Insurance first, provider second
Dentist that takes a named plan, in a named area. The insurance constraint comes before any preference about the practice, and a page that does not answer it is filtered out before it is read.
Healthcare
Dental marketing where the search starts with insurance
A practice asked why its cost per new patient was rising while its lead count stayed flat. Most of the leads were for a treatment it barely made money on, and the implant enquiries it wanted were going to two competitors who had pages for them. Most dental searching starts with a constraint: who is near me, who takes my plan, who can see me this week.
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Marketing does not behave the same way here.
A dental practice is several businesses with one waiting room. Routine hygiene and check-ups fill the diary and pay the overhead. Implants, aligners and cosmetic work are where the margin is, and they are researched for months rather than searched for in a moment. A marketing programme that treats a new patient as one kind of thing fills the diary with the cheapest kind.
On top of that, dental search is filtered by insurance before it is filtered by anything else, so a practice that does not state its accepted plans plainly is invisible to a large share of its own market.
And because dental is a health service, patient data carries privacy obligations that rule out the ordinary remarketing and audience tactics used everywhere else. That catches out agencies who have not worked in healthcare, and it is the reason the audience setup on a dental account gets checked rather than assumed.
How your customers actually search.
Urgent, and willing to go anywhere
Emergency dentist, tooth pain, broken tooth, same-day appointment. High intent, converts by phone, and unusually insensitive to which practice it is.
Treatment research over months
Implant cost, aligners compared, veneers before and after, finance options. The highest-value work, decided slowly, and almost always started long before anybody contacts a practice.
How an enquiry becomes a customer.
Different intents take different routes. Serving all of them with one page is the most common structural mistake in this industry.
- Routine: search, check insurance and availability, book online or call. Online booking changes conversion here.
- Urgent: phone call within minutes, taken by whoever answers. Practices without same-day capacity should not bid on these terms.
- High value: months of research, then a consultation booking, then a treatment plan conversation that decides the revenue.
- Accepted insurance plans not listed anywhere on the site, which removes the practice from the filter most patients apply first.
- One page for all treatments, so implants and orthodontics, the work that funds the practice, have nothing that can rank.
- No pricing or finance information on high-value treatments, when cost is the question the entire research phase is about.
- A Google Business Profile with no services and no booking link, in a category where the map pack takes most of the clicks.
- Separate campaigns and budgets per treatment type, because a shared budget always drains toward cheap hygiene clicks and away from implants.
- Emergency campaigns restricted to hours when the practice can genuinely see somebody the same day, rather than running all week.
- Negatives against dental schools, careers, training, NHS where the practice is private, and the treatments the practice does not offer.
- Careful use of audience targeting, because health-related remarketing lists carry restrictions that ordinary retail campaigns do not.
- Recall and hygiene reminders to existing patients, which is the cheapest revenue in the practice and is usually run by the software rather than by anybody thinking about it.
- Treatment plan follow-up after a consultation, where a share of patients say yes weeks later, and only if somebody stays in touch.
What the report should lead with.
- New patients by treatment type, not new patients in total
- Cost per new patient against that patient's first-year value
- Consultation to treatment plan acceptance rate
- Recall attendance rate for existing patients
Proof
The closest accounts we have published.
One dental clinic, not named, and a pediatric therapy practice: two local clinics that patients find by searching for a treatment near them.
Dental clinic, local SEOSEO
4.58Korganic clicks in six months
- 250Kimpressions
- 1.8%click-through rate
- 22average position
My Favorite TherapistsSEO
99.6Ksearch impressions
- 1.72Kclicks
- 99.6Kimpressions
- 12.5average position
On camera
Four clients on camera, in their own words.
Four clients, four industries, one thing in common: the number moved and they said so on camera.
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It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
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The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
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People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
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These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
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Read the postQuestions
Questions from this industry.
01 Can a dental practice run remarketing on people who visited treatment pages?
With care, and less freely than in other industries. Advertising platforms restrict audience targeting based on health conditions and treatments, and in the United States patient information handled by a covered entity brings HIPAA obligations that most marketing tools are not set up to meet. Broad remarketing to site visitors is usually fine. Building an audience around a specific treatment page is where the problems start. Get it checked rather than assumed.
02 Should a practice advertise emergency dental appointments?
Only during the hours you can actually see somebody. Emergency searchers convert on availability, and a practice that takes the call and offers a slot in nine days has paid for a click, annoyed a person in pain, and created a review risk. Restrict the campaign to the times when the answer can be yes.
03 Is it worth publishing implant and aligner prices?
A range and what moves it, yes. Cost is the entire research phase for those treatments, and a site that says nothing sends the patient to a competitor who will. Practices worry that price shopping brings the wrong patients. On the dental accounts seen here the opposite happened: stating a range filtered out the people who were never going to proceed before they took up a consultation slot.
04 How much does insurance matter to dental search?
For routine and general dentistry it is frequently the first filter applied, ahead of location and well ahead of anything about the practice itself. Listing accepted plans plainly, in text rather than in an image or a PDF, is one of the cheapest changes available and one of the most consistently skipped.