Social Media and Dentistry – How to Post Without Getting Sued: 6 Top Tips – DDS
Learn 6 best tips to navigate social media and dentistry while staying legally and ethically compliant
Social Media and Dentistry—6 Top Tips to Manage the World of Likes, Shares and Subscribes
In the world of likes, shares, and subscriptions, it feels compulsory for people to connect with their audience through social media, and dentistry is no different.
One study revealed that over 55% of UK dentists have separate social media accounts for their practice. Moreover, 83% believe that social media marketing is more effective in dental circles than traditional methods. And, while 36% of patients looked for dentists online, 44% intended to connect with them on social media.
Inevitably, this means that many dentists are turning to social media as a way to market themselves, their practice, and their business.
However, in 2021, a study explored how dentists perceive and use social media in both personal and professional contexts and how it impacts their sense of professionalism.
What they found was intriguing………..
While social media is a valuable tool for communication and learning among dentists, it is also used extensively as a personal outlet. So, while dentists have good days, bad days and social lives like everyone else, posting about a complex case, a ‘challenging’ day, or a wild night out is more likely to cause an issue for someone, somewhere. When it does and people take action: e.g., call you out or file a complaint – it can impact your reputation and credibility.
With this in mind, let’s talk about 6 essential tips to protect your reputation and your registration when using social media.
Tip #1 – Never Share Patient Photos Without Proper Consent
This is a no-brainer! Sharing any patient information including names, anonymous case details, before and after photographs, radiographs or images of the procedure without explicit consent is asking for trouble.
If you do want to disclose such information then you must get written consent, Remember, written consent is very different from implied or verbal consent when it comes to social media and dentistry, so to ensure there’s no ambiguity, make sure you have the former.
Tip #2 – Avoid Giving Clinical Advice in Comments or DMs
The GDC Standards for the Dental Team 9.1 states that “Conduct or communication both at work and in personal life, should not jeopardise patient trust in you; or the public’s trust in the dental profession.”
So how is this relevant to social media and dentistry?
Here’s what you need to know…
- Stick to posting purely educational information.
- You can share your success and abilities on social media as long as you’re being respectful and sensitive to others. Don’t claim that you’re the only dentist in your area to offer a specific treatment, for example, if you aren’t certain it’s true.
- All information, advice, and knowledge given must be presented in an unbiased way.
- Don’t forget to add disclaimers when necessary; clarify risks, precautions and the need to visit the dentist for complete information.
Most importantly…
- Refrain from sharing advice, information, ideas, medications, and DIY hacks on personal 1:1 messages (DMs).
Imagine recommending at-home teeth whitening or mail-order aligners as the best treatment and then an individual develops severe teeth sensitivity and poor outcomes because of an incomplete treatment plan.
While he or she may not be your patient directly, they may have grounds to sue you at a later date, claiming improper advice.
The bottom line?
Avoid giving clinical advice to anyone who isn’t currently your patient or where a third party would see that advice and follow up even though it might not specifically be aimed at them –this applies to social media!
Tip #3 – Be Careful With Your Words: Stay Professional, Always
As dental professionals, we become very conscious about how we present ourselves or communicate, and social media is no exception. So, choose your words carefully.
- It is imperative to be mindful of any tone, sarcasm, or humour that could be misconstrued by your audience.
- Avoid ranting, sub-tweeting, and ‘calling out’ patients or colleagues from your professional (or personal) account.
- Never make a video or a reel about how difficult a patient was or how odd they looked before you treated them. This could lead to potential GDC fitness-to-practice hearings.
- Avoid communication (whether intentional or not) that may otherwise infer professional boundaries or professional relationships are blurring.
Tip #4 – Never Promise Unrealistic Results—Overnight Smile Makeovers, etc.
Advise – disseminate information – but don’t guarantee results.
Does your marketing team often use the key phrase ‘pain-free’ dentistry?’ If so, you might want to think again!
Avoid misleading claims or guarantees, especially in cosmetic or dental implant procedures. Statements like “get whiter teeth in 30 minutes”, “perfect smiles in 7 days” or “pain-free treatment”, are all misleading phrases that set false expectations. If you’re unsure about what to say on social media, the UK Advertising Standards Authority have specific guidelines to help.
Tip #5 – Keep Your Personal and Professional Accounts Separate (But Be Smart)
It’s good to have separate personal and professional social media accounts but you need to be savvy.
Remember, the GDC expects professionalism in all public forums—so if your private profile is public and can be tagged in your public work forums, then you may be scrutinised for that.
It’s better to block personal accounts, audit privacy settings, and think twice before sharing controversial views or making suggestive statements.
Tip #6 – Understand GDC Regulations on Social Media Use And Follow It
In a nutshell, you need a good grasp of the GDC regulations for social media use in dentistry. Understand it and It will help you keep any marketing efforts the right side of compliant, while remaining true to your professional self.
In this respect, working closely with a team of legal advisors and indemnifiers can help you stay on top of any comments and posts within the realms of social media to remain both legally and ethically compliant. If you have an in-house social media representative or team, legal advisors can also help you set up an annual social media audit so you can check what’s being posted and by whom. This allows you to consistently focus your social media use through the lens of a patient and regulator, allowing you to stay authentic and compliant.
And final thoughts…..
Social media and dentistry are an incredibly powerful duo!
When used in the right way, social media is an influential marketing tool that can enhance your presence, position you as an authority and increase dental awareness among potential patients.
If you follow these 6 tips, treat every post as one that can be critiqued, play by the rules and be authentically natural, you won’t go far wrong.
Are you looking to initiate a robust social media marketing channel and need some legal advice before you start? Contact our Dental Defence Society advisor before posting. Our team is ready to help you stay compliant and on the right track.
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