Should your dental clinic or dental office be on social networks?

The question that illustrates the title of this article is a very common one and often comes with many other questions about how to use these tools correctly.

To answer that question, imagine you could place a billboard from your clinic on a very busy city avenue, where current clients and thousands of prospects would pass by 24 hours a day, seven days a week and indefinitely. Surely you would make this billboard, right? But if he was half abandoned, unenlightened, with the misspelled words and a distorted picture, would you still bet on that communication? Probably not! Well, this is the answer I usually give clients about whether or not they have a social media page: it all depends on how you do it, after all, our chief consultant Cláudio Gonçalves said: '' anonymous rather than evil spoken ''.

I like to think of dentists' social networks as an extension of the clinic, a way of 'talking' to their audience, establishing relationships, knowing what they think about their care, getting to know their competitors better, communicating relevant topics, showing their services and interact. Unlike a website where only your company '' talks '', on social networks there is a '' talk ''. People can comment, make requests, complaints, etc., and your business needs to respond and keep up with this dynamic.

When I talk to professionals who are less intimate with these tools, many show some fear and believe that being on social networks can encourage customers to complain. In this regard, my answer is clear and straightforward: If any patient is unhappy with your services, they will speak ill of you anyway. The difference is that if he complains on your page, you have the opportunity to retract and demonstrate that he is willing to correct the problem. The same premise is valid for compliments, which once registered, are available for viewing by anyone who accesses the profile of the clinic.

If you want to create a page for the clinic on Facebook or a profile of Dentistry on Instagram, know that this cannot be done only intuitively and without direction. Betting on digital marketing strategies focused on social networks requires specific knowledge of techniques, tools and other rules of this segment, which goes far beyond what you know just by having a personal profile.

I have to myself that being on social networks is no longer an option, and throughout my articles here, we will delve deeper into this subject, braving together the innumerable particularities of this universe.

Rafael Barros: Graduated in Marketing from the Polytechnic College of Campinas; graduating in journalism from the School of Management Marketing and Communication (ESAMC); Copywriter and Social Media at Altera - Service Intelligence Center.

Source: Implant News Prótese News. Available at: http://www.inpn.com.br/Materia/OdontologiaNegocios/132459. Access on: 11/07/2019.