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Dental Practice Marketing Plan

Dental marketing runs on trust and on timing: people look for a dentist when something aches, when they move house or when a child is due an opening appointment, and they choose the practice that is easy to find and sounds kind. Because the work is clinical, a plan has to be careful as well as persuasive, with no promises about results, no misleading before and after claims and no pressure about treatment. Most new patients arrive from a map search, a recommendation or a nearby school or workplace, which is why the listing, the website and local contacts come first. Existing patients matter just as much, because a reminder that brings a family back on time can do more than another advert. A plan keeps both going in a practice that has no marketing team.

Free · about a minute · with the searches your customers make

Bright Smile Dental is a made-up practice with little to spend, and its 90-day plan has a single goal, more calls from people who need a dentist. It lists the searches patients make, names the three kinds of patient it wants and ranks the channels, then says what the website must hold. Each of the three months has its own actions, followed by content ideas, a split of the budget and the numbers to watch. You can make your own plan for your practice in about a minute, built on what patients in your area really search for.

What a marketing plan for a dental practice should cover

Say plainly that you are taking new patients
Many people search for a dentist accepting new patients because some practices are full. Say it on the home page, in the listing and in the first line of any advert, and change it the moment it stops being true. Explain how new patients register and which kinds of patient you accept.
Treat your own patients as your best marketing
Patients recommend a dentist to family, colleagues and neighbours, and they bring their own children. A friendly reminder and an easy way to book for a relative do more than a month of adverts. Keep every message permission-based and free of clinical detail.
Use the calendar families already follow
The weeks before school returns and before the holidays are natural moments for a message to families. The start of a new year is when many adults think about whitening or braces. Plan your reminders and website pages around those dates.
Keep adverts and offers within your regulator's rules
Rules on dental advertising differ by country and state, and they can cover pictures of treatment results, patient reviews used in adverts and any special offer. Ask your regulator or professional body before an advert goes out. A plain description of what you offer is safe everywhere.

Sample

Bright Smile Dental is a made-up dental practice. Its plan shows what a 90-day marketing plan for a dental practice covers: the searches its customers make, the channels in order and the work month by month. Yours is made for your own business, town and budget.

90-day online marketing plan

Bright Smile Dental

Bright Smile Dental will bring in new families by appearing early on the map, answering the phone warmly and keeping its own patients coming back on time.

More calls and enquiries · Under 100 US dollars a month

Your three priorities

Let the Google Business Profile and the website tell people straight away that you are a family dentist, with your hours, your treatments, a phone number and whether you are taking new patients.
Give each treatment people search for its own page, from routine examinations to whitening and braces, with plain explanations and no promises of results.
Bring your own patients back and welcome their families, with a reminder that arrives at the right time and a gentle request for a review.

What your customers search for

Search on Google	Searches a month	Competition
“dentist near me”	25K-130K	High
“teeth whitening”	25K-130K	High
“orthodontist near me”	25K-130K	High
“dentist accepting new patients”	25K-130K	High
“dental check up”	7.5K-25K	Medium
“tooth filling”	7.5K-25K	Medium
“family dentist”	2.5K-7.5K	Medium
“teeth cleaning”	2.5K-7.5K	Medium

Searches a month in United States, from Google's own search suggestions. Competition is how hard page 1 of Google is for that search.

Your customers

Parents looking for one dentist for the whole family

What they need: One practice for children and adults, appointments that fit around school and work and a team that is good with nervous children.

Where they look: Searches for family dentist and dentist near me, recommendations at the school gate and local Facebook groups.

Adults who have put off a visit

What they need: A calm, judgement-free welcome, a clear explanation and a plan they can follow at their own pace.

Where they look: Searches for dental check up or dentist accepting new patients, and reviews that describe the team's manner.

Teenagers and adults considering braces or whitening

What they need: Clear information on the options, how long they involve and what to expect, from a team that does not oversell.

Where they look: Searches for orthodontist near me and teeth whitening, Instagram and what friends say.

Your channels, in order

Website and Google search Medium effort · Low cost
A person comparing practices looks for three things on a website: that you take new patients, what you offer and how to book.
- Make a page each for examinations, cleaning, fillings, whitening and orthodontics, with the search phrases in the headings.
- Put a phone number, a booking request form and a line on whether you are taking new patients where every page begins.
- Add a first visit page that explains what happens, from the forms to the examination.
Google Business Profile Low effort · Free
Dentist near me is a map search, and the practices with complete listings and recent reviews are the ones people call.
- Choose a dentist category, list each treatment as a service and add your hours, including any late or weekend sessions.
- Add photos of the entrance, reception and surgery with no patients in them.
- Ask patients for reviews at the end of a visit and reply to each one without confirming that the writer is a patient.
Email and text reminders Low effort · Free
Your own patients are your best source of new ones, and a timely reminder keeps their appointments and their families' in the diary.
- Send a reminder when each patient's next examination falls due, with a phone number and a link to book.
- Add a line inviting patients to book for other members of their family, and contact only those who have agreed to hear from you.
Facebook Medium effort · Low cost
Parents ask local groups for a dentist and look at a practice's page for the team and the feel of the place.
- Set up a page with your hours, treatments and a call button.
- Answer requests for a dentist in local groups where their rules allow, without naming any patient.
Local partners Medium effort · Low cost
Schools, nurseries, sports clubs and larger employers share information with the families and staff you want to reach.
- Offer a short general talk on looking after children's teeth to a school or nursery that is willing to host one.
- Ask larger local employers whether they pass on details of local dentists to new staff.

What your website needs

A home page that says family dentist, names your area, states whether you are taking new patients and shows a call button.
A dental check up page for adults and children that explains what an examination involves and how to book.
A teeth cleaning and fillings page that describes each in plain words and what to expect on the day.
A teeth whitening page that explains it is provided under the dentist's care and promises no shade or result.
An orthodontist page on braces for teenagers and adults, with how a consultation works.
A new patients page with the forms, how payment works and what to bring.
A team page with names, roles and a friendly photo of each person who agrees to one.

Your 90 days

Month 1: Get on the map

Launch the website with a page per treatment, a new patients page and a booking request form.
Fill in the Google Business Profile with services, hours, photos and a line on new patients.
Make sure the phone is answered within your advertised hours and that the out-of-hours message gives times to ring back.
Set up reminder messages for patients whose examinations are due, with their agreement.
Set up the Facebook page with hours, treatments and a call button.

Month 2: Welcome and reassure

Ask patients for reviews with a card or text and a direct link, and reply to every one without confirming that the writer is a patient.
Add a team page and a first visit page to the website.
Offer a short talk or leave information at a school or nursery that agrees to it.
Reply to dentist recommendation questions in local Facebook groups.
Invite patients in each reminder to book for the rest of their family.

Month 3: Fill the diary

Run a small Facebook advert to families in your area in the weeks when the diary has gaps, with a call button.
Contact patients who have missed a routine appointment with a kind reminder.
Send a seasonal message, such as before school returns, to the families on your list.
Work out which listing, page or recommendation produced each call and give that route more time next month.

Content ideas

A first-visit checklist: the forms, the questions to ask and what to bringWebsite
Meet the dentist, the hygienist and the person on receptionFacebook
A short tour of the surgery for nervous patients, with no patients in viewFacebook
Brushing basics for children, shown on a modelFacebook
What tooth whitening involves and why it belongs in a dentist's handsWebsite
Questions to ask before starting bracesWebsite
Taking new patients this month and how to registerGoogle Business Profile
Opening hours over the holiday weeksGoogle Business Profile

Your budget

Website35%

Hosting and the domain for the treatment pages and the booking form.

Facebook adverts35%

A small advert to families in your area in the weeks when the diary has gaps.

Reminders and printed cards30%

Reminder messages to patients and appointment cards with the next date and your web address.

The numbers to watch

Calls and booking requests a week

Add up the calls that arrive through the Google Business Profile and the requests sent by the website form.

New patients a month

Note each new registration and ask where they heard of you.

Missed and cancelled appointments

Count them each month to see whether your reminders are helping.

Google reviews

Count the new reviews each month and note the average rating.

Family members booked

Note how many patients book for a relative after a reminder.

How AI Web Maker runs this plan

Your website is where every channel sends people. On AI Web Maker it comes with the tools that do the work of this plan every week:

AI SEO Tool. Scores every page out of 100 and fixes each problem with a click, so your pages climb on Google for the searches in this plan.

AI Blog Writer. Writes and publishes articles about your business on a schedule, so new visitors keep finding you on Google.

AI Social Media Marketer. Writes and posts to Facebook, Instagram and more on a schedule, sending people to your site.

AI Chatbot. Answers your visitors day and night from your own information, and takes the details of people who want to talk.

Contacts and leads. Every sign-up, contact form and chat lead lands in one place, so no customer slips away.

AI Marketing Outreach. Finds businesses that need what you offer and drafts a personal email to each, sent from your own domain.

Make my marketing plan →

After the plan

Every plan starts with your website

Google, your Business Profile and every post send people to your website. AI Web Maker builds one for your dental practice in minutes, with the pages this plan asks for, ready to preview.

Make my plan first Build my website →

Free to build and preview · $119 a year hosting when you go live · domain not included

Questions

Marketing a dental practice: questions and answers

How can a dental practice get more new patients?

Fill in your Google Business Profile completely and make the website say that you are taking new patients, with a call button on every page. Ask existing patients for reviews and invite them to book for their families. Then add local contacts such as schools and employers and a small Facebook advert.

How should a dental practice reply to a negative review?

Reply politely and briefly, and do not confirm that the writer is a patient or discuss any treatment. Say that you take the comment seriously and invite them to ring the practice manager. A calm, careful reply shows future patients how you handle a worry.

Is it worth advertising a dental practice on Facebook?

Many practices use a small advert to reach local parents and adults in the weeks when the diary has gaps. Point it at a call button or a booking page, so each enquiry can be traced back to the advert. Keep the wording factual and within your regulator's advertising rules.

How often should a dental practice send patient reminders?

Send one when a routine appointment falls due and another shortly before the date, to patients who have agreed to hear from you. Keep each message short, with a phone number and a way to book. Do not include clinical details in a text or an email.