Influencer Marketing and Dentistry
Bloggers, vloggers and so-called ‘youtube sensations’ have overhauled the marketing world in the past few years. The rapid growth of social media has brought with it a new breed of communication that has the ability to connect with consumers in a more natural way – all the more important as people become increasingly turned off by pushy forms of advertising.
But what does this mean to you as a dentist? Surely this is just something for the ‘youngsters’ and couldn’t possibly have any impact on your business? Actually it can.
Consumers of all ages regularly search the internet and particularly social media for information about all manners of topics to find out information and honest reviews. Social media really is the new ‘word of mouth’.
An example, I recently bought a car. I went to the dealership, had a test drive but was still undecided; after watching a 15 minute honest review on youtube, it solidified my choice not just on the car itself but the model and finishes I wanted. Bloggers have created a living out of these kinds of reviews and the topics are endless- so why not dentistry?
For a more dental-related example, Invisalign has recently teamed up with tv personality Saira Khan who is producing a series of videos on youtube about her experience with the aligners.
I assume you may not have access to TV personalities, but if you’re able to find small influencers with a highly engaged following loyal to you, it is more important than working with large-scale influencers boasting hundreds of thousands of followers but have little engagement.
Do you know a twenty-something who is having braces fitted that is always on their phone on facebook/ snapchat etc? Perfect candidates! It has been found on multiple occasions that customers are more comfortable taking views from their peer group. Just approach them and say ‘this is our idea, how would this fit in with you?’ perhaps you could offer them free teeth whitening as a thank you.
Our own team members have had a similar arrangement with their dentist by gaining a discount on cfast braces in exchange for an impartial series of blogs for the practice’s website.
Don’t be concerned about drawing attention to the fact that you’ve formed a partnership with an influencer, it’s expected nowadays, just ensure that if any money is exchanged that content is clearly marked as paid for.
In conclusion it’s clear that a movement is happening in marketing and every industry needs to think about working with influencers in their own way. If you would like further information about social media for your dental practice, speak to a member of our team on 01202 677 277.
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