Is the traditional Dental Marketing Manager role about to become obsolete?

Chris Barrow
May 2
2 min read

Are You Ready to Evolve into an Inbound Marketing Assistant for the AI Era?

I suspect that the role of "marketing assistant/manager" in independent, owner-managed dental practice might be about to expire.

Don't panic if that's your job, because we are talking about transition, not extinction.

The transition is to a new role.

My new job title?

"Inbound marketing content developer and curator."

A bit of a mouthful, of course, if someone at a BBQ asks what you do for a living?

Shorter title......

"Inbound marketing assistant/manager"

In essence, therefore, I've simply identified the fact that, of the three types of marketing:

Internal - asking for patient reviews, testimonials and referrals;
Inbound - becoming the expert identified by AI-search when patients ask detailed treatment questions;
External - paying an agency to drive leads to your door.

Internal is a team event - EVERYBODY in the practice should be asking.

External is delegation (and often abdication).

Inbound needs a on-site roving reporter, who can identify treatment FAQs in your postcode and ensure that AI-driven search sees you answering those questions more often, and more usefully, than your competition.

The inbound marketing assistant/manager is involved in creating:

treatment-specific landing pages on your website,
social media posts,
a blog,
a newsletter,
a YouTube channel,
a Linkedin profile,
articles for B2B and B2C magazines,
a podcast
and the e-books and guides that visitors download from your website in exchange for GDPR consent to receive news.