Grow Your Cosmetic Dental Practice with These 3 Tips

Marcus Biggs

By Marcus Biggs

Published July 30, 2015
Updated February 15, 2024

2 min read

There are numerous ways that you can market your cosmetic dental practice. Maybe you’ve found that taking out ad space in a local publication has served as a solution for empty chairs. Maybe mailers still do the trick.

Whatever the case, it’s important to realize that each dental practice is unique, and what works for one may not work for the other.

But you’ve got to begin somewhere! Below we reveal three marketing tips for cosmetic dentists looking to grow their practice.

Special thanks to our friends at the American Academy of Cosmetic Dentistry for providing their expertise with marketing tip #2!

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Know Your Audience

Take a second and ask yourself this question: Do I know my target market?

Knowing your audience won’t just help you tailor your services, but it’ll help you tailor your website and other online marketing ventures to this audience so that your marketing is even more effective.

According to the AACD, more than 90% of individuals requesting cosmetic dentistry treatments are females. And, more specifically, the demographic most likely to seek cosmetic dentistry is between the ages of 31 – 50.

What can you do with this information? Here are just a few quick ideas:

  • Use actual photos or stock photography of individuals fitting your target market on your website
  • Create advertisements on popular social media channels like Facebook, where you can explicitly target people who fit into your market by gender and age, giving you more bang for your buck.
  • Ask yourself what types of treatments your target market seeks most. Make sure these pages are easy to find on your website, well-written, and readable. It’s also important that your office staff is knowledgeable about these popular services so they can successfully answer questions when prospective patients call to inquire.

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Sell Results, Not Services

It’s been said that people don’t buy drill bits and saw blades; they buy holes and cuts. In other words, people don’t buy products and services; they buy the results of what you’re offering.

For this reason, your dental marketing should appeal to your prospective patients emotional and social reasons for wanting a more attractive smile. Don’t offer treatments, like bonding or veneers or short-term ortho. What you’re really offering your patients is hope, self-confidence, and happiness, and maybe even a new job or relationship. Use show-and-tell by displaying portraits of patients who have had successful treatments that new patients can relate to. (From the AACD)

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Showcase Your Talents

You’ve just finished crafting a beautiful new smile for your patient, and they’re over the moon with the results. Sound familiar? We’re sure it does! Before they walk out the door, ask if you can use their before and after photos on your website. (Just be sure to have them sign a photo release form.)

Typically, patients are more than happy to let you use their smiles as examples of fantastic outcomes. Having real-life examples to showcase to prospective patients is one of your most important tools as a cosmetic dentist—after all, you’re actually showing people what you’re capable of producing for them. As a dentist asking your patients to use their before and after photos, you’re also affirming the quality of dentistry provided!

*Bonus Tip: If you’re on social media, before/after photos make great posts for your followers!