Attracting and retaining the right patients is one of the biggest challenges dental practice owners face after opening their doors. With new offices popping up on every corner and the rapid evolution of social media and digital marketing, standing out has never been harder – or more important.

In a recent episode of Beyond Bitewings, Edwards & Associates compiled expert advice from Darren Tessitore (CEO of Thrive Reviews), Erin Gregor (founder of Pod Growth), and Brandon Hubbard (founder of Pain-Free Dental Marketing) to share practical strategies for growing your dental practice through smarter marketing. 

Content First, Social Media Second

One major takeaway: start with your content, the educational material you create for patients, before worrying about where to post it. Think about the most common questions you get from patients, such as “Why do I need a cleaning every six months?” or “Should I be worried about fluoride?” and create content around those topics. Your social media platforms, in turn, serve as the ‘wheels’ to get that content in front of new audiences. Make sure your posts reflect what makes your practice unique.

Focus Your Efforts on the Right Platforms

Instead of trying to be everywhere at once, focus on one or two social media platforms where your ideal patients are likely to be. Secure your business name on all platforms, but put your energy into consistent, authentic posting where it matters most. Whether it’s short videos on Instagram or patient testimonials on Facebook, quality beats quantity.

How Much Time Should You Spend?

Expect to spend about an hour a day managing your online presence, and use it for planning content, creating posts, interacting with followers, and encouraging reviews. If that feels overwhelming, consider assigning a team member to help or hiring outside support.

Marketing Budget Guidelines

Wondering how much you should be spending? Experts recommend dedicating 3%-5% of your collections to marketing, including website management, review platforms, SEO efforts, advertising, and content creation. More important than the exact figure, though, is making sure you’re getting real results: attracting new patients and building a strong, visible brand.

Content is (Still) King

Paid ads still have their place, but today’s marketing success is driven by content: patient testimonials, before-and-after photos, and posts that demonstrate your team’s expertise and care. Patients want to truly connect with you, not just see a $39 cleaning special.

Don’t Ignore Your Google Business Profile

Many practices focus solely on their websites, but the first thing prospective patients usually see is your Google Business Profile. Optimizing it with updated information, fresh photos, current reviews, and proper keywords is critical to showing up in the coveted Google ‘Three Pack’ (those top three listings in local search results).

Pro Tip: Reviews Matter – A Lot

Encouraging consistent reviews – ideally more than your nearest competitors – boosts your online reputation and helps you rank higher in local searches. Make asking for reviews part of your checkout process and consider incentivizing staff to help.

Boost Your Dental Practice’s Growth

Marketing today is about meaningful connections, not just catchy ads. By focusing on authentic content, smart spending, and optimizing your online presence, you can stand out in even the most crowded markets.

For more insights like these, be sure to subscribe to Beyond Bitewings and follow Edwards & Associates for strategies to help your practice thrive!