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 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
May 4, 2018

In our final installment of "Top 10 Ways To Destroy Your Advertising Results," we go over the issues with dictating your own strategy, not recognizing your own marketable attributes, not fully utilizing all marketing channels, and letting personal taste dictate your marketing.

#7: Dictating Your Own Strategy

  • Ancillary information vs. statistics
  • Consumer research, testing, and strategy

#8: Not Recognizing Marketable Attributes

  • Prioritizing services
  • Conveniences!
  • Technologies
  • Public relations assets

#9: Believing Offline Promotion is Dead

  • Offline drives online
  • Mail: the dark horse


#10: Personal Taste

  • What works vs. what you like
  • Looks vs. results
Apr 27, 2018

We continue our discussion of the top 10 ways to destroy your advertising results in part 2! In this episode, we discuss treating your practice like a business, budgeting, allocating marketing responsibilities, and market demographics.

#4 Not Treating the Practice Like A Business

  • Not having a budget
  • What percentage of your practice revenue should go into marketing?
  • Budgets: spending limitation, NOT a promissory note
  • Not being consistent with marketing

#5 Having Multiple Companies Handle Your Marketing

  • Which assets belong to who?
  • Having 5 companies for your marketing?
  • Online scheduling, reputation management
  • Driving yourself crazy!
  • Not working thematically

#6 Promoting to the Wrong Half of the Market

  • Defining the right half of the market
  • Short-term patients vs. long term patients
  • The difference between a shopper and good quality
  • Getting caught in the volume game
  • Kissing a lot of frogs to find a prince
  • Becoming the “cheap dentist” in town
  • Competing with corporate offices
Apr 20, 2018

A top 10? From us? Yep! In this episode of Dental Marketing Mastery, we answer the question, "what tanks your marketing?" We then discuss understanding data can help you set realistic expectations with your marketing and produce great results.


Podcast Highlights:

  • Hello to our listeners from Australia!
  • How do dentists get in the way of their own advertising results?
  • #1: Expecting everything... TODAY (time)
    • Market penetration
    • "A 27 year overnight success!"
    • Understanding the marketing bell curve
    • How many impressions do you need to make?
  • #2: Transparency with what works and what doesn't
    • Feelings vs. statistics
    • The start and stop mentality
    • Result tracking, call tracking
  • #3: Having unrealistic expectations
    • How to set realistic expectations with data
    • Understanding market penetration
    • Quality of patients vs. quantity of patients
Apr 13, 2018

Continuing our series on promoting niche dentistry, we go over Invisalign® and Six Month Smiles®. What message do you send? Who is your target market? Why? In this episode, we show you how to communicate these services and give tips on executing these campaigns.


Podcast Highlights


  • Invisalign® – a different beast
  • Email if you have questions
  • Convincing the public why you’re the right Invisalign® provider
  • Which crowd wants Invisalign®?
  • How do you promote Invisalign®?
  • Making first impressions
  • Making appointments convenient for patients
  • Veneers
  • Making instant orthodontics easy to explain
  • Good dental marketing makes patients ask more than “do you take my insurance?” 
  • Communicating 6 month smiles
  • Starting with existing patients
  • When patients don’t know what you don’t tell them
  • Search Engine Marketing
  • Landing Pages
  • Complimentary Offers
Apr 6, 2018

Promoting sleep apnea treatment means sending the right message and tailoring that message to your audience. In this episode of Dental Marketing Mastery, we discuss how to do so, and we go over a few marketing mediums you can utilize to create sleep apnea patients.


Podcast Highlights:


  • What is the conversation starter?
  • Getting the right partnerships
  • Post cards?
  • Sending the right message
  • Google Adwords
  • Humanizing the connection between dentist and potential new patient
Mar 23, 2018

We continue our discussion of promoting dental implants with part 2! In part 2, we go a little deeper into sending the right message, using Google Adwords, doing market research, and managing your campaigns.


Podcast Highlights:


  • Sending the right message to consumers
  • Avoiding before/after photos
  • The challenges of promoting dental implants
  • Correctly using pictures and testimonials
  • Google AdWords for dental implants
  • Knowing whether or not you are in a competitive market
  • Utilizing the correct media types
  • Who should manage these campaigns?
  • Combining your practice’s marketable attributes with implants
Mar 16, 2018

How do you promote dental implants? Where do you start? What demographics do you go after? How do you frame your message? All this and more in our newest episode of Dental Marketing Mastery.


Podcast Highlights:

  • Where to start
  • Educational vignettes
  • Benefit-based marketing
  • Who are my captive audiences?
  • Which statistics to measure before creating your campaign
  • Combining implant niche with other niches
  • Managing patient conceptions
  • Managing the flow of new cases
  • Organic growth from existing patient base
  • Practice marketable attributes that help promote implants
  • Marketing channels based on area
  • The amount to spend on niche marketing


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