Diving Deep Into Advertising for Dentists (My Takeaways)


An avalanche of each booked and affected person walk-ins is the dream of dental practitioners. However let’s be trustworthy — getting these sufferers requires onerous work as a result of the dental trade is fiercely aggressive.

dentist uses dental marketing tactics

That will help you win and produce your dream to fruition, I’ll talk about probably the most attention-grabbing dental advertising campaigns I’ve seen and spotlight what makes them so efficient.

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I’ll additionally share some out-of-the-box advertising methods for rising your dental enterprise. Let’s get began.

Desk of Contents

Dental Advertising Methods: 5 Campaigns You Can Study From

Under are the highest dental advertising campaigns I’ve found — from Google advertisements to distinctive web site updates. Right here’s how these dental places of work and firms discovered success.

1. Enhance lead seize with Google Adverts.

Google Adverts is among the simplest advertising methods I’ve seen dental firms use. Past serving to to create model consciousness, Google Adverts permits you to generate leads quick.

Living proof: Smile Medical doctors.

dental marketing campaigns, Smile Doctors homepage

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Smile Medical doctors began in 2015, and within the first few years, the model had minimal model recognition. To attach with individuals who may have its orthodontic providers, they used Google Adverts, and I’ll inform you why.

From my expertise, advertising channels like search engine optimization take time to carry outcomes — usually six and as much as 9 months to draw simply visitors.

Ready for outcomes wasn’t in the very best curiosity of Smile Medical doctors. As a enterprise with places of work throughout the U.S., Smile Medical doctors wanted country-wide model consciousness to get purchasers throughout their branches.

Embarking on a Google Advert marketing campaign was a simple (although pricey) option to get folks looking for dental providers in every location.

A part of the marketing campaign included the creation of custom-made touchdown pages aligned with every advert marketing campaign. The model additionally created many location-specific touchdown pages.

In truth, as of the time of this writing, Smile Medical doctors has 269 location-specific touchdown pages. Right here’s an instance.

Smile Doctors location landing page

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With the touchdown pages arrange, they carried out analysis to seek out business and transactional key phrases. In addition they did competitor evaluation and located and bid on many location-based key phrases.

The marketing campaign was large, and insights from SpyFu present they might have invested over $13,000 per 30 days in Google Adverts.

Smile Doctors estimated Google ads budget

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Listed below are just a few of their advertisements.

Smile Doctors Google ads example

General, these advertisements bought Smile Medical doctors a 35% improve in conversion charges. Name and type submissions additionally surged by 73%.

The icing on the cake is the unbelievable improve in on-line model consciousness — going from a mere 252 month-to-month visits in 2016 to 62,115 visits in 2023.

Smile Doctors organic traffic from 2016 to 2023

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My Takeaway

Google Adverts can get you outcomes, however it’s finest while you pair it with custom-made touchdown pages. These pages have the potential to rank organically, inflicting you to draw natural visitors and presumably aid you lower your Google Advert prices.

2. Enhance natural web site visits and certified leads with a focused search engine optimization marketing campaign.

Clients will all the time respect your willingness to direct them. As soon as you may train them “The way to do [insert topic idea],” you’ll stand out and turn into an trade authority.

The Klement Household Dental (KFD) knew this about search engine optimization and went all-in on it.

Earlier than they bought aggressive with search engine optimization, they’d a one-page dental web site with subpar copy and no weblog.

Klement Family Dental former homepage

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Quick ahead to 2024, the web site has a brand new look with numerous pages, sources, and clear calls to motion.

Klement Family Dental current homepage

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Their technique? A mixture of content material advertising, on-page, off-page, and technical search engine optimization.

A few of the technical search engine optimization packing containers they checked off embrace having a sitemap and optimized website structure, which appears like this:

Site architecture

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A sensible instance is their “dental providers” top-level navigation. Hovering on it reveals the next-level menu, which has one more class.

Klement Family Dental website architecture

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This web site construction is a plus for consumer expertise as a result of it reduces the crawl/click on depth to 3 clicks.

Which means it takes three clicks for a consumer to succeed in the underside of the structure (tooth filling, for instance) and discover what they want.

The result? Search engines like google rank such pages excessive.

The KFD web site additionally has an informative weblog with 171 posts. The visitors worth of those posts reveals they save as much as $40,000 on Google advert prices.

Organic traffic cost of KFD blog

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Apart from this saving, what I really like much more is their focusing on of key phrases which have business worth. For instance, their prime article about “house cures for toothaches” brings in 19,000 month-to-month guests with a visitors worth of $26,800.

Organic traffic cost of KFD top article

The catch with this text? If the house treatment choices don’t fulfill guests, they’ll contact KFD for skilled assist.

My Takeaway

Implementing search engine optimization and content material advertising can unlock the complete potential of your dental web site. However this duo works even higher while you goal key phrases with excessive business worth.

3. Run a repute administration marketing campaign.

A report by B2B SaaS Opinions says 52% of consumers think about companies with a mean evaluation ranking of 4 out of 5 stars suspicious.

Parker Pediatrics and Adolescents, a dental model, did not meet this threshold. The result? Affected person numbers have been taking a success.

To repair this, they launched into a repute administration marketing campaign utilizing a two-pronged technique.

First, they established and optimized enterprise listings primarily centered on Google Opinions. Engaged on the enterprise listings positioned this dental model for native search engine optimization success.

This course of ensured they’d constant NAP (title, handle, telephone quantity) on the web, which created belief for potential new sufferers.

Google Business Profile of Parker Pediatrics and Adolescents

The second method was the simultaneous launch of a Google evaluation solicitation marketing campaign. This helped them generate a gradual stream of critiques from precise sufferers.

As we speak, while you seek for Parker Pediatrics, you see a constant NAP throughout listings and a superb evaluation web page.

Customer review of Parker Pediatrics and Adolescents

The clinic’s common Google Opinions ranking underwent a exceptional transformation, going from 3.6 to a powerful 4.2. They’ve additionally witnessed a 16% improve in new customers, in response to Cardinal Digital Advertising.

The clinic now boasts over 100 critiques, a testomony to the real satisfaction of their sufferers and an correct reflection of their work.

My Takeaway

On-line critiques form perceptions, particularly in healthcare. To draw sufferers with critiques, all the time ask your previous sufferers to all the time go away constructive suggestions.

Extra constructive suggestions helps you dilute the general affect of any adverse evaluation in your model.

4. Get leads with Fb Adverts.

Smile Design Dentistry (SDD) is a family-owned apply in Florida. Confronted with a low variety of new sufferers, the model embraced Fb advertisements as an answer.

Their targets have been to:

  • cut back buyer acquisition value.
  • improve affected person quantity whereas maintaining spending secure.
  • improve lead era and new affected person bookings throughout their 50 areas.

To satisfy these targets, Cardinal Digital Advertisinglabored with SDD to inform video tales, use picture carousels, and undertake value-based conversion actions that helped the Fb algorithm discover higher prospects.

In addition they created advertisements tailor-made to every location at each stage of the funnel. Plus, the inventive planning concerned A/B testing belongings to attain the bottom value per lead (CPL).

Facebook ads by Smile Design Dentistry

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After this marketing campaign, name period, conversion charges (CVR), and price per acquisition (CPA) improved. There was additionally a notable improve in model search quantity, which reveals improved model consciousness.

The indicator of success was not simply within the effectivity of conversions however within the precise outcomes — an inflow of latest sufferers.

My Takeaway

Fb advertisements are useful for affected person acquisition. However whilst you’re at it, be careful to your CVR, CPA, and CPL. If they’re too excessive, you is perhaps doing one thing fallacious. That stated, the last word barometer for fulfillment is extra sufferers.

Fast word: You possibly can join your advert account to your HubSpot Advertising Automation software program to create and handle your Fb advertisements instantly in HubSpot.

5. Attempt an internet site replace or refresh.

Dr. Geisca Horn and Dr. Chad Loween run Serene Oaks Dental. their web site homepage, all I see is class.

Serene Oaks Dental homepage

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But it surely wasn’t all the time this fashion.

The positioning regarded like this in March 2016.

Web archive result of Serene Oaks Dental homepage

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Net archive outcomes present they’ve redesigned their dentist service web site a number of instances.

In truth, the great people at Roadside Dental Advertising say they redesign their website roughly each 2 to three years. And in 2021, they did a whole web site makeover.

That is fascinating. Their rationale?

Serene Oaks Dental will not be your common dental apply.

Dr. Horn and Loween are trailblazers in beauty dentistry who continually improve their expertise and put money into the newest know-how. They’re additionally in a aggressive market close to Minneapolis, so they should all the time stand out to remain forward.

Based on Roadside Dental Advertising, the outcomes of their rebrand have been a 72% improve in cellular visitors, a 37.9% surge in complete visitors, and a 52.5% increase in common pages per session.

My Takeaway

Your web site displays in your apply. By updating it, you create an incredible model notion. That is much more vital should you work with sufferers who need costly dental providers.

4 Dentist Advertising Concepts and The way to Execute Them

Listed below are 4 dentist advertising concepts you need to use to drive visitors and gross sales alternatives to your dental enterprise.

1. Optimize your Google Enterprise Profile for native search.

“Dentist close to me.”

“Dentist in Florida.”

“Greatest dentist for Invisalign in [state].”

These are native search phrases. When sufferers seek for them, Google will return outcomes with profiles within the consumer’s space.

To win such native clientele, it’s essential arrange or declare your Google Enterprise Profile. Listed below are some suggestions for optimizing your profile.

Declare and confirm your enterprise.

This is step one to optimizing your Google Enterprise Profile.

A verified profile provides authenticity to your model. This reassures guests they’re participating with a authentic and established dental apply. Right here is how a verified Google profile appears:

Google Business Profile of Sky Dental

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Add photographs displaying the bodily location.

An image is value a thousand phrases, and with a dental apply, it’s value much more. Showcase your clinic, employees, and amenities utilizing high-quality photographs and movies.

A visible illustration of your dental providers may help potential sufferers get a really feel to your clinic and set the tone for a constructive expertise.

Google Business Profile image of Sky Dental

Select related classes to your dental service.

Doing this helps your enterprise seem and rank in the suitable search outcomes. For example, right here’s what I bought after I looked for “orthodontist in New York.”

Google Business Profile results for orthodontist in New York

And “oral surgeon New York.”

Google Business Profile results for oral surgeon in New York

These outcomes present Google will return outcomes that mirror the class a consumer desires. So, should you run a specialised apply, make clear this by selecting the best class and emphasizing it in your description.

Optimized Google Business Profile description

Optimize your description for native key phrases.

Analysis and establish native key phrases for dental providers. Suppose “orthodontist in [location],” “tooth whitening in [location],” and many others.

Use these key phrases in your profile description, providers, and posts to boost your native search visibility.

2. Bid for transactional and business intent key phrases.

Each are bottom-of-the-funnel key phrases. Clients who seek for them are actively looking for to make a purchase order or take motion — you simply should be there and achieve their belief.

From my expertise, such key phrases might not have numerous visitors potential.

However their business worth is big and bidding for them can be costly and rewarding. Smile Medical doctors’ success reveals the effectiveness of those high-conversion key phrases.

Listed below are just a few methods you may establish these key phrases:

  • In case your dental apply serves a particular location, embrace location-based phrases in your key phrases. For instance, “dentist close to me” or “dental providers in [city].”
  • Uncover competitor key phrases with instruments like Ahrefs and SEMrush and goal these with the best business worth. Key phrases associated to providers, pricing, or transactional actions are good examples.
  • Give attention to long-tail key phrases. These key phrases are particular and indicative of consumer intent. For example, focusing on ‘my tooth hurts’ is a big waste of cash. However “my tooth hurts so unhealthy?” That’s a key phrase that somebody who wants assist immediately will seek for.
  • Embrace phrases that stimulate motion in your advert copy. For instance, same-day therapy is obtainable and 24-hour emergency dentist.
  • Use adjectives that recommend intent, akin to “finest,” “top-rated,” “reasonably priced,” or “close to me.” These modifiers recommend business intent, and utilizing them will assist refine your key phrase listing to draw sufferers.

Really helpful studying: The Final Information to Google Adverts [Examples]

3. Create Meta advertisements (Fb and Instagram).

Fb has a international promoting viewers of two.25 billion, and Instagram forecasts 1.44 billion estimated customers by 2025. Each platforms provide unparalleled attain and focusing on capabilities for paid commercial.

Under are some Fb and Instagram advert concepts.

Earlier than and After Photos

The visible affect of a remodeled smile speaks volumes.

By creating these photographs, you give potential sufferers the boldness to make use of your service. You possibly can do that out with a side-by-side picture that includes a consumer’s smile earlier than and after utilizing your providers.

Way of life Transformation Show

Highlighting the affect of dental providers on life-style can resonate deeply. This is so simple as displaying completely happy folks with well-aligned and white tooth.

Characteristic photographs or movies that seize the newfound confidence and pleasure your sufferers expertise after fixing their tooth.

Schooling on Unhealthy Habits

Instructional content material is extremely shareable and may place your dental model as an authority.

Create visually interesting content material that educates folks on unhealthy habits affecting their dental well being — you’ll get engagement and belief that’ll translate into extra sufferers.

Igniting Ache Factors

Addressing ache factors related to dental points helps you faucet right into a affected person’s emotional triggers. To execute this, you may design picture carousels, create movies, function previous purchasers, and extra.

Plus, there are a myriad of points you may handle, like unhealthy breath, tooth ache, decay, smiles that break impressions, and yellow tooth.

You may as well create behind-the-scenes movies displaying some work being accomplished, the ambiance, and all the things to the ultimate end result.

Suggestions for Fb and Instagram Advert Success

  • Branding: Keep a constant model presence throughout each platforms to construct recognition and belief.
  • Use carousel advertisements: Fb and Instagram carousel advert codecs aid you inform a visible transformational story.
  • Generate engagement: Create posts that encourage engagement via feedback and shares. Fb’s algorithm rewards content material that sparks conversations.
  • Use Instagram Reels: Interact your viewers with brief, entertaining Reels that educate on dental well being in a enjoyable and digestible method. What’s nice is that Reels are shareable on Fb.
  • Name-to-action (CTA): At all times have clear and compelling CTAs. Whether or not it’s reserving an appointment or studying extra about your providers, inform the possible affected person the subsequent step.

4. Create TikTok movies.

TikTok is a useful device for dental companies to attach with a large demographic.

Based on TikTok consumer analysis by Backlinko, out of 5.3 billion web customers worldwide, 23% use TikTok. Probably the most attention-grabbing a part of this information is TikTok’s 1.218 billion advert attain potential.

However newsflash: you don’t want advertisements to make TikTok work. With natural content material, you may get unbelievable attain and engagement, supplied your content material is relatable and reveals experience.

Two dentists who use the natural method on TikTok are @thebracesguy and @veneercheck.

Tiktok pages of dental experts

Their numbers and what they do:




What they share

Instructional movies about the usage of braces and aligners. Behind-the-scenes movies and consumer outcomes.

Use superstar smiles to elucidate dental ideas






148, 000

Common views per video



Reaching the above feat received’t be straightforward, however taking a step trumps stagnancy. Listed below are just a few concepts you may implement to determine your model presence on TikTok.

Earlier than and After Smile Transformations

Create visually putting before-and-after movies showcasing the transformative energy of your providers. This format will each interact and reinforce the affect of your providers and increase confidence.

3D Dental Work and Behind-the-Scenes Content material

Supply a glimpse into cutting-edge dentistry by sharing high-quality 3D dental work and behind-the-scenes footage. This content material can demystify dental procedures, constructing belief and appreciation to your providers.

Dentist-Affected person Conversations

Humanize your apply by that includes genuine interactions between dentists and sufferers. These conversations can handle frequent considerations and foster a way of neighborhood inside your TikTok viewers.

Hygiene Suggestions and Product Suggestions

Educate your viewers with hygiene suggestions and product suggestions. You possibly can create brief and informative movies that spotlight the significance of dental care practices whereas subtly selling your providers and endorsed merchandise.

Considerations Your Viewers Could Have

There isn’t any such factor as extra info or ‘the knowledge is already on the market.’ Your viewers might need to hear from you.

To determine their considerations, embrace a name to motion in your movies and ask them to remark about their dental challenges.

Embracing Developments and Partaking Your Viewers

There’s a widespread TikTok pattern? Cool! Align it with what you do and make a enjoyable video(s). This ensures your content material stays related and resonates with the platform’s tradition.

Additionally, reply to feedback, ask questions, and encourage user-generated content material. Backside line: Interact along with your viewers.

Your Subsequent Step as a Dental Practitioner

These advertising campaigns and concepts present you may obtain vital progress proper now, whereas planning for future progress.

To develop proper now, you want a considerable PPC or social media commercial price range. For future progress, it’s essential think about natural content material you may create that received’t solely help your advert technique but in addition generate visitors sooner or later.

And should you can execute each directly, that’s even higher. You construct model consciousness, entice new sufferers, and generate income — this trio will make you smile as a practitioner.

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