At minimum: Instagram and Facebook. These two platforms cover the widest patient demographics and offer the most direct patient acquisition potential for dental practices. TikTok is increasingly valuable for practices willing to create video content. LinkedIn matters mainly for DSOs and practices with B2B goals. YouTube is valuable for SEO and long-form education. We’ll recommend the right platform mix based on your practice type, patient demographics, and goals. 

For meaningful results, a minimum of 3 posts per week across your primary platforms. Our Growth package includes 3 posts/week and our Scale package includes 5. Consistency matters more than volume — posting 3 high-quality posts every week for a year produces dramatically better results than posting 10 times one week and disappearing for a month. 

Social media rarely generates direct “I saw your Instagram post and booked an appointment” conversions in the way Google Ads does. Its primary value is trust-building and reinforcement — patients who find you through Google, referrals, or other channels check your social media before booking. An active, professional social presence increases the conversion rate of every other marketing channel. That said, before-and-after posts, paid social campaigns, and viral TikTok content do generate direct patient inquiries for many practices. 

Professional photos make a significant difference, especially for before-and-after content and team photos. However, authentic smartphone photos and videos of real practice moments often perform better than overly polished stock-style content. We recommend a professional photo shoot every 3–6 months to refresh your image library, supplemented by regular smartphone captures of day-to-day practice life. We provide guidance on how your team can capture great content with their phones. 

We never post patient photos, testimonials, or identifiable information without documented written consent. We maintain consent form templates, a secure consent tracking system, and strict protocols for handling patient-identifiable content. All content involving patients is reviewed for HIPAA compliance before posting. We also train your team on proper consent procedures. 

Yes. Every piece of content goes through your approval before publication. You receive a monthly content calendar with all posts, captions, and visuals. You can approve as-is, request changes, or add specific requests. Our goal is for you to spend no more than 15–20 minutes per month on approval — not hours managing content yourself. 

We can work with minimal starting material. We’ll create branded graphics and templates that don’t require practice photography, and we’ll provide guidance for your team to start capturing content with smartphones. For practices that need a full visual refresh, we coordinate professional photo and video production as a separate project. 

We track follower growth, engagement rate, reach, website traffic from social, and direct inquiries (DMs, comments, link clicks). For practices running paid social, we track cost per click, cost per lead, and lead-to-patient conversion. We also survey new patients on how they heard about you — social media’s influence is often underreported in direct attribution because it operates as a trust signal throughout the patient journey rather than a last-click conversion channel. 

Yes. Paid social advertising is included in our Scale package and available as an add-on for Growth and Standalone packages. We manage Facebook and Instagram ad campaigns including audience targeting, ad creative, budget management, and performance optimization. Paid social is particularly effective for retargeting website visitors, promoting cosmetic services, and reaching new audiences in your service area.

Absolutely. We encourage it. Authentic, in-the-moment posts from your team — a quick Story of a patient’s reaction to their new smile, a team lunch photo, a behind-the-scenes video — add authenticity that supplements our professionally produced content. We provide guidelines for your team’s posts to ensure brand consistency.