How groups and DSOs attract new patients

Attracting new patients is a priority for any dental practice—but for DSOs and large groups, acquiring new patients is often more complex than just expanding reach. Operating across multiple locations means juggling efficiency, compliance, and consistency, all while trying to differentiate in a crowded market. 

Reaching new patients

Acquiring new patients isn’t just about visibility—it’s about showing up in the right place, at the right time, with the right message. DSOs that focus on scalable, patient-first marketing strategies are best positioned to grow sustainably.

Don’t just aim for SEO, target Local SEO for your dental offices.

Unlike general SEO—which focuses on ranking for broad search terms—local SEO is all about showing up when someone searches for a dentist in a specific area, for example, when they search “dentist near me.” These are high-intent, high-value prospects, so this process is not only one of the easiest ways to start attracting new patients, but also one of the most impactful. 

Start with your Google Business Profile for every location. Each profile should be fully completed with accurate hours, services offered, high-quality photos, and a steady stream of patient reviews. Make sure contact information is consistent across all listings and that it will be easy for patients to contact the practice, even after hours when search volume tends to be higher.

Next, look at your website. Local SEO depends on Google being able to understand where your practices are and who you serve. Every location’s address should be listed in plain text (not just in images or PDFs), so it’s both accessible to patients and indexable by search engines.

Take it a step further by building out individual landing pages or hubs for each location. These should include neighborhood-specific keywords, local partnerships, community mentions, and even geo-targeted blog content. This not only improves rankings—it shows prospective patients you’re part of their world.

Focus on quality over quantity when making DSO advertising decisions.

Digital advertising—whether through Google search (PPC) or social media platforms like Instagram and YouTube—can give your practices immediate visibility. But high visibility doesn’t always translate to high-value new patients. For DSOs managing multiple locations and diverse markets, success depends less on budget and more on strategy.

A common mistake is assuming that the biggest spend will drive the best results. In reality, the most effective campaigns often target a narrower audience with messaging that speaks directly to their needs. A well-crafted, niche campaign that promotes a membership plan to uninsured young adults in a specific metro area may deliver far more value than a broad, general ad seen by thousands with no intent to book.

Search ads can be useful for capturing high-intent traffic with keywords like “dentist near me” or “emergency dental in [City],” while social media allows for precise audience segmentation—by age, zip code, interests, or even recent life events. This lets you match the message to the moment.

To make your spend count, always link your ads to clean, conversion-ready landing pages with a clear next step. Promoting a new patient membership plan, for example, not only attracts interest—it sets the tone for a long-term relationship from the very first visit.

Digital ads can absolutely move the needle—but only if they’re built with intent. Aim for alignment, not just reach.

 

Leverage the power of real-world connection.

Community engagement can build trust and awareness in a way that no ad or digital strategy ever will.

Consider sponsoring local events, partnering with nearby schools, sports leagues, or businesses, even offering free oral health screening events—anything that puts your team face-to-face with people in the local community. These efforts create not just brand recognition, but also goodwill. You will likely attract new patients at these community engagements, but you can also expect a long tail to your investment as putting your name in the real-world often leads to organic, word-of-mouth referrals.

For DSOs, it’s especially important to empower local practice teams to take part in outreach efforts and act as ambassadors for your brand. Authentic connections at the community level help reinforce your organization’s commitment to patient wellness and build loyalty across all your locations.

 

Making yourself appealing to prospective patients

Visibility is just the first step in attracting new patients. But visibility alone typically isn’t enough to convert into actual bookings. After capturing their attention, now you have to ensure your group stands out and makes the decision simple and appealing—so patients feel confident saying yes.

Start with your website.

Your website is often a patient’s first impression. And often, they access your site before they have even contacted the practice, which makes it an especially critical junction for showing prospective patients that you will be a good fit. 

For DSOs, that means managing multiple locations while keeping the experience unified, fast, and easy to navigate. Patients should be able to find a nearby office, understand what services are offered, and schedule an appointment with as few clicks as possible.

Add clear calls to action throughout the site, and make pricing and membership options easy to explore. Many patients delay care because they’re unsure what it will cost—your site can remove that barrier.

Use your services to differentiate. 

Many practices lean heavily on cosmetic services in their marketing, assuming that’s what draws people in. While whitening and veneers have their place, many patients are looking for something more foundational: care that feels proactive, affordable, and trustworthy.

Preventive care is often under-marketed, but it’s one of your most powerful tools for differentiation. Frame your practice as a place where patients can maintain their health—not just fix problems. Highlight services like cleanings, exams, fluoride treatments, and periodontal screenings in your outreach materials. Emphasize your services as a conduit to health and wellness, not just treatment. 

Educate prospective patients on how consistent preventive visits lead to better health outcomes and lower long-term costs. This messaging is especially effective for patients who feel disconnected from the traditional insurance model or who haven’t seen a dentist in years. 

Offer dental membership plans to not just attract, but convert patients for the long term.

One of the most immediate ways to increase your appeal, especially to uninsured or underinsured patients, is by offering a membership plan. These in-house plans are especially attractive to patients outside of the traditional PPO structure, including gig workers, retirees, and families without employer-sponsored dental insurance. 

Subscriptions give patients an alternative to traditional insurance: predictable pricing, clear benefits, with no waiting periods or hidden fees–all of which make your practice more appealing. It’s a powerful differentiator and a win for patient outcomes–and for your bottom line.

Display these options prominently and market them like the differentiators they are. Don’t make patients ask. The easier it is for someone to understand what they’ll pay and how they can pay it, the more likely they are to book that first appointment.

Bringing in new patients is always worth the effort—but it’s only the first step. Sustainable growth for DSOs comes from more than just visibility. It comes from delivering care that patients trust, pricing that makes sense, and experiences that make them want to come back.

By focusing on what truly matters to patients—affordable preventive care, flexible payment options, and simple membership plans—you’re not just attracting attention. You’re building relationships. And when your practices prioritize wellness and access over gimmicks and fine print, patients notice.

Want to attract more patients—and keep them loyal? Curious how leading DSOs scale patient acquisition, boost preventive care, and grow recurring revenue through membership plans?

Book a free consultation with our team and receive The DSO Growth Toolkit — a practical guide filled with proven strategies to drive sustainable growth. Fill out the short form below to get started.