Social media for dental practices: what to post and how often

What social media is for

For most practices, social media isn't the main source of new patients. Its job is to show that the practice is real, current and friendly, so that a patient who found you through search feels confident booking. An abandoned page with a last post from three years ago works against you.

Pick your platforms

Two platforms done consistently beat five done occasionally.

• Facebook: still where many parents and older patients check a local business.
• Instagram: good for team culture, office life and before-and-after work (with written consent).
• Google Business Profile Posts: often overlooked, and seen by people already searching for you.
• YouTube or short video: explain common procedures and answer frequent questions.

A sustainable routine

• One or two posts a week is enough if it's steady.
• Rotate themes: meet the team, patient education, office updates, community involvement, seasonal reminders.
• Batch-create a month of posts in one sitting and schedule them.
• Link your social profiles from your website, and your website from each profile, so patients and search engines can connect them.

Stay compliant

• Never post a patient's photo, story or treatment details without written HIPAA authorization.
• Don't confirm that someone is a patient when replying to comments, even if they posted first.
• Disclose any paid partnership or incentive behind a testimonial.
• Before-and-after images must be real and representative of typical results.

Measure it simply

Track how often you post, how many people engage, and whether patients mention social media when they book. If a platform produces no engagement or bookings after a few months of steady effort, move that time elsewhere.