Oral-B Marketing Strategy 2024: A Case Study

Oral-B, owned by Proctor and Gamble, has been leading the way in the oral hygiene industry since 1950 when the Hutson toothbrush was invented. With its long-standing history and commitment to innovation, Oral-B has become a trusted brand for dental care products.

To maintain its position as an industry leader, Oral-B has implemented a comprehensive marketing strategy that encompasses various aspects of brand positioning, digital platforms, and consumer engagement. By analyzing consumer insights and adapting to the evolving market trends, Oral-B aims to stay ahead of its competitors and drive growth in retail e-commerce.

Key Takeaways:

  • Oral-B has a long history in the oral hygiene industry, with notable innovations such as the introduction of bristles that fade with wear and angled bristles.
  • Electric toothbrushes by Oral-B offer superior cleaning performance compared to manual toothbrushes, with the ability to remove 100% more plaque.
  • Oral-B’s target market primarily consists of individuals aged 18 and above, focusing on premium products.
  • Competitors like Colgate, Crest, Phillips, and GUM pose threats to Oral-B’s market share.
  • Testimonial advertising has been an effective strategy for building customer trust and loyalty.
  • Oral-B ranks #1 in brand strength in the Oral Care category, surpassing competitors like Crest, Listerine, Colgate, and Therabreath.
  • Oral-B’s marketing strategy includes a mix of upper and lower funnel activities, such as DSP, Sponsored Brands, shopping ads, and dynamic remarketing.
  • Brand strength metrics play a crucial role in evaluating performance and driving growth in retail e-commerce.

Overview of the Oral Care Industry

In the highly competitive oral care industry, Oral-B, a trusted brand since 1950, faces challenges in increasing market penetration, particularly in rural areas. In order to thrive, Oral-B must strategically analyze its competitors and identify opportunities for growth.

The electric toothbrush market, in which Oral-B operates, is highly fragmented, with numerous brands vying for market share. To differentiate themselves and stand out in this crowded marketplace, Oral-B must focus on innovative technologies and features that enhance the user experience.

Technological advancements like pressure sensors and Bluetooth connectivity have revolutionized electric toothbrushes, contributing to the overall growth of the market. Oral-B must leverage these advancements to stay ahead of the competition and attract tech-savvy consumers.

As online sales continue to surge, it is crucial for companies like Oral-B to optimize their marketing strategies for e-commerce platforms. This includes utilizing robust search engine optimization (SEO) techniques to enhance online visibility and drive organic traffic to their online store.

However, Oral-B currently lacks a dedicated blog and user reviews on its website, which can impact trust and engagement with potential customers. To address this, Oral-B should consider enhancing its website with user-generated content and actively encourage customers to share their experiences.

Opportunities exist for Oral-B to build brand credibility through authentic user-generated content and corporate social responsibility (CSR) campaigns. By encouraging users to share their experiences and promoting sustainability initiatives, Oral-B can create a positive brand image and strengthen consumer trust.

Furthermore, Oral-B can expand its brand visibility by diversifying its presence on social media platforms popular among its target demographic. By engaging with consumers through creative and interactive content, Oral-B can increase brand awareness and reach a wider audience.

Website glitches and low user engagement are areas that Oral-B should address to ensure a smooth and satisfactory user experience. By continually monitoring and testing call-to-action (CTA) buttons and other website functionalities, Oral-B can pinpoint and resolve any usability issues that may hinder conversion rates.

Benefits for Oral-B in the Oral Care Industry Challenges for Oral-B in the Oral Care Industry
Trusted brand since 1950 Increasing market penetration, especially in rural areas
Advancements in electric toothbrush technology Highly fragmented market with fierce competition
Growing online sales Lack of dedicated blog and user reviews on website
Opportunities for user-generated content and CSR campaigns Website glitches and low user engagement
Diversifying presence on popular social media platforms

By focusing on differentiation, optimizing online strategies, and addressing areas for improvement, Oral-B can strengthen its position in the oral care industry and achieve sustained growth in the market.

Market Segmentation Strategy

In order to effectively reach their target audience, Oral-B utilizes a market segmentation strategy. This strategy involves dividing the market into distinct segments based on various factors, including geographical, demographic, psychographic, distributive, media, time, and price segmentation. By understanding and analyzing consumer behavior, Oral-B can tailor their marketing efforts to meet the specific needs and preferences of each segment.

Geographical Segmentation

Oral-B Pulsar toothbrush is marketed in towns, neighborhoods, and cities, ensuring widespread availability for consumers in these areas.

Demographic Segmentation

Oral-B groups its customers based on age, housing type, education level, gender, and income. This segmentation allows them to create targeted marketing campaigns that resonate with specific demographic groups.

Psychographic Segmentation

Oral-B’s marketing strategy is also based on consumer psychology, taking into account consumers’ interests, attitudes, behaviors, beliefs, and values. By understanding what motivates their target audience, Oral-B can craft messaging that appeals to their desires and aspirations.

Distributive Segmentation

Oral-B utilizes different distribution channels, such as supermarkets, stores, and merchandisers, under one brand name. This ensures that their products are easily accessible to consumers through a variety of retail outlets.

Media Segmentation

Oral-B employs dedicated media stations to exclusively market their Pulsar toothbrush. This targeted approach allows them to reach their intended audience through specific media channels.

Time Segmentation

Oral-B implements time segmentation by strategically selling their Pulsar toothbrush at certain times, maximizing their marketing efforts during peak buying periods.

Price Segmentation

Oral-B classifies their products based on affordability ranges for customers. This allows them to offer options that cater to various budget preferences.

Overall, Oral-B’s market segmentation strategy enables them to effectively identify and understand their target audience, ensuring that their marketing efforts are tailored and relevant. By considering geographical, demographic, psychographic, distributive, media, time, and price segmentation, Oral-B can position their products strategically and meet the unique needs and preferences of their customers.

Digital Marketing Tactics

In today’s digital age, effective digital marketing tactics are essential for businesses to enhance their online visibility and reach their target audience. Oral-B recognizes the significance of digital marketing in promoting their oral care products and engaging with consumers. By leveraging various strategies, Oral-B aims to optimize their digital presence and stay ahead in the competitive market.

One of the key digital marketing tactics employed by Oral-B is search engine optimization (SEO). By implementing SEO strategies, Oral-B works to improve their website’s ranking in search engine results pages, making it easier for potential customers to discover their products. This includes optimizing their website’s content, meta tags, and using relevant keywords to increase visibility and organic traffic.

Furthermore, Oral-B understands the power of social media presence in connecting with their target audience. They actively engage with users on popular social media platforms like Facebook, Instagram, and Twitter, sharing engaging content related to oral health, product updates, and customer testimonials. By building a strong social media presence, Oral-B effectively promotes their brand and establishes meaningful relationships with their customers.

Oral-B also utilizes digital advertising to reach a wider audience and drive brand awareness. They invest in targeted online advertisements to reach potential customers who are actively searching for oral care products or related information. This allows Oral-B to maximize their reach and ensure their products are visible to consumers during their decision-making process.

To collect valuable consumer data and strengthen their digital marketing efforts, Oral-B has developed a user-friendly and informative mobile application. This app, known as “WhiteTeeth,” not only provides consumers with oral hygiene tips, but it also allows them to track their brushing habits and receive personalized recommendations. By encouraging users to download and use their app, Oral-B gains valuable insights into consumer behavior and preferences, enabling them to refine their marketing strategies.

While Oral-B has made significant progress in their digital marketing endeavors, there are areas where they can further enhance their tactics. By analyzing consumer insights and staying up to date with the latest trends in digital marketing, Oral-B can continuously refine their strategies to effectively engage with their target audience and maintain their position as a leader in the oral care industry.

Digital Marketing Tactics Benefits
Search Engine Optimization (SEO) – Improved website visibility and traffic
– Higher search engine rankings
– Increased organic reach
Social Media Presence – Direct engagement with target audience
– Brand promotion and awareness
– Building strong customer relationships
Digital Advertising – Wider audience reach
– Increased brand exposure
– Targeted marketing campaigns
Mobile Applications – Collecting valuable consumer data
– Personalization and recommendation features
– Strengthening brand-consumer relationships

Product Innovation and Differentiation

In today’s competitive oral care industry, product innovation and differentiation are vital for companies to stand out and capture market share. Oral-B, a leading brand in the United States, understands the importance of staying ahead of the curve with its innovative dental care products.

Oral-B’s commitment to technological advancements has led to the development of state-of-the-art electric toothbrushes that offer advanced features and an exceptional oral care experience for consumers. These electric toothbrushes incorporate cutting-edge technologies, such as pressure sensors and timers, to ensure optimal brushing techniques and improve overall oral health outcomes.

By leveraging technological advancements, Oral-B has made significant strides in differentiating itself from competitors. The brand’s electric toothbrush segment is experiencing rapid growth, outpacing traditional manual toothbrushes. This growth presents a remarkable opportunity for Oral-B to further capitalize on the market’s trajectory and expand its customer base.

Oral-B understands the diverse needs and preferences of its target market. The brand’s segmentation strategy allows them to cater to different consumer segments, including Oral Health Absent and Oral Health Enthusiasts. By focusing on specific market segments, Oral-B effectively tailors its product offerings to meet the unique desires of each group.

Consumers in Oral-B’s target market prioritize various factors, including plaque removal, gum health, and teeth whitening. Busy professionals and families, in particular, appreciate products that offer convenience and time-saving benefits. With its technologically advanced toothbrushes, Oral-B ensures that its products deliver convenience, accessibility, affordability, and innovation—features that are highly valued by their target audience.

Oral-B understands the importance of differentiating its products from competitors. Through effective marketing and communication strategies, the brand highlights the unique features and benefits of its toothbrushes. By portraying their innovation and technological advancements, Oral-B positions itself as a leader in the oral care industry, fostering brand loyalty among consumers.

Key Features Differentiation
Pressure sensors Ensures optimal brushing technique to prevent gum damage
Timers Helps users brush for the recommended duration for thorough cleaning
Advanced bristle technology Enhances plaque removal for a healthier mouth
Smartphone connectivity Enables tracking and monitoring of brushing habits

With a long history dating back to 3000 B.C., toothbrushes have evolved over time, and companies like Oral-B have played a significant role in driving advancements. By continuously innovating and introducing new products, Oral-B strives to meet the evolving demands of consumers for high-quality and effective oral care solutions.

In conclusion, Oral-B’s focus on product innovation and differentiation has positioned the brand as a leader in the oral care industry. Through the integration of technological advancements and a deep understanding of consumer preferences, Oral-B continues to enhance the oral health of its consumers while staying ahead of the competition.

Influencer Partnerships

Oral-B recognizes the power of influencer partnerships in expanding their reach and credibility. By collaborating with a diverse group of influencers who share moving and inspiring stories related to disabilities, Oral-B leverages brand endorsement and product promotion to connect with their target audience.

Through these partnerships, Oral-B aims to offer the right support to individuals with disabilities, including making daily oral care activities less complex based on the insights gained from influencers’ stories. By sharing relatable content, these influencers help create awareness about the importance of oral health among individuals with disabilities.

In addition to influencer marketing, Oral-B’s commitment to inclusivity and personalization is further demonstrated through their collaboration with iADH (International Association for Disability and Oral Health). This partnership focuses on ensuring equitable oral care experiences for individuals with disabilities by developing innovative oral health tips and products tailored to their specific needs.

As part of the Big Rethink campaign, Oral-B is actively engaging with the disabled community to improve oral health experiences. The company is currently in the process of developing prototypes and incorporating feedback from individuals with disabilities to create more inclusive and accessible oral care products.

To showcase the adaptability of their initiatives, Oral-B is piloting a project with NaviLens at a German retail store. This project caters to visually impaired individuals, demonstrating the program’s commitment to addressing specific needs and providing accessible oral care solutions.

Oral-B Influencer Partnerships

Oral-B’s partnership with influencers is an integral part of their marketing strategy for the Big Rethink campaign. By collaborating with influencers who have firsthand experiences with disabilities, Oral-B aims to create authentic connections and inspire positive changes in oral care practices.

Through influencer partnerships, Oral-B amplifies their brand message and resonates with a wider audience. By sharing personal stories and endorsing Oral-B products, these influencers help raise awareness about the importance of oral health among individuals with disabilities.

As an example of their commitment to inclusivity, Oral-B has partnered with prominent disability advocates and influencers such as Emily Ladau and Ava Bleiker. Through their platforms, these influencers share their personal journeys and provide valuable oral care tips for individuals with disabilities.

Influencer Platform Focus Area
Emily Ladau Blog, YouTube Disability rights and oral health
Ava Bleiker Instagram, TikTok Promoting inclusive oral care practices

By collaborating with influencers like Emily Ladau and Ava Bleiker, Oral-B not only reaches a wider audience but also gains valuable insights and feedback from individuals with disabilities. These partnerships help Oral-B in continuously improving their products and services to provide the best oral care experiences for everyone.

With the support and endorsement of influential individuals in the disability community, Oral-B aims to empower individuals with disabilities to prioritize their oral health and overcome any barriers they may face in maintaining good oral hygiene.

Promotional Strategies

Oral-B, owned by Proctor and Gamble (P&G) since 2006, employs effective promotional strategies to enhance brand awareness and drive customer engagement. By leveraging various Oral B promotions, the brand effectively communicates the benefits of their dental products to a wide audience.

To capture the attention of their target market, Oral-B employs a combination of traditional and digital marketing tactics. They utilize television commercials, print advertisements, and billboards to reach a broad audience and generate brand recognition. Simultaneously, they strategically invest in online channels such as social media platforms and influencer partnerships to drive digital brand awareness and connect with their tech-savvy consumer base.

One of Oral-B’s notable promotional strategies is their focus on product innovation. Being at the forefront of technological advancements in oral care, Oral-B introduced bristles that fade with wear in 1991, winning an Edison award for technological innovation. In 1998, they further differentiated themselves by introducing angled bristles. By consistently introducing new and improved products, Oral-B effectively retains their existing customer base while attracting new customers.

Additionally, Oral-B leverages the power of testimonials and endorsements to boost brand credibility. By forming partnerships with over 400,000 dental professionals across the country, Oral-B establishes trust and credibility within the dental community. This, in turn, helps to gain the trust of potential consumers who value recommendations from industry experts.

Moreover, Oral-B actively engages in corporate social responsibility initiatives to create a positive brand image. Working alongside Crest, Oral-B aims to provide oral care to 20 million smiles in need by 2030. As part of this mission, they have donated $2.5 million worth of products and hosted 24 local community events for free dental screenings and education. These initiatives not only contribute to the betterment of society but also align with consumers’ values, boosting brand loyalty and advocacy.

To further expand their market reach, Oral-B is exploring opportunities in underserved segments such as kids’ oral care. Currently, they have limited presence in this area, presenting an untapped market with significant growth potential. By developing innovative and attractive oral care products specifically designed for children, Oral-B can establish a dominant position in this segment and diversify their customer base.

Oral-B Promotional Strategies

Promotional Strategies Description
Traditional Marketing Utilizing television commercials, print advertisements, and billboards to generate brand recognition.
Digital Marketing Employing online channels such as social media platforms and influencer partnerships to drive digital brand awareness.
Product Innovation Continuously introducing new and improved products, such as bristles that fade with wear and angled bristles.
Endorsements and Partnerships Forming partnerships with 400,000 dental professionals to establish trust and credibility.
Corporate Social Responsibility Engaging in initiatives to provide oral care to those in need, including donations and free community events.
Expanding into Kids’ Oral Care Capitalizing on the untapped market of kids’ oral care by developing attractive and innovative products.

Through their strategic promotional strategies, Oral-B effectively enhances brand awareness, expands their customer base, and solidifies their position as a leading oral care brand. By leveraging digital channels, product innovation, and partnerships, Oral-B remains at the forefront of the dental industry, meeting the evolving needs of consumers across different segments.

Pricing Strategies

When it comes to purchasing oral care products, price plays a significant role in consumers’ decision-making process. Oral-B, with its wide range of dental hygiene products, adopts various pricing strategies to cater to different market segments and establish itself as a leader in the oral care market.

Oral-B’s pricing strategy encompasses competitive pricing, product line pricing, psychological pricing, promotional and discount pricing, segmented pricing strategy, and value-based pricing for innovations. By implementing these strategies, Oral-B can effectively target different consumer segments and meet their specific needs and preferences.

Competitive pricing is a fundamental component of Oral-B’s strategy. With competitors like Crest, Listerine, Colgate, and Therabreath in the oral care category, Oral-B strives to offer competitive prices to attract price-sensitive consumers while ensuring the quality and effectiveness of their products.

Value proposition also plays a crucial role in Oral-B’s pricing strategy. The brand understands that consumers are willing to pay a premium price for technologically advanced dental products that provide superior oral care benefits. This is particularly evident in Oral-B’s pricing strategy for electric toothbrushes, which are positioned as premium products targeting middle and upper-class consumers.

Additionally, product line pricing allows Oral-B to cater to consumers with different oral care needs and preferences. With a wide range of products, including manual toothbrushes, electric toothbrushes, toothpaste, dental floss, mouthwash, orthodontic products, and professional dental care products, Oral-B offers options at various price points, ensuring that there is a suitable product for every consumer.

Psychological pricing is another strategy employed by Oral-B. By setting prices that end in “.99” or “.95”, Oral-B leverages the psychological perception of lower prices, encouraging consumers to perceive the products as more affordable.

Moreover, Oral-B utilizes promotional and discount pricing to incentivize consumers to try their products or purchase them in bundles. These promotional activities, such as discounts, coupons, and limited-time offers, create a sense of urgency and value for consumers.

Oral-B’s segmented pricing strategy is aimed at reaching specific consumer groups. By offering travel-sized products and kids’ oral care products, Oral-B caters to the needs of consumers who prioritize convenience and age-appropriate oral care solutions.

Lastly, Oral-B employs value-based pricing for its innovative products. With a focus on electric toothbrush technology, Oral-B’s pricing strategy for innovations reflects the value and benefits these products provide to consumers in terms of superior oral care, convenience, and advanced features.

To further enhance their pricing strategies, Oral-B maintains a broad distribution network, making their products easily accessible to consumers. This network includes retail outlets, dental professionals and clinics, and popular online platforms like Amazon.

By strategically implementing a variety of pricing strategies, Oral-B effectively positions itself in the oral care market, attracting consumers with competitive prices, capturing different consumer segments, and reinforcing their commitment to providing innovative and high-quality oral care products.

Consumer Insights and Analysis

Oral-B, a leading oral care brand, understands the importance of consumer insights and behavior analysis in creating successful marketing strategies. By diving deep into consumer preferences and behaviors, Oral-B gains valuable insights that allow them to connect with their target audience effectively.

One significant trend that Oral-B recognizes is the increasing consumer consciousness towards environmental impact. As sustainability becomes a top priority for many, Oral-B has made sustainability initiatives a core part of their business strategy. Their commitment to achieving 100% recyclable packaging by 2025 and exploring alternative materials demonstrates their dedication to environmental stewardship [1].

In addition to packaging sustainability, Oral-B is actively working to reduce water consumption in their manufacturing processes. These efforts align with growing consumer demands for eco-friendly products and contribute to water conservation [2].

Consumer insights also play a crucial role in product development. Oral-B has introduced vegan and cruelty-free certifications for select products, catering to consumers who prioritize animal welfare and ethical sourcing. By understanding the values and preferences of their target audience, Oral-B ensures that their products align with consumer needs and expectations [3].

The statistcs illustrate the shifting landscape of consumer behavior in the oral care industry. While nearly half of American adults are already happy users of electric toothbrushes, there has been a decline among avid electric toothbrush users over the past two years. However, the intent to try electric toothbrushes has risen, indicating a potential increase in adoption in the future [5][6].

Oral-B’s dominance in the electric toothbrush market is evident, with 51% of electric toothbrush owners using their brand. Philips is their closest competitor, claiming 23% of the market share [11].

Consumer Segmentation

Oral-B segments its target audience into two main categories: “Oral Health Absent” and “Oral Health Enthusiasts.” These categories help Oral-B tailor their marketing messages and product offerings to specific consumer needs [29].

Consumers in Oral-B’s target market prioritize features such as plaque removal, gum health, and teeth whitening. By understanding these key preferences, Oral-B is able to develop products that cater to these specific needs and desires [29].

Target Audience Analysis

Oral-B targets individuals who value convenience, accessibility, affordability, and innovation in dental care products. Busy professionals and families, in particular, appreciate dental care products that offer time-saving benefits. By addressing the unique requirements of their target market segments, Oral-B provides personalized solutions that resonate with their audience [30].

Consumer insights and behavior analysis are invaluable tools for Oral-B in understanding their target audience and developing effective marketing strategies. By leveraging these insights, Oral-B can continue to provide innovative and high-quality products that meet the evolving needs and preferences of their consumers.


  1. Oral-B: https://www.pg.com/news/press-releases/2021/oral-b-launches-its-clean-gentle-mints-program-to-lead-and-redefine-recyclability-of-its-electronic-oral-care-products/
  2. Oral-B: https://www.pg.com/sustainability/environmental-sustainability/#Section8
  3. Oral-B: https://ministryofsupply.com/blogs/debrief/vegan-and-cruelty-free
Electric Toothbrush Statistics
Percentage of American adults happy users of electric toothbrushes 48%
Decline in avid electric toothbrush users over the last two years 4 percentage points
Rise in intent to try electric toothbrushes 3 percentage points
Percentage of electric toothbrush owners using their device daily 70%
Percentage of electric toothbrush users brushing at least twice a day 37%
Percentage of electric toothbrush owners with unused devices 13%
Percentage of electric toothbrush owners flossing daily 48%
Oral-B’s market share in the electric toothbrush segment 51%
Philips’ market share in the electric toothbrush segment 23%
Percentage of U.S. adults who have used water flossers and liked them 25%
Percentage of Americans familiar with water flossers planning on trying them 19%

Brand Positioning

Oral-B, a trusted brand in the oral hygiene industry since 1950, has successfully positioned itself as a trustworthy and reliable brand. With a focus on offering technologically advanced products and features such as pressure sensors, timers, and Bluetooth connectivity, Oral-B has established itself as a leader in the highly competitive and fragmented electric toothbrush market.

To strengthen its position, Oral-B strategically utilizes search engine optimization (SEO) to increase its online visibility, ensuring that it reaches its target audience effectively. By collecting valuable consumer data through its mobile app, Oral-B understands its customers’ needs and preferences, allowing the brand to tailor its offerings accordingly.

Despite its strong brand positioning, Oral-B can further enhance its online presence. Currently, Oral-B lacks a dedicated blog and user reviews on its website, limiting the opportunity for consumers to engage with the brand and share their experiences. To build a stronger online community, Oral-B should invest in enhancing its social media presence and encouraging user-generated content (UGC).

By leveraging its expertise in the oral care industry, Oral-B can offer informative content such as articles, how-to guides, and product comparisons. This not only educates consumers but also establishes Oral-B as a credible source of information in the oral hygiene space.

Proper keyword research and optimization can further enhance Oral-B’s website performance and visibility in search engine results. By diversifying its presence on popular social networking sites like Google+, LinkedIn, Twitter, and Instagram, Oral-B can effectively reach its target demographic and engage with a wider audience.

Collaborating with social media influencers can also boost product reach and credibility for Oral-B. By partnering with influencers who align with the brand’s values and target audience, Oral-B can tap into new markets and gain the trust of potential customers.

To build authenticity and community among its customers, Oral-B should encourage and amplify user-generated content (UGC). This can increase brand awareness and credibility as consumers share their positive experiences and recommendations.

Creating engaging content, such as quizzes, how-to videos, and expert interviews, can further enhance brand loyalty for Oral-B. By providing valuable and entertaining content, Oral-B can strengthen its relationship with customers and differentiate itself from competitors.

Furthermore, Oral-B’s commitment to sustainability initiatives, such as achieving 100% recyclable packaging by 2025 and reducing water consumption in manufacturing processes, adds to its brand positioning as a responsible and environmentally conscious company.

Importance of Website Optimization and SEO

In today’s digital age, website optimization and search engine optimization (SEO) have become essential for businesses to improve online visibility, attract organic traffic, and stay ahead of the competition. Dental practices, like any other business, can significantly benefit from implementing effective SEO strategies for their websites.

Research shows that approximately 90% of individuals searching for dental services prefer to select from the first few listings on search engines like Google or Bing. This emphasizes the importance of appearing at the top of search engine results pages, as it directly impacts a practice’s online visibility and the likelihood of attracting potential patients.

Implementing SEO techniques enhances a dental practice’s website’s ranking on search engine results pages. By optimizing their websites through strategies like keyword research, content creation, and link building, dental practices can improve their chances of appearing at the top of search engine listings. For example, Dental Care of Morrisville has successfully ranked #1 locally by filling out their Google My Business profile and implementing quality SEO work.

Optimizing websites with specific keywords related to the local area can help connect with a regional audience and attract the desired patients. Potential dental clients often search for keywords like “Dentist in [local city],” “Best [local city] dentist,” and “Dental implants [local city]”. Thus, incorporating relevant local keywords in website content and online listings can improve visibility in local searches.

Claiming and optimizing a Google Business Profile

One essential step in improving a dental practice’s visibility in local search results and on Google Maps is claiming and optimizing a Google Business Profile. A complete and accurate Google Business Profile enhances a practice’s chances of appearing in local search results, allowing potential patients to find them more easily.

Maintaining NAP (Name, Address, Phone Number) consistency across all online platforms is crucial for dentists looking to enhance local search results and improve user experience. In addition to consistent NAP information, incorporating specific keywords in a Google Business Profile, such as “dental clinic” or “teeth whitening,” along with the city name, can further improve visibility in local searches.

Targeting the right keywords and creating engaging content

To effectively draw the intended audience to a dental practice’s website, it is crucial to identify and target the right keywords. Thorough keyword research ensures that website content aligns with the search terms potential patients are using. Creating service pages and blog content that incorporates these keywords can improve search engine rankings and attract more patients to the practice.

Optimizing website content and user experience

In addition to keyword optimization, dental practices should focus on optimizing website content to enhance the user experience and improve search engine rankings. This includes using descriptive and keyword-rich file names for images, as well as providing alt text. Optimizing image file sizes and using genuine, relevant imagery can further enhance the user experience and improve search engine rankings for dental practices.

Website analytics tools, such as DentalROI’s website analytics tool, provide valuable insights into website performance and the effectiveness of SEO efforts. Tracking and measuring local SEO success helps dental practices understand the performance of their optimization strategies and make data-driven decisions.

Tips for improving local SEO

DentalROI recommends several tips to improve local SEO for dental practices:

  1. Claim and optimize Google My Business listing
  2. Consistently create local-focused content
  3. Encourage patient reviews for online reputation
  4. Use local keywords on the website and online listings
  5. Build relationships with local businesses for backlinks

Benefits of local SEO for dental practices

Investing in local SEO can provide numerous benefits for dental practices:

  • Increased online visibility and brand awareness
  • Higher rankings in local search results
  • Targeted traffic of potential patients in the area
  • Improved chances of converting website visitors into appointments
  • Competitive advantage over practices with limited online presence

By prioritizing website optimization and implementing effective SEO strategies, dental practices can significantly enhance their online visibility, attract more patients, and stay ahead in the competitive digital landscape.

Published on: June 14, 2019
Updated on: February 15, 2024
Read time: 3 minutes

Small businesses should focus on long-tail keywords like “children designer clothes in London” due to resource limitations. On the other hand, large businesses have the advantage of affording in-house designers and coders to manage user experience (UX). This allows them to prioritize fixing broken links and misspellings, ensuring a professional and seamless online presence.


In conclusion, Oral-B’s marketing strategy for 2024 is a comprehensive approach aimed at seizing future growth opportunities in the oral hygiene industry. By implementing market segmentation, digital marketing tactics, product innovation, and pricing strategies, Oral-B can effectively position itself to reach a wider global consumer base.

With the introduction of the Oral-B iO line-up, including the iO4 and iO5 brushes, consumers can experience remarkable oral health benefits. Clinical tests have shown that Oral-B iO users achieve healthier gums in just one week, with significantly more plaque removal and a reduction in bleeding gums. Moreover, the iO brushes have proven to be 14.5 times more effective in achieving healthy gums compared to manual toothbrushes.

Furthermore, Oral-B’s commitment to social responsibility is exemplified by its donations to support healthy smiles across the United States. Through partnerships with organizations like America’s ToothFairy and Dental Lifeline Network, over 400,000 Oral-B toothbrushes and Crest toothpastes have been donated. Additionally, Crest and Oral-B invest in the continuing education of dental professionals, providing over $140 million in required education over the past decade.

With a focus on innovation in sustainability and environmental conservation, Oral-B and Crest are actively working towards reducing waste. The Oral-B Clic manual toothbrush, awarded for its innovation in sustainability, uses 60% less plastic. Crest is transitioning to recyclable HDPE toothpaste tubes and adding How2Recycle labels to educate consumers on proper recycling practices.

In summary, Oral-B’s marketing strategy for 2024 encompasses various facets, including product innovation, social responsibility, and sustainability. Through these efforts, Oral-B is poised for future growth opportunities, while promoting oral health and contributing to a cleaner, healthier planet.


What is Oral-B’s marketing strategy for 2024?

Oral-B’s marketing strategy for 2024 includes various elements such as market segmentation, digital marketing tactics, product innovation, and pricing strategies.

How does Oral-B differentiate itself from competitors in the oral care industry?

Oral-B differentiates itself from competitors by focusing on dental hygiene, gaining endorsements from dentists, and offering technologically advanced products like electric toothbrushes with features such as pressure sensors and timers.

How does Oral-B engage with its target audience through digital marketing?

Oral-B engages with its target audience through digital marketing by optimizing online visibility, implementing search engine optimization (SEO) strategies, and leveraging digital platforms and mobile apps to collect valuable consumer data.

What are some of the promotional strategies used by Oral-B to increase brand awareness?

Oral-B utilizes various promotional strategies such as Oral B promotions to increase brand awareness and effectively communicate the benefits of their dental products to potential consumers.

How does Oral-B determine its pricing strategy?

Oral-B determines its pricing strategy by considering factors such as competitive pricing in the oral care industry and the value proposition of their technologically advanced dental products.

How does Oral-B gather consumer insights to optimize its marketing campaigns?

Oral-B gathers consumer insights by analyzing consumer behavior and preferences, enabling them to develop targeted marketing campaigns and tailor their products to meet the specific needs and preferences of their target audience.

How does Oral-B position itself as a trustworthy brand?

Oral-B positions itself as a trustworthy brand by gaining endorsements from dentists and establishing a strong focus on dental hygiene, which helps build trust among consumers.

Why is website optimization and search engine optimization (SEO) important for Oral-B?

Website optimization and search engine optimization (SEO) are important for Oral-B as they improve online visibility, attract organic traffic, and help in reaching a wider audience interested in oral hygiene products.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.