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






All Episodes
Now displaying: 2018
Dec 10, 2018

In our most recent podcast, Howie and Mark set your Dental Marketing New Year's resolutions, so you don't have to!

Podcast Highlights

  • Balance your marketing budget properly.
  • Do not allow your practice to be held hostage (we will explain).
  • Manage your practice's capacity...Monthly.
  • Pre-appointing hygiene - End the madness. 
Nov 28, 2018

2019 - Your marketing budget allocation...

In our most recent podcast, Howie and Mark discuss budget allocation, and where it should be in 2019.

Podcast Highlights:

  • Internal Marketing
  • Online (aggressive)
  • Offline (passive)
  • The 60/40 - 40/60 balance. (Part of the Secret Sauce)
Nov 15, 2018

In our most recent podcast, Howie and Mark discuss fixing the dreaded revenue plateau (or drop). The reasons behind the revenue plateaus are not uncommon, but not always so easily identifiable.


Podcast highlights:


  • Patient capacity
  • Patient quality vs patient quantity

          - Revenue per patient

  • Patient scheduling optimization


Oct 24, 2018

In our most recent podcast, Mark and Howie explain SEO in layperson terms. They explain the what, where, and why involved with search engine optimization. 

  • Realistic cost and ROI expectations in an average dental market
  • How Social Media is leveraged to boost your exposure
  • On page changes vs off page changes
  • When Google makes a change, you better change with them
  • And more...
Oct 12, 2018

This podcast ties together the topics of multiple past podcasts. Listen as Howie Horrocks and Mark Dilatush connect the dots between overcapacity, pre-appointing, and promoting your practice on price.

Podcast Highlights:

  • Scenario: start with a price deal and pre-appoint everyone, filling the schedule
  • The illusion of security based on that full schedule
  • The issue of what type of patients takes up all the appointments
  • What happens to your growth when you reach overcapacity
  • Two big problems this situation creates
  • How to avoid this slippery slope
  • How to reverse the slide if you’ve already started
  • What about if you don’t promote on price but do pre-appoint hygiene?
Sep 28, 2018

In our latest podcast, Mark Dilatush and Howie Horrocks talk about dental implants and how to entice new potential dental implant patients, without focusing on the implant itself. 

Podcast Highlights: 

  • Educating patients on the benefits of dental implants
  • Using Google Adwords, Facebook, and direct mail to inform
  • Understanding passive vs. aggressive marketing
  • The challenges of online search engines for implant patients and price shopping
  • Implementing alternate, less-costly search terms to reduce online advertising costs
  • Tapping into the anger of denture patients who might be prime for dental implants
  • The benefits of targeting by age
  • Patients of record as a valuable source of referrals for implant patients
Sep 21, 2018

In this episode, Howie and Mark discuss hitting dental practice plateaus. Is your practice growth stalled? Learn more about how to handle and anticipate future patient plateaus. 

Podcast Highlights:

  • Discussion of the various career plateau points for a dental practice
  • When to add a hygienist to a starter solo practice
  • Stalling at $800–850,000 gross revenue—and how to break through
  • Referrals and insurance participation plateaus
  • Aging patient base plateaus
  • Relying less on insurance plans and more on marketing
  • Transitioning into promoting your practice 
  • The always-increasing costs of business, combined with reimbursements going down—leading to plateaus
  • Pre-appointment plateaus
  • Recognizing when your team is too busy and overwhelmed, leading to practice stagnation, poor customer service, and less time for collections and booking future appointments
Sep 14, 2018

Join Howie Horrocks and Mark Dilatush of New Patients, Inc., as they discuss dental insurance participation, the pros and cons, and how to make it work for your dental practice.

Podcast Highlights:

  • When insurance companies cut reimbursements, should you take it or leave it?
  • Transitioning away from insurance dependence.
  • Not feeling cornered or helpless—there is hope. 
  • How to fight back and take action.
  • Finding patients who value you and your team more than an insurance plan.
  • Using Membership Plans to ease the transition.
  • How long does it take?
  • Unifying and motivating your team for success. 
  • Preparing, executing, and budgeting for a marketing plan as a way to replace insurance-dependent patients.
  • Calculating how many new patients you need to replace insurance patients.
  • Consciously targeting higher-quality new patients.
Sep 7, 2018

This week, Howie Horrocks and Mark Dilatush discuss the upcoming update to their bestselling book, Unlimited New Patients, Volume 3.

Podcast Highlights: 

  • Is Unlimited New Patients, Volume 3 still valuable? (Spoiler alert: YES!)
  • How dentistry has evolved over the past several years
  • Sneak peek at topics:
    • The Business of Dentistry
    • Data Tracking
    • Websites
    • Social Media
    • Search Engine Marketing
    • Reputation Management
    • Online Scheduling
    • Online Advertising
    • Call Management
  • Original book and update both free!
Aug 31, 2018

This week, join Mark Dilatush with special guest Lee Buzard, NPI’s VP of Professional Relations, as they explain how they develop marketing plans for the upcoming year. 

Podcast Highlights: 

  • What questions to ask/answer
  • Determining goals for growth
  • What’s your current capacity?
  • Taking stock of current marketing assets
    • websites
    • internal marketing
    • positioning
    • external marketing
    • reviews
    • online scheduling
  • Prioritization
    • What’s not working?
    • What needs the most help?
  • Budget allocation
  • Online versus offline marketing
  • The influence of your location
  • Monitoring results
Aug 28, 2018

In this episode, Howie and Mark talk about your competition. Who are they? How are they promoting their practices? Why does it matter? You can either ignore it, or exploit it to your advantage! Learn how to set yourself apart.


Podcast Highlights:

  • Niche vs. price
  • Positioning in the local market
  • What sets you apart?
  • Financing
  • Convenience
  • Public relations assets
  • Technologies
  • Competitors too focused on low prices?
  • NOT using price in marketing to set yourself apart
Aug 21, 2018

Are your new patient numbers staying the same each month? What can you do to fix it without a big investment in time or money? What could be the issue? In this episode, Mark and Howie discuss how your schedule and capacity could be to blame and how to use block scheduling to increase your new patient numbers.


Podcast Highlights:


  • What issues contribute to stagnation?
  • Taking away availability
  • Fixing capacity
  • “I’m stuck at X new patients/month!”
  • Taking away barriers to creating appointments
  • Apply this strategy that will work immediately 
  • How to do block scheduling correctly
  • How long until you see results?
Aug 10, 2018

In this episode, we continue our discussion of Google Adwords and PPC in general. We discuss high volume vs. quality searches, effective landing pages, the economy of language, and more!


Podcast Highlights:


  • Website optimization
  • SEO specialists
  • The foundations of PPC
  • Keywords for high volume patients
  • Keywords for high quality patients
  • Effective landing pages
  • Understanding the searcher's mentality
  • Economy of language
  • Analyzing your PPC budget before diving in


Aug 3, 2018

Which marketing efforts are generating a return? How can you tell? In this episode, Howie discusses ROI, short term vs. long term returns, tracking, the marketing bell curve, and more!


Podcast Highlights:


  • Finding out which marketing efforts created patients
  • ROI can be difficult to track
  • Offline Marketing ROI
  • First-Level ROI
  • New Patient Lifetime ROI
  • The Radio?
  • Offline traffic drives online traffic
  • Referral sources
  • Call tracking
  • Referral chains
  • First-level ROI is short-sighted!
  • The marketing bell curve
  • Mail list cross referencing
  • Getting staff to accurately track source fields
Jul 27, 2018

How do you get your money's worth? How do you know? How do you analyze your Adwords market before even even starting? How do you track your data after the click? When do you turn off certain ads? We discuss all of this and more!


Podcast Highlights:

  • When adwords slow down
  • The “try this, try that” mentality
  • The knowledge lacked by the dental consumer
  • Geotargeting and inexpensive clicks
  • The surprising keywords that are searched for and how to find them
  • Adwords tracking with analytics
  • Measuring analytics after the click
  • Landing page design for conversions
  • Getting ghosted by web visitors
  • Call tracking
  • The importance of an analytics dashboard
  • What are you getting for your money?
  • Receiving wrong-number phone calls
  • Cutting off bad ads
  • Getting your market analyzed
  • Knowing when to do Adwords
Jul 20, 2018
In this episode, we discuss Google Adwords and other forms of SEM. How much should you spend? How does it work? Should you do adwords yourself? Who are your main competitors? All of this and more!
  • What's the deal with Google Adwords?
  • What's a "moderate" spend with Google Ads?
  • Passive vs. aggressive marketing
  • The basics of search engine marketing
  • Why are the obvious things easy mistakes? 
  • Doing Adwords yourself?
  • The realities of Adword management
  • The bidding process
  • When search terms get overbid
  • What is NPI Command?
  • Popular search terms vs. terms that will work
  • Adwords competition
Jul 13, 2018

How do you continue to claim your local market? How is your competition promoting? What markets have opened up? How do these markets respond to dental advertising? We discuss all of this and more in part 3 of claiming your market.

  • Main competition
  • Recovering from the recession
  • How much did dentistry lose during the recession?
  • How did our clients beat the main dental market by 25%?
  • The market that opened up after the recession
  • What your competition will NOT be promoting
  • Budget allocation… again!
  • Being too busy
  • Fixing capacity for new patients 
  • Different business models for dentistry
  • The impact of marketing and non-marketing
  • DSO practice ownership
  • DSO practice scaling
  • Which half of the market are you marketing to?
  • How will these markets respond to different advertising
  • How to avoid alienating the top half of the market
  • Acquiring your competition
  • Competing with specialists
Jul 6, 2018

What is your core market? How do you build this foundation of patients? We explore this concept and more in our latest episode of Dental Marketing Mastery.


Podcast Highlights:


  • Understanding your core market
  • Getting to this market before your competitors
  • Patient families
  • How your core market produces 11x more ROI than any other market
  • Finding the marketing mediums to reach this core
  • The folly of doing online-only marketing
  • How your online reviews affect you
    Managing your online reviews
  • Online scheduling now mandatory
  • How online scheduling affects new and existing patients
  • The five channels you need to invest in
  • The staples of dentistry
  • Promoting staples before the fancy stuff
  • Where to put your budget while claiming your market
  • How long does it take to claim your core market?
  • Building a niche practice from a family practice
Jun 22, 2018
You don't want to be the annoying guy from Wyoming taking a little bit of gold from everyone. You need to make a choice and then stake your claim! In this episode, we discuss the finding your local market and making it yours.


Podcast Highlights:
  • "I'm disappointed with what I did previously and want the 1 thing that will help me next"
  • Is there ONE trick that will get you new patients?
  • Staking your claim on the patients around you
  • The multiple front approach required
  • What worked in the old days vs. now 
  • What's your "marketing universe?"
  • Building the biggest, nicest, funnest practice
  • Why do so many dentists use price incentives?
  • Patients who pick price incentives vs. patients who pick quality of dental care
  • "The cheap dentist in town"
  • The bell curve on patients
  • How long until pricing-based promotions have diminishing returns?
  • How long until quality promotions have diminishing returns?
  • How far will patients drive to get to your practice?

Questions? Give us a call at 866-718-4278 or visit

Jun 15, 2018

Google is changing, and we're here to keep you updated! In this episode of Dental Marketing Mastery, we talk about review gating, the new SSL changes, updating your website, and more.


Podcast Highlights:


  • What is review gating?
  • Google’s changes to review gating
  • NPI Crusader™
  • Companies that have their own review sites
  • SSL security change
  • What is SSL security?
  • What happens if you don’t have it?
  • When is the deadline?
  • How do you get your certificate? 
  • Updating your website
  • How often should you update your website?
  • What if you have multiple locations?


Jun 8, 2018

In this episode, we interview Norm Gelfand of Dental Real Estate Experts! We discuss expanding your practice, the ins and outs of leasing, landlord agreements, and more.


Podcast Highlights:


  • Expanding your practice with real estate
  • The ins and outs of leasing
  • What do attorneys overlook?
  • Real-estate horror stories!
  • The 61 vital points in a dental lease
  • Agreements between owner, landlord, lender
  • When buildings go into foreclosure
  • What’s a latent defect?
  • Protecting yourself as a tenant
  • Reaching out to Norm:
Jun 1, 2018

It's not you, doc! In this episode of Dental Marketing Mastery, we discuss how to increase case acceptance, what the underlying problems with low case acceptance may be, and how to fix it.


Podcast Highlights:


  • The assistant, front desk, and hygienist
  • Why is case acceptance not where it needs to be?
  • Purchasing a practice – how long does it take existing patients to accept you?
  • Cancelled appointments 
  • Is it you, or patient quality?
  • Attracting the right patients
  • “Do you take my insurance?” vs real dental questions
  • Do you want patients who choose you because you are cheap or because of your dentistry?
  • Promoting to the right half of the dental market
May 25, 2018

Is insurance the mob? Do you have to take their deal? And if you do, how do you get the most out of it? How do you get out? We discuss all of this and more in this episode of Dental Marketing Mastery!

Podcast Highlights:

  • Insurance as a marketing medium
  • Up front costs
  • Transitioning away from insurance
  • Existing patients
  • Dealing with getting rid of insurance
  • New technologies
  • Online scheduling
  • Adding convenience and value
May 18, 2018

In this episode of Dental Marketing Mastery, we talk about leads. What is a valuable lead? How do you get leads into the chair? How do you avoid missed opportunities, and more. 


Podcast Highlights:


  • Leads vs. patients in the chair
  • Defining a lead
  • Missed appointments
  • Converting leads into patients
  • Why creating leads isn’t the end all be all
  • Avoiding missed opportunities
  • Why aren’t you following up?
  • How to work your lead funnels
  • Generating appointments and phone calls
  • Cost per lead vs. cost per patient
  • Knowing your marketing numbers
  • Understanding the value of a lead
May 11, 2018

Our 100th podcast! In this episode, we go over an important question: when should you focus on niche dentistry, and when should you not? Is it possible to over-niche? How does the state of dentistry, your budget, and your capacity affect this decision?


Podcast Highlights:

  • How to keep marketing momentum
  • Over-niching
  • Budget allocation
  • Handling capacity
  • Operatories
  • Review gating
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