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Good morning!

Get your coffee ready for today's newsletter inspired by Dr. Wajahat Khalil, MD. His video on Chronobiology sets the stage for our journey into sleep fundamentals. Over the next few weeks, we'll explore these pillars of sleep. [Video link]

“I believe in the basics: attention to, and perfection of, tiny details that might be commonly overlooked." - John Wooden

In Today’s Edition:

• Chronobiology and Dental Sleep Medicine

• Complete Facebook Ad Guide For Dentists

• Industry Events

• Masterclass on Improving Oral Health [video]

7-minute read👇

Clinical Corner

🥼Use the clinical corner as your secret weapon to impress your colleagues and patients!

Key Takeaways🔑

The Intersection of Chronobiology and Dental Sleep Medicine

Understanding the Rhythms of Health

For dental sleep professionals, chronobiology isn't just a scientific concept; it's a window into understanding and treating sleep disorders more effectively. This field, which studies time-based biological changes, plays a significant role in how we perceive and manage sleep-related issues in dental practice.

Foundations of Chronobiology

Chronobiology revolves around the idea that living beings have internal clocks that sync with Earth's daily rotation. This clock influences various bodily functions - from when we feel sleepy to how our metabolism works. As dental professionals, recognizing this link is crucial. It helps us understand that disruptions in sleep can affect oral health and vice versa. [Reference Study]

Circadian Rhythms and Sleep: Interconnected Processes

Sleep isn't just about closing our eyes and drifting off. It's regulated by an internal circadian clock, located in the brain's SCN. This clock responds to external light and darkness, orchestrating our sleep-wake cycles. When these rhythms are off, it can lead to poor sleep quality, which in turn might contribute to health issues like sleep disordered breathing.

Zeitgebers: Nature's Alarm Clocks

Zeitgebers, or time ‘cues’ like light, meal timings, and social interactions, play a crucial role in setting our biological clock. In our world where artificial light is omnipresent, understanding the impact of these cues is key to maintaining healthy sleep patterns, which is essential for overall well-being and dental health. [Reference Study]

The Two-Process Model: Balancing Sleep and Wakefulness

Sleep regulation is a dance between our circadian rhythm (Process C) and sleep drive (Process S). Disruptions in either can lead to sleep disorders that don't just affect rest but also oral health. For instance, poor sleep can lead to increased inflammation, affecting gum health and possibly exacerbating periodontal disease.

Melatonin: More Than Just a Sleep Hormone

Melatonin isn't just about inducing sleep. Its role extends to regulating blood pressure, immune functions, and even metabolism. In the context of dental sleep medicine, an imbalance in melatonin can affect sleep quality, which can indirectly influence oral health, highlighting the need for a holistic treatment approach.

Circadian Rhythm Sleep-Wake Disorders (CRSDs)

CRSDs occur when there's a mismatch between our internal clock and the external environment. This misalignment can lead to issues like persistent fatigue and mood disorders. In the dental context, such disruptions can indirectly affect oral health due to SBD-related issues like teeth grinding.

👉 CRSD found in OSA patients? Yes!

Chronotherapy: Timing is Everything

Chronotherapy is about aligning treatments with the body's circadian rhythms. In dental sleep medicine, this could mean scheduling treatments or interventions in sync with the patient’s natural sleep-wake cycles, potentially improving the effectiveness of treatments for conditions like sleep apnea.

Modern Lifestyles: A Challenge to Our Biological Clocks

Today's lifestyle, characterized by irregular sleep patterns and artificial light exposure, challenges our circadian system. This can aggravate sleep disorders, which may indirectly impact dental health. As dental professionals, we need to factor in these lifestyle elements when addressing sleep-related dental issues and educate our patients about the potential effects it has on treatment.

👉 Environmental Factors vs OSA

Meal Timing: A Crucial Aspect of Circadian Health

Emerging research shows that when we eat matters as much as what we eat. Eating late at night can disrupt the alignment between our internal and external clocks, increasing the risk of metabolic disorders. Such disorders can indirectly affect oral health by altering saliva production and pH levels, essential for maintaining oral hygiene.

👉 Your Patients Diets and Their OSA

Conclusion: Embracing Chronobiology in Dental Sleep Medicine

In dental sleep medicine, understanding chronobiology is not just an academic exercise; it's a practical tool. By integrating these insights into our practice, we can offer more effective, patient-centered education and treatments. Embracing chronobiological perspectives in diagnosis, treatment planning, and patient education marks a significant step towards a more holistic approach in healthcare, encompassing dental well-being.

Other references:

👉 Basic chronobiology: what do sleep physicians need to know?

👉 Introduction to Chronobiology

👉 [Video] Chronobiology: Human sleep & Circadian sleep disorders - Wajahat Khalil, MD, FCCP

Business of Sleep

📈Better businesses = more lives saved!

Complete Facebook Ad Guide For Dentists

Why Facebook Ads for Dentists?

Facebook has over 2 billion active users, so it's a great way to reach a wide and diverse audience for your dental practice. You can customize and control who sees your ads on Facebook, which can be challenging but also rewarding.

It's easy to set up an advertising campaign on Facebook, and it's a great way to get a good return on your investment.

You can keep track of all your ad performance in one place, including things like A/B tests and audience targeting. Facebook ad campaigns give you control and detail over your digital marketing.

1.Develop Your Dental Strategy

Before you start creating ads, make a plan for your social marketing strategy. This plan should match the goals of your dental practice.

Think about what makes your practice stand out from others in your area. Do you focus on serving a specific group of customers? If so, this should shape your marketing approach.

It's important to clearly understand who you are targeting, what you are offering, and why before you start using Facebook Ads.

Strategy Example

Practice Specialty:

A dental practice invests heavily in customer service and Dental sleep medicine.

Ad Strategy:

Create ad content that addresses your quality of patient care and promote a special offer on sleep screening or alternative to CPAP, directing patients to lead generation form on website.

2. Choose Your Dental Objective

As emphasized in the strategy section, it is absolutely crucial to select a direct objective (or objectives) and focus on a specific audience. Engaging in social media marketing without first establishing clear goals is a guaranteed recipe for failure. Take a moment to reflect on the number of dental patients you aspire to reach through this platform, and more importantly, why? How do you define a successful conversion of dental patients resulting from this ad campaign?

Awareness

Brand awareness - shows ads to facebook use that will remember your practice in the future

Reach- will show ads to the most amount of people as possible within budget

Consideration

Traffic- will show ads to people that will most likely to click your link

Engagement - will show ads to people that will most likely like, comment, share, or watch video

App installs- will show ads to people that will most likely to download your app

Video Views - to get the most video views

Lead Generation- Fill out lead from on Facebook platform

Messages- get more people to send messages to your business

Conversion

Conversions- (Requires you to install code on your website) over time the ad will optimize to show to people that will completes a conversion event

3. Target Your Audience

When you are targeting your desired audience you have to refine the 2.45 billion users on Facebook/ Instagram to an appropriate size audience for your dental practice.

Use website data (in a legal manner) to help you identify the ideal customer profile that you want to target with your ads. Perhaps you will realize that your objective is to acquire more customers in a new target demographic for your dental business.

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Make sure that you are intentional with your goals and specific with your definition of your campaign's intended audience and whether or not your objective is tied to a specific patient action - such as clicking through to your site and completing a request for more information about a special offer.

Important Settings

Location - Make sure you are only advertising in your market. Your budget will dry up quickly from irrelevant clicks if you forget this important step! 10- 15 miles of your practice is a good place to start.

Demographic Targeting

Ages - Desired age group you will like to target

Genders - Desired Gender you will like to target

Languages - Make sure you are able to speak the language you are targeting (also make separate ad creative and ad set when targeting multiple languages.

Detailed Targeting

In this section, you can target people that Facebook believes to be interested based on user behavior on Facebook. This is a good way to narrow or expand your audience your trying to reach for your office! Targeting Cpap or Snoring might be a good place to start.

4. Ad Placements

With the Facebook ads manager, you are able to make advertisements for both Facebook and Instagram on the same interface. Also, you have the opportunity to advertise on the messenger platform and website associated with Facebook, we recommend automatic placements if you are unfamiliar with these placements.

Placements To Consider:

News Feed Ads

largest, but also the most expensive spot on Facebook to place your ad

Mobile Feeds

beware that mobile ads are a strong awareness-building tactic with high click-through-rates

Stories

vertical video and images ads for mobile-only

In-stream Video Ads

these are also mobile-only, but this could be a more dynamic way for you to tell your brand story and target a younger demographic with video

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5. Ad Formats

There are many ad formats but we recommend tackling single image or video ads before taking on some of the more demanding formats. Once you master the image and video ad, start testing with instant experiences and collection formats.

Example of single image ad:

6. Create Dental Facebook Ads

Create multiple dental facebook ads to maximize results. By creating multiple ad elements like headline, description, images or videos, Facebook can pick which one is performing best and you can shift your budget to the best performing ad set and ads.

Upload media or you can choose an existing post. We recommend creating an ad specific to your objective rather than just a general post from your page.Make sure to include compelling ad copy that is relevant to your audience.

It is important to match your ad copy to your landing page. If your ad copy talks about dental services or dental clinic specials, make sure the landing page offer is the for the same reason they clicked on your facebook ad in the first place!

7. Budget

Facebook advertising has a cost. After planning your dental strategy, target audience, and ad placement, it's time to set your budget.

Start by testing 10 ads at $10 per day for a week to see which performs best. Pause any ads that aren't doing well and increase your spending to $20-$50 per day based on your audience size.

Consider the "Cost Per Acquisition" metric. Avoid launching your first campaign during the holiday season as it can be expensive. Once you're on the platform, use features like Facebook's Custom Ad Schedule to control your budget and run ads at specific times.

8. MONITOR, TEST, & REPEAT

When monitoring your new Facebook ads, the most important thing is to optimize them for conversions. This means making sure they are tailored to the specific goal you set when determining your objective and target audience.

Don’t get discouraged if your ads don't perform well at first. Online marketing is a marathon. The Facebook Ad interface will help you identify what's not working and give you unlimited opportunities to optimize your ad by adjusting headlines, descriptions and testing out more engaging visuals.

After finishing your campaign, you should start running various tests with different dentist Facebook ads features to improve your campaign's success. Learn from your mistakes and keep using the tactics that work best. Soon, you'll be able to expand your online marketing strategy beyond Facebook to other social media platforms.

Previous Editions:

👉 Sleep Problems and High Cholesterol [Free download]

👉 Mouth Tape and OSA [Free download]

👉 Your Patients Diets and Their OSA

Something Sweet

🍭Stuff so sweet you might get a cavity..

Industry Events

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Miscellaneous

😅P.S. … I forgot something

Masterclass on improving oral health

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