Online Dental Marketing: 5 attitudes not to be done in social networks

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Nowadays, you can't think of dentist marketing without doing online dental marketing. People are getting more and more connected and the digital environment is a great source of cost-effective or even free patient capture, depending on your internet engagement, of course.

In fact, online dental marketing is a market trend; On the other hand, the number of professionals working in this environment is still very small. And within this number, even fewer dentists use the internet effectively and ethically, generating attractive financial numbers and valuing the profession. When we think of social networks, there is a true tsunami of amateurism and unethics in online dental marketing. In the end, that kind of dental marketing causes the reverse effect, that is, repelling the patients in the office.

Below are 5 attitudes in online dental marketing that you must not do on social networks:

  1. It is forbidden by the Code of Dental Ethics to publish before and after photos of dental treatment in online dental marketing.

The Code of Dental Ethics is very clear about disclosing the famous photos before and after the treatments performed. The justification is supported by the fact that when the dentist publishes these photos, he will have an obligation to result, something very complicated to ensure in health, especially when it depends on the patient. Even in a legal environment, this attitude is already the cause of the loss of several lawsuits with the patient as complainant and the dentist as reported.

  1. The dentist may not disclose terms that denote unfair competition or commercialization of the profession.

As much as we find it more often in traditional or offline media (flyers, banners, newspapers, etc.), it's not hard to find something like that on social networks, particularly on Instagram. It is strictly forbidden to use terms that market the profession, such as:
- Free consultation;
- Free trial;
- Discounts;
- Promotion;
- Use the term day: Botox Day;
- Popular prices.

  1. Use photos that show the characteristics or treatment itself and not the benefits

A very common form of online dental marketing that we find on social networks is the disclosure of the procedures and not the benefits. For example, surgery on a dental implant, with a lot of blood and incisions, is beautiful for dentists, but causes panic in patients. The dentist must focus on the benefits of treatment. Stop to think about why a patient who replaces the missing tooth through dental implants:
- Get rid of the prosthesis;
- Chew well again;
- Reset the space and regain the aesthetics of the smile.

The dentist's focus must be on the benefits of treatment.

  1. Post infrequently on social networks

One of the things that always reminds you of a brand is how often it is viewed. This gives the dentist authority, not to mention that social networks rank better the profiles that generate the most engagement, such as likes, posts, comments, and shares. The recommended minimum posting frequency is 5-7 times a week. On the other hand, over-posting can saturate your information follower, being a major cause of losing followers.

  1. Don't post relevant content in your online dental marketing.

 People engage more on the internet with social networking sites and profiles when there is content that generates interest or curiosity. Do a study of what is relevant to your audience and compatible with what you offer in your dental office.

The digital environment can be very useful for the dentist if it is used correctly and professionally. Improper dental marketing can cause damage (sometimes even irreversible) to your office. So be smart and do the right thing!

Source: Empreenda Dentista. Available at: https://empreendadentista.com.br/2017/12/19/marketing-odontologico-online-redes-sociais/. Access on: 11/14/2019.