In 2005, MySpace was the most popular social networking site in the US. 7 Online marketing meant dentists had
a website, which was only possibly optimized for search
engines. Savvy dentists collected patient e-mail addresses
and used patient newsletters as a way to market optional
services and stay in contact with patients. Today, dentists must do all of that while generating online patient
reviews, posting engaging social media content, and connecting with patients through their preferred social media
channels. Te good news is that social media marketing is
considerably less expensive than other online marketing
channels. Te bad news is that many practices are only
doing a fraction of what is needed to generate a return on
investment for social media marketing. Don’t underestimate this component of your marketing plan; invest in
training and resources to develop a social media strategy
beyond simply being present on social media.
While dentistry is always evolving, the last 10 years in
particular have seen some drastic changes. If you haven’t
evaluated how these changes have impacted your practice
and how they will continue to impact it over the next few
years, now is the time. Schedule a business meeting with
your Henry Schein representative to review your practice
metrics and create a plan to meet and exceed your goals
for the next decade.
1. Soderlund K. Health Policy Institute reports dentists’
earnings as stagnant. ADA News. http://www.ada.org/
Published January 11, 2016. Accessed April 18, 2016.
2. Whitney L. iPhone market share drops in US but climbs
across Europe. CNET website. http://www.cnet.com/
Published August 5, 2015. Accessed February 15, 2016.
3. Munson B, Vujicic M. Dentist earnings not recovering
with economic growth. ADA Health Policy Institute
Research Brief. ADA website. http://www.ada.org/~/
HPIBrief_1214_1.ashx. Published December 2014. Accessed April 18, 2016.
4. Data from the Medical Expenditure Panel Survey
(MEPS) between 2000 and 2010. US Department of
Health and Human Services website. http://meps.ahrq.
gov/mepsweb/s. Accessed April 18, 2016.
5. 2014 Income, Gross Billings and Expenses. American
Dental Association website. http://www.ada.org/en/sci-ence-research/health-policy-institute/data-center/dental-practice Published December, 2015. Accessed February
6. American Dental Hygienists’ Association (ADHA).
Access to care position paper, 2001. City (IL): ADHA;
7. Glenn D. The History of Social Media from 1978 –
2012 [Infographic]. Social Times website. http://www.
from-1978-2012-infographic/90816. Published February
16, 2012. Accessed April 18, 2016.
Jen McGuire, with more than a decade
of marketing experience in the health-care industry, now leads the marketing
of Henry Schein Dental’s Business
Solutions. Jen developed and launched
dentistry’s first wellness program, Total
Health Beyond the Mouth. Contact her
at (800) 372-4346 or at jen.mcguire@