Not all dental patients are the same — and not all marketing should treat them that way. If your practice accepts every type of insurance, your marketing net can be wide. But as you move toward more selective PPO plans, or even fee-for-service dentistry, your marketing strategy needs to narrow its focus.

This is where segmentation comes in. The people you target with your message matter just as much as the message itself.

Take Google Ads, for example. If you don’t filter out keywords like “insurance dentist,” you may end up paying for clicks from patients who are only looking for the lowest-cost provider — even if that’s not your model. Adding “negative keywords” helps ensure you only pay for clicks from the patients you want.

For direct mail, segmentation might mean sending your message to higher-income households that are more likely to value private or fee-for-service dentistry. On social media, it could mean tailoring your messaging so it resonates with people who are seeking quality care rather than bargain shopping.

In short, great marketing isn’t about reaching everyone. It’s about reaching the right people. For private dental practices especially, who you reach is just as important — if not more important — than what you say.

👉 Let’s make sure your marketing dollars reach the patients you really want. Contact us today to start building smarter campaigns.