Thought Leadership for Cosmetic Dentistry

By: Maria Posada

LinkedIn GroupsConnecting with Key LinkedIn Groups would have the following benefits:

• Exposure to potential customers (Consumers)• Connecting with other dental professionals for potential

partnering opportunities (Partners)• Access to providing and

learning new knowledge and the latest innovations in the industry (Education)• This provides a great

opportunity to become a thought leader in the industry by sharing your expertise

Channel Diagram Consumer

Network Practices

AACD

Individual Local

Practices

Aesthetics & Beauty

Partner

References

Aesthetics & Beauty

Alliances

Education

Conferences Online

AACD

LinkedIn Group Suggestions1. American Academy of Cosmetic

Dentistry• Relevancy: With over 9,500 members, the AACD is a

national group for dental professional to exchange in educational opportunities, promotion of respected and accredited individuals, creative exchange of knowledge and ideas, and “providing accurate and useful information to the public and the profession.”

2. Aesthetics & Beauty• A private group for industry professional including those in

aesthetics, dermatology, and cosmetic surgery. Over 20,000 members there is an opportunity to reach the “vain” and the “cosmopolitans” of the group. With this being a big part of our consumer target market, exposure in this group could lead to partnerships too. For example, a cosmetic surgeon who has a client who just had a face lift could refer the client to our practice to finish off the look with gorgeous teeth too.

Outline of a SlideShare Presentation

1. A great way to captivate your audience is by starting a presentation with something they want to hear. The first topic of my SlideShare presentation would be presenting recent articles about how spending on cosmetic dentistry has risen worldwide. Telegraph.co.uk just published an article about this and knowledge similar to this would be worth sharing

2. A great topic to follow with would be an invitation to an upcoming online broadcasted one-day seminar. The world-famous Las Vegas Institute for Advanced Dental Studies (LVI) will be holding a seminar to share some of the latest modern dentistry techniques with other prestigious doctors in the field. I would share my knowledge of this particular topic in the presentation as well. Not to mention, encourage others to attend sessions like this one and share what they learned at the seminars.

Outline of a SlideShare Presentation cont.

3. One of the major reasons for dental professionals to be connected is to learn from each other about the latest innovations and breaking news in the industry. Here, even tool manufacturers or product developers have a chance to present their offerings to industry influencers. Thus, the third topic of my presentation would be a brief summary some of the latest advances in the industry for example the newest materials used to repair teeth that provide natural-looking, tooth-colored, and longer lasting results.

4. Finally, I would foster a sense of comradery among my colleagues and end on a positive note that we can all benefit from each other. That by sharing our knowledge, partnering up, or using our referent power to bring a larger influx of customers to each other, we can all gain from being in a network together.

Webinar• I would suggest hosting an Industry Expert

Roundtable Discussion. Doctors in the dental field like sharing knowledge and (to be honest) hearing themselves talk. So I think it would be a great idea to invite a few of the industry influencers to an online Roundtable Discussion where they can share ideas and talk about the latest technique advances in the field. Unlike a Virtual Conference where participants would have to take the time to create a presentation, this Roundtable Discussion would be a very informal gathering with the purpose to share an expansion of common knowledge with those interested in hearing experts talk about the techniques they use with patients. Topics could include the newer easier application Veneers, whitening techniques, and the modern dentistry under-bite correction methods for example.

Webinar cont.• The promotional strategy would be based on inviting

people to watch through LinkedIn groups, Twitter, and Facebook. We would try to promote it to those in the cosmetic dentistry field and to all the followers those participating in the Roundtable Discussion have. This way we ca grow our audience more through “shares” than through “likes”. The fact that it will be an informal discussion of relevant topics will attract out target audience which is other dental professional looking to hear more from us in the future.

• The target audience would be other dental professionals rather than end consumers. This is because as we are just starting off our presence as Thought Leaders in this industry, we want to gain credibility first through acceptance and sponsorship from other experts. We first have to show little by little knowledge in the field about before we develop a large following.

Vine• For the 6 second Vine video, I would ask the industry

experts that will be leading and participating in the discussion to record themselves saying a phrase 3 seconds long: “We are the future of cosmetic dentistry.” With video editing software I will superimpose the clips to create a strand video where each participants says one of the words, repeating some of the words for emphasis and extending it to 4.5 seconds. It would sound something like: “We…we…we are the future…the future of cosmetic dentistry.” (with each different color representing the face of each different speaker). The remaining 1.5 seconds I would flash the Date and Time in bold print “April 10 – 6pm” and then flash the phrase “Google+ HOA – tune in!” All of this with upbeat background music. In the description I would place the invite for all to join and watch this public roundtable discussion with a bit.ly link to more information.

Thank You!