Social media is the direct mail of 2023. The young dentists graduating from dental school today don’t want direct mail and, since many of them will work for a DSO, they’ll hardly ever see the mail in that type of business. This generation buys in when they’re comfortable with you, so our job is to get them comfortable. How do we do that? By building a brand and consistently getting in their feeds. The average American spends 5.5 hours per day on his phone so it’s all about fighting for facetime.
For us this strategy requires a full-time effort, so we created a Director of Digital Marketing position to handle the planning and creation of all our social media posts on Instagram and Facebook—the two platforms we’ve had the most success with. Our current director, Angel Chang, creates and manages content—often getting input or photos from me, our technicians or our sales team--and schedules posts up to two months in advance.
We post daily throughout the workweek and try to keep our content dynamic and interesting. We’ve done a lot of experimentation and what consistently gets the most traction is anything related to digital or IOS. For instance, we recently created a short video about our free iTero scanner program and, within an hour of posting it, we got a call from the purchasing manager at a 60-dentist DSO we had been targeting for months.
Posts about unique or challenging cases also get a lot of attention so we’ve created ‘Full-Mouth Fridays.’ Each week we post a few photos or a short video along with a description of a case. Our goal is to engage our audience and we often get comments asking us how we fabricate a certain restoration. They’re not asking ‘hey, can you make that for me?’ but it starts a conversation that can turn into a warm sales call that our sales team can eventually follow up on.
These things help build trust as do personal posts like highlighting the members of our staff or showcasing dentist feedback and photos. We also try to make things fun; for instance, eaxh quarter we do a Facebook live pizza raffle, picking the winner from submitted case feedback forms. Whether the client is local or out of state, we arrange for a pizza delivery for the winner and his entire staff.
Our efforts are paying off. In the last eight months alone, our online engagement has grown exponentially. For instance, when we compare September 2021 to March 2022 with September 2022 to March 2023, visits to our Instagram page have increased by 98% and our median engagement on Facebook has increased by 35%.
The lab’s 700-plus Instagram followers appreciate unique case photos, so for a recent “Full-Mouth Friday” post, The Dental Lab shared this image and the following copy: “Patient presented with crown and sleeve coping that needed to be re-veneered. This appliance was over 25 years old and financially the patient could not afford to replace with a new restoration. Our solution was to strip the old facings, solder the lower as it was broken and re-veneer with anaxdent’s new outline PMMA! Hopefully these will last another 25 years!”
Dental Laboratories Near Me
Looking for local dental labs? The Dental Lab delivers all over the nation with our fast and reliable shipping services, making us a dental laboratory near you--no matter where you are.
Our lab is equipped with the latest advancements in digital dentistry, allowing us to ensure the highest-quality dental restorations possible. Visit our product pages for a broader scope of our ever-evolving dental lab services. Give us a call today to get started: 215-293-9760
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Angel Chang is a Drexel University graduate with a background in Marketing. She has experience with digital analytics, SEO, social media management, content creation, copywriting, and web development.