1) Total outsourcing - I talk with doctors on a regular basis who are frustrated or feel burned. They tell me they’ve paid for subscription social media services for months, sometimes years, without understanding what they’ve paid for. Worse, when they finally review their social media communities they find their content (Facebook posts, tweets, etc.) not congruent with their practice brand.
If you are paying for subscription services, be sure you are making informed decisions and are fully aware how your practice is being represented. After all social media is in large part your online reputation.
2) Not talking with patients - Testimonials, word of mouth, and recommendations on Facebook, Google, and online review sites are indicators your team is doing a great job inviting patient comments. In nearly every group I lecture to, there are one or two practices who confidently share how they talk with their patients. However, it seems a majority of practices struggle with talking to patients about social media interaction.
Top practices consistently talk with patients and encourage them to share their experiences and thoughts online. Most practices should receive a minimum of several recommendations per week.
3) Ignoring advertising opportunities - As more eyeballs spend time on social media, ad opportunities abound on Facebook and Twitter. If you don’t spend much time on social media, these options probably sound entirely new.
After you’ve mastered talking with patients to engage them online, you can supplement your efforts with ads. For as little as several dollars a day you can experiment with various ads. Targeting options are fantastic on Facebook and ad space virtually untouched by practices on Twitter. What are you waiting for?
4) Thinking social media doesn’t apply to your practice - A team member recently shared with me that they were “the only game in town” and therefore their doctor felt they didn’t need social media. Unfortunately times have changed and being the only game in town does not make practices immune to what patients have grown to expect.
People are too busy to discover what mystery practices have to offer. Research such as Google’s commissioned study, ZeroMomentOfTruth.com, proves people want an abundance of information before making purchase decisions.
If the only game in town is a mystery, it may be worth the patient’s time to travel the distance for more definitive options.
5) Not reaching out for help - Despite their best efforts, some practices still struggle with social media. Whether they have technical challenges or need help understanding branding, often teams are reluctant to reach out for help. Instead they keep spinning—doing the same thing over and over again, and expecting different results.
If your social media has stalled or isn’t delivering the results you want, it may be time to engage a webinar, seminar, or some hands-on training.
What do you plan to do differently in 2014 to launch or take your social media to the next level?
These days it may only take one negative review to harm a dentist’s online reputation. Now is a great time to consider how your practice measures up in exceeding patient expectations. Deanna presents some excellent ideas here! By: Deanna Goodrich, RDH, Executive Coach Fortune Management It only takes one person to unravel a patient’s experience. AContinue Reading
Do you think about your brand before you post on social media? Many practices don’t. In fact some practices aren’t aware that branding plays a large part in social media marketing. Social media amplifies brands through reach and visibility. Yet many practices post spontaneously without considering how each post contributes to their overall practice image.Continue Reading
Once practices make the decision to get on board with social media, they generally do so with gusto. However, whether they stay motivated may or may not happen … What are the reasons some practice’s social marketing programs stall out? Here are a few common challenges: No time. This is one of the most commonContinue Reading
Have you been upset by an online review a patient has posted about your practice? While online reviews have been around for years, we’ve been accustomed to being in control (for the most part). Various patient communication systems allowed you to filter survey reviews. If a negative blip did show up you could promptly filterContinue Reading
Are you on board with social media? It’s not too late, however the main reasons to get on board have changed. Social media has mainly been seen as a marketing tool—a way to attract new patients. In reality, social media plays a much more important role. Erik Qualman the author of Socialnomics said, “The ROIContinue Reading
Where will marketing and social media be next year? For hints we can look to visionaries and thought leaders … I recently spent a few incredible days listening to brilliant presenters at South by Southwest (SXSW). Every year people from all over the world converge on Austin, Texas to learn and network with the bestContinue Reading
Are you wondering what’s happening in social media today? What’s working—and not? What are we seeing? According to Pew Internet research, 67% of online adults use social networking sites. For those of you still hoping social media would just go away, current research supports its ongoing popularity. Over the years, I’ve had the benefit of working withContinue Reading
Are you standing on the sidelines questioning if Facebook is right for your practice? There are a few unfortunate myths that prevent many dentists from moving forward with Facebook Marketing. In speaking to dental professionals about social media, I continue to hear the same concerns being voiced. Here they are: Myth #1 - If IContinue Reading
Social media has become an integral part of day to day communication. According to Pew Internet research, 69% of online adults use social networking sites. Social media also plays a large role in marketing, and in media overall. Consider how many television programs, entertainment shows, news channels or well established publications (The Wall Street Journal,Continue Reading