In today’s competitive dental industry, having a solid marketing strategy is essential to stand out and attract the right patients. If your current efforts aren’t delivering results, it may be time to reevaluate. Here are 10 warning signs your practice needs a marketing makeover—and what you can do about it.
1. YOUR NEW PATIENT NUMBERS ARE SLIPPING
No one likes to see numbers drop, especially when it comes to new patients. A steady decline in new patient appointments often signals that your marketing isn’t pulling its weight. Whether it’s a lack of visibility or ineffective messaging, something isn’t resonating with your target audience.
WHAT TO DO: Start by auditing your marketing channels. Is your website easy to find and navigate? Are you active on social media platforms where your audience spends time? Consider implementing targeted advertising or refreshing your local SEO efforts. Investing in tools like pay-per-click ads or geotargeting can help make your practice more visible.
2. YOU’RE PRACTICALLY INVISIBLE ONLINE
When was the last time you Googled your practice? If your name doesn’t show up on page one for relevant search terms like “dentist near me,” you’re essentially invisible to potential patients. In today’s digital-first world, an online presence isn’t optional.
WHAT TO DO: Focus on search engine optimization (SEO). Optimize your website for relevant keywords and phrases. Create high-quality content like blogs or FAQs that answer common patient questions. And don’t forget about local SEO—update your Google Business Profile and encourage patients to leave reviews to boost your rankings.
3. THE WRONG PATIENTS ARE CALLING
If your practice is designed to attract fee-for-service patients but your phones are ringing off the hook with insurance inquiries, it’s a sign your marketing isn’t targeting the right audience. This mismatch can waste time and resources while leaving your ideal patients untapped.
WHAT TO DO: Clearly define your ideal patient. Tailor your messaging, branding, and ad campaigns to appeal directly to that demographic. Highlight unique selling points (like flexible payment plans or high-tech services) that resonate with the patients you want to attract.
4. PATIENTS COME ONCE—AND DISAPPEAR
Getting new patients through the door is only half the battle. Retaining them is just as critical. If patients aren’t returning after their first visit, your marketing might be overpromising or failing to emphasize your practice’s long-term value.
WHAT TO DO: Build trust and loyalty through consistent communication. Personalized follow-up emails, reminders for check-ups, and even educational newsletters can keep you top of mind. Consider loyalty programs or discounts for returning patients to encourage repeat visits.
5. YOUR BRANDING IS ALL OVER THE PLACE
Consistency is key to building trust. If your website has one aesthetic, your social media another, and your brochures yet another, potential patients might feel confused or uncertain about your professionalism.
WHAT TO DO: Create a unified branding strategy. Ensure your logo, color scheme, and messaging align across all platforms, from your website to your office signage. A cohesive brand builds recognition and sets you apart from competitors.
6. NOBODY’S TALKING ABOUT YOU ONLINE
Online reviews are the new word-of-mouth referrals. If your practice has only a handful of reviews—or worse, negative ones—you’re missing out on a critical trust-building tool. Most patients read reviews before choosing a dentist.
WHAT TO DO: Make it easy for happy patients to leave reviews by sending follow-up emails with direct links to platforms like Google or Yelp. Respond to all reviews professionally, addressing concerns where necessary. Positive reviews can greatly improve your online reputation and attract new patients.
7. YOUR WEBSITE LOOKS LIKE IT’S FROM 2010
Your website is often the first impression potential patients have of your practice. If it looks outdated, loads slowly, or isn’t mobile-friendly, visitors are likely to leave before they even schedule an appointment.
WHAT TO DO: Upgrade your website to ensure it reflects modern design standards. Make it mobile-optimized, easy to navigate, and quick to load. Include clear calls to action like “Schedule an Appointment” or “Contact Us” to guide visitors through the process seamlessly.
8. YOU’RE NOT TRACKING WHAT WORKS
How can you improve if you don’t know what’s working? Without tracking metrics like website traffic, conversion rates, or ad performance, you’re essentially flying blind.
WHAT TO DO: Invest in tools like Google Analytics or social media insights to measure the success of your campaigns. Track key performance indicators (KPIs) like cost-per-click (CPC), return on investment (ROI), and patient acquisition cost to identify what’s driving results—and what isn’t.
9. YOU’VE PUT ALL YOUR EGGS IN ONE BASKET
Relying on a single marketing channel is risky. What happens if your Google Ads campaign starts underperforming or a platform changes its algorithm? Diversification is essential for long-term success.
WHAT TO DO: Spread your efforts across multiple channels. Combine digital marketing tactics like email campaigns, content marketing, and SEO with traditional approaches like community sponsorships and events. A multi-channel strategy ensures you’re reaching patients wherever they are.
10. YOU’RE NOT STANDING OUT
With so many dental practices competing for attention, blending in means getting overlooked. If your marketing doesn’t clearly communicate what makes your practice unique, potential patients might choose a competitor.
WHAT TO DO: Identify and emphasize your unique selling points (USPs). Whether it’s cutting-edge technology, a kid-friendly environment, or specialized services, showcase what sets you apart. Use testimonials, videos, and before-and-after photos to add credibility and appeal.
FINAL THOUGHT
Your marketing should work for you, not against you. Recognizing these red flags and addressing them with a strategic approach can transform your practice’s growth potential. Marketing doesn’t have to be overwhelming—it just has to be intentional and tailored to your goals.
ABOUT THE AUTHOR
Xaña Winans, CEO and founder of Golden Proportions Marketing, has dedicated her career to helping dental practices grow. Her agency offers goal-driven solutions including branding, website design, advertising, and digital marketing. Golden Proportions Marketing’s proven DNA Dental Marketing process is designed to align your practice’s Direction, Needs, and Attributes with the right strategies to attract your ideal patients. This personalized approach ensures your practice stands out in a crowded market. Is your marketing strategy strong in all three areas? Take our quick and easy DNA Test at www.goldenproportions.com/dna-test and find out!
FEATURED IMAGE CREDIT: Adrian Curiel/Unsplash.com.
