Strategies for frictionless patient acquisition

In last month's article, we explored how the fragmented nature of the dental ecosystem creates a substantial disconnect between patient interest and appointment scheduling. The siloed structure of dental stakeholders-patients, practices, insurers, manufacturers, and professional organizations-contributes to the alarming statistic that 75% of patients who begin searching for dental care will never complete an appointment booking.¹

This month, we'll focus on actionable strategies dental practices can implement to capitalize on emerging opportunities in patient acquisition and position themselves for sustainable growth in this evolving landscape.

The restaurant reservation revolution

Consider how restaurant reservations have transformed over the past decade. Before platforms like OpenTable, diners faced a fragmented experience-calling individual restaurants, navigating busy signals or voicemail, and often abandoning the process entirely when friction became too high.

Now, diners can instantly view available tables across multiple restaurants from numerous starting points: browsing restaurant websites, review platforms, or dedicated booking apps. The same transformation is happening in dentistry; patients can begin their journey on an insurance provider directory, professional organization website, or consumer product site, and seamlessly flow into available appointment slots at practices accepting new patients.

4 strategic approaches for modern dental practices

To capitalize on this evolving ecosystem, practices should consider these strategies:

1. Implement digital scheduling capabilities

Digital scheduling is no longer optional for competitive practices. A 2024 Deloitte Center for Health Solutions survey found that "43% of consumers are using connected monitoring devices and digital tools for their health care-up from 34% in 2022."² This digital appetite extends to scheduling, creating an expectation for a frictionless appointment booking. Beyond having scheduling capabilities on your website, consider how your scheduling technology connects to the broader dental ecosystem:

• Does your scheduling system integrate with major provider directories?

• Can patients book directly from insurance portal listings?

• Is your scheduling technology compatible with patient engagement platforms used by manufacturers and professional organizations?

Dr. Jason Kboudi, owner of a multilocation dental practice, said in a one-on-one interview: "Patients increasingly expect to schedule appointments without picking up the phone. When we implemented integrated scheduling technology, we saw immediate improvements in new patient acquisition. Patients were scheduling directly through our insurance directory listings and our professional association profile-channels that previously only generated phone calls, many of which never converted to appointments."

2. Leverage industry partner relationships

The dental industry's major stakeholders have vested interests in your practice's success. Their business models depend on patients receiving care in your operatories. Forward-thinking practices are forging strategic partnerships by doing the following:

• Collaborating with implant, aligner, and technology companies on patient education initiatives that include direct scheduling capabilities

• Partnering with insurance providers on member engagement programs that feature your practice

• Participating in professional organization directories with enhanced booking functionality

Doing these things transforms traditional vendor relationships into genuine practice-building partnerships. The key differentiator is the technological infrastructure that connects these stakeholder marketing efforts directly to your appointment book.

3. Optimize your practice for digital conversions

Modern practices must shift their focus from generating website traffic to optimizing for conversion through every digital touchpoint. This requires rethinking how your practice appears across the digital ecosystem. You can do this by ensuring your practice information is accurate and consistent across all sites, verifying that your hours, services, insurance participation, and new patient policies are up-to-date, including high-quality photos and detailed provider biographies at every digital touchpoint, and monitoring conversion rates from different referral sources to identify optimization opportunities.

Soon, leaders in this space will show a clear correlation between directory optimization and new patient acquisition. The aforementioned strategies will be the tip of the spear for a better patient experience.

4. Adopt an ecosystem mindset

The most successful practices are approaching patient acquisition with an ecosystem mindset rather than treating each marketing channel as a separate initiative. The principle starting point is the patient acquisition strategy. Leading practices are:

• Recognizing that patients may encounter your practice through numerous digital

touchpoints

• Ensuring consistent messaging and capabilities across all platforms

• Understanding the patient journey through various digital channels

• Viewing technology investments through the lens of ecosystem connectivity

Technology investments should be evaluated not just for their immediate ROI but for how they position your practice for long-term growth in an increasingly digital marketplace.

Operational benefits beyond patient acquisition

While improved patient acquisition is the primary benefit of embracing connected scheduling technologies, practices also report significant operational advantages:

Reduced administrative burden

• Front office staff spend less time on the phone negotiating appointment times

• Automated confirmation and reminder systems reduce no-shows

• Digital intake forms capture patient information before the appointment

Improved schedule optimization

• Algorithm-based scheduling can optimize provider utilization

• Practices can designate specific slots for new patients from various channels

• Real-time availability updates prevent double-booking and scheduling errors

Enhanced patient experience

• Patients receive immediate confirmation of their appointment

• Digital communication channels set clear expectations before the first visit

• The seamless booking experience creates positive first impressions

Implementation strategies for practices of all sizes

The migration to connected scheduling systems does not need to be overwhelming. As noted in a 2024 Dental Economics article on DSO practices, "The dental industry is expected to remain a key focus area for investors in the coming years and dental chains need to focus on realizing sustainable organic growth."³ This applies equally to independent practices that must keep pace with technology trends. Practices of all sizes can implement these capabilities through a phased approach:

Phase 1. Foundation: Implement digital scheduling capabilities on your website, ensure your practice management software supports API integrations, audit and correct information across major directories

Phase 2. Integration: Connect your scheduling system to ecosystem partner's provider directories, partner with key players regarding patient engagement initiatives, implement analytics to track patient acquisition by channel

Phase 3. Optimization: Analyze conversion data to refine your digital presence, develop strategies around high-performing referral sources, use targeted marketing to drive patients to your highest-converting channels

The future of dental patient acquisition

As consumer expectations continue to evolve, the dental practices that thrive will be those that embrace ecosystem thinking. The traditional boundaries between stakeholders are blurring, creating opportunities for practices that position themselves at the nexus of this connected ecosystem.

Consider how each investment contributes to ecosystem connectivity. The practices that win in this new landscape will be those that create seamless pathways from patient interest to scheduled appointments-regardless of where that patient journey begins.

Editor's note: This article appeared in the July/August 2025 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.

References:

1. Rindler E. Breaking down silos: the changing landscape of dental patient acquisition. Dental Economics. June 4, 2025. https://www.dentaleconomics.com/practice/article/55278588/breaking-down-silos-the-changing-landscape-of-dental-patient-acquisition

2. Janisch A, Gerhardt W, Shukla M. 2025 US health care outlook. Deloitte. December 12, 2024. https://www2.deloitte.com/us/en/insights/industry/health-care/life-sciences-and-health-care-industry-outlooks/2025-us-health-care-executive-outlook

3. Richter S. Cost control strategies to grow your practice out of high overhead. Dental Economics. September 12, 2024. (https://www.dentaleconomics.com/practice/overhead-and-profitability/article/55131993/cost-control-strategies-to-grow-your-practice-out-of-high-overhead)