BRETT BROCKI
In the beginning, you should de-
vote at least one hour per day to
keeping the conversation moving
across your social media profiles.
breathing disorders.
Social media is a natural medium
for this kind of conversation. You
can demonstrate your expertise
in sleep, and the benefits of dental
sleep medicine through thought-
ful posting of content over time.
As your audience reacts to your
posts, you can answer their ques-
tions, provide follow up infor-
mation, even schedule appoint-
ments.
Connect with Patients
The key to breaking through is
to show how common symp-
toms of sleep-related breathing
disorders affect everyday life.
Since nearly 1 in 5 Americans
suffer from OSA - symptoms like
daytime sleepiness, forgetful-
ness, morning headaches, and
of course snoring, are alarming-
ly common. People with these
symptoms need to be screened
- they could be living with a dan-
gerous condition!
The good news is that because
these symptoms are so com-
mon, many people easily relate
to messaging that targets these
symptoms. As marketers, we can
reach them in disruptive, unex-
pected ways - through humor,
informative science reporting
and personal stories. To make a
difference, we must educate peo-
ple about what is at risk. Connect
with humor and shared experi-
ences, but close with the sober-
ing truth about the dangers of
untreated OSA. While it may be
common to wake up tired - it is
NOT normal and it may be a sign
of something dangerous!
As your audience develops and
engages with your message,
you’ll need to devote more time
to answering questions, making
suggestions and yes, scheduling
appointments. Like gardening, all
of this hard work will pay off in
the end. The climate is right, the
patients are there, but without
hard work, the seeds won’t grow
to their full potential. If you pro-
vide engaging content, and tru-
ly connect with your audience,
they will experience the benefits
of dental sleep medicine, pass on
that knowledge, and carry your
message to new audiences, ex-
tend your reach and lead to new
referrals.
Do It Right
To be effective, you need to de-
vote enough time and energy
to truly join the global and local
conversation about sleep. That
means assigning a member of
your team to curating a steady se-
ries of the latest studies, articles
and events about sleep for your
audience. Once you’ve mastered
this, you can begin creating orig-
inal content like articles, images,
case studies and even surveys to
further engage your audience.
BRETT BROCKI
Brett Brocki is Founder
and CEO of N3Sleep, a na-
tional sleep consulting and
training firm. If you need
help getting your whole
team on board screen-
ing for OSA, contact N3S-
leep for in-office train-
ing for your entire staff.