Map content to the funnel
Your team needs to understand where each post fits in the funnel. Are we building awareness? Are we nurturing a lead? Are we driving a conversion? Your brief should dictate the types of content for each stage. Don't let them just post 'whatever feels right.' Tell them specifically what you need for each funnel stage. This will ensure your social channel is working in concert with your other marketing efforts to build a complete, cohesive patient acquisition journey.
Build for reach
Brief them on the necessity of a network approach. A managed content network is a set of many brand-owned Instagram pages that post your existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This is the distribution system they need to ensure their hard work is actually seen by the right audience.
Focus on the attribution loop
Your brief must include a requirement for lead tracking. Every post must include a way to measure its impact. If they are not including a call to action or a unique tracking link, they are not finished with the post. Demand that they show you the data. This will help you identify which creative, which treatments, and which hooks are driving the most results, which you can then feed back into the briefing process to improve performance over time.
Collaborate on optimization
Your brief is not a one-time thing. It's a conversation. Work with your social team to optimize their output based on the results they are seeing. If a certain type of video is performing well, adjust your brief to ask for more. If something is failing, refine the brief to change the direction. This iterative process is how you build a high-performing social channel that consistently delivers results for your dental group.
Brief your social team on funnel stages and conversion metrics to ensure every post contributes to your dental group's overall marketing objectives.
See your network before you hire.
Tell us what your dental group already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How do I make this process repeatable?
Create a standardized briefing template. It should include the goal, the target patient, and the expected call to action.
What if they are not technical?
Focus on the marketing goal. They don't need to know the technicals, just what they need to achieve for the business.
How does TIDE fit into the briefing?
TIDE is the distribution arm. Your brief stays focused on content, while TIDE ensures that content is distributed effectively across their network.