The GrowOrtho Podcast

HIP Creative
  • 4.8 (18)
  • Management

Have You Ever Asked Yourself: How can I get more patients? What are the systems I need to streamline operations? How can I be more effective with marketing? How can I align marketing and operations? How can I measure marketing results to see what’s working? If this is you, you’re in the right place. We’ve spent a lot of time talking with orthodontists, dentists, practice managers, office staff, and consultants, and we’ve actually built a framework to connect your office to patients & develop a relationship. Our Patient Acquisition & Retention Framework™ enables you to manage the patient experience from the first call through their procedure of interest. The GrowDental podcast is for dentists who want to run their practice like a business and discover how to take their practice to the next level.

Episodes

  1. 4d ago

    What Is My Practice Worth When Selling To An OSO Or DSO In 2026?

    Episode: What Is My Practice Worth When Selling To An OSO Or DSO In 2026? Show: GrowOrtho Podcast, Host: Luke Infinger, CEO and co-founder, HIP Creative Guest: Brian Christensen, CFA, Chief Development Officer, 7 Pillars Published: Summary: Selling an orthodontic or dental practice to a DSO or OSO usually takes about six months from signing with an M&A advisor to closing, according to Brian Christensen, CFA, Chief Development Officer at 7 Pillars, and 60 to 90 days of that is due diligence after the letter of intent. Buyers price the practice on adjusted EBITDA, which is revenue minus true go-forward operating expenses minus market-rate doctor pay, and multiples start to climb at roughly $1 million of EBITDA. Christensen estimates a one-doctor practice with $2 million of EBITDA an hour outside Atlanta would trade at about 7.5x to 8.5x, while very high EBITDA concentrated in one provider creates key-person risk that lowers the multiple. Earnouts only count if the targets are achievable, and buyers weigh the last three to six months of performance heavily. In 2026 the DSO market is shifting toward large groups buying smaller groups, sponsor-led platform mergers, and IPOs as alternatives to the traditional private equity recapitalization. Topics covered: practice sale timeline, M&A advisor engagement letters and success fees, adjusted EBITDA and add-backs, buyer selection and letters of intent, due diligence, exit multiples, earnouts, key-person risk, DSO consolidation, private equity recapitalizations, dental IPOs, the orthodontic M&A market. Key entities: 7 Pillars, Brian Christensen, Brett Pierce, Christy Ratcliff, Luke Infinger, HIP Creative, GrowOrtho Podcast, US Oral Surgery Management (USOSM), MB2 Dental, Heartland Dental, Foundation Dental Partners, Smile Doctors, myOrthos, Paradigm Oral Health, BlackRock Long Term Private Capital, Warburg Pincus, Thurston Group, SGA Dental Partners, Gen4 Dental Partners, Modis Dental Partners, Tyree & D’Angelo Partners, Park Dental Partners, Blackstone, KKR, Invisalign. About The Author Luke Infinger CEO and co-founder, HIP Creative | Host, GrowOrtho Podcast Luke Infinger leads HIP Creative, a growth partner for orthodontic, dental, oral surgery, and multi-specialty practices, and hosts the GrowOrtho Podcast, where he interviews the advisors, operators, and doctors behind growing orthodontic practices. Profile: [AUTHOR PROFILE URL] Featured Expert Brian Christensen, CFA Chief Development Officer, 7 Pillars Brian Christensen oversees client development at 7 Pillars, an M&A advisory firm that represents healthcare business owners. He previously worked in M&A at US Oral Surgery Management and as Vice President of Business Development at BOND Orthodontic Partners, and he holds an MBA from Southern Methodist University. Profile: https://www.7pillarsadvisory.com/our-practice/meet-our-doctors/brian-christensen/ Selling to a DSO or OSO takes about six months once the process starts, according to Brian Christensen, CFA, Chief Development Officer at 7 Pillars, and many practice owners start the conversation later than they should. Christensen has worked both sides of these deals. He did M&A for US Oral Surgery Management, helped a West Coast orthodontic support organization grow from 3 locations to 50 in about two years, and now represents sellers at 7 Pillars, a healthcare M&A advisory firm that completes 20 to 25 DSO and private equity transactions a year. In this GrowOrtho Podcast episode, Luke Infinger, CEO and co-founder of HIP Creative, asks Christensen to walk through a sale from the first signature to closing. They cover how buyers calculate adjusted EBITDA, which add-backs raise it, what multiples a single-doctor practice can expect, why an earnout can make an $8 million offer look like $10 million, and how the DSO market is moving toward platform mergers and public offerings. Christensen’s main advice for sellers is to know your numbers the way a buyer will calculate them, and to keep growing after you sign with an advisor, because the last three to six months of performance can move your multiple. Key Takeaways A practice sale run by 7 Pillars typically takes about six months from engagement to closing, with 60 to 90 days of due diligence after the letter of intent; the fastest deal Christensen cited closed in five and a half months. Adjusted EBITDA for a practice sale equals revenue, minus true go-forward operating expenses after personal and one-time add-backs, minus market-rate doctor compensation, which most groups set as a percentage of collections. Christensen said EBITDA multiples start to rise at about $1 million of EBITDA, and he estimated a one-doctor practice with $2 million of EBITDA an hour outside Atlanta would trade at roughly 7.5x to 8.5x. Very high EBITDA produced by a single doctor creates key-person risk, and 7 Pillars has advised owners in that position to add an associate or partner because the higher multiple can outweigh the lower profit. An $8 million offer with a $2 million growth bonus is an $8 million offer if the growth target is unrealistic, so sellers should compare cash at closing. Buyers start with trailing 12-month EBITDA but weigh the last 3 to 6 months heavily, and an unexplained dip during the process can cost the seller negotiating power or the buyer altogether. The deal blockers Christensen sees most often are bringing in a financial advisor or CPA too late and taking advice from too many people outside a small core team. When Should A Practice Owner Start Talking To An M&A Advisor About Selling To A DSO? Brian Christensen of 7 Pillars tells practice owners he would rather they start the conversation slightly too early than too late. Waiting too long narrows the pool of dental support organizations (DSOs) and orthodontic support organizations (OSOs) willing to bid, and it lowers the price. He also separates timing from motive. Christensen’s rule is to never sell out of fear and never sell because a friend did. Start with what you are trying to solve for. When owners say the answer is money, the follow-up is what the money is for, and Christensen points out that if money alone were the goal, more orthodontists would be working Fridays and Saturdays. An early conversation does not commit anyone to a sale. 7 Pillars regularly talks with owners who only want to understand current deal structures and what buyers are paying for, and some owners go to market just to test their value. Christensen’s view is that when several buyers independently give the same feedback, such as growing new patients, hiring more treatment coordinators (TCs), expanding the footprint, or closing underperforming locations, the feedback is probably right and worth acting on. How Long Does It Take To Sell A Dental Or Orthodontic Practice To A DSO? According to Brian Christensen of 7 Pillars, a practice sale usually takes about six months from signing the engagement letter to closing when the seller, advisor, and buyer all move quickly. The fastest deal he cited closed in five and a half months. Roughly 60 to 90 days of that window is due diligence after the letter of intent (LOI) is signed. Delays come from ordinary life as often as from deal problems. One 7 Pillars client left for a month-long trip to Japan, and the process paused while he was gone. Christensen describes a push and pull: buyers have momentum and their own pipelines, and a seller who stalls risks losing that momentum. Longer timelines happen. Christensen described a non-dental operating business that engaged 7 Pillars in December 2024, went to market in spring 2025, accepted an LOI in July 2025, and was still expected to close at the end of 2026, close to two years in total. He also described a general dentist (GP) who signed with 7 Pillars in 2024, found a dental support organization (DSO) he liked, and then spent another year fixing staff turnover and growing cash flow and EBITDA before closing with MB2 Dental. Waiting the extra year let him close with the group he had wanted from the start. What Does An M&A Advisor’s Engagement Letter Cover, And What Is A Tail? An engagement letter is the contract a practice owner signs with an M&A advisor before any analysis begins. Brian Christensen of 7 Pillars describes it as a long document that sets out the advisor’s responsibilities, the seller’s responsibilities, and the economic arrangement. At 7 Pillars, the economics are usually a success fee, meaning a percentage of the transaction paid only if the deal closes. The firm typically charges no retainer or upfront fee. Christensen’s reasoning is that when the seller gets paid, the advisor gets paid, and if the process ends without a deal, both sides lose only time. A tail is the clause that protects the advisor if the seller walks away. Under 7 Pillars’ usual terms, Christensen said, a seller who terminates the engagement or decides not to transact cannot pursue a deal with any buyer 7 Pillars talked to on the seller’s behalf for about one year. He noted that other advisors use breakup fees or longer tails, so sellers should compare those terms before signing. How Is Adjusted EBITDA Calculated When You Sell A Dental Practice? EBITDA (earnings before interest, taxes, depreciation, and amortization) is the cash-flow number that dental support organizations (DSOs) and orthodontic support organizations (OSOs) use to price a practice. Brian Christensen’s working formula for a practice sale is revenue, minus the true go-forward operating expenses of the business, minus market-rate compensation for the doctor. The go-forward adjustment is where add-backs come in. Add-backs are expenses on the current books that a buyer will not carry after closing, so they get added back to profit. Christensen splits them into two groups. Personal add-backs include pay for a spouse or children who do not actually work in the practice, a boat, a country club membership, spor

  2. Sep 1

    Why Most Orthodontists Get Their Commercial Leases Wrong

    More than 90% of dentists and orthodontists negotiate their office real estate with no representation, and it costs them. Colin Carr explains that lease renewals are the single transaction where healthcare providers lose the most money, with the average practice leaving a couple hundred thousand dollars on the table, and roughly $300,000 on a standard 10-year lease for a 3,000-square-foot space. He walks through why savvy landlords treat an unrepresented doctor as an easy target, why ChatGPT and a family-law attorney friend cannot substitute for a healthcare-specialized broker, and why the broker commission is already built into every deal whether the tenant uses it or not. The episode closes with clear timing: start a renewal, relocation, or purchase conversation 18 months out, a ground-up build 18 to 24 months out, and a startup 9 to 12 months out.

  3. Jul 20

    Dental/Orthodontic Website Visitors Aren't Booking? You're Missing This!

    Most orthodontic and dental websites rank fine and still bring in almost no new patients. Luke Infinger and James Kuck break down what separates the best orthodontic websites from the ones costing practice owners money every month. Here's what they cover: - The SEO basics most practice sites still get wrong, starting with page titles that just say "Home" - Why the doctor page is the second-most-visited page on almost every practice site, and how to build real trust on it - The design and mobile checks that decide whether a patient books or leaves - The one question most owners can't answer: how many new patients did your site produce last month?

  4. Jul 13

    The 6 Treatment Coordinator Mindset Shifts That Take Close Rates to 75%

    Episode: The 6 Treatment Coordinator Mindset Shifts That Take Close Rates to 75% Show: GrowOrtho Host: Luke Infinger, Founder and CEO, HIP Creative Guests: None (solo episode) Published: [07-13-2026] Last updated: [07-13-2026] Summary: Luke Infinger argues that treatment coordinator performance is a mindset problem before it is a training problem, and he lays out six shifts that change it. Only 20 to 30% of dental and orthodontic offices staff a dedicated treatment coordinator, which means most practices are asking an admin or the doctor to sell, and conversion suffers. The core reframe is that the patient who booked, showed up, and sat down is already pre-sold, so the consult exists to remove fear and friction rather than to convince. Practices that install these shifts can move from the roughly 52% average close rate to 75% or higher, add up to $1,000 in production per new patient start, and double daily consult capacity by cutting the new patient consult from 60 minutes to 30. Luke also covers pay structure, recommending low hourly with heavy commission upside rather than the high-hourly, low-commission model most practices default to. Topics covered: treatment coordinator role, case acceptance, close rate, consult length and scheduling capacity, sales mindset, patient objections and no-shows, softening language and tone, film review for sales teams, TC compensation and commission structure. Entities named: HIP Creative, GrowOrtho, Luke Infinger, George Bernard Shaw, Brian Tracy, Buckle, Amazon, Invisalign, HIPAA. AUTHOR BLOCK By Luke Infinger CEO & Co-Founder, HIP Creative | Author | Luke Infinger has spent more than 12 years helping dental and orthodontic practices grow through marketing, software, and education. He is the founder of HIP Creative, which works with more than 500 dental and specialty practices across the country, and the creator of Practice Beacon, a lead-tracking CRM built specifically for dental and orthodontic teams. His work has included taking practices from regional obscurity to nationally recognized growth benchmarks, among them helping an orthodontist become the fastest-growing in the country by 2018. He is also the author of multiple books on practice growth and a sought-after speaker for dental continuing education events. LinkedIn: https://www.linkedin.com/in/luke-infinger-b36a001b/ Most practices try to fix case acceptance with a new script. The treatment coordinator mindset is what actually moves the number, and it moves before anyone opens their mouth in the consult room. What your treatment coordinator believes about the patient walking through the door determines how they open, how hard they push, and whether they ask for the start at all. Luke Infinger opens this episode with a line from George Bernard Shaw: those who cannot change their minds cannot change anything. It sounds like a poster on a wall until you watch two coordinators with identical training produce a 45% close rate and a 78% close rate. The scripts were the same. The belief about the patient was not. Six shifts follow. They cover who should hold the role, what to assume about the person in the chair, how to hold your own certainty when leads go quiet, how to lower a guarded patient’s defenses, how to build consult capacity out of thin air, and how to pay a top performer so they never take a call from a competitor. Key takeaways Only 20 to 30% of dental and orthodontic offices staff a dedicated treatment coordinator (TC), and it is rarer on the dental side than in orthodontics. Putting a generalist in a sales role produces poor conversion. Luke’s view is that a salesperson can survive at the front desk, but an admin moved into treatment presentation usually cannot survive as a closer. The average practice close rate sits around 52%. Practices that treat every patient as pre-sold can reach 75% or higher. A one-hour new patient consult can be cut to 30 minutes with a defined format, which takes a practice from roughly three consults per day to six without adding chairs or hours. Over-explaining kills starts. Luke’s rule is that details are the enemy of execution, and he points to Brian Tracy’s “-er factor”: faster, better, easier, cheaper. Most practices pay treatment coordinators too much hourly and too little commission. Luke recommends flipping it toward minimum wage or near it, with significant upside tied to starts and revenue added. Installing these shifts can add up to $1,000 in production per new patient start. Free Growth Session   Why should an orthodontic practice hire a dedicated treatment coordinator? A treatment coordinator (TC) is a specialized sales role, and only 20 to 30% of dental and orthodontic offices actually staff one. In orthodontics it is more common. In general dentistry, Luke says a dedicated TC is genuinely rare. The cost of not having one shows up as broken flow state. When the doctor has to sell, the doctor stops doing the only thing the doctor can do, which is diagnose, treat, and move to the next chair. Pull that same doctor into payroll, time-off approvals, and team conflict, and you get a stressed owner with operational chaos underneath them. The same principle applies to the coordinator. A strong TC who is skilled at sales, extroverted, and genuinely empathetic should be presenting treatment, closing treatment, and moving to the next patient. Break that rhythm by handing them administrative work and their numbers drop, partly because they are not happy doing it. Luke’s argument on direction of movement is worth sitting with. Take a salesperson and put them at the front desk or in an admin seat and they will probably be fine. Take an admin and put them in a sales seat and conversion tends to fall apart. The skills do not travel both ways. For a small or startup practice, Luke still treats the TC as a key hire. His build order is one administrative assistant, one clinical assistant, and one treatment coordinator. As the practice grows, that administrative assistant becomes the office manager. What does “the patient is pre-sold” actually mean? It means the patient already decided something before they arrived, and the consult is not where the decision gets made. Luke sees practices operating from the opposite belief. They act like the patient is on the fence, like there is a long warming-up process, like the start is genuinely in doubt until the last minute. Then he asks the obvious question: who takes two hours off work, gets the kids ready, and drives to an orthodontic office for the fun of it? Most patients who need treatment are insecure about their smile. That insecurity is what motivates them to move fast. They want confidence. They picked your practice out of the options available to them, booked the appointment, and showed up. Very few of them want to repeat that process at two more offices next month. Luke pulls the analogy from his own retail days at Buckle in the mall. Plenty of people walked past. But the ones who came in were touching product, picking up jeans, holding shirts against themselves. He closed at a high rate because he believed those signals meant intent. If he had assumed those people did not want to buy, he would have performed like someone who assumed that. When a treatment coordinator treats every patient as ready to move forward, the close rate can move from the roughly 52% average to 75% and above. The belief changes the ask, and the ask changes the number. Free Growth Session   How do you build certainty before a consult when leads go quiet? Luke’s third shift is a three-question check a treatment coordinator (TC) runs on themselves whenever their confidence slips. He calls it truth, fact, and reality. The truth. What does this person actually want? Straight teeth. Teeth that let them eat normally. Confidence. To stop hiding their smile in photographs. That desire existed before your practice showed up in their feed. The fact. They clicked on something. They called your practice. They booked an appointment. Nobody forced them to do any of it. That fact does not evaporate because they went quiet afterward. The reality. Everyone is guarded, and people are busy. A no-show does not mean a bad patient, and it does not automatically warrant a fee or a booking block. In a dental practice, the patient may be carrying real fear about pain. In an orthodontic practice, they may be scared of what it costs. They may have simply forgotten. The practical payoff is in follow-up. A practice that varies its outreach across call, voicemail, text, and email eventually reconnects the dots for the patient. They recognize the name, remember the person who was kind on the phone, and remember that they do want braces or Invisalign after all. Luke’s point is that the no-show can become your best patient once the guard comes down. Any time a coordinator catches themselves believing a lead is dead, running truth, fact, and reality restores the accurate picture. How do you lower a guarded patient’s defenses? Luke frames the treatment coordinator (TC) as a disarmament agent. The job in the first minutes of contact is to lower the guard, and guard comes down through words, tone, and body language. Start with the words. Here is a transactional version of a same-day start offer: “We offer same day starts, so we can start today if you’re interested.” Here is the softened version Luke prefers: “We offer same day starts, so you could begin today without another visit, if that might possibly work for you and your schedule.” The content is identical. The second one gives the patient room to breathe. Softening words and connecting phrases lower guard where a direct push raises it. Delivery carries more weight than word choice. Luke cit

  5. Jul 7

    The Brand Strategy Mistake Costing Your Dental Practice Patients!

    Most practice owners think they have a marketing problem. In this GrowDental session, HIP co-founder and CEO Luke Infinger argues they have a congruence problem: a gap between how good a practice actually is and how good patients think it is before they ever walk in. He calls the fix the congruence effect, the alignment between your clinical reality and your brand perception. When the two match, patients show up already convinced and case acceptance becomes a conversation, not a sales pitch. When they don't, you burn chair time rebuilding trust you should have earned online. Luke backs it with patient behavior data, including that 89.7% of patients start their search online, 72% start on Google, and businesses with 100+ images on their Google Business Profile get 500% more calls. The throughline is sequence. Luke lays out the order that actually drives growth, brand first, then findability, then amplification, and names the most expensive mistake in dental marketing: pointing paid ads at a foundation that isn't ready, which is why 30 to 40% of ad budget gets wasted on poor conversions. Along the way he covers the 72-hour rule for booking digital leads before no-shows climb, the 6x cost gap between organic and paid leads ($30 versus $180), and why your brand is a clinical asset, not a line item. He closes with the question worth sitting with: if your best patient's friend searched for you the way they'd search for anyone else, would they find you, and would what they saw do justice to the care you deliver?

  6. Jul 2

    After Growing 500+ Ortho & Dental Practices, Here's What Works in 2026!

    Most dental and orthodontic marketing fails because of the order, not the effort. Practices jump to paid ads before their brand, website, and local presence can carry the weight. Luke Infinger breaks down the exact order that turns marketing spend into new patient starts. FREE RESOURCE: Practice Profit Diagnostic → https://practiceprofitdiagnostic.com/ See where your practice is losing patients before you spend another dollar on ads. In this video, you'll learn: - The three stages that have to happen in order: brand, findability, then ads - Why patients research you for two weeks before they ever call - The five-by-six follow-up method that protects your show rate - How to fix your Google Business Profile so you land in the map pack CHAPTERS: 0:00 Introduction 0:57 Why Order and Sequence Wins in Marketing 2:37 How Patients Actually Find You Online 4:16 The Two-Week Research Window and Website Trust 6:27 Video and Follow-Up That Fill the Schedule 12:00 The Trap: Running Ads Before Your Foundation 15:50 Findability, Reviews, and the 72-Hour Rule 19:28 The Advanced Play and Your Homework

  7. Jun 15

    Your Orthodontist SEO Plan Isn't Good Enough (here's why)

    Every orthodontist who talks to us eventually asks the same thing: how do I rank number one for "orthodontist in my city," and how do I stay there? Local SEO for orthodontists is not a single trick. It is on-page work on your website and Google Business Profile, then authority built through link building, applied in the right order for the footprint your practice actually has. This post breaks down how Luke Infinger and James, the SEO lead at HIP Creative, approach that problem on the GrowOrtho podcast. It covers where to start, why link building does the heavy lifting, which page you should be trying to rank, and how to handle the awkward cases: one location serving a dozen towns, or several offices spread across a region. The short version is that ranking is earned by closing the gap between your site and the practice currently sitting in the top spot, then out-building them on authority. Here is how that plays out step by step. Key takeaways Ranking starts on-page. Run a comprehensive audit of your live website and Google Business Profile, then a competitive analysis that identifies exactly what the number-one practice has that you are missing, and close that gap first. Link building is what builds authority and is the hardest part to implement correctly. The order is citations first, then press, then industry-relevant links. Start citations with business directories: Apple Maps, Yelp, and lesser-known local options like Yellow Book and Brown Book. Your name, address and phone number must match your Google Business Profile exactly. Which page ranks depends on locations. Multiple offices in one metro means optimizing the homepage as the hub with neighborhood location pages under it. A single office or offices far apart means powering up individual location pages instead. One location that wants to rank for many nearby communities should build neighborhood supporting pages linked from an "areas we serve" section, and research whether the town belongs to a larger market worth chasing. Optimize the Google Business Profile completely, then use GMB Everywhere to copy the categories, services and descriptions of the top-ranked competitor and run a weekly posting strategy (Invisalign for teens one week, braces for kids the next). To start backlinks locally, Google "local media kits," buy placements that produce a real article and brand mention with a link, and enter "Best of" contests run by Gannett and USA Today for social proof plus a backlink.

  8. Jan 26

    Local SEO for Dentists: The Strategy Everyone Gets Wrong

    Ever notice how two dental practices can sit a mile apart, offer the same services, and charge similar fees, yet one stays booked out while the other struggles to fill chairs? The difference is rarely clinical skill. It is visibility. Most dentists still believe SEO lives on their website. Google does not agree. Today, the real fight for new patients happens inside your Google Business Profile. That is where rankings are decided, trust is built, and calls are generated. If your profile is treated like a digital Yellow Pages listing, you are already behind.     The Biggest SEO Misconception In Dentistry A great-looking website does not equal growth. Many practices obsess over design elements, videos, and aesthetics while ignoring the engine that actually drives traffic. SEO is not about how polished your site looks. It is about whether Google understands who you are, what you do, and when to show you. There is also a growing belief that AI has made SEO obsolete. The opposite is true. SEO feeds AI. If your digital footprint is weak, AI-powered search will simply skip you. Strong SEO is no longer optional. It is the baseline for being discovered at all. Why Google Business Profiles Dominate Local Rankings Search for any dentist, orthodontist, or specialist in your area. What shows up first? The map pack. Google Business Profiles sit above traditional organic results, and only three practices make the cut. That scarcity is intentional. Google wants to surface what it believes are the best local options, fast. This matters even more now as Google begins layering AI directly into Business Profiles. Pricing prompts, service summaries, and conversational answers are already being tested in other industries. Dentistry is next. If you are not optimized where Google is investing its AI future, you will miss the next wave of patient discovery. Free Growth Session   Google Business Profiles Are More Than A Directory Treating your profile like a static listing is a costly mistake. Google Business optimization works much like website SEO. Categories, services, descriptions, and photos act as ranking signals. If you want to be found for Invisalign, implants, or pediatric dentistry, those services must be intentionally built into your profile. Think of it this way. If your website never mentioned Invisalign, you would not expect to rank for it. The same logic applies inside Google Business. Practices that structure services, write optimized descriptions, and maintain fresh activity give Google clear signals about relevance. That clarity is rewarded with visibility. Review Velocity Is A Competitive Weapon Most dentists understand reviews matter. Fewer understand how they actually work. Google looks at more than total review count. It tracks history, consistency, and momentum. A practice earning steady reviews each month often outranks competitors with a larger but stagnant total. Reviews serve two roles. They are algorithmic trust signals and they are patient decision drivers. The practices winning here do not leave reviews to chance. They build internal systems, train staff to ask at the right moment, and treat reviews as a non-negotiable growth lever. Discipline beats hope every time. Free Growth Session   Hyperlocal SEO Expands Your Reach Without New Locations Local SEO for orthodontists is no longer just city-based. It is neighborhood-based. Patients search from specific pockets of a city. Google responds by prioritizing proximity and relevance at a hyperlocal level. Practices that only optimize for one city limit their reach. By creating hyperlocal content, aligning website pages with nearby areas, and reinforcing those signals through Google Business and reviews, practices extend their visibility radius. Think of it as casting multiple lines instead of one. More hooks create more opportunities to be found. Ranking Is Only Step One. Conversion Is Where Growth Happens Ranking does not guarantee patients. Once you appear in the map pack, patients compare fast. Reviews, photos, branding, and credibility signals decide who gets the call. A practice with five reviews will lose clicks to one with five hundred. Grainy photos and thin websites erode trust. Strong branding, clear doctor credibility, and proof of experience convert attention into action. Google gets you seen. Trust gets you chosen. Free Growth Session   Practical Takeaways Dentists Can Use Now Here is where to focus if you want results, not theory. Log into Google Business Insights monthly and review calls, clicks, and profile interactions Build a consistent internal review system with full team buy-in Optimize categories, services, and descriptions for high-value treatments Align website content and Google Business messaging so they reinforce each other Track real outcomes like calls and bookings, not just keyword positions Stop guessing. Start measuring what actually moves patients. The Bottom Line Google Business Profiles are no longer secondary assets. They are becoming AI-powered decision hubs for local search. Dentists who treat them as set-it-and-forget-it listings will fade. Those who optimize, monitor, and adapt will own their local market. Visibility creates opportunity. Execution creates growth. If you want to win, start where Google already is. Free Growth Session The post Local SEO for Dentists: The Strategy Everyone Gets Wrong appeared first on HIP Creative.

  9. Jan 19

    Your Old SEO Methods Don’t Work Anymore | Here’s Why

    The Rule That Broke For a decade, SEO had one simple goal: rank higher than everyone else. That rule just died. Patients are not typing “orthodontist near me” and clicking through five websites anymore. They are asking ChatGPT. They are reading Google AI Overviews. They are using conversational tools that skip the ten blue links entirely. Here’s what most practices have not realized yet. AI search engines do not rank practices. They select them. If you are not selected, you are invisible. Your beautiful website does not matter. Your years of “doing SEO” do not matter. This shift changes everything. Get your Free SEO Audit: https://hip.agency/contact/ Grab your copy of Orthodontic Practice SEO: Amazon: https://www.amazon.com/dp/B0GGBWLBLR Apple: https://books.apple.com/us/book/orthodontic-practice-seo/id6757766846 From Rankings To Recommendations Traditional search worked like a phone book. You searched. You clicked. You compared. You decided. AI search collapses that entire process into one conversation. Instead of forcing patients to research five options, AI tools recommend providers directly. Often just one or two practices. That’s it. This is not a ranking system. It’s a trust system. Google’s AI Overviews answer questions directly at the top of results. ChatGPT does not pretend to be a search engine. It acts like a knowledgeable assistant guiding decisions in real time. When a parent asks, “Who’s the best orthodontist for Invisalign for my teen near me?” the AI does not say: “Here are ten websites. Good luck.” It says: “Based on your needs, I recommend these providers.” If you are not in that answer, you do not get a second chance. Free Growth Session   Why Your Old SEO Playbook Just Stopped Working Classic SEO rewarded keywords, backlinks, page optimization, and technical performance. All of that still matters, but it’s no longer enough. AI engines work differently. They summarize instead of list. They cite instead of rank. They select sources instead of pages. Instead of ordering websites by relevance, AI evaluates who appears trustworthy, who demonstrates real expertise, and who can be safely recommended without risk. This explains why some practices with fewer backlinks or lower traditional rankings suddenly appear in AI answers while others with “strong SEO” vanish completely. AI is not asking, “Who optimized best?” It’s asking, “Who do I trust enough to recommend?” The Real Ranking System — Trust Over Traffic Every AI search engine relies on the same decision framework. ChatGPT, Google AI Overviews, Gemini, Perplexity. All of them. They look for three core signals. 1. Topical Authority Do you own the topic, or are you just scratching the surface? One Invisalign page optimized for keywords no longer signals expertise. AI looks for topic ownership. A full ecosystem of content proving you understand the subject from every angle. Cost and financing. Treatment timelines. Comparisons versus alternatives. Maintenance and care. Suitability for teens versus adults. Risks, outcomes, and expectations. If your site answers only one of these, AI assumes you are not the expert. 2. Verifiable Credibility AI does not trust claims. It trusts proof. It actively scans for board certification, recognized provider tiers, awards and “best of” recognition, years in practice, case volume, and external validation. These signals matter more now because AI must justify its recommendations. It cannot guess. 3. External Trust Signals AI does not rely solely on your website. It cross-checks reviews across multiple platforms. Not just Google. Authoritative directories. Press mentions. Industry listings. Community validation. The more independent sources confirm your legitimacy, the more comfortable AI becomes recommending you. Free Growth Session   Why One Page Will Never Be Enough Again For years, SEO rewarded focus. Pick a keyword. Optimize a page. Build links. Win. AI rewards depth. When someone asks about Invisalign, AI does not want a sales page. It wants confidence that you are the authority. That’s why topical clusters matter now. One core Invisalign page. Supporting pages on cost, care, timelines, and alternatives. FAQs written in clear, extractable language. Structured formatting AI can easily parse. This is not about writing more content for the sake of content. It’s about removing doubt. AI selects practices that leave no unanswered questions. The Trust Signals That Actually Trigger Recommendations Here’s where most practices fall short. They have credibility. They just do not surface it clearly enough for AI to verify. AI strongly favors practices that explicitly showcase board certification with outbound verification links, awards tied to authoritative publications, review volume across multiple platforms, mentions from high-authority websites, and transparent doctor bios with credentials and education. This is why press placements and authoritative citations now punch far above their weight. A single mention on a trusted outlet can matter more than dozens of generic backlinks. AI recognizes the source. Free Growth Session   Being Selected Beats Being Ranked Traditional SEO is competitive. AI visibility is compounding. Once AI begins recommending a practice, it appears repeatedly in similar conversations. Each mention reinforces authority. The practice becomes a default choice. This mirrors early Google SEO, but with fewer spots and higher stakes. In classic search, being number five still meant traffic. In AI search, being number five often means nothing. Only the selected practices win. How To Become The Practice AI Chooses This is not theory. It’s execution. Here’s what actually moves the needle. Shift from pages to topic ecosystems. Own entire treatment categories, not just keywords. Surface credibility aggressively and clearly. Credentials, awards, and experience should be impossible to miss. Expand reviews beyond Google. AI pulls from multiple platforms. Diversification matters. Secure authoritative citations, not random links. Focus on sources AI already trusts. Structure content for AI extraction. Clear headers, FAQs, concise answers, and schema markup. Actively monitor AI recommendations. Search manually. Track visibility. Learn from who’s being selected and why. Free Growth Session   Trust Is The New Ranking Factor SEO did not disappear. It evolved. The practices that will win over the next decade are not the ones chasing algorithms. They are the ones building undeniable credibility. AI does not reward clever tricks. It rewards certainty. In a world where patients increasingly let AI guide their decisions, the question is no longer “How do I rank higher?” It’s “Why should AI trust me enough to recommend me at all?” Answer that convincingly, and rankings stop mattering. Free Growth Session The post Your Old SEO Methods Don’t Work Anymore | Here’s Why appeared first on HIP Creative.

  10. Jan 12

    Why Orthodontic Objections Disappear When You Do This!

    You just walked a patient through the perfect treatment plan. The clinical exam went smoothly. Your explanation was clear. The parent nodded along. Then you open the financial folder and watch their face change. “This feels like a lot of money.” Your stomach drops. Your mind races through rebuttals. You feel the conversation slipping away. Here’s what most treatment coordinators miss: that moment is not the problem. It’s the opportunity. Every objection you hear is a patient asking you to guide them through uncertainty. When you reframe resistance as a request for leadership, everything about your consults changes. Why Patient Objections Happen In Orthodontic Consultations Orthodontic treatment is not an impulse buy. It costs thousands of dollars. It takes months or years. It requires trust in someone who just met your family twenty minutes ago. If patients could confidently make five to seven thousand dollar healthcare decisions on their own, treatment coordinators would not exist. There would be no consult rooms. No case presentations. Patients would click “buy now” and show up for their first appointment. The fact that objections exist proves people need guidance. They want the outcome. They crave confidence. They’re asking you to help them feel safe moving forward. What sounds like resistance is actually uncertainty reaching for direction. When a parent says they need to think about it, they’re not saying no. They’re saying they don’t yet have enough emotional clarity to say yes. When someone mentions cost, they’re not attacking your fees. They’re asking you to bridge the gap between price and value in a way that makes sense for their family. Patient objections in dental practices surface because people care deeply about making the right choice. They care about their child’s smile. They care about their budget. They care about whether this decision will pay off years from now. That care creates anxiety, and anxiety creates questions that sound like obstacles. Your job is not to overcome those obstacles. Your job is to guide people through them. Free Growth Session   The Mindset Shift That Transforms Case Acceptance Most orthodontic teams are taught to treat objections as barriers to crush. That language alone creates a fight you don’t need to have. Patients are not pushing back to say no. They’re reaching out for validation so they can say yes. They want to know their concern is normal. That other families have felt the same way. That their fear makes sense. That someone who does this every day understands the weight of the decision sitting in front of them. When a patient says, “This feels like a lot of money,” they’re not attacking your treatment plan pricing. They’re asking if this investment delivers results worth the sacrifice. When they say, “I need to talk to my spouse,” they’re not stalling. They’re honoring the fact that financial decisions this size require partnership. Shift from defending to guiding and watch the entire tone flip. The consult becomes collaborative instead of transactional. Patients lean in instead of pulling away. The energy in the room changes because you stopped treating their concern as a problem and started treating it as a signal. That signal tells you exactly what the patient needs to hear next. Listen for it. How Orthodontic Teams Accidentally Create Resistance Here’s the truth most teams miss: resistance rarely starts when the objection leaves their mouth. It begins earlier in the patient consultation process. Patients do not suddenly decide to object at the financial discussion. Objections are the result of misaligned pacing, unmet emotional needs, or broken rapport that occurred several steps before they said a word. Maybe you rushed through the clinical explanation because you had another patient waiting. Maybe you skipped the step where you ask what’s most important to them. Maybe your body language shifted when you opened the financial folder. These micro-moments stack up, and by the time you present fees, the patient is already guarded. This is why scripts for handling objections fail. Even the best language collapses if the person delivering it feels uncomfortable talking about money or doubts the value of the treatment. Patients sense this instantly. Confidence, or the lack of it, is communicated nonverbally long before you discuss numbers. Your tone, your pace, your posture, all of it telegraphs whether you believe in what you’re offering. When you rush to explain, justify, or counter objections, patients feel unheard. When you lean on memorized responses, they feel managed. Both reactions raise resistance instead of lowering it. People do not buy when they feel guarded. They buy when they feel safe. Safety comes from connection, not convincing. Free Growth Session   Why Leadership Beats Language Every Time in Patient Consultations The most effective orthodontic consultations are not driven by clever phrasing. They’re driven by calm, empathetic leadership. Patients trust certainty that’s quiet, not loud. They trust confidence that doesn’t need to prove itself. They trust professionals who believe fully in both the provider and the outcome. That belief shows up in how you hold silence, how you answer questions without defensiveness, and how you stay present when the conversation gets uncomfortable. Empathy must come before explanation. Patients decide emotionally first. Logic only works after anxiety drops. When you lead with education instead of empathy, you overwhelm people who are already nervous. You pile information on top of fear, and fear wins every time. When you lead with empathy, education becomes welcome instead of threatening. Picture a parent sitting across from you. Their thirteen year old needs braces. They’ve already Googled horror stories about pain and cost. They’re worried about whether their insurance covers enough. They’re concerned their kid will hate them for making them wear metal. They’re calculating whether they can afford this and still take the family vacation they promised. Now imagine you open with, “Let me walk you through our payment options.” You just skipped the part where you acknowledge everything swirling in their head. You treated them like a transaction instead of a person. Instead, try this: “I know this is a big decision. A lot of families feel nervous about the cost and the time commitment. That’s completely normal. Let’s talk through what matters most to you, and we’ll figure out the best path forward together.” See the difference? You just lowered their guard. You made space for their anxiety. You signaled that you’re here to guide, not pressure. Now they can actually hear what you say next. This is why objections handled with patience and validation often dissolve on their own. The patient wasn’t looking for a debate. They were looking for reassurance that someone gets it. What High Performing Orthodontic Teams Do Differently High performing teams do not eliminate patient objections. They normalize them. They understand that objections are signals, not problems. Signals that something needs to be clarified, slowed down, or emotionally supported. They don’t view objections as roadblocks. They view them as guideposts showing where the patient needs more help. These teams stay externally focused instead of retreating into their own heads. They watch body language. They notice breathing, posture, tone, and energy. They catch the micro-expressions that reveal doubt before the patient even says a word. They stay in sync with the patient instead of racing toward the close. They treat objections as moments of alignment rather than conflict. Instead of trying to win an argument, they guide the patient back to clarity. They ask open ended questions like, “What part of this feels uncertain for you?” or “Help me understand what’s holding you back.” These questions invite honesty instead of triggering defense. High performers also debrief after tough consults. They don’t just shrug off a “no” and move to the next patient. They ask themselves: Where did I lose rapport? What signal did I miss? How can I improve the orthodontic patient experience next time? This approach doesn’t feel like selling. It feels like leadership. And leadership is what patients are looking for when they walk into your practice. Free Growth Session   Five Moves to Improve Case Acceptance In Your Next Consult If objections feel heavy or frequent in your orthodontic practice, start here. Reframe objections internally before responding. They’re not attacks. They’re requests. When a patient voices a concern, pause for one full breath before you answer. That pause lets you shift from defense mode to guide mode. It also signals to the patient that you’re really listening. Acknowledge emotion before explaining anything. Validation lowers resistance faster than information. Say things like, “I hear you. That makes sense.” or “A lot of families feel that way at first.” You’re not agreeing with the objection. You’re acknowledging that it’s real for them. Pay attention to where objections are being created earlier in the process. Many are preventable through better expectation setting and rapport building. If patients consistently object to cost, ask yourself: Did I build enough value before I presented fees? Did I connect treatment outcomes to what they told me they care about? Focus on connection first, solutions second. Patients cannot hear logic when they feel unseen. Spend more time in the discovery phase. Ask what brought them in today. Ask wha

  11. Jan 5

    Patients Keep Saying No? Here’s What You’re Missing

    Your team thinks they’re selling braces. They’re wrong. What patients actually buy is certainty. Certainty about cost, timing, next steps, and whether they’re making the right call for their kid or themselves. When you don’t create that certainty fast, you get the same complaints every practice has: they ghosted us, bad lead, they said they needed to think about it, they price-shopped, they no-showed. Here’s what hurts: your leads aren’t bad. Your process leaks certainty. Fix that, and your team won’t need to push harder. They’ll just need to get clear, confident, and better at leading conversations. The kind of leadership that feels like service instead of sales. Get your copy of the Practice Paradox and the Personality Assessment: https://ion.agency/practice-paradox-book The Core Truth — People Don’t Buy Orthodontics. They Buy Certainty. Whether someone is choosing braces, clear aligners, or even deodorant, the psychology stays the same: people move when they feel safe taking the next step. That’s why calls fall apart even when your team says all the right things. If the prospect feels confused, guarded, uneasy, or overwhelmed, you can keep talking. You’ve already lost. Not because they hate you. Because their brain is protecting them from a decision that feels risky. So the question becomes: How do you manufacture certainty, fast, without sounding salesy? Let’s break it into five levers: mindset, voice, speed, follow-up, and simplification. Redefine “Sales” So Your Team Stops Sabotaging It A lot of practices hate the word “sales.” They picture a used-car lot: fake smile, pressure, manipulation, take the money and run. That’s exactly why they struggle. Here’s the reframe: sales isn’t taking. Sales is giving. If your team believes sales is something you do to people, they’ll avoid it, rush it, or apologize for it. If they believe sales is something you do for people (clarifying, guiding, simplifying), they show up differently. Two guardrails matter: integrity and a true desire to help paired with belief that the service will positively impact the patient’s life. Violate those, and you’re back in the version of sales everyone hates. Hold those two guardrails, and closing isn’t predatory. It’s service. Why this matters to certainty: Certainty doesn’t come from convincing. It comes from leadership. People relax when they feel guided by someone who knows what they’re doing and genuinely has their interests in mind. If your team doesn’t buy that idea, every tactic in this article turns into a script. Scripts don’t create certainty. Free Growth Session   Certainty Starts With How You Sound — Tone and Tempo Beat Perfect Wording The fastest way to kill a call isn’t the wrong sentence. It’s the wrong cadence. Two things matter most: tonality and tempo. Tone and tempo communicate what words can’t: calm confidence, leadership, empathy, impatience, uncertainty, awkwardness. The Real Phone Skill Is Emotional Control When your scheduler or treatment coordinator sounds rushed, unsure, or overly chirpy, the prospect doesn’t feel guided. They feel processed. And if the prospect doesn’t feel guided, they don’t feel safe. Use Anchoring Questions to Uncover What Creates Certainty for This Person Three questions shift the call from “schedule this” to “understand why this matters.” “How long have you been thinking about straightening your teeth or bringing Johnny in?” This tells you whether they’re a “yesterday” person or a “two years” person. Very different energy, very different barriers. “Why did you feel like now was a good time to address this?” This reveals the trigger: pain, bullying, a dentist referral, a life event, a deadline, a job, a wedding. The trigger is often where certainty lives. “Why did you decide to come see us?” This exposes perceived differentiation or lack of it. It also surfaces competitive context without you sounding defensive. These questions aren’t cute. They build certainty because they make the prospect feel understood. And they give your team leverage to connect the consult to what the person actually cares about. If You Sense Uncertainty, Address It Immediately If someone sounds uneasy, uncertain, confused, or guarded, you can’t just continue your flow and hope it resolves itself. You need to pivot and handle that emotion right now. Or you won’t have their attention for the rest of the call, and you’ll often earn a no-show. Use something playful as a pattern interrupt (something they don’t expect) to regain attention. The point isn’t the exact line. The point is: certainty requires attention, and attention disappears when emotion turns skeptical. The Underrated Skill — Being Comfortable With Silence Most teams panic during silence and start filling space with nervous checking: “Hello?” “Did you get that?” “Can you hear me?” Don’t do that. Embrace the silence. The person just answered an unexpected call. You don’t know what they’re doing. If you can sit through a few seconds, you keep authority and flow. Why this matters to certainty: When you talk like a leader (steady, calm, unhurried), you lend your certainty to the other person. When you sound nervous, you amplify theirs. Speed Is Strategy: Desire Decays Faster Than You Think If you’re treating online leads like they’re 2012 leads, you’re getting cooked. Amazon has trained consumers. If something doesn’t have the two-day delivery vibe, what do people start thinking? “Do I really need this?” “Maybe I’ll find something similar I can get tomorrow.” That same consumer expectation bleeds into choosing an orthodontist. If you don’t respond fast, if it’s hard to schedule, if it takes forever to get clarity, people don’t wait patiently. They move on or talk themselves out of it. The Five-Minute Rule Isn’t Aggressive. It’s Reality. Studies show that if you don’t follow up within five minutes, there’s a 400 percent decrease in ever getting in touch. Calling back within 60 seconds can boost conversions by 391 percent. Whether you obsess over exact numbers or not, the operational takeaway is undeniable: your speed determines whether you’re still top of mind. Here’s what should sting a little: five minutes should be your worst day. Because in a digital world, five minutes can feel like an hour. Nobody submits a form and then sits there doing nothing, waiting for your office to call. They go right back to scrolling, eating dinner, getting pulled into life. And when you finally call, you’re no longer “the answer.” You’re “some unknown number.” Certainty Collapses When You’re Not Top of Mind When your callback is slow, you trigger confusion: “Who is this?” “Where are you calling from?” “Why are you calling me?” That confusion isn’t neutral. Confusion is uncertainty. Uncertainty is delay. Delay becomes ghosting. If you want more conversions, stop treating speed like an operational detail. Speed is part of your sales system. “Bad Leads” Are Often Just Cold Opportunities, and Your Follow-Up Must Match Human Behavior Most practices overuse the term “bad lead” as emotional protection. It feels better to say “they were a bad lead” than “we didn’t create enough certainty fast enough.” Here’s the reframe: a bad lead is someone you truly can’t serve. Someone without teeth, no pulse, extreme mismatch. Everything else? That’s not a bad lead. That’s an opportunity that either isn’t ready yet, lost excitement, didn’t feel safe, or didn’t get enough follow-up to stay warm. It’s not always that the leads are bad. It’s that the opportunities have gone cold. The Simplest Reason Follow-Up Fails — Nobody Answers Unknown Numbers (Including You) Most of us do not pick up calls from numbers we don’t know. So why is your team shocked when prospects don’t answer? This is why you need a specific cadence: call, voicemail, text, email, repeat. That multi-touch pattern creates recognition: “Oh right, I did request that.” It builds association. And it reduces the emotional friction of picking up. Micro-Impressions Before the Consult Decide Whether They Show Up This might be the most overlooked certainty killer in orthodontics: the little irritations that happen before the patient ever meets the doctor. Being put on hold for minutes (feels like forever). The office not answering. Getting disconnected and not being asked for a callback number. Having to call back and re-enter the queue. These micro-impressions create a subtle story in the patient’s mind: “This is going to be a pain.” That story produces uncertainty. Bottom line: If your front-end experience feels clunky, you can’t treatment-coordinate your way out of it in the consult. Free Growth Session   Create Certainty in the Consult by Simplifying the Process and the Money Conversation If you want more same-day starts, stop turning the consult into a college lecture. Here’s a real-world example of a practice that aggressively simplified the consult process: 30 minutes total per new patient exam, records done fast (an eight-minute window), doctor in the room for one to two minutes, treatment coordinator does most of the explanation and fee conversation, they deliberately trained and timed the team to move faster, and fee presentation is simple and consistent. The insight isn’t “everyone must do 30-minute exams.” The insight is: complexity creates hesitation. When the doctor spends 20 minutes explaining the science of orthodontics, the patient walks out thinking, “Wow, this is a big deal. I need to go home and digest this.” In other words: you made it feel h

  12. 12/22/2025

    Reddit Q&A – Your Dental Practice Is Bleeding Patients (And Marketing Isn’t the Problem)

    In this episode of the GrowDental podcast, Luke dives into the r/Dentistry subreddit to answer real questions from practice owners struggling with marketing and growth. What emerged from those conversations is a framework that challenges everything most dentists believe about their biggest constraint. Get your copy of the Practice Paradox and the Personality Assessment: https://ion.agency/practice-paradox-book A dentist buys a South Florida practice. Previous spend: $5,000 monthly on ads. New plan: hire a strategist, reorganize, cut costs. Result: phones go silent, patient flow crashes. The owner’s instinct? Panic. The real question: Was $5k the problem? Here’s what actually happened. Spend less, get less. That part is simple math. The complicated part lives downstream. What happens after someone calls or fills out a form? Because in most practices, the enemy isn’t your marketing budget. It’s operational leakage. Missed calls. Weak follow-up. Zero visibility into what your website produces. If that’s your reality, more ad spend won’t solve growth. It will scale your waste. This framework is for owners who want to grow the right way. Plug the leaks first. Scale what works second. The Trap — Treating Marketing Like the Problem When It’s Just the Amplifier Most budget arguments skip the only question that matters. Are you stewarding the opportunities you already pay for? Marketing is not magic. Marketing is volume. Turn it up and you get more attention, more inquiries, more exposure of whatever’s broken underneath. In the South Florida case, the most predictable outcome occurred. They cut spend and lead flow dropped. That doesn’t prove the original budget was right or efficient. It proves it was producing volume. But the real insight is this: ad spend is relative. Consider the context. Where exactly are you? Miami versus a suburban market are different games. How competitive is your local area? How big is the practice now, and how fast do you want to grow? A flat number like $5,000 monthly means nothing without those answers. In some markets it’s average. In others it’s conservative. In others it’s reckless. But even if your spend level fits your market, your biggest constraint may still be operational, not marketing. Free Growth Session   The Silent ROI Killer — Missed Calls and Abandoned Calls Want one metric that exposes the truth fast? How many calls are you missing right now? Not what your team thinks. Not what feels right. The hard number. Here’s the reality most owners avoid. The average abandoned call rate sits between 20 percent and 40 percent of calls going unanswered. Pause on that. If you miss one out of four calls, you don’t have a lead generation problem. You have a conversion capture problem. And if a meaningful chunk of those missed calls are new patients, you’re bleeding revenue daily without knowing it. Why This Matters More Than Your Ad Budget The compounding effect looks like this. Your missed call rate is 25 percent today. You crank marketing spend up. You push your team beyond capacity and that missed call rate climbs to 40 percent or higher. So you spend more. You get more inquiries. You lose more opportunities because your systems can’t absorb the volume. This is how practices convince themselves marketing doesn’t work, when the truth is they never fixed the bucket. Where to Find the Truth (Not Opinions) Most practices already have the data. Owners just don’t look. You likely use a VoIP system. Those platforms show call stats, including abandoned call rate and missed calls. The next step isn’t just the percentage. It’s segmentation. What percentage of missed calls are new patient calls? That one metric tells you whether your next dollar goes to ads or operations. The Other Black Hole — “How Many New Patients Did Your Website Bring You?” One strategist asks a question almost nobody can answer. “In 2025, how many new patients did your website bring you?” Common response: silence. This isn’t a minor gap. It’s a fundamental business blind spot. If you can’t measure what the website produces, you can’t evaluate whether your site does its job, whether your online scheduling gets used, whether your forms get answered, or whether you’re losing patients quietly while telling yourself the website is decent. The Website Isn’t Just Branding Sure, a website informs people. But in the context of practice growth, it has a job. Turn interest into action. If you don’t know whether it’s doing that, you’re operating on vibes. The Practical Audit Most Practices Never Do If your lead flow feels low, take a hard look at where you’re bleeding. Start with two questions. What are the form submissions and appointment requests like? Where are those requests being routed, and who owns follow-up? Because “we don’t get website leads” is sometimes code for something else. Requests go into an inbox nobody monitors. Notifications go to the wrong person. Patients get a slow response and ghost. The follow-up experience feels cold and transactional. In other words, the website might be working. Your process might not. Free Growth Session   Google vs. Meta Isn’t a Preference Debate. It’s an Intent and Workflow Debate. A lot of dentists talk about Google versus Facebook like it’s personal preference. It’s not. It’s about patient intent and what your practice can handle. Here’s the breakdown. Google is more bottom-of-funnel because you capture existing search intent. People actively looking. But it’s also more competitive, and demand is limited by how many people search in your area. Meta (Facebook and Instagram) is more top-of-funnel. You reach people who could become patients, but you often need workflows and automations to warm them up and convert them. Here’s the operational reality most practices miss. If your follow-up is weak, top-of-funnel leads die. If your phones aren’t answered consistently, bottom-of-funnel leads die too. The platform won’t save you from poor stewardship. This is why fixing leaks first is so powerful. It makes every channel work better. The “Plug the Leaks” Growth Framework — What to Fix Before You Spend More If your schedule isn’t where you want it, your instinct may be to throw money at marketing. Sometimes that’s right, but only after you validate the fundamentals. Here’s a practical sequence. Step One — Pull Your Phone Data Today Log into your VoIP system. Find your abandoned call rate and missed calls. Identify what percentage of missed calls are likely new patients. If you’re missing a big chunk of calls, that’s not a marketing problem. That’s an operations problem that marketing will only magnify. Step Two — Review the Follow-Up Experience (Not the Theory) A simple but revealing approach: listen to phone calls and evaluate customer service like a real consumer would. If you want to remove self-deception, do what one doctor did. Call your own practice pretending to be a patient to screen the phone experience. This isn’t about being sneaky. It’s about being honest. Owners often assume the experience is good because the team is nice. But nice doesn’t always mean confident, efficient, or conversion-minded. Step Three — Audit Your Website Conversion Path End-to-End Don’t argue about whether the site looks good. Ask how many appointment requests come in. Are submissions truly zero, or just disappearing? Who is responsible for responding, and how fast? If you discover leads are coming in but not getting handled well, the fix might be far cheaper than increasing ad spend. Step Four — Only After the Leaks Are Plugged, Decide Whether to Scale Spend At that point, scaling marketing becomes rational because you’re scaling a machine that can actually capture demand. A practical benchmark: marketing spend often falls around 5 percent to 12 percent of collections. Don’t treat that as a rule. Treat it as a reality check and tie your decision back to your market competitiveness, your growth goals, and your operational readiness to handle more volume. One more sharp point: if you truly want to grow aggressively, you may need to think in terms of the percentage of where you want to be, not just where you are. That can work, but only if you’ve already fixed the conversion bottlenecks. Free Growth Session   When the Answer Really Is “Spend More” (And How to Do It Without Getting Burned) Sometimes, after you do the audits above, you’ll confirm something important. Call volume is genuinely low. Website requests are genuinely low. You’re not leaking opportunities. You simply don’t have enough opportunities. In that case, the advice is direct. You just need to spend more. But even then, don’t blindly hire anyone who sells ads. Use a vetting process that protects you from expensive mistakes. Find a reputable marketing company with case studies and testimonials from doctors you’d actually want to emulate. Ask to speak with three to five of those doctors. Do real research, then make an educated decision. That last part matters. Dentists often buy marketing like they buy equipment, based on features. But marketing is closer to hiring. You’re paying for execution quality, strategy alignment, and consistency. The Bottom Line — Marketing Isn’t Your Growth Strategy. Stewardship Is. If you remember one thing from this entire framework, make it this. Marketing doesn’t fix a leaky practice. Marketing exposes it. If your phones go unanswered, if your follow-up is inconsistent, if you don’t know what your website produces, then scaling marketing is like pouri

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About

Have You Ever Asked Yourself: How can I get more patients? What are the systems I need to streamline operations? How can I be more effective with marketing? How can I align marketing and operations? How can I measure marketing results to see what’s working? If this is you, you’re in the right place. We’ve spent a lot of time talking with orthodontists, dentists, practice managers, office staff, and consultants, and we’ve actually built a framework to connect your office to patients & develop a relationship. Our Patient Acquisition & Retention Framework™ enables you to manage the patient experience from the first call through their procedure of interest. The GrowDental podcast is for dentists who want to run their practice like a business and discover how to take their practice to the next level.

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  • Creator
    HIP Creative
  • Years Active
    2018 - 2026
  • Episodes
    12
  • Rating
    Clean
  • Copyright
    © Copyright HIP Creative
  • Show Website
    The GrowOrtho Podcast

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