Targeting patients with a dental emergency can be a great way to grow your practice. Why?

William McCune, whose practice Creekside Dental is located in Buffalo Grove, IL says: “When I started in ’87, I built my practice on needs, not wants, and the most commonly expressed need is a need to be relieved of pain.I can think of no better way to win a patient’s trust than to relieve their discomfort. That’s all the more true if they already have a dentist, but that dentist will not or cannot see them.”

To illustrate the positive impact welcoming emergencies can have on a practice, McCune shares that, in one week in March of this year, he performed more root canals and other emergency treatment than he did in an entire quarter last year “…because I am not shy about letting my patients and my community know I am here to serve their immediate needs.”


Among the techniques McCune employs is adding variations of the term ‘dental emergency’ to his Google adwords campaign, and including a telephone number in the ad. The tactic entails bidding for the terms an emergency patient might use, and including a telephone number in the resulting ad, making it quick and convenient for the patient to reach the practice. This can have the added benefit of reducing your outlay for paid search because Google does not charge for impressions, but only clicks, to your website (hence the name pay per click). So, if someone calls, instead of clicking, no fee is assessed.

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