Marketing Has Changed, and You Need to Change Too

Jackie Ulasewich


We’ve seen a lot of changes in marketing over the years, particularly in dental marketing. In fact, dental marketing was almost non-existent when I got in the business. As technology became more pervasive, however, dentists just like you realized that word of mouth wasn’t going to cut it.

You are probably finding it hard to compete with corporate dental practices. Patients may be responding to promotions and offers but not returning for other treatments. Are you hesitant to try digital marketing because previous attempts haven’t yielded the results you expected? Well, you’re not alone. 

Some major changes have occurred in dental marketing. Plus, what you have been doing already actually may be detrimental to the success of your practice. Our new book, Dental Disruption, addresses these issues and more, and we can’t wait for you to read it. Its advice includes: 

  • How to build patient trust: A framed diploma used to be enough to make patients trust you. But these days, your online reputation is pretty much the only way to prove yourself. The thing is, reputation management can be tricky if it’s not handled properly and regularly.
  • How to educate patients about the importance of quality care over discounted care: Word of mouth is how patients once learned about the quality of care offered by a dentist. Now, your patients live online, where it’s easier to be tempted by words such as special, discount, and percentage off! How can you convince patients that quality is more cost-affordable in the long run? Focus on the benefits.
  • How to convey professionalism without being stuffy: A white coat and solemn expression was all it took to look professional, but that’s all changed. Your patients want genuine human connection. They want to know they can approach you without feeling inferior. How much authentic interaction is enough, though?
  • How to maintain a stellar reputation (online and off): Before dentistry accepted going digital, a patient’s opinion of you was conveyed by word of mouth. With Google, Facebook, and other review platforms, your reputation is far more permanent than ever before. It’s up to you to make sure that the positive reviews rise to the top where they will convince potential patients that you are the right dentist.
  • How to set yourself apart from the other dentists who compete for your patients: We’re all busy, which is why proximity and convenience take priority when looking for a new retailer, restaurant, or healthcare provider. In order for patients to be willing to “go the extra mile” to your practice, you must convince them that you have something to offer that others don’t.
  • And more!

How Times Have Changed

Most dental practices believed marketing to be tacky. They relied on word of mouth, a framed diploma on the wall, and a formal, unapproachable chairside manner. Dental schools, mentors, and employers had no interest in teaching about marketing because they believed it to be unnecessary. Back then, there were fewer dentists to compete with, so they were somewhat correct. 

But with a dental practice on every corner now, marketing is absolutely necessary. For your marketing strategy to be effective, it needs to be comprehensive. You must actively recruit new patients and work diligently to retain the ones you already have. You need to convey professionalism in a way that patients can relate to. And, you absolutely have to make yourself relatable to your patients. If you’re determined to grow your practice and let your community know that you are the best practice around, embracing marketing is essential. 

Here’s the good news. We’re offering you Dental Disruption for free! If you’re interested in pulling your practice out of the marketing dark ages and into the future, request your copy now.

With more than a decade of experience in corporate dental laboratory marketing and brand development, Ms. Ulasewich decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency. Since starting her company, she and her team have helped a wide variety of business owners all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns. She can be reached at (800) 689-6434 or via email at

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