Ground Marketing Guide

Chapter 1: 
Community Engagement

When you think of “community,” what’s the first thing that comes to mind? Family? Friends? Colleagues? They’re all a part of YOUR community, but something to consider is how you can be a part of the community you decided to practice in. In what ways are you contributing to your community? Not so long ago, Studio 8E8 was a startup in the dental industry, and we’ve experimented a lot with community engagement over the years. While not every event has been successful, they’ve all been worthwhile learning experiences, from fun art shows for a significant cause to hosting conversations around serious topics that deserve awareness in the dental community. There’s nothing better than being involved in your immediate community! Just ask Dr. Gray from Delhi Dental!

Turning Neighbors into Friends

Creating real, authentic relationships is foundational to any successful ground marketing strategy. As a new dental practice, your goal should be to turn local community members into advocates for your brand. This means engaging with people in a friendly, authentic manner and taking a personal interest in their well-being.

Check out Surfside Smile Co! They were running a fun little campaign to highlight local, female-owned small businesses. Strategies like this build goodwill in your community, not to mention that they were able to get double the impressions and engagement by making this Instagram post collaborative!

Researching Local Events

Get involved in the local scene. Research neighborhood events like 5k races, farmers markets, and school fairs. Pay attention to sponsorship opportunities, especially when it’s for a cause close to your heart. These events provide an excellent opportunity to meet potential patients casually and introduce them to your services. Consider setting up a booth where you can give out branded materials, offer free consultations, host dental health talks, or just deliver on a fun time! These interactions create a positive association with your brand.

Take a look at Cedarbrook Dental and how they got involved in their community by being a part of a local parade.

Launch Party & Open House

Everyone loves a good party! Organize a grand opening for your practice where people can meet your team, tour your office, and receive free consultations. Add fun elements like free snacks, raffles, or giveaways to attract families and individuals. Similarly, an Open House invites the community to learn more about your services in a friendly, low-pressure environment. One of our clients, Niva Dental Specialists, did this back for their grand opening; it looked like so much fun! Even though we couldn’t be there, we made sure to send them our support in a cozy way 😉.

If there aren’t many opportunities in your area, hosting your own events can bring the community right to your door. Check out our friends, Smile Pediatric Dentistry of Muskego, who offered a movie night in the parking lot of their practice to thank the community around them for welcoming them with open arms.

Chapter 2: 
Partnerships & Networking

There’s just something about two unique, strong brands coming together and delivering something that everyone wants to experience. Whether it’s (queen 🐝) Beyonce collaborating with Levi’s Jeans or the legendary Weeknd collaborating with Apple, the goal is to build interest and offer an experience or product that people can’t get anywhere else.

Cross Promotion

One of the most powerful ways to grow your practice is by forming partnerships with local businesses. You can co-sponsor events, create exclusive swag for joint promotions, or offer bundled services for customers of both businesses. For example, partnering with a local gym could lead to a promotion where members get a discount on dental services while your patients receive special offers from the gym.

These cross-promotions don’t just increase visibility; they also build trust as you teach your potential patients to associate your brand with businesses they already know and love. Sure, we’re not sponsored by Nike (but that would be our CEO, Josh Scott’s dream), but when people see a pair of Nike dunks, we want them to associate that with us. Double points for our awesome sales team wearing them, too! It’s kind of like an ad. The more you see it, the more curious you become.

But collaborations don’t always have to be something you physically wear. Perhaps we pivot to something a little more dental? Cue another client example! Check out Aesthetic Smiles Dentistry, who worked with a local realtor company to boost their visibility.

Attending Local Business Events

Don’t limit your networking efforts to potential patients alone. Attend your area's chamber of commerce meetings, business expos, and networking events. These gatherings allow you to meet local business owners and professionals who could refer their clients to your practice.

Being seen in the local business community helps you establish your brand, develop a reputation for being active and engaged, and can create connections that may lead to mutually beneficial partnerships.

At Studio 8E8, we like to knock out two birds with one stone. In 2024, we hosted a mixer in tandem with the Ohio Dental Association. We invited dental professionals and students, and thanks to our partners, Carr and Huntington, we were able to take this event to the next level! Check out our reel here.

Chapter 3: 
Direct Engagement

Flyers & Posters

A simple yet effective way to reach potential patients is by distributing flyers and posters in high-traffic areas. These can be placed in local cafes, libraries, gyms, and community centers. Make sure your materials are visually appealing and clearly communicate your services, contact information, and any special offers. You can also create brochures with educational content about your services, like dental hygiene tips for kids, which can help build your credibility.

Flyers don’t just have to be informative—they can include coupons or discounts for first-time visits, making them even more enticing to potential patients.

Chapter 4: 
A Personal Touch

There’s just something about getting a handwritten letter. It doesn’t take a lot of time to write one, but you can tell that someone cares with the effort they put into It’s small, but it goes a long way to show appreciation to them and, in the future, you! We want to show gratitude and thanks for trusting us throughout our process.

Seasonal Cards and Gifts

Adding a personal touch to your marketing efforts shows that you value your patients beyond their appointments. Sending personalized seasonal cards—such as “Happy Birthday” or “Happy Anniversary” greetings—helps patients feel appreciated. You could also send holiday cards accompanied by a small gift like a branded toothbrush or coupon for a discounted service.

Over at Legacy Family Dental, they get to know each of their patients on a personal level. So much to the point where they know all of their birthdays! They wanted to create something special for them, and while it’s not needed, it adds that extra touchof personal care for their patients. Check out their happy birthday video below, and if it happens to be your birthday when reading this, happy birthday to you!

These little gestures go a long way in building patient loyalty. People remember such thoughtful actions, which can lead to valuable WOM marketing.

Patient Appreciation Events

Host a monthly or quarterly patient appreciation event where you can celebrate your existing patients. These could be small gatherings like a “Patient of the Month” celebration or a larger event where everyone is invited. Offering complimentary refreshments, raffles, or gift bags can make patients feel valued, increasing retention and encouraging referrals.

Chapter 5: 
Social Proof & Visibility

When you look at established brands like Nike, Apple, and Louis Vuitton, they're instantly recognizable. Why? Because they invest in their branding.

Walk (read) with me for a second.

Branding is a word with so many layers. So much goes into it: your logo, colors, fonts, patterns, packaging, messaging—all of it creates an ecosystem of visual and written elements that complement and reinforce your brand's "why." There's a reason we put so much emphasis on your brand. Your brand is everything. Without it, how would you be able to succeed? Invest in it! It seems like such a small thing, but it’ll pay dividends.

Business Cards & Print Marketing

While digital marketing is crucial, print marketing still holds power, especially within a local community. Always have business cards to distribute during events, or leave them at local businesses that allow it. In addition, don’t underestimate the reach of local magazines or newspapers. A well-placed ad in a community magazine can expose your practice to hundreds of local readers.

It’s also important to note that magazines now publish on their own websites, which means being mentioned in a magazine can result in backlinks (a little SEO hack). If you’re unfamiliar with backlinks, or other SEO Strategies, take a gander at this helpful article, along with some of our other useful Trade Secret Articles 🤭. Many of our clients have done this and it’s so cool to see them involved in their community. Plus, who doesn’t like getting their closeup? Getting featured in a local publication usually consists of reaching out to whatever magazine is popular in your area, and as a heads up, there will likely be a price tag. But you don’t make money without spending money 🤌.

To go the extra mile, consider sending press releases to local newspapers, radio stations, and online community boards for major events like your practice's grand opening. This will help spread the word about your practice and show your involvement in the community. By actively engaging with local media and community platforms, you enhance your practice's visibility and foster strong relationships, demonstrating your commitment to being a valued local resource.

Patient Testimonials

Encourage satisfied patients to leave reviews or provide testimonials. Sharing these positive stories on your website and social media adds authenticity to your brand. Patient testimonials are an excellent way to build trust, as people tend to rely on the experiences of others when choosing a healthcare provider.

Remember that handy acronym we talked about earlier? WOM? Well, this is where WOM really shines. Whenever you get a new review, you absolutely should share that with everyone you know! Reviews can sway people's decisions more often than not. Think back to a time when you were in elementary school and you were awarded the “Perfect Attendance” award. This is a big deal! You arrived on time every single day, and you deserve recognition. Your principal called you down to the office to accept your golden piece of paper. You placed it in a pristine folder (so it wouldn't crinkle, of course) and put it in your bag. You got home and proudly passed the golden paper to your parents to hang on the fridge. You gazed at it fondly, and every time you walked passed it you felt a sense of pride for doing a good thing.

Why wouldn't you do the same thing with a five-star review?!

Cheer for your own wins, like offering great service with care and skill. Everyone wants to celebrate with you.

Chapter 6: 
Unique Events & Offers

Who doesn’t love free or discounted stuff?! I know our clients and friends do! Every year, we do a “Swag Drop” where all of our friends and new clients (yes, you too!) get a complimentary box that has fun goodies in it, like branded t-shirts, socks, hats, and notebooks. Not only do we do this because it’s fun and we love pushing our creative abilities to create something unique, but it also is a thank you to the individuals who put their trust in us. This builds credibility and rapport, which is essential for any company or practice to flourish.

Coupons & Special Discounts

Offering promotions like back-to-school dental checkups or holiday specials can drive patient interest and increase bookings. Coupons, especially for first-time visits, create an incentive for people to try your practice. Consider giving out small items or discounts at community events as a way to attract attention.

Loyalty programs, where patients can earn points for every visit or referral, can also be a great way to encourage long-term relationships with your patients. There’s no downside in offering something amazing to the people who have been supporting you along your journey.