Short answer: be close, be easy to start with, and be visibly trustworthy. Most new patients are switching providers, and the switch is decided on convenience and reassurance rather than clinical detail.
Most new patients are switching, not new to care. They moved, changed insurance, or had a bad experience. They are comparing you against what they had.
Location genuinely decides it. People pick practices near home, work or their child's school. Name your neighbourhood.
Reduce the friction of the first appointment. New patient offer, what to bring, which insurance you take, how long the first visit runs, parking. Every unanswered question is a reason to delay.
Trust signals are the whole game. Credentials, years in practice, the team, and recent local reviews.
Where the plans fit. Practices generally sit on Professional Services, built for exactly this: high lifetime value per patient and a steady need for new ones. Groups with several offices take Corporate. See current plan prices.
A first-visit offer works here too. A new-patient exam offer is a low-risk way for a nervous person to try you once, and in this field one visit often becomes a decade.