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Running ads that only aim to get new patients to book now may sound like the fastest way to grow your dental or orthodontic clinic — but it’s often not the most effective. If you want sustainable, long-term growth, the better approach is a full funnel marketing strategy.
In this article, we’ll explain what a full funnel strategy is, why it works better than conversion-only campaigns, and how you can use it to grow your clinic — even if you’re not into marketing.
This guide is part of our ongoing series to help clinics improve their digital presence. Check out our other guide.
What Is a Full Funnel Strategy?
Think of the marketing funnel as a patient’s journey — from not knowing your clinic exists to finally sitting in your chair. A full funnel strategy targets every stage of this journey:
- Top of Funnel (TOF) – Awareness
Let people know your clinic exists - Middle of Funnel (MOF) – Consideration
Build trust and educate - Bottom of Funnel (BOF) – Conversion
Encourage bookings
Most dentists and orthodontists focus only on the bottom — trying to drive bookings right away. But only a small percentage of people are ready to book on the spot. The rest? They need to get to know you first.
Why Full Funnel Marketing Works Better for Dentists and Orthodontists
1. Most People Aren’t Ready to Book Yet
Conversion-only ads miss the majority of potential patients. People need time to:
- Understand your services
- Compare clinics
- Feel confident in their choice
Full funnel marketing nurtures these patients over time, so they come to you when they’re ready.
2. You Build Brand Awareness and Trust
Dental care is personal. Patients are often nervous. A full funnel approach lets you:
- Introduce your team
- Showcase your clinic
- Share positive patient stories
This builds trust before you ask them to book.
Need help with your content? Our social media services are built specifically for dentists and orthodontists.
3. You Lower Costs Over Time
When you warm up audiences with awareness and education, your conversion ads perform better. That means:
- Lower cost-per-click
- Lower cost-per-lead
- Better return on ad spend
Combine this with our Google Ads service to scale smartly.
4. Tailored Messages for Every Stage
Imagine showing a “Book now” ad to someone who’s never heard of your clinic — it’s too early. With a full funnel strategy, you can:
- Share educational content first
- Retarget with offers later
- Match messaging to readiness
This increases both clicks and trust.
5. It Works Better with Algorithms
Platforms like Meta and Google now rely on AI to optimize campaigns. Full funnel marketing gives them better signals and more data to learn from.
Full Funnel Example for a Dental or Orthodontic Clinic
Here’s how a real-world funnel could look:
Top of Funnel (Awareness)
- Audience: Local residents, lookalikes, interests (e.g., “braces”, “teeth whitening”)
- Ads:
- Clinic tour videos
- “Meet the team” posts
- Educational reels like “Why dental check-ups matter”
Middle of Funnel (Consideration)
- Audience: Video viewers, website visitors
- Ads:
- Testimonials
- “Before and after” transformations
- Explainer carousels: “What is Invisalign?”, “How do implants work?”
Bottom of Funnel (Conversion)
- Audience: Retargeting visitors who engaged earlier
- Ads:
- “Free implant consultation”
- “Limited offer on clear aligners”
- Direct booking links
Ready to turn traffic into patients? Learn how to boost bookings with online booking or explore our tips for dental lead conversion.
Orthodontist Marketing: Why This Matters Even More
Orthodontic treatments like Invisalign or braces often involve longer decision times and higher costs. Patients:
- Research multiple clinics
- Talk to family or friends
- Need to trust your expertise
A full funnel strategy lets you stay visible and relevant through the entire decision-making process.
Next Steps for Your Clinic’s Growth
If you’re serious about growing your dental or orthodontic clinic, don’t limit yourself to “book now” ads. A full funnel strategy builds relationships, grows trust, and delivers better results — now and in the long run.
Not sure where to start? We’re here to help. Contact us today.
