I was speaking with a potential implant patient recently. She was ready to sign on for the procedure, but she wanted photos of cases I had completed in the past. I instinctively gave her the address to my page on Facebook, and directed her to check out the photos there. I realized in the past that social media was a great educational tool, but now I could see concrete evidence.
As a dentist patient education is one of the foremost skills that we need to master. It can be the make or break element of case acceptance, and will influence the Dr’s reputation. We spend hours and hours trying to educate patients about the methodology behind procedures, and informing them about what is the best procedure. We give them brochures, let them watch videos, use computer graphics, and chat for hours. Why not use Social Media to educate these patients too? I think many dentists are taking social media for face value and don’t appreciate the powerful patient education potential.
Why is social media such a great patient education tool?
1) While on social media, they are probably in their pajamas eating Oreo cookies. They are in their comfort zone, and they don’t feel like they are in the spotlight. Their brain is relaxed, and is open to new ideas. It is easier to influence them in this state. They are much more likely to think “yeah I could try this Invisalign thing”
2)Social Media gives a feeling of annonymity. Some people are scared to ask questions or make comments. They say that the crown looks great, then 6 weeks later when they finally get the courage they come back and complain about the shade. Behind the veil of social media patients feel safe, and they feel that they have the support of their friends behind them. They will feel free to ask those questions that they won’t ask in the chair.
3) Social Media like blogs and other posts allow the dentist to expand on topics in written form. Large text based documents are not great for static website material. Websites are usually made to catch attention and direct traffic. Blogs can really get down to the details. You can also make the content much richer by adding photos, videos, or links. It is much easier to introduce the content in a video, if you can say “here it is”.
Blogs will also allow dentists to address issues that don’t pertain to a wide audience. You can write blogs about pediatric dentistry, or what to worry about when you use hormone replacement therapy. These are not necessarily topics that you would have on the front page of your website, but they are important, and they do affect a good number of people.
4) Showcasing procedures should be used in a way that the potential patient will think they it is something they can do. It will also help if they think that the procedure is “special”. People love to brag about “how their dentist can make crowns in his/her office” or ” he/she used a laser!”. Social media is great in this manner, because you can convey an air of exclusivity.
5) I have on many occasions wondered why some people don’t know how to brush. People are also surprised when they get cavities after drinking copious amounts of “healthy” sports drinks. The fact is they just don’t know or don’t care, and spreading the word to them can sometimes be a difficult task. The viral sharing component of social media may help. Sharing is built into the social media platform, and it is encouraged. Dentists should take advantage of this module not only for their own gain, but to teach the population at large. Teach and inform them with the idea that they will spread your words to others.
5)Case presentation on Social Media. Case presentation is an important part of patient education. It shows what can be accomplished, and more importantly shows real world results. I have learned from experience, the following guidelines for social media case presentation.
- No blood, spit, or bodily fluids
- No dark attempts to be funny. I saw one oral surgeon tweet “off to do a face lift with all the trimmings” A little too Hannibal Lecter”ish”
- Clear pictures
- Wide enough shot to put in context
Remember, people are on social media to have fun. Don’t shock them with gross pictures. Even some spit may gross people out.
6) Make the the educational content light hearted. Draw them into the education with a guessing game. Post a picture of a cavity or occlusal wear and ask them what they think caused these problems. People love it when you ask their opinion. You can then inform them, and suprise, they have been educated. Funny how that works.
The internet revolution has changed the way we communicate with our patients. Social media is the next step. Get involved and and educate your community through social media. It only stands to benefit us all.
{ 2 comments… read them below or add one }
Nice post. Thanks for the ideas!!
Thanks Al, keep checking back for more dental social media ideas.