September Dental Marketing Campaign: Build Momentum Into Fall

It’s hard to believe, but fall is almost here. Kids are back in school, holiday displays are popping up earlier than ever, and there are only four months left in the year. This time of year is hectic for everyone, making it all too easy for patients to let their oral health slip. That’s why this is the month to run a fall-themed marketing campaign that highlights routine visits and cosmetic treatments like teeth whitening. The good news? You don’t have to build a plan from scratch. Our integrated plan is packed with creative ideas to ensure your message reaches patients across channels, helping you keep your schedule full as the year winds down.

September Dental Campaign Theme

Campaign theme: Smile Into Fall

Encourage patients to start the new season feeling confident with their smiles. This campaign works great across all patient demographics and gives your team a chance to:

• Reactivate patients who missed their summer appointments
• Promote whitening treatments and other elective procedures  

Here are the different ways you can promote your dental campaign.  

1. Use Your Website to Promote Your Campaign

Your website is one of the first places prospective patients go to learn about your practice, so don’t miss the opportunity to highlight your campaign. In fact, 60% of people who find a provider through search will visit their website. When they land on your site, make sure they’re met with compelling reasons to book an appointment.  

Website Ideas:

• Homepage Banner or Pop-up: Ready for a fall refresh? Let’s get your smile looking its best. Book your cleaning or whitening consultation today. ‍
• Services Page: Make sure your services pages and sub-pages are up to date. If your call-to-action directs patients there, they’ll need clear, accurate information to make an appointment.  

2. Invest in SEO for Online Visibility

Search engine optimization (SEO) is a mix of on-page and off-page tactics that increase your practice’s visibility in search engines. It’s an essential part of your overall website strategy and a powerful addition to your fall campaign. When someone searches for “teeth whitening near me” or “dental cleaning this fall,” you want your practice to appear at the top of the results, not hidden below competitors.  

Local SEO is especially valuable for dental practices because you want patients in your area to be able to find and book with you. Around 46% of Google searches have local intent. By optimizing your website and business profile, you ensure high-intent patients in your area find you first.

With a seasonal campaign, SEO will help you attract both new and returning patients looking for whitening or cleanings this fall.

How to Use SEO in a Fall Campaign

1. Update Your Website Content with Seasonal Keywords
Create or refresh pages with terms like:

• Fall dental cleaning
• Teeth whitening special
• Dentist near me + [city] ‍
• Example meta title: Brighten Your Smile This Fall | [Your Practice Name] Dental ‍
• Example meta description: Schedule your fall dental cleaning or whitening today. Convenient appointments, new patients welcome.

2. Write a Fall Blog Post
Topics can include:

• Fall Dental Cleaning Tips to Keep Your Smile Healthy Year-Round
• How Teeth Whitening Can Transform Your Smile This Fall
• Use Your Dental Benefits Before They Expire This Year

This seasonal content gives Google fresh, relevant signals and keeps your site active.

3. Optimize Your Google Business Profile

• Update your hours, add fall-themed posts, and make sure your categories and services are accurate.
• Include photos (waiting room with fall décor, smiling patients, staff in seasonal colors).
• Encourage patients to leave reviews mentioning services like whitening or cleanings.

3. Build and Reinforce Your Practice Brand with Social Media

Social media isn’t just for brands you love. It’s important for dental practices to be active on them too. Around 90% of Americans use social media platforms for health information. 

You don’t have to be on every channel. We understand that it may not be realistic if you’re a small team or you’re not in a position to dedicate a full-time in-house marketer or agency to oversee it. But you can be resourceful and start with posting a few times a week on the channels where your patients are.  

What to post in September:  

• Infographic or Carousel: 3 reasons to refresh your smile this fall ‍
• Video: Why It’s Smart to Use Your Dental Benefits Before October ‍
• Images: Before-and-after whitening treatment (with patient consent) ‍
• Tips: Fall oral care advice (e.g., Drink more water with your pumpkin spice latte to reduce acidity) ‍
• Poll: What’s your favorite fall flavor?  

4. Leverage Paid Advertising to Drive Immediate Appointments

Paid advertising is one of the fastest ways to get in front of new patients and encourage them to book this season. Platforms like Facebook (Meta), Instagram, and Google make it possible to target by location, demographics, and even intent (for example, people actively searching for a “dentist near me”). That means your campaign isn’t just seen, it’s reaching people most likely to schedule an appointment.

To make your fall campaign effective, keep these best practices in mind:

• Focus on high-value procedures (like whitening, Invisalign®, or implants) to generate the biggest return.
• Use precise targeting so your budget is spent on patients most likely to book.
• Set clear budgets and goals—track cost per lead or cost per new patient to measure success.
• Refresh creative regularly with seasonal messaging and visuals to keep ads engaging.
• Track conversions (calls, form fills, online bookings) to connect ad spend directly to appointments.

For paid advertising, it’s best to either have a dedicated in-house marketer with experience to manage it, or partner with a dental-focused agency so that you have someone monitoring and optimizing your ads to target the right patients.

5. Send a Newsletter to Educate Patients

If your practice sends a newsletter, don’t forget to use this channel to promote your newest campaign. It can be a mix of educational content with a relevant promotion to motivate patients to schedule an appointment.  

Newsletter subject line options:

• Fall into a Brighter Smile  
• New Season, Fresh Start for Your Smile
• Get Holiday-Ready With a Smile Refresh

Here’s an example of a newsletter layout:

• Featured Service: Professional Whitening
  
  • Fall is a great time to start whitening! Check out this post on what to expect from a teeth whitening consultation.
• ‍Teeth Whitening FAQs ‍
  
  • Share some commonly asked questions that patients ask about teeth whitening. ‍‍
• ‍Tip of the Month
  
  • Did you know fall is one of the best times to schedule dental work? Beat the year-end insurance rush and make time for your smile now. ‍
• Limited-Time Offer (if applicable)
  
  • This month only: $50 off whitening treatments. Book by Sept. 30!

6. Use Email to Drive Appointments

Last but not least is email. According to Constant Contact, 55% of consumers prefer to use email when communicating with businesses so it should always be a part of your campaigns. You can build 1–2 smaller campaigns outside of your newsletter that are focused on the promotion you’re running.  

Here are two examples you can use for inspiration:  

Email #1: Fall Refresh Reminder

• Subject: Fresh Season, Fresh Smile!‍
• Copy: Quick reminder to schedule hygiene appointments and offer whitening consultations.

Email #2: Cosmetic Spotlight

• Subject: Want Whiter Teeth Before Holiday Photos? ‍
• Copy: Feature your whitening or smile design services with seasonal imagery.

Need a few more campaign ideas to round out the rest of the year? Check out this 12-month content calendar. It’s broken down by channel, content ideas, and which audience to target so it’s easier to build your own campaigns and stay engaged with patients.  

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