Why is everyone talking about ‘Personal Branding’ for dentists?
Think about the last time you bought a high-ticket item. Did you buy it because of a faceless corporate logo? Or did you buy it because you trusted the person selling it?
The UK dental market is shifting. The days of relying solely on your clinic’s sign are gone.
A young patient in Manchester recently walked past three large, established clinics to visit a small squat practice. Why? She wasn’t looking for “a dentist.” She was looking for “Dr. Emily,” a specific associate she follows on Instagram. She knew Dr. Emily’s face. She knew her voice. She had seen her before-and-after cases.
She felt like she knew her before she even stepped through the door.
This is the power of the “Star Dentist.”
The Old Way vs. The New Reality
For decades, practice owners focused on the clinic brand. You spent money on a logo, a colour scheme, and a website that used stock photos of smiling models.
That approach is losing power.
Today, Personal Branding for dentists is the strongest marketing tool you have. Patients, especially Gen Z and Millennials, are skeptical of corporate messaging. They do not trust “The Happy Tooth Clinic.” They trust people.
Social media has changed how we make choices. A study on social media impact found that nearly 30% of patients were influenced by social media to get aesthetic treatments. They look for connection, not just convenience.
If your marketing hides your team behind a logo, you are invisible to this modern audience.
Why "Star Dentists" Win High-Value Cases
Trust is the currency of dentistry.
When a patient sees a video of you explaining a composite bonding procedure, two things happen:
- Fear reduces. They see a calm, professional human being.
- Authority grows. You become the expert in their mind.
This pre-appointment trust is powerful. It means that when they finally sit in your chair, they are already sold. They aren’t asking “Why is this so expensive?” They are asking “When can we start?”
This is why Personal Branding for dentists is not vanity. It is a sales strategy. It shortens the journey from “stranger” to “loyal patient.”
Why the PDF Job Description Fails
Most practice owners upload a dry, text-heavy PDF to a job site. It usually lists hours, UDA rates, and a demand for a “hard worker.”
This is boring. It tells the candidate nothing about what it feels like to work with you.
Instead, you need a “Career Landing Page.” This is a specific page on your website dedicated solely to Associate Dentist recruitment. It should include;
- Photos of the surgery and the staff room.
- Details about the equipment (scanners, microscopes, software).
- Information on mentorship and funding for courses.
- A clear description of the practice culture.
If you don’t have a digital scanner or a treatment coordinator, you are already behind. High-performing Associates want to know they will have the tools to do their best work.
Video Testimonials: Show, Don't Just Tell
Anyone can write “we have a friendly team” in an advert. But it means nothing in text.
To really stand out, you need social proof. Record short video interviews with your current team. Ask them simple questions.
- “Why do you like working here?”
- “How does the principal support your clinical growth?”
- “What is the social life like?”
When a potential candidate sees a real dentist smiling and talking about how much they love the practice, it builds instant trust. It removes the fear that they are walking into a toxic environment.
Video content stops the scroll. It captures attention in a way that text never will.
Target Dentists, Not Patients
This is where most practices waste their money.
You might boost a post on your practice Facebook page saying “We Are Hiring.” But who follows your page? Your patients. Mrs. Jones from down the road doesn’t know any dentists.
You need to run targeted ads that are shown only to dental professionals.
Platforms like Facebook, Instagram, and LinkedIn allow you to be very specific. You can show your beautiful video ad to people who list “Dentist” as their job title and live within 20 miles of your practice.
This puts your offer right in front of the people who need to see it, even if they aren’t actively looking for a job. This is often where an agency like Dentify Digital can step in to manage the technical side of ad targeting, ensuring your budget isn’t wasted on the wrong audience.
The Cost of an Empty Chair
Ignoring this problem is expensive.
Let’s do the maths. An empty surgery can cost a practice anywhere from £1,500 to £2,000 a day in lost revenue. Over a month, that is tens of thousands of pounds.
Compared to that loss, the cost of a proper marketing campaign to find the right person is tiny.
Yet, many owners hesitate to spend money on recruitment marketing. They prefer to wait and hope. But hope is not a strategy. While you wait, your patients are waiting too. And eventually, they will go elsewhere.
Fix Your Recruitment Funnel
The goal is to make it as easy as possible for a dentist to express interest.
Do not make them fill out a ten-page application form. Do not make them create a login.
On your Career Landing Page, have a simple button: “Chat with the Principal.” Let them book a casual 15-minute call directly into your diary.
This lowers the barrier. It feels less formal. It treats them like a peer, not a subordinate.
Fix Your Recruitment Funnel
The dental landscape has shifted. The shortage of associates is real, and the competition is fierce.
If you want to fill your surgery, you must adapt.
- Stop relying on boring job boards.
- Start treating candidates like high-value clients.
- Build a Career Landing Page that sells your culture.
- Use video to build trust and show off your team.
- Run targeted ads to reach passive candidates.
Your next superstar Associate is out there. They just don’t know you exist yet. You have to go out and find them with the same energy you use to find your patients.
Ready to transform your Associate Dentist recruitment process and fill that empty chair?
Click here to book a strategy call with Dentify Digital today.