February 16, 2021
by Align Technology, Inc.
In 2015, I left a group practice to start my own clinic. Although I was excited and nervous, I had a clear vision. With that, came so many questions, “How do I build this vision?”, “How do I make my name known?”, and most importantly, “How do I market my modern approach to dentistry?”
The best answer to all of these questions is found in just two words: social media.
Now, five years later, I have built the practice, and the brand, of my dreams. Here are 5 of the most important things I’ve learned along the way!
#1. Branding: Patients (consumers) will choose you if your style is clear and they like what they see. Identify what makes you different and find ways to show it, remembering, that no one can really copy your uniqueness. Additionally, you need to understand your target audience. Knowing both of these will help you find your sweet spot to become more effective. Keep your posts consistently ‘on brand’ and the right followers will be attracted to you.
#2. Picking platforms: Initially, choose 1-2 platforms that will benefit you most. Facebook is useful for community-building posts. Instagram is more esthetically curated with visual content. LinkedIn is for business professionals looking to connect with others. Each platform is unique, and therefore, posts are slightly different. Start with one, share content to the next, and add more platforms once you feel comfortable.
#3. Content: Document office activities/results so you can post consistently, and on brand. Your accounts should have a variety of content but think about what themes you will post so you cover them all in 1-2 weeks. My themes are cosmetic dentistry, education, Invisalign® treatment, lifestyle, team spirit, and digital technology like iTero® and DSD. If we create and rotate posts with these themes, we know we are on target. Take one hour per week to schedule content to make things less stressful.
#4. Video is King and Queen: The platform feed should be at least 50% video. Video captivates and draws viewers much more than photos. Just make sure the first 3 seconds are spectacular as attention spans are short.
#5. Practice every day. You will not master it overnight and since social media is the long game, every post counts! I have put tons of hours and research into marketing my practice so be patient, you will get there. Discover what you enjoy doing most and delegate or hire someone for the rest. Regardless, you will learn that a good social media strategy is never a waste of time. I wish you all the best as you level-up your #socialmediagame.
Peggy Bown DDS
Peggy Bown Dentistry
Learn more from Dr. Peggy Bown
Can’t get enough of Dr. Bown? Visit our virtual booth at the Pacific Dental Conference to get access to an exclusive webinar where Dr. Bown she will be sharing her latest tips and tricks on using the iTero intra-oral scanner for restorative dentistry. Click here to register for PDC.
The opinions expressed in this article are those of the author and may not reflect those of Align Technology. The author was paid an honorarium by Align Technology in connection with this article.
Peggy Bown DDS
Dr. Peggy Bown has been practicing general dentistry in Saint John, New Brunswick for almost 20 years, and is a 2001 graduate of Dalhousie University.
Initially in a group practice, she later opened a fully digital, interdisciplinary, and spa-like clinic in 2015. In 2017, she became Canada’s first Digital Smile Design Master and now owns a DSD clinic, the first of its kind in Atlantic Canada.
She is driven to change public perceptions of dentistry on a #localtoglobal level by transforming the patient experience and educating via digital technology and social media platforms. She also enjoys inspiring other colleagues, recently starting a podcast called The Truth About Dentistry.
Dr Bown is an AlignTech faculty member and also serves as the Canadian Ambassador for both Slow Dentistry®️ and the Humble Smile Foundation.