Make the commitment
Dedicate two to three hours a week to creating social media content.
How social media became a transformative marketing force for Braces by Dr. Ruth
In today’s digital era, even the most established healthcare providers are discovering the power of social media—not as a trend, but as a vital part of how patients learn, connect, and choose their care. For Nashville orthodontist Dr. Ruth Ross Edmonds, owner of Braces by Dr. Ruth, social media has become more than a marketing tool; it’s a strategic extension of her mission-driven practice and a key to building authentic patient relationships.
What sets Dr. Ruth apart is her uniquely personal approach to orthodontics—a blend of clinical excellence, representation, and a deep-rooted commitment to community care. Her visibility both inside and outside the office has always mattered, but social platforms have expanded that visibility in ways that feel meaningful, accessible, and— above all—real.
"That visibility builds trust," Dr. Ruth said. "Patients know exactly who is treating them, what I stand for, and why I do what I do."
At its core, Braces by Dr. Ruth is a space built on connection, confidence, and culture. The practice isn’t just straightening teeth—it’s uplifting individuals and empowering future generations through representation, access, and education.
Social media, as it turns out, is the perfect vehicle for this mission. Rather than approaching digital platforms as pure advertising, Dr. Ruth intentionally uses them to humanize her practice and let patients see the people and purpose behind the brand.
“We use social media to build relationships—connecting with our patients, families, and the broader community in an authentic way,” Dr. Ruth said.
Her posts spotlight patient milestones, team celebrations, educational insights, and the values her practice stands for. The result? A digital presence that feels more like community storytelling and less like marketing.
Authenticity that attracts
One of the most powerful outcomes of embracing digital storytelling has been the organic growth generated by patients themselves. When patients share genuine experiences—whether a quick TikTok clip or a heartfelt Instagram testimonial—those posts carry a credibility no paid campaign can match.
Dr. Ruth has seen this firsthand. Families frequently tell her they found the practice after watching a video online—often one posted not by staff, but by a patient sharing a moment from their orthodontic journey.
It’s proof that authenticity resonates. When real patients speak, people listen.
How it started
Interestingly, Dr. Ruth’s foray into high-quality digital content began unexpectedly—with a silent auction bid that delivered more than just a website redesign. The company she partnered with helped overhaul her visuals, build her YouTube presence, and capture professional-grade photos and videos that showcased the heart of her practice.
The impact was immediate: greater visibility, stronger credibility, and improved searchability on platforms like Google. Potential patients began walking into the office already familiar with the space, the staff, and even Dr. Ruth herself—before ever stepping through the door.
“I’ve never looked back,” Dr. Ruth said. “As our team evolves and our office grows and changes, I make it a point to keep our content updated. It builds trust, showcases your personality, and allows your practice to connect with people in a very real and meaningful way before the first appointment even happens.”
New standard of care
For many dental and orthodontic practices still hesitant about diving into social media, Dr. Ruth offers this straightforward advice: Just start.
“I’ve been in practice for 25 years—long before websites and social media were the norm. If I can get on board with it, anyone can,” Dr. Ruth said. “It’s never too late
to start.”
She often reminds younger dentists in particular that their digital fluency gives them a significant advantage. Social media offers a free, flexible way to build a brand voice, showcase expertise, and cultivate trust.
“Be creative, educational, fun, bold—or simple and straightforward,” she says. “The key is authenticity.”
Moving forward
For Braces by Dr. Ruth, social media is not an optional add-on—it is an integral part of how the practice educates, inspires, and engages. It amplifies the values Dr. Ruth champions: confidence, representation, community, and care. And patients feel that sincerity. They see the culture before they experience it. They feel connected before
they even arrive.
In a field where trust is paramount, that connection is everything.
Social media top tips
Make the magic happen
Content is created during the workday, which helps the team to have fun while showcasing their individuality and engaging with one another.
Establish your brand and know your audience
Determine what your brand is (or what you’d like it to be) and create content that reflects that.
Invest in equipment
All you need to get started is a smartphone, but once you get things rolling, consider adding a tripod, ring light and wireless microphone to your social media toolkit to capture high-quality audio and footage.
