Pacific Coast Society of Orthodontists Bulletin Winter 2014 - (Page 6)

EDITORIAL FACEBOOK AND ORTHODONTIC PRACTICE MARKETING By Dr. Jae Hyun Park, PCSO Bulletin Editor-in-Chief S ocial media is quickly becoming the mainstay of publicity and marketing. The most frequently used social media/ networking site is Facebook. Facebook users spend more than 700 billion minutes on the site monthly.1 Frequent Dr. Park Facebook use by the general public gives orthodontists ample opportunity to market their practices online. Facebook pages offer practitioners a way to market competitively and connect with their patients. Online resources can announce upcoming office events, allow patients to view upcoming appointments, send text or email appointment reminders (resulting in fewer missed appointments), provide access for patients to fill out paperwork such as medical histories and insurance information, and allow patients to review education materials. We conducted a 25-question survey using the American Association of Orthodontists (AAO) Graduate Research Program.1 It was distributed to 2,447 AAO members, and the response rate was 19%. Of the 455 responders, 55% reported using Facebook to market their practices. A majority of orthodontists (95%) believed that marketing via Facebook will continue to increase. Of the orthodontists surveyed, 23% believed that they had seen an increase of one to five patients per month as a result of Facebook marketing. The survey also demonstrated that orthodontists practicing in larger communities with higher average household incomes were more likely to use Facebook to market their practices.1 6 The benefits of marketing via Facebook include communicating treatment advancements, showcasing available treatment services, and providing location information and directions to the office. According to the study, 94% of households in the U.S. have access to the Internet; presently, 65% of orthodontic patients have a Facebook account.2 Business pages differ from personal Facebook pages, as they offer no invites or friend requests. Once a user has "liked" the business page, activity is posted to the user's page, and others can view the pages their friends and family have liked. The most common reason cited for not using Facebook marketing is a lack of knowledge about social networking sites and perceived privacy concerns.1 Even so, business pages are very user-friendly and can be designed in a discrete and professional manner. In another Facebook marketing survey that we conducted, the results showed that over 80% of potential orthodontic patients are Facebook users; this makes marketing outlets such as Facebook essential.3 Facebook pages can offer marketing cost savings by communicating news, advising of holiday schedules, and announcing contest winners and patient birthdays free of printing or postage.3 Patient office experiences and testimonials may also be incorporated in a Facebook page to help market the practice. For a business page to remain attractive, there should be constant monitoring of and interaction with the site to answer questions and remain engaged with the online audience. If an orthodontist does not possess the knowledge or time to maintain the business page, it is recommended that the task be delegated to employees, marketing representatives, or hired companies. PCSO BULLETIN * WINTER 2014

Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Winter 2014

A Clear Message and a Clear Plan
So Much to Share and Celebrate!
Facebook and Orthodontic Practice Marketing
Component Reports
AAOF Report
PCSO At a Glance
Poor Posture = Back and Neck Pain
Resident Spotlight: Roseman University College of Dental Medicine, Postgraduate Orthodontic Program
Younger Member Spotlight: Dr. Mahbod Rashidi
The University of the Pacific’s Arthur A. Dugoni School of Dentistry
Dr. Terry McDonald Interviews Dr. Glenn Sameshima
New Technology for a New Office: Cost-Effective and Space-Saving
Case Report Pre-Treatment
Dr. Frank Beglin, PCSO President 2014-2015
Helping Autistic and Special Needs Children
Organization and Innovation are Intertwined
Patient Service: Thinking Outside the Box
Clinical Applications of TADs and Outcome Evaluations with 3-D CBCT Superimposition
Root Resorption
Tips and Tricks from the Trenches
Case Report Post-Treatment
Diastema-Closing Appliance
Dr. David Thomas Lawless

Pacific Coast Society of Orthodontists Bulletin Winter 2014