In partnership with

The Bucktooth Collective

Monday, June 16, 2025

Inside-Out Marketing: How Stories and Transparency Drive Growth

This issue dives into what makes content engaging and trust-building. It covers the psychology of digital content: behind-the-scenes posts, patient journeys, mini-tutorials, and why vulnerability often outperforms polish.

Trust Through Transparency: Why raw and real > perfect and polished.

In today's digital world, patients crave authenticity. The old-school marketing gloss—perfect smiles, staged testimonials, overly polished posts—is losing its appeal. What actually builds trust? Being real.

Whether it’s an unfiltered photo of your team, a candid explanation of a procedure, or a moment of genuine patient gratitude, showing up authentically matters.

Why “Raw and Real” Wins:

• Relatable content builds comfort. A short video of you discussing daily routines is more powerful than a glossy ad.
  

• Honesty earns trust. Sharing a learning moment or openly discussing treatment options shows integrity.
  

• Real stories drive engagement. Behind-the-scenes glimpses and patient journeys tend to resonate and get shared.
  

  Real-World Example:

  “Why I Finally Booked the Appointment”
   Meet Sara, 34 – Avoided the dentist for 6 years.

  "I saw a video of Dr. Miller walking through her office, talking about how nervous patients often are. She wasn’t reading a script, she was just being honest. It felt like she was talking to me. That’s why I booked."

  Visual Suggestion:
   Image 1: A screenshot of the original unscripted video or a still of Dr. Miller walking through her practice.
   Image 2: A friendly candid of Sara smiling after her appointment (with consent). Caption: “6 years later, one honest moment changed everything.”

Try This in Your Practice:

Record a 30-second video:

• Talk about what makes your team approachable.
  

• Share a quick myth-busting fact.
  

• Highlight a patient story (anonymized or with permission).
  

Post it to Instagram or email it to your patient list with a simple subject line: “From our hearts, not a script.”

5 Content Types You’re Not Using (But Should Be): From short Q&As to myth-busting reels.

Looking to freshen up your content strategy? These five underused formats are quick to produce and pack major engagement power—perfect for connecting with patients and growing your reach.

1. Short Q&As
   -What to do: Film yourself answering 1 patient question in under 60 seconds.
   -Why it works: It’s authentic, bite-sized, and builds trust.
   

2. Myth-Busting Reels
   -What to do: Debunk common misconceptions (like “braces are just for teens”).
   -Why it works: Controversy and clarity drive shares and comments.
   

3. “A Day in the Life” Snapshots
   -What to do: Show behind-the-scenes of your team, lab work, or morning huddles.
   -Why it works: Humanizes your practice and builds connection.
   

4. Treatment Time-Lapses
   -What to do: Use visuals to show progress over weeks (aligners, whitening, etc.).
   -Why it works: Demonstrates real results fast—visual proof wins.
   

5. Patient Feature Stories
   -What to do: Share a patient’s journey (with consent), from challenge to smile.
   -Why it works: Emotional storytelling = loyalty and referrals.
   

   Tip: Choose one and post it weekly. Consistency beats perfection.
   

   Why it works: Emotional storytelling = loyalty and referrals.

Challenge Section: "Post one ‘flawed’ moment from your day—see what happens."

Ever sit down to post on social media and suddenly forget every idea you had 10 minutes ago? You're not alone. We all hit that blank-page moment—especially when we’re juggling patients, staff, and a full day of care. That’s why I put together a simple 7-day content calendar just for dental professionals. It’s quick, clear, and gives you a week’s worth of conversation starters that actually connect with your audience.

UP NEXT: The Doctor as an Influencer—Without the Cringe

Let’s face it: the word influencer can feel...awkward when paired with a white coat. But what if being visible, trusted, and respected online didn’t mean dancing on TikTok or chasing likes?
Next week, we’re breaking down how modern dentists can build influence authentically—in a way that elevates their brand, educates their audience, and actually drives growth (no forced selfies required).

Want more growth tips? Click below to check out our website!

UNTIL NEXT TIME
—-The Bucktooth Team

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