The dentistry business in the UAE is booming. With new competition, dental businesses are seeking ways to attract customers through inbound marketing.

According to an oral health report by the World Health Organization, oral and dental diseases account for some of the fastest-growing diseases globally. As the dentistry industry undergoes a digital renaissance of sorts, with new treatments and devices popping up left-right-and-center, it’s time for dental businesses to trade in their traditional marketing techniques in favor of digital ones.

In the United Arab Emirates (UAE), the dentistry business is experiencing rapid growth. There’s an increasing number of expat dentists being enticed to move to key capitals in the region like Dubai and Riyadh,  by more lenient practice regulations, innovations in dental devices, and industry-leading events in the dentistry niche.

In this article, we’ll take a look at the current state of dentistry in the UAE and how businesses in and around the region, including Dubai, are using inbound marketing tactics to grow their customer base and achieve their goals. Then, we’ll provide some useful inbound strategies for dental businesses operating in the UAE.


State of dentist industry in UAE

The dentistry business in the United Arab Emirates is booming. In 2019, the Department of Health (DoH) in Abu Dhabi announced the development of a comprehensive oral health policy committed to creating an effective and efficient oral health system that’s accessible to all residents—a reflection of the growing awareness and focus on oral care in the UAE and a premonition of what’s still to come.

According to a study by Mordor Intelligence, the dental devices market is expected to see a CAGR of approximately 6.62% between 2018—2026. Factors accelerating the growth of this market in the UAE include:

  • Growing awareness of oral hygiene and its consequences
  • Increase in dental diseases
  • Regional innovations in dental products and devices

In response to developing market trends and consumer demand, Dubai’s dentistry regulations have been reconstructed to facilitate this growing need for dental care in the UAE. With the demand for dental services forecasted to increase 156% by 2025, licensing regulations have been expanded to help cut waiting times and improve standards.

Under these recently revamped regulations, the Dubai Healthcare City Authority will allow dentists holding qualifications from several international examination boards to practice in the UAE without having to sit the previously required online exam.

All of these factors are contributing to a boom in the UAE dental industry and are catalytic to the positive growth of the dentistry business.

What’s more, two major global dental conference events, World Dental and Oral Health Conference and UAE International Dental Health Conference, are being hosted in Dubai in June 2021.

These world-class dentistry events attract industry specialists and innovators from around the world, who come together to discuss advances and challenges in oral health and dental education, cementing the UAE as a leader in the dental industry.


How inbound marketing has helped in the increase of dental business in the region

In today’s digital world, digital marketing is helping companies and organizations across industries to expand their customer base, increase awareness, and grow their businesses. Dental businesses are no exception.

According to the 2021 We Are Social Global Report, there are currently 9.84 million internet users in the UAE, accounting for a whopping 99% of the population. Our key findings from the report also discovered that 52% of the UAE population aged 16-64 utilize social media to search for information about products and services. If your dental business isn’t online you’re missing out on a huge audience.

Digital marketing strategies, particularly those focused on the inbound methodology, are critical to the success of dental businesses in the UAE. As the market grows and consumers are met with more choices, inbound marketing can make your dental clinic stand out in a sea of competition.



A quick Google search for dental clinics in Dubai yields numerous results (we told you the industry is growing!) So, how are the top-ranking businesses in Dubai using inbound marketing to grow their customer base?

Dr. Joy Dental Clinic had the most reviews in our search results. Along with a user-friendly and responsive website, they’ve leveraged the power of social media and attracted a following of more than 11,000 on Instagram. Their social media strategy informs their audience with oral healthcare facts, before and after case studies, and more.




Crossroads Dental Clinic was the first and best-reviewed result in our search. Their highly optimized, mobile-friendly website is user-friendly, incorporates video, and even features a live chat widget so visitors can get quick answers to any questions they might have. They’ve also established a social media presence, posting regularly to Facebook, Instagram, Twitter, and LinkedIn. What impressed us most was their blog content, which regularly features informative articles about oral health.




Another example is the Swedish Dental Clinic in Dubai, which has a fully optimized website featuring a live chat widget and CTA to request a callback. They focus their inbound efforts on their educational dental blog and social media posts.

Now that you’ve seen some examples, here are some inbound marketing strategies that can grow a dental business in the UAE/Dubai.

Inbound marketing strategies for a dental business in the UAE

1. Optimize your website

First and foremost, make sure you have a fully optimized website. Gone are the days where people turned to giant printed telephone directories or relied on their friends and family members to guide them towards businesses. Nowadays, people searching for dental services in the UAE simply need to go online.

Your website is likely the first point of contact you have with a customer, so it’s crucial that it looks good and functions even better. Here are some tips for optimizing your website to attract new customers:

    • Optimize page load time: One in four visitors will abandon a website that takes longer than 4 seconds to load. Make sure it’s fast to prevent visitors from hitting the “back” button and taking their business elsewhere.
    • Make it mobile-friendly: 97.6% of people in the UAE aged 16-64 own a smartphone. Moreover, mobile traffic accounts for more than 60% of all web traffic. Ensure your website provides a good user experience on mobile, as many people will search for information on the go, during their commute, or in periods of downtime.
    • Craft compelling CTAs: Let visitors know exactly what their next step is, whether it’s telling them to “book an appointment” or encouraging them to “sign up to our newsletter”.
  • Consider SEO: Consider hiring an SEO specialist or following SEO best practices to ensure it’s easy for search engines to find, crawl, and index your website.

2. Develop a content marketing strategy

Although oral hygiene might not seem like the most glamorous topic to center a content marketing strategy around, it’s a surprisingly effective way to provide value to customers and grow your business.

More and more people are turning to search engines to find answers to health-related questions, including those regarding their oral hygiene. Searches like “what’s the best toothbrush” or the ever-popular “how often should I floss?” are common queries, among many others. Creating a content strategy that answers searchers’ questions is a great way to drive traffic to your website, establish your business as an industry authority, and nurture leads with valuable content.

Why not use our editorial calendar template to organize and schedule your posts regularly?

Scratching your head for ideas to make oral health content interesting? Check these out:

  • Examine industry trends or new dental technologies
  • Create detailed how-to guides about how to look after your teeth
  • Create content targeted at children/teens to educate them on the importance of proper oral hygiene
  • Correct false assumptions about dental disease or dentist visits

Remember, blog posts aren’t the be-all and end-all of content marketing. Why not branch out with podcasts, webinars, videos, infographics, or downloadable resources to engage your audience and share your in-depth knowledge?


3. Invest in social media

Social media is a great way to connect and engage with leads and customers. It’s a good idea to invest in social media ads, which will boost awareness and help you to reach potential patients in your area. Also, be sure to share your content (see the previous step) to your social channels to encourage your audience to share what you have to say.

Most of the top dental practices in Dubai have social media pages, but not all of them have a large following or high engagement rates. It’s critical to get to know where your target audience hangs out online. The below image shows the most used social media platforms in the UAE, to help you get an idea of where you should be posting.




Your dentist’s business social media strategy should focus on providing value and shareable content to your audience. Reflect on what you offer (i.e. generalized or specialized dental services) and your market niche and tailor your social media content to the interests of your audience. Here are some ideas:

  • Write short, snappy posts featuring facts or tips about oral hygiene
  • Introduce your followers to your team
  • Create informative infographics that are easily digestible and visually appealing
  • Share customer testimonials or before and after pictures that demonstrate what you can do for them

You might also consider using your social media as a way for customers to book an appointment or get support to create an effortless customer experience.


4. Leverage local SEO

If you’re marketing a dentist business in Dubai, somewhere else in the UAE, or anywhere in the world for that matter—local SEO is crucial. Dental clinics are very much location-dependent businesses. The customer needs to come in and be examined by you. If you’re just starting a dental practice in Dubai, for example, it makes sense to market your services towards potential patients located in Dubai, right?

Local SEO helps your audience locate you easily. It means your listing will show up when someone googles “dentist in Dubai” or if they’re searching for a nearby dentist. We wrote an entire article about how to create a local marketing strategy, so be sure to check it out for some handy tips.




5. Nurture leads and customers with email marketing

Email marketing is a great way to nurture your customers, keep them updated, and ensure your business stays on their radar. Whether you use email marketing campaigns to send out a newsletter, directly market products or services, or offer new or returning customers promotions—email marketing is an effective form of dental industry inbound marketing.

Here are some ideas to get the most out of your email marketing campaigns:

  • Send appointment reminders. It’s easy to lose track of time, so patients will appreciate being gently reminded that it’s time to schedule their next appointment.
  • Share announcements regarding new dentistry technology that you’ve acquired and how it can help.
  • Share the latest dental news or links to free webinars they might have missed.
  • Oral hygiene product reviews or exposés
  • Share blog posts, videos, and other types of content you’ve created to nurture leads and

Final thoughts

As the dentistry industry in the UAE continues to boom, we’re likely to see an increase in the number of dentists, clinics, and specialized services opening up in the region. For a dental business to stand out in today’s digital age, it’s essential for businesses to transform their marketing strategies alongside dynamic technology and consumer trends.

Inbound is the present and future of marketing—it’s about attracting, nurturing, and converting customers (patients, in this case) to your business. Using a combination of inbound marketing strategies in an increasingly digital country like the UAE is a surefire way to effectively boost your online presence, land more patients, and grow your dentist business. As it takes the stage for world-class dental events this year— all eyes are on the UAE paving the way for digitally savvy, inbound-focused dentistry businesses.


Need some help creating a comprehensive inbound marketing strategy for your dental business in Dubai or in other areas in the UAE? We can help. Book a consultation today—let’s chat!

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