If every patient saw the same ad, read the same email, and landed on the same page, your marketing would be doing the bare minimum. Technically “working,” but leaving a lot of revenue on the table. In reality, your practice is talking to three very different patient groups every single day: new patients, loyal patients, and lost patients. Each group needs its own message, its own offers, and sometimes even its own channels.
Here’s how to think about each one and how to make your marketing do a better job of speaking their language.
1. New patients: “can I trust you?”
New patients usually have one core question: is this the right practice for me?
They’re comparing providers, reading reviews, and looking for proof you can solve their problem without wasting their time or money.
What they need to see:
- Clear benefits: what you do and who you do it for (sleep apnea, implants, cosmetic, family care, etc.).
- Social proof: real reviews, case photos, short testimonials, and any differentiators (training, technology, comfort options).
- Simple next step: “call now,” “schedule online,” or “request a consultation” with as few clicks and fields as possible.
Best tools for them: Google Ads/search, your homepage and service pages, Google Business Profile, and review campaigns.
2. Loyal patients: “do you still remember me?”
Loyal patients already know and trust you. The risk here isn’t “will they choose you?” it’s will they forget you? When you only talk to patients at recall time, you miss huge opportunities for additional treatment, referrals, and long-term loyalty.
What they need to see:
- Education that adds value: short emails or blogs about problems they already care about (sleep, snoring, jaw pain, prevention).
- Gentle prompts: reminders about hygiene visits, check-ins after bigger cases, and follow-ups on treatment they postponed.
- Appreciation: VIP offers, membership plans, or simple “thank you for being our patient” touches.
Best tools for them: email marketing, text reminders, in-office signage, and retargeting ads for existing patients.
3. Lost patients: “is it worth coming back?”
Lost patients aren’t always truly “lost.” Many simply drifted away: life got busy, insurance changed, or they had one lukewarm experience and never rescheduled. Marketing to them is about lowering the friction and giving them a clear reason to try again.
What they need to see:
- Re-engagement offers: complimentary consultations, limited-time evals, or a simple “we’d love to see you again.”
- Reassurance: highlight any improvements—new technology, new doctor, sedation options, financing, or extended hours.
- Ease: make it clear they don’t have to start from scratch. You still have their history, and you’re ready to pick up where they left off.
Best tools for them: targeted email lists, limited-time campaigns, and call campaigns to overdue patients.
Tying it All Together
The most effective marketing plans don’t treat “patients” as one big anonymous group. They intentionally design messages and offers for new, loyal, and lost patients and then match channels to each group. When that happens, ads work harder, emails feel more personal, and your front desk has an easier time converting inquiries into booked appointments.
If you’re only speaking to one of these groups today, the fastest win for 2026 may not be “more marketing”… it may simply be better, more specific marketing to the patients you already have.
