First, let me state the obvious: The past nine months have not been easy for the dental industry. I believe most would say that the new normal ushered in by the COVID-19 pandemic has not been a better normal.
What's normal about office closings, lost revenue, new and expensive infection control protocols, and patient and staff safety concerns? These all add up to make the recession of 2008 look like the good old days.
Now, allow me to state the not-too-obvious: Dental writers have been the unsung heroes in helping the rest of the dental community make sense out of the worst global pandemic in modern history by providing answers when sometimes there appear to be only questions.
Michael Ventriello.There are many types of dental writers. You have your usual suspects, such as the industry's key opinion leaders (KOLs). Most KOLs wrote and published articles prior to the pandemic, but many are publishing more frequently since dental meetings have either been canceled or converted into virtual sessions.
During virtual lectures, KOLs have an opportunity to put a timely spin on their areas of expertise. In other words, what is the new normal of best practices in patient communications, practice management, infection control, and digital workflows? Yet, KOLs are also supplementing their virtual podium time by publishing articles in an effort to reach and inform a larger audience. They know that not everyone attends dental meetings, and this growing trend was in motion long before the pandemic.
You may ask, "What about webinars?" I may be biased, but when developing a PowerPoint presentation, most of the heavy lifting is performed by writing. It just so happens that the dental industry's best presenters are also great writers. Those speaker's notes don't write themselves!
In addition to key opinion leaders, dentistry has a deep bullpen of market leaders -- the entrepreneurs and C-level executives who have been promoting innovation and driving adoption. The more sophisticated of this group realize that they need to be evangelists for a product category instead of a product pitch person. I am extremely fortunate to work with dental entrepreneurs who "get it" and, as a result, have been publishing bylined articles that provide real reader value in the post-COVID-19 world.
Another group of dental writers are the ones who diligently maintain the foundation for all other dental writers. Yes, these are the dental publication editors and journalists who have stepped up during the COVID-19 crisis.
You've probably noticed that just about all dental and hygiene publications across the board have thrown out their 2020 editorial calendars to provide their readers with what they need to know right now to ensure that their practices will survive COVID-19.
As a result, you've been seeing more feature articles, special sections, and publication co-sponsored webinars on how to survive COVID-19, with a strong emphasis on new technologies such as air purification, teledentistry, and how to regain patient trust.
It should be noted that during the shutdown and up until today, dental publication editors have seen dramatic increases in their web traffic, as dental professionals seek daily guidance and solutions for COVID-19 survival.
The internet is a hungry beast when it comes to fresh content, and most of my editor contacts have told me they are in constant need of relevant, accurate content. For example, DrBicuspid.com hit an all-time high this year in terms of page views and web traffic.
To make matters more challenging, for most of 2020, dental journalists have not been able to roam the dental and hygiene meeting exhibit floors to see the new products that may be game changers for postpandemic dentistry.
Moreover, they are also seeking new voices -- Main Street USA dental professionals who are in the trenches day to day and can share what they've learned with their readers. But don't just take my word for it. According to DrBicuspid.com Editor-in-Chief Kevin Henry, "We have seen a dramatic rise in new voices this year in the dental industry. I was thrilled that when dental practices went quiet, many dentists and dental team members provided their own noise by lending their thoughts to our publication."
During the pandemic, I've had the pleasure of helping veteran and emerging dental authors alike develop, polish, and place their articles related to COVID-19. I've learned a lot through reading these drafts!
Last but not least, to anyone in the dental industry who has considered writing an article and having it published but never followed through, I have to stand on my soapbox and shout, "Now is your time!"
Think about it. You've been meeting the challenges of COVID-19 head-on on a personal and professional level. What are your observations? What have you learned? What has been successful for your practice and your patients? Sharing this information with your colleagues across the U.S. and internationally is not only a public service but will also build your personal brand.
Here's another thing: Publishing your first article can also be your first step toward life outside the operatory, if that is where you are in your dental career continuum.
Where do you start? Every day, I see pithy and interesting posts on social media that can be expanded into longer-form articles. Does that sound like you? Are you a timeline thought leader? Are you a legend in your friends' news feeds?
If so, why not review your posts since the beginning of the pandemic and see which ones received the most comments? This can be a great starting point for article development. Keep in mind that most editors are interested in "life after COVID-19" articles. We need to move forward.
Next, take that basic premise and email it to the editor of your favorite dental or hygiene publication (including, of course, Kevin at [email protected]). If the editor is interested, he or she will tell you how to proceed by providing you with writer's guidelines and the article deadline. If this still seems daunting to you, seek the help of a writing mentor and coach. You probably know many colleagues who regularly write and publish articles.
Now more than ever, the dental community needs new voices to educate, motivate, and lead the way during the pandemic and long after it has passed -- and it will pass.
Are you up to the challenge? To those about to write, we salute you!
Michael Ventriello is the owner of Ventriello Communications and specializes in developing strategic marketing and public relations programs for game-changing dental companies and products. He is also the founder of the Dental Writers Academy, a personal coaching service for emerging dental authors. Contact him at [email protected].
The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.
