Responding to Dental Enquiries: The First Working Day
The single largest controllable factor in campaign performance is not the advert. It is what happens in the hours after someone enquires. This article sets out a simple, repeatable process a practice can adopt before a campaign goes live.
Aim for a response the same working day
People enquiring about private treatment usually contact more than one practice. The first practice to reply with a helpful, human message has a substantial advantage — not because the patient is impatient, but because a fast reply signals that the practice is organised.
Decide who replies, and when they check
Name the person, name the backup, and set two fixed times a day for checking the enquiry inbox. Process beats intention: an enquiry route with no named owner will be missed during a busy clinical week.
Write the first message once, properly
A good first reply acknowledges what they asked about, explains what the first appointment involves and what it costs, offers two specific times, and invites a question. Prepare it in advance so nobody has to compose it under pressure.
Record every attempt
Two attempts on different days, through different channels, is a reasonable minimum before marking an enquiry closed. Log each attempt in the tracker so the reporting reflects effort as well as outcome.
Handle price questions directly
If someone asks the cost, give a range and explain what determines where they sit in it. Deflecting the question entirely tends to end the conversation rather than move it to the chair.
Frequently asked questions
Should we call or message first?
Reply through whichever channel they used, and offer the alternative. Many enquirers prefer a written reply first and a call afterwards.
What if an enquiry is clearly unsuitable?
Reply politely, explain briefly, and record it as unsuitable in the tracker. Consistent recording of unsuitable enquiries is useful evidence for adjusting targeting or qualifying questions.
Can we text patients about their enquiry?
You can respond to an enquiry through the channel the person used or invited. Marketing messages beyond that require an appropriate lawful basis and consent where required — check your data-protection position first.
Peter Puchniarz — Founder, Peter Creates UK
Last reviewed: 2026-07-30
Written for: Reception and treatment coordination teams.
Reference material
- General Dental Council — Guidance on advertising and ethical advertising
- Advertising Standards Authority / CAP Code — health and beauty advertising rules
- Meta Business Help Centre — advertising policies and lead generation documentation
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Written for dental practice owners and managers. This is commercial guidance about advertising, not medical, dental, legal or regulatory advice. Always check current General Dental Council, Advertising Standards Authority and data-protection requirements before publishing any advertising.