Message Boards
Today's Active Topics Today's Active Cases Browse Forum Categories My Recent Activity My Messages Private Groups My Marked Threads My Subscriptions
Today's Active Images Today's Active Polls Most Active Topics Global Townie Map Advanced Message Board Search Message Board Terms of Use

The In-House Marketing Manager by Jaclyn Nona

View Comments (5) More by this author (3)
Categories: Marketing;
Dentaltown Magazine 

by Jaclyn Nona

Your community is scrolling, searching and choosing their dental care based on what they find online. They compare Google listings, read reviews and check social profiles before making decisions about their care. It’s time to join the thousands of other businesses investing in an internal employee to manage brand recognition and public perception. When patients see and hear from you consistently through social channels, they build deeper trust than what’s possible with just twice-yearly visits.

Rather than outsourcing to expensive agencies, identify a talented team member who already knows your practice’s voice and values. Even small private practices can start by dedicating just three to five hours weekly to marketing efforts. This in-house advocate, chosen for their communication skills and passion for your practice, becomes your constant campaigner—something external agencies or AI simply cannot replicate.

Ten years ago, I was hired as a treatment coordinator and I set to work filing charts and confirming appointments. I suggested that I would be happy to have a hand in updating our Facebook page. What started as posting a couple of times a week led to other lateral moves like creating an Instagram profile and YouTube channel. As the practice grew, this gave way to full-blown marketing campaigns. We told our own story through a name change, brand redesign, practice acquisition and staff additions.

After years of taking these chances and growing together, we found ourselves to be a trusted authority in our community. Suddenly, we were writing articles in regional publications, our YouTube videos were popping up in local living rooms and our social media was reaching tens of thousands of potential new patients. To quote our office manager, “It blew the doors off our practice.”

I’ve found that, while this can be easily implemented—and despite practice size—our industry has fallen behind. Dentistry seems to be stuck in an outdated model of outsourcing marketing. I’m shocked that the idea of tailored, internal marketing isn’t commonplace, yet. Our industry moving in this direction is just a matter of time.


First steps
Start by identifying the right employee within your practice to take on marketing responsibilities. Look for someone who demonstrates loyalty, shows genuine interest in marketing, understands social media and has earned your trust. The ideal candidate will possess key characteristics that set them up for marketing success:
  • Well-spoken. Able to respond to reviews and comments quickly and professionally while maintaining your practice’s voice.
  • Creative. Has an eye for design and can spot meaningful moments worth sharing, from smile transformations to team milestones or celebrations.
  • Self-sufficient. Can plan and execute content, organize community events and build relationships with vendors and local media without constant oversight.
  • Eager to learn. Excited to master new skills and marketing tools that benefit the team and keep your practice current.

Initial part-time responsibilities
With only a few extra hours a week, your chosen employee can handle the essential marketing tasks: ensuring your practice website and Google listing are updated and accurate, managing review responses, and creating basic social media content a few times a week. Posting three to four times a week allows you to maintain a solid relationship with your existing patients as well as welcome new ones. This can be as simple as provider profiles with original photos, patient testimonials (with consent), service explanations or giveaway contests.

Community opinion of your practice is too important to leave unchecked. Practice owners and decision-makers can’t overlook the value of having someone in-house who owns responsibilities such as: requesting and responding to reviews, controlling how your brand is projected and perceived on social media, and updating your website and business listing any time there is a change in staff, hours or services.

There are unseen benefits of hiring in-house that can be seen in moments of crisis, for instance. Even the best offices will receive a negative review or public social media complaint. As much as patients are reading through reviews, they’re equally interested in how you respond. Your internal hire has the advantage of speaking to you directly and immediately. They are armed with knowledge of the patient, dentistry and HIPAA protocols—and can handle all of this while you focus on dentistry.

Even in this part-time capacity, results can be measured through new followers on your social profiles, how many people are engaging with your content through likes, shares and comments, and improved review frequency. As for your budget? Consider giving your well-deserving, promising employee a bump in hourly pay in accordance with these new responsibilities—it shows your confidence in their abilities and nurtures their passion for personal and practice growth.


The evolution
As this role and your practice grow together, your team will naturally progress beyond these fundamental tasks into more sophisticated strategies. Your marketing manager will take on expanded responsibilities, including ongoing community engagement, creating and maintaining a consistent brand voice both online and off line, managing digital advertising and targeted campaigns, tracking platform analytics and developing more complex video and educational content.

As you take these next steps, invest in professional development for your marketing team member through certifications and dental-specific education. Social profiles, business profiles on Google and LinkedIn, website management and content creation remain free or low-cost. By investing internally instead of outsourcing, you’ll achieve more authentic results while spending less on your marketing efforts.


Proven results
When we took the time to be intentional and consistent with marketing, the changes in our practice were immediately noticeable and positive. We witnessed an explosion of practice growth, deep loyalty among existing patients, and engagement rates we wouldn’t have dreamed of in the past. We expanded our staff from eight employees to nearly 30 to meet the needs of our increasing patient growth. We have more than 11,000 followers across social media platforms. We purchased three additional practices and expanded our services and hours in ways that served both our patients and staff.

In addition to measurable growth, our relationships with local charitable organizations and businesses flourished, resulting in ours becoming a resounding voice in our local landscape. Much of this was made possible by dedicating marketing responsibilities to an internal member of our staff. Engaging with your community, capturing milestones and special moments, and responding immediately to feedback is easier when a team member is committed to these responsibilities.


Final impact
There is not a single dental practice or business that won’t benefit from marketing. Providers are understandably focused on clinical care and patient management, so the default has become outsourced marketing. Most practices don’t realize the value and need for internal marketing. While the role is currently rare in dentistry, I find it crucial for survival and growth. This approach proved so successful that our team—including our doctors/owners and practice manager—formed the first internal marketing program designed specifically for the dental industry.

An in-office marketing manager is not a luxury anymore—it’s a necessity for strategic practice growth. Implementing a flexible, evolving marketing role in your practice will drive patient acquisition, retention, revenue and overall practice recognition. Investing in your staff and incrementally expanding marketing capabilities and responsibilities is both a cost-effective and dynamic approach. It’s never been easier to take the first steps toward practice and industry advancement.
Author Bio
Jaclyn Nona Jaclyn Nona is the CEO and cofounder of Clever Dental Co., an educational and creative platform designed to help practices excel with authentic internal marketing strategies. Nona has been operating in the dental industry since 2013 and works alongside talented doctors and practice management professionals in Indiana. She’s a member of American Association of Dental Office Management and the American Marketing Association. When she’s not helping practices thrive, she enjoys spending time with her wild and active family and their pup, Murphy.
More In Marketing
Google Analytics 4: What Dentists Need To Know Now
Google Analytics 4: What Dentists Need To Know Now
Dr. David A. Wank
CE Credits: 1.5
Poll: Marketing
Poll: Marketing
July 2023
The In-House Marketing Manager
The In-House Marketing Manager
by Jaclyn Nona
April 2025
What to Post: 25 Essential Social Media Posts
What to Post: 25 Essential Social Media Posts
Dr. John Syrbu
CE Credits: 1.5
Dentaltown Magazine
September 2025
Dentaltown Magazine September 2025 Read Current Issue Read Archived Issues
Sponsors
Townie Perks
Townie® Poll
Who or what do you turn to for most financial advice regarding your practice?
  
Related Articles
Dental Industry News
Dental Industry News
January 2023
Howard Speaks: Mapping the Results
Howard Speaks: Mapping the Results
by Dr. Howard Farran
June 2023
Overcoming Sucktember
Overcoming Sucktember
by Jaclyn Nona
September 2025
Site Menu
Message Boards Magazine Continuing Education Podcasts Blogs Classifieds Dental News Events Townie® Poll Ebooks Townie Choice Awards
Company Info
Contact Us Advertise With Us Howard Farran DDS, MBA Policies and Agreements
Site Help
Sally Gross, Member Services Specialist
Phone: +1-480-445-9710
Email: sally@farranmedia.com
©2025 Dentaltown, a division of Farran Media • All Rights Reserved
9633 S. 48th Street Suite 200 • Phoenix, AZ 85044 • Phone:+1-480-598-0001 • Fax:+1-480-598-3450