The Dawson Academy Blog

Dental Articles on Occlusion, Centric Relation, Restorative Dentistry & More

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Virginia Bussey is the Director of Marketing & Communications at The Dawson Academy. Bussey has been published on Yahoo Small Biz, Business2Community, Social Media Today and HubSpot for her expertise in Inbound and Digital Marketing.

Recent Posts

Dentist Education: 5 Steps for Managing Your Social Media Accounts

Finding time each day to update your Practice’s Facebook and Twitter accounts can be very challenging. Your day already might be consumed with exams, treatment planning, and managing your team. So how are you supposed to find time and more importantly remember to update your social media accounts every day? 

Your dental continuing education doesn't just stop at scientific topics. The following are 5 steps to help you manage your social media accounts:

1.  Select who will be responsible for updating your social media accounts. This could be you, your assistant, the office manager, or whoever feels comfortable doing so. This person will be your “social media manager.”

2.  Have your “social media manager” schedule a time once a day or once a week to manage your social media accounts.

3.  Have your social media accounts notify your “social media manager” either through email or phone if someone responds, retweets, or messages you. This will help you keep up with your followers and fans.

4.  Decide ahead of time what you want to be sharing—you can always add an extra tweet or post if an event, article, or link comes up that you would like to share. These are two ways I have used to plan what to say ahead of time:
    1. Make an excel spreadsheet of tips, facts, dental information and anything that would be beneficial and not time sensitive information.
    2. Use a social media scheduler. This tool allows you to type in your posts for the day, week, even month and schedule when they will be published. Some examples of these are TweetDeck and HootSuite, but there are a lot of different ones out there.
5.  If the previous steps don’t seem possible for your practice, you can hire a social media management company for some extra help and guidance. These services can be inexpensive and a great tool if you find the right company. An example of a great social media management company that is inexpensive and easy to implement is Get On Social.

Managing your social media does not have to be difficult or time consuming. With these steps, you should be able to implement a regular routine for updating your social media accounts, keeping your patients updated and potential patients engaged. Click me
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How to Get More Patients to your Website

By Brian Burns, President, Ads Next

After developing a website for your business it is important for users to be able to find your website on the internet.  What is the point of having a website if no one can find it?  So how do you get found on the internet?  The best way to get a consistent amount of visitors to your website is through Search Engine Optimization (SEO).

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engines via “natural” (”organic” or “algorithmic”) search results. Usually, the earlier a site is presented in the search results, or the higher it “ranks,” the more searchers will visit that site. – Wikipedia

Optimizing your website will allow users to find you, help you stand out from your online competition and guarantee that you will get web traffic.  Increasing traffic to a website means more potential customers and more potential sales for your business.
  1. Spotlight your search term on the page. If you want to be found for your keyword, make sure that term is on the page you want to rank. The term should be at the top as well as peppered throughout your copy.

  2. Fill in your “tags.” The two most important tags are Title and Description b/c that’s what is displayed on the search results.

  3. Get other sites to “link” back to you. This is one of the most important of the 100 factors Google considers when ranking sites

  4. Create a blog and post often
    . This can help you get links.

Register for free tools. We recommends using the tools at, as well as creating a text-based sitemap, and adding your business to Google’s Local Business center.

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Surefire Marketing Tips to Grow Your Business

What Makes Your Practice Special or Different?

As a student of The Dawson Academy, you're well aware of the many benefits of complete dentistry. The questions that begs asking, however, is this: Do your patients know the benefits of complete dentistry?

Certainly, you now know that teeth are just a part of the overall masticatory system, not standalone elements. But to the average person who may now be sifting through their insurance company's list of providers and heeding the countless recommendations of friends and family as they search for a new dentist, complete dentistry doesn't mean a thing. After all, most people simply expect their dentist to clean their teeth every six months and drill and fill as needed, giving legs to the old adage that says "you don't know what you don't know".

Remember, you're in business to serve a need that, quite frankly, most people don't even know they have. Therefore, it's important that you educate your patients—and your local community—about the many differences between you and the average dentist. The following marketing tips will help you share the many benefits of complete dentistry, helping you to differentiate your practice amidst a sea of competitors and grow your bottom line.

Have a Strategy

As any good football coach knows, success is often the result of a cohesive offensive strategy. Well, as a dentist looking to stand out from the crowd, you should take a similar approach with your marketing efforts. 

First, determine the message you want to share with the public. What makes you special or different? For starters, you now understand complete dentistry, thanks to the continuing education courses you're taken with The Dawson Academy. Therefore, be sure to share this news with your audience.

The press release from your alumni association benefits is a terrific start to your marketing efforts. Simply insert your name where indicated, add contact information, and then distribute to your local media, including newspapers, local radio, and cable television programs. 

But how do you know who to send it to? Research, research, and more research. For example, many public Web sites will list the names, contact numbers, and e-mail addresses for their reporters; however, make sure you focus your attention on those that will be most interested in the information you're sharing. After all, although you may have the name and number of the local financial reporter, the likelihood is that this particular reporter will have no interest in running your story. In fact, some reporters will often become peeved by misguided press releases, so tread carefully before hitting send on your e-mail or fax machine.

Second, consider putting together a brochure to share with both existing and new patients. Now that your press release has been distributed to the local media and patients are calling with questions about "this whole complete dentistry thing," it's more important than ever for you to have a tangible piece of marketing collateral to share—and a brochure is a great place to start. 

With a little creativity and some basic computer software (like Microsoft Publisher), you can pull text directly from the press release, plug in your bio or curriculum vitae, and insert it into a standard brochure template found in your software to create a professional brochure that you can use to distribute to new patients, insert in an introductory letter to prospective patients, or even place in a display stand at your local church's assembly hall. 

Remember, however, that the headline on your brochure must be your main selling point. Statistics show that four out of five people never read the inside of a brochure if its headline lacks zing. Brainstorm with your staff and family members to ensure the front page of your brochure really drives your message home.

Next, remember that the best advertising is free advertising. There is nothing wrong with a little legwork to spread the good word about your business. For example, volunteer to conduct a question and answer session at your local Exchange Club or community college alumni association. This type of event allows you to sell one ingredient that a brochure or press release can't quite capture: your personality.

Get out in the community and let people know that you're a complete dentist who understands the overall form and function of the masticatory system. Allow them to ask you questions and provide honest, insightful answers that allow them to see the benefits of having you as their dentist. After all, how many people can say that their dentists take the time to get to know them and their needs? You'd probably be surprised to know that it's not many. This small step will help you stand out from the crowd.

Finally, marketing your practice is not a one-time event; it's an all-the-time event. Therefore, a brochure and press release may help get the word out for now, but perhaps a 30-second radio spot, telemarketing, or an advertisement in the yellow pages may be your best bet for the future. After all, different forms of media will help reach different members of your target audience.

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Splint Therapy DVD for Everyday Dentistry

Often, we will hear educators discuss managing tough restorative problem cases with a final comment, “We’d recommend working through splint therapy before starting a difficult case like this one”, or “and of course, this is a case where you’ll want to use a splint at night”. What are the options when it comes to splints?

There are three basic designs of splints used for different scenarios of patient presentation. Do you know the different designs and when each would be preferred ?

This video developed by Great Lakes Orthodontics will give you an overview to help get you started.

This comprehensive DVD covers:
• The Basic TMJ Exam
• Differential Diagnosis & Treatment Options
• The Importance of Good Records
• Fabrication, Placement & Adjustment
• Guidelines & Troubleshooting
• Communication with Patients & Insurance

To order this DVD from Great Lakes Orthodontics, please click here.

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