If you read the previous article on internal marketing, you already know how to maximize the value of the patients you have. Now it’s time to focus on your growth.
What Is External Marketing (Really)?
External marketing is any marketing that does not originate from your team or your existing patients.
That includes:
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- Your website
- Search engines (Google, AI, maps)
- Paid ads
- Social media
- Direct mail
- TV, signage, and more
Even if you’re not actively marketing internally, your website still counts as external marketing. That means every practice already does it, whether they realize it or not.
Understanding the Role of External Marketing
Most of the dentistry a patient completes with your practice happens within the first nine months—and that window sets the tone for everything that follows. New patients fill your schedule, your schedule drives production, production generates revenue, and ultimately, that revenue determines your profitability.
That’s why marketing isn’t just about visibility or “getting your name out there.” It’s about taking control of the financial future of your practice by consistently attracting the right patients at the right time.
The 10-Step External Marketing System
Step 1: Define Exactly How Many New Patients You Need
Most dentists answer this question like this:
“As many as possible.”
That mindset leads to one thing: overspending.
Instead, your marketing must start with objective data:
- Your production goals
- Your historical performance
- The value of a new patient
- Your actual budget
When you calculate your true need, you gain clarity. You stop guessing, you stop overspending, and you start optimizing.
Step 2: Set a Marketing Budget Based on Reality
Marketing is more expensive than most dentists realize.
A general rule:
- Do not exceed 10% of collections
But that’s a ceiling not a target. The real goal is to spend the right amount to achieve the highest return possible.
Step 3: Internal Marketing Right First
External marketing cannot succeed if your internal systems are weak.
Before scaling externally, make sure:
- Your phones are handled at a high level
- Patients receive an “over-the-top” experience
- You actively ask for referrals
These are not optional. Because when internal marketing is strong, you rely less on external marketing and your external marketing performs better.
Step 4: Build a Website That Creates Emotional Connection
A website is not just information, it’s your first relationship with a patient.
To work effectively, it must:
- Be visually and emotionally engaging
- Be easy to navigate (short attention spans matter)
- Communicate clearly and quickly
What separates great websites from average ones?
1. Doctor Introduction Video
Patients want to know:
- Why you became a dentist
- What you believe in
- What they can expect
When done right, patients say: “I feel like I already know you.”
2. Patient Testimonials (Especially Video)
This is the most powerful marketing message you have.
Why?
(1) Patients trust other patients more than they trust you
(2) Patients see themselves in those stories
3. Service-Specific Landing Pages
This matters more than ever today. Recent search engine updates reward clarity and structure, so you need to define your services clearly, give each service its own page, and keep your messaging consistent across your entire online presence.
This all falls under Information Architecture, or IA, which refers to how you structure your site for both users and search engines.
Step 5: Dominate the Search Results Page
When a patient searches, they don’t just see one result—they see an entire ecosystem. To win, you need visibility in all of these areas:
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- AI-generated answers
- Paid ads (PPC)
- Google Maps
- Organic rankings
Key optimization principles:
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- Write content the way people speak to AI. Example: “Are dental implants right for me?”
- Maintain consistent information everywhere:
- Company Name
- Company Address
- Phone number
- Services offered
- Continuously optimize paid campaigns.
Step 6: Use Social Media as a Reinforcement Tool
Social media is not your primary driver—but it matters.
Why?
Because people spend hours a day on their phones.
To be effective:
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- Maintain consistent presence
- Deliver relevant messaging
- Target the right audience
- Post frequently enough to stay visible
Remember the core principle:
The right message + the right audience + the right frequency = results
Step 7: Choose Marketing Channels Strategically
Choose your marketing channels strategically because not all marketing carries the same level of risk. Start by doing more of what already works, then reuse strategies that have performed well in the past. From there, test new approaches carefully while you fix or eliminate anything that underperforms.
Keep in mind that there is no universal “best” marketing approach, every market responds differently, so your strategy should reflect that.
Step 8: Understand Reach and Frequency (The 15X Rule)
Two of the most important concepts in marketing are:
Reach
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- The percentage of your target audience that sees your message
- A good benchmark: 60% or higher
Frequency
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- How often they see your message
- A strong target: 4+ times per month
The 15X Rule
A patient typically needs to see or hear your message 15 times before taking action. This is why consistency matters, and why short-term marketing fails.
Step 9: Use Offline Marketing the Right Way
Digital isn’t everything. In many markets, traditional marketing still works extremely well.
- Your signage may be one of the most underutilized assets in your marketing strategy. When done well, it works for you 24/7. A strong sign should be large enough to command attention, highly visible from a distance, and easy to read at driving speeds.
- Direct mail is still highly effective, but only when executed thoughtfully. Its success relies heavily on targeting the right geographic audience and pairing that with strong, visually compelling design. The message needs to be clear and purposeful, featuring a strong offer paired with a defined deadline to prompt action.
- Television advertising can be extremely effective in the right market, particularly for building credibility and recognition quickly. It has a unique ability to position you as an expert while creating a kind of “celebrity effect” within your community. This familiarity can translate into trust before a potential customer ever interacts with you directly.
- Practice seminars are one of the highest ROI strategies when done right. They position you as the authority, educate patients, and create a setting that drives strong conversions. Because you have time to build trust and clearly explain your value, attendees are more confident in choosing you.
Step 10: Track Your Marketing the Right Way
Most practices track incorrectly.
Instead of asking:
“How did you hear about us?”
Ask:
“How did you hear about us? (Check all that apply)”
Why?
Because patients are influenced by multiple touchpoints:
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- Website
- Referral
- Ads
- Social media
Each one deserves partial credit.
Step 11: Understand Your True ROI (This Changes Everything)
Here’s where most dentists get it wrong. Spending $1,000 on marketing does NOT mean $1,000 in production breaks even.
Why?
Because of:
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- Overhead
- Collection rates
- Operating costs
In reality:
-
- You may need 3 or 4xs the return just to break even
So:
-
- $1,000 spend → $3-4000 production to break even
Anything above that = profit.
Step 12: Commit Long Enough to Win
Even perfect marketing won’t work instantly.
You must:
- Commit to 6–12 months minimum
- Stay consistent
- Adjust based on data
And remember:
Marketing fails more from lack of commitment than poor strategy.
Ready to build a smarter, more predictable marketing system? At Sunrise Dental Solutions, we help practices increase new patient flow, improve ROI, and create more profitable, less stressful businesses.
If you’re ready to stop guessing and start growing with confidence, click here to book a call with Dr. Tony Feck.