Ethical Social Media That Builds Trust, Not Hype

Today, patients definitely find the clinic on social media before booking an appointment. From Facebook reviews to Instagram reels, your digital footprint can help shape the trust before you start the treatment in person¹.

Not everyone knows how to fully use the potential. Some may oversell, whereas some tend to create a fear-driven message.

The key to creating a positive impact is posting content that is informative, reassuring, and highlights patient-first care.

Why “ethical” matters in dental social media?

As important as it is to have a social media presence, being ethical can truly take you a long way.

• Patients are savvy: They can spot clickbait, scare tactics, or over-promises instantly.
• Regulatory boundaries: Dental councils and professional boards may have regulations attached to advertising. Non-compliant posts can land practices in trouble.
• Trust = conversion: A patient who feels respected online is far more likely to book an appointment than one who feels pressured or misled².

Do’s: What to share on dental social media

Here is the list of things you should do for social media:

1. Educational content 

Break down treatments into short and reader-friendly posts. It is your opportunity to explain treatments in a simple manner like what can you expect during a root canal, or what happens in crown placement. 

2. Before-and-after 

Showcase real transformations with before and after pics or a short video. This is the time to set realistic expectations of what it can look like. Don’t forget to get written patient consent.

3. Behind-the-scenes transparency

Showing behind the scenes can humanise the practice. Looking at how your team works, the sterilisation protocols you follow, or how you handle different situations can reassure patients about safety and professionalism.

4. Testimonials and reviews

Patient testimonials and reviews are actually what help people know what others think of the quality of care at your clinic. If possible, share short videos of your patients talking about their experience. 

5. Advice

Share informative videos. You can put quick oral health tips, reminders, or myth-busting posts that help build authority.

Don’ts: Things to avoid in dental social media

Here is what you should avoid doing on social media:

1. Over-promising results

Never claim guaranteed outcomes, as dentistry is complex and things may not always go as planned. Overselling the services can hamper credibility.

Dwivedi YK, Ismagilova E, Hughes DL, Carlson J, Filieri R, Jacobson J, Jain V, Karjaluoto H, Kefi H, Krishen AS, Kumar V, Rahman MM, Raman R, Rauschnabel PA, Rowley J, Salo J, Tran GA, Wang Y. Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management. 2021;59:102168.

2. Fear-based agenda

Avoid content that can scare patients into treatment. Don’t post pictures of extreme decay or gum disease. Rather, focus on education as it will always work better than intimidation³.

3. Misuse of stock images

Always posting generic and overly polished stock photos feels like you don’t have anything to prove your expertise. Wherever possible, use real team photos and real cases, with consent, of course.

4. Ignoring patient privacy

Digital Personal Data Protection Act and local privacy laws are non-negotiable. Never post any identifiable patient data without documented consent.

5. Chasing trends blindly

Don’t keep on chasing trends blindly. All the viral dances and memes may not suit your branding. Stay professional without relying too much on recent trends.

Practical tips for ethical and effective posting

• Consistency over quantity: Post regularly while prioritising quality. One strong educational reel is more effective than five random posts.
• Engage: Respond to comments and DMs in an empathetic and professional tone. Treat this as an opportunity for mini-consultations and never like sales pitches.
• Track numbers: Use simple analytic tools to see the type of posts that perform best on your page. Focus more on whatever performs well, along with posting regular content. 
• Stay compliant: Find out about guidelines from your national dental council or board and ensure that your posts meet advertising standards.

Final Takeaway

Times are rapidly changing, and at this moment, social media is a powerful extension of your clinic. If done right, it brings more than clicks and can help you build a strong presence and relationships.

The formula is simple to crack. Don’t get swayed by what others are doing. Stay focused on educating, avoiding exaggeration, engaging, and not being pushy.

Focusing on ethical social media for dentists can help create a digital presence that feels as professional and trustworthy⁴.

References 

1. Freire Y, Gómez Sánchez M, Sánchez Ituarte J, Frías Senande M, Díaz-Flores García V, Suárez A. Social media impact on students' decision-making regarding aesthetic dental treatments based on cross-sectional survey data. Scientific Reports. 2024;14:21626.
2. Freire Y, Gómez Sánchez M, Suárez A, Joves G, Nowak M, Díaz-Flores García V. Influence of the use of social media on patients changing dental practice: a web-based questionnaire study. BMC Oral Health. 2023;23:365.
3. Suarez-Lledo V, Alvarez-Galvez J. Prevalence of health misinformation on social media: systematic review. J Med Internet Res. 2021;23(1):e17187.
4. Chen J, Wang Y. Social media use for health purposes: systematic review. J Med Internet Res. 2021;23(5):e17917.