Why top dental practices are moving beyond ads and directories

In 2025, running a successful dental practice isn’t just about providing great care—it’s about making sure new patients are consistently walking through your door.

New patients not only help fill the gap that churned patients leave behind, but are also the most lucrative type of patient, often requiring more services at the start of their journey with you.

With more options than ever to market your practice, it’s easy to get overwhelmed. Paid ads, directory listings, social media, referrals—it all promises growth. But not all growth channels deliver the same results.

If you’re determined to grow without wasting time and budget, here’s a practical look at your options—and how to pick the approach that best fits your practice.

The four common paths to dental practice growth

Organic Marketing

This includes referrals, online reviews, social media, and building a strong website. Over time, a great brand reputation can pay dividends. But organic marketing requires consistent effort, specialized skills in content and design, and a lot of patience. Results can be unpredictable—especially in competitive areas where standing out is hard work.

Paid Ads

Many dentists explore Google or Meta ads, or mail campaigns. Paid ads can offer fast visibility, but they also come with steep learning curves. Even with an agency, you’ll spend time managing campaigns and interpreting reports. Cost-per-click doesn’t guarantee a return—many practices find it difficult to track whether ads are bringing in high-quality patients who actually convert into revenue.

Directory Listings

Platforms like Zocdoc make it simple to list your practice and get in front of patients searching for a dentist. Setup is fast, but there’s little control over the quality of leads. You pay per lead whether the patient shows up or not, and you won’t always know which patients become long-term revenue drivers.

Patient Acquisition Platforms

This is where Opencare fits in. Rather than charging you per lead, patient acquisition platforms only bill you for real, completed visits. Opencare pre-qualifies patients by insurance, needs, and location, then connects them directly to your practice. You get a predictable stream of high-intent patients without having to master marketing yourself.

Why predictability and ROI matter

When you have empty chairs, the opportunity cost is real—every unfilled hour can cost your practice several hundred dollars in lost production.

Most marketing channels don’t provide clear visibility into whether you’re getting a return. You can spend thousands on ads or listings and never see the full picture of how those patients perform long term.

That’s why predictability and transparency are essential. Knowing exactly how much you’re investing, how many patients you’re getting, and what revenue they generate helps you make smarter decisions and grow sustainably.

What makes patient acquisition different

Opencare takes the guesswork out of patient growth.

Instead of charging for clicks or phone calls, you only pay when a qualified patient shows up for treatment. This model aligns incentives—Opencare succeeds when your practice succeeds.

Consider these stats:

• New patients are high-need: 65% of patients haven’t seen a dentist in over a year, leading to 55% needing more than just a cleaning
• You also get key performance insights to help you improve across the board: 70% of patients leave a review, helping practices know where to optimize the experience and enabling recall rates of up to 85%

Setup takes about an hour, and there’s no need to become a marketing expert. Opencare’s team handles patient acquisition campaigns across eight channels and provides a real-time dashboard so you can see exactly how your investment is performing.

How to choose what’s right for you

Every practice is different.

If you’re passionate about building a brand over years and have time to invest, organic marketing and paid ads can be powerful—though unpredictable—tools.

If you prefer clear, measurable results with minimal time commitment, patient acquisition platforms like Opencare may be a better fit.

Ultimately, the right growth strategy is the one that matches your risk tolerance, bandwidth, and business goals.