10 Things I’ve Learned About Dental Marketing in the Last 10 Years

This article originally appeared in the January/2025 issue of the Academy of General Dentistry’s AGD Impact magazine.

A new year is always a good time for reflection. This year, my dental-focused marketing agency, My Dental Agency, is celebrating a big milestone: our 10th anniversary. Just as your dental practice has likely experienced significant shifts over the past decade, so has our agency—and our approach to marketing has evolved dramatically.

Rewind even further, and the changes become even more noticeable. Twenty years ago, digital marketing was still in its infancy, and social media marketing wasn’t even on the radar. Today, consumer behavior is evolving rapidly, and it’s shaping how we develop strategies for our clients.

The good news? What we’ve learned through these years of trial and error can offer valuable insight into how you should be marketing your practice today. Every lesson we’ve gathered isn’t just about how we’ve grown—it’s about what’s working for dental practices now and how these strategies can help you attract more quality patients, build loyalty, and grow your business.

#1: Testing is Your Best Friend

Marketing is always evolving, and testing is essential to staying ahead. Whether it’s landing page copy, images, or headlines in your ad campaigns, continuous testing ensures your efforts are aligned with what works. Assumptions can be misleading, and what seems like a winning idea might not deliver.

For example, we once tested a sleek, newly designed landing page against an older version, expecting the new design to outperform it. Surprisingly, the original page delivered better results(more new patients requesting an appointment). This experience was a powerful reminder that marketing is driven by data, not assumptions. The key takeaway? Testing and tracking aren’t just optional—they’re the only way to uncover what truly works for your practice.

#2: Call and Form Tracking is Key

Without tracking phone calls or online form submissions, it’s difficult to understand how well your marketing is performing. Tracking these interactions gives your practice valuable insights—not only into the number of new patient inquiries, but also into how effectively those inquiries convert into appointments and treatment plans. This data is essential for identifying which marketing strategies are driving the best results, so you can focus your efforts where they matter most.

At My Dental Agency, we prioritize closing this loop with our clients. While we can track the volume of inquiries, it requires coordination with each practice’s office team to determine how many appointment requests turn into scheduled appointments or accepted treatments. Having this complete picture allows us to align our strategies more effectively with our clients’ goals to ensure long-term marketing success.

#3: Always Make Data-Driven Decisions

Data is the backbone of any successful marketing strategy. Tracking performance metrics allows your practice to move beyond guesswork and make informed decisions that are rooted in reality. Whether you’re testing ad copy, tracking calls, or analyzing form fills, every insight helps refine your campaigns for stronger results.

A data-driven approach ensures that your marketing efforts are both targeted and measurable. By focusing on what works, your practice can attract more patients, improve retention, and ultimately generate more revenue—giving you a clear path to sustainable growth.

#4: What Works Today May Not Work Tomorrow

A marketing strategy that worked well in the past may lose its impact over time—but that doesn’t mean it’s gone for good. Take Facebook ads, for example. They performed exceptionally well for our clients 8 to 10 years ago, declined for a few years, and now they’re delivering strong results again.
This shift highlights the importance of ongoing testing and adaptation. Just because a tactic isn’t working today doesn’t mean it won’t become a powerful tool for your practice in the future. Staying flexible and open to revisiting past strategies ensures that you’re always prepared to leverage what works when the time is right.

#5: Consumers Change

Patients today expect more than just dental care—they’re looking for a genuine connection with the practice they choose. In the past, trust played a smaller role in decision-making, but now prospective patients are more intentional. They research thoroughly to find a practice that aligns with their values.

To attract these patients and earn their loyalty, your marketing needs to reflect authenticity, build trust, and provide social proof. Doing this successfully helps you establish stronger patient relationships and encourages long-term commitment.

#6: Embrace New Technologies

Just as patient expectations have evolved, so have the tools available to dental practices. Video marketing, once uncommon, has become a powerful way to engage patients and showcase your services. Embracing new technologies allows your practice to stay ahead and can help you build stronger connections with your community.

#7: Education is Critical

Have you ever questioned whether your practice needs a social media presence or if a Google Ad campaign is worth the investment? Without a marketing professional on your team, it can be difficult to understand the value of every strategy or channel. But understanding why these tools matter—and how they can benefit your practice—can make all the difference.

When you and your team stay open to learning, you’ll be better equipped to align your efforts and achieve long-term success. A shared understanding of the “why” behind marketing ensures everyone is on the same page and working toward the same goals.

#8: Authenticity Matters

The most successful practices embrace who they are and let that shine through in their marketing. When your marketing reflects your core values, mission, and brand personality, it resonates with the right audience and draws in patients who align with your practice’s vision.

Authenticity isn’t just a buzzword; it builds trust and fosters lasting relationships with your patients. When patients feel they truly know your practice, they’re more likely to stay loyal and recommend your services to others.

#9: A Comprehensive Approach is Essential

In our early years, we sometimes limited marketing efforts to what clients initially requested—like just a website or social media presence. However, we soon realized that this piecemeal approach wasn’t sustainable. To achieve long-term success, a marketing strategy needs to integrate multiple channels—such as paid ads, social media, blogging, reviews, search engine optimization, and email campaigns—into a cohesive plan.

A comprehensive approach ensures all your marketing efforts work together, amplifying your message across platforms and maximizing your results. When each channel supports the others, your practice can build momentum, attract more patients, and foster deeper connections with your community.

#10: Don’t Ignore Your Existing Patients

One of the most important lessons we’ve learned is the value of prioritizing your existing patients. It’s easy to become so focused on attracting new patients that you overlook the potential within your current patient base. However, nurturing these relationships builds loyalty and creates advocates for your practice.

When your existing patients feel valued and cared for, they’re more likely to stay with you—and refer friends and family. This not only strengthens patient retention but also drives sustainable growth for your practice over time.

Keep Learning, Keep Growing

If there’s one takeaway from the past decade, it’s that marketing is an ongoing journey. Success comes from staying curious, testing ideas, and being open to change. What works today may shift tomorrow, but with continuous learning and adaptation, your practice will be ready to thrive—no matter what the future brings.

We have an exclusive offer for AGD members: you can request a free copy of my brand new book, ELITE DENTISTRY: A GUIDE TO ATTRACTING PREMIUM PATIENTS which covers how to attract premium patients, build your brand, and create an exceptional patient experience. It also offers insights on measuring success and driving sustainable growth.

Visit EliteDentistryBook.com/AGDMember or Scan the QR Code to request your copy and keep your marketing moving in the right direction.