The 2027 Dental Marketing Plan, Month by Month

We already covered what dentists should be doing in 2027 to grow their practice: visibility, reviews, follow-up, CRM and AI. This is the other half, the part almost nobody writes down: when to do each thing. Most South Florida practices don’t have a knowledge problem. They have a March problem, when nothing from the January to-do list has been touched yet. So here’s a calendar you can pin up in the break room.

Before January: what to have in place

A monthly plan only works if each month starts with the last one already done. That’s why the final weeks of December are worth spending on three unglamorous jobs: figuring out where your new patients come from today, deciding which insurance networks you’re keeping or dropping in 2027, and naming the person on your team who owns this calendar. Without an owner, the plan just hangs on the wall.

• —Count how many new patients came in during 2026 from Google, referrals, insurance directories and social media. If you can’t, that’s fix number one.
• —If you’re leaving a network, pull the list of affected patients and draft the message they’ll get in January.
• —Pick two social platforms, not five. The ones your patients already use.

January to March: the foundation and the insurance conversation

January is a good month to talk insurance with your patients. According to the ADA Health Policy Institute, more than a third of dentists said they planned to drop some insurance networks in 2026. If you’re one of them, or will be in 2027, your January marketing starts with your own patient base: a plain message, in their language, that explains what’s changing, what their options are and how they can stay with you, for example through an in-house membership plan.

February is for building the review routine that runs the rest of the year. BrightLocal found that 32% of consumers now look for reviews from the last two weeks, so one review push in March and another in November won’t cut it. You need a steady trickle. March is website month: one page per treatment, in English and in Spanish, built around the questions your front desk hears on the phone. If you want to know why those pages carry so much weight now, here’s how SEO, AEO and GEO differ.

April to June: video, follow-up and hurricane season

April is a good month for a filming day. One morning with your team can produce eight to ten short videos that carry your social accounts into the summer: a hygienist walking through a first cleaning, the dentist answering whether an implant hurts, the front desk explaining what to bring. Pew puts Instagram use at 62% among Hispanic adults, so in South Florida it makes sense to film every answer twice, once in Spanish and once in English, each in its own natural voice.

May goes after money that’s already sitting in your practice: treatment plans that were presented and never accepted. One call after a week, another after a month and a third at three months, all logged in your CRM. Then June kicks off hurricane season, which the National Hurricane Center dates from June 1 to November 30. Before it starts, write down how you’ll announce a closure, who updates your Google hours and what patients with appointments will hear from you.

July to September: back to school and content in Spanish

July is your midyear review: which channel brought in patients who actually sat in the chair, not just phone calls. That tells you where to put your effort for the second half. August is back-to-school, a natural time to remind families about their kids’ checkups. If you promote it with a free or discounted exam, Florida law requires the 72-hour disclaimer in capital letters; we break it down in Florida’s advertising rules for dentists.

September 15 through October 15 is Hispanic Heritage Month. Skip the flag graphics. What works better is introducing the team members who see patients in Spanish, explaining why your practice does it, and answering on video the questions Hispanic patients ask most, like how dental insurance works here or what a cleaning actually covers.

October to December: expiring benefits and the 2028 plan

If a lot of your patients are on plans that reset with the calendar year, October and November are the months to let them know about benefits they haven’t used. Patients tend to welcome it: “You still have two covered cleanings this year. Want us to find you a time?” November, with Thanksgiving, is also a natural month to say thank you and ask the year’s patients for a review. December wraps up with holiday hours on Google and a look at the numbers to build your 2028 plan.

The rules that apply all year

The calendar changes every month. The law doesn’t. In Florida, every dental ad identifies the responsible dentist, can’t praise that dentist or compare the practice with others, and can’t create unjustified expectations of good results (§466.019). That covers your website, your social accounts and your videos. And because this plan runs on texts, email and a CRM, every vendor that touches patient data has to be HIPAA compliant and sign a business associate agreement (BAA). When you reply to reviews, never confirm that the reviewer is a patient.

Where to start

• —Print the table above and write next to each month the name of the person who owns it.
• —Before December ends, count where your 2026 new patients came from, even if you have to do it by hand from the schedule.
• —Pick a day in April for filming and block it on the practice calendar now, like any other appointment.

A twelve-month calendar looks simple until the first month with a packed schedule and two hygienists on vacation. That’s where most plans fall apart. At Brito we’ve worked with dental practices from Miami since 2006, in English and in Spanish, connecting marketing, video we shoot ourselves, BritoCRM and AI to the schedule, with everything checked against Florida law. In Miami-Dade and Broward we come to your office; anywhere else, we meet by phone or video call. If it helps to see how we put it together, take a look at our dental marketing work whenever you have a minute.