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One of the best overviews of what social media means for those in the medical field is written by Dr. Luks, who also serves on the external advisory board of Mayo Clinic’s Center of Social Media. Dr. Luks is savvy about social media – with a very impressive website for his practice —but he understands the pull of social media is not embraced by all. He has practical, level-headed advice for the beginner and the seasoned.
“Concentrate on mastering your foundation,’’ advises Dr. Luks. He advises developing your website with the understanding you can add to it “as your comfort level improves and your desire to engage develops.” Quality and commitment, he stresses, matter more than anything at this stage.
There are several free and simple links to follow to build your own, DIY website. Google, Intuit, wix and more are available with tools, advice and access to great looking sites. Of course, there are dental marketing consultants to hire who will do the work for you.
Dr. Luks warns against adopting a widely available template with imported, “canned” content, which browsers can detect and skip in searches. “Populat(e) your website with custom meaningful content,” he says.
Often, doctors stumble over content, and canned copy seems like an easy fix. But Dr. Luks recommends an easy antidote with the “41st patient” method: Choose a topic. After completing your dictation or notes for the day, treat the topic as your “41st patient,” discussing or jotting just a few paragraphs of explanation. The next day, your notes could address diagnosis, then treatment options and so on. After a week’s time, you’ll easily have compiled your custom content.
Include links to up-to-date dental and/or health information. Share updates from respected dental organizations on research or outreach projects. This is useful information to your (prospective) patients and is indicative of your commitment to their oral and overall health.
Also, list the offerings or specialties provided at your office.
Pictures of your office and staff and a map are all great content to include too. Striking a friendly, welcoming tone will draw visitors in.
Joy Gendusa, founder and CEO of a direct mail marketing company, reminds us that website design is crucial.
While a site needs appeal, “it needs to convey a specific message. If your unique selling proposition (i.e. what separates you from other dentists) is ‘gentle care and attention,’ you don’t want a website theme that makes you look like a huge operation, or comes off as impersonal. The design is the first step in capturing your visitor’s attention and can not be overlooked.”
Next month, we’ll tackle what pitfalls to avoid in a social media strategy.
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A tradition of working for the dental profession. The Chicago Dental Society was organized in 1864 and incorporated in 1878. The objective of the Chicago Dental Society is to encourage the improvement of the health of the public, to promote the art and science of dentistry and to represent the intrest of the members of the profession and the public that it serves.
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