Written by: Jackie Ulasewich-Cullen
Imagine you’re planning a luxury vacation. Would you search for the cheapest hotel—or look for one that reflects the experience you want?
Patients go through a similar process when choosing a dentist. Those seeking cosmetic enhancements, full-mouth restorations, or a more personalized level of care aren’t focused on price—they’re focused on quality, trust, and results.
We call these your “premium patients.” They tend to accept recommended treatments, stay loyal to providers who meet their standards, and refer friends and family who share their mindset. Attracting more of them isn’t just good for business—it helps you build a practice that grows consistently and sustainably.
The key is making sure your digital presence reflects the kind of experience they’re looking for. These four strategies can help:
1. Think Like a Luxury Brand
Premium patients approach dental care with a different mindset. They’re not just booking their next cleaning—they’re looking for a provider who reflects the level of care, expertise, and attention they expect.
And your online presence plays a big role in that first impression.
Think of how a luxury hotel markets itself. Every photo, every word, and every interaction is designed to reinforce the experience: polished, thoughtful, and high-quality from start to finish. Your digital presence should do the same.
This isn’t about trying to be something you’re not. It’s about highlighting what makes your practice exceptional—and presenting it in a way that feels clear, confident, and cohesive. Think: benefit-led messaging, professional visuals, consistent branding, and a modern website that’s easy to use.
Premium patients are often seeking elective or cosmetic services. They’re ready to invest—but only if your digital presence gives them the confidence to do so.
2. Speak to What Premium Patients Value
Premium patients are making a significant, often emotional decision when choosing a new provider. They’re not scrolling for the nearest office with an open slot—they’re looking for a practice they can trust with their health, their appearance, and, in many cases, their confidence.
What are they really looking for?
- Advanced technology and clinical expertise
- Clear, natural-looking results
- Personalized care and consistent communication
- A professional, polished, and comfortable environment
If your website or marketing materials simply list out your services, you might be missing the mark. Instead, speak to the benefits behind those services. What can patients expect to gain? How do you make the process feel different—and better—than the average practice?
That small shift in language sends a powerful signal: you understand what matters most to the patients you want to attract.
3. Showcase the Human Side of Your Practice
The more premium the service, the more patients want to know who’s behind it.
Premium patients aren’t just looking for clinical excellence—they’re looking for a provider they feel comfortable with and confident in. Sharing the human side of your practice helps build trust, connection, and approachability before the first appointment is ever scheduled.
Simple ways to do this include:
- Sharing testimonials from patients who’ve had meaningful or transformative outcomes
- Highlighting your team with behind-the-scenes photos, day-in-the-life videos, or fun team facts
- Showcasing community involvement, continuing education, or team celebrations
When your online presence reflects the people and values behind your care, it becomes easier for the right patients to choose you.
4. Let Visuals Tell the Story
Premium patients are visual shoppers. If your photos are outdated, poorly lit, or inconsistent, it could send the wrong message.
High-quality imagery builds trust. It shows that you care about the details—and that those details carry through to the patient experience.
- Feature professional team photos and warm, welcoming images of your space
- Include before-and-after photos (with permission) that highlight real, natural-looking results
- Share short, helpful videos—like virtual tours or “what to expect” introductions
And don’t forget about your Google Business Profile! A complete, up-to-date listing with photos, five-star reviews, and links to your website and social channels supports local visibility and credibility.
The Right Patients Are Out There—Make Sure They Find You
Premium patients are out there. The question is: does your online presence show them what they’re looking for?
Attracting these patients isn’t about fancy words or flashy visuals. It’s about intention, alignment, and delivering a message that matches the level of care you provide in person.
For more insights on building a brand that draws in loyal, high-value patients, request a free copy of our newest book, Elite Dentistry: A Guide to Attracting Premium Patients—a free resource for practices focused on long-term success.
ABOUT THE AUTHOR
With more than a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich-Cullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency.
Since starting her company, she and her team have helped a wide variety of practices nationwide focus their message, reach their target audience, and increase their sales through effective marketing campaigns.
She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.
FEATURED IMAGE CREDIT: SERSOLL/SHUTTERSTOCK.COM.
