Welcome to the American Academy of Dental Sleep Medicine’s (AADSM) guide to growing your practice with effective marketing and public relations strategies. In today’s competitive healthcare environment, it’s essential to build a strong presence, showcase your expertise, and communicate the value of your services to both existing and potential patients. This guide will provide you with actionable insights and proven strategies to enhance your practice's visibility, educate your target audiences, and ultimately increase patient acquisition.
In addition, this guide is designed to help you:
This toolkit includes links to customizable materials that support efforts to grow your practice. Some links will take you directly to the identified resource you can save or download. Other links are customizable, with placeholders for you to fill in your specific information. Simply replace text where indicated with the appropriate details (for example, your location city or or website URL) to personalize the content.
Dear AADSM Members,
As the landscape of healthcare continues to evolve, so too must the ways in which we engage with our communities and grow our practices. At the American Academy of Dental Sleep Medicine, we are deeply committed to supporting you in your professional journey, not only through clinical education but also in how you manage and evolve your practice.
That’s why I’m pleased to introduce this comprehensive marketing and public relations guide specifically designed to help you connect with more patients and increase awareness of oral appliance therapy.
Growing a practice is about more than just excellent patient care; it’s also about promoting your services, building trust, and establishing yourself as a highly qualified dental sleep medicine expert. This guide is provided to you as part of our ongoing efforts to equip you with the resources you need to thrive. Whether you’re looking to refine your online presence, engage with local communities, or strengthen your relationships with healthcare partners, these proven strategies and practical tips can help you enhance your marketing and public relations efforts.
We hope this guide helps you expand your reach and make a lasting impact on the lives of those who need your care.
Warm regards,
Kevin Postol, DDS
President, American Academy of Dental Sleep Medicine
As a member of the AADSM, you are part of a professional community that reflects your commitment to staying at the forefront of dental sleep medicine. Many of our members have also earned the AADSM Qualified Dentist designation or been recognized as a Diplomate of the American Board of Dental Sleep Medicine (ABDSM). This section will explain how to maximize the impact of your association and grow professional recognition.
There are many ways to promote your AADSM membership, AADSM Qualified Dentist (QD) designation, and ABDSM Diplomate status both online and in practice. Digitally, be sure to highlight membership and your designations on your website, list in your professional biography, and promote on your social media profiles; emphasizing your commitment to the field of dental sleep medicine. In your practice, display your designation certificates and AADSM window cling in visible areas to reinforce your expertise and build trust with patients. The AADSM also provides a large library of additional in-practice resources, as well as brochures, postcards, and posters in our online store. Additionally, contact the ABDSM or AADSM to request the use of a special logo to promote that you are an ABDSM Diplomate and AADSM member both digitally and in print.
Use these options to appropriately display your ABDSM designation:
ABDSM Diplomates must not use the following terms to describe their designation:
*For information about state-specific advertising regulations please refer to your state’s dental board.
As awareness of oral appliance therapy grows and database searches increase (In 2025, there have been an average of 5,600 searches per month!), it is more important than ever to ensure your practice's database listing with the AADSM is accurate and up-to-date.
A well-maintained profile allows potential patients to find and contact you with ease, helping you grow your practice and provide essential care. Follow the steps in the following tool list to update your information and optimize your visibility on DentalSleep.org.
Ensuring you have a strong, recognizable brand and an optimized online presence is critical to stand out and attract new patients. This section of the guide will walk you through the importance of branding your practice, updating your digital footprint, optimizing your website, and making the most of social media networks. By implementing these marketing strategies, you’ll increase the visibility of your practice and build brand awareness.
Branding is the process of creating a consistent, recognizable identity for your practice. For dental practices, it’s more than just a logo or a website — it's about crafting a cohesive experience that resonates with potential patients and builds trust from the first interaction. A strong brand helps you stand out in a crowded marketplace, convey professionalism, and showcase your unique approach to dental sleep medicine.
Below are some key elements you should consider when building a strong brand:
A strong digital presence requires attention to three key elements to ensure your practice stays visible and credible. Your information must be:
Your website is one of the most important tools for attracting new patients and keeping current patients informed. Regular updates and thoughtful content can help ensure your site remains a valuable resource while also improving your rankings in search results.
Here are a few best practices to keep in mind to keep your website fresh, engaging, and effective:
Social media is a powerful and cost-effective way for AADSM members to connect with current and potential patients while educating them about dental sleep medicine. Platforms like Facebook, Instagram, and LinkedIn help build trust, showcase expertise, and engage with the community.
Here’s how to make the most of social media for your practice:
Public relations plays a key role in raising awareness of the AADSM, its members, and the importance of dental sleep medicine. The AADSM invests in year-round media relations efforts to educate the public, build credibility, and position AADSM members as trusted experts in the field. In fact, our organization has been featured in major publications such as CNN, Forbes, Consumer Reports, and the Washington Post. As a member, you can leverage and expand on these efforts to strengthen your professional reputation and grow as thought leaders in the field.
Positioning yourself as a thought leader in the field of dental sleep medicine and the treatment of obstructive sleep apnea helps build credibility, attract new patients, and increase awareness of the field. By making yourself available to local reporters as an expert source, you can establish trust within your community and highlight oral appliance therapy as a viable alternative to CPAP. Media opportunities not only showcase your expertise but also strengthen your affiliation with the AADSM. To enhance your visibility and make it easier for reporters to connect with you, consider these steps:
For AADSM members, strong professional relationships with physicians are essential for growing a practice that provides oral appliance therapy. Since physicians are responsible for diagnosing sleep apnea, they play a critical role in determining treatment pathways. Educating them on the benefits of OAT and ensuring they view you as a trusted collaborator can significantly increase referrals and improve patient outcomes.
Physicians may be more familiar with CPAP therapy as the standard treatment for OSA. However, many patients struggle with CPAP adherence, making oral appliance therapy an effective alternative. By fostering relationships with physicians and ensuring they understand the advantages of OAT—such as increased patient compliance, comfort, and portability—you can establish yourself as a go-to provider for patients who need an alternative to CPAP.
