So, you've decided to partner with a dental marketing company—great move! But now comes the tricky part: finding the right fit. It's like picking a toothbrush—you need one that fits your practice, not too basic or complex.
With so many options, how do you separate effective marketing companies from the ones that promise results but don't deliver? The key is research. Look for a company that understands the unique challenges of dental marketing and has a proven track record of success. Check out their reviews, ask for case studies, and schedule a consultation to see if their approach aligns with your practice’s goals.
Choosing the right dental marketing partner can be a game-changer for your practice, helping you attract new patients and strengthen your online presence. Let’s dive into what you should look for to make the best choice.
Key Dental Marketing Takeaways
Understand your dental practice's unique marketing needs before seeking a partner
Research potential companies thoroughly, focusing on experience and reputation
Evaluate the company’s services and ensure they align with your practice’s goals
Review case studies to assess the company's track record and success metrics
Engage directly with company representatives to gauge their responsiveness and cultural fit
Clarify Your Dental Marketing Goals
Before searching for a marketing partner, assess what your practice needs. Are you looking to increase new patient numbers? Boost your local SEO rankings? Get better results from Google Ads? A clear vision helps you find a company that can deliver the right strategy.
Your brand identity also plays a key role. It should reflect your practice’s values and strengths, providing a solid foundation for all marketing efforts. When you understand your brand, it’s easier to communicate your vision to potential partners.
Target the Right Patients for Your Practice
Not all patients are the same—and neither are marketing strategies. If you offer high-value treatments like veneers, dental implants, or clear aligners, your marketing should target patients searching for those services. An experienced dental marketing company will use strategic keywords, Google Trends, and patient-focused content to connect you with the right audience.
Set a Marketing Budget That Supports Growth
Your marketing investment should align with your practice’s goals. Do you want to increase new patient appointments, attract high-value cases, or improve patient retention? Understanding these objectives will help determine the right level of marketing support.
Budget matters, too. Whether updating your website or going all in on marketing, finding the right balance between cost and results is key. Also, consider your internal resources—do you have a team to collaborate with an agency, or will your marketing partner need to handle everything?
Key Considerations When Choosing a Dental Marketing Company
Once you've defined your marketing needs, the next step is researching potential companies. Focus on agencies that understand the unique needs of dental practices. They should have proven experience working with dentists and a track record of improving online visibility, website traffic, and patient conversions.
Start by reviewing case studies, client testimonials, and industry forums for real-world examples of their work. Reach out to other dental professionals for recommendations based on their own experiences.
From there, dig into three key areas that will help ensure the right fit for your practice:
Dental Marketing Strategies Tailored to Your Location
A good dental marketing company won’t rely on cookie-cutter strategies. They’ll take the time to learn about your practice, local market, and competition to build a plan that works specifically for you. This is important because keywords and marketing strategies don’t perform the same across the country. What works in a small town might not work in a metro area.
For example, competition is fierce for dentists in Phoenix, AZ. Patients searching for "best dentist in Phoenix" or "cosmetic dentistry in Phoenix" are seeing dozens of options. To stand out, you’ll need a combination of local SEO, Google Ads, and reputation management to climb the rankings and attract more patients. A strong strategy would include:
Optimize your Google Business Profile with accurate location data, recent photos, and consistent patient engagement.
Hyper-localized content marketing that includes blogs on "How to Choose the Right Dentist in Phoenix" or "Best Teeth Whitening Options in Phoenix."
Google Ads with geo-targeting, so your ads show up for people searching for "emergency dentist near me" or "dental implants in Phoenix."
Let’s say you’re a dentist in Bozeman, MT—a smaller market with less competition but a tight-knit community. The strategy here will focus more on community engagement and organic search visibility, and it may not necessarily require PPC to dominate the area. Your marketing company might recommend:
Focus on high-intent keywords like "family dentist in Bozeman" and "gentle dental care Bozeman" to capture local searches.
Encourage word-of-mouth marketing through referral incentives and leveraging patient testimonials across social media and your website.
Build a strong local SEO presence with directory listings from local businesses, and involvement in community events to boost credibility.
The bottom line? The right dental marketing company will tailor their strategies to fit your market.
The Role of Technology in Marketing Success
Your website is the foundation of your dental marketing strategy, so it needs to perform at its best. Some agencies rely on third-party platforms, which can limit customization, slow down your site, and make it harder to scale as your practice grows. A provider with a proprietary website platform gives you more control, better security, and a smoother experience overall.
Security is just as important as performance—especially in healthcare. Dental websites must be HIPAA-compliant to keep patient data safe, but not all marketing agencies consider this. Ask how they handle security, data encryption, and patient privacy to avoid compliance risks.
Look for a full service marketing company that brings everything together—SEO, PPC, and reputation management—all in one strategy. Many agencies specialize in just one area, leaving you to juggle different providers. A great marketing partner will handle everything, from improving your website to running ads and creating content. This way, all parts of your marketing work together smoothly to attract and convert the right patients.
Check Their Online Presence & Industry Involvement
Here’s a simple test: If a marketing company can’t market itself well, how can you expect them to market your practice? Check their Google Business Profile, website design, SEO rankings, and social media presence to see if they demonstrate the expertise they claim to have.
Beyond that, look for a marketing company deeply involved in the dental industry. Do they partner with industry professionals like dental consultants, software providers, or associations? Do they attend dental trade shows and conferences to stay ahead of industry trends?
A company involved in the dental space through partnerships, speaking events, or research stays ahead of industry trends. This helps them create effective marketing strategies for your practice.
How to Evaluate Marketing Case Studies for Client Success
Long-term client relationships often indicate consistent performance. A company that maintains ongoing partnerships is more likely to deliver value and achieve results. Case studies provide real-world examples of problem-solving and innovation. They reveal how the company has tackled specific challenges and offer insights into its strategic approach.
What to Look for in a Case Study
Instead of just listing services, a strong case study should outline specific challenges, strategies, and measurable outcomes. Look for metrics like increased appointment bookings, improved search rankings, or higher patient engagement.
A well-structured case study typically includes:
Challenges: What problems did the practice face? Common issues include low online visibility, outdated websites, or difficulty attracting the right patients.
Strategy: How did the marketing company address these challenges? Look for details on SEO improvements, paid ad strategies, or patient review management.
Results: What measurable improvements were achieved? Case studies should highlight quantifiable gains like higher website traffic, increased leads, or better patient retention.
How to Make the Most of Your Dental Marketing Consultation
Your demo isn’t just a walkthrough—it’s a chance to see if a dental marketing company truly understands your practice. Do they take the time to learn about your goals? Can they explain their strategies in a way that’s clear and actionable?
Asking the right questions can help gauge their expertise, especially in dental website design and local SEO. Here are a few questions to ask during your demo—and what to look for in their answers:
What’s your approach to dental website design?
They should talk about mobile-first design, fast load times, and ensuring that your website is easy to navigate for potential patients. They should also emphasize optimizing your site for lead generation—like clear CTAs and patient-friendly features.How do you approach local SEO for dental practices?
They should explain how they optimize your Google Business Profile, improve local search rankings, and target high-intent keywords that drive patients to your practice. A solid answer will include specific examples of how they’ve helped other local dental practices.How do you handle Google Ads for dental practices?
They should explain how they create targeted Google Ads highlighting your key services, using local keywords and patient demographics. They should also discuss how they track performance and optimize for the best ROI.What’s your experience working with dental practices in my area?
A strong marketing partner will show their experience in your market and how they adjust strategies for regional needs. They should be able to explain how their methods differ based on market competition and patient behavior.
You'll know they're the right fit because they have a clear plan for your success.
Make the Right Choice for Your Dental Practice
The right dental marketing company can transform your practice—helping you attract more patients, strengthen your online presence, and get real results. Take the time to research, ask the right questions, and choose a team that truly understands dentistry.
Not all marketing providers are the same. If you're stuck with a cookie-cutter website or juggling multiple vendors, it's time for a smarter approach. A team of marketing experts backed by Canvas®, our proprietary technology, gives you the flexibility, performance, and strategy to grow.
See how the right technology and expertise can take your practice further. Book a demo today.
