Full diaries,
within the rules.
Marketing for dental practices, aesthetics clinics, private clinics and care providers, written to the GDC, ASA and CQC rules you answer to, with one practice per area.
Patients choose a practice on trust. Before they book, they read what other patients say, look at who will treat them and check what the treatment costs.
That is why the rules matter as much as the reach. The GDC sets out what a dental website must show, the ASA polices claims and before and after images, and CQC requires rated services to display their latest rating. Pollard Media writes every ad, post and page to those rules, and sends anything with a claim or a price to you for sign-off before it runs.
Built around the appointment book.
Each month starts with a written plan built around your diary: the treatments with space to fill, the clinicians with time free, the new patient offer and the recall list. Every task has a name beside it and the patient numbers it is there to move.
You see the plan before the month begins and the report after it ends. Work that is not filling the diary is stopped, and the time goes where it will.
What we run for practices.
Every service Pollard Media offers, run against your patient and revenue targets. The plan sets out which parts your practice needs, whether you are wholly private, mixed or a group of clinics.
Dental practices
New patient and treatment campaigns for implants, orthodontics and cosmetic dentistry, planned around the clinicians who deliver them.
Aesthetics clinics
Consultation-led campaigns for skin, laser and injectable treatments, with prescription-only medicines kept out of every ad and post, and nothing aimed at under-18s.
Private clinics
Physiotherapy, audiology and other private clinics marketed treatment by treatment, so each part of the clinic is judged on the bookings it brings in.
Care providers
Domiciliary care, supported living and care homes marketed to families and referrers, with the CQC rating shown the way the regulations require.
Care recruitment
Campaigns aimed at care workers already in the UK, now that the care worker visa route is closed to new overseas applicants.
Treatment pages and the website
A page for each treatment with the price, the clinician and what to expect, plus the details every dental website must carry.
Google Ads and paid social
Search, Facebook and Instagram campaigns for consultations and treatments, with prescription-only medicines kept out of every ad.
Local SEO and reviews
A Google Business Profile kept up for each site, reviews answered, and pages built to be found for searches made nearby.
Content Visits
Photography and video of your team and premises from a half-day on site each month, with patient images used only with explicit consent.
Before and after images
Used only for treatments that can be advertised, with the patient’s explicit consent and a signed record that the images are genuine and unedited.
Recall and email
Recall, hygiene and treatment reminders to your own patient list, reported on the appointments they book.
Tracking and reporting
Calls, forms and online bookings traced to the channel they came from, so every part of the budget is judged on the patients it brings in.
Claims, checked properly.
Healthcare marketing is regulated. The GDC sets out what dental websites and ads must include, the ASA enforces the advertising codes, and the law bans advertising prescription-only medicines to the public. We write to those rules and send every claim to you for sign-off before it runs.
- The GDC detailsEach clinician’s qualification, where it was gained and their GDC number, with the practice’s contact details, complaints procedure and whether it is NHS, mixed or private.
- Titles and specialisms“Specialist” is used only for dentists on a GDC specialist list, and “Dr” is shown as a courtesy title with “Dentist” beside it.
- Prescription-only medicinesNo ad, post or offer for botulinum toxin. Anti-wrinkle treatment is promoted as a consultation for the concern, as the ASA requires.
- Your CQC ratingFor rated services, the latest rating, its date and where to find the report on the CQC website, shown within 21 days of publication.
- Cosmetic proceduresAds for cosmetic treatments kept away from under-18s, and the government’s planned limits on higher-risk procedures followed as they progress. The consultation on them closes on 13 January 2027.
- Your sign-offNothing with a clinical claim, a price or a before and after image goes live until you have approved it.
The first quarter.
How a practice is taken on, and how the work runs once it is.
Tell us where you’re goingReview.
Weeks one to three.
We spend time at the practice, review the marketing already in place and the numbers behind it, then write the plan around your diary.
You receive the plan, with your patient targets on page one and a name against every part of it.
Handover.
Weeks four to six.
Ad accounts, listings, tools and suppliers move across in order of what matters most, so nothing stops while the rest follows.
Every account stays in your name.
Run.
Month two onwards.
Each month’s work is planned around your treatments, clinicians and capacity, done by the specialists in each discipline and reviewed with your named lead.
The monthly report goes to the practice owner.
Adjust.
Each quarter.
The plan is reviewed against your patient and revenue targets. Work that is moving you towards them gets more time, and work that is not is stopped.
The scope and fee change only when you agree it in writing.
Marketing you can hold to account.
Practices have good reason to be wary of marketing promises. Pollard Media works to commitments written for the people who answer for the numbers. Every client gets them, set out in the client pack.
- Reported in patients, not clicksNew patients, consultations and treatments booked, in a monthly report that lands by working day 10 and is talked through in a 45-minute review.
- You approve the workAds, posts and budgets come to you for approval, with a record of who approved what and when. If you are tied up, you choose whether we hold or go ahead.
- Urgent changes firstIf a price, offer or claim needs to change anywhere we manage, call us. Urgent changes get a response within 2 hours in working hours.
- Every message answeredEvery message acknowledged within 1 working day, and a second person briefed on your account so nothing waits on holidays.
- Your accounts, your dataAd accounts, analytics, Google Business Profiles and the website stay in your name. If you ever move on, all of it stays with you.
- Scope and fee in writingAgreed before any work begins, and changed only when you agree it in writing.
I initially contacted them for help with Google advertising, from the start it was super relaxed, no pressure to buy from them and genuine advice on which strategy would be best for my business.
My clients and customers have also noticed how professional all my media posts have become. It’s been a big weight off my mind knowing that I can concentrate on what I am good at and leave this Marketing and Media stuff to Pollard Media.
One practice per area.
Our MissionQuestions about healthcare marketing.
Do you work with NHS, mixed and private practices?
Yes. The plan is written around the treatments you want more of and the capacity you have. Your website states whether you are NHS, mixed or wholly private, as the GDC requires.
Can you advertise anti-wrinkle injections?
Botulinum toxin is a prescription-only medicine, so it cannot be advertised to the public. We promote consultations for the concern instead and keep the treatment to factual information on the website, in line with ASA guidance. Ads for cosmetic treatments are also kept away from under-18s.
Do you work with aesthetics clinics?
Yes. Campaigns are built around consultations, skin and laser treatments and the practitioners who carry them out. Prescription-only treatments are never advertised, cosmetic ads are kept away from under-18s, and we follow the government’s planned restrictions on higher-risk procedures, which are out for consultation until 13 January 2027.
Can we use before and after photos?
Yes, for treatments that can be advertised, with the patient’s explicit consent and a signed, dated record that the images are genuine and unedited. Before and after photos of prescription-only treatments are not allowed.
What must a dental website show?
Each clinician’s name, qualification, the country it was gained in and GDC number; the practice’s address, email and phone; the GDC’s details; your complaints procedure; whether you are NHS, mixed or private; and the date the site was last updated. The GDC’s standards also ask for clear prices.
Do you work with care providers?
Yes. Domiciliary care, supported living and care home marketing covers families, referrers and recruitment. Rated services must show their latest CQC rating on their website, and we set that up as part of the site.
Do you handle patient reviews?
Yes. Reviews are requested after treatment and answered in your name, without confirming anything about a patient’s care. Fake reviews are banned under consumer law, and we will never write or buy them.
What does one practice per area mean?
Pollard Media acts for one business per sector in each area. Once we act for your practice, we will not take on your direct competitor nearby. We agree what that means for your practice before the work begins, and write it down. It covers all ongoing marketing work; website builds are the one exception.
Do we keep our accounts and data?
Yes. Ad accounts, analytics, Google Business Profiles, the website and every file are held in your name, and we are given access to run them. If you ever move on, all of it stays with you.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Alongside Dental and Healthcare.
All of DigitalReady to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
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