Dentists with a Focus on General Dentistry
Most dentists who are Pro Impressions Marketing members have a focus on quality dental care that goes beyond what the typical American thinks of when they first think of a dentist. But when a dentist is simply trying to capture more general dentistry patients, Facebook Ads can be a great option. The average person on Facebook and Instagram is in a hurry and is unlikely to click on something that requires them to think too much about what they are seeing. If they are in pain, think they need a cleaning, or have some other dental need, they’re more likely to click on an ad that aligns with what they think of as a dentist.
Facebook Ads in this category often portray happy people in a dentist’s office or a smiling dentist in a candid picture. Ads that leverage video still work very well in the general dentistry category, but they have to be short and simple. Video ads or not, advertisements that offer a new patient special of some sort will get more attention, clicks, and engagement. The best-performing Facebook Ads will also highlight the physical location of the office, ensuring that the patient understands that they have found a local dentist.
For dentists wanting to attract a higher caliber patient who is interested in advanced, holistic dental care, Facebook Ads can be a challenge for the same reason that they do well for people just wanting to “put butts in chairs.” There’s more of an uphill battle in showcasing how different your niche dental office is from a chain of dental offices. Our member dentists often want to attract full-mouth patients, TMD cases, anterior aesthetic cases, etc. For all but sleep dentists, when you leverage Facebook Ads for niche dental services, you need to do so with the expectation that it will help your branding and that you will have to “kiss a lot of toads” to find your prince-type patients who are looking for more than a cheap cleaning or free dentistry.
Takeaway: Facebook ads are a great lead generator for general dentists because patients can easily recognize the services you’re advertising. If you’re a niche dentist with less recognizable or higher-dollar dental services, Facebook ads won’t produce as many leads, but they’ll increase your brand awareness and recognition.