How Likable Is Your Practice?
Now that digital marketing has become mainstream, likability is one of the most important characteristics a dental practice can exhibit. It’s no longer enough to have a website with a list of services and photos of perfect smiles. Patients want to feel connected to the people behind your practice.
Why Likability Matters
Social media has changed the way patients discover and evaluate dental practices. A single viral post might earn hundreds of likes, but true success comes from building sustainable likability. That means creating a consistent online presence that feels approachable, trustworthy, and authentic.
When a patient perceives your practice as likable, they’re more likely to engage with your content and share it on their own accounts, amplifying your reach. They’re also more likely to reach out to your practice proactively, perhaps to ask a question or even schedule an appointment. In either case, it’s a win for the practice. Likability equals relationships, and relationships equal loyalty
The Psychology of Likability
Patients don’t choose a dentist based solely on location or services. With the rise of digital media, patients have access to more information than ever before, and they can research your practice thoroughly before dialing the phone. Part of that research involves gauging trust and values. Likability taps into both of those aspects. When your practice shows its personality online, patients begin to see it as more than a business. They see it as a resource.
Building Likability Online
1. Establish Your Presence.
You can’t be likable if there’s nothing to like, so the first thing is to go where the patients are, and that means getting your practice on social media. Start with platforms where the types of patients you want to attract spend time. If your target audience is retirees, make a Facebook account. If you’re hoping to attract patients under 40, consider Instagram or TikTok. YouTube is a good place to reach patients of all ages.
2. Create Content.
Now that your practice is online, start posting. First, remember to use consistent branding, with your practice’s name and logo, to build recognition. Then, start recording. Make short videos, vlogs, or reels. The content you post doesn’t need to be particularly long or even polished. It does, however, need to be authentic.
Dental practices have a wide range of topics to choose from, including success stories, explainers that demystify treatments, team member introductions, patient testimonials, candid behind-the-scenes moments, and “get ready with us” to start the day, fill a cavity, prep for surgery, etc. There’s really no limit when it comes to social media, as long as it’s true to your practice’s personality and values.
3. Show Some Personality.
It doesn’t matter if your practice is fun-loving or reserved, lean into it. Patients will appreciate honesty. Likability isn’t about having the most charm or getting the most “hearts.” It’s about appealing to the type of patient who values what you offer, whether that’s the utmost professionalism, a laid-back atmosphere, modern technology, or a family feel. There are patients out there looking for you.
4. Be Consistent.
Likability takes time and effort to cultivate. Posting once a month won’t cut it. Your best bet is to create a content strategy and schedule you can maintain. Start with one post a week if you’re unsure and increase that once you get the hang of it. With time, you’ll see increasingly tangible results.
5. Engage.
It’s important to remember that likability isn’t one-sided. To build relationships, your practice has to engage beyond posting content. If someone comments on a video or leaves a review, reply to it with sincere words. Answer questions that patients submit via social media or the practice’s website. And don’t forget to thank the patients for positive reviews, comments, and referrals. Reciprocal engagement shows you care and builds goodwill.
They Like You! They Really Like You!
Likability isn’t about pretending to be something you’re not. It’s about showing the human side of your practice, being genuine, and letting patients see what they’re missing. Authentic, engaging content isn’t just a marketing strategy. It’s also a relationship strategy. And the relationships you build online will turn into patients who stick with your practice for years.
