Transforming a Perio and Implant Specialist Practice

Overview

This case study outlines our two-year journey with a specialist practice from 2022 to 2024, focusing on improving marketing efficiency, refining patient targeting, strengthening cash management strategies, and implementing better management structures. Our collaboration involved transitioning their marketing approach from "order-taking" to "brand-building," which resulted in record-breaking collections and a robust net profit in 2024.

Initial Situation (2022)

When we first partnered with this practice, their marketing strategy was heavily focused on operational involvement. The marketing lead was primarily occupied with in-the-business activities such as treatment planning. This limited their ability to drive a higher volume of cases, and their approach to marketing was more transactional than strategic.

Key Challenges

Over-involvement in day-to-day operations by the marketing lead limited growth opportunities.

Lack of a defined patient persona resulted in scattered and inefficient marketing.

Marketing was transactional ("order-taking") rather than building long-term brand value.

Cash management was challenging, especially during slower patient flow periods.

Strategic Shifts

Marketing Efficiency and Focus: We coached the marketing lead to step back from daily operations and focus on acquiring high-value cases. By defining the ideal patient persona, targeting became more efficient, with campaigns directed towards patients needing implants and periodontal treatments.

Authoritative Brand-Building: We transitioned from transactional to authoritative brand-building marketing, positioning the practice as a leading authority in periodontics and all-on-x. This shift required early investments but promised long-term patient flow sustainability.

Cash Management and Planning: In 2023, a cash sweep strategy was implemented to prepare for potential slow periods. This approach helped build a reserve, allowing the practice to weather anticipated downturns during the investment-heavy rebranding phase.

Onsite Consulting and Operations Improvement: Our consulting included recruiting a Director of Operations and creating a business scorecard to monitor marketing, clinical, and administrative metrics. This alignment improved decision-making and operational efficiency.

Investment Phase (2023)

2023 was marked by high investment, with the practice pivoting to a brand-focused marketing strategy. A temporary dip in EBITDA was expected as resources were allocated toward establishing the practice’s authoritative position in the market.

Results in 2024

By 2024, the practice began to see the results of these investments:

Reduced Marketing Spend: The practice’s total marketing spend as a percentage of collections dropped to 2.35% in 2024, compared to 3.65% in 2022 and 4.22% in 2023.

Increased EBITDA: Following a dip in 2023, EBITDA rebounded to $58,084.36 in 2024, reflecting a 66.7% increase over 2022.

Record Collections in August 2024: August 2024 was a record-breaking month, with collections reaching $500,000.

Highest Collections Ever: Average monthly collections for 2024 reached $388,386.83, a 43.6% increase from $270,398.77 in 2022.

Conclusion

Our two-year collaboration with this practice showcases how strategic shifts in marketing focus, coupled with strong cash management and enhanced management operations, can lead to transformative results. By guiding the practice away from day-to-day operational marketing tasks and towards authoritative, brand-driven marketing, we were able to cut costs, increase net profit, and achieve record revenues. The practice is now well-positioned for sustained growth, with a solid marketing foundation and a clear path to continued success.