Dental Marketing Mastery

Dental Marketing Mastery is brought to you by New Patients In this podcast, Howie Horrocks and Mark Dilatush share their 30 years of experience in bringing quality new patients to thousands of dental practices across the world.
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Dental Marketing Mastery






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Now displaying: Category: Dental Marketing
Dec 19, 2016

What's this? It's the holiday season, and we are giving away four free gifts for your practice.


Here are the gifts:


1. [Book] Unlimited New Patients, Volume 3


2. [Score Card] Marketable Attributes Score Card

  • A card for planning your marketing. Use this card to find out what your practice should be displaying in your marketing assets.
  • This score card shows what patients actually care about, discovered 20 years of client results and millions of dollars of independent consumer research
  • Can be found here: 


3. [7-Hour Video Series] New Patients Inc. Marketing Summit


4. [Marketing Plan] Have a Marketing Plan Created for You

  • Get your FREE plan, created by one of our experienced advisors, here: 
  • Establish your new patient goals
  • Includes radius analysis around your practice, looking for high-quality new patient targets
  • A reasonable budget will be created
  • Recommendations to make your practice more marketable
  • Specific deployment instructions
Dec 12, 2016

Have you reflected on your marketing year? What plans do you have for the next year? In this episode, Mark and Howie discuss how to make a marketing plan that works, and how to stick to it.


Podcast Highlights:

  • Assessing your marketable assets
  • Assessing your website, text & email, appointment software
  • Are your brochures and print material up to date?
  • What are your liabilities?
  • Which assets are working, and which are not?
  • Setting a marketing goal
  • Do you need to increase capacity or marketing?
  • Setting a budget
  • Budget allocation
  • The fundamental channels you should be marketing in
  • Sticking to the process
  • Conserving resources
Dec 5, 2016

What is the niche trap? How can you avoid it? 


Podcast Highlights:

  • Cosmetic Dentistry's past niche trap
  • A budgeting error that can lead to the niche trap
  • Spreading your message across your marketable attributes
  • Radio spots
  • Is reduced price a niche trap?
  • The right messaging in your take-home pieces
  • Breaking out of the niche trap with your existing ad pieces
Nov 28, 2016

In this episode of Dental Marketing Mastery, Mark and Howie discuss the changes that went forth for Google and how it handles reviews, and go further into depth about website and practice management software integration.

Nov 23, 2016

Online reviews -- how do you manage the flow of the good, and address the bad? How can you prevent the bad from even going out in the first place? In this episode of Dental Marketing Mastery, we introduce NPI Crusader. NPI Crusader is review management software that can fully automate the process of getting reviews, posting them to the right places, and addressing bad reviews so that they can be resolved before going out to the public.


Podcast Highlights:

  • The amount of staff needed to run this software (it's none)
  • Staff interaction is icing on the cake, not the cake
  • Where reviews should be for maximum exposure
  • Email vs. texting to get reviews
  • Practice management software integration
Nov 21, 2016

In this episode of Dental Marketing Mastery, we tell dentists that it's not all about you... when it comes to your marketing. So, what should you promote?


The marketable attributes score card featured in this podcast can be downloaded for free here: 


Podcast Highlights:

  • Are you promoting the right services?
  • Do you HAVE the right services?
  • The pitfalls of using an introductory price
  • How to determine your marketable attributes with our score card
  • What do consumers ACTUALLY care about?
  • Did you know... that only 36% of customers care about price?
  • The score you should aim for in marketing
  • Creating a balanced marketing plan
Nov 8, 2016

Is your online reputation important? YOU KNOW IT! So, how do you manage your online reputation? How do you get more reviews? How do you stop bad reviews and leave patients satisfied? Mark and Howie Explain.


Podcast Highlights:

  • The importance of online reviews
  • Control triggers for online reputation
  • How your dental demographics view reviews differently
  • Texting vs. Email to get more reviews
  • How to integrate with practice management software
  • What to write when asking for reviews
  • Reputation management software
  • The sites you want to be reviewed on
Sep 19, 2016

In this episode of Dental Marketing Mastery, we discuss call tracking ROI. Why is it important? How do you get the actual numbers?

Podcast highlights:

  • Do patients lie to you?
  • "We don't need call tracking"
  • Gaining actual insight into patient sources
  • What is the EXACT source of a new patient?
  • Call tracking budget
  • Listening to calls
  • Dealing with staff pushback on call tracking
  • Increase ROI for less than a penny
  • Evolving systems and communication
  • ROI ancestry trees
Sep 12, 2016

Mark and Howie discuss the value gap in dentistry. What is it? Which moms respond to advertising that doesn't rely on a price incentive? If they don't respond to price, what WILL they respond to?

Podcast Highlights:

  • What is your target demographic interested in?
  • How is your target market learning about dentistry?
  • Cable TV's value gap and how it relates to dentistry
  • What do dentists believe is the value gap? Why is this wrong?
  • Will moms ask if you are a good dentist? Not exactly. So how do you let them know?
  • The value gap and why dentists are not changing the narrative
  • What is the consumer supposed to think about other than price?
  • Patients only ask about price and insurance because it is the only question they KNOW to ask. How do you change this?
  • What if 80% of your patient's questions had nothing to do with price?
  • Website creation guide
  • Fighting the commoditization of dentistry
  • Why dentistry is NOT a refrigerator!
Sep 6, 2016

In this episode of Dental Marketing Mastery, Mark and Howie talk about the one thing that can make or break your advertising: design.

Podcast highlights:

  • Proper margins, fonts, graphics, picture density, size
  • What will customers say? Does it matter?
  • What are the professional standards that should be met?
  • The design philosophy that has worked for us for the past 26 years
  • How to incorporate benefit-driven design into your advertising
  • Incorporating emotional concepts
  • Making the most of your marketable attributes
  • How to properly rotate ads
  • Design 101 vs. Dentistry design
  • The importance of teasers
  • Logos -- how important are they really?
Sep 5, 2016

In this episode of Dental Marketing Mastery, we discuss the importance of design, our philosophies on design, and what has worked for our clients over the years.

Podcast Highlights:

  • The importance of fonts, size, graphics, picture density, word density, and size
  • What do professional standards mean?
  • Why everyone has an idea of what is a good ad
  • Utilizing benefit-driven design
  • The importance of emotional concepts
  • Design as it relates to marketing medium
  • Ad rotation
  • Logos: are they as important as you think they are?
Aug 29, 2016

What makes a good website? What should you do when it comes to things such as hosting? What shouldn't you do? In this episode of Dental Marketing Mastery, Mark and Howie explain.

Podcast Highlights

  • Ownership of your site's domain
  • The page most moms will visit
  • The importance of your "meet the dentist" page
  • How to properly do a "meet the dentist" page
  • What to highlight, how to be approachable
  • How to do a personal video
  • Services: Which ones are important?
  • How to appropriately mention pricing
  • How to display technology and conveniences
  • Social media and SEO
  • The importance of attracting vs. educating
  • Why your site shouldn't be a dental journal
  • Show off your operatory? No way!
  • How much should you invest into your website?
Aug 22, 2016

In this episode of Dental Marketing Mastery, we go over the best practices for Pre-appointing Hygiene, what costly mistakes are made, how to categorize your best customers, and more.

Podcast Highlights:

  • The black plague of dentistry: pre-appointing everyone in hygiene!
  • The fantasy of pre-appointing versus the reality of who will show up
  • How if you can't get them in within 8 days, your chances of them coming in drop drastically
  • How to make your hygienist's life easier
  • The types of customers who will show up for hygiene and the types who won't
  • How do you pre-appoint?
  • How to reward your great patients
  • Categorizing patients who don't show up, and how to get them in down the road
  • The best appointment slots for patients in category A vs. those in categories B and C


Aug 8, 2016

In this episode of Dental Marketing Mastery, Mark and Howie continue their discussion of mistakes that Dentists often make when marketing their practice. 

Podcast Highlights:

  • Why using what you "like" can be an expensive pitfall.
  • Taking input from non-professional sources on your marketing.
  • Realizing that what you "like" and what works can be completely different things.
  • What really matters is RESPONSE!
  • Using individual, subjective judgements when making media decisions.
  • Focusing too much on price incentives.
  • The learning curve of marketing your practice.
  • What dentists like to advertise is different than what consumers like.
  • How marketable is your practice? You can find out by downloading our marketable attributes scorecard at
  • Marketing services makes sense. Except it doesn't.
  • Consumers care more about conveniences than services.
  • How to properly advertise technology. 
  • Collecting data about what works.
Aug 4, 2016

Are you making some of these mistakes when it comes to marketing your practice? 

Podcast Highlights:

Mistake 1: Not calculating or adhering to a marketing budget.

  • Definition of a budget.
  • Percentage of revenues that should be dedicated to marketing.
  • An example practice and its marketing spend

Mistake 2: Starting and stopping

  • The value of staying consistent.
  • Under and overspending.
  • What to do when your practice is doing well.
  • How peaks and valleys can be stressful.
  • Slow and steady wins the race.

Mistake 3: Budget Allocation

  • Not letting yourself be the dentist who has to work on a full set of veneers you didn't do.
  • Which mediums to spend your budget on.

Mistake 4: Impatience

  • Understanding that your practice's success depends on a ratio of dentists to population.
  • How year 2 looks compared to year 1.
Jul 26, 2016

What are your passive and aggressive media types? Why do you need both? Mark and Howie explain in this episode of Dental Marketing Mastery.

Jul 5, 2016

In this episode of Dental Marketing Mastery, Mark and Howie go over the hottest thing on all dentist's mind: social media. What are its main purposes? How do you use it to not only create new patients, but keep them engaged? Mark and Howie explain.

Jun 29, 2016

In episode 9 of Dental Marketing Mastery, Mark and Howie explain the launch of Dental Web Content, an online portal for dentists that has a library of advertising content.

Jun 10, 2016

In our second interview with Julie Mitchell, we discuss how can be a benefit to dental specialists.

Jun 7, 2016

In this episode of Dental Marketing Mastery, we interview Julie Mitchell, FAADOM member with over 20 years of experience managing dental practices. In this interview, she discusses Dental Web Content and how it can help office managers in their day to day lives.

Jun 2, 2016

In Dental Marketing Mastery Episode 6, we delve further into the various media types, such as internal marketing, mail marketing, the internet, telephones, print media, and mass media.

Which media types will give you the most ROI? What percentage of your budget should  you put towards each media type?

We answer these questions and more in this episode.

May 31, 2016

In this episode of Dental Marketing Mastery, we reveal Dental Web Content, an online portal that contains over 26 years of tested marketing material for dentists.

We also discuss why we created Dental Web Content, why we believe that dentists should promote dentistry on its benefits, and why we do not believe in promoting based on price.

May 24, 2016

In this episode of Dental Marketing Mastery, we discuss one of the most important things about marketing your practice -- your budget! How much should you allocate towards marketing? Which mediums should you spend the most in? How do you avoid a start and stop mentality? All of these questions and more are answered in this podcast!

Dental Marketing Mastery is brought to you by

May 18, 2016

In episode 3 of Dental Marketing Mastery, Mark and Howie expand on the two halves of the dental market, and more importantly, discuss what moms need to hear from you! 

May 13, 2016

In episode 2 of Dental Marketing Mastery, Mark and Howie recap episode 1's two main markets and then go in depth about what to expect from these markets, how to target them, what ad copy works best and what materials to use.

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