Specialist claims

If one word causes more dental board advertising complaints than any other, it is “specialist.” State boards decide who may use it, and most tie it to a recognized specialty and completed specialty education. The full rules, including which specialties are generally recognized and how credentials should be described, are in the specialty guide’s chapter on who may advertise as a specialist. This chapter covers the situation most general practices are actually in.

General dentists offering specialty services

Many general dentists place implants, provide clear aligners or orthodontics, do root canals, extract wisdom teeth or treat children. Advertising those services is usually allowed. What is usually not allowed is implying that the dentist is a specialist when they aren’t one under the state’s rules. The line is often between describing the service and describing the dentist:

• Usually safer: “We offer dental implants,” “clear aligner treatment,” “root canal therapy in our office.”
• Higher risk: “implant specialist,” “specializing in orthodontics,” “our endodontic expert,” or a page title that names a specialty, such as “Orthodontist in [City],” for a general dentist.

Some states also require a general dentist who advertises specialty services to say clearly that they are a general dentist. If yours does, the wording and placement matter, so follow the rule exactly.

Implied claims count too

A claim doesn’t have to use the word “specialist” to imply one. Practice names, domain names, logos and taglines can do it on their own. So can a Google Business Profile with a specialty as its primary category; the categories chapter explains how to choose one. Many boards look at the overall impression an ad gives a patient, not only the literal words.

Courses, fellowships and memberships

Continuing education, fellowships, implant institute certificates and association memberships can be worth mentioning when they are accurate and current. Describe them as what they are. A weekend course or a membership is not specialty training, and presenting it as if it were is the kind of claim boards treat as misleading. Some states have specific rules on how non-specialty credentials and board certifications may be described; check yours.

Where to check

Specialist wording spreads. Before you assume you are clean, look at:

• Every dentist bio and the “about” page.
• Service page titles, headings and meta descriptions.
• Paid ad headlines and keyword-inserted ad text.
• Social media profiles, directory listings and review-site profiles.
• Signage, mailers and anything an agency or previous owner wrote.

Agencies often reuse copy written for specialist clients. Give yours your state’s rules in writing and make specialty wording part of the review step before anything goes live.