01
The monthly awareness-day post
FacebookBefore
It's National Dental Hygiene Month. Remember to brush twice a day and floss daily for a healthy smile. Call us today to book your appointment.
After
Our hygienists have a running list of things patients say when they sit down. The most common one, by a wide margin: "I only floss the day before I come in."
We know. We can tell. Nobody is going to say anything about it.
What we will say is that flossing three days a week beats flossing zero days a week, and it beats a perfect week before your appointment by a lot. Consistency at a low level does more than intensity right before an exam.
If you have been avoiding booking because of that, book anyway.
What changed: The generic instruction became a specific observation the practice could only make from experience, and the call to action was replaced by removing the shame that was actually preventing the booking.
02
Announcing new equipment
InstagramBefore
We are excited to announce our new intraoral scanner. Advanced technology for better patient care. Come see the difference.
After
We bought a scanner, which means we have stopped using the impression putty.
If you have had a crown or a night guard made before, you remember the tray. Four minutes, mouth full, trying not to gag, being told to breathe through your nose.
That is gone. It is now a small camera and about ninety seconds, and you can watch your own tooth appear on the screen while we do it.
We did not buy it to be advanced. We bought it because the putty was the single most complained-about thing in this office.
What changed: The feature became a benefit the patient has physically experienced, and the purchase was justified by a complaint rather than by the word advanced.
03
Promoting teeth whitening
InstagramBefore
Get the bright smile you deserve. Professional whitening now available. DM us for our special offer.
After
Before you spend money on whitening, one honest thing: it works well on some kinds of discoloration and barely at all on others.
Surface staining from coffee, tea, and red wine responds well. Yellowing that comes with age usually responds. Grey discoloration from an old injury or certain medications often does not, and no amount of gel changes that.
A five-minute look tells us which one you have. If it is the kind that will not respond, we will say so and talk about the other options rather than selling you a treatment that will disappoint you.
What changed: The offer was replaced with a qualification, which converts better in dentistry because it signals the practice will not sell a treatment that fails.
04
A staff introduction
FacebookBefore
Meet our amazing dental assistant! Fun fact: she loves hiking and has two dogs. We're so lucky to have her on the team.
After
If you have had a filling here in the last three years, our assistant was the person watching your face.
That is a real part of the job that patients never see. While the dentist is focused on the tooth, someone is tracking whether your shoulders have tensed, whether your hand is starting to move, whether you have stopped breathing normally. She stops us before the patient has to raise a hand.
We do not have a metric for that. We just know the appointments run calmer when she is in the room.
What changed: The fun-fact template was replaced with what the person actually does, which tells a nervous prospective patient something useful about the experience.
05
End-of-year insurance reminder
FacebookBefore
Don't lose your dental benefits! Your insurance benefits expire December 31st. Call now to schedule before it's too late.
After
Every December we have this conversation, so here it is in advance.
Most dental plans have an annual maximum that resets on January 1 and does not roll over. If you have treatment we recommended in April and have not scheduled, some of it may be covered by money that disappears at the end of the month.
That is not a scare tactic, it is just how the plans are written, and it is why our December is chaotic.
If you want to know what you have left, call and we will look it up. No appointment required to ask the question.
What changed: Urgency became an explanation of the mechanism, and the ask dropped from booking an appointment to asking a question, which is a much smaller step.
06
Posting a before-and-after case
InstagramBefore
Another smile transformation! Swipe to see the amazing results. This patient's confidence is through the roof. Book your smile makeover today.
After
Shared with permission.
This took eleven months, not one appointment, and it involved a referral to an orthodontist for the first seven of them before we did anything restorative.
We are posting it because the sequencing is the interesting part. Moving the teeth first meant we could be far more conservative with the tooth structure afterwards. Going straight to restorations would have been faster and would have cost more tooth.
If you are considering something like this, the first honest question is whether orthodontics should come first. Often it should.
What changed: Permission is stated, the transformation language and confidence claim are gone, and the post now teaches sequencing instead of implying the patient was unacceptable before.
07
Responding to an office closure
FacebookBefore
Our office will be closed Monday. We apologize for any inconvenience. Thank you for your understanding.
After
We are closed Monday for training. The whole team, including the front desk, so nobody will be answering the phone.
If you have a dental emergency that day, the answering service will take your details and one of us will call you back. Genuine emergencies get handled; a Monday closure does not mean you are on your own.
If you need to reschedule something on Monday, call us before Friday afternoon and we will move it. After that you will be leaving a voicemail.
Back to normal hours Tuesday at 8.
What changed: The apology was replaced with the operational detail people needed, including exactly what to do in an emergency, which is the only reason anyone reads a closure notice.
08
New patient promotion
InstagramBefore
New patient special! Exam, cleaning and x-rays for one low price. Limited time only. Link in bio to book your appointment today.
After
If you have not seen a dentist in a while, the thing stopping you is probably not the price.
Usually it is one of three things: you think you will be lectured, you do not know what it will cost before you commit, or you have no idea how long it will take.
So: we do not lecture. You get a written estimate with your insurance applied before any treatment is scheduled, not after. And a first visit is about an hour, exam and images, with cleaning usually at a second appointment if there is a lot to do.
We are taking new patients. Call and ask anything before you book.
What changed: The discount was replaced with the three actual objections, which is what a lapsed patient is weighing, and the ask became a phone call rather than a commitment.