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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Mar 18, 2020

In Chapter 5, we will show you how location can affect your ability to build your business and grow your market share. You will learn how to recognize the opportunities and limitations your area presents. We will show you how to beef up your marketing when the doctor to patient ratio is less advantageous.

You can download our free e-book here:

Mar 17, 2020

In Chapter 4, we will share tips on finding a practice name that’s memorable, descriptive, and that sets up positive associations in the public’s mind. First impressions count for a lot in every business, and the business of dentistry is no different. That’s why choosing a name for your practice is such an important part of your overall brand.

You can download our free e-book here:

Mar 17, 2020

In Chapter 3, you will learn the difference between the dentist’s perception and the dental consumer’s reality. We will show you how to use the dental consumers’ perceptions to your advantage in your marketing materials. Also, we will show you how damaging a different kind of consumer perception can have on your business.

You can download our free e-book here:

Mar 17, 2020

In Chapter 2, you will learn how important it is to step outside your own specialized mindset and learn to think like a dental consumer. We’ll show you how to put yourself in their shoes and understand what really matters to ordinary people faced with making a decision about who to entrust with their dental care.

You can download our free e-book here:

Mar 17, 2020

In Chapter 1, we discuss how the word ‘invasive’ has two different meanings that are entirely dependent on whether you are in the dental chair or not. We will discuss the business of dentistry, particularly, how to market dentistry to a nervous and recoiling public. Understanding your customer’s needs, wants, fears and concerns is a basic marketing principle.

You can download our free e-book here:

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 26, 2019

It may be hard to believe, but three out of five dental practices will experience some form of dental fraud or embezzlement. Dealing with theft, especially from a trusted employee, can be a shocking experience. There are steps that you can take to help prevent this or catch it early on, there by limiting your loss. In this podcast, Mark interviews Dental Practice Fraud Examiner Susan Gunn and they discuss how to protect your dental practice.

Podcast Highlights:

  • Embezzlement, if it’s happening, won’t just go away on its own
  • Three out of five practices will experience embezzlement
  • Average embezzlement case - $125,000
  • Three ways to protect your practice
  • It’s not what you do. It’s what you give the appearance that you’re doing.
  • Lock’em up!
  • Pay attention! Especially during busy times
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 26, 2019

In today’s podcast, Mark Dilatush hosts a special guest, Dr. Marvin Berlin. The topic they discuss is increasing case acceptance. Dr. Berlin has fine-tuned the process of utilizing dental photography with each of his patients. By being able to show them their teeth, he has found a way to better educate his patients on why a specific procedure is required.

You might want to listen to this guy. His practice does 8 figures each year!

If you would like to learn more about dental photography, Dr. Berlin will be hosting a free webinar on Tuesday, December 10 at 6pm (CST). Visit to learn more!

Podcast Highlights:

  • It’s All About the Patient Understanding Their Dental Condition
  • In the Beginning
  • Online Learning
  • This is Our System
  • Establishing Trust is a Must
  • A Seven Minute Process
  • Other Uses for Photography
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...
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