case studies
Support Your Dental Reviews with Case Studies
Your patient or client reviews speak for themselves. And their message can have a positive or a negative effect.
I’m not talking about a “troll” who makes life difficult for you. Instead, it’s those legitimate opinions that have a make or break impact on your dental practice or your dental industry business.
No mistake, reviews are good and useful. Yet, there has to be another (and perhaps better) way!
A case-in-point
Case studies pull back the curtain. These strategically crafted stories are a timeless tool to have on hand for those good and bad review days.
Michael Saba confirms the value of an exceptional case study (content edited):
A good case study creates serious value for your brand by showing your (patient’s) real-world examples of the benefits your (practice) can bring them. That translates to more (new patients), more (appointments), and more (scheduled production).
The basic anatomy of a case study
A newsy headline
The first and most compelling piece of your case study is the headline. It must grab your reader’s attention and communicate a direct and relevant benefit.
“Newsy” implies that your headline must be clear. Cut to the chase and avoid being overly creative, “cute,” or cryptic to arouse curiosity.
A headline requires a journalistic persona. Think like a journalist who’s on a breaking story. Deliver straightforward, no-nonsense, non-salesy information.
Like this…
Dental Implants Gave Her the Confidence to Make a Career Change
New In-Office, Professional Teeth Whitening Increases Results by X%
Each are clear, straightforward, and reveal a direct benefit. The use of tangible percentages and related, real-life benefits helps boost the headline’s credibility.
And there’s only one big idea in each. This is vital to keeping your case study focused and free from the clutter of unnecessary “rabbit-trails.”
A well-defined “Who”
The patient or client is your “Who.” This is where you describe the main character of your “story.”
- Where they’re from (their condition as well as any other important, identifying information)
- What they experienced (their pain, problem, challenge, etc)
- What they wanted, needed, desired
- The number of solutions they’ve tried
- What their ideal outcome looked like
- What your service or product helped them accomplish (how it solved their problem)
- Where they are now, how the solution is continuing to work for them, etc.
These various “where,” “what,” and “how” perspectives will help define your case study character and create a connection with your reader.
A clear and compelling “plot”
Story line is everything. And how compelling it is depends on doing your homework.
Interview prep is the foundation of your homework. Relevant questions that probe the experience you’re highlighting are essential.
- Provide questions to your interviewee ahead of time. This gives them emotional “air” to relax during the interview and provide better answers.
- Be prepared to listen more than you speak during the interview. Keep the interview as much like a conversation as possible. This allows the process to feel less scripted and leading.
- Keep your questions open-ended. Yes-or-no questions will shut down your conversation and produce a weak storyline. The goal is to get to the solution-based benefits of their experience.
And remember, the purpose of your case study is to set context and reveal the journey to the desired solution. Advanced preparation is the key to a clear and compelling plot.
A case study puts-skin-on your services. It’s to your advantage to show as much real-life, real-people results as possible.
3 Compelling Ways to Use Story in Your Dental Marketing Content
Stories have power. It’s why you enjoy a night at the movies or a compelling summer beach read.
And speaking of compelling – that’s the super-power element of effective stories. They compel you.
Your dental marketing content will succeed these days over the marketplace noise for one reason. And you should evaluate your copy and content by this emerging standard.
Story sells.
A recent post on Copyblogger compelled me to explore more deeply this whole idea of story telling content. I’ve been a fan of it for awhile.
The Copyblogger article carried me to another dimension in my future writing for clients. And it will do the same for you if you value having your dental marketing content stand out.
Sean D’Souza says your content storyline must have three core elements to compel a response.
1-The sequence – the events (points, ideas, etc) that build upon each other and create meaning.
2-The suspense – the drama of what’s happening, what’s up, or what’s approaching.
3-The roller coaster – the up and down and all around of good to bad to good, etc.
The reason story works.
A fair amount of marketing content is full of hubris. It talks about YOU, YOU, YOU.
Overused phrases like “state-of-the-art,” and “We’re proud to (announce this or that),” offer very little compelling value.
Where’s the story? And if there is one how does it benefit the reader?
Leaving out compelling benefits mutes your storyline. It’s like reading a clearance-rack biography or paying good money for a 1-star movie – boring and disappointing!
A story (your job: to find it – or hire someone who can – and tell it) has the advantage of a logical and compelling sequence of events. Add in some suspense and a roller-coaster of features and benefits to draw your reader in.
What does this have to do with dental marketing copy and content? Good question.
Enough “suspense.” Here’s the scoop.
3 Story-Intense Dental Marketing Content Tools to Compel Interest in Your Services
1-Case studies
These are story super-powers. A case study is basically a success story.
A dental case study would include a “villain” such as oral cancer, periodontal disease, bleeding gums, yellowed teeth, crooked teeth, etc. Your sequence of events would include the problem, product/treatment/service, and the solution story.
When a patient or prospective client finishes reading this brief success story they’re compelled to take action. Your offer is the action that will solve their problem and create a profitable outcome for you.
2-Blog posts
Appear regularly on your reader’s radar. Blog posts have viral capacity because they create a “what’s next?” response.
Read a compelling blog post and you’ll anticipate the next one. Blog content is evergreen and ever evolving.
Exceptional bloggers earn a spot on your newsfeed. You bookmark their content like you do a favorite passage in a novel or non-fiction book.
Your blog posts will move up the list of fave-reads when you add in story factors.
Keep your posts to between 350 and 500 words on average. Tease the next post by not giving away too much “plot.” Your readers will thank-you by returning again and again to follow your “story.”.
Blog posts build trust too. Become a trusted expert by delivering trusted content week in week out.
Eventually readers become patients, clients, or customers. They will buy/seek your services when you’ve proven yourself as a trusted source of expertise via your blog content.
3-Email
Email is a perfect (and overlooked) canvas for story based copy. Avoid jumping in with your promotion or facts that tip the reader that this is another sale-sy email.
Lead with a story. How?
Listen to culture, current trends, local events, your own experiences. Use these to craft a story that introduces your email.
Lead with a story in your email copy. The added drama will compel your reader to stay with you.
Two essentials – make a good transition from the story to the email purpose (promotion, information, etc.).
And…don’t miss this…
Write a subject line that prompts the email to be opened. Many emails fail at the inbox level because the subject line is anything but compelling.
An email subject line is like a movie trailer. It must move your reader to see the full feature.
Add some drama to your dental marketing copywriting and content. Use story to compel interest and your expertise will profit.
Which content “tool” do you most often use to promote your dental services?