Social media content for Long Island dentists and orthodontists

Through the year

A dental year, in content

Appointments follow school, sports, and insurance years. Pieces go out before each wave.

1. January

   Benefits reset: what a new plan year means for a checkup, and the visits to book early.

2. Spring

   Mouth guards before spring sports, and the first orthodontic consults of the year.

3. Summer

   Braces and aligner starts while school is out, and kids' checkups before camp.

4. Back to school

   Checkups, sealants explained, and what a first visit is like for a young child.

5. October to December

   Unused benefits before year end, Halloween candy and teeth, and the last openings of the year.

The work

What we make for a dental practice

Pieces that make the chair less of a mystery.

• What happens in the chair

  A cleaning, a filling, a crown, or a first orthodontic visit, explained by the dentist or hygienist who does it.

• The dentist

  One dentist at a time, named with their degree and any specialty exactly as they hold it.

• The hygienist's tip

  One habit at home, in a minute, from the hygienist who sees the result.

• The office

  The operatories, the technology, and the waiting room, filmed empty before the first patient.

• A patient's smile, with consent

  A patient who has authorized it in writing, talking about their care, with a reasonable disclaimer on the result.

• Kids and families

  A child's first visit, filmed only with a parent's or guardian's written consent.

On site

How we film a dental practice

Rules we keep on every dental shoot, on top of the overview's.

A content month

What a month looks like

Examples of how each tier tends to fill for a dental practice. The content calendar sets the real mix around your schedule.

1. Partner

   $1,500 per month

   One content day, usually a morning before the first patient or a blocked lunch hour. Four to six finished pieces, for example two what happens at explainers, a hygienist tip, a dentist introduction, and an office tour, delivered within 5 business days.

2. Partner+

   $2,750 per month

   Two content days, one on care and one on the team and consenting patients. One long form video of 5 to 10 minutes, such as the dentist on how a treatment plan is built, ten short form pieces, and three to four static or carousel posts. 3 business day turnaround.

3. Flagship

   $4,000 per month

   A weekly presence for a practice with several dentists or offices: 16+ finished pieces a month, event coverage included, such as a school visit or a free screening day, and 48 hour turnaround.

Your side

What your practice provides

We do the planning, filming, editing, and captions. These stay with you.

• Dentists' and hygienists' names, degrees, and any specialty exactly as they hold them.
• Written authorization from any patient who appears, and a parent's or guardian's for a child.
• Before and after photos from your own records, with the patient's authorization and your disclaimer.
• Any price or offer, worded as you stand behind it, with any related charge stated.
• Someone to post the finished pieces and answer the comments and messages they bring in.

Rules

Rules that shape dental content

What an ad may claim, specialty titles, patients on camera, prices, and privacy.

• The Regents' rule on advertising

  For every profession licensed under Title VIII of the Education Law, 8 NYCRR 29.1(b)(12) treats as unprofessional conduct advertising that is false, fraudulent, deceptive, or misleading, that guarantees any service, that makes a claim about services, products, or prices the licensee cannot substantiate, or that claims professional superiority the licensee cannot substantiate. So painless, best, and guaranteed stay out of a script unless you can prove them.

  • Source: 8 NYCRR 29.1, general provisions on unprofessional conduct, including advertising at (b)(12) (Cornell Law School LII)

• Orthodontist is a specialty claim

  8 NYCRR 29.5(b) treats claiming professional superiority or special professional abilities as unprofessional conduct for dentists, except that a dentist who has completed a specialty program approved by the Board of Regents, or its substantial equivalent, may advertise the specialty. It also says the phrase practice limited to is a claim of special professional abilities. So orthodontist, periodontist, or practice limited to appears only where the dentist's training supports it.

  • Source: 8 NYCRR 29.5, special provisions for dentistry and dental hygiene (Cornell Law School LII)

• Patients on camera need written authorization

  The same rule allows testimonials, demonstrations, dramatizations, and other portrayals of professional practice only if the patient or client expressly authorizes the portrayal in writing, appropriate disclosure prevents misleading information about who the patient is, reasonable disclaimers go with any statement or result, and no fictional testimonial is used. An actor can play a scene, but never a patient giving a testimonial.

  • Source: 8 NYCRR 29.1, general provisions on unprofessional conduct, including advertising at (b)(12) (Cornell Law School LII)

• Prices and offers

  The Regents' rule lists, as appropriate advertising, fixed prices or a stated range for specified routine services, provided the ad says so if there is an additional charge for related services that are an integral part of the service, and says how long the price is in effect. It treats bonuses or inducements other than a discount or reduction in an established fee as advertising not in the public interest. So a price in a caption carries its related charges and its dates, and there is no free gift for booking.

  • Source: 8 NYCRR 29.1, general provisions on unprofessional conduct, including advertising at (b)(12) (Cornell Law School LII)

• Keep a copy of every piece for a year

  8 NYCRR 29.1(b)(12)(iii)(a) says licensees who place advertisements shall maintain an exact copy of each one, or a transcript, tape, or videotape as fits the medium, for one year after it last appears, and make it available to the Education Department on demand. Every finished file and caption we deliver stays in your shared folder, which makes that copy easy to keep.

  • Source: 8 NYCRR 29.1, general provisions on unprofessional conduct, including advertising at (b)(12) (Cornell Law School LII)

• Patient and client privacy stays with you

  Under 45 CFR 160.103, a business associate is a person who creates, receives, maintains, or transmits protected health information for a covered entity, or provides certain services that involve the covered entity disclosing it. Whether your practice is a covered entity, and what any vendor arrangement requires, is for your counsel. We do not give HIPAA advice, we do not ask for or receive patient records, and screens, charts, and files stay out of frame.

  • Source: 45 CFR 160.103, HIPAA definitions, including business associate (Cornell Law School LII)

A plain reading of each rule with its source, not legal advice. We are not your compliance department, and we do not pretend to be. Your compliance team or counsel has the final word on every piece.