At OrthoSynetics, a business service firm for orthodontic practices, we find that at least half - and often much more - of our clients' new patients come from personal and professional referrals. As Americans increasingly gravitate to online communities for their social connections, the word-of-mouth referral steam is moving online too.
Orthodontists need to position their practices within social networks in order to make referrals easy to pass along.
Facebook is a great place to start. More than 100 million Americans had Facebook accounts at the end of last year, representing a 141 percent annual growth.
Although Facebook focuses on connecting people with their friends, families and colleagues, businesses are welcome, too. The site allows companies large and small to set up their own Facebook pages for free. Somewhat different than profiles, which are for individuals, Facebook pages are designed especially for businesses to interact with their customers in a new way.
When used properly, social networking is an inexpensive way to generate referrals while strengthening ties between your patients and your practice. Right now, some orthodontists may see it as a nice but unnecessary component of a marketing program; however, as social networks continue to move online, a presence on these platforms are becoming essential.
-AngelaWeber, OrthoSynetics Director of Marketing
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