A dental feed made for both banks of the Ohio River

Every visit from Clark County is a crossing, and some crossings charge

A treatment plan is several trips, and a family on the Indiana bank prices the bridge before it prices the work.

A household in Jeffersonville, Clarksville or New Albany weighing a practice in the Highlands is doing arithmetic you never see. Not the fee. Which bridge, at what hour, and whether it costs something every single time.

So answer it in the content instead of pretending the river is not there. Which crossing you would use coming from their town, what the trip looks like at the hour they would be making it, and how many appointments the thing they asked about actually takes.

Tolling here has changed before now. Confirm the current answer rather than repeating it from memory, and keep the specifics out of a caption you will not revisit, because a Southern Indiana audience corrects that kind of error in public and enjoys doing it.

The number of visits matters more than the fee to somebody crossing water. Say plainly when a plan takes one appointment and when it takes three, and which parts can be combined into a single trip.

A good part of this metro takes its weekend on a Tuesday

An air freight hub and the warehouses feeding it run through the night, so the days off in a lot of households here land nowhere near a Saturday.

Sorting, loading and the plants around them work while the city sleeps. The households attached to that work are awake at four in the morning and off in the middle of the week, and their calendar has nothing to do with the one every dental account in the country is written for.

Which means the standard offer, that you have Saturday appointments, reads to a lot of this market as somebody else's convenience. The question they actually have is whether a longer appointment can start early enough to catch them before sleep, and whether the practice will build a plan around a rotation.

So publish the rotation version. Three appointments is a different ask for somebody whose days off move every week, and saying plainly that you will schedule around a shift pattern is worth more than any discount you could attach to a post.

Then look at the pictures. A feed made entirely of Saturday morning family scenes tells a night shift household, accurately, that it was built for other people. Film a seven o'clock start with the lights on and the street outside still dark, because that is the version of your office a great many of your patients actually walk into.

Two states means two boards deciding what your video may show

A practice with providers or an office on each side of the river publishes under two sets of rules at once, and a clip does not announce which one it was filmed under.

What an assistant or a hygienist may be shown doing is not identical in Kentucky and Indiana. A clip filmed at one office showing a task that is routine there can misrepresent what happens at the other.

Claims are a separate matter again. How a practice may describe a specialty, what an advertised discount or free exam has to say alongside it, and what may be implied about a result are set by each state, and the two lists do not match.

So settle on one approved way of saying each of those things and have your own counsel confirm it against both states before it becomes a caption template. Fixing a template once is cheaper than defending a year of posts.

Name the office in the caption when a clip is specific to one. A viewer cannot tell which building a chair sits in, and neither can anybody reading the same clip a year from now.

Every answer you type in the comments has to know which bank the asker is on

The comment box is where the state line actually bites, because the question always arrives without an address attached.

A coverage question has two answers here. Public program names and plan networks are not the same in Kentucky and Indiana, and a confident reply written for one side sends the other side to the wrong place entirely.

So ask where somebody is before you answer anything specific, or keep the public answer general and move the particular one to a phone call.

Clinical questions deserve the same discipline for a different reason. Telling a named person in another state exactly what to do about their tooth sits closer to treating them than to publishing, and where that line falls is worth confirming with your own counsel rather than in a thread at nine at night.

Make sure the front desk and the page give the same answer. A caller told one thing in the comments and another on the phone remembers the contradiction rather than the correction.

The general version of this, what to publish and who should publish it and how long to give it before judging, we wrote once at /industries/dental/social-media.