#261 We Changed ONE Thing and Growth Happened!

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Most dentists don’t realize their marketing is losing money because of one small mistake in their offer.

In this episode, Gary Bird breaks down a real SMC case study in which a simple $50 pricing change turned a campaign from -42% ROI to nearly 200%. You’ll learn how to fix your dental marketing by adjusting your offer, improving targeting, and lowering cost per patient without changing your ads or budget.

This is the exact system used across hundreds of practices to drive real new patient growth and profitability.

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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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Transcript

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Today we're gonna be talking about a specific client that we work with that changed one small thing. And when I say one small thing, I mean super tiny, takes 10 seconds to do, and the results afo absolutely exploded. And so I'm gonna break this down for you now. If you're listening on our podcast and you can't see me, this is one of those episodes I don't do this often. Go back and find us on YouTube so you can actually see what we are talking about, and just look up for uh we changed one thing and growth happened. So go look for that specific podcast and you'll find us uh on YouTube so you can see it. So here's what let me give you a quick breakdown. So this was January through February, so it was two months of marketing. They spent$8,600. Their net production from that was$3,300, their scheduled production was thirteen hundred dollars, their ROI was a negative$42. Okay, not good, bad. They got 24 leads, cost per lead is$358, too high. Qualified leads,$390, way too high. Appointments scheduled,$716, horrible. And then cost to acquire a customer was almost$1,300, way too high. Okay, way too high. We look at this and we say, man, that's not good. We need to get those numbers to come down, right? So what do we do? I'm gonna show you what happened. This is one month of marketing. So in one month of marketing, they spent$4,300 because we're only looking at one month. That was two months that we saw before. Their net production from that was$4,200, their scheduled production was almost$8,000, their ROI was almost 200%, their cost per qualified lead came down to$195, their cost per appointment was$286, and their cost per new patient was$390. So they cut it in a third. Now, depending on you can get these numbers better or worse, right? Depending on what kind of market, there's a lot of market dependency on this. But what did they change? How did everything get so much better? And we only changed one little thing. Now, a lot of you guessed. I posted this on Facebook, guess what it was? A lot of you were like, the phones, that would be my first guess too. But that wasn't what it was. It was so simple that a five-year-old could do it. And I'm gonna give it to you what it was, and then I'm gonna give you some misconception. So don't tune me out when I give it to you, you give you the answer, because I know some of you are looking at this and going, You're gonna tune me out the second I say it. Okay, so don't tune me out. They lowered their cleaning by$50. You say, Well, I've already tried that and it doesn't bring good quality. Well, in this case, it dramatically improved the quality. And all these numbers are just gonna keep going up. We're still in early April. All of these numbers are gonna keep going up. Their ROI is gonna go up, their new patient numbers are gonna go up, everything's gonna get better. And all they did was change one thing. It was fifty dollars off your cleaning. Now, let me tell you why you don't get good quality patients when you lower your cleaning by$50. Because I know some of you are like, I already tried that, it doesn't work. Okay, so typically, not always, but typically you have a targeting problem, not a marketing problem, if that makes sense. So, what do I mean? So, this is a map that we do for all of our clients, and we can go in and we can look at all of the historic new patients that you have, and we can look at the income levels of those new patients, and we can go and target different income levels. So you can tell here the median household income of 61, those are the light areas, versus the high income areas of$91,000. Well, guess what? We want to target more of the high income area for this particular practice, or maybe we want to target more of the middle income. So if you can lower your cleaning by$50, make sure that you're not targeting the lower income areas that can't afford your services and only targeting areas that can afford your services. All of a sudden, patients start coming in and they start buying treatment without changing anything else. We didn't change anything else. Exact same marketing, exact same targeting, exact same everything, exact same budget, exact same team at the front desk, same availability. It was fifty dollars. But so many dentists have been tricked by talking to other dentists, going, Oh, I can't, I can't lower it below this for$50. It's$50. I'll pay the$50. I'll pay the$50 for you if you're that that scared to try it. Try it. I dare you. Try it. Now make sure that your targeting's dialed in. If you look at this and you say, Man, I don't know if my targeting's dialed in, then we'll do it, we'll help you with that. Let us know. We'll take a look at your targeting, we'll take a look at everything that you're doing, and we'll figure out can we target better? So that's the lesson for today.$50, a lot more money coming in, a lot more production coming in, a lot more new patients coming in. Uh everything else got better for$50. All right. You guys have a good day.