A Guide to Digital Marketing for Dentists


According to the Journal of Medical Internet Research, over 15% of people do an online search for health (medical and dental) symptoms before seeing a healthcare provider.

That may mean that your practice could be missing out on a plethora of potential patients if you don’t have an active online presence.

Digital marketing for dentists may play an integral role in the growth of your practice, which can help to ensure the success of your business for years to come.

Digital Marketing for Dentists: 6 Steps for Dentists to Try

It might be tempting to go the traditional marketing route, but digital marketing for dentists often brings faster results. More people are online and they may do a lot, if not all, of their research online. In fact, Pew Research found that over 80% of those polled rely on their own online research when making major decisions, including those related to their health and wellness. 

People also follow brands that resonate with them online, often before even purchasing from those brands.

Creating a digital marketing campaign can help to build awareness of your practice and lead more potential patients to schedule with you.

Here are some tips to start building your online presence or potentially improve the one you already have.

1. Highlight Your Brand and Culture

Your website, social media bios/pages, and any other marketing materials should all match the tone and personality of your practice’s brand.

Disharmony can confuse potential patients. Harmonious branding can help instill confidence and make you more memorable.

Some ways to help keep your branding consistent include:
  • Choose a main color and two to three supplementary colors for your brand palette and use only those colors in your marketing materials.
  • When using images, stick to those that have the same look and feel. Make sure they complement your brand colors, too.
  • Choose a primary and secondary font to use on all your marketing materials.
  • Figure out the tone of your brand and stick to it in all your content, whether you’re writing a blog, ad, or social media post. Are you professional yet friendly, relaxed and playful, or formal and technical?

2. Dental Search Engine Optimization (SEO)

With so many people doing online searches for their health needs, it’s important that potential patients can find you. Good SEO practices might help improve your chances of landing on page one of Google where patients are more likely to see you.

To improve your SEO:
  • Use numbered lists often in your blog posts
  • Implement SEO-friendly meta descriptions
  • Increase internal linking within blogs and web page content
  • Update old blog and site content with newer links
  • Perform a website audit regularly
  • Create more H2 and H3 tag headers
  • Create long-form content (Long-form content can range between 800 words and over 2500 words. According to Google, the best content doesn’t rely solely on word count. It needs to be “factually accurate, clearly written, and comprehensive.”)

3. Social Media Marketing

You don’t need to be on every social media platform. You and your team are busy with patients and running your practice. You likely don’t have time to spend on multiple platforms, unless you pay a social media manager to do all the work for you.

If you currently don’t have a need or the funds for a social media manager, choose one or two platforms and post consistently. Make sure the platform you choose is a place where you can find your target demographic.

Social media may be able to help you to start building relationships with potential patients. Through each post, they potentially have the opportunity to get to know more about you, your team, your brand. They might be able to see if your personality and philosophies coincide with theirs.

Social media tips:
  • Don’t be afraid to get personal. Patients prefer it.
  • Share dental tips.
  • Showcase your employees.
  • Ask questions from your audience. Then, respond to their comments.
  • Embrace live video. It’s a close second to written content.
  • Showcase reviews and testimonials.

4. Reputation Management

Keep an eye on what people are saying about you online. Monitor review sites (Yelp, Zocdoc, and CareDash to name a few) and social media. If someone has a valid cause for a complaint, address it. Thank them for reaching out. Avoid lashing out or replying if you’re angry. See if the person is open to resolving the issue in person. Doing so may give you the chance to build trust and respect with that patient again. You may also be able to show potential patients that you are humble and take your patients and their needs seriously.

5. Create a Lead Magnet

Create something for your patients: an informational eBook, a special offer (“free teeth whitening service when you book an appointment today”), etc.

You can use the lead magnet to collect email addresses and keep in touch with potential patients, which may enable you to build even more trust with them.

6. Ask for Video Testimonials from Patients

Written testimonials are great. However, it’s even better if patients are willing to get on video for you.

Over 50% people polled by HubSpot.com said they wish the brands they follow used more video. Hearing and seeing a patient tell their story – what pain points they were enduring and how you helped them – can potentially resonate more deeply with patients. In fact, according to Wyzowl, 79% of people watch video testimonials to learn more about a business, and 37% of people prefer video testimonials because they feel it’s more authentic than the company’s own claims.

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