Like most dentists, I listened attentively as advertising gurus spouted the importance of having a great online presence and reputation for your dental practice. I read several articles on the web with titles like "7 Pearls to Reach Patients through Facebook and Twitter". There are also multiple references on how to get patients to post positive online reviews about you and your office. However, I have discovered a few realizations about the much touted Social media wave which I will now share.
- Maintaining an ACTIVE online presence is a full-time job. I found that trying to keep my dental Facebook page updated hourly, daily, weekly with pictures, posts, jokes etc. takes up a lot of time. I already have a job and am not interested in another one, thanks. Does having a fresh Twitter feed say anything about my skills as a dentist, really? I have found that I would rather catch up on conversations with my patients.
- Most REAL people who review dental offices have an axe to grind. There are very few unsolicited reviews of dental offices that are positive, at least in my experience. I think I may have one or two genuine positive reviews out there somewhere. Unfortunately, the majority of people who take the time to write a review feel like they had a negative experience at an office and it is usually due to financial reasons. Just like in restaurants, sadly, few people take the time to tell management when they felt their experience was great. Most only speak up when things fell short of expectations. Similarly, offices that have a bunch of glowing reviews online either write them themselves, incent patients to write them, or get their staff members and their family members to write reviews. Why? The more mentions of the practice and doctor's name on the internet, the more the office comes up in internet searches. This means patients searching for dentists on the web will be more likely to see their name. However, again this is not a real indicator of the doctor's skill in dentistry, but rather of their skill as a marketer.
- Word of Mouth is still the best referral source for dentists. I have been in solo practice since 2003. I have tried advertising in several types of media. Yes, I do agree that it is important for patients to see your name and face, and know that you exist. The more you get your name out there, the better result you will have. However, patients still want to know a few things about a dentist that an ad cannot convey. That is why a word of mouth referral from and actual patient is more valuable and effective than any other type of advertising. An online or print ad can tell you that I do a good job giving injections, but a testimonial from a friend in your bowling club holds more weight.
- A slick, fancy, web page does not equate to an increase in patients calling your phone. One day I will have to do a study to confirm this theory. However, I don't believe that there is a direct relationship between the amount of money spent on a practice website and the number of patients who schedule appointments. What I have found is that most patients who find me on the web USUALLY already have my name from another source. They use my site to get contact information, directions, confirm that I take their insurance, or third party payment plan. They may look at my photo to make sure I don't look crazy. Some may even read my bio if they are especially bored or nervous about their visit.
- People don't care about friending, following, or linking to their dentist. I personally use social media on my down time. I find ads (and invitations to play games, hint) on these sites annoying. I am usually logging in to connect with friends and family, have a laugh or some fun. Believe it or not, I am not there to talk dentistry. I am also okay and comfortable with the fact that most people do not equate going to the dentist with fun. Even though a lot of my patients will say that they do laugh a lot at my office because we like to joke around during the day. Side note: I also do not care if I see people drinking soda or eating candy when I am in social settings. Those are your teeth!
- Internet contests. Yawn... People may be attracted to a dental site or page if they are giving out free goods or services. However, this does not necessarily mean that these people will become part of their patient family. I would rather people seek me out as a dentist because I do a good job, not because I give out swag.
- A lot of the "free" review sites are not free. There are sites that claim they do not charge businesses to have a profile which is partly true. Just like the old phone book may have a free listing of basic information, these sites may have a simple listing of a practice name and phone number. However, if business owners want to edit their listing, have access to/ or dispute reviews, there is often an advertising fee to do so. I prefer not to advertise on these sites because I do not find I receive sufficient referrals to justify the expense. I also do not like the deceptive advertising that says patients can trust these sites because businesses do not have to pay to appear on them.
