Dental Practice Launch Playbook

Who this is for

Dentists and practice managers opening a new practice or relaunching a practice website.

Before you start

• The treatments the practice offers and those it refers elsewhere.
• A qualified clinician who will review every page before it is published.
• The advertising and patient-information rules that apply where you practise.
• Practice details: address, hours, booking method, accessibility and payment options.

Step 1

Plan around patient questions

Start from what patients need to know to choose and to prepare.

1. 01List the questions new patients ask about each treatment, the first appointment and costs.
2. 02Separate general education from anything that would amount to individual advice.
3. 03Check each planned topic against the rules on health advertising where you practise.
4. 04Choose the treatments to cover first, usually the ones new patients book most.

Step 2

Create careful treatment explainers

Write accurately, plainly and without pressure.

1. 01Write a page per treatment explaining what it is, what happens during it and how to prepare.
2. 02Write a first-visit page describing the appointment step by step.
3. 03Advise readers to seek an examination rather than diagnose themselves from an article.
4. 04Have the clinician review and approve each page, and record who approved it and when.

Step 3

Publish with consistent details

Make the website and listings agree.

1. 01Publish practice information and the first-visit page before opening.
2. 02Publish treatment pages as each one is approved, linking them from the treatments overview.
3. 03Keep practice details identical on the website and every listing.
4. 04Add answers to new questions from patients as approved articles.

Step 4

Measure and review

Keep health content current.

1. 01Check which treatment pages appear in search and for which questions.
2. 02Track new-patient bookings that start on the website.
3. 03Re-review each page on a regular schedule and after any change in guidance.
4. 04Remove or rewrite anything a reviewer can no longer approve.

Common pitfalls

• Promising results from a treatment, which may break advertising rules and mislead patients.
• Publishing health content without review by a qualified clinician.
• Before-and-after images used without consent or outside the rules where you practise.

Where Opus Rank helps

Tutorials for the parts of this plan you can do in Opus Rank.

• Create a content brief

  Record the audience and points to cover before a draft is generated.

• Edit in the article workspace: saving, versions and history

  Make the clinician’s corrections before the page is published.

• Content language and region

  Write for your patients’ region and spelling.

Related playbooks

• Home Services Launch Playbook
• Fitness Studio Opening Playbook
• Salon & Spa Launch Playbook