At a time when patients no longer find their way to a dental practice solely on the basis of recommendations, but increasingly seek information, comparisons and opinions online, professional marketing is becoming an increasing necessity for dentists. Although many dentists recognise the importance of a good public image, mistakes can creep in - sometimes with serious consequences - especially in an area that is not part of their core expertise. These mistakes can lead to valuable opportunities for visibility, trust and ultimately new patients being missed. Below, we highlight the five most common marketing mistakes made by dental practices - and explain how to avoid them.
As an agency that has specialised exclusively in dental marketing for over ten years, we know from experience what is important. And why it makes sense for many practices not to do marketing "on the side" - but to put it in professional hands.
General address
One of the most common and at the same time most underestimated mistakes is the lack of target group focussing. Many practices address "everyone" on their website and in flyers - from toddlers to senior citizens, from anxious patients to those with private insurance. This sounds inclusive at first, but dilutes the effect. After all, if you want to appeal to everyone, you're not really appealing to anyone. Potential patients are looking for trust, for expertise, for the feeling: I've come to the right place. However, this feeling only arises if the individual really feels seen. If the language is right, the offer exactly meets the need and the visual appearance matches it. Generalisations do not create a connection - specificity does. Particularly in the digital space, where the competition is just a click away, precise positioning is a prerequisite for turning interested parties into patients.
We experience in practice that many dentists have a keen sense for their patients - but do not utilise this knowledge in their communication. This is where we come in: With a well thought-out brand strategy that is not artificial, but authentic. That doesn't persuade, but convinces. And which stands out from the crowd because it puts people at the centre.
Lack of unique selling point
Related to the general approach is the next big problem: dental practices rarely communicate clearly what makes them unique. Whether it's modern technology, special treatment approaches or empathetic teamwork - many of these qualities remain unspoken. This is despite the fact that they are in fact the key to standing out from the competition. Patients generally only recognise what is actually communicated. A statement such as "We offer quality and service" is not differentiation - everyone expects that today. What matters is what you do differently, better or more consistently than others.
A clear unique selling point not only ensures better visibility in the market, but also strengthens identification within the team and among patients. For over a decade, we have been helping our clients to identify these special features - even if they do not appear spectacular at first glance. After all, it is often the small, authentic differences that create trust and enable long-term loyalty. And that's what marketing is all about: substance, not volume.
No ratings
Many dentists are unsure how to deal with reviews - some are even afraid of them. However, the digital behaviour of patients has changed massively. Recommendations are now made on review portals. Trust is created through transparency. And good reviews - or the complete lack of them - influence the decision as to whether a potential patient makes contact at all. Those who do not actively seek out reviews leave this crucial issue to chance.
The path to authentic, positive reviews is not rocket science. All it takes is a well thought-out concept of how to motivate patients to give feedback in a way that is both pleasant and effective. It is important to strike the right tone and integrate the process into everyday practice life without it appearing artificial. Our experience shows that as soon as dental practices take this step professionally, there is a noticeable improvement in external perception - and often also a proud sense of community within the team, which has a positive effect on the overall practice atmosphere.
Lack of patient loyalty
Marketing does not end with the first contact. What many overlook: Existing patients also want to be met, valued and informed. Especially in times when choice and distraction are high, it is important to actively cultivate relationships. If you only focus on attracting new patients, you quickly lose sight of how valuable loyal patients are. Not only do they come back - they also recommend others.
Patient loyalty can take place on many levels: through targeted reminders of check-up appointments, personalised communication, personal content in the newsletter or through social media activities that show the team and everyday life in the practice. All of this builds trust and strengthens the emotional connection. However, this is where there is often a lack of concept - or simply a lack of time. After all, those who have to take care of treatment quality and patient well-being rarely have the resources for well thought-out communication strategies.
This is where we come into play. Our team not only takes care of the conception, but also the practical implementation - with flair and industry expertise. This creates lasting patient loyalty without additional effort for the practice. And that's exactly what makes the difference.
Outdated website
Today, the website is more than just a digital business card - it is often the first point of contact, the first encounter with the practice. And as with every first encounter, the impression made is decisive within seconds. An outdated, confusing or not mobile-optimised website sends a clear signal: the practice is not keeping up with the times. Even if the practice works excellently on site, a different image is created online. And this has a direct impact on trust - and therefore on appointments.
A good website does not have to be a design firework. What counts is clarity, user-friendliness and a modern, clear appearance. It must convey the values of the practice, answer the most important questions immediately and make it easy to get in touch - even on mobile devices. Our web solutions are therefore not created "off the shelf", but on the basis of individual analyses, modern technology and sound communication psychology.
And because we have been focussing exclusively on dental practices for over ten years, we not only know the technical requirements, but also the content requirements. We know how patients think, how they search and what they expect. This expertise flows into every project - and ensures that our clients appear visible, credible and likeable online. And today that is worth more than any advert.