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Baitner Pediatric Dentistry
Case Study
Dental
Social Media Marketing
41.2%
Increase in Facebook Engagement
Learn how a platform-specific social media strategy helped Baitner Pediatric Dentistry break through stalled growth and reach new local families.
"Digital Resource has been an incredible partner for our practice. Their social media team truly understands how to communicate our message with care, consistency, and creativity. We've seen stronger connections with our community and feel confident in our online presence."
The Problem
Baitner Pediatric Dentistry, a pediatric dental practice in Hollywood, FL, wanted to build its online presence and attract local families, but social growth and engagement had stalled. Organic growth on Instagram was nearly flat, most of that engagement came from existing followers rather than new families, and Facebook's paid reach had declined even as content strategy remained identical across both platforms despite each audience responding to very different formats.
A Deeper Dive
A closer look at the challenges
Challenge
01
Organic growth on Instagram was nearly flat, with just a 1.7% increase in organic reach across six months.
Challenge
02
Facebook organic reach was improving, but paid reach had declined significantly, undercutting the advertising running alongside it.
Challenge
03
Most Instagram engagement was coming from existing followers, meaning the account was reaching current patients rather than new families.
Challenge
04
Content preferences diverged sharply by platform — Facebook audiences responded to stills and team-centric posts, while Instagram users engaged with video — making a single cross-platform content approach ineffective.
The Solution
The Digital Resource team rebuilt Baitner Pediatric Dentistry's social strategy around platform-specific content, interactive formats, and targeted non-follower reach, treating Facebook and Instagram as distinct channels rather than cross-posting the same content across both.
Implementation
Step 1
We split the content mix by platform, shifting Facebook toward personal and team-centric posts and Instagram toward behind-the-scenes reels and event moments, matching each audience's demonstrated preference.
Step 2
We introduced interactive formats, including Q&A sessions, polls, and contests, to prompt active participation rather than passive scrolling.
Step3
We targeted non-follower reach specifically, using strategic hashtags and collaborations on Instagram while encouraging comments and shares on Facebook to extend organic visibility.
Step 4
We rebuilt the paid approach, shifting budget toward video ads and A/B testing audience targeting to directly address the decline in paid reach. We leaned into what was already working, featuring "Meet the Team" posts on Facebook to build trust and relatability, while carrying community events and seasonal promotions through Instagram reels.
Impact
41.2%
Increase in Facebook Engagement
26.2%
Increase in Facebook Organic Reach
17,582
Total Facebook Views
