Using social media to positively influence oral health

When Anna Peterson first started posting on social media, she didn’t want to be in front of the camera at all. Here, she shares the important realisation that helped change her viewpoint.

My journey into social media began during COVID-19. Like many dental professionals, my routine was disrupted when practices closed. At the time, I was working across two practices, but when services resumed, one of them prioritised dentists returning over therapists. It made sense – it was an NHS practice – but it left me needing to rethink how I worked.

Fortunately, the practice I’m now based at, Wellbe Dental, offered me the opportunity to work full-time. That’s when I had an idea: I would use social media to market myself, promote what I do, and help bring in new patients to fill my diary.

More than marketing

It didn’t take long to realise that what I was doing was much bigger than simply advertising.

Social media became a powerful extension of my communication with patients.

Like many clinicians, I had experienced the frustration of delivering thorough oral health instruction only to see patients return three or six months later with little improvement. Plaque scores were still high. Bleeding scores hadn’t changed. I kept asking myself: what more can I do?

The answer turned out to be surprisingly simple.

I started creating short videos demonstrating techniques – how to use an interdental brush, how to use an electric toothbrush – and sending these directly to patients. Almost immediately, I saw a noticeable improvement in their oral health.

The difference was context.

Instead of trying to learn a new skill in a clinical setting – often feeling anxious, under pressure, and being watched – patients could now learn in their own time, at home, replaying the videos as often as they needed.

Reaching patients beyond the practice

As my content grew, so did my understanding of how different audiences engage online.

I primarily started on Tiktok, but I quickly realised that only a small percentage of users (around 1%) are over the age of 55. That meant many of my patients weren’t accessing the content.

I decided to expand to other platforms, including Youtube, Facebook and Instagram, ensuring my content was accessible to a wider demographic.

Social media allows us to go even further than our own patient base. It enables us to reach people who may not have access to dental care at all – removing geographical barriers and connecting with a global audience.

Importantly, there is now growing evidence that social media can positively influence oral health. Studies have shown that patients can improve simply by engaging with educational content – watching videos, reading information and viewing images.

Staying compliant and professional

Of course, with these opportunities comes responsibility.

Dental professionals must ensure they are fully compliant when posting online. This includes informing your indemnity provider that you are active on social media – many will simply add this to your cover.

It’s also essential that all content is:

Evidence-based
Professionally presented
Shared with full patient consent.

If you are posting before and after images or videos, patient consent is non-negotiable. Confidentiality must always be maintained.

Rethinking success on social media

One of the biggest misconceptions about social media is that success is measured in followers or likes. In reality, it’s about impact.

You might have only 10 followers – but if your video reaches a million views, you’ve educated a million people. That’s what matters.

Consistency is also often misunderstood. You don’t need to post every day to be effective. As dental professionals, we already work demanding clinical hours, and burnout is a real risk.

For me, posting once a week (or even once a fortnight) is enough, as long as the content is high-quality, valuable and professional.

Building confidence

Confidence doesn’t come overnight.

When I first started, I was hesitant to be on camera. But over time, that changed. The more I shared, the more comfortable I became—and the more I realised that authenticity resonates.

You don’t need to be perfect. You just need to be yourself.