In a world where a strong online presence is everything, dentists and dental practice owners realise that content marketing remains a powerful strategy – one that builds brand awareness and establishes trust.
Yet, it can be hard to come up with content that sits up and demands attention, content that plays outside the box, content that makes a reader go, ‘Wow, that’s pretty cool’. So, that’s what this post is all about.
If you’re looking for something a bit different, something that will make you stand out from your competition, then look no further because I’m going to give you five great dental content marketing ideas that make people smile.
Ready?
Then let’s get into it.
#1 - Introduce your team virtually
I get to see a lot of dental practice websites, and most of them have a ‘meet the team’ or ‘about us’ page, which is great. However, most follow the same format.
- A thumbnail picture of the person, and
- A whole lot of written blurb about their experience, qualifications etc.
But while potential patients need to see who they can expect to meet or be treated by, it’s difficult to make a proper connection using this method. In all honesty, it can leave someone looking for a trusting dentist feeling a bit …meh!
Alternatively, wouldn’t it be better to have an on-page video introducing you and your team? This way, you can connect with your readers in a way that written content can’t
It doesn’t need to be stuffy. In fact, here’s a fun video from the Inspire Dental Wellness team to prove a point.
Essentially, it’s engaging, and most importantly, this video makes it easy for anyone looking for a dentist to make an immediate connection. Why? Because the team come across as extremely likeable.
The likeability factor is crucial when approximately one-third of dental patients already struggle with dental anxiety.
So, be natural, be creative, and above all, have fun with it.
#2 – Featured patient of the month
Existing patients are your lifeblood, so it pays to put them front and centre of your dental content marketing. One way to do this is to post a picture of a happy patient at your dental practice.
Then, share some information about who they are, why they recommend your services and why they love visiting your dental practice.
Naturally, you’ll need to ask their permission first, but the truth is that customers love recommending businesses. In fact, in a recent survey, 78% of consumers will happily talk about their experiences to others if asked.
Here’s an example:
Perhaps more importantly, 88% of people are far more likely to trust a brand when recommended to them.
Why? Because potential patients don’t feel like they’re being sold to.
That’s the beauty of word-of-mouth advertising. When you incorporate this strategy, you’re not directly telling your audience why they should choose you. Instead, your existing patients are doing that for you, and that carries a ton of kudos.
Additionally, because bona fide patients provide the reasons for visiting your practice, it also comes across as genuine and authentic.
The bottom line is that personalised content helps people trust your brand, and in dentistry, trust is everything.
#3 – Live chat
Live chat is a relatively new feature on social media platforms and could potentially work well for dental practices.
So why is this?
Surveys suggest that 80% of all consumers would prefer to watch live videos instead of reading a blog post.
Essentially, live streaming allows you to create and share video content in real time and platforms like Instagram and Facebook enable you to go live with the click of a button.
So what can you talk about?
As an example, if you get lots of dental-related questions on your social media, you could answer them by choosing to do a live Q and A session – a bit like this below.
Alternatively, you can do an introduction session where potential patients can meet you virtually, say hi, and learn more about you.
You’ll want to avoid getting into direct consultations with individual patients, but a live session helps people get to know you before they set foot through your door. Remember, familiarity breeds trust, so taking the time to run a live session may see you steal a considerable advantage over your competitors.
#4 – Hold a patient appreciation day
There’s no better way to show that you value patients than holding a patient appreciation day. Research suggests that one of the top five reasons patients choose to change their dentist is because they no longer feel appreciated. Moreover, it can cost up to five times more to attract a new patient than it does to retain an existing one.
So, showing patients you appreciate them is both excellent marketing and good business.
Here are some ideas to hold your own patient appreciation day.
- Encourage patients to bring a friend and get a free gift or discounted service when they register
- Lay on a few nibbles or drinks
- Lay on a quiz complete with prizes for the winner
- Have a meet and greet session for any non-patient
- Provide an office tour or a talk on the latest dental equipment.
- Give a talk or masterclass on a chosen dental health topic.
Why not use conventional dental content marketing techniques like newsletters or social media posting to promote the event beforehand? Also, don’t forget to persuade your team to buy into the idea.
#5 – Run regular challenges and contests
The final dental content marketing idea is running a series of online challenges and contests. A big question across dental social media is how do you create posts that gain engagement? The answer is to make them fun and provide value. Contests or challenges do precisely that.
Regular contests help you stay engaged with existing patients, even when those patients are not due for an appointment. In addition, it also shows people that your dental practice is a fun environment to be – a place where people are appreciated, valued and listened to.
So what sort of contests or challenges should you provide?
Here are some ideas:
Post a caption contest
Caption contests work because they garner audience participation. People love reading the different caption entries, and it’s something they can have fun with. Furthermore, it shows readers that you don’t take yourself too seriously, which can be endearing.
See the example below.
Let’s do a caption contest for this picture of Dr. Drew and Dr. Webb!
Drop your captions below .
Guess the number of sweeties in the jar
Okay, so you’d probably think that it isn’t a good idea for dentists to promote eating sweets, but no one says you have to eat them all at once. Besides, it shows off the fun side of your brand, and let’s face it, who doesn’t like the chance to win a prize?
See an example below:
Guess the missing letters
Even something as simple as this letter guessing game can get people participating – especially when there’s a prize at the end.
All you have to do is to come up with something dental-related that isn’t too difficult. Remember, the easier it is, the more people comment – and that’s the name of the game – to create interest.
Seasonal themed competitions
If word games aren’t your thing, how about a timely contest that relates to a seasonal event? You could get people to send photos of the best decorated Christmas tree, their best summer smile or the best decorated Halloween pumpkin, just like this example below.
Either way, seasonal competitions are a great way to engage with people from your local community.
The key takeaway
Dental content marketing ideas don’t need to be ‘same-old, same-old’. On the contrary, by following these tips and thinking outside the box, you’ll develop a marketing strategy that stands out from your competitors, builds trust and garners engagement.
What creative dental content marketing ideas have you used in the past to land new patients?
Let me know in the comments below!