Navigating the Modern Orthodontic Marketing Landscape

Marketing an orthodontic practice isn’t what it used to be (goodbye Yellow Pages, hello Google reviews). On a recent Hey Docs! episode, Jill Allen sat down with Savvy Lorestani from Brain Bytes to talk shop about what’s really moving the needle for practices today. Spoiler: it’s not about chasing every trend, it’s about clarity, authenticity, and telling your story in a way that sticks.

Branding That Actually Works

Savvy breaks branding into three tiers:

1. The Basics: A strong logo and clear messaging (yes, patients notice).

2. The Human Side: The doctor’s personality, staff stories, and patient testimonials, what makes people trust you over the practice down the street.

3. The Why: A practice philosophy that is memorable enough to spread in your community.

Jill chimed in with her own experience: the practices that win are the ones that lean into authenticity instead of copy-pasting whatever is trending.

Reviews: The Trust Factor You Can’t Skip

When it comes to growth, reviews are gold. Savvy put it plainly: Google reviews drive trust, referrals, and rankings. Jill added her rule of thumb: shoot for at least three new reviews every month. Small number, big impact.

EEAT: Not Just Alphabet Soup

Google and AI-driven search engines are all about EEAT, Experience, Expertise, Authority, and Trust. Here’s the quick breakdown:

• Experience: Show before-and-afters and share your treatment philosophy.

• Expertise: Credentials, affiliations, and all the nerdy details that prove you know your stuff.

• Authority: Contribute to industry conversations, not just your own blog.

• Trust: Patient testimonials and transparent communication.

The practices that layer this into their online presence rise to the top.

Social Media: Why Video Rules

Like it or not, social media is today’s search engine. And the currency is video.

• Algorithms love it.

• Audiences trust it.

• Perfection isn’t required (in fact, it can hurt you).

Patients connect more with a short, genuine clip than a slick, over-produced reel. Jill and Savvy agreed: authenticity beats polish every time.

The Tech That Helps (Without Overcomplicating)

Savvy recommended a few tools that keep marketing practical:

• BirdEye for reviews

• Google Analytics for site insights

• Canva for staying on-brand without breaking the bank

Jill seconded the need for user-friendly tech that works for the team, not against it.

The Takeaway

Modern marketing isn’t about doing everything. It’s about doing the right things well: clear branding, steady reviews, authentic video, and a little smart tech. As Jill and Savvy remind us, the practices that evolve with authenticity and clarity are the ones that don’t just survive, they thrive.