A Photo Speaks a Thousand Words: Improve Your Autograph Marketing with Four Simple Tips
Promoting your Autograph Aligner business with the right photography gives your practice revenue a real boost. Let your the photos do the talking – giving prospective leads a true reflection of the great results achieved as well as showcasing a patient's delight.
Here are four tips to consider when taking before and afters for promotion, including the Holy Grail: patient selfies on social media.
Appearances do count
Before and after close-ups of the dentition using cheek retractors are essential, however, make sure you include both a neutral expression and smiling portrait of the full face to reveal the personality of your patient. These appeal to our human side by showing the beaming smile and the sparkle in the eyes - conveying how your patient has more confidence and a better self-image.
If the patient is wearing make up, be consistent and request the patient uses the same make up including lipstick colour in the after pictures.
Cheek retractor images are essential, however, a smiling portrait of the full face reveals the patient's character. Cheek retractor photo courtesy of Dr. Lars Christiensen.
Choose the right camera kit
Timothy Zoltie, Head of The Medical & Dental Illustration Unit at The University of Leeds School of Dentistry, says ”Any DSLR or mirrorless camera is suitable. When it comes to choosing a lens, a 100mm/105mm macro is recommended as it keeps the user at a safe working distance from the subject whilst avoiding perspective distortion. It also offers a magnification ratio of 1:1.”
On to the flash. For extra-oral photography Tim recommends an external Speedlight with flash off-camera cable. “This enables a more powerful flash to be placed alongside the lens barrel to achieve adequate exposure while avoiding background shadow.
A ring flash may be used, but flash power limitations may not allow for stopped down apertures.” In addition, the correct contrastors, retractors and mirrors are all designed to create a full view with no distractions, including unwanted backgrounds and unintentional fingers in the shot.
Positioning
Shoot photos straight on and from a lateral viewpoint. Better perspective is achieved with the patient standing, therefore avoid full face photos to be taken of the patient in the dental chair. Lastly, keep the photo authentic. Stay away from photoshop. If cropping, ensure the same crop is applied to the before and after photos.
Patient power
Encourage patients to post selfies and testimonials to your practice social media pages. Why not create a selfie wall in the reception for patients to use? Start the conversation within the surgery and incentivise patients to get involved with a best selfie competition. With a good word of mouth habit, your team can make a huge impact on the success of your social media image, which in turn leads to new customers!
Enjoy your selfie and win a prize!
Look out for your Autograph Aligners promotional postcard in each case encouraging patients to upload their selfie onto Instagram with hashtag #myautographsmile. Each selfie is reposted onto the Autograph Instagram page and entered into a seasonal draw to win a £25.00 Love 2 Shop Voucher. The more selfies each user posts, the better the chance of winning.
For a practice visit, more information or to become an Autograph provider, call the DB sales team on 01535 656999, visit www.dbortho.com or email sales@dbortho.com.