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





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Now displaying: Category: Dental Marketing
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


Mar 9, 2018

What is the difference between a request for an appointment, and an actual appointment? How has scheduling evolved over the years? How do you turn visitors into patients while avoiding common pitfalls? 

In this episode of Dental Marketing Mastery, we interview Lee Buzard, an NPI advisor and former practice owner, about his experiences.


Podcast Highlights:

  • The old way appointments were scheduled
  • Where do patients go if they cannot schedule?
  • The percent of requests that end up in a chair
  • The risks of taking shortcuts
  • Real appointments vs. requests for appointments
  • Onboarding new patients effectively
  • Avoiding fake appointment requests
  • Online scheduling done wrong
  • The importance of email verification
  • Appointment-creation redundancies
  • Emergency patients
Mar 2, 2018

Have you found yourself in a great market? Well, you might not be alone! In this podcast, we explain what you should do if you're in a great market area, how to approach it, and how to get a hold of it before your competitors do.


Podcast Highlights:

  • Are you really in an untapped market?

  • Understanding your doctor to patient ratio

  • What to do the first 2 years of dental advertising

  • Capturing the market before others do

  • Setting your marketing foundation

  • Delivering the right message

  • Building marketing like a home

  • Picking the right marketing firm the first time

  • Avoiding the “try this, try that” mentality

Feb 23, 2018

In this episode, we discuss how to make a good first impression on who matters most -- moms! Review management, showing the benefits of dentistry, and properly educating the consumer all work towards this goal. So how do you go about it?


Podcast Highlights


  • Looking at your office objectively
  • Seeing from the point of view as a consumer
  • How to make a good impression, PERIOD
  • What can you do for THEM
  • Do new patients really know the benefits of dentistry?
  • How do you impress today’s mom?
  • Managing reviews 
  • The phone: the most important first impression
  • Working the front desk
  • Informed patients that ask the right questions
Feb 21, 2018


We interview Jason Siruchek of Dental Elevated to discuss technology, teamwork, and direction.


Podcast Highlights


  • A new way for dental offices and staff to get what they need in an efficient manner!
  • What is dental elevated?
  • Systems, training, implementation of practices
  • Application of information
  • Utilizing technology in your practice
  • The wealth of information about dentistry
  • Where do you start? Where do you go next?
  • The benefits of a coaching company
  • Moving your team in the same direction
  • Facebook groups
  • Navigating the information available today
  • Dental Peer Groups and accountability
  • Staying modern with teaching
  • Cross training vs. Cross-experience
  • Coupon Code: NPI2018 to receive discount on 
Feb 16, 2018

In this episode, Mark and Howie answer some questions we've been receiving about dental marketing:

  1. How do I get my associate to take insurance when I don't?
  2. What's the deal with duplicate content?
  3. When should I redo my website?


Podcast Highlights:


  • Preventing dentistry becoming a commodity
  • How to get my associate to take insurance… when I don’t!
  • Insurance steps and attention to detail
  • What if you have separate offices?
  • Duplicate content – really as bad as you think?
  • Who got penalized? No one!
  • Updating your website
  • Keeping up to date
  • How much should hosting really cost?
Feb 9, 2018

In this episode, Mark and Howie go over Direct Mail marketing, what results you can expect, how to get the most out of mail, and why it is still the best medium for dental advertising.


Podcast Highlights:


  • Old is cool again
  • Direct mail never stopped being the lowest risk ad medium
  • What results should you expect from direct marketing?
  • The mail return for the average dentist
  • The mail return for dentists in competitive areas
  • Steady stream of higher-than average customers in the market you serve
  • The marketing foundations you need
  • Finding your mail results
  • Patients per address
  • Dentistry rebound
  • Making decisions on poor, incomplete, or missing information
  • Improperly targeting mail


Feb 2, 2018

Speaking to website visitors, converting them into patients, and more! In this episode of Dental Marketing Mastery, Mark interviews Scott Hansen of about radical convenience, removing sales friction, and more.


Podcast Highlights:


  • Practice management and dental experience
  • Turning website visitors into conversions
  • Utilizing online conversion tools
  • Online chat services
  • Outsourcing your online chat
  • Answering service vs. a Concierge
  • Managing positive patient experiences
  • Paying to get the phone to ring… then not converting calls into patients!
  • Patient follow ups
  • Reaching out to patients using 
  • The Age of Radical Convenience
  • Reducing sales friction
  • Learn more:
Jan 26, 2018

Emergency! In this episode of Dental Marketing Mastery, we discuss emergency patients and how you can get them to find you. We also go over some updates on Call Tracking and Google PPC.

Podcast Highlights:

  • Emergency patients
  • Online scheduling in Canada
  • What’s a bad click source?
  • Too many light switches
  • Turning off the bad light switches
  • Embracing emergency patients
  • The influx of emergency patients
  • How do you get emergency patients with Adwords?
  • Utilizing new platforms
Jan 19, 2018

In this episode of Dental Marketing Mastery, we talk about updates to scheduling software and Dental Web Content.


Podcast Highlights:

  • "My patients won't..." they will!
  • The surprising hours patients will make appointments
  • Adapting to the age of convenience
  • New content updates
Jan 12, 2018

In this episode of Dental Marketing Mastery, we explore Every Door Direct Mail (EDDM®). We talk about its benefits, its drawbacks, which dentists it works best for, design elements, and more!


Podcast Highlights

  • EDDM benefits and drawbacks
  • Distribution costs
  • Lower acquisition costs vs. return on revenue
  • Which dentists should use EDDM?
  • The pitfalls of postcards
  • Design elements
  • The "cheap" dentist in town
  • The mirage of geographic targeting
  • Correct mail campaigns
  • Revenue generated from mail
  • Messaging the RIGHT prospects
  • Household income vs. geographic targeting
  • EDDM tracking issues
  • Paying money to brand yourself incorrectly?
  • Putting yourself in the wrong competitive market
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