In a world where eggs are suddenly worth their weight in gold and gas prices make you question every road trip, it’s no surprise that dental patients are also feeling the pinch. And while teeth might be essential for smiling through the chaos, many patients are now treating their dental visits like an optional luxury—right up there with that pricey latte or pampered spa visit. So, how can dentists adapt their marketing to keep the chairs filled, even when the economy is a little wobbly?
The New Dental Patient: Budget-Conscious and Holding Off
Let’s face it. Patients are holding onto their wallets for dear life these days. Inflation has shot through the roof, and from 2020 to 2024, household incomes have barely budged (a mere 2% increase). Meanwhile, the prices of essentials like rent, groceries, and—yes—eggs have skyrocketed. The Fed may have just cut interest rates by half a percent, but that doesn’t mean those sky-high prices are going to come down anytime soon. So, when it comes to spending money on something that isn’t directly tied to survival, like getting a dental cleaning, many patients are pressing pause.
Here’s the kicker… even if you have the most loyal patients who sing your praises, they might still start shopping around for the best deal. When price becomes the deciding factor, brand loyalty takes a hit. But that doesn’t mean all hope is lost. You can adapt your marketing to speak to today’s reality without sacrificing quality—or your sanity.
Practical Marketing Solutions That Work in Any Economy
1. Make Emergency Dentistry a Priority
When it comes to avoiding the dentist, nothing changes a patient’s mind faster than pain. No one ignores a cracked tooth or abscess! This is why focusing on emergency dental services should be at the top of your marketing list. Running targeted Google Ads for emergency dental care can help you catch those patients who need relief—and fast.
2. Double Down on Digital Marketing
More than 70% of people use online search to find their next dentist, and 85% of them contact a dentist after their search. That’s a lot of potential patients! If your dental website hasn’t been updated since the era of dial-up internet, now’s the time for a refresh. Get your dental SEO game on point, use relevant keywords, and, for the love of all things digital, ditch the stock photos. Patients want to see the real deal, not a dentist who looks suspiciously like a model from a toothpaste ad.
Also, videos are where it’s at. People are more likely to stick around on your website if there’s engaging content, and that means your Google ranking will thank you. Plus, who wouldn’t want to watch a short, heartwarming video about how you helped someone reclaim their smile?
3. Get Social (Even If You’re Camera-Shy)
Whether you love it or loathe it, social media for dentists is here to stay. Here’s something you probably didn’t know—24% of people now use social media as their primary search engine. Yes, you read that right. They’re not hitting up Google. They’re scrolling through Instagram and Facebook looking for dentists. So, if you’ve been resisting the urge to post that team photo from last month’s charity run or share a funny behind-the-scenes video from your practice, it’s time to reconsider.
Social media is a great way to build loyalty. Patients who feel connected to you as a person (and not just a business) are less likely to base their decision solely on price. Show them the human side of your practice. It doesn’t have to be all serious dental talk—patients love seeing the fun stuff, too!
4. Reviews Are Gold—Use Them!
People trust reviews. In fact, 97% of potential patients read them before deciding whether or not to walk through your door. So, if you’re not already prioritizing Google reviews, now’s the time to start. A little script for your front desk can go a long way. Something as simple as, “You’ll get a text later asking for a review. Do you mind sharing why you like coming here?” can make all the difference.
Oh, and keep an eye on those last five reviews—they matter the most. Got a cranky one-star review? Don’t worry, just hustle to get a few more five-star reviews in, and that negative feedback will quickly get buried.
Creating Unshakeable Patient Loyalty
When money’s tight, patients are pickier than ever. They’re not just looking for great dental work—they’re looking for the best experience. Small touches like calling patients after a procedure or sending a handwritten note can make a huge impact. Patients want to feel special, and in a competitive market, that personal connection could be the deciding factor between you and the practice down the street.
Dental membership plans are another great way to build loyalty, especially for fee-for-service practices. Offer patients a convenient monthly payment option, and they’ll be less likely to wander off to a discount dentist when the next “new patient special” pops up. Even bundling aesthetic services like Botox or teeth whitening into a subscription can keep patients coming back. After all, once they’re hooked, they’ll want to keep their smile (and their wrinkly forehead) looking fresh!
AI and Automation: Your New Best Friends
Let’s face it: you’re busy. And with staffing shortages, your front desk might feel like a battlefield some days. Enter AI-powered chatbots and online scheduling to save the day. These tools can handle patient inquiries, book appointments, and even answer questions about your services, all without tying up your team. It’s like having an extra employee that never takes a break.
Online scheduling, in particular, can make a huge difference in patient convenience. Just remember to follow up with every online booking to ensure the patient is serious about their appointment—and to prevent no-shows.
Don’t Be Afraid to Invest More During Tough Times
Here’s a curveball: when the economy’s tight, that’s actually the best time to spend more on your marketing. While your competitors are slashing their budgets, you’ll be front and center, scooping up the patients they’re missing out on. Businesses that increase their marketing during a downturn see up to a 20% sales bump now and a whopping 256% increase once the economy bounces back. The same goes for dental practices that invest in their marketing.
The Bottom Line
Running a dental practice during uncertain times isn’t easy, but with a few smart adjustments, you can keep those chairs filled. Focus on emergency care, step up your digital game, and don’t forget to make your patients feel special with those personal touches. Lean on AI to lighten your team’s load, and if you’ve been thinking about cutting back on marketing—don’t. This is your moment to shine while others pull back.
And let’s be honest. Even though the Federal Reserve just cut interest rates, that doesn’t mean the economy is bouncing back immediately. Rent, eggs, and gasoline will all stay at their higher levels for quite a while. And if you practice long enough, you’re bound to see another recession—but next time, you’ll be better prepared for it.
In the end, it’s all about showing your patients that you care, both in person and through your marketing. With the right strategy, you’ll not only survive but thrive—no matter what’s happening in the world outside your practice.
ABOUT THE AUTHOR
Xaña Winans is the CEO and founder of Golden Proportions Marketing, dedicated to the growth of dental practices. Her agency provides goal driven, full service solutions including branding, website design, advertising and digital marketing. Visit www.goldenproportions.com to learn more.
Xaña is a board member of the Academy of Dental Management Consultants and has been awarded a Fellowship in the International Academy of Dental Facial Aesthetics. She lectures and publishes regularly about dental marketing.
FEATURED IMAGE CREDIT: Gerd Altmann from Pixabay.
