Sometimes this is hard to admit but if you’re building up a practice to sell it in the near future (Less than five years) you have to go about your marketing in a very deliberate way.


It will be harder to sell a practice if it’s your name DDS. You need to set up your practice so it’s easy to switch over. Having a generic name will make your practice more valuable for several reasons. The biggest will be that you have an online presence to sell. Your Website, Google Links, Social Media Designations, and numerous other online sources are very valuable and very appealing.

Online Advertising

I would suggest hitting this hard and using content development as your primary source. Blogs, Videos, Reviews, and Testimonials are all equitable sources years down the road. If you run a radio ad no one will know how successful this is. If you have a strong online presence a potential buyer will see that numerous new patient leads are coming in online. This will make your practice very appealing.

Internal Marketing

Use a system such as Revenue Well or Demandforce to make sure your recall is as strong as it can be. If you don’t work hard to keep the patients you have it will show in your attrition rate and make your practice less appealing.

Create Practice Exposure

In this case, it’s ok to be flashy. I would suggest getting numerous write-ups in local magazines and newspapers even if you have to pay for them. Do what you can to be entered and TO WIN the best of… your city awards. This shows a strong practice with patients that are proud of being a part of it.

Watch Where You Spend Money

Don’t waste money on media sources that can’t be seen. I would avoid radio if you’re looking to sell down the road. People want to see what you have been marketing and know that they can buy that presence.

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at