How To Optimize Your Dental Social Media Pages

Social media has become a huge part of a dental practice’s online presence. It’s how you communicate with your patients and one of the best ways to showcase specials, unique selling points, and staff spotlights. It’s also a great place to make announcements. The mistake many dentists make, however, is they don’t keep their social […]

Dental Social Media

Social media has become a huge part of a dental practice’s online presence. It’s how you communicate with your patients and one of the best ways to showcase specials, unique selling points, and staff spotlights. It’s also a great place to make announcements. The mistake many dentists make, however, is they don’t keep their social media updated, they don’t focus on having an aesthetically pleasing layout, and don’t use all the benefits these channels provide. We are here to help show you what you should post, when, and why. We will also help you optimize your social media pages to make them work for you.

Social Media

Why It’s Important To Optimize Your Dental Social Media Pages

  • Social media users search these platforms to find services
  • When you advertise on Facebook, users will see your company page
  • Social Media is a great way to communicate your brand
  • Social Media helps you better connect with potential patients


Profile Picture, Cover Image, About and Action Buttons

This section will explain which pictures you should use for your cover image, profile picture, and what text you should include in your bio for both Facebook and Instagram.

a.) Facebook

Your profile picture and the cover image is the first thing a potential patient will see on Facebook. That’s why it’s so important to get this right. Your Facebook page is a representation of your dental practice and it should represent your brand. Your bio should also be short, sweet, and to the point. Let’s take a look!

Cover Image and Profile Picture

Your cover image is the “banner picture” at the top of your Facebook page. Here you should use either a picture of your team from the shoot you did for the “How To Organize A Photoshoot For Your Dental Office” task in Box 3 or use a high-quality graphic of your branding. Pain-Free Tip: Potential patients respond better to cover pictures that have people in them. It helps them to relate better to your brand. Here are some examples:

You should always have your logo as your profile picture. This helps represent your brand and helps people to easily identify your dental practice’s account on Facebook.

Facebook About Section

Your Facebook “About” needs to tell a potential patient exactly who you are, what you do in the clearest way possible. Remember what we have been telling you, people do not like to read. So keep it short and to the point.

Examples – 

Lone Star Pediatric Dental & Braces, is a safe, encouraging, and professional environment specializing in pediatric dentistry, orthodontics, and oral surgery!

Pain-Free Dental Marketing is a Dental Marketing Agency. Our Approach – No magic silver bullets. No over-hyped promises. Just discipline and rigor. Every day, to get you the results you deserve.

If you would like to provide additional information you can do that in the next section called “Additional Information”. This information will be displayed on your homepage below your about section.


Call To Action

The call to action button on the header of your page should have been set up when you created the page. If you do not see this button (Picture Below) you need to set it up ASAP to ensure people have easy access to your website. This is VERY important!

Dental Marketing

Here’s a video from the Facebook Team explaining how you can set up or change your Call To Action Button. We recommend you place your website as your CTA button or your office email address.

b.) Instagram

Now it’s time for Instagram. This is the platform wherein our experience most dental practices don’t get it right unless they have a marketing team helping them. First things first, make sure that your Instagram account is set up as a “business account” and not a personal account. Many of the features you need are not available to personal accounts, so this is important.

Profile Picture 

Similar to Facebook, your Instagram profile picture should be your practice logo. Make sure you use a high-quality graphic and make sure Instagram does not crop the image when saving. This is an easy one, so we are sure you already have this set up correctly. See an example in the next section.

Instagram Bio/About 

Your Instagram Bio should be short and sweet mentioning the most important things about your practice and any USPs (Unique selling points). The cool thing about this bio is that you can use emojis to help communicate and also use brief bullet-point style sentences.

Dental Marketing

The most important information to include here is your main services (Dental Implants, General Dentistry, etc.), where you are located, any USP’s and your website which can be added to your profile via your Instagram page settings. 

What Pictures And Videos To Post On Facebook/Instagram

The content you post is what makes the difference between gaining followers/likes or your page just being a ghost town. You need to decide what type of content you want to be posting and how often. Ask yourself, do you want to use these platforms to promote your practice, do you want to use them to post about the dental industry which probably attracts more people, and then focus on getting them to your website, will it be a before and after treatment page? 

N.B For both social media platforms it’s important to post a variety of content. You can do a post about your practice on Monday, a graphic that you can make in Canva on Wednesdays, and a short video or another picture on Friday. The important thing is to keep it interesting and communicate similar messaging, but without becoming repetitive.

a.) Facebook

Facebook is the wild west of social media when it comes to posting content. Because your content is not listed next to each other as we see on Instagram (more on that in a bit), you can post pretty much anything that you think will be engaging for your audience. This is what we recommend you focus on:

  • Patient Testimonials
  • Staff Spotlights 
  • Unique Selling Points
  • Holiday Posts (Merry Christmas, Easter, etc.)
  • Giveaways (Tag two of your friends and you could win a free cleaning)

If you want to boost one of these posts, remember that we taught you how to do this in the task “Create Facebook Boosted Post With Graphic/Video”.

Frequency – At a minimum, you should post to your Facebook Page 3 times per week and not more than once a day.

b.) Instagram

Instagram needs a more curated approach to how you post content. This is because the pictures all appear next to each other on your home page. If you are just posting left and right without putting much thought into it, you could end up having a very cluttered page. This will decrease your chances of gaining more followers. 

For Instagram, you should focus on posting content that represents what you want to achieve with this platform. Before and after photos are a great way to showcase your work, you can use it as a channel to provide dental advice to your followers, or simply just post pictures of your office and staff members.

Frequency – At a minimum, you should post to your Instagram 2 per week and not more than once a day.

Captions To Us For Facebook/Instagram

The best way to post a successful caption is to think to yourself… Would I think this is interesting/funny/informative? You can also ask some of your colleagues and see how the messaging is received before posting. This applies to both Facebook and Instagram posts.

Once again, remember that people do not enjoy reading unless you’re planning on writing a novel, so keep it short and sweet. Get to the point and make sure you communicate clearly what you are trying to convey.


Auto-Reply is a must-have in the dental industry. You can’t leave people waiting for too long or they will lose interest. You can set-up auto-responses on Facebook and Instagram to make sure a potential patient is greeted with the information they need as soon as they message you.

So why is it so important to set up Auto-reply? Well, it helps keep your response rate as high as possible. This percentage is displayed on your page and shows how reliable you are with responding on these platforms.

a.) Facebook

  • Click on Settings at the top right corner.
Facebook Social Media
  • In the left column at the very top, you will see “messaging” click on this and scroll down until you see “Set up automated responses” and click on “Set Up”.
  • Here you will be given various options for when and how you would like to respond with an instant response.
Social Media
  • If your practice is closing for the holidays or temporarily closes, you need to remember to set up an “away message” that will communicate this to potential patients messaging you via Facebook.

Because Facebook and Instagram are integrated. You can use this same page to set up your Instagram autoresponder. Click on “Instagram Direct” on this page and you will be able to connect your page.

  • Once you have connected your account, simply set up the reply messages and you are good to go!

And that’s it, Great Job! Your dental social media pages have now been optimized to not only look professional but will also help with functionality by automating your initial response to potential patients.

The Marketing Box

This blog post on “How-To Optimize Your Dental Social Media Pages” is a glimpse into The Marketing Box by Pain-Free Dental MarketingThe Marketing Box is a perfectly curated Do-It-Yourself dental marketing toolkit. It provides you with all of the strategies and tactics of a dental marketing agency, without all the costs.

Want more information on how to grow your practice on a low budget? Visit our website or call today!