Since we practice on opposite ends of the country, social media has allowed us to keep in touch. When we show the reality of our work on platforms such as Instagram and TikTok, we can tap into a community of other dentists and like-minded clientele.
Our story
We met at Glidewell’s 2023 Guiding Leaders program and instantly hit it off. After connecting during the personal branding and social media courses, we were able to speak together about our own personal journeys. We discovered that, though our approaches were slightly different, there was a common thread that led to our success. By being authentic on social media, we have been able to bring in a greater number of new patients and form a better connection with current clientele.
Understanding the informed consumer
The patients of today are generally well-informed—they do research on the internet, inspecting Yelp and Google reviews, reading your bio and education history, and even viewing pictures of you and your staff.
Creating a positive impression can make or break your online presence. If a patient feels like they know you already, they will trust your decisions as a practitioner and feel more comfortable in the chair. Here are a few things you can do to support your image on social media:
- Update your photo. No one wants to be catfished with a headshot from 20 years ago!
- Use real reviews. Ask current patients to leave online reviews. These are valuable for building rapport with prospective clients.
- Make sure your website is user-friendly. Do all the links work? Can patients find the information they need? You can test this by having a colleague navigate your website.
- Make your social media handles simple and memorable. If they have to write it down, it’s not easy enough.
Letting go of arbitrary professional standards
One of the most important things about social media we discussed was this idea of letting go of traditional standards. As a dentist, it’s understandable to want to project a polished and perfect image. However, social media challenges old paradigms, rewarding creators who think outside the box and embrace vulnerability.
This can take the form of sharing recipes, hikes, restaurant recommendations, or pictures of your pets. Vulnerability works. It can also look like acknowledging your personal struggles, such as anxiety, depression, or challenges with your home life. For women dentists, it can look like embracing your femininity instead of feeling like you have to match the look and feel of your male counterparts.
The point is—let your hair down a little! Social media has created a new world with new rules. As scary as that can be, it’s also exciting. Chances are, there are many people who want to connect with you for your unique traits. It’s up to you to find these people by putting out content that reflects your strengths as a person and as a dental professional.
Experimenting and finding your voice
We both agree that the best way to get better at social media is to just do it. Very few people are good at social media when they first start, and there is a learning curve with any new platform. The only way to find what works is to experiment. Immerse yourself in platforms like TikTok, Instagram, and Facebook. Pay attention to the content you gravitate toward and why.
When you post your own content, keep an eye on analytics. Over time, you should start to get a feel for what types of posts get more likes and shares. While you shouldn’t tie yourself to the algorithms of various social platforms, your personal voice should certainly be informed by what types of content get the most reach and engagement. A good rule of thumb is to keep content short, clean, and visually appealing. Try posting a mix of static images and short video clips so your page has an interesting variety.
Growing your audience and community
Once you find your groove, it’s time to expand your audience and connect with other creators. We were surprised to find that there is a thriving dental community already built-in on social media where dentists can find camaraderie with other practitioners all over the world. If you search topics such as “dentist” or “dentistry” on Instagram and TikTok, you can find these larger creators. Comment on their posts and follow the people who follow them. You’ll be surprised how quickly your account can grow.
Additionally, add the people you meet in real life. Follow and tag people and groups that you meet at conferences, courses, and continuing education events. Post pictures when you visit local businesses and tag their accounts. This will lead to a chain reaction of success that boosts you and the people in your community. When it comes to social media, you almost always get what you give.
Conclusion
Social media has the power to reach a brand-new audience that you would never have access to otherwise. While blurring the lines of your personal and professional life may seem daunting, your greatest asset on social media is authenticity. Through social media, we have grown our respective practices and brought in clients who connect with our purpose. When you are open to trying something new, you open the door to great possibilities.
Editor's note: This article appeared in the April 2024 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
Sarah Belderes, DDS, graduated from USC dental school in 2001, winning the pediatric dentistry award. She practices in her hometown of San Diego, California, as a restorative dentist, utilizing digital technology and a team of specialists to provide a wide variety of treatments. Dr. Belderes graduated from Guiding Leaders in 2023. You can find her on Instagram @sarah.the.dentist.
Brittany Bergeron, DDS, attended the University of Maryland. A solo practitioner, she owns an office in Towson, Maryland, and currently serves on the board of directors for Dental Entrepreneur Women. Additionally, she graduated from Guiding Leaders in 2023. You can find Dr. Bergeron on Instagram @towncentercosmeticdentistry.
