Orthotown May 2017 - 42

ISTEN TO THE
COMPETITION

The core of your
voice should remain
the same, but there
will be situations
where you should
dial it down-or turn
it up a notch.

T

AKE THE
TIME TO
REFLECT

Imagine your practice is a guest at a
dinner party: What would you want people
to remember? That it told the best jokes,
that it was the most intellectual, that it
was the friendliest, or that it was the most
tech-savvy? What does your practice stand
for most?

Take some time to monitor the
social channels of your competitors. Do
they have strong brand voices? What
characterizes them? What
qualities could your voice
have to be different and
stand out on its own?

SD
ET
THE
TONE

Think about your practice and describe
what you want it to be in three to four words.
For example: innovative, affordable and
friendly. Next, take those words and create
a chart that outlines why each was selected
and how the concept should manifest in
your practice's communications. Share
your ideas with your team. For example:

INNOVATIVE
Why: We're the only provider of Acme braces
in the market. Our team was instrumental in
developing and testing this new orthodontic
technique that provides amazing results, fast.
Do: Use an excited tone; use verbs that evoke
confidence and progress; include posts
relevant to practice innovations as well as
innovations outside the industry to show how
the practice lives for innovation; include the
benefit the innovations have to consumers.
Don't: Use too much technical language; focus
on technical process; be condescending.

42

MAY 2017 // orthotown.com

EFINE AND
COMMUNICATE
Define what your practice is. Believe
it and be consistent. Then, use a formula
for social media postings. Give it to your
team so they can communicate properly,
and keep the formula simple. For example,
a simple social media post formula can be:
* State the topic and why it's relevant
in one to two sentences.
* State the benefit to the consumer.
* End with a positive sentiment and
practice hashtag.
By providing your team with the
language document and the social media
post formula, you've set the foundation for
consistency. If you have different locations
with different demographics, your team
can rely on this foundation to set the
tone while threading the messages with
localized content relevant to that market.



http://www.orthotown.com

Table of Contents for the Digital Edition of Orthotown May 2017

Orthotown.com Highlights
Embrace Progress
Industry News
New Products
Poll
Message Boards: Tell Me About All the 5s
Message Boards: How Would You Treat This Case
Office Visit: Brace for Impact
Make Mine a Combo
Voice Lessons
Is Your Office Up to Speed
Ad Index
Orthotown May 2017 - Cover1
Orthotown May 2017 - Cover2
Orthotown May 2017 - 1
Orthotown May 2017 - 2
Orthotown May 2017 - 3
Orthotown May 2017 - 4
Orthotown May 2017 - 5
Orthotown May 2017 - Orthotown.com Highlights
Orthotown May 2017 - 7
Orthotown May 2017 - Embrace Progress
Orthotown May 2017 - 9
Orthotown May 2017 - Industry News
Orthotown May 2017 - 11
Orthotown May 2017 - New Products
Orthotown May 2017 - 13
Orthotown May 2017 - Poll
Orthotown May 2017 - 15
Orthotown May 2017 - Message Boards: Tell Me About All the 5s
Orthotown May 2017 - 17
Orthotown May 2017 - 18
Orthotown May 2017 - 19
Orthotown May 2017 - 20
Orthotown May 2017 - 21
Orthotown May 2017 - Message Boards: How Would You Treat This Case
Orthotown May 2017 - 23
Orthotown May 2017 - 24
Orthotown May 2017 - 25
Orthotown May 2017 - Office Visit: Brace for Impact
Orthotown May 2017 - 27
Orthotown May 2017 - 28
Orthotown May 2017 - 29
Orthotown May 2017 - 30
Orthotown May 2017 - 31
Orthotown May 2017 - 32
Orthotown May 2017 - 33
Orthotown May 2017 - Make Mine a Combo
Orthotown May 2017 - 35
Orthotown May 2017 - 36
Orthotown May 2017 - 37
Orthotown May 2017 - 38
Orthotown May 2017 - 39
Orthotown May 2017 - Voice Lessons
Orthotown May 2017 - 41
Orthotown May 2017 - 42
Orthotown May 2017 - 43
Orthotown May 2017 - Is Your Office Up to Speed
Orthotown May 2017 - 45
Orthotown May 2017 - 46
Orthotown May 2017 - 47
Orthotown May 2017 - Ad Index
Orthotown May 2017 - Cover3
Orthotown May 2017 - Cover4
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