Sample audit — dental practice
See exactly what you’re getting before you pay
This is a real marketing audit — built for a fictional dental practice called Smile Dental. Every section you see below is what we build for your business, personalised to your industry, your competitors, and your goals.
Marketing Audit
Smile Dental
General dentistry practice · Melbourne, VIC
Prepared by
MarketingAI
May 2026
3
Key gaps identified
30
Days of content planned
3
Email sequences ready
Section 1 of 5
Marketing gaps analysis
Based on your business profile, here are the three most significant gaps holding Smile Dental back from consistent new patient growth.
Gap 1 — No consistent content presence
Smile Dental posts on Facebook 2–3 times per month with no defined theme or posting schedule. Potential patients who see the page get no sense of authority or speciality. Competitors like Bright Smiles Clinic post 4× per week with educational content that dominates local search and social feeds.
Gap 2 — No email nurture system
Patients who enquire but don’t book immediately receive no follow-up. Without a nurture sequence, warm leads go cold within 72 hours. The practice has no automated way to re-engage them. Estimated 15–20% of enquiries could convert with a structured 3-email sequence.
Gap 3 — Undifferentiated positioning
Current messaging ("Family dentist in Melbourne") matches every competitor in the area. There is no articulation of why Smile Dental’s 15-year experience with anxious patients creates a meaningfully different experience. This positioning gap makes it impossible to compete on anything except price.
Section 2 of 5
Social media strategy
A focused LinkedIn and Facebook strategy for Smile Dental based on where trust-based, high-value patients actually engage.
Recommended platform focus
Facebook (primary) — 4×/week
Local community engagement. Target: Melbourne parents and professionals aged 30–55. Emphasis on trust, comfort, and experience.
Google Business Profile — 2×/week
Posts tied to search intent: "emergency dentist Melbourne", "family dentist CBD". Direct link to booking.
Content themes (4 rotating)
Behind-the-scenes: meet the team, explain procedures, show your sterilisation process. Reduces anxiety before the first visit.
Anonymous stories ("One of our nervous patients came in for the first time in 8 years…"). Social proof that speaks to the anxious patient persona.
Quick tips: "3 signs your child needs to see a dentist", "What happens if you leave a cracked tooth". Positions you as the authority.
Local Melbourne content. School holidays, AFL season, local events. Makes you part of the community, not just a business in it.
Section 3 of 5
30-day content calendar preview
The first two weeks of your content calendar — every post scripted and ready to schedule.
| Day | Theme | Post hook |
|---|---|---|
| Mon 1 | Trust Builder | "We know dentists make most people nervous. Here's what we do differently before you even sit in the chair…" |
| Wed 3 | Education | "3 things dentists wish their patients knew about coffee stains (and it's not what you think)" |
| Fri 5 | Patient Win | "Sarah hadn't been to a dentist in 9 years. She booked after reading this post. Here's what she said after her visit…" |
| Mon 8 | Community | "If you're in the Fitzroy area this weekend, here's something we love about the local community market…" |
| Wed 10 | Trust Builder | "Behind the scenes: what happens to our instruments between patients (the full sterilisation process)" |
| Fri 12 | Education | "A cracked tooth vs a broken tooth — the difference matters, and so does the timing. Here's why…" |
| Mon 15 | Patient Win | "He came in expecting to lose the tooth. He left with his smile intact. What changed?" |
| Wed 17 | Community | "School holidays are here. A quick checklist for kids' dental health before term 3 starts." |
Showing 8 of 30 posts — full calendar delivered with your audit.
Section 4 of 5
Email nurture sequences
Three emails designed to turn a warm enquiry into a booked appointment — without pressure or spam.
Subject: Thanks for reaching out — what happens next
Hi [First name],
Thanks for getting in touch. We know choosing a dentist takes a bit of trust, and we don’t take that lightly.
Here’s what you can expect when you come in: a no-rush appointment, plain English explanations of everything we find, and a plan you’re comfortable with before we do anything.
We’ve been looking after Melbourne families for 15 years — many of our patients were nervous on their first visit. Almost all of them are now regulars who bring their kids.
A team member will be in touch within one business day to confirm your booking. If you have any questions in the meantime, reply to this email.
— The Smile Dental team
Subject: One thing most dentists don’t tell you upfront
Hi [First name],
Most people put off dentist appointments because they don’t know what to expect — and the not knowing feels worse than the visit itself.
So here’s what a first visit to Smile Dental actually looks like: 45 minutes, a gentle check-up, X-rays if needed, and a clear picture of where your teeth are at. No upselling, no judgment.
If it’s been a while — even a long while — we’ve seen it all. You won’t be lectured.
Ready to book? [Book online here]
— Sarah, Smile Dental
Subject: Still happy to help whenever you’re ready
Hi [First name],
No pressure at all — we know timing isn’t always right.
When you’re ready, our online booking is open and we’re usually able to fit new patients within a week. We hold a few spots each week for people who are a bit nervous or haven’t been in a while.
[Book when you’re ready →]
If you have questions first, just reply to this email. We’re happy to answer anything before you commit to a visit.
— The Smile Dental team
Section 5 of 5
Competitive positioning & 30-day roadmap
Competitive positioning
| Practice | Positioning | Gap you can own |
|---|---|---|
| Bright Smiles Clinic | "Modern dentistry, affordable prices" | Price-focused. No warmth. |
| CBD Dental | "Professional, city-based" | Corporate tone. Not community. |
| Smile Dental ✓ | "The dentist for people who hate going" | Own the nervous-patient niche. |
Recommended positioning statement: “Smile Dental is the Melbourne practice built for people who’ve been putting off their appointment. 15 years of experience with anxious patients. No judgment. Clear plans.”
30-day priority roadmap
Set up your content system
- ✓Create Facebook content calendar for weeks 1–4
- ✓Write your bio using the new positioning statement
- ✓Set up Google Business Profile posts
Launch email nurture
- ✓Load 3-email sequence into your email tool
- ✓Connect enquiry form to automation trigger
- ✓Test the sequence end-to-end
Amplify and engage
- ✓Post all Week 1 content per calendar
- ✓Respond to all comments within 24h
- ✓Share Week 2 content — vary format (photo vs video)
Review and double down
- ✓Check which posts got the most engagement
- ✓Identify which email had the best open rate
- ✓Write 4 posts modelled on your best performers
Your audit
What makes yours different
The Smile Dental audit above is a real example. But here’s what changes when we build yours:
Your industry
The content themes, post hooks, and email tone are all rewritten for your specific sector — whether you're a mortgage broker, tradie, allied health professional, or business coach.
Your competitors
We research who's actually competing with you locally, what they're doing, and where the gap is. Your positioning is built to own what they're missing.
Your voice
The email sequences and post copy are written in your tone — not generic corporate language. We match how you actually talk to clients.
Your goals
If you want to attract referrals, generate enquiries, or convert more warm leads — the roadmap is built around your specific conversion objective.
Your business is next
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Everything above, built for your business, your industry, and your specific competitors. Delivered within 24 hours.
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Common questions
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Ready to get yours?
Get your personalised marketing audit — $49 AUD
Everything above, built for your business, your industry, and your specific competitors. Delivered within 24 hours.
Get my audit — $49 AUD →Secure payment via Stripe. One-time charge. No subscription.
Outcomes vary by business, market, offer quality, and execution consistency. MarketingAI configures and delivers marketing systems — results are not guaranteed and depend on how the client uses the system in their specific context.