The Important Role Of Lead Management In Dental Marketing

In cities and towns throughout the U.S., dental practices constantly jostle for new patients, striving to stand out in a saturated market. The internet has become the central arena for this competition. A number of forward-thinking dentists are leveraging comprehensive online marketing techniques to differentiate themselves, manage leads, and attract the best-fit patients.

For 15 years, Dental Revenue has been at the forefront of this marketing evolution, guiding dentists with the Performance Program. This system, a blend of specialized software and services, is engineered to attract high-quality patients, thereby boosting a practice’s revenue. Success online isn’t merely about visibility; it’s about resonating with the right audience. Though this program can bring potential patients to your doorstep, the real metric of success is the practice’s skill in transforming these leads into loyal patients.

Common Lead Management Mistakes Practices Make

One common oversight in dental marketing is underestimating the power of leads. Many have misconceptions about online form leads, often viewing them as less significant. Contrary to this belief, in a majority of dental marketing campaigns, these leads often constitute a significant chunk of potential business, with top-tier practices converting up to 85% of these into scheduled appointments.

A widespread issue is the lack of a systematic lead follow-up mechanism in many dental practices. It’s a proven fact that re-engaging a prospective patient requires multiple touchpoints after they’ve reached out. Without persistent follow-up, potential patients might restart their search elsewhere rather than reattempting to contact the clinic.


A recent email from a client highlighted this concern:

Dear Bill,

Our prior discussion on online form follow-ups made me delve deeper. Today, I discovered a file titled “Potential NPs” at our front desk. I was taken aback to find 80 unscheduled appointments from these online requests. They received just one email each and no subsequent calls. Essentially, we overlooked 80 potential new patient opportunities. This has prompted an urgent team discussion scheduled for Wednesday. Could you provide a tried-and-tested follow-up system used by other practices?

Appreciate any guidance!


Even if we conservatively estimate that only 25% of these lost opportunities could have been converted, the financial implication is a staggering loss of $100,000, given an average value of $5,000 per new patient. The crux of the matter is that follow-ups are paramount.

Dental Revenue’s Recommended Follow-Up Strategy

Guidelines for Web Form Lead Follow-Up:

  • 1st Touch: Call or email within 12 hours of receiving the lead (excluding weekends).
  • 2nd Touch: Engage again 48 hours post receipt.
  • 3rd Touch: Reconnect five days after the initial contact.
  • 4th Touch: Reach out ten days after the second engagement.
  • Ongoing Engagement: Incorporate the lead into a monthly communication database. This could include group newsletters, personalized emails, calls, etc. These leads can also be approached to fill last-minute appointment vacancies. Always remember, they initially chose you for a reason.


The silver lining? Dental practices can potentially enhance revenue without escalating their marketing spend. By instilling a culture of accountability, adopting a robust lead follow-up routine, and prioritizing all leads, clinics can naturally amplify their success.

For more insights on lead engagement or other digital marketing dimensions, please don’t hesitate to reach out to me at Dental Revenue.

Blog Provided By Bill Mulcahy



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