This summer, My Social Practice CEO Adrian Lefler had the privilege of presenting at the Ultradent Whitening Extravaganza in Las Vegas. Ultradent, known for their Opalescence whitening products, invited My Social Practice to share insights on how dental practices can effectively use whitening campaigns to attract new patients. As part of this initiative, Ultradent provided us with the names of a few dental practices successfully running Whitening for Life campaigns, who graciously agreed to interviews about their experiences. Here’s what we learned about this strategic and highly effective campaign.

The Whitening for Life program is a unique initiative designed to reward patients who commit to their oral health. Here’s how it works:

• Initial Visit: Patients receive pre-filled whitening trays for free or for a one-time fee of your choice. Many practices charge $99 – $149 to get started.
• Six-Month Visits: At each preventative visit every six months, patients receive complimentary touch-up trays.
• Long-Term Health: Patients must maintain their six-month hygiene appointments to continue receiving the benefits.

This program ensures patients maintain excellent oral health while enjoying the perk of a bright, beautiful smile for life.

1. Patient Attraction: Whitening is a highly sought-after aesthetic service. By offering it as a complimentary benefit, practices can attract a significant number of new patients.
2. Patient Retention: To continue receiving the whitening benefits, patients must adhere to their regular hygiene appointments, fostering long-term relationships.
3. Case Acceptance: The allure of free whitening encourages patients to complete necessary dental treatments before starting the whitening process.
4. Referrals: Satisfied patients often refer family and friends, expanding the practice’s patient base.
5. Competitive Edge: Competing with low-cost whitening options at malls and standalone shops is tough. Offering it as part of a comprehensive dental care package adds significant value and differentiates your practice.

Generating revenue directly from whitening services can be challenging due to competition. Instead, using whitening as a marketing tool can lead to substantial indirect revenue through new patient acquisition and increased treatment acceptance.

Here’s a closer look at the experiences of two practices that have successfully implemented the Whitening for Life campaign. We’ve gathered valuable insights from Jessica Guerro from Full Smile Dental and Ashley Palomino and Dr. Woolwine from Sonterra Dental Care.

Question: What type of marketing do you do for your Whitening for Life campaign?

Answer: We employ a diverse marketing strategy including SEO, Google Ads, billboards, community outreach, mail flyers, and social media. Our marketing team ensures that both digital and traditional channels are utilized to attract new patients. By leveraging multiple platforms, we’re able to reach a broader audience and maintain a steady flow of new patients interested in the Whitening for Life program.

Question: How many new patients do you get each month from your Whitening for Life campaign?

Answer: On average, we get about 20 new patients per month per location through the Whitening for Life campaign. This steady influx of new patients not only boosts our practice’s growth but also creates opportunities for additional treatments and services.

Question: Does Whitening for Life increase case acceptance?

Answer: Absolutely! The campaign significantly boosts case acceptance. For example, patients often choose to complete necessary dental treatments to qualify for the whitening benefit, leading to increased revenue for our practice. One memorable instance involved a patient who, after learning about the Whitening for Life program, opted to replace her old crowns to match her newly whitened teeth, demonstrating how our Whitening for Life campaign can drive substantial treatment plans. This example is not uncommon. We find that the Whitening for Life campaign helps us to dramatically increase case acceptance.

Question: What are the requirements for patients to participate?

Answer: Patients must maintain regular hygiene appointments every six months, follow treatment recommendations, and have good oral health. They receive a complimentary whitening syringe at each hygiene visit as a reward for their compliance. This ensures that patients remain engaged with their dental health and continue visiting the practice regularly.

Question: What type of marketing did you do to start your Whitening for Life campaign?

Answer: We rely heavily on paid advertising on social media platforms like Facebook and Instagram. We’ve also employed a dental marketing company to manage and maximize our advertising budget effectively. This has allowed us to reach a wide audience and attract new patients interested in the Whitening for Life program.

Question: What is your paid ad budget and how many new patients are you getting?

Answer: Our monthly budget for the campaign is around $1,900, which includes management fees and ad spend. This investment has consistently brought in new patients, with fluctuations over time. For instance, during peak periods, we’ve seen up to 23 new patients a month from the campaign.

Question: Is your Whitening for Life campaign profitable?

Answer: While the initial cost of the campaign may seem high, the return on investment (ROI) is significant. When we started the campaign we were getting 1200% to 1500% return on our investment, which was incredible. Now we’re getting about 400% to 500% ROI. Even with fewer new patients per month, the additional treatments and long-term patient retention make the campaign highly profitable.

Question: Does your Whitening for Life program create referrals?

Answer: Referrals are a significant proportion of the new business that comes to our practice. More often than not, a patient will come in for complimentary whitening and once finished will refer their entire family. So, it’s not just one patient, we often get the whole family to switch to our practice.

Question: What is the perceived value of the Whitening for Life campaign?

Answer: Patients perceive the complimentary whitening as a high-value service, often equating it to hundreds or even thousands of dollars in savings over time. This perceived value encourages patients to stay committed to their regular dental appointments and treatments.

Question: Does the Whitening for Life campaign retain patients?

Answer: Yes, the requirement is to maintain their six-month hygiene appointments to ensure that patients stay engaged with the practice, leading to higher retention rates. Patients appreciate the ongoing benefit of the whitening program, which motivates them to adhere to their hygiene schedule.

Question: How do you rank the Whitening for Life campaign against all the other marketing efforts you’ve done in the office?

Answer: The Whitening for Life campaign has been incredibly effective for us. While it might not be as “sexy” as marketing for full-arch cases that can bring in $30,000 to $40,000 per patient, it’s practical and reliable. It’s not about glamour but about solid, consistent results. This campaign focuses on bread-and-butter dentistry, which is essential for the long-term stability and growth of our practice. We’ve found that it consistently brings in new patients and keeps them coming back, which is crucial for building a solid patient base and ensuring sustained growth. As I often say, “It’s not sexy, but it works.”

Ready to implement a Whitening for Life campaign in your office? Download our free materials and get started today. Transform your practice by attracting new patients, increasing case acceptance, and fostering long-term patient relationships.

At My Social Practice, we are dedicated to helping your dental practice grow and thrive. Our team of marketing experts is ready to support you in implementing successful campaigns like Whitening for Life. Contact us today to learn more about how we can help you achieve your goals!