dental content marketing
How to Fearlessly Handle Problems Using Your Dental Content
The antidote to a problem is a useful solution. Might seem obvious but how you use dental content to solve problems is a key to earning trust.
You’re kidding yourself if you ignore consumer’s top worries as relates to your products or services. It’s the dilemma every business faces…dental practices and dental industry businesses too.
If anything CAN go wrong…
But why not focus on what’s right?
It’s common that weaknesses are feared more than strengths. Negative is more popular than positive. Wrong is more controversial than right.
For example, it’s why promoting dental implants as a tooth replacement over a partial denture will occasionally prompt a list of negatives.
In this instance, online searches typically lean toward “negative reviews for dental implants.”
The public wants to know what “…can go wrong…” This reality holds given perceived investment value.
This drift to the “negative” can apply to one dental supplier relationship over another, to a particular technology, to traditional braces or Invisalign®. It’s what the public is wired to do.
”Hug” the “elephant-in-the-room”
Problems are a gold-mine of opportunity for creating dental content. The less afraid of them you are, the better your content will be received (and discovered).
Remember, what the dental-seeking-public searches for online relative to your services or products. They often search for “…problems with ?”
Fearlessly standing next to the “elephant-in-the-room” will instill trust in your expertise.
Sure, it’s more popular to highlight the features and be careful not to open pandora’s box of doubt regarding what “can go wrong.”
But when you’re unafraid to boldly list and then answer negative issues…you gain credibility through your dental marketing content.
How a problem-bias leverages your dental content as the solution
Invite problem-solution conversations
Build a natural assumption into your dental marketing narratives. In essence, avoid being “offended” that a patient or client might find something wrong.
Instead, welcome the conversation that their questions and problem-perceptions create. These dialogues can lead to a variety of beneficial outcomes.
- Problem-based questions lead to solution-based answers. Share content about how your particular product/service solves their issue or alleviates their concern.
- Problem-based questions put you in expert-mode. Leverage every opportunity to confirm your ability to understand your audience and educate them via your content.
Be aware of how your patients or clients think
Dental marketing can easily numb your audience. The amount of well-intentioned direct mail flyers and online ads becomes “white-noise” especially if it’s perceived you’re not listening.
- Confirm you’re all-ears by answering their questions and concerns with honesty. Inform more than sell.
- Compel their trust by being unafraid to talk about your competitors. Be transparent.
Theme your dental content as a go-to solution source
It bears repeating. A problem-solution, ask-and-answer content strategy gives you an advantage.
Today’s consumers are search oriented. They ask Siri, Alexa, and Google what they want to know.
You’ll be among the, “Here’s-what-I’ve-found-on-the-web-about…” answers if your content is themed around answering relevant questions and solving common problems.
- Listen to your audience’s questions, comments, and reviews. Read between the lines to get to the root of how your product/service can meet their need.
- Leverage your content into their space. Use a variety of content delivery channels – blog/article page, social media, email.
Content gives you confidence. Use it to highlight the positive and clarify the occasionally negative.
Why Your Dental Content Will Be “Loved” (or Maybe Not)
“I could never love you, because you’ll never love anyone but yourself.”
Ouch! That line from the classic film, Groundhog Day reveals an essential principle that explains why people will read and take-action on your dental content (or not).
Bill Murray’s character, Phil, is attempting to woo (to put it mildly) Rita (Andie MacDowell). But his daily do-over is falling short as does his go-for-broke attempt at declaring his love.
The missing element of most dental content
Attraction is tough. Thus, why many of my client conversations involve a discussion about tried-and-sometimes-failed marketing strategies.
- Direct mail that reads like a warmed-over sales pitch
- Email content that sells and promotes more than it informs or engages
- Website copy that’s more appropriate for a CE course
- Facebook ads that highlight in-house features more than solution-oriented benefits
Desperation can lead to desperate attempts to land the “sale.” It’s equivalent to Phil’s failed attempt at love or proposing marriage on the first date.
You know better…right? Yet, you still invest in what appears to be tried-and-true marketing efforts only to find yourself alone at the end of the bar…or err…business day!
What you need is “seduction!”
Wait…what?
Seduction pure and simple!
To clarify, seduction isn’t about manipulation. As concerns your dental content it’s about…
Knowing who you’re writing to and communicating to their needs.
No manipulation necessary. Instead it’s more of what Brian Clark refers to as a “courtship.”
”I’ve described content marketing as a story you tell over time. If that story places the prospect at the center of the story and delivers the right information at the right time, you have a courtship.” 1
The words “over time” are at the core of how best to use content to market your dental services. Keep in mind that it’s a journey…a courtship (not declaring your “love” on the first date).
Keep them informed (reading) and they’re more likely to take the next step (accept your “proposal”)
Empower their search for solutions
The abundance of information is overwhelming. It’s also “noisy.”
You’ll rise above the “noise” and “clutter” when you become the solution to your dental patients/clients.
- Show them how your services or products benefit their circumstance
- Listen to their questions, comments, and yes…even their negative reviews (improve rather than try to disprove)
- Leverage what you hear/discover into next-step content (e.g. Patient: “I’m embarrassed by my yellow teeth…nervous about an upcoming event…” Your Content: “How Teeth Whitening Can Give You the Confidence to Own-the-Room…” you get the picture)
Write for scanners rather than scourers
Most who consume digital (online) content scan. That’s why it’s vital that you create easily scannable content.
- Compelling, benefit-oriented headlines and sub-heads throughout
- Benefit-rich bullet points that summarize
- Actionable wording instead of industry-speak “fluff”
Writing because you like to hear the sound of your own voice is like having a conversation with yourself.
Worse…no one’s listening (reading).
Remember, if the narrative isn’t about them there’s basically only one other it could be about…hmmm…
Our not-so-loved-Phil would tell you that’s a scenario that’s best not repeated!
- https://www.copyblogger.com/seductive-content/ ↩
4 Ways to Create and Share Dental Content That’s Fresh (and Unpredictable)
We purchase our fruits, vegetables, and other healthy-choices from a particular, popular grocer. The same “tastes” apply, in principle, to a best-practice for how you create and share your dental content.
Here’s the point…
“Freshness” is this national grocery chain’s core value. Walk among the produce selections, browse their extensive bulk-foods department, or shop their meat department and you’ll encounter their focus on “fresh.”
My wife and I like that. And the same concept applies to the content your patients and/or clients consume.
Who likes stale, predictability?
There’s a misguided notion (among some) that dental website content, specifically, should be all-inclusive. For example, it’s thinking that your Services pages on your website should thoroughly explain each procedure down to the detail.
Its as if some clinicians and dental professionals fear their intellectual or academic integrity is at risk if a site visitor can’t leave the webpage without CE credits.
Get a whiff of staleness…yet?
Site visitors are looking for something you might not be providing
I must admit that though I write tons of dental content – web copy, blog posts, direct mail copy, email copy, newsletter copy, etc, the general public isn’t feverishly awaiting what you’ll publish next. Frankly, it’s probably not even on their “radar” unless they’re searching for an answer or solution to what your content provides.
That being the case, why would you want to dull-down your content with same-ole-same-ole dental speak?
Face it…dental content might not be the “sexiest” but it CAN be something other than stale and predictable.
Create and share dental content that resonates and doesn’t bore!
People love a good story! And the way an effective story works is by “hooking” the reader in an uncharacteristic or unpredictable way.
Sure, most storylines follow the same general path. It all begins with a premise.
”The premise is the embodiment of a concept that weaves itself from headline to conclusion, tying everything together into a compelling, cohesive, and persuasive narrative with one simple and inevitable conclusion – your desired action.”
This is what you’re doing along the patient-to-appointment or client-to-buyer journey. Your premise will succeed when you create content for a specific person who brings a particular set of questions, problems, or assumptions to your services.
How to create “fresh” (never stale) dental content
The following four elements are a vital part of your dental content marketing strategy.
1-Take the “road-less-traveled”
Be unpredictable. You’ll gain more lasting, viral attention if you avoid predictability.
Attention gets lost on your reader when they know where you’re going. Keep them curious and your content will be irresistible.
The key to unpredictability?
Know WHO you’re talking to. And be unafraid to talk to them at a more intimate (emotional) level than is typical of marketing conversations.
Your competitors will succeed or fail at this level. Most are looking for the quick-hit, force-them-into-and-out-of-the-funnel approach.
You’ll begin to stand out when you step away from the crowd.
”Taking an approach that differs from the crowd can help you stand out, and that’s why unpredictability is crucial…” 1
Keep it fresh and your perceived value will rise.
2-Champion simplicity
Clarity rules. Your ability to distill complex subjects into readable, compelling content is essential.
This doesn’t mean you “dumb-it-down” (contrary to what some dental professionals feel more conversational copy will do). Remember you’re purpose with dental content is to answer questions, provide solutions, and compel a response…not impress with knowledge.
Relax! Your patients/clients “get” that you’re a skilled, educated professional.
Guide. Deliver substance without complicating it.
3-Keep it real
This is the human-touch your reader experiences with your content. Remember you’re speaking to a person…another human being.
Be yourself!
People are accustomed to the new realities of a social media world. Content that’s crisp and reads like you’re in a conversation is perceived as authentic.
”Your messages must communicate meaningful benefits that are also tangible.” 2
The use and communication of tangible benefits connects with your reader at an emotional level. Emotional connections keep you grounded in reality instead of talking over-the-heads of your patients and clients.
4-Stay credible
Believability is closely associated with credibility. Your content must be believable.
This is where innovative or overly creative content can miss the mark. Proof is required even more when your ideas or offers are innovative.
Avoid hype. Your content loses valuable and necessary credibility when you over-hype your idea.
Again, remember to keep it real. Your authenticity will guide the voice and tone of your content.
Do this and you’ll maintain a consistent level of trust and credibility. That translates to your readers engaging with and sharing your content…plus being more compelled to take action as a result.
A content refresh will help you eliminate predictability. Fresh is the way to go these days. Your audience will “eat-it-up.”
3 Simple and Strategic Steps That Improve Your Dental Content Marketing
“A carpenter or a wheelwright can give another his compass or T-square, but he cannot make another skillful.” Mengzi
Words are neutral. What’s not (neutral) is their use when it comes to your dental content marketing strategy.
The word “strategy” implies that there’s a necessary element for connecting with your patients or clients.
Brian Clark shares this simple definition of strategy:
”A plan of action designed to achieve a major or overall aim.”
No doubt, you’d agree that a strategy is vital to your dental marketing success.
But here’s a question…
Is everyone a content strategist?
The short answer to question is – “No!” According to Mengzi (quoted above) not everyone who holds the “compass” or “T-square” (for example) of content creation is a strategist.
- Strategy takes time.
- Strategy involves listening.
- Strategy solves problems.
- Strategy answers questions.
- Strategy compels a response.
Each indicates a planned and documented approach. Content Marketing Institute (CMI) research confirms the results of documenting your strategy:
”You’ll be far more likely to consider yourself effective at content marketing.
You’ll feel significantly less challenged by every aspect of content marketing.
You’ll generally consider yourself more effective in your use of all content marketing tactics and social media channels.
You’ll be able to justify spending a higher percentage of your marketing budget on content marketing.”
Still, you might not consider yourself a “strategist” and that’s okay.
Help’s available…because face it…you’re busy enough as it is – seeing patients, nurturing client leads, managing a practice or an organization, etc.
Simple Steps to a More Strategic Approach for Using Content in Your Dental Marketing
- Take “Time” to Get Acquainted
“Scheduling” or “selling” requires knowing who you’re attempting to connect with. We’ve talked about buyer personas before and for good reason.
According to Brian Clark,
“Your first step is to do the research that allows you to create a fictional, generalized representation of your ideal customer (patient).”
Put their problems, questions, and motivations first. It’s time well-invested getting to know WHO you’re trying to reach.
- Invest Your Energy in “Listening”
Once you know “who” you’re talking to the “what” will naturally follow. The content you share is shaped by how well you intentioned you are to listen.
- What’s concerning them?
- What’s causing them “pain” or problems?
- What’s it like to walk-in-their-shoes?
A big part of the “what” also involves influential touchpoints. 1
- Compel a Response by Solving Problems and Answering Questions
Creativity for creativity’s sake misses a ton of opportunity. It’s easy to relegate marketing to some catchy, cool-sounding slogan…but you will often fail to achieve the goal – compelling a response.
”The “what” tells you how to craft an overall narrative with a through line that ties directly into the prospect’s (patient’s/client’s) motivation for change.
“Instead of guessing blindly, you’ll deliver the perfect analogies, anecdotes, and metaphors that make your ideal prospect view you as the only reasonable choice. 2
That’s a “choice” you can bank on…right!? And it comes as the result of you choosing them first. This naturally leads to a much more authentic dental content marketing strategy.
- https://www.copyblogger.com/content-marketing-strategy/ ↩
- https://www.copyblogger.com/content-marketing-strategy/ ↩
Use a Word-of-Mouth Marketing Mindset to Give Your Dental Content an Advantage
A recent conversation with a dental professional gave me a key insight. Here it is…
There’s a big disconnect about the wording of effective dental content.
Our back-and-forth discussion via email prompted my thinking about the clinical vs. conversational tone of dental copy in general. His respectable clinical expertise was somewhat toe-to-toe with my copy and content writing expertise.
I believe there’s a win-win to be achieved. But…the ultimate “win” is for those who consume the practice’s content…or at least it should be.
It’s not about you!
Your top challenge as a dental professional (specifically with your marketing copy and content) is taking the focus off YOU! It’s easy to throw down words touting your latest…greatest…state-of-the-art…cutting edge (shall I continue) innovation or procedure. Add to that the often used technical verbiage that’s more appropriate for clinical journals and colleague conversations.
For this discussion let’s say that dental marketing copy and content has two sole purposes:
- To inform and educate. This is perhaps where my recent conversation ran off the rails. It’s a mistaken notion that informative must equate to industry jargon.
Which leads to the second purpose…
- To compel a specific action – schedule, call, contact, click, reply, etc… This assumes that the dental-services-seeking public are interested in what eliminates their pain, improves their appearance and health, or both.
Dental content is about the reader (patient). It’s their “story” that matters.
So, who are you talking to?
This question must guide every piece of content you publish. It’s where I begin when I’m writing copy and content of any scope.
It’s essential that you create a copy/content “environment” where the reader is the focus. It’s THEIR problem that requires a solution or THEIR question that needs answering.
The result of your sensitivity to them and their problems and questions is where you make connections. And when your copy/content is the vehicle that delivers you could earn a patient or client for life.
Who’s talking?
Apparently tons of people are willing to talk about businesses that make an impression on them. Forester Research confirms that approximately 500 billion word-of-mouth impressions are created daily via social media.
Social interaction is making a difference on the economy. The big question: is it positively impacting yours?
Get this…McKinsey and Company, a management consulting firm, reveal that an estimated two-thirds of the US economy is fueled by word-of-mouth. fn
Let that sink in…
- 500 billion conversational impressions
- Two thirds of the US economy influenced by conversations
The “talk-is-cheap” mantra might best be repackaged as talk-has-extreme-value! Today’s “water-cooler” gatherings are vastly different than a decade ago…and enhancing those connections is helped by the tone of your copy and content.
How a conversational mindset can have a longterm…viral impact on your patient or client relationships
- “Talk” (write) about what matters…to your reader. It’s essential that you listen and then leverage what you hear into solution oriented content. Make sure your expertise (and the language you use about it) isn’t the focus as much as how it solves their problems and/or answers their burning question(s) of the moment.
- Use words that resonate and those that compel your reader. Again, avoid fancy, heady, intellectual, jargon-y sounding language. Find and use relevant synonyms that create culturally appropriate images in your reader’s mind.
Word-of-mouth impressions are powerful because they’re everyday and conversationally driven. Writing like you (and your patients and/or clients) talk keeps the conversation going…and that leads to longterm, healthy relationships.
What to Learn from Augmented Reality That Can Improve Your Dental Content Marketing
U2 understands the value of audience engagement. Their use of augmented reality (AR) during the opening segment of their eXPERIENCE + iNNOCENCE tour provides perspective for how you can use dental content marketing to connect with patients.
I downloaded U2’s recommended app prior to attending the tour’s opening night concert with my wife. The overall concert experience was epic as you would expect from Bono and crew.
I pointed my iPhone’s camera at the enormous screen running the length of the arena floor. The app produced a gigantic (AR based) image of Bono performing the opening song for a few moments.
The use of AR got me to thinking about how vital it is to give your patients a fresh way to engage with your content. It’s essential that you’re a trusted guide on your patient’s encounters with your content – whatever the platform.
Let’s Get Personal
Personalization will set your dental marketing apart from the crowd. Influence is achieved according to how personally you relate to your patients via each content source.
You become a recognized influencer when your content intersects your patient’s life – including how you provide solutions to their problems. Content that sounds formal, out dated, and salesy will keep them at arms length.
If you want to pull them into your story (practice/brand) you must step into theirs (story). This helps when your content could be perceived as lacking freshness or relevance to them.
That’s not uncommon. Your patients are bombarded with buy-this, read-this, click-here content daily. Make yours standout from the crowd.
A Somewhat Different Sound
U2 combined something visually stimulating with their already captivating music. Necessary? Perhaps not – given their achieved level of influence.
For you, it’s perhaps more necessary. Why? Because patients are already dulled by all-about-us content. The kind that promotes “the latest…state-of-the-art this or that…!”
You get the picture. Sadly, your patients don’t!
Adjust your tone. Create a new sound. And you’re more likely to appeal to a crowd of tone-deaf dental patients others aren’t reaching.
Warm-up Your “Crowd” by Renewing Your Content Voice
It’s about narrowing the distance between your “audience” and your content (as U2 did with AR). Creating a new brand of intimacy with your content cannot happen on a traditional stage.
You must augment the “reality” between their need for dentistry and the services you provide. Again, it’s not about you (your services) as much as its about them and their “story” (dental problems and related questions).
1-Lose the salesperson sound
A scripted, late-night-infomercial, like-you-walked-onto-a-used-car-lot tone doesn’t build trust between their story and your services. Effective copy and content can be full of “punch” while being delivered conversationally.
Be true to yourself by creating content that sounds like a conversation…not a sales presentation! Dial-down the salesy voice and dial-up the personal, conversational voice.
In essence, write like you talk.
2-Be enthusiastic just not overly so
Content energy isn’t about hype. It’s about your genuine excitement to solve relevant problems and answer real questions.
Listen to what you’re patients are asking and what problems they’re experiencing. Tap into those and let your energy flow into how your expertise/services can deliver life and health transforming solutions.
You’ll be 90% engaged with them if you start and end there!
3-Bridge the gap between their emotional desires and your solutions
Again, listening is key here. Know your patients intimately by investing time asking probing questions. The kind of questions you’re genuinely interested in hearing their answers about.
Understand your patient’s point-of-view about how your services will impact their life. Give them control over those outcomes as the influential guide along the way.
This is the goal of your content.
4-Think long-term about your relationship with them
Dentistry is rarely one-and-done care. The quality and lifetime value of what you provide confirms this.
It’s your task to educate and inform them along the journey to good health. Ultimately the choice is theirs but you’re in a better position to influence them if you take a long-term view through your content.
This eliminates the pressure to push too hard. If your dental marketing is held hostage to costly direct mail or broadcast media campaigns you’re more likely to feel the pressure.
Content is evergreen and thus cost-effective. Plus it relies on the one thing that gives your patients a sense of control – their permission.
And that gives you access to virtually unlimited potential for influence.
How Buyer Personas Could Increase Your Dental Marketing Success
Before you crank out your next dental marketing piece push pause. There’s something you’ll want to include, besides something catchy or creative.
Compelling today’s dental patient or dental industry client requires more than a burst of creativity. Their decisions about your services have less to do with an eye-candy mailer or luring them with a cute contest.
What’s the catch?
Truthfully, there is no catch. Get comfortable without one.
Today’s patient has one thing you must know and understand. And it becomes the focus of your dental marketing.
A Problem
It’s at the core of their buyer (patient) persona.
David Meerman Scott takes a bold step saying that a “buyer persona” is better than a focus on benefits. He shares a true story that reveals the power of the buyer persona.
”Nick Woodman wanted to sell cameras with a waterproof housing. A ‘benefits, not features’ approach would have used language like, “protect your camera while it is in the water.” Nick however did much more than reverse-engineer benefits from the features. He interviewed surfers to learn about their problems around shooting photos in the waves. Surfers told him they found it challenging to paddle into a wave with a camera, stand, get into balance and trim, and then only having a second to take a photo. It was too awkward to do with the cameras available on the market at the time. The key learnings from the interview is surfers don’t look for the benefit of “protecting my camera in the water”. Rather, they want to know ‘how can I take photos while surfing.’ And that’s how in 2004, the GoPro was born and have since sold millions of cameras.”
Problems lead to solutions. And solutions are what you provide as a dental professional.
But first, what’s the problem?
It’s easy to think about every dental patient as one in the same. Generally speaking that’s true.
And yet each patient has a unique “story” that highlights their specific problem-solution persona.
It’s time for you to become the “mentor-guide” that’s pointing the way. That’s the role of your dental services content.
According to Copyblogger’s Bryan Clark,
”……by accepting the role of mentor with your content, your business accomplishes its goals while helping the prospect do the same. Which is how business is supposed to work, right?”
Stop Marketing to Your Patients…
Instead get to know their problems. How?
Listen
Be attentive to every story they tell…problem they reveal…pain they mention…etc. As vital as your clinical expertise is to them so is your empathy.
If you want them to become part of your “story” you must join them in theirs with a sincere level of empathetic listening.
Use aggressive listening
Have a predetermined set of strategic questions. Make sure they’re designed to probe beneath the surface of why they (really) called and scheduled.
It’s often more than a commitment to routine dental care (though you want them to value that). It could have more to do with their calendar, relationships, or life goals.
For example, create and have on-hand questions designed to gain insight into their social calendar, trips they’re planning, relationships they value, and goals they want to achieve. This helps you apply specific services to a particular chapter in their story instead of a random attempt.
Use anticipatory listening
This is where your expertise (authority) meets their problems. You know, intuitively, what they need by looking in their mouth, at their x-rays, or their treatment history.
How you use that information can help them “write” new chapters in their story. Questions that include:
- “Have you thought about…?”
- “Why would you…?”
- “How are you dealing with…?”
Next…
Leverage
Apply what you hear to your marketing content. You’re perhaps most accustomed to following a templated, standard approach to promoting your practice and services.
Leverage your content into a-ha solutions to real patient problems. This positions you as a “mentor-guide” in their health care.
Again, Bryan Clark confirms,
”When you think in terms of empowering people to solve their problem by playing the role of mentor, you’re naturally performing better than competitors who take an egocentric approach.”
Join them in their journey. Without an empathetic appeal you could miss substantial opportunities to stay engaged via ongoing mentor-status.
Your best leverage is being intuitive about about who your patient or client is (their persona). Intuition becomes accurate by listening beneath the surface of their problem.
Then you’re prepared to share the best solution to solve it!
Solving problems is what you do. It’s better (and more patient-centric) than merely touting your benefits – those that may or may not be relevant to them. The more you know (them) the better your solution-to-problem accuracy.
There’s more to be said about buyer personas. Let this ruminate for a bit…and stay tuned for more on this topic.