Does My Office Really Need a
Facebook Page?
by Edward Zuckerberg, DDS, FAGD
Back in 1979 when I first started my practice, marketing
meant having a good-looking sign on the door, a simple listing
in the Yellow Pages and a small display ad in the local
Pennysaver. Somehow those efforts filled my chairs with new
patients. Today, dentists feel like they need a full-time marketing
person to manage their directory listings, newspaper ads,
Web page and search engine optimizations, radio, TV and general
media presence, not to mention e-mail campaigns. The
whole thing seems downright overbearing, and draining to
devote a significant portion of the practice income, all before
that new patient even sets foot in the door.
With all these ways to market, it might seem that the last
thing a practitioner needs is to be told about a new way to market
their practice. But using Facebook – the ultimate social networking
tool – will allow you to do many of the things you are
currently doing even more effectively, with much less effort and
significantly lower cost. More than 500 million people are using
Facebook worldwide. With more than 120 million in the U.S.
alone, chances are good that nearly 50 percent of your current
patient base is not only using Facebook, but is logging on several
times a week. This is a tremendous opportunity to project
your message and reinforce relationships with current patients,
as well as tap into a market of new patients.
The heart of Facebook's social network is the free page each
person or business can set up, which can include photos, interests,
personal information, and anything else they wish to
include in their online persona. They link to other friends and
acquaintances by inviting each other and accepting invitations
to be linked online as friends, and to companies and businesses
such as your dental practice's page by "liking" your business (formerly
"becoming a fan" of it). Your page may include everything
a regular Web page has – including articles, biographies of staff
members, listing of hours, maps and directions, photos and
videos. More importantly, the page is interactive. There is a
"wall" on each page where fans can post comments, ask questions,
review your practice and start discussion strings. With a
little computer know-how you can easily set up the page yourself,
or for a more professional look, use an outside company.
The hardest part of developing your Facebook presence is
getting existing patients and their acquaintances to "like" your
page. According to Dave Kerpen, whose company Likeable
Media (Likeable.com), specializes in helping businesses develop
and grow their Facebook presence, getting fans for your page
starts by listing your Facebook Web address (mine is www.facebook.
com/painlessdrz) on your business cards, stationary,
invoices, Web page, newsletter, office signage and just about
anywhere that you have office information listed. Also offer
incentives for your patients and other contacts to "like" your
page. The incentive may be in the form of free merchandise, discounts
on services, or special offers. People want to be involved
and stay informed.
Make them aware of your Facebook presence and with a little
effort they will "like" and link to your page. According to
Kerpen, the minimum magic number to shoot for is 350 fans on
your practice's page. At that threshold the marketing effectiveness
really starts to escalate. You can post simple updates to your
page, which can range from introductions to new employees,
information for patients about new techniques or equipment just
placed into service, or the things you learned at the CE course
you just attended. Better yet, use the page to ask engaging questions,
and if possible share photos and videos of happy patients.
These updates automatically get broadcast onto the news feed of
all your fans in real time and free of charge! Unless you employ
a company such as Likeable to help set up your page and strategy
(I highly recommend it unless you have the time and are computer savvy), you haven't invested a dime yet, and you've
developed a presence which will help you continue to tap into
your market of fans with your messages as often as you want.
This is a great vehicle to offer discounts and specials for your fans
too. Around Valentine's Day, my page offered "free bleaching for
your sweetie" when they came in for bleaching and purchased it
for themselves. While you don't want to flood
your fans' news feed with promotional messages,
you do want to get your message in front
of them as long as you have something worthwhile
to say. Getting at least two messages a week is a
good start and shouldn't take more than 10 minutes of
your time to add new content to your page. Get your
staff involved with ideas for posts, specials or even add
an office blog to your page.
Now that you have developed a nucleus of fans on
your page, it's time to start attracting new patients to
your practice. Facebook lets you target your advertising
in ways that no other form of advertising can, and delivers
the power of your fans' social networking connections to create
the online version of word-of-mouth referrals. In Facebook's ad
setup page you can select from a variety of demographics to target
your market – including but not limited to: age groups, geographic
locations, gender, academic levels achieved and any
interest or job title listed on an individual's profile. Of course,
the more specific you are in selecting demographics, the target
market will decrease, but you will get more bang for your advertising
dollar as you assure that your message is only getting out
to those you want. Now here's the biggest kicker: one of the
selectable categories is "friends of fans." For
example, John Smith is a fan of your practice.
Most people on Facebook have at least 100
friends, some upward of several hundred.
Using demographic limitations, assume that 25 of
John's friends fit into your limits. When your ad
appears before John's friends on their Facebook page,
there will also be a thumbs up graphic along with
"John Smith likes 'your practice'!" This is the online
equivalent of a word-of-mouth referral. Can you
imagine if your direct mail could include references to
the recipient's friends liking your practice? If that person
is looking for a new dentist and they value John's recommendation,
you have successfully harnessed a referral without
having to ask John to be a missionary for you.
Facebook also allows you to specify your advertising budget
and gives you incredible tools to evaluate the effectiveness of your marketing program by giving you such information
as number of impressions and number of
clicks achieved. An impression is simply the viewing
of your ad or its appearance on a page, with no
guarantee they will see it or actually click on your
ad. It would be the equivalent of a direct mail
piece arriving in your prospective clients' mailbox.
A click means they are interested or want more
information, the mail equivalent of them actually
opening the envelope. If you have done your
demographic selection well, the click per impression
rate will be much higher than any other form
of advertising and accordingly, much more cost
effective and efficient in generating new patients.
I've done direct mail pieces that cost $500 or
more, were mass mailed to 10,000 homes and generated
four to five new patients on average. With
Facebook advertising, an investment of $50 got
me 120 impressions, 42 clicks and six new patients
in one week.
Your patients will be impressed by your
Facebook presence as much as they are by that new
CAD/CAM machine in which you just invested
thousands. With Facebook you show you care
enough to provide patients with a new means of
communicating and staying in touch with them.
As Facebook continues its exponential growth and
your fans' network get larger, you are piggy-backing
onto the best value in promoting your practice
both internally and externally, reinforcing existing
relationships and attracting new patients to your
practice. Likeable's Kerpen calls Facebook "word-of-
mouth marketing on steroids" – the sooner
your patients "like" your practice, the sooner you
can get those steroids working for you.
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