Specialty Practice Marketing

Most dental marketing advice is written for general practices: get on the map, collect reviews, keep the hygiene schedule full. Specialty practices need all of that, but the people who choose them are different. A parent picks the pediatric dentist. A general dentist sends the root canal. A patient with a swollen jaw searches at night for whoever can see them tomorrow. An adult who has wanted straighter teeth for years compares an orthodontist with a box in the mail.

This guide is for owners and managers of orthodontic, pediatric, endodontic, periodontic and oral surgery practices. It explains how specialty marketing differs, how referrals are earned and kept without crossing the lines on paying for them, what works for orthodontists and pediatric dentists who market straight to families, how the referral specialties get found by patients and referring offices alike, and the state rules on who may call themselves a specialist.

Chapters

1. 01How specialty practice marketing differsGeneral dentists, orthodontists, pediatric dentists, endodontists, periodontists and oral surgeons: who chooses each, and how they get found.
2. 02Earning and keeping referrals from general dentistsHow specialists earn and keep referrals from general dentists: communication, reports back, easy referring and education, without paying for them.
3. 03Orthodontic practice marketingHow orthodontic practices market to parents and adults: free consultations, competing with mail-order aligners, financing and consult follow-up.
4. 04Pediatric dental practice marketingHow pediatric dental practices market to parents: first-visit content, schools and community, photos of children, and staying inside privacy rules.
5. 05Marketing endodontic, periodontic and oral surgery practicesHow endodontists, periodontists and oral surgeons get found by patients in pain, implant and wisdom-teeth searchers, and referring offices.
6. 06Who may advertise as a specialistWho may advertise as a dental specialist, how state boards regulate the word, and what general dentists who offer ortho or implants must avoid.