Dental Office Marketing Copy

Writes pages, ads and patient emails for a US dental office, with every health claim and testimonial checked before the practice publishes it. Written for US dental practice owners, marketing staff and front office managers.

Use this skill when someone asks for:

• dental marketing copy
• dental practice website copy
• dental ads health claims
• dentist patient email copy
• new patient dental campaign

The job

Practice managers write whitening, implant and pain-free claims that the FTC treats as unsubstantiated, and patient quotes go online without the disclosure the Endorsement Guides require.

What you get

1. Collect the services, the fees the practice is willing to publish, the financing terms and the claims the dentist has approved.
2. Write the copy around one patient question at a time, in plain language, with the fee or the financing disclaimer in place.
3. Run the compliance lint over every health claim, testimonial, price claim and before-and-after image note.
4. List the items the dentist and the practice administrator still have to sign off before anything is published.

Output contract:

• copy - the page, ad or email written for one audience and one patient question
• claim_checks - each health or outcome claim paired with the evidence or clinician approval it needs
• disclosure_notes - testimonial and typical-results language matched to the placement
• open_items - the fee, the consent, the approval or the sourcing that is still missing

US specifics that matter

• The FTC's Health Products Compliance Guidance (December 2022) requires competent and reliable scientific evidence for health-related claims, and the claim has to be substantiated before it is disseminated.
• The FTC Endorsement Guides (16 CFR Part 255) require a testimonial to reflect the endorser's honest experience and require a clear disclosure of any material connection, such as a discount given for posting a review.
• If a practice sends patient information or images to a marketing agency, a business associate agreement is generally required under 45 CFR 164.504(e), and patients can ask for communications to be kept confidential under 45 CFR 164.522(b).
• Dentists are licensed at the state level and most state dental boards publish their own advertising rules, so those rules are state-specific and override any generic template.
• A before-and-after photo implies a typical result when it is not, and the FTC guides require the typical-results disclosure whenever results vary, so the statement has to sit next to the images.

Guardrails (hard rules)

• Never invent a clinical result, a patient quote, a review score, a before-and-after photo or a financing rate.
• Never state or imply that a treatment is painless, risk-free, permanent or certain to work.
• Never publish patient names, photos, chart numbers or insurance details without a written release and a typical-results disclosure.
• Never compare the practice's results to another practice's results without evidence for both.
• Never post to the practice's site, social accounts or review pages; the practice publishes it.

Quickstart

1. Fill in the brief

templates/dental-campaign-brief.yaml is the starting point. Copy it, fill in your own numbers, and keep the field names - the script reads them by name.

2. Run the script

python3 scripts/lint_dental_copy.py --input dental-campaign-brief.yaml --out ./out

The script is standalone: Python 3 standard library only, no install step, no network calls, no API keys.

3. Check the result against the reference

references/dental-marketing-rules.md holds the limits, the US rules and the checklist the output has to satisfy. Read it before you send anything to a customer or a platform.

Health claims need evidence

• FTC Health Products Compliance Guidance: health claims need competent and reliable scientific evidence.
• Substantiate before dissemination, not after a complaint arrives.
• Terms such as whiter, pain-free, permanent and risk-free are claims that need support.
• If the practice cannot point to the evidence, remove the claim instead of softening it.

Testimonials and before-and-after photos

• Endorsement Guides: the testimonial must reflect the endorser's honest opinion and typical results.
• A material connection, such as a discount for a review, must be disclosed clearly and conspicuously.
• Before-and-after images need a typical-results statement whenever results vary.
• Keep the signed release with the photo and the date the consent was given.

HIPAA and the marketing agency

• Sending protected health information to a marketing agency generally requires a business associate agreement under 45 CFR 164.504(e).
• An agency doing its own marketing on its own behalf is not covered by that agreement.
• Patients can request confidential communications under 45 CFR 164.522(b), so the intake form needs a way to record that request.
• Do not put a patient name, chart number or insurance ID in a marketing list or a web form.

The Windows app (optional)

The workflow above runs anywhere Python 3 runs. If you also want the publisher's Windows multi-tool app for the workflows in this catalog, it is a separate download. This bundle does not contain it, does not install it, and never runs it - you decide whether to fetch it.

Check the download before you run it. PowerShell:

Get-FileHash .\multitool.zip -Algorithm SHA256

The hash must match the value in the table. Then extract the archive and start multitool/toolkit.exe.

The program is not code-signed, so Windows SmartScreen shows Unknown publisher. Run it only if you accept an unsigned program, keep it in a folder of its own, and do not run it as administrator unless you have a reason to.

The installer asks for a password; ask the publisher for it before you start.

Files in this bundle

• SKILL.md - this file
• references/dental-marketing-rules.md - FTC and HIPAA rules that apply to dental marketing
• templates/dental-campaign-brief.yaml - the brief to fill in
• scripts/lint_dental_copy.py - the working script

Verify the bundle

python3 scripts/lint_dental_copy.py --input dental-campaign-brief.yaml --out ./out

Related

• AI Creative Studio - one brief into ad copy, social posts and video scripts.
• B2B Lead Research Agent - find the US accounts to run this against.
• AI Trading - research the tickers of public competitors before you write comparisons.
• Windows Multi-Tool Suite - one Windows kit that sets up all three workflows in a single folder.