Content I’d Love To Create For A Dental Practice

It can feel hard to know what to post in your dental practice, since you can’t always film patients. A lot of practices end up posting the safe stuff: an awareness day graphic, a photo of the new reception desk, something about flossing.

And the person who’s been meaning to ring for two years carries on meaning to ring.

When I look at a practice from the outside, I’m looking at the three jobs the content needs to do: get you found, build trust, and bring in bookings.

Dental practices have so much good content to share for all three.

Here’s one idea for each, and what it’s actually for.

A post to help people find you: “Your hygienist already knows”

Your hygienist, to camera, explains with a smile that panic-flossing the day of the appointment isn’t fooling anybody.

It works because it’s a small, universal moment of being caught out, and almost everyone has had it. It’s a post that will keep attention, which helps it reach more people on socials.

The tone is important here. Said warmly, it’s funny and human, not a telling-off. So it gets filmed with a smile, and nobody’s habits get shamed.

A post to help people trust you: “You’re allowed to be scared of the dentist”

Fear of the dentist is one of the biggest reasons people don’t book.

Most practices already handle it brilliantly in the room. Longer appointments, breaks, the hand signal, explaining each step before it happens. And most of them have that written on a page of the website.

Video does that job far better, because the person can see the face of whoever they’d be sitting in front of. So I’d film a walkthrough of what an appointment actually involves, then the practitioner talking through how they look after someone who’s anxious. Calm, unhurried.

This one will help bookings over the year; it's the post someone saves and watches three times before they finally ring.

A post to push someone to book: “The twinge you keep putting off”

The small ache that’s been there a fortnight and isn’t quite bad enough to do anything about.

I’d film someone explaining that a small problem caught early is an easy fix, and the same problem left alone becomes bigger, longer, and more expensive. Explained simply, without frightening anyone.

Alternatively, I’d create a carousel explaining this in text.

It’s a nudge, not a hard sell. This is for the person who already knows they should book. They just need a reason to do it this week instead of next month.

Why the mix matters

On their own, these are three nice posts. Together they’re a strategy. One helps you get seen by local people, one helps people trust you, and one nudges them to book. Run all three consistently, and you take someone from never having heard of you to sitting in the chair.

The balance can shift month to month depending on what the practice needs. More reach if you’re taking on new patients, more nudging when the diary has gaps.

That’s how I think about content for any clinic or practice I work with.

Done-for-you content

To create a month of content for you, I need a couple of hours at the practice.

I work with your team to capture talking-to-camera pieces, b-roll of the different areas, hands working, and photographs. I plan the month beforehand, so we capture everything efficiently and with minimal disruption.

Back at my office, I create all of the content- videos, images and graphics- and deliver it to you with SEO-optimised captions ready for you to post on your social media.

If you are looking for support with scheduling posts, we can talk about a package that includes that service.

If you're a dental practice in Chesterfield or Derbyshire and you'd like content like this without adding it to your own to-do list, get in touch.