Once upon a time, there lived a dentist with many degrees (endlessly listed on their website) hoping to appeal to the patient of their dreams. No one connected. No one scheduled. Well, one guy did. The end.
Pretty boring story, right?
We know you’re smart, we know you’re talented, we know you’ve got the degrees and accolades and the golden toothbrush trophy to prove how much you love the dental profession, but the truth of the matter is: most people just don’t care.
Here’s what your patient wants to know:
- Who are you?
- How can you help me?
- Can I trust you?
How can you answer those questions? How can you keep your marketing engaging? Storytelling.
Not the “hey kid, jump up on my knee so I can tell you a story” type of storytelling, but the raw, real, authentic experience-sharing storytelling that makes you who you are. You are a dentist with a space, a specialty, and a story of your own. And you can help your patients.
Good storytelling makes way for a solution.
There’s a hole that needs to be filled.
A cavity...if you will. (Dental pun, anyone?)
If you’re speaking the story language, you’re appealing to the hearts of patients rather than their number-crunching minds. Find ways to answer questions and solve problems before they walk in the door and you’ll win the hearts of your patients again and again.
Here are some practical ways to answer those ever-looming questions on your own website and within the confines of your online presence. It’s a great time of year to audit what you have and make any minor improvements you can - let’s dive in.
How to answer the question “Who are you?”
WHAT TO SAY: Try to answer these questions in your website and social media copy: List your practice’s name, specialty, and location. Why did you choose this area? What is different about your practice?
WHAT TO POST: Show professional photos of you and your team together on your website and social media.
WHAT TO DO: Be consistent in your hours and processes so patients know what to expect and be sure all platforms (Google, Facebook, etc) have the same hours listed.
How to answer the question “How can you help me?
WHAT TO SAY: Try to answer these questions in your website and social media copy: What is your specialty? How does your team uniquely help patients? What does a nervous patient typically ask you?
WHAT TO POST: Show professional video of you and your team working with patients on your website and social media.
WHAT TO DO: Have educational material on your website, in your office, and explained to patients before, during, and after their treatment.
How to answer the question “Can I trust you?”
WHAT TO SAY: Try to answer these questions in your website and social media copy: What made you start a practice? What experience do you have working with patients who struggle with anxiety? How do you want to affect your patient’s experience?
WHAT TO POST: Pair reviews with professional photography of your team working with patients.
WHAT TO DO: Be knowledgeable, be understanding, have a great bedside manner, and listen to each concern your patient has and mitigate their concerns. In short, be a good dentist.
How do you know if you’re on the right track? If your messaging is on the up and up, you’ll start hearing:
“I knew what to expect.”
“I trust your recommendation.”
“I feel like you understand what I’m going through.”
You may not think you have a strong story, but your patients will and it’s important you walk with them on the journey to filling their cavity. Metaphorically speaking, of course.
It may not sound like marketing, but it’s actually the best kind. Be yourself, share your story, solve problems, and be the best darn dentist you can be. Patients will come.
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