Oral Health America 2012 Fall for Smiles Social Media Guide

Transcription

1 Oral Health America 2012 Fall for Smiles Social Media Guide Why use social media? Get the inside scoop from our testimonial expert Dr. Stefanou! It s official--dentists know that social media is not going away it is here to stay! Over the past couple of years, tens of thousands of dental offices have realized that a complete online presence (not just a practice website) was not only necessary because it makes good business sense (due to how inexpensive it is) but consumers (patients) now EXPECT their dental health professionals to have a presence. It started out that dentists would have just a Facebook page or maybe a Twitter account or post a YouTube video. Now, it s evolved into an understanding that dentists need solid custom-designed programs---an integrated strategy where results are measurable that actively engage current patients and potential patients. Rita Zamora, widely considered to be the dental industry s premier social media expert (facebook.com/dentalrelationshipmarketing), has this to say about why getting more online real estate makes sense: Most dental patients continue to come from patient referrals. People telling other people about you and your practice, usually on a face-to-face basis. Today, there are an ever growing number of people having these types of conversations over the internet using Facebook, Twitter, YouTube, and Google Plus. These online conversations, however, don t just involve two people they involve hundreds of people and their friends, families, neighbors, and co-workers. There are three other good reasons to getting seen and heard on social media: 1. People like doing business with people they like AND trust. Social media conversations and posts allow patients to see more of the human side to you. 2. An active social media presence allows you to update and inform instantaneously, offering up to the minute information and the ability to answer questions or comments from others. 3. There is reason to believe that an active online presence actually increases the value of your practice! ~Continued~

2 Remember, there are lots of ways for a dental professional to use (and benefit from) social media, including: Promoting practice services, procedures, or special offers Provide information and links to articles on dental health to patients (current and potential) Thank patients or respond to questions or comments (provide excellent customer support) Read about breaking industry news and new product information by following dental companies, publications, organizations, and associations Conduct surveys Introduce new office team members Share cases with colleagues and continue to learn from one another Ask for advice from colleagues when presented with a challenge Identify colleagues you can refer to when current patients are moving or relocating It s understandable that some dentists believe things are moving too quickly and all this social media stuff can feel overwhelming. The good news is that there are many ways to learn about how to move forward with a strategy. Almost every major dental trade show/conference now has an expert presenting on social media, and there are many other CE programs, webinars, and articles to tap into. There are also many consultants who offer affordable services to put together the right plan for you and your practice. Dentistry is very often thought of as a conservative profession and industry. It is very common to hear that dentists are slow to change." Yet, it is interesting to note that out of all the health care disciplines, it seems to be (although it s not easy to prove or measure this) that dental is already the MOST ACTIVE of them all on social media, and this will continue to be the case in the future in my opinion. The dental profession is seeing a boom with new research being released (especially on the oral-systemic link) and innovative products introduced on a regular basis. Dentists are not just providing basic preventive, restorative, and esthetic services anymore, but new technologies (especially in diagnostics) now allow for many exciting specialized systems and programs to be offered through the practice (examples are ways to treat sleep apnea, TMD, and even migraine headaches). Dentists are performing Botox treatments and offering short-term options to straighten teeth as well. Regardless of whether any or all of these specific types of procedures are of interest to you, there is no doubt that you offer some services that patients need to, and want to, know about! It is also important that you be the consistent source of oral health information for them. And, dentists need to continually learn from one another. The problem has always been, how do you do all this in a cost effective and efficient manner? It s not a problem anymore--social media is here to stay! Get proactive and make it an immediate goal to put together a strategy that s right for you! -Tony Stefanou, DMD, How to Sell to Dentists

3 What is Fall for Smiles? Fall for Smiles is a public messaging campaign conducted by Oral Health America in collaboration with Oral Healthcare Can t Wait. Fall for Smiles is intended to bring the oral health community together to promote common messaging about what Americans can do to keep their mouths healthy. Oral Health America is a national nonprofit organization with a mission to change lives by connecting communities with resources to increase access to oral health care, education, and advocacy for all Americans, especially those most vulnerable. Oral Healthcare Can t Wait is an initiative of the Dental Trade Alliance, promoting patient awareness of oral health. The goal of the promotion is to increase awareness about the importance of oral health and oral health care and to ensure that people of all ages make having a healthy mouth a priority. In particular, Fall for Smiles messages underscore the importance of: 1) brushing and flossing as part of a daily routine, 2) visiting a dental care professional regularly, 3) making healthy food choices, and 4) no tobacco use. Beginning each September, we Fall for Smiles and hope you will join us! There are many ways that you can participate in Fall for Smiles. By supporting the promotion, you will encourage families to include oral health in their back-to-school and fall routines, leading to a lifetime of healthy smiles. Keep reading for suggestions on how you can participate using the web and social media.

4 Facebook A large number of dental care professionals, dental programs, dental students, advocacy organizations, and dental industry-related companies use Facebook ( for personal and business networking. During the Fall for Smiles public messaging campaign, oral health supporters can help spread the word of oral health s importance to overall health by doing the following things: 1. Update your Facebook status relevant to Fall for Smiles. 2. Post a comment on your wall or Fall for Smiles friends and partners. On page five of this social networking guide, you ll find several examples of status updates and wall posts for you to consider placing on your wall or on the walls of friends and colleagues. Feel free to edit them to suit your own style and message! Twitter Twitter ( is a social networking tool that keeps individuals and companies/organizations attuned to the location and activities of their online friends (called their followers ). Individuals, companies, and organizations with Twitter profiles can post short (140 character maximum) updates ( tweets ) on their whereabouts and what currently interests them. 1. Tweet to your patients, donors, or other interested individuals about Fall for Smiles. During Fall for Smiles, tweets will let the social networking world know that you are constantly thinking about and working diligently to communicate oral health messages to all your followers, and in turn, their followers. See page six for some sample Fall for Smiles tweets that are ready for you to copy and paste onto your Twitter feed.

5 For company/organization For Individuals Sample Facebook Status Posts Incorporating Fall for Smiles A recent survey shows that more Americans turn to pain killers for a toothache than turn to their dentist. In fact, younger Americans (age 18-34) are most likely to not receive ANY dental care compared to other age groups. Join the Fall for Smiles campaign at A recent survey reported lower education and lower income Americans are more likely to take a do it yourself approach to dental problems than see the dentist. See what other interesting facts about oral health there are on the Fall for Smiles website at Have sensitive teeth? Experiencing tooth pain? You aren't alone! In a recent survey, sensitivity and toothaches are common mouth ailments among the American public. Find out how you can improve your oral health at the Fall for Smiles website at Did you brush and floss today? I did. Join the Fall for Smiles campaign to find out how healthy dental habits affect more than just your mouth. Visit Did you know? In a recent survey, eight in ten people say having a healthy mouth is important for employment. Learn how to have a healthy mouth at the Fall for Smiles website Who knew? In a recent poll, even those who say they have good or excellent dental health report some significant problems. Learn more and join the Fall for Smiles campaign at

6 For company/organization For Individuals Sample Tweets Incorporating Fall for Smiles Survey: Fewer than one-half of Americans have insurance to pay for all or some of their dental care. Do you have dental insurance? #FallforSmiles Survey: Among higher educated families and younger age groups, fathers are more likely to make oral health decisions. See the latest at #FallforSmiles Oral Health America's Fall for Smiles messaging campaign is in full swing! Check out the details at #FallforSmiles The start of the school year=perfect time to focus on your family's health. Have you visited the dentist yet this year? #FallforSmiles Health messages encourage healthy mouths! OHA's Fall for Smiles campaign is spreading the word at #FallforSmiles What's the #1 chronic disease in the US? Tooth decay. Join as at #FallforSmiles We're serious about making oral hygiene a priority. Discover more at #FallforSmiles Did you know? Dental illnesses cause 51 million missed school hours a year! Join us at #FallforSmiles We know that a #healthymouth is a great start to a healthy body. Find out more information at #FallforSmiles We support #FallforSmiles because good oral health makes sleeping, speaking, eating, and working easier

7 Fall for Smiles on Your Website Post our web button on your website and link it to ( for a copy of the web button.) Fall for Smiles in your Messages If you have addresses for your patients, send out a message about Fall for Smiles with your next e-newsletter or appointment reminder. Feel free to use this text for your e- mails: Join us as we celebrate healthy smiles with Oral Health America and Oral Healthcare Can t Wait. During September, the Fall for Smiles messaging campaign is reminding Americans to maintain regular dental visits, eat nutritious food, avoid all tobacco, and brush and floss daily as a part of a healthy oral hygiene routine. Learn More To learn more about Fall for Smiles and how you can help spread healthy smiles to your family and friends, visit Please contact Melissa Hoebbel, Communications and Events Manager, at melissa@oralhealthamerica.org or call at (312) for more information about Fall for Smiles.