Marketing ideas for your Dental Practice & Orthodontics

Running a dental practice is a lot of hard work. Spending five days a week with patients who want to improve their oral health can’t be easy, and it probably doesn’t give you a lot of time to work on marketing your dental practice.

In an industry that is as competitive as dental, you need to build a name for yourself if you want to stay ahead of the curve. According to the American Dental Association (ADA), there are 198,517 dentists in the USA. This only emphasizes the fact that your dental practice needs to be marketed to people consistently to help you continue serving patients.

Here are 12 things you can do to market your dental practice right.

1. Get Your Dental Practice Listed!

To keep up with today’s standard online marketing standards is to make sure you get your dental practice listed online. This is to ensure that your business information appears when people look for your services online.

Since you run a dental clinic, the sites your practice is listed on need to be specific to your niche. Make sure your get yourself listed on the following directories:

In addition to the ones mentioned above, you need to be listed on major directories like Google My Business, Yelp, your Local Chamber of Commerce, and Yellow Pages. Here’s the business information you’ll need to add to your listings

  • Business name, address, phone number (NAP)
  • Products and services offered
  • Business hours
  • Business website
  • Business email ID
  • Business category
  • Business description (Short Bio)

Aside from this primary information, most listings sites require you to add information that is specific to your store location. This information includes location images, whether or not you have a parking facility, pet-friendly, handicap-friendly, etc.

2. Logo and Messaging

In the introduction of this guide, we mentioned that there is a large number of practicing dentists in the USA. Your dental practice needs to stand out if you want people to remember it. Having an innovative and impressionable logo backed up by a catchy tagline will help your dental practice build your brand.

But as a dentist, you might not have the time to create a logo for a business. You can always hire the services of a local graphic designer. You can turn to sites like Upwork or Fiverr to find freelance graphic designers. Just keep in mind that your logo needs to be relatable, and it needs to communicate what makes your business stand out.

In case you want to design your own logo, you can use a site like Canva that has ready-to-use logo design templates. You can even use a website like Graphic Springs that breaks down the logo generation process. You can try this method to create a rudimentary design to give your graphic designer an idea of what you want.

3. Use Click-to-Call Ads

As a dentist, your primary focus has to be in garnering calls to your office; you need people booking appointments with you. Click to call ads can be a help you scale this function.

Click-to-call ads are Google AdWords or Facebook ads that appear on searches that are designed to get people to call you. You can add these ads to your present ad campaigns as well.

4. Run Facebook Ads

By extension of the above-mentioned point, you can market your dental practice better by adopting Facebook ads. You can run hyper-targeted ads on Facebook where you can reach prospective customers.

Facebook Ads come in several shapes and sizes: you can add several multimedia (images, videos, text). You can even create carousel ads where you can sift through a series of images in your ad.

All Facebook ads have a certain format that you’ll need to follow before you create your ad copy:

  • Your Facebook business page
  • Body Text
  • Image/Video
  • Call-to-Action (CTA)

But what makes Facebook Ads stand out is that you can define your audience based on several criteria. You can create a target audience set based on the following criteria:

  • Demographic information like age, gender, location, etc.
  • Interests like books, games, fitness, health-consciousness, etc.
  • Behaviour and intent, that is, why a certain audience is using Facebook? What value are they trying to derive from it?
  • Facebook Users who’ve interacted with your business.

To get a better idea of what Facebook’s ad targeting do to help you market your dental practice, you can refer to this infographic by Wordstream that breaks it down for you.

(If you don’t already have a Facebook Business Page for your business, you can refer to a comprehensive Facebook guide that covers all that there is to it. Take a look at it here: Facebook business Page Guide.)

5. Get Your Dental Practice Listed on Google My Business (GMB)

Getting your dental practice listed on Google My Business is an absolute must. A GMB listing will help your business appear on searches in Google with the information presented in knowledge graphs and increases your chances of appearing in the local-three pack.

Some of the perks in having a Google My Business account are as follows:

  • Having a Google My Business listing is mandatory if you want your dental practice to show up on Google.
  • Accumulating Google reviews and improving your star-rating can help your business rank better on searches.
  • You can add images of your business location for customers to see.
  • Google My Business has insights that can help you track the performance of your listing, and the click-through-rate (CTR) on call-to-actions (CTAs) like “Call” or “Directions”.
  • By getting your business listed on Google, your business is automatically listed on Google Maps as well.
  • Your Google My Business listing also has Google Posts. (Learn More about using Google Posts here.)

What we’ve mentioned above are a simplified summary of what a Google My Business listing can offer to your business’ growth. Learn more about how you can use Google My Business to market your business better.

6. Build Your Business Reviews

Building online business reviews can help you strengthen your online presence. Not only will it help your prospective customers have a positive impression of your practice, it can even help you rank higher in searches. As a bonus, ranking on search results also helps you appear on voice search results.

Given that reviews can boost your online presence, you need to find ways to generate positive reviews. Here are some things you’ll need to do build reviews for your dental practice:

  • Make sure you have business listings on the aforementioned sites and listings directories.
  • Incentivize your review generation process so that you can customers will leave you reviews. Or you can do the bare minimum and just ask them. Most studies have posited that customers will leave you a review if you just ask them.
  • Instruct your customers on how they can leave you a review on the sites that matter to you. You can use our review handout generator to create a simple instructional manual that will direct your customers on how to leave your business a review.
  • Automate your review management process to make effortlessly handle your dental practice’s online presence. Responding to reviews can be a cumbersome task; by automating your review management process, you can save a lot of time and focus on your customers.Learn how Synup can help you automate your review management process while we get you listed as well.
  • Respond to all your reviews as soon as you get them; within 24 hours to be exact. Be it the positive reviews that can make your day or the negative ones that can possibly crush your soul, respond to them. Reviews are the voice of the average consumer. Let them know that they’ve been heard, they might just change their mind and leave you a positive review.We crafted some review response templates to help you respond to your customers.

7. Optimize Your Website for Local Mobile and Voice Search

In today’s digital atmosphere, having a website that is well-optimized to appear on searches is important. But with the advancements in mobile-first indexing and voice search, your business website needs to be optimized to the core to be responsive. In December 2017, Google announced that they algorithms will (during the course of this year) use the mobile version of site content to rank for searches, understand structured data, and to show snippets from the site.

Here’s a checklist of things you can use to build your website to be optimized for both voice and regular searches and for being mobile-first.

  • The website’s title tag needs to represent the page’s content. So, you need to make sure it contains the keyword that is most lucrative for your local SEO.
  • To be mobile-first, your website needs to have a responsive design; that is it needs to be able to fit anything from the average smartphone screen to a desktop screen.
  • The loading speed of your site needs to be less than three seconds.
  • Make sure your website content and design elements are all designed for the “fat-finger”.

The above-said points are conducive to your website being voice-search-friendly as well. In addition to these points, you’ll need to work on the following as well.

  • Make sure you have a Google My Business business account.
  • Ensure that you have a good star-rating.
  • Use long tail keywords as search queries conducted on voice search are more conversational.
  • Add local schema markup to your website.
  • Optimise for Near Me searches.

Here is some material you can read to help you implement these pointers: Mobile-first Optimization Voice Search Optimization

8. Geofencing

Geofencing is a great way for you to attract customers who are in the vicinity of your clinic’s location. Geofencing is a technology that allows you to create a virtual geographic boundary with GPS or RFID technology. This technology sends out SMSs or app notifications to set a target audience (customers who given their contact information, downloaded your app, etc.) who happen to be within the limits of this virtual boundary.

Geofencing can help you boost your audience engagement efforts. You just need to plan out the messaging that you’re going to disseminate. You can promote offers or services to attract more attention to your dental clinic

In addition to this, you can make use of Snapchat Geofilters that allows businesses to create customized templates as Snapchat filters that people can use. You can learn how to use Snapchat geofilters for your dental clinic here.

9. Leverage Urgency and FOMO in Your Marketing Plans

Urgency and fear-of-missing-out (FOMO) are great marketing tactics that are on your side. Consider these two facts:

  • People cannot be ignorant of oral hygiene and health. They need to be prompted to make sure they visit a dentist regularly.
  • Dental health care can be expensive, and people need insurance.

With these pointers in mind, you can create ads by leveraging a sense of urgency and FOMO appeals. For example, you can run a Facebook ad that will expire after an hour; this ad can have a coupon code that people can use to avail a 10% discount. This will attract the attention of your target audience. In addition to this effort, you can change the messaging in your ads and other content strategies where you can talk about the consequences of being ignorant. This will engage them, and urge them to take action because you’re stating the problem and offering your services as a solution.

10. Add your Business to Instagram

Instagram is steadily becoming a prominent social media platform that helps business owners engage with consumers. In 2016, there were 69 million active Instagram users in the USA, and presently there are over 96.8 million users. This indicates that the photo and video sharing social media site has a potentially good engagement rate and that your prospective customers are using it. Using Instagram, you can increase the chances of making a personal connection with your customers.

Here are some tips to get you started:

  • Use your Instagram efforts for local targeting.
  • Use popular and relevant hashtags.
  • Schedule posts based on effective timings for maximum engagement.
  • Use humor and quirkiness in your posts.
  • Use Instagram ads in addition to Facebook ads as well.

(If your clinic doesn’t have an existing business account on Instagram, you can use our Instagram for businesses guide to find out how. In case you already have a Facebook business page, it’s going to be quite easy for you to add your business to Instagram.)

11. Build Referral Programs

With respect to the healthcare and medical industry, it has been observed that customer/patient referrals are a great way to get more business. Additionally, you can build better relationships with your customers.

Here are two important things you need to keep in mind when you want to create a referral program:

  • Incentivise your customers for the referrals your customers bring in.
  • Make sure that the referral efforts of your customers are hassle-free.You can read more about creating referral programs here.

12. Sponsor a Charity or a Community Event

A great branding exercise for your dental practice would be to participate as a sponsor for community events and charities. This will help you build a positive brand image in your locality, and subsequently, you will get more customers. Giving back to your community can only help you build a stronger brand presence. You can sponsor or host events like health camps, the local flea market, conferences with respect to healthcare, etc. You can engage your target audience and build your professional circles. In any crisis situation, you can even donate money, food, clothes, etc. to victims of catastrophe and so on.

13. Create a Repository of the Best Keywords for Your Ads and Content

A keyword repository for your clinic will help you narrow down on the kind of searches you need to appear on. It can help you scale your marketing efforts by directing it in the right direction. If you want your website content and your ads rank in searches, then you need to have a keyword repository of the keywords that will help you scale. In case you don’t have a search marketer or an SEO person working for you, you can try these basic methods to find your keywords.

Run a basic Google search to find some keyword suggestions. You can use these suggestions to make your keyword repository.

You can even get Keyword ideas by using Ubersuggest will generate a list of keywords with information like competition for the keyword and its search volume. Using this, you determine the search volume of keywords and the competition, pick the region you are targetting, and export your list of keywords in a .csv format.


Just to make things more interesting, we thought that we’ll host a challenge about carpet cleaning marketing. Try any 5 of the aforementioned marketing campaigns, and write to us about your experience with them at Tell us about your process and whether it was successful or not. If we find your email interesting, we’ll feature you on one of our future posts. We hope that you found this marketing guide helpful! Liked it? Give it a share so that it reaches more people from the carpet cleaning community and helps them market their business better.

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