CATEGORY 112 AUSTRALASIAN DENTIST I was talking to a solicitor friend of mine at the beginning of the year about all the skills it takes to run a good business, and he reminded me that irrespective of the skill level of the people working in a business, no business can prosper without an influx of new customers. Whether a legal firm like his or a dental practice, we all need new client enquiries. In the past couple of years, there has been a trend for marketing companies to sell dental practices ‘leads’ for such things as patients accessing their superannuation for comprehensive dental treatments. While this style of marketing can certainly act as a ‘sugar hit,’ what every dental practice – indeed, every business – needs is a constant flow of genuine customers who, when treated correctly, will become loyal and regular patrons. This, in turn, allows the business to expand, employ more people, and ultimately ensure the business has solid value when it comes time to sell. The key to effective dental marketing is a balanced approach that combines digital presence, patient experience, and professional reputation. Below are the most effective strategies that consistently bring in new patients: 1. A high-performing website Your website is your digital storefront. A well-designed, mobile-friendly site with clear navigation, online booking functionality, and informative content is essential. Patients today expect instant access to information about treatments, pricing, and practice details. Investing in search engine optimisation (SEO) ensures your practice ranks well in Google searches for relevant dental services in your area. 2. Google My Business and Local SEO A well-maintained Google My Business (GMB) profile is one of the most powerful tools for attracting local patients. Keeping your profile updated with accurate details, business hours, services, and high-quality photos increases visibility in local searches. Encouraging satisfied patients to leave Google reviews also boosts credibility and ranking. 3. Social Media Marketing Platforms like Facebook, Instagram, and even TikTok are powerful tools for engaging potential patients. Video content showcasing behind-the-scenes practice culture, patient education, and AHPRA compliant ‘before-and-after’ transformations build trust. Social media advertising allows targeted outreach, ensuring promotions reach the right audience. 4. Content marketing and patient education Educational blogs, FAQs, and video content help establish authority and improve organic search rankings. Topics like ‘What to Expect from Your First Dental Visit’ or ‘The Truth About Teeth Whitening’ position your practice as a trusted source of knowledge while attracting people searching for dental advice. 5. Community engagement and referrals Word-of-mouth marketing remains one of the strongest drivers of new patients. Activities, such as sponsoring a local sporting team and providing dental education at schools can enhance brand awareness and weave your practice into the fabric of the local community. 6. Paid digital advertising Google Ads and Facebook Ads allow precise targeting of potential patients looking for dental services. While organic marketing strategies take time, paid advertising provides immediate results, driving traffic to your website and converting enquiries into appointments. 7. Exceptional patient experience No amount of marketing can compensate for a poor patient experience. From the first phone call to the moment a patient leaves the chair, the way they feel determines whether they return and refer others. Investing in customer service training, modern facilities, and seamless booking systems ensures patients leave with a positive impression. The long-term strategy for sustainable growth Effective marketing is not about quick fixes – it’s about building long-term relationships with patients. A well-rounded approach that integrates digital presence, patient engagement, and professional reputation ensures steady growth. Instead of chasing ‘quick win’ leads, focus on creating an experience that naturally attracts and retains loyal patients. There are a lot of moving parts in every business and they all need skill and attention, but without a constant source of new customers, the rest is academic. u If you would like to expand your practice in 2025, the team at IDM have the skill and experience to help. Contact Carl Burroughs on 02 9211 1477 or carl@idm.com.au for a free marketing consultation. COLUMNISTS Marketing is everything By Carl Burroughs, CEO IDM Carl Burroughs
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