Here is Your Guide to the Future of Dental Marketing Services
Review the Guide with Data Graphics
In this article, I will share the top trends in
dental marketing. This a comprehensive guide, so you won’t see any basic advice
like “Get on social media.” C’mon. Everyone knows that dental practices should
have a strong social media presence. Instead, we are going to focus on some of
the ground-breaking evolutions in dental marketing.
This article will focus on the movers and the
shakers, those big concepts and cutting-edge technologies that will change
industries and transform our dental practices.
Often, trends will first impact the world of
large corporate business. But sooner or later, dental practices will feel the
effect. As technology advances, the goal of obtaining at least 50 new patients
every month may get easier...if you are ahead of the dental marketing trends.
Let’s dive in and show you how to take your
dental marketing to the next level:
intelligence and dental marketing
Some people find it a terrifying concept, but
let’s face it, AI is here to stay. Especially when it comes to business, there
are significant advantages to using AI. Check out the poll done by https://habr.com/en/post/477294/
Many business owners agree that there is a clear
competitive advantage with using artificial intelligence. This is particularly
true in the healthcare space.
According to Techgrabyte, “The powerful use cases in healthcare will be to imagine
diagnostics through radiology or pathology.”
As this new dental technology develops, it can
be implemented into your dental marketing plan.
As we will later discuss, consumers now desire
personalization in marketing. AI technology will assist in tailoring your
marketing efforts to specific individuals.
For example, this technology could personalize
your dental website experience in two ways:
- Using hundreds of data points
about a single user and then having the ability to reveal the best offer
- We will talk later about push
notification, but for now, know that AI may have an impact. When a
potential patient lands on your website, these push notifications deliver
individualized messages because of the AI.
Via Content Marketing Institute
Although the prospect that AI will interfere
with our jobs may frighten some, there are many opportunities with this new
technology. Artificial intelligence is based simply on machines. Emotional
intelligence and emotional connection—major aspects of patient interaction—can
only come from the dental marketer and practitioner.
Since we’re talking about AI, we should also discuss chatbots and
how to use them in your practice. Basically, a chatbot is an artificially
intelligent computer program that is designed to communicate with a human
through auditory or textual methods.
For instance, you can set up an artificial-intelligence-driven
message system on your website to interact with potential customers without any
human interaction. It can even book an appointment based on the needs of the
patient after hours when the front desk is empty.
Chatbots are gaining popularity in a society that is afraid of
phone calls. Most individuals would rather get instant answers to all their
questions than talk to a person!
Check out these unbelievable stats regarding chatbots:
Chatbots will power 85
percent of customer service by 2020.
The top benefits of
chatbots are 24-hour service, instant responses to inquiries, and answers to
63 percent of the people
prefer messaging an online bot to communicate with a business or brand.
Chatbots are expected to
cut business costs by 8 billion by 2022.
According to Oracle, 80
percent of businesses want chatbots by this year.
In the dental industry, chatbots could have an enormous impact on
the way that patients are scheduled. Let’s say there is an artificially
intelligent chatbot that allows patients to schedule appointments 24/7.
A chatbot asks for a unique password from the patient; the patient
then states what they are looking to accomplish. From there, the bot (which is
integrated into your schedule) could provide possible suggestions for
Or let’s say that there is a new prospective patient that has a
dental emergency. The patient is directed to your website and immediately
starts describing the problem. The bot can then make appointments for the
By the time you walk in the door the next morning, your schedule
is completely full.
Several companies are emerging in the dental chatbot space, but
there are also affordable freelancers that can make a chatbot for your dental
Conversational marketing expands on two marketing concepts we have
already discussed—personalization and instant gratification. We live in a social
world, and prospective patients want real interaction.
Conversational marketing expands upon the importance of
implementing a chatbot into your dental practice website. This facilitates a one-on-one
real-time connection between the dental practice and the potential
If a patient is able to text the dental office, it is much more
likely they will engage with the future, which makes teledentistry a strong
conversational marketing strategy. When people have a need, they want it to be
addressed right away. Teledentistry allows for instant personal interaction.
We have already discussed teledentistry extensively. Check it
There are a few best practices according to NGDATA that dentists should
keep in mind when integrating conversational marketing into your practice:
The timing is important.Instant
response means instant gratification. Address issues and requests from patients
as quickly as possible. Chatbots can help with this.
marketing. Patients want to feel heard.
Know your data. There is
more information in marketing today than at any other point in history. Be certain
that you are effectively using the data available to you.
If you’re like me, you get A LOT of emails. A lot. How many do you
ignore? And how many do you actually read? What makes you open some emails and
After years of jammed mailboxes, consumers are starting to become
email blind. Patients want to get emails that are geared to them personally.
Some of this touches on the importance of artificial intelligence,
where new technology can analyze when patients are most likely to open an email
and act accordingly. Segmentation- which is grouping patients sharing one or
more common characteristics- can help with your marketing efforts as well. For
example, some marketing segments that you could implement into your practice
Here is a graphic from Single Grain that shows the importance of
Have you ever fallen down a YouTube rabbit hole? You search for
the highlights from yesterday's big game, and somehow, half an hour later you
are watching, “The Ten Best Moments in Cops History.” Yeah? Us too.
This is the power of video marketing.
Data has shown that video marketing will be one of the most
important marketing trends over the next 5 to 10 years.
Experts say that if your website contains video, it is 50 times
more likely to drive organic search results. Yup, 50 times. Absolutely
Let’s say that you make an explainer video for a procedure in your
dental practice. The beautiful thing is that you can get the video transcribed
and then place the text on your website.
Video SEO is also becoming more and more important. Google
algorithms favor websites with video. Implementing video marketing can only
help your dental practice patient acquisition.
- 70% percent of consumers that
say they have shared a brand’s video
- 72% percent of businesses say
video has improved their conversion rate
- 52% consumers say that watching
product videos makes them more confident in online purchase decisions
This is not just YouTube… Facebook, Instagram,
or LinkedIn all have a huge impact. Just look at the following that dental
influencers have on platforms like Instagram.
You don’t need to get Kendall Jenner to represent your dental
practice (please don’t).
While obtaining national social media influencers is not really
applicable, local micro-influencers are a great way to drive patients to your
dental practice. Large brands have recently discovered the power of individuals
with a smaller number of followers on social media (typically between 1,000 and
For example, you can target local parents who
have a strong presence on social media.
*insert example here*
This is just not a trend. Studies show that ad
spending on influencer marketing could reach an all-time high in 2021.
In fact, 82% of surveyed consumers said that a
micro-influencer made them likely to buy a certain product.
A recent study by Makerly provides some advice
when picking the right micro-influencers for your practice.
- Target influencers with
Instagram followings in the 1,000 to 10,000 range
For many dental offices, finding a local individual
with 1,000 followers may be difficult. As long as you work with an individual who
routinely posts on social media and has good engagement, your practice will be
represented well. In exchange for a post, you could offer free cleanings,
whitening, crown, etc.
- The affordability of
97% of micro-influencers on Instagram charge
less than $500 for a post. If we think about the average cost per
acquisition per new patient ($150-300), paying $500 dollars for a post that may
attract 3-5 new patients is very economical.
Consumers see influencer marketing as much more
reliable than corporate brand marketing. In the battle of DSOs, this is a huge
advantage for independent dental practices. Those of you who own your own
practice are able to drive home a friendly, home-town feel for your dental practice
Many DSOs are unwilling or unable to really find
a strong connection with one community. By using micro-influencers, you stake
your claim as the dental professional in your city.
Just like with the chatbot, individuals are more likely to engage
with your dental practice if there is an option for direct messaging. Take a
look at the numbers of users on messaging platforms.
As younger generations begin to make their own dental
appointments, it is going to become important to utilize the most effective
means of communication.
What about reminding patients about appointments
through Facebook messenger? Crazy right? Not at all.
Ten billion messages are sent between people and
businesses on Facebook Messenger every month. The time will come when
messaging patients through app-based services will be totally common.
This could be a massive trend in patient
engagement, so how can dental offices capitalize?
When you have the patient fill out their contact
information during intake, include an option to be contacted by Facebook
Messenger, GroupMe, WhatsApp, and so on. Of course, be aware of HIPAA compliance when you communicate
with patients through any means.
According to Google, a micro-moment is “an intent-rich
moment when a person turns to a device to act on a need—to know, go, do, or
buy.” In other words, micro-moments are small moments of engagement that
can attract customers to your brand. They may have a moment of need, and that
small moment is a great time to deliver relevant content.
Google stresses three things to make sure you
can capture these mirco-moments:
- Be there
- Be useful
- Be accountable
I have spoken about the importance of providing
exactly what a patient needs through a landing page, which highlights the power
of micro-moments. You should focus on making it easy to make a purchase!
Instagram, Snapchat, Facebook, WhatsApp, and YouTube all offer the
opportunity to post stories that only appear on the platform for a short period
Dental offices can tap into these stories to tap into the
psychological concept of limited-time offers. The best social media influencers
in dentistry all utilize social media stories extremely effectively.
Here are a few
tips that can help you with your social media
Do not film in landscape.
An enormous 82.5% of mobile phone users hold their phone in a vertical
position. Make sure that when you are creating you social media stories you
also film in portrait mode
Patients remember the
beginning and end. Every story should begin and end with your branding. Include
your logo and business name in both the first and last parts of the
Stories should still
have quality. Companies like Canva can help dental practices make sure their
stories are formatted well and appeal to your prospective patients.
You don’t have to gain thousands of followers to
make this marketing approach effective. Have a new dental technology? Show how
it works in your social media story. You could even provide a deal for your
patients. “Get free in-house whitening if you make an appointment before this
story expires.” Then provide a chatbot link to directly make
Remember, is estimated that 15 to 25% of
followers click on the links that are provided in social media stories!
These are notifications that can be sent to a user via browsers on
both mobile phones and desktops. Often, these messages will appear in the top
or bottom right-hand corner of the user’s screen.
Current trends indicate that 85 percent of
online stores used push notifications in 2019. So should you use a newsletter sign-up
form or a browser push notification?
At least twice as many
people sign up for web push notifications compared to a newsletter.
Only 10% of the best
email marketers can achieve a newsletter sign-up rate that matches the
performance of a web push notification.
According to Airship, these messages fall into the following
- Dental patients could
receive a push notification that confirms the appointment they just
These notifications could
provide prospective patients with some sort of educational tidbit.
“Make an appointment
before Friday and receive free whitening and initial radiographs.”
For patients who have
already visited your website, these could send the patient to new offerings or
The corporate mission of search engines is to
conntect the searcher with an answer.
Imagine a dental website that offers no useful
information for prospective patients. No advice on dental hygiene or dental
emergencies. Nothing. Would this catch the eye of someone searching for a
dentist? Absolutely not.
Check this out from the Content Marketing Institute:
Blogs means more traffic
- 126%. Yup, that is the
increase of leads compared to dental practice website without blogs.
Remember when we said that the mission statement of search engine is to
find the correct information? Well, give information to your prospective
patients and the clicks to your website will follow.
But who has time to knock out a thousand words
worth of content?
No one. The good thing? Online services can
connect you with talented writers all around the world who can provide high-quality
results for your dental website.
The first step in crafting your unique and engaging
content starts with research. Keyword research tools like SEMRush can give you
insight into what topics have the highest ranking.
After selecting a few keywords, you want to next
look at the competition. Ask yourself: How am I able to make something better
than the competition? Work at providing better value than the content that
After that, it's time to work on improving your
search engine optimization ranking.
SEO A/B testing
Test, test, and test some more. Trial and error
has a significant place in dental marketing.
We discussed the importance of landing pages,
but how can you make your landing pages the perfect tool for patient
A/B testing, of course.
A/B testing compares two different versions of a
landing page to determine what has the most patient conversions.
economy that may favor emergency dentistry, dental practices need to start
implementing A/B testing for their emergency dentist services landing pages.
Here is an example: as the need for emergency
dental services increases, patients will be more likely to have a short-term
needs for dental care. Let’s say that a patient has tooth pain and they are
looking for a dental appointment as soon as possible. Your website needs to
have a landing page to facilitate easy information gathering and appointment
making for your patients. This is where landing page A/B testing comes into
Neil Patel gives good advice for
the SEO to test on your landing page, including the headline, your call to
action, any graphic you use to boost your sales efforts, and the sales
This method should not be used to specifically
look at which landing page ranks better in search engine optimization, but rather
to find which page leads to more patient engagement.
Services like Optimizely allow dental offices to
determine the impact of new releases before rolling out a new page to all
Interactive content is content that
requires the participants’ active engagement beyond simply reading or watching.
In return for that engagement, participants receive real-time, hyper-relevant
results they care about.
For many dental practice websites, this could
include interactive infographics, landing pages, or case studies.
Check out some examples from Ceros:
According to the Content Marketing Institute,
81% of marketers agree that interactive content is more effective, while 66% of
marketers agree that it leads to increased engagement.
Using available software, dental practices could
produce interactive content that explains procedures to their patients.
Patients will find the content on your website
more useful, which will help your website rise in the Google ranks.
Geo-fencing refers to location-based ads where a
user’s location is recorded via the GPS in their phone, and they are then sent
ads relevant to their current location.
This could be impactful for emergency dental
advertising. If a patient searches for “emergency dentist,” they would receive
a text message or push notification on their phone with the dental office that
is closest to their current location.
This may seem like big brother overreach to the
max, but market research shows that this segment of marketing is expected to
According to Market Research Future, “The global geo-fencing
market is expected to grow at approximately
2,387 million by 2023.”
The goal behind this comprehensive guide is to
provide insight into the trends that can propel patient acquisition for your
practice. Being the first mover in your city for gen-fencing dental marketing
could give you a huge advantage.
Marketing experts believe that mobile marketing
is not only the future, but also the present. The rapid increase of mobile
phone users proves the fact that mobile marketing optimization is of utmost
Along with the increase of mobile users, the
time spent on the internet has seen an increase as well. Nearly 40 percent
of time on the internet now occurs on mobile devices:
It goes to show that mobile marketing is here to
stay and dental practices need to jump on board. Here are a few things that
dentists should consider for their dental marketing on mobile devices:
- Emails sent to patients should
- Make sure that the necessary
forms on your website are able to be filled out on a mobile device with
- Landing pages should be
optimized for mobile devices and any call to actions should be well-formatted.
- Analyze mobile trends in Google
Analytics. You can often uncover gaps in your mobile marketing just by
looking at the data.
The Dental Creatives are firm believers in the
role that blockchain technology will play when it comes to marketing and
privacy in the coming years. Various companies are already taking the lead to
be the first mover in these industries.
Brave Browser and their cryptocurrency the Basic Attention Token (BAT) have
turned online advertising on its head.
Brave Browser is seeking to “give you back power”
by addressing some key problems:
1) Privacy and blocking data-grabbing ads and
2) Low browser speed due to harmful ads and
The browser has also introduced a rewards
program that gives browsers monetary compensation for viewing
Here is an explanation from the Brave Website:
“When you join Brave Rewards, your browser will
automatically start tallying the attention you spend on the sites you visit.
Once a month, Brave Rewards will send the corresponding amount of BAT, divided
up based on your attention, from your local browser-based wallet to the site’s
you have visited.”
When it comes to dental advertising for your
practice, partnering with the browser ensures a superior ad matching system.
“Brave uses local machine learning with the browser profile to only deliver ads
in optimal conditions, when users aren’t distracted or focused on something
This means that advertisments will be better
matched with those that are looking for those ads. Therefore, those that are
actually looking for dental advertising, see the advertisments. This means no
more wasted money for clicks from consumers that are not looking for dental
You can also sign up with Brave as a content
creator which will allow visitors to your website to “tip” you with BAT.
this is all about creating high-quality content that users find valuable.
A dental practice brand that resonates with prospective patients
will also produce more trust. In fact, 66 percent of consumers trust a brand
when they feel connected to it. That’s why The Dental Creatives feel so
strongly about brand management. Google’s EAT ranking factor, (which
stands for expertise, authority, and trustworthiness) is the basis for all that
While brand recognition is one part of the
puzzle for your dental practice, your own personal brand as an expert in the
community is of great importance as well. You can provide insights to the local
paper or appear in local media. When post content on your dental website blog,
make sure that you have an “about the author” section that shows your expertise
on the subject.
Even if a prospective patient is in the research
phase of dental care, they will still trust your brand/dental practice if your
qualifications are listed.
Brand marketing is filled with emotional
intelligence, copywriting, and creativity.
We have a recommendation for our favorite brand
specialist on Fiverr.
Data analytics drive the whole process of dental
marketing. Business intelligence provides integral data about marketing
decisions for your dental practice. It all goes back to your return on
investment. As dental professionals, we want to make sure that patient
acquisition costs fall between $150 and $300 (or less). The only way to know
that you are not losing money on each new patient is by using analytics.
Google Analytics supplies a great deal of data
for dental practices. Most of the time, this is sufficient for what dental
practices are trying to accomplish. For example, Google Analytics can
provide you with essential data about your marketing outcomes.
If you are looking at doing a deeper dive into
your search engine optimization data, programs like SEMRush can give you great
insight to where you are succeeding and where you can approve.
There are many professionals who can help you
with marketing analytics. If you are true DIYer, there are also numerous
courses on Skillshare and Udemy that can help you get a grasp on your marketing
The tools are out there; dental practices just
need to use them. Dentists are told to look at their profit-and-loss
statements regularly. It should be no different for data analytics.
2019 study conducted by BuzzSumo reviewed 912 million
blog posts and found that longer blogs equal more backlinks: “Long-form content
gets an average of 77.2% more links than short articles. Therefore, long-form
content appears to be ideal for backlink acquisition.”
That’s a huge increase! But first, let’s take a
quick time-out and give you a quick reminder what backlinks are…
Backlinks are links that point to your website.
Let’s say you make some really great content, and other websites want to refer to your website
and place a URL. When websites acquire backlinks, Google sees that your content
(and therefore website) have a high quality and trust value.
Therefore, the algorithm places you higher in
the rankings. Ahrefs reported that a large majority (91%) of pages never
get organic search traffic because they do not have any backlinks.
Once again, content is king. But producing good content
simply does not involve throwing out 500-word blog posts. Long, well-research
blogs continually outperform shorter blogs. This high-quality long-form content
is often called “pillar content.
According to Single Grain, this high-quality
content does these things:
- It solves a problem or answers
a question with comprehensive, accurate information
- It’s different in scope or
detail from other content on the subject
- It’s some combination of
trustworthy, useful, or interesting
Here are a few SEO metrics that Google takes
into account that long-form content fulfills:
- Time spent on your website. Obviously, longer content will
take longer for the user to read. When a searcher spends more time on your
website, the Google algorithms rejoice. When the algorithms rejoice, so
will your SEO rankings.
- Answer the question! By putting content into long-form, the
possibility that your searchers find the answer they are looking for is
more likely. The goal of answering the question is will results in a
decrease in bounce rate. If a searcher does not find their intended
answer, they will “bounce” back to Google. When this occurs, your ranking
- Content that lasts. When you
place high-quality content on your website, it will remain valuable for a
long period of time. It will gain social media shares and, of course,
Remember, longer content means better rankings!
One of the most important changes in Google SEO
algorithms is the importance of writing for people and not for algorithms.
Let’s hammer down this point: The whole business
model of search engines like Google is to answer the questions of the
searcher. If you provide value and answer questions on your website, a jump in
SEO rankings will follow.
We have previously discussed the concept of
keywords in dental SEO, but if you missed our discussion on SEO basics, a
keyword is a word or group of words that tell search engines about the content
of your website’s page. These are what people enter into search engines to find
what they are looking for:
Some keywords for a dental practice website
content may be:
- “Dentist near me”
- “Best dentist”
- “New York City dentist”
These keywords will be the foundation of your
Previous versions of search engine algorithms
have placed a large emphasis on the keywords, but the times have changed and
now semantic keyword research is more important than ever.
In other words, do not focus your content on
only one word, but instead on a series of phrases, related terms, and questions
that are important to the searcher (and therefore the search engine rankings).
Here are some tips from Search Engine Journal
about obtaining semantic keywords:
- Think like a patient. If a patient is searching for a
dentist, they are obviously also looking for questions related to
dentistry. These could include:
“What to do for tooth
“Do I need a root
“How to straighten my
“How much do braces cost?”
This would then lead to
keywords such as:
“Best dentist near me”
“Dentist in (city)”
“Best dentist in (city)”
You want to be available at every turn the searcher may
Here’s another interesting tip courtesy of Backlinko: keep an eye out for the “People also ask” questions that you
often see on Google search results.
Google is basically giving you the answers to the test. Take
a look at the “People also ask” results when I Googled “tooth pain”:
People are searching for these terms, so make sure you include
information on these topics on your dental website.
SEO experts often debate about the changing importance
of certain aspects of their industry. Where is there no debate? The fact that
organized data on your website will rank better than unorganized.
Let me explain. When information is properly
organized in a your website, there is a chance that Google will use your
website information as a featured snippe. For dental offices, many times this
could include a fact check about some of the rumors that are running rampant
through the dental industry.
Structured data on your dental website will help
Google’s algorithms to understand the content. With properly structured data,
the chances of obtaining a “rich snippet” in Google search terms
What is a rich snippet?
Well, when you Google a term, often there is
more than just the title and description of a website. You have probably seen
many examples of rich snippets and not even realized it.
Trying searching for “Apple” to see an example
of a rich snippet
The company descriptor on the side of the search
results is a result of an organization rich snippet.
So how can you implement this into your dental practice?
*Warning: this does take a little bit of
technical knowledge in website coding*
There are also cheap alternatives available on
Fiverr that will do this for you. We found a freelancer who will implement this
structured data on five pages of your website for $25!
But before we get too much further, another couple
- Google clearly states that
structuring your website in this manner will not necessarily result in a
- Structured data is NOT a
ranking factor for your website. It will not boost your search engine
rankings. But the positive outcome of receiving a rich snippet is a
significant boost in clicks.
Alternate search engines
Google currently has a massive market share in
the information industry (87% according to Search Engine Journal), but other competitors
are taking a (small) piece of the pie.
You may not have ever heard of the alternative
search engines, but it is still important to be aware that there are other
players in the game. Why are these becoming (slightly) more popular?
It's all about privacy.
Many people know that browsing and search habits
are often tracked and then shared with those that can capitalize
There are multiple search engines that are
concerned about privacy, including DuckDuckGo, Swisscows, and StartPage.
With all of the scandals surrounding Google, the
possibility that these alternative search engines become more popular is
Make sure you are not only thinking about
optimizing your sites for Google, but also alternative search engines.
Now this one may seem Jetsons-esque...
For decades marketing has been based on
psychological triggers that cause consumers to feel emotion. But many of these
triggers are assumptions.
But what if we could take this one step further?
According to Single Grain, “Neuromarketing
is a strategy that analyzes measurements of a person’s brain activity and
nervous system to determine which types of content they find engaging.”
This is where the medical and marketing
industries meet. This new field of marketing uses data collected from
functional MRIs to influence the actions of marketers. Marketing has
always been about influencing consumers to buy, but this form of marketing
research reveals quantitative data about how the minds of consumers work.
With such a shift in marketing tactics, there
are both proponents and opponents of the ethics behind
this strategy. Although the full
capabilities of neuromarketing are still being developed, companies currently
use tactics such as color psychology.
This industry is just getting started, but
there’s no denying that the future of dental marketing could be helped by
So there it is, the most comprehensive list of
dental marketing trends you can find.
We have always preached a learning and do-it-yourself
mentality at The Dental Creatives.
So what should you do with this
- Consult with your dental
Already have a dental marketing company
overseeing your practice? Great! We hope that you can take some of this
information and have a serious discussion about your dental marketing tactics. At
the very least, we hope that this guide provided some insight into what a
dental marketing company should be working on for your business
We know. Your life can be extremely busy and
there may not be time to implement all (or half, or ten) of these dental
marketing trends into your practice. But implementing two or three of these
could take less than an hour and have big results. Utilize freelance services to
boost your efficiency even further!
Check back soon. We will continue to update
dental marketing trends as soon as they are developing.