Social media has become an indispensable part of our daily lives. And that also applies to oral care. More and more dental practices, dental hygienists, and specialists are using social media to increase visibility, attract new patients, and inform existing patients. But how do you approach this professionally? And what are the absolute do’s and don’ts?
Patients research online. They not only look for information about treatments but also want to know who’s behind a practice. With an active social media presence, you increase your visibility, showcase your expertise, and strengthen trust with (potential) patients.
Moreover, social media is ideal for giving your practice a face. People are more likely to make an appointment at a practice where they feel welcome and understood, and that often starts online.
✅ Show your face Show yourself and your team. A glimpse behind the scenes makes your practice human and accessible. Think of photos of the team, a new colleague, or a birthday celebration.
✅ Share your knowledge and tips Provide practical oral care tips, share facts about brushing habits, or explain treatments. This demonstrates your expertise and actively helps your followers.
✅ Stay consistent and professional Choose a consistent style, tone, and frequency. Alternate between informative, personal, and lighthearted, but always keep it professional.
✅ Interaction is key Respond to comments and messages. This builds a relationship with your followers and keeps your page vibrant.
✅ Use visually strong content Beautiful photos, short videos, or animations perform well on platforms like Instagram and Facebook. Think of before-and-after photos of a treatment (with permission!), brushing instructions, or atmospheric shots from the practice.
🚫 Sharing medial records or sensitive information Your patients’ privacy is sacred. Never share recognizable data or photos without written permission.
🚫 Only promoting Social media is not a one-way street. Only posting about promotions or new treatments is counterproductive. Ensure a good balance between informing, inspiring, and promoting.
🚫 Irregular or unprofessional posting Long silences or hastily thrown together posts damage your practice’s image. Create a content plan and invest in quality.
🚫 Ignore or delete negative comments Received a critical comment? Engage in professional conversations and offer a solution where possible. Removal is only an option for inappropriate or hateful comments.
Why use social media as a practice?
Patients research online. They not only look for information about treatments but also want to know who’s behind a practice. With an active social media presence, you increase your visibility, showcase your expertise, and strengthen trust with (potential) patients.
Moreover, social media is ideal for giving your practice a face. People are more likely to make an appointment at a practice where they feel welcome and understood, and that often starts online.
Do’s: how to make the most of social media
✅ Show your face Show yourself and your team. A glimpse behind the scenes makes your practice human and accessible. Think of photos of the team, a new colleague, or a birthday celebration.
✅ Share your knowledge and tips Provide practical oral care tips, share facts about brushing habits, or explain treatments. This demonstrates your expertise and actively helps your followers.
✅ Stay consistent and professional Choose a consistent style, tone, and frequency. Alternate between informative, personal, and lighthearted, but always keep it professional.
✅ Interaction is key Respond to comments and messages. This builds a relationship with your followers and keeps your page vibrant.
✅ Use visually strong content Beautiful photos, short videos, or animations perform well on platforms like Instagram and Facebook. Think of before-and-after photos of a treatment (with permission!), brushing instructions, or atmospheric shots from the practice.
Don’ts: best avoided
🚫 Sharing medial records or sensitive information Your patients’ privacy is sacred. Never share recognizable data or photos without written permission.
🚫 Only promoting Social media is not a one-way street. Only posting about promotions or new treatments is counterproductive. Ensure a good balance between informing, inspiring, and promoting.
🚫 Irregular or unprofessional posting Long silences or hastily thrown together posts damage your practice’s image. Create a content plan and invest in quality.
🚫 Ignore or delete negative comments Received a critical comment? Engage in professional conversations and offer a solution where possible. Removal is only an option for inappropriate or hateful comments.
Which channels are suitable?
- Instagram: ideaal for visuals and short tips
- Facebook: good for practical updates and longer explanations
- LinkedIn: suitable for showing your professional network and expertise
- TikTok: increasingly popular, especially for educational short videos and trends