This short post makes one assumption up front – that you at least know a little bit about Pinterest and may be using it personally. If not, you can get up to speed by watching this 90-second video. Now that you have a little foundation, you’re probably wondering how your dental practice can benefit from Pinterest.
Pinterest Is a Catalyst
As is the case with ALL dental practice social media marketing strategies, the first question should never be “How can we use Pinterest to sell dentistry?” Rather, in the case of Pinterest, the first question should be “How can our practice use Pinterest to provide value to patients and create trusted relationships that earn opportunities to soft-sell dentistry?”
Facebook maps your “social graph.” You know who your friends are, and you have fans on your practice’s Facebook page. Pinterest is different because it maps your “interest graph.” In other words, it’s driven by interests that people have in common. It’s also driven by “content discovery,” which means that people are always exploring the web for new ideas and information, based on their interests.
You’re probably saying, “But typically, dentistry ISN’T a topic people are passionately exploring!” You’re right! However, there are topics and interests related to dentistry that people ARE exploring. And, don’t forget … we all like to do business with people we know and like. Your patients are interested in YOU and your team. Take a look at the pins Dr. Costello puts on their practice’s Pinterest boards, which are pushed through to Facebook. They’re designed to create traffic, spark conversations, provide useful information and have a little fun. In turn, they increase top-of-mind awareness of Dr. Costello’s practice and their dental services.
Pinterest Is Easy for Your Practice to Use and Maintain
One of the coolest things about Pinterest, from a dental practice marketing perspective, is that you don’t have to spend tons of time creating content! You’re leveraging content that others create. You’re just distilling and channeling it into a framework that markets your practice and strengthens your relationships.
Why the Inability to Localize Isn’t a Drawback
Some Pinterest detractors contend that small businesses dependent on local, geo-specific audiences (like dental practices) don’t benefit from Pinterest. That only makes sense if you think of Pinterest as a “mass marketing” strategy – which it isn’t.
Like all social media marketing tactics in a dental practice, Pinterest should be thought of, first and foremost, as an internal marketing strategy targeted toward one-on-one relationships. Your patients will share content with people in their trusted networks – many of whom live in your community and are great prospective patients.
How to Get Started Using Pinterest in Your Practice
1. Pick a team member who can spend 10 minutes a day working on this. If you have someone who already loves Pinterest and is using it personally, that may be the best choice.
2. Connect your Pinterest account to Facebook.
3. Download our free eBook, “10 Pinboard Ideas For Dental & Orthodontic Practices” and use it to spark YOUR pinboard’s ideas!
Good luck! Start pinning!