Humanising dentistry in a digital world

Social media has completely transformed how we communicate with patients. What was once seen as a cold, clinical profession is now viewed through a more human lens and I believe that’s a positive shift.

Today, we can use platforms like Instagram, TikTok, and LinkedIn to show that we’re not just clinicians — we’re people who genuinely care about oral health and patient wellbeing. By sharing our personalities, values, and even the lighter side of practice life, we begin to break down the traditional barriers that often make patients feel anxious or disconnected.

Education is another powerful benefit. We now have the ability to simplify complex treatments and share them visually, in ways that resonate with a wide range of patients. That builds trust and improves decision-making.

Of course, there are downsides. Over-curated feeds can lead to unrealistic expectations, and patients may blur boundaries by using DMs for clinical queries. But if managed well, the net result is overwhelmingly positive: more open conversations, more informed patients, and a redefined image of dentistry that is modern, approachable, and values-led.

Professionalism and boundaries

When I speak to colleagues about using social media professionally, I always start with this: be yourself. Authenticity is the cornerstone of credibility. But at the same time, we can’t forget that we are healthcare providers bound by the GDC’s standards.

Being professional online doesn’t mean being robotic. It means being truthful, respectful, and careful about what you share. Never post identifiable patient content without documented consent. Always disclose paid partnerships. And be cautious about making promises that can't be clinically guaranteed.

If you're just starting out, don’t worry about being perfect. Involve your team, identify a few key themes (like patient education, team culture, or community work), and build from there. Use testimonials, engage with comments, and post consistently even if it’s just once a week to start. Importantly, ensure you direct clinical conversations back into appropriate practice channels to maintain professional boundaries.

Unfortunately, negative feedback does often happen. Whether it’s a review or a critical comment, the best approach is always calm, respectful, and offline where possible. You can’t control what people say, but you can control how you respond.

Strategy and the future of digital dentistry

Social media success is about more than likes and follows. For some, ROI means new patient enquiries. For others, it’s about visibility, education, or becoming a thought leader in dentistry. As long as you’re clear on your goals, the value becomes easier to measure — whether it’s through patient intake forms, engagement stats, or increased recognition.

Each platform has a different tone. TikTok is great for fun, fast-paced videos and myth-busting. Instagram works well for polished visuals, transformations, and behind-the-scenes content. LinkedIn is where professional reputation and industry leadership shine. Adapting your approach for each is key to connecting with the right audience in the right way.

Looking ahead, technologies like AI and augmented reality will play a growing role, but with them come risks. Filters and generated images can distort reality if used irresponsibly. We must always be clear about what’s real and what’s illustrative. Used well, however, these tools can support patient education, informed consent, and accessibility.

One of the most powerful things I’ve seen from social media is its ability to unite our profession around a shared message. During the rise of dental tourism, for example, we saw dentists come together to prioritise patient safety, educate the public, and offer more ethical alternatives. That collective voice builds trust like nothing else.

And that’s the core message I want delegates at Dentistry Show London to remember: social media is here to stay, and it can be one of the most fulfilling, impactful tools in your career — if used intentionally and with integrity. Whether you love content creation or prefer to delegate it to your team, don’t shy away from it. Start small, stay true to your values, and always keep patient wellbeing at the heart of your digital presence.

Don’t miss the panel discussion on ‘Friend or foe? The role of social media in today’s dental practice’ at 3.15pm on the 3rd of October at the Keynote Theatre. Register now to secure your place.