Brand Story & Positioning
Practice identity
Define a clear identity for a neighbourhood dental clinic offering both family and cosmetic care.
Bios use a core line such as “Family and cosmetic dentistry for lifelong oral health and confident smiles.”
Website and social intros consistently mention both family care and cosmetic treatments.
Pinned posts introduce the clinic, the two dentists and the dual focus in one narrative.
Service line clarity
Differentiate family dentistry and cosmetic dentistry, so patients know what to expect.
Distinct highlights or sections for “family care” and “cosmetic dentistry.”
Carousels that clearly label which treatments belong to each service line.
FAQs explaining the difference between routine care and elective cosmetic procedures.
Trust and professionalism
Show reliability and integrity as the foundation of all care.
Posts emphasise long-term relationships, transparent communication and evidence-based treatments.
Visuals avoid gimmicky discount graphics; professional design is used even for offers.
Clear messaging around safety, sterilisation and adherence to regulations.
Expertise and results
Highlight qualifications and outcomes without overselling.
Dentist profiles include training, special interests and years of experience.
Case studies show before-and-after results with context, not just “pretty pictures.”
Explanations of treatment options, indications and realistic expectations.
Comfort and patient care
Position the clinic as a place where anxious and everyday patients feel at ease.
Content shows friendly staff interactions, calming interiors and comfort touches.
Posts address dental anxiety directly and offer reassurance.
Stories highlight how appointments are structured to minimise stress.
Community and continuity
Reinforce the clinic’s role in the neighbourhood.
Features long-term patient relationships and multi-generation families.
Participation in local events or oral health education.
Messaging around being “your local dental team” for both check-ups and smile upgrades.
Content Standards
Platform use
Define how each platform supports the clinic’s goals.
Instagram and Facebook: everyday storytelling, trust and comfort.
Website: detailed service information and booking.
Directories and Google Business Profile: essential info, reviews and photos.
Pillar balance
Maintain a healthy mix of trust, expertise and comfort across family and cosmetic care.
Monthly calendar targets, e.g. ~40% trust, 30% expertise, 30% comfort.
Each week includes content for both family and cosmetic services.
Adjust mix based on inquiry quality and volume.
Content quality
Set minimum standards for visuals and copy.
No low-resolution or overly graphic clinical images.
Captions checked for clarity, accuracy and tone.
Posts reviewed for grammar and house style before publishing.
Brand safety and sensitivity
Ensure content respects healthcare ethics and patient sensitivities.
Avoid fear-based messaging about dental problems.
Be careful when showing in-mouth or procedure imagery.
Respect privacy and confidentiality in all patient-related content.
UGC guidelines
Define how patient content is selected and framed.
Only share patient content with consent and aligned visuals.
Repost Stories or reviews in a way that protects identity where needed.
Caption UGC by highlighting trust, care and outcomes.
Collaboration standards
Keep partnerships aligned with clinical and ethical standards.
Collaborate only with relevant healthcare or wellness partners.
Joint posts clearly explain why the partner benefits patients.
No partnerships that undermine perceived professionalism or trust.
Reservation & Campaign Standards
Consultation- focused content
Position “consultation” as the main entry point for high-value treatments.
CTAs emphasise consultations rather than quick deals (“Book a cosmetic consultation”).
Posts explain what happens during a consultation and what patients can expect.
Stories show consultation rooms and non-intimidating setups.
Peak period campaigns
Define standards for campaign periods (e.g., back-to-school, year-end).
Campaigns link promotions to preventive care or planned cosmetic work, not impulse discounts.
Visuals and language stay within trust, expertise and comfort pillars.
Booking info and eligibility are clearly stated.
Offer and discount framing
Ensure promos support brand, not dilute it.
Discount posts use the same design language as regular posts.
Offers framed around value and care (“comprehensive check-up package”) rather than “cheap dentistry.”
Clear terms and conditions visible or easily accessible.
Review and testimonial use
Integrate patient feedback consistently and ethically.
Summarise reviews highlighting trust, comfort and outcomes.
Pair testimonials with simple treatment explanations.
Avoid exaggerated or ambiguous claims.
Measurement expectations
Define basic performance metrics for guideline success.
Track inquiries by type (family vs cosmetic, high-value vs low-value).
Monitor follow-through from consultation enquiries to booked treatments.
Assess whether content leads to more aligned, on-target inquiries.
Compliance and audit checks
Ensure ongoing alignment with healthcare regulations.
Periodic review of content against domestic advertising rules.
Remove or adjust posts if regulatory guidance changes.
Keep an internal log of checks and changes.
Tone of Voice
Warm and reassuring
Sound calm, caring and non-judgmental.
Use gentle phrases (“We’re here to help you feel comfortable with your smile.”).
Avoid blame language about past dental habits.
Emphasise progress and prevention rather than fear.
Clear and educational
Explain treatments in accessible language.
Break procedures into simple steps in captions and carousels.
Translate clinical terms into everyday language.
Use common questions as hooks for educational posts.
Balanced family and cosmetic focus
Maintain visibility for both service lines in tone and topics.
Alternate examples (e.g. family check-up story, then cosmetic case explanation).
Mention oral health foundations whenever discussing cosmetic outcomes.
Avoid presenting cosmetic care as purely aesthetic; link to function where relevant.
Trust-building phrasing
Use language that emphasises transparency and partnership.
“We’ll walk you through your options and what’s best for you.”
“We discuss costs and timelines clearly before treatment.”
“We focus on long-term oral health, not one-off fixes.”
Professional yet approachable
Stay credible while feeling friendly.
Write in a conversational tone with clear structure.
Avoid slang or overly casual humour.
Use first-person plural (“we”) to reflect a team-based approach.
Domestic context awareness
Reflect local expectations around healthcare and cosmetic work.
Mention common local pathways for accessing dental care (insurance, self-pay).
Frame cosmetic care as normal, considered decisions, not vanity.
Use examples and scenarios that feel familiar to domestic patients.
Visual Style
Clinical but welcoming
Balance professional visuals with warmth.
Show clean treatment rooms with comforting elements (plants, art, soft lighting).
Include photos of reception and waiting areas that feel inviting.
Avoid overly stark or intimidating close-ups of equipment.
Patient-friendly imagery
Reduce anxiety through visual choices.
Limit intense in-mouth procedure photos on public feeds.
When necessary, frame clinical images with explanations and context.
Use calm, soft colour palettes and gentle compositions.
Before-and-after guidelines
Present cosmetic results ethically and clearly.
Use consistent framing, lighting and angles for comparisons.
Always include context: treatment type, duration, and care notes.
Avoid filters that misrepresent reality; keep results realistic.
Family care visuals
Show everyday dentistry across life stages.
Imagery of children, parents and seniors in comfortable settings.
Visuals of routine check-ups, cleanings and preventive care.
Photos implying ongoing relationships rather than one-off visits.
Cosmetic care visuals
Highlight confident, natural-looking smiles.
Portraits with simple backgrounds and relaxed expressions.
Focus on real people, not stock “perfect model” imagery where possible.
Avoid “glam shot” styles that feel out of place for a neighbourhood clinic.
Graphic and template consistency
Keep informational and promotional posts on-brand.
Use a small set of branded templates for FAQs, explainers and reviews.
Maintain consistent typography, colours and logo treatment across posts.
Design offers and campaigns using the same visual system, not separate “sales” looks.
Copy & Structure Style
British English spelling and grammar
Standardise all patient-facing copy in British English.
Use British spellings (e.g. “paediatric”, “anaesthetic”, “practice”, “organisation”) across the website, social posts and printed materials.
Keep grammar clear and formal but friendly—short sentences, correct tense, and consistent use of “practice” (clinic) versus “practise” (verb).
Review treatment explainers, FAQs and consent-related copy with a checklist for common errors (subject–verb agreement, missing articles, misplaced commas).
Treatment explainers
Make procedures feel understandable and manageable.
State what the treatment does and who it’s for.
Outline main steps simply (consultation → procedure → follow-up).
Mention sensation, recovery and maintenance briefly.
FAQ-driven content
Build posts around real patient questions.
Use question-led headers in carousels (“Is whitening safe?”).
Cover both family and cosmetic FAQs across the content mix.
Invite new questions via Stories and DMs and respond publicly where helpful.
Review and testimonial integration
Blend patient feedback into structured posts.
Summarise key themes from testimonials: trust, comfort, clarity.
Pair quotes with small educational notes about the relevant service.
Avoid long, unstructured blocks of review text.
Campaign narrative structure
Ensure promotional periods still follow a narrative.
Campaign arc: awareness → education → reassurance → offer → review or recap.
Anchor each stage in at least one of the core pillars (trust, expertise, comfort).
Close campaigns with posts thanking patients and sharing learnings.
Microcopy and UI text
Keep actions and navigation calm and clear.
Use CTAs like “Book a consultation” or “Ask us about this treatment.”
Label menu items clearly (“Family dentistry”, “Cosmetic dentistry”).
Use gentle phrasing for reminders and follow-ups.
Planning & Calendar
60-day content cycle
Plan content cycles that balance trust, expertise and comfort across both service lines.
Map trust-building posts, expertise explainers, comfort-focused reassurance, reviews and consultation prompts.
Ensure each 60-day cycle includes content for family and cosmetic services.
Add slots for seasonality or key domestic healthcare moments (school holidays, year-end benefits).
Weekly rhythm
Maintain a predictable weekly pattern.
For example: Mon (family care), Tue (trust story), Wed (cosmetic explainer), Fri (comfort-focused content), Sun (review and consultation CTA).
Use Stories midweek for behind-the-scenes or anxiety-reducing snippets.
Adjust weekly emphasis based on recent inquiry patterns.
Cross-channel alignment
Keep website, social and directories consistent.
Service descriptions and positioning match across all channels.
Booking and contact information updated simultaneously everywhere.
Campaign messages aligned in wording and timing.
Campaign planning
Build campaigns into the calendar without breaking the baseline pillars.
Reserve clear blocks for campaigns (e.g. “Smile refresh month”).
Maintain trust and comfort content alongside promotional posts.
Document goals, core messages and dates in one shared plan.
Resource planning
Coordinate staff and resources for content production.
Schedule photo and video capture days, especially for case studies.
Assign responsibilities (dentists for expertise, staff for comfort stories, marketing for production).
Plan copywriting time for treatment explainers and FAQ content.
Seasonal and annual reviews
Integrate regular strategic reviews.
Quarterly review of content performance and inquiry alignment.
Annual refresh of visual and copy examples in the guideline.
Update priorities if the clinic expands or shifts focus.
Production & Workflow
Idea intake
Capture content ideas from dentists and staff.
Front-desk team notes frequent questions and patient concerns.
Dentists list treatments they want to grow (e.g. aligners, veneers).
Staff note small comfort moments that patients appreciate.
Content board
Visualise the flow from idea to published content.
Board columns: ideas, drafting, review, scheduled, published.
Tags for pillar (trust, expertise, comfort) and service line (family, cosmetic).
Weekly review to move items forward.
Approval and compliance
Ensure safe, accurate communication.
Dentists approve all clinical and treatment-related content.
Management checks claims and promotional language.
Content checked against domestic healthcare advertising rules.
Asset capture
Systematise imagery and video collection.
Plan specific days for case study photos and short educational clips.
Maintain consent forms and clear documentation for patient visuals.
Organise assets in folders by treatment type and pillar.
Drafting and editing
Standardise copy and visual preparation.
Draft captions with a mini-brief: pillar, audience, desired action.
Use a checklist for clarity, tone and compliance.
Edit visuals to match agreed colour, lighting and framing standards.
Publishing and monitoring
Coordinate posting and early response.
Use scheduled tools to keep rhythm consistent.
Monitor early engagement for questions and anxiety signals.
Note posts that drive aligned, high-value inquiries.
Measurement & Optimisation
Inquiry quality tracking
Measure alignment between inquiries and target services.
Tag inquiries by family vs cosmetic and by value level.
Link spikes to recent content themes or campaigns.
Adjust pillar emphasis based on what drives aligned inquiries.
Pillar performance analysis
See how trust, expertise and comfort affect behaviour.
Track engagement (saves, shares, comments) by pillar.
Correlate trust-focused content with first-time bookings.
Correlate expertise-focused content with high-value consultations.
CTA and format testing
Refine how actions are invited.
A/B test CTAs (“Book a consultation” vs “Schedule a visit”).
Compare performance of carousels, reels and static posts per topic.
Keep records of winning formats and phrases.
Timing and cadence optimisation
Find the best times for different topics.
Track performance by day and time for family vs cosmetic posts.
Adjust posting schedule around when patients typically enquire.
Use timing insights to support campaign planning.
Feedback and sentiment loops
Use qualitative insight to refine content.
Collect patient comments about posts that made them feel safe or informed.
Ask new patients which content influenced their decision to book.
Reflect feedback in future examples and topics.
Guideline evolution
Keep the guideline living and responsive.
Review and adjust topics and examples every 6–12 months.
Add new topics if services, regulations or patient expectations change.
Remove or replace approaches that no longer serve the clinic.
View the full set
Dental Clinic Strategy
A 60-day dental content pipeline that combines education, reassurance and patient stories to turn interest into better-qualified cosmetic…
