10 Bulletproof Dental Patient Marketing Ideas to Overcome the 5 Big Challenges of 2021

Updated April 2021

Dental patient marketing is constantly evolving. Are you keeping up?

In 2021, the dental industry is facing 5 Big Challenges that are threatening to hurt the future of your practice. Traditional dental marketing tactics won’t produce (big enough) results. If you want to stay competitive and get new patients through your door, you must change the way you market your practice.

Learn 10 modern and effective dental patient marketing ideas to do just that.

The 5 Big Dental Patient Marketing Challenges of 2021

1. Heightened competition

The dental workforce is projected to grow 19% from 2016 to 2026 — much faster than the average growth rate for other industries. The American Dental Association (ADA) Health Policy Institute contributes this growth to an influx of younger and more diverse dentists, something they predict will continue through 2035. Not to mention that more and more dentists are waiting even longer to retire.

The result is a marketplace saturated with qualified dentists.

But most dentists don’t need research and statistics to know that competition is fierce — they’re feeling it in the day-to-day challenge of attracting new patients. 

Our dental marketing company works with dentists of all sizes throughout the US and they all face a similar challenge: attracting their ideal patient and growing their patient base. Private practices are feeling this pinch more than others, but in the years ahead everybody will have to fight a little harder for NPOs.

The good news is that despite this increase in competition, the overall demand for dental services remains strong.

As the population ages, and with mounting awareness of the importance of dental hygiene, the key will be creating an effective and forward-thinking dental patient marketing plan.

2. The rise of DSOs

The number of dentists may be increasing, but the specifics about how these dentists are operating is evolving. The biggest change? Fewer solo practitioners and more dentists participating in DSOs.

According to Modern Dental Network, solo practices are shrinking at about 7% per year. Meanwhile, the ADA reports that 7.4% of dentists are currently part of a DSO, and this number jumps to 16.3% for dentists ages 21-34. 

This corporate dentistry model is seen as an alluring alternative for those who don’t want to deal with the headaches of owning a business — especially considering the touted bottom-line benefits.

This shift will no doubt make an impact on the race for NPOs. With DSOs slated to continue taking a big piece of the dental marketplace (up to 30% by 2021!), it will become even more difficult for solo practitioners to stand out and gain market share.

This is particularly true if practices continue using worn out dental patient marketing tactics.

3. Decline of traditional advertising

Traditional dental marketing is becoming a thing of the past — particularly when relied upon as a primary source of attracting new patients. What is traditional dental marketing?

  • TV and radio ads
  • Yellowbook listings
  • Mass print mailers
  • Billboards

Though these “old-school” marketing methods can be effective when used to complement other tactics, remaining successful and competitive today requires an online dental marketing strategy.

Interesting Fact: 97% of consumers use the internet to find local businesses to the tune of more than 5 billion searches per month!

Compared to online dental marketing, traditional advertising…

  • Lacks transparent tracking of results and effectiveness
  • Cannot achieve the same level of targeting
  • Costs more with a lower ROI

With this in mind, it’s easy to understand why traditional marketing is no longer the sole marketing approach of successful dental practices. And in light of heightened competition and big-budget DSOs, a strong online presence and strategy is more important than ever.
Today, taking a strategic approach to your dental patient marketing (starting with an online strategy) will produce better results and a better ROI.

4. Increase in fly-by-night online dental marketing agencies

Most practices don’t have a full-time digital dental marketing specialist on their team. And with a successful strategy requiring up-to-the-minute industry knowledge, the majority of dental practices choose to partner with a dental marketing agency.

Unfortunately, unqualified “marketers” have become wise to this opportunity. Over the last year or so, there’s been an increase in fly-by-night agencies just waiting to take advantage of dental practices. 

What are some common characteristics of this type of shady, fly-by-night agency?

  • Guaranteeing specific results within a short period of time
  • Throwing around marketing buzzwords and technical jargon without further explanation
  • Using a content library (what we like to call “copy and paste” content)
  • Inability to put you in contact with current or past clients for a reference
  • Small team comprised of just 1-3 people (or reliance on subcontractors)

This type of agency likely won’t be disappearing anytime soon. Especially in the current climate, it’s incredibly important to verify that you’re working with a trusted dental patient marketing agency that can help deliver high-value patients.

How do you spot a shady agency? Read the 9 questions every dentist should ask when researching a dental patient marketing company.

5. COVID-19 pandemic

The coronavirus pandemic has been devastating for so many industries, and dentistry is included. Dentists throughout the country had to shut down for many weeks, and new safety measures had to be organized and implemented upon return. And although the vaccine paints a hopeful future, who knows what else the year ahead holds.

Even if you set aside the hassle of opening and closing your doors, complying with new regulations, and implementing new policies, there’s an even bigger challenge to face. When people’s finances are affected, dental checkups and other care gets pushed to the backburner. It may be harder than ever to get new patients through the door — and keep them there!

In the midst of a shifting market and uncertainty over the future, one thing is sure — as the market changes, your practice needs to change with it. There has never been a better time to capitalize on the changes and position your practice as a leader in your community.

If you don’t, one of your competitors will, and you’ll be left behind.

How To Overcome the Challenges

Getting started with the StoryBrand formula is easier than you think

Learn how to create a winning PPC strategy

How do you get more 5-star reviews for your practice? A reputation management software can help

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