This article originally appeared in August/2025 on DentistryToday.com.
The Front Desk Matters More Than You Know: Why Marketing Shouldn’t Be Your Only Priority
By: Jackie Ulasewich Cullen
It’s true that marketing is essential if you want to grow your dental practice. But here’s the rub: no matter how strong your marketing strategy is, your dental practice will never see sustained growth if your front desk game isn’t just as strong. Think of marketing as the spark that ignites interest, but your front desk is the engine that drives it home.
The Real Role of the Front Desk
In the world of running a successful dental practice, time is in short supply. It’s easy to get stuck in the mindset of getting things done so the paperwork doesn’t pile up. However, this is a trap. If your team’s sole focus is administrative work, they are almost certainly letting quality patients walk out the door and straight to the competition.
Your front desk team is the front line for all patient interactions—the first impression—and, often, the reason a new patient chooses your practice instead of calling the one down the street. When a prospective patient decides to contact your practice based on something they’ve seen online or on social media, the outcome of their interaction with your team will determine whether your marketing efforts turn into revenue.
When Opportunity Knocks, How Is Your Team Responding?
Every practice, large and small, underestimates the number of opportunities missed because calls are going to voicemail, messages are unreturned, and email goes unchecked. Beyond these obvious shortfalls in communication, there are other factors to consider, including how team members interact with patients over the phone. If a potential patient calls and is met with someone who is more interested in getting their information into the computer than having a conversation, what kind of impression does that make?
Offline interactions matter too. For instance, if someone takes the time to fill out an online appointment request form and is not contacted for a week—or worse, never contacted—that patient will most certainly move on.
Patients today expect personal attention, and in the business of dentistry, the competition is stiff. Sometimes, the deciding factor in a patient’s decision is which practice responds the quickest.
The Front Desk Is a Growth Driver
The front desk can become one of your greatest drivers for growth. A well-trained, proactive team will help you maximize every marketing dollar you invest by converting inquiries into booked appointments and booked appointments into long-term patient relationships.
Get Your Priorities Straight
- Communicate Effectively: Strive to always answer the phone whenever possible, and return messages — whether email, text, or voicemail — by the end of business to show professionalism and that you care.
- Seize Opportunities: The people on your desk team don’t just book appointments; they listen for cues. Maybe a patient mentions discomfort, or interest in whitening, or concern about insurance. These are all opportunities to generate additional revenue.
- Follow Up: From appointment reminders to post-treatment check-ins, following up shows patients they are more than just a number.
The Connection Between Marketing and Patient Care
The handoff between marketing and your front desk is where potential patients either become actual patients or find another dental practice to meet their needs. Marketing creates awareness, but it’s the personal touch at the front desk that seals the deal. Without that rapport, no amount of marketing will keep your schedule full.
Invest In Your Team
No dentist should expect their team to inherently know how to respond to a patient inquiry. The right approach requires guidance and practice. It’s important to train your front desk team to communicate effectively, manage their time well, and recognize opportunities as part of the practice’s overall marketing strategy. Otherwise, the shortfalls will continue to be a problem. Investing in your team is always a recipe for success.
If your practice isn’t growing as much as you’d like despite your marketing efforts, look internally. The roadblock to growth might not be in your marketing strategy but at your front desk. When your team is prepared, responsive, and proactive, every marketing investment you make goes that much further — and you will see steady growth.
