'Humor has been such a game-changer for us'
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By Emily Kelchen | Dental Bite
Dr. Edmund T. Zysik Jr., DDS recently offered a patient a free treatment if he could make a simple basketball shot from the exam chair. The Massena, N.Y.-based dentist failed to mention that his assistant was allowed to block that patient's shot. The exchange was posted on his Instagram account, @zysikdental, and has garnered almost one million likes (and counting).
This is just one example of how Zysik is humanizing the experience of dental visits through social media. He spoke with Dental Bite about his social media strategy and why he thinks it is such an advantage for fostering patient connections.
You often use humor to share information about dental health and your practice. How has this helped you engage with your patients?
Let’s be honest, most people don’t love going to the dentist. Whether we like it or not, that’s the hurdle we all have to get over in this profession. If we can make people laugh, get them to relax and maybe even enjoy their visit (crazy, I know), we’ve already won half the battle. That’s why humor has been such a game-changer for us. It helps patients feel more comfortable, turns routine visits into something they don’t dread and honestly, makes our days more fun, too. The patients have come to expect that and it puts them at ease.
Sometimes patients appear in your social posts. How do you ask them to participate, and what advice would you give on that?
First off, no pressure. We just keep it natural. If a patient is having a great visit and we think they’d be up for it, we ask. A simple “Hey, would you be cool with us sharing this?” goes a long way. We also make sure they know exactly what we’re posting and that they’re totally comfortable with it.
You make yourself the face of your brand and your social content. What benefits has this had on patient relationships?
At the end of the day, patients don’t just want a dentist. They want someone they like and trust. Putting myself out there has made a huge difference in how people connect with me and all of our staff. By the time they walk through the door, they already feel like they know me, which makes everything from treatment plans to small talk way easier.
What's your favorite social account to follow and why?
I love following people who make learning fun—whether it’s in dentistry, business or just life in general. The best accounts are the ones that take something people usually find boring or intimidating and make it relatable. That’s what we try to do, too, because let’s be real, no one is scrolling Instagram hoping to see a deep dive on gum disease. Specific account callouts go to @dentalnachos for great advice and connection with other dentists and @theforeverassociatedentist for a reality check of what dental associates are looking for and dealing with.
Above, Dr. Zysik pranks a patient with the help of his dental assistant. (Image and accompanying video courtesy of @zysikdental)
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