How Much Should You Invest in Marketing Your Dental Practice?

By Jackie Ulasewich Cullen

A new patient calls after finding your practice online. They schedule a consultation, accept treatment and leave a glowing review. A few weeks later, one of their friends reaches out to book an appointment, too.

That’s how great marketing works. It’s consistent, connected and built to support long-term growth.

But, for many dentists, marketing still feels like a guessing game. How much should you be spending? Where should that money go? And what does a successful strategy even look like?

There’s no single formula. But when your marketing investment is aligned with your goals, your patient base and the stage of your practice, you’re in a much better position to grow with confidence.

What a Healthy Marketing Investment Looks Like

Marketing budgets can vary widely depending on your practice goals, growth stage and location, but that doesn’t mean you have to guess. The key is treating marketing as a strategic investment — not just another line item.

Start by thinking like a business owner. Successful small businesses typically spend 4%–7% of their gross revenue on marketing. That number may trend higher for newer or more competitive practices, especially if your goal is to expand, break into a new market or introduce high-value services like implants or cosmetics.

But the dollar amount is only part of the equation. Equally important is how your marketing spending aligns with:

• Your goals. Are you trying to grow quickly, or are you trying to stabilize and optimize?

• Your patient base. Are you nurturing existing relationships, or are you trying to attract more ideal patients?

• Your market. Are you in a dense, high-competition area, or are you one of a few practices in town?

Rather than fixating on what others spend, ask yourself: Is my current marketing investment aligned with where I want to take the practice — and is it actually delivering results?

Invest Where It Counts

Once you’ve established a healthy marketing investment, the next question is: Where should it go?

This decision is where many practices go off track — not because they aren’t investing enough, but because their investment isn’t aligned with what they actually need.

A newer practice in a competitive area might benefit from paid search ads and local SEO to drive visibility. An established office with a strong patient base might get more value from consistent email outreach and personalized content that strengthens loyalty with existing patients and encourages referrals.

Smart allocation isn’t about jumping on every trend — it’s about choosing tools and strategies that support your specific goals. That might include:

• Website updates that reflect your current services, technology and patient experience.

• Regular blog posts that support SEO, highlight your expertise and answer common patient questions.

• Social media content that builds connection and credibility by showcasing your team, culture and community involvement.

• Email campaigns that keep patients engaged and informed between visits.

The best marketing mix for your practice is one that reflects where you are now — and where you want to go next.

Don’t Overlook Your Greatest Asset

Many practices assume marketing is just about finding new patients. But your existing patients are often your best opportunity for long-term growth.

They already trust your team. They’ve experienced your care firsthand. And when they feel genuinely connected to your practice, they’re more likely to:

• Accept additional treatment recommendations.

• Leave positive reviews that improve your visibility.

• Refer friends, family and coworkers who share similar values. That kind of organic growth isn’t just cost-effective — it’s sustainable. And it starts by nurturing the relationships you’ve already built.

Think about the moments between visits. Are you staying in touch? Are you creating experiences that feel personal and memorable? Are you inviting feedback and encouraging patients to share their stories?

The more you engage your existing patients, the stronger your marketing foundation becomes — because every loyal patient has the potential to be an advocate for your practice.

Make Every Marketing Dollar Count

Marketing your dental practice isn’t about chasing trends or checking boxes. Rather, it’s about building a strategy that reflects your values, supports your goals and grows with your business.

No matter what stage your practice is in, the right marketing approach can help you stand out, build loyalty and reach more of the patients you’re truly meant to serve.

Jackie Ulasewich Cullen is co-founder and CEO of My Dental Agency, a dental marketing agency. An experienced speaker and writer, Cullen is passionate about helping dentists attract the patients they want and build thriving practices. To comment on this article, email impact@agd.org.