Think about your last big purchase—maybe a car, a new phone, or even a vacation. Chances are, you didn’t make your decision after seeing just one ad or reading a single review. Instead, you researched, compared, and interacted with the brand in several ways before you felt confident enough to commit. Now, consider this: your prospective patients are doing the exact same thing when choosing a dental practice.
For dentists, this is a critical shift. It’s no longer enough to rely on a great reputation or excellent patient care alone. Today’s patients expect a consistent experience across multiple platforms—your reviews, website, and social media—all working together to build their trust. If any of these touchpoints are weak or inconsistent, you could lose patients before they ever pick up the phone.
At My Dental Agency, we’ve seen firsthand how this dynamic plays out. Practices that embrace a comprehensive marketing strategy attract more patients and create a stronger, more reliable foundation for growth. Those that don’t? They risk falling behind competitors who understand the power of connecting with patients at every step of the journey.
The Patient Journey: It’s More Complex Than You Think
The path to choosing a dentist is rarely linear. Prospective patients are more deliberate than ever, evaluating multiple factors before deciding on a practice. According to a Google-commissioned study, 60% of consumers take six or more actions before choosing a new brand or product, including comparing prices, reading reviews, and visiting websites. These actions reflect a broader trend of hyper-informed decision-making, where patients use every available resource to feel confident in their choices.
Interestingly, this research-heavy behavior doesn’t just apply to unfamiliar brands. Even loyal customers are revisiting their options and reassessing their choices. For dental practices, this means your existing patients might still compare you to other providers. Factors like “value for money” (37%) and “high quality” (36%) are key drivers for consumers, highlighting the importance of continuously demonstrating your practice’s strengths at every touchpoint.
Lessons from Big Brands
Some of the most successful brands in the world have mastered the art of connecting with consumers across multiple channels. For example:
- Nike: Nike consistently excels at creating a cohesive journey for its customers. From inspirational social media campaigns to in-depth product information on its website, Nike ensures that every touchpoint reinforces its brand identity and builds trust.
- Apple: Apple’s success lies in integrating online and offline experiences. Its website offers detailed product descriptions and reviews, while its physical stores allow customers to interact with products firsthand. Every element of Apple’s marketing strategy works together to create a unified, engaging experience.
These brands understand a simple truth: being present where and when your audience is searching isn’t optional—it’s essential.
How Dental Practices Can Apply These Insights
For dental practices, the lesson is clear: every touchpoint matters. Here are actionable steps you can take to create a comprehensive marketing strategy that resonates with today’s hyper-informed patients:
- Audit Your Online Presence: Take an honest look at your website, social media, and reviews. Are they up-to-date, engaging, and reflective of your practice’s values? A clean, user-friendly website with clear service information and recent testimonials can make a lasting impression.
- Highlight What Sets You Apart: Whether you offer cutting-edge technology, personalized patient care, or a track record of successful outcomes, make sure your unique strengths are front and center across all platforms.
- Encourage and Respond to Reviews: Reviews are often the first thing patients see when researching a practice. Encourage happy patients to leave reviews and respond thoughtfully to feedback—both positive and negative—to show you care about their experience.
- Be Consistent Across Channels: From your social media profiles to your website and advertising, ensure your messaging and branding are cohesive. This consistency builds trust and helps patients feel more confident in choosing your practice.
The Key to Building Patient Trust
Today’s patients have more choices—and more information—than ever before. While this can make the patient journey feel overwhelming, it also presents an incredible opportunity. By meeting prospective patients where they are and providing them with the information and reassurance they need, you can build trust and create long-lasting relationships.
At My Dental Agency, we’ve seen how powerful a comprehensive marketing strategy can be. Practices that invest in connecting with patients across every touchpoint consistently outperform those that rely on a single tactic. The key takeaway? Marketing isn’t just about getting noticed; it’s about building confidence and trust that leads to action.
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 nationwide 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.
