At Hive, we went through a period of pulling back from in-person events – both the ones that we hosted and the ones we attended. There were various reasons for that: rising costs, limited staff capacity, and not to mention the fact that we are based in Cornwall, meaning almost everywhere is at least a 4-hour journey. Having said this, in 2025 we’ve found ourselves attending more and more of these events again, despite all these challenges still being in play. In doing so, we have rediscovered the disproportionate advantages that in-person events can have, and why planning your next practice open day might be one of the smartest things you do this year.

In an increasingly competitive landscape, dental practices must do more than just offer quality care, they must actively promote their services and build lasting relationships with the community. One highly effective, yet often overlooked, marketing strategy is hosting open events. These can range from open days, to community events. When done right, such events are not only beneficial for increasing visibility, but also serve as a powerful way to gain patient trust, showcase expertise, and set yourself apart from the competition.

Building trust and personal connections

Dental anxiety is common, and many potential patients hesitate to book appointments due to fear or uncertainty. Open events offer a low-pressure environment for people to visit the practice, meet the dental team, and become familiar with the surroundings. By removing the clinical setting’s formality, these events help humanise the practice and foster trust. A warm smile from a dentist at an open day can go a long way in turning a hesitant visitor into a loyal patient.

Showcasing services and technology

Dental open events are ideal opportunities to demonstrate advanced equipment, explain different treatments, and highlight what makes a practice unique. Whether it’s same-day crowns, digital scans, or cosmetic procedures, many patients are unaware of the modern options available to them. Hands-on demonstrations and Q&A sessions can effectively show the value of services that might otherwise go unnoticed.

Enhancing local brand awareness

Marketing isn’t just about digital ads and SEO, sometimes the most effective brand-building happens face-to-face. Hosting an event positions the practice as a proactive, community-oriented business. It strengthens the brand’s presence in the local area and enhances word-of-mouth marketing. Attendees are likely to share their positive experiences with friends, family, or on social media, which can generate organic buzz.

Lead generation and patient growth

Open events can be strategically designed to collect leads. With tools like sign-up forms, raffles, and appointment booking incentives, practices can gather contact information and follow up with potential patients. Offering special promotions or discounts for attendees can drive conversions and fill appointment slots quickly. A well-planned event can yield a measurable return on investment by turning casual visitors into paying patients.

Education and community service

Open events are also a chance to educate the public about oral health, prevention, and the importance of regular dental visits. Workshops for kids, hygiene talks, or collaborations with local schools and businesses can position the practice as a leader in health education. This public service aspect strengthens community ties and reinforces the practice’s credibility and social responsibility.

In today’s digital-heavy world, real-world interaction remains incredibly powerful. Hosting open events allows dental practices to differentiate themselves, build authentic connections, and demonstrate their commitment to both dental health and community engagement. As part of a broader marketing strategy, these events are not just about promotion, they’re about connection, trust, and long-term growth. Any dental practice looking to expand its patient base and reinforce its brand would be wise to consider open events as a key component of its outreach efforts.

If you’d like to find out more about the benefits of running an open event, or see how our marketing department could assist with this, please get in touch.