The Studio Dentistico Dottor Ponchio of Locarno is specialized in pediatric dentistry and orthodontics. With ticinoWEB it has built an Instagram profile that does one simple and rare thing: explains. Each post answers a question that parents really ask, and naturally leads to booking a visit.
The Goal
Anyone looking for a dentist for their child wants to feel reassured even before entering the practice. The campaign therefore had to introduce Dr. Ponchio and her team as a reference point in the area, mainly speak to mothers and fathers in Locarno and turn trust into appointments.
The strategy: inform to build trust
- Prevention from the start: what to do when the first teeth appear, oral health during pregnancy, the first visit to the pedodontist already at 2-3 years.
- Daily habits: healthy snacks, water instead of sugary drinks, electric or manual toothbrush, the “Summer Bag” of smile for holidays.
- Debunking myths: three wrong ideas about dental whitening explained clearly and without alarmism.
- The team and the life of the practice: training on conscious sedation, year‑end greetings, Christmas dinner, thoughts of the little patients.
Delicate, recognizable and consistent graphics
All content follows the same line: light blue tones, elegant titles with one word in italics to give a personal touch, bright images of families and smiles. The practice’s logo is always present and the look remains consistent from the informational post to the service communication. The carousels explain one theme at a time and can be read in a few seconds, so they can also be saved and shared with a partner or grandparents.
Clear texts, always with contact info
Captions are written in simple words and in list form: a few easy-to-remember rules, without medical jargon. Each informational content ends with an invitation to contact the practice and includes phone, email and address of Largo Zorzi 12 in Locarno, as well as the website link in the profile biography. The hashtags mix health topics (pedodontics, prevention, oral hygiene) and locations (Locarno, Ascona, Losone, Minusio, Muralto, Bellinzona), to be found by those looking for a dentist near home.
Featured Stories
On the profile, the featured stories guide first-time visitors: a collection dedicated to orthodontics and one to patient reviews, with a QR code to leave one. These are the two topics that help most in deciding: what is done and what others think.
What We Learned
- An informed parent trusts: explaining well is worth more than any promotion.
- The team makes the difference: showing the people and continuous training makes the practice less “clinical” and more approachable.
- Consistency and regularity: recognizable graphics and a regular calendar allow the profile to grow over time.
Follow the profile @studiodentisticodottorponchio on Instagram to see the campaign live, or visit the practice’s website, dentistalocarno.com.
Want a social strategy like this for your practice or business?
ticinoWEB plans, creates and publishes social content for Ticino companies and professional practices: graphics, carousels, reels, texts and editorial calendar. Contact us for a first consultation with no obligation.