1. Health 2.0 We must adapt.
Where is Marketing
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
where users provide as much content as
traditional companies and media. People
want information now. And they want it in
whatever format they want. They don’t
want to be talked at. They want to be
talked with. They want to tell you their
opinion and they want you to listen. And,
they want to hear back from you.

2. Health 2.0
The Smile Shop’s Audience is Online
Our patients are online. Our future
patients are online. We must connect
with them where they are spending
their time. Health professionals
nationwide are realizing the power of
these online tools and communities to
connect and communicate.
The way we market and communicate
has never evolved and changed as
rapidly as it does today. Social media is a
useful tool for The Smile Shop to open
dialogue with parents, pediatricians and
others involved in the healthcare
industry.

3. Web 2.0
The New Word of Mouth: Embrace it or Ignore it?
• 68% of American Dental Association delegates think it is very important for dentists to
embrace social media.
•Three billion minutes are spent on Facebook each day.
•The fastest growing demographic on Facebook is those 35 years old and older.
•65% of moms use the majority of moms use social networks .
•More than half of moms use text messaging.
•There are more than 2,000 videos on Youtube for ‘children dentist’.
•There are more than 200,000 blogs for ‘children dentist’ and 1.4 million for ‘dentist’.

4. Health 2.0 • 41% said businesses
should solicit feedback
The Facts
on products and services.
Most people accept online spaces as ‘social’ but
• 37% said businesses should develop
what is important to realize is that people also
new ways for consumers to interact with
want to interact with the practices and doctors
their brand.
they trust to take care of themselves and their
families. They want you to interact with you
• 25% said businesses should market to
online.
clients.
According to a 2008 Cone Business in Social
• 43% of Americans said businesses
Media Study:
should problem‐solve in social
networks.
• 60% of Americans use social media.
• 93% of social media users feel a
• Of that 60% another 59% interact with
business should have a presence in
businesses on their sites. One in four
social media because they are better
respondents say they interact more than once
served with direct contact.
per week.

5. Health 2.0
Parents Online
Moms have moved beyond email and search,
and are now active users of Web 2.0
technologies.
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
Momslikeme.com
make new friends, find local playgroups, and
get support and advice for their children.
Northwest Reno Mother’s Club
The Smile Shop must communicate the value
Reno Parents
of selecting a specialist for their children’s
dental healthcare in a space parents prefer to
Mama Source
be reached.
MomsLikeMe Twitter Account

6. Health 2.0
Doctors Online
Facebook
Orthodontic Partners Dr. Steven Althoff, Dr. Krista Colletti, Dr. Katie
Dolan, Winnemucca Dental Care
Blog
Twitter top blog 5,811 followers
Absolute Dental Twitter Page
Blog Directory
Youtube
blog
Absolute Dental YouTube Video
RSS News Feeds
Video Podcasts
gentle dental
Blog Talk – Pediatric Dentistry

7. Health 2.0
Google Search Engines and Advertising
How is The Smile Shop Ranked in
Search Engines?
Google Search Google ad words
Pediatric Dentist Reno

8. Health 2.0
MassMedia Capabilities
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.

9. Health 2.0
Creating a Social Media Strategy
•Utilize the latest communication tools 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 in the most child and parent friendly environment.
•Ensure that The Smile Shop is a community partner by providing local parents with the
latest pediatric dental care information and news in user‐friendly formats.
•Listen to and connect with your patients and future patients through online forums
that enable them to communicate with you and build trust in our dentists and practice.

10. Health 2.0
MassMedia Capabilities
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 demand. This additional element to your
marketing campaign will include:
Plan Development
We will identify a social media strategy that integrates the features of your brand and
utilizes the platforms best suited to meet your goals.
Blogs
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.

11. Health 2.0
MassMedia Capabilities
Online Surveys
Whether conducting an internal company survey or questioning hundreds of customers,
an online survey will simplify the process.
Online Videos
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 service.
Podcasts
User convenience and accessibility drive the popularity of podcasts and they allow the
company to convey interesting content with a human voice.

12. Health 2.0
MassMedia Capabilities
Social Networks
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
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 AdWords
Google Ad Words allow you to unobtrusively advertise to people already interested in your
service and only pay for the clicks you receive.

13. Health 2.0
MassMedia Capabilities
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. We will add RSS feeds, ping news
aggregators, and add bookmarking capabilities, tag content and keywords, simple content
management and metrics to your online presence.
Reputation Monitoring
It is important to track the online groundswell about your company across multiple social
media platforms to ensure your brand is portrayed in a 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.

14. Web 2.0
“There isn’t a smart company today that isn’t
implementing some kind of online community,
wiki or blog strategy”‐ Wall Street Journal