Press Releases for Dental Clinics
Your clinic does newsworthy things. Almost nobody hears about them.
Mint Ops writes press releases for dental clinics across Canada and distributes them through established channels.
Clinic news that could build your reputation (new locations, new associates, new technology, community work) usually travels no further than the staff room. We write press releases in-house and distribute them through established channels, so your news does the work it should.
The problem
News that never leaves the building builds nothing.
When a clinic invests in new technology, brings on a specialist, opens a second operatory, or spends a Saturday doing free dentistry for a community group, something valuable has happened: the kind of thing that shapes how a community sees a practice. And then, in most clinics, it evaporates. A social post, maybe. A mention in the waiting room. Nothing anyone outside the existing patient base will ever encounter.
The opposite failure exists too: releases written like ads, sent nowhere in particular, announcing nothing. Outlets ignore them, and rightly. A press release is a specific instrument with specific rules, and using it as a megaphone for promotions teaches journalists to skip your name.
Between those two failures sits the working version: real news, written properly, sent where it can land.
In plain terms
What a press release does today.
A press release is a news story written in the form journalists and outlets can use: the announcement, the facts, the quotes, the context, assembled the way a newsroom expects. It gets distributed through established channels to the outlets and platforms where local news circulates. When it lands, it can become coverage: a story in the local paper, a mention on a community site, a segment note on local radio.
But coverage is only half of what a release does now. The other half is quieter: distribution and pickup leave a trail of your clinic's name on sites other than your own. Search engines and AI answer engines read that trail when they decide whether a clinic is real, established, and reputable enough to show at the top or name in an answer. Coverage is other voices vouching for you, and the engines read it.
The discipline that makes all of it work is editorial honesty: only real news goes out, written straight, when something happens at the clinic. That's what keeps outlets reading your releases and patients trusting what they find. It's slower than advertising. It's also the part of marketing that compounds into reputation.
Writing a release is the easy part. The hard part is knowing which outlets in your market will run it and giving them a reason to care, and that knowledge is built over years.
The service
Written in-house. Distributed through established channels.
We find the story (sometimes in things you didn't realize were newsworthy), write it to newsroom standard, and send it through the distribution channels we maintain. When there's a local angle worth pursuing directly, we pursue it.
Each release is also written with the quiet half of the job in mind: the wording that helps coverage connect back to your clinic, consistent naming that search and answer engines can attribute, and a story angle aligned with what your clinic wants to be known for, the same positioning that drives every other Mint Ops engagement.
And if what you have isn't news yet, we'll say so and tell you what would make it news, because the next release always lands better when the last one was real.
What your clinic gets
- News judgment: what's a story, and what isn't yet
- Releases written in-house to newsroom standard
- Distribution through established channels
- A public trail that strengthens search and AI visibility
- Credibility that compounds with every real story
Custom-scoped: the story and its reach set the cost.
Questions
Asked before you ask.
What counts as news at a dental clinic?
More than most owners think: a new location or renovation, a new associate or specialist joining, new technology or services, community sponsorships and charity work, milestones and anniversaries. What doesn't count: routine promotions dressed up as announcements. Part of our job is telling you which is which before anything goes out.
Will media pick it up?
Sometimes. Local outlets do cover local business news, and a well-written release about something newsworthy gets picked up more often than people expect. Nobody can promise coverage, and we won't. What we can promise is a professionally written release, distributed through established channels, that leaves a trail even without a headline.
What does a press release do for my search visibility?
Distribution and pickup create coverage and mentions of your clinic on sites other than your own. Search engines and AI answer engines read those signals when deciding whether a clinic is real, established, and worth showing or naming. It's slower and subtler than SEO on your own site, and it stacks with it.
How often should a clinic put out a release?
When there's something to say, and no more often. A release exists to mark real news, and a schedule of manufactured announcements burns credibility with the outlets you want reading the next one. For most clinics that means a few well-chosen releases a year.
What does it cost?
Custom-scoped: writing and distribution depend on the story and the reach it warrants. You'll have the full number before anything is written.
Get started
It all starts with a conversation.
Tell us what's happening at your clinic: what's new, what's coming, what you're proud of. We'll tell you what's a story, where it could land, and what it would cost to send it there.