Abi Greenhough from Lily Head Dental Practice Sales explains why marketing matters and outlines a strategy.
Attracting new patients and retaining existing ones requires a clear strategy. The good news? Impactful marketing doesn’t always require major spending. With forethought and consistency, you can strengthen patient relationships, grow revenue, and even increase the value of your practice when it’s time to sell.
Why marketing matters
Marketing is about more than advertising – it’s about building trust, visibility, and loyalty.
How a strong marketing plan helps you:
- Retain existing patients by keeping your practice top-of-mind and reinforcing value
- Attract new patients by showcasing your services and differentiating your practice
- Protect your revenue by reducing gaps in your appointment book and improving patient recall
Start with what you already have
Before spending a penny, maximise your existing resources:
- Your patient database: Use it to send appointment reminders, notices, and newsletters. Regular communication builds loyalty and encourages repeat visits
- Your website: Ensure it’s up to date, mobile-friendly, and easy to navigate. Include clear calls to action (e.g., “Book an appointment”)
- Social media: Free platforms like Facebook and Instagram allow you to share updates, oral health tips, and behind-the-scenes content to engage your community
Strategy vs Tactics
Your strategy is your overarching goal – for example, becoming the leading dental implant provider in your area. Your tactics are the channels and actions you use to achieve that goal, such as social media campaigns, SEO, or local press advertising.
If you’re preparing to sell within the next two to three years, it’s important to establish a realistic strategy and consider your approach. Implementing the strategy in stages will help you and your team build momentum and allow for meaningful wins along the way.
Low-cost marketing ideas
- Email marketing – Use free or low-cost tools to send newsletters and promotions. Share helpful content, such as oral health advice or seasonal offers, to keep patients engaged.
- Google My Business Profile – Claim and optimise your profile. Add photos, opening hours, and encourage satisfied patients to leave reviews. Positive reviews boost credibility and local search visibility.
- Social media engagement – Post consistently. Showcase your team, behind-the-scenes content, patient success stories, and testimonials (with consent), and highlight your services. Authentic content builds trust and humanises your brand.
- Community Presence – Attend local events or partner with nearby businesses for cross-promotion – and don’t forget that word of mouth remains a powerful referral tool.
Internal marketing: Your best ROI
Internal marketing offers the highest return on investment because it costs less to reactivate an existing patient than to acquire a new one. Tactics include:
- Reactivation campaigns: Send newsletters to patients who haven’t visited for years. A printed newsletter or targeted email can entice them back
- Welcome literature: Invest in high-quality patient packs for new enquiries, making them personal and professional
External marketing: Attracting new patients
New patients remain the lifeblood of any practice. Consider these approaches:
- Website optimisation: Ensure your site is mobile-friendly, easy to navigate, and optimised for search terms like “dentist near me”. Online chat features can offer instant engagement
- Local press: Don’t overlook print media, especially for reaching mature audiences. Many publications offer competitive rates as advertising shifts online
- Event marketing: Link treatments to events and specialisms. Host open days to encourage local engagement and interest
Set goals and track progress
Define what success looks like before launching any campaign. For example, if you aim to attract 20 new orthodontic patients over six months, ensure your team understands the target and track progress weekly. Adjust your tactics as needed to improve results.
Finding the time and resources to implement a marketing strategy can feel challenging – especially when your existing team is already operating at full capacity. However, effective marketing doesn’t always require additional headcount. With the right structure, clear responsibilities, and manageable expectations, your current team can play a valuable role in supporting your practice’s growth.
Budget wisely
Set a marketing budget as a percentage of turnover. While the exact figure depends on your objectives, remember that even large global brands invest heavily in marketing. Consistent, strategic spending will pay dividends in patient acquisition and practice value.
Final thought
Marketing doesn’t have to be expensive to be effective. With a clear plan and consistent effort, you can strengthen patient relationships, attract new business, and future‑proof your practice, even on a limited budget. Better still, a well‑executed marketing strategy can significantly enhance your practice’s appeal to buyers when the time comes to sell.
Ready to position your practice for success?
At Lily Head Dental Practice Sales, we specialise in helping principal dentists maximise the value of their practices and navigate the complexities of today’s market. Whether you’re planning to sell now or in the future, our team offers trusted advice, tailored strategies, and hands‑on support to help you achieve the best possible outcome.
About the Author
Abi Greenhough, Managing Director of Lily Head Dental Practice Sales.
Contact us today to discuss your goals and discover how we can help you position your practice for success.
