2 divergent paths to patient trust in the social media age

As a practicing dentist, at the end of a particularly busy day when all my notes are entered and the next day’s appointments have been reviewed and treatment planned, I often indulge in a few minutes of scrolling through Instagram or TikTok.

I come across varying footage of dentists or dental office teams singing, dancing, or lip-syncing to trending songs. When I looked into a few stats on these videos, I was surprised to learn that they can generate thousands of views and may leave viewers with the impression that this looks like a very warm and welcoming dental office.

This prompted me to wonder about many of my colleagues, including myself, who have no presence on social media platforms. Should we be trying to keep up with the ever evolving, fast-paced world of social media? Are we missing out on something meaningful?

I know of many dental offices that run like clockwork—the dentist and team have been in the community for decades. They’re efficient, courteous, clinically excellent, and have generations of loyal patients who trust them.

Most of their new patients come through word of mouth, referrals, and a Google Business Listing. They’re not on TikTok and they do not chase hashtags or join viral trends, and in this era of digital marketing, that can make them practically invisible to new patients searching online.

Which offices present themselves better—those on social media or the quiet ones? I wish a simple, clear-cut distinction could be made, however, both approaches have strengths and both can be successful if they align with the practice’s philosophy and target audience.

Why singing and dancing dentists are winning the internet

The rise of fun, team-centered videos in dentistry is not an accident. It is a deliberate marketing strategy with clear, measurable benefits. These can include:

1. Humanizes the practice and builds trust: Many patients are anxious about a dental visit, and seeing a dental team having fun makes them appear approachable and relatable. It helps lower the white coat barrier and lets patients feel they already know the staff before visiting the office.

2. Appeals to younger patients: TikTok and Instagram are dominated by a young demographic. Joining in on dance trends and challenges can help dental offices connect with Gen Z and Millennials in a space where they’re already spending time.

3. Differentiates the office in a competitive market: In geographic locations with a saturation of dental practices, a fun, lively online presence can help a practice stand out. It communicates personality and professionalism, and provides a glimpse into the office culture.

4. Reduces dental anxiety through familiarity: For those who do not feel relaxed in a dental setting, seeing the same smiling faces on social media builds a certain level of comfort.

The strength of older demographic offices

While social media trends dominate the online landscape, the framework of modern dentistry was built by the professionals who are now being phased out. Many of these older demographic offices are led by dentists who were our teachers, mentors, and clinical instructors. they trained the next generation of dental professionals with uncompromising standards and a deep-seated respect for the profession.

These practitioners pride themselves in their knowledge base, clinical expertise, deep understanding of the human condition, and ability to put anyone at ease in the dental chair. They may not know their way around TikTok, but they can diagnose a complex case in seconds, execute treatment with precision, and manage patient care with a level of calm assurance that comes from decades of experience.

They have clinical excellence forged over decades. These dentists have typically viewed the entire spectrum, from rare oral pathologies to the metamorphosis of dental materials and techniques. They have adapted through multiple technological revolutions in dentistry and opted not to jump on the social media bandwagon.

They know the power of relationships over reels. The bond between dentist and patient can span generations. They have treated parents, their children, and now their grandchildren, often knowing entire family histories. For many loyal patients, visiting the dentist is about trust. They’re not looking for a choreographed dance to know their dentist cares about them.

They market through reputation, not algorithms. These practices were built in an era when a good reputation was the most valuable asset. Word of mouth referrals, community involvement, and professional networks were the pillars of growth. For a large segment of the population, these methods are still in vogue.

Many of today’s most confident and capable young dentists learned their craft under the guidance of these professionals who have become irrelevant in the new social paradigm shift. They are the unsung heroes behind countless successful careers. Yet in the age of viral videos, they risk fading into obscurity, not because their quality has diminished, but because the spotlight has shifted.

When these offices become invisible to the next wave of patients, it’s not just the dentists who are at a loss; the public in general also loses access to exceptional care. Skills, ethics, and decades of experience cannot be measured in likes or follows, and overlooking these practices can mean some people never find the dentist who could have provided them with exactly the care they needed.

Here is where the challenge lies. Social media has changed the way people research for businesses. Young potential patients are increasingly influenced by online trends, and practices that do not adapt risk becoming invisible to this audience, even if they’re exceptional at what matters most—dentistry.

Bridging the divide

The solution in my opinion is not about creating a blend of the two approaches, although that’s an option that may work for many. There’s not much to be gained if a practice deviates from their core value and tries to present themselves as anything other than their unique identity. The future of dental marketing lies in blending authenticity with visibility in a way that allows practices to retain the image that’s dear to them.

For social media-savvy practices, the challenge is to balance the fun with substance, for example, ensuring that the patients see the skill, training, and professionalism behind the smiles and dance moves.

For traditional offices, there’s an opportunity to adopt selective digital strategies without abandoning their core strengths, such as posting patient testimonials or treatment success stories, sharing behind the scenes photos (no dancing required), highlighting continuing education, advanced equipment or community service, or investing in SEO and Google Business Profile optimization to ensure people can find them easily.

Whether you’re a dancing dentist with a million TikTok views or a traditional practitioner whose patient base has trusted you for 30 years, the goal is the same: to provide excellent dental care and make patients feel valued, respected, and cared for.

Editor's note: This article appeared in the November/December 2025 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.