Dental marketing is changing fast, and DSOs are right in the middle of it — facing new challenges but also TONS of opportunity. With more competition, higher patient expectations, and everything going digital, getting new patients takes more than just a website or a few Facebook ads. In 2025, it’s all about being precise, personal, and performance-driven.
At DentalScapes, we specialize in helping small to mid-size DSOs implement high-ROI marketing strategies tailored to their goals, markets, and growth stage. Here are the DSO marketing strategies that are actually working right now — and how your DSO can use them to fuel new patient growth.
1. Hyper-Local SEO: Be Everywhere They Search
Search engine optimization (SEO) isn’t just a buzzword — it’s a foundational piece of DSO multi-location SEO. But for DSOs, local SEO is where the magic happens.
When someone types “family dentist near me” into Google, your practice should be at the top. In fact, over 70% of clicks go to practices listed in the “local pack” or “map pack” — the group of 3-5 prioritized practices that appears at the very top of the search engine results page (SERP).
To get there, each location must have:
- Its own Google Business Profile (GBP), fully optimized
- Unique, localized website content
- Consistent NAP (Name, Address, Phone) across directories
- Positive and recent patient reviews
This type of hyper-local SEO not only drives visibility — it converts. Patients are more likely to click on the top few local search results, especially if those listings have great reviews and a strong online presence. It’s important to note that Google reviews are an increasingly important ranking factor; research suggests they may factor into as much as 16% of Google’s search algorithm.
Pro Tip: At DentalScapes, we create individualized location pages, optimize your GBPs, and manage your review strategy to ensure every office is discoverable, credible, and deemed authoritative by Google.
2. Paid Ads That Actually Pay Off
Many DSOs waste money on Google and Facebook ads that don’t convert. The key to a profitable pay-per-click (PPC) strategy in 2025 is specificity.
Here’s what works:
- Targeted geo-fencing for each office’s service radius
- High-intent keywords (“emergency dentist,” “same-day crown,” “best dentist near me”)
- Mobile-first landing pages with click-to-call, online scheduling, live chat, and FAQs
- Conversion tracking to measure ROI and adjust in real-time
A well-structured ad campaign doesn’t just drive traffic — it drives qualified patients ready to book.
Bonus: We help DSOs build smart PPC funnels that pair Google Ads with retargeting campaigns, meaning your brand stays top of mind until the patient is ready to act.
3. Smart CRM + Text & Email Nurturing = Higher Lifetime Value
Most DSOs underestimate the value of nurturing existing leads and patients. Whether someone found you online but didn’t book, or visited once and never returned — marketing automation can help turn cold leads warm.
The best text and email-based systems:
- Send automated booking and appointment reminders
- Deliver post-visit surveys and re-care prompts
- Re-engage inactive patients with special offers
- Track engagement to personalize follow-ups
The right practice management or patient experience / communications tool does more than organize — it empowers you to build long-term relationships at scale.
How DentalScapes Helps: We implement and manage dental-specific platforms that integrate seamlessly across multiple locations — so you can nurture patients without adding to your team’s workload. Yes, really, you can sit back and relax… We do the work!
4. Website Optimization That Converts
Your DSO website isn’t just an online brochure — it’s your most valuable conversion tool. In 2025, the best DSO and dental group websites are:
- Mobile-optimized
- Easy to navigate across locations (URL structure is mission-critical)
- Built with clear calls-to-action (CTAs)
- Integrated with online scheduling and live chat
- SEO-friendly with structured data and embedded video
Patients should never have to hunt for how to book an appointment or find the nearest office. Conversion-centered design, trust signals (like reviews and certifications), and intuitive UX go a long way in turning visitors into booked patients.
What We Do: At DentalScapes, we build sleek, conversion-friendly websites for DSOs—so every location shines and no patient gets lost in a maze of clicks.
5. Reputation Management That Builds Trust
Social proof matters more than ever. Before booking an appointment, most patients read reviews — not just one or two, but several. DSOs with a robust review strategy consistently outrank their competitors in local search and win patient trust faster.
A solid system should:
- Automatically request reviews via text post-appointment
- Respond to both positive and negative reviews professionally
- Track review performance across locations
- Encourage reviews on multiple platforms like Google (most important), Healthgrades, and Facebook
DentalScapes Advantage: 5-star reviews aren’t just nice to have — they’re key to landing your practice in Google’s coveted “Map Pack” and ranking at the top of page 1. That’s why we help DSOs roll out automated review systems that consistently generate glowing feedback and protect your online reputation, all while giving your local SEO a serious boost.
6. Strategic Social Media: Brand-Building at Scale
Yes, social media still matters — but not every DSO does it well. Posting generic dental tips or the same graphic across all locations won’t build trust or engagement. Instead, use social platforms to humanize your brand and showcase your team’s unique personality.
What’s working now:
- Behind-the-scenes office content
- Doctor/staff features
- Patient testimonials (with consent)
- Local event participation
- Seasonal promotions tailored to each region and different patient interests
Done-for-You Social: DentalScapes creates engaging, on-brand content across your DSO locations’ social profiles — so you stay active and relevant without needing an in-house social media manager at every office.
7. Real-Time Analytics: Know What’s Working
What’s the ROI on your marketing efforts? If you don’t know, it’s time to change that. Every dollar spent should be tracked, measured, and optimized.
With the right analytics in place, your DSO can:
- Identify top-performing locations
- Spot underperforming campaigns before they drain your budget
- Adjust messaging or offers based on engagement
- Understand cost-per-lead, booking rate, and patient acquisition cost
DentalScapes Delivers: We provide easy-to-understand, 24/7 performance dashboards so your leadership team always knows what’s working — and what needs tweaking.
Ready to Grow Your DSO in 2025?
Marketing in 2025 demands smart strategy, local execution, and data-driven results. At DentalScapes, we help small to mid-size DSOs grow patient volume, boost ROI, and maintain a strong local presence across locations. Ready to grow? Let’s talk. Book your FREE strategy call with our DSO marketing team today and discover how we can help your DSO thrive.