Misty Absher Clark, VP Creative Services

Are you enjoying some great destination CE these days? How about tapping into the great online CE currently available? Either way, it doesn't do you much good to learn better dentistry and business if you aren't sharing it and doing it regularly! Right? Spread the word about what you and your team are doing so that your patients can grow in their confidence about you, referrals to you and long time loyalty. You'll also likely attract some new patients along the way!

So, here are five steps you can take to take your continuing education and turn it into public relations!

1. Internal verbal skills.  Make sure your team is aware of the course you completed and the benefits your patients will receive.  Have your team (including you) mention it in conversation to your patients during your visit.  For example, if the patient asks how you are doing, reply by saying, "Great.  We are so excited that Dr. Jameson attended a course on whitening techniques.  You know, she is always researching to find the best methods of whitening to offer you."
2. Press release. Write a press release with factual information on the course.  Many times the course will offer a pre-written press release into which you can insert your own information.  Send this press release to local newspapers and publications.  You can even include it in the hygiene bags for your patients to read, mail with statements, or include in a separate mailing.
3. Update your Web site. Add the new course to your Web site.  The home page should have a mention of it with a link to learn more about CE event.  This page should contain program details, the press release, benefits to the patient, logo (if relevant - i.e. Invisalign logo), and photos.
4. Email.  Formulate an email to send to your patient base.  The email should state the new benefits of the course that the patients and/or the practice will receive.  The email should include a link to your Web site for more information.  Be sure to invite your patient to call the office for more information or to utilize the new service.
5. Social media.  Mention the course before, during and after the event on your Facebook and Twitter accounts.  Do you have a flip camera?  If so, use the flip camera to take video during the event.  Or you can film yourself or a team member giving props to the course after the event.  Post that footage on your social media sites and to your Web site.

If your continuing education is in regards to a new piece of equipment, place signage around the office with the announcement.  You can even have a "limited time only" special promoting the new technique or equipment.  A great example is for CEREC.  If you have just started using CEREC, post signs that introduce the new equipment and list a special for moving forward with treatment.  The offer can be "Receive a complimentary Sonicare toothbrush when you have a CEREC crown placed-limited time only."