30 Years of Dental Marketing—In 40 Minutes

In this episode of Bite-Sized Dental Marketing, we spoke with Fred Joyal, a dental marketing legend, co-founder of 1-800-DENTIST, and the best-selling author of Everything is Marketing. Fred has decades of experience in dental marketing. He has witnessed the industry evolve over the last 30 years from Yellow Pages ads to the fast-moving digital landscape we see today. Here’s what we learned from Fred’s journey and what you need to know about dental marketing today. Watch the full episode below on YouTube or listen to it on all major podcasting platforms here.

The Evolution of Dental Marketing: From Yellow Pages to Digital

Fred started the conversation by reflecting on the early days of dental marketing. “When I came into the market, dentists were using Yellow Pages. That’s how far back I go,”. In the early days, dental marketing was limited to traditional channels like the Yellow Pages, but that has all changed, and it is important to understand that dentists who do not adjust how they attract new patients will fall behind.

Lesson: Today’s marketing landscape has drastically changed. While traditional marketing channels still have some impact, today’s dentists must invest heavily in their digital presence, which has become a primary source of reaching new patients. Approximately 90% of prospective patients begin their search online, mainly via Google. A 2024 survey found 89.7% of patients started looking for a new dentist through online search (often typing “dentist near me” or similar).

Consumer Behavior Has Changed: Patients Do Their Research

Fred highlighted that consumer behavior has fundamentally shifted over the years. “They have the internet as a resource now… they’re doing their homework on everything they spend money on, so why would they not do the same when finding a new dentist?”. In the past, patients relied on word-of-mouth recommendations, but now they can research practices thoroughly before even picking up the phone.

Lesson: Patients today have access to an abundance of information—reviews, social media, YouTube videos, and more. They will research you online before committing to an appointment. It’s crucial for dentists to actively manage their online presence, ensuring they have a consistent and trustworthy brand across all platforms. A strong and consistent online reputation is key to attracting new patients.

Building Boldness in Your Dental Practice

One of Fred’s core messages was the importance of boldness. Being bold means stepping out of your comfort zone. For example, ask for reviews, get patient testimonials, present larger treatment options, and engage with patients online. Fred encourages dentists to “build your boldness like a muscle” by starting small and gradually taking on more challenging tasks. The more you practice, the more confident you’ll become in asking for the business, presenting high-ticket cases, and seeking patient feedback.

Lesson: You must be bold. Stop letting that inner voice say, “What if it doesn’t work?” Not every attempt to ask for a review, present treatment, or collect a testimonial will be a hit, but nothing will happen if you never take the first step. Don’t wait for things to come to you—take control and actively pursue the actions that will drive your business and marketing goals forward. Asking every patient for a review is the perfect place to start working that boldness muscle. It’s a low-risk, high-reward exercise!

The Power of Patient Reviews and Video Testimonials

Being bold not only drives your business forward but also creates powerful marketing content. Asking for reviews and capturing authentic patient testimonials gives you real material that attracts new patients and builds trust. Bold actions lead to the marketing content that speaks for you!

Fred emphasized that patient reviews and video testimonials are some of the most powerful marketing tools a dentist can use. “Nothing is more believable than a video testimonial,”. Video testimonials are incredibly authentic and persuasive to prospective patients. Here is an example of a patient testimonial:

Create a Unique Patient Experience

Fred also shares that dentistry goes beyond just fixing teeth—it’s about creating a remarkable patient experience. As he put it, “Nothing is neutral.” Every detail, from your office’s lighting to how your team communicates with patients, shapes their perception of your practice. This idea aligns with what Dr. Paul Henny, an expert in treatment presentation, shared in a previous podcast. Both Fred and Dr. Henny emphasize that dentistry isn’t just about the clinical work. It’s about understanding that your patients’ experience is about so much more than just their teeth—it’s about how they feel every step of the way.

To create a remarkable practice, focus on every detail. Think about the ambiance of your office, the way you greet patients, and the tone of your communication. Patients should feel valued and cared for at every touchpoint. The goal is to make your practice stand out, not just by your clinical skills but by how you make patients feel.

Focus on Building Relationships, Not Selling Services

What is the most important part of creating a unique patient experience? The relationship you build with that patient every step of their journey. Fred stressed that the foundation of any successful dental practice is built on relationships. “If you focus on building relationships with patients, they’ll be more likely to accept treatment,” he said. Patients who feel that their dentist genuinely cares about them and their well-being are more likely to trust their recommendations.

Move beyond transactional interactions and focus on building long-term relationships with your patients. You build trust by offering genuine care and addressing the emotional and psychological factors that influence their decisions. You need to understand “The Why” as Dr. Paul Homoly explains in this episode.

Your Dental Marketing Should Reflect Your Core Values

Fred’s final piece of advice was about creating a dental marketing strategy that reflects the core values of your practice. “You have to create uniqueness in your practice…not by the handpiece that you buy, but by the treatment you offer,” he said.

Ensure that your marketing strategy aligns with your practice philosophy. This means showcasing your practice’s values, such as patient care, trust, and compassion, through your marketing materials. Your website, social media, and patient communications should all convey that your practice is different, focused on long-term relationships and holistic care rather than just the procedures you offer.

Final Thoughts

After 30 years in the industry, Fred Joyal’s insights into dental marketing are not just about pushing ads or selling services—they’re about creating a practice that stands out by offering exceptional care and building genuine relationships with patients. By focusing on building trust, asking for reviews, using video testimonials, and being bold in your approach, you can elevate your dental marketing and create a thriving practice.

Remember, everything is marketing—from the moment a patient interacts with your practice to the experience they have in your dental office. By embracing these principles, you’ll not only attract new patients but also keep them coming back for years to come!