Dental Marketing Goat
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Dental Marketing Goat
#248 20 to 70 New Patients: Hyper Competitive Market Start-up
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Two dentists share how they turned a struggling dental practice into a fast-growing office by increasing marketing spend, improving phone conversion rates, and creating systems that drive consistent new patient growth. In this episode of Dental Marketing Goat, Dr. Arain and Dr. Maknojia discuss dental practice marketing strategies, Google Ads for dentists, patient referral programs, scheduling systems, and how to achieve higher case acceptance in a competitive market. Learn actionable insights on dental practice growth, new patient acquisition, and building a profitable dental office.
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Dental Marketing Goat, the go-to podcast for dentists who want to grow faster, market smarter and build practices that thrive in today’s competitive landscape. Hosted by Gary Bird, the Dental Marketing Goat himself and founder of SMC National - recently named Best Dental Marketing Agency by over 60,000 dental professionals. Each episode unpacks the real strategies, marketing frameworks and operational shifts that high-performing practices use to attract more patients and increase production. Whether you're a solo practitioner or scaling a DSO, you’ll learn how to align your marketing, team and systems to drive predictable growth.
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You had almost a 500% ROI in that time in the in the first four months of working with you guys. There's a lot of reasons why that happens.
SPEAKER_00We realize that we're in a very, very saturated market. So if we want to grow, we gotta invest the money in it. We went to like from 1500, 2500 to like 5,000. And then we just did that change recently in this month, this is I mean, this week, phone calls have been pouring in. Spend the money and get a get a good mentor. Like grow with credit go to us being part.
SPEAKER_01All right. Welcome back to another episode of Dental Marketing Go. Today I'm gonna be talking with one of our clients, actually, two of our clients. It's a female-owned dental practice, two dentists, two females in a super hyper competitive market who bought a practice from somebody because they couldn't figure out how to grow. This is such a good episode. And you're gonna hear about how they're getting almost a 500% ROI, how they've grown their new patients by over 40% in just a couple months. And they're now seeing upwards of almost 70 new patients a month. And they did it in a way that most dentists just totally missed the mark on. And they figured out a lot of things along the way that helped them grow to get to where they want to go. And they have a very bright future. I'm so excited. Dr. Adina and Dr. Mack out of Katy, Texas, if you know anything about Katy, hyper, hyper competitive, has to be some of the top competition in the United States when it comes to dentists. And they have figured it out. They cracked the code and they're gonna share with you how they did that. And this is such a good episode. You will not regret watching this one. Also, midway through, I they talked about phone scripting. And I actually have the phone scripting down for you below. If you want that, you can access it right down below. All right, stay tuned. I'm super excited to have this conversation. I mentioned to you guys a couple of times already because number one, you guys are in a hyper competitive market, like stupid competitive. You guys are kind of crazy for even opening a dental practice there. But also, two ladies owning a practice together is like, I don't, I've never had to have a conversation like this. I know it exists out there, but it's just like totally different. And I'm really excited to talk with you guys because you have figured out some growth stuff in the last four months that a lot of dentists just frankly never get to. And I want to go over that and how you did it because I think it'll help a lot of people. And what I want to look at is number one, you've been able to grow your new patients by 42%. And it wasn't by accident. You guys were very intentional. So I want to talk about that. You you had a 90% phone conversion, you had almost a 500% ROI in that time, in the in the first four months of working with you guys, and you there's a lot of reasons why that happened. So, first of all, tell me like why you guys chose to open a practice in Katie, Texas.
SPEAKER_00You're making us blush. I know. First of all, thank you. Because I think we're so hot on ourselves and we don't see this growth. So we're super excited to be here. And we were surprised when you reached out and like, wait, we're doing that well. So it's great to hear the compliments. Keep on coming. So, what made us open a practice in KD? Well, we actually, I don't know if you know, we acquired this practice. It was like a, I was like a very slow dripping profit, like droplets. The previous owner had opened this practice, I think 2021, and just wasn't doing well, was struggling. So she decided to sell the practice. It fell on our laps. We got really lucky because it was basically two or three years old, barely used, brand new, and being sold for half the cost of building it out.
SPEAKER_01Wow.
SPEAKER_00Yeah. So it was it was great.
SPEAKER_01Why did they have to sell the practice? Was it because they just couldn't figure out how to get new patients? Is that what yeah?
SPEAKER_00It was a loss for her. She was I think she was producing like 200,000 a year. It was just a lot of business. Not understanding business, not understanding insurance, not understand how to uh verify insurance, collections, um, AR, everything was too much. I think it's easy to be a dentist, but it's harder to run the practice.
SPEAKER_01And then why did you guys decide to go into business with each other? Like how why did you decide to start together?
SPEAKER_00She dragged me into it. Yeah, it was my fault.
SPEAKER_01You're gonna start a business with me in KD, Texas, and you're gonna love it.
SPEAKER_00Well, literally my fault. So we lost I was so happy as an associate. She didn't want it like but she's quite good at the numbers.
SPEAKER_01No, she's good at the numbers.
SPEAKER_00Oh, she's so good at the numbers, and so I'm I'm really heavy clinical, and I all understand that you could be a great clinical dentist and still not know how to run a business, and vice versa. You could run a business great, but if you're not a good clinical dentist, you're referring out a lot. So it's it was like a great match. I saw it years ago. So we actually met in dental school. We sat next to each other for four years in dental school and we came really good friends and post-grad, hunted two very different, worked in different cultures, and then I was ready to start a practice, and I really wanted a partner and just having someone who I know I can trust and just say whatever I need to to without offending her. So it's great.
SPEAKER_01Yeah, that's all true.
SPEAKER_00Yeah. I'm like making her say yes. Yeah.
SPEAKER_01Yeah, twisting your arm.
SPEAKER_00The transparency is really good. Yeah.
SPEAKER_01Yeah, you guys are able to communicate clearly. That's huge. Like you can't buy that, you can't fake it. And you guys knew each other beforehand. So that's that's huge. So let's let's first of all talk about go back to that old practice, right? So they couldn't figure out how to get new patients, they couldn't figure out how to grow. So you guys came in, you've owned the practice for a while now, and you're starting to see your higher months, which we talked about, upwards of six almost 70 new patients, which is in 30 of those are coming from patient referrals. So let's first talk about like on the marketing side, what did you have to do to actually start making your marketing work?
SPEAKER_00So when we first bought the practice, we were very cautious about spending on marketing. And you know, we were always told, oh, you should be in this percentage for marketing, this, that. And then, you know, we started joining coaching groups and talking to other dentists, and we realized that we're in a very, very saturated market. So if we want to grow, we gotta invest the money in it. So I think back at when we joined you guys, that's when we were like, okay, we can try all these marketing companies and things like that, but let's just really hit the ground hard. So we decided to double our marketing spend in in in Google and with guys.
SPEAKER_01And you went from you're spending about 3,000 before and you went to about 7,000, right?
SPEAKER_00We went to like 1,500 from 1,500 to 2500 to like 5,000. And then now we've got it up to 7,000 a month. Yeah, yeah. And then we just did that change recently and this month that is I mean, this week, phone calls have been pouring in and already seen like 23 new patients and like nine minutes.
SPEAKER_01Which is which is insane for for you. That's for the office where you guys were before, that is insane. And then it's a lot of dentists hear this because dentists are when it comes to numbers, they're like they're they're bottom line thinkers typically, because meaning, well, if I'm spending this much money, this is you know money that I'm not taking home. But the other way to think about it is like, well, what if you're getting a 500% ROI? So if you're spending$7,000, but you're getting back, you know,$40,000. Like if I made a machine like that, that every time you put a dollar in, you get$5 back or$6 back. The question is, is how many dollars can I put into that? And so you guys figured that out and you made it work, but that wasn't the only component. You also got your team, you guys are converting at 90%. So pre-COVID, people used to do that. Post-COVID, like it just doesn't happen. And I kind of joked with you guys off the air. I was like, are you guys like threatening or hitting your team members or something? You know what I mean? But I know this the state of Texas frowns on that. So, how how are you guys doing that? Like, how do you get your team to answer the phone and then actually make sure that the patients get scheduled?
SPEAKER_00Um, a lot of scripts, a lot of training, a lot of verbiage, and then a lot of feedback. So, Dr. Mac made a good point. Our office as dentists is right outside the front desk area, so we hear stuff. But on top of that, Dr. Mac listens to the phone calls, the recordings regularly, and gives them constructive feedback, um, has that come in and kind of evaluate themselves, not just on verbiage though, also energy. We're huge on energy and the way you sound on the phone and how friendly you sound. You know, you want patients to want to come see us.
SPEAKER_01Yeah, that's a that's a oh, go ahead, Dr. Mack.
SPEAKER_00A lot of actually most of our staff, you'd be surprised. One of the girls in the family came from a coffee shop had no experience in dentistry. So we hire for communication skills and personality. And they know that the interview we're like, okay, if you can top, great. I can't teach you that, but I'm teaching the skills. So we've gone through a lot of fun vest to you know, plug in the correct people in the right spot. So I think another thing is it's as simple as just being present. Like Dr.en and I are always present in the office, even just not even when we're the office, we're present. We're engaged, we're invested, and we're not just like leaving it in their hand.
SPEAKER_01Awesome. I'll leave the scripting. This is for the audience listening. If you guys want the scripting that they're using, because I've listened to your phone calls too, it's right down below. We'll include that for you so that way other people can train their team. But I will call out just giving people scripting doesn't work. It will fix it for a little bit, but it'll just go right back to normal. You guys have figured out the secret sauce, which is getting ownership. And how you get ownership is just this is like football or basketball. I if you go and watch the film with the whole team and say, hey, you were out of position on defense there. What can we do to make sure that doesn't happen again? The person naturally doesn't want to be in that position, right? They want to make you happy. They want to make the coach happy. So you guys have figured that out with your team. It's so stinking good. I cannot stress this enough. Like you have that one thing is unlocking so many more new patients coming through your door. If that wasn't there, if you were in average office, you would be at 50%. And this is why most marketing just doesn't work, especially in saturated markets. Now, the other thing that you guys, oh, go ahead. You got you got a comment on that?
SPEAKER_00Well, one of the other friend desks we have, she came from a complete different practice. Like she has experience at dentistry out of network practice, we don't chase patients. Patients hang up or patient schedule, we don't chase back. We don't call back.
SPEAKER_01And that's what she said.
SPEAKER_00Yeah. That was their mentality.
SPEAKER_01So that that and that comes from dentists. Dentists train that into their team. It's so, and it's so horrible. It's like, I wouldn't be in business. It's like no business can survive that way.
SPEAKER_00Yeah, it's customer service. Like we're really, really big on customer service.
SPEAKER_01Yeah, which is basic, right? Basic business. But again, when when we have this mentality, like, oh, they're a shopper, they asked how much an implant is. It's like, no, they're they want to buy from you. When you guys came to work with us, you were guys were like, How much do I need to spend? That's a buying question, right? And it's just like in dentistry, we get things backwards so often. So you guys have figured that out. That's amazing. Now, the other thing that you guys do that is exceptional, that's making everything work, is your average time to appointment is seven days. And it's like on face value, that doesn't seem like a big deal, but the industry average is like almost, almost 30 days. We're at like 28 days, floating up into 31 days. So, how did you do that? Like, how do you make room for patients to come in right away?
SPEAKER_00We weren't just talking about this because I had well initially when we were a lot slower and like you know, scheduled or MDB told a girl, put them anywhere, put the new patient anywhere. Like, get them in, don't go. We spent ample time with patients, and we still try to, like, the new patient experience is very important to us, and that's what we've been going back and forth about that we have a hygienist now, and we're getting to a point where I had to play hygiene yesterday, you know. So it's kind of like, all right, we gotta find the perfect balance to give that patient that experience. They're only gonna come back if you give them a solid new patient experience. We have certain blockouts in the day that we reserve for new patients, and what we have been doing is if those new patient soft inbooked, which has been a great problem over the last couple of days, her and I, Dr. Mack and I will go and add extra blockouts for online scheduling. And yesterday we had someone, we had our uh new patient software taken for the afternoon, we just added one extra one and it got taken. It's coming tomorrow for treatment. So we try to have the availability on the schedule. Second thing is you can't assume you're taking no. The team took a lot of time for them to understand that within 48 hours, if there is a treatment room open and no treatment is scheduled, and we have a lot of sleep. Get a new patient, if a new patient calls, just because you don't have a treatment, sorry, new patient's a lot open, when can you override that? And it takes a lot of like hand holding and trading for them to understand because they don't want to disappoint you.
SPEAKER_01It's not your team, it's not your team's fault. You created rules to the game and said put patients here and then there's no space. So what do you expect them to do? You know, the other thing that I think that you guys figured out, I don't know if you know you figured it out or not, but most front desk have no incentive to book more new patients and double book and those things. In fact, it's just extra work for them. So they would rather push new patients out. Like that's their incentive. But what you guys have figured out is we're reviewing the calls. So if someone pushes someone out a week, it's instantly flagged. And then so your team just doesn't do that.
SPEAKER_00I think it's the constant checking in that we do with them. Like we constantly check in with them that, like, you know, why isn't the schedule filled? How can we get the hygiene schedule filled? Like it's something we talk about in every single huddle. And not like blaming them. There's a difference between like, hey, you need to do this versus they're in the front and they're in the trenches. So we ask, what do you think is gonna work? What has worked well or what and what has not. And sometimes it takes a team discussion, some things we don't take, but some things we actually learn from them. We've had our front desk come up with really good ideas on how to get conversions and it's worked.
SPEAKER_01That's awesome.
SPEAKER_00An example is like we're out of North Delta. Sorry, there's a lot of delta in this area. And I initially we used to charge them full fees up front to be able to see them. But our front desk was like, why don't we just charge them the cash title and just build that to insurance? And I'm like, that's brilliant. Why don't we think of that? Well, in December, we got some deltas in for$99. And that's not the big thing in Katie because a lot of dentists are dropping delta.
SPEAKER_01Yep, everybody's dropping delta. It's where it's paying in most states, it's paying below like what Medicaid and a lot of the state insurances are paying. So yeah, everybody's in the process of that. And it it it it you can you can still figure it out though, because the patients don't understand that, right? They don't know what's going on. So let's talk about that$99, because this absolutely triggers Dennis. Like, if I want to go online right now and get hundreds of comments on Facebook, all I have to do is just go, what do you guys think of a$99 or$59 cleaning? And people they lose their brain, right? So I it's like, what do you think we are? Like McDonald's or something, you know what I mean? So why'd you guys end up doing that? And what do you think of it now versus before?
SPEAKER_00So initially, when the idea came through, we're like, okay, sure, we don't mind because we're doing a$49 limited exam, 69 for full exam. We do free stuff all the time. Like between the two of us, we do free stuff all the time. And that's okay. Like we're it's all about getting that. Sometimes we'll see a patient and we get that. That's fine. But when it came to like numbers, because people will argue, well, your hygiene needs to reduce three times about your pain with your pain and blah, blah, blah. So we need we do the exam for our zero dollars and we just put the 99 on the proof. That way the hygiene is a different option, and to us it makes us feel better than our hygiene is making two highs. A little bit right in times, but we're making them so well. The other thing is just giving them in. We need to get them in. So the biggest thing is I know we have a solid, we are great when we communicate with patients. We know how to educate them. The biggest thing is education. So as long as that patient is able to come in on a 9-90 special, we can educate them on why they might need an SRP or they might need a gingable scale or something more, why they need those cavities filled. That whole experience that Jeff talking about, that new patient experience is gold. And that's the value. The value is not on that first appointment. The value is in two things, them getting treatment and them referring others. So it's not even just how much was this patient's lifetime like ROI. It's how much was the lifetime ROI of them and everyone else they brought in.
SPEAKER_01Yes. So there's there's a concept that I learned a long time ago. It's called 100% case acceptance. And so, Dennis, a lot of times I'll talk with them and they'll be like, Well, I don't want to charge$99 for a cleaning, I want to charge$299. And I'm like, okay, well, what is that gonna do to your numbers? That extra$200. It's almost nothing, right? In the big like from a percentage standpoint, it's like a blip. So it's not a big deal from a dollar standpoint. But the part that people miss is the concept of 100% case acceptance is if you get the patient in the door and they recare, even if they don't buy treatment, if they just keep recaring, you will eventually get 100% of all dental treatment that they ever need for their whole life, plus patient referrals from them. Or if you don't get them in the door because they don't the they the extra hundred dollars that you wanted to make on your cleaning or whatever, or they come in and they don't recare, you get 0% of all the treatment for the rest of their life, plus none of the referrals. So it really is an all or nothing game. And so I always tell people like, just figure out the top how to get them in it first, and then dial it in and change it and you can play with it. But if you haven't figured out the top part, you really haven't figured out the game yet because you can't get to the value down below.
SPEAKER_00I think the biggest goal we've had or like the biggest change we've had the last few months is just keep it simple. We've been trying to simplify our systems because we were just like, why did we overcomplicate things? Like, why did we have XYZ process? Just keep it simple, right? Bring them in.
SPEAKER_01Dennis are smart. You guys you guys start optimizing for problems that don't exist yet.
SPEAKER_00And I'm also even considering like bringing in delta patients for preventative without a card up front, but not my nine eyes, because I've looked at the EOBs, and yeah, we do get more than 99 if you combine everything together.
SPEAKER_01Yeah, it's it's I mean, that's just business, right? Super smart. And then and then so what how do you get the patients to accept treatment? So that's the next big thing is like, I think I'm gonna guess you guys are both super personable, you're nice, you're very inviting, right? Like, so I'm like, I'll buy treatment from you, you know what it means. But what else are you guys doing that's getting these patients once they get in to be like to trust you and to actually want to buy treatment from you?
SPEAKER_00I think just being friendly, to be honest, expi the experience and the whole team, like everyone that comes in there always like your staff is so nice. Like we get so many compliments by our staff. So, like I said, when you go back to the interview process, it's all about can you talk to people and you know how's your personality? It's education to you, so making sure that they understand the why. We're getting on the why, the why behind why we answer the phone a certain way, the why behind why a certain treatment is recommended for that, the lie behind everything within our team, but also the patient needs to understand the why. Why do you do this? Why should you invest in this? Why am I on your side? Another big thing that our front desk is which I love is they always tell the patient, I'm your patient advocate. We are on your side. We are not this image of like dentist or accounting or trying to, you know, get money and it's like that's just not true. That's another reason why the$49 limit exam right now, we're doing pre-limited exams and the$99 coupon works is because from day one, I'm not trying to collect a ridiculous amount on you.
SPEAKER_01Yeah, because from the patient's point of view, why do I have to give you$400 for you to tell me what's going on? Like that's how they and now I know it's it's like you went to dental school and you have business bills and all these things, right? I understand why, but the patient doesn't understand why. And so you you've broken down that wall. And then I think the the nature of how competitive it is in your guys' market kind of forced you to go down that road a little bit faster because it's like stink, we gotta figure this out. Yeah, go ahead, Dr. Mack.
SPEAKER_00I think another thing that really helps is being educated in your billing and insurance as a doctor. It's so important to know that.
SPEAKER_01So this is the number thing that that you're good at, right?
SPEAKER_00Too, like just simple rules about insurance that a lot of doctors don't know, you know. And there's a lot of patients that we have convinced to drop their insurance or talk to their HR and change their insurance. Like I'm how Malik Delta that came in, you know, we knew that it was a federal plan and we knew where network was one federal plan. Guess what we did? We got that guy to push over to the one we're in network. And that's as a family of court. But that's also because it's like, I want you advice, like the pay tall, once you're part of the family, because that's what it is, they will do what it to come and continue seeing you as a provider.
SPEAKER_01That's so good. Okay, so another thing that you guys have figured out is you have around, you're seeing around 30 patient referrals a month. So patients that told other patients to come in. And you guys have done two things to really like ramp that up. And we were talking about it before we hit record. You you do a lot of things with businesses, local businesses, and then you also do a lot of things with you said that you do uh patient referral, different things in the office. Could you tell me a little bit about that?
SPEAKER_00So we have an internal referral program. Every patient that comes in, if they refer another patient to us, we are automatically uh mailed a handwritten from us and a five dollar gift card to a coffee shop. It's a local coffee shop that we've partnered with, and it's great because I was begging to meet the owner. For so long, and then finally we got back to him. And then we made a really good deal. We buy a certain number of cards from him and he gives us the same amount more free. So we're getting a good trade-off. It's easy five dollar gift care for a patient. And yes, to the dentist listing, this patient might have come in on a$99. And guess what? Because if they send someone else in, they probably came back for treatment because they like that, or they will. But whoever they sent in, what is their ROI? So there's so much that goes into it. You can't you have to think big. That's one aspect. And then the second thing we do is the local events. So we go to a lot of like um local daycares for their Easter events, their conquer tree. We've partnered with like a Free5 nearby for their golf tournament, we sponsor them. Uh, we do health fairs, we try to do the same events again and again, or in the same school or venue again and again. So it's just professions and trying to build our brand so people know a freeway and all studio.
SPEAKER_01That's awesome. What's your guys' goal for the future?
SPEAKER_00Boom.
SPEAKER_01Like, where do you want to take this?
SPEAKER_00The sky's the limit. I mean, we want to honestly double production that we did last year. Yeah. And we're pushing towards it. Yeah. So yeah, we we wanna we wanna do less clinical days. Yeah. So personal goals want to do less clinical days and build a beast of a practice. We don't have all the practices, we want one very good high volume practice. We set goals in December, it's so funny because we set an annual production goal in December and we're sitting in March, and our accountant actually like texted us and was like, Y'all are gonna hit it. Like y'all are gonna like it's crazy, you know, to to have him say that. It does. So long-term goal is just to see how how far we can take this and and grow it and build business, build employment opportunities for others, train others, grow dentistry, hire staff, and have like a beautiful practice.
SPEAKER_01Now, I know it hasn't been easy, right? So I know there's probably been like scary times. So this will be the last question. When what what would you say to dentists out there that are in that struggle zone? Because everybody, every business owner goes through this. They're in that struggle zone and they're just like, This is stupid. Why'd I get into dental? I'm gonna quit, I'm gonna go be an associate somewhere and and I have all this debt and all these kind of things. Before you started this hyper growth that you guys are on, and now you kind of see the sun shine and it's like exciting now. What would you say to that person that's kind of stuck in that zone?
SPEAKER_00Spend the money. And get a get a good mentor. Like we, I think that a lot of credit, our credit, the growth credit goes to us being partners. Like I know we started this podcast off by saying two women in dentistry working together. When you're alone, dentistry is very isolated. If you're the one that's making all the decisions, clinically back, patient fatigue lines are in your hands, and then the staff is in your hands, everything's in your hands. But one thing that we are very lucky in the sense that we have each other to encourage each other. So we're scared, like, how do we find more on marketing? Just talking to each other about it and like really sitting down and focusing on like is our goal. How are we gonna get there? Is it realistic to get there by doing XYU? And if not, some things don't get right if we're doing different work, something got changed. Sometimes you just need to talk to some more. I think with also like we haven't really asked questions. So if you see a dentist that's doing well, or you see someone that you're like, man, I wonder how we're doing that, ask that.
SPEAKER_01You'd be surprised that people are really doing people love to share about themselves and how they figured it out.
SPEAKER_00Yeah, and like how did we as Dr. Hamlin? What about me? You don't want to figure it out, you just ask.
SPEAKER_01And I already know Dr. Hamlin, he's always just like, spend more, spend more money. I when that's why I laugh so hard when you said that. I was like, Dude, you've been calling hanging out with Dr. Blake too much.
SPEAKER_00Like, what did you do to turn around? I said I just spent more money. He's just so you're telling me I wasn't crazy when we met in November. And I was like, no, not at all, just a little bit, just enough crazy because they were like, What? You're telling us to spend more, but again, you have to talk to someone who's in the same boat as you who's done it, and really ask them what did you do and pick their brain. I think you just have to move out of your comfort zone. Cause when you get comfortable, there is not enough growth. Growth doesn't have that comfort zone. Yeah.
SPEAKER_01It's so good. This is really good. Thank you for doing this.
SPEAKER_00Thank you, Gary. Yeah, thank you.