Social media is one of the quickest and most direct ways you can connect and engage with patients.
Instagram is the fastest growing social network, with 1 billion active monthly users. And with 90% of users following a business on the platform, it’s clear that Instagram offers a real opportunity for dentists to attract new patients and strengthen existing relationships.
But of course, this will only be successful if you can use it effectively to build a brand that appeals to your patients.
Below are five ways you can harness the power of Instagram to boost your brand:
Keep it fun and personal
Instagram is all about sharing fun pictures that show off your personality, so make sure your page does the same. Photos and short videos (Instagram only allow you to post videos that are 60 seconds long) that introduce your staff and give a glimpse of who they are as people – not just professionals – will start building those human connections.
Include posts that aren’t just about dentistry. So, if it is someone in the team’s birthday – or even a long-term patient’s birthday, work anniversary, or you’ve done some charity fundraising – create a celebratory post with a fun image.
Show off case studies – and prioritise ‘after’ photos
Of course, as a business you will want to showcase what you can do for your patients. With its image-led approach, Instagram is the perfect place to share the amazing smiles you have created and highlight successful case studies.
Be mindful that the general public scrolling through their feed will not necessarily appreciate the ‘before’ picture popping up. So, either simply stick to just showing the results of treatment or post the ‘after’ picture first, so that someone has to swipe to see the ‘before’.
Ask patients to share their own case studies
Unlike Facebook, there is no function to leave reviews on Instagram. However, this doesn’t mean you can’t ask patients to give you feedback via the platform.
While sharing your own case studies is great, they work even better when they come from the patient themselves. A patient posting about the brilliant treatment they have received from you and pictures of their new smiles that leave them feeling more confident, is extremely credible.
Hopefully you are already asking patients to leave you online reviews – why not include Instagram in the list of places you ask for feedback, making sure to remind them to tag you in the post!
Talk to patients, not dentists
Remember that you are mainly using Instagram to build your relationships with new and existing patients.
That doesn’t mean you can’t follow other dentists or practices and benefit from some professional networking. However, it does mean that the language you use and content you post should be firmly aimed at patients.
Posting a picture of your CEREC machine or other new equipment and using technical dental jargon is not going to resonate with the general public who make up your patient base. To retain and increase your number of followers, stick to using layman’s terms and focusing on the benefits of treatment.
Review the competition
It is always worthwhile keeping an eye on what other local practices are doing on Instagram.
If you’re stuck for ideas for new posts or where to start, you might be able to gain some inspiration from them. Or, you might see a gap in the kind of things they are posting that you could fill and highlight how you are different.
It can also give you insight into the kind of offers and services they are promoting, which is always useful to know from a business and marketing point of view.
