01
'How much will this cost me?'
Loss aversionCost is the reason 16.1% delayed or skipped dental care, and in one bank survey 62% said dentists had become more expensive.
Show them: Typical fees for common items, and how health fund rebates work.
Dental
marketing.
Dental marketing in Australia is mostly about removing reasons to put it off. 16.1% of people delayed or skipped the dentist because of cost in 2024-25, more than for GPs. So the practices that grow make it easy to book, clear about price and health fund rebates, and visible for the searches that matter: 'dentist near me', emergencies and the big treatments. All within the Dental Board's advertising rules, where 'specialist' and 'cosmetic dentist' trip up more practices than anything else.
Written by Dan Picken, founder. Last checked 2 November 2026.Dentistry,
in numbers.
- 28,406Registered dental practitioners in 2024/25
- 16.1%Delayed or skipped the dentist because of cost, 2024-25
- $1,158Child Dental Benefits Schedule cap for periods starting in 2026
- 55.5%Australians with extras cover, June 2026
Practitioners from the Dental Board's annual report. Cost barrier from the ABS Patient Experiences survey. CDBS cap from the ADA. Extras cover from APRA's June 2026 summary. Plenty of practices, plenty of insured patients, and cost is still the reason many don't come in.
Source: ABS Patient Experiences 2024-25
How patients choose a dentist
Most people don't shop for a dentist.
They choose what's close and easy.
Someone with a sore tooth or an overdue check-up searches nearby, checks whether they can get in soon, looks at the health fund and the cost, glances at reviews, and books with whoever makes it easiest.
- Pain or reminderA toothache, a chipped tooth or a nagging feeling it's been too long.Relevance signal
- GoogleSearches 'dentist near me' or 'emergency dentist [suburb]'.Relevance signal
- Health fundChecks whether the practice is in their fund's network and what the gap will be.Message match
- ReviewsLooks for signs the dentist is gentle and the staff are kind.Trust architecture
- BookingBooks online or rings, if a time this week is available.Conversion trigger
- First visitDecides whether to come back based on how they were treated and what it cost.Trust architecture
- Regular patientReturns for check-ups when the recall arrives.Conversion trigger
The psychology
Five worries
before someone books.
Dental anxiety, cost and time keep people away longer than they should stay away. These are the questions behind the booking.
02
'Will it hurt?'
Risk reversalFear keeps people away until it's an emergency.
Show them: How you handle nervous patients, in plain words, with photos of the real team.
03
'Can I get in soon?'
Message matchIn the same survey, convenience and ease of getting an appointment ranked above cost and qualifications when choosing a health provider.
Show them: Online booking with real times, and when you're open.
04
'Do I really need this treatment?'
AuthorityPeople worry about being upsold, especially on big treatments.
Show them: How you explain options, including doing nothing, before any treatment plan.
05
'Is my fund accepted?'
AnchoringThe out-of-pocket gap, not the full fee, is the number people anchor on.
Show them: Which funds and networks you're in, and how claiming on the spot works.
From my audits
What I'd check first
on a practice's marketing.
These are the patterns that come up most in dental marketing, and the first things I'd check.
- 1
'Cosmetic dentist' or 'specialist'
Titles that only registered specialists can use, on pages and ads for general dentists.
- 2
Specials without the conditions
'Free check-up' or 'new patient special' with no terms, expiry or eligibility next to it.
- 3
No prices anywhere
Nothing to tell a nervous, cost-conscious patient what a check-up or clean usually costs.
- 4
Booking that isn't online
A 'request an appointment' form that waits for a call-back, when other practices show real times.
- 5
Reviews republished on the site
Google reviews about treatment results copied onto the practice's own pages.
CDBS balance checker
How much CDBS
is left?
For practices explaining the Child Dental Benefits Schedule to families, or families checking for themselves. Checked against the ADA and Services Australia on 2 November 2026. Services Australia's own records are the final word on a child's balance.
Left to use
-
Not covered: orthodontic, cosmetic or in-hospital services. The starting amount used is made up.
AI search
When patients ask AI
about teeth.
People ask AI tools what an implant costs, whether a toothache can wait, and which dentist nearby is good with nervous patients. Google says its AI features use the same signals as Search, and recommends people-first content: clear, accurate pages written for patients.
Cost questions come first
The questions AI gets most are about price and whether treatment is worth it. Pages that answer them honestly get quoted.
Local and specific
Name your suburb, your hours, the funds you're in and the treatments you actually do.
What to do now
- Write a page for each main treatment, with typical costs and what affects them.
- Explain how health fund rebates and the CDBS work at your practice.
- Keep your Google Business Profile hours and services exact.
- Describe how you look after nervous patients.
- Ask ChatGPT for a dentist in your suburb. Note who it names, and why.
My take: dental marketing is mostly about making it easier to come in than to keep putting it off. Clear prices and easy booking do more than any special.
Australian rules
The rules
for dental advertising.
The National Law and the Dental Board's guidance apply to every ad, post and page. These come up most, checked on 2 November 2026.
'Specialist' is a protected idea
There are 13 recognised dental specialties, and cosmetic dentistry isn't one. 'Specialises in' is likely to mislead without specialist registration.
No clinical testimonials
Testimonials about treatment or results can't be used, and the practice is responsible for reviews it republishes on its own site.
Offers need their conditions
Gifts, discounts and specials must state their terms in plain language, and payment plans must show the total cost.
Cosmetic procedures
Since 2 September 2025, new guidelines cover procedures like veneers and anti-wrinkle injections, including a ban on advertising to under-18s.
Super-funded treatment
The ATO and Ahpra warn that advertising early access to super for dental work is a red flag.
A marketer's summary, not legal advice. The full set is on the dental advertising rules page.
The channel mix
What to run,
and when.
MomentChannelsThe job
Pain or a chipped toothGoogle Ads, Google Business ProfileBe there for 'emergency dentist' with today's availability.
Overdue for a check-upLocal SEO, reviews, online bookingBe the easy, nearby choice with real times to book.
The dental hub
Everything for
dental.
- How patients choose a dentistConvenience, cost and health funds.
- Dental advertising rulesSpecialist titles, offers, reviews and super.
- Advertising cosmetic dentistryVeneers, whitening and injectables since 2025.
- Dental prices and health fund claims'From' prices, payment plans and 'no gap'.
- Google Ads for dentistsEmergencies, treatments and what a patient's worth.
- Recalls and reminder messagesWhen an SMS becomes marketing.
- Getting named by AIWhat patients ask ChatGPT.
- 30-day planWhat to do first, week by week.
- Lead generationHealth fund networks are a lead source with a price attached: capped fees.
Questions
people ask.
Can a dentist call themselves a cosmetic dentist?
Cosmetic dentistry isn't one of the 13 recognised dental specialties. The Dental Board has warned practitioners about claiming to specialise in it. 'Experience in' wording is safer.
Can dentists use Google reviews on their website?
Only if they're not about clinical aspects like treatment or results. The practice is responsible for reviews it republishes.
Can a dental practice advertise a free check-up?
Yes, if it's genuinely free and the terms and conditions are stated in plain language: who's eligible, what's included and when it ends.
What is the CDBS cap in 2026?
$1,158 per eligible child over two calendar years, for periods starting in 2026.
Why do people avoid the dentist?
Cost is a big one: 16.1% delayed or skipped dental care because of cost in 2024-25. Fear and finding a convenient time are others.
Can dentists advertise anti-wrinkle injections?
Not by name or nickname. The TGA says ads can't refer to prescription-only injectables, directly or indirectly. Promote a consultation instead.
Keep going
Get a free
practice audit.
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next
- 1I'll ask for read-only access, or just your website for a search audit.
- 2I go through it and write up the 3 biggest fixes.
- 3A 20-minute call to walk you through it. No pitch unless you ask.