Dental Practice Marketing – 3 Approaches to Grow Your Business

Marketing methods that focus on building relationships can help dental practices attract new customers. Because trust underlies a good experience at the dentist’s office, confidence in the dentist’s skills and a personal bond with the staff can keep people coming back.

Three dental practice marketing techniques that can highlight relationships are:

Website outreach.
Personal referrals from existing clients may be the most effective low-cost approach to marketing. A personal recommendation from a client is the kind of endorsement nearly impossible to recreate through other forms of advertising.

From direct experience, a client can convey trust in the dentist’s skill and confidence in the dentist’s ability to provide quality care. If a client has a good experience, he or she is likely to talk about it in detail: from the atmosphere in the office waiting room, to the staff’s caring attention, to the dentist’s competence, to the visible results. This kind of recommendation can begin a new relationship with the dental practice before the potential client walks through the door.

To promote personal referrals a dental practice can offer incentives such as discounts on office visits for referring a new client or gifts for a successful referral. This recognition not only rewards a client for making a referral, it builds on an already good relationship.

A second kind of referral is a business-to-business recommendation. Dental practices of various types can refer clients to each other. If a client has a good relationship with his dentist, he is likely to accept his dentist’s recommendation of an orthodontist or periodontist, for example.

Website outreach

Reaching out to prospective and existing clients through the Internet is another avenue for building personal relationships with customers.

Through its website, a dental practice can do more than explain the office’s services and qualifications in detail. The dentist and staff members can introduce themselves personally through either written statements or video clips. Clients can be invited to post comments about their experiences or appear in video clips talking about their care and even showing the results. Other interactive possibilities include directly answering customer questions or holding an online drawing for discounted services or prizes.

In these ways the website can be used to build personal relationships between the dental practice and clients. The confidence and trust that come through building personal relationships will allow the dental practice to establish the stable client base that is crucial to long-term success.


Advertising through the mail is another opportunity for connecting with clients. The postcard advertisement can remind clients to schedule their next appointment, can announce new services or discounts, and can provide customer testimonials.

Because of its limited size, a postcard mailing must be eye-catching and concise. While a creative design may get a client to look at the card, the message must be clear and simple: 20% off a replacement crown; time for your six-month cleaning; provide a referral and get a free cleaning.

A brief customer testimonial can fit on a card, too. A photograph of a client and a sentence or two is all it takes to re-enforce that crucial personal relationship.

As you know, quality dental care can change people’s lives, and effective dental practice marketing can secure the healthy, long life of your business.