Introduction to ToothTok
America is obsessed with TikTok, and with teeth. The fixation on perfect pearly whites hasn’t faded since the days of Hollywood icons like Marilyn Monroe and Elizabeth Taylor. Instead, it has morphed into contemporary beauty standards that favor neatly arranged teeth with a milky hue. When this is not the case, many people will do everything they can to take matters into their own hands, or at least to spectate others doing just that.
The Rise of Dentists on TikTok
Even as the app’s future in the US remains uncertain, TikTok still reigns supreme for fast-tracking viral content, with more than 2 billion active users worldwide. Especially since the days of COVID-19 lockdowns in 2020, many dental professionals have taken to the app to connect with potential patients and showcase their work. Some have fun with dance challenges and voiceovers, displaying both their personality and practice. But most important, TikTok has made it much easier for them to reach potential patients, some of whom are now flying across the country to visit their favorite TikTok dentist.
Dentists’ Personal Approach
Dr. Richard Lam of Refine Dentistry in Stafford first dipped his toe into the TikTok waters at the cusp of the pandemic with no robust marketing intent, just inspiration from other professionals on the rapidly growing platform. Nearly five years and more than 420,000 followers later, he’s keeping it fun and participating in trends with his entire office team. “It shows patients that the dental office isn’t such a scary environment,” Lam says. “It’s nice to show the fun side of the office—that it’s approachable and we’re like a family.”
Building a Personal Connection
Dentistry requires close interaction and fostering a caring environment. The job is, genuinely, to make people smile—and, according to dental professionals, the relationship with patients is the best part of it. “Dentistry is so personal,” says Dr. Tasneem Mahmood of Gloss Dentistry at Greenway. “We’re all up in your personal space. Whether you’re the nicest dentist in the world or the meanest, everyone feels scared and judged when you’re looking into their mouths. I try to make it as comfortable as possible.”
Showcasing Professional Work
For those proud of their skill, TikTok can be an avenue to showcase professional dental work. Dr. Terri Alani, endearingly known as the “Texas Tooth Lady,” has been a frequent guest on Great Day Houston and Houston’s Morning Show. She also has a successful YouTube channel and Instagram account where she educates and showcases her work. Some of her videos have well over a million views. Thanks to her presence on social media, including her TikTok account, she gets about five or six new patients every day—many traveling in from all over the country.
The Power of Social Media
Dentists navigating this digital space must lean into their creativity. To make it in the troughs of social media—whether it’s dancing, cleaning, or extracting—you must put your artist’s hat on and post regularly. “Anyone can get started,” Lam says. “The hard thing is being consistent.” The algorithm on TikTok works its magic by pushing engaging content to people’s “for you” pages, allowing dentists to expand their audience and attract new patients.
Conclusion
In conclusion, the world of dentistry has evolved, and social media platforms like TikTok have become an essential tool for dental professionals to connect with patients, showcase their work, and build a personal connection. With the rise of "ToothTok," dentists are now able to reach a wider audience, attract new patients, and showcase their skills in a creative and engaging way. As the digital landscape continues to evolve, it will be exciting to see how dentists adapt and continue to thrive in this new era of social media.
