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Marketing a dental practice in today’s competitive market can be challenging.
Despite this, demand for private dental services in the UK is rising, with more patients choosing self-pay options and seeking faster access to treatment. This creates plenty of opportunity for growth if you have the right strategy. So how can you stand out in a crowded marketplace and attract more patients?
Based on current UK marketing best practice, here are ten practical suggestions you can put in place today.
1. Revisit your current marketing plan
It is easy to get stuck in a rut, relying on the same tactics year after year. You may already have a website, a printed brochure, and the occasional advert in the local paper, but is it enough?
Both the market and your patients’ expectations change. Take time to review what you are doing, measure results, and benchmark against competitors. A refreshed strategy could reveal untapped opportunities.
2. Rebrand
Strong and distinctive branding is essential to attract new patients and retain existing ones. If your current brand does not spark interest, it may no longer resonate with your audience.
Effective rebranding means defining who you are, what makes you different, and how you want to be perceived. Go beyond logos and colours, consider every patient touchpoint, from your website and reception desk to staff communication and clinic décor.
3. Introduce innovation
Look beyond marketing and consider your wider service offering. Could you add a new treatment, invest in digital dentistry, or make the patient experience more engaging with modern technology?
Simple touches, such as self check-in kiosks, screens in waiting rooms, or workshops for nervous patients, can make your practice stand out.
4. Invest in content marketing
Content marketing is a powerful way to build authority and attract new patients. By sharing useful advice on oral health and dental care, you position your practice as a trusted source of information.
Move beyond occasional blog posts. Create a content plan that includes blogs, videos, guides, and patient education resources. Promote this content on social media and via email to increase reach.
5. Focus on local SEO
Competition for dental keywords is fierce, so local SEO is vital. Ensure your practice is listed on Google Business Profile, NHS Find a Dentist, and other directories.
Use local keywords on your website, such as “dentist in York” or “teeth whitening Leeds”. Add location-focused content and reviews to help your practice rank higher for searches in your area.
6. Engage with local schools
Dentists can sometimes appear clinical and unapproachable. By visiting local schools to give oral health talks, you demonstrate community involvement and help children develop healthy habits.
Bring along props, offer free toothbrushes or activity packs, and engage both children and parents. This builds visibility and trust in your local area.
7. Try PPC advertising
While SEO is a long-term strategy, Google Ads can generate new patient enquiries quickly. You choose your budget, target local keywords, and only pay when people click your ad.
To succeed, focus on benefits rather than features, include strong calls to action, and regularly monitor performance. Even a small campaign can boost visibility in your local market.
8. Hold an open day
Fear of the unknown keeps many people from visiting the dentist. Hosting an open day helps to break down barriers by inviting potential patients to meet your team and see your facilities.
Promote the event through local media, flyers, and social channels. Offer tours, short demonstrations, and Q&A sessions. Free advice and small giveaways can help make the day memorable.
9. Collect patient reviews
Patient reviews influence decisions, but in the UK you must follow ASA and GMC rules. Clinical outcome testimonials cannot be used in advertising, but feedback on non-clinical aspects such as customer service, environment, or friendliness is acceptable.
Encourage patients to leave reviews on Google, NHS, or local directories. Provide easy links on your website and reminders in patient communications.
10. Try vehicle wrap advertising
Vehicle wraps remain a cost-effective way to raise awareness locally. By turning your car into a moving advertisement, you reach thousands of people as you drive or park.
Keep the design clean, professional, and on brand. Include your practice name, website, and a clear call to action such as “Book Online Today”.
Conclusion
Growing your dental practice in the UK requires a mix of creativity, consistency, and compliance. From SEO and PPC to rebranding and community engagement, these strategies can help you attract more patients while staying aligned with healthcare advertising regulations.
Need help marketing your dental practice? Contact Total Medical Design UK for compliant, patient-focused marketing strategies.