Social media keeps a clinic familiar to the people who already know it and gives new patients a look inside before they book. It is also advertising in the eyes of regulators, and it comes with real privacy risks around photos and messages.
By the ShoutEx Team · Updated October 2026 · Facts checked October 5, 2026
Post the clinic, the team and useful facts. Leave patients, promises and offers out.Marketing for Dentists · Updated October 2026
Advertising
Ontario's regulator says some social media may be advertising and must follow the advertising rules
Consent
Required before posting any patient photo or video
Record
Online communication with patients belongs in the patient record
Is social media worth it for a dental clinic?
Is social media worth it for a dental clinic?
Yes, as a supporting channel. Social media helps existing patients remember and recommend you, and lets new patients see your team before booking. It rarely brings as many new patients as search, the Google profile and referrals.
Set expectations accordingly. A few honest posts a week, quick replies to messages and accurate profile details do more than a heavy posting schedule nobody has time to maintain.
Is a dental clinic's social media post advertising?
Often, yes. The RCDSO's practice advisory on professional use of social media says some social media activity may be advertising and must follow its advertising advisory. A post promoting a service, the clinic or a dentist should meet the same rules as an ad.
No testimonials in Ontario, Nova Scotia or Newfoundland and Labrador, including reposting a patient's praise.
No superlatives or comparisons such as "the best smiles in town".
No giveaways, contests or draws in Ontario and Nova Scotia, including "tag a friend to win" posts.
Disclose general dentist or specialist when a post describes care.
Keep a copy. Nova Scotia requires copies of each ad for a year with dates and where it ran; a dated archive of posts is a sensible habit everywhere.
The same advisory says online communications with patients belong in the patient record, which matters for messages and comments. The full provincial comparison is on dental advertising rules.
Can a dental clinic post patient photos or videos?
Only with explicit consent. The RCDSO's Pause. Think. Post. guidance says not to post patient photos or videos without it. In Newfoundland and Labrador, before-and-after photos are further limited to professional education or the dentist's own active patients.
A patient photo checklistShoutEx checklist; your regulator and privacy law set the rules
Check
Why
Written, specific consent for this image and this platform
General consent forms rarely cover social media
Patient can withdraw consent and you can remove the post
Plan how removal will work before posting
No chart details, names or treatment specifics in the caption
Avoid disclosing health information
Before-and-after images checked against provincial rules
Newfoundland and Labrador restricts them heavily
Consent stored with the patient record
So anyone can find it later
Source: ShoutEx checklist built on RCDSO guidance.
Most clinics are better served by photos of the team, the rooms and the neighbourhood. They need no patient consent and tell a nervous newcomer what to expect.
What should a dental clinic post on social media?
Post things that are true, useful and about the clinic: who works there, when you are open, what a first visit involves, how coverage works, and what to do in common urgent situations. Each post should answer a question a patient might otherwise phone to ask.
Most people see these posts on a phone while doing something else, so lead with one clear fact and a photo of a real person or place at the clinic.
Clinic news
Low risk, high usefulness.
New dentist joins (general or specialist)Saturday hours start in MayHoliday closure datesNow participating in CDCP
Practical help
Educational, no promises.
What to do if a tooth is knocked outWhat to bring to a first visitHow direct billing worksKids' first visit: what happens
Team and place
No patients needed.
Meet the hygiene teamA tour of the new operatoryLanguages our team speaksParking and transit tips
Keep clinical posts general and leave diagnosis to the chair. For seasonal ideas tied to families and school schedules, see family dentistry marketing.
ShoutEx rule
Show the clinic, not the patients.
Your team, your rooms, your hours and useful facts make good posts. Patients' faces, smiles and stories need consent and carry rules most clinics do not need to take on.
How should a dental clinic handle comments and direct messages?
Answer quickly, keep public replies general, and move anything about a person's care into a private, recorded channel. A public comment that confirms someone is a patient, or discusses their treatment, can disclose health information.
Message
Public reply
Then
"Do you take new patients?"
"Yes, we are. You can book online or call 555-0163."
Nothing more needed
"My crown from last month fell off"
"Sorry to hear that. Please call us at 555-0163 so we can help."
Note the contact in the patient record
A complaint about a bill
"We would like to sort this out. Please message us privately or call the office manager."
Resolve by phone; record it
A clinical question from a stranger
"We can't advise online, but we can book you a visit."
Offer an appointment
Decide who checks messages and how often, including weekends if you post on weekends. The same rules for public replies apply to Google reviews.
What does a realistic monthly social media plan look like for a clinic?
Two or three posts a week, one person responsible, one approval session a month and a daily check of messages is enough for most clinics. The plan below fits a team without a marketing hire.
A monthly social plan for one clinicAdapt to your team and platforms
Week
Post 1
Post 2
Post 3
1
Team member introduction
Hours or holiday reminder
Practical tip
2
Clinic photo: a room or reception
Coverage fact, such as CDCP or direct billing
Optional
3
Practical tip
Dentist introduction with general or specialist role
Neighbourhood or community event
4
Next month's hours
First-visit explainer
Optional
Illustrative example written by ShoutEx for this guide, not a benchmark.
Track profile visits, website clicks and messages that turn into bookings. Patients who already know you are the easiest to keep; see recall and retention for that side of the work. This page is general marketing guidance, not legal advice. Check your own regulator's current rules before you publish.
As a support channel, yes. It keeps you familiar to existing patients and shows new patients your team, but search and referrals usually bring more new patients.
Is a dental clinic's Instagram post advertising?
Often. Ontario's regulator says some social media may be advertising and must follow its advertising advisory. Treat promotional posts like ads.
Can we post patient smiles or before-and-after photos?
Only with explicit consent, and provincial rules may restrict before-and-after images further. Newfoundland and Labrador limits them to education or the dentist's own active patients.
Can a dental clinic run a social media giveaway?
Not in Ontario or Nova Scotia, where giveaways, contests and draws are banned in dental advertising. Newfoundland and Labrador bars coupons and gift certificates, so check with the NLDB before offering any prize.
Can we reshare a patient's post praising the clinic?
In provinces that ban testimonials, resharing praise can turn it into a testimonial in your own advertising. Avoid it there.
How should we answer clinical questions in comments?
Do not give clinical advice publicly. Offer a visit or a phone call and keep details private.
Who should run a dental clinic's social media?
One named person, with the owner dentist approving posts, because the dentist is responsible for the clinic's advertising.
How often should a dental clinic post?
Two or three times a week is enough for most clinics, if messages are checked daily.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 5, 2026.
