Practice start-up and takeover
Visibility
Ideal patients
Staff
ClarityDental marketingMore ideal patients. With a plan, not guesswork.
We plan marketing for dental practices in the order that suits your practice: website, Google, reviews and ads. With tracking that shows where every enquiry comes from.
- 5.0 out of 5 stars from 17 Google reviews
- Reporting free with every service
- Berlin and Dresden, clients across Europe
What is dental marketing?
Dental marketing covers all the measures that help a dental practice be found and chosen by the right patients and staff.
It includes your website, Google Business Profile and reviews, search engines and AI search, ads on Google and Instagram, and social media. The order is what matters: first the foundation and tracking, then reach. And all of it within the rules that apply to dentists in Germany, from the German Healthcare Advertising Act (HWG) to the dental professional code.
Why dental practices come to us
Almost always, one of these five concerns is behind it. Each has its own order of steps.
Ideal patients
A full diary, but the wrong cases. Too many statutory insurance patients, too few private patients.
See the path →Visibility
The practice next door gets found online, you don't.
See the path →Staff
You can't find dental nurses, and job ads fizzle out.
See the path →Clarity
You put money into marketing but don't know which part of it brings in appointments.
See the path →Practice start-up and takeover
A new practice or a takeover, and nobody knows you yet.
See the path →Dental marketing: measures and costs at a glance
Eight building blocks, and not every one makes sense for every practice. The ‘When to start’ column shows when each one is due. All prices exclude VAT.
| Measure | What for | When to start | Cost |
|---|---|---|---|
| Website with online appointment booking | The place where interest turns into an appointment: fast, mobile-friendly and with a clear path to booking. | When to startFirst, if your site is outdated or doesn't bring in appointments | Costfrom €5,000 one-off, plus a monthly fee for hosting and maintenance |
| Tracking and reporting | See which channel brings which enquiry, with consent and without health data. | When to startFrom the outset, otherwise every figure remains an estimate | Costfrom €320 per month, the report is free with every service |
| Google reviews | More honest reviews without pressuring patients, and good replies to critical ones. | When to startEarly, because they support every other channel | Coston request, the quick analysis is free |
| SEO and AI visibility | Being found on Google, in Google Maps and in ChatGPT's answers. | When to startAs soon as the website is live, works long term | Costfrom €1,200 to €6,000 per month, depending on competition and scope |
| Google Ads | Appearing at the top when someone searches for your treatment, for example implants or teeth whitening. | When to startWhen you want to fill specific treatments | Costfrom €810 per month for management, plus the ad budget |
| Instagram and Facebook advertising | Stand out before people start searching, and reach job applicants in your region. | When to startFor recruiting and awareness, once the foundation is in place | Costfrom €810 per month for management, plus the ad budget |
| Logo and visual identity | Being recognisable, from the practice sign to your Google Business Profile. | When to startWhen starting up, taking over or repositioning a practice | Costfrom €2,500 depending on scope |
| Social media | Showing your practice and team, to patients and future staff. | When to startWhen the team wants to take part, not as an obligation | Costfrom €2,400 per month, depending on the number and type of posts |
What practice marketing costs overall, what a new patient may cost and where you can save: guide with price overview and calculators
In which order dental marketing pays off
If you start everything at once, you pay for clicks that lead nowhere. That's why we work in three steps.
- 01
Build the foundation
A website with online appointment booking, a well-maintained Google Business Profile and tracking that attributes every enquiry to its source. Without these three, every euro spent on advertising goes to waste.
- 02
Capture existing demand
First reach the people who are already searching: Google Ads for the treatments you want to fill, plus search engine optimisation and new reviews.
- 03
Expand your reach
Only then Instagram, Facebook or TikTok, social media featuring your team and campaigns for new staff. Now every click lands on a practice that is ready.
Which step is next for you?
The Kompass tells you in two minutes: four questions, no sign-up.
What dental advertising may and may not do
Dentists may advertise, but by their own rules. These points are built into every measure we take.
Factual information is allowed
Dentists may provide appropriate, factual information about their practice, services and particular expertise. Unprofessional advertising is prohibited (§ 21 para. 1 of the model professional code of the German Dental Association, Bundeszahnärztekammer).
No promises of cures
Claims that promise a certain treatment outcome are misleading and therefore not permitted (§ 3 of the German Healthcare Advertising Act, HWG). We describe what you offer and don't promise results.
Before and after images with caution
For cosmetic surgical procedures, they are prohibited in advertising aimed at the general public (§ 11 para. 1 sentence 3 HWG), and Germany's Federal Court of Justice also counts hyaluronic acid fillers among them. For other treatments they may be permitted. We check every image individually.
No superlatives without evidence
Claims such as ‘the best practice in town’ are misleading without proof and can lead to a formal legal warning. We work with claims that can be backed up: areas of focus, experience, genuine reviews.
Protecting health data
Health data is a special category of personal data (Art. 9 GDPR). Our tracking counts enquiries without recording any treatment details, and only runs with consent.
This overview does not replace legal advice. As of September 2026.
Dental marketing in practice
Two dental practices, two paths. Both started with the foundation.
Foundation first, then image: how a dental practice went from growing to scaling
- +40 to +50%
- New patients per month
- up to 20,000
- Website visitors per month
Patience instead of a campaign: how a dental practice became visible without ads
- over 320
- Organic visitors
- over 80
- Keywords in the top 10
Results depend on the starting point, region and budget, and cannot be transferred to every practice.
What dental practices say
“Wir haben im Rahmen der Neugründung unserer Zahnarztpraxis mit der Med Direction Healthcare Marketing Agentur zusammengearbeitet und setzen die Zusammenarbeit bis heute erfolgreich fort. Neben dem Aufbau unserer Praxis-Website war das Ziel, von Anfang an Patienten zu gewinnen — und genau das ist gelungen.”
“Wir wollten eine neue Homepage und die komplette Neuausrichtung der Marketing Strategie und Umsetzung durch Med Direction. Wichtig war uns alles aus einer Hand zu haben. In nur zwei Monaten konnten wir zwei neue Mitarbeiterinnen einstellen. Wir haben messbar mehr Neupatienten.”
5.0 out of 5 stars from 17 Google reviews. Read all reviews
Quotes translated faithfully from the original German. We only show reviews from clients and partners we have worked with, and we check each one against our client and partner list.
What MedDirection does differently
Your goal first, then the service
We don't sell packages. We suggest the order that suits your practice, and we also tell you what you can do without.
Every enquiry with its source
You see which channel brought which enquiry. Reporting is included free with every service.
Visible in AI answers too
More and more people ask ChatGPT or read Google's AI Overview. We prepare your practice's content and technology for this.
Honest, even when there is no revenue in it for us
We advised Dr Dornbusch against social media and a paid recruiting campaign. The practice became visible anyway, without any ad budget.
Frequently asked questions about dental marketing
How much does marketing for a dental practice cost?
It depends on which building blocks your practice really needs. A new website with us starts from €5,000 one-off. Google Ads management costs from €810 per month, plus the ad budget, which for a single practice is usually €500 to €1,500 per month. Reporting is always included free of charge. In the initial call we clarify what makes sense for you and what doesn't.
Which marketing measures should dentists tackle first?
First the foundation: a website with online appointment booking, a well-maintained Google Business Profile and tracking of enquiries. Then the demand that already exists, for example Google Ads for treatments people search for. Reach through social media usually only pays off once this foundation is in place.
How long does it take for dental marketing to work?
Google Ads bring the first clicks from day one, and serious enquiries usually after 2 to 4 weeks. Search engine optimisation and AI visibility take longer: first improvements after 3 to 6 months, stable visibility usually after 6 to 12 months. A new website is online after 4 to 8 weeks.
Are dentists allowed to advertise at all?
Yes. Factual information about the practice, services and team is allowed. What is not permitted includes promises of cures, unsubstantiated superlatives and, for cosmetic surgical procedures, before and after images. These rules from the German Healthcare Advertising Act (HWG) and the dental professional code are built into every measure we take.
How does a dental practice attract more ideal patients?
By becoming visible for exactly the treatments it wants to provide, rather than advertising broadly for ‘dentist’. That means separate pages for each treatment, Google Ads targeting exactly these treatments and reviews that talk about them. For Dr Machon's practice, this brought 40 to 50 per cent more new patients per month.
How does a dental practice find new dental nurses?
Job ads alone are rarely enough. Short videos from your own practice work better, run as a campaign on Instagram, Facebook or TikTok in your region, together with a careers page with a simple application. At Dr Machon's practice, a campaign like this brought around twelve applications in two to three weeks.
How does a dental practice get mentioned in ChatGPT and Google's AI Overview?
AI search names practices whose details are clear, current and well supported: a complete Google Business Profile, clear pages for each treatment, structured data and genuine reviews. We check how your practice appears in these answers today, and build out your content and technology accordingly.
Why a specialist agency rather than a general advertising agency?
Because dental marketing has its own rules: the German Healthcare Advertising Act (HWG), the dental professional code and the protection of health data. We work mainly for dental and specialist medical practices, and we know these rules, how practices run day to day and the common online appointment booking systems.
Let's talk about your practice.
In a free 30-minute initial call, we clarify where your practice stands and which step comes next. Even if the answer is: you need less than you thought.
Free · No obligation · 30 minutes