While it’s not unusual for dental practices to maintain a blog, it’s also not uncommon for dental blogs to be left unattended for extended periods of time.
There is little online marketing advantage to be had from an inactive blog. What’s more a blog that’s not maintained might be perceived as being worse than not having a blog at all in the eyes of prospective new patients.
To keep a dental blog active and alive here are some ideas to write about that many dental consumers will want to read:
1. Detailed Profiles of Office Personnel
New patients will often do extensive research when selecting a dentist or other health professional. Education history, professional experience, as well as relevant personal information help consumers get acquainted with a prospective dentist.
Listing continuing education is especially important and builds confidence in patients. Awards and recognitions from peer groups are also excellent to include in bios and should be featured prominently. Including blog profiles of all office personnel helps patients feel more at ease about initial office visits and begins the process of building familiarity and trust.
2. Case Studies
Many dental website have extensive “smile galleries” that display before and after images of dental patients and their treatment results. Blogs that include more extensive write-ups with pictures and descriptions are an excellent complement to smile galleries.
The ability to include more details and background information about a particular dental case can help satisfy both intellectual curiosities as well as provide visual appeal.
3. Tips and Best Practices
Patients value information about what they can do to preserve and enhance their dental health. While basic home dental care tips have been drilled into most dental patients over the course of their lives, hearing messages anew from the perspective of modern dentistry offers fresh perspective as well as reinforcement value.
Information about the suitability of modern dental procedures such as implants and/or cosmetic procedures may also be of interest. Patients considering specialized treatments are often interested to know if they’re good candidates for a procedure prior to scheduling an office visit or consultation.
4. Do an Interview
When a break from writing is needed, consider doing an interview. Try having one staff member interview another. Record the interview and prepare a text transcription for publication on the blog. A few well-prepared questions in advance of the interview can yield an interesting blog (or two) and produce content that might not come out otherwise. Transcriptions of video or audio content can be created quite inexpensively by Speechpad starting at around $1 per minute.
5. Patient Profiles
Profile a patient who doesn’t mind (and might even appreciate) a little publicity, such as a business owner or someone that has a particular interest or talent to promote.
Patient profiles come indirectly via case studies although with a little more creativity (and perhaps just a little less dentistry) they allow a dental practice to shine a spotlight on willing patients.
Why did they come to the dental practice? How long have they been a patient? What do they like best about the practice? These are just some of the things patients can respond to and in the process provide down-to-earth and genuine endorsements of dental practices.
About the author:
Ron McCoy is an observer of the dental profession and writes on various related topics for Adler Cosmetic and Family Dentistry in Boulder, Colorado.