Stop Chasing 'Likes' and Start Filling Your Dental Chairs

Why Most Dental Marketing Fails (And What Actually Works)

I was sitting down with a dentist in Chermside a few months ago. He was frustrated—and rightfully so. He’d been paying a 'boutique' agency a couple of grand a month to post pretty pictures of toothbrushes and avocado toast on his Instagram page.

He had plenty of 'likes', but his phone wasn't ringing. His chairs weren't full. He was essentially paying for a digital scrapbook that nobody was looking at when they actually had a toothache.

Here’s the cold, hard truth: Most marketing advice for dentists is total rubbish. It’s designed by people who love 'branding' but have never had to worry about meeting a commercial lease payment in Brisbane.

In the dental world, you aren't selling a product. You’re selling trust. Nobody wants to go to the dentist. They go because they have to, or because they want to feel better about their smile. If your marketing doesn't scream "you can trust me with your health and your wallet," you’re just throwing money down the Brisbane River.

Let’s bust some myths and look at what actually brings patients through your front door.

Myth #1: You Need to be a 'Social Media Influencer'

I see this all the time. Dentists spending hours trying to film TikTok dances or perfectly curated aesthetic photos.

The Reality: Unless you are doing high-end cosmetic veneers for 22-year-olds, your patients don't care about your Reels.

When someone in Indooroopilly has a cracked molar at 8:00 PM, they don't go to Instagram. They go to Google. They look for someone nearby, someone who looks professional, and someone who has great reviews.

If you want to get more patients into your clinic, you need to be where they are looking when they are actually in pain or ready to book. That means a solid presence on Google and a website that doesn't look like it was built in 2005.

What to do instead: Focus on your Google Business Profile. Make sure your phone number is correct, your opening hours are accurate, and you are actively asking happy patients for reviews. Ten fresh, honest reviews from local locals are worth more than 1,000 followers from overseas.

Myth #2: A 'Pretty' Website is Enough

Many dentists spend $10,000 on a website that looks like a high-end fashion magazine. It’s got slow-motion videos of people laughing and generic stock photos of models with impossibly white teeth.

The Reality: If your website takes more than three seconds to load on a phone, people are gone. If they can't find your 'Book Now' button within five seconds, they’re gone.

People in Brisbane are busy. They’re checking your site while waiting for a coffee or sitting on the train. They want to know three things: 1. Do you do the treatment I need? 2. Where are you located? 3. Can I book an appointment easily?

I’ve seen ugly, basic websites outperform 'award-winning' designs simply because the site loads fast and makes it easy to call the clinic.

What to do instead: Strip away the fluff. Put your phone number at the very top. Make sure your 'Book Online' button is a bright, contrasting colour. Use real photos of your clinic and your staff. People want to see the face of the person who is going to be sticking a drill in their mouth. Stock photos kill trust; real faces build it.

Myth #3: You Have to Compete on Price

"Checkup and Clean for $99!"

If that’s your main headline, you are attracting the worst kind of patients. You’re getting the 'price shoppers' who will leave you the second the guy down the road offers it for $95. These patients don't value your expertise, they don't show up for follow-ups, and they are usually the ones who complain the most.

The Reality: Marketing for trust allows you to charge what you’re worth.

Think about it—if you needed heart surgery, would you look for the cheapest surgeon in Queensland? Of course not. Dentistry is healthcare. When you demonstrate your expertise through your marketing, people are willing to pay for the peace of mind that comes with a job done right.

What to do instead: Use your marketing to educate. Write short, plain-English articles or record simple videos explaining common problems. "Why your gums bleed when you brush" or "What to do if your child knocks out a tooth." When you provide value before they even book, you become the expert, not a commodity.

The 'Trust Battery': How to Actually Get Bookings

Think of every potential patient as having a 'trust battery' regarding your clinic. When they first hear of you, it’s at 0%. Your job is to charge that battery to 100% so they feel comfortable booking.

Here is what charges the battery for a Brisbane local:

1. Social Proof (The Big One)

I worked with a clinic in Morningside that struggled to get dental implant cases. We started a system to ask their happy implant patients to mention the specific procedure in their review. When a nervous patient reads, "I was terrified of getting an implant, but Dr. Smith made me feel so calm and the result is perfect," that trust battery jumps to 80% instantly.

2. Video Walkthroughs

You can solve this with a 60-second video on your phone. Walk through your front door, show the reception desk, introduce your friendly receptionist, and show the dental chair. Show the 'scary' equipment and explain how it’s actually very quiet or gentle. Seeing the environment removes the 'fear of the unknown'.

3. Clear Pricing Transparency

How to Fill Your Calendar (The Long Game)

Getting a new patient is expensive. Keeping an old one is cheap.

Most dentists ignore their existing database. They have thousands of names and emails sitting in their practice management software doing nothing. If you want to fill your calendar during the quiet months (like the post-Christmas slump), you need to talk to the people who already know you.

The Strategy: Send a simple, helpful email once a month. Not a 'newsletter'—nobody reads those. Send a 'Health Check' reminder.

"Hi [Name], it’s been 6 months since your last clean. We’ve had a couple of cancellations this Tuesday if you want to jump in and use your health fund benefits before they expire."

It’s simple, it’s helpful, and it works. I’ve seen a single email like this generate 15 bookings in 24 hours for a small clinic in North Lakes.

What’s a Waste of Money?

If you are a local dentist, please stop spending money on these things until your basics are perfect:

Radio Ads: Too expensive, too broad. You’re paying to reach people in Ipswich when your clinic is in Ascot. Letterbox Drops: Most go straight into the recycling bin. Unless you have a very specific 'New Clinic' offer, it’s a gamble. SEO Agencies promising 'No. 1 on Google': Most of these guys are just running scripts and won't actually help you get more phone calls. They focus on 'rankings', not revenue.

Google Ads: Can start ringing your phone within 48 hours. It’s the fastest way to get 'emergency' patients. Expect to spend at least $1,000 - $2,000 a month to see a real return. Google Business Profile & Reviews: You’ll see a difference in 1-3 months as you start appearing higher in local searches. Patient Database (Email): Instant results. You can fill gaps in your diary by tomorrow if you send an email today.

What Should You Do First?

If you’re feeling overwhelmed, here is your 3-step plan for Monday morning:

1. Check your Google Business Profile. Is the map pin in the right spot? Is the phone number right? Upload 5 real photos of your team. 2. Ask 3 patients for a review. Don't just hope they do it. Say, "Hey, we’re trying to grow our local business, would you mind leaving us a quick review? It really helps." 3. Fix your website's 'Call to Action'. Make sure your phone number is huge and clickable on a mobile phone.

At the end of the day, marketing your dental practice isn't about being 'fancy'. It’s about being the most trusted, most visible, and easiest-to-book option in your suburb.

If you’re tired of spending money on marketing that doesn't work, we can help. At Local Marketing Group, we don't care about 'likes' or 'impressions'. We care about filling your chairs with high-value patients.

Let’s get your phone ringing. Contact us today.