Maximizing Patient Retention for Practice Growth: Why Marketing to Your Patients of Record Matters

“If I were to ask you why you’re doing any sort of marketing for your practice, how would you answer?”

Most dentists would say “to get more new patients” or “to increase collections.” But what if I told you that focusing only on new patients is holding your practice back?

Truthfully, marketing isn’t just about attracting new faces—it’s also about keeping your current patients engaged, active, and aware of everything your practice has to offer. Marketing to your existing patient base can dramatically improve your collections, increase patient loyalty, and create a stronger, more stable practice.

To that end, let’s take a look at how continuous marketing to your patient base is essential, along with providing specific actions steps to begin boosting patient retention today.

1. Redefining Marketing: Beyond New Patients

Great marketing can help build ongoing relationships that lead to patient loyalty and increased trust. Think about it—successful companies don’t stop at attracting new customers. They ALSO market to existing clients, making them feel valued and aware of all available services. Your dental practice should do the same.

2. The Power of Patient Retention

Patient retention goes beyond keeping patients “on the books.” It means ensuring they return for regular care, stay informed about new services, and feel connected to your practice. Consider this:

If you bring in 40 new patients a month, that’s 480 a year. Over five years, that’s 2,400 patients. Assuming a 20% attrition rate, you’d still have about 2,000 active patients. If these retained patients each came in for two hygiene visits annually, that’s 4,000 recall visits per year. However, many practices aren’t seeing these numbers because they don’t put enough effort into keeping patients engaged. Retaining even a fraction of those patients can lead to significant gains in revenue and stability.

Wonder where your practice is at? Click here to download our FREE “Hygiene Formula” Spreadsheet. Simply enter the numbers and you’ll get a clear picture of how many patients you are LOSING!

3. Actionable Steps to Market to Your Existing Patients

Here are a few detailed, step-by-step strategies to ensure you keep your patient base active, aware, and connected with your practice:

Step 1: Set Up Regular Check-Ins and Reminders

• Beyond Basic Reminders: Move past the standard “one-and-done” appointment reminders. Implement a system for tracking missed or overdue appointments and establish a protocol for follow-ups.
• Define Who Does What: Assign a team member (such as a hygiene coordinator or front desk manager) to handle follow-ups. Make it part of their routine responsibilities.
• Create a Consistent Schedule: Patients who are overdue for their hygiene visit should receive a mix of calls, texts, and emails at regular intervals. For example:
  • First Follow-Up: Call within a week of a missed appointment to reschedule.
  • Second Follow-Up: Call again and send a personalized email two weeks later, emphasizing the importance of oral health.
  • Third Follow-Up: Call and send a Text message after one month, highlighting the value of preventive care and early treatment.

Step 2: Establish a Retention Communication Calendar

• Quarterly Touchpoints: Develop a marketing calendar that includes both routine and seasonal touchpoints, such as:
  • Back-to-School Reminders: Great for reminding families to schedule cleanings for children.
  • Insurance Deadlines: Send “use it or lose it” insurance reminders in October, with follow-ups in November and December.
  • New Year Check-Ins: Send out a January “Welcome to 2025” message, encouraging patients to start the year with good oral health.
• Tools to Use: Any number of available patient management/tracking platforms can help automate these reminders, making it easy to keep patients on a set schedule of communication.

Step 3: Promote New Services Consistently in Your Office and Online

• In-Office Signage: Use posters, flyers, or brochures in high-traffic areas (waiting room, bathrooms) to promote services like implants, aligners, or cosmetic treatments.
• Educational Video Loop: Set up a loop of short, educational videos featuring you or your team discussing different types of treatments. These can be interspersed with patient video testimonials and before and after pictures. This can play in the reception area and might include:
  • Service Highlights: Brief overviews of each service.
  • Patient Testimonials: Short video testimonials to build trust and demonstrate results.
• Website Updates: Make sure your website reflects all your services.

Step 4: Implement a Quarterly Newsletter

• Format and Content: Consider a simple, printed newsletter (11×17 sheet folded to mail size) along with an email version.
• Include Valuable Content: Each newsletter should contain:
  • Educational Article: Short, helpful tips on dental health or new treatments.
  • Team and Office News: Updates on new hires, office improvements, or team milestones.
  • Service Highlights: Promote services with high patient interest, such as whitening or implants.
  • Special Offers: Include a consultation offer or discounted service for subscribers.
• Mail and Email Both: Mailing addresses expire if not used regularly, so mailing helps maintain an accurate contact list and increases reach, especially for patients who may miss emails.

Step 5: Utilize Bulk Texting and Email Marketing for Overdue Patients

• Text Message Follow-Up: Use a bulk texting service for patients who are overdue for a cleaning or treatment. Example messages could be:
  • “Hi [Patient Name], it’s been a while since your last visit. We’d love to see you for a checkup—call us today to schedule!”
  • “Hi [Patient Name], have a dental concern? Come in for a free consultation. Just reply YES to schedule.”
• Mix Up the Message: Experiment with different types of outreach, like offering a free consultation or having them schedule their next hygiene visit.

Step 6: Personalize Your Outreach for Targeted Marketing

• Segment by Patient Needs: Keep track of patients who may be good candidates for specific treatments, such as implants, cosmetic work, or orthodontics.
• Targeted Mailers: Send personalized mailers or emails to groups based on their needs, such as implant candidates or those who might benefit from clear aligners.
• Keep It Simple: You don’t need complex systems to start. Basic tracking of treatment history can go a long way in making follow-ups relevant and personalized.

4. Build Patient Loyalty Through Consistent, Quality Communication

Retaining patients is about building loyalty and fostering trust. Patients who feel valued and connected to your practice are far more likely to stay active and recommend you to others. Remember, every touchpoint counts. From a friendly reminder to an informative newsletter, these interactions show your commitment to their health.

5. The Benefits of a Strong Patient Retention Strategy

A well-structured patient retention program stabilizes your income, increases referrals, and ultimately leads to a healthier, happier patient base. Regular patients generate more revenue and are easier to manage since they’re already familiar with your practice. Plus, every retained patient is a potential source of referrals, further growing your practice without the heavy cost of new patient marketing.

Conclusion: Don’t Overlook the Patients You Already Have

While new patients are vital, never underestimate the value of those already in your practice. By investing in retention strategies and consistent patient communication, you can build a practice that’s stronger, more profitable, and better positioned for long-term success. Implement these steps, and watch as your patient loyalty—and practice—grow.

And if you’re ready to take your patient retention strategies to the next level, don’t hesitate to reach out! You can email me directly at sabrib@mgeonline.com, visit MGEonline.com for more resources, or call us at 800-640-1140. I look forward to helping you build a thriving, loyal patient base!