Strengthening Professional Relationships: A Dentist’s Guide to Gift Giving for Referring Doctors

Dental Marketing Gift Giving Guide for Specialists, Identity Dental Marketing

As a specialist dentist, building and maintaining strong relationships with referring doctors is essential for the success of your practice. One effective way to show your appreciation and foster these relationships is through thoughtful gift-giving. In this blog post, we will discuss when the best time to give gifts is, offer some gift ideas, and share tips on how to keep referrals flowing in.

1. Timing is Key: When to Give Gifts

Timing plays a crucial role in the art of gift-giving to referring doctors. While there is no hard-and-fast rule, here are some key occasions and situations when giving a gift can be most meaningful:

a. Holiday Season: The holiday season is a classic time for gift-giving. Consider sending personalized gifts to your referring doctors during this time to show your appreciation and spread some festive cheer.

b. Special Occasions: Celebrate special milestones in your professional relationship, such as anniversaries of referrals or successful collaborative procedures. Acknowledging these moments can reinforce your bond.

c. Personal Events: If you know of any personal events in your referring doctor’s life, like birthdays or graduations, sending a thoughtful gift can demonstrate your genuine care and interest in their well-being.

d. Random Acts of Appreciation: Don’t limit yourself to specific occasions. Surprise your referring doctors with unexpected gifts to show your ongoing appreciation. These small gestures can go a long way in strengthening your relationship.

2. Gift Ideas for Referring Doctors

Choosing the right gift for your referring doctors can be challenging, but the thought and effort you put into it will be greatly appreciated. Here are some gift ideas to consider:

a. Personalized Gifts: Personalization adds a special touch. Consider engraved pens, custom-made stationery, or even personalized dental instruments with the referring doctor’s name or practice logo.

b. Gift Baskets: Thoughtfully curated gift baskets filled with gourmet snacks, chocolates, or fine wines can make for delightful surprises.

c. Continuing Education: Invest in their professional development by offering to cover the cost of a relevant conference or seminar registration. This not only shows your appreciation but also helps them enhance their skills.

d. Spa or Wellness Packages: Everyone deserves a bit of relaxation. Gift certificates for spa treatments, massages, or wellness retreats can be a fantastic way to help your referring doctors unwind.

e. Technology Gadgets: High-tech gifts like the latest tablet, noise-canceling headphones, or a smartwatch can be impressive and practical choices. If you’re looking for a more cost-effective gift for the whole team, you can give a wireless charging dock with your logo imprinted.

3. Fostering Long-Term Referrals

While gift-giving can help nurture your professional relationships, it’s essential to maintain a consistently high standard of care and communication. Here are some additional strategies to ensure a steady flow of referrals:

a. Effective Communication: Keep referring doctors informed about your patients’ progress and treatment outcomes. A detailed report, timely updates, and a friendly demeanor can instill confidence in your collaboration.

b. Networking: Attend local dental conferences, seminars, and events to connect with potential referring doctors and strengthen existing relationships. Networking can help you expand your referral base.

c. Collaborative Approach: Foster a culture of collaboration by seeking their input and expertise when necessary. Demonstrating that you value their opinion can strengthen your partnership.

d. Gratitude: Express gratitude regularly, not only through gifts but also through simple thank-you notes or phone calls. A heartfelt “thank you” can go a long way.

In conclusion, gift-giving to referring doctors is an excellent way to acknowledge their support and strengthen professional relationships. By choosing the right time and thoughtful gifts, you can demonstrate your appreciation and keep referrals coming in. However, remember that genuine care, open communication, and a collaborative approach are the foundation of successful long-term partnerships in the world of dentistry.

If you’re a specialist looking to grow your dental practice, we highly recommend setting up a dental marketing planning session. More general dentists are becoming “super GP’s” and insourcing work, leading to a downward trend of referrals, even to the best specialists. Learn ways to compete and grow, despite this growing trend.

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Two Paths to Success for Dental Start-Up Businesses

Starting a dental practice is an exciting venture that offers the promise of helping patients while building a profitable business. However, success in the competitive field of dentistry requires careful planning and strategic decision-making. Depending on your budget and marketing capabilities, there are two distinct paths to success that you can consider when launching your dental start-up.

Grace Rizza Identity Dental Marketing Start Up

Path 1: For the Risk-Averse on a Limited Budget

This path is ideal for those who are risk-averse, operating on a limited budget, and looking to establish a strong foundation for their dental practice. Success through this method may take longer, but it ensures steady and sustainable growth over time.

1. Business Naming: Choose a name for your dental practice that is memorable, easy to spell, and relevant to your values and services. Ensure that the name is not already trademarked by another business in your industry.

2. Tagline: Create a concise and meaningful tagline that encapsulates your practice’s mission and values. It should resonate with potential patients and set you apart from competitors.

3. Logo: Invest in a professional logo design that reflects your brand identity. A well-designed logo will make a strong first impression and help with brand recognition.

4. Website: Build a user-friendly website that showcases your services, team, and patient testimonials. Ensure that it is mobile-responsive and optimized for search engines (SEO). A clean, informative website will help patients find and learn about your practice online.

5. SEO (Search Engine Optimization): Implement basic SEO strategies to improve your website’s visibility in search engine results. Optimize your website’s content with relevant keywords, maintain an active blog, and encourage online reviews. This will gradually increase your online presence and attract organic traffic.

Path 2: For Those with a Strong Marketing Budget

If you have a substantial marketing budget of $5,000 or more per month and are willing to invest in your practice before it becomes profitable, this path can accelerate your growth. However, it requires patience, a willingness to offer a meaningful special, and a mental readiness for financial investment.

1. Comprehensive Marketing Strategy: Develop a comprehensive marketing strategy that includes online and offline advertising, social media marketing, email campaigns, and pay-per-click (PPC) advertising. Allocate your budget strategically to reach potential patients through multiple channels.

2. Meaningful Special Offer: Create a compelling special offer for new patients to attract attention and encourage appointments. This could include discounted services, free consultations, or bundled treatment packages. Ensure that the special offer aligns with your practice’s long-term goals.

3. Patience and Investment: Understand that it may take 3-6 months or more to see significant results from your marketing efforts. Be mentally prepared to invest in marketing before your practice becomes profitable. Monitor your marketing campaigns’ performance closely and make adjustments as needed.

4. Measure and Analyze: Implement tracking mechanisms to measure the effectiveness of your marketing campaigns. Use tools like Google Analytics and social media insights to analyze user behavior and adjust your strategy accordingly.

5. Professional Guidance: Consider hiring a marketing agency or consultant with expertise in the dental industry. They can provide valuable insights and guidance to maximize your marketing budget’s impact.

In conclusion, the path to success for your dental start-up business depends on your budget, risk tolerance, and marketing capabilities. Most start-up practices, especially those with limited experience and budgets, are better suited for the first path, which focuses on building a strong foundation and brand identity. However, if you have the resources and patience to invest heavily in marketing, the second path can lead to faster growth and a competitive edge in the market. Regardless of your chosen path, remember that consistent dedication and exceptional patient care are key to long-term success in the dental industry.

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Reflecting on 2023: Dental Start Up Success Depends on Mindset more than Marketing

Author: Grace Rizza, CEO Identity Dental Marketing

In the realm of dental practice growth, the year 2023 proved to be an invaluable learning experience for me. Our rapid ascent in the startup space was primarily driven by word-of-mouth referrals, a testament to the stellar reputation that Identity Dental Marketing has cultivated over the years.

Historically, our clientele primarily consisted of well-established dental practices spanning various specialties and niches. With a track record dating back to 2009, our extensive experience has exposed us to a myriad of dental practice scenarios, solidifying our well-deserved reputation.

However, the landscape for startup practices presents unique challenges. As a (once) startup business owner myself, I intimately understand the difficulties associated with gaining momentum during those crucial initial years. New practice owners require patients promptly, often on a shoestring budget, with limited time to invest. Many are juggling associate positions while pursuing their family and business dreams in tandem.

For many of them, business education has been limited, and the concept of effective branding may seem elusive. The learning curve is steep, and the stakes are high. I have dedicated countless hours to educate potential clients, elucidating the nuances of the industry, cautioning against potential pitfalls, and setting realistic expectations.

However, the harsh reality is that nothing can fully prepare you for the challenges of business ownership except living through it. On countless occasions, I have attempted to infuse my 14 years of experience into the business plans and marketing proposals I developed for each ambitious dentist. Unfortunately, despite my best efforts to prepare them for this journey, setbacks exist.

Even well-intentioned practice owners often expressed dissatisfaction just a month or two into their marketing initiatives. Despite referencing comprehensive notes, reminding them of the time required for results, and illustrating budget compromises I did not approve or agree upon, emotions often overshadowed logic. In truth, their operational limitations, such as limited operating hours, absence of enticing special offers, and a modest budget, compounded the issue. Some mistakenly believed that success was guaranteed as long as they hired the best marketing company, without investing the time and money necessary for growth. The biggest, most painful culprit for delayed growth was often a combination of unrealistic expectations, and a total lack of a meaningful differentiator in the branding process. Most of these doctors did not want our opinion when it came to brand positioning and simply believed that their brand should simply represent their personal design taste, which is the most superficial way to go about branding, and often the least effective.

A successful business is positioned at the intersection of:

  1. The doctor’s skill level
  2. The demand/need of the community
  3. The doctor’s desire to provide the services he/she is skilled in

When I say “demand”, I’m referencing to an underserved demand. This means you have to say more than, “We care about our patients.” Patients are not seeking that. It’s not bold enough to turn heads and build a brand. You need to differentiate. You should be able to say, “We are the only _____ dentist that _____.” At least be able to say, “We are one of the only _______ dentists in the area that provides ______.”

Allow me to provide an example, “Identity Dental Marketing is one of the only marketing agencies that doesn’t mandate long-term contracts, allowing dentists to choose to stay with us because of our excellent service, honesty, expertise, and results.”

Marketing, however, transcends websites, photography, and ad spend. It hinges more on likability, the willingness to be vulnerable, and the dedication of time to the business. A glaring gap often exists in articulating their unique value proposition (differentiator mentioned above) over competitors. These fundamentals of marketing are often overlooked or disregarded by dentists starting up practices.

In reality, those who can attend dental school and secure loans to open practices hold a position of privilege, yet they frequently underestimate the demands of not only surviving but thriving in this competitive field. Business ownership is far from easy, let alone simple.

My journey to success is credited to three pivotal elements: faith (God-given opportunity), resilience cultivated through a background with limited resources (DESIRE), and an unceasing commitment to learning (PASSION). Sales, distinct from marketing, emerged as a critical aspect of my career during my initial position selling high-end gym memberships in downtown Chicago. This experience laid the foundation for my entire career, highlighting the importance of developing sales skills for aspiring business owners.

As an early-stage business owner, answering the phone is imperative, as there is no luxury to disengage after 3 PM. Business ownership means dedicating oneself entirely to the endeavor, yet entitlement often misguides individuals into unrealistic expectations, such as a refusal to work nights and weekends or to provide discounts for new patients. Success does not manifest merely from an impressive degree, experience, or state-of-the-art equipment; entitlement is a deceiving force.

Colleagues on social media may boast about their success, concealing the factors contributing to their achievements, such as personal investments or advantageous market conditions. Salespeople, too, often exaggerate their role in clients’ success stories. Marketing undoubtedly plays a substantial role, but mindset ultimately determines success.

While marketing is undeniably important in the long term, shortcuts and scams abound, particularly in the dental marketing sphere. A plethora of self-proclaimed experts lack the necessary competence or commitment to represent clients effectively.

My most significant misjudgment was assuming that startup practice owners would readily appreciate my accumulated knowledge—15 years into my career and 14 years into ownership. In reality, startup practices require more than realistic expectations; they demand firsthand experiences and a relentless commitment to learning from every experience, especially the painful ones. Have you seen a dentist post about the completely unfair contract that they signed? I have, and on a weekly basis! Have you seen a dentist post about their wildly successful start up, without talking about the marketing time and financial investment? I see this almost daily!

This would be like a patient posting “I go to Dr. Smith’s dental office since I was a child and I’ve never had a cavity in my life!” Now, imagine every other patient in the practice expecting to never have an oral health issue, without paying any regard to at-home care, genetic predisposition, diet, gut health, and health conditions.

Impeccable processes and systems are crucial for sustainable growth.

My new position going into 2024 is this: Unless you have a very wealthy spouse or parent, you’ve started a business before and this isn’t your first rodeo.

As a start up practice, your paid marketing, while vital, should be introduced gradually as the practice builds sufficient cash flow. Investing in marketing before being financially and emotionally prepared can lead to disillusionment and hinder long-term growth.

In my early days as an entrepreneur, I relied on networking, phone calls, and 12-hour workdays to build my brand and reputation, emphasizing personal investment of time over monetary expenditure. Over time, my confidence in the value of branding and brand recognition strategies grew. This journey underscored that while marketing is essential, it does not encompass everything; one’s mindset is paramount.

Believing in one’s worthiness of success leads to innovative approaches that stand out and provide value to the target audience. The path to success often involves stepping outside the norm, extensive networking, and an unwavering commitment to personal and professional growth.

Business ownership is not for the entitled; it is a humbling experience that can transform lives. To succeed, one must acknowledge that there is no shortcut to hard work and that marketing is just one piece of the puzzle.

For these reasons, Identity Dental Marketing is now highly selective in working with startup practices, ensuring a measured approach to marketing investments. We understand the panic that can accompany initial marketing efforts, and we’re amending our approach to meet the emotional and psychological needs of 95% of start up business owners. In short, we’re doing more to meet you where you are. When you’re ready to dial it up, we’ll be ready too!

We now advocate a minimalistic yet professional approach to startup paid marketing, prioritizing the establishment of a solid foundation, professional branding, and online presence. Only when cash flow or the bank loan permits, should practices consider larger marketing budgets.

In conclusion, marketing a startup is not a chicken-and-egg dilemma; it requires a balanced and measured approach. Identity Dental Marketing stands as your strategic partner, committed to helping dental practices thrive through a well-calibrated marketing strategy and a focus on the long-term journey toward success. We understand the challenges, and we are here to empower you to overcome them. Business ownership may be challenging, but it is also an opportunity for growth and transformation, and with the right mindset and support, success is within reach.

Learn more by setting up your complimentary marketing planning session.

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Staying Ahead By Staying Informed in New Optimization Opportunities

Dental Marketing Agencies need to stay up to date with the latest advancements in technology and online marketing is crucial for businesses looking to thrive. Google, being the dominant player in the search engine market, continually introduces new features and options to help businesses connect with their customers. One such feature that has gained significance recently is the Social Media Links section on your Google Business profile. In this blog post, we’ll delve into the importance of keeping up with Google’s latest options and explore the optimization opportunities provided by the Social Media Links section.

The Ever-Evolving Digital Landscape

Google, as the most widely used search engine globally, plays a pivotal role in connecting businesses with their target audience. To maximize your online presence and visibility, it’s essential to keep pace with Google’s latest options and features.

The Power of Google Business Profiles

Google Business Profiles, formerly known as Google My Business, is a free tool that empowers businesses to manage their online presence across Google’s various services, including Google Search and Google Maps. This platform enables businesses to provide accurate and up-to-date information to potential customers, such as location, operating hours, contact details, and more.

Why It’s Crucial to Optimize Your Google Business Profile

  1. Enhanced Visibility: An optimized Google Business Profile increases your chances of appearing in local search results when potential customers are looking for products or services in your area. It’s a powerful way to improve your online visibility.
  2. Credibility and Trust: A well-maintained and complete profile enhances your business’s credibility and trustworthiness. It reassures customers that they are dealing with a legitimate and reliable entity.
  3. Customer Engagement: Features like reviews, posts, and Q&A sections enable you to engage with your customers directly, answer their questions, and address their concerns, fostering a sense of community and trust.
  4. Analytics and Insights: Google Business Profiles provide valuable insights into how users interact with your listing, helping you refine your marketing strategy and target your audience more effectively.

Exploring the Social Media Links Section

One of the latest additions to Google Business Profiles is the Social Media Links section. This feature allows you to connect your business’s social media profiles directly to your Google listing. Here’s why this is a game-changer:

  1. Expanded Online Presence (Dental SEO): By linking your social media profiles, you extend your online presence beyond Google Search and Maps, reaching potential customers on their preferred social platforms.
  2. Strengthened Brand Identity: Social media platforms offer a unique opportunity to showcase your brand’s personality, share content, and connect with your audience in a more interactive way. Linking your profiles helps reinforce your brand identity.
  3. Enhanced Engagement: Social media is all about engagement. When customers discover your business on Google and can easily access your social media profiles, they are more likely to follow you, engage with your content, and become loyal customers.

How to Optimize Your Social Media Links

  1. Keep Profiles Updated: Ensure your social media profiles are regularly updated with fresh and relevant content. Consistency across platforms is key to maintaining your brand’s image.
  2. Cross-Promote: Use your Google Business Profile to promote your social media profiles and vice versa. Encourage your followers to explore your Google listing for accurate information and reviews.
  3. Monitor Engagement: Pay attention to how users interact with your social media profiles through your Google Business Profile. Use insights and feedback to refine your social media strategy.


In the fast-paced world of digital marketing, staying informed and embracing the latest tools and features is vital for business success. Google Business Profiles have become an integral part of online visibility, and the addition of the Social Media Links section offers new avenues for engagement and brand promotion.

By optimizing your Google Business Profile and leveraging the Social Media Links section, you can enhance your online presence, connect with your audience on multiple fronts, and ultimately grow your business in the digital age. Keep an eye on Google’s latest options and adapt your strategy to stay ahead of the curve in the ever-evolving digital landscape.

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Why Grace Rizza Writes Blogs in 2023

Grace Rizza Dental Marketing
Best Dental Marketing Agency

“Does anyone really blog anymore? I haven’t heard about blogging in years! It’s that outdated?”

In the fast-paced world of digital marketing, staying ahead of the curve is crucial for success. Grace Rizza, the owner of Identity Dental Marketing, understands this well. In 2023, she continues to invest her time and effort in crafting informative blogs for her website. Why? Let’s delve into the reasons behind her dedication to blogging and the value it brings to her clients and subscribers.

Enhancing Long Tail Search Term Results

One of the primary reasons Grace writes blogs is to enhance her website’s visibility on search engines. Long tail search terms, those more specific and detailed keywords, are essential for attracting highly targeted traffic. By consistently publishing quality blog content, Grace ensures that her website ranks well for a wide range of long tail keywords related to dental marketing. This strategic approach not only increases the chances of her website appearing in search results but also helps potential clients find her services with ease.

Adding Value to Subscribers

Subscribers to Grace’s newsletter receive a unique benefit from her blogging efforts. She has implemented a feature that auto-populates her email newsletter with the latest blog posts. This ensures that her subscribers stay informed about the latest trends and insights in dental marketing without any extra effort on their part. It’s a win-win situation, as subscribers get valuable content delivered to their inboxes, and Grace keeps her audience engaged.

Building an Audience for Retargeting

Blogging is not just about attracting new visitors; it’s also a powerful tool for building a qualified audience for retargeting. Grace understands that not every visitor converts on their first visit to her website. To re-engage potential clients and keep her services top of mind, she uses the data from her blog readers to create custom audiences for retargeting on social media platforms and Google’s display ads. This strategic approach allows her to maximize her marketing efforts by targeting users who have already shown interest in her content and services.

Don’t Worry, We Blog for You!

But what if you don’t enjoy writing or simply don’t have the time for it? Grace and her team have you covered. As part of Identity Dental Marketing’s SEO campaign services, they offer blog writing for clients. This ensures that even those who lack the time or inclination for writing can still benefit from the power of blogging. It’s all part of their commitment to helping clients rank for not just some key search terms, but all of them.

In conclusion, Grace Rizza’s dedication to blogging in 2023 is driven by a desire to provide value to her clients and subscribers, enhance her website’s visibility, and maximize the effectiveness of her marketing efforts. By consistently publishing informative content, she not only attracts and educates her audience but also sets the stage for successful retargeting campaigns. And for those who prefer not to write, Identity Dental Marketing offers a solution to ensure that every client can harness the benefits of blogging in their SEO strategy.

To learn more about how you can achieve professional marketing support, schedule your complimentary marketing planning session here.

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Dental Office Holiday Party Ideas

Identity Dental Marketing

Do you have a team of 5-10 and are you seeking fun holiday party ideas? Here are some games that can make this year’s celebration one to remember!

Grace Rizza, CEO Identity Dental Marketing
  1. Trivia Quiz: Create holiday-themed trivia questions and divide the group into teams. The team with the most correct answers wins a prize.
  2. White Elephant Gift Exchange: Each person brings a wrapped gift, and participants take turns choosing a gift or “stealing” one from someone else. It’s always a hilarious and entertaining game.
  3. Charades: Split the group into teams and act out holiday-related phrases or scenes without speaking. It’s a classic game that can be a lot of fun.
  4. Pictionary: Similar to charades, but with drawing instead of acting. Teams take turns drawing and guessing holiday-themed words or phrases.
  5. Bingo: Create holiday-themed bingo cards with items related to your company or industry. Play several rounds with small prizes for winners.
  6. Holiday Scavenger Hunt: Create a list of holiday-themed items or clues that participants need to find around the venue or office. The first team to complete the hunt wins.
  7. Holiday Karaoke: Set up a karaoke machine or use a karaoke app have participants sing their favorite holiday songs. You can even have a panel of judges for added fun.
  8. Board Games: Set up a board game area with options like Settlers of Catan, Monopoly, or Scrabble for smaller groups to enjoy.
  9. DIY Craft Station: Provide craft supplies for holiday-themed DIY projects like ornament decorating, card-making, or gingerbread house decorating.
  10. Holiday Movie Trivia: Create a trivia game based on popular holiday movies. Test your group’s knowledge of classic films like “A Christmas Carol” or “Home Alone.”
  11. Minute to Win It: Set up a series of one-minute challenges using common household items. It’s a great way to add some excitement to the party.
  12. Dance-Off: Clear a space for dancing and have a dance-off competition. You can even have a prize for the best dancer or dance group.
  13. Cooking or Baking Competition: Organize a holiday-themed cooking or baking competition. Participants can form teams and prepare dishes or desserts to be judged.
  14. Holiday Costume Contest: Encourage participants to come dressed in their best holiday-themed costumes. Have a panel of judges or let everyone vote for their favorite costume.

Remember to consider the preferences and comfort levels of your group when choosing games and activities. Enjoy your corporate holiday party!

Merry Christmas!

Grace Rizza, Identity Dental Marketing

Looking to grow your practice? Set up your Complimentary Dental Marketing Planning Session Now!

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The Limitations of Geotargeting SMS Marketing: A Smarter Approach for Dental Offices


In today’s digital age, marketing strategies have evolved significantly. For businesses, especially dental offices, reaching the right audience with the right message is crucial for success. One such marketing technique that has gained popularity in recent years is geotargeting SMS marketing. While it may seem like an effective way to reach a local audience, it comes with its own set of limitations. In this blog post, we’ll explore the drawbacks of geotargeting SMS marketing and propose a more effective strategy that involves retargeting traffic of competitors’ websites with Google display ads and targeting competitors’ traffic with Facebook ads.

The Cost-Viewership Conundrum

Geotargeting SMS marketing, while effective in theory, often fails to deliver the desired results for businesses like dental offices. One of the major drawbacks is the cost associated with this technology. Setting up and executing SMS marketing campaigns can be quite expensive, especially when compared to the quantity of views or responses it generates.

The limited reach of SMS marketing means that only a fraction of the audience within the targeted geographic area will receive your message. In many cases, these messages may go unnoticed or get lost among a sea of other notifications. This lack of quantity of views can be a significant hindrance when you consider the high cost per SMS message sent.

The Effectiveness of Retargeting with Google Display Ads

A more effective alternative to geotargeting SMS marketing is retargeting traffic from your competitors’ websites with Google display ads. This strategy allows you to capture the attention of individuals who have already shown an interest in dental services by visiting your competitors’ websites. Here’s how it works:

  • Identify Your Competitors: Begin by identifying your local competitors in the dental industry.
  • Install Google Analytics: Install Google Analytics on your website to track visitor behavior.
  • Create Display Ads: Develop compelling display ads that showcase your dental office’s services and unique selling points.
  • Set Up Remarketing Campaigns: Set up remarketing campaigns in Google Ads to target users who have visited your competitors’ websites. You can show them your display ads as they browse the web.

This approach ensures that your marketing efforts are directed towards individuals who are actively searching for dental services, making it a more efficient use of your advertising budget.

Targeting Competitors’ Traffic with Facebook Ads

In addition to Google display ads, targeting competitors’ traffic with Facebook ads can be another powerful strategy. Facebook offers a range of targeting options, including location-based targeting. Here’s how you can implement this approach:

  • Identify Competitors’ Audiences: Research your competitors’ Facebook pages and identify their followers or engaged users.
  • Create Targeted Ads: Develop engaging Facebook ads that resonate with your potential audience.
  • Set Geographic Filters: Use Facebook’s geographic targeting options to focus your ads on users in your local area.

By targeting your competitors’ traffic on Facebook, you can reach a highly relevant local audience who are already interested in dental services, maximizing your marketing efforts.

Avoiding the Perception of Desperation

One thing to keep in mind when considering SMS marketing to foot traffic of local competitors is the risk of appearing desperate among your target audience. Such a strategy may inadvertently convey the message that your dental office is struggling to attract its own customers. This can have a negative impact on your brand’s image and credibility.


While geotargeting SMS marketing may seem like an attractive option for local businesses like dental offices, it often falls short of expectations due to its high cost and limited reach. Instead, businesses can achieve better results by retargeting traffic from competitors’ websites with Google display ads and targeting competitors’ traffic with Facebook ads. These strategies offer more efficient ways to market to a relevant local audience without the risk of appearing desperate. By embracing these digital marketing techniques, dental offices can make the most of their advertising budgets and connect with potential patients effectively.

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Mastering Difficult Conversations: A 3-Step Habit for Success with Grace Rizza 


Difficult conversations can be emotionally draining and challenging to navigate, whether it’s dealing with a patient’s concerns, managing employees, or addressing issues with your superiors. In this blog post, we’ll explore a simple yet highly effective three-step habit to transform even the most aggressive conversations into productive, solution-oriented exchanges. Grace Rizza, CEO of Identity Dental Marketing, shares her insights on how to foster understanding, gather pertinent information, and work towards resolution while de-escalating tense or confrontational situations.

Step 1: Acknowledge with Intent to Understand

The first step in mastering difficult conversations is to approach the dialogue with a genuine intention to understand the other person’s perspective. Avoid using the word “but” during this phase, as it tends to negate what the other person is saying and can lead to further frustration. Instead, actively listen to their concerns and validate their feelings.

When you acknowledge their viewpoint without judgment, it shows that you respect their feelings and are willing to see things from their perspective. This sets the stage for a more open and constructive conversation. Remember, effective communication starts with empathy and active listening.

Step 2: Ask Questions to Gather Information

Once you’ve acknowledged the other person’s perspective, the next step is to ask questions to gather essential information. This not only demonstrates your genuine interest in the issue at hand but also helps you gain a deeper understanding of their concerns and motivations.

By asking open-ended questions, you encourage the other person to share more about their thoughts and feelings. This process allows you to uncover valuable insights that can lead to finding common ground or identifying potential solutions.

Step 3: Offer a Solution or Set Boundaries

Depending on the nature of the conversation and the information you’ve gathered, you can choose to offer a solution or set firm boundaries. If a solution is possible and mutually agreeable, propose it as a way forward. Ensure that the solution aligns with both parties’ needs and concerns to promote cooperation.

In some cases, particularly when dealing with difficult individuals who are not open to resolution, setting boundaries may be necessary. A manager, for example, may need to establish clear expectations and consequences. The key is to do so calmly and professionally, ensuring that the conversation remains respectful and focused on finding a resolution whenever possible.


Difficult conversations are a part of life, both personally and professionally. Grace Rizza’s three-step habit for mastering these conversations can be a game-changer in fostering better communication and resolving conflicts effectively. By acknowledging with intent to understand, asking questions to gather information, and offering solutions or setting boundaries when needed, you can transform tense interactions into productive, solution-oriented discussions.

Remember that practice makes perfect, and mastering these steps may take time. However, by incorporating this simple habit into your approach to difficult conversations, you can build stronger relationships, improve teamwork, and ultimately achieve better outcomes in both your personal and professional life.

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5 Ways Pediatric Practice Marketing Differs from General Dental Practice Marketing

5 Ways Pediatric Practice Marketing Differs from General Dental Practice Marketing

As a specialized dental practice that focuses on children, pediatric dental practices require a unique marketing approach to attract and retain patients. In this article, we will explore five ways in which pediatric practice marketing differs from general dental practice marketing. Understanding these differences will help you develop an effective marketing strategy to reach your target audience and stand out in the industry.

1. Encouraging Referrals from General Dentists

Pediatric dental practices should prioritize building relationships with general dentists in their local area. While general dentists may not think about referring patients to pediatric specialists as much, it is crucial for your practice. By establishing a network and fostering connections with general dentists, you can encourage them to refer children who require specialized pediatric dental care. 

To achieve this, consider organizing meetings, seminars, or informational events to educate general dentists about the benefits of pediatric dental services. Engage with them on a professional level and share your expertise to build trust and establish yourself as a reliable resource in the community.

2. Addressing Seasonal Demand

Pediatric dental practices often experience varying levels of demand throughout the year. While many parents prefer to schedule dental appointments for their children during the summer break, they are less likely to be interested in scheduling appointments in September or October when school is in full swing. 

To counterbalance this demand issue, consider increasing your advertising spend during your slower seasons or right before the summer break begins. By strategically allocating your marketing budget, you can target parents who may have neglected scheduling appointments during the summer, ensuring a steady flow of patients throughout the year.

3. Effective Communication with Parents

When marketing a pediatric dental practice, it is crucial to communicate in a way that parents feel they are in control of their children’s dental care journey. Parents want to be assured that their concerns and preferences are respected and addressed appropriately.

To achieve effective communication, ensure that your social media advertisements and website content clearly articulate your policies regarding parental involvement. Clearly state whether parents are allowed in the treatment room, how they will be updated during procedures, and any other relevant information. By providing this information upfront, you can alleviate any anxiety or concerns parents may have, and establish trust and confidence in your practice.

4. Tailoring Verbiage to Focus on Child Care

When creating marketing content for your pediatric dental practice, it is essential to focus on child care rather than adult care. Many marketing agencies may not have specialized content dedicated to each dental specialty, but fortunately, we do. We understand the importance of creating engaging and informative content that speaks directly to parents about how you will care for their child’s oral health needs.

By using language that emphasizes child care and demonstrating your expertise in this area, you can differentiate your practice from general dental providers and appeal specifically to parents seeking pediatric dental services. Consistently reinforcing the message of pediatric specialization will reinforce trust in your practice and increase the likelihood of attracting patients.

5. Educational Marketing Initiatives

An effective marketing strategy for pediatric dental practices should include educational initiatives aimed at parents in the community. Parents, especially new moms, may not be fully aware of certain dental procedures or the importance of early dental care for their children. By offering educational resources and information, you can position your practice as a trusted source of knowledge and guidance.

Consider hosting seminars, workshops, or online webinars where you can educate parents on various topics related to pediatric dental health. Cover subjects such as the benefits of early screenings, the importance of brushing baby teeth, and the risks associated with allowing children to fall asleep with a bottle. These initiatives not only educate parents but also build trust and credibility for your practice.

In conclusion, pediatric dental practice marketing differs from general dental practice marketing in several key ways. By understanding and addressing these differences, you can develop a targeted marketing strategy that resonates with parents and helps to grow your patient base. Remember to focus on building referrals from general dentists, addressing seasonal demand, communicating effectively with parents, tailoring your content to focus on child care, and implementing educational marketing initiatives. By implementing these practices, you can establish your pediatric dental practice as a trusted and valuable resource in your community. If you need professional assistance with marketing your pediatric dental practice, Identity Dental Marketing can help. Visit us at to book a complimentary marketing planning session today.

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Top 5 Marketing Methods to Boost Your Business in Quarter 4

As the final quarter of the year approaches, it’s time for businesses to strategize and make the most out of the closing months. For dental practices and healthcare providers, this is an ideal time to connect with your patients, enhance your brand, and ensure that you finish the year strong. In this blog post, we’ll explore the top 5 marketing methods for quarter 4 that can help you achieve these goals.

1. Create a Custom Holiday Card

The holiday season is a perfect opportunity to show your appreciation to your patients. One simple yet effective way to do this is by creating a custom holiday card. Include a picture of your dental team and a heartfelt message expressing your gratitude for their trust and support throughout the year. This personal touch can go a long way in strengthening patient relationships and fostering loyalty.

2. Send Out Your “Use It or Lose It” Campaign

Quarter 4 is when many patients become aware of their unused insurance benefits, which often expire at the end of the year. To help your patients make the most of their coverage and encourage them to schedule appointments, implement a multi-channel “Use It or Lose It” campaign. Send out email blasts, text messages, and social media posts, and place flyers at the front desk to remind patients of the impending deadline. This not only benefits your patients but also helps boost your end-of-year revenue.

3. Set a 4th Quarter Goal for Your Team

Motivation and teamwork are essential to achieving success in any business. In quarter 4, give your dental team a specific goal to work toward collectively. Whether it’s increasing patient appointments, improving patient satisfaction scores, or enhancing the overall patient experience, involving your team in this effort can energize them and provide a sense of purpose. A united team can make a significant impact on your practice’s success during this crucial period.

4. Request Confidential Patient Feedback

Understanding your patients’ needs and concerns is vital for providing quality healthcare. Consider sending a massive e-blast to all active patients, asking for their feedback on their experiences with your practice. Ensure that the feedback process is confidential to encourage honesty. The valuable insights you gain from patient feedback can help you identify areas for improvement and enhance the overall quality of patient care.

5. Run Facebook and Instagram Video Ads

In today’s digital age, brand building is a key component of marketing success. Take advantage of the popularity of social media platforms like Facebook and Instagram by running video ads that highlight why you love providing dental care to the community. Share your passion, showcase your team, and emphasize the positive impact your practice has on patients’ lives. A compelling video ad can help you connect with your audience on a personal level and build brand loyalty.

In conclusion, quarter 4 presents a unique opportunity for dental practices to strengthen patient relationships, boost revenue, and enhance their brand image. By implementing these top 5 marketing methods, you can ensure that your practice finishes the year strong and sets the stage for a successful year ahead. Remember, it’s not just about the services you provide but also about the connections you build with your patients that make a lasting impact.

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