Dental Marketing Trends – 2025

As the calendar flips to 2025, the world of dental marketing is continuing to evolve – quickly. Patients are more informed, technology is advancing rapidly, and competition among practices is fiercer than ever. For those willing to adapt, however, these changes offer a wealth of opportunities to stand out and thrive.

If there’s one thing that remains constant in marketing, it’s change. Strategies that worked wonders a few years ago can become stale or obsolete, while new trends emerge to redefine success. And funnily enough – old trends or ideas as the fall completely out of favor can make a comeback! To remain relevant, dental practices must continually monitor and refine their approach to attract and retain patients. In an era where patients are accustomed to convenience, personalization, and digital engagement, your marketing strategy must reflect these expectations to stay competitive.

So, what should you focus on in 2025 to make the most of your marketing efforts? Drawing on my experience as a senior consultant at MGE and partner at Blumberg Digital, I’ve identified three key trends that are reshaping the dental marketing landscape. From rising Google Ads costs to the game-changing power of explainer videos and the crucial role of follow-up, these insights can help you navigate the challenges and opportunities of the year ahead.

Google Ads: Adapting to Higher Costs and Greater Competition

Google Ads remains a powerful tool for attracting new patients, offering immediate visibility and results. However, the landscape has changed dramatically over the past few years, with rising costs and increasing competition making it more challenging to see a strong return on investment.

Key Changes:

• Higher Costs: The cost per click (CPC) has increased significantly. For example, a keyword like “dentist near me,” which cost $12-$14 per click in 2019, now runs as high as $30 or more in some areas. Keywords for high-value services like dental implants can cost up to $90 per click!
• Increased Competition: More practices are investing in Google Ads, driving up demand and cost per click.
• Complex Requirements: Google’s standards have become more stringent, demanding higher-quality ads and landing pages.

Recommendations:

1. Allocate Adequate Budget: Ensure your ad spend reflects the current cost per click in your market. A monthly budget of $500-$1,000 is unlikely to yield results in today’s competitive environment.
2. Strategic Landing Pages: Avoid sending clicks to your homepage. Instead, use tailored landing pages aligned with the specific services being advertised. For example, if you’re running ads for dental implants, direct users to a landing page dedicated to that service, complete with testimonials and frequently asked questions.
3. Professional Management: Work with a skilled strategist to optimize your campaigns and manage your budget effectively. Regular audits can help identify areas for improvement and maximize ROI.

Explainer Videos: Building Authority and Engagement

Video marketing has become a cornerstone of effective dental marketing, but explainer videos—short, informative videos addressing common patient questions—offer unique benefits. These videos can enhance Search Engine Optimization (SEO), build trust, and create a personal connection with potential patients.

Why Explainer Videos Work

• Answer Common Questions: Patients often research big-ticket treatments like dental implants, veneers, or clear aligners. Explainer videos that address their concerns position you as an authority.
• SEO Boost: Transcribing these videos and embedding them on your website provides rich, original content that improves search rankings.
• Personal Connection: Seeing and hearing you answer questions fosters familiarity and trust, making patients more likely to choose your practice.

How to Create Explainer Videos

1. Equipment: Use a smartphone, a tripod, and a Bluetooth microphone. These affordable tools can produce high-quality videos.
2. Content: Record yourself answering frequently asked questions, such as “What are dental implants?” or “How does Invisalign work?” Ensure your responses are clear, conversational, and free of technical jargon. Patients appreciate simplicity and clarity over clinical terminology.
3. Distribution: Upload videos to YouTube, embed them on your website, and repurpose them for social media platforms like Instagram, TikTok, and Facebook. Diversifying your content’s reach maximizes its impact.
4. Professional Editing: Minor edits can enhance the video’s polish, but authenticity is key—patients value genuine communication over perfect production. Including subtitles can also make your videos more accessible.

Pro Tip

Consider adding a “call-to-action” (CTA) at the end of your videos, inviting viewers to schedule an appointment or download a free guide. This not only drives engagement but also helps convert viewers into patients.

If you’d like a script that we use on how to make a few of these videos, you can download one for free here.

Follow-Up Protocols: The Key to Maximizing Leads

Generating leads through marketing campaigns is only half the battle. Effective follow-up is essential to convert these inquiries into appointments and ensure no potential patient slips through the cracks.

The Problem

Many practices stop follow-up efforts too soon. A typical approach might involve one or two calls and a single email. This minimal effort often results in lost opportunities, wasting the marketing dollars spent to generate the lead.

Effective Follow-Up Strategy

1. Multiple Touchpoints:
   • Day 1: Call, leave a voicemail, send a text message, and follow up with an email.
   • Day 2: Repeat the process in the morning and afternoon.
   • Day 3-7: Transition to once-daily contact attempts.
2. Persistence Over Time: Extend follow-up efforts over 21 days, gradually reducing frequency. Afterward, continue monthly email outreach unless the lead opts out.
3. Dedicated Responsibility: Assign follow-up tasks to a specific team member, such as a new patient coordinator, to ensure consistency and accountability.

Why It Matters

This approach ensures you’re maximizing your investment in lead generation and demonstrates a commitment to patient care. Even if a lead opts out, your persistence leaves a positive impression of your practice’s professionalism and dedication.

The Bigger Picture

Follow-up isn’t just about closing leads; it’s about showing patients you care. Whether it’s a quick text to check in or a friendly voicemail, these touchpoints reflect your practice’s dedication to personalized service. In a world where patients have countless options, this can set you apart.

Final Thoughts

As the dental marketing landscape grows more competitive, staying ahead requires strategic adjustments and a focus on emerging trends. By leveraging Google Ads effectively, incorporating explainer videos into your content strategy, and implementing a robust follow-up protocol, you can attract more patients and build lasting relationships in 2025.  To that end, if you want help in these areas, I’d recommend two things: The MGE New Patient Workshop, where we cover all of this and more.  Also, our team at Blumberg Digital offers a complimentary audit of your Google Ads campaigns and guidance on video marketing and lead follow-up protocols. Click here to get on the schedule!

And remember, success in marketing isn’t just about following trends—it’s about tailoring those trends to your unique practice and patient base. If you have questions about implementing these strategies, feel free to reach out. Let’s make 2025 your practice’s best year yet!