The dental industry is undergoing a dramatic transformation, driven by changing consumer behavior, technological innovation, and the rise of multi-location dental service organizations (DSOs). In a recent conversation with Ryan Torresan, Chief Marketing Officer at Peak Dental Services, we explored how modern dental practices are evolving their marketing and operations to meet these new challenges.
With more than 14 years of experience in dental marketing, Torresan has witnessed firsthand how patient expectations have shifted. "People see their dentists more transactionally now," he explains. "If you can't get them in today, they're just going to go down to the list until somebody can get them in."
This changing dynamic has forced dental practices to become more sophisticated in their marketing and operations approach. Torresan emphasizes that success requires understanding both marketing and operations – what he calls "MOPs." While traditional marketing metrics like impressions might seem important, Torresan reveals that what really matters are metrics that track the entire patient journey: cost per lead, cost per schedule, cost per shown patient, and ultimately, patient value.
One of Torresan's most interesting insights came from analyzing the physical patient experience. After visiting hundreds of dental offices, he recognized that dental practices follow a retail flow similar to grocery stores. This realization led to a complete redesign of patient education and product placement, resulting in a 25% increase in retail sales and an 18% increase in cosmetic care acceptance in the first year.
The integration of artificial intelligence is revolutionizing dental marketing. At Peak Dental, AI tools are transforming everything from SEO and social media management to patient communication. For instance, they've implemented AI systems that can automatically respond to missed calls with text messages, dramatically reducing missed patient opportunities while maintaining a personal touch.
Looking ahead, Torresan predicts several major shifts in dental marketing. He believes live social selling will become significant in the next few years, following trends seen in other industries. Additionally, as Gen Z increasingly relies on platforms like TikTok and AI search tools for finding healthcare providers, dental practices will need to adapt their marketing strategies accordingly.
To learn more about the future of dental practice marketing and hear additional insights from Ryan Torresan, listen to the full episode above.
.svg)