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Tag Archives: marketing

Infographic: Add safety to your holiday marketing mix

Food, shopping and travel are all the buzz this time of year. However, health care communicators can add another important topic into content marketing: fire safety.

The U.S. Fire Administration has suggestions to keep people and property safe during festivities. This infographic reminds us:

  • Never leave cooking equipment unattended.

  • Don’t overload extension cords for lights and decorations.

  • Discard worn decorations that have frayed wires.

  • Display window candles with caution.

  • Prevent children and pets from sleeping near space heaters or open fires.

  • Make sure carbon monoxide and smoke alarms are operating properly.

FREE DOWNLOAD: How to manage online patient feedback and brand reputation

What methods will you use to pass these tips along to your community?

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Previously published material.

Top 10 Healthcare Marketing Trends For 2018

Top 10 Healthcare Marketing Trends For 2018

With 2017 almost in the rear-view mirror, it is time to start thinking about how your healthcare marketing strategy will evolve in 2018. It is a wise thing to step back for a moment, analyze the success of last year’s digital marketing campaigns and consider ways to evolve your strategy in the year to come.

Overall, 2017 was a year filled with changes and advancements in the digital marketplace. We saw the growth of ephemeral content on Instagram, innovations in live streaming, Google algorithm updates and an increased focus on unique content marketing. While it is a lot to stay on top of, these advances mean there are still unexplored roads to get inspired to improve your healthcare marketing strategy and engage your patients on a deeper level.

Most marketers prefer to write and publish digital marketing strategy pieces at the beginning of the year when everything is new and fresh, and teams are full of enthusiasm. With just three months left in the year 2017, you need to look for cutting-edge digital marketing strategies that can reinvigorate your brand in the year 2018.

If you want to stay on top of a constantly evolving digital landscape and ensure that you do not fall behind your competition regarding growth and profitability, you need to keep up with a lot of changes. This is one of the many key reasons why healthcare providers choose to work with a digital marketing agency, such as Practice Builders.

Ever wondered what makes a digital marketing agency so effective at coming up with innovative digital marketing ideas? A digital marketing agency can simplify the process of planning and executing the right campaign because it knows which communication channels can be best leveraged by a medical practice.

As you put together plans on where to focus your efforts in 2018, here are 10 digital marketing trends that can take your practice to the next level.

Top 10 Healthcare Marketing Trends For 2018

1. Consider Influencer Marketing: The need for influencer marketing is more significant today than it has ever been. Going by the statistics, nearly 71 percent of patients are more likely to book an appointment based on a reference on social networks.
Influencer marketing is all about taking advantage of “word-of-mouth” posts. An influencer is someone who has already gained the attention and loyalty of your target audience. You can ask any celebrity or a popular brand to interact with the target audience and endorse your products and service. Influencer marketing allows you to build instant authority for your brand, even if you are a new entrant in the market. More engaged patients mean more appointments and increased referrals.

2. Create Smart Content: Smart content, also referred to as dynamic content or adaptive content, is the most powerful pillar of your digital marketing campaigns. However, chances are you are not either creating or leveraging smart content as much as you could. As a reminder, dynamic content “talks” to your target audience – as if you know them. The more you know your target audience, the more likely you will convert prospects into patients. For instance, just by building your list of contacts, you can accumulate a significant amount of information in your CRM. Dynamic email can deliver personalized content to your target audience based on the information your system is collecting. While it is possible to do all of this manually, why would you? This is where marketing automation comes into the picture.

3. Focus on Market Automation: The rise of marketing automation platforms has simplified digital marketing tasks for medical practices. This is mainly because practices can now organize repetitive tasks across social networks and emails. This trend is very likely to deliver quick and measurable ROI. In addition, marketing automation platforms are beneficial to marketers in many ways. Firstly, they allow practices to see the relation between lead generation and digital strategies. Secondly, these platforms come with trigger-based systems that facilitate regular communication with potential and existing patients. Initially, these platforms were expensive and only large practices had access to them. However, over time, they have become affordable and scalable.

4. Think Beyond SEO: Until last year, gaining and maintaining website traffic was as easy as speeding up your SEO game. In 2018, entirely relying on SEO for improving your website traffic is a recipe for failure. Throughout 2017, Google has continued with algorithm update techniques. From Panda Mobilegeddon, the list is never-ending. A good number of reliable sites with useful content have suffered in the process. This does not mean you should forget all the SEO skills you have acquired over the years. Just keep them and improve them. It is essential to think beyond basic SEO techniques. However, do not hide from the fact that attracting patients in 2018 will demand more than just SEO.

5. Strengthen Social Media Presence: You can market and promote your practice until the cows come home, but if your approach is lacking, patients are going to scurry off somewhere else. Now more than ever, modern patients prefer to have easy access to the help and services they need. They do not want to make a phone call and stay on hold or send an email and wait for hours in a queue. Your patients want to post a comment on Facebook or send out a Tweet and get the help they need. Most medical practices have some amount of social media presence, but a handful of them leverage it for attracting patients.

6. Invest in Live Video: 2018 is said to be the year of video, with businesses of all kinds, including the healthcare sector, turning to video content to gain their target audience’s attention. Out of the various types of video, live video is said to attract the most attention so far. According to a study, long-form content and live video deliver the highest rates of ad completion. Another study expects the live video market to grow to $ 70.05 billion in 2021, up from $ 30.29 billion in 2016.

How can medical practices get on board with live video? There is a wide range of live video platforms available, which show the booming popularity of live streaming. Facebook Live is probably the most popular, but other social media networks including YouTube, Instagram, Tumblr and Periscope also support live video. You can use live video for streaming events, interviews, broadcasting a launch or reaching out to a broader audience.

7. Build a Responsive Website: You can start the new year by increasing the effectiveness of your website. The primary purpose of your practice website is to attract and inform patients. Some of the most effective elements of a high-converting healthcare website sites are: simple layout and basic design, easy navigation, contact forms with necessary information fields, social media links, patient reviews page and a media gallery for images and videos of practice and staff. Carefully building your healthcare website around the needs of your patients will help you achieve business objectives.

8. Paid Marketing Strategies a Necessity: For healthcare marketers relying solely on social networks, a lot more than just posting updates on your social media profile will be required to win your target audience. According to Forrester Research, an average patient only gets to see 16 percent of Facebook posts of their doctors and only 10 percent of tweets. We are entering an era in which marketers will have to pay to have their content distributed appropriately. For many healthcare marketers, it may mean loosening their budget to accommodate extra costs. If you want to have a lasting impact, you will have to pay for the premium services.

9. Gather More Patient Reviews: Social proof is essential for any healthcare practice trying to gain trust with potential patients. Social proof includes patient reviews, testimonials and case studies. According to a report, one in four patients check online reviews before choosing a healthcare provider. The good part is, acquiring reviews requires little effort.

One way to market your medical practice is by getting positive reviews on popular third-party sites such as and Your patients can also post reviews on social media sites like Facebook, Yelp and Google+. If the majority of your reviews are negative, or if you do not have any reviews at all, the chances are that the new patient will choose another practice.

Encouraging patients to post reviews of your practice is simple. A good way to encourage patients to post reviews is through automated emails after each visit or by including a link to the third-party review website in your satisfaction surveys.

Top 10 Healthcare Marketing Trends For 2018

10. Extensive Blogging: Medical practices are highly likely to take control of their content by creating their own blogs. Topics like office updates, patient-centric useful content and featured guest posts will allow healthcare marketers to nurture their brand and connect with more patients. According to industry experts, 2018 is going to be another exciting year for innovative ways to reach patients and increase brand awareness. Rapid development in communication technology is making it increasingly challenging, and marketers will need to experiment and adapt in order to keep up.

Final Words

Incorporating these tips into your healthcare marketing strategy can help you connect with existing and potential patients. As hectic as running a practice may get, it is important for healthcare providers to appear as approachable as possible. Marketing your medical practice in a welcoming manner will draw in more patients while encouraging them to stay with your practice for a long time.

This makes it critical to find a healthcare marketing agency that can help you build your practice while you focus on caring for your patients. At Practice Builders, we offer a unique blend of reputation management as well as digital marketing that will help bring in new patients and strengthen your brand.

If your current marketing efforts do not include online reputation management and digital marketing, we are here to help. Implementing these strategies will drive more patient referrals, improve patient retention and keep your practice’s reputation strong.
For help with building your brand and executing digital marketing ideas for your practice, contact a Practice Builders representative today.

Medical Healthcare Marketing

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

The evolution of social networks is a story filled with awe and, to some extent, disbelief. It seems like yesterday when people were using Orkut, sending frivolous messages and sharing pictures with friends. And then Facebook happened. The world changed. Forever.
Soon social networks became the most sought-after platform for dentist marketing, and dental practitioners started leveraging it to connect with their existing and potential patients.

With more than 2 billion users globally, the marketing potential of social networks is significant and provides opportunities for dental practitioners to engage with existing and potential patients in ways never before possible by traditional marketing channels.
However, social media has its own limitations and hazards. Dental practitioners who overlook the unwritten code of conduct can and have suffered severe backlash, not to mention a dent in their precious online reputation.

In order to fully utilize social media, many dental providers have shared content that was thoughtless and irrelevant. Here are five social media pitfalls and gaffes – and what we can learn from them.

Mistake #1: Offering too many discounts

“Attract more patients” and “increase your bottom line” are two of the most favored words to any dental practice owner. Those are good reasons to offer your patients a special discount or freebies.

However, it is not all rainbows and roses. Discounts and freebies can blow up in your face. New practices often make the mistake of offering huge discounts at the launch or when sales go rancid. Discounts are a quick shot in the arm but can have severe negative effects.
Offering discounts too often or too casually may turn on you like a rabid dog. This is because discounts will:

  • Weaken and diminish your practice. Why will patients ever pay full price if you are always offering a discount?
  • Shift focus away from services and on price.
  • Reduce the overall satisfaction with your practice. This is because patients tend to doubt the quality of discounted treatments and procedures.
  • Set a pattern because patients may expect the same discount at every appointment or wait until your next offer.
  • Harm your bottom line.

This is a question of price versus service value. Patients want excellent value for their money and the actual treatment cost, in many ways, may be irrelevant.
Instead, try offering earned discounts such as early payment discounts or monthly appointment discounts. Focus on enhancing the perceived value of your product or service. Use discounts for attracting and engaging patients, not for retaining them.

According to industry experts, you should never discount your products or services. Experts believe discounts are like a drug, and your patents will become addicted. You should add value to your practice, instead of lowering prices. This can lead to a sales spike without the long-term harm.

Mistake #2: Spreading yourself too thin

When there is too much information about social media platforms and how to use them, medical marketers mistakenly assume they need to have accounts on all the popular platforms. They create accounts on networks like Facebook, LinkedIn, Twitter, YouTube and Instagram, and they find it very difficult to manage content creation for all those accounts. They are not able to utilize these platforms to their best advantage and do not see good results from any of them.

There is no need to create accounts on so many networks. Smart marketers only select the platforms that reach their target patients and devote themselves to creating sensible content that will work specifically for these platforms. There is a lot of demographic data available for each social network.

In addition, you must consider whether the network is suitable for your specialty and services. Think about the time and effort it takes to maintain an account on the platform. For instance, Twitter can be time-consuming. You also need to consider what other resources you will need to produce friendly content for that platform.

Mistake #3: Lack of engaging content

Another mistake that dental practice owners make is not creating engaging content on their social media pages. Content drives traffic to your business page and leads into your practice. Written content does not have to be technical or long. Content should align with your dental practice goals and the needs of your target audience. Oral care tips and information for your patients about local dental care events is an easy way to create awareness for your practice on social networking sites.

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

When you start creating your social media marketing plan, it is easy to fall into the trap of making the majority of your posts about your practice. After all, you are trying to build a practice – so shouldn’t you be informing your target audience about it? The answer is “No.” Your goal is to build relationships with the target audience. Social media marketing is a long-term strategy for your practice. Build a strong foundation, and opportunities will come in time.

Original content is critical to building your practice and credibility on social networks. If you are only sharing other people’s content, your audience will never get to know the real personality of your dental practice. Sharing your experience, expertise and perspective is essential. Give your target audience the opportunity to know you on a personal level and how your specific services can meet their needs.

Being present and active on social media is a full-time job. Posting once a month or four times a day is not going to give you the return on the investment that you were hoping for. You need to fine-tune your content and keep it exciting so that people actually want to read what you share. You also want to be on your target customers’ minds when they are looking for a dental practitioner. If you post too much content, people may unfollow you or turn off your posts. The purpose is to attract and engage patients – not drive them away.

Mistake #4: Not interacting with patients online

Social networks are changing the way dental practices communicate with their patients. Posting to a few selected social networks can help you stay connected to past patients, retain existing patients and attract potential ones. However, most of the target audience will not initiate a conversation with you if they do not have a reason to, or if they think they will be ignored. That is why it is important to post relevant content on a regular basis. In addition, if your patients are taking the initiative to leave a comment or ask a question, you must respond quickly.

Having thousands of followers who do not represent your target audience and have little to contribute will fail to produce desirable results. You want to attract and engage potential patients who share the same views and interests and who will be involved in the success of your marketing efforts. By building and nurturing your network, you will gain better access to potential and existing patients and will increase the exposure for your targeted messages.

It is also critical to make your interactions more meaningful! You should set aside the time every day to reach out and write targeted posts, engage in online discussions and share someone else’s content. Your social media posts are useless if no one cares to share or comment on them. Your posts and content should be designed to initiate conversations with your audience. If you do not get these reactions, your overall social media marketing strategy and content strategy should be revisited.

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

Mistake #5: Not having a social media marketing plan

Social media marketing will be a waste of time without an effective plan of action. Many medical practices fall into this trap. They randomly post things to their social media accounts, share content here and there and try to attract patients or followers. This is not social media marketing; this is simply lack of planning and goal-setting.

Social media marketing has to be approached the same way you approach any other marketing campaign. You must have specific goals, a budget and a concrete plan of action that outlines what you are trying to achieve, how you will accomplish your goal, how you will measure the outcome and what resources you will need to reach your goal.

If your strategy does not pull in 20 new patients overnight, do not stress. There is an outdated myth that social media marketing will yield instant results. The fact is, social media is all about building up relationships, particularly when you are trying to establish your brand. So, avoid the trap of continually changing gears and switching up campaigns just because they do not yield instant gratification.

5 Social Media Marketing Mistakes That Can Sabotage Your Dental Practice

For many practice owners, the world of social media marketing is uncharted waters filled with potential blunders. You do not have to be an advertising genius to avoid these pitfalls and reap the benefits of social media marketing. With the right approach and a little persistence, your medical practice can flourish.

However, medical practice owners need to understand the risks of having their social media accounts handled by inexperienced staff and should have multiple checkpoints to avoid potential blunders. Any content that you share should excite, inspire and engage potential and existing patients, and motivate them to learn more about your practice. Any other kinds of posts are a waste of time and can severely backfire.

Whatever you share online remains there forever. You have to be extra-careful in choosing what to share on social networks lest it harms your precious online reputation. A genuine and sincere apology can be a balm for any mistake. Businesses that have shared irresponsible posts have been forgiven after genuine apologies.

Are you too busy to manage your social networking accounts? Let Practice Builders help! We can plan an effective social media marketing strategy to get potential patients interested in your dental practice! Contact a representative to learn more about our customized dentist marketing packages.

Medical Healthcare Marketing

How health care organizations prove ROI through digital marketing

In the past, health care organizations relied on doctor referrals and inefficient mass advertising to reach potential patients.

Today, it’s possible to tie the procedures booked and the income earned to specific campaigns. You can glean digital data from apps and the internet—and even from billboards and print ads.

A new tip sheet from Ragan Communications and Blackbaud, “Digital Marketing Musts for Health Care Communicators ,” offers ways to track your return on investment. The free download offers tips and tactics for making the most of your marketing campaigns.

Modernize your marketing, and you’ll no longer have to speculate which campaign or communications effort brought in a patient. Learn from experts at Mayo Clinic, Riverside Healthcare and others how to capture data and tie your marketing efforts to the bottom line. There are ways to serve the needs of your patients—and your marketing requirements—and do it all ethically.

“Health care is one of those unique industries where there’s a lot of data,” says Adam Brase, chair of marketing at Mayo Clinic, “but we have to be careful how we collect data, and how we use that data to better serve our customers and our patients.”

Multifarious methods

The tip sheet covers a range of ways you can find out where you are getting the most for your marketing dollars.

Hospitals have something valuable to offer—medical expertise. If you provide useful information, your grateful audience will provide data in exchange. Find out how to do this.

“You have to give them something of value, so they will give you their email address,” Ujjainwalla says.

By next year, two-thirds of interactions with health care facilities will occur by mobile devices. That makes apps an increasingly important means of reaching and engaging with potential patients.

Mayo Clinic’s main application provides strong engagement with offerings that range from an appointments function to useful content. Learn what kind of content keeps people coming back time and time again.

Many organizations struggle with proving the ROI for print and billboard advertising. There’s a simple way to gather that data, enabling you to trace incoming patients right down to the street corner where they first saw your ad.

Brand journalism can play a part. Riverside Healthcare in Kankakee, Illinois, launched a stroke campaign that included blog posts, videos with specialists, Facebook posts and other elements, says Judy Pretto, manager of marketing and communications.

“This is about planting the seed for when the need is there,” Pretto says.

From cultivating advocates to customer relationship management systems, from Google AdWords to harnessing the data of website searches, find out how other health care organizations are making the leap to smart marketing.

Don’t be left behind. Download your free guide now.

30 jobs in the PR and marketing world

Where is the best place to get pizza in Chicago? (I’ll keep my opinion to myself—for the purpose of this post, at least.)

What gym has the best trainers to help me get a jump start on my New Year’s resolution?

Which spa will provide the most relaxing massage?

These are just a few questions that people ask every day.

Two former PayPal employees recognized this and believed that consumers should be able to consult one another to find out which organizations offer outstanding products and services and which ones are lagging.

In 2004, Jeremy Stoppelman and Russel Simmons raised $ 1 million to start a company that could help users answer and get answers to their purchasing questions.

Now, millions turn to Yelp for consumer reviews on everything from making reservations at a restaurant, booking an appointment with a doctor or calling a plumber to fix a leaky faucet.

Do you think your résumé would receive a five-star review? Yelp is looking for an associate manager for consumer marketing in San Francisco.

Interested candidates should have a strong background in email marketing and excel in project management.

Yelp describes its ideal candidate:

The ideal candidate brings a data driven approach to decision making, a keen creative eye, and has experience in email marketing. A successful candidate has experience supporting world-class marketing programs and is comfortable leveraging marketing automation technologies. They are relentlessly process driven, a stellar communicator, and detail-oriented.

Just starting your career? The company is also seeking a marketing intern in Miami.

[RELATED: Join us for the Social Media #Mashup at Disneyland.]

Not the job for you? See what else we have in our weekly professional pickings:

Media manager—Chanel (New York)

Marketing manager—Snap Inc. (Australia)

Public relations coordinator—Belkin (California)

Coordinator, marketing—Sony Music Entertainment (New York)

Assistant marketing manager—Oxford University Press (North Carolina)

Creative editor—Instagram (United Kingdom)

Director of email marketing, North America—Groupon (Illinois)

Public relations manager—Memphis Convention & Visitors Bureau(Tennessee)

Marketing manager—Facebook (California)

Marketing manager, health enterprise—University of Texas at Austin(Texas)

Corporate public relations lead—Target (Minnesota)

Public relations specialist—Hudson’s Bay Co. (Canada)

Marketing and public relations specialist—Denver Health Medical Center(Colorado)

Senior director of community relations and marketing—Oregon StateUniversity – Cascades (Oregon)

Marketing communications manager—General Electric Co. (Virginia)

Junior account executive—Litzky Public Relations (New Jersey)

Marketing and development coordinator—Samuel U. Rodgers Health Center(Kansas)

Public relations coordinator—The Ohio State University (Ohio)

PR manager, Amazon Books—Amazon (Washington)

Director of communications—Mashable (New York)

Marketing director—Chick-fil-A

Market associate—Expedia (Canada)

Senior director of public relations—Utah Valley University (Utah)

Marketing manager—Pet Smart (Arizona)

Digital communications manager—Michigan State University (Michigan)

Marketing manager—Community Health Network (Indiana)

Manager of digital marketing and analytics—YMCA (New Jersey)

Marketing manager—Embassy Suites (Florida)

If you have a position you’d like to see highlighted in PR Daily’s weekly jobs post, please email me a link to the listing.

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Why Social Media Marketing Is Essential … Even for Orthodontics

Why Social Media Marketing Is Essential … Even for Orthodontics

Are you looking to market your orthodontic practice without spending a fortune? According to recent research, nearly 92 percent of healthcare marketers in 2014 agreed that social media marketing was necessary for their practices, with 80 percent of marketers indicating that social media marketing efforts increased traffic to their websites. What does this mean for your orthodontic practice? Having a strong social media presence is an efficient way to attract new patients and build stronger relationships.

Social networks provide a way to leverage what is unique about your orthodontic practice – strong relationships with patients, team culture and sharing informative content. Not only are social networks an easier and cheaper way to market your practice, but they also help attract new patients and turn existing patients into brand advocates. The key is to create and share informative content on your social media pages. It is not mandatory that everything you share be educational or a special offer, but it should add value to your patients’ lives and encourage them to be a part of your practice.

Social media conversions reveal how modern patients are making their decisions based on other patients’ experiences and opinions. Instead of calling your office, most patients will direct their questions and concerns via social networks. According to Google research, more than 50 percent of Internet activity is driven by social networks. Social media is one of the top Internet activities, and Americans spend more time on social networks than any other Internet activity, including emails.

Regardless of the size of your orthodontic practice, you are missing out on vital opportunities for growth if your practice is not tapping into the power of social media marketing. According to experts, the impact of social media on healthcare-related decisions is startling. Simply put, social networks have transformed the way patients choose their medical providers.

Here are five reasons why every orthodontist needs social media marketing and what it means for your practice:

1. Gain visibility and attract new patients: If your practice does not have a robust online presence in today’s digital world, it might as well not exist for many potential patients. You would not want your office location to be difficult to find or to be far away from the places frequented by potential patients. Similarly, you should not have your practice’s online presence be compromised, or separate from the online sites frequented by potential patients. You should have an updated and easy-to-navigate website. You must be sure to establish links between your website and social media networks. More traffic to and from your social media profiles means new patient opportunities. The more people see your practice online, the quicker they will be to contact your office.

2. Build credibility and improve online reputation: Potential patients use the Internet in a variety of ways while searching for healthcare providers. Most patients use search engines to look for dentists and then go to the dentists’ websites as well as refer to online reviews sites as they weigh their options. When visitors find your practice online, will they see reviews from patients and activity on your Facebook page. During a patient’s decision-making process about an orthodontic, every bit of reinforcement helps. Your website, pictures and videos of your office, online reviews and your practice’s recent activities on social media will work together to improve your credibility and enhance your appeal. If you want insured patients to come to you as an out-of-network provider, then your marketing should make a good case for why they should prefer you over your competitors.

Why Social Media Marketing Is Essential … Even for Orthodontics

3. Spread word-of-mouth and gather patient reviews: Word-of-mouth is one of the most effective forms of marketing. Referrals are crucial to the success of your orthodontic practice. After all, most prospective patients will trust their friends and family. Social media marketing is, basically, word-of-mouth marketing on a much larger scale. Even if you only have a few hundred followers on social networks, your potential reach may extend to the friends of your friends. You must share quality content that encourages patient engagement, which will reap the benefits of word-of-mouth marketing.

4. Reach target audience: Gone are the days when a “one-size-fits-all” approach worked well. Today’s digital era demands a customized social media marketing strategy. For every service, there is a customer out there. The task is to find these potential patients and pitch your offerings. Social media marketing is the answer! With plenty of social media platforms, you can instantly reach target markets and specific groups anywhere across the globe. For instance, Facebook and Twitter allow you to search for specific groups based on demographics. This means you can advertise and promote your orthodontic practice to the right patients and increase your number of leads.

5. Strengthen patient relationships: Patients’ demands are changing, and to stay at the top, you must meet these ever-evolving preferences. This means you must be updated and aware of what your patients are looking for, what they need and what they dislike. This information is vital for marketing your orthodontic practice for future offerings. Traditional marketing methods are usually one-sided, where the information is placed for potential patients to view, offering zero interaction. On the other hand, social media marketing provides plenty of engagement opportunities with potential and existing patients. Using the relevant social media networks, you can interact with your patients, gain valuable insight on their preferences and build a stronger healthcare marketing plan.

How to start with orthodontic social media marketing?

So, you want to utilize social networks for your orthodontic practice. To begin with, you must decide how many tasks you are going to do yourself and how much work you want to outsource. You can either outsource social media-related work to a professional or to a staff member.

Next, you have to identify which social media networks will work best for your practice. It is best to focus on good-quality content posted to fewer platforms, as opposed to posting poor quality across all platforms. Make your social media choices based on where your potential patients will be able to see you better.
When you are getting started, it is better to invite your employees, colleagues and friends to follow your accounts.

Be personal, not pushy

Be more friendly and personal in posts aimed at patients. Do not talk about them, rather try to speak with them by posting engaging content and by encouraging patient interaction in the form of likes, comments and shares.

Why Social Media Marketing Is Essential … Even for Orthodontics

You can set up notifications to enable your staff to promptly respond to comments and messages from your followers. It is critical to maintain consistency in your messages and voice across all social media platforms.

Be cautious not to sell in every post. It may seem counterintuitive, but it is essential to find a balance between sharing content to sell services and sharing content to engage patients. If your posts are overly promotional, patients will stop following them altogether. You should only share content that is informative, relevant and fun. In addition, avoid posting mundane or controversial content.

Be active

Depending on the social media platforms, you must post daily or at least twice a week. You should never let your account stagnate or reflect poorly on your practice. As you gain momentum, make a plan for posting regularly without disrupting your daily routine. A content calendar can be of great help to you. Prepare a strategy to achieve your social media marketing goals, and do not hesitate to recruit if you need any help. For your content strategy, you can start once a week to ease in, and then increase the frequency as you get the hang of it and see how your content works for your practice.

Social media marketing ideas for orthodontic practice

The key to communicating with your patients through social networks is understanding which social network can be used for what purpose. For instance, your practice’s Facebook page can be used for posting oral hygiene updates, office holidays or events and sharing informative links. On the other hand, your LinkedIn profile can be used for blogging and marketing efforts. This segregation will also help keep your accounts organized and easy to update.

However, it is advised to check the quality and accuracy of the information you are sharing with your audience. This will ensure that your patients get only what is useful for them.

There are a variety of ways healthcare practitioners are utilizing social networks to promote their services and enhance patients’ experience. Here are the top ways orthodontists are using social media networks:


Facebook is the most popular social media platform and the best choice for promoting your orthodontic practice socially. If you plan to focus on just one platform, make it Facebook. Start by creating a business page, and get it verified. In addition to regular Facebook posts, you can use specific Facebook Ads to target potential patients. Facebook is a great place to solicit patient reviews, as well.
Orthodontic marketing ideas for Facebook

  • Photos of your staff, office and events, particularly for engaging your patients.
  • Links to blogs and news updates.
  • Important updates about your practice.
  • Contests and other promotional activities.
  • Business hours and holiday calendar.
  • Dental care tips.
  • Helpful resources for patients.


If you have time for frequent updates, Twitter will be an effective channel for your orthodontic practice. Due to its fast-paced nature, Twitter may demand more time commitment and. therefore, can be more than it’s worth. However, if you still want to get started, follow your patients, industry leaders and local communities. Learning the art of hashtagging can prove to be helpful.

Orthodontic marketing ideas for Twitter

  • Participate in relevant conversations and chats.
  • Post links to blogs and latest news.
  • Share relevant content from those you follow.
  • Post Live-tweet from conferences and other industry events.
  • Respond to questions about dental care.

Why Social Media Marketing Is Essential … Even for Orthodontics


Set up a Google+ Business Page even if you do not plan to be active here. This is because Google+ gives you the ability to keep separate circles of followers so you can engage with multiple groups on the same platform. Soliciting Google reviews from existing patents is highly recommended and helpful.

Orthodontic marketing ideas for Google+

  • Updates about latest technology and techniques.
  • Industry-related blogs and news articles.
  • Promotional posts and periodical updates.
  • Host hangouts for contests, if relevant to your business goals.


Instagram is primarily a visual channel, so it can work better if you have a cool-looking office or unique benefits that can be shared visually. If you focus mainly on orthodontics, you can utilize Instagram to post images that build a positive side of your brand and services. You can start by creating a business page for your practice, and learn to use local hashtags and tags. Do not overuse image filters, and educate yourself on ways to present beautiful images.

Orthodontic marketing ideas for Instagram

  • “Behind the scenes” images of your office.
  • Post photos of patients taken in your office. However, you have to be extremely careful of HIPAA regulations while posting information or images related to your patients.
  • Before-and-after images of patients, but only with patients’ permission.
  • Event promotion.


You can leverage YouTube to post videos that are embedded on your website, or you can augment this platform with a steady stream of video content. However, you have to be realistic about what you can produce and what your existing and potential patients would be interested in watching.

Orthodontic marketing ideas for YouTube

  • Virtual office tour.
  • Staff interviews.
  • Patient reviews.
  • Compilation of photos and video clips from your team’s experiences.
  • Oral hygiene tips.


Now that you are aware of social media marketing ideas for orthodontics, make sure you follow these tips to create a successful brand online. In addition, it is essential to keep up with the latest trends and continuously improve your engagement with your followers. Moreover, keep track of your social media performance through analytics, which will help you enhance your reach and attract more patients to your practice. For more information on how to develop a social media strategy for your orthodontic practice, please contact us at Practice Builders. Our marketing specialists have the skills and experience in social media marketing that your orthodontic practice needs.

Medical Healthcare Marketing

Plastic Surgery Marketing: 7 Essential Elements of an Engaging Blog

Plastic Surgery Marketing: 7 Essential Elements of an Engaging Blog

The data is convincing. Blogging rules!

With more than 330 million people reading blog posts at any given time, studies reveal that 70 percent of readers would rather learn about your plastic surgery practice or service through blogs rather than ads. 330 million people cannot be wrong.

Blogging is an efficient tool for driving traffic to your plastic surgery website, generating leads and acquiring more patients. In fact, medical practitioners who write three to four blog posts every month get 20 more lead submissions, 800 more website visits, 60 more Twitter followers and 50 more Facebook likes every month than practitioners who only write two blog posts per month.
An effective blogging strategy makes these numbers work.

Are you trying to write the perfect blog post that attracts clicks, likes and shares? An effective blog is one that gets read all the way through and has a profound effect on readers.

If used correctly, a blog can establish you as a leader in your niche, give you content for social media posts and drive traffic and conversions, not just in the short term, but for years after you hit the publish button. What does it take to create a successful blog for your plastic surgery practice? Here are seven key elements that define the best blogs.

1. The headline

It does not matter how much time and effort you have invested into the writing of your blog post, if no one is clicking on it because the headline is not appealing enough, you might as well not have written this blog post at all.

The headline of your blog post must be interesting. It does not have to be funny or mysterious, but it must be relevant to the body copy. Creating a headline based on a few simple tips can make all the difference in the world.

According to research, including numbers in a headline has the power to draw eyes and clicks. There are many explanations around this research. Some experts say it is because numbers are more attention-grabbing than words; others are of the view that numbers tell readers exactly what to expect. Whatever the reason, numbers work. This is why list posts mostly do well.

2. The hook

After you have convinced readers to click on your blog post, the next step is to secure or hook their interest right from the first sentence. That first paragraph in your blog post is the most critical in determining whether the readers will leave the page within seconds or hang around to read the complete blog post. Having a hook is essential.

What can serve as a hook? You can try asking a question. This is because once a question is posted, the readers’ natural response is to look for an answer. Another successful approach is to tell a story. Nothing grabs readers’ attention more quickly and thoroughly than a story. You can experiment with various hooks to see what works best with your target audience.

Plastic Surgery Marketing: 7 Essential Elements of an Engaging Blog

3. Visual elements

Reading the text on a computer or mobile screen is different from reading it on paper. There is something about the Internet that has conditioned us to prefer shorter blocks of text over long, dense ones. While a magazine article can have long paragraphs and complex sentences, readers prefer blogs to be visually broken up in a way that provides plenty of white space around and between the lines.

One way to achieve this is to use either bullet points, numbered lists or subheaders. Short sentences and paragraphs will help keep readers’ attention. The ideal length for a blog post is a matter of debate. Some experts say 250 words or fewer is better, while others maintain that 1500- to 2000-word dense posts are more informative and practical. However, 500 to 600 words is a common standard.

Regardless of the size of your blog post, as long as it is broken up into smaller chunks, it will look welcoming to readers.

Appealing images often attract readers to your post. High-quality images and graphics will help break up dense copy, and videos will help convey your message using fewer words. However, make sure the images are relevant. This is because the right images will complement your writing, while the wrong ones could confuse your readers.

4. Engaging content

An engaged reader pays attention to every word and takes in all that you write. However, the only way to attract engaged readers is to create engaging content. It all starts with who you are and what you write. Here are a few tips to help you create engaging content:

  • Include questions: This does not mean to have an incomplete post. The idea is to include questions that make readers reflect on how they can use the knowledge you have provided.
  • Write a promising introduction: Ever wondered how quickly readers make judgments about blog posts? This is because most readers decide just by reading the first few sentences if the blog is worth reading. An engaging introduction will make them want to read the complete post.
  • Weave stories: You can consider weaving a story into your blog post. Stories can also help convey a critical point. Adding a story to your blog post will also make it more engaging.

Plastic Surgery Marketing: 7 Essential Elements of an Engaging Blog

5. Attention to spelling and grammar: To err is human. Mistakes happen. It is possible (and normal) for a typo to slip through. However, while you must try to avoid it, you must also be prepared to accept it.

Here are some helpful tips for proofreading and copy-editing your posts:

  • Simply put your thoughts on the page – organized, in the correct sequence, but not proofed. Just write the blog post. Do not find faults, analyze or fix spelling and grammar.
  • Wait for a day or at least a few hours. You will be able to look at it with fresh eyes when you start copy-editing it.
  • You can rewrite or fix the blog during the copyedit phase. This is where you give the blog a renovation. You may change content, move sections or adjust your approach. The goal is to make the blog readable.
  • Proofread the blog post. Examine every punctuation and spelling issue. This is where you make sure your article will be read by thousands of online readers.

6. A call to action (CTA): This is the magic ingredient that will make your blog post worth it all. You have long informative content with a beautiful structure, internal links, good-quality images and flawless grammar. Now what? Every blog post needs a CTA. Your readers are ready to respond, to click and to engage. What do you want them to do? Whether your goal is to capture readers’ email addresses, sell a product or download an ebook, you need to have a prominent CTA for each command, every time. CTAs are helpful for bringing in more conversions.

Plastic Surgery Marketing: 7 Essential Elements of an Engaging Blog

7. Highlight your services: Your blog is one of the best forums for educating both current and prospective patients about your products and services. For instance, you can create a series of posts discussing different methods of facial contouring in order to help readers decide which service is right for them. You could also educate them about any precautions that need to be taken pre- and post-surgery. This information can help them to become aware of their own healthcare needs and better understand when to call for appointments.

Concluding remarks

A few final points about writing the perfect blog for your plastic surgery practice:

Do not treat a blog post lightly. It is hard to write, and it takes time and effort to put together engaging blogs that educate existing patients and attract new patients. The proper headline, grammar and keywords are a must. When you copy-edit or proofread your blog, ask yourself:

  • Are there any words or sentences that I can take out?
  • Have I given the readers the most updated information I possibly can?
  • Is this information complete?

Are you too busy to manage a blog for your plastic surgery practice? Let Practice Builders help! We can plan an effective plastic surgery marketing strategy to get potential patients interested in your products and services. Contact a Practice Builders representative to learn more.

Medical Healthcare Marketing

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

Social media can be intimidating to many dentists. However, the truth is, it can also be a significant and cost-effective marketing asset. Social media is ripe with opportunities for growing your practice, improving your reputation and spreading the word about your dental practice online. Whether you are starting a new dental practice or just looking to expand your patient base, social networks should be a part of your overall digital marketing strategy.

Here are 10 quick and easy ways to promote your dental practice on social media.

1. Find where potential patients congregate online: It does not make sense to set up your office building in the middle of nowhere with no potential patients for hundreds of miles around. It also does not make sense to set up social profiles on platforms where your potential patients never go. It is important to understand where your current and potential patients spend their time online and build your social media presence accordingly.

While your patients may assemble in a number of different platforms, do not even try to be everywhere at once. You will spread yourself too thin and will not be able to make a concerted effort on any one network. You must choose one or two social networks with the strongest patient presence, and start from there. You can consider Facebook as a good starting point.

2. Share relevant information: A lot of patients search for dental information online, but they often find unreliable resources. Your social network page should provide patients with the ability to access critical information quickly. You must look for newer ways to share general information such as treatment reminders, oral hygiene tips, etc. Sharing the latest news regarding some prevailing health hazard is an effective way to provide useful information to patients. You can also consider providing updates on the latest procedures, introduce staff, share pre- and post-treatment care information, and provide the latest updates related to your dental practice.

3. Encourage patient participation: In order to encourage active participation from patients, you can consider ending your posts with a friendly suggestion to post a comment. You can also ask questions or post remarks that encourage patient participation. It is advisable to keep questions open-ended and relevant to your dental practice. You can also ask your patients to share their health and wellness stories regarding their experience with your practice. By allowing patients to share their experiences, you will attract positive reviews to your social media page. Patient engagement is one of the biggest benefits of social media. By gathering patient reviews and comments, you will demonstrate that patient satisfaction is your priority.

4. Create online communities: Creating online communities is one of the most recognizable opportunities offered by social networks. Illness can be very isolating for patients. This is where online communities and support groups can help patients cope. Online support communities prove to be more helpful because of their immediacy and accessibility. Almost every social network leverages shared interests to bring potential patients together in an online space, where they can feel comfortable sharing their stories. Building an online community where your patients can interact with you, as well as with fellow patients, will allow them to connect on many levels. It also can give patients the opportunity to explore something they may not feel comfortable doing during a face-to-face interaction. Building online communities can help patients come together with others who are experiencing similar problems.

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

5. Respond to patient feedback: Two-way communication between a dentist and patient is critical to the success of any dental practice. Dental practices that interact with patients through social media networks enjoy more loyalty.

It is important to search for your dental practice mentions on platforms such as Twitter and Facebook and respond to patient reviews. Your concern will make patients feel that they are important and their opinion counts. Once you have addressed patient feedback, you must let patients know about changes and improvements, and thank them for sharing feedback.

6. Improving patient satisfaction: Social networks hold a lot of promise for improving patient satisfaction due to seamless communication. The overall presence a dental practitioner might have on a patient’s Facebook newsfeed will go a long way in making the patient feel cared for and involved in his/her treatment options. Through involvement in various dental care campaigns and seeing oral care tips, patients will feel empowered in maintaining their oral hygiene. Social networks also play a major role in developing a sense of trust and confidence in your patients for your dental practice. This is because once you are active on social networks, your patients will ask you questions and seek your advice. Be sure to answer their questions in a polite, professional and timely manner, and they will look forward to your inputs. This is one of the best ways to earn your patients’ trust. Even if you cannot answer all of their questions, just the fact that you are acknowledging their problems will show you care and are concerned.

7. Share good-quality images and videos: Social media marketers are increasingly using pictures and videos in their online campaigns. Visuals have greater impact and are proven to have greater engagement. The visuals are likely to catch a patient’s immediate attention. According to studies, visual content is processed 60,000 times faster by the brain than text-based content.

In addition, content with visuals attracts 95 percent more views than those without visuals. Therefore, you must use high-quality visuals to convey your message to your target audience. Keeping HIPAA guidelines in mind, you can even publish before-and-after shots of patients.

8. Advertise your appointment process and availability: While posting your office hours in your profile is important, social media offers opportunities for promoting your practice’s availability for taking appointments. You can post information about flexible hours around the holidays or let patients know in real time that your services are available for last-minute call-in appointments.

9. Become a thought leader by sharing informative content: There is nothing wrong with sharing jokes on Facebook and Twitter, but social media can prove to be a key vehicle for establishing yourself as an expert in your field. If you are a family dentist, posting tips or sharing articles from other medical websites about common procedures or treatment options may encourage patients to keep coming back to you for more information. This will build confidence among patients and keep you at the top of potential patients’ minds for future references.

10. Foster strong relationships with patients: Social media is all about nurturing relationships, whether through sharing informative content or answering questions posted by patients on your Facebook wall. You must respond to questions and comments and provide helpful feedback when needed. You can increase your visibility to friends and family of your patients and social media followers, and word-of-mouth will eventually take over.

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

How can social media benefit your dental practice?

By utilizing social networks, you will not only stay in the game but also enjoy significant benefits of maintaining a strong online presence. So if you are looking for a cost-effective yet influential way of marketing your dental practice, social networks are your ultimate destination. Social media marketing can help you grow as a dentist by introducing you to valuable connections and keep you updated.

1. Increased brand awareness: Social networks offer valuable opportunities for sharing relevant content and increasing your brand visibility. You can use social networks as channels for promoting your practice’s mission and goals. This is important because it will make you more accessible to new patients and familiar to existing patients.

2. Increased patient loyalty: According to a report by Texas University, dental practices that engage on social media networks enjoy greater brand loyalty from patients. Therefore, practices should take advantage of the tools offered by social media networks for connecting with their target audience. A strategic social media marketing plan can influence patients into being your brand ambassadors.

3. More leads generation: Every piece of content that you share on social media is an opportunity for converting visitors to potential patients. As you grow your online fan following, you will have greater access to existing and potential patients. Initially, your click-through rates may be low, but the number of opportunities that social networks present are enormous.

4. Improved conversion rates: Studies have proven that effective social media marketing for dentists can result in higher conversion rates. The fact that dental practices become personalized by interacting on social networks is the biggest contributor toward increasing the conversion rate. Moreover, social media has a 98 percent higher lead-to-close ratio than other marketing activities. A large number of social media followers can help increase trust and credibility in your dental practice, representing social proof.

5. Make valuable associations: One of the biggest advantages offered by social networks is the networking opportunities. Social networks allow dentists to connect and collaborate with colleagues and associates all over the world. In addition, dentists get to participate in useful conversations taking place online. If you are not involved in conversations on various social networks, you are missing a chance to understand important issues. From discussing the latest treatment options to HIPAA issues, social networks can keep you informed. Using professional social networking channels can help potential patients notice you. Having a solid presence on professional sites may help you increase your search rankings and improve your online reputation.

Social Media Marketing For Dentists – The Ultimate Marketing Weapon?

Creating an active social media presence is one of the best ways to market your dental practice. Social media marketing for dentists improves patient engagement, drives dentist alignment and fosters a healthier society overall. Practice Builders offers innovative solutions for promoting your dental practice, engaging with current patients and attracting new patients, and educating the community. To receive a free consultation, call us today.

Medical Healthcare Marketing

6 Key Elements of a High-Performance Plastic Surgery Marketing Plan

6 Key Elements of a High-Performance Plastic Surgery Marketing Plan

The drastic transformation of the customer journey means patients are now in the driver’s seat. Not only this ‒ informed and aware patients are taking the lead and steering the course of their treatment. With so many choices empowering them to make decisions, patients are in complete control of their healthcare process.

Especially in the cosmetic and plastic surgery market, patients are comparison-shopping and taking much time to evaluate their options. A significant part of the patient journey is now invisible to the traditional sales view. In fact, the vast majority of the patient journey ‒ about 70 percent is complete by the time a potential patient engages with sales. So, marketers have a new challenge. They must learn how to get in front of patients, get involved in their journey much earlier and adapt to their evolved needs and preferences.

A plastic surgery marketing plan may not be at the top of a healthcare marketer’s task list, but it should be. When a plastic surgery practice is looking to grow and succeed, the first course of action is to create a robust and proven marketing plan.

Just as someone would bring along a GPS device when going on a trip, medical practices need a marketing plan to help them reach their ultimate destination. Without an effective marketing plan, medical practices may find themselves off course.

An effective marketing plan will give a healthcare marketer a clear idea of the opportunities available in the local market, as well as a deep understanding of target audiences and competitors. Using this information, marketers can develop a strong strategy to guide them to success and growth.

Needless to say, one practice’s marketing plan will be different than another’s in depth, objectives and tactics. Even practices within the same area will find they have different business goals and marketing strategies based on their strengths, weaknesses, opportunities and threats. However, there are guidelines for a marketing plan that every practice must follow. Here are the six essential elements of a robust plastic surgery marketing plan.

6 Key Elements of a High-Performance Plastic Surgery Marketing Plan

1. Keep patient front and center: The first step to creating a high-performance marketing plan is to focus on five essential objectives throughout the patients’ journey. Reason? This will keep your patients at the center of your planning. These fundamental goals are:

  • Attract: You need to attract patients and gain their attention by establishing trust through thought leadership.
  • Capture: Set up a mechanism for capturing their information.
  • Nurture: Grow the relationship by educating and engaging potential patients in a way that feels personal.
  • Convert: By this point, potential patients are ready to convert to a customer.
  • Expand: Continue to foster a healthy and positive relationship with patients.

2. Conduct a situation analysis: Many practices start with a SWOT analysis. This involves identifying their competitors, understanding how they operate and becoming familiar with their strengths, weaknesses, opportunities and threats.

  • Strengths include competitive advantages, skills, expertise, talent or other factors that improve your practice’s position in the marketplace and cannot be easily imitated. For instance, a well-trained staff, low staff turnover and low treatment costs due to latest equipment and technology.
  • Weaknesses include factors that reduce your practice’s ability to achieve its objectives. For instance, outdated equipment and tools, insufficient staff and a lack of staff training.
  • Opportunities help your practice to grow and be more profitable. These include expanding into new markets, adapting to technological changes and addressing patient needs. You need to look at how your practice’s key skills can be utilized to take advantage of these opportunities.
  • Threats are nothing but barriers to entry in primary markets. These may include staff shortage, legal hurdles or too many competitors.

3. Finalize budget, timeline and target audience: When trying to figure out how to start with your marketing strategy, it is critical to identify budget, timeline and target audience. Identifying these three elements will help you focus your efforts and determine what will work best for your practice and business objectives. If you have a limited budget, try focusing your marketing strategies around social media, which will have the greatest impact for your hard-earned dollar. However, if your budget is flexible, you can look at paid ad campaigns that focus on branding. Having a defined timeline will help you stay focused and will ensure you complete the first objective before moving on to next one. If your marketing efforts are time-sensitive, paid ad campaigns are one of the most impactful channels that deliver almost instant results. If you have the staff to help you execute marketing plans, make sure everyone is on the same track and your objectives are aligned.

Properly defining your target market will help reduce unnecessary ad spend. For instance, while an extensive Facebook ad campaign will look impressive, if your target audience is not using Facebook to search for a nearby plastic surgeon, even the best campaign will not yield the desired results. Similarly, if you are trying to target millennials, then allocating your ad budget toward traditional radio as opposed to LinkedIn or Pinterest may be a missed opportunity.

When thinking about your marketing efforts, it is critical that you do not only focus on what you can manage, but also how you can maximize your ad spend by leveraging the most effective channels.

4. Utilize search engine optimization (SEO) tactics: Having a strong plastic surgery marketing plan that includes SEO tactics will fill the gaps in your marketing efforts. In today’s increasingly competitive landscape, it is not enough to post Google Ads focused on popular keywords. There is a much larger target audience that can be captured through search engine presence, thus making SEO an integral piece of the overall digital marketing puzzle. High-quality, keyword-specific content can increase the effectiveness of your SEO efforts, while providing value to your patients, improving your search engine ranking and establishing your online reputation.

5. Include social media marketing and paid search marketing to jumpstart your efforts: Merely posting on Instagram once a day or making a comment on Facebook is not social media marketing. You will need to sit down and come up with a clear and consistent messaging strategy across all social media networks. For this, you will have to integrate a healthy mix of various content types, such as informational, promotional and engagement. As with any marketing strategy, an effective social media strategy should be simple and clear and include business goals that are measurable and time-sensitive.

If you are working with a team, make sure all stakeholders understand your goals. Make sure your brand image stays intact and is identifiable from one platform to the next.

If done correctly, social media marketing and paid search advertising are the most profitable marketing channels and can increase the number of leads coming to your website. You can start by conducting keyword research to determine what your patients are searching for in hopes of finding the type of services you provide. Plenty of online tools can help you conduct strategic keyword searches, rather than throwing a wide net that is more likely to produce a lower ROI. Once you have identified your keyword focus and have your ads set up, you can move on to your next marketing initiative.

6. Monitor and analyze data: There is nothing more critical than ensuring your plastic surgery marketing plan is on track and effectively working to accomplish your business goals. Regardless of the marketing strategies and channels, all data should be tracked and analyzed regularly.

Tools such as Google Analytics and SEMrush can help you keep track of your marketing campaigns and website performance. These tools can provide valuable insights into where clicks are converting to sales, how patients are being acquired and at what stage they are being lost. Using this data, you can analyze your campaign performance and adjust strategies accordingly.

6 Key Elements of a High-Performance Plastic Surgery Marketing Plan

Closing thoughts

Overall, a high-performance plastic surgery marketing plan is one that addresses your patients’ needs at every stage of the customer journey – even when they are not considering your services. A successful marketing plan is one that is flexible and adaptive and meets your patients at every touch point of the patient journey. After all, modern-day patients do not have just one path to reach your practice. There are hundreds of ways for your patient to find you, connect with you and schedule an appointment with you. Ultimately, the best plastic surgery marketing plan should focus on what really matters: your patients.

If you are ready to create a marketing plan for plastic surgery practice, but are not sure how to do it, contact our team at Practice Builders today. We have extensive experience with developing and executing plastic surgery marketing plans and would be happy to provide a free consultation to review your plastic surgery practice and discuss marketing opportunities available to you.

Medical Healthcare Marketing

Dental Practice Marketing: The Dos and Don’ts of Patient Reviews

Dental Practice Marketing: The Dos and Don'ts of Patient Reviews

Online reputation management is an essential part of your dental practice’s success. What your patients say about your practice online has a substantial impact on your bottom line. Consider these stats:

  • 88 percent of patients read reviews to determine the quality of a local practice.
  • Merely 12 percent of patients do NOT pay heed to online reviews.
  • 72 percent of patients admit that positive reviews make them trust a practice more.
  • 72 percent of patients usually take action after reading an encouraging review.
  • 62 percent of patients are unlikely to visit a practice with unpleasant reviews.

When it comes to online reviews, the saying “If you cannot beat them, join them” applies aptly. As annoying as they can be, online reviews are not going anywhere anytime soon. It is important to accept online reviews, recognize their benefits and learn to use them to your practice’s advantage. If you are not sure how to handle online reviews, here are some dos and don’ts for dealing with them:

1. DO optimize your dental practice for service quality. Don’t optimize for patient reviews.

Instead of saying, “We need more reviews,” you should be saying, “We need more satisfied patients.”

At 27 percent, reliability is the most important characteristic a patient looks for in a dental practice, followed by skills (21 percent), then bedside manners (18 percent). Instead of focusing on random metrics such as quantity of reviews, you should focus on implementing and strengthening a process that will help you improve patients’ experience and exceed their expectations.
If you optimize your dental practice for service quality, you will get plenty of positive reviews.

Dental Practice Marketing: The Dos and Don'ts of Patient Reviews

2. DO pay attention to patient satisfaction. Don’t pay attention to the number of reviews.

The only metric that is important is whether your patients were satisfied with the overall experience at your practice – from consultation to post-treatment.

Review count is just a quantitative metric. In fact, giving unnecessary importance to review count will prevent you from your main objective of improving your patients’ experience. Coincidentally, improving your patients’ experience will lead to more reviews.

Instead of giving undue importance to the quantity of reviews, focus on quality and keep measuring patient satisfaction.

Dental Practice Marketing: The Dos and Don'ts of Patient Reviews

3. DO include reviews as a measure of patients’ experience. DON’T make reviews an ‘afterthought.’

Make reviews an integral part of patients’ experience rather than a “drive” you conduct when you “need more reviews.”

The only way to achieve this is by creating a process where measuring patient experience is the final step in every patient’s journey. Your aim is not only to measure patient satisfaction but also to encourage loyal patients to leave an online review and to identify and fix negative feedback.

Three basic steps:

A. The first step is to create a survey to identify positive and negative sentiments. You can either create a form on your website or print out a questionnaire to give to patients.
Note: In the questionnaire, stick to questions that allow your patients to grade your performance on a scale of 1 to 10. You can include the following four questions:


  • Will you recommend this practice to your friends and colleagues? (scale of 1 to 10)
  • What do you like best about our practice?
  • How would you describe your overall experience? (very poor, poor, OK, good, great)
  • What can we do better?

B. If the patient was satisfied and his or her experience was good, you could send a follow-up email thanking him or her for the time and ask for an online review.

If the patient said his or her overall experience was poor, or very poor, you must follow up immediately to investigate the reason and fix the problem before the patient leaves a negative online review.

By making patient reviews an essential part of your overall patient experience, you will have better control over the conversation.

Dental Practice Marketing: The Dos and Don'ts of Patient Reviews

4. DO provide patients with a choice. DON’T be rude or forceful with patients.

In one recent study, a practice had sent more than 1,000 emails to patients asking them for reviews. Not even a single patient left an online review when given only the one choice of Google+. However, the second when patients were given Facebook as a choice, the review responses increased by 3 percent.

The top three review sites:

1. Google+ (32 percent)

2. Facebook (21 percent)

3. Yelp (18 percent)

Dental Practice Marketing: The Dos and Don'ts of Patient Reviews

5. DO abide by security and privacy laws. DON’T risk your credibility.

As a dental practice owner, it is your responsibility to comply with the safety and privacy laws related to the use and acquisition of reviews and testimonials. It is your responsibility to comply with the different review sites’ bylaws, however absurd some of them may sound.

Here is what you should not do:

  • Solicit many reviews. Most review sites will block massive waves of reviews at once. This is not illegal, but it is not an intelligent way of amassing authentic reviews.
  • Reward patients based on their public endorsement of your practice without explicitly stating the offer.
  • Ask patients for reviews on your website.
  • Incentivize reviews on sites such as Google+, Vitals or Facebook. Though you may be able to get away with it in some capacity, the long-term consequences are not worth it.
  • Use reviews on your practice website that highlight positive aspects of your dental practice and employees.

Dental Practice Marketing: The Dos and Don'ts of Patient Reviews

Key takeaways

Acquiring patient reviews for your dental practice is hard work. In fact, nearly 78 percent of patients will never leave a review for a practice and about 16 percent of patients will leave a review occasionally. However difficult it may seem to acquire patient reviews, they still play a pivotal role in how potential patients perceive your practice. Implement the suggested DOs, avoid the DON’Ts, and always remember the following key points:

  • Optimize your dental practice for credibility, expertise and professionalism.
  • Implement a process for delivering and measuring patient experience, and make it a fundamental part of your patients’ experience.
  • Don’t stress over the number of reviews. It does not matter.
  • Acquiring patient reviews is an ongoing process. This is not something you can campaign for once every few months.
  • Provide your patients the option to leave reviews on multiple sites that support both mobile and desktop.

Follow these basic guidelines, and you will be successful in building credibility and attracting more patients. Are you looking for an effective way to market your dental practice and get more patient reviews?

Discover how to attract more patients to your dental practice with our proven strategies. To learn more about how we can help you with dental practice marketing, call today.

Medical Healthcare Marketing