Orthodontic Practice Social Media Marketing Guide

Platform Selection and Strategy

Primary Platforms

• Instagram: Focus on visual content, before/after transformations
• Facebook: Community engagement, patient education
• TikTok: Short-form educational content, practice culture

Content Categories

1. Educational Content (40%)

• Orthodontic treatment processes
• Oral hygiene tips
• Treatment options comparison
• FAQ responses

2. Patient Success Stories (25%)

• Before/after photos (with consent)
• Patient testimonials
• Treatment journey highlights

3. Practice Culture (20%)

• Team introductions
• Behind-the-scenes content
• Office events and celebrations
• Community involvement

4. Promotional Content (15%)

• Special offers
• New technology announcements
• Treatment options

Posting Schedule

Instagram

• Posts: 4-5 times per week
• Stories: Daily
• Reels: 2-3 times per week

Facebook

• Posts: 3-4 times per week
• Live Q&A: Monthly

TikTok

• Videos: 3-4 times per week

Content Guidelines

Image Requirements

• High-resolution photos
• Consistent branding
• HIPAA compliance
• Written patient consent for all cases

Caption Best Practices

• Include call-to-action
• Use relevant hashtags
• Engage with comments
• Include practice contact information

Compliance Considerations

HIPAA Guidelines

• Never share patient information without consent
• Avoid identifiable patient details in casual posts
• Maintain separate personal/professional accounts

Professional Standards

• Follow local dental board guidelines
• Maintain professional tone
• Fact-check all educational content

Measurement and Analytics

Key Metrics

• Engagement rate
• Follower growth
• Website traffic from social
• Appointment requests
• Comment sentiment