When it comes to growing a dental practice, marketing is never one-size-fits-all. A brand-new startup has very different needs than an established, thriving practice – and understanding those differences is the key to building a strategy that actually works.
At Clear to Launch Dental Marketing, we’ve helped both brand-new practices launch with impact and multi-location groups refine their approach for scale. In this post, we’ll break down the differences between dental startup marketing and marketing for established practices, and what you should focus on at each stage of your growth journey.
Why Marketing Strategies Must Match Your Stage of Business
Marketing isn’t just about getting your name out there – it’s about positioning your practice for growth. But the tactics that work for a brand-new dentist with no patients won’t necessarily apply to a 20-year-old practice with multiple providers and a loyal patient base.
Trying to “skip ahead” to branding work before building initial awareness – or using retention strategies before you’ve generated leads – can waste your budget and stall growth.
That’s why strategic marketing begins with one question: Where is your practice right now?
Marketing a Startup Dental Practice: Build, Launch, Attract
If you’re just opening – or planning to open – a new practice, your first marketing goal is visibility and patient acquisition.
At this stage, people don’t know you exist. Your marketing should focus on getting seen, building trust quickly, and driving that first wave of new patient appointments.
Key Marketing Priorities for Startups:
1. Google Business Profile Optimization
Before you even open, set up your Google Business Profile (GBP). This is critical for showing up in local searches like “dentist near me” and getting on the map.
- Include photos of your office (even renderings if still under construction)
- Start collecting Google reviews ASAP
- Use keywords and service categories strategically
2. Fast-Launch Website + SEO Setup
You need a professional, mobile-friendly website live before you open your doors. It should clearly communicate:
- Who you are
- What services you offer
- Where you’re located
- How to schedule
From day one, the site should be optimized for local SEO with keywords, metadata, and schema.
3. Google Ads (PPC) for Immediate Visibility
Organic SEO takes time to gain traction. To get patients quickly, run a Google Ads campaign targeting high-intent keywords like:
- “emergency dentist near me”
- “dental exam [city]”
- “family dentist open now”
This puts your practice at the top of search results immediately.
4. Foundational Branding
Even if you’re just starting out, your brand should feel established. This includes:
- A unique logo and color palette
- Consistent messaging
- A clear brand voice (e.g., friendly, premium, modern, etc.)
Your startup doesn’t have to look like a startup.
5. Community Outreach & Local Awareness
Show up in person and online:
- Partner with local schools, gyms, or childcare centers
- Sponsor community events
- Launch a grand opening campaign on social media
- Offer new patient specials (with a clear CTA)
Marketing an Established Dental Practice: Grow, Differentiate, Retain
Established practices have name recognition, Google reviews, and (hopefully) a loyal patient base. But the challenge now shifts to retaining patients, increasing case acceptance, and expanding services.
Your biggest enemy? Stagnation.
Marketing at this stage is about refining your brand, improving your online performance, and activating your existing patient base.
Key Marketing Priorities for Established Practices:
1. Website Optimization & CRO
Is your website converting?
If your site is several years old, it may need:
- Faster page speed
- Improved mobile layout
- Clearer calls-to-action
- Updated SEO and schema
- Landing pages for each service
A redesign isn’t always needed—but a conversion-focused update usually is.
2. Content Marketing & Blogging
An established practice should shift focus toward education-based marketing to:
- Build SEO strength over time
- Establish expertise
- Target long-tail search queries
Post at least one blog quarterly with helpful, keyword-rich content patients are already searching for.
3. Patient Reactivation & Retention Campaigns
You’ve worked hard to build a patient base. Now it’s time to keep them engaged:
- Send reactivation emails to overdue patients
- Promote whitening, Invisalign®, or other cosmetic upgrades
- Offer referral incentives
Tools like email marketing, SMS reminders, and retargeting ads can help keep your practice top-of-mind.
4. Reputation & Review Management
Reviews don’t stop mattering after launch – in fact, they matter more. Keep earning reviews consistently, and respond to them professionally.
Pro tip: Add reviews to your website as social proof.
5. Advanced Ads & Social Media
Now’s the time to test other channels:
- Retargeting ads for dropped-off website visitors
- Facebook/Instagram lead forms
- Video campaigns to showcase your team or office
Established practices can benefit from multi-channel campaigns to stay visible and relevant.
Final Thoughts: Know Where You Are to Know Where You’re Going
The most successful dental practices align their marketing with their current stage of growth. Whether you’re launching a startup or scaling an established group, your strategy should reflect where you are – and where you want to go.
At Clear to Launch Dental Marketing, we specialize in building growth-driven strategies for every phase of practice development. From startup launch plans to multi-location optimization, we help dental professionals build, scale, and succeed.
Ready to create a dental marketing plan that actually fits your practice? Contact us today for a personalized growth strategy.
About Clear to Launch Dental Marketing
Clear to Launch Dental Marketing is a full-service dental marketing agency headquartered in St. Louis, MO and serving clients across the US. Clear to Launch Dental Marketing focuses on dental websites, Facebook and Instagram ads, TikTok ads, Google ads, dental SEO, and other online marketing for dental practices, dental groups, and DSOs.
