Marketing your dental practice today isn’t as simple as it used to be. With more dentists opening practices, many are competing for the same patients in your area. It’s like trying to stand out in a crowded room. And let’s face it, relying on a small Google Ads budget isn’t going to cut it anymore.
But don’t worry, you’re not alone if you’re not ready to increase your ad spend just to stay competitive. The good news? You can still grow your practice and attract more patients without going overboard on your marketing budget.
In this post, we’ll cover some smart, practical dental marketing strategies that can help your dental practice shine, build trust, and bring in more patients. You don’t need the biggest budget; you just need to outwork your competition.
1. Harness the Power of Google Reviews
Imagine you’re shopping online. Before making a purchase on Amazon, you probably check the reviews, right? You want to know what others think before you take the plunge. Well, when people search for a dentist, they do the same thing. Google reviews are one of the most trusted forms of social proof, and having more positive reviews than your competitors can be the deciding factor in whether or not you get a call from a potential patient.
In the crowded dental market, standing out can be a challenge, but Google reviews are your chance to showcase your reputation. When patients see that others have had positive experiences with your practice, it builds trust and reassures them that they’re making the right choice.
How to Collect and Use Google Reviews:
- Ask for reviews at the right time: Encourage your staff to ask happy patients for reviews immediately after their appointment, when the experience is fresh in their minds.
- Track and compare: Use a whiteboard or digital dashboard to track your reviews, so you can see how your practice stacks up against others in your area. This helps you stay motivated and aware of your progress.
- Incentivize your team: Keep your team engaged by offering small rewards like gift cards or bonuses when review goals are met. A little fun competition can go a long way in making review collection feel rewarding for everyone.
One dental practice saw their review numbers skyrocket by offering a vacation prize for the staff, leading to over $1M in production growth the following year. This just shows the massive impact reviews can have when they’re part of your strategy.
2. Create Simple Video Testimonials
When patients are considering big decisions like clear aligners or implants, they often want reassurance beyond just a 5-star rating. Video testimonials give them that personal, emotional connection. It’s like having a friend vouch for you—they can see the real human experience and feel more comfortable trusting your practice with their care.
Videos are powerful because they convey emotion and sincerity, which can be hard to capture in written reviews. They also allow potential patients to visualize themselves in the patient’s shoes and imagine what their own journey might look like.
Tips for Making Great Testimonial Videos:
- Capture authentic experiences: Ask satisfied patients to share their experience right after their visit. This makes the video feel fresh and natural, without a lot of planning or prep work.
- Keep it simple: Use your smartphone to record in a quiet, well-lit space. Think of it like taking a casual selfie—quick, easy, and effective.
- Ask the right questions: Keep your questions simple, like “Why did you choose our office?” or “How did your treatment improve your smile?” These open-ended questions allow patients to speak from the heart.
- Don’t over-edit: Raw and authentic videos often feel more genuine and relatable. The realness of the video can create a stronger emotional connection with future patients.
Just a handful of these videos can help prospective patients see how great their own experience could be at your practice.
3. Show Off Your Awards and Recognitions
Patients might not fully understand all of your certifications and technical qualifications, but they definitely recognize awards. A “Top Rated Dentist” badge or a “Gold Invisalign Provider” seal sends a clear message: “This practice is trusted, recognized, and successful.”
These badges work as credibility signals, helping patients feel confident that they’re choosing the right provider.
Think of awards like trophies—they catch the eye and create a sense of pride. Even if patients don’t fully grasp what it took to earn them, they’ll still associate your practice with quality and expertise.
How to Use Awards to Boost Your Credibility:
- Encourage nominations: Winning awards often comes down to having your happy patients vote or support your nomination. Ask your patients to nominate your practice for awards, whether it’s a local “Best Dentist” title or a special recognition like a “Top Invisalign Provider” badge.
- Highlight your achievements: Show off your awards proudly on your website, social media, and in your office. This not only boosts your credibility but also reminds potential patients that your practice is recognized and respected.
- Use them to stand out: Just like a gold star on a report card, awards act as instant trust signals. They tell patients you’ve been acknowledged for your excellence, making it easier for them to choose your practice over others.
Displaying these awards not only boosts your reputation but also helps patients feel that they’re making a safe, trustworthy choice by selecting your practice.
4. Share Educational Videos to Answer Common Questions
Your website might tell patients what services you offer, but does it explain why they should choose your practice? Educational videos bridge that gap by answering common patient questions in a way that’s both helpful and easy to understand. These videos are an opportunity to showcase your expertise while also building trust with potential patients.
Rather than just talking about your services, you’re educating your audience, which can position you as a go-to expert in the field. These videos make it easier for patients to make informed decisions, which increases the likelihood they’ll choose your practice.
Ideas for Educational Video Content:
- Cost and timeline breakdowns: Explain the costs of various treatments and what the timeline looks like. This removes the uncertainty and helps patients feel more confident.
- Expectations before, during, and after treatment: Walk patients through what they can expect from each step of a procedure—whether it’s a dental cleaning or a more complex treatment like implants.
- Treatment comparisons: Explain the pros and cons of different treatments, such as implants vs. dentures, so patients can make an informed decision.
- Identifying when treatment is needed: Help patients understand when certain treatments are truly necessary versus optional.
These educational videos position your practice as a helpful guide, not just a sales-driven business. They show that you’re genuinely interested in helping patients make the best choices for their health and well-being.
5. Make Your Facebook Content More Engaging
Paid Facebook ads can sometimes be unpredictable, and while they have their place, organic content on Facebook is still one of the most valuable tools for connecting with your community. The key to success with organic content is authenticity—posts that are real and relatable, not just generic stock images or holiday-themed graphics.
Building a connection on social media is about showcasing the human side of your practice. It’s an opportunity to show what makes your team special and why patients should choose you. Patients are more likely to trust a practice they feel connected to on a personal level.
Ideas for Authentic Facebook Content:
- Behind-the-scenes moments: Share photos of your team celebrating birthdays, work anniversaries, or team-building activities. It shows the personal side of your practice and makes it feel more approachable.
- First-time patient shoutouts: With patient permission, post a shoutout for first-time patients who’ve had a positive experience. This builds social proof and shows your practice as welcoming.
- Celebrating milestones: Show how your team celebrates milestones or successes, whether it’s a special event in the office or an achievement in your practice.
- Community involvement: Highlight your practice’s participation in local events, charity work, or community outreach. This shows that your practice is invested in the local area and not just focused on business.
These types of posts make your practice feel more welcoming, friendly, and human—qualities that help potential patients see it as the kind of place they’d feel comfortable visiting.
6. Get Recommended by Google
In today’s digital world, Google’s artificial intelligence (AI) plays a big role in determining which websites and businesses get recommended in search results. Google AIO (AI Optimization) is all about making sure your practice is set up to be easily understood by Google’s algorithms so it can be recommended to users at the right time.
Why Google AIO Matters:
When you focus on Google AIO, you’re essentially making sure your practice is optimized to be recommended by Google’s AI algorithms. The more Google understands that you are a helpful, trustworthy, and relevant business, the more likely it is that your practice will appear in search results, especially for local patients.
How to Get Recommended by Google’s AI:
- Optimize for Local Search:
Google AIO pays a lot of attention to location-based searches, so it’s essential to make sure your practice is visible to people in your area.
Use specific local keywords (e.g., “Best Dentist in [City]” or “Emergency Dentist near me”) on your website and Google My Business profile. This tells Google you’re a relevant choice for local searches. - Complete Your Google My Business Profile:
Google’s AI loves businesses that provide complete, accurate information. Fill out your Google My Business profile thoroughly—include your hours, contact details, services, and even photos. This shows Google you’re legitimate and active, which increases your chances of being recommended in search results. - Keep Your Website User-Friendly:
Google’s AI also looks at how easy your website is to use. If visitors can find what they need quickly and easily, Google takes note. Make sure your site is mobile-friendly, loads quickly, and has clear navigation. A good user experience leads to higher rankings and more recommendations from Google. - Create Fresh, Helpful Content:
Google AIO prioritizes websites that provide value to users. Regularly update your website with blog posts, FAQs, or other content that answers common patient questions or covers important topics in your field. The more helpful and relevant your content, the more Google will trust you. - Encourage Engagement:
Google’s AI loves websites that have high engagement levels. This could mean more reviews, social media interactions, or even longer time spent on your site. Encourage patients to leave Google reviews, ask for feedback, and post regularly on your social media channels. These signals help tell Google that your practice is active and trusted.
Final Thoughts: Building Trust Over Time
In 2025, marketing your dental practice isn’t about flashy ads or trying to outspend your competitors. It’s about building trust, staying visible, and engaging with your community.
There are numerous strategies you can use, but if you had to focus on just one thing, Google Reviews should be your top priority. Why? Because reviews are a powerful form of social proof. They’re trusted by potential patients, and they play a huge role in influencing decisions.
In addition to this, with the rapid rise of AI and Google’s AI Optimization (AIO), reviews are becoming even more important. As Google continues to refine its algorithms, AI is playing a key role in determining which practices get recommended in search results.
The more positive reviews your practice has, the more likely it is that Google will see your practice as reputable and trustworthy, leading to higher rankings and more recommendations. Reviews are now a major factor in how Google’s AI assesses businesses for local search results.
