Using PR to successfully launch new dental practices

Treeline Dental Care planned to open some new surgeries across Lincolnshire. Although they already had a practice near Nottingham, Lincolnshire was an unknown quantity, and they had no presence or connections in the county.

It was important to the brand, to build up a local presence and to quickly elicit community trust and local support. Short term targets were to create an effective lead generation process, forge links with the community and fill surgeries with NHS patients. As part of a full media plan, we created a list of key business and social influencers with outreach focused on the local press, major employers, Lincoln University and political figures. PR and social media strategies were created, which was implemented back-to-back with local radio advertising supported by leafleting and exposure in local newspapers and village magazines.

The concerted PR program was core to the success of the launch with press releases written and disseminated to local media, online and offline, with follow-ups to all relevant parties including invitations to the practice opening launch events. Launch event attendees were high-profile and spanned both political and business communities with substantial media coverage and interviews achieved. Connections were made with the key regional thought-leaders, ensuring that they were ‘on board’ with Treeline Dental expansion plans in the county.

Two surgeries opened on the same day, with the local Lord Mayor cutting the ribbon. A third practice in Spalding is scheduled to open in early 2020 once senior dentists have been recruited. Patient lists for both practices were at maximum levels even before the practices were opened.


“I’m excited that the business has grown to the point where the marketing can now be outsourced to an external company, in our case Smile Marketing, an empathetic marketing company with particular experience and expertise in our industry. I have to say it’s a relief; the company is saving me significant time and energy and really focusing our budget and efforts. I can now focus on what I do best – orthodontics.”

Dr Nicky Henderson


“Steve and all the team at Smile Marketing have proven themselves to be a valuable investment towards the future of our Surgery. Not only are they friendly, helpful and personable, they are also extremely efficient.”

Dr Graeme Mason


“Thank you very much for the attention to detail and design work for posters for the practice requested to grow the practice and branding. You and your staff at Smile Marketing are very helpful and customer service is fantastic. All the posters are very nice visually and much appreciated by the team and patients. I will not hesitate to contact you for further help.”

Dr Priti Joshi


“It’s great to work with Smile Marketing! They are professional people who know the dental market well and are very helpful. I would definitely recommend them to anyone who needs to improve their marketing or get more patients.”

Dr Olga Palmer


“Great service. Steve and the team looked after our marketing needs from flyers through to referral packs.  They were efficient, competitive and the end result was of a very good quality”

Dr Parmajit Athwal


“I have been involved in the dental industry for almost 20 years, and during that time have worked with many organisations supplying marketing services to the industry.  As the Managing Director of Privilege Plan, I often get drawn into discussions about marketing and am asked to recommend companies who can help. Up until recently I have been reluctant to make any recommendations as my previous experience has often been a disappointing one where the marketing “experts” tend to charge a great deal of money and supply a poor “one size fits all” marketing package.

I have been working closely with Smile Dental Marketing since early 2017 and I wanted to explain why I am recommending them to many of my clients. They have great industry knowledge and invest time in getting to fully understand the practice position by completing in-depth analysis of local demographics and competitors. Their marketing plans for each practice are directed by the vision and aims of the practice owner and informed by local and global intelligence. Their hands-on support ensures any plans are delivered and the output measured, helping to ensure future marketing budgets are invested into activities that really work to bring growth in revenue and profit.
Perhaps, just as importantly, they are professional, friendly and patient – not letting a great idea fall at the first hurdle because the practice team lack the knowledge or time to follow it through. I can’t recommend them highly enough and am delighted that at last I can recommend a marketing company without any hesitation – they deliver great results!”

Lesley Bailey – Managing Director

Filling the gap with implants

Number 65 is a long-standing pillar of the East Cornwall community. Despite a healthy patient base and a wide range of treatments, they aren’t ones to rest on their laurels, and recently undertook to expand their treatments with dental implants.

We promoted and hosted an off-site open evening to engage and educate potential patients at local level.

Part and parcel of this campaign was PR with the local press; a targeted door drop as well as ensuring that current patients were informed about the event – including the creation of an engaging newsletter that played a role in driving up event attendance.

The value of a brand makeover

Our team came into contact with Woodcroft Dental Practice after its new owners sought help in re-launching. Before so much as a brainstorming session took place, or a mood board was put together, we knew that we needed a crystal-clear understanding as to what would define the new practice.

This began with a one-to-one consultation that dug into the owners’ vision for the practice – and their thoughts on how they would deliver a distinctive, memorable patient experience.

Once we’d fully got to grips with this, we pushed forward to create a brand identity that encapsulated all that we had been told – including an eye-catching logo that conveyed quality, accessibility and reflected their location nestled in the middle of the South Downs.

Putting a dental centre on a pedestal

Clinical expertise; comprehensive dentistry services; dentist training and mentoring services and state-of-the-art technology – for all of these reasons, the Devon Dental Centre of Excellence was every inch a centre of excellence before our involvement. It’s just that the world was yet to realise it (and it was our job to ensure their branding and marketing drove this home).

Our team started with the centre’s flourishing status as a leading south west referral centre spanning the full range of general and specialist treatments – around which we developed a new brand identity.

Next up, we created a marketing plan to attract both new patients and referring dentists – a plan that later served as a springboard to a long line-up of successful external marketing and a B2B campaign. Our marketing spanned PR, advertorials, adverts, direct mail, door drops, community publications and patient communications.

We also gave their multi-award-winning achievements the attention they deserved. They’ve scooped the team award two years in the running (2013 and 2014) at the Dental Awards, and were also a finalist at the Dentistry Awards 2013. A final impressive accolade is the principal’s winning of ‘National Dentist of the Year 2015’.

“I have worked with Smile Marketing for over 7 years as regards marketing all of my practices and the results have been that each of my practices’ turnover has increased by over 10% each year”

Dr Mitesh Badiani