Whether you’re the new doctor joining a practice or you’re the team welcoming one, how you introduce that transition matters.
A planned rollout strategy strengthens patient confidence and elevates your brand. A reactive, inconsistent approach can lead to confusion or hesitation for patients.
The key is intention. Clear, proactive messaging builds awareness and trust from day one.
At enox, we’ve guided practices of all sizes through this exact transition. Here’s how to do it right (with real messaging examples and a digital rollout plan you can follow.)
TL;DR: Key Takeaways for Introducing a New Doctor
- The goal isn’t just to “make an announcement.” It’s to build awareness and trust.
- Your messaging should be proactive, not reactive.
- Consistency between internal and external communications prevents confusion.
- Personal storytelling (why the doctor joined, what they value, and how they fit into your culture) creates credibility and connection.
- A thoughtful plan ensures your brand feels unified, not disjointed.
Why a Thoughtful Approach Matters
When introducing a new doctor, your words and timing carry weight. Orthodontic care is personal to patients, and they want their experience to feel comfortable, familiar, and consistent all the way through.
Patients aren’t just hearing a practice update; they’re forming an impression. If your communication doesn’t fill in the blanks, they’ll create their own narrative, which might not reflect the true intent behind your transition.
That’s why storytelling matters. It gives patients the context and reassurance they need to feel confident in your care.
Trust is Built on Storytelling
People remember stories. Share why this change is happening and how it benefits them, whether it’s about shared values, expanded access, or a stronger patient experience.
Highlight what unites your team:
- Maybe they grew up in the same community and came home to give back.
- Maybe your approaches align in prioritizing convenience, esthetics, and personalized care.
- Maybe their addition allows your practice to serve more patients, faster.
Make the story memorable, relatable, and reassuring. When patients understand why this doctor joined your team, they’ll be more likely to embrace the change.
If You’re the Practice vs. If You’re the New Doctor
For private practices (especially single-doctor offices), this step is critical. Patients expect familiar faces, and without clear communication, new introductions can feel abrupt.
If you’re the practice adding a new doctor, focus on consistency: same values, same standard of care, same patient-first philosophy, just with even more capacity to serve.
If you’re the new doctor, lean into visibility. It might feel awkward at first, but the more patients see your face, the more they’ll trust and accept you. Attend events, join community initiatives, and engage in social posts. The goal isn’t self-promotion; it’s familiarity.
Every communication should be centered around creating awareness and building trust.
When and How to Announce a New Orthodontist
A solid communications plan is just that: a plan. You should know what content is going live, where, and when, long before the first post or email goes public.
You want to avoid a disjointed experience where a patient walks in and suddenly meets someone new without context. Your communication should be proactive, not reactive.
Think of your plan as a content calendar with clear timing, purpose, and intention behind every post and email.
Example of a digital schedule:
1 Week Before:
- Teaser posts hinting at something exciting (“Something new is coming…”)
Week of Joining:
- Official announcement on social media and email
- Add the new doctor’s bio and photo to your website
Weeks Following:
- 2–3 “Get to Know” posts highlighting personality, background, and fun facts that patients can connect with
Ongoing:
- Continue posting photos of the doctor with patients and team members twice a month to reinforce familiarity and credibility
The purpose is to build awareness and trust. By planning ahead, you make the transition feel intentional and aligned with your brand story, not abrupt.
Internal Communications: Reassure Before You Announce
Before you post anything public, start internally.
Your current patients deserve to hear it from you first, and your team should feel prepared to talk about the change confidently. When everyone is on the same page, the transition is natural.
Key internal touchpoints include:
- Email campaigns and printed letters to current patients
- Text message campaigns
- Dr. bio flyers displayed in the office or handed out at check-in
Bio flyers are an easy, low-lift way to keep your message visible in-office. Pair them with a “Meet the Doctor” video (could be as simple as an iPhone-filmed interview), and keep the message consistent across every format.
Here’s a flyer we created for Nth Degree Orthodontics to introduce Dr. Patrick to their practice:
Internal messaging tips:
- Avoid the term “associate.” It’s an industry word that signals hierarchy. Instead, use “new orthodontist joining our team.”
- Focus on credibility and connection, not “recently graduated.”
- Lead with what this change means for patients (expanded care, shorter wait times, added expertise).
- Keep social engagement professional, or keep personal profiles private.
Internal messaging example:
“We’re so excited to announce Dr. So-and-So has joined our team, allowing us to provide even better care to our patients.
Dr. So-and-So is originally from [your town] and is thrilled to be back creating smiles in their hometown. When they’re not with patients, they love hiking and spending time with family.
Keep an eye on our social media for fun facts about Dr. S. They’ll be working alongside Dr. [OG] and can’t wait to meet you at your next appointment!”
Why it works:
- It’s positive.
- It explains the motive.
- It builds a personal connection.
- It sets expectations.
Confident messaging makes for confident patients.
Here are a few social media graphics we designed to help Nth Degree tease the announcement, then introduce Dr. Patrick:
External Communications: Turn a Transition Into a Growth Story
Once your internal messaging is in place, extend the story to your wider audience: your community, referring dentists, and prospective patients.
Channels to prioritize:
- Social media announcements and behind-the-scenes stories
- Blog and press release
- Updated bio and photos on your website
- Local PR outreach and dentist referral communications
Your message should focus less on “what’s changing” and more on “why this makes our practice stronger.”
External messaging examples:
- “We’re growing to better serve our patients.”
- “We’re expanding access to care with a new orthodontist joining our team.”
- “We’re continuing our legacy of excellence with a doctor who shares our values.”
On your website, make sure both doctors are represented equally. Shared photos, balanced mentions across pages, and cohesive branding reinforce that patients will receive the same level of care, no matter who they see.
Writing a Compelling Doctor Bio Page
Your new doctor’s bio should humanize them and reassure patients, without reading like a résumé.
Here’s how to make it resonate:
1. Start with a Personal Connection
Why did they choose orthodontics? What inspired them? Is there a local connection?
2. Briefly Highlight Education & Credentials
List schools, certifications, and memberships, but keep it concise. The goal is reassurance, not a full CV.
3. Explain Their Care Philosophy
Describe their approach in patient-friendly language. This is a chance to be warm, welcoming, and align with your brand’s voice and values.
4. Show Personality
Include hobbies, volunteer work, family life, or fun facts that make them relatable.
5. Include Visuals
Professional headshots, candid team photos, and short “Meet the Doctor” videos help patients connect before their first meeting.
The more patients see your face and hear your story, the more comfortable they’ll feel in your care.
Consistent Messaging is Essential
Every touchpoint (emails, website, social posts, and in-office conversation) should tell the same story: “This is an exciting change, and it makes your experience even better.”
When your messaging is consistent, patients feel confident that the entire team is aligned. That unity creates credibility, and credibility builds trust.
That’s what transforms a simple announcement into a true brand-strengthening moment.
Plan a Successful New Doctor Announcement
Adding a new orthodontist is more than a staffing change; it’s a brand evolution.
Handled thoughtfully, it can strengthen patient relationships, energize your team, and boost your reputation.
Handled poorly, it can create uncertainty that takes time to rebuild.
With a proactive plan, cohesive messaging, and storytelling that connects emotionally, you can make this transition feel seamless and intentional on all fronts.
At enox, we’ve helped practices nationwide navigate this exact journey, from welcoming new doctors and launching additional locations to building brand stories that evolve with you.
When your story is told well, patients don’t just stay. They believe in your brand more than ever.
Let’s Make a Plan
Wherever you are in your journey, whether you’re joining a practice or adding a new doctor to your team, we’ll help you navigate the transition thoughtfully and strategically.
We’re your orthodontic marketing partners, here to guide you through every step to ensure your story is consistent, authentic, and impactful.
Book a complimentary strategy session with our team, and let’s create a plan that helps your practice grow with confidence.
