\u201cEvery other industry has soared in terms of the user experience,\u201d says Jennifer Plotnick, DMD<\/a>, the owner and co-decorator (along with her photographer husband) of the space. \u201cThere\u2019s been a flat feeling in medicine in general. I felt I could create something different in the world of dentistry that hasn\u2019t been seen before.\u201d<\/p>\n We asked Plotnick how she met her design goals, her unique approach to social media, and why adding a large dose of personality to your practice can not only draw attention but create the kind of customer satisfaction buzz that leads to a five-star<\/a> reputation.<\/p>\n I wanted to create a space and an environment that reflected me and my personal interests as well as be a space that I wanted to be in every day. I think that people are responding to the design but they\u2019re also responding to the authenticity around it. Everything in medicine is upgraded and modern, but there\u2019s not a lot of personality. Putting myself out there and sharing my interests lets people get an idea of me and see if I\u2019m the right provider for them. It\u2019s a win-win.<\/p>\n Photo courtesy of Grand Street Dental<\/p>\n I\u2019m hoping to attract like-minded people. Many of our patients find us on social media and I believe that this is because people do their research and would like to know a little bit about their provider before making an appointment. When you look at our Instagram<\/a> page you can definitely get a good feel for what we\u2019re about. They\u2019ve seen the art<\/a> we buy for the office, pictures of the staff<\/a> and through all these posts they get to know us. So even before their first visit there\u2019s already a notion for who we are. And if we are authentic to that then we\u2019ve already created a level of trust. Plus, what better way to keep in touch with your patients<\/a> than social media?<\/p>\n Definitely. I have a point of view and an aesthetic and an ability to create the content. There was no need to hire an outside party. We also wanted to be different. If I used the same people who designed and marketed for every doctor in New York City, chances are my practice would just blend into the background. Most other industries put a lot of effort into their branding and marketing and medical professionals have been slow to adapt. They shouldn\u2019t be, because branding is just a way to show other people who you are.<\/p>\n Instead of going to a dental-specific design company, go to an actual designer, someone who can come up with unique branding. My husband and I did it ourselves, but we put a lot of time into it. Doing it right as opposed to using stock business cards or stock images adds so much value. It\u2019s some of the best money you can spend.<\/p>\nGrand Street Dental doesn\u2019t feel like a typical dental practice. What was the motivation to try and carve out a different identity for your space?<\/h3>\n
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A lot of that personality is on display on your various social media accounts, including Instagram and Facebook, where you show an off-duty side of yourself and your design influences. What makes that beneficial?<\/h3>\n
That\u2019s a departure from the standard, which can be stock photos or pre-designed sites from marketing companies.<\/h3>\n
But not necessarily by farming out the work?<\/h3>\n
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