Dentists who track patient value report that the average new patient is worth $1,200. Over a lifetime of 20 years, this can represent $20,000 per active patient. Therefore it’s worthwhile for dental clinics to take a proactive approach to finding and keeping new patients. Fortunately, Gen X and Y actively use social media, making social networks powerful, cost-effective platforms to attract and retain clients.
 
Here’s how you can use social media marketing to attract and retain clients (related article: Social Media Marketing 101 for Vancouver Small Businesses):

1. Become a library of resources

   Facebook has been reducing brands’ organic reach. One tactic dental clinics can use to get around this is to leverage their Facebook fans’ reach. Get fans to share content on the clinic’s Facebook page to gain exposure because Facebook does not restrict the reach of personal pages 
    
   Publish informational articles on Facebook’s Notes section on topics such as fun dental facts or food that help prevent certain diseases so that patients are inclined to follow your page and gain new information. If you get a lot of questions on a certain topic, such as invisible braces, use Facebook to answer FAQs.
    
   In addition, it can encourage existing fans to share the articles on their Facebook page because people like to share information that’s useful to their families and friends. This activity will increase your exposure and make it easy for patients to refer your clinic to others.
    
   Also, remember to talk about your FB page to patients or mention it in newsletters or offline promotional materials.
    

2. Encourage Facebook check-ins by offering incentives

   Encourage fans to check-in their Facebook pages to increase your social media presence.
    
   Checking in is a user's way of geotagging themselves so that their fellow Facebook friends know where they currently are. So if someone walks into your place of business and your business is listed in Facebook Places, then they could potentially decide to check-in.
    
   To encourage patients to check-in their pages, offer special discounts, complimentary sessions, or other incentives. Getting patients to check-in their Facebook accounts will help clinics gain exposure and social proof as well as new potential clients.
    
   Here’s how you can enable Facebook check-in for your fans:
    
   • Click Settings at the top of your Page
   • Click Page Info in the left column
   • Click Category
   • Select Local Businesses from the first dropdown menu, then select a more specific category (ex: Restaurant/Cafe) from the second dropdown menu
   • Click Save Changes
    
   To add your business address to your Page:
    
   • Click Settings at the top of your Page
   • Click Page Info in the left column
   • Click Address and enter your business address
   • Click to check the box next to Show map, check-ins and star ratings on the Page
   • Click Save Changes
    

3. Publish fun photos

   Visiting a dental clinic can be daunting for many patients. Reduce this fear by publishing fun photos.
    
   Take photos of company or community events, happy patients, or before-and-after shot of smiling patients who just got their braces removed. Once you’ve taken the photos, post them on social media, with patients’ consents of course.
    
   Publishing fun photos will help your clinic seem warm, reduce clients’ fears, and increase patients’ willingness to visit your dental clinic.
    

4. Develop staff videos

   In addition to publishing fun photos, post introductory videos of your staff to give potential clients a better understanding of the dentists who work at your clinic. This helps increase your trustworthiness because patients will know they’re in good hands.
    
   Posting staff videos also helps your clinic gain exposure in front of potential clients because you make referrals easier. Your current patients can show the videos to their friends who need a dentist.
    
   Social media is an incredibly useful and economical channel for promoting your dental clinic.
    
   By sharing fun photos and videos of your staff and patients, encouraging Facebook check-ins, and becoming a helpful digital resource, you can give your clinic more exposure to potential clients cost-effectively.

   If you have any questions about social media marketing, contact Ray at ray.wang@smartt.com. If you want to gain in-depth knowledge and hands-on experience on digital marketing, attend our 1-day digital marketing training workshop.