Today’s orthodontic patients are doing their homework online before they ever step foot in your office. They’re researching braces and aligners, comparing practices, and even checking pricing and financing options. In a world where potential patients can hop from one website to another in seconds, relying solely on referrals won’t cut it. To really grow your practice, you need a robust orthodontic marketing strategy that puts you front and center at every stage of the patient journey.
Purpose of This Playbook: Whether you’re brand new to marketing orthodontics, looking for fresh orthodontic marketing ideas, or hoping to find the right orthodontic marketing agency to scale your efforts, this playbook is designed to help. It’s a step-by-step, actionable framework that includes proven strategies that we’ve seen grow other practices.
Step 1: Build a Memorable Brand Foundation
Differentiate Your Orthodontic Practice
Your brand should tell a compelling story—one that resonates with your target patients. Start by identifying what makes you stand out. Are you renowned for treating seniors? Do you utilize state-of-the-art technology like 3D scanning? Highlighting these differentiators sets the stage for why patients should choose you over competing orthodontic practices.
Communicate your unique value proposition (UVP) with consistency and clarity across all platforms. Make it unmistakably clear who you serve, what you offer, and why you’re the best choice.
Craft a Memorable Brand Identity
Visual Elements: A bold, modern logo, a distinctive color palette, and a clean, welcoming office aesthetic make a lasting impression. Don’t blend in—stand out from your competitors.
Brand Voice & Tone: Let warmth, empathy, and education guide how you speak to patients. Focus on them more than on yourself. Acknowledge their fears, answer their questions, and show them the path to a beautifully aligned smile.
Step 2: Optimize Your Orthodontic Website to Convert More Leads
Your website is your digital front door, so it needs to look great, load fast, and make it easy for visitors to take action. Successful marketing for orthodontics depends on turning site visitors into leads and eventually, happy patients.
Professional, Patient-Friendly Website Design:
- Mobile-Responsive & Fast-Loading: Most of your visitors will be on mobile, make sure your site is optimized to be mobile-friendly, and most importantly, fast.
- Clear Calls-to-Action (CTAs): Make your calls-to-action on the site visible – easy to spot and they should look clickable.
- Prominent Phone Number: Place your phone number at the top of every page, making it simple for potential patients to call.
- Educational Content: Offer blog posts, FAQs, and videos that educate prospects about treatments, outcomes, and what to expect during their visits.
Conversion Rate Optimization (CRO):
- Appointment Scheduling Tools: Integrate online appointment systems so prospects can self-schedule at their convenience.
- Patient Testimonials & Social Proof: Highlight success stories, before-and-after photos, and third-party reviews. This builds trust and helps convert curious visitors into booked appointments.
- Offers to Drive Leads: Consider providing special offers—especially discounts—to motivate prospects to reach out and cause a sense of urgency.
- Website Chat: Adding chat features creates a new conversion pathway, allowing you to capture leads at any hour.
Step 3: Build Out Your Local SEO Strategy
Local SEO is the backbone of orthodontic marketing efforts. If prospective patients can’t find you in their local search results, it doesn’t matter how good your services are.
Search Engine Optimization (SEO) for Orthodontists:
- Local SEO is Key: Optimize your Google Business Profile listing with accurate office hours, photos, and contact details.
- Gather More 5-Star Reviews: Set up a system to ask happy patients for reviews. High-quality reviews differentiate you from the competition and reassure potential patients.
- On-Site SEO: Include relevant keywords on your site. Phrases like “Invisalign for Teens” or “braces near me” help Google understand what you offer and improve your rankings.
By focusing on local SEO, you can gain a competitive edge over other orthodontic marketing companies that may be overlooking the importance of a strong local presence.
Step 4: Driving Patient Acquisition
To scale your patient base, you must invest in paid advertising. Paid ads are the best way to quickly drive additional visibility and patient leads for your practice.
Google Search Ads:
- Target High-Intent Keywords: Start with keywords that signal patients are ready to convert, like “braces near me” or “orthodontist near me.”
- Expand Over Time: Once you’ve maximized high-intent searches, broaden your strategy with educational keywords such as “do I need braces?” This supports long-term growth and brand awareness.
- Budget for Success: We recommend an average of $5,000 per month. Highly competitive markets may need more to stay visible, and some smaller markets may not need as much spend.
Meta Ads:
- Offer-Centric Messaging: Facebook and Instagram ads work best when you have a compelling offer—like a limited-time discount or free consultation—to motivate potential leads.
- Nurture Leads: These leads often need follow-ups. Have a process in place—calls, emails, or SMS messages—to turn these inquiries into scheduled visits.
A well-rounded advertising approach not only drives leads today but also builds brand recognition for tomorrow. If you’re unsure where to start, consider partnering with an orthodontic marketing agency that can guide you through these strategies.
Case Study: How RUNNER drove 11x return on ad spend for Advanced Orthodontic Specialists
Ready to Get More Orthodontic Patients?
Step 5: Nurturing Relationships & Encouraging Loyalty
Acquiring new patients is just one piece of the puzzle. Retaining them and encouraging long-term loyalty unlocks more revenue.
Email & SMS Marketing:
- Retention Campaigns: Remind existing patients to schedule appointments or upsell on new services.
- Scheduling Campaigns: Prompt those who expressed interest in a treatment but never scheduled. This is one of the highest priority campaigns you can put in place.
- Cold Lead Re-Engagement: Don’t give up on old leads. Automated email and text sequences can re-engage past inquiries who may be ready to commit now.
By continuously nurturing your existing and potential patients, you establish a reputation that sets you apart and keeps your practice top-of-mind.
Step 6: Tracking and Measurement
What gets measured gets improved. Tracking is essential to understanding which marketing strategies for orthodontics yield the best results.
- Define Your KPIs: Focus on the metrics that matter—leads, office visits (OVs), and completed treatments.
- Lead to OV Rate: Measure how effectively your front office converts leads into scheduled visits.
- Establish Tracking: Use Google Analytics and Google Ads conversion tracking to see which campaigns drive results.
- Unique Phone Tracking Numbers: Assign unique numbers to different campaigns to pinpoint where calls originate.
- Leverage a CRM: A customer relationship management tool helps track leads from first contact through treatment completion, giving you a full picture of what’s working and what’s not.
Armed with data, you can refine your marketing strategy, eliminate wasteful spend, and invest more in the campaigns that truly drive growth.
Related Reading: 10 Orthodontic Marketing Ideas to Get More Patients
Conclusion & Next Steps
A comprehensive orthodontic marketing strategy involves more than just a pretty website or a few ads. It’s a holistic approach—brand differentiation, local SEO, targeted advertising, lead nurturing, and data-driven decision-making—that ensures growth.
If you’re ready to accelerate your practice’s growth, request a consultation with an Orthodontic marketing company like RUNNER agency. An experienced marketing partner can help you craft a custom plan that fits your unique goals and challenges.
Marketing for orthodontics will continue to evolve, and staying ahead means constantly refining and innovating. With the right framework and expert guidance, you can remain competitive, grow your patient base, and solidify your reputation as the go-to practice in your community.
By following this playbook and implementing a comprehensive orthodontic marketing strategy, you’ll put your practice on the path to lasting success.
