Staying Active on Social Media

Social media is the direct mail of 2023. The young dentists graduating from dental school today don’t want direct mail and, since many of them will work for a DSO, they’ll hardly ever see the mail in that type of business. This generation buys in when they’re comfortable with you, so our job is to get them comfortable. How do we do that? By building a brand and consistently getting in their feeds. The average American spends 5.5 hours per day on his phone so it’s all about fighting for facetime.

For us this strategy requires a full-time effort, so we created a Director of Digital Marketing position to handle the planning and creation of all our social media posts on Instagram and Facebook—the two platforms we’ve had the most success with. Our current director, Angel Chang, creates and manages content—often getting input or photos from me, our technicians or our sales team—and schedules posts up to two months in advance.

We...