Struggling to grow your dental practice? It can feel overwhelming to juggle lead generation, social media, and marketing, all while providing quality patient care. The key is a holistic approach—getting all the moving parts to work in sync. In this blog, we’ll break it down into simple steps so you can hit the ground running. Let’s dive in!
1. Identify and Understand Your Ideal Patients
Don’t guess who your ideal customer is—do the research and gather real data, like downloading local demographic statistics from your municipal government. When you truly understand your patients, you can create a clear path to your goals. Start by asking these key questions to identify your target customer:
- What are the demographics of the area that you serve?
- Understanding the demographics of your area is key to tailoring your marketing and services. For example, if your practice is located in a suburb with many families, you could promote services like dental cleanings for kids or early orthodontic assessments. Higher-income areas might value your more premium services, such as cosmetic dentistry or dental implants.
- What kinds of patients would you like to attract?
- If you’re an expert in dental implants, you might want to cater your messaging to older patients or people who have lost teeth due to accidents or periodontal disease. If you specialize in orthodontics, you’d probably want to focus on youth and young adults.
- What sets you apart from the competition?
- Get to know your competition (services, price, location, experience of dentists, customer service, etc.) and compare them to your own practice. Identify why patients would choose your practice over another. What benefits can patients get from you that they can’t get anywhere else in their area?
- Who are your competitors targeting?
- If you find some competitors that have a similar target audience, you can get inspiration from how they’re marketing to and communicating with their patients. For example, you might discover they’re running promotions or contests, or writing about interesting and relevant topics on their blog.
2. Employ Online and Offline Marketing Tactics
If you build it, they will come…but only if you promote your practice. There are many marketing tactics you can employ to attract new dental patients, and it’s important to start with what feels manageable. Below are some tips on where to begin:
Social Media
Social media is a critical part of any successful dental marketing strategy. When used correctly, it’s an effective way to show your community what your dental practice is all about. Use it to inform people about your offerings, build trust, generate referrals, and increase website traffic.
If you’re new to social media or don’t know where to focus, begin with the platforms you’re comfortable with. Facebook and Instagram are great choices–these platforms have broad reach and user-friendly tools for posting content and engaging with your audience.
Here are some examples of social content to introduce:
- Educational content that demonstrates your expertise, such as tips and tricks or “Did you know?” posts. You could start small by sharing short, simple advice on dental hygiene.
- Patient testimonials. Social proof is powerful for building trust. Ask satisfied patients for a quick review that you can share.
- Before and after photos of patient results (with consent), which build confidence in your skills and services.
- Meet the team posts, which allow your audience to connect with your practice on a personal level.
- Referral incentives. Briefly mention your referral program to encourage patients to refer friends and family.
- Partner with local influencers whose audience aligns with your target demographic. Influencers can help increase your practice’s visibility through word-of-mouth promotion.
Local SEO (Search Engine Optimization)
To attract new patients, investing in local SEO is essential, as most patients begin their search for a dentist on Google, Bing, or similar platforms. Local SEO helps optimize your practice’s online presence, so your website appears when potential patients search for terms like “best dentist in [your area]” or “emergency dental care [your area].” The keywords you target should align with your specific goals and services.
Partnering with an SEO expert can help you build a long-term strategy, which may include keyword research, blog creation, and website optimization. This is a long-term commitment that requires regular monitoring and adjustment, but it can yield great results for years to come.
PPC (Pay-Per-Click) and Pay-Per-Call Advertising
PPC ads are great for getting in front of new dental patients, especially when you’re just starting to grow your patient base. Start by choosing the right platform based on your audience—Google Ads is ideal for people actively searching for dental services, while Facebook and Instagram are great for local awareness.
Consider incorporating our pay-per-call service to generate high-quality patient leads, connecting directly with individuals seeking appointments.
Focus on targeting specific demographics like location, age, and interests to ensure you’re reaching the right people. Keep your ad copy simple and compelling, with clear calls to action like “Book Now” or “Schedule a Free Consultation.”
Start with a small daily budget and use conversion tracking to measure success—whether it’s appointment bookings or contact form submissions. Gradually adjust your strategy based on what works best.
Email Marketing
Your email list is highly valuable to your marketing efforts. Send emails regularly to keep your practice top of mind for your patients. You can promote special offers, patient referral incentives, practice news such as new services or locations, and upcoming events. Sending monthly newsletters is an effective way to keep your patients informed and engaged.
Using a platform that supports email and text campaigns can streamline this process. Automated email campaigns can help you manage your contact lists and send both promotional emails and appointment reminders. Start by sending a monthly newsletter, and when you have a special promotion or a major update, consider sending an additional email to keep your audience engaged and up to date.
Direct Mail
Even though digital marketing is everywhere, you can still use traditional methods to your advantage. Direct mail, whether you send flyers, postcards, or personal letters, is still a highly effective way to reach your target audience. The content you include in your direct mail depends on what you’re trying to achieve.
Some examples include:
- Letting prospective patients know that you’re taking on new patients
- Provide an overview of your services
- Offer free or discounted services for new patients
- A friendly and brief introduction to dentists and staff–photos are great here!
- Explain your unique selling proposition (USP)
Make sure to include a way to track which patients are coming to you through direct mail, like asking them on a feedback survey or including a QR code with a tracking URL that leads to a contact form.
3. Encourage Patient Reviews and Referrals
Potential patients rely heavily on online reviews to choose their dentist. More positive reviews boost your credibility and help your practice stand out in local search results, increasing your chances of being found by new patients.
How to Get More Patient Reviews and Referrals
- Provide an Outstanding Experience: When patients feel cared for, they’re more likely to share their positive experiences with others. Ensure each patient receives personalized attention, from their first interaction to post-treatment follow-up.
- Ask for Reviews and Referrals: Don’t hesitate to ask satisfied patients to share their experiences online or recommend your practice to their network. Automate review requests through patient communication platforms like PatientActivator. This makes it easy for patients to leave a review right after their visit.
- Make It Simple: Provide direct links to your review pages in follow-up emails or text messages. For referrals, you can send follow-up thank you texts and/or emails and mention that your practice is taking new patients so they can refer people they know. Make it enticing by offering incentives to both the referrer and the person being referred. The easier it is, the more likely patients will go through the process.
- Respond to Reviews: Engage with both positive and negative reviews. Thank patients for their feedback, and address any concerns professionally. This shows that you value their input and are committed to improving patient care.
Getting reviews and referrals shouldn’t be like pulling teeth. When your patients feel like their dentist, hygienist, and front office staff actually care about them, they’ll be more than willing, perhaps even excited, to spread the word about your practice.
4. Implementing Online Appointment Scheduling and Patient Communication Systems
To build a loyal patient base, it’s crucial to make their experience as pleasant and convenient as possible. This starts before they even walk through your door and continues after their visit. A streamlined communication system can enhance the scheduling process, improve follow-up care, and maintain strong relationships with your patients.
Here’s how to implement patient communication systems effectively:
- Streamline Appointment Scheduling: Offer patients an easy way to book appointments online and integrate it with automated reminders. This saves your staff time and helps patients stay on top of their care.
- Encourage Future Appointments: After each visit, have your receptionist ask if the patient wants to schedule their next appointment. If they’re not ready, ask for permission to follow up with them later.
- Automate Follow-up Messages: Use software to send automated follow-ups after treatment. These could include check-ins on recovery, requests for feedback, or general reminders about ongoing care.
- Personalize Communication: Tailor your follow-up messages to each patient’s unique needs. Personalized messages show patients that you care about their specific circumstances and make them more likely to return.
- Enhance Patient Engagement: Send reminders for upcoming appointments, special promotions, or general health tips to keep patients engaged with your practice year-round.
When choosing a system to manage patient communication and appointment scheduling, keep the following in mind:
- Integration with Existing Software: Ensure the system integrates well with your current tools and workflow to avoid operational disruptions.
- User-Friendly Interface: The system should be easy for both your staff and patients to use, ensuring seamless interactions.
- Feature Set: Does the system have the capabilities you need, such as multi-location scheduling, automated follow-ups, or HIPAA compliance?
- HIPAA Compliance: Protect patient privacy by choosing software that adheres to HIPAA regulations.
5. Community Engagement and Local Partnerships
As mentioned previously, online marketing is critical to your overall growth strategy. However, nothing can replace meeting and interacting with the community face-to-face. People work with people they like and trust, and in today’s digital-first world, creating genuine connections in real life is more valuable than ever.
You can start by meeting your ideal patient where they are. Participate in local events and conferences that they would attend. If you have the budget, you can even sponsor some of these events.
Another great way to get out there in your community is collaborating with other local businesses for comarketing initiatives. Don’t choose just any business though. For example, you could partner with a local gym and/or optometrist and build messaging around taking care of your overall health. Or if a large portion of your patient base are seniors, you can partner with a local retirement home.
Do your research and speak to the owners or managers to get a feel of who they are and how they work with partners and clients. You want to ensure you’re working with reputable businesses that are dedicated to creating mutual success.
6. Track and Measure Growth Metrics
Tracking your results is necessary to achieve sustainable growth for your dental practice. After all, you can’t improve what you can’t measure. And you can’t continue rolling out successful initiatives if you don’t know what you’re doing well.
Here are some key performance indicators (KPIs) you should keep an eye on:
- Revenue per patient: The average amount of revenue each patient brings to your practice. This helps you understand the financial impact of each patient and set realistic goals for growth.
- Treatment acceptance rate: The percentage of patients who say yes to the treatments you recommend. A higher rate shows that your team is effectively communicating the value of care, and that patients trust your expertise.
- Patient acquisition rate: The number of new patients joining your practice over time. Monitoring this helps you see how well your marketing is bringing in new patients.
- Patient retention rate: How many of your existing patients continue to come back for their appointments. A high retention rate means you’re creating positive experiences that keep patients loyal to your practice.
- No-show and cancellation rates: The percentage of patients who either don’t show up or cancel their appointments last minute. Lower rates mean that your scheduling systems and patient reminders are keeping your calendar on track.
Growing Your Dental Practice Just Got Easier
Expanding your dental practice may seem overwhelming at first, but by focusing on key areas such as identifying your target audience, using a mix of marketing tactics, improving patient experience, and fostering community relationships, you can set your practice on a path of sustainable growth. Prioritize exceptional care and service for your patients and remember to track and measure KPIs to ensure your efforts are paying off. With a thoughtful, patient-centered approach, growing your dental practice can become a manageable and rewarding process.
If you still need guidance on attracting new patients, nurturing relationships, and growing your practice, speak to one of our expert consultants today. Our team has over 38 years of experience helping dental practices and DSOs all over the US achieve their goals. We can’t wait to work with you!
