In the world of dentistry, paid advertising is no match to the power and influence of word-of-mouth referrals. In fact, after surveying more than 200 of the Chicago Dental Society’s members, we found that nearly 50 percent of dentists don’t spend a penny on advertising.
That said, there’s still an opportunity to upgrade the chatter about your practice. With more and more consumers increasingly turning to the internet to find a dentist, entering the digital landscape is a must for the modern dentist.
Many practices have taken advantage of the free and cost-effective methods to getting the word out via the web. Over a third of the dentists surveyed said that their practice has a Facebook account, and nearly 60 percent said their practice has a website.
Practices not yet in the digital space will find that they already have an online reputation—due mainly in part to consumer review websites. While these online channels may be impossible to control, there’s still the opportunity to influence the conversation. Connecting and engaging with patients via social media is not only free, it’s a tool that allows you to interact with current and potential patients, build relationships and be recognized as a reliable source of information.
If your practice wants to learn more on how to start engaging on social media, visit CDS’ Stephanie Sisk’s Front Desk column or look for digital-minded courses when registering for the 2013 Midwinter Meeting.