1. Thought Leadership for Cosmetic
Dentistry
By: Maria Posada

2. Connecting with Key LinkedIn Groups would
have the following benefits:
• Exposure to potential customers (Consumers)
• Connecting with other dental professionals for
potential partnering opportunities (Partners)
• Access to providing and learning new knowledge
and the latest innovations in the industry
(Education)
• This provides a great opportunity to become a thought
leader in the industry by sharing your expertise
LinkedIn Groups

3. Consumer
Network
Practices
AACD
Individual
Local Practices
Aesthetics &
Beauty
Partner
References
Aesthetics &
Beauty
Alliances
Education
Conferences Online
AACD
Channel Diagram

4. 1. American Academy of Cosmetic Dentistry
• Relevancy: With over 9,500 members, the AACD is a
national group for dental professional to exchange in
educational opportunities, promotion of respected and
accredited individuals, creative exchange of knowledge
and ideas, and “providing accurate and useful information
to the public and the profession.”
2. Aesthetics & Beauty
• A private group for industry professional including those
in aesthetics, dermatology, and cosmetic surgery. Over
20,000 members there is an opportunity to reach the
“vain” and the “cosmopolitans” of the group. With this
being a big part of our consumer target market, exposure
in this group could lead to partnerships too. For example,
a cosmetic surgeon who has a client who just had a face
lift could refer the client to our practice to finish off the
look with gorgeous teeth too.
LinkedIn Group Suggestions

5. Outline of a SlideShare Presentation
1. A great way to captivate your audience is by starting a
presentation with something they want to hear. The first
topic of my SlideShare presentation would be presenting
recent articles about how spending on cosmetic dentistry
has risen worldwide. Telegraph.co.uk just published an
article about this and knowledge similar to this would be
worth sharing
2. A great topic to follow with would be an invitation to an
upcoming online broadcasted one-day seminar. The
world-famous Las Vegas Institute for Advanced Dental
Studies (LVI) will be holding a seminar to share some of
the latest modern dentistry techniques with other
prestigious doctors in the field. I would share my
knowledge of this particular topic in the presentation as
well. Not to mention, encourage others to attend sessions
like this one and share what they learned at the seminars.

6. Outline of a SlideShare Presentation
cont.
3. One of the major reasons for dental professionals to be
connected is to learn from each other about the latest
innovations and breaking news in the industry. Here, even
tool manufacturers or product developers have a chance
to present their offerings to industry influencers. Thus, the
third topic of my presentation would be a brief summary
some of the latest advances in the industry for example
the newest materials used to repair teeth that provide
natural-looking, tooth-colored, and longer lasting results.
4. Finally, I would foster a sense of comradery among my
colleagues and end on a positive note that we can all
benefit from each other. That by sharing our knowledge,
partnering up, or using our referent power to bring a
larger influx of customers to each other, we can all gain
from being in a network together.

7. Webinar
• I would suggest hosting an Industry Expert Roundtable
Discussion. Doctors in the dental field like sharing
knowledge and (to be honest) hearing themselves talk. So
I think it would be a great idea to invite a few of the
industry influencers to an online Roundtable Discussion
where they can share ideas and talk about the latest
technique advances in the field. Unlike a Virtual
Conference where participants would have to take the
time to create a presentation, this Roundtable Discussion
would be a very informal gathering with the purpose to
share an expansion of common knowledge with those
interested in hearing experts talk about the techniques
they use with patients. Topics could include the newer
easier application Veneers, whitening techniques, and the
modern dentistry under-bite correction methods for
example.

8. Webinar cont.
• The promotional strategy would be based on inviting people to
watch through LinkedIn groups, Twitter, and Facebook. We
would try to promote it to those in the cosmetic dentistry field
and to all the followers those participating in the Roundtable
Discussion have. This way we ca grow our audience more
through “shares” than through “likes”. The fact that it will be an
informal discussion of relevant topics will attract out target
audience which is other dental professional looking to hear
more from us in the future.
• The target audience would be other dental professionals rather
than end consumers. This is because as we are just starting off
our presence as Thought Leaders in this industry, we want to
gain credibility first through acceptance and sponsorship from
other experts. We first have to show little by little knowledge in
the field about before we develop a large following.

9. Vine
• For the 6 second Vine video, I would ask the industry
experts that will be leading and participating in the
discussion to record themselves saying a phrase 3 seconds
long: “We are the future of cosmetic dentistry.” With video
editing software I will superimpose the clips to create a
strand video where each participants says one of the
words, repeating some of the words for emphasis and
extending it to 4.5 seconds. It would sound something like:
“We…we…we are the future…the future of cosmetic
dentistry.” (with each different color representing the face
of each different speaker). The remaining 1.5 seconds I
would flash the Date and Time in bold print “April 10 –
6pm” and then flash the phrase “Google+ HOA – tune in!”
All of this with upbeat background music. In the description
I would place the invite for all to join and watch this public
roundtable discussion with a bit.ly link to more information.