Orthotown July/August 2019 - 25

Dr. Dovi Prero discusses the top 10 types
of Instagram posts that helped build his
practice-and how they can help yours, too
When I started Prero Orthodontics in late 2014, I'd already been on Instagram for four
years, using it for photos of the family and adding cool filters. In early 2016, I dived heavily
into using Instagram for the office, and I began seeing patients come directly from the platform
about six months later. It's more important than ever for your practice to have a substantial
presence on Instagram. In this article, I'll review some of the reasons for this phenomenon and
give you pointers for your practice as well. Let me show you why and how!

PHOTOGRAPH BY SEAN MICAH CREATIVE

Overarching principles
Be where your patients are. Back in the days of the Yellow Pages, doctors
would take out ads there because that's where people looked to find information.
When the internet started to become popular, we built websites on it because
that's where people were spending their time. Now, our patients and their
parents are spending time on social media-Instagram, specifically. To be in
front of their eyes, it's imperative to have a substantial presence there: This is
what's known as "top-of-mind marketing."
Grow your Instagram following. Encouraging friends, family and patients
to follow your page is a great start. Consider offering a contest with giveaways
and prizes to encourage followers and gain momentum.
Consider influencer marketing. An influencer, by definition, is someone
who has influence over a certain segment of the population. In the social media
setting, that means someone who has a large following. Think of social media
as a microphone to broadcast your message: If you partner with an influencer,
you're using a louder microphone to broadcast that message to a wider audience.
Validate your referrals. Very often, patients will need to hear your name
a few times before they take action. If they follow you on Instagram and then
their doctor refers them, it now becomes a validated referral, like the second
time someone suggests you.
Education and storytelling are essential. The best way to truly engage
with your audience is through education-teaching them what it's like to treat
patients and explaining why you're passionate about your practice. When I
speak to my audience, I usually speak in terms that a first-year dental student
would understand on the first day of dental school. You can speak in complex
terms, but it's important to elevate your audience and raise their dental IQ,
empowering them to make the best decisions for their health.
Instagram is a great way to highlight the interesting and exciting things
going on in your office. It is a tool, among many others, that can help your
practice grow. On the next pages, I'll share some examples of the posts that have
worked great for my practice (which you can follow at @preroorthodontics).
Wishing you continued success!

orthotown.com \\ JULY/AUGUST 2019

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Orthotown July/August 2019

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