Marketing Ideas for Orthodontic Practices You Can Start Today (Like, Right Now!)

Want more patients, better visibility, and an orthodontic brand people can’t stop smiling about? Great! Orthodontic practices grow best when they embrace smart marketing strategies and stay active on social media, because out of sight means out of mind (and out of appointments).

At My Social Practice, we’ve teamed up with hundreds of orthodontists over the years, and here’s what we’ve learned: when you show up online in the right ways, good things happen. More engagement and more trust lead to more patients.

1) Boost Your Google Maps Ranking and Attract Local Ortho Patients

Want more high-value patients searching for braces or clear aligners to find your practice first? Start by checking where you currently rank on Google Maps for searches like “orthodontist near me” or “Invisalign in [your city].” Once you know where you stand, you can start climbing.

Your secret weapon here is your Google Business Profile (GBP). Many orthodontists don’t realize just how much they can do to optimize for local SEO and move up the map results.

Google uses three main factors to decide who shows up:

• Prominence: How well-known is your practice online? This is where inbound links come in. For example, if a local dentist writes a blog post about you and links to your website or GBP, Google sees that as a signal of trust and authority.
• Distance: Where’s the person searching located? Google looks at how close your practice is to the searcher, so location matters.
• Relevance: Is your listing a good match for what the person is searching for? Adding detailed services, keywords, and FAQs to your GBP helps here.

Below is an example of a Google maps ranking report. Each of the colored dots indicates where this Orthodontic practice is ranking on the Google map when someone searches from that location.

Pro Tip: Want to know how you’re ranking in different parts of town? Run a local Google Maps ranking report to see how your visibility changes block by block.

2) Add Social Profile Links to your Google Business Profile

Optimizing your Google Business Profile (GBP) also includes adding social profile links to make your practice more accessible online. 

When a prospective patient searches for orthodontists in the area, your practice should show up with important information like hours of operation, Google reviews, photos, and a link to your website. This GBP search result should also include links to your practice’s social media pages.

Follow these steps to add social links to your GBP:

1. Access your GBP, either through desktop, or the Google Maps app on mobile
2. Select “Edit Profile,” then “Business Information,” then “Contact.”
3. Choose the social media platforms you want to include, and add your practice’s links

If you need help coming up with ideas for your social media platforms, try these FREE Engaging Dental Social Media Post Ideas.

3) Get on TikTok… Like, Yesterday

If you’re not on TikTok yet, you’re missing the party, and your future patients are already there. TikTok isn’t just for dance trends and lip-sync battles (although, we won’t stop you). It’s quickly becoming one of the best platforms for orthodontists to build trust, show personality, and attract new patients with fun, bite-sized video content.

The best part is that most orthodontic practices still aren’t taking advantage of TikTok, which means there’s a huge opportunity for you to stand out. Setting up an account is free and easy, and there’s a simple ad platform if you want to boost your reach.

TikTok content that shows behind-the-scenes moments, smile transformations, or even funny office shenanigans helps you go beyond visibility. Great orthodontic TikTok content helps you become the practice people actually want to visit. Social proof matters, and when potential patients see your growing follower count and engaging content, they’ll trust you’re the real deal.

There’s no need for hesitation when it comes to getting started on TikTok; dive right in! Perfection is not the prerequisite here, rather it’s your sense of exploration and a team willing to engage with enthusiasm. Encountering a creative block? Don’t worry, our extensive guide to TikTok and Instagram reels is at your disposal, ready to inspire and invigorate your digital marketing journey.

4) Embrace Instagram: Reels, Posts & (Maybe) Threads

Instagram is still a powerhouse for orthodontic marketing, especially when you tap into Reels. These short, punchy videos are a great way to show off your vibe, highlight transformations, and reach people who’ve never heard of your practice.

Need ideas? Try:

• A mini tour of your practice
• A quick braces or aligner demo
• A fun trend, dance, or prank with the team
• Introductions to your staff
• Answering common questions (like “Do braces hurt?”)

While Instagram Reels should be your main focus, you can also experiment with Threads if you’re feeling social. It’s a lower-effort way to drop bite-sized updates, orthodontic humor, or FAQs. Just don’t sweat it if it doesn’t take off. It’s the cherry on top, not the sundae.

Pro tip: Need help figuring out what to post and how to record killer videos? Grab our free eBook: The Guide to TikTok and Instagram Reels for Dentists

5) Host a Social Media Marketing Contest

Leveraging practice giveaways and orthodontic contest ideas present an engaging and effortless method to encourage both your team and patients to participate in your orthodontic social media initiatives.

There’s ample room to experiment creatively with orthodontic contests that advocate for healthy oral hygiene habits. Consider hosting a ‘Flossing Challenge’ as illustrated below. Such contests nudge your patients to commit to a 30-day flossing pledge. Upon acceptance of this challenge, encourage them to share their journey by snapping a quick photo, posting it to their personal social media account and tagging your Orthodontic practice. This not only reinforces good habits but also creates a dynamic, interactive platform for your practice’s marketing efforts.

6) Showcase Photos of Your Amazing Patients

You know how one great patient can brighten up everyone’s day? Why not share that sunshine online? Patient photos are a great way to highlight the human element in your practice, create shareable media, and help prospective patients feel at home, and excited about the benefits that treatment can give them. If you know you need more patient photos, but keep struggling to make it happen, here are some tips: 

• Get your team on board with daily or weekly patient photos and make it a habit. You might even incentivize them if they need a push.
• Create a regular system around before and after comparisons that make both your team and your patients proud. 
• Use your office layout to make it fun: have a photo corner with a great backdrop and props. 
• Take advantage of silly moments. 
• Get some social signs. 

One more thing: Don’t forget about HIPAA compliance! You can ensure that you have all of your legal bases covered with our free social consent forms.

Showing interest in the lives of your patients and team members is a powerful way to build relationships. Without a doubt, those strong relationships are what allow your practice to thrive. Not only that, but you can also create great content for your social media pages!

As well as being a great place for promotions, social media can be used to show that you care for your patients’ well-being and that you enjoy working as a team. Use it to show patients that you’re ready and anxious to welcome new patients into your orthodontic practice family.

Undoubtedly, orthodontic social media provides a way for your practice to foster relationships in your local community. By following and liking posts from other local businesses, you stay connected and relevant. Remember, referral sources are relying on social media to provide social proof for your practice.

Share a “Patient of the Day” or “Team Member of the Day” post! Congratulate your team member on a recent accomplishment, or just express your appreciation for them. An important part of orthodontic marketing is simply staying connected on a personal level with your patients.

Some of the most effective posts in your orthodontic social media marketing will actually come from your patients, not from you. For one thing, it’s awesome when a patient snaps a photo at your practice. Apart from connecting with your, all of their friends online will see what a great experience they had with you.

Additionally, share their post on your own practice page and thank them for coming by. Patients starting orthodontic treatment will feel at ease seeing that other patients are having a great experience at your practice.

7) Boost Your Website Rankings with Technical SEO

Think of technical SEO as the behind-the-scenes magic that ensures your orthodontic website is fast, secure, and easily discoverable by search engines.

• Speed Matters: A slow-loading website can deter potential patients. Aim for pages that load in under three seconds to keep visitors engaged and improve your search rankings.
• Mobile Optimization: With the majority of searches happening on mobile devices, ensure your site is mobile-friendly. Google’s mobile-first indexing means your mobile site is the primary version considered for rankings.
• Security is Essential: Implement HTTPS to secure your website. For orthodontic practices, this is not just about protecting data. It’s also about maintaining patient trust and complying with regulations.
• Structured Data: Use schema markup to help search engines understand your content better. This can enhance your visibility in search results with rich snippets.

8) Have a Modern Orthodontic Website

These days, nearly every orthodontist has a website, and many of them look great. But when it comes to attracting and keeping today’s digital-savvy patients, looks aren’t everything.

Your orthodontic website needs to be more than just pretty! It has to be fast, easy to use, and fully mobile-friendly. Why? Because potential patients expect a smooth, seamless experience from the moment they land on your site. If they have to pinch, zoom, or wait for pages to load…they’re bouncing.

Modern orthodontic websites should feel just as polished and professional as your practice.

9) Optimize Your Website for AI Search Engines

As AI-driven search tools like ChatGPT and Google’s AI Overviews become more prevalent, it’s crucial to ensure your website is optimized for these platforms.

• Accessible Content: Ensure that important information isn’t hidden behind images or videos. AI crawlers rely on text-based content to understand and index your site effectively.
• Create an AI Training Page: Develop a dedicated page that clearly outlines your services, expertise, and answers to common patient questions. This serves as a reliable source for AI tools to reference.
• Answer Common Questions: Incorporate a FAQ section addressing typical patient inquiries. This not only aids in traditional SEO but also increases the likelihood of your content being featured in AI-generated responses.
• Use Clear Language: Write in a conversational tone that mirrors how patients ask questions. This makes it easier for AI tools to match your content with user queries.

By adapting your website to meet the needs of both traditional search engines and emerging AI platforms, you enhance your online visibility and stay ahead in the evolving digital landscape.

10) Elevate Your Marketing with Video (Now Powered by AI!)

If you’re not using video in your orthodontic marketing, you’re leaving reach—and potential patients—on the table. Social platforms love video. Their algorithms push it, people engage with it, and now, thanks to AI tools, it’s easier than ever to create.

AI-powered video platforms like Animoto, Pictory, and Canva’s video suite can turn your existing photos and blog posts into slick, branded videos in minutes. And if you’re on TikTok (which you should be), its new Symphony Suite lets you create short-form branded video content with built-in AI tools.

Need ideas? Try these:

• Quick Q&A videos answering the questions you get every day
• Behind-the-scenes clips that show off your team and office vibe
• Smile reveal montages (those transformations never get old!)
• Fun trend videos using TikTok/Instagram sounds or challenges
• FAQ videos for your website and landing pages

You don’t need pro gear or a videographer. Your phone is perfect!

Encourage patients to get involved, too! Patient-generated content like testimonials or treatment reaction videos builds trust and brings authenticity to your feed.

And if you’re feeling camera-shy, don’t stress. Start small. Set a weekly goal. Your comfort will grow, and soon you’ll be the face of the most fun ortho practice in town.

11) Focus Content on Your Awesome Team

Focusing on creating content around the orthodontic practice team members can be beneficial for several reasons. Firstly, this approach emphasizes the human aspect of the practice, which can help patients feel more comfortable and build a connection with the team. Content that introduces the team, shares their personal stories, highlights their experiences and qualifications, and shows them engaging in their work can build trust with potential patients. They can understand who they are trusting their care to, which could make the decision easier to choose your practice over others.

Highlighting the orthodontic practice team also provides an insight into the culture of the practice. It gives potential patients an idea of the atmosphere, the personalities they will be interacting with, and what to expect during appointments. This kind of content could help reduce anxiety for new patients and reassure them of their decision to entrust their orthodontic needs to your team. Moreover, seeing the same familiar faces on social media or the practice’s website can create a sense of continuity and personal attention, something that is highly appreciated in healthcare.

While educational content is certainly important and can establish the practice as knowledgeable and competent, it is not as personal and relatable as team-focused content. Also, with the saturation of educational content on orthodontics available on the internet, it can be difficult to stand out purely with that type of content. By focusing on the practice team, an orthodontist can differentiate their practice from others, foster a strong sense of community, and ultimately attract and retain more patients.

12) Boost Your Online Reputation (and Your Rankings)

Your orthodontic practice’s online reputation is one of your most valuable assets—and it’s largely built on patient reviews. Google remains the dominant platform, with 81% of users using Google reviews to evaluate local businesses. 75% of consumers actively read online reviews to shop around for a local business. That means your Google Business Profile isn’t just a listing, it’s a trust-building machine.

Other platforms matter, too. Bing now displays Facebook reviews on its local listings , while Apple Maps continues to rely heavily on Yelp for reviews and photos . So, while Google is the MVP, it’s smart to keep an eye on these other platforms to ensure consistent and positive representation across the board.

Here’s how to take control:

• Ask your happiest patients for reviews: Most satisfied patients won’t think to leave a review unless prompted. A simple ask can go a long way.
• Timing is everything: Requesting a review via text message while the patient is still in the office significantly increases the likelihood they’ll follow through.
• Run an in-office Google review campaign: Make it fun and engaging for both staff and patients. Need help? Download our complimentary Google review campaign guide here.
• Showcase your reviews: Feature glowing testimonials on your website and social media to build trust with potential patients.
• Always respond to reviews: Yes, even the negative ones. Patients expect it, and responding to reviews builds trust.

Remember, online reviews are often the first impression potential patients have of your practice. By actively managing and promoting positive feedback, you not only enhance your reputation but also improve your visibility and appeal in search results.

13) Become a Giving Practice

One of the best ways to get local media exposure, garner organic shares on social media, and deepen loyalty with your current patient base is to create a culture of giving within your practice. People feel good about businesses that do good, and they want to help when they can. 

• Consider making your practice a base for toy donations at Christmas. 
• Offer select pro bono work to people in need. 
• Let staff members and/or patients choose a charitable organization for you to donate to, or do a fundraiser for one of your own choosing. 
• Download our eBook titled, Why Giving Practices Grow

Once you’ve decided what you want to do, make sure that everyone knows about it! Invite patients to participate, notify local media outlets, share on social media, and take lots of pictures and videos.

14) Promote Free Consultations

The hardest step to attracting new patients is always getting people in the door. Once you create that initial connection, it’s easy to turn a prospective patient into a current patient. Even if investigators don’t immediately sign up for treatment, they’ll come back to you when they’re ready to pull the trigger once they’ve become comfortable with your office. 

So how do you get patients in the door? A free consultation. Most orthodontic offices initial consultations for free, but few know how to truly leverage that fact effectively. Here are some ideas: 

• Leverage local social media influencers by providing an offer to their trusted networks.
• Build a referral campaign via email marketing and encourage current patients to recommend your consultation to a friend. 
• Promote free referrals with a limited-time seasonal date or code. Even if you offer consultations for free all the time, a sense of urgency keeps people from procrastinating. 
• Insert a (user-friendly) popup on your website’s landing page to encourage people investigating your practice online to take that next step.

15) Supercharge Your Growth with Paid Ads (Let Us Handle It!)

Want to reach more potential patients fast? Paid advertising is one of the most powerful ways to grow your practice, and now, My Social Practice offers full-service paid ad campaigns built just for orthodontists.

We do it all for you with our Omnichannel Programmatic Dental Advertising Solutions that target the right audience, at the right time, on the right platforms.

Here’s a taste of what we offer:

• Search (PPC) Ads that put your practice at the top of Google when someone nearby searches “braces near me”
• Display Ads that keep your practice front and center with eye-catching visuals across websites and apps
• Social Ads on platforms like Instagram and Facebook to increase local awareness and attract new patients
• Review Ads that highlight your best patient testimonials to build instant trust
• Video Ads placed before or during YouTube content to showcase your team and services
• Native Ads that blend naturally into the content your potential patients are already reading
• CTV/OTT Ads that stream your message on platforms like Hulu, Roku, and other smart TV apps

Each campaign is custom-built with your goals and budget in mind, and we’ll help you pair your ads with high-converting landing pages and compelling value offers to maximize results.

You could try to navigate all the platforms yourself, or…you could let us do the heavy lifting while you focus on creating confident smiles.

16) Improve Your Search Rankings with Smart Blogging (For People and AI)

We know, we know. It’s a pain in the neck to keep an orthodontic blog running. But you need a blog. It’s one of the best ways to tell search engines (and now AI assistants) that your website is the go-to authority for orthodontic care.

Google and AI tools like ChatGPT prioritize content that answers real questions clearly and naturally. So when you blog, don’t just write for algorithms, write the way your patients talk

Think titles like:

• “Do I really need braces if my teeth are only a little crooked?”
• “How much do braces cost in [Your City]?”
• “What foods should I avoid with braces?”

Your blog posts should reflect your Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Keep them concise, conversational, and packed with helpful info based on what your patients are actually asking you in the chair.

AI search engines often pull directly from high-quality, question-driven blog content, especially when it’s easy to read and free of jargon.

Need a jumpstart? Download our 5 Free Blog Templates and check out our Beginner’s Guide to Dental SEO Blogging to start creating content that ranks and resonates.

17) Update Your Practice’s Mission Statement (And Make Sure It’s on Your Website)

One marketing strategy that helps draw in potential patients is a polished mission statement. A mission statement gives people a clear and concise picture of your practice and sets a clear expectation. 

Craft the perfect dental practice mission statement by figuring out what your values, goals, and purpose are as an orthodontist. 

Adding your mission statement to your website can also help with SEO. As you use keywords in your mission statement and update your website, check out this Free E-book: Don’t Be THAT Dentist! Avoid These 12 SEO Mistakes

18) Find Your Value Proposition and Use it In Your Marketing

A value proposition is similar to your mission statement, but it specifically points out what makes your practice unique from the competition. If your orthodontic practice uses a unique technology or prides itself on putting patient comfort first, highlight those distinct attributes. 

Write your dental practice value proposition with this formula in mind:

1. The solution you offer
2. The benefits of choosing your practice
3. The advantage you have over competitors

Putting these three ideas together looks something like this:

At Local Orthodontics, we straighten out smiles with a patient-first focus and an affordable pricing and financing structure. 

Find more writing tips for your practice in this free Dentist Bio and About Us template.

19) Convert More Website Visitors with Annie AI (Your 24/7 Chat Superstar)

Your orthodontic marketing strategy isn’t complete without a way for website visitors to ask questions and get answers—instantly. Sure, you’ve got phone calls, DMs, and emails, but modern patients want convenience. That’s where live chat comes in.

Meet Annie AI, our powerful dental AI receptionist. Annie doesn’t just throw out canned responses, she chats naturally, answers common questions, and guides potential patients toward booking an appointment, 24/7. It’s like having a front desk team that never sleeps.

And if Annie doesn’t have the answer? No worries—she can escalate the conversation to your real team when needed. It’s a smarter way to turn more visitors into actual patients and keep your front desk team focused on in-office care.

Read our Annie FAQ to learn more about what happens when you call Annie AI. It’s Lord of the Rings-themed.

20) Start Thinking GEO: Generative Engine Optimization for Ortho Practices

Search isn’t just about keywords anymore. With more patients using AI tools like Google’s SGE, ChatGPT, and Perplexity to ask detailed health questions, it’s time to optimize your content for GEO (Generative Engine Optimization) so you actually show up in those AI-powered summaries.

How to GEO-optimize your ortho content:

• Write blog posts the way you talk with patients—clear, friendly, and conversational.
• Answer questions like “How long does Invisalign take for teens?” or “Are braces painful?” in a Q&A format.
• Use schema markup on services, reviews, and FAQs to help AI understand what your content is about.
• Focus on your unique expertise—why your approach to braces or clear aligners stands out.

AI tools are curating answers. GEO helps make sure yours get chosen.

21) Use AI Tools to Elevate Your Ortho Brand

Consistency and authenticity in your branding are key but that doesn’t mean you need a massive design budget. Thanks to powerful AI design tools in 2025, you can easily create visually cohesive content that grabs attention and builds trust.

Here’s how orthodontists can use AI for visual branding:

• Design seasonal social graphics using Canva’s AI tools or Midjourney for custom, branded imagery.
• Create stunning before-and-after smile previews to help patients visualize results.
• Use AI video tools to generate personalized intro videos with avatars or voiceovers explaining your services, like how aligners work or what to expect at a first visit.

A strong brand presence isn’t just for big companies. It’s now completely doable for practices like yours.

22) Stay Visible in Google’s AI Overviews and AI Mode

Google’s AI Overviews now sit at the top of many search results, summarizing answers without users needing to click through. So even if you rank well, your traffic could drop…unless your content is being pulled into those summaries. Plus, Google just dropped AI Mode, another huge shakeup in the orthodontic SEO world.

How to adapt your SEO for AI Overviews:

• Target local, high-intent keywords like “orthodontist for kids in [your city]” instead of generic ones.
• Write content that AI can’t replicate easily about topics like your office culture, smile success stories, or what makes your team special.
• Be active across channels: email newsletters, Google Business updates, social media, and videos help broaden your online footprint.
• Keep content factual, scannable, and direct—especially on service pages and FAQs—to boost your chances of getting picked for AI answers.

The goal is to show up where your future patients are actually looking.

23) Outsource as Much Marketing as You Can

Most orthodontists don’t have the time or resources to champion all of these marketing strategies alone. Outsourcing dental marketing allows your orthodontic practice to grow, while you focus on patient care. 

Dental marketing companies like My Social Practice can take over the brunt of your marketing efforts including:

• Blog writing
• Technical SEO
• Social media management
• Google Maps optimization
• HIPAA compliance
• Reputation and Google reviews management
• AI web chat
• Ad campaigns
• Orthodontic website optimization

Dental marketing professionals have a firm grasp on what practices need to grow and thrive amidst local competition. They bring a fresh perspective to the table, offer measurable results, and are there to communicate with you every step of the way.

Marketing Ideas for Orthodontic Practices: Let’s Make Magic Happen

This list is just the tip of the orthodontic marketing iceberg. There are so many creative ways to get more eyes (and smiles) on your orthodontic practice. And you don’t have to do it alone!

From beautiful websites and comprehensive SEO solutions to Annie AI, patient review strategies, and powerful paid ads, we’re your all-in-one ortho marketing dream team.

Want expert advice tailored to your practice? Let’s chat. Your future patients are out there—we’ll help them find (and fall in love with) your brand.

Frequently Asked Questions

About the Author: Adrian Lefler is a dental marketing expert and a key member of the dental marketing team at My Social Practice. My Social Practice is located in Salt Lake City, Utah. Adrian is passionate about helping dental practices grow. If you’d like to book one of the members of My Social Practice’s speaking team, you can do that HERE.