How Tend uses influencers to romanticize trips to the dentist

Like most brands trying to win over influencers, Tend  is stocked with swag bags and photo ops. The brand may soften the experience with trendy toiletries, noise-canceling headphones and a pre-selected TV show on the ceiling, but the main event is still a trip to the dentist’s chair.

“The job is definitely different from just sending out products and asking people to post about them,” said Helen Zhang, Tend’s director of communications. “It requires some hand-holding, but being sensitive to something that can be vulnerable or personal is essential.” 

As Tend’s first communications hire in 2021, Zhang was tasked with infusing fun into a process that consumers often dread or fear. Through building out a social media presence and influencer program, Zhang has honed in on the convenience that consumers will always want from a dentist while also working to soften the process.

“We are a serious medical practice, but we like to have fun around being a category disrupter,” said Zhang. “We’re able to be a little cheeky in our tone and brand voice.”

Building local reputations 

Zhang knows that to challenge consumer perceptions around going to the dentist, she must first focus on getting them to show up. Aligning with popular search terms like “dentist near me” and “dentist near my office” is key, she said. 

“We have beautiful studios, but at the end of the day, we know that when people are looking for a dentist, they are just searching for convenience of location,” she said. “Whether it’s activating at farmers' markets or coffee shops, it's paramount to tap into these local communities and build neighborhood support.”

According to Zhang, these activities naturally translate into organic social content and features from creators that offer local guides. 

After noticing a spike in traffic when creator @UESthings used her affiliate link, the brand began working with her on a more formal basis. Amidst social platform murkiness, Zhang said the affiliate program has given her the most straightforward data on where her target audience is, and how to shift her strategy to follow that audience. 

Beyond this performance transparency, Zhang stressed that working with creators who document their neighborhoods aligns best with her vision for the brand. 

 “We hit the jackpot when we find those niche creators who are building brands to serve their local audiences and neighborhoods,” she said. “Whether it’s restaurants or skincare or dentistry, these creators are getting a lot of questions organically from their audiences, so the partnerships just make sense.” 

Addressing appointment anxiety 

Zhang, who recognizes the value of creators in soothing health anxieties, often presents a brief on judgment-free dentistry to creators.

“One of our briefs is, ‘I’ve had anxiety around the dentist my whole life and get heart palpitations or self-medicate before going,'” she said, adding that the brand emphasizes “relatability and accessibility” when working with creators. “The nature of influencer marketing is that it’s like a recommendation from a friend.” 

To maintain both authority and engagement, Tend leans on its Chief Dental Officer Dr. Chris Salierno, who sits on a leadership team alongside traditional corporate roles like CMO and COO.

Zhang uses earned media to push staff credentials while tapping into existing conversations. The team often flags  at-home dentistry popularized on social media—like the TikTok trend where users whitened their teeth with hydrogen peroxide.

“The baseline goal is to always get people into a chair and talking to a hygienist,” said Zhang, citing the importance of a personalized experience. “We always sprinkle in dental education and try our best to help consumers see through the myths." 

As she looks to scale Tend's influencer program, Zhang  knows that her desire for growth can't overshadow the level of personalization that a healthcare brand requires.

“Sometimes we want to prioritize volume when there’s a push in a certain market, but I’ve also learned to really go for quality over quantity,” she said.

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