Engagement is not the only measure of value in a social media marketing campaign.
High engagement is often earned by content that is unusually emotional, entertaining, controversial, or funny. Posts about your services, technology, team, differentiators, and patient experience are not necessarily going to “go viral” because they are not designed to be viral content. That does not mean they are not valuable.
When a prospective patient is considering your practice, they often visit your social media profiles to see who you are, what you offer, what makes you different, and whether your practice feels like the right fit. Consistent, authentic content that reflects your services, selling points, team, technology, and intended reputation helps shape that impression. It builds familiarity, credibility, brand recognition, and trust.
That is brand building. That is reputation building.
If you only value engagement, you may overlook the value of having professionally curated content consistently representing your practice and reinforcing what you want patients to know about you. You're also overlooking the value of the social signals and consistent activity that strengthen your credibility online and help reinforce how Google and LLMs like ChatGPT understand your business.
If your goal is truly to gain engagement—comments, likes, and shares—then you need to create something that gives people a reason to engage. Give away a smile makeover and capture the patient’s genuine emotional reaction in a testimonial video. Create something extraordinarily funny, moving, surprising, or entertaining.
No time for becoming a comedian or professional dancer? We understand. That's why we offer a very affordable, turnkey service that consistently publishes real, relevant content about your business at a frequency designed to keep your practice active and visible online.
Our team is hired to take REAL information about your practice and turn it into professional content that creates relevant exposure, strengthens your reputation, builds brand recognition, and establishes a meaningful digital footprint.
Want more followers, likes, comments, and interaction? Get your patients involved. Run a raffle or giveaway. Host a photo shoot with real patients. Feature them in your content and tag them when appropriate. Thank them publicly for being part of your practice. Give your existing audience a reason to participate and share.
These types of internally driven campaigns fall outside the scope of our custom social content service, but we're happy to help guide your team's efforts once you've developed an internal marketing program or plan. In our experience, these campaigns are most successful when a practice has a team member with the time and responsibility to actively facilitate them.
Our service is intentionally different: it is a completely done-for-you custom content strategy, not an internal viral-content coaching program. We have offered those types of programs in the past and found that most dental teams were simply too busy treating patients and running their practices to consistently implement and manage them.
We can FULLY customize your content mix. Your content mix includes the topics, messaging, and graphics we create—with your involvement—to accurately represent your practice. If you have a photo of a patient with his or her testimonial, we can feature it and build unique messaging around that story each time it is used. We have a proprietary infrastructure that allows us to highly customize the marketing messages published about your business, and your advisor is happy to review graphics and paired topics with you to ensure each custom post accurately represents who you are and what you value.
Professional social media marketing allows your team to add fun and viral content when they have the time and energy, while we maintain the consistent stream of relevant, accurate information that builds your digital footprint, reinforces your brand, and gives both people and algorithms more information about who you are.
Its job is to make sure that when someone looks you up, what they find accurately and professionally represents the practice you have worked hard to build. We've intentionally positioned this as an affordable, supplemental custom-content service that keeps your practice active and professionally represented online—even when your team is busy treating patients.
If you feel your current content isn't quite hitting the mark when communicating your value, please schedule a content mix review session with your advisor.