I strongly dislike going to the dentist. More than hospitals or eating vegetables, dentist appointments are the worst. Because I relocate frequently, I always need a new dentist for my teeth. When discussing dentists with friends who also have trouble finding one, I’ve heard terrible experiences. These range from unnecessary fillings to being overcharged for services never received. We all agree: finding a good dentist is tough. Attracting a large clientele can also be challenging! Here are some effective marketing strategies to help potential patients discover your practice.
1. Local Awareness Facebook Ads
While promoting your dental practice is crucial, target your marketing strategically. Avoid showing ads beyond a 50-mile radius. An ad in California won’t benefit anyone if your practice is in Pennsylvania. Local Awareness ads effectively reach local audiences. The new map card shares relevant details like your address, distance, hours, and “Get directions” link. Your CTA can even be a call button, simplifying appointment scheduling.
2. Click to Call Ads
The primary objective of dental marketing or advertising is to encourage patients and potential clients to schedule appointments, usually by calling the office. Click-to-call ads are available on Facebook and Google Ads (formerly Google AdWords) across mobile, desktop, and tablet devices. Integrate this extension into existing ads or create call-only campaigns.
3. Mobile Call-Only Ads
Google reports that most healthcare-related searches happen on smartphones, with one in twenty Google searches focused on health information. Don’t miss this opportunity. Utilize Google Ads to develop mobile-exclusive ads through call-only campaigns.
4. Facebook Demographic Targeting
Facebook offers extensive demographic targeting options, which you can leverage effectively. Beyond the basics, target potential patients by language, relationship status, employment, income, and interests. Research indicates that women make 90% of all dental buying decisions. Reach this demographic by targeting ads to women who recently purchased children’s clothing and reside in your area.
5. Appointment Reminders
Whether postcards or phone calls, appointment reminders are essential for patient attendance. Streamline this process using Google Calendar alerts and send appointment confirmations and reminders via email. These methods can also remind patients to schedule appointments, such as annual cleanings.
6. Google Ads Income Targeting
While regular flossing and annual dental visits are ideal, they aren’t everyone’s priority. Google Ads allows you to target demographics based on income. In the settings tab, select “Advanced Location” to access this menu:
Choose the “Location groups” tab and select “Demographics” from the three options.
Select your desired household income tier(s) and click the prominent red “add” button.
Target higher-income groups with ads for teeth whitening or veneers, while lower-income groups might prioritize essential dental care.
7. Remarketing Ads
Remarketing is often referred to as “easy money.” It targets individuals who previously visited your website (we have some fantastic dentist websites featured here) or practice, using specific ads to re-engage them. If your dental practice collects email addresses, utilize Customer Match on Google Ads and Facebook. Upload the email addresses to create a remarketing audience and design ads that entice past patients to return, perhaps for a cleaning or whitening.
8. Facebook Messaging Ad Type
Facebook introduced an ad feature that uses Messenger for business communication. Advertisers can incorporate a “Send Message” CTA on their ads, directing prospects to Messenger. Currently in beta, this feature is expected to launch fully soon.
9. Google Maps Ads
A Google Maps advertisement can directly guide a potential patient to your dental practice. Searching for “dentist” displays results on the map and search list. On mobile devices, these ads also include directions and call CTAs.
10. Waze Ads
Similar to Google Maps, you can advertise directly on Waze. As a community-based app, Waze displays advertisements differently. Users near your business see a “digital billboard” on the map and in search results. They can navigate directly to your dental practice or save the location for later.
11. Emergency Keywords
At 2 AM one night, I found myself searching for “emergency wisdom tooth extraction Boston.” The top two results lacked a “call” CTA, leading me to choose the third result and two highly-rated options from Google Maps. While none answered (as expected), I booked an appointment with the first practice that returned my call. Bidding on keywords like “emergency” or “urgent” effectively attracts patients with immediate, high-intent needs. Imagine the return on investment for those keywords! Ensure your practice handles emergency cases and provides easy contact methods to avoid negative Google reviews.
12. ZocDoc
If there’s anything millennials dislike more than paying for Wi-Fi, it’s talking to medical professionals on the phone. ZocDoc is a mobile app that helps patients find doctors based on specialty, insurance coverage, location, and availability—like booking a doctor’s appointment through OpenTable. Available in most major cities and some smaller ones.
13. Yelp
With According to a study done in 2014, 88% of consumers trust online reviews as much as personal recommendations. I can’t emphasize Yelp’s importance enough—claim your business listing! People are likely already reviewing your practice, so monitor and ensure accuracy. Yelp is millennials’ go-to for finding dentists, so establish your presence to attract potential patients.
14. Instagram
Have you heard of Dr. Pimple Popper? This dermatologist, not for the squeamish, gained fame by showcasing pimple-popping videos on Instagram. Celebrities endorse teeth whitening products on their Instagram accounts, and orthodontists display impressive before-and-after photos. Instagram has also become a shopping platform—create an account for your practice to highlight your unique techniques and target potential patients through social media advertising. Regular updates will keep your practice top-of-mind for followers.
15. Email Marketing
Imagine a world where patients schedule appointments via email. Your receptionist responds with available time slots, and voila—appointment booked! Better yet, send bills, reminders, and friendly “We haven’t seen you in a while!” messages.
16. Referral Bonuses
The Pride Institute reports that 93% of individuals trust recommendations from friends. Encourage those recommendations! Referral bonuses can retain current patients and expand your practice. Show your appreciation by offering a $10 discount on dental visits for each referral that books an appointment. For convenience, provide referral cards to patients at checkout and include them in any mail correspondence.
17. Video Advertising
As Margot recently noted, the healthcare industry is increasingly embracing video marketing. Don’t get left behind! Videos featuring real people from your practice create personal connections with potential patients, fostering trust, recommendations, and ultimately, more appointments.
18. Direct Mail
The era of postcard-filled mailboxes isn’t over. Direct mail remains effective, particularly for baby boomers. It’s an excellent opportunity to showcase your specialties or competitive pricing. One practice found reported that for every 5,000 postcards mailed, they received an average of 35 phone calls and 7 new patients. That’s an impressive return on investment!
19. Local Events
As a child, I participated in recreational sports leagues sponsored by local businesses. These businesses had their logos displayed on our team shirts. This strategy not only raises your business’s visibility among parents with young children but also provides an opportunity to distribute free toothbrushes and informational postcards on children’s dental health. A practice that did this with kindergarteners reported that 70% of parents switched to their practice after receiving this information.