How America’s top dental practices grow 10x faster in today’s uncertain market: solving the big 3.
This report compiles 2024–2025 data and survey insights on dentistry’s three biggest challenges: hiring, insurance, and new patients, featuring real success stories of practices that overcame them with unique and proven marketing strategies.
1. Hiring
Perfect Smile cut hiring time by 50% with employer branding
For two decades, Perfect Smile thrived on word of mouth, built on the dedication of husband and wife team Tim Dang and Annie Pham. But as younger generations became a key demographic, competitors began winning over not only their patients but also potential hires.
With staffing becoming increasingly difficult and their 20th anniversary approaching, they decided to step out of their comfort zone. Instead of simply posting open positions, they chose to market themselves as the employer everyone wanted to work for - investing in true employer branding.
260+ pieces of content in 2 days - staffing crisis solved
Great selling no longer looks like selling. To show what it’s really like to work at Perfect Smile, we captured it authentically. In two packed days with their entire team, we produced over 30 long-form videos, 30 reels, and 200 photos used across socials, hiring campaigns, and their new careers page.
Celebrating 20 years of growth and thriving culture with a new careers page
Your careers page shouldn’t be a boring list of openings. It’s the core of your employer brand - where every potential hire lands. Perfect Smile’s page features team testimonials, an office tour, culture clips, or even owner interviews - all saying we have nothing to hide, and it’s great to work here.
2. Insurance
Trident scales from $0 to $4M through strategic insurance moves
Trident's story began in 2019 with a vision to reinvent the dental experience, transforming it into a relaxing and enjoyable spa beach resort vacation. At the center are Dr. Shibani Raja and Nikul Patel, a husband and wife team committed to Trident’s growth and excellence.
In just a few years, the practice grew to $4M in annual revenue, became the top-rated dental clinic in Sunnyvale, and doubled its capacity by expanding into the space next door. Beach-themed rooms, massage chairs, and hot towels are only part of the story - the real growth came from three insurance strategies.
Leaving Delta with zero loss while attracting profitable networks
The first strategy focused on attracting patients from insurance networks with the best financial terms. The three key tactics were SEO pages for each network, targeted content and ad funnels for select employers, and limited-time offers for specific insurers.
Second, Trident left the Delta Dental network in 2023. We led the transition, informing patients through email campaigns, blog series, social media, and the website. Clear communication of the reasons, impact, and next steps kept patient loss minimal and revenue steady - increasing shortly after.
Communicating high standards and affordability to attract the right patient
Third, our marketing focused on trust and affordability. Some patients don’t mind paying more if they believe you’ll deliver a comfortable, anxiety-free experience. Others do, so we highlighted affordability through insurance guidance, special discounts, and new patient offers.
3. New patients
A clear differentiator that instantly stands out, builds trust and sells
Think from a patient’s perspective when searching for a new dentist. The journey starts with 10–20 clinics found on Google or through an AI chat. You want to feel confident in your choice without spending hours. In today’s digital world, you only have seconds to make a first impression.
That’s where your brand needs to shine. A decent website isn’t enough anymore. You need the "it factor" that excites patients in seconds and makes you stand out. Be the local clinic known for having something unique or doing dentistry in your own way. Get inspired by the examples below.
1. The Dental Bar
The Dental Bar attracts patients by turning dentistry into an experience worth sharing. With a hidden bar instead of a waiting room, modern interiors, and a strong social presence - 40K+ on Instagram and 24K+ on TikTok - they’ve built a brand people can’t resist checking out in person.
2. Happy Tooth
Happy Tooth attracts families by making both kids and parents feel comfortable from the moment they walk in. With a full basketball court inside, casual staff outfits, and graffiti-filled walls, the clinic delivers on every pediatric dentist’s goal - making it feel nothing like a dental visit.
3. Trident Smiles Dental
Trident Smiles Dental reimagined dentistry as a calming beach-resort experience. From the beginning, we guided their growth from $0 to $4M in five years, shaping a trusted, anxiety-free brand with beach-themed rooms, massage chairs, hot towels, and Netflix & Whitening sessions.
Addressing patient pain points and barriers with authentic content
You’ve probably noticed how much effort these successful practices put into original content. None of it is just for fun or followers - content sells. People hate going to the dentist and they hate ads, so your socials and campaigns should feel light, genuine, and entertaining, never like traditional ads selling services or discounts.
Most importantly, every effort should address patient pain points and barriers. Show how your practice eases dental fears in a unique way and anticipate concerns. Is busyness one of the main barriers? Create tailored solutions like Trident’s 20-Min Express Checkup and highlight your convenience. Know your audience and get creative before they even voice their concerns.
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