All Posts

Social Media in Dentistry

On average, people spend 151 minutes per day on social media. We can finish a whole crown prep appointment in significantly less time than that! Whether you are a big fan of social media or not, you have to accept the fact that it has become a huge part of our world and should become at least a small part of your practice. But how do you get started? First, you must answer these important questions.

Which direction do you want to go with your page?

In my opinion, there are only two avenues to go with your dental page; an educational/influencer route where you are catering to your dental peers or a marketing route where you are catering to patients. The most common mistake is doing too much intertwining of the two. Patients like to see that you're skillful in your profession, but I can guarantee you that seeing teeth on every post is not going to draw in the engagement you need to bring patients into your practice. But if you are hoping to educate dentists and you are always making generalized posts about the experience in your practice, you’re going to lose your dental peers’ engagement. If you’re unsure of the direction you want to go, then, let me ask you the next question.

     Who is your ideal audience?  

Patients or dentists. If you are trying to bring in new patients, you are not trying to go viral and you are not looking for other dentist followers. That beautiful class II filling that you took a picture of with a caption of all the steps and products used is a great post to make if you’re looking for dental followers. Your future patient, however, will scroll on by. And as satisfying as it is to gain followers after a viral post, I find that focusing on going viral takes the authenticity out of your content, which consequently lowers the quality of your followers. My account currently has only a thousand followers, but the quality of my followers is high. Last week alone I saw new patients and made over more than $5k in botox/fillers because of my Instagram account. My mindset is that I want new patients, not more followers. But what is yours?

What does your audience want from you?

Think about yourself scrolling through Instagram. What do you spend your most time on? Things people that interest you or posts that you take something from. shutterstock_252391039Make sure your content does the same. For example, I love using Tokuyama Dental’s OMNICHROMA universal composite for class II restorations. How I show my appreciation for that product would change depending on the type of Instagram account I run. For my future patient, I would post a before image of a restoration done with a different brand of composite alongside an after image done with OMNICHROMA. I want the audience to know that I care about quality in my work. If you want your account to be educational for dentists, then show a series of your favorite Class II restorations with OMNICHROMA and put in your captions how it saves you money on inventory, it has high compressive strength, and excellent polishability. That audience wants to find products that make their practice more successful. Know your audience and cater to them.

What are you most passionate about?

Social media is a lot of work so if you veer too far off from what you actually like to do, then you won’t stay consistent. Even though you need to cater to your audience, you need to think of your social media platforms as a hobby and not a burden. Post what you're passionate about, just keep your audience in mind while doing it.

After answering these questions, get started! Don’t overcomplicate things. Write down exactly who your ideal audience is (keep it very specific) and then come up with 5 things that you hope to portray to them. Keep both in mind when you post, and success will come. Stay tuned for part 2 of this blog series for more specific tips on running your Instagram page!

Kaylee Salesky, DDS
Kaylee Salesky, DDS
My name is Kaylee Salesky and I am a recent graduate of the University of Washington School of Dentistry. In my short two years of practicing, I have managed to become a co-owner of a private practice, gotten certified in Botox and dermal fillers, published blogs for both the ADA and Tokuyama Dental, all while simultaneously bringing into the world my two beautiful daughters with my incredibly supportive husband. It's been a busy two years to say the least! Both personally and professionally, I am proud of what I've accomplished, however, even in this "dream life," I've experienced more challenges than I ever have before. Being a new dentist is tough, yet it is also the most exciting time to learn and grow in the field. My intention with this blog series is to do just that—one new dentist to another sharing some useful tips on how to not just survive, but to thrive! If you have any questions about any topics included in this series, you can always reach out to me on my Instagram @drkayleesalesky or email me at

Related Posts

Stresses When Opening a Private Practice

If you would have told me five years ago that I would become a private practice owner less than one year out of dental school, I would have thought you were absolutely crazy. Take it from someone who decided to have a baby, learn how to be a dentist, and purchase half of a practice all in the same year; becoming an owner dentist of a private practice can be stressful! Here’s a few ways to survive the whirlwind.

Finding the Perfect Mentor

As a dental student, I was constantly daydreaming of the days that I would get to practice “real life” dentistry. However, with that great excitement came a lot of anxiety about what that would look like. If you’re a newer grad like me (especially a grad during the COVID days), you know all the horror stories about the first few years of being a dentist. Luckily, I had incredible mentorship throughout my dental school journey that led me to the practice I now proudly co-own with my biggest dental idol and mentor.

Stocking Quality Products for a Streamline Practice

As a dentist who runs a “bread and butter” dental practice, I understand how important it is to buy the right products. Our practice has a reputation for providing both high quality work and high quality experiences for our patients all while remaining a PPO office. Since we are a PPO office, sustaining the balance of quality and cost is absolutely essential. Luckily, my practice has had more than 40 years of experience perfecting this stocking process.