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.

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.

A successful marketing coordinator handles several key responsibilities:

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.

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

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

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.

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.

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.

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.

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

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.

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.

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