Taking over a practice with a sure instinct - why communication is now everything
Taking over a practice is more than just an organisational or legal process. It is an emotional new start that brings with it many opportunities, but also sensitive challenges. After all, where previously a familiar face characterised the dental practice, someone new is now at the helm - with their own ideas, a fresh concept and perhaps also a different way of doing things. For many patients, this is unfamiliar at first, and for some even a cause for uncertainty. This is precisely where it is decided whether the transition is successful or whether valuable patients are lost. Anyone who takes the plunge into self-employment and takes over an established dental practice should therefore understand early on that communication is not just an accompaniment, but central to success. It creates trust, continuity and curiosity at the same time - three factors that determine whether the practice retains its existing patient base and attracts new patients at the same time.
It's not just about the right choice of words, but about a strategic interplay of timing, message, medium and tonality. It makes a difference whether a notice in the waiting room simply informs you that the practice is now under new management, or whether the entire communication - from the website to social media to the local press - conveys a feeling: This practice remains what it was, but it is getting even better. This balance is the real art. And striking this balance is harder than you might think.
Between trust and change - the fine line of transition
When a dentist hands over his practice, he is not just handing over rooms, equipment and patient files. He hands over relationships. Many people associate their dentist with a relationship of trust that has grown over the years - a feeling of security, closeness and familiarity. If this feeling is suddenly shaken, for example by a sober announcement about the takeover, this can be enough to persuade patients to change. However, it is not the change itself that is unsettling, but the way in which it is communicated. Empathetic, professionally managed communication can prevent precisely this. It takes away people's fear of the new by showing that everything familiar remains the same - and that the new can be seen as an enrichment.
Here it becomes clear that marketing for a practice takeover has nothing to do with bold advertising. It is not about flashy slogans or intrusive messages, but about identity, trust and recognisability. An experienced communication partner knows how to speak the language of the patients without losing sight of the professional expertise of the new management. They know when to talk about changes - and when it is better to show them, for example through a modernised appearance, an updated logo or new practice images that radiate both warmth and professionalism.
Many practice owners underestimate how sensitive the transition phase is. The old brand is still present, but the new identity is not yet firmly anchored. If you act too quickly or too uncertainly here, you run the risk of ruptures that will be difficult to iron out later. This is why a takeover should never be improvised in terms of communication. Professional practice marketing is not a luxury in this phase, but a necessity - especially if you as a new dentist not only want to take over, but also position yourself for the long term.
Visibility with a system - why experience makes the difference
For over ten years, we have been helping dental practices to shape their visibility - whether they are setting up a new practice, rebranding or being taken over. We have observed one thing time and again: Every practice tells a story. But not every practice knows how to tell this story in a way that really resonates with the public. This is not because dentists don't understand their work - on the contrary. It's because marketing speaks its own language. It is based on psychology, design, digital expertise and strategic thinking. If you combine all these elements, you can turn an administrative act - taking over a practice - into an emotional success story.
Our experience shows that many patients are initially sceptical about changes, but accept them very positively if they are embedded in a clear, sympathetic communication strategy. This starts with the way in which the change of practice is communicated: If the takeover is announced by the previous owner, for example in a joint letter, this has a confidence-building effect. If the new owner is also introduced as a committed, competent personality, this immediately creates a sense of closeness. The choice of words also plays a major role. Terms such as "new beginning" or "modern" evoke different associations than "takeover" or "change". Professional communication recognises these subtleties - and uses them in a targeted manner without appearing artificial.
The external image should never be viewed in isolation from the internal reality. If the team stands behind the new dentist and supports the message, patients will feel it immediately. That's why we not only accompany the public appearance, but also the process behind it - from training the team in how to deal with patient conversations to harmonising the visual identity. A new website alone is not enough if the practice experience does not match. The decisive difference lies in thinking about everything from a single mould.
The decisive edge - why dental marketing specialists achieve more
Dental marketing is a niche that requires special expertise. Anyone who has worked in this industry for years knows which topics move patients, which visual language creates trust and which digital channels really work today. We know the challenges that come with taking over a practice - from redesigning the website and Google profiles to review portals, social media communication and local visibility. But above all, we know how to preserve the character of a practice while giving it a new face.
This balancing act can only be achieved if you understand both the medical world and the emotional level on which patients make their decisions. This is what distinguishes specialised dental practice marketing from general advertising services. Our clients benefit from the fact that we have been working with dental practices for over a decade - with takeovers, start-ups, joint practices and reorganisations. We know what questions are asked at reception, what uncertainties arise during the first visit after the takeover and how to deal with these in a communicative manner in advance.
A successful practice takeover is not characterised by the fact that nobody notices that anything has changed. It is shown by the fact that everything feels familiar and at the same time fresher. Old patients stay because they still feel they are in good hands - and new ones come because they sense that modern dentistry is practised here with heart and professionalism. To convey this feeling authentically, you need a deep understanding of target groups, regional structures and digital mechanisms. None of this can be done on the side.
Especially in times when online reviews, Google rankings and social media presence are decisive for the success of a practice, professional marketing is no longer an accessory. It is part of the practice strategy. And placing this responsibility in experienced hands frees up time for what really counts: the people who sit in the treatment chair every day and place their trust in you. Successful communication after a practice takeover is therefore not a stroke of luck - it is the result of experience, empathy and a clear signature.