『The Marketing 32 Show』のカバーアート

The Marketing 32 Show

The Marketing 32 Show

著者： Brett Allen
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概要

 This is the Marketing 32 Show, a show that connects with leading dentists, influencers, and experts to explore strategies and innovations that help dental practices grow and thrive.The Marketing 32 Show (c) 2024 マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
エピソード
  • From COVID Grad to $8M in 5 Years: How a New Dentist Built a Group Practice with Christmas Cookies and Negotiation Power

    From COVID Grad to $8M in 5 Years: How a New Dentist Built a Group Practice with Christmas Cookies and Negotiation Power
    2026/03/10
    What happens when a brand-new dentist graduates in the middle of COVID, can't find an associateship because everything's closed, and decides to buy two practices within four months—then turns a million-dollar skeleton practice into a $5M operation after buying it for just $60K? Dr. Rehan Shahid calls himself "the business guy who just happens to be a dentist"—and in five short years since graduating in 2020, he's built a four-location group practice generating nearly $8M annually, all 100% privately owned with zero private equity involvement. But here's what makes his story remarkable: he didn't rely on expensive ad campaigns or fancy marketing firms. Instead, he stood outside with tooth-shaped balloons, delivered Christmas cookies to 25 local businesses with personalized letters (creating instant social media domination), and built relationships with ER departments and cardiologists who needed dental clearances. His mission was simple but powerful: "Be so ridiculously famous in my town that everyone can't help but know about me." Now through Practice Success Academy, he's coaching dentists and their managers together—because he learned that dentists are "lazy people" and "horrible operators" who have amazing ideas but need strong managers to actually implement them. If you've ever wondered how to scale without burnout, why coaching the manager is more important than coaching the dentist, or how $100 worth of cookies beats any digital ad campaign, this conversation will completely shift your perspective on growth, systems, and what it really takes to dominate your market. Dr. Rehan Shahid never planned to be an average dentist—he planned to be "the business guy who just happens to be a dentist." But when he graduated in 2020, COVID had other plans. Two months after graduating, everything closed, eliminating any chance of working as an associate. So he did what any entrepreneurial-minded new grad would do: he bought a practice. Then two months later, he bought another one. Within four months of graduating dental school, he owned two practices and had to learn extremely quickly how to survive and thrive in business. The silver lining of COVID was all the free time it created—time Rehan used to devour books, listen to podcasts, and self-educate on business fundamentals that dental school never taught. His mindset was simple but powerful: "I know I'm going to have to make mistakes to learn. Let me just make them as fast as I can so I can pass that route and move forward." From day one, he knew he wanted to be a multi-practice owner, and his ambition was to make mistakes rapidly, extract lessons, and scale quickly. His growth strategy defied conventional wisdom about expensive digital marketing campaigns. Instead of pouring money into Facebook ads and Google PPC, Rehan focused on community domination. He stood outside with tooth-shaped balloons introducing himself as the local dentist. He attended every community event. His mission: "Be so ridiculously famous in my town that everyone can't help but know about me." The Christmas cookie strategy became legendary—delivering personalized letters and cookies to 25 local businesses, taking selfies with entire teams, knowing they'd post it on social media. Total cost: $100 for 25 boxes at $5 each. The result: 25 businesses sharing on their social platforms, dominating the community in one day—better ROI than any digital ad campaign. He repeated the strategy with Thanksgiving pies, built relationships with ER departments (who see patients needing dental treatment), and connected with cardiologists and orthopedic surgeons who need dental clearances before procedures. The second practice was a stroke of luck combined with savvy negotiation: a million-dollar practice in his hometown where the doctor passed away, the wife never sold it, and it sat closed for six months until all patients left. Texas law says you can't own a practice long without a dentist, giving Rehan enormous negotiation power. He bought it for $60K—now it's a $5M practice. Through building this four-location group (aiming for 25 in three years, all 100% privately owned with no private equity), Rehan discovered something crucial: dentists are "lazy people" and "horrible operators" with amazing ideas but poor implementation skills. The real key to success isn't coaching the dentist alone—it's coaching the dentist AND the manager together. If a practice has a great manager, the dentist flourishes. If the manager isn't strong, the dentist becomes only as strong as their weakest link. Through Practice Success Academy, Rehan now helps dentists buy back their time and scale by developing managers into true leaders who can implement systems, establish metrics, and drive accountability. He meets managers one-on-one without the dentist present to identify real bottlenecks, then serves as the third-party voice delivering respectful feedback neither side wants to give directly. The biggest ...
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    31 分
  • "A No Isn't a No—It's a Not Right Now": Why Following Up on Unscheduled Treatment Is Patient Advocacy, Not Pestering

    "A No Isn't a No—It's a Not Right Now": Why Following Up on Unscheduled Treatment Is Patient Advocacy, Not Pestering
    2026/03/03
    What happens when a marketing major lands an externship at a dental practice, falls in love with operations more than marketing, and spends the next decade discovering that most practices are bleeding thousands in unscheduled treatment simply because they never follow up? Olivia Smith has worked with over 100 practices across the country—from the West Coast to Florida to New York—and she's witnessed the same pattern repeatedly: teams rush through treatment presentations, quote numbers over the counter while phones are ringing, then wonder why nobody's scheduling. As founder of OS Dental Consulting, Olivia brings a unique perspective born from being treated like a colleague rather than just a team member, learning to read x-rays and understand the clinical side while mastering the operational systems that turn practices into well-oiled machines. In this eye-opening conversation, she reveals why your website saying "24-hour emergency care" is sabotaging your high-end cosmetic vision, how a practice that looked like it was "still from the seventies" transformed with a facelift, and the critical question every treatment coordinator should ask when patients decline: "May I ask what's keeping you from getting the treatment that you need?" If your team is stuck in transactional mode instead of advocacy mode, this episode will revolutionize how you think about case acceptance, culture, and what it really means to align your brand with your patient experience. Olivia Smith never intended to spend her career in dental operations—she was a marketing and business management major who needed an externship to graduate. Landing at a dental practice that needed marketing help, she quickly discovered operations was where her true passion lived. What made all the difference was working for a dentist who treated her like a colleague rather than just a team member, investing the time to teach her how to read x-rays and understand both the clinical and operational sides of dentistry. After expanding and growing that practice while helping the dentist's friends with their practices, Olivia was recruited by Spear Education for consulting work. While she appreciated working with the bulk of her practices through Spear, she discovered something crucial: she loved private practice more. The hands-on, boots-on-the-ground work of being in offices with practices and teams, helping them overcome obstacles in real-time—that's what fueled her. Several years ago, she launched OS Dental Consulting as a boutique firm focused on helping practices reach their individual goals and lifestyle vision, not cookie-cutter solutions about what practice ownership "should" look like. Across 100+ practices spanning the West Coast to Florida to New York, Olivia has identified two dominant challenges: case acceptance and leadership development. The case acceptance problem isn't usually about the treatment coordinator's skills—it's about the system. Before blaming individuals, Olivia gets curious: What does the process actually look like? Where are the handoffs breaking down between front and back? How are teams communicating with patients without feeling insurance-driven? The breakdown typically happens in three places: insufficient training on patient communication, rushing through presentations (quoting thousands of dollars over the counter while phones ring), and complete failure to follow up. Treatment plans aren't just about going over numbers—they're patients' time to ask questions and feel confident about their decisions. But when offices are busy and overwhelmed, they skip the photo review, skip the education, and wonder why nobody schedules. The leadership challenge is equally pervasive: most doctors never went to school for management or leadership, yet they're expected to hold teams accountable (the biggest hurdle), manage staffing decisions, and communicate effectively. Some are natural leaders, but most struggle—even in corporate DSO settings. Olivia's approach starts with alignment: What's your mission and vision? What message are you actually sending patients? She encounters practices whose websites advertise "24-hour emergency care" while doctors complain about emergency visits and want to be high-end cosmetic offices open 3-4 days weekly. The SEO keywords say "emergency dental" but the brand aspiration is boutique concierge service. She examines the entire patient journey: Does your first phone call feel rushed and unimportant, or like white-glove service? Do you have the right people in the right seats? One practice was doing great dentistry but the office looked "still from the seventies"—after a facelift, the appearance finally matched the quality. If you want people to spend money, the hole-in-the-wall aesthetic works for Chinese food, not dentistry. Culture is equally critical: patients can tell when team members are having bad days or resenting staying late for add-on treatment. If culture isn't solid, all the...
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    26 分
  • Why Lottery Winners Return to Baseline Happiness (And What Dentists Can Learn From It)

    Why Lottery Winners Return to Baseline Happiness (And What Dentists Can Learn From It)
    2026/02/10
    What if the problem isn't that you need to achieve more—but that you're chasing achievement in the first place? Dr. Martin Mendelson, founder of Metamorphosis Coaching and former Spear Education resident faculty member, has worked with thousands of dental professionals who are working harder every year but not moving forward. In his groundbreaking book "One Move Makes All the Difference," he reveals a startling truth backed by research on 275,000 people worldwide: satisfaction and happiness don't come from achievement, but from the people you're with and the journey that got you there. This changes everything for an industry built on achievement ladders—dental school, boards, first job, first practice—that leave practitioners asking "now what?" when they reach each rung. In this powerful conversation, Martin unpacks the concept of hedonic adaptation (why lottery winners spike in happiness then return to baseline), introduces the TEAM framework (thoughts drive emotions that create actions that manifest results), and reveals why dentists are 17 times more likely to take their own lives than the general population. If you've ever felt stuck, burned out, or wondered whether you hate dentistry or just hate certain things about running a practice, this episode will fundamentally shift how you think about success, fulfillment, and what truly moves the needle. Dr. Martin Mendelson returns as the Marketing 32 Show's first-ever repeat guest to dive deep into his book "One Move Makes All the Difference"—a labor of love that readers say resonates on every single page. The foundation of Martin's work addresses a crisis in dentistry: professionals working harder every year but not moving forward, feeling stuck despite achievement after achievement. The problem, as Martin explains, is that dentists work IN their practices rather than ON them. The first "one move" is deceptively simple but profoundly difficult: schedule uninterrupted time to ask yourself where you want to go in the future, where you are now, and what needs to change to bridge that gap. If you don't have a vision of where you want to go, how do you expect to get there? It's like trying to book an airline ticket without knowing your destination. For those who genuinely don't know where they want to go, Martin offers an alternative: write out your ideal day in extraordinary detail—from waking up in your dream house to the types of cases you're doing in practice. When he revisited his own 2016 ideal day exercise in 2024, he was shocked by how many details had come true. The deeper issue plaguing dentistry is rooted in what researchers call hedonic adaptation—the phenomenon where lottery winners experience a spike in happiness then return to their baseline level. Sean Acor's work in "The Happiness Advantage" introduced Martin to research involving 275,000 people worldwide that revealed a stunning truth: satisfaction and happiness don't come from achievement, but from the people you're with and the journey that got you there. This is devastating for an industry built entirely on achievement ladders: getting into dental school, graduating, passing boards, getting first job, buying first practice. The goalposts keep changing, and when you reach each milestone asking "now what?"—clinical depression can follow. The problem isn't achieving goals; it's focusing exclusively on achievement rather than enjoying the nights, weekends, blood, sweat, and tears that facilitate reaching those goals. Martin demonstrated this at the Seattle Study Club symposium when he told the audience he wasn't happy about being invited to speak—he was happy about the financial risk he took for certifications, the business risk of going full-time, and the nights and weekends spent learning that resulted in the invitation. That mindset shift evens out the manic highs and lows of achievement-focused living. Martin introduces two powerful frameworks that transform how dental professionals approach life and leadership. TEAM is an acronym for Thoughts drive Emotions that create Actions that Manifest results—based on Victor Frankl's quote that between stimulus and response, there's a space where our freedom to choose lies. Everything that happens is neutral; it's your thought that gives it power. While TEAM is often linear, powerful stimuli can kick emotions or actions into motion immediately (like rolling your eyes at a late team member). The companion tool is NBCA: Notice you're getting squirrely in thought/emotion/action, Breathe and take a minute, Choose an action between your ears, then Act upon it. The secret: just because you think something doesn't mean you do it—choosing and acting are separate steps. For dentists who feel trapped or stuck, Martin's first diagnostic question is crucial: Is it dentistry you don't want to do anymore, or things IN dentistry you don't want to do? Often the answer isn't clinical—it's team management, payroll, ordering supplies, or ...
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    32 分
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