Social media platforms like TikTok provide a dynamic way to engage potential patients. Its short-form video approach allows you to create educational yet entertaining content that is easy to digest. Still, using TikTok does not mean you should forget about the standard of care patients expect from dentists. With your name and image on blast, it is essential to be mindful of what you post.
Using TikTok for dental marketing safely
When used correctly, TikTok may allow you to tap into a broader market and help boost your practice. Whether you want to target younger or senior patients, you can tailor content to meet their interests. Many dentists on the platform are able to garner a hundred thousand views on one video alone. Imagine the potential pool of your clinic.
You can begin with relatable content. Educational videos that teach audiences proper dental care or help explain dental jargon can be a good start. Other practitioners share short clips of procedures, giving viewers a clear picture of what to expect when they visit.
When posting online, it’s crucial to remember that what you share may influence patient decisions and opinions regarding seeking care.
Upholding professional standards online
As you build your online persona, being mindful of the American Dental Association Principles of Ethics and Code of Professional Conduct (ADA Code) is crucial. Here are a few key points to consider whenever you create online content:
- Ensure respect for patient privacy and confidentiality, especially when featuring their image or case history in videos.
- Obtain informed consent that honors patient autonomy before using their information.
- Exercise caution when responding to patient queries online without full knowledge of their history
- Steer clear of content that may be considered unprofessional or that may cast patients in a negative light
Although the platform helps make dentistry more accessible to the public, you must always uphold the esteem of the profession, whether online or offline. There are dentists on the platform who have faced severe criticism for sending inappropriate messages to patients or for making fun of patients.
Missteps online may give rise to allegations of dentist misconduct or professional malpractice. If you aren’t careful, you could put face conduct violations and put your dental license at risk.
Thoughtful and strategic social media marketing may significantly benefit your practice. However, it’s imperative to approach this space with a sense of professionalism and by respecting boundaries. Adhering to industry best practices and guidelines is essential to crafting content that is not only educational but also accurate and truthful.
