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- Tipo de miembro: Miembro regular
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- Última actualización: 13 de noviembre de 2021
- Unido: 13 de noviembre de 2021
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- Nombre de pila Rocio
- Apellido Zarella
- Género Hembra
- Cumpleaños 4 de marzo de 1979
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rates beater in Orthodontics
It seems that the rules and trends in marketing orthodontics have changed dramatically. Orthodontists first encountered the "new" social media engagement paradigm via Facebook and Twitter in 2009. The orthodontic journals were abuzz with articles about "how to's", "who's who" and "what's the" that appeared monthly. With less of a marketing blueprint and more of an "let's go there first" approach, rates beater Orthodontists plunged headfirst into social media. In 2010, they were asking themselves: "What now?" and "How do I measure ROI?" ".
Many orthodontic practices entered the revolution without ammunition or a clear goal. It would be obvious to ask about the social media engagement one year later. Many hesitated to launch their revolutionary forays because they don't know how to fire the first shot. You aren't the only one who feels this way. Although the majority of orthodontists are active on social media, only a small percentage have seen their efforts pay off. Most don't grasp the basic objective of a practice's social media participation: increase patient-based referrals by giving your network a reason and incentive to refer the practice to their network. Ford CMO James Farley summarised this concept beautifully, "You cannot just say it." It's important to get people to speak it to one another.
Planning Your Social Media Marketing Strategy - Understanding Your Practice's Brand and Creating Objectives
It is important to define and understand your practice's "brand" before we get into social media marketing. This will ensure that your plan is focused on repeating a message that rates beater patients and the general public will associate with your practice. It is important to give your practice a voice and personality that can easily be communicated. Social media is social media. You must first humanize the practice. The practice is the "person" that visitors, colleagues, friends and patients interact with on social media. If your posts are strictly clinical, such as "How to care For Your Appliance", etc. The practice will be viewed as uncool, lacking personality and being "uncool" and therefore will not allow for social interaction. As I mentioned earlier, you must provide the "it", the thing people will talk about to one another. Ask your team or yourself this question: "Why would someone choose to practice at my office over another one in the area?" The answers could range from "expertise", to "friendly", to "cutting-edge," to even "best terms." Next, imagine yourself as a parent or potential patient. Then, combine the answers to create personality traits that you can use to endow your practice.
Once you have identified these traits, take them down and share with your team. You must be aware that the team members who are responsible for posting have to be sensitive to your practice personality. When posting, he/she must become schizophrenic. He/she is not a member of the team anymore but "the practice". This principle is closely observed in the case presentation scripting. In terms of case acceptance rates, the most successful practices are those that make an effort to humanize the practice and promote comfort and familiarity. They give the potential patient a tour of the facility and introduce them to the team. This gives the patient confidence that the practice cares about his/her health and will continue to provide benefits for him/her throughout their lives. You will use social media to convey the same message. Congratulations! You now have your brand.
Creating the Plan
Social media marketing plans can be as straightforward or as broad as you like. Most businesses will find that keeping the plan "narrow" won't require you to hire more staff or outsource its execution. Growth can be achieved with a simple plan that is executed well. Broader plans can expand the practice's social footprint and increase the ROI. This outline will guide you through the core components of your social media marketing plan.
What to Say: All posts must exemplify the personality or "brand" of the practice you have created. This personality will help the team member who is posting to find suitable topics. Every practice should be patient-focused as one of its key personality traits. Encourage your team members to share positive patient stories and encourage them to do so during your huddle. Your huddle should be a "wall full of praises." "Congratulations Brittany on making all A's and being elected student body treasurer/1st chair clarinet. These posts will not only make you more attractive to patients and their families but will also show that your practice cares about the success of its patients. If your practice is "community-invested," then follow local prep sports in the paper and talk about key games, congratulate local teams, and mention exemplary student-athletes whether they are your patients or not. Link to the honor roll of your local newspaper. Funny stories can be posted from the paper. Subscribe to Digg's RSS feed technology for practice news and share posts about new devices or tips on social networks. It doesn't matter if your posts are specific to orthodontics. Your practice's brand is always connected to orthodontics, so you need to speak from the "voice" that the practice. This will help the reader find value. When the reader has a positive impression of the practice, they will reciprocate that by sharing it with their network.
What to not say: Your social media marketing campaign should aim to get people to connect with your brand. If they don't, the opposite of what you want will happen. Any post that is considered inappropriate, negative or unprofessional should be avoided. This can negatively impact the brand's reputation and be a detriment to the practice. Posts that are completely ambivalent should be avoided. The practice's network knows that you are an orthodontist. They can expect occasional posts about "braces friendly food" and "mouthguard awareness Month". They may not be able to give you more substance without a personality for the practice.
When to post it: This is a highly debated topic. Too many posts are often worse than too few. It is best to not post more than once per day to any network, except in response to comments or string posts. Although posting once per week is the minimum, meaningful posts are required. Posting should be part of your schedule. This is the best strategy. You could have Monday patient accolades, Tuesday events and announcements and Wednesday media posts (pictures or video), and Thursday sports and weekend events. Stick to your schedule once you have it set up. Content is important, but so is consistency.
There are many practices that have adopted Twitter and Facebook as their networks of choice. Let's talk about orthodontics. Facebook is a social network, while Twitter is a microblog. Facebook can reach potential patients in your area far better than Twitter, and Twitter is a tool to increase your website's search engine ranking. You can link your practice's Twitter account with its Facebook page, so that both are up-to-date. There are other social media platforms that you should consider. Foursquare allows people to "check in" at your practice via their smart phones whenever they visit. They "check in" by posting a message on their Facebook wall stating where they are. You can receive as many check-ins per week as you do by putting up a sign at your practice. This will translate to dozens of patients posting on their Facebook walls about your practice. Flickr is the best place to upload photos about, by, and for your practice. Flickr itself is a social network. Your practice's reach will double if you link your Flickr account with the Facebook page.
Incentivizing it: If you have ever spent time on social media, it is likely that you have found the best way to increase participation. However, you should be careful if you use Facebook to encourage it. Facebook has specific guidelines that prohibit many of the most popular types of promotions offered on their pages by orthodontists. Facebook will remove your page if it discovers that you have violated its guidelines. The effort you put into developing the page would go unused. To view the complete version of the Facebook promotion guidelines, search the internet for "facebook promotional guidelines". Third-party applications are required to legally and properly run contests or promotions on Facebook. Ingenuity Orthodontic Marketing, which is a specialist in orthodontic marketing, is one of the few companies that can do so.
The simple way to simplify it: There are a few apps that let you manage all of your social media accounts from one central "dashboard". HootSuite is the most widely used. HootSuite's free version will work for most orthodontic practices and save you a lot of time and effort when managing your social media marketing plans.
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