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ORTHO TRIBUNE | APRIl 2010 Practice Matters 11 By Angela Weber, OrthoSynetics C an an orthodontist build a prac- tice without word-of-mouth? It’s not likely. At Orthosynetics, a business ser- vice firm for orthodontic practices, we find that at least half — and often much more — of our clients’ new patients come from person- al and professional referrals. As Americans increasingly gravitate to online communities for their social connections, the word-of-mouth referral stream is moving online, too. Orthodontists need to position their practices within social net- works in order to make referrals easy to pass along. LinkedIn is a good platform to network among other profession- als, and Twitter is for more involved users. But because of its widespread popularity, Facebook is the ideal place for orthodontists interested in social networking to start. More than 100 million Americans had Facebook accounts at the end of last year, representing a 141 per- cent annual growth. Although Facebook focuses on connecting people with their friends, families and colleagues, businesses are welcome, too. The site allows companies large and small to set up their own Facebook pages for free. Somewhat different than profiles, which are for individ- uals, Facebook pages are designed especially for businesses to interact with their customers in a new way. Before the Internet, the advertis- ing model was top down. Compa- nies controlled the message and hoped to convince consumers to think great things about a product or service. Now, social networking encourages conversations across the business-customer divide to create personal ties and forge con- nections. Your office won’t be just a place for your patients to come every so often; it will become part of the fabric of their lives. Once you set up a page for your orthodontia practice, your next step is to build a following. Through Facebook, patients can become a “fan” of your practice, and once they do, their friends will become aware of your page. They may choose to become fans, too. Even if they don’t right away, Facebook pages allow your patients to give your practice a seal of approval. It’s simpler than a traditional referral in which two parties have to have an actual conversation about your practice. With Facebook, a prospective patient looking for an orthodontist can happen upon your practice even when the referral source is off doing something else. Embracing online communities A bit of effort is needed to build a sizable following, however. We recommend adding Facebook page links to your Web site and e-mails. Mention it in your mailings, on print advertisements and when talking with patients on the phone or in person. What’s more, simply having a Facebook page isn’t enough. For it to work as a marketing tool, you need to actively update it. On indi- vidual profiles, users type in status updates about what they’re doing or thinking, and the same goes true for a business’s page. Dental tips and practical remind- ers work well as content, but we recommend mixing it up with casu- al comments. It is social networking after all, so keep things social. You and your staff should feel free to post vacation pictures and to use a conversational tone. And your practice’s daily updates might include, “The office is ordering pizza for lunch” or “We saw that Target is having a sale on Water- piks.” Your patients can respond to your postings (and their networks will all know about it). Also, the next day when patients come in, you might be asked about how that pizza lunch went or thanked for posting about that sale. Some orthodontists worry that bringing Facebook into their offices will distract from their practice. A professional approach can manage this concern. One idea is to assign a single staff member to be in charge of the page and to confine all Face- book activity to certain times of day. At the same time, bear in mind that Facebook might also spur produc- tivity. Social networking can be a more effective communication tool than a round of phone calls. When used properly, social net- working is an inexpensive way to generate referrals while strength- ening ties between your patients and your practice. Right now, some orthodontists may see it as a nice but unnecessary component of a marketing program; however, as social networks continue to move online, a presence on these plat- forms will become essential. OT AD Interested in learning more about how social networking can help your practice? Visit OrthoSynetics at booth No. 1813. At the booth, learn how to set up a Facebook page for free. Not attending the AAO? Call Angela Weber at (888) 622-7645 for a one- on-one tutorial. At the AAOOT Angela Weber is the director of mar- keting for OrthoSynetics, Inc. (OSI), a business service company in the orth- odontic and dental industries. She has more than 10 years experience in health-care marketing, working with practices throughout the United States. She knows her way around a profit-and-loss statement; the focus of her marketing strategies is to make a positive impact on the practice’s profitability. OSI has helped numerous practic- es achieve marketing success through strategy, creativity and implementa- tion. Expertise includes generating new patient revenue through Inter- net, mass media and traditional mar- keting efforts. About the authorOT Find patients on Facebook An example of a Facebook page. (Photo/Provided by OrthoSynetics)