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
Sep 1, 2020

Now is the time to start preparing for October - failure to do so will leave you caught off guard and scrambling. Many of you know that when it comes to dental practice management it is vital that you continuously look ahead. Listen in as Howie & Mark discuss what you need to do now to be ready.

Podcast Highlights:

  • A Chasm Looms Ahead
  • Where Should I Send Your Charts?
  • Pre-Paint Your Schedule
  • Now is Your Chance
  • The 8 Day Rule
Apr 18, 2020

In our latest podcast, Mark & Howie dive into the data around web presence optimization and why a website built about this data is more effective than your average website. They will explain how to keep your website on the forefront of consumer demands without breaking your marketing budget. Finally, they talk about a call tracking dashboard that allows you to see which marketing campaigns are producing new patient calls.

Podcast Highlights:

  • Web Presence Optimization
  • Building websites based upon consumer demand
  • Call tracking on steroids!
  • A website that is updated every 6 months
Apr 18, 2020

Today, Mark & Howie discuss how best to manage your marketing during the COVID-19 pandemic. They will talk about which marketing campaigns should be paused and which ones to move into maintenance mode. Finally, they cover setting reasonable expectations for when you can resume work.

Podcast Highlights:

  • How to set reasonable expectations for when work resumes
  • How to manage your marketing campaign in the midst of this pandemic
  • Know which marketing to pause and which to move to maintenance mode
  • Exactly what it takes to rebuild marketing momentum
Apr 18, 2020

In this podcast, Mark & Howie discuss what you can do NOW to help increase your new patient capacity when you practice reopens. Taking the time now to adjust how your calendar looks, will allow you to bring on new patients and leave room to re-book appointments that had to be cancelled due to COVID-19.

Podcast Highlights:

  • How to set your schedule to create room for new patients
  • Paint “new patients only” blocks in your calendar now
  • Zero Cost Marketing Guide
Feb 27, 2020

Is the competition around your dental practice too thick? Is it difficult to consistently attract the type of patients you want?

If you’ve answered yes to either of those questions –our latest podcast will be valuable to you!

In our podcast, Mark and I discuss how to compete in a market that is already saturated with dentists. We discuss the importance of watching the marketing bell curve, consistency and which marketing tactics to focus on. After 30 years of exclusively marketing for dentists, we have seen the practices of many clients flourish while competing in saturated markets. Yes, even fee for service practices.

Podcast Highlights:

  • How Can You Compete in a Market That is Already Saturated with Dentists?
  • It’s not just about money
  • Don’t continually re-start the bell curve
  • Measure, adjust expectations, then what?
  • You must have online AND offline promotions
  • Result tracking is a must
Jan 31, 2020

Do you know if your marketing efforts are paying off?

Can you accurately track which phone call is the result of which marketing effort?

If the answer to either of these questions is ‘No’, then you are flying blind!

In this podcast, Mark & Howie discuss how to accurately find your digital marketing metrics. This will allow you to hold yourself, your staff and, most importantly, your marketing company accountable to ensure your marketing spend is working for you.

Podcast Topics:

  • Stop Flying Blind
  • It’s all about tracking where your business is coming from
  • Who is accountable? Anyone?
  • A good marketing company wants to know if something isn’t working
  • You want certainty!
Jan 14, 2020

In this podcast, Mark & Howie discuss what separates the most wildly, successful dentists from the dentists who are just…there. The more successful dentists have put certain routines into place that allow them to monitor the correct data, ensure that all phone calls are responded to and have set reasonable expectations for themselves.

The top habits of these successful dentists include:

  • Having reasonable expectations especially for your specific marketplace
  • To accept that all marketing ideas you try will not work – that’s ok
  • Knowledge that all marketing tactics do work together
  • Data – know what data to watch
  • Pay attention to the details
  • Covering the phone consistently and training your staff
Dec 9, 2019

Howie and Mark discuss dental insurance and what it really means to a dental practice. There are times when insurance participation makes sense. And there are times when it makes much more sense to transition away from insurance dependence.
Over the course of a career it’s possible for a dentist to move back and forth between the two, depending on their overall business goals.

Podcast Highlights:

  • Dental Insurance. What is it Really?
  • It’s a Highly Charged Subject
  • It’s Just a Marketing Medium
  • You Get to Capacity. Then What?
  • Using Insurance to Fill Volume
  • Boiling it Down
Nov 4, 2019

In our latest podcast, Mark and Howie discuss how to achieve a fee-for-service dental practice. If you listen to insurance companies, you’ll be led to believe you cannot survive without them. Of course, this is pure bunk. Not only can you survive, but you can THRIVE. With a little planning and guidance, you can transition to a fee-for-service practice. We lay out the exact steps that will get you there.

Podcast Highlights:

  • Defining "Fee-for-Service"
  • Getting Out of the Insurance Trap
  • It's a Process
  • Replacing Your Insurance Patients
  • Never Go Cold Turkey
Oct 16, 2019

It is incredibly important that you spend a small percentage of your annual marketing budget on maintaining your local optimization. Whether you focus on organic/paid marketing, online/offline marketing or a combination of all of the above, this one piece is incredibly important. You do NOT want to overlook this piece!

Podcast Highlights:

  • Local SEO - What is it?
  • Driving Traffic to Your Website
  • How Do Other Dentists Get Listed?
  • The Importance in Monitoring Your Google My Business Listing
  • It's a War for the Consumer's Mind
  • The Value of a Review
  • Passive and Aggressive 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
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