Orthotown November 2022 - 59

Posts with videos gain more viewers, retain
interest longer and are more likely to drive
consumers to purchase decisions than posts
containing only text or images.
Community involvement and service
is highly valued by prospective patients,
so images/videos that support the practice's
personal and community reputation
are important to include in social media
posts. Links to more detailed information,
meanwhile, allow access to richer content
that viewers can review for further consideration.
As
prospects become more serious, they
enter the consideration stage of engagement;
video content that is fuller, richer
and highly personalized to address patient
questions is suggested. Links to content
that are specific to the orthodontic practice
team, and what to expect at the first
visit, are important touch points. A call to
action about scheduling an appointment
at the office should direct patients to the
website and phone number to make that
first contact, or provide an email address to
allow " permission marketing " of materials
related directly to individual inquiries (the
" click funnel " approach).
The decision stage of engagement usually
occurs after the prospective patient has
attended the office, and requires that they
like you, trust both you and the process,
and commit to proceed with treatment.
Video content that supports the image of
a highly competent, likeable and ethical
practice is valuable at this stage-collecting,
assessing and presenting information
differently, in a " speak less and show more "
examination process. Emotional touch
points are supported visually through the
use of before-and-after visual presentations
of cases similar to the patient's, delivered
via the context of storylines to the prospective
patient during the exam and on inoffice
TV streamed content.
For adults, enabling technology such
as SmileCloud or SmileFy that presents a
visual aesthetic objective to the prospective
patient is very impactful. Engaging
the patient in the planning process, establishing
the aesthetic benefits of white and
pink tissue adjustments and validating case
management techniques (SAP bracket position,
ILSE, disarticulation) differentiate
the practice and the approach.
As
the
patient
proceeds
into
and
through treatment, the engagement goal
is to support and encourage them while
continually validating their decision to
proceed. This retention stage of engagement
is frequently a missed opportunity
in a social media campaign. Social media
posts enable your patients to thrive and to
support and promote your aesthetic brand
within the community, ensuring a continual
inflow of like-minded patients seeking
the same quality of results and services.
" Process " and " progress " marketing media
approaches are ideal during this stage.
Some simple strategies can help orthodontists
hone their processes so they
acquire, then market, engaging materials
through social media during treatment
and retention.4
The effort involved in taking
" every appointment " photography and
patient videos describing their experience
will be rewarded by an endless amount of
quality content for social media.
5 story strategies to use
during the " hero journey "
Video testimonials: A very powerful
conversational tool. These messages encourage
confidence in the office. " Lifechanging "
experiences and " Wow " -worthy
results are very easy to incorporate in short
social media posts.
Explainer videos: These content pieces
are a good place for the neophyte to
start. Explaining in a conversational tone
why you do what you do is a wonderful
way to personalize complex treatment
strategies in layperson language and provides
the opportunity for viewers to hear
it in your own voice. There is tremendous
differentiation and value in demystifying
common procedures for patients!
Culture/vibe videos: As patients seek
emotional connection with people in the
office, videos that display office culture and
people are very compelling.
Experience videos: Patient apprehension
can be relieved by video content that
shows what they can expect during visits or
procedures.
Biographic videos: Doctor or team
biographies are very commonly presented
in a text format, but videos personalize the
experience.
Is your practice ready?
Patients and potential referral sources
value orthodontic providers who have
stellar reputations, an elevated visual presence
online and elsewhere, and present
enhanced skills, proven " Wow! " -worthy
Orthotown November 2022

Table of Contents for the Digital Edition of Orthotown November 2022
