Instagram for dentists or orthodontists is an excellent tool to better connect with their patients, build authority in their industry and attract more patients to their clinic.
In order to achieve all these objectives, it is essential to take some precautions. Especially when planning your content and creating your account.
Here are 5 ways to successful Instagram marketing for dentists.
Tip 01: Use a commercial Instagram account
Before thinking about posts or any other point, bear in mind the essential fact that you must use a commercial Instagram account only then will you be able to make announcements and have access to your account information, such as number of accesses on posts, main gender of your followers, age group and others critical information that will prove very useful later.
In addition, a business account allows you to create buttons for actions, such as "call", "send email", "how to get there" among others.
If you already have an Instagram account for your office and it is not commercial, you don't need to despair, because you can change it to a business account.
Go to settings (that gear symbol that appears next to the “edit profile” button) and scroll until you find the option “switch to business profile”.
Click on this option and link the Instagram profile to your office's Facebook page. Then just fill in the requested information.
Tip 02: Know who you want to attract
Another essential point in terms of Instagram planning for dentists is to define who your target audience is.
The more specific and detailed you are in this part, the greater the chances of creating really relevant content that helps your goals.
Think about the various characteristics of the people you serve or want to serve, such as: location, age group, income, profession, lifestyle, main pains or problems, treatments they are looking for, most common doubts, languages they use, ways of consuming content they prefer (videos, texts or images), times and days of the week using Instagram etc.
Realize that we are not only talking about economic or geographical characteristics, but mainly behavioral ones.
Let's say you see a lot of people who are afraid of a dentist. It is possible to create an exclusive series showing how to overcome this problem and even the differentials of your office to assist these people, such as a chair that does massage, special attention, needle-free anesthesia, among others.
You will go straight to the patient's pain - which often makes him end up not scheduling an appointment with you.
Tip 03: understand your goals
In addition to thinking about who you want to attract, know what you want with your Instagram page.
It is possible to have different goals, but for each one you will need to think about an appropriate strategy.
Some possibilities are: getting more people to know your office, creating a relationship with patients and potential patients, standing out from the competition, placing yourself as an authority in your sector, increasing appointments, etc.
Tip 04: Plan your content and create a schedule
If you post anything, your followers will believe that you don't care about your page or the people who like it. Something not pleasant for your image, is it? So always plan ahead for what you are going to post.
To do this, analyze your audience very well and the characteristics you have studied about them. Think about which doubts are most common, the fears and fears that prevent these people from continuing the treatment, their desires and also the differences between others and your practice.
Create interesting, relevant posts that solve users' doubts and provide quality information but in an interesting way with an accessible and thought-provoking language. Don’t use jargon that dentists use while talking to each other.
For example, suppose you have a lot of young people in your audience. Usually, they don't have the patience to read longer texts. In this case, it is worth using other more dynamic tools such as Stories and IGTV. You will also be able to record short, objective videos to post to your feed.
The tip is to always deliver solutions, as this will make your profile a source of relevant information for these people and transform your image, differentiating it from the competition.
Regarding your business advertisements, use the 80-20 rule: 80% informative content and 20% advertising; talking about your differentials, courses, technologies etc.
And, of course, don't forget to balance the posting schedule, so as not to overwhelm the followers or make it look like an abandoned profile.
Use the characteristics of your audience to know what volume and on which days and times to post. You can also use Instagram insights to better understand your audience.
Tip 05: use Stories wisely
People buy on social media too. But they are in these places, primarily, to relate with other people as well as with companies and brands.
Use this to your advantage! ??
Stories are excellent for creating more spontaneous content that portrays your daily life, the clinic routine, the “behind the scenes” treatments, the courses you are taking, etc.
This brings users closer to you and shows that you are also a human being like all of them.
You can also ask questions in the Stories to learn more about your audience, for example about what treatments they want to know, the main questions, among others.
Take the opportunity to get to know your audience better and thus make your actions even more accurate.
Tip 06: invest in sponsored posts and ads
Organic traffic, those people who come to your profile spontaneously, is great. But with the constant changes in the algorithms, it becomes increasingly difficult for companies to reach the audience without the use of sponsored posts and advertisements.
So, use this alternative to get more followers and expand your page’s reach.
In addition, you can create ads that take users to your website and make it possible for you to win even more patients quickly on autopilot.
In this blog post, you saw that Instagram for dentists is an excellent tool, provided it is used properly. Did you like my tips? Let me know in comments.