December Dental Marketing Campaign: Spread Holiday Cheer and Drive Bookings

The holiday season is finally upon us. It’s a time for celebration, reminiscing and looking ahead, and of course, indulging in plenty of sweet treats and drinks. As the year winds down, it’s also the right moment to stay connected with your patients, and finish 2025 on a bright, healthy note. This December campaign is all about spreading holiday cheer, helping patients enjoy seasonal treats in moderation, and giving them that gentle nudge to schedule any appointments they’ve been putting off.

December Dental Marketing Campaign Theme

Campaign theme: Spread holiday cheer and drive bookings

Depending on how much time and resources you have, you can target your entire patient base or segment your messages for a more personal touch. Personalized campaigns work best. In fact, 71% of consumers expect companies to deliver personalized experiences, which can include how you communicate with them. And yes, even though you’re a healthcare provider, you’re still running a “business” and your patients are consumers.

Here are some ways you can segment them:

• Families with pediatric and adult patients
• Long-time loyal patients (3+ years)
• New patients (last 12 months)

1. Use Your Website to Promote Your Campaign

Your website should always act as a “home base” for any dental marketing campaign you do. The reason being is that your patients are more likely to visit your website first when they need something from your practice. 60% of people who find a provider through search visit your website, so it’s always helpful to keep it up to date. You don’t want to miss out on any opportunities to fill your schedule.

Here’s how to use your website for this month’s campaign:

• Update your homepage banner with a message like "Wishing you a happy and healthy holiday season. Don't forget to schedule your cleaning before the year ends."
• Add or refresh an existing holiday-related blog post. If you don't have any holiday blog content, here are a few ideas:
  
  • Three healthy holiday food swaps to save your smile
  • Five holiday treats dentists recommend you avoid
  • Four teeth-friendly stocking stuffers recommended by dentists

These posts give patients practical tips for protecting their smiles while enjoying holiday treats guilt-free.

2. Leverage Your Newsletter and Email

Email is one of the most reliable ways to reach patients, even during the busy holiday season. People are checking email for deals and holiday updates — why not include your practice?

Here’s how you can structure your newsletter:

• Featured section: Highlight five holiday foods and drinks that patients should enjoy in moderation or avoid.
• Educational tip(s): Highlight a couple of holiday snacks patients can swap out for healthier versions.
• Community spotlight: Highlight a local mutual aid group or non-profit you support.
• Campaign offer: Offer a discount on a specific service if doable for your practice. Can’t offer a discount? Then use the promotion section to encourage year-end appointments, particularly for patients who have unused benefits.

If you don’t have a newsletter planned for December, then do a short email sequence to give your patients some helpful holiday content and to schedule an appointment.

Here's an example sequence you can use:

• Email #1: The topic can be about holiday greetings and helpful tips. The email can include a couple of holiday tips to maintain their teeth, and a reminder to schedule an appointment before January.
• Email #2: The topic can be about unused benefits. You can send a friendly message about expiring insurance benefits and encourage them to schedule their appointment.
• Email #3: The topic can be the final countdown to make an appointment. You can send a gentle nudge during the last two weeks of December with available appointment times and holiday hours. ‍

3. Share Your Content on Social Media

People don’t necessarily disconnect from social media during the holiday season, so your practice should continue posting and staying top of mind with your patients. You can consider scaling back your posts if you know that you don’t get as much engagement during this time of year.  

Here are some holiday content ideas for a few channels:

Instagram

• Posts: 
  
  • ‍General happy holidays message with a reminder about holiday hours
  • Holiday countdown focused on patients' last chance to use their benefits
• Reels and/or Stories:
  
  • Tips: Three tips to maintain your teeth during the holiday season
  • Poll: Have you scheduled your end-of-year cleaning? ‍‍

‍TikTok

• AMSR: Holiday treat swaps to protect your smile
• AMA: Ask your dentists about what you can use your expiring benefits on
• Carousel post: Stocking stuffers dentists recommend

Facebook

• Posts:
  
  • Share a couple of tips on how to keep teeth healthy during the holiday season.
  • Highlight a local mutual aid group or non-profit you support. Encourage your patients to contribute if they have the means.

There are many ways to promote this December theme on your social media channels. But, with it being the last month, do what you can. If you only have time to post a couple of times a week on one channel, then just do that. Focus on quality and what content your ideal and current patients want to know about.  

And remember you can always repurpose content across channels like we’ve shown you in this post. For example, a grid post on Instagram can be reused on Facebook. Something you post on TikTok can be reshared on your Instagram story. Some of the social media ideas we provided came from the blog and newsletter content in the previous sections.

For this campaign, keep an eye on what messages, content, and social media posts resonate with your patients this month and document it. You can always apply what you learned for your next campaign so that you’re reaching patients with the right messages they care about.  

If you’d like more campaign ideas to help you fill your schedule, check out these holiday dental campaign ideas.