In this episode of "How I Grew My Practice," a podcast presented by NexHealth, we invite you to an insightful conversation with Christopher Brown, the CEO of DIGI Search. The birth of DIGI Search was fueled by Christopher's realization that dental marketing wasn't just about conforming to industry norms. It was about crafting unique narratives for dentists, enabling them to stand out and thrive. This episode summarizes Christopher's insights on the art of creating a dental content strategy that's impactful.
The Foundation: Clear Identity and Unique Value Proposition
Chris Brown emphasizes that a successful content strategy begins with establishing a clear identity for your dental practice. Whether you're a family practice, a specialist, or a dental clinic, having a distinct mission statement, specialty, and ideal patient profile is crucial. Your identity sets you apart and guides your content creation efforts.
Your unique value proposition (UVP) is what makes you stand out from the competition. Identify what you're exceptional at, whether it's a specific dental procedure, a patient-centric approach, or a commitment to delivering the highest quality care. By articulating your UVP, you're positioning yourself to create demand for your services rather than competing for them.
Creating vs. Capturing Demand
Chris emphasizes the importance of shifting your mindset from merely capturing existing patient demand to actively creating demand for your services. "It's easy to get into the trap of trying to compete for patient demand, instead of creating demand,” says Chris, “you wanna be creating demand and not competing for it.” This means showcasing your expertise and value through educational content that addresses patients' needs and concerns. Focus on what sets you apart and why patients should choose your practice over others.
Getting Started: Overcoming the Fear of Video Content
While the idea of producing video content may be intimidating, Chris suggests starting with simple steps. Begin by identifying what excites you about your practice, whether it's your specialties, exceptional patient care, or unique approach. Use your smartphone to record short videos discussing these topics, gradually becoming more comfortable with the process.
Building a Culture of Content Creation
Chris highlights the importance of involving your entire team in content creation. Your staff can provide insights, testimonials, and engaging stories that showcase your practice's culture and values. By fostering a culture of content creation, you distribute the workload and ensure a consistent flow of content that resonates with your audience.
The Power of Testimonials and Patient Stories
Testimonials from satisfied patients hold immense value in building trust and credibility. Chris suggests interviewing patients who have experienced your exceptional care and using their stories as content. These testimonials can be powerful tools in attracting new patients who are seeking genuine recommendations and positive experiences.
Starting Slow: The Gradual Progression of Content Frequency
If you're concerned about time constraints, host Alec Goldman recommends starting with a manageable content frequency, such as creating one video per week. As you become more comfortable and build confidence, gradually increase the frequency to two, three, or even four times a week. The goal is to establish a habit of content creation that becomes integrated into your daily routine and keeps the cadence going.
Turning Long-Form Content into Bite-Sized Pieces
Long-form video content can serve as the foundation for creating shorter, engaging snippets that draw attention to your practice. Utilize online tools to break down longer videos into smaller, easily digestible segments that can be scheduled and shared across social media platforms. “You take those long-form videos, and there are tools online that you can chop that up and turn that into four or five small short-form videos that are drawing eyes to your practice, drawing eyes to the way you do things,” says Chris. This approach maximizes the impact of your content and extends its reach.
Harnessing Technology: AI as a Supplementary Tool
While AI tools can assist in content creation, Chris emphasizes that they should supplement your unique voice and expertise rather than replace them. AI-generated content can be a time-saving option for specific tasks, but the core of your content should reflect your personality, values, and insights.
Conclusion: Embrace the Mindset Shift and Take Action
Crafting a successful content strategy for your dental practice requires a mindset shift from passively capturing demand to proactively creating demand through educational and engaging content. Overcoming the fear of video content and involving your team in the process can help you establish a culture of content creation. By starting small and gradually increasing your content frequency, you can develop a habit that drives patient engagement and builds trust.