Outside marketing refers to outward-facing promotional efforts that extend beyond the walls of the practice to attract new patients and enhance the practice’s brand within the community. Unlike passive in-office marketing, these strategies actively target potential patients through digital and physical channels.
1. Website & Local SEO Optimization
Why It’s Important:
A dental practice’s website is its digital storefront. A well-optimized, user-friendly website builds credibility and attracts potential patients searching for dental services.
How to Implement & Improve:
✅ Ensure the website is mobile-friendly, fast-loading, and includes clear calls to action (CTAs) like “Book an Appointment” buttons.
✅ Optimize for local SEO by including:
•City/Neighborhood-specific keywords (e.g., “Best Invisalign Dentist in [City]”).
•Google My Business (GMB) profile updates with consistent NAP (Name, Address, Phone Number).
•Patient reviews and testimonials.
✅ Add engaging content like:
•Blog posts (e.g., “Top 5 Signs You Need a Dental Checkup”).
•Videos (Office tour, patient testimonials, treatment explanations).
📌 Pro Tip: Use a chat widget (like NexHealth or Weave) to answer visitor questions and capture appointment requests.
2. Social Media Marketing & Paid Ads
Why It’s Important:
Social media platforms provide low-cost visibility, allowing practices to engage with potential patients while building trust.
How to Implement & Improve:
✅ Platforms to Focus On: Facebook, Instagram, TikTok, and LinkedIn.
✅ Types of Content:
•Before-and-after transformations (with patient consent).
•Behind-the-scenes looks at the office and team.
•Educational content (short videos explaining common procedures).
•Special promotions (e.g., “New Patient Special: Free Whitening with First Exam!”).
✅ Paid Social Ads (Meta Ads & TikTok Ads)
• Targeted Facebook & Instagram Ads for Invisalign, teeth whitening, or emergency dentistry.
•Geofencing ads that show promotions to people near the practice.
📌 Pro Tip: Use retargeting ads to reach website visitors who didn’t book an appointment.
3. Google Ads & Pay-Per-Click (PPC) Advertising
Why It’s Important:
Google Ads help attract high-intent patients who are actively searching for a dentist.
How to Implement & Improve:
✅ Run Google Search Ads targeting keywords like:
•“Emergency dentist near me”
•“Best family dentist in [City]”
•“Affordable Invisalign treatment”
✅ Set up Google Display Ads to show banners on relevant websites.
✅ Use Google Local Services Ads (pay-per-lead model) to appear at the top of search results.
📌 Pro Tip: Set up call tracking to measure ROI on ad campaigns.
4. Billboard & Outdoor Advertising
Why It’s Important:
Traditional outdoor advertising can provide broad exposure and brand recognition for a practice.
How to Implement & Improve:
✅ Choose high-traffic locations (near schools, shopping centers, or highways).
✅ Feature a strong, simple message (e.g., “Straighter Teeth in 6 Months – Call [Phone]”).
✅ Use eye-catching visuals with minimal text.
📌 Pro Tip: Pair billboards with QR codes linking to an appointment page.
5. Community Sponsorships & Outreach
Why It’s Important:
Being visible in the community fosters trust and attracts local patients.
How to Implement & Improve:
✅ Sponsor local youth sports teams (jerseys with your practice logo).
✅ Partner with local businesses (gyms, salons, daycares) to cross-promote services.
✅ Set up a free dental screening booth at community health fairs.
✅ Donate branded dental hygiene kits to schools and community centers.
📌 Pro Tip: Host educational workshops at schools or senior centers to introduce your services.
6. Referral & Loyalty Programs
Why It’s Important:
Word-of-mouth marketing remains one of the most effective patient acquisition methods.
How to Implement & Improve:
✅ Offer discounts, free whitening, or gift cards for patients who refer a friend.
✅ Provide family referral bonuses (e.g., a $50 discount for each new family member).
✅ Track referrals using automated software (Dental Intel, Weave, NexHealth).
📌 Pro Tip: Reward referring patients publicly on social media (with permission) to encourage more referrals.
7. Direct Mail Marketing
Why It’s Important:
Mailed postcards or flyers are highly effective for targeting local neighborhoods.
How to Implement & Improve:
✅ Send seasonal promotions (e.g., “Back-to-School Cleanings – 20% Off for Kids”).
✅ Include QR codes linking to your website.
✅ Target new movers in the area with a “Welcome to the Neighborhood” dental offer.
📌 Pro Tip: Use Every Door Direct Mail (EDDM) by USPS to reach local homes cost-effectively.
8. Online Reviews & Reputation Management
Why It’s Important:
A strong online reputation increases trust and new patient conversions.
How to Implement & Improve:
✅ Encourage every happy patient to leave a Google or Yelp review.
✅ Use automated review requests (Weave, RevenueWell) via text.
✅ Respond professionally to negative reviews to maintain credibility.
📌 Pro Tip: Showcase top reviews on your website and social media.
Final Thoughts
Outside marketing plays a crucial role in attracting new patients and growing a dental practice. By using a combination of digital marketing, traditional advertising, and community engagement, practices can create multiple touchpoints to increase awareness and drive appointments.