Social Media Marketing for Dentists: What Works, What Doesn’t, and What Gets You Bookings
If you’re a dental clinic owner or practice manager wondering how to turn social media into actual bookings—not just likes—you’re not alone. Social media marketing for dentists has moved beyond simply having a Facebook page. It’s now a vital part of digital marketing for dentists, driving visibility, trust, and new patient appointments.
But with so much conflicting advice out there, it can be hard to tell what truly works and what’s a waste of time.
This article breaks it down clearly: what to focus on, what to avoid, and where to invest your efforts for maximum impact.
Why Social Media Matters for Dentists
Social media isn’t just for influencers and trendy products—it’s one of the most powerful tools available to local service businesses, including dental clinics. With the right strategy, platforms like Facebook, Instagram, and even TikTok can:
- Build trust with your local audience
- Showcase your clinic’s personality and professionalism
- Keep your practice top-of-mind
- Encourage referrals
- Turn casual browsers into booked appointments
According to Hootsuite, over 71% of consumers are more likely to recommend a business that responds to them quickly and professionally on social media.
So, how can your clinic stand out in the scroll?
What Works: Proven Social Media Strategies That Attract Patients
1. Local Targeted Ads
If you’re not running targeted Facebook or Instagram ads, you’re missing a major opportunity. These platforms let you advertise directly to people in your postcode, who are actively looking for services like teeth whitening, check-ups, or cosmetic dentistry.
What to do:
- Run campaigns targeting parents for children’s dental care
- Promote teeth whitening offers to 25–45 year-olds in your area
- Use retargeting ads for people who’ve visited your website but didn’t book
Learn more about how to use Facebook Ads for Dentists.
2. Show Your Team and Personality
People want to know who’s behind the mask. Posts that showcase your team, behind-the-scenes content, or your dentist’s personality tend to get higher engagement. That trust often translates into bookings.
Post ideas:
- “Meet the team” profiles
- Birthday or celebration posts
- Short videos explaining common procedures
3. Patient Testimonials and Smiles (with Permission)
Happy patients are your best marketing. Share their stories—with their written consent—and let their before-and-after smiles speak for themselves.
Even a simple post like:
“Another happy smile! Thanks Sarah for trusting us with your whitening journey.”
…can build confidence with potential patients.
4. Educational Content That Answers Real Questions
Patients want to know things like:
- What’s the difference between Invisalign and braces?
- How much does a check-up cost?
- Is whitening safe?
Educational posts position you as helpful and trustworthy. Keep it short, visual, and easy to understand.
Resources like Canva make it simple to design eye-catching posts.
5. Consistent Posting Schedule
Even if your content is good, erratic posting confuses your audience—and social platforms reward consistency.
Aim for:
- 3–5 posts per week
- Stories or reels every other day
- Regular engagement (likes, replies, and shares)
You can use scheduling tools like Later or Buffer to stay on track.
What Doesn’t Work (And Wastes Your Time)
1. Overly Clinical or Technical Posts
Avoid jargon-heavy explanations or photos of complex procedures unless you can make them accessible. Most people don’t want to see graphic dental work on their feed.
Instead: Explain in plain language with a friendly tone.
2. Stock Photos That Look Generic
People can tell when your posts don’t reflect your real clinic. Overuse of stock imagery leads to low engagement and trust.
Instead: Use real photos of your team, your clinic, and actual patient interactions (again—with permission).
3. Posting and Disappearing
Social media is a conversation, not a broadcast. If people comment or ask questions, and you don’t respond, it sends the wrong message.
Tip: Set up notifications and aim to reply within 24 hours.
4. Chasing Every Trend
Not every meme or trend fits your brand. Trying too hard can come across as inauthentic.
Ask: Would my patients find this useful, comforting, or engaging? If not, skip it.
What Gets You Bookings: Turning Engagement into Action
Getting likes is one thing. Getting a new patient in your chair is another. Here’s how to bridge that gap.
1. Clear Calls to Action (CTAs)
Always tell your audience what you want them to do next.
Examples:
- “Book your appointment online today”
- “Call us to ask about gap-free check-ups”
- “DM us to schedule a consultation”
Use booking tools integrated with your website, like HotDoc or HealthEngine, to reduce friction.
2. Link Your Socials to Your Website
Make it easy for patients to move from Instagram or Facebook to your appointment page. Include links in your bio, posts, and stories.
Platforms like Linktree can help organise multiple links in one place.
3. Offer Time-Sensitive Promotions
Limited offers create urgency. Try campaigns like:
- “10% off whitening until April 15”
- “Free kids’ dental check-ups during school holidays”
- “Book today, gap-free dental for new patients”
Promote these offers with boosted posts or ads to increase reach.
4. Encourage Word of Mouth via Social Proof
Ask satisfied patients to leave Google reviews and tag your practice in their posts. Incentivise referrals with a small thank-you or gift card.
Here’s how one clinic uses social proof effectively:
Smile Solutions Melbourne on Instagram
Choosing the Right Platforms for Your Dental Clinic
Every platform has its strengths. Focus your energy on 1–2 that best suit your audience and team capacity.
- Best for: Community connection, local ads, older demographics
- Use for: Promotions, reviews, appointment bookings
- Best for: Visual storytelling, younger adults
- Use for: Reels, before/after smiles, team moments
TikTok
- Best for: Fun, short-form videos and trending content
- Use for: Light-hearted tips, day-in-the-life videos
Not sure where to start? Total Care Digital can help you choose the right platform mix for your clinic.
How to Get Started (Even If You’re Short on Time)
Social media doesn’t have to take over your week. Here’s a basic workflow you can follow:
- Pick your platforms – start with Facebook and Instagram
- Plan one month of content at a time
- Schedule weekly posts using a tool like Later
- Use real photos wherever possible
- Engage with comments, questions, and messages
And if you need a hand with content creation or strategy? That’s what we’re here for.
Final Thoughts: Social Media Success Is Within Reach
Social media marketing for dentists isn’t just a trend—it’s an essential way to connect, grow, and compete in 2025 and beyond. With the right content, strategy, and consistency, you can build trust, engage your community, and keep your appointment book full.
At Total Care Digital, we help dental clinics across Australia build smart, effective digital strategies that get real results—without the fluff. Whether you need help with content, ads, or full-service social media management, we’re here to help.
Ready to attract more bookings through social media?
Contact us today for a free consultation tailored to your clinic’s needs.
