Orthotown October 2019 - 48
Gift of braces: This was a video taken
by a patient who was gifted braces
by her parents. Although she cries
tears of happiness, it demonstrates
the effect of our ability to physically
enhance smile aesthetics on our
patients and potential patients.
Repost of a "Best Orthodontist" story shout-out from patient in treatment: We love it when our
patients give us shout-outs unprompted! To me, this is a great compliment and proof that we are
succeeding in our mission to inspire smiles.
whose values resonate with it, then empower
them to act in accordance. If you wish to
delegate your social media management
to an employee, consider setting concrete
goals not only for the number of posts but
also the types and frequencies you desire.
I highly recommend keeping a level of
oversight through maintaining final approval
of posts; when managed effectively, this
can prevent embarrassing faux pas with a
minimal investment of time.
Include your patients and community.
Remember that engagement on social media
is often not a reflection of the quality of
content, but how much your patients like
you and their desire to be a part of your
story. Making the experience about your
patients includes them in your story and
perpetuates it through the messages they
send to their friends. I fi nd that if we're
48
OCTOBER 2019 // orthotown.com
doing our jobs right at the chair, patients
are just looking for a way to express their
gratitude while becoming more closely tied
to the brand they already committed to.
Our job becomes a matter of telling them
how to do so through posting or engaging
on their own social media accounts.
A few guidelines for creating
truly engaging content
Keep in mind what's interesting to your
audience, rather than what's interesting
to you or easy to shoot. Some examples of
generally uninteresting posts include too
many "teeth" pictures, braces-on/braces-off
posts, and generic "Happy Holiday" posts.
When done right, with a message that is
novel and interesting, they can be great
for engagement, but too often these appear
uninspired and boring to our audiences.
Simplify and focus. Especially when it
comes to advertising, it can be tempting to try
to cram in as much information as possible.
Instead, focus on a quick, attention-grabbing
image and tagline with a redirect link to a
landing page with more information.
Follow and study the most popular
industry influencers. Not to copy them, but
to pick apart their stories to find inspiration
for your own. You'll also find inspiration
for artistic touches that could jibe well with
your own brand. A few Instagram accounts
I highly recommend are:
* Dr. Kyle Fagala (@memphisbraces).
* Dr. Dovi Prero (@preroorthodontics).
* Dr. Grant Collins (@thebracesguy).
* Dr. Amanda Gallagher (@agortho).
* Dr. Cole Johnson (@jfobraces).
* And, of course, my own office page
(@iconbraces).
http://www.orthotown.com
Orthotown October 2019
Table of Contents for the Digital Edition of Orthotown October 2019
Orthotown October 2019 - Cover1
Orthotown October 2019 - Cover2
Orthotown October 2019 - 1
Orthotown October 2019 - 2
Orthotown October 2019 - 3
Orthotown October 2019 - 4
Orthotown October 2019 - 5
Orthotown October 2019 - 6
Orthotown October 2019 - 7
Orthotown October 2019 - 8
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Orthotown October 2019 - Cover3
Orthotown October 2019 - Cover4
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