Running a dental practice is more than just providing exceptional care—it’s about ensuring patients find you, trust you, and keep coming back. But how much should you invest in marketing to make this happen? Many practices struggle with this question, often spending too little or without clear direction.
The good news is that there’s a roadmap for success. Let’s explore how your marketing budget can drive growth and why your existing patients are your most valuable allies.
Smart Marketing Starts With the Right Budget
The U.S. Small Business Administration (SBA) recommends that small businesses with annual revenues under $5 million allocate 7–8% of their gross revenue to marketing and advertising. For dental practices, the ideal range falls slightly lower at 4–7% of annual revenue.
For example, a practice generating $1 million annually should aim to invest $40,000–$70,000 in marketing. However, the exact percentage depends on factors such as:
- How aggressive your growth goals are
- The competitiveness of your location
- Whether your practice is just starting out or is well-established
This benchmark provides a strong starting point, but where you spend your marketing dollars matters just as much as how much you spend.
Why Referrals Are Your Practice’s Best Growth Opportunity
Rather than focusing exclusively on new patient acquisition, it’s important to recognize the immense value of your current patient base. Why are they so valuable? Because they already trust you! By delivering an exceptional experience, you can turn these patients into powerful advocates for your practice.
Here’s why this strategy works:
- Familiarity Breaks Barriers: Your current patients have already made the decision to choose your practice. This trust makes it easier to offer additional services or secure referrals.
- Organic Promotion: Satisfied patients are natural champions for your practice, spreading the word to friends and family.
If you feel like your practice gets plenty of referrals or have tried referral programs without much success, ask yourself: Are these beliefs based on data or unverified assumptions? With the right systems in place, referrals can flourish—and no dentist has ever complained about having “too many referrals!”
But referrals don’t just happen—they’re a natural outcome of strong, lasting patient relationships.
Strengthening Patient Relationships
Think of your existing patients as partners in your practice’s success. Here’s how focusing on them can expand your impact:
- Create Memorable Experiences: Small details—like warm greetings and thoughtful follow-ups—make patients feel valued.
- Engage Consistently: Regular communication keeps your practice top of mind, even when patients aren’t due for an appointment.
- Ask for Feedback: Patients appreciate being heard, and their insights can help refine your approach.
The First Step to Smarter Marketing
Crafting a successful marketing strategy starts with understanding where you are now and where you want to go. A healthy marketing budget is essential, but as we stated earlier, how you allocate those funds makes all the difference.
Ask yourself these key questions:
- Are you investing enough to reach your growth goals?
- Are you prioritizing your existing patients to maximize referrals and word-of-mouth promotion?
- Are you tracking your results to understand what’s working and what needs adjustment?
Taking the time to evaluate your efforts ensures that every dollar is spent with purpose, driving both short- and long-term success for your practice.
Make Every Marketing Dollar Count
Marketing your dental practice is about more than just attracting new patients. It’s about fostering trust, building loyalty, and creating an experience patients are eager to share. By focusing on strategies that prioritize your existing patients and aligning your budget with clear goals, you can set your practice up for sustainable growth and success.
ABOUT THE AUTHOR
With more than a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich-Cullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency.
Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns.
She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.
FEATURED IMAGE CREDIT: Gerd Altmann from Pixabay.
