Social media playbook for dentists
People choose a dentist on trust, and many of them are nervous. Social media lets them meet the team, see the practice and learn what a visit is really like before they book. Keep it friendly, clear and careful with patient privacy.
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What social media is for, for a dental practice
Make a nervous stranger feel safe enough to book, and remind patients when they're due.
Where to post
Best first. You don't need every app; these earn their time.
Facebook
Where local families ask for dentist recommendations and check reviews. Good for reminders and opening hours.
Instagram
Show the practice, the team and, with written consent, smile results.
YouTube
Short answers to the questions people search for: what a filling feels like, how whitening works.
TikTok
Friendly, simple tips from the team reach locals who haven't picked a dentist yet.
What to post
Four kinds of post, with ideas you could make this week.
Meet the team
Patients want to know who's behind the mask. Show faces, names and the person on the front desk.
- Meet the hygienist: one tip and one thing patients don't know
- A walk through the practice, from waiting room to chair
- Why our dentist got into dentistry
What to expect
Fear comes from not knowing. Explain visits and treatments in plain words, step by step.
- What happens at a check-up, in 30 seconds
- Does a filling hurt? An honest answer
- What we do for nervous patients
Everyday care
Simple tips people can use at home. Keep them general and point to a visit for anything personal.
- How long to brush, and how to tell
- Three snacks that are harder on teeth than you think
- When to replace your toothbrush
Results and reviews
Only with written consent, and within your professional rules. Reviews from patients often say it best.
- A patient review, read out by the team
- Before and after whitening, with consent
- New patient appointments open this month
A simple week
One post a day. Share each one to the other platforms above.
- MondayMeet the team
- TuesdayHome care tip
- WednesdayWhat to expect at a visit
- ThursdayPatient review
- FridayOpenings next week
- SaturdayKids' dental tip
- SundayQuestion from a patient
Opening lines that work
The first line of a reel or caption decides if people keep watching. Make them your own.
- Nervous about the dentist? Watch this first.
- What really happens at a check-up.
- Your hygienist wishes you knew this.
- Does it hurt? Here's the honest answer.
- You're probably brushing for too short a time.
Mistakes to skip
- Posting patient photos without written consent.
- Promising results or using words your regulator doesn't allow.
- Answering a patient's personal question in public. Move it to a private message or a call.
- Only posting offers. Trust comes from the team and the explanations.
How to tell it's working
- New patient bookings and calls that mention social media.
- Messages asking about treatments or prices.
- Reviews and tags from patients.
Run this playbook without the daily work
- Makes posts and reels about your team, treatments and opening hours from your website.
- Posts the same idea to Facebook, Instagram, TikTok and the rest in one go.
- Answers 'are you taking new patients?' in comments on Growth and Pro, and DMs too.
- You approve each post with a tap, or switch on autopilot on Growth and Pro.
Questions people ask
What should a dentist post on social media?
The team, what visits are like, simple home care tips and patient reviews. Treatment results only with written consent.
Can a dental practice post before and after photos?
Yes, with the patient's written consent and within your country's advertising rules for dentists. Check those rules before you post.
How often should a dental practice post?
A few times a week is enough if it keeps going. Steady beats busy.
See your own posts first.
Paste your dental practice's website and Socialhand plans your month and makes your first post, which you can post free. If you like it, plans start at $97 a month.