‘Stop dancing and utilise what you already have’: Ellena Jackson explains why posting yourself dancing and thousands of followers are not the magic ingredients to mastering social media in dentistry.
As a dental professional, I know that when you decided to pursue dentistry, you didn’t sign up to become a content creator. You studied to be a dentist – to advise and treat patients, not to learn the ins and outs of editing an Instagram reel or to bribe your nurses to make dancing Tiktoks.
However, in today’s digital world, whether we like it or not, having an active and up-to-date social media presence can make a huge difference in attracting new patients and maintaining relationships with current ones.
Know your competitors and be realistic
As dentists and dental professionals, we’ve been cultivated to excel in every aspect of our profession. From perfecting techniques to staying updated with the latest research, there’s a constant push to be the best. This drive for perfection can often translate into unrealistic expectations for our social media presence, making us feel disheartened when we don’t achieve viral success or a massive following.
It’s important to remember that you are competing with other local clinics, not accounts boasting 20,000 plus followers. You don’t have to aim to be the best in the country; focus instead on having a better account than those nearby. By lowering your standards regarding viral content, you can avoid disheartenment and maintain a realistic approach to your social media presence.
Put yourself in a potential patient’s shoes
When potential patients consider treatment, their first step is almost always to look you up online, and this tends to start with your social media pages. This process is probably something you have done yourself for other businesses like restaurants, hairdressers, hotels and so on. Reflecting on your own perception and judgement in those moments can help you assess what patients are seeing for when they come to your page for the first time.
The majority of patients care more about the quality of your work than how many people follow you. They are primarily looking to see before and after photos, patient testimonials, your team, and perhaps some educational content about treatments. For instance, if someone is considering a cosmetic procedure like Invisalign or composite bonding, they’ll want to see proof of your skill, experience and expertise in that area.
It’s okay to ignore the numbers
Before-and-afters are renowned for failing to rack up the most likes or shares, but they play a huge role in a patient’s decision making process. They show that you are currently carrying out the treatment they’re interested in regularly which builds a patients confidence in your skill. Even with low engagement, these posts are a critical part of social media page.
You don’t need to create overly polished content; just share real examples of your work. Simple, clear, minimally processed posts make a huge difference.
Let social media work for you
Social media is a cost-effective marketing tool that works for you when you’re not working. Unlike traditional marketing methods, like radio ads, billboards, or flyers, creating a social media account costs nothing but a bit of time. Platforms allows potential patients to learn about your practice at any time. Patients are often researching your practice when they’re not at work, and normally that’s when you’re closed.
If you cannot answer the phone they might choose to reach out via a direct message. You wouldn’t ignore a patient emailing, so make sure you’re not missing their direct messages either. A simple automated response providing some standard information and directing them to call when you are open can maintain the momentum, show you are responsive and are open to new patients.
First impressions matter
Consider what happens if your social media account is inactive for months or even years. A potential patient might visit your Facebook or Instagram page only to find that the last post was from two years ago. This can lead them to wonder if your practice is still open or if you’ve stopped taking on patients.
An outdated social media page can make your practice appear unprofessional or unreliable, potentially pushing patients toward local competitors.
You’re not an influencer – stop dancing and utilise what you already have
You might be surprised to find that your practice already has a wealth of content ready to use. This existing content can be a quick and effective way to fill your page without needing to constantly pull out the camera, come up with new ideas or start dancing in your clinic. Most practitioners have a bank of before and after photos, and with a few emails to patients to gain consent they can be used.
Additionally many practices have team member photos which can often be taken directly from their website. Each team member can be posted with a short description allowing patients to gain an insight into your team and their expertise.
Using photos of your practice, waiting room and clinics also make good content when establishing a page. Existing reviews can be adapted and shared along with photos of thank you cards you might have received from current patients.
Consistency over perfection
Many practices mistakenly focus on going viral or only post occasionally in the pursuit of perfection. Instead, consistency is key. Regular updates help keep your practice visible. Patients may spend weeks or even months considering a dental procedure, and having consistent content gives them a reason to keep coming back, ultimately leading to booking an appointment.
You don’t need thousands of followers to succeed on social media; you just need an active presence.
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