What happens when a girl falls into dentistry completely by accident starting in a dental lab (learning the prosthetic side and how quality impacts smiles), moves into dental offices, works in oral surgery, manages clinics serving developmentally disabled adults (learning the critical importance of trust and empathy), and finishes her clinical career working for a maxillofacial surgeon doing complex jaw resections and implant cases—always in management, never clinical, but always asking "why, what, how, and when" so deeply that she can train clinical staff to help doctors become more efficient? Lana Rivera does exactly that, and when she decides to leave clinical practice and build her own consulting firm, she names it NMG Practice Solutions (standing for "no me gusta"—Spanish for "I don't like that"—the family joke that she creates solutions for problems doctors don't like). Over 20+ years seeing practices from the inside out (literally how she fell into dentistry), she notices the same pattern everywhere: every single doctor is maxed out, completely taxed, stressed to capacity, with terrible team culture, no understanding of their referral patterns, overwhelmed finances, and the mistaken belief that working harder will fix it when the real problem is leaks in the bucket—broken systems hemorrhaging money and opportunity. In this incredibly practical conversation, Lana reveals why her approach is "inside out" (the opposite of consultants who come in with clipboards saying "do X, Y, and Z like I did elsewhere"), why financial pressure is almost always the first pain point doctors mention but rarely the actual problem, how case acceptance is often a massive untracked leak that doctors think is happening way better than it actually is, and why the single most important position most practices don't have is a dedicated Treatment Plan Coordinator—someone whose job is literally to close cases by understanding both the clinical reasoning AND the psychology of the patient, by having a healthy relationship with finances themselves so they don't project their own money anxiety onto patients, and by having the doctor's back completely so patients sense the confidence and commitment. Lana Rivera's path into dentistry was completely accidental, but it set the foundation for everything she does today. She started in a dental lab where she learned the prosthetic side of dentistry and how quality impacts smiles. From there, she moved into dental offices, then oral surgery, then general dentistry working with developmentally disabled adults (where she learned the critical importance of trust and empathy), and finally finished her clinical career working for a maxillofacial surgeon doing complex jaw resections and implant cases. Throughout her entire clinical journey, she was always in management—never technically clinical—but always asking "why, what, how, and when" about everything so deeply that she could translate that knowledge into training clinical staff to work more efficiently. She describes her approach as "inside out" because that's literally how she fell into dentistry. When she decided to leave clinical practice and build her consulting firm, she named it NMG Practice Solutions. NMG stands for "no me gusta"—Spanish for "I don't like that"—which came from a family joke that she creates solutions for problems doctors don't like. It's her brand: fix the things that are broken, frustrating, and holding the practice back. Over 20+ years of experience, Lana noticed an unmistakable pattern in every single office she walked into: the doctor was maxed out, completely taxed, stressed to capacity. Team culture was terrible, referral patterns unclear, finances overwhelmed. Doctors thought the solution was to work harder, but Lana could see the real problem: there were massive leaks in the bucket. Systems were broken, money was hemorrhaging, and effort alone couldn't fix it. This connects directly to what Alex Hermozzi describes as "the constraint"—the ceiling that a business hits where it can't grow beyond without fixing the actual limiting factor. Most doctors blame themselves and work harder, but the constraint is usually something systemic: unclear roles, broken communication, poor delegation, lack of case acceptance tracking, no dedicated treatment coordinator. When Lana starts working with a practice, the first pain point they mention is almost always financial. "Lana, I'm having a problem with my overhead. I don't understand my numbers. I don't know where my patients are going with their treatment plans." But finance is rarely the actual problem—it's the symptom. The disease is broken systems elsewhere that are leaking money and creating strain. One of the biggest leaks Lana sees is case acceptance, and it's rarely tracked accurately. She had a discovery call with a practice owner who had no idea where their case acceptance actually was. They thought they were doing fine, but they hadn't measured it. When you actually start tracking case acceptance (instead of guessing), most practices discover it's 20-40%, not the 80-95% they thought. That's a massive leak. How do you fix it? Lana's first question is always: "Do you have a dedicated Treatment Plan Coordinator?" And the answer is almost always no—even in specialty practices. The treatment plan coordinator is one of the most essential and important positions a practice can have, but most don't. They might ask an assistant or office manager to also do it, but someone needs to be dedicated to the treatment plan coordination process because that immediately bumps case acceptance. Why? Because it's a dedicated hands-on touchpoint, and more importantly, because the coordinator understands both the clinical reasoning (why this treatment is necessary) AND the psychology of the patient. The coordinator has to have a healthy relationship with finances themselves—if they feel $1,000 is expensive for tires, they'll project that money anxiety onto a $3,000 crown and the patient will feel that hesitation. The coordinator needs to understand the diagnosis as deeply as the doctor so they can translate it into language the patient understands. When patients ask "Do I really need this? It's expensive and we have a Disney vacation," the coordinator with the doctor's full backing can say "yes, you do, and here's why" with complete confidence. That transcends to the patient. This episode is brought to you by Marketing 32—the only dental marketing team with a performance guarantee where if you're not growing, you don't pay. Marketing 32 is truly invested in adding value to your practice and working with doctors they know they can over-deliver for. As Denae powerfully illustrates in this episode, having a clear vision for what you're building—both personally and professionally—is what separates practices that thrive from practices that just react by default. Marketing 32 helps you build the patient acquisition piece of that vision through strategic online presence, content creation, and growth campaigns. But as Denae emphasizes, marketing is just one lever to pull. You also need leadership, systems consistency, and communication frameworks that empower your team to make your practice work for you instead of you working for it. If you need help with marketing and growth, reach out at marketing32.com for a quick 15-minute discovery call to see if it's a good fit.
