The New Way Patients Find Their Dentist (Thanks, AI)

A patient walks into a dental office.

This is the start of a potentially hilarious joke, but it’s also the beginning of an unsurprising new trend in dental marketing. See, the patient chose the dentist not because they saw a billboard, not because their cousin’s neighbor recommended it, and not even because of a five-star Google review. Nope. They walked in because they asked ChatGPT, “Is this dentist any good?” And guess what? The AI actually knew the dentist was trustworthy — not from a front-page Google ranking, but from the dentist’s own social media content.

This TikTok from marketer TJ Robertson breaks it down perfectly — a client literally chose to work with him because ChatGPT pulled from his social media content, not his Google ranking:

Welcome to the weird (and kind of amazing) world where dental social media and AI work together to bring new patients through your doors.

Table of Contents

• The Big Misconception About Social Media
• The Rise of AI-Powered Decisions
• Social Proof in the AI Era
• A Practical Example for Dentists
• Why Consistency Beats Virality
• How Dentists Can Leverage Dental Social Media and AI
• Turning Social Media Into a Patient Magnet
• Give AI Something Great to Say About You
• FAQ

The Big Misconception About Social Media

When we bring up social media to dentists, we usually see one of two reactions: a polite smile that says, “I know I should do that, but please don’t make me dance on TikTok,” or a doubtful shrug that says, “My videos don’t go viral, so what’s the point?”

Here’s the thing: going viral is like finding 20 bucks in your winter coat pocket. Fun if it happens, but not the strategy you should be banking on for your retirement. Social media success for dentists isn’t measured in millions of views ; it’s measured in whether your practice looks trustworthy, approachable, and real to the people in your community. That’s the kind of content that impresses patients and teaches AI tools like ChatGPT who you are, and why you’re worth recommending.

The Rise of AI-Powered Decisions

Here’s a fun fact (or maybe a terrifying one, depending on how may sci-fi robot movies you’ve watched): more and more people are asking AI what to do with their lives. What restaurant to eat at, what shoes to buy, which dentist to trust with their teeth — all of it. In fact, surveys show that people sometimes trust AI more than their own friends when making choices.

Why? Because AI feels objective. It doesn’t gossip, it doesn’t judge your Netflix habits, and it doesn’t secretly want you to pick the dentist across town just because their brother-in-law works there.

For dentists, this is a shift in the entire concept of referrals, because they come from AI, not just from Aunt Susan. When a potential patient asks, “Who’s the best dentist near me?” the AI doesn’t invent an answer out of thin air. It pulls from what’s available online: your website, reviews, and — increasingly — your social media. That means your Instagram post about same-day crowns or your TikTok showing off your team’s charity work could be exactly what convinces AI to say, “Yep, this dentist is the real deal.” That’s the power of dental social media and AI working together, and it’s why social proof is becoming more relevant, not less.

Here’s how AI decides who makes the cut:

• Content availability: If you don’t post, AI doesn’t have much to say about you.
• Reputation signals: Reviews, testimonials, and consistent messaging all matter.
• Authority cues: Educational posts and professional content make AI (and patients) view you as trustworthy.
• Human touch: Photos, videos, and stories about your team and patients (with permission) show you’re real, not robotic.

Social Proof in the AI Era

The thing about patients is that they’re not just looking for a dentist, they’re looking for proof that you’re the right dentist. In the past, that meant word-of-mouth or a handful of Google reviews. But now? Social proof lives everywhere and AI is collecting it like a squirrel hoarding acorns. Or like me consistently adding videos to my YouTube “Watch Later” playlist. Only AI actually remembers that stuff, meanwhile several tutorials about refinishing a dining room table in a modern farmhouse style are languishing on my profile sadly wondering if I’ll ever finish that aesthetic update I committed to a year ago.

Ahem. Anyway.

Even if your content isn’t ranking on Google’s front page, it can still show up when someone asks ChatGPT about your practice. That Instagram post where you explained whitening options, or the Facebook video of your team volunteering at a school — it all builds a digital “case file” that AI can use to back you up.

Think of it this way:

• No content = no footprint. AI has nothing to reference.
• Consistent content = credibility. AI sees you as active and trustworthy.
• Authentic content = relatability. Patients feel like they already know you before they book.

So when a hesitant patient asks an AI assistant, “Should I go to this dentist?” your social media can be the tie-breaker that tips the answer in your favor. That’s the real hidden value of dental social media and AI! Not likes, not shares, but trust.

A Practical Example for Dentists

Let’s play this out in real life. Imagine a potential patient named something totally normal like Flanellope. She just moved to town, and she’s feeling nervous about finding a new family dentist. Instead of scrolling through endless Google results, Flanellope asks ChatGPT: “Who’s the best family dentist near me?”

Now, here’s where it gets interesting:

• Dentist A hasn’t posted on social media in years. Their website is fine, but it’s a little outdated. There’s not much for AI to grab onto.
• Dentist B has been posting consistently on Instagram, TikTok, and Facebook. Quick tips about flossing, behind-the-scenes team photos, videos of community events — nothing viral, but authentic and steady.

When ChatGPT responds, who do you think it’s going to highlight? Exactly. Dentist B gets the recommendation because the AI has actual evidence of their credibility, culture, and expertise. Flanellope books her appointment, not because she saw a viral TikTok, but because dental social media and AI teamed up to build enough trust for her to take the leap. She also changes her legal name and lives happily ever after, poor thing.

Why Consistency Beats Virality

The chances of your floss dance video hitting 10 million views are about the same as a patient actually flossing the way you taught them. In other words… slim. But the good news is you don’t need to go viral for your social media to work wonders.

When it comes to dental social media and AI, consistency is what wins. A steady stream of authentic, trustworthy content gives both potential patients and algorithms something to work with. One video that blows up might get you a moment of fame, but dozens of posts over time create a reliable digital reputation. That’s the kind that AI can confidently recommend to someone searching for a new dentist.

Think of it like brushing your teeth; one epic, 30-minute brush session doesn’t do much. But two minutes, every day, adds up to a healthy smile. Social media works the same way. Consistency keeps your online presence strong and AI-friendly.

And here’s another thing: you don’t even need hundreds of comments and shares for your social media to “work.” Yes, you should do the basics to encourage engagement — things like:

• Ask simple questions in your captions (e.g., “Team coffee or team tea?”).
• Respond to comments quickly so people know you’re listening.
• Use local hashtags to reach people in your community.
• Post photos and videos with people (your team, patients with permission) — faces always get more interaction.

But here’s the perspective check. One view from a local mom who’s actually shopping for a new dentist is worth way more than 100 views from random dudes in another state. Viral videos often reach tons of people who will never set foot in your office. A handful of likes and comments from local followers is a much stronger signal that your content is doing its job by building trust with the very people most likely to become your patients.

How Dentists Can Leverage Dental Social Media and AI

So how do you make sure dental social media and AI are working in your favor? You don’t need fancy cameras, a viral dance routine, or a Hollywood production budget. You just need to show up consistently and share content that proves you’re the kind of dentist patients want to visit.

Here are some easy wins:

• Educational posts: Quick tips on brushing, flossing, or explaining a treatment in plain English.
• Behind-the-scenes photos: Show off your friendly team, your office upgrades, or even birthday celebrations.
• Community involvement: Share photos from local events, charity drives, or school visits.
• Patient-friendly culture: With permission, highlight success stories, smile transformations, or testimonials.
• Re-use content: If you posted on Facebook, use the same content on Instagram and your Google My Business profile. Give AI more signals to work with.

Each post adds another layer of credibility that both patients and AI assistants can pick up on.

Turning Social Media Into a Patient Magnet

Your patients aren’t just judging your dental work. They’re judging your digital presence, often with the harshness of those raised on instant answers and TikTok-addled attention spans. And with AI now playing matchmaker between patients and practices, your social media has never been more valuable.

At My Social Practice, we help dentists skip the stress of figuring out what to post and instead focus on what they do best: caring for patients. We create consistent, authentic content that not only makes your practice look great online but also feeds the algorithms the proof they need to recommend you.

You don’t have to go viral. You don’t have to dance (though if you do, tag us). You just need to be visible, trustworthy, and consistent, and that’s exactly what we help you do with dental social media and AI in mind.

Give AI Something Great to Say About You

The future of patient decisions isn’t just happening in Google searches or word-of-mouth but in conversations with AI. And those tools are only as smart as the content they can find. If your practice is showing up consistently on social media with posts that highlight your expertise, your team, and your values, then both patients and AI will have plenty of reasons to recommend you.

So don’t think of social media as a popularity contest. Think of it as your digital reputation, one post at a time. Because when the next Flanellope in your community asks, “Is this dentist any good?” you want AI to confidently say: “Absolutely. Also, would you like me to direct you to the Social Security Administration’s name change forms?”

That’s the real power of dental social media and AI — not viral fame, but lasting trust.

Frequently Asked Questions

About the Author: Megan Nielsen is an SEO strategist and the Grand Overlord of copywriting at My Social Practice. My Social Practice is a dental marketing company that offers a full suite of dental marketing services to thousands of dental practices throughout the United States and Canada.