship marketing isn’t just about social media.  Relationship marketing is also about patient relations, customer service, follow up, branding and more.

In 2010, relationship marketing will affect your referrals, as well as your ability to attract new patients.  The economy will motivate patients to weigh trust when looking for a new dentist and to scrutinize your service when investing in treatment.  Relationships—and most importantly—how you interact with people in person and online, will directly impact your ability to keep and attract new patients.

Most importantly, remember the “marketing” in relationship marketing.  Exceptional patient relations skills are one thing; however if patients only hear communication while in your office twice per year, you (and the service you hope they’re aware of) will disappear from their minds into the clutter of society.

What communication or events have you planned to share with patients in 2010?

Rita Zamora is a relationship-focused dental marketer, specializing in referral marketing, patient relations, case acceptance and social media for general and specialty practices. Rita developed her referral marketing expertise working hands-on in specialty and general dentistry practices. She is the author of the ebook: The Referral System How-To Guidebook For Dentists.
With over sixteen years experience in dentistry, Rita has trained, coached and motivated dentists and teams in marketing, patient relations, communication and social media.

Note: There is a poll embedded within this post, please visit the site to participate in this post's poll.