Define the target patient
Who are you trying to attract? Is it the patient looking for a cosmetic smile makeover? The parent looking for a family dentist? The person in pain needing an emergency visit? Your brief must clearly define the target patient so the creative team can speak directly to their concerns. If you do not give them a target, they will aim at everyone and hit no one. Be specific about the type of revenue you want to drive, and you will get much better results.
The role of automated distribution
Don't just brief the content creation; brief the distribution. Tell your team they need a system to ensure reach. 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 most efficient way to get your content in front of patients.
Set clear, revenue-based KPIs
Do not reward your team for likes. Reward them for leads. Include a clear goal in your brief: 'I want to see X number of appointment inquiries originating from Instagram per month.' This forces the team to think like marketers and focus on the actions that drive revenue. If they are not hitting these goals, you can sit down together and adjust the strategy. This keeps your social team focused on what actually matters to your business: filling your chairs with new patients.
Keep it lean and simple
Avoid long, complicated strategy documents. A good brief fits on one page. What are our core messages? Who is the patient? What is the goal? What is the tone? Keep it simple so the team can get straight to work. The more time they spend on planning, the less time they spend on doing. Empower your team to experiment and learn from the results. The faster they can iterate, the faster you will see real, bottom-line results from your social media.
Brief your social team with a focus on patient acquisition and clear revenue-driven KPIs to ensure every post contributes to your bottom line.
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
Should I care about the video style?
Only if it affects the conversion. Otherwise, focus on the message and the call to action.
What if they don't have experience?
Focus on the basics: clear communication, patient empathy, and a strong call to action. Anyone can learn that.
Is the TIDE network easy to brief?
Yes, you provide the assets, and they manage the distribution. It is a very simple, low-effort addition to your process.