“I used postcards to go
from 25 new patients
a month to 90, and
make the jump to
125 per month!”
– Amit Khanna, DMD, Patuxent Dental
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Reconciling content creation, social media,
and branding for dental practices
IT’S EXCITING TO SEE a dental practice’s social media marketing begin to take shape. But it’s all too
easy to allow your overall branding and messaging strategies to become disjointed and fragmented,
as social media diverges from what you might have already established for other content channels.
How can you ensure your message is clear and consistent?
STAY ON MESSAGE
Many studies show that consumers need to be exposed to the same
message repeatedly before they take action, but others have found that
it’s more about the message itself and how it answers the “need” or
“pain” of the consumer.
2 To respond to your patients’ needs, make your
message do one of the following things:
• Answer a question—Patients have questions, and they need an-
swers. Providing them with new information will help them remem-
ber your practice later when they need other things—like a new
dental home or a specific procedure.
• Provide a solution—If a potential patient knows that a root canal
is necessary, he or she might expect it to be painful and might not
know that your office provides various forms of sedation to ensure
• Meet emotional needs—Patients need to see positivity and want
your practice to feel like more than just a clinical setting. Sharing
content built around happy patients and
community outreach makes them feel that
their dental care will be carried out with
the same passion and attention.
CONSISTENCY IS KEY
When creating content for various social
platforms, the first rule is to ensure that your
style, tone, and messaging are consistent.
Your practice needs to present a flawless
brand presence that is the same and that
reinforces your practice’s core values, no mat-
ter what the method of delivery is. You can
accomplish this by doing the following:
• Work as a team—Get everyone who is
involved with your marketing efforts on the same page, so your
blog and social media accounts match your practice’s internal and
external printed materials.
• Create a content calendar—If everyone is working together, a
shared calendar can be created a month in advance, and the practice’s
scheduled events, community outreach, and other marketing efforts
can be synced across platforms for consistent, timely messaging.
• Agree on metrics—Expectations for different types of content
and platforms might vary, but creating trackable, measurable goals
An April 2017 study conducted in the United Kingdom found that eight
out of 10 people aged 16 and older forget branded content within three
days of seeing it, and five out of 10 are unable to recall a single detail.
However, the study also revealed that, if the content has certain at-
tributes, users are more likely to remember what they’ve read and even
take action on it several days or weeks later.
1 For example, 27% of the
study’s respondents said that if the branded content told them some-
thing new and interesting, they would be more likely to remember
other details about what they saw or read.
Continued on p. 67
KRISTIE NATION is the
founder and CEO of
myDentalCMO, a marketing
consulting firm that
plans” exclusively for
dental practices. The firm
was founded with a
mission to prevent dentists
from wasting countless
dollars marketing their
practices ineffectively. She
can be reached at
or (877) 746-4410.