5 Reasons Why So Many Dental Practices Are Now Doing Their Own Digital Marketing
For years, outsourcing to marketing agencies was the “default” option for dental practices. You’d pay a monthly retainer, hand over your website and campaigns, and hope for results. But in 2025, more and more dental practices are bringing their digital marketing in-house — and they’re seeing better results while saving thousands in fees.
Here are the five main reasons why this shift is happening.
1. Rising Agency Fees with Unclear ROI
Dental practices have grown frustrated with escalating agency costs. A fee that started at £750 a month can quickly climb to £1,200 or more — often without a clear explanation of results.
By taking digital marketing in-house, practices are cutting significant costs and re-investing those savings into patient care, staff training, or growth initiatives.
2. Greater Control and Flexibility
When you outsource, you often end up waiting days or weeks for campaign changes, creative updates, or budget adjustments. Doing it in-house means:
- Campaigns can launch instantly
- Budgets can be adjusted in real time
- Seasonal promotions and offers can be promoted at short notice
This flexibility gives practices a competitive edge in a market where speed matters.
3. Proven Training Makes It Possible
Not long ago, managing digital marketing yourself felt daunting. Today, with the right training, dental teams can confidently handle:
- Google Ads
- Facebook & Instagram campaigns
- SEO for dental websites
- Patient email marketing
Social media and the digital world have made Gen Z and Millennials far more tech-savvy. As a result, it’s easier than ever to upskill a member of your team to manage digital marketing effectively. Many practices have successfully trained their Treatment Coordinators, Practice Managers, or Receptionists to take on this role — saving thousands in agency fees while gaining complete in-house control.
4. Better Understanding of Patients and Local Market
No one knows your patients like your own team. Agencies may provide generic strategies, but an in-house approach allows practices to:
- Tailor campaigns to local demographics
- Highlight treatments in demand in their area
- Build authentic relationships through content and social posts
This “local touch” often makes in-house marketing more effective than outsourced campaigns.
5. Measurable Results and More New Patients
Practices that take digital marketing in-house frequently report stronger results:
- Increased new patient registrations
- Higher case acceptance for treatments like Invisalign and implants
- Better return on investment compared to agency-led campaigns
By tracking results closely, practices know exactly what’s working — and can adapt quickly.
The Bottom Line
With rising agency costs, the need for flexibility, and easier access to dental-specific marketing training, in-house digital marketing has become the smarter choice for many practices.
It’s not just about saving money — it’s about having control, clarity, and confidence in how your practice is presented online.
👉 Want to take control of your digital marketing?
Our Digital Marketing Mastery for Dental Practices course teaches you the exact skills and strategies to bring your marketing in-house, save thousands in agency fees, and consistently attract new patients.
To jump start your in-house digital marketing; as part of the course, you will receive a personalized digital marketing audit conducted by top industry experts. This audit will evaluate your current digital presence, identify areas for improvement, and provide you with a tailored action plan to enhance your online presence and drive growth.