Dental social is where advertising rules get broken most often, because a post feels informal and the National Law does not care that it does. A patient story about a treatment is a testimonial whether it appears on a website or in a caption. Every post here is read by a practising doctor before it goes out.
A caption promoting a regulated health service is advertising in exactly the way a web page is. Patient stories, outcome claims and time-limited offers without terms are the three that appear constantly, and the practitioner answers for them.
Sharing a five-star review that describes a treatment turns a review you did not control into advertising you did. This is one of the most common breaches in dentistry and it takes one tap.
Very few people choose a dentist from a feed. They choose from search and from proximity. Judged as acquisition, dental social always looks like it failed, and it gets cancelled while doing something useful.
A practice posts for six weeks, gets busy, and stops. An abandoned profile is worse than none, because the last post is dated and every prospective patient can see the date.
A monthly content plan built around recall and deferred treatment, not viral formats
Every caption and image read against the advertising rules before it is scheduled
A clear policy on reviews, patient images and before and after content, in writing
Consistent posting that does not stop when the practice gets busy
Reporting held against recall and rebooking rather than follower count
Guidance for the team on what they can and cannot post from their own accounts
Seen enough? Let’s talk about your practice.
Most of a dental book is people coming back. That is the number to hold it against.
The people already following a dental practice are overwhelmingly its own patients. Recall, hygiene appointments and the treatments they deferred are what a feed can genuinely move.
Cost, pain, how long it takes, whether the health fund covers it. Short answers to real questions do more than clinical photography.
Team, premises, hours, new equipment and community involvement carry no clinical claim, so they carry no compliance risk, and they do the trust work people actually respond to.
A current profile is a signal that the practice is open and running. That is worth more than engagement metrics for a business people visit twice a year.
Existing posts are read against the rules first. A back catalogue of testimonials is still live advertising.
What can be posted, what needs consent, and what never goes out. Written down, so a team member does not have to guess at 5pm.
Built around the practice calendar and the treatments worth reminding people about, approved before anything is scheduled.
Consistent posting, reviewed monthly against rebooking rather than engagement.
Growth + Social is $700/mo, inc. GST, for any practice size.
Social is the surface where compliance problems are most frequent and least noticed, because posts feel casual and nobody reviews them. Ours are reviewed by a registered practitioner before they are scheduled.
If the practice needs new patients this quarter, social is not the fastest way to get them and we will say so. Search and paid are, and we would rather sell you the thing that works.
Content about a regulated Australian health service is written by people who work under Australian rules, not by a content mill that has never heard of the National Law.
None
None
Practising doctor, every post
Marketing
Patient acquisition
Recall and retention
Common
Encouraged
Only non-clinical, with a written policy
Stops when busy
Maintained
Maintained
Followers
Engagement
Rebooking
A call, a read of what is already published, and an honest view on whether social is the right spend right now.
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