Trends to watch for…GenAI and more!
We like to say that online marketing for your dental practice is a sum of many parts. If one part is “lagging,” it can bring down the “whole.” Likewise, when one component is on the rise, it can help to support and lift all—resulting in the biggest return on your investment in marketing and communications. For this reason, we often speak about complementarities and looking for ways to adjust and even repurpose one type of content or material for a different platform or channel. This is not only efficient and makes the most of your available resources but helps to create and sustain a more seamless experience and relationship with your patients, creates consistent messaging, and potentially introduces your followers and most loyal patients to other “sides” of your practice in the digital universe.
Notably, the parts contributing to your digital marketing plan are not static. No truer words have been spoken in the world of social media. What social looks like now and how you integrate and leverage it into your plan certainly differs from the state of these channels and the necessary next strategic steps two or three years ago, let alone five-plus years ago. Here, we have isolated some of the key changes to social in 2025 and beyond, and what that means for changes and strategies for your practice and team.
Undeniable AI
In its report on marketing trends and predictions, research giant Gartner isolated five potentially transformative developments—and each revolved around artificial intelligence.1 Reportedly, more than 70% of consumers surveyed expect that Generative AI that is trained to create new data will “negatively impact social channels,” which could result in users actively limiting their time on significant platforms as many channels have already incorporated AI.2 Researchers noted concerns over issues like bias, non-transparency, cybersecurity, and IP (Intellectual Property). By 2026, however, they expect that 80% of creative talent will be applying Generative AI on a day-to-day basis, highlighting its strengths in supporting increasingly strategic, creative work and variations in communications that are hyper-targeted to one’s stakeholders.3
By 2027, GenAI (Generative AI) will have matured to where organizations will reportedly market themselves as “AI-free” as a differentiator, especially as the consumer trust that is so vital to industries like health care is eroded. This presents an opportunity for practices to resonate as credible, trusted providers and thought leaders. Gartner also anticipates that measures will be adopted to ensure authenticity and better content monitoring within a GenAI environment.
Pro tips:
There are many shades of grey when it comes to the integration and management of AI-related strategies. As it continues to mature and assert itself, providers and practices can no longer sit on the sidelines. To potentially stay ahead of a loss of some social users with AI rollouts and “growing pains,” it will be more important than ever to refocus patient acquisition and retention strategies. This is where the other “boats” or components of one’s digital marketing can lift foundering social channels and present a stopgap. As AI evolves, it becomes increasingly essential for the appropriate team members to understand its applications and potential impact. That way, you can also avoid any pitfalls and make the best use of AI for creative purposes and for the hyper-personalization that is increasingly defining marketing and communications.
AI and more
The Digital Marketing Institute (DMI), too, isolated the integration of AI into social platforms as a key trend to watch.4 Specifically, they spotlighted AI-driven features on TikTok, Instagram, LinkedIn, and YouTube that are in various stages of development and deployment; for instance, TikTok’s capacity to customize one’s feed based on AI or LinkedIn’s AI-powered profile creation.
Beyond AI, DMI also spoke to opportunities and shifts in “usership” in the social world as Twitter (now X) sheds its dominance and new platforms like Instagram, Threads, and Bluesky grow in prominence (Threads has been positioned as a “rival” to X).
Additionally, they contend that the “retention rate” is surfacing as the new “engagement rate.” By that, the development of high-quality social campaigns that entertain, educate, and inform in a playful, creative, and distinctive way will be prioritized and rewarded. With so many options competing for one’s valuable and limited time and attention, it will be more important to stand out from the crowd and noise.
Similarly, the Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) model championed by Google underscores the importance of human/non-AI-generated content as it relates to Search Engine Optimization.5 After all, AI can’t replicate the “real-world” experience acquired by dentists, practice managers, and other members of your team. This provides a real advantage when marketing content and distinguishing it from the big groups that may rely on early adopters of AI resources. Furthermore, this facet of future marketing solidifies how important it is to remain hands-on with content. After all, these trends demand the experience, qualifications, and expertise that only your associates and staff can provide. These features also help to build your reputation as a thought leader and authority in a given area, which does wonders to build your name recognition first in the online space and later offline with actual patients.
Pro tips:
Be open to new platforms as well as “twists” on features from earlier-generation platforms that remain relevant. Do not feel like you have to invest significant time in potentially unproven and emerging channels; simply see how other practices, competitors, or admired dental visionaries effectively and positively leverage these new opportunities. Glean what you can from those who came before you to establish best practices.
Ensure the quality of your content does not erode and, moreover, only gets better with time as you may be competing for attention from increasingly sophisticated AI-driven communications. Ensure that your content does not add to the constant influx of noise that gets ignored. Inventory and assess your creative works to determine how “shareable” they really are, and use EEAT as your framework to accomplish this. Be sure to weave in examples and “proof” of your unique skills and credentials, first-hand knowledge, and anecdotal insights to solidify that distinctive experience, expertise, authority, and trust—setting you apart from the machines that have “learned” or from lesser-quality content in your market or space.
There is no “good” or “bad” here when it comes to AI and the other trends that are shaping and potentially colouring and clouding the social landscape and environment. We encourage you to assess both the potential opportunities and challenges within this exciting and latest evolution in social media marketing and communications.
About the author
Naren Arulrajah, President and CEO of Ekwa Marketing, has been a leader in medical marketing for over a decade. Ekwa provides comprehensive marketing solutions for busy dentists, with a team of more than 180 full time professionals, providing web design, hosting, content creation, social media, reputation management, SEO, and more. If you’re looking for ways to boost your marketing results, call 855-598-3320 for a free strategy session with Naren. You may also schedule a session at your convenience with the Senior Director of Marketing – Lila, by clicking https://www.ekwa.com/msm/ or simply send a text to 313-777-8494.
