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The patient experience may be defined as the “sum of all interactions, shaped by an organization’s culture, that influence patient perceptions across the continuum of care.” We hear the hum of its importance in practice management continuing education seminars. The marketing materials for products, ranging from dental equipment to communication software, are overwhelmed with the concept of improving the “patient experience.” We talk about it in our morning meetings. We look for validation in our patient reviews. We want our patients to leave feeling great about their experiences in our office.
In our dental offices, the patient experience is centered on the interactions the patient has with the dentist, the staff, the physical space, and even our practice’s digital footprint. The culture and philosophy of our practices inspire said experience and shape how the patients remember the time spent at our offices.
Often, patients may seek out a glimpse of every possible experience with their future dentist online. They seek out their dentists online as well; they assess our brand online and decipher whether that brand matches their temperament and expectations. Some patients find offices by using a Google search for “dentist near me” or going to a review website. Many might find a dentist through a friend’s recommendation in a social media post. The “patient experience” starts online. They find our addresses online. They seek our faces online. They evaluate our brand online. They click to call us or schedule an appointment online. Patients are looking for hints of our office culture online. They read our story online. They want to know what to expect once they meet the dentist – before they actually meet the dentist.
Social media applications like TikTok and Instagram provide that window into our offices. And thus these applications provide an opportunity to attract prospective patients. Some may assume that TikTok is only for teenagers or very young adults. However, the largest number of users is in the age group of 25–34 years old.Footnote1 TikTok users choose to open the application multiple times a day, thus giving TikTok posters an even greater opportunity to grab the attention of many prospective patients. These dentists offer a glimpse of themselves to the potential patient: a glimpse of their personality, communication style, and overall approach to patient care. Watching videos of a dentist on a social media platform gives patients an indication or a sneak peak of what it would feel like to be a patient in the dentist’s office.
Posting on social media can be intimidating. It is an investment of time, effort, and putting ourselves out there. Many businesses hire companies or appoint staff to manage social media for them. Many learn how to curate, edit, and post videos on their own. Many of us stick to posting pictures, quotes, or links to educational articles.
The American Dental Association offers a downloadable social media policy kit to help dentists manage their social media posts and the ethics and vulnerabilities that come with staff posting on behalf of the dentists. All of the same rules that apply in the office, apply to social media. The ADA also suggests a few ground rules when posting on social media. Again, these are especially helpful if you have a staff member who is managing your content.
Do not post copyrighted or trademarked content without permission from the content owner or a citation, as appropriate.
Do not disclose any of the practice’s confidential or proprietary information.
Do not post information about a patient, employee, or another individual, including a testimonial, photograph, radiograph, or even a name, without the appropriate written consent, authorization, waiver and release signed by the patient (or the patient’s guardian).
All postings on your social media sites should be monitored for compliance by a designated individual in your practice. Keep in mind that if your practice has a policy to monitor media sites and fails to do so (or fails to act on information discovered through monitoring), it could be exposed to liability. Inappropriate, derogatory, or disparaging postings should be removed at your discretion—err on the side of caution.
Maintain final approval on postings, even if you designate an employee to monitor and manage social media. Employees shouldn’t speak on the practice’s behalf unless you have authorized them to do so.
Establishing the dentist of the office as an expert is important in external marketing. CDA offers an extensive and helpful checklist for “Effective external marketing strategies” on cda.org. TikTok and other modes of social media can be effective modalities in showcasing our expertise.
Experts advise posting consistently and keeping posts short. And though posting TikTok is terrifying, fifteen seconds (the recommended time) is doable, isn’t it? In the book Green Eggs and Ham, Dr. Seuss reminds us to not be afraid to try something new: “You do not like them. So you say. Try them! Try them! And you may. Try them and you may, I say.” As the digital world rejuvenates time and time again, so will the expectations of our patients. If our goal is to reach patients, connect with them, and offer a glimpse of their potential experience in our offices, then we too may have to try TikTok.
Additional information
Notes on contributors
Ruchi Sahota
Ruchi Sahota, DDS, CDE, is an instructor, Restorative Dentistry Department, Arthur A. Dugoni School of Dentistry, and an associate editor for the Journal of the California Dental Association.