Written by: Jackie Ulasewich-Cullen
Most dental practices measure success by one thing: how many new patients they bring in each month. And while attracting new patients is important, it’s not the only—or even the most reliable—way to grow.
What if your biggest opportunity wasn’t in getting more new patients but in making the most of the ones you already have?
That’s the philosophy behind New Dentistry—a smarter, more balanced approach that values patient retention, driving more value from existing patients, and referrals just as much as attracting new patients. By focusing more on the patients already in your practice, you can increase treatment acceptance, encourage more word-of-mouth referrals, and build a growing practice without constantly chasing the next lead.
Are You Overlooking Your Best Growth Opportunity?
Many practices invest heavily in marketing but still struggle to maintain steady, predictable growth. If you’re seeing strong new patient numbers but inconsistent revenue, you’re not alone.
Take a look at your schedule. How many of your appointments are returning patients? How many come from referrals? If those numbers aren’t where they should be, the challenge isn’t just attracting new patients—it’s keeping and engaging the ones you already have.
Here’s why that matters:
- A returning patient is often more valuable than a new one. They’ve already chosen your practice, making them easier to retain and more likely to accept additional treatment.
- A referral is the best kind of new patient. Word-of-mouth patients arrive with built-in trust, making them more likely to schedule and move forward with care.
- Patients who feel informed are more likely to accept treatment. When people understand their options, they’re more confident in their decisions—and less likely to delay or decline care.
When you prioritize patient retention and engagement, as well as new patient acquisition, you’ll be better positioned to build a practice that grows steadily in both numbers and long-term value.
How to Make New Dentistry Work for Your Practice
The most successful dental practices aren’t just bringing in new patients; they’re adopting strategies that keep them there by creating experiences that make patients want to return, refer, and invest in their care.
How can you apply New Dentistry to your practice? Here are three strategies to keep in mind.
1. Strengthen Patient Relationships Beyond the Chair
Patients who feel connected to your practice are more likely to return, refer others, and move forward with treatment. That connection doesn’t happen by chance, though—it happens through thoughtful engagement.
- Send personalized follow-ups after appointments or major treatments.
- Use email communication to stay top of mind in a meaningful way.
- Share social media updates highlighting your practice’s expertise, technology, and results.
The goal is to connect with patients regularly—not just when they’re due for an appointment.
2. Educate Patients, Don’t Sell to Them
Many patients hesitate to move forward with treatment simply because they don’t fully understand their options. Education bridges this gap and builds trust.
- Incorporate video and patient success stories to illustrate treatment benefits in a relatable way.
- Create easy-to-understand content on your website, blog, and social media that answers common patient questions.
- Train your team to focus on value, not just cost, when discussing treatment plans.
When patients feel informed, they make confident decisions, leading to higher case acceptance and stronger long-term relationships.
3. Make Referrals a Natural Part of Your Growth Strategy
Happy patients want to refer others—they just need a little encouragement. Practices that actively foster referrals attract higher-quality new patients at little to no cost.
- Ask for referrals after a great visit—patients are most likely to share when their experience is fresh.
- Highlight patient success stories in your marketing to reinforce trust.
Word-of-mouth marketing is more powerful than any ad—especially when it comes from a patient who genuinely values your care.
The Future of Dentistry Is Relationship-Driven
For years, practices have focused on new patient numbers. But the smartest practices know that real, sustainable growth comes from engagement, education, and patient experience. New Dentistry isn’t just about marketing—it’s about creating a practice where patients feel valued, trust your care, and keep coming back. When you invest in those relationships, growth happens naturally.
By prioritizing patient relationships, you create a practice that not only grows but thrives—sustainably, predictably, and with less effort spent chasing the next lead.
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 [email protected].
