Dental Marketing Mastery

Dental Marketing Mastery is brought to you by New Patients and 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: Category: Dental Marketing
Sep 24, 2019

In this episode, Mark & Howie discuss the importance of getting a jump on your 2020 marketing. They discuss how over capacity restricts new patient growth, upgrading your website, where and how to allocate your marketing budget and much more.

Podcast Highlights:

  • The Over Capacity Trap
  • Upgrading Your Website
  • Line Up Your Marketing Assets and Liabilities
  • We’re Bullish on Dentistry
  • Budget Allocation
Aug 27, 2019

In this podcast, Howie Horrocks & Mark Dilatush discuss how to attract larger cases through promotion of niche services. Listen as they discuss who promote to first (hint: you already know them) and what type of marketing tactics to use.

Podcast Highlights:

  • In Search of Bigger Cases
  • It’s About the Niches
  • Passive and Aggressive Marketing
  • Do Both
Aug 6, 2019

In this podcast, Howie Horrocks & Mark Dilatush answer the question "Can your marketing impact your administrative costs?"  Yes - it can! Learn how half of the market will ignore you if you are offering deals and why that is the half of the market you do not want to lose!


Podcast Highlights:

  • Two Halves of the Dental Consumer Market
  • Seeking Immediate Results Will Cost You in the Long Run
  • Hidden Costs Can Kill Profits
  • Top Market Half Will Ignore You
  • What Happens if Treatment Plan Acceptance Goes Down?
  • Someone Has to Chase Them Down
  • You Create the Problem
  • Race to the Bottom
Jul 11, 2019

In this podcast, Howie Horrocks & Mark Dilatush discuss the benefits of regular maintenance and upgrading of your website.

Podcast Highlights

  • Love Your Website Again
  • What to Own, What to Delegate
  • Regular Maintenance and Upgrading
  • Delegate Minutiae
  • Knowing What You Get from Your Website
  • Be the Dentist

After listening to this podcast, visit us online to learn how New Patients Inc and can help you with your website!

Jun 21, 2019

What is Fusion MarketingTM from npiClick?

In this podcast, Howie Horrocks & Mark Dilatush discuss the benefits of merging traditional (offline) marketing with digital (online) marketing.

Podcast Highlights

  • Fusion Dental MarketingTM
  • Merging Digital Marketing with Traditional Marketing
  • Reducing Advertising Waste While Increasing Impact
  • Reaching the High Quality New Patient
  • It's Never Just One Thing

After listening to this podcast, visit us online to learn more about Fusion Dental MarketingTM.

Jun 11, 2019

New Patient Calls with Sandy Pardue & Dana Salisbury

In this podcast, Mark Dilatush, Sandy Pardue & Dana Salisbury discuss how poor handling of patient calls can have a huge effect on patient bookings. They discuss some of the topics that will be covered in-depth during any of the Academy of Scheduling Excellence seminars that Sandy will be hosting.

Some of the highlights of attending one of these seminars:

  • How to effectively handle incoming calls that produce favorable results
  • Essential verbal skills required to increase treatment acceptance
  • How to retain more patients
  • How to double your new patient average
  • How to answer difficult patient questions that put your staff on the spot
  • Processes to eliminate no-shows and to control broken appointments

**Unique to these seminars**
Each practice that attends will receive one of the Classic Practice Resource flip charts, where the proper protocols are outlined for confirmation, recall and re-activation phone calls. Normally, the only way to attain one of these flip charts is by participating in the one-year consulting program.

Here is a list of the upcoming dates for these one day seminars:

  • Baton Rouge, LA on June 20th
  • Los Alamitos, CA on July 26th
  • Raleigh, NC on August 23rd
  • Natick, MA on September 27

To register and view the full seminar description, please visit:

Jun 4, 2019

Capacity Restrictions. The Silent Practice Killer

This podcast highlights the following topics:

  • Your capacity is killing you
  • We keep hearing this theme
  • A full schedule is cool. Right?
  • Who to pre-appoint and who not to pre-appoint
  • All you have to be is open and available
  • Online scheduling will help
  • So that's the fire alarm

To book a one-on-one consult with a dental marketing expert, please visit us at

Feb 20, 2019

This podcast covers the following topics

  • The marriage of offline and online dental marketing
  • A bit about the history of how we got here
  • How this all benefits dentistry as a whole
  • How it impacts clients
  • How artificial intelligence is used

You can learn even more at

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
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