David Rice, DDS
When it comes to pathways to practice success, almost every dentist I speak with wants one thing: more new patients. When it comes to more new patients, almost every dentist I speak with wants one thing: the magic bullet. But does that bullet exist?
If you’re thinking in terms of a quick fix, I don’t believe so. If, however, you’re thinking in terms of a definitive solution, think “going live to thrive.”
There was a time when content was king. Today, the social scene is so oversaturated that I’d argue it isn’t content that’s king, it’s tremendous content. It’s different content. It’s live social video that engages, educates, and empowers. Knowing this, we have to diagnose our practice tribe. We have to learn what matters most to them. We need to build a social strategy so we don’t drown in the sea of mediocrity.
Own your best voice
Knowing content itself is no longer good enough, the first step to success is to assess your best you. One of the easiest ways to do this is to have your team ask your patients who are raving fans how they feel about you. How would they describe you? What are your best qualities? Set a goal of asking 20 patients while they are at your practice. You want real conversations so you get real information.
Once you know how those patients see you, you’ll have a strong vision for your best voice. If you’re naturally funny, bring humor to your videos. If you’re a take-charge motivator, bring it. If you’re humble and soft-spoken, be it. Whatever your voice, your job is simply to bring that voice as you live stream on social media.
Debunk the myths
When you have five minutes with your team, sit them down and ask this: Who on our team is perfect? Who has no room to be better tomorrow than today? Perfection is a fairy tale, and control is an illusion. One of the greatest barriers to creating tremendous live video is our fear of not being perfect. Why? In truth, don’t you already know your team’s answers to these questions? Stop worrying about debunking any myths on video. Life’s done that for you.
In fact, give this some thought: If everyone knows that perfection isn’t reality and you rehearse and reshoot and rehearse and reshoot to achieve it, can you understand why your viewers could actually trust you less? Today more than ever, total transparency is everything. Canned videos detract from you being your best you.
What’s important
In addition to owning your best you, there are two logistical truths you need to concern yourself with as you drop knowledge in your live videos. First, you need great sound. People will forgive imperfect video all day long. Bad sound, however—that’s a no-no.
Second, you need great lighting. If you have natural light with a window, shoot with that light in front of you. I know you want the view behind you, but don’t worry about that. When you’re on point, it’s your time to shine.
Major musts
First, think like your fans. Would they rather have a video about what you do? Or, since they want the best you, would it be far more powerful to talk about why and how you do it?
Second, maximize what every business envies you for: your patient base. When you go live, having a “full room” is key. Send emails out to your patients in advance. Let them know about your upcoming live videos. Let them know why they need to be there.
Third, be consistent with the days, times, and platforms on which you go live. Your emails will set the tone. Your consistency will make it easy for your raving fans to come back.
Fourth, understand how each platform you’re on works. For example, did you know when you get that ding on Facebook that says, “Your friend David Rice is live,” that it took 16 seconds to get to you from the time I initiated my live video? Also, knowing that Instagram is a mobile platform, did you ever think about what time of day your fans are most apt to be checking in?
Lastly, think participation. People love to be acknowledged. Your live video audience is no different. When you see me join in, say so. When you see someone clap or comment, speak it. Ask your audience questions, watch them chime in, and do exactly what you would do if they were literally in front of you. Have a conversation.
When it comes to pathways to practice success, almost every dentist I speak with wants one thing: more new patients. I get it. I do too! Be consistent, be raw, be your best you, and follow the steps above to make your new-patient numbers soar.
David Rice, DDS, is founder of the nation’s largest student and new-dentist community, igniteDDS. Dr. Rice travels the world speaking and connecting today’s top young dentists with tomorrow’s most successful dental practices. In addition to igniteDDS, Dr. Rice maintains a team-centered restorative and implant practice in East Amherst, New York.
