5 Powerful Ways to Build a Loyal Patient Base (Dentist Edition)

Did you know that just a 5% increase in your patient retention…Click to view source in a new tab… can boost your profits by up to 75%?

But how do the top 10% of dental practices turn patients into raving fans?

The secret lies in understanding the psychology behind patient decisions.

If you get how people buy, you can dramatically transform patient interactions and retention rates.

And spoiler alert…

If you understand how to create loyalty that is Swiftie-level, your patients won’t just be loyal, they’ll be your biggest fans and your top referrers.

So… I’m sharing the 5 marketing psychology tactics you should use for your marketing.

When I say psychology tactics, I’m not talking about being manipulative and pushy to score a quick sale.

I’m talking about using these tactics for good to build and nurture strong relationships with patients.

These psychological tactics will help highlight what you’re already doing better than your competitors and give you a ton of new ideas on how you can do even more.

Keep reading to discover how you can:

  • Create Social Proof to build trust and help your patients say ‘YES’ to treatment and your practice
  • Use the Law of Reciprocity to build deeper, more loyal patient relationships with existing patients and incentivize potential patients
  • Enhance patient Perceived Value to ensure patients feel they’re making a smart investment and help them feel like VIP!
  • Use Scarcity to create a sense of urgency to help patients take action quickly, plus make patients feel like they are part of an exclusive group
  • Adopt the Pygmalion Effect to enhance your team’s performance and energy and boost the overall experience and satisfaction of your patients

Let’s dive in and make your practice the one your community can’t stop talking about.

Here’s our first big psychological trigger…

#1: Social Proof

Social proof is when people mimic the actions of others because they believe it’s the correct behavior.

It’s like following the crowd.

The most common examples of social proof are testimonials, reviews (like Google), and case studies.

Why does this matter?

The more someone sees social proof, the more likely they’re to trust and choose your services.

Getting reviews from satisfied patients

A study by BrightLocal found that 75% people always or regularly read online reviews…Click to view source in a new tab… and 81% use Google as their #1 source…Click to view source in a new tab… for reviews.

And that makes sense.

Think about it…

Would you trust your smile to someone with over 600 5-star reviews?

Or the dentist with 14 reviews?

I’m going to the one with a ton of reviews.

So, how can you leverage social proof in your dental practice?

Start simple…

Ask for Google reviews. And make this into a system.

And make it a system in your practice.

Ask in person or send a follow-up text or email with a direct link to your review page.

Consider automating this process with a nurture email sequence.

Automation makes regular requests hassle-free and can significantly increase your review count.

To increase participation, consider offering a small gift like 10% off their next dental cleaning in return for the testimonial.

Once you get into the habit of asking for reviews, gather video testimonials.

Then put them everywhere online…

  • Your website’s homepage
  • Your social media posts
  • Create case studies with these videos

Bonus dental marketing strategy for gaining trust

Level up your case studies with before-and-after images (especially for high-ticket services).

Add before and afters to your case studies

The more social proof you add, the faster people will trust you and say yes to treatment.

Action steps for building Social Proof:

  • Create a system to collect testimonials and reviews
  • Start collecting video testimonials and put them everywhere
  • Use your case studies with before-and-after images for selling those high-ticket services

Now, let’s get into marketing psychology trigger 2: Reciprocity.

#2: Reciprocity

Reciprocity is when someone does something nice for us, we naturally feel compelled to return the favor.

It’s a strategic approach to building deeper, more loyal patient relationships.

When your existing patients feel genuinely cared for beyond basic dental services, they develop a strong loyalty to your practice.

Your new dental patients will return for future appointments and even refer friends and family.

Think about the educational accounts you follow that give a ton of free education or advice. It’s so good that you feel like you should be paying them for it.

And before you know it, you’ve signed up for their course.

Or complimentary services at your salon, like a free scalp massage with your regular appointment,

Or cosmetic companies that give free gifts when you buy a certain amount.

These incentives automatically create loyalty with you and a sense of obligation to purchase more.

The perfect example to describe reciprocity is someone you might not expect…

Taylor Swift…

Taylor Swift with her fans

She’s not a billionaire because of her music. It’s because she’s created a community with her diehard fanbase (AKA the Swifties).

She celebrates her fans, makes them feel special, and includes them in her world. She’s…

She even leaves Easter eggs in her albums…Click to view source in a new tab… with coded messages that her fans are OBSESSED with.

Taylor’s actions create a profound, emotional connection with her fans. And they support her relentlessly.

That’s the power of reciprocity.

You can make your patients feel special – just like Taylor Swift.

Make your existing and new patients feel special – just like Taylor Swift

Make them feel like a VIP.

Surprise, delight, and wow them.

For example…

If a patient has a birthday coming up, send a gift card to a local café or bookstore.

If a patient is recovering from surgery, send a wellness basket

For new dental patients, send a new toothbrush or a handwritten card reminding them it’s time for their hygiene appointment.

Then, follow up with a personal call from your front desk.

Share unique dental hygiene tips through short-form videos.

Giving tips for easy techniques patients can use at home or for products they can buy over the counter is a great way to show that you care about their health and aren’t just out to sell them something.

Try to think of easy-to-implement, quick tips, or non-traditional advice (advice that’s different than ‘brush two times a day for 2 minutes and floss’).

Some examples include:

  • Dry brushing the inside of your lower front teeth to reduce plaque build-up and make dental cleanings pain-free
  • Using xylitol gums/minds to reduce cavities by up to 80%
  • A list of your favorite electric toothbrushes
  • Floss alternatives
  • Why some people get cavities more than others, and what you can do to reduce your risk
  • Why it’s not necessary to completely give up candy to reduce cavities
  • How sipping on energy drinks (even sugar-free) can cause cavities

This not only helps patients but also boosts your visibility online, especially with Google’s latest SGE update.

Do “Welcome Gifts” for new patients. Have it waiting for them in their operatory room.

For your long-term dental patients, give them an unexpected gift at their next appointment. A smartwatch, a smart TV, an iPhone.

Create an experience and atmosphere that makes them go… “Woah! A dentist has never done this for me before.”

If you get them to do that… then you’ve got a patient for life.

Action steps for using Reciprocity:

  • Find creative plus fun ways to help your existing patients feel like VIP
  • Send welcome gifts to new patients
  • Give un-expected gifts at appointments
  • Share educational dental hygiene tips

#3: Customer Perceived Value

Customer Perceived Value is essentially how patients judge the value of your dental services based on what they get compared to what they pay.

Think of it like this… you want to go to a lobster dinner.

Would you choose…

A plain diner in the middle of an empty highway?

Or…

A luxurious, high-end restaurant cooked by none other than Gordon Ramsay?

It’s the same lobster. Same food.

But the experience at Gordon Ramsay’s restaurant dramatically elevates the perceived value.

  • The ambiance
  • The celebrity chef’s involvement
  • The quality of service

All these factors make the meal worth more.

You’re not paying for lobster. You’re paying for the experience.

Enhance the perceived value and attract patients through unexpected gifts.

Now, how can you enhance perceived value in your dental practice?

It goes back to surprise, delight, and wow. Make the patient experience exceptional.

Could you include a welcome basket for new patients?

What about adding essential oils to the goodie bags or giving out gift cards to local cafes?

I know a dental office that bakes fresh cookies for their dental patients every day.

Small gestures like these can make a patient’s visit memorable, making the service feel more valuable.

Demonstrate perceived value to new patients through short-form videos

Another way to demonstrate value is by creating short-form videos that address common pain points for new patients:

  • Time
  • Money
  • Pain

A 30-second video explaining your pain-free procedures or the affordability of your treatments can help break down barriers and set proper expectations for potential patients.

Have your front desk staff, dental hygienists, and assistants note common barriers they find through patient conversations and address these pain points head-on.

Send new patients a welcome video before their first visit to give them a warm introduction to your practice and explain exactly what to expect.

Increase perceived value by listing everything that’s included in their dental care

Finally, list out everything they’re getting with treatment. This will increase the value significantly, especially for potential patients or existing patients who are considering a treatment but haven’t made the leap yet.

For instance, with Invisalign, don’t say Invisalign is $5000.

Explain in detail everything they get when they do Invisalign:

  • Teeth whitening trays
  • Mouthguards
  • Access to cutting-edge digital technology that speeds up the process
  • Personalized time with an experienced doctor
  • A guaranteed straight smile
  • Total satisfaction

Increase patient satisfaction and perceived value by adding a small bonus

Here’s a bonus:

Add small bonuses to your services.

These could be follow-up care tips, free post-treatment check-ups, or even just a thank-you card after procedures.

Not only will this increase the perceived value, but it will help patients know they are truly cared for which can be huge for creating loyal patients.

By focusing on enhancing the perceived value of every service you offer, you ensure patients feel they’re making a smart investment.

Action Steps for Increasing Perceived Value:

  • Surprise, delight, and wow. Find creative ways to make the patient experience exceptional
  • Use short-form videos to address patient pain points or common questions
  • List out everything that’s included in each service
  • Consider adding a small bonus to your services

Let’s get into marketing psychology trigger 4…

#4. Scarcity

Scarcity is a powerful and straightforward tactic for marketing and psychology and can easily be implemented into your dental marketing campaigns.

It suggests that services available in limited quantities are perceived as more valuable.

The harder something is to obtain, the more people want it.

Scarcity creates a sense of urgency, pushing people to take action quickly.

You see scarcity all the time when you shop online.

When you shop on Amazon, every notice this little text…

Only 1 left in stock – order soon

You see this all the time because it works.

Here’s a story to prove it…

In Richard Chataway’s book The Behaviour Business, he shares an effective use of scarcity in a marketing campaign by KFC Australia.

KFC was offering chips for $1.

They ran a Facebook Ads campaign to promote the offer.

Despite having a team of talented copywriters producing 70 creative headlines, this headline got the most sales:

Chips for $1. Limited to 4 per customer.

That’s how powerful scarcity is.

Here are a few ways you can implement scarcity into your dental practice and attract new patients

Do limited-time dental care offers.

This will help motivate your patients to take action on treatment they may be putting off.

This could include:

  • Discounted teeth whitening for a certain time period (like Mother’s Day in May)
  • Discounts on common restorative services at the end of the year before insurance benefits restart
  • Free whitening for new patients for a specific month out of the year
  • Free consultations for Invisalign or aligners during the back-to-school months
  • Limited-time free consultations on cosmetic procedures during the spring
  • Discounted treatment for seniors on National Senior Citizens Day or Senior Health Month

VIP Packages.

Create special treatment packages that combine services like a spa day and teeth whitening, which will incentivize both existing and new patients.

Use scarcity to only have a limited amount, such as “Only for the first 5 patients who sign up.”

Do seasonal offerings.

Generate excitement and anticipation by teasing upcoming seasonal services for existing and potential patients.

For example, promote a ‘Date Night Spa Package’ available only during Valentine’s season,

Or…

Do a ‘Seasonal Cosmetic Package’ for a limited number of patients for a certain month that combines whitening, bonding, and contouring into a special package with a discount for holidays like Valentine’s or New Year’s.

Everyone loves feeling like they’re part of an exclusive group.

Action Steps for Implementing Scarcity:

  • Create limited-time offers to help patients take action
  • Create VIP packages to help patients feel special and exclusive
  • Create season offers to generate excitement and anticipation

Alright, now we’re in the home stretch.

#5. The Pygmalion Effect

This trigger shows that the higher our expectations for someone, whether students, employees, or team members, the better they perform.

It’s about how positive expectations influence people’s behavior.

Setting and continuously stating high expectations enhances your team’s performance and patient outcomes.

You might think, ‘I already expect the best from my team,’ and that’s great!

But you need to systematize these expectations, just like any other aspect of running a business.

Here’s how you can apply the Pygmalion Effect to your dental clinic:

Start with your practice’s mission statement and core values. Share them with your team regularly and make them a living part of your culture.

For example, at Roadside Dental Marketing

We have daily stand-up meetings, and we spin this wheel.

The name it lands on has to recite our mission statement.

This constant reinforcement helps everyone live up to our core values.

Next, use your team huddles to celebrate wins and give shoutouts.

This not only sets a positive tone but also shows your team that their efforts are recognized and valued.

It reinforces your high expectations in a supportive, energetic way.

We do this every day at Roadside — celebrating our wins, and giving shoutouts to team members.

And we looooovvvvveeee it!

It energizes our team to go kick butt.

RDSM Team at a Zoom call

That positive energy becomes contagious and when we meet with clients, it rubs off on them.

And it will do the same for your practice.

This high energy not only motivates your team but also impresses your patients.

They feel the vibrancy and care, which boosts their overall experience and satisfaction.

And happy patients are far more likely to refer others to your practice.

That’s how the Pygmalion Effect works. You loving the high vibes?

Action Steps for implementing the Pygmalion Effect:

  • Clarify your practice’s mission statement and core values
  • Share them with your team regularly and make them a living part of your culture
  • Use your team huddles to celebrate wins and give shoutouts to reinforce your high expectations in a supportive, energetic way
  • Create high energy that not only motivates your team but boosts the experience and satisfaction of your patients

There you have it—five powerful ways to build a loyal patient base, all through the clever use of marketing psychology.

Imagine what your practice will look like when you have patients and loyal advocates who are Swiftie-level fans.

Pick a marketing psychology tactic

Now… here’ what I want you to do.

Try one of these psychology tactics this month.

  • Social Proof: Ask every patient for a Google review and text them the link.
  • Reciprocity: Pick up some gift cards from your favorite local coffee shop and surprise your patients when they come for their appointments.
  • Customer Perceived Value: Grab your phone and create quick 30-second videos addressing common patient barriers. Share these videos online.
  • Scarcity: Plan a special package and limit its availability to enhance its appeal.
  • Pygmalion Effect: Start celebrating wins in your team huddles every day.

Small and consistent actions will snowball into big results.

Share with us how these tactics worked. Drop a comment below.

If you’d like more personalized advice or need help implementing these strategies, visit our website and book a free strategy session.

One thought on “5 Powerful Ways to Build a Loyal Patient Base (Dentist Edition)
  1. Suzie

    LOVE!!! Thank you for your amazing tips!!

    Reply
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