As summer winds down and families begin preparing for the new school year, it’s the perfect time for dental practices to engage with parents through back-to-school promotions. These campaigns not only encourage preventive care but also help fill your schedule during what can be a quieter season for many practices.
Here’s how and when to run a successful back-to-school promotion that benefits both your patients and your practice.
When to Start Promoting
Timing is everything. Back-to-school promotions should start no later than mid-to-late July, as many families begin shopping, scheduling physicals, and organizing activities around that time. Launching too late in August could mean missing the wave of early planners.
The most effective window for these campaigns is between July 15 and August 30, depending on your local school district’s calendar. Consider adding urgency with messaging like “Book before school starts!” or “Limited spots available in August!”
What to Promote
Back-to-school campaigns are most effective when focused on preventive care and family-friendly services. Common offerings include:
Discounted cleanings or exams for kids and teens
Free fluoride treatments with a scheduled appointment
Bundle pricing for siblings
Orthodontic consultations for tweens and teens
If you offer evening or weekend appointments, highlight those as added convenience for busy parents.
How to Promote It
Promote your offer across multiple channels to reach parents where they are. Consider the following options:
Email newsletters with the promotion and a scheduling link
Social media posts with family-friendly visuals and reminders
Website banners that highlight the promotion on your homepage
In-office signage and handouts for existing patients
Keep your message simple, timely, and benefit-focused. Emphasize healthy smiles, readiness for school photos, and the peace of mind that comes from checking off a dental visit before the school year begins.
The Bottom Line
Back-to-school promotions are a smart, seasonal way to bring families into your practice. When timed correctly and paired with services that appeal to parents, these campaigns can boost your appointment calendar while reinforcing the importance of preventive care. Start early, stay consistent, and make it easy for parents to say “yes” to scheduling that visit.
