The New Word of Mouth Embrace it or Ignore it?
During the recent American Dental Association (ADA) House of Delegates meeting, the
delegates were asked how important it is for a dentist to incorporate social media into their
• 68% of delegates thought it was very important for dentists to embrace social media
• 29% thought it was somewhat important
• 3% thought not too important
These statistics exemplify social media’s growing popularity amongst the healthcare
industry and confirm that not only the general public is interested in receiving
information in this format, but health professionals are as well.
Where is Social Media Headed?
Social media has gone mainstream and
ignoring it is no longer an option. The
internet is not just a source of information.
It is a two‐way communication highway Social networks, blogs and YouTube.
where users provide as much content as
traditional companies and media. People Three billion minutes are spent on
want information now. And they want it in Facebook each day. The fastest
whatever format they want. They don’t growing demographic on Facebook is
want to be talked at. They want to be those 35 years old and older.
talked with. They want to tell you their Hundreds of newspapers are going out
opinion and they want you to listen. And, of business or going online. Traditional
they want to hear back from you. media is losing share to online social
media. Simple paid advertising is not
So where is your target audience working the way it used to.
going for these conversations?
Health 2.0 • 41% said businesses should solicit
feedback on products and services.
• 37% said businesses should develop
According to a 2008 Cone Business in Social
new ways for consumers to interact with
Media Study, 60% of Americans use social media
–which is defined as the phenomenon of
internet based tools and spaces where people
• 25% said businesses should market to
share information with each other and create
their own content.
• 43% of Americans said businesses
The survey found that:
should problem‐solve in social
• Of that 60% another 59% interact with
businesses on their sites. One in four
• 93% of social media users feel a
respondents say they interact more than once
business should have a presence in
social media because they are better
served with direct contact.
Creating a Social Media Strategy
If you want to brand The Smile Shop as the area’s most experienced, well‐respected and
specialized group of pediatric dentists offering state‐of‐the‐art dental care, than your
online efforts must reflect that. As Web 2.0 continues to transform the marketing
landscape, it is important to remain technologically savvy and incorporate the latest
communications methods and tools to your fullest marketing potential.
We will work with you to fully understand your objectives, create a strategy and utilize
the most effective tools to compete in the new online and interactive media. We have
been studying and training for the past three years, and continue to do so every day, to
make sure we are on the forefront of modern communication. And, never history, has
communications and marketing changed at such lighting‐fast pace. We will make sure
you are engaging your customers and future customers in the method they most prefer.
Ultimately, by incorporating a Web 2.0 strategy into your overall marketing matrix, we
will ensure you build a brand people trust and recommend.
Your Target Audience is Online
The Smile Shop’s target audience is
online in all these spaces. The way we
market and communicate has never
evolved and changed as rapidly as it
does today. Social media is a useful tool
for communicating with pediatricians
and family doctors and opens dialogue
with parents and others involved in the
Moms have moved beyond email and search,
and are now active users of Web 2.0
technologies. The majority of moms are using
social networks (65%) and text messaging
Women today take advantage of limitless
opportunities to connect with other moms
online. With the advent of social networks
designed specifically for parents, it is easy to
Northwest Reno Mother’s Club
make new friends, find local playgroups, and
get support and advice for their children.
The Smile Shop must communicate the value
of selecting a specialist for their children’s
dental healthcare in a space parents prefer to
MomsLikeMe Twitter Account
One of the most interesting developments in the
social media arena is social networks for doctors.
The theory is that most doctors work in small
practices, they are busy and overworked and are
geographically separated from their peers and
can't enjoy the sort of collaboration, intelligence‐
sharing and collegiality that can do them (and
their patients) a lot of good. Some are finding
online communities to meet this need.
The idea is that when doctors share ideas with
trusted colleagues in real time, knowledge
spreads more quickly, resulting in faster adoption
of best clinical practices‐‐and, ideally, better
A service called Sermo is the largest social network for doctors, with a reported 50,000
members and Ozmosis is a similar physician community that allows doctors to share favorite
journal articles and research by using social bookmarking functions, vote resources and
postings up or down, or, like participants in any public online forum, ask and answer
questions or join discussions. In addition to online social networks, doctors are using
Facebook, Twitter and YouTube as method of communicating with other doctors, patients and
Orthodontic Partners Absolute Dental Twitter Page
Dr. Steven Althoff Absolute Dental YouTube Video
Dr. Krista Colletti Revolution Health Blog
Dr. Katie Dolan Blog Talk – Pediatric Dentistry
Winnemucca Dental Care
Our online campaign will incorporate the most modern and popular Web 2.0 tools and
technologies to communicate with our audiences in a more interactive manner that
stimulates two‐way conversations, not just outbound communications to spread our
messages , build client loyalty and stimulate product demand. This Additional element to
your marketing campaign will include:
We will identify a social media strategy that integrates the features of your brand and
utilizes the platforms best suited to meet your goals.
The best communications strategies encompass not only authorities in new and traditional
media but also those voices in the blogosphere. Bloggers help carry information and
discussions among your customers directly, in a true peer‐to‐peer approach.
Whether conducting an internal company survey or questioning hundreds of customers,
an online survey will simplify the process.
Video sharing is extremely useful business tool. It now includes higher definition video
along with the ability to embed, view full screen and connect with other related videos
allowing brands to create a home for their product.
User convenience and accessibility drive the popularity of podcasts and they allow the
company to convey interesting content with a human voice.
Social networks give individuals a place to meet up and connect online. Users can
communicate with their friends, network with professionals and share advice. Whether it’s
creating a community or group on Facebook or creating our own exclusive social network
for patients, we will utilize this forum to engage your target audience, promote events
and specials and build patient loyalty.
Twitter is one of the fastest growing methods for staying connected in real‐time. This is an
exceptional way to communicate with your customers quickly and often and can be
received on their mobile phones.
Google Ad Words allow you to unobtrusively advertise to people already interested in your
service and only pay for the clicks you receive.
Real Simple Syndication (RSS)
Publishing and syndicating web content is one of the best online marketing tools for
enhancing your image, increasing search engine visibility and improving productivity in
your organization. We will add RSS feeds, ping news aggregators, and add bookmarking
capabilities, tag content and keywords, simple content management and metrics to your
It is important to track the online groundswell about your company across multiple social
media platforms to ensure your brand is portrayed in positive light online. We monitor all
platforms to gauge and respond to the public’s opinions of your company and its services.
Search Engine Optimization
Our webmasters ensure that your website contains all the key design elements to improve
the volume, traffic and placement of your site through organic searches. We regularly
monitor your content, hyper and backlinks, keywords and html coding to remove barriers
to the indexing activities of the search engines.
Web Analytics, Tracking and Reporting
Social networking tools including Facebook, Youtube, and Google, etc. provide excellent
application that measure traffic to your social network and website allowing us to gain
detailed demographic information about your audience and their online activities, and
in turn, constantly refine our messages and activities to be the most effective.