How Your Happy Patients Can Help Build Your Brand
Social proof is a powerful concept that every dental practice should use in their marketing strategy. With over 4.7 billion social media users worldwide, leveraging social proof and social influence has become an indispensable way to build trust, credibility, and authority for your dental practice.
Now Media Group, a full-service digital marketing agency based out of San Diego, CA, emphasizes the importance of social proof in your practice’s digital marketing strategy. Call (858) 333-8950 to schedule an appointment with a consultant and learn how to employ social proof throughout your marketing channels.
What Is Social Proof?
Social proof refers to the psychological phenomenon where people look to the actions of others to guide their behaviors and decisions. When consumers see that others are buying from, trusting, or engaging with a business, they’re more likely to do the same.
Some examples of social proof include:
- Customer reviews and testimonials
- Ratings and reviews on sites like Google, Facebook, and Yelp
- Customer case studies and success stories
- Media features and press mentions
- Awards and certifications
- Social media followers and engagement
The premise behind social proof is that potential customers find recommendations, actions, and validations from other people far more persuasive than direct messaging from the business itself. Rather than touting how great your dental services are, let happy customers do the talking.
Why Social Proof is Crucial for Dental Marketing
In the dental industry, social proof is especially important for establishing trust and credibility with potential patients. Here’s why:
- Highly Considered Purchase: Visiting the dentist and getting dental work done is a big decision that people research extensively beforehand. They want reassurance that you’re an expert who will provide excellent care.
- Anxiety/Fear: Many people feel apprehensive about dental visits due to fear of pain, high costs, etc. Social proof helps alleviate those concerns.
- Commoditized Services: Most dental practices offer similar services, so it’s hard to stand out. Social proof gives you that edge.
- Low Frequency: Since most people only visit the dentist every six to 12 months, they often look for reminders and referrals from past positive experiences.
- Referral Business: Over 80 percent of people say referrals from friends and family are important when choosing a dentist. Social proof facilitates word-of-mouth.
By prominently featuring social proof on your dental website, marketing materials, and social media, you can convince more prospects to give your practice a try.
Examples of Social Proof for Dental Marketing
Testimonials
Testimonials directly from past patients talking about their positive experiences are incredibly persuasive. Be sure to include specific details about how you solved issues and exceeded expectations. Using photos, videos, and names also boosts credibility.
Online Reviews
With over 90 percent of people reading online reviews before visiting a local business, managing your online reputation on sites like Google, Facebook, and Yelp is essential. Respond professionally to any negative feedback and ask happy patients to leave reviews.
Case Studies
Develop detailed case studies showing how you improved a patient’s smile, comfort, or other dental issues. Use before-and-after photos and quotes about their transformational experience at your practice.
Awards and Certifications
Tout any awards, certifications, or recognition your dental practice has received from industry groups and publications. Feature logos and details prominently.
Press Mentions
Being featured in local newspapers, magazines, TV segments, or radio shows gives you third-party credibility. Re-share the news coverage on your website and social media.
Social Media Engagement
An active, engaged social media following demonstrates popularity and trustworthiness. Share your expertise, behind-the-scenes photos, patient videos, promotions, etc., to build your audience.
Influencers
Work with relevant influencers on social media or in your local community to partner on co-marketing campaigns, content creation, and patient referrals.
Leveraging Influencers for Dental Marketing
A particularly effective social proof strategy for dental practices is partnering with influencers — people with an established audience and authority in a niche. As discussed above, influencers can take multiple forms:
- Social media influencers in dentistry, orthodontics, oral health, etc. (follow/engage with their content, do co-marketing campaigns)
- Relevant bloggers/vloggers who focus on dental care and could potentially feature your practice
- Well-known professionals in your geographic area, like news anchors or athletes, whom you partner with on patient testimonials/referrals
- Active community members and organizers who could spread the word about your practice to their networks
The key is identifying influencers who align well with your target patient demographics and content strategy. Partnering with the right influencers provides pre-built social proof and exposure to qualified new patients. Dental practices should pursue long-term partnerships that add value for both parties and help the influencers grow their brand and platform.
Ready to Boost Your Dental Practice Marketing with Social Proof?
Implementing a robust social proof strategy takes time and effort but pays off exponentially in building trust, awareness, and new patient leads. Here are some tips to get started:
Solicit online reviews from happy patients. Email them, asking to leave Google, Facebook, etc. reviews.- Monitor review sites and social media to respond promptly to any patient feedback.
- Develop patient success stories/case studies to feature on your website and in other marketing.
- Apply for dental industry awards and promote any wins.
- Distribute press releases about practice milestones and achievements to the media.
- Build relationships with potential influencer partners and content collaborators.
- Refresh website content highlighting awards, press coverage, testimonials, reviews, before-and-afters, etc.
- Promote social proof consistently across all digital channels: website, emails, social, paid ads, etc.
Discover The Power of Social Proof For Your Dental Practice
The more you can showcase real social proof like reviews, testimonials, referrals, and third-party validation, the more you attract new patients to your dental practice. Partner with our Now Media Group team to strategically incorporate social proof into your dental marketing efforts. Let’s put the power of social influence to work for your practice’s growth and success.
Call (858) 333-8950 to schedule your appointment with our skilled dental marketing team today. We look forward to partnering with you to grow your practice and serve your community.