Social media for a growing group of London dental and skin clinics: content that makes dentistry feel friendly, local and easy to book.
Project details
Campaign focus
Social media growth across a multi-clinic dental group
Channels
Instagram, Facebook
Making the dentist something people actually want to follow
Banning Dental Group is a modern group of private dental and skin clinics across London, with practices including Harley Street, Brentford, Greenwich Peninsula and Wembley Park. They offer everything from £30 check-ups and hygiene appointments to Invisalign, implants, composite bonding, smile design and skin treatments, with a promise of no hidden extras and no misleading "from" prices.
Nova Connects worked with Banning on their social media, building a content approach that could grow with the group.
The challenge
Dentistry is one of the hardest things to sell on social. Most people put off the dentist, worry about cost, or feel nervous before they've even booked. On top of that, Banning has several clinics, each with its own team and local audience, so the content needed to feel consistent as a brand but still relevant to each area.
Our approach
We built the content around what actually stops people booking, and answered it in a friendly, human way:
Smile transformations showing real results, shared with patient consent.
Meet the team content so patients know the faces before they walk in.
Myth-busting and education on treatments like Invisalign, bonding and implants, in plain English.
Clear pricing and offers, like the £30 check-up and free consultations, so cost isn't a mystery.
Local clinic moments that make each practice feel part of its neighbourhood.
Short-form video led the way, with every post pointing people towards one simple next step: book a consultation.
Community
Growth on social isn't only about reach. We kept on top of comments and messages, answered questions quickly, and encouraged happy patients to share their experience. For a nervous patient, seeing real people talk about a good visit does more than any advert.
Built to scale
With multiple clinics, the key was a system rather than one-off posts: a shared content calendar, repeatable formats, and batch filming sessions at the clinics. That meant new locations and new treatments could slot straight into the plan without starting from scratch, and the brand stayed consistent everywhere.
The results
Banning's Instagram, @banningdental, is now a verified account with a community of 56.6k followers, and the same content system runs across every clinic in the group.
