It’s 2011 and social media is taking off like Michael Jordan leaping from the free throw line. Businesses are jumping on the social media bandwagon left and right, which is very exciting. Unfortunately, some are slow to adapt.

As clothing companies, automotive manufacturers, food brands and other enterprises reap the rewards of successful social media campaigns, it seems as if dentists are falling behind. It’s quite ironic because unlike certain products or services that pertain to select individuals, a dentist is something everyone in the world needs. For this reason, social media provides huge marketing opportunities for the dental industry.

Dental practices need to take an informative, helpful approach to marketing that first builds a level of trust, then leads to new patients. In particular, I feel every dental practice must have a blog on their website that houses articles about how to properly care for your teeth, answers to questions about whitening, new research studies, etc. In essence, generate content based on the wants, needs and likes of potential patients.

Once interesting content is created, it should be shared on Twitter, Facebook and other social websites. The trick is to find a “social voice” that sparks interest as opposed to scaring people away. After all, going to the dentist isn’t the most pleasurable experience.

Aside from proactively sharing content on social channels, it’s critical for dentists to form what I call a “reactive social media strategy.” Identify target markets, monitor conversations, and try to find a way to fit in. The goal is to listen, understand, then respond.

Ultimately, as time goes on dentists will need social media marketing to survive, and it’s in their best interest to gain a competitive edge by beginning the process sooner rather than later.

Aaron Schoenberger
The Brainchild Group