A person looking at your dental practice’s social page may be wondering what a visit would feel like. They may want to see the office or learn who will greet them.
They may also have simple questions about booking an appointment.
Your posts can help answer those questions. Start with useful information and let your team’s personality come through naturally.
Answer the questions people already ask
Ask your front desk team what new patients want to know. Those questions are a ready-made starting point for your posts.
You might explain:
- How someone can request their first appointment.
- What they should bring to their visit.
- Where they can park.
- How they can ask about accessibility needs.
- What happens after they complete your contact form.
Keep each post focused on one question. Explain the answer in everyday language and check that it matches how your practice works.
If an online form requests an appointment, say that clearly. People should understand whether they are making a request or receiving a confirmed booking.
Introduce the people behind the practice
Help prospective patients get to know your team. A photo and a short introduction can explain who someone is and how they help.
You could introduce the person who answers the phone or the assistant who helps patients get ready for a visit.
A short office tour can also be useful. Show the entrance and reception area so new patients know where to go.
Your team doesn’t need to act like television presenters. A friendly explanation is enough.
Share helpful information about your services
Think about what someone needs to understand before asking about a service. You could explain what a consultation involves or suggest questions they may want to ask.
Have an appropriate clinician review posts about dental care. Keep the information general and accurate.
Individual care questions need to go through your practice’s approved communication process. A public comment thread is a poor place to discuss someone’s health.
Check privacy before posting
Make privacy review part of your content routine.
For practices covered by HIPAA, written patient authorization is generally required before protected health information is used or shared for marketing. Limited exceptions apply (U.S. Department of Health and Human Services, 2003).
Ask your privacy lead to review patient photos and stories before they are used. Follow the practice’s approved authorization process.
Check the background of every photo and video too. Appointment screens and paperwork can reveal information. A video can also record conversations happening nearby.
When replying to reviews, avoid discussing treatment or confirming details about someone’s care.
Make contacting the practice easy
Give interested people a clear next step. That might be visiting your new-patient page or calling with a scheduling question.
Test the process on a phone. Check that the number works and that the form reaches the right person.
Tell people what happens after they send a request. Clear instructions can prevent confusion and repeat calls.
Find out whether posts lead to appointments
Likes and views show which posts attract attention. They don’t tell you how many people became patients.
Ask new patients how they found your practice. Where your approved systems allow it, track inquiries through to booked and attended appointments.
Talk with the front desk about questions that keep coming up. Those questions may point to information your posts or website still need.
Your next step
Choose five questions that prospective patients regularly ask. Create one clear post for each question and have the right person review it.
That gives your team a useful starting plan. You can build from there without turning the office into a film studio.
References
U.S. Department of Health and Human Services. (2003, April 3). Marketing.