Marketing a New Dental Office: The Surprising Strategy That Actually Works
“Will marketing a new dental office really bring me new patients?”
It’s the most common—and completely valid—question we hear from dentists getting ready to open their own practice. After all, without patients, it’s not a practice. It’s just a building with some shiny equipment.
So how do you draw in the right patients when you're the new kid on the block?
Well, let me introduce you to a surprisingly powerful concept we call the Miley Cyrus Rule. Yes—really.
Before you roll your eyes, stay with me. This isn't about twerking or tabloid drama. It’s about attention—and how strategically capturing it can mean the difference between struggling to fill your schedule or thriving with new patient demand.
Let’s break it down. Miley (love her or not) knows how to capture attention. Not just for the shock factor, but because she constantly presents something new—a new sound, a new image, a new story.
Now, I’m not suggesting you show up to your ribbon cutting on a wrecking ball. What I am saying is this:
“New” is one of the most powerful triggers in human psychology—and it can be your secret weapon when marketing a new dental office.
Here’s why "New" works:
New is news. It gets attention from local media and the community.
New stands out. In a world of cluttered ads and tired messages, "new" makes people stop scrolling.
New builds curiosity. People want to know what’s different and why it matters.
New earns word-of-mouth. People talk about new restaurants, new stores, and yes—new dental offices.
This strategy works because "new" is naturally compelling. And when done with authenticity and professionalism, it gives prospective patients a reason to choose you over the practice they’ve passed by a hundred times.
Let’s look at two doctors who used this exact principle:
Dr. Dan left his associateship and opened a new practice just ten miles away. With the right planning and strategic marketing, his office grew from zero to $1.7 million in production—in just four years. He later sold the practice and moved to Florida.
Dr. Kenny opened just across the state line near a local hospital. He hit $1 million in production within his first 20 months.
Neither relied on gimmicks or overpriced ad campaigns. They used the power of “New”—a new name, a new brand, a new standard of care—and it worked.
Here’s how to harness the Miley Cyrus Rule without veering into stunt territory:
Use “New” Strategically and Professionally
A new, modern facility with high-end technology
A new, patient-centric approach to care
A new community presence that aligns with local values
A fresh, clean brand that reflects the type of experience patients crave
Avoid These Traps
Don’t confuse “new” with “shock.” That may work for pop stars, but it’s not how trust is built in healthcare.
Avoid attention for the wrong reasons. A PR crisis is never worth the clicks.
Let’s simplify:
McDonald’s remodels every store. Why? Because new attracts.
Hotels update their interiors regularly. Why? Because new sells.
Outdated restaurants lose traction—no matter how good the food.
The same applies to dentistry. People are drawn to “new,” even when they’re not actively looking. Marketing a new dental office gives you a natural, compelling story—and with the right strategy, that story leads to more patients.
No.
Marketing alone isn’t a strong enough reason to take the leap. Your decision to open a new dental office should be fueled by a combination of deeper motivations:
The desire for more clinical freedom
A vision for better patient care
Legacy-building and ownership
Financial autonomy
And yes… the pride of building something truly your own
But once that motivation is in place, smart marketing built around the “newness” of your practice will become rocket fuel.
If you’re serious about opening your own practice, lean into the power of “new.” Our clients who follow the full 13-Step Grand Opening process don’t just survive those first few years—they thrive. With the right strategy, you can attract more patients in your first two years than some competitors do in a decade.
Let’s make your new office the new thing people are talking about in town.
—Stephen Trutter