Dentistry can be a rewarding and an enjoyable field to work in where we experience great job satisfaction in the knowledge we have made a positive difference to our patients. However, dentistry can at times be challenging and frustrating when events may unfairly affect us which were outside of our control. This is especially so when a complaint is made by a patient who may not have given the clinician the opportunity to resolve their concern locally via the clinic’s complaints process, or where a clinic has inadvertently fallen foul of the local social media or advertising regulation.

Dental Protection has supported hundreds and thousands of our members over the years in managing Dental Council complaints and regulatory inquiries. As conscientious, hardworking and dedicated clinicians, one of our greater concerns can often be a complaint by a patient. However, many Dental Council cases we see are as result of personal conduct investigations. Your membership with Dental Protection covers personal conduct cases at the regulator which differs from most insurers or other indemnifiers who will not provide legal or financial advice for this type of Dental Council investigation.

As registered professionals with the Dental Council, we are aware that we must maintain the high standards of conduct in both our personal and public profiles as expected from us by our regulator. We are at risk of being scrutinised and investigated by the Dental Council should we fail to uphold the ethical communications or social media interactions expected and cited within the guidelines set by the Dental Council and local healthcare services. 

We are of course able to manage our own personal social media profiles, having control over what content we choose to post and who we choose to interact with whilst ensuring these are in keeping with our professional responsibilities. However, the case study below demonstrates the many Dental Council investigations we assist with where a clinic has begun marketing services, unbeknownst to the dentists working at the clinic who have then gone on to receive a notice of investigation from the Dental Council for breaching advertising and marketing regulations.

Case study 

Dr C and Dr P both worked for a large dental company who provided services over three different clinic sites. Both clinicians worked part time in each of these sites. The clinic at one site wanted to promote their dental services to increase patient numbers. They did this by sending marketing flyers to the local community offering discounted treatments and dramatic patient testimonials whilst promoting both dentists who worked at the clinic.

Dr C and Dr P remained completely unaware of this marketing content until they both received a notice from the Dental Council informing them that they were being investigated for breach of the regulatory code. 

Dr C was a member of Dental Protection and contacted us immediately. We instructed our local panel firm on Dr C’s behalf who we liaised closely with, providing specialist advice and support in how best to manage this situation.

Dr P contacted their own insurer to request assistance; however, they were advised that their insurance policy did not cover personal conduct cases at the regulator, only matters related to a patient complaint and no assistance would be provided.

Dental Protection assisted Dr C in providing evidence that they were completely unaware of the marketing material and what the steps had taken such as formally writing to the clinic to inform them to cease any further advertising and production of content of this nature whilst notifying the clinic of their responsibilities in keeping in line with regulation and ethical standards. The Dental Council accepted Dr C’s explanation and the matter was quickly resolved. 

Dr P was required to instruct their own legal assistance for which they were personally responsible for these costs. The legal firm was not as familiar with the Dental Council investigation process. After an increased length of investigation, the matter was eventually resolved at greater expense and stress to Dr P.

Outcome 

The outcome for both Dr C and Dr P was ultimately resolution of this matter. However, there was a stark difference in the management of the situation. The necessary support and legal assistance were readily provided to Dr C from Dental Protection, compared to the additional stress and anxiety Dr P endured by having to manage the situation and pay significant legal costs themselves.

Unfortunately, when a clinic makes a decision regarding their website content or engages a marketing firm to promote them, this is often without the involvement, agreement or even awareness of the dentist working at the clinic. If the content of this material does not meet the required standards and guidelines set by the Dental Council, the clinician is unfortunately held responsible being the registered professional.

Dental Protection can take swift and effective action to quickly set out the clinicians’ position and involvement to try and resolve the matter prior to escalation into a full Dental Council inquiry, removing the risk of further punishment. 

Summary 

• Contact Dental Protection at any time for advice if you are concerned about social media content or promotional material which may not meet your local regulation requirements or Dental Council code. 

• Review your indemnity or insurer provision to ensure it includes personal conduct matters and assistance with regulatory investigations. 

• Take steps to regularly review your clinic website content/social media use to remain aware of any changes and ensure you are confident they meet the expected ethical standard of communication.