AUSTRALASIAN DENTIST 117 MARKETING As we approach 2025, the landscape of dental marketing continues to evolve, shaped by shifting consumer expectations, technological advancements, and the demand for personalised, valuedriven care. Practices aiming to remain competitive must stay on top of these changes. Here’s a look at the fundamental strategies that will drive successful dental marketing in the coming year. 1. Authentic visual storytelling Real, compelling photography and video content will be crucial for engaging patients in 2025. Using stock images is becoming less effective, as patients increasingly seek authenticity and a personal connection with their healthcare providers. Dental practices should invest in high-quality, professional photography that showcases the actual team, facilities and patient interactions. These builds trust by allowing potential patients to see the practice before they even set foot inside. Videos are also essential. In addition to patient journeys, practices can benefit from short, engaging clips that introduce the staff, explain procedures, or provide a virtual office tour. Fundamentals for successful dental marketing in 2025 By Carl Burroughs u Personalised communication: Use CRM tools to send tailored messages, offering relevant information and follow-up care details based on each patient’s treatment history and preferences. 3. SEO and Local Search Optimisation Search Engine Optimization (SEO) remains a core pillar of digital marketing. In 2025, an effective SEO strategy for dental practices will involve a heavy focus on local search optimisation. Most dental patients search for “dentist near me,” meaning that having a well-optimised Google Business Profile (GBP) is critical. Updating GBP with accurate hours, address, and recent photos of the clinic enhances online presence and credibility. Additionally, practices should focus on localised keywords, use patient-generated content, and encourage reviews on Google. Positive reviews boost SEO rankings, but they also serve as social proof for new patients who are comparison-shopping online. 4. Harnessing AI-powered solutions AI is reshaping the way businesses handle marketing, and dentistry is no exception. AI-powered tools can help practices gain insights into patient behaviour, personalise communications, and streamline administrative tasks. For instance, AI chatbots can answer basic patient inquiries 24/7, allowing front-office staff to focus on more complex tasks. Predictive analytics is another powerful AI feature that can be used to anticipate when a patient might need a check-up or a specific procedure. By sending a friendly reminder at the right time, practices can help reduce appointment gaps and improve patient care continuity. 5. Investing in paid advertising and retargeting While organic reach is valuable, the competitive landscape in 2025 will make paid advertising crucial for achieving visibility, especially in crowded urban areas. Practices can leverage Google Ads and Facebook’s targeting capabilities to appear in front of potential patients at the exact moment they’re searching for dental services. Retargeting ads are equally valuable. When a user visits a practice’s website but doesn’t book an appointment, retargeting ads can remind them to act. These ads serve as a gentle nudge to people who may have been on the fence, keeping the practice top of mind without being intrusive. 6. Building a strong online reputation A robust online reputation is essential. Patients in 2025 will rely on online reviews as much as personal recommendations, so practices should actively encourage satisfied patients to leave positive feedback. To further bolster reputation, consider partnerships with local influencers or community groups. 7. Educational content and community engagement Providing educational content can position the practice as an authority in the dental field. In 2025, educational videos, articles, and infographics can be shared through a practice’s website, blog, and social media channels. Topics like preventative care, treatment options, and tips for maintaining oral health are helpful and encourage patients to turn to the practice for reliable information. Additionally, community engagement remains a valuable strategy. Holding free dental check-up days are excellent ways to connect with the community, build brand awareness, and show the practice’s dedication to patient welfare. 8. Data-driven decision making Finally, in 2025, data will be king. Tracking marketing performance with tools like Google Analytics, Facebook Insights, and customer relationship management (CRM) systems can help identify what’s working and where adjustments are needed. Regularly reviewing metrics such as website traffic, conversion rates, and patient acquisition cost helps in fine-tuning strategies and maximizing ROI. u If you want to achieve your goals in 2025 through successful marketing, contact IDM to book a complementary marketing consultation with marketing strategist Spencer Sheedy. Call 02 9211 1477 or email spencer@idm.com.au Carl Burroughs 2. Emphasis on patient-centric experiences In 2025, patient experience will drive not only retention but also word-of-mouth referrals. Marketing strategies should prioritise seamless and personalised patient interactions. Practices should focus on creating a frictionless journey—from booking appointments to post-visit followups. This includes: u Online booking systems: Make scheduling and rescheduling as easy as possible, ideally with automated text or email reminders.
RkJQdWJsaXNoZXIy MTc3NDk3Mw==