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Online dental marketing efforts driven by more using social media

April 07, 2014

The use of social media as a platform to promote, as well as educate and engage patients, is no longer just a viable marketing strategy but one that must be utilized to stay competitive, according to PBHS.

All major social platforms—Facebook, LinkedIn, Twitter, Instagram and Pinterest—are experiencing an increase in usage since December 2012, according to the Pew Research Center. Of online consumers, 73 percent now use a minimum of at least one social media platform and 42 percent use multiple channels.

Facebook is the dominant platform across most demographic groups with more than 71 percent of all online users in 2013, up from 67 percent in 2012. Facebook also has the highest levels of engagement among users—63 percent of them use Facebook at least once a day; about 40 percent visit the website multiple times throughout the day.

According to PBHS, it's also important to note that women outpace men in social networking activity on all platforms, except LinkedIn.

• 76 percent of women online use Facebook; 66 percent of men online use Facebook;

• 18 percent of women online use Twitter; 17 percent of men online use Twitter;

• 20 percent of women online use Instagram; 15 percent of men online use Instagram;

• 33 percent of women online use Pinterest; 8 percent of men online use Pinterest;

• 24 percent men online use LinkedIn; 19 percent of women online use LinkedIn.

A fundamental marketing principle is to go where your potential patients are; don't make them come to you. The larger percentage of your time and efforts spent socially marketing should be through Facebook. By socially marketing online, dental practices can capitalize on the fastest growing communication channels. In addition, they will also benefit by strongly directing efforts toward the segment of the market that will soon control two-thirds of the consumer wealth: women—the same market segment that influences and manages the majority of purchasing and health care decisions in the U.S.

For more information on initiating a comprehensive search engine marketing and social media campaign with measurable results, contact PBHS at 1-800-840-5383.