HEALTH EXPERTISE POWERS THOUGHT LEADERSHIP

SUMMARY: DMD DELIVERS THE SCIENCE BEHIND THE SMILE

Thought leadership in the medical or any other field is similar to stardom:  Many think they want it but few realize it takes talent, credentials and teamwork.  Dr. Charles Sutera, FAGD, a highly-credentialed oral health and aesthetic expert in the dental industry, wanted to educate consumers while creating national awareness of his practice.

THE CHALLENGE

While the marketplace was flooded with paid content underscoring the cosmetic appeal of dentistry, Dr. Sutera, FAGD, wanted to cut through the noise of the cluttered marketplace and help consumers understand the vital role of good oral health in creating a beautiful and original smile.  While the industry was highly saturated, Dr. Sutera had earned a number of credentials, including board certification and recognition as a Fellow of the Association of General Dentistry.  This recognition placed him in the top six percent of dentists nationwide for knowledge and credentials.

THE STRATEGY: THE SCIENCE BEHIND THE SMILE

His public relations and social team went to work creating media interest in educational features which shared the science behind the smile.  His commitment to educating journalists, providing insightful and in-depth insight into key issues behind oral health and the impact of oral health on overall well-being, quickly placed him in the top tier of trusted resources for journalists. 

In addition, Dr. Sutera committed to never missing a deadline so journalists knew they could rely on him for critical insight that met their schedule.  His social team went to work amplifying his non-promotional, highly educational blog articles and shared social posts that were empathetic and responsive to community members.

Finally, the team pursued, and secured, numerous opportunity for Dr. Sutera to serve as a thought leadership journalist himself with expert contributed articles in consumer, wellness and medical industry publications.

The team’s mission was to share Dr. Sutera’s expertise in a way that was insightful, comprehensive, empathetic and cut through the crowd of “brighter teeth in minutes” dental messaging permeating the marketplace.

THE RESULTS

In a year’s time, Dr. Sutera’s thought leadership program had excelled, delivering the following:

 PUBLIC RELATIONS NATIONAL PRESENCE

86 pieces of original media coverage, including top consumer outlets such as PopSugar, RedBook, Eat This Not That, Shape, MSN Health, Yahoo Lifestyle and more. This generated:

o   Eight million+ unique article views

o   6,400 direct social shares from articles

o   Acceptance as an authentic, expert journalist in industry standard MuckRack directory  

SOCIAL/DIGITAL INFLUENCER

40-80% in monthly reach on Facebook (over 600K monthly fans reached)

o   50% in monthly engagement gain (15K monthly engaged)

·       65% week over week gain in Instagram followers (grew to 16K from 0 in 6 months)

o   38% gain in engagement (25K monthly actions taken from a profile)

Propulsion of blog content from 39,000 readership to over 200,000 monthly visits

Growth in social following and brand recognition so as to attract influencer partnered program invitations from leading social influencers:

o   5-10 monthly brand ambassador invites

o   5 partnerships with top Instagram Influencers

 IN SUMMARY

The powerful partnership of a health expert, committed to sharing expertise and being responsive to journalists and social community, combined with a team of public relations and social professionals, created a quantum leap in media coverage, national recognition and social media prominence that has delivered practice growth, industry and consumer recognition and a robust foundation for Dr. Sutera’s next business and health initiative.