A DSO’s Marketing ‘Bright Side’

Bright Side Dental, a dental support organization in Michigan, continues to add practices while strategizing plans for even more future growth.  Bright Side Dental excels in marketing their 11 offices in Michigan, one in Indianapolis, and another located in Austin, Texas, with a strong social media presence. They activily market through Twitter, Facebook and YouTube to reach patients.  Bright Side has over 3,000 followers on Twitter and over 8,000 likes on Facebook, and are currently running a ‘smile contest’.  The winner receives $4,000 towards any service.  Bright Side Dental also utilizes a solid traditional patient marketing program that features some well-produced television commercials (see below).

Rounding out Bright Side’s marketing is their commitment to the community through various philanthropic organizations, as well as Bright Side’s dental education programs.  Bright Side supports Special Olympics Michigan, Muscular Dystrophy Association, Gilda’s Club of Metro Detroit, The Detroit Zoo, The Detroit Area Diaper Bank, and the Michigan Institute of Urology.

The DSO was started in 1978 by Dr. Abe Gershonowicz. According to the Crain’s Detroit Business article [HERE], Bright Side’s revenue has been growing steadily and reached $25M in 2015.

GDN recently featured an exclusive and educational article entitled, ‘When Does a Dental Group Practice Become at DSO?”  Simply put, a dental group practice becomes a dental support organization when it begins to separate and centralize the clinical from the non-clinical. Dr. Gershonowicz moved to centralized support functions after Bright Side hit three to four locations. The Sterling Heights, MI based DSO is looking to add an additional two to three offices in the Detroit Metro area this year.

Sources: Crain’s Detroit Business, Bright Side Dental