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Growing an orthodontic or dental practice requires more than just excellent patient care. It demands strategic marketing, community engagement, and consistent follow-ups. One of the most effective ways to achieve rapid growth is by hiring a full-time marketing coordinator. In this blog post, we’ll break down why this role is crucial, what they should do daily, and how to find the right person for the job.

Why A Marketing Coordinator Is Essential for Growth

A marketing coordinator is not just another employee—they are the linchpin of your practice’s growth strategy. According to Dr. Bryce Gilliam, a highly successful orthodontist, your marketing coordinator is the most important person in your practice next to you as the doctor. In fact, over the long term, they may be even more crucial than the doctor themselves.

Why? Because they handle the activities that keep your practice in front of potential patients and referral sources. They build and nurture relationships, create community connections, and coordinate marketing efforts so that you can focus on patient care.

What Does A Marketing Coordinator Do?

A successful marketing coordinator handles several key responsibilities:

  • Community Outreach and Relationship Building
  • Maintain and Build Referral Networks: They nurture relationships with local dentists and pediatricians who can refer patients to your practice. This includes scheduling doctor-to-doctor lunches or meetings, which adds a level of professionalism and prestige to your practice.
  • Community Engagement: They organize school visits, community events, and giveaways, ensuring your practice stays visible and trusted in the community.
  • Digital and Social Media Management
  • Content Creation: From social media posts to community newsletters, your marketing coordinator will create content that resonates with your target audience. This keeps your practice relevant and top-of-mind.
  • Campaign Management: They plan and execute marketing campaigns, ensuring consistency in messaging and branding.
  • Coordination with Marketing Partners
  • Your marketing coordinator serves as the point of contact for any marketing agencies or vendors you work with, such as digital ads, SEO, billboards, or even TV commercials.
  • They report on campaign performance, helping you make informed decisions about your marketing budget.
  • Office Support on Clinical Days
  • On days when your practice is seeing patients, the marketing coordinator doubles as a front desk person. This helps them learn patient FAQs, build communication skills, and improve the overall patient experience.
  • Analytics and Reporting
  • They provide regular reports on marketing performance, patient acquisition costs, and ROI. This data helps you make smarter decisions about where to invest your marketing budget.

Why Full-Time Is Non-Negotiable

You might be wondering, “Why hire a full-time marketing coordinator when I’m only open a few days a week?”

The reason is simple: Full-time employees are easier to hire and retain. Most job seekers look for full-time roles with benefits. Additionally, having a full-time marketing coordinator ensures consistent marketing efforts. On clinical days, they focus on patient interaction. On non-clinical days, they plan and execute marketing campaigns, build relationships, and engage with the community.

The Ideal Marketing Coordinator — Skills And Traits

Finding the right person for this role is crucial. Here’s what to look for:

  • Charisma and Likeability: They must be able to build rapport quickly and make people feel comfortable.
  • Fearlessness: This role involves cold calling and networking, so they must be confident and proactive.
  • Creativity and Organization: They need to be creative for content creation while also being organized to manage campaigns and schedules.
  • Self-Motivation: They should take initiative and drive marketing efforts without constant supervision.
  • Professionalism: They represent your practice, so they should embody the level of professionalism you want your practice to be known for.

How To Structure Their Role Effectively

For startups or practices open only a few days a week, dual-role structuring is the best approach:

  • Clinical Days: They work at the front desk, answering phones and enhancing the patient experience. This helps them learn common patient questions and improve communication skills.
  • Non-Clinical Days: They focus on community outreach, content creation, and managing marketing campaigns.

This dual-role approach keeps them engaged and productive while providing full-time hours. It also ensures they stay connected to the patient experience, which helps them market your practice more authentically.

Why This Role Is More Important Than Any Other Hire

You might be thinking, “Why prioritize this hire over others, like another assistant or office manager?”

The answer lies in the cost of patient acquisition. Referrals are the most cost-effective and highest-converting source of new patients. A marketing coordinator builds these referrals by nurturing relationships with local dentists, pediatricians, and community leaders.

According to Dr. Gilliam, a healthy practice should aim for 60% of new patients to come from referrals. Digital ads and other marketing channels can then act as a bonus, amplifying growth without breaking the bank.

How This Strategy Outperforms Big Corporations

One of the greatest advantages of hiring a marketing coordinator is that it allows smaller, private practices to outperform large corporate dental groups and DSOs (Dental Service Organizations).

Corporate practices often rely on impersonal, broad-scale digital marketing. They don’t have the agility or local presence that a well-connected marketing coordinator provides. By building authentic, grassroots relationships in your community, your practice becomes the “go-to” option, creating a loyal patient base that DSOs can’t easily compete with.

The Competitive Advantage

Think of it this way: Would you rather go to a chain restaurant where you’re just another customer, or a family-owned diner where you’re treated like family? Your marketing coordinator helps create that personal, trusted brand that patients are looking for.

This role is the key to building a practice that feels established and trustworthy, even if you’re just starting. They help you project the image of where you want to be, not necessarily where you are right now. This strategic approach attracts patients who value a personal connection and excellent care.

Take Action Now

If you want to see rapid growth in your practice, the next step is clear: Hire a full-time marketing coordinator.

  • Start by writing a compelling job description that highlights the skills and traits listed above.
  • Use local job boards, LinkedIn, and even your patient network to find candidates.
  • Don’t hesitate to invest in this role—it will pay off in patient growth and community trust.

By hiring the right person and empowering them with the tools they need, you can transform your practice and build a sustainable pipeline of new patients through genuine community relationships.

Final Thoughts

As Dr. Gilliam wisely stated, “Your marketing coordinator is more important to your practice’s long-term success than you are as the doctor.” This bold statement underscores the power of strategic marketing and community connections.

Don’t let your competitors outpace you because you’re trying to do it all alone. Invest in a marketing coordinator today and watch your practice grow faster than you ever thought possible.