Connect with your patients on Instagram: a powerful marketing tool

By Carl Burroughs

In today’s digital era, social media platforms have become influential marketing tools for businesses, including dental practices. Instagram, with its visually captivating format and extensive user base, offers a unique opportunity to engage with potential patients and showcase your services. In this article, we will explore the significant benefits of utilising Instagram advertising as a strategic marketing tool to promote your dental practice, attract new patients, and foster growth.

With over one billion active monthly users, Instagram provides an expansive platform to reach a wide audience. By leveraging Instagram advertising, you can expand your reach beyond traditional marketing channels and tap into a pool of potential patients actively engaging with the platform. Moreover, Instagram’s advanced targeting capabilities allow you to tailor your advertising campaigns to specific demographics, locations, interests, and behaviours. This precise targeting ensures that your promotional content reaches individuals who are most likely to be interested in dentistry, maximising the return on investment for your advertising campaigns.

Instagram’s focus on visual content makes it an ideal platform to showcase your work, team, practice, and any special offers you may have. By sharing captivating images and videos, you can create compelling visual stories that highlight the transformative power of your dental treatments and the positive experiences of your patients. From before-and-after photos to behind-the-scenes glimpses, you can build trust and credibility, captivating potential patients and encouraging them to engage with your practice.

While it’s important to note that testimonials are still against the AHPRA guidelines, you can effectively utilise the platform. Instagram’s interactive features, such as likes, comments, and direct messaging, facilitate direct engagement and communication, enabling your team to promptly respond to inquiries build relationships, and convert interactions into loyal patients.

In comparison to traditional advertising methods, Instagram advertising offers a cost-effective solution for dental practices and puts you in control of your patient flow. The platform provides flexibility in setting advertising budgets and allows you or your marketing manager to monitor and optimise campaigns in real time. With Instagram’s performance tracking tools, you can analyse the effectiveness of your advertising efforts, measure key metrics such as reach, engagement, and conversions, and make data-driven adjustments to maximise your return on investment.

Utilising Instagram advertising can significantly enhance brand awareness and reputation for your practice within your local area. By consistently sharing engaging content, your practice can establish a strong online presence and position you as an authority in the field. This brand recognition not only attracts new patients but also instils confidence in existing patients, reinforcing their loyalty. Additionally, positive patient experiences shared on Instagram can result in user-generated content, further amplifying the practice’s reputation through word-of-mouth recommendations.

Instagram advertising enables you to include effective calls to action in your posts and advertisements. By strategically incorporating prompts such as “Book Now,” “Learn More,” or “Contact Us,” you can guide potential patients towards taking desired actions, such as booking an appointment or requesting more information about the procedures you provide.


Setting up your Instagram Advertising account is simple, and there are excellent tools available to help you understand how to reach your target demographic. Instagram is no longer limited to younger users; it has evolved, and its user base now spans different age groups. Only 8% of Instagram users are under 17 years old, as many have shifted to platforms like TikTok.

If you want to advertise on Instagram, but really don’t have the time to set-up and manage a campaign, the team at IDM would be delighted to do this for you, so feel free to give them a call and book a demo.

IDM have been helping dental practices achieve their goals through effective marketing for over 20 years. To book a complementary marketing strategy meeting, with chief strategist, Tony O’Brien, call 02 9211 1477 or e-mail

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