What’s your story?

Posted on March 12, 2013 by jmichaeldunn
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How do we tell our story?

In many respects, marketing communications is storytelling.  Every brand, service, and company has a story to tell and core values to communicate.  And we can tell that story through a variety of media.  I’ve written before about the importance of using social media strategically in dental product marketing.  The various social platforms available can be powerful outlets for telling your brand’s story if used purposefully in a coordinated, integrated way with the other media you employ.  Here are a few tips for telling your brand’s story via social media:

1.  Create content:  Content is king.  Sharing others’ content is fine, and it is a good tactic to help mobilize people to share your story in return.  However, remember that you are telling your own story. So, you have to ensure a steady diet of your original content is being fed to your audience.  Content can take the form of pictures, articles, testimonials, case studies, videos, infographics, etc.  Just make sure the message is consistent with your core values, and you’ll be well on your way to a story told powerfully.

2.  Be consistent:  If content is king, then consistency is a prince.  Be consistent in frequency of posting, and be consistent with the message, branding, and values you convey via your other media outlets (website, print advertising, trade shows, etc.).  Once you decide to tell your story via social media, you’ve made a commitment to consistency.  If you find you can’t keep up or are running out of ideas, then you may need to seek some outside help.

3.  Avoid offers:  You likely feel some pressure to prove an ROI on the time and money spent on your social storytelling.  You may feel the inclination to try to tie posting to units sold.  Avoid that temptation.  Use offers in your social story strategically and sparingly.  A big part of your brand’s story is its personality.  Use that personality to engage your audience rather than always trying to sell to them.  Social media are two-way streets, and your audience will quickly realize if you’re using them only to push out sales offers in a one-way fashion.

4.  Have fun:  This is fairly self-explanatory.  Social media outlets are like cocktail parties for your brand.  You can have serious conversations with members of your audience, and you can also share some laughs.  Having a little fun here and there can become a great part of your brand’s story and set it apart from others.

Starting with these tips can help you to jump-start your efforts to tell your brand’s story through social media.  Remember that social media do not stand alone from the other outlets you use in your marketing communications.  Integrate them into your complete communications strategy.  Be creative, consistent, and fun.  Tell your story.

How are you using various media to tell your brand’s story?  Please leave a reply below or contact me directly to share.

Posted in How to ..., Marketing, Social Media | 5 Comments

Chicago Mid Winter: Calm Before the IDS Storm

Posted on February 28, 2013 by jmichaeldunn

As I walked through the exhibit hall at last week’s Chicago Mid Winter dental meeting, my impression was that many manufacturers were not showing anything new.  It felt like the calm before the storm.  I expect that most are waiting for next month’s IDS to unveil their innovations.  However, this wasn’t the case entirely.  There were a few hidden gems, and some of them didn’t even have booths in the hall.

Symmetry Dental Direct – Frankly I never thought dental cabinetry and dental office design could be that exciting.  However, Symmetry Dental has developed a concept, Symmetry ID (integrated design), which is just that and answers a real need for dentists.  This system allows the dentist to choose from 15 interior design palates to fit their needs & tastes.  These templates can be customized for their unique office.  Symmetry Dental takes care of the design work, project coordination, etc.  This approach allows the dentist to focus on patients and the practice rather than interior design.

REALScore – REALScore was one of those gems without a booth.  This new service brings a scientific approach to answering the question of where to locate a new practice or how to evaluate objectively a practice for sale.  It uses sophisticated algorithms and mapping features to determine objectively metrics concerning patient flow, competition, patient demographics, etc.

Your Marketing Practice – Again, no booth, but a very noteworthy service.  Many practices wish they could have a marketing department.  Now they can.  Your Marketing Practice offers a suite of digital marketing services from website design to SEO to social media.  And they also provide marketing training via live, hands-on workshops, a real differentiator from similar services in the market.

TF Adaptive – I actually heard about this one after the show.  This is a new endo file & motor technology from Axis-Sybron Endo.  The system is based on Adaptive Motion Technology.  It detects pressure & torque on the file in the canal and changes between rotary and reciprocation motion accordingly.  

Also, I was able to catch up with friends from Brightsquid Dental and S-Ray, both of whom I have written about here before.  Shortly before Chicago Mid Winter, Brightsquid quietly announced their new Secure-Mail service.  This represents an affordable solution to the very real challenge of compliant communication of patient information.  S-Ray is making steady progress on their ultrasound dental imaging solution.  They look to be on schedule for their limited release program, slated to begin this summer.

I’d like to hear what you thought about this year’s Chicago Mid Winter show.  Fill out the form below or leave a comment to share your perspective.

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5 Dental Product Categories to Watch in 2013

Posted on January 29, 2013 by jmichaeldunn

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Now that most of us have stopped ending our dates with 2012 and have trained ourselves to use 2013, let’s make some predictions.  Dental technology is no different from consumer technology in that it will continue to march forward, and the pace of that march is ever-increasing.  So here are my predictions on the five dental product categories which will take the greatest strides forward in 2013.

  • Digital Impression & CAD/CAM Devices:  OK, this is a no-brainer.  With multiple options on the market, dentists have (finally) started to take notice in great numbers.  Whether milling at the lab or milling in the dental office, digital dentistry is taking off.  I look for additional entrants to come to market in 2013 and for adoption to continue to increase.  Two stories I am personally eager to watch this year are S-Ray’s ultrasound scanner introduction and Amann Girrbach’s continued US market introduction of their laboratory CAD/CAM system.
  • Oral-Systemic Link:  The cat peeked out of the bag over the last few years, but there is definitely no secret now.  Oral health is linked to overall health, and what’s good for the mouth is good for the rest of the body.  I anticipate even more press this year on this topic.  More companies will take notice and introduce products to help dentists become valued health care providers and not just fixers of teeth.  This includes dental sleep medicine.  This year the number of dentists providing therapies and services to improve breathing and sleep – and thereby overall health – for their patients will increase.
  • Cloud Data Storage and Collaboration:  Dental information is headed further into the cloud.  Practice management software, patient education software (like Anomalous Medical), and, of course, practice website & marketing services are increasingly delivered via cloud computing.  But it has evolved beyond “there’s an app for that”.  Secure platforms, such as Brightsquid Dental Link, for collaboration among dentists, labs, and specialists are being developed and refined.  I anticipate 2013 to be a breakthrough year for these platforms.
  • Guided Implant Surgery:  Dental implants have been around for years, and guided surgery is not new.  However, look for guided surgery to take a leap forward in 2013.  Advances in imaging technology coupled with implant planning software (check out 360imaging) and open architecture systems will help more specialists and general dentists take advantage of guided surgery.  The result is, of course, more options, and in most cases, better care for patients.
  • 3D Printing:  2013 will be the year of 3D printing.  The dental applications are many and varied.  Look for continued adoption in dental laboratories and for additional applications to begin to make their way to the dental practice.

These aren’t bold predictions.  It is, however, fascinating to watch the continued development of current technologies and the emergence of new ones in the dental industry.  This year more dentists and patients will continue to benefit from such advancements.  It is an exciting time to be in the dental industry!

What products and technologies will you be watching this year?  Please leave a comment, and let’s discuss.

Posted in Dental Technology, Products | Tagged , , , , , , , | 12 Comments