Cosmetic Dental Marketing requires considerable marketing expertise, partly because of the increased competition from the many cosmetic dentists and partly because you’ll need to convince potential patients who are on the fence about cosmetic procedures.

How do you convince potential patients that cosmetics is a viable option and if so, why they should pick your practice over numerous others in your area?

The following are 5 proven ways to successfully market cosmetic dentistry.

Create a brand identity

Just like with other marketing campaigns, the first step is to develop a brand that people associate all your products and services with. A great band embodies who you are, what you stand for, and your core values. Two critical components of any successful brand are a logo and a slogan. Find out what works, what clients seem to identify you with. It’s advisable to consult with your marketing team and with professionals as you seek to develop a unique identity that best captures the essence of your practice. Keep things classic and focus on the emotion your brand brings to a potential patient.

Invest in internal marketing

Internal marketing encompasses all processes and activities right from the time a client walks into your offices through the final follow-up. Start by creating an office atmosphere that represents your values as a dentist. For example, if you’re all about technology, let the client feel it when they come through the door the first time. If you’re going for a spa feel be sure to emulate that experience. Ensure that the client is given the best possible treatment throughout the engagement period. Follow up personally through phone calls to show that you truly value them. Once their procedure has been completed don’t be scared to ask for a referral.

Own the internet

Everyone is online these days. Most practices know about it so almost every cosmetic dentist has a website. What you need to start investing in is user experience. Though dentistry is an industry with a significant amount of new clients, repeat customers form the core of most businesses. Is your website exciting enough to attract repeat customers? Also, think about other points such as SEO and location optimization. When someone searches “cosmetic dentist” in your location, it should be your website that appears at the top of the search results page. Look into PPC and mobile campaigns as well.

Maximize local media outlets

Don’t neglect traditional mediums. High-end local magazines still work great. Direct mail is great to target a specific demographic in a specific area. People also will relate to interviews they hear on the radio or see on TV. Think about it, if people can see you as a real expert in the field because you’re on the radio speaking about the benefits of cosmetic dental products and similar topics, they will be more engaged with you.

Target the right markets

You never talk about marketing without stressing the need to do it right. No matter how strong your messages are, they are very unlikely to resonate if you’re not reaching the right audiences. According to several pieces of research by AACD, 96 percent of cosmetic dentistry clients are female with 70 percent of all the clients aged between 31 and 51. This should be your target audience. Have a dental marketing company help you identify the best sources to reach those demos in your market.


The key is to mix it up. Don’t rely on just one advertising medium. Remember that most of these dental marketing strategies require dedicated effort and consistency.

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