"I don't need advertising" - Why this mindset is costing many dentists growth
"I don't need advertising." How often have you heard this sentence - or perhaps even said it yourself? For many dentists, it's a kind of mantra, an expression of confidence in their own work and the conviction that quality alone is enough to keep a practice going. And indeed, there is something reassuring about the idea that satisfied patients will find their way to you all by themselves, that word of mouth will fill your appointment diaries like an invisible motor. But as nice as this idea sounds, it has its limits. In a world that is constantly changing, where competition is growing and patients are making decisions differently than before, this way of thinking can become a trap. It not only costs opportunities, but also growth - and often without realising it immediately. Let's dive into why holding on to this mindset holds many dentists back and how professional marketing, ideally placed in experienced hands, can secure the future of a practice.
The illusion of the self-running practice
There was a time when the life of a dentist was easier - at least when it came to attracting patients. A practice was opened, the first patients came through friends, family or neighbours, and over time word got around about who did good work. The appointment diary filled up and the practice ran smoothly. Things are different today. The number of dentists has increased and in many cities there is now a practice on every other corner. At the same time, people's behaviour has changed fundamentally. Before someone picks up the phone or books an appointment online, they do their research: Which practice has good reviews? What does the website look like? Is there information about the treatments? Anyone who is not visible in this digital jungle will be overlooked - regardless of how precisely the fillings fit or how sensitively they deal with anxious patients.
Of course there are dentists who say: "My patients have been coming to me for 20 years, I don't need all this." That may be true - for the moment. But what happens when this loyal clientele gets older, retires or moves away? The next generation will look differently, and they won't automatically end up with you. Without a strategy to reach new patients, growth will fail to materialise. Worse still, the practice could slowly shrink, a gradual process that only becomes apparent when the gaps in the calendar can no longer be overlooked. Quality alone is no longer a guarantee of success - visibility has become just as important.
Time is money - and marketing costs time
A common argument against advertising is time. "I already have enough to do," say many dentists, and that is completely understandable. A day at the practice is jam-packed: treating patients, billing, coordinating the team - there's hardly any time left for anything else. Who is supposed to sit down and design an advert, update a website or think about what to post on Instagram? Marketing is not a task that you can just do between two appointments. It takes planning, patience and, above all, expertise. And that's the catch: if you try to do it yourself on the side, it not only takes up time that you could actually use for your patients or your family, but there's also a risk that the result won't be convincing.
Imagine investing hours in a self-built website only to find that it doesn't work on mobile phones or that no one can find it because the search engine ignores it. Or you place an advert that costs a lot but hardly brings in any new patients because it appeals to the wrong people. This is not only frustrating, but can also damage the image of your practice. Patients are critical - a poorly designed online presence or an unprofessional social media presence can put them off more quickly than you would like. Without the necessary knowledge, marketing quickly becomes a waste of time and the competition that does it better will pass you by.
Why experience makes the difference
Here comes the crucial point: you don't have to reinvent the wheel yourself. Imagine having someone at your side who knows exactly how to present a dental practice in the right light. Someone who has been doing nothing but helping dentists like you to become visible and attract the right patients for over ten years. We bring exactly this experience to the table - a decade of expertise in marketing for dentists. This is not just marketing talk, but a real advantage that benefits you. In these ten years, we have not only learnt what works, but also what doesn't. We know how to design a website that not only looks good, but is also found. We understand how to run online campaigns that get your practice talked about and how to present your expertise in a way that builds trust.
This specialisation is worth its weight in gold. A generic marketing expert might make a nice advert, but do they know the intricacies of your industry? Do they know how to deal with sensitive issues such as dental anxiety or how to approach implantology patients, who often have high expectations? We do. Because we have focussed on dentists and understand that it's not about being as loud as possible or attracting attention with cheap tricks. It's about showing your professionalism, communicating your values and building a bridge to the people who need your services. With a partner who has this experience, you not only save time, but also ensure that every euro you invest is put to good use.
Growth through smart visibility
Marketing is not a luxury that you indulge in because you have money to spare. It is an investment - in your practice, in your future, in your independence. If you are visible, and in the right places, then opportunities will open up that would otherwise remain closed. You may want to specialise in certain areas, such as paediatric dentistry or aesthetic treatments. Without targeted advertising, potential patients won't know that you have this expertise - they'll go to someone who can show them instead. Or perhaps you simply want to keep your practice stable in the long term, even if times change. To do this, it's not enough to hope for referrals. You need a strategy that actively moves you forward.
Professional marketing takes the burden off you and ensures that your efforts don't come to nothing. Over the past ten years, we have repeatedly seen practices that take this step outgrow themselves. It is fascinating to see how dentists who were initially sceptical suddenly realise that their appointments are not only full, but that they are also attracting the patients who really suit them. This not only strengthens the practice financially, but also boosts self-confidence. Suddenly you are no longer the one waiting to be discovered - you are the one leading the way.
A gentle step in the right direction
This may all sound like a big change, but it doesn't have to happen overnight. No one expects you to turn your entire practice around overnight. Marketing can start gently - perhaps with an optimised website that highlights your strengths, or a small campaign that raises your practice's profile in the region. The key is that you don't have to do everything yourself. Going down this route with professionals who specialise in dentists will not only save you time, but also give you peace of mind that it's being done right. You can continue to focus on what you do best - treating your patients - while we make sure those patients find you.
"I don't need advertising" may feel like a strong attitude, but it's an illusion that will cost you dearly in the long run. Your work is too valuable to remain hidden. With the right support, your practice can not only survive, but thrive - in a way that suits you, without pressure or overwhelm. Ten years of experience in dental marketing means that we know the way. And we are happy to walk it with you.