Embracing an Operational Mindset in Marketing: Paving the Way for New Services in Dental Practices

The New Landscape of Dental Marketing

In today’s competitive dental landscape, practices are continuously seeking ways to grow while meeting the evolving needs and desires of their patients. Over the years, the lines between marketing and operations have increasingly blurred, making it essential for successful marketers to understand how to read P&L and integrate an operational mindset into their strategies—what I call “MOPS” (marketing and operations). This approach not only helps marketing better their chances at being successful in their initiatives but also aligns marketing efforts with the practice’s operational capacities and needs, ensuring a smarter spend of your marketing budget and sustainable new patient growth with enhanced patient satisfaction.

The traditional boundaries that once separated marketing and operations within dental groups are no longer sufficient when you want to make a positive impact on the business. To thrive in the modern dental industry, marketers must lead marketing efforts and factor operational input into their strategy. This partnership is crucial for developing a marketing framework where marketing is informed by operational realities, allowing for the allocation of marketing budgets where they can have the greatest impact. By meeting with operations monthly and reading operational reports, marketing can integrate operational insights into their planning. Marketers can ensure their efforts are not only creative and emotionally resonate with the target audience but also practically align with each practice’s capacity to deliver services and introduce new ones.

In the rest of this article, we will explore why operational awareness is critical for marketers, how you can achieve real success when marketing factors in operations, share a real-life example from my experience as head of marketing for a DSO, and discuss how the MOPS mindset can successfully introduce new services like energy-based medical aesthetics, boosting revenues and growing your practice.

Operational Realities Impact Marketing

We’ve all worked with good marketers and bad marketers over the years. One of the key differentiators between them is how they view the business. Good marketers look at the business as a whole and use marketing to solve business problems, not just create cool campaigns and branding. In the dental industry, successful marketers understand that their strategies must go beyond creative efforts—they need to address business challenges like filling open schedules. They recognize that their efforts need to align with the operational realities of their practices.

For instance, a dental office experiencing a shortage of hygienists may need to scale back digital patient acquisition campaigns to avoid overwhelming the existing team and compromising patient care. By reallocating some of the marketing budget from the understaffed office to another fully staffed location capable of handling an increased patient volume, you can optimize your marketing spend and maintain high-quality service across your practices.

Shifting marketing budgets based on operational input and realities is not a new concept. Let’s look outside dental for a moment—a prime example of this synergy can be found in the retail sector. Retailers align their marketing campaigns with inventory management to prevent promoting out-of-stock products and disappointing customers. Similarly, dental groups must synchronize their marketing strategies with their operational capabilities to ensure a seamless patient experience. Instead of dealing with supply shortages, dental offices face capacity issues.

Consider a second dental scenario where new patient calls go directly to the office, but the office has a high missed call rate. If calls are going unanswered, marketing dollars are likely being wasted. The same goes for online form fills that aren’t being followed up on timely. If the person answering calls and responding to form fills (or if you have a call center) cannot book a new patient appointment for 60+ days due to a hygienist shortage or scheduler has not been given authority to schedule patients to another nearby office within the dental group that has capacity, the patient is likely to go to a competitors practice that can get them in sooner, leaving your office with missed opportunities or a higher missed appointment/no show rate.

The main point is that marketers being aware of operational issues is key element to marketing success. By understanding and addressing business realities, dental marketers can develop strategies that drive growth, enhance patient satisfaction, generate a better ROI and margin impact, ultimately contributing to the long-term success and stability of the dental group.

MOPS Lessons from Our Clear Aligners Rollout

Let’s take a trip down memory lane to when I helped our doctors roll out clear aligners across our entire DSO over 10+ years ago. There were numerous factors we needed to address from a marketing standpoint: updating office websites with clear aligner messaging, setting up digital campaigns, creating a social media strategy, designing flyers for clear aligners days promotions, etc. But what truly made our efforts successful were the key MOPS elements we integrated into our process, significantly boosting our conversion rates.

One of the most impactful changes we implemented was introducing a smile survey for patients to complete while they were in the lobby filling out their paperwork. This simple survey gave the office team insights into what the patient wanted in their future smile and how the clinical team could best address their concerns. As a result, our team members could have meaningful and productive conversations with patients, increasing clear aligner conversion rates.

Another critical aspect was the ongoing regional training events for our clinical team. We didn’t just market the events within the company; we provided offices with support materials immediately after. Clinical traveled to every market and conducted comprehensive clear aligner training sessions. Additionally, we established clear aligner office trackers to monitor which offices were comfortable presenting clear aligners and who needed more support. This data-driven approach helped us determine where to focus additional training, where to allocate our clear aligner marketing budget effectively, and identify offices that were successful with the service.

The key takeaway is that good marketing wasn’t just about flashy clear aligner ads and getting people interested. It was about various stakeholders working together – finding solutions that overcame objections and proved the naysayers wrong. Marketing fine-tuned the process, supported training, used hard data to drive decisions, and put marketing tools in place.

The Evolution from Clear Aligners to Energy-Based Medical Aesthetics: A Business Growth Opportunity for Dental Groups

Now that we’ve discussed the importance of marketers factoring operations into their strategy (MOPS) and how it plays a crucial role in launching new services like clear aligners in the past, let’s explore the modern-day opportunities in energy-based medical aesthetics for dental practices. Just as consumers have clamored for a straighter smile, they now seek solutions to eliminate the aging signs around their smile (and their face). This presents a unique opportunity for dental groups to expand their offerings and meet this growing demand.

Remember how, 10+ years ago, integrating clear aligners into your practice seemed daunting? There was industry-wide skepticism, with debates on whether only orthodontists should handle such treatments versus general dentists. Fast forward to today, and clear aligners are a staple in many general dental practices, offering patients a viable solution for teeth straightening. This journey wasn’t without its challenges, but it ultimately proved to be a successful growth strategy for those who embraced it, marketed it successfully, and operationally executed it in their practice.

I see energy-based medical aesthetics following a similar trajectory. While these services, like clear aligners, aren’t typically covered by insurance, they meet a significant consumer demand. Dental groups initially faced objections such as, “My patients won’t utilize it,” or “This will only work in non-insurance-based offices.” Yet, much like the early days of clear aligners, the consumer demand is undeniable. Patients are seeking these services elsewhere if their dental office doesn’t provide them – at med spas or dental offices who offer the service, and dentists in other parts of the world are already incorporating them into their practices with success.

When I say energy-based medical aesthetics, I’m not referring to Botox. I’m talking about aesthetic solutions with technology like radio frequency that address the growing patient demand to eliminate aging signs around their smile—think common concerns like fine lines, chin wrinkles, and corner-of-mouth wrinkles. It also creates an opportunity for dentists to treat the entire smile, which includes other areas of the face. By introducing skin rejuvenation for a perfect smile through radiofrequency technology or controlled thermal energy technology in your practice, you can enhance patient satisfaction and loyalty. Offering a comprehensive solution at your office not only provides convenience but also gives you a competitive advantage.

Incorporating energy-based medical aesthetics into your practice allows you to grow with recurring and predictable revenue while meeting your patients’ needs. Much like the early days of clear aligners, there may be initial resistance internally, but the potential for practice growth and patient satisfaction is immense. By providing these sought-after services, you ensure that your patients receive comprehensive care under one roof, enhancing their overall experience and loyalty to your practice.

Unlocking the Potential: Benefits of Energy-Based Medical Aesthetics for Dental Practices

First, let’s address the question on the top of most of your minds: is there actually consumer demand for medical aesthetics? Yes, the demand is there. Research shows that over 40% of consumers are concerned about fine lines and wrinkles around their mouth and want to have them treated. A quick glance at the beauty and cosmetic displays in any store reveals a plethora of “age-defying” creams and treatments. Additionally, a scroll through social media platforms will show countless posts from individuals, both women and men, starting in their 20s and into their 60s, sharing their journeys to achieve younger-looking skin and eliminate wrinkles.

The beauty industry’s focus on anti-aging products underscores this consumer demand. By offering energy-based medical aesthetics in your dental practice, you can tap into this growing market. Patients are seeking comprehensive care solutions, and by providing treatments that address both dental and facial aesthetics, you enhance their overall experience and loyalty to your practice. Plus, this diversification allows your practice to grow with recurring and predictable revenue, similar to the early success many experienced with clear aligners. Here are some additional benefits:

Comprehensive Aesthetic Experience: By offering advanced skin treatments alongside dental services, practices can cater to patients’ broader aesthetic needs, exceeding patient expectations and building lasting loyalty
Practice Growth: Expanding services to include energy-based medical aesthetics differentiates your practice and can drive long-term growth
Competitive Advantage: Positioning your practice as a leader in both dental care and cutting-edge aesthetic treatments sets you apart from competitors
Non-Insurance Based Revenue: Diversifying services into energy-based medical aesthetics allows dental practices to tap into cash-based revenue streams, reducing reliance on insurance reimbursements
Recurring Revenue: Establishing a membership program for aesthetic services creates a predictable revenue stream
Enhanced Patient Loyalty: Offering these in-demand services increases patient satisfaction and loyalty, leading to positive word-of-mouth referrals and higher patient retention rates
Team Retention: In-office aesthetics for team members not only drive sales through personal endorsements but also foster satisfaction and reduce turnover with complimentary perks

The introduction of energy-based medical aesthetics in dental practices represents a strategic opportunity to stay ahead of industry trends and provide comprehensive care solutions. By embracing this modern-day growth strategy, dental groups can attract and retain patients while driving predictable and recurring revenue. Much like the journey of clear aligners, the integration of medical aesthetics may present initial challenges but ultimately leads to significant long-term benefits for both practices and patients alike.

Avoiding Common Pitfalls: Ensuring Successful Rollouts

Now that we’ve discussed the benefits of energy-based medical aesthetics, let’s look at how you can increase your chances of successfully rolling out this new service (and other services) and avoid the common pitfalls that many dental groups encounter. When introducing new services such as clear aligners, sleep apnea treatments, or energy-based medical aesthetics, understanding MOPS and avoiding common pitfalls can significantly increase the chances of success. Key strategies to consider include:

Doctor-Led Initiatives: When introducing a new service to a dental practice or dental group, it is crucial that it is doctor-led. Ensure that you identify a lead doctor who has thoroughly vetted, clinically approved, and “owns” the service. They should be available to answer questions from other dentists in the group on an ongoing basis, and actively facilitate training and peer mentoring—whether through clinical shadowing, doctor group chats, virtual calls, etc. This leadership fosters confidence within the dental group.

Comprehensive Training: Ensure continual training on energy-based medical aesthetic services, making sure your team members are proficient and confident. Partner with the vendor supplying the energy-based medical aesthetic machines to receive ongoing technical support from installation to maintenance, guaranteeing peak performance. Additionally, seek office support where the vendor sends their training specialists to your offices regularly for in-depth, hands-on instruction. Explore opportunities to clinically shadow one of the vendor’s top dental clients in skin aesthetics, providing a unique opportunity to observe firsthand the nuances of presentation, office operation, and treatment scheduling.

Introduce Smile Survey: Similar to what we discussed for clear aligners, gather insights on what patients like and dislike about their smile, but this time also include questions about their face and skin. Use the survey results to discuss the patient’s concerns during their normal dental visits.

Leverage In-Person Touchpoints: Introduce energy-based medical aesthetics into your practice by leveraging the regularity of dental visits. Dental patients visit your practice twice a year for cleanings, providing regular in-person opportunities to promote and schedule aesthetic treatments. During these routine visits, discuss and recommend aesthetic treatments tailored to each patient’s needs based on the Smile Survey they completed. Patients can conveniently book skin treatments on the same day as their dental appointments when you template 15- or 30-minute blocks on the schedule, reducing barriers to accessing aesthetic services and enhancing overall patient satisfaction.

Schedule Follow-up Aesthetic Treatments: Set up 15- or 30-minute blocks on your schedule/columns specifically for energy-based medical aesthetics. Schedule follow-up appointments roughly every 3-6 weeks after the initial treatment and repeat these follow-ups every few weeks as needed to monitor progress and provide ongoing care. This structured approach ensures consistent treatment and optimal results for your patients.

Regulatory Compliance: Stay informed about all relevant local, state, and federal regulations, and ensure all team members are trained in compliance. It’s crucial to understand which team members are authorized to provide the service to patients. This way, you can maximize your teams while providing the best care to the patients.

Maximize Your Success: Marketing Tips for Introducing Energy-Based Medical Aesthetics in Dental Practices

Promoting skin rejuvenation for the perfect smile, redefining skin tightening, and enhancing smile aesthetics services to your patients and the outside world is key. Here are a couple of quick pointers to consider:

Chair-Side Promotion: Educate your patients about skin rejuvenation and smile enhancement services during their routine visits. Take the opportunity to discuss the benefits and address any questions they might have.

Update Your Website: Set up dedicated web pages and landing pages on your website to:
- Help people searching for these services find you easily
- Educate potential patients about the benefits of the procedures and how energy-based medical aesthetics enhance smile aesthetics
- Increase overall web traffic to your site
- Establish your credibility as a provider for skin rejuvenation and the perfect smile

Photo Gallery & Video Testimonial pages: Create a webpage showcasing before and after photos to highlight the dramatic improvements in patients’ smiles and skin. Visual proof can be incredibly persuasive. Set up a second webpage with video testimonials from satisfied patients and dentists discussing the procedures. Show videos demonstrating how easy and relaxing the treatments are for the patient.

Social Media Promotion: Social media is huge in aesthetics. Utilize social media platforms to promote your new skin rejuvenation services. Take the exact same photo and video content you created for your website and repurpose to social media. Share before and after photos, video testimonials, and educational content about the procedures.

Boosting Social Media Posts & Run Social Media Ads: Allocate small budgets to boost your social media posts. This can drive awareness and generate leads when you build out lead forms on social media and point social media traffic back to your website. Additionally, allocate a budget to social media ads. Just like cosmetic companies achieve massive sales through social media for “age-defying” products, your dental group can succeed with a solid social media strategy that runs social media ads and boosts posts.

In-Office Marketing Materials: Place brochures, posters, and digital displays in your office strategically to inform patients about the new services. This can spark conversations and encourage them to ask about the treatments when in the operatory.

Tailored Aesthetic Treatment Bundles: Enhance patients’ smiles and skin with customized aesthetic treatment bundles. By pairing advanced energy-based medical aesthetic technologies with popular dental services, you can create an irresistible membership program that keeps patients coming back for a transformative experience. For example, introduce a bundle category like “Smooth Skin, Confident Smile” to promote a comprehensive package.
- Transform patients’ smiles with custom veneers, then enhance their skin with rejuvenation treatments. This approach addresses both dental and skin aesthetic concerns, offering patients a complete transformation and increased satisfaction.
- Straighten teeth discreetly with clear aligners, then tighten and tone the skin with radiofrequency treatments
- Teeth whiting, skin tightening with for a collagen boost and skin tightening treatments. Patients can enjoy a brighter, more youthful appearance

Leverage Vendor Support: Negotiate with your energy-based medical aesthetic equipment vendor to provide comprehensive marketing support and content assets. Organize open house events with their assistance to showcase your new services, accelerating the payoff of your equipment investments. Utilize their marketing resources for high-quality digital content, print materials, and social media templates to elevate your brand and drive patient engagement. Ensure that the vendor supplies access to their marketing store at no cost, as a good partner will be invested in your success.

In conclusion, incorporating operations into your marketing strategy, known as MOPS, is essential for success in today’s dental industry. By integrating operational insights into marketing efforts, we can more effectively address business challenges and optimize results. This synergy is particularly powerful when introducing new services like energy-based medical aesthetics, presenting a significant growth opportunity for dental groups. While marketing must lead marketing strategy and execution, factoring in operational realities enhances success rates, improves patient satisfaction, and drives practice growth.

Written by Ryan Torresan. Ryan is considered one of the leading marketing minds in dental and healthcare on what’s next in marketing, relevance, marketing that actually impacts DSOs and can be measured. With more than 10 years of DSO experience, Ryan is a marketing executive who steered a very successful career to reach the executive level at three of the largest dental support organizations (DSOs) in the US. During his tenures, he earned promotions and awards after tremendous success in the digital marketing and social media space. He is also known to have transformed event, CRM and content marketing into lead generation. He has repositioned brands, navigated crisis public relations and driven incremental sales through office designs. He played a crucial role on executive teams that sold DSOs to private equity firms.