Eleanor Pittard offers her top tips for building a brand online and making the most of social media as a lab owner.
In today’s digital-first world, an effective social media strategy is not just a luxury; it’s a necessity for dental professionals. Whether you run a dental clinic serving patients or a dental laboratory collaborating with dentists, social media platforms offer a unique opportunity to connect, build trust and expand your reach. As we enter a new year, I thought it would be helpful to summarise some key ways you can make the most of it.
Understanding your audience
As a dental laboratory, dentists are your target. Highlight the quality of your products, your expertise, turnaround times and how your services make their practices more efficient.
Platform selection: where should you be?
- Instagram: perfect for visual storytelling. Share before-and-after photos (with patient/dentist consent), lab processes and team highlights
- Facebook: great for community building. Use it to host Q&A sessions and post updates about your lab
- Linkedin: ideal for business-to-business connections. Dental labs can use Linkedin to connect with dentists and share industry insights
- Tiktok: an emerging platform for reaching younger audiences. Share fun, behind-the-scenes content or quick tips.
Content ideas that resonate
- Educational posts: showcase your expertise by sharing insights into materials, techniques or trends in restorative dentistry. You could do a ‘what’s new on the market?’ reel
- Testimonials and reviews: share video testimonials from happy patients or dentists to build trust and credibility
- Before-and-after showcases: these are especially impactful for cosmetic dentistry or custom prosthetics. Ensure high-quality visuals and always obtain proper consent. You don’t need loads of fancy equipment, but a solid and dependable camera is essential, along with some external flashes
- Behind-the-scenes content: highlight your team’s expertise and the technology you use. For example, show the craftsmanship behind dental restorations. Try doing a time lapse video of a case from start to finish
- Interactive content: run polls, quizzes or live Q&A sessions. These encourage engagement and foster a sense of community.
Strategies for engagement
- Use hashtags strategically: include local hashtags (eg #LondonDentalTechnician) and industry-specific tags (eg #DentalCare, #DentalLabTech). The use of hashtags is not anywhere near as helpful for growing your Instagram as it used to be, but a few choice tags can always aid a little. They also help to identify the intended audience
- Consistency is key: post regularly to stay visible. A content calendar can help you plan and stick to a schedule. It is far better to do two posts a week than seven on one week and none the next
- Respond to comments and messages: social media is a two-way street. Timely responses show you care.
Leveraging paid ads
Social media advertising can amplify your reach. Target ads to dentists, showcasing your unique selling points like rapid turnaround times or advanced materials.
Remember to consider your target audience before you spend money on advertising. What platform will serve you the best? Traditionally, Facebook is better for patients and Instagram for dentists.
Analytics: measure what matters
Track metrics like reach, engagement and conversion rates to refine your strategy. Tools like Instagram Insights or Facebook Analytics can provide valuable data.
Summary
Social media offers an unparalleled opportunity to grow your dental brand by connecting with patients and dentists alike. By understanding your audience, choosing the right platforms and sharing engaging content, you can build trust and credibility.
Whether you’re showing off a smile makeover or the precision of a dental crown, authenticity and consistency will set you apart. Start small, measure your success, and watch your online presence transform your business in 2025.
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