Can a Dentist’s Social Media Posts Breach a Non-Solicitation Agreement “IRL”?
Jordan Uditsky • December 16, 2019
I don’t think it’s a stretch to presume that if you are a dentist or member of a dental practice, you have some kind of social media presence. Sure, it may be a Facebook or LinkedIn page that has been gathering dust since you first set it up years ago. For many dentists, however, active social media participation is a vital part of developing their practices, attracting new patients, and promoting awareness of their services and credentials.
But if you have moved on to a different practice or opened your own and are bound by the terms of a non-solicitation agreement, your online posting, friending, and connecting can raise some tricky issues “IRL” (“in real life,” as the kids say).
Non-solicitation agreements limit an employee’s ability to actively seek the business of the employer’s current patients/clients/customers for a given period, though they are free to set up shop and do business. Recently, courts here in Illinois and across the country have started to weigh in on whether and what kind of social media activity can constitute solicitation in violation of a general non-solicitation provision that does not specifically address social media use.
Generic and General vs. Specific and Targeted
The common thread in the developing case law is one which distinguishes between two types of social media activity:
- generalized social media engagement, such as LinkedIn or Facebook pages and posts, as well as friend or connection requests that do not substantively encourage recipients to become patient, customers, or employees
- posts and friend or connection requests targeted to specific people or groups and/or clearly focusing on attracting patients, clients, and employees to the business or practice
While every case presents specific facts and circumstances that will play a role in a court’s analysis, the former category of social media use is likely to be okay, while the latter may expose dentists to liability for breach of their non-solicitation agreement.
A 2017 decision by the Illinois Appellate Court contains a robust discussion about the topic and how courts in other jurisdictions have ruled.
In Bankers Life & Cas. Co. v. Am. Senior Benefits LLC, a former employee of the plaintiff moved to a new job and sent generic LinkedIn connection requests to three of his former colleagues who were still employed at Bankers Life. While the requests themselves contained nothing of substance, if those colleagues accepted the invitations and looked at the employee’s profile page, they would see a job opening posted by his new employer. The plaintiff claimed that this constituted solicitation of employees in violation of the former employee’s agreement.
The court rejected the plaintiff’s claims and held that a generic connection request to those employees, without more, does not constitute solicitation because “the next steps, whether to click on [plaintiff’s] profile or to access a job posting on [plaintiff’s] LinkedIn page, were all actions for which [plaintiff] could not be held responsible.”
Look at the Substance
In arriving at its decision, the court noted other cases involving similar and distinguishable fact patterns, all of which provide a good idea of where courts will draw the line between acceptable social media use and prohibited solicitation. Though these decisions do not bind Illinois judges, courts in other jurisdictions have found the following to not be violations of non-solicitation covenants:
- a web designer updates his LinkedIn page to reflect his new job and adds a post encouraging his contacts to “check out” a recent project he worked on.
- becoming friends with former clients on Facebook.
- posting a job opportunity on LinkedIn (as opposed to sending it to specific employees).
- employee's postings on Facebook touting his new employer's product and which was viewed by former colleagues did not violate agreement to not recruit employees from his former employer.
In contrast to these examples, the court also cited a federal case from Michigan
in which a former employee published a blog and other posts on Facebook post urging his former co-workers to leave his former employer by stating, "If you knew what I knew, you would do what I do."
Finding in favor of the employer, that court noted that “it is the substance of the message conveyed, and not the medium through which it is transmitted, that determines whether a communication qualifies as a solicitation… Communications qualifying as solicitations do not lose this character simply by virtue of being posted on the Internet."
For dentists who move on to greener pastures while bound by a non-solicitation agreement, it is the “substance” of their subsequent social media activity that they need to carefully consider before clicking “Enter.”
Though each situation must be evaluated on its own set of facts and circumstances, connection and friend requests to former patients may be acceptable provided such requests do not tout their new practice or otherwise encourage those patients to switch dentists. Similarly, social media posts and pages visible to the general public that promote a dentist’s new practice should avoid being specifically directed to former patients or risk violating a non-solicitation.
Again, every contract and every social media post is different. If you are a dentist or practice that has concerns about whether your social media activity or that of a former colleague may raise issues with existing contractual limitations, you should discuss your concerns with an attorney experienced with dental non-solicitation agreements.
Grogan Hesse & Uditsky: Serving Chicagoland’s Dental Professionals
At Grogan Hesse & Uditsky, P.C., we focus a substantial part of our practice on providing exceptional legal services for dentists and dental practices, as well as orthodontists, periodontists, endodontists, pediatric dentists, and oral surgeons. We bring unique insights and deep commitment to protecting the interests of dental professionals and their practices and welcome the opportunity to work with you.
Please call us at (630) 833-5533 or contact us
online to arrange for your free initial consultation.
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Unlike traditional DSOs that often impose centralized control over management and branding, IDSOs operate discreetly - almost “invisibly” - in the background. IDSOs allow dentists to keep their brand identity and operational independence without having to rebrand under a corporate umbrella. As important, dentists in an IDSO can still make clinical decisions without external interference – for the most part. Key Features of an IDSO That retention of leadership and control comes with many of the benefits of group affiliation within a traditional DSO, including: Equity Partnership Model. Dentists sell a portion of their practice (typically 51% to 80%) to the IDSO in exchange for a combination of cash and equity in the more extensive dental group. This allows dentists to "de-risk" their financial position while still maintaining ownership and influence over the practice. Operational and Administrative Support. 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This can be a useful strategy for retirement planning or reducing financial risk while still retaining practice ownership. Additionally, the private equity behind DSOs may provide dentists with an opportunity to benefit from a future liquidity event, such as a sale to a larger investment group. Reduced Administrative Burden. One of the most appealing aspects of an IDSO is the ability to unburden themselves of many administrative functions, freeing dentists to focus on patient care and facilitating lower stress and higher job satisfaction. Stronger Competitive Positioning. Solo dental practices face growing competition from corporate dental chains. IDSOs provide the resources needed to compete effectively while maintaining independence. Potential Downsides of Joining an IDSO While an IDSO can be a more attractive option than its traditional counterpart, it is not without potential downsides. These include: Invisibility Isn’t Absolute. 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Potential for Future Policy and Ownership Changes Although IDSOs promise, and usually deliver, autonomy, private equity-backed groups may eventually adjust policies or introduce new financial structures that affect dentists’ control. If a larger organization acquires the IDSO, there could be unexpected changes in how the practice is managed. An IDSO can change hands multiple times, and a practice owner could be stuck with the company even if their relationship with the organization otherwise goes south. Before joining an IDSO, it's essential to carefully review the terms, understand the long-term implications, and ensure that the partnership aligns with your personal and professional goals and your practice’s culture and outlook. Consulting with an experienced dental industry attorney can help you navigate the complexities of the decision. If you are a dental professional considering a sale or merger, please contact us at ddslawyers.com at (630) 833-5533 or contact us online to arrange for your complimentary initial consultation. We focus a substantial part of our practice on providing exceptional legal services for dentists and dental practices, as well as orthodontists, periodontists, endodontists, pediatric dentists, and oral surgeons. We bring unique insights and deep commitment to protecting the interests of dental professionals and their practices and welcome the opportunity to work with you. Jordan Uditsky, an accomplished businessman and seasoned attorney, combines his experience as a legal counselor and successful entrepreneur to advise dentists and other business owners in the Chicago area. Jordan grew up in a dental family, with his father, grandfather, and sister each owning their own dental practices, and this blend of legal, business, and personal experience provides Jordan with unique insight into his clients’ needs, concerns, and goals.
Many dentists and dental practices offer financing arrangements as a way to help patients, especially the uninsured, pay for their care and treatment. For those who utilize third-party vendors for such financing, recently enacted amendments to the Illinois Dental Practice Act impose new disclosure and transparency obligations on dentists and practices and place limits on what staff can do and say in their interactions with patients regarding the subject. The amendments became effective January 1, 2025. With other states enacting or considering similar legislation regarding external patient financing for health care providers, these changes serve as a reminder to dentists in every jurisdiction about the importance of staying up to date on changes in their state’s laws and regulations. Here is what you need to know and do about these changes in order to ensure compliance once the calendar turns to the new year. No Establishing, Promoting, or Assisting With Third Party Financing A dentist, employee of a dentist, or agent of a dentist may not “arrange for, broker, or establish financing extended by a third party for a patient.” That term encompasses and prohibits submitting an application to a third-party creditor, lender, or creditor's intermediary for approval or rejection on behalf of a patient. It also prohibits dental practices from providing patients with software, links, or QR codes that have been customized with the practice’s branding. Practices can, however, provide patients with a third party’s marketing and advertising materials so long as they are not customized to the practice. Beyond providing or displaying generalized third-party advertising materials, dentists and staff cannot do much more in terms of helping a patient apply for or obtain financing. Anyone associated with a practice cannot do any of the following: Complete any portion of an application for financing extended by a third party for a patient or patient's guardian. Provide the patient or patient's guardian with an electronic device to apply for financing extended by a third party. Promote, advertise, or provide marketing or application materials for financing extended by a third party to a patient who has been administered or is under the influence of general anesthesia, conscious sedation, moderate sedation, or nitrous oxide; is being administered treatment; or is in a treatment area, including, but not limited to, an exam room, surgical room, or other area when medical treatment is administered, unless an area separated from the treatment area does not exist. Mandatory Disclosure When discussing or providing applications for financing extended by a third party, a dentist, employee of a dentist, or agent of a dentist must provide the following written notice in at least 14-point font: DENTAL SERVICES THIRD-PARTY FINANCING DISCLOSURE This is an application for a CREDIT CARD, LINE OF CREDIT, OR LOAN to help you finance or pay for your dental treatment. This credit card, line of credit, or loan IS NOT A PAYMENT PLAN WITH THE DENTIST'S OFFICE. It is a credit card, line of credit, or loan from a third-party financing company. Your dentist does not work for this company. Your dentist may not complete or submit an application for third-party financing on your behalf. You do not have to apply for a credit card, line of credit, or loan. You may pay your dentist for treatment in another manner. Your dentist's office may offer its own payment plan. You are encouraged to explore any public or private insurance options that may cover your dental treatment. The lender or creditor may offer a "promotional period" to pay back the credit or loan without interest. After any promotional period ends, you may be charged interest on portions of the balance that have already been paid. If you miss a payment or do not pay on time, you may have to pay a penalty and a higher interest rate. If you do not pay the money that you owe the creditor or lender, then your missed payments can appear on your credit report and could hurt your credit score. You could also be sued by the creditor or lender. If your dentist's office has completed or submitted an application for third-party financing on your behalf, you may file a complaint by contacting the Illinois Department of Financial and Professional Regulation at https://idfpr.illinois.gov/admin/dpr/dprcomplaint.html or by calling (312) 814-6910." Penalties for Non-Compliance A violation of these new rules and limitations is punishable by a fine of up to $500 for the first violation and a fine of up to $1,000 for each subsequent violation. IDFPR has the power to take additional disciplinary action as well. If you have any questions about these new requirements or third-party financing for dental services generally, please contact Jordan Uditsky at Grogan Hesse & Uditsky. We Focus on You So You Can Focus on Your Patients At Grogan Hesse & Uditsky, P.C., we focus a substantial part of our practice on providing exceptional legal services for dentists and dental practices, as well as orthodontists, periodontists, endodontists, pediatric dentists, and oral surgeons. We bring unique insights and deep commitment to protecting the interests of dental professionals and their practices and welcome the opportunity to work with you. Please call us at (630) 833-5533 or contact us online to arrange for your free initial consultation. Jordan Uditsky, an accomplished businessman and seasoned attorney, combines his experience as a legal counselor and successful entrepreneur to advise dentists and other business owners in the Chicago area. Jordan grew up in a dental family, with his father, grandfather, and sister each owning their own dental practices. This blend of legal, business, and personal experience provides Jordan with unique insight into his clients’ needs, concerns, and goals.
