These are the slides from Dan Dunlop's presentation at the UNC School of Dentistry - November 2012. The topic was social media and the dental practice.

1. Demystifying Social Media &
Making It Relevant to Dentistry
Dan Dunlop, President
Jennings
November 8, 2012

3. My Credentials
• Agency President, Author, Public Speaker, Blogger
• WellSphere Top Health Blogger
• Member of Ragan.com Healthcare Comm News Team
• Regular contributor to Healthcare Marketing Report,
Marketing Health Services, Healthcare Marketing
Advisor, and Healthcare Strategy Alert.
• Top Healthcare marketing contributor,
OrganizedWisdom.com
• Judging panel for Web Health Awards
• Emerging Media Task Force: Society for Healthcare
Strategy & Market Development

4. Chris Boyer:
• Social networks are how we connect
• Communities of interest are why we
connect.

5. Why is Social Media Important?
1. Marketing has been redefined
2. Moving from professional story tellers to
conversation managers and facilitators
3. Marketing is now a dialogue, not a monologue
4. Engagement is what we’re after
5. Today, being absent from social media is
conspicuous
6. The conversations are happening with or
without us
7. The quality of info being shared is suspect, so
we have an obligation to get involved
8. It is highly measurable!

6. Hive Marketing
• Providing a gathering place for active
supporters of your brand
• Then activating them so they can go
forth and tell your story
• Brand evangelists
• In this era of citizen journalism, brand
advocates are more credible (to some)
than professional marketers

7. Reasons to Engage SM
• Community building with current patients;
deeper engagement with your brand
• Patient acquisition
• Online Reputation management
• Patient education
• Professional development
• Networking within the profession
• Search engine ranking

8. Patients are organizing online
• PatientsLikeMe.com
• Medhelp.org
• DailyStrength.org
• Organizedwisdom.com
• Everydayhealth.com
• Revolutionhealth.com
• ACOR.org (OncoChat.org) - Online cancer
support community

9. Dentists are joining online
communities as well

10. Dentists are joining online
communities

12. Dental LinkedIn Groups
• American Student Dental Assoc: 887 members
• American Dental Education Assoc: 4,139 members
• Dental Marketing: 8,322 members
• Dental Business Professionals: 5,395 members
• Dental Geeks: 6,521 members
• Dental Implant Professionals: 6,570 members
• Dental Speakers, Practice Management Consultants and
Dental Educators: 9,916 members
• Digital Dentistry: 3,380 members

13. How to Use LinkedIn?
• Under discussions, post links to press
releases, blog posts or simply start
discussions.
• Track conversations though scheduled
eblasts.
• http://www.linkedin.com

14. Twitter

15. Just Learning. RT? Hashtags?

16. The Veteran. Still No Hashtags.

17. Google+

20. Pinterest

23. http://pinterest.com/laureldentist/mylaureldentist/

24. Facebook
• Engagement & Listening
• Use the polling/question feature for
engagement
• Track Facebook Insights
• Add videos and photos to enrich
content
• Cross promote other SM outlets:
Twitter, Pinterest, Google+, etc.

27. Instagram

28. foursquare

29. Track Review Sites
• Angie’s List
• Yelp
• HealthGrades
• Rate
MDs.com
• The Dentist
Reviews

34. Cross Promote Your SM

36. What are they saying about
you? Google Alerts

37. Online Video
• Leverage across many platforms:
– Facebook
– YouTube
– Google+
– Practice Website

38. A Fad?

39. Reasons NOT to Engage
Social Media
• Because everyone else is doing it
• To get rich quick
• To save money on marketing
• To pile up followers on social networks

40. Reasons To Engage Social Media
• To accomplish specific business objectives
• To connect with patients and potential patients
• To deepen brand engagement
• To create community and allow for feedback
• To educate patients
• To help with Search Engine Optimization and
establish a digital footprint
• To be more visible
• To work in tandem with your marketing program

41. Getting Involved
• Start using social media yourself: LinkedIn,
Facebook, Twitter, Google+
• Spend time observing and listening
• Keep business and personal accounts separate
• LinkedIn: Join a couple of industry groups
• Twitter: Follow industry leaders and early
adopters; participate in the Chat.
• Business Facebook & YouTube: Experiment with
video
• Set up a Google+ page for your business

42. Getting Involved
• Follow people and organizations like:
– @DentistryToday
– @Dental_Blogger
– @ADANews
– @VisibleDentist
– @AmerDentalAssn
– @Dental_Magazine
– @NCdentalsociety

43. Steps to Getting Started
• Get involved; become a voyeur
• Learn the basics
• Determine your marketing objectives
and target audience(s)
• Integrate appropriate social media tools
that will help you accomplish your goals
• Measure and monitor

44. Resources

45. Tools to Simplify Your Life:
Hootsuite

46. “What if Someone Says
Something Bad?”
• They’re going to speak out whether you
provide a forum or not
• Wouldn’t you rather know what’s being said
and have a chance to address it?
• Most likely, five people will jump in and say
something good; very democratic
• Difference between a brand detractor and an
unhappy customer; you can win back an
unhappy customer

47. “It Will Take Too Much Time”
• A partial truth
• Be strategic in your use of social media
• Repurpose content:
– Website
– Blog
– Facebook
• Use time saving tools like Hootsuite and
Instagram.

48. Next Steps & Homework

49. Read a Book About Social Media
• Groundswell, Charlene Li & Josh
Bernoff
• Join the Conversation, Joseph Jaffe
• Social Media is a Cocktail Party, Jim
Tobin and Lisa Braziel
• PR 2.0, Deirdre Breakenridge
• The New Rules of Marketing & PR,
David Meerman Scott

50. Contact Information
• Dan Dunlop, President
• Jennings
• Blogs:
– http://thehealthcaremarketer.wordpress.com
– http://healthcaremarketing.ning.com
• Twitter: @dandunlop
• Website: www.jenningsco.com
• Email: Ddunlop@jenningsco.com
• Phone: 919-929-0225