June Dental Marketing Plan: Boost Cosmetic Appointments for Summer

Looking to give your dental practice a summer boost in appointments? June is the season for vacations, reunions, graduations, and weddings, and people want to look and feel their best. So, it’s the ideal month to spotlight your cosmetic services like Botox, veneers, and fillers if your practice offers them.  

Let’s walk through a dental marketing plan your team can implement to promote cosmetic procedures.

1. Choose a Summer-Friendly Theme

Campaign theme: Freshen Up for Summer

Start by giving your June campaign a cohesive theme. “Freshen Up for Summer” sets the perfect tone for promoting cosmetic services that help patients feel confident and refreshed since summer tends to be a very active social season for some patients. Use this theme across your emails, social media, and in-office promotions to keep your messaging consistent and memorable.  

You’ll want to focus your marketing messages on self-care, confidence, and easy ways to enhance their smile this season.  

What to promote:

• Botox and dermal fillers
• Smile makeover consultations
• Cosmetic whitening

2. Plan Your Email Campaigns

Your email campaigns can be a mix of a newsletter and promotional emails. Both types help you stay connected to patients and educate them on what you offer. And both are a form of owned media, meaning you control the content, list, and how often you send it.  

For the newsletter:

Newsletter goal(s): Educate patients on your cosmetic procedures and encourage them to schedule a consultation to see if it’s the right fit for them.

Audience: Active and inactive adult patients over 21.

Here are some topic ideas. Don’t feel like you have to use all of these. Use the ones that are most relevant to what you offer.

• How do Botox and dermal fillers work?
• What does a smile makeover involve?
• Summer foods that naturally whiten teeth
• How do I know if Botox is right for me?

For the email promotion:

Email audience: Patients who are over 21 and have previously engaged with your cosmetic-focused emails and expressed interest in-person or in their intake forms.
 
Goal: Drive cosmetic consultations and appointments

One email promotion you can do if you offer this service is a Botox campaign. If your practice allows it, you can offer a free consultation to see if they’re a good candidate for it.  

Many patient engagement systems have ready-make email templates that you can use for a summer campaign. Before you start building a newsletter and promotional email from scratch (unless you want to), take a peek in your template library to see what’s available. That can shorten the number of tasks you need to do to get your emails set up.  

Tip: Make sure your subject lines are clear and benefit focused. Try something like: “Refresh Your Look—Botox Appointments Available Now” or “Ready for a Summer Smile Makeover?” Also, don’t shy aways from including a promo in the subject line to get their attention. People love a deal, and it would be worth testing to see if it influences your open and click-through rates. Here’s one example “Is Your Smile Summery Ready? Get a Free Botox Consult.”

3. Keep Your Social Media Active and Engaging

Social media content has increased exposure, interest, and demand for dental cosmetic procedures. According to one study, about 90% of dental practitioners indicated an increase in demand for treatments like teeth whitening and veneers due to it. It can be an effective place to promote your cosmetic services particularly on channels like Instagram and/or Tiktok where there’s a lot of dental-specific content that viewers like to watch. You can position yourself as someone who can offer clinical expertise and evidence-based information to add influence and credibility.  

Keep in mind you don’t have to make all your content about cosmetic services, but it would be a missed opportunity if you didn’t take advantage of posting on social media. It’s where your patients are and you have to be where they’re watching content.  

What to post in June:

• Announce a referral contest tied to cosmetic services
• Promote your online reviews (especially those mentioning Botox or smile makeovers)
• Share a video of your doctor explaining Botox and fillers
• Myth Bust Monday where you talk about the myths around Botox and how it can be used for TMJ and teeth grinding.  
• Celebrate Juneteenth and Pride month with thoughtful messages (bonus points if you highlight what your practice has done and/or will continue to do in support)
• Share a post for Father's Day

Tip: Add a CTA to every post even something as simple as “Call to learn if you’re a candidate for (insert cosmetic service)” can help you narrow down the folks who are interested. This can also help you suppress the patients from cosmetic-related communications who aren’t interested. Ideally, you only want to reach out to patients who are curious or seriously interested in these services since they’re not for everyone.

4. Train Your Team

Make sure your front desk and clinical teams are up to speed on the campaign goals and messaging. You never who might be convinced to schedule an appointment based on an in-person conversation with your team. Share talking points like:

• How to answer questions about Botox and fillers confidently if patients ask at the front desk and/or during chairside conversations
• How to identify patients who might be a good fit for cosmetic services and add it to their patient notes
• Scripts for reminding patients about your current promotions or availability

Tip: Consider printing out a one-pager with campaign details and putting it next to the front desk phones so it’s easy to find.

5. Track What's Working

After your campaign wraps up, take a few minutes to review:

• How many appointments were booked for cosmetic services?
• Which email(s) got the most clicks?
• What social post had the most engagement?
• Did you get new reviews or referrals?

Use these findings to plan your next campaign and double down on what works. You can always pull back on what didn’t pan out so you’re making the most of your valuable time.  

Like any campaign you launch, make sure your entire team is looped in, your email and social posts are scheduled ahead of time, the campaign plan has been documented, and your team is ready to answer questions. And most importantly, since cosmetic services can be a sensitive subject for some patients, it’s important to approach your messaging in an empowering and uplifting way. The goal isn’t to make them self-conscious about their smiles, but to enhance their features, if that’s what would make them love their smiles even more.

Looking for more seasonal strategies? Check out our dental content calendar for month-by-month inspiration to keep your schedule full year-round.