Social Media Management for Clinics & Dentists

Last reviewed: 2 October 2026

Healthcare social media is built on trust and restraint

Patients choose a dentist or clinic the way they choose a lawyer: they want to feel the people are competent, kind and honest before they book. Social media can show that, but healthcare is also the most regulated category we work with. A post that would be harmless for a shop, such as a happy customer photo or a bold claim about results, can breach confidentiality rules or advertising codes in a clinic.

So the approach is simple. Most content teaches: what a procedure involves, how to look after your teeth or recover from treatment, what a first visit feels like. Some content introduces the team and the space, which reduces anxiety. A small share asks for the booking, with clear prices or "from" prices where your regulator allows. Clinical claims, patient stories and before-and-after images are handled only with written consent and within the rules of your country.

We recommend that a clinician at your practice approves every caption in this category before it is published. We do not give medical advice in comments or messages; those go to your team.

Sample 30-day calendar for a practice

An example month for a single dental practice or clinic. Every educational post is checked by your clinician before publishing, and patient-facing posts only go out with documented consent.

Compliance notes for healthcare

• US practices (HIPAA): using protected health information, including identifiable photos or stories, for marketing generally requires the patient's written authorization. Never confirm someone is a patient when replying to a review or comment. See HIPAA guidance on marketing.
• UK dental professionals: the General Dental Council says you must not post information about patients without explicit consent, and should avoid discussing treatment with patients over social media (Guidance on using social media (PDF)). Health claims in ads also fall under the CAP Code enforced by the ASA.
• Australia: advertising of regulated health services must follow Ahpra and National Board guidelines, which restrict testimonials about clinical aspects of care (Advertising hub (regulated health services, Australia)).
• Health claims in general: claims about outcomes need evidence. The FTC's Health Products Compliance Guidance explains the US standard.
• Meta ads: paid posts cannot imply that the viewer has a condition ("Are you suffering from…?"); see Meta's Advertising Standards.

General information only, not legal or regulatory advice. Your practice remains responsible for what is published.