When the economy starts to wobble, most businesses do the same thing: freeze spending, pause marketing, and brace for impact.

But here’s the twist—what if this is actually the perfect time to grow?

Not just hang on. Not just survive. Actually grow.

When everyone else pulls back, that’s your chance to step forward. The competition gets quiet. Ad space opens up. Patients are still searching. And the practice that shows up consistently? That’s the one they notice. That’s the one they call.

We’ve been having this exact conversation on almost every review call lately, and I keep saying the same thing: don’t take your foot off the gas.

We saw it in 2008. We saw it during COVID. Practices that stayed visible, kept their message strong, and invested in their brand? They didn’t just weather the storm—they grew.

And yours can too.

When They Pull Back, You Move Forward

Economic slowdowns create space. When competitors retreat, you get the room to show up, stand out, and build trust while they’re quiet.

Back in 2008, I watched smart practices double down on their marketing—not by spending more, but by getting strategic. They focused their message. They elevated the patient experience. They didn’t go dark, and their patients didn’t forget them.

Fast forward to COVID. Same pattern. Same result. The practices that leaned in, stayed visible, and communicated clearly came out stronger. The ones who pulled back? They had to fight for relevance all over again once things picked up.

The lesson’s loud and clear: consistency wins. Especially when no one else is showing up.

Focus on What You Can Control: The 4 R’s

So, what can you actually do when the economy feels uncertain? Start with what’s right in front of you. We call it the 4 R’s:

Reactivation. Retention. Referrals. Reviews.

These four levers are sitting inside your practice right now—ready to drive growth if you know how to pull them.

Reactivation

Dust off your overdue patient list. Who hasn’t been in for hygiene? Who never scheduled that treatment plan? These patients already trust you. They just need a nudge. A well-written text or call can bring thousands of dollars in unscheduled treatment back through your door. And don’t stop with a single call or text; the average patient requires multiple touches via text, email, snail mail and phone calls before you successfully reach them.

Retention

If your schedule’s got a few gaps, this is your moment to shine. Use that extra time to deliver a five-star experience. Slower days are a gift—don’t waste them. Personal attention. Extra care. Small, personal touches feel significant and are shared in personal conversations. A patient who feels like your only priority sticks around—and they tell their friends.

Referrals

Speaking of telling people—are you asking your happy patients for referrals? If not, start today. Make it part of your patient process. And give them a reason to brag about you by giving them something to brag about. A great experience is still your best marketing tool.

Reviews

Your next patient is Googling you. Right now. What are they seeing? Do you deliver a 5-star experience? Do you show future patients that you care about your patients by responding to negative reviews as well as positive ones? Keep the review stream steady. Ask consistently. Make it easy. And reply with heart. Reviews build credibility and trust faster than almost anything else you do.

Get More Visibility—For Less

Here’s the part that surprises people: marketing gets cheaper in a downturn.

When other advertisers pull out, ad costs go down. Your clicks get cheaper. Your dollars go further. Your practice gets to the top of Google more easily—because fewer people are fighting for that spot.

This is especially true with media buys. Radio, local magazines, sponsorships—those companies still need advertisers. They’re more likely to cut deals, add bonuses, or give you prime placement they wouldn’t offer in a fully booked season.

And let’s not forget organic reach. If you’re creating social media posts, emails, or blogs, the digital airwaves are quieter right now. Your message has a better chance of being seen—and remembered.

Visibility is a long game. Don’t sit it out while everyone else is on the sidelines.

Your Message Has to Do the Heavy Lifting

Marketing in a slower season means your message has to work harder—and smarter.

Every call to action should be crystal clear and aligned with what patients actually care about right now.

For example, “Accepting New Patients” might sound basic, but in this moment? It’s a game-changer. A lot of your competitors are booked out for weeks, sometimes months. If you can see someone this week, that’s a huge advantage. Say it clearly and say it often.

Same goes for emergency care. We’re seeing a rise in dental emergencies—people putting off treatment until it’s urgent. But the message has to be specific. “Emergency Appointments Available” is too soft. “Same Day Dental Emergencies” is what converts. That phrase? It drives calls. Anything else is vague and forgettable.

And if you can’t deliver on the promise? Don’t run the ad. Patients who call expecting same-day care and get told, “We can see you next Thursday,” won’t call back. You’ll just burn budget and trust.

Don’t Just Spend More—Think Smarter

Here’s a trap a lot of practices fall into: they think more money equals more results.

Not always.

Sometimes the better move is to expand your dental marketing strategy—not just increase your spend.

If you’re already running Google Ads, maybe it’s time to layer in short-form video on Instagram. If you’ve got a steady SEO plan, add a monthly email campaign. If your social content is solid, amplify it with a few small paid boosts.

You don’t have to reinvent the wheel—you just need more spokes. More angles. More ways for your existing audience to see and trust your brand.

It’s not about throwing more dollars at one thing. It’s about adding the next smart thing.

Brand Building Still Matters—A Lot

In times like this, everyone wants to track ROI. Fair. You should.

But don’t fall into the trap of only doing lead generation marketing.

Brand marketing still matters. In fact, it matters more.

People aren’t just looking for a deal. They’re looking for confidence. Reassurance. Familiarity. That’s what a strong brand gives them.

So yes, run your “Schedule Now” ads. But also share the photo of your team volunteering at local events. Tell the story of the patient who conquered their fear of the dentist. Let people see your values, your personality, your heart.

That’s the stuff that builds emotional connection—and emotional connection drives loyalty.

You’re not just filling the schedule for today. You’re building the foundation for every patient who chooses you tomorrow.

Growth Is a Choice, Even Now

At the end of the day, growth during a slowdown isn’t about the economy.

It’s about your mindset.

You can choose to pull back. Wait it out. Hope for better days.

Or you can choose to lean in. Show up. Control what you can control and make strategic moves that build momentum while others are standing still.

Your schedule might be slower right now. That’s okay. Use the time.

Call the overdue patients. Train the team. Strengthen your message. Get visible. Connect with your community. Build the brand that patients remember long after the storm passes.

Because it will pass. It always does.

And when it does, you’ll be the one out front.