02 · Industries
← All industriesDental Clinics
A dental clinic holds two businesses in one location. The first is volume: scaling, fillings, extractions. The second is large cases: aligners, implants, veneers. They need entirely different channels, messages, and patience, and merging them into one campaign is the costliest mistake in this category.
North star
Case value per consultation
Why this metric
Ten scaling consultations and one aligner consultation can carry similar acquisition cost and value that differs by an order of magnitude. Averaging across the account hides that entirely.
Ground truth
What we see over and over in this category.
Aligner cases take 3 to 9 months to mature
People search, compare, delay, then return. Judging an aligner campaign on a 30 day window will always conclude the channel loses money, when the case actually closes in month four.
Trust is built by the dentist, not the clinic
For permanent work on someone's face, people choose a person. A dentist profile page with clear credentials and education content from that dentist consistently outperforms clinic brand content.
Emergency searches are an ignored entry point
Searches like toothache at night and dentist open now carry the highest possible intent and far lower competition. An emergency patient handled well often becomes a regular, and occasionally a large case.
Playbook
The order we run it in.
- 01
Separate volume and large case accounts
Different budgets, messages, landing pages, and attribution windows for each.
- 02
Build dentist authority
Profile pages, education content, and coverage naming credentials consistently.
- 03
Own local and emergency search
Google Business Profile, accurate hours, and dedicated pages for urgent complaints.
- 04
Build a nurture path for large cases
Free consultations, outcome simulations, instalment options, and scheduled follow up out to six months.
Compliance note
Dental ethics restrict comparative promotion, guaranteed outcomes, and implying superiority over colleagues. Balanced education content explaining treatment options is both safer and more effective at building trust.
Relevant services
Questions
Can we show before and after photos of dental cases?
This needs real care. Beyond written patient consent, the presentation must not imply guaranteed results or comparison with other providers. We more often recommend process content and treatment option explainers, which in our data produce higher quality enquiries.