I am the social media advisor on a volunteer basis for a start-up dental hygiene clinic opening up in downtown Calgary next month. The audience we’re trying to gain on our social media sites are adults in the Calgary and surrounding area who desire dental services, including Invisalign orthodontics, tooth whitening, or dental cleanings. Facebook and Instagram are the two most popular social media sites currently with the demographics we seek, adults between 18-80 years old.
Our competitors are dental clinics, hygiene only clinics, independent whitening clinics, and Orthodontic clinics within the Calgary area. Since there are numerous services offered at our office, each service has their own list of competition businesses. They all have the expected Facebook and Instagram account, but there are a select few that have Snapchat but that is more so the Orthodontic clinics, since they try to engage a younger audience. Of course, they all have a Google page and rating and reviews site. The competitors content for each type of business/service varies slightly based on two factors – which they have at the helm of their social media and what kind of business it is. Most of the competition, no matter the type of clinic, has an obvious form of zombie media happening. This is exciting for us, since there is an opportunity to excel and be the leaders in our community. But, there are a few companies who are doing it very well. The content is regular, engaging, and visually consistent. The business type will dictate what variations in content they have; for example, the orthodontic offices will have more contests and engaging content for children, whereas dental clinics will have informational posts about dental hygiene. The content we have so far is Valentine’s Day themed/promotional, and contest give-aways as well as updates about the clinic construction.
Once the clinic is up and running, the content can lean away from contest and promos and start to create the story we’ve decided to create. Our business owner is a strong leader, raised by a strong single mother, and aside from expected content, like whitening before and afters or Invisalign before and afters, the content will highlight and promote her brand which is female empowerment. Since our primary demographic uses Facebook and Instagram mainly, these will be our priority platforms, in addition to Google +.
Since the business is still in its infancy, the content is not daily, but we aim for at least 3 times per week at the moment. This is due to manpower, mainly, but once all the construction dust settles, our goal is to engage in page posting and/or highlights 5 out of the 7 days of the week. The times of day to post for us is going to be the peak times when adults are likely viewing their social media. Assuming our target audience works a 9-5 job, they will likely check their social media before work after they get up and start their day, and then lunch hour, and then in the evening when they get home – so 8am, 12 noon and 7pm approximately.
The social media goal for this new clinic is simply to gain followers at this moment in time – hence the promos and give-aways. So, our success is measured by an increase in followers. In time, that will change, but we merely want to let our existence be known. Our goals immediately following opening is engagement and reviews. Our Google page will have zero reviews so any new potential patient may not get the information they need to reassure themselves that this clinic is the right choice for them. The strategy for this goal is to ask all patients in the first month of business to write an authentic review about their experience and about our clinic on Google – even if only 10 people write a review in the first month, we are well on our way to gaining a reputable and honest Google page.