Three options. Only one actually works for your business.
Cosmetic dentistry is a $15k decision sold on Instagram and lost to Bali.
Cosmetic dentistry has a marketing problem nobody else in dentistry has: a $5,000 to $25,000 high-ticket decision driven by Instagram and TikTok aesthetic content, a serious counter-positioning fight against Bali and Thailand dental tourism quoting prices half of yours, and a Dental Board that does not recognise 'cosmetic dentistry' as a specialty so half the claim language an agency would use is actually a registration risk. Add the high-margin all-on-four implant cohort, the smile-makeover wax-up consult that converts at 60% if the visual case study is right and 10% if it isn't, and the entirely separate composite-veneer cohort (younger, cheaper, conservative, different ad targeting), and you have four parallel marketing tracks. The principal cosmetic dentist running the practice has approximately zero hours after a day of complex aesthetic work to write any of them.
Good cosmetic dentistry marketing has three layers: a treatment page library that separates the high-ticket cosmetic work (porcelain veneers, smile makeover, all-on-four implant) from the entry-level cosmetic work (composite veneers, in-chair whitening) so each gets its own keyword set, its own price band, its own ad campaign and its own patient persona, an Instagram-and-TikTok before-and-after content motion that's consented, AHPRA-compliant in claim language, and consistent enough that a patient who's been saving veneer cases for six months has actually seen your work, and an honest Bali dental tourism counter-positioning content track (porcelain veneer longitudinal care, what goes wrong with $4k veneer packages, the cost of redo work after a tourism case) that converts the patient already considering offshore.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the high-ticket aesthetic work you actually want more of (porcelain veneers, smile makeover, all-on-four) versus the entry-level work that fills the gaps (composite veneers, in-chair whitening). Briefs the other agents so the treatment pages, the Bali counter-positioning content, the Instagram before-and-after grid and the DSD consult positioning all push toward the right average case value, not toward a free-consultation shopper-trap.
Imports your existing site, ships a treatment page library that separates high-ticket from entry-level cosmetic work, builds a paid Digital Smile Design consult booking flow with applied-to-treatment messaging, and keeps the before-and-after gallery, the practitioner credentials (ABOA, AACD, ACA membership) and the consent register up to date. Two taps to publish a new case.
Goes through your live site for the things that actually move cosmetic-dentistry rankings: long-tail treatment-plus-suburb keywords on every page, Dentist + LocalBusiness schema with permitted-category attribute markup, internal links between treatment pages and the DSD consult booking page, ABOA / AACD member surfacing, and a Google Business Profile that ranks for 'porcelain veneers [suburb]' and 'smile makeover [suburb]'. Auto-applies low-risk fixes; flags any claim language that the Dental Board would query.
Runs Meta as the primary channel (Instagram and TikTok are where the veneer decision lives) with consented before-and-after creative, plus Google Ads on high-intent searches ('porcelain veneers [suburb]', 'smile makeover cost Sydney', 'all-on-four [city]'). Never uses 'best', 'guaranteed', 'painless' or comparative claim language; the Dental Board doesn't allow it. Targets adults 28-55 with lookalike audiences of past enquirers.
Turns every consented case into a post in your voice: a six-month before-and-after carousel, a DSD mock-up reveal reel, a porcelain-versus-composite explainer, a wax-up appointment walkthrough, a 10-year follow-up that quietly counter-positions against Bali dental tourism. All claim language reviewed against Dental Board guidance, every case consent-gated, no testimonials republished from Google reviews.
Drafts the longer-form pieces patients google during the six-month decision window: 'porcelain vs composite veneers: which suits a 35-year-old', 'why a $5k veneer package in Bali costs $20k to fix when it fails', 'what a Digital Smile Design consult actually involves'. Two a month, in your voice, that pull the consideration-stage research and convert the saver-of-Instagram-cases into a paid DSD consult.
Your first 30 days.
- Site imported, hosting bill cancelled
- High-ticket vs entry-level cosmetic strategy delivered by Sam
- Google Business Profile flipped to permitted cosmetic-dentistry attributes and ABOA-member detail
- Treatment pages indexed (porcelain veneers, smile makeover, composite veneers, all-on-four)
- Meta veneer-interest campaign live with consented before-and-after creative
- First fortnight of consented before-and-after captions queued
- Paid DSD consult booking flow wired into the practice software
- 'Why a $5k Bali veneer package costs $20k to fix' counter-positioning guide drafted
Cosmetic dentistry is a $15,000 decision made on Instagram over six months and lost to Bali in a panic at the price. The work that wins it is the consistent consented before-and-after grid, the high-ticket treatment page library, the paid DSD consult that pre-sells the smile, and the honest counter-positioning content on what offshore veneer work actually costs to fix. All of it is weekly work that has to happen forever, and almost no cosmetic practice has the time to do it consistently.
Agencies are too dear to actually do this for $5k a month, and most don't know the Dental Board's claim-language rules well enough to keep your registration safe. Tools are cheap but the veneer gallery sits at four cases for 18 months. In-House is the third option: for $299 a month the agents ship the treatment pages, run the Meta veneer ads, post the consented before-and-afters, and draft the Bali counter-positioning. You snap one practice photo, approve the week, done.