In 2000, author Robert Putnam warned of a declining civic participation and social connection, with clubs, associations and volunteer groups declining as people sought more solitary existences.[i] 25 years on, his words have become reality: voluntary work in the UK, for instance, has witnessed a significant decline in recent years.
The fading of community is a health concern. Research indicates that residents in strong, socially cohesive neighbourhoods have a happier quality of life, whereas those in more detached neighbourhoods are negatively associated with poor mental health and depression.[ii] It is therefore essential to improve feelings of community, which is where the dental practice can help.
A pillar of any community, the dental practice can make people feel a part of something; even patients attending a one-off visit can experience a welcoming, positive atmosphere. For dentists, there are several ways to build a stronger sense of community at the dental practice.
Patient preferences
Patients want more than just dental or surgical procedures from their dentist – they want to build a rapport, underlined with trust that improves their experience and makes them feel included in the dental care system.[iii] To achieve this, dentists should strip away technical jargon to optimise patient communication and understanding, empowering them in their decision-making.
Moreover, a key attribute that patients seek is empathy; they want to feel cared for by dentists and feel like they are important to the practice beyond the business aspects.iii This can be achieved through casual discussions with all members of the staff, from the reception desk to the dental nurses and finally when in the dental chair. By talking to patients about non-dental topics, no matter how briefly, the practice team can collectively ease any anxieties and cultivate a warming environment that feels like a community – such an experience increases the chance of the patient returning and spreading good word of mouth.
Community of colleagues
A dental practice with a cohesive and capable workforce can be more efficient, smoothing the journey for each patient attending. Focusing on the staff as a team ensures a balanced workload for all, where colleagues can support one another and everyone feels comfortable and confident enough to address any problems or concerns they may have. Highlighting issues and overcoming them as a team is invaluable, with the chance to improve retention. When this happens, patients get continuity in their care and the community feel is retained for longer.
Get down with the kids
In the summer, 10 Downing Street hosted a gathering of social media influencers and online content creators, and has since spent almost £115,000 on ‘influencer marketing’.[iv] This was a government first but it seemed inevitable – online media is the current frontier of advertising. For dental practices, especially those offering cosmetic dental treatments, partnering with influencers can help grow the community concept further.
Anyone who can reach high numbers of social media users and shape trends and opinions can be considered an influencer. Whilst building your own social media page for your dental practice is always recommended as a low-cost marketing avenue, connecting with an influencer can be a faster way to grow your advertising arm. A social media influencer can:
- Help build trust in the dental practice
- Engage new audiences
- Drive authenticity – showing a recent dental treatment they have experienced can be more effective than generic marketing material
It has become increasingly common for influencers to film their experiences, be that in a dental practice or in other healthcare environments. Whether reaching out on social media or meeting an influencer in person, making sure that your name and/or your dental practice is clearly identifiable in any subsequent content is vital for boosting awareness.
Positive change one membership away
Community exists at both local and national levels. The British Academy of Cosmetic Dentistry (BACD) is the largest cosmetic dental academy in Europe; a community of dental professionals all united by their love for ethical cosmetic dental treatment. Members can connect with like-minded clinicians, find a mentor, and can also give back through the BACD affiliated charity. By placing yourself at the forefront of positive change with the BACD, you can help strengthen the sense of community within the cosmetic dental industry and leave a lasting legacy for the next generation.
Whether a dental professional or a patient, it is important to feel a part of something. The dental practice can play a major role in creating a community – whether in-person or on online, there are many ways in which dentists can generate a sense of belonging for all, improving the experience and building long-lasting connections.
For further information and enquiries about the British Academy of Cosmetic Dentistry visit www.bacd.com
Author: Dr. Carol Somerville President of BACD
[i] Gill, T. (2025). How to find community in 2025: ‘The most important thing I’ve learned is I’m not alone’. [online] the Guardian. Available at: https://www.theguardian.com/lifeandstyle/2025/aug/26/how-to-find-community-in-2025-the-most-important-thing-ive-learned-is-im-not-alone.
[ii] Fone, D., White, J., Farewell, D., Kelly, M., John, G., Lloyd, K., Williams, G. and Dunstan, F. (2014). Effect of neighbourhood deprivation and social cohesion on mental health inequality: a multilevel population-based longitudinal study. Psychological Medicine, [online] 44(11), pp.2449–2460. doi:https://doi.org/10.1017/s0033291713003255.
[iii] Noushi, N. and Bedos, C. (2020). Developing Person-Centred Dental Care: The Perspectives of People Living in Poverty. Dentistry Journal, 8(3), p.82. doi:https://doi.org/10.3390/dj8030082.
[iv] Doherty, C. (2025). Government spends £115,000 on ‘influencer marketing’ in less than a year. [online] The Independent. Available at: https://www.independent.co.uk/news/uk/politics/influencers-uk-government-labour-cabinet-office-b2847321.html [Accessed 21 Oct. 2025].
