To connect with potential patients in the digital space, most dentists rely on their websites. What they don’t know is that their website is not getting the job done.
“The website that you maintain for your dental practice has, unfortunately, become obsolete,” says Sydney Schmall, Founder and CEO of Flossy, a leading marketing agency focused on social media marketing, branding, and influencer marketing for the dental industry. “Your Instagram account now serves as your website and the most effective way for you to connect with new and current patients.”
Schmall launched Flossy to bridge the psychology of sales with organic growth and branding in a way that would allow clients to become the top dentists in their markets. She and her team focus on the psychological aspects of building rapport with patients. By turning dentists into influencers, Flossy gives them the impact and authority they need to increase their case acceptance and grow their practice.
“If you’re posting silly meme graphics, have lazy branding, or don’t have any social proof/online validation, you will lose patients to competitors who look better than you on social media,” Schmall explains. “The service that Flossy provides to dentists builds them up to look like the best dentist in their city so they become the best dentist in their city.”
Bringing a new vision to medical marketing
Schmall inherited an entrepreneurial spirit from her father, a fourth-generation farmer who also owns an event venue and wine-tasting room in California, called ApCal Rockin Ranch. From her mom, she inherited a tireless drive, natural flair for sales, and the psychological prowess to dominate anything she puts her mind to. Schmall is one of the first in her family to attend a prestigious Research University, and her upbringing led her to focus on Psychology to make the world a better place.
After graduating with honors from the University of California Santa Cruz with a degree in Intensive Psychology, Schmall took a job with a dental marketing agency. Despite being fresh out of college, she quickly excelled to the degree that the owners entrusted her with running the company. In less than a year, she set out on her own, furthering her entrepreneurial journey by setting up her own agency and focusing on new trends in medical marketing (aka social media & influencer marketing).
“When people ask me how I went from earning a degree in psychology to owning a marketing business, I explain to them the direct correlation between the two,” Schmall shares. “When you understand what makes people tick, you can understand why they buy the things they buy — hence, psychology and marketing go hand-in-hand.”
Schmall launched Flossy in 2020, just before the COVID-19 pandemic dried up all business in the medical marketing field. However, her drive allowed her to keep the agency alive until dentist marketing bounced back. Today, Flossy is thriving, with performance that has catapulted it to the top of its field and attracted the attention and backing of huge names in the dental industry.
Leveraging her influencer success to build new influencers
One of the keys to Flossy’s success is the unique work it does with influencer marketing.
“No one is doing what Flossy does in the dental industry,” Schmall says. “We turn our doctors into influencers, making them dental stars and local authorities. This not only attracts new patients, but allows them to engage with real people through Instagram, turning their social media into a sales funnel.”
By developing an engaging mix of organic content that attracts attention and engagement, Flossy gives dentists what they need to become public figures in their community. Flossy’s Content Creation System drives this success by providing regular professional photo shoots for clients, ensuring that their social posts are professional and produce valuable results.
Schmall is also able to connect dentists with medical brands for influencer partnerships, further enhancing their influence and success. Flossy is the only dental marketing agency focused on growing its clients’ reach through influencer marketing. Flossy also handles influencer campaigns for their clients by finding local influencers and bringing them into their clients’ offices to organically promote their clients’ practices through sponsored Instagram influencer posts.
“Flossy’s clients benefit from the fact that I myself have done many top-tier influencer collaborations locally and globally through my @schmalltalk Instagram account,” Schmall explains. “That means I know not only what it takes for my clients to become influencers, but also how to negotiate collaborations for them with dental brands. And for their local Marketing Strategy, I’m an influencer who sets up influencer campaigns in your practice so Flossy clients gain promotion. There is no one else more uniquely positioned to get the job done. Our clients have seen that we deliver in this area, finding and setting up perfect influencer collaborations in their own offices.”
Celebrating diversity in the medical marketing space
Flossy’s business success is enhanced by the fact that Schmall is one of the youngest female founders in the dental space, as well as one of the only Latina founders providing marketing assistance to the dental community. To top it off, Flossy has ascended to the top of its field without doing any marketing for itself. The word-of-mouth marketing provided by its many satisfied clients continues to grow the Flossy brand.
“We’re here to help dentists shine online and turn them into local authorities,” Schmall says. “Prospective patients are using Instagram like a Yelp page, looking at the content and comments they find there to determine if a doctor deserves their business. We ensure a doctor’s Instagram is the best in his or her area to keep prospective patients from looking anywhere else.”
