As soon as the new doctor signs their contract, the marketing clock is ticking. Well before they see their first patient, you need a clear plan that coordinates every aspect of their introduction to your practice community. Starting early gives you the advantage of a controlled, strategic rollout rather than a rushed announcement.
Begin by creating a comprehensive timeline that works backward from their start date. Ideally, your pre-announcement phase should begin 2-3 months before your associate’s first day, giving you ample time for preparation without revealing the news prematurely. This timeline becomes a roadmap, so nothing gets overlooked in the excitement of adding a new provider.
Consider how your associate will be positioned within your practice structure. Will they focus on specific procedures or patient demographics? Do they bring unique skills or interests that complement your existing services? These questions shape their professional brand within your practice identity. The way you define their role impacts everything from how they’re introduced on your website to the language staff uses when scheduling appointments.
Your associate needs a complete suite of marketing materials from day one. This includes professional headshots and clinical photos that match your practice’s visual style, a compelling biography that highlights both credentials and personality and template materials for announcements across different channels.
Schedule a professional photography session well before their start date to ensure consistency with your existing brand aesthetics. I recommend getting all your doctors involved and having a few pictures to choose from of all your providers for easy and consistent content creation. This is much more useful than just getting headshots of the new doctor.
Budget realistically for announcement expenses. Beyond basic print and digital materials, consider:
- Signage updates both inside and outside your office
- Welcome events or special offers for patients to meet the new doctor
- Potential advertising in local media
- Refreshing outdated practice materials to coincide with this new chapter
Don’t overlook the critical backend preparations. Insurance credentialing often takes 60-90 days, so initiate this process immediately after contract signing. Your associate can’t be properly marketed until patients can actually be scheduled with them under their insurance plans.
Similarly, your practice management software needs updating before any announcements go public. Create the new provider profile, establish scheduling templates, and train your team on any workflow changes. These system updates ensure your team can immediately begin scheduling patients with your new doctor once announcements are made. Remember that your new associate may need longer procedure time, especially if they’re fresh out of dental school. Take this into account when scheduling.
The foundations laid during this planning phase determine the success of every marketing effort that follows. Thoughtful preparation creates a seamless introduction that builds confidence among patients and positions your new associate for immediate success.