The state of dentalpractice marketing
Benchmark Report
Website Design and Marketing
®
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The State of Dental Practice Marketing 2016 ProSites, Inc. All rights reserved. 02
Introduction and Methodology
Executive Summary
Current Marketing Practices
Resource Allocation and Practice Marketing Budgets
Respondent Characteristics
Contents
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To get a pulse on industry Internet marketing
activities, ProSites commissioned a third party to
survey dental practices. This survey was conducted
via email between July – September 2016.
Participation was 100% voluntary. To qualify for the
survey, respondents were required to:
● Currently be employed at a dental practice that actively markets its services
● Have significant influence on marketing decisions
The result is insight from 302 dentists across both
sole proprietorships and larger, multiple-partner
practices.
Methodology
Introduction
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Patients are increasingly turning to the Internet to find and research
healthcare providers, and the following industry snapshot indicates
dental practices are following in droves.
A substantial portion of dental practices’ marketing resources are
allocated to online marketing. Aside from word-of-mouth
advertising, dental practices rely primarily on online methods to
reach current and prospective patients. In fact, the majority allocate
about half of their total marketing budget to online marketing
specifically. Furthermore, 51% of respondents expect their
marketing budget to increase over the next three years,
suggesting that online marketing spend will increase accordingly.
Of those practices engaged in online marketing, approximately half
currently use an online marketing provider, stating expertise and a
desire to save time and increase o�ce e�ciency as driving factors.
These findings provide insight into preferred marketing methods,
both online and o�, and understanding into how dental practices
manage their marketing e�orts. While marketing strategies and
tactics vary, the common goal is practice growth and profitability.
Executive Summary
Executive Summary
Current Marketing Practices
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43% 33% 22%
Rank 1 Rank 2 Rank 3 Rank 4
34% 34% 30%
21% 32% 44%
95%
An increase in the total number of net-new patients
Retaining/recalling existing patients
Increasing average revenue per patient
Other
When measuring the growth and profitability of your practice, how important are the following?
The State of Dental Practice Marketing 2016 ProSites, Inc. All rights reserved. 06
Respondents consider an increase in net-new patients to be a highly important measure of their practice’s
growth and profitability, with 43% ranking it the most important measure. Patient retention also ranked highly,
followed by increasing revenue per patient. “Other” responses include positive reviews, more referrals, and
staying up-to-date with technology and patient care.
How do dentists define growth and profitability?
Current Marketing Practices
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The sustained popularity of word-of-mouth
advertising notwithstanding, it’s clear that the dental
industry has followed the masses online.
How are dentists marketingtheir practice?
Behind word-of-mouth (96%), dental
practices currently rely on a wide range of
online marketing tools. These include practice
websites (93%), social media (88%), and
search engine optimization (77%).
Not surprising, the number of practices
engaged in some form of online marketing is
significantly larger than those currently using
print (40%), radio (40%), direct mail (36%), and
TV (29%) advertising.
Current Online Marketing Tools vs. Traditional Methods
Current Marketing Practices
Word of mouth
Practice website
Social media
Yellow Pages
Search engine optimizationPrint ads
Programs/Sponsorships
Direct mailReview websites
Email marketing
Coupons/Groupons
Pay-per-click
Radio advertising
TV advertising
Outdoor/Billboard Ads
Other
92%
Marketing Methods Ever Used
Marketing Methods Currently Used
82% 64%
55%
54% 51%
44% 44%
40% 34%
22% 22%
12% 9%
8% 3%
Word of mouth
Practice website
Social media
Search engine optimization Review websites
Programs/Sponsorships
Pay-per-click
Email marketing
Outdoor/Billboard Ads
Yellow Pages
Radio advertising
Print ads
Direct mail
TV advertising
Coupons/Groupons
Other
96% 93%
88% 77%
69% 60%
58% 54%
52% 46%
40% 40%
36% 29%
21% 90%
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A practice website and search engine optimization
continue to be the top marketing methods for
dental practices.
The top three “ever been used” marketing methods
mirror those currently in use (word-of-mouth,
practice website, and social media); however, more
predictive statistics are associated with the use of
expanded online marketing services.
More traditional marketing methods (e.g. Yellow
Pages, Print Ads, and Direct Mail) had previously
been tried by approximately half of the respondents,
however are no longer being used by the majority of
people who once used them.
Marketing methodsthat dentists utilize.
Current Marketing Practices
YesNo
51% 49%
Less than6 months
6 months - less than
1 year
1 year - less than2 years
2 years -less than5 years
5 years -10 years
More than10 years
13%11% 12%
39%
20%
5%
Do you use an online marketing provider (i.e. a company that designs your website, manages your social media
and/or your other online marketing strategies)?
How long have you been using an online marketing provider?
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Respondents are split. Just over half (51%) of
respondents report using an online marketing
solutions provider, with 76% of those doing so for
more than a year.
Are dentists getting helpwith their marketing e�orts?
Current Marketing Practices
Website design
Search engine optimization
Patient reminder communications
Social media management
Practice branding materials
Email marketing
Practice branding materials
Reputation management
Pay-per-click
Referral marketing
83%
64%
49%
39%
35%
28%
20%
20%
13%
8%
Which of the following services do you get through an online marketing provider?
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There are a variety of reasons that dental practices have hired online marketing providers. The majority reported to
use online marketing providers primarily for website design (83%) and search engine optimization (64%) services.
What do dentists use online marketing providers for?
Current Marketing Practices
COMMON THEMES PERCENTAGE EXAMPLES
Providers’ expertise/skills
Saves time/more convenient
Easier/more e�cient
To boost name recognition/marketing
Cost e�ectiveness
Other
34%
27%
15%
10%
3%
8%
“Not sure how to do it myself and feel that a marketing company can do it better.”
“[They are] best qualified to get us a well-working, visible website.”
“I don’t have time to do it.”
“Convenience; do not want the hassle.”
“Easier than trying to do it myself.”
“Simpler and more e�cient.”
“To help get our name out to patients.”
“To assist in marketing, knowing that most patients today are online.”
“It seemed low cost.”
“It’s more cost e�ective than having an employee who does it.”
“[To] keep up with the times.”
“Trying something new.”
Why do you use an online marketing provider?
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The number one reason that dental practices outsource their marketing is due to lack of expertise and marketing
skill internally.
Why are dentists using an online marketing provider?
Current Marketing Practices
I do it myself
These e�orts are manged outside the practice
Someone else in the practice does
27%
26%
46%
Who in your practice manages your website and/or marketing e�orts?
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Among respondents who use an online marketing solutions provider, just under half (46%) manage their practice’s
website and/or marketing e�orts themselves. Of those who reported marketing e�orts were managed by some-
one else in the practice, 45% said the responsibility was handled by an o�ce manager or coordinator.
Who manages the dental practice’s marketing e�orts?
Current Marketing Practices
Resource Allocation
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Over the past two years and currently, on average, how much money do you think your practice has spent on
marketing per month?
How do you think your overall marketing budget will change over the next three years?
Two years ago One year ago Today
101 to250 dollars
11%12%
10%
251 to500 dollars
20% 19% 21%
501 to1000 dollars
15%18%
16%
1001 to5000 dollars
22%24% 25%
More than5000 dollars
10% 11%9%
Stay the sameDecreaseIncrease
51% 41%
7%
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In recent years, marketing budgets have remained fairly stable. The median marketing spend for a dental practice
two years ago was $500 per month. The monthly marketing spend rose to $600 one year ago and is currently
estimated at $500 per month.
Despite the relative budget consistency of late, 51% of respondents anticipate an increase in marketing budgets
over the next three years.
Marketing budgets are on the rise.
Resource Allocation and Practice Marketing Budgets
Online marketingPrint marketingTV/radio marketingOther
51%
23%
21%
4%
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Online marketing comes in first. On average, dentists estimate that just over half of their practice’s total marketing
budget (51%) is spent on online marketing. This is significantly greater than the average estimated budget spent on
print (23%) TV/radio (4%), or other (21%) marketing.
Which marketing method garners the greatest portion of a dentist’s budget?
Resource Allocation and Practice Marketing Budgets
What percentage of your overall marketing budget do you spend on the following?
O percent 1 to 25percent
25 to 50percent
51 to 75percent
76 to 100percent
18%
31%
8%
23%15% 18%
8%3%
51%
26%
Online marketing solutions provider Internal practice sta�
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Respondents estimate that a majority (62%) of their practice’s online marketing budget is allocated to solutions
providers, while 38% goes to internal sta� who manage online marketing e�orts.
How do dentists allocate their online marketing spend?
Resource Allocation and Practice Marketing Budgets
What percentage of your online marketing budget is allocated to marketing providers or internal sta�?
31%
37%
5%5% 2%
9%
11%
Want new patients/revenueExpand to other marketing channelsMaking changes to the practiceIncreased competitionIncreased cost of marketingOtherNo Answer
“Increased hosting fees,
additional expenditures for SEO”
“Increased competition and
lower reimbursement rates.”
“Want to get the word out about
new technologies we have invested in.”
“Reaching markets that increasingly
opt out of traditional media.”
“Better economy.”
“The more we advertise,
the more patients come in,
the bigger profit.”
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Most dentists are increasing their marketing spend over the next few years to meet their goal of new patients/revenue
(37%) and allow for expansion into additional marketing channels, including websites and social media (31%).
Dentists are planning to increase their marketing spend – but why?
Most dentists are increasing their marketing spend over the next few years to meet their goal of new patients/revenue
(37%) and allow for expansion into additional marketing channels, including websites and social media (31%).
Resource Allocation and Practice Marketing Budgets
What do you believe will drive your practice's increased marketing spend over the next three years?
West
Northeast
South
Midwest
Outside of the U.S.
Increase Stay the same Decrease
51% 41% 8%
43% 49% 8%
57% 32% 2%
48% 45% 7%
50% 25% 25%
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Respondents located in the South are most likely to indicate that practice marketing budgets will increase over the
next three years. Those located outside the United States are most like to indicate that budgets will decrease.
Where are dentists planning to increase their marketing budgets?
Resource Allocation and Practice Marketing Budgets
How do you think your overall marketing budget will change over the next three years?
RESPONDENT CHARACTERISTICS
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Which statement below best describes the last 12 months for your practice?
$100,000 to
$249,999
$250,000 to
$499,999
$500,000to
$749,999
$750,000 to
$999,999
$1,000,000or more
Prefernot toanswer
8%
16%
Which of the following best describes your annual practice revenue?
17%
14%
28%
16%
29%
16%
2%
52%The practice has been about asbusy as usual/the last year
The practice has been busierthan usual/the last year
The practice has been less busythan usual/the last year
The practice opened within the last year
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Just over half of respondents (52%) report their
practice has been about as busy as usual, and 41%
report that business has been about the same since
last year.
However, nearly a third of respondents (29%)
indicate that business at their practice could be
better.
More than one in four respondent practices have an
annual revenue of $1,000,000 or more. Just under
half (46%) report practice revenue is between
$250,000 and $999,999 annually.
How has businessbeen for dentists?
Respondent Characteristics
Which of the following best describes the practice you currently work in?
How many other dentists work in your practice?
No otherdentists
One Two Three ormore
36%
38%
14%11%
What is your dental practice focus?
Private practiceGroup practiceHospital-based practice
8%
91%
1%
67%
15%5%
6%
7%
General DentistPeriodonticsOrthodonticsCosmetic DentistryOther
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Respondent Demographics
The vast majority of respondents work in a private
practice (91%). More than one-third of respondents
(36%) work at a single dentist practice, and 67%
provide general dentistry.
Respondent Characteristics
MaleFemalePrefer not to answer
34% 64%
2%
20 to 29 30 to 39 40 to 49 50 to 59 60+ Prefer notto answer
2%
16%
27%
24%
3%
27%
What is your gender? Which of the following best describes your age?
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Just under two in three respondents (64%) are male, and 55% are between the ages of 40 and 59.
Gender and Age Demographics
Respondent Characteristics
83%
11%
1%
2%
2%
I am the sole decision maker
I am a joint decision maker with equal weight in the decision
I have significant influence on these decisions, but do not make
the final decision
62%
25%
13%
Dentist/Dental Surgeon
O�ce Manager
Dental Marketing Specialist
Dental Assistant
Dental Hygienist
Other
1%
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What is your current position? How involved are you in the marketing decisions made by your dental practice?
The majority of respondents are dentists or dental surgeons (83%), with 62% reporting they are the sole
decision-maker relative to marketing their dental practice.
Who are the primary decision makers in the practice?
Respondent Characteristics
5 yearsor less
6 to 10years
11 to 15years
More than15 years
7%11%
72%
Fewer than 2
2 to 4 4 to 6 6 to 8 8 to 10 10 ormore
6% 5%8% 8%
14%
59%
11%
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The majority of respondents practices (72%) have been operating for more than 15 years. And, more than half of
respondents indicate their practice will continue to operate for 10 or more years (59%).
How long are dentists staying in the game?
How long has your practice been in business? How many additional years will you continue to operate your practice?
Respondent Characteristics
Conclusion
With 82% of respondents reporting they have had a
practice website at some point in the past and 93%
currently utilizing one, it’s fair to say that websites have
become core to dental marketing strategy. Strong
website usage, coupled with the surge in demand for
additional online marketing services such as pay-per-click
(PPC) advertising, search engine optimization (SEO), and
social media indicate that the dental market recognizes
the value of Internet marketing and is poised for continued
expansion.
This hypothesis is further validated by the fact that 51% of
respondents anticipate an increase in their marketing
budgets over the next three years. This expected increase
is primarily attributed to the desire to capture additional
patients / revenue (37%) and expand into additional
marketing channels in an e�ort to reach new audiences
that opt out of traditional media (31%). What’s more, the
average dentist estimates that over 50% of their total
marketing spend will be allocated specifically to online
marketing e�orts.
Conclusion
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For over a decade, ProSites has been dedicated to helping dental
practices achieve measurable practice growth through innovative
marketing solutions.
ProSites o�ers a comprehensive suite of online marketing solutions
for dental and medical professionals including website design,
search engine optimization, social media management, and
pay-per-click advertising. Our solutions are designed to help
doctors accelerate practice growth, engage with current patients,
and deliver measurable results.
For additional information on ProSites portfolio of services, visit
www.prosites.com.
About ProSites
About ProSites
DENTAL WEBSITE DESIGN
SEARCH ENGINE OPTIMIZATION
PAY-PER-CLICK
SOCIAL MEDIA MANAGEMENT
MARKETING ROI
The State of Dental Practice Marketing 2016 ProSites, Inc. All rights reserved. 26