It is 9:00 PM on a Tuesday. You are sitting on your sofa, scrolling through your personal Facebook feed. A notification pips. It is a friend request from “Mr. Thompson,” a patient you saw that morning for a complex root canal.
He seemed like a nice guy in the chair. You had a laugh about the local football scores. He even thanked you for making a scary procedure feel easy.
Your thumb hovers over the “Accept” button. You think, “What is the harm? It shows I am approachable.”
But in that split second, the line between your private life and your professional career begins to blur. For practice owners and associates in the UK, this is not just a social choice. It is a matter of professional conduct that the General Dental Council (GDC) takes very seriously.
The rise of Personal Branding for dentists has made us more accessible than ever. However, being “liked” online is very different from being “friends” in the eyes of the regulator.
The GDC’s Stance on Professional Boundaries
The GDC provides clear Guidance on using social media. Their message is simple: the standards expected of you do not change just because you are behind a screen.
Standard 4.2.3 of the Standards for the Dental Team states that you must maintain appropriate boundaries in the relationships you have with patients. The GDC warns that you should “think carefully before accepting friend requests from patients.”
Why the caution? Because your personal profile likely contains things not meant for a clinical setting. Photos of your family, your political views, or even a picture of you holding a glass of wine at a wedding can change how a patient views you.
If a patient sees something they find offensive on your private page, they can report it. The GDC notes that your online image can impact public confidence in the entire profession.
Why "Private" Isn't Always Private
Many dentists believe their privacy settings protect them. You might think only your friends can see your posts.
This is a dangerous assumption.
Screenshots are permanent. A patient who is a “friend” today could become a complainant tomorrow. If a treatment goes wrong or a billing dispute arises, your personal posts could be used as evidence in a fitness to practise case.
Even without a dispute, “jigsaw identification” is a real risk. You might post a vague comment about a “difficult Monday morning.” A patient who saw you that morning might assume you are talking about them. Suddenly, you have a breach of confidentiality on your hands.
The "Practice Page" is Your Shield
You want to be approachable. You want to build a brand. You want to show that your practice is modern and friendly.
The best way to do this is through a professional Practice Page or a dedicated professional Instagram account.
There is a big difference between a patient “following” your professional work and “friending” your personal life. A professional page allows you to:
- Share clinical success stories.
- Post educational videos.
- Interact with the community in a controlled way.
The GDC explicitly states there is no problem with a patient following a practice’s social media page. It is a safe space for Personal Branding for dentists because it keeps the relationship focused on oral health and professional service.
Navigating the Awkwardness
How do you say no without being rude?
If a patient mentions they sent you a request, you don’t have to be blunt. You can simply say:
“I saw your request! I actually keep my personal Facebook just for close family. But please do follow our practice page on Instagram. I post all my latest cases and tips there!”
Most patients will respect this. In fact, it often increases their respect for you. It shows you are a professional who takes your role seriously.
Protecting Your Team
As a practice owner, this isn’t just about you. It is about your whole team.
Do you have a social media policy in your employee handbook? If your dental nurse or hygienist is “friends” with patients, the practice is still at risk. A single inappropriate post from a staff member can damage the reputation you have spent years building.
According to indemnity experts like the DDU, keeping personal and professional accounts separate is the “golden rule.” You should encourage your staff to review their privacy settings and avoid adding patients to their personal networks.
The Benefits of a Clean Break
When you separate your lives, you gain peace of mind.
You can post about your holiday or your weekend without wondering if a patient is judging your lifestyle. More importantly, you maintain the “clinical distance” required to make objective decisions about a patient’s care.
When the lines blur, it becomes harder to have difficult conversations about treatment costs or failing oral hygiene. A professional boundary isn’t a wall; it is a safety net for both you and the patient.
Summary
Social media is a powerful tool for growth, but it must be used with caution.
- Acknowledge that the GDC standards apply to your personal posts.
- Avoid accepting personal friend requests from current or former patients.
- Direct patients toward your professional or practice social media pages.
- Review your privacy settings regularly to ensure your private life stays private.
- Educate your team on the importance of maintaining these digital boundaries.
Building a “Star Dentist” profile through Personal Branding for dentists works best when it is done on the right platform. Keep your personal life for your friends and your professional life for your patients.
If you need help setting up a professional social media strategy that stays within GDC rules, we can help you get it right.
Click here to book a strategy call with Dentify Digital.