Over the past year, one of the biggest lessons we’ve learned at Clear Lakes Dental is that social media isn’t just a “nice-to-have.” It’s a key part of building your brand, attracting patients, and recruiting the right team members.

Why Social Media Matters

The biggest difference for our clinics has been showing who we are, how the team works, and what the clinic feels like. It’s not about flashy before-and-afters or chasing viral content. Patients notice. Candidates notice too. I’ve had people mention our social media during interviews before asking about pay. That’s branding in action: shaping first impressions before anyone walks in the door.

Last year, we added a dedicated social media person, and the impact was huge. Engagement went way up, our followers grew across platforms, patients started recognizing our brand and sharing it locally, and the team became more involved and proud to participate.       

Our Strategy for 2026

For 2026, we’re building on what worked in 2025. We will continue showing the clinic vibe and team culture so patients and candidates get a real sense of who we are. We are focusing on the platforms that matter most for our goals, including patient growth and recruiting. Our priority is consistency over trying to go viral, and we aim to produce content that is educational, relatable, and authentic. The overall goal is simple: stay visible, stay human, build trust, and let the brand speak for itself while attracting the right patients and team members.

Pros and Cons of Social Media for Dentists

Pros: Social media helps build trust with patients before they even step into the clinic. It also attracts the right team members and makes recruiting easier. In addition, it increases local visibility and community recognition while providing a platform to share your values, culture, and expertise.

Cons: Maintaining social media requires time and effort to stay consistent. Content that isn’t thoughtful or professional can harm your brand. Choosing the wrong platforms or spreading yourself too thin can dilute results. Without dedicated support, engagement may stay low and the impact may be limited.

Social media isn’t optional anymore. Done right, it’s a powerful tool for growth, visibility, and culture-building, for both patients and your team. How are you handling social media in 2026?