Most people aren’t looking for a dentist right now. When they start needing one, they often choose a clinic they already know. Instagram is a way to become familiar to them in time.
What works
- Explaining the procedure. A short video on how a treatment goes, what the patient can expect and how to look after their teeth afterwards. It eases anxiety and answers the questions people search for.
- The team and the setting. Doctors, nurses and reception staff as real people. Patients know who they’ll meet.
- Practical tips. Dental care, prevention, what to do when a tooth hurts. Content people save and share.
On the Doctor Dent project, regular photo shoots and reels brought 510 new followers in seven months and doubled the reach of posts.
Patients choose a dentist they trust. Instagram is where you can earn that trust before they start looking.
What doesn’t belong there
“Before and after” photos of healthcare services read as a promise of results and also involve health data. Patient reviews in advertising run into medical confidentiality. And promises that can’t be guaranteed, such as “painless and forever”, count as misleading advertising under Act No. 40/1995 Coll.
Meta’s rules for health advertising
An Instagram ad must not imply that it knows the user’s health condition. The question “Suffering from sensitive teeth?” in ad copy breaks the personal attributes policy. Meta doesn’t allow targeting by health condition. A campaign is therefore built on location, age and content that is engaging in its own right.
Consistency
Results come from consistency: a content plan a month ahead, regular photo shoots and reels, and a review of what people are actually interested in.