Dental practices compete heavily on cosmetic and elective procedures with distinct search behaviour from general medical practices, warranting procedure-specific pages for implants, aligners and whitening, plus before/after galleries within ASCI content rules. Measured against booked appointments and treatment-plan conversions, not inquiry volume.
Where dental growth actually comes from
Most practices grow in two ways: more patients for high-value elective treatment such as implants, aligners and cosmetic work, and better retention of the patients they already have. Marketing that treats every enquiry the same misses both. We plan separately for new elective patients and for recall.
What wins elective patients
- Treatment pages that explain the process, timeline, price range and finance options clearly
- Dentist profiles with qualifications and registration details
- Before-and-after galleries with consent and no editing
- Free or low-cost consultation offers rather than heavy discounting of treatment
- Reviews that mention the treatment, not just "lovely staff"
Patients read reviews carefully. BrightLocal's 2025 survey found 86% of consumers use Google to read reviews, and 40% are most likely to leave one when asked by email (BrightLocal Local Consumer Review Survey 2025). A review request after each completed treatment is one of the highest-return habits a practice can build.
The rules we work within
Dental advertising is regulated. In the UK, the General Dental Council expects advertising to be accurate and not misleading, and claims about outcomes must be backed up. Prescription-only medicines, including some cosmetic injectables offered by dental practices, cannot be advertised to the public (ASA and CAP enforcement notice). In India, ASCI rules apply to health claims. We write within those rules from the start.
Recall is marketing too
A patient who returns for check-ups and hygiene appointments is worth far more over time than a one-off treatment. Bain's research suggests a 5% increase in retention can lift profits by 25% to 95% (Harvard Business Review, 2014). We set up recall reminders by SMS and email, and track attendance, so the diary stays full between campaigns.
How we measure it
Consultations booked, treatment plans accepted, revenue by treatment and recall attendance. See healthcare marketing for our wider approach to regulated health providers.