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Marketing for DSOs (Dental Support Organizations) and group dental practices is nothing short of challenging, and there are two main reasons why:
- First, most people don’t look forward to a dental visit willingly. If patients are coming to you, it’s because they need care they’ve likely been putting off—whether it’s due to fear, time, or cost.
- And second, dental care is everywhere. With so many providers offering similar services, it’s tough for DSOs and multi-location practices to truly stand out.
In either case, dental marketing can help you bring in more patients, build trust across all your locations, and set the foundation for long-term growth. Before we discuss the marketing and advertising strategies for DSOs and group dental practices, let’s understand what marketing for a dental organization really means.
DSO and group dental practice marketing is the process of promoting dental services across multiple locations under a single brand or management structure. In this process, marketers focus on building and strengthening their brand awareness and reach, and attracting more potential patients.
However, DSO marketing isn't only limited to creating a consistent patient flow. In 2025, it is also expected to create an excellent patient experience, manage patient communication across sites, and support the growth of every location. That means everything from local SEO for dentists for each office to centralized reputation management, patient acquisition campaigns, and brand-building efforts that work across markets.
DSOs typically provide non-clinical support—like HR, billing, IT, and marketing—so dentists can focus on care. But to grow successfully, they need a strong marketing strategy tailored to scale. That means everything from local SEO for each office to centralized reputation management, patient acquisition campaigns, and brand-building efforts that work across markets. In short, it’s dental marketing—but at scale, with strategy, systems, and personalization working together.
In today’s healthcare landscape, millions of patients are searching online for the right provider to meet their dental care needs. Many of them turn to multi-location practices and DSOs for their convenience, professionalism, and comprehensive care your group offers. But with rising competition and growing patient expectations, it’s not as simple as it used to be. In 2025 you have to stand out to get noticed and maintain a consistent flow of patients.
The dental industry has become highly competitive, and patients have more options than ever before. A well-crafted marketing strategy helps DSOs and group practices show what makes them different—be it advanced technology, expert teams, or a seamless multi-location experience.
Here, this guide is going to show you some of the effective marketing techniques tailored for DSOs and group dental practices in 2025. From building brand consistency across locations to running targeted patient acquisition campaigns, these strategies are designed to help you stay ahead.
But first let's have a look at key trends that shape modern DSO marketing:
- Patient Experience is Everything
- Centralized Systems, Localized Messaging
- Consistency Builds Trust
- Reputation Management Across All Locations
- Smarter, Scalable Technology
A robust marketing plan is essential for Dental Service Organizations (DSOs) and group dental practices to attract new patients, retain existing ones, and stand out in a competitive industry. Below are 30 tailored strategies to help DSOs and group practices achieve their marketing goals, incorporating the latest dental industry trends and best practices.
Before you dive into campaigns, let's take a step back and get the strategy right. A strategic marketing plan ensures your efforts are focused and measurable. Include the following components:
- Market Overview: Analyze local dental market trends, patient demographics, and your competitors.
- Marketing Goals: Define your objectives and what you want to achieve with these marketing efforts. This may include increasing patient volume or promoting specialty services (e.g., orthodontics, implants).
- Brand Positioning: Highlight what sets your DSO apart, such as advanced technology or multi-location convenience.
- Target Audiences: Segment patients by age, insurance type, or service needs.
- Channels and Metrics: Outline strategies for website, SEO, social media, email, and paid ads, with KPIs like new patient bookings or website traffic.
- Budget and Calendar: Allocate funds for campaigns and schedule promotions around key times like back-to-school or holidays.
Focus on specific patient groups to optimize your marketing spend and messaging. Knowing your target audience will greatly impact how—and where—you show up. Ask yourself:
- Who are your ideal patients? (e.g., families, seniors, cosmetic dentistry seekers)
- Why do they seek dental care? (e.g., routine checkups, emergencies, aesthetic treatments)
- Where do they live? (e.g., within a 10-mile radius of your practice)
- How do they find you? (e.g., Google, referrals, social media)
- Where do they book? (e.g., online, phone) Segment patients into groups like families, young professionals, or retirees, and tailor messaging to their needs.
Build a recognizable identity as the foundation of your DSO’s growth. Your brand voice will help your potential patients instantly connect with your practice—no matter which location they visit.
Use one consistent tone across all platforms. Whether your messaging is warm and family-focused or clean and clinical, it should probably feel the same on your website, social media, and emails. That way, patients always know what to expect from your brand.
Apply a unified visual style—logos, colors, and typography that reflect your values and set you apart from local competitors. A polished and professional brand image builds trust, especially across your multiple sites.
Define your practice's USP and repeat it often. Be it your specialized care, same-day appointments, or flexible payment options—show patients why your group is the easier, better choice over the practice next door. The more consistent your brand voice and identity, the more your practice will feel familiar, reliable, and easy to choose.
Your website is your turf—and the first stop for most of your new patients. With the right layout and tools, it can do more than just inform; it can convert, connect, and support growth across all your locations. Patients are searching for dentists on mobile every day.
Don’t limit your online presence to a basic homepage. Think bigger. Create a full, easy-to-navigate website that includes detailed service pages, dentist bios, patient resources, and optimized landing pages that speak to specific needs like implants, Invisalign, or emergency care. Consider working with specialists in dental website development to ensure scalability across all locations.
- Mobile-first: Most patients search on the go. Make sure your website works beautifully on smartphones and loads quickly.
- User-focused: Online booking, downloadable forms, and live chat give patients the tools they need—without calling.
- 24/7 support: Add a chatbot that can answer questions, check availability, and guide users—even after hours.
- Professional: Include real photos, testimonials, and a modern design that reflects the quality of care you provide.
Add clear CTA buttons like “Book Now” or “Call Us” across all pages. You can also integrate a commission-free booking engine to simplify appointment scheduling and boost conversion.
Remember, your website always creates an impact—even when you’re unaware, potential patients may be browsing your services, judging your credibility, and deciding whether to book an appointment. So, make every page count.
Visuals create an immersive impact on how patients perceive your dental practice—even before they book an appointment. High-quality photography and videos of your clinic’s ambiance and the warmth of your team help your patient feel more connected, more confident, and more likely to choose you.
They give a clear picture of what to expect—right from the clinic’s waiting room ambiance to the friendliness of your staff and the professionalism of your doctor. This sense of familiarity builds trust even before the patient walks through your door.
Unlike stock images that feel cold and generic, authentic visuals of your staff, space, and procedures reflect your values, your care standards, and your personality. Instead of adapting your brand to fit a trend, you’re shaping a real, trustworthy presence that patients can relate to.
So, invest in professional dental photography and video assets that reflect the practice's real personality and create a stronger relationship with your patients. Whether it’s a welcoming video introduction from your dentist or before-and-after smiles (with consent), visuals give you a powerful edge in a decision-driven world.
Most people think of dental websites as technical and transactional—just a place to find a phone number or book an appointment. But your website can (and should) be much more than that. It’s often the first impression a patient has of your practice, and with the right SEO strategy, it can help build trust before they even walk in.
Search engine optimization is about showing up for the people who are actively searching for the services you offer. By strategically adding these keywords to your website’s titles, descriptions, and content, you’re making it easier for the right patients to find you.
But it doesn’t stop there. Create location-specific pages that speak directly to each community you serve. These pages give patients local information they care about and send strong relevance signals to search engines. Strengthen that presence by listing your practice on dental directories, local business sites, and healthcare associations. For DSOs, having a multi-location SEO strategy is key to consistent visibility across regions.
Think of SEO as a digital reputation builder—it’s your way of showing up at the right time, in the right place, with the right message.
In healthcare, patients rarely start their journey by searching directly for your practice or booking an appointment right away. Instead, they begin by looking for answers—“Is tooth pain serious?”, “Are veneers worth it?”, “How to prepare a child for their first dental visit?” This is where content marketing becomes a powerful tool.
By creating informative, search-optimized content, you position your dental group or DSO as a trusted resource. From blog articles and short-form videos to patient guides and FAQs—every piece should be designed to educate, connect, and gently guide readers toward choosing your services. Dental content marketing plays a central role in this journey.
The goal is to build familiarity and trust. Use local SEO strategies to personalize content by location, promote through email and social media, and always align topics with real patient concerns. Over time, these touchpoints convert curious visitors into loyal patients—without them feeling marketed to.
For multi-location dental groups, Google Business Profiles (GBPs) are more than just digital listings—they’re essential to provide important information about practice locations. An optimized profile improves your visibility across Google Search and Maps and directly influences appointment bookings. And when each location is consistently managed, the entire DSO benefits from a stronger online footprint. Here’s how group practices can take full advantage:
Claim Profiles for Every Location
Begin with a claim and verify a separate GBP for each office. This will ensure accurate NAP (name, address, phone) details across the web. Each profile acts as a unique signal to Google—so if a patient searches about services you offer, your closest branch will be more likely to show up first.
Make Your Listings Stand Out
Photos, business hours, service offerings, and appointment links should be added and updated regularly. Use high-quality imagery that reflects the experience at each location. For example, if one practice offers sedation dentistry, highlight that with photos and specific service tags to help it rank in relevant searches.
Personalized Messaging Across Locations
While your DSO brand voice remains consistent, give each location the freedom to reflect its unique vibe & identity. So, make sure you post about neighborhood events, seasonal promotions, or even team spotlights to stay locally relevant and active on these profiles.
Encourage and Respond to Reviews
Guide your front office teams to request reviews post-visit. A steady stream of positive, location-specific feedback signals trust to both Google and prospective patients. Just as importantly, timely and thoughtful responses to reviews—good or bad—show that your practices are engaged and accountable.
Turn Views Into Appointments
Activate Google’s “Book Online” feature to connect profile visitors directly to your scheduling tool. Many DSOs have seen notable upticks in appointment conversions after enabling this feature system-wide. When you regularly update and engage with your Google Business Profiles, they become powerful local marketing tools for each practice under your brand umbrella.
Paid media ensures your practice appears at the top of search results—exactly when patients are actively looking. With this marketing channel you pay only when your patients schedule an appointment. Use:
Google Ads: Google Ads dominate high-intent searches like “emergency dentist [city],” “Invisalign provider,” or “pediatric dentist open now.” These ads reach patients who are ready to book, not just browsing, and drive them directly to your landing or booking page. Google Ads for dentists can help you fill appointment slots faster.
Metasearch Platforms: Metasearch platforms expand reach by placing your practice on health-focused sites like Zocdoc, Healthgrades, and Vitals. These platforms act as healthcare directories, allowing patients to compare, read reviews, and schedule appointments instantly.
Retargeting Ads: These ads re-engage visitors who left your site without booking. Use tools like Facebook Ads or Google Display Network to bring them back with reminders or offers.
Track performance with tools like Google Analytics and monitor your ROI. Paid ads, when used strategically, do more than increase visibility—they fill appointment slots.
Social platforms like Instagram, Facebook, and LinkedIn help you connect with potential patients where they already spend their time. Most patients today check a practice’s social media before booking—just to gauge credibility. If your profiles look outdated, inactive, or unprofessional, it can send the wrong message and cause them to move on.
Strategies include:
- Create a social media calendar to make consistent postings
- Post engaging content like patient success stories, oral health tips, or behind-the-scenes videos.
- Using hashtags like #DentalCare or #SmileTransformation.
- Running paid ads to target local audiences.
- Go with the trends, see what your competitors are doing on social media, and engage your audience.
Adding booking links to profiles for easy access. Engage with followers by responding to comments and messages promptly. When done right, social media marketing for dentists becomes more than a branding tool—it becomes a patient acquisition channel.
TikTok’s short-form videos are ideal for reaching Gen Z and millennials. However, maintaining your practice’s professionalism while posting fun, relatable content is key. Avoid overly promotional videos—instead, focus on simple, engaging clips that educate or entertain.
You can create content like:
- Fun videos explaining dental procedures.
- “Day in the Life” of a dentist or hygienist.
- Trending challenges with a dental twist. Start by experimenting with low-budget videos shot on smartphones, then invest in professional editing as engagement grows.
Collaborating with local micro-influencers is a smart way to build trust and visibility—especially among health-conscious and image-focused audiences. But to get real results, you need more than just a tag or shoutout. You need alignment.
Here’s how to build influencer partnerships that work:
- Choose micro-influencers in your city who focus on wellness, beauty, or lifestyle and have authentic engagement (not just high follower counts).
- Offer complimentary whitening, Invisalign consultations, or preventive cleanings in exchange for content—videos, stories, reels, or before-and-after photos.
- Provide exclusive promo codes for their followers to track conversions.
- Ask them to share genuine experiences—the visit, staff behavior, vibe of the clinic, and ease of booking.
Ensure the influencer’s tone, values, and content style match your brand—especially if you’re a pediatric, cosmetic, or high-end dental practice.
Track the campaign performance, including reach, clicks, and booked appointments, to refine future collaborations. When done right, influencer partnerships feel more like word-of-mouth and less like ads—helping you attract patients who already trust your name before walking through the door.
Email campaigns nurture patient relationships and drive repeat visits. When you leverage email marketing for DSOs and group dental practices, it becomes one of the most powerful marketing assets to keep your brand top-of-mind across multiple locations.
Here are the tactics to include:
- Sending appointment reminders and follow-up emails.
- Promoting special offers like whitening discounts or free cleanings for referrals.
- Sharing newsletters with oral health tips or practice updates. Use tools like Mailchimp or Constant Contact to segment lists and track open rates.
Videos from content make your audience engage more than anything. They build trust, showcase your team, and simplify complex dental procedures—making them essential for any growing dental practice. Video marketing for dentists strengthens emotional engagement and drives visibility. Creating video content doesn’t require a full production crew to make a strong impact. You can create a video about:
- Patient testimonials highlighting positive experiences.
- Explainer videos on treatments like veneers or root canals.
- Virtual tours of your offices. Share videos on YouTube, Instagram, and your website, ensuring professional lighting and sound quality.
Post these videos on YouTube, Facebook, Instagram, and your website to increase reach. Use clear lighting and high-quality audio, and keep the tone warm and professional. Platforms like Canva Video Suite or InVideo can help you edit with ease. And with video insights from tools like Sprout Social or Meta Creator Studio, you can track what resonates and fine-tune future content to boost visibility and patient engagement across your network.
When patients search for a dental practice, reviews are often the first thing they notice—and the last thing they consider before making a decision. That’s why building a strong reputation on platforms like Google, Yelp, and Healthgrades is paramount.
So, make sure you provide an incredibly easy process for patients to leave their feedback or reviews. Send a quick, personalized follow-up message after each visit with a direct review link. Place subtle prompts at your reception desk, on appointment cards, or within your thank-you emails. These small actions drive consistent feedback.
More importantly, respond to every review. A “thank you” builds loyalty. A thoughtful reply to a concern shows accountability. Over time, this not only earns trust—it builds credibility in your local community.
Use reputation management tools like Birdeye, Podium, or Doctible to automate the process. These platforms help your group practice requesting reviews at scale, monitor sentiment in real-time, and resolve issues before they impact your brand. Your online reputation should be working as hard as your front office—and with the right tools, it can.
Public relations amplifies your brand identity through meaningful media exposure and helps establish your dental group as a credible, community-first healthcare provider. So make sure you leverage a well-planned PR strategy that supports your practice group's long-term growth by driving awareness and trust. Also, this should not be limited to your locality but also extend across broader digital and healthcare circles.
Create a PR plan that:
- Identifies stories like new technology or community outreach.
- Targets local newspapers, dental blogs, or health podcasts.
- Tracks coverage and engagement. These insights will more likely help you refine your outreach efforts and measure ROI.
- Consider hiring a PR firm for professional outreach.
When done effectively, press releases build your practice's reputation where it matters most.
Local collaborations are a powerful way to expand your dental group’s footprint while creating goodwill within the community. They enhance your DSO group's visibility by aligning your brand with trusted local institutions and sustaining long-term relationships as well as driving consistent patient traffic.
Examples include:
- Partnering with schools for oral health workshops.
- Offering discounts to employees of nearby companies.
- Sponsoring community events like health fairs.
Highlight these partnerships across your website, email newsletters, and social media. The combined visibility will more likely reinforce your practice as a trusted local presence and strengthen both patient loyalty and local brand awareness.
Keeping your practice’s online listings accurate and consistent is key to improving visibility and building trust. The more reliable your online listing profiles are, the more likely patients are to choose you when searching for your dental care online.
There are several ways to optimize your listings and improve your local search performance, including:
- Uploading professional, up-to-date photos of your clinic
- Ensuring your services, office hours, and contact details are correct
- Verifying insurance and payment information across all platforms
- Collecting and responding to fresh patient reviews
- Using a listings management tool to update multiple platforms at once
A strong presence on local listing directories helps you rank higher and appear more trustworthy to prospective patients.
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