(All photos are taken by me) The Southwest Specialty Group is a multidiscipline specialty dental clinic focused primarily on advanced surgical or cosmetic procedures. It works alongside the Cholakis Dental Group, but is a completely independent clinic.

Due to the fact that the majority of the business was referral based. My digital strategy for their social media channels was a bit different as we weren’t trying to directly attract patients.

My primary focus, as the Digital Marketing Specialist, was on creating a collection of creative pieces to deploy which would showcase the extensive restorative dental work, and intersperse them with fun friendly photos of the staff and actual patient testimonials. All with the goal of creating confidence and familiarity before a patient or referring dentist walks through the door.

Many regular family dentists look to specialists for particularly difficult cases. So my goal was to instil the confidence that our providers were able to handle some of the most complex procedures, while also being enjoyable to work with.

All of the following are example of the types of content I would create and deploy across a variety of social media, digital advertisements, the website, the blog, the online booking platform and in various print media.

Staff and Providers

(The following is a mixture of my professional headshots, environmental portraits, fun pics with social media signs, as well as casual game day and holiday pics. This type of content I would create and post interspersed with the before and after pics)

Patient Testimonials

(The following are two examples of the type of patient testimonials I would create. The first is a traditional video testimonial. )

(The second is an audio interview combined with a patient photo. I found many patients were more willing to give a testimonial in this fashion who were traditionally shy of being on video.)

Graphic Design

(Here is an example of some of the review/value cards I would also create and deploy on social media interspersed amongst the above pieces of creative.)

Education

A secondary function for SSG was it’s education component. Many of the dentists would teach their specialties at the dental college or in a professional development capacity.

As result I would occasionally help them create educational video tutorials, or promote their dental education events. I would also showcase these educational events on the social media channels.

Dental Video Tutorial

(Warning: Graphic Content)

Dental Education Event Promo

(When a specialist from abroad would come to teach in Winnipeg, sometimes they would send me short videos. I would use these to assemble short promotional videos to promote their upcoming class to the Winnipeg dental community.)

CE Course Event Photography

(I would also attend and showcase many of these events on social media.)

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