Strengthening Your Dental Practice Brand in a Digital World
What Is a Digital Asset?
Online traffic is the most valuable commodity in our modern world. The ability to capture a virtual audience while marketing a product or service is the backbone of the Internet. All the major tech platforms (Google, YouTube, Facebook, Instagram, etc.) strive to attract and hold viewers to sell advertising space. This concept of ratings and commercials is nothing new in media; before cable television and Google Analytics, ratings were determined by companies like Nielsen that sampled American television viewing habits. Programs that generated more viewership were continued and promoted to better, more popular timeslots. Shows that failed to engage with the public were eventually canceled.
Building traffic years ago was about dominating newspapers, magazines, billboards, television, and radio. Today, however, effective marketing campaigns understand that social media and smartphones hold the key to brand awareness and success. Driving traffic and becoming omnipresent in your local area is the only way to increase new patient numbers. So how does a dental practice create this type of strong local presence? Digital assets. Thankfully, these assets require little up-front investment and have the potential to significantly impact brand awareness. That said, creating digital assets is not a get-rich-quick scheme; it requires considerable time, skill, and creativity.
Determine Your Professional Mission
Having a plan and working efficiently is the best way to maximize your efforts, so understanding where you want to go is the best way to determine the path forward. You’re going to create a lot of content, but where should you start? Having many choices can feel overwhelming, but if you begin with your professional mission, the subjects will narrow, which will help reveal your primary objective and logical first steps.
Your professional mission is concise, no more than one sentence, and it makes a statement about your ultimate impact on dentistry. In other words, your professional mission statement is what you hope to accomplish throughout your career, your legacy. There are many dental subject areas, but what are you primarily driven by? What do you specialize in? What’s your philosophy of dentistry? For example, you might focus on prevention, cosmetic dentistry, or orthodontic airway issues. Maybe you’re passionate about permanent solutions like dental implants, reducing dental fear, or periodontal maintenance with good oral hygiene. Write down your professional mission and consider how your content will reinforce it.
Design a Master Plan
With your professional mission in mind, think about the most logical starting point. Do you need to begin with some background subjects? Are there more timely and pressing concerns that need to be addressed first? Are many of your patients asking the same questions that must be addressed en masse? The best digital asset strategy is coordinated and consistent across multiple platforms, so if you choose to blog about preventative dental care, you could also film a video on the subject and maybe interview another dental professional on your podcast. Not only does this give each piece of content more mileage, but it also appeals to all the different types of learning styles (Visual, Auditory, Read/Write, and Kinaesthetic). Another good way to structure your content is with monthly/weekly themes that focus on particular subjects like oral care, cosmetic procedures, and oral cancer awareness.
Dental Marketing Audits [5 Step Plan]
Why You Must Examine Your Dental Practice Before Designing a Marketing Plan Dental Marketing Audit in 5 Steps When facing challenges, we often feel compelled to immediately charge out and do something, anything; it’s just comforting to know that action is being taken. And while it’s always good to produce
Search Engine Algorithms
Search engine algorithms will notice and elevate your brand as you develop digital assets because these assets drive traffic and establish your practice as an authority. The result for your practice is a more prominent position in search listings. Moreover, when prospective new patients visit your site, they will observe something unique, a contrast from the other dentists in town, a dentist who is genuinely passionate about dentistry. People intuitively understand that enthusiasm to create content translates into patient care. Digital assets give people something to analyze and share; they show up across many platforms and give your dental practice brand enhanced visibility. Ultimately, digital assets direct traffic to your website and the phone number to your office.
Types of Digital Assets
Blog: Writing a monthly blog post is one of the easiest ways to begin your digital asset journey. A dental blog is basically a digital article about various dental subjects. This type of writing is ideal for exploring topics with text and other supporting collateral (links, images, graphics, videos, etc.). Not only does a blog educate the reader, but it also reinforces the subject matter to the writer. Studies have proven that writing supports the learning process, which leads to mastery.
Vlog: The video version of a blog is a vlog. These short videos can feature dental topics like periodontal health and also areas of your office like taking xrays, instrument sterilization, and your Cavity Free Club. Thankfully, today’s smartphones have high-quality cameras, so there’s no need to purchase expensive equipment; however, there are a few pieces of gear that significantly improve production value:
- External Light: Supplemental light is an inexpensive way to improve video quality. There are many different types and price ranges. Find something lightweight and portable that provides enough light to illuminate faces and dark corners. Another way to add light is by filming during the day and taking advantage of sunlight.
- External Mic: Many people overlook the importance of quality audio. Poor sound quality in a video can negatively impact user experience, so if your camera struggles to capture voices well, consider a corded or Bluetooth external microphone.
- Teleprompter: It’s difficult for most people to look into a camera and speak. Humans have been conditioned to look into a face when talking, so a camera lens is often stifling. Teleprompters help guide speakers through text while simultaneously looking into the camera.
- Gimbal: It’s always a challenge to hold cameras steady, which is where a gimbal can be helpful. By constantly manipulating the camera, it keeps the image stable and level. Many different models are specifically designed for smartphone vlogging and include a built-in light and tripod.
- Video Editing Software: There are many video editing programs available. Some are free, and others require a subscription. Look over the options and find a program that fits your needs.
YouTube Channel: Collecting and organizing all your videos on a YouTube channel is a good idea for three main reasons: 1) Google owns YouTube and is intimately connected to the most popular search engine. 2) YouTube videos can be easily embedded on your website, speeding up load time and improving user experience. 3) Videos uploaded to YouTube can be shared easily across all social media platforms.
Professional Website and Social Media: Developing a separate professional website is a powerful digital asset and an excellent way to stand apart from the competition. All dentists have a practice website, but very few have a professional website dedicated to exploring and promoting their passion for dentistry. Your professional site should be prominently linked to your practice website. You want viewers considering a dentist to see this link and follow it. You should also have separate social accounts associated with your professional website. This personal, professional brand will support your practice brand by demonstrating a desire to grow professionally.
Facebook Live Events: Going live on Facebook and holding a question-and-answer session is another great way to get some face time with followers and prospective patients. Consider holding an informal “Ask the Dentist Anything” event once a month. This is an excellent time to address questions and allow prospective patients to witness your knowledge and enthusiasm.
Webinar: A more formal and structured live event is called a webinar. The topic is planned ahead of time and recorded. Often, there’s a registration process. Participants can ask presenters questions throughout, so there can be a good deal of audience interaction. Many webinar platforms host and store your content. They also provide replay links for future viewing. 22 Best Webinar Software Platforms of 2023
Podcast: This digital asset is an informal conversation between authorities in a field. It’s loosely structured like an interview, but the direction and topic can shift once the discussion begins. Podcasts include two or more people and require microphones. Some podcasts also have a video feed. Podcasting with other dental authorities is a great way to educate the public and also an effective way to build your professional network. 7 Best Podcast Hosting for 2023 Compared (Most Are Free)
Conference: Organizing a conference is much more involved, but this type of event is a great way to build awareness. For example, if your practice specializes in dental implants, you could organize a panel of experts to discuss the benefits. You could host a conference on the latest dental technology, dental fear, or careers in dentistry.
Ebook: Discussing dental topics in a free ebook is another way to demonstrate your passion for dentistry. You can make this book available on your website and do a short-run printing to keep a stack at the front desk. With modern technology, publishing books is fast and affordable.
