What the Data Says About Dental Marketing

We recently sat down with Justin Strong, founder of Room 118, on our podcast Bite-Size Dental Marketing to discuss what works in dental marketing today. This article highlights the most important points from that episode—practical insights and data-driven strategies to help you grow your dental practice with clarity and confidence. You can watch the full episode here:

Marketing your dental practice doesn’t have to feel like guesswork. Justin and his team analyzed over 4.4 million data points across 1,000 dental practices to help us understand the data behind what works when attracting the right patients, building trust, and growing consistently.

Clear Messaging Wins Every Time

The biggest mistake most dental practices make is trying to be everything to everyone. That usually results in a generic message: “Comprehensive dental care for the whole family.” It sounds safe, but it doesn’t mean much to the person reading it.

Instead, great marketing starts with clarity. What problem does your practice solve for your ideal patient? What kind of experience do you deliver? Your messaging should reflect what your patients are feeling—whether it’s fear, frustration, embarrassment, or confusion—and clearly show how you can help.

Rather than listing all your services, speak to the outcomes your patients want. Are they looking for a confident smile? Relief from pain? A practice that listens and doesn’t rush? That’s what your marketing should highlight.

The Power of Consistency (Not Trendiness)

You don’t need a flashy brand to succeed. In fact, being too focused on looking “cool” can actually backfire. What patients want most is trust. They want to feel like they’re in good hands.

Consistency builds that trust. When your tone, visuals, service, and communication style are aligned across all touchpoints—website, reviews, phone calls, in-person interactions—patients feel like they know what to expect. That comfort translates into loyalty.

Think of your brand as your reputation. It’s not about your color palette or logo. It’s about how patients feel after every interaction with your team.

Patients Visit Your Website 3-7 Times Before Booking

Data shows that most patients don’t book the first time they visit your website. On average, they’ll visit three to seven times before taking action. That means your site and brand must be memorable, helpful, and trustworthy at every touchpoint. Here are a few of the most critical areas to focus on:

• Google Business Profile is fully updated and has high-quality photos.
• Reviews are recent and responded to (especially negative ones).
• The about page shows a real human connection, not just credentials.
• Before-and-after images are accessible and up to date.
• Patient Testimonials. People are looking for reassurance.

Speak to Emotions, Not Just Services

Many dental websites read like a menu: crowns, implants, cleanings, etc. But patients don’t always know what they need. What they do know is how they feel.

Effective marketing reflects those emotions and offers a solution:

• Nervous about visiting the dentist? We create a stress-free, judgment-free space.
• Embarrassed to smile? Let’s discuss what will make you proud to show it off.
• Tired of being rushed through appointments? Our team takes the time to listen.

When patients see themselves in your messaging, they’re far more likely to reach out.

Marketing Isn’t a Project. It’s a Practice.

One of the biggest mindset shifts for practice owners is realizing that marketing isn’t something you turn on when patient flow dips and then ignore when things get busy.

Real growth comes from consistency over time. That means:

• Regularly publishing updates to your site
• Staying active in your community (online and offline)
• Asking for reviews after each visit
• Updating your branding and photos every couple of years

Think of marketing like brushing your teeth. One great effort won’t make up for long periods of neglect. Small actions done regularly make the biggest difference.

Five Things You Can Do Right Now

Here are a few simple ways to strengthen your brand and attract more of the right patients:

1. Clarify your message. Focus on your ideal patient and the problem you solve.
2. Check your online presence. GBP, website, and social media must be aligned.
3. Tell your story. Use real team photos and patient stories. Not stock images!
4. Build reviews into your workflow. Don’t wait for patients to remember—ask.
5. Track what’s working. Use analytics to see what pages people visit most.

Final Thoughts

You don’t need a marketing degree to grow your practice. You just need a plan, a message that connects with real people, and the commitment to keep showing up. The practices that win aren’t always the loudest or most expensive—they’re the ones that are clear, trustworthy, and consistent.

If you’re ready to take the stress out of your marketing and focus on what you do best—caring for patients—we’re here to help. Let’s build the brand your community is looking for.