Presented by your go-to partner in dental insurance strategy, Veritas Dental Resources.

Running a successful dental practice means more than just excellent clinical care. It also means winning the hearts and phones of prospective patients, building a brand that stands out locally, and understanding how insurance fits (or doesn’t fit) into your new-patient flow. Below, we dive into the key marketing strategies that work, how being an in-network provider can help (but shouldn’t be your only plan), and why your front-desk phone skills might be your biggest marketing asset.

1. The Marketing Fundamentals You Can’t Ignore
Branding + Know Your Audience
Before you launch any campaign, you must know who you are and who you want to reach. As the American Dental Association (ADA) advises, define your brand: what makes your office unique, what experience you deliver, what your values are.

Also, understand who your ideal patient is: families, cosmetic seekers, seniors, anxious patients? Once you know that, you can tailor messaging and tactics.

Build or Fix Your Digital Front Door
Your website, Google Business Profile, and online reviews are now top of the funnel. If someone is searching “dentist near me” or “dentist accepts my insurance,” you need to show up, and you need to look trustworthy.

Track Results + Set Benchmarks
Marketing isn’t a one-and-done. Establish benchmarks like calls, new patient visits, and referrals, track where people heard about you, and refine accordingly.

Mix Digital & Traditional Approaches
While digital dominates, traditional still works. Think local sponsorships, community involvement, and direct mail for new movers.

Use Content to Build Trust
Educational posts, videos, blogs that answer common patient questions still work because yes, people still Google “how much does a crown cost” or “are dental implants worth it.” These help build credibility and familiarity.

2. The In-Network Question: A Valuable Checkbox, Not a Strategy
Let’s tackle the insurance piece because for many practices it feels like the lever must be “which networks do we join?” But there’s more nuance.

Why Being In-Network Can Help
When you join an insurance network, you appear in the carrier’s provider directory. That means free visibility to plan members who are searching for an in-network dentist.

It reduces friction for the patient. When they hear “yes, we’re in-network with your plan,” the decision to call or book becomes easier.

Being in-network can also help patients feel comfortable about affordability.

But Being In-Network Does Not Replace Marketing
Being listed doesn’t automatically generate a steady stream of new patients. Most patients find the dentist first (via Google, word of mouth, social media, or referrals), then ask, “Are you in-network?” Meaning the patient’s discovery happens via your brand and marketing, and network status just smooths the path.

There are trade-offs to going in-network: pre-negotiated lower fees, managed reimbursement, and sometimes less flexibility.

So What’s the Smart Position?
Yes, being in-network is smart if you want to tap into plan-member populations and reduce friction for patients.

No, don’t rely on it alone. You still need proactive marketing, strong branding, and a clear message.

Leverage your network status as part of your marketing (“We accept X, Y, Z major dental plans”) but don’t treat it as your full strategy.

This is where Veritas Dental Resources comes in. We help you negotiate the in-network space, assess which networks actually help you, and coordinate your insurance strategy so it supports but doesn’t dominate your marketing plan.

3. The Power of the Phone: Why Your Front Desk Is Marketing Central
Marketing campaigns bring people to the phone. What happens when the phone rings determines whether a lead becomes a patient.

The Front Desk as a Conversion Hub
A well-trained front desk team can turn curiosity into action. When a potential patient calls, they are one step away from converting.

Track calls, ask “how did you hear about us,” and treat each call as a micro-investment. Speed matters. Returning calls promptly, being friendly, and answering insurance questions clearly can all reduce lost opportunities.

Key Phone Skills That Work

• Greet quickly and warmly.

• Ask qualifying questions: insurance plan, reason for visit, preferred time.

• Listen for hesitations and respond confidently.

• Use soft urgency like “We have an opening next Wednesday afternoon, would that work for you?”

• Ask how they heard about the practice.

• Confirm insurance in-network status quickly and clearly.

Why It’s Marketing in Disguise
Every call is a brand experience. A caller who receives friendly and clear information will feel confident choosing you. If not, they’ll hang up and call someone else. Invest in phone training, scripts, and role-playing. One extra converted call a week can mean big growth over time.

4. Building Your Dental Practice Marketing Plan (With Insurance Strategy Too)
Step 1: Audit Your Current Position
What networks are you in? Which ones bring new patients? What’s your brand message? What’s your online reputation? How many new patient calls per month convert to first visits?

Step 2: Define Your Goals
Make them specific and measurable, like “Increase new patient bookings 20% in the next 6 months through digital ads and referrals.”

Step 3: Choose Your Marketing Mix

• Digital: Local search optimization and “call now” ads.

• Content: Blogs and videos answering common patient questions.

• Community/traditional: Local sponsorships and mailers.

• Referrals: Ask for reviews and create a referral program.

• Insurance: Promote accepted plans but don’t rely on them alone.

Step 4: Train Your Team & Build Systems
Train your front desk, make sure staff understand insurance, monitor reviews, and follow up with potential patients.

Step 5: Launch, Monitor, Refine
Track metrics, compare against benchmarks, and scale what works. Marketing isn’t static, so revisit your plan regularly.

5. Why Partnering with Veritas Dental Resources Gives You an Edge
Veritas Dental Resources specializes in all things dental insurance. We help you integrate insurance strategy into your marketing, not let it control it.

We analyze your networks, guide you through negotiations, and help align your insurance messaging with your marketing plan. We also support your front desk with proven scripts and phone strategies, helping you get the most out of every patient call.

6. Final Takeaways
Practice growth comes from doing the fundamentals well. Being in-network helps remove barriers, but it doesn’t build your brand. Your phone team is the heart of your conversion strategy, and tracking your results keeps you improving.

With Veritas Dental Resources as your partner, you get smarter integration of insurance and marketing that drives consistent, sustainable growth.

Benjamin Tuinei
Founder – Veritas Dental Resources, LLC
📞 888-808-4513
Services: PPO Fee Negotiators, PPO Fee Negotiating, Insurance Fee Negotiating, Insurance Credentialing, Insurance Verifications
Websites: www.VeritasDentalResources.com, www.VerusDental.com