September 14, 2020
by Dr. Charles Sutera, FAGD
A significant health crisis like the COVID-19 pandemic or other major event impacting the community can be both an emotional and financial drain for any dental practice.
As parts of the country and the world try to get back to some semblance of “normal,” some patients are understandably wary. What can a dental practitioner do during times like these to foster an increased sense of community, even while pandemic best practices dictate continued social distancing and other protective measures?
Strategies for engaging and supporting the community during a stressful period should be aimed at securing a positive response from the community while building and maintaining a practitioner’s high profile in the minds and hearts of existing and potential patients.
One of the best ways to build and maintain a sense of community during a time when people are advised to maintain physical distance is to turn to social media.
For my own practice in Boston, we chose to launch an official Instagram presence by creating a competition for the significant award of a smile makeover for a local “hero.” The campaign was designed to achieve several goals:
Photo: Aesthetic Smile Reconstruction
Launched in July 2020 and running through the month, the #SmilesForBostonHeroes campaign boosted our Instagram engagement by 200% and allowed us to share some truly inspiring stories of local heroes.
But Instagram is not a once-and-done engagement strategy. To really build and maintain your brand, an ongoing stream of posts is necessary. For a business like a dental practice, the following mix of posts is a good place to start:
While every city and every state struggle with the reality of a pandemic that may change our daily lives far longer than we’d like, the best strategy is to keep moving forward in ways that the restrictions of an infectious new disease allow. If social media hasn’t been among your top outreach priorities in the past, now is the perfect time to shift focus and begin building a community that transcends distance.
About Dr. Charles Sutera, FAGD
Dr. Charles Sutera , FAGD, is a doctor of dental medicine, TMJ specialist, board-certified in moderate dental anesthesiology, and renowned for high profile cosmetic dental reconstructions. He is a certified Fellow of the Academy of General Dentistry and is the founder of his dental practice, Aesthetic Smile Reconstruction.
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