Dental Marketing Plan: A 90-Day Plan, Step by Step
By Bruno Vasconcellos, founder of Beatus MídiasOctober 1, 2026 · 7 min read
What happens in days 1 to 30?
- Pick one goal and a baseline: how many new patients booked last month, and from where, even if the answer is rough.
- Set up tracking: tracked phone numbers, form and message tracking and one CRM pipeline from inquiry to showed.
- Fix the reply: decide who answers calls, forms and messages, including nights and weekends, and how fast.
- Complete the map: update your Google Business Profile with accurate hours, real photos and a routine for asking every patient for a review.
- Build the pages: one landing page for each treatment you plan to promote, with a clear way to book.
- Choose two or three priorities: for example new patient exams, emergencies and one high-value treatment, based on your open capacity.
What happens in days 31 to 60?
Launch Google search ads for the chosen priorities, with a tight area, negative keywords from day one and each ad sent to its own page. If an elective treatment is on the list, add Meta ads with location targeting and real images you have consent to use, remembering that ad platforms restrict health-based targeting. Put an AI assistant or a clear staff routine in place so every inquiry gets a reply in minutes and an offer of appointment times. Hold a short weekly review: search terms, missed calls, replies that came too late and leads that never booked. Most early wins in this month come from fixing leaks, not from changing ads.
What happens in days 61 to 90?
By now you have real numbers. Compare cost per lead, booking rate, show rate and cost per new patient by campaign and by treatment, using the definitions in our guide to dental marketing metrics. Move budget toward what books patients, pause what does not and fix the weakest stage first. Start no-show reminders and recall messages, sent with consent, and a simple list for patient reactivation, because existing patients are often the fastest appointments to fill.
At day 90, write down what you learned: which treatments and areas book at a cost you accept, where the follow-up still leaks and what the front desk needs. That becomes the plan for the next quarter, and the basis for a budget grounded in your own numbers.
The bottom line
A 90-day dental marketing plan is foundations, launch and optimization, in that order. Practices that skip the first month usually spend the third one guessing. Track bookings from day one and let the numbers decide what changes.
Frequently asked questions
Why a 90-day dental marketing plan instead of a yearly one?
Ninety days is long enough to fix the foundations, run campaigns and collect real booking data, and short enough to change course before money is wasted. A yearly direction is still useful, but most practices learn more from one quarter of tracked results than from a long plan written before any data exists.
What should a dental practice do first in a marketing plan?
Fix tracking and follow-up before spending more on ads. Know how many patients you book today and from where, make sure every call, form and message gets a fast reply, and put every inquiry into one pipeline. Ads launched on top of a leaky follow-up process tend to look worse than they really are.
How many treatments should a 90-day plan promote?
Usually two or three, chosen by the capacity you have open and what a patient is worth to the practice. Fewer priorities mean each campaign gets enough budget and data to learn. Once one treatment books at a cost you accept, you can add the next one in the following quarter.
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