Stop chasing patients.
Start booking the right ones.
- 15+ years marketing local businesses · AHPRA-aligned · Integrates with your PMS
Practices we look after across Australia.
- Melbourne, VIC
- Canberra, ACT
- Googong, NSW
Dental marketing is
not the same as marketing.
AHPRA changes the rules.
Patient acquisition is a journey.
Marketing without ops is half a strategy.
Built around how dental practices actually grow.
Dental SEO (AHPRA-compliant)
Dental website design
Google Ads for dentists
Google Business Profile optimisation
Practice management integration Core
AHPRA review & compliance audit Free at onboarding
Free as part of onboarding. We audit your current website, GBP, social media, and ad copy against AHPRA’s advertising guidelines. We tell you what needs fixing before something becomes a notification.
Monthly reporting in dental KPIs
How Positive Dental Belconnen ranks page 1 for the searches that fill the chairs.
Positive Dental Belconnen is a busy ACT practice in one of Canberra’s most competitive dental catchments. We rebuilt their SEO foundation around AHPRA-compliant content, optimised their Google Business Profile for the local pack, and tied reporting back to their practice management software. The practice now consistently ranks page 1 for the high-intent dental searches in Belconnen and the wider north-Canberra area.
“Hayz handles our marketing end-to-end, integrated with our practice management software. We finally know which channels are bringing in patients and which aren’t. They actually understand AHPRA, which made the whole process easier.”
Dr Nagesh Chakka · Positive Dental Health
Live · positivedental.com.au
How we actually grow
a dental practice.
15 years marketing local businesses, the last several with deep dental focus. Here’s the actual playbook we run for every dental client. No mystery boxes.
AHPRA compliance audit
Patient journey mapping
Foundation setup
Targeted acquisition
Practice management integration
Compound and refine
AHPRA-aligned marketing,
by default.
What AHPRA restricts.
- Testimonials about clinical aspects of service (s133)
- Before-and-after photos without specific conditions met
- Sensational or comparative clinical claims
- Gifts or inducements offered without clear terms
Compliance is the starting point.
Free audit. Ongoing review.
Marketing that talks to your practice ops.
A new patient enquiry is just the first step. We make sure your marketing connects to the systems that actually run your practice — the PMS, online booking, recall, health funds, and after-hours coverage.
End-to-end visibility from click to chair.
We integrate with the major Australian dental PMS systems so we can track marketing ROI through to actual chair time and revenue — not just clicks and impressions.
- Dental4Windows
- Praktika
- Software of Excellence
- Core Practice
- Oasis
- + others on request
Online booking integrationCliniko, Practice Hub, HotDoc, Dentally — whatever you use, enquiries convert to bookings without manual intervention.
Recall & reactivation campaignsAutomated 6-month checkups, hygiene reminders, missed-appointment reactivation. Retained patients are worth several new ones in lifetime value.
Health fund & DVA flowsHICAPS, gap-free options, Child Dental Benefits Schedule (CDBS), DVA dental. Patients search by their fund — we make sure you show up.
Built by Hayz
The AI receptionist that books patients after hours.
Outside hours and after the front desk closes, calls go unanswered. We built DentalReception, an AI receptionist specifically for Australian dental practices. It handles after-hours calls, books appointments through your PMS, and answers common patient questions.
Hi, do you have a Saturday morning appointment for a clean & check-up?
Yes — 9:40 AM with Dr Smith. Shall I book that for you?
Perfect, thanks.
5.0 stars on Google. Every one of them earned.
Real reviews from real clients. Read them all on our Google Business Profile.
“I wish I had found Azam & Hayz earlier. They listened to what I wanted, did what they said were going to do & did it in the time frame they committed to. Azam is a very clear communicator & highly responsive. I highly recommend Azam & Hayz for stress free, timely & good value web site development.”
“Hayz did a website for my cleaning business. The team designed a website beyond my expectations. I am very happy with it and I am seeing an increase in customer inquiries through my website.”
“The Hayz team have been looking after our website and related technicalities since our inception. Responsive, friendly and very knowledgeable.”
“Professional and very willing to help with my web design and other associated concerns. Based on my experiences I would be happy to recommend.”
Built for how dental practices actually scale.
A solo suburban practice has different needs from a 6-chair multi-practitioner clinic. We’ve structured pricing around the real stages of practice growth, not invented “premium” tiers.
For newer practices building from the ground up.
- Local dental SEO
- Google Business Profile optimisation
- AHPRA compliance audit (one-off, included)
- Up to 20 high-intent target keywords
- 1–2 dental content pieces per month
- Monthly reporting in dental KPIs
- Month-to-month, no lock-in
Most common
For established practices ready to scale new patient flow.
- Everything in Foundation
- Google Ads management (campaigns + creative)
- Up to 50 keywords across intent buckets
- 3–4 dental content pieces per month
- Practice management software integration
- Online booking integration
- Weekly check-ins
For multi-location practices or dental groups.
- Everything in Growth
- Multi-location SEO & GBP management
- Up to 100+ keywords across locations
- 6+ content pieces per month
- Dedicated dental marketing strategist
- Recall & reactivation campaigns
- Priority compliance review
Custom dental website builds · from $5,000, ships in 5 to 7 weeks · AHPRA-aligned by default · Integrated online booking included.
Your AHPRA compliance audit — before we recommend a single thing.
Website copy
Google Business Profile
Ads & landing pages
Social & before/after
Stuff dental practice owners actually ask.
Straight answers, no jargon. Anything missing, ask on the call.
Is your marketing AHPRA-aligned?
Yes. AHPRA compliance is the starting point of every Hayz dental engagement, not an afterthought. We audit your existing marketing against the National Law and AHPRA’s advertising guidelines at onboarding, and every piece of marketing we publish goes through a compliance check before it goes live.
How do you handle dental testimonials and reviews?
Carefully. Section 133 of the National Law prohibits testimonials about clinical aspects of dental services, so we don’t use them. What we do use is testimonials about the practice experience, customer service, communication, and business relationship. Google reviews are allowed (they’re consumer-generated, not solicited testimonials), but we coach you on how to respond compliantly.
Can you use before-and-after photos?
Sometimes, with conditions. AHPRA permits before-and-after imagery only when it’s clinically accurate, not enhanced, includes the same lighting and angle, and is accompanied by the right context. Cosmetic work is the area most likely to need this and we’ll work through what’s compliant for your specific cases. We’d rather not use them than risk a notification.
How long does dental SEO take to work?
Local dental SEO typically moves the needle in 6 to 12 weeks. You’ll see ranking improvements first, then traffic, then new patient enquiries. Highly competitive Melbourne suburbs take longer than less competitive ones. Google Ads can fill the gap while SEO compounds.
How much does dental marketing cost in Melbourne?
Quality dental marketing typically runs $2,000 to $7,000 per month depending on practice size and goals. At Hayz, our dental marketing tiers start at $1,500/month for newer practices and scale to $6,000+/month for multi-location groups. Be wary of agencies pitching dental marketing at $500/month — that’s templated work that won’t move the needle, and they probably don’t know AHPRA.
Do you integrate with my practice management software?
Yes, where possible. We work with Dental4Windows, Praktika, Software of Excellence, Core Practice, Oasis, and other major Australian dental PMS systems. The integration depth varies by system but the goal is the same: end-to-end visibility from marketing source to chair time.
Do you work with dental specialists (orthodontists, periodontists, oral surgeons)?
Yes. Specialist marketing has different keyword patterns, referral flows, and AHPRA considerations than general dental marketing. Orthodontics has consumer-direct intent (Invisalign, clear aligners). Periodontics and oral surgery are usually referral-driven. We tailor the marketing strategy to the specialty.
Do you help with new patient acquisition specifically, or also retention?
Both. Most agencies focus only on new patient acquisition because it’s the easier metric to attribute. We also help set up recall campaigns, hygiene reminder workflows, and reactivation flows for lapsed patients. A retained patient is worth several new patients in lifetime value, so this matters.
Can you help with emergency dental SEO?
Yes. Emergency dental is one of the highest-intent search categories in dentistry (“emergency dentist near me”, “dentist open Sunday”, etc). Specific SEO and ads strategies, mobile-first landing pages, GBP optimisation for after-hours queries — all part of how we run emergency dental campaigns.
Do you work with multi-location dental groups?
Yes. Multi-location groups need a different SEO architecture (separate suburb pages per location, individual GBP management per practice, consolidated reporting). We’ve built this for groups before and it’s the focus of our Tier 3 pricing.
Ready to fill your chairs
with the right patients?
A 30-minute strategy call. We'll look at your current marketing, your AHPRA compliance, and what realistic new patient growth looks like for your practice. No pitch deck, no pressure. Worst case, you walk away with a few free ideas you can implement yourself.
- We reply within 4 business hours · Mon to Fri 9 to 6 AEST
- Or call us. 03 4427 9333
- Free AHPRA compliance audit at onboarding
- Suite 375, Level 2/66 Victor Cres · Narre Warren, VIC 3805
Dental Marketing Melbourne
Hayz is a Melbourne dental marketing agency working with dental practices across Australia. We design dental websites, run AHPRA-aligned SEO and Google Ads, optimise Google Business Profiles, integrate with practice management software, and tie everything back to the metrics that matter to your practice. New patient acquisition cost, recall rate, average treatment plan value, lifetime patient value.
We work with general dental practices, cosmetic dental clinics, dental specialists (orthodontists, periodontists, oral surgeons), and multi-location dental groups. Our clients include Macquarie Dental in Melbourne, Positive Dental Belconnen in Canberra, and Googong Dental on the NSW border. We also built DentalReception, an AI receptionist used by Australian dental practices to handle after-hours patient enquiries.
What makes dental marketing different from other industries
Three things make dental marketing fundamentally different. First, AHPRA regulates what dental practices can and can't say in marketing. Second, the patient acquisition journey is longer than most consumer services (5 to 9 dentists researched before a booking). Third, lifetime patient value is high and predictable, which means the maths of marketing investment is different from other industries.
Most agencies treating dental marketing as "just another vertical" miss all three. We don't.
AHPRA compliance and dental marketing
The Australian Health Practitioner Regulation Agency (AHPRA) regulates dental marketing through the National Law. Key restrictions include: no testimonials about clinical aspects of services (section 133), restricted before-and-after photography, no sensational claims, no comparative clinical superiority claims, no gifts or inducements without terms, and no encouragement of indiscriminate use of clinical services.
This isn't a list of marketing handcuffs. It's the framework you're already working within as a practitioner. The job of a good dental marketing agency is to make compliant marketing work harder, not to bend the rules until you get a notification. AHPRA compliance is the starting point of every Hayz dental engagement.
New patient acquisition strategies for Melbourne dentists
Melbourne is a competitive dental market. The most successful new patient acquisition strategies combine four channels: local SEO (ranking for "dentist [suburb]" and treatment-specific terms), Google Business Profile optimisation (the local pack and Maps presence), Google Ads on high-intent terms (emergency dental, cosmetic dental, specific treatments), and review acquisition (Google reviews directly influence ranking and booking conversion).
Most practices that struggle with new patient flow are doing one or two of these well and ignoring the rest. The compounding effect of running all four together is where the real growth happens.
Dental SEO and how patients actually find you
Dental SEO is local SEO with industry-specific patterns. New patients search for dentists by suburb, by treatment type, by health fund accepted, by hours (especially emergency and after-hours queries), and increasingly by AI engine recommendations. Each of these is a distinct search pattern with its own ranking factors and content requirements.
Our dental SEO covers all of these. Technical foundation (site speed, mobile experience, structured data), local SEO (GBP, citations, NAP consistency), treatment-specific content (service pages, FAQ content, case discussion within AHPRA limits), and AI search optimisation (FAQ schema, structured data for AI engine citation).
Google Ads for dentists
Google Ads for dental practices needs three things most agencies skip. First, healthcare advertising verification on the Google Ads account, which requires AHPRA-aligned landing pages and ad copy. Second, intent-tight keyword targeting so you're not paying for "what is a dentist" type queries. Third, landing page conversion optimisation, because dental ads are expensive and a 3% conversion rate vs a 7% conversion rate doubles your cost-per-booking.
We handle all three as standard.
Dental website design that converts
A dental website has to do several things at once that most websites don't. Communicate clinical capability without making AHPRA-restricted claims. Build trust quickly (a new patient is choosing a healthcare provider). Make booking frictionless (online booking, phone, message). Showcase the team and practice ethos. Work perfectly on mobile, where most dental searches happen. Be findable by both Google and AI engines.
We design and build dental websites that do all of this from day one. AHPRA-compliant copy. Custom design, not templated. Integrated online booking. Mobile-first performance. Structured for SEO and AI search readiness.
Working with practice management software
Marketing without integration to your PMS is half a strategy. You know clicks and impressions but not which clicks turned into chair time, which keywords drove the highest lifetime value patients, and which channels are actually paying for themselves. We integrate with Dental4Windows, Praktika, Software of Excellence, Core Practice, Oasis, and other major Australian dental PMS systems to close that loop.
Marketing for different dental specialties
General dental practice marketing differs from cosmetic dental, which differs from orthodontics, which differs from oral surgery and periodontics. General practice marketing focuses on suburb-level local SEO and recurring patient acquisition. Cosmetic dental is higher-budget, higher-intent, with longer consideration cycles. Orthodontics (Invisalign, clear aligners) has consumer-direct demand. Specialist surgery and periodontics are usually referral-driven and need a different content strategy entirely.
We tailor the marketing approach to the specialty and the practice's actual revenue model.