Right now, all the information we need is at our fingertips. Any questions we may have can be answered with a few clicks and taps. This applies to math, politics, geography, healthcare and more. People with a specific ache, pain, or symptom can simply pull out their phone and research the best treatment options, and where to find them. Because of this, dental patients are more informed and discerning than ever. They know more, and they expect more.

This means that for dentists, staying up-to-date on the latest advancements in dental technology is essential. Dentists are expected to continually invest in the dental technologies being used in their practices.

But purchasing advanced dental equipment is only half the battle. The next challenge is ensuring your patients know about it.

Welcome to the first installment of our two-part series on effectively marketing new dental technologies.

Let's explore how to leverage social media and email to make sure your patients are aware of the investments and innovations happening in your practice.

Social media as your digital billboard

The population of Canada is just over 39 million people, and 33 million of them are active on social media. This makes social media an incredibly accessible and convenient place to connect with both current and potential patients, to share what sets your practice apart and to showcase the new technologies you have to offer.

But before we offer advice on how to properly leverage social media to let your patients know about the new technologies you’ve purchased, ask yourself: Do your patients follow you on social media? Consider integrating this question into your regular treatment activities. Simply asking them if they follow you could open up an interesting dialogue about your social media activities, and encourage them to hit that follow button when their appointment is over.

Once you have that audience, it’s important to use your platform to share information and keep them engaged and interested. This requires regular activity, engaging posts, and interactive contests that can boost your visibility and follower count.

This is a great opportunity to spread the word about your new technology and how it can benefit patients. Don’t bore them with the technical details of how the equipment works, but make it clear how these advancements can make treatments more effective, efficient, and comfortable.

Visual content, especially videos demonstrating your new technology, can significantly enhance engagement. These posts not only inform but also demystify dental procedures, making them less intimidating for patients.

And if you’re willing to put a little budget behind your social media strategy, consider targeted ads that speak directly to the needs and interests of your community. These will be served to the specific audience you’re targeting and give you a wider, more impactful reach.

Email marketing as your direct line of communication

If you’re like most dentists, your client base includes many ages and demographics, and you’re aware that not everybody is active on social media. However, I challenge you to find more than a handful of patients who don’t access their email regularly.

You hold a trusted position as a healthcare practitioner, making it more likely that patients will open and read your emails than most other advertisers. This makes email marketing a tool of immense value in healthcare communication, ensuring that even those not active on social media are informed about your technological advancements.

A well-crafted email can serve as a gentle reminder of your commitment to cutting-edge care, letting patients know about your investments and how these new services can benefit them. It also allows you to invite patients to book appointments and experience the benefits firsthand. A clear, compelling call to action (CTA) can significantly increase appointment bookings.

Final thoughts

Keeping up-to-date with new technologies that can improve the experience patients have in your office is crucial. But it’s equally crucial to ensure your patients know that you have these technologies available.

By utilizing social media and email marketing, you can ensure your patients are well-informed and excited about the technological advancements in your practice.