Small Easy Steps for the Biggest Payoff
Navigating social media marketing can present a formidable challenge for dentists, who bear the dual burdens of managing a business and fulfilling their duties as practicing healthcare professionals. But building a solid online presence doesn’t have to be overwhelming. By focusing on small, actionable steps that take less than 30 minutes, dental practices can see significant patient growth. Here’s how beginner dentists can leverage social media without getting lost in the noise.
Why Social Media Matters for Dentists
A recent study conducted in June 2023 found that over 20% of patients look at a dental practice’s social media when deciding which practice to join. Even more compelling, nearly 90% of those patients stated that the impression they got from the social media presence was a key factor in their decision.
Patients increasingly value a sense of familiarity and trust before booking an appointment. Social media provides an opportunity to build that connection.
Types of Content to Post
Creating a variety of content types keeps your social media pages engaging and appealing to different audiences. Here’s a breakdown of the types of content you can post:
- Videos: Short explainer videos, meet-the-team introductions, or patient FAQs. These can be posted as Reels, TikToks, or Stories.While video content has the steepest learning curve among all content types, it only takes a few trial-and-error attempts to start producing polished, high-quality videos that engage viewers and enhance your practice’s online presence.
- Pictures: Professional photos of your team, office, and patient transformations (with permission). Personal photos of the dentist engaging in hobbies also build trust.
- Infographics: Simple visuals explaining procedures or offering dental tips.
- Text Posts: Announcements, educational content, or motivational quotes related to dental health.
- Stories: Use Instagram and Facebook Stories for quick updates, behind-the-scenes content, or interactive polls.
- Posts: Regular posts that appear on your main profile feed. These can be a mix of videos, pictures, and text content.
The Pitfall of Chasing Virality
One of the biggest mistakes dentists make when approaching social media marketing is believing that success hinges on going viral. In reality, only a very small percentage of patients care about their dentist achieving online popularity. Most patients are far more interested in knowing they will be cared for by a professional who takes their oral health seriously and is genuinely committed to delivering excellent results. Chasing virality often leads to flashy content that misses the mark in building trust. Instead, the small, thoughtful steps outlined in this article—such as creating practitioner profiles, posting authentic content, and highlighting the human side of your practice—are far more effective in attracting and retaining patients. By focusing on consistency and authenticity, your practice can achieve meaningful engagement without needing to go viral.
Prioritize the Right Platforms
For dentists who are just starting out with their social media marketing, it can look at the first glance that Facebook should be the primary focus. A staggering 97% of dentists already use Facebook, and it remains the most popular platform for patient engagement. Instagram comes next, especially if the practice wants to share visual content like before-and-after photos and short videos. Facebook is ideal for written posts, announcements, and patient reviews, while Instagram is great for visual content and connecting with younger patients.
The Importance of Google My Business
While not a social media platform, it serves a similar function. An often overlooked but highly effective strategy is creating practitioner profiles or provider profiles on Google My Business. In addition to having a main profile for your practice, you should create individual profiles for each dentist. These profiles should include professional photos, bios, and patient reviews. You can use the same address and website as your main profile, making setup simple.
Why is this important? Studies show that people connect more deeply with individuals than with brands. Having a separate profile for each dentist, complete with their photo and some personal details, builds trust and familiarity. Additionally, these profiles help generate more traffic without cannibalizing your main profile’s search visibility.
Pro Tip: You don’t need hundreds of reviews on each practitioner profile. Even five to ten five-star reviews can significantly boost traffic.
Practices that implement this strategy often see increased visibility in local searches. It’s an opportunity to showcase the human side of your practice and make potential patients feel more comfortable.
Content Ideas to Get Started
When creating content, the key is authenticity. Highlight the personalities within your practice to give potential patients a sense of who you are:
- Employee Highlights: Introduce your staff with short bios. For example, if your hygienist is known for making patients feel comfortable, showcase that.
- Procedure Explainers: Share short videos explaining common procedures. Keep it simple and engaging.
- Patient Testimonials: With permission, share stories from happy patients.
- Community Engagement: Post about local events your practice supports or participates in. This builds a sense of community.
Recycling Content Across Platforms
To save time and maximize reach, dentists should recycle content across different platforms. For example, a patient testimonial video created for Instagram can also be shared on Facebook and Google My Business. However, it’s important to tailor the content to each platform’s unique characteristics.
One key consideration when recycling content is the difference in image formats. On Facebook, you can post a picture of any size, but Instagram has what’s known as a “grid.” It’s essential that the posted picture is not cropped awkwardly in the grid view, as this can detract from the overall look of your Instagram profile.
Show the Dentist’s Personality
Patients want to connect with the people behind the practice. Showing the dentist’s family and hobbies can create trust and familiarity. For instance, if a dentist runs their business with their spouse or has children, sharing photos or videos of family moments can make the practice feel more approachable.
Additionally, adjust the type of content you produce based on the dentist’s personality. If your dentist is well-spoken, create more video content where they talk directly to patients. If they’re less comfortable on camera, focus on photo content or videos showing them performing procedures (with patient consent, of course). Alternatively, you can feature other staff members who are well-spoken, friendly, and not camera-shy. Hygienists, for example, can be great at explaining procedures in videos and building patient trust.
When creating practitioner profiles, consider adding a mix of professional and personal photos. A professional headshot is essential, but including images of the dentist engaged in hobbies such as biking, hiking, or spending time with family can humanize them further. Marketing is fundamentally about building relationships, and showcasing the human side of your practice goes a long way toward achieving that.
By starting small and focusing on consistent, genuine content, beginner dentists can make a big impact without feeling overwhelmed. Consistency matters more than perfection, so set a realistic posting schedule and stick to it.
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