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The Marketing 32 Show

The Marketing 32 Show

De : Brett Allen
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 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 Direction Economie Management et direction Marketing et ventes
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  • "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
    Mar 3 2026
    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 min
  • 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)
    Feb 10 2026
    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 min
  • "I'm Happy to Discuss Our Fees": The 3-Word Phrase That Transforms Price Objections Into Consultations

    "I'm Happy to Discuss Our Fees": The 3-Word Phrase That Transforms Price Objections Into Consultations
    Feb 3 2026
    What happens when a secondary education teacher who "didn't do good science" accidentally gets recruited into dentistry and spends decades discovering that most practices are losing patients before they ever get scheduled? Debra Engelhardt-Nash has witnessed the damage firsthand: front desk staff creating so many "gates and barriers" that potential patients would need to "bring in a magic show and a dog that does tricks" just to book an appointment. As an internationally recognized consultant, past president of both the Academy for Private Dental Practice and the Academy of Dental Management Consultants, and recipient of the Gordon Christensen Top Lecturer Award (plus short-listed for the 2026 Denobie Award), Debra has spent her career teaching one foundational truth: build the relationship first, and the transaction will follow. In this game-changing episode, she reveals why saying "we don't quote fees over the phone" instantly kills your conversion, how a $60,000 case can turn into three $22,000 payments with one simple question, and why telling patients what they "need" is sabotaging case acceptance. If your team is still running through checklists asking for social security numbers before finding out what inspired the patient to call, this conversation will revolutionize your entire approach. Debra Engelhardt-Nash never planned to enter dentistry. With a degree in secondary education and a geology science credit (because she didn't want to cut into a frog), she was substitute teaching in the Pacific Northwest when bond issues failed and liberal arts teachers weren't getting hired. Her dentist recruited her, and despite her protests about not being good at science, he told her something profound: "It is a science, but before the science comes the people. And you have got some really innate people skills." After having her take a Myers-Briggs assessment, he trained her as a certified dental assistant in Washington state. Debra eventually moved to the front desk—the role she truly loved—and from there managed a unique four-man "solo group" (four independent practices under one roof). One of those doctors told her prophetically: "Someday you're going to outgrow my practice." While attending continuing education meetings, she was recruited from an audience by Pride Institute to become their Pacific Northwest consultant for Washington, Oregon, Northern California, and Idaho. In 1985, Debra left Pride (along with about nine other consultants in a six-month period) to start her own independent company. By 1987, she and other consultants founded the Academy of Dental Management Consultants because while they wanted independence, they also craved collaboration—asking each other "Has this happened to you? What did you do in this situation?" This was back when consultants were generalists handling everything from OSHA to HIPAA to technology, not the specialists we see today. What drove Debra then and drives her now is making a difference in the lives of people she touches—whether through her volunteer work against human trafficking or her dental consulting work helping dentists serve patients better. She's passionate about creating the win-win-win: client wins, she wins because her client wins, the patient wins, and the team wins. But she's also witnessed devastating marketing failures, like practices spending $55,000 on loss-leader $49 cleaning promotions when they're actually fee-for-service cosmetic practices—completely incongruent strategies that attract patients who don't stay. The program "Excuse Me, Doctor, Your Team is Showing" was born from a nightmare Debra witnessed in a Pacific Northwest office where the receptionist put up so many gates, barriers, rules, requirements, and restrictions that patients would practically need to bring a magic show and a dog doing tricks just to qualify for an appointment. The kicker: "After you do all this, call me back and I'll make that appointment." When the doctor complained about not getting new patients, Debra had to explain they were getting them—but losing them at the phone because of how they were being treated. The foundational problem: teams run through checklists asking about social security numbers and sexually transmitted diseases before ever finding out what inspired the patient to call. Debra's approach transforms this: get permission first ("May I ask you a few questions?"), then ask the magic opener ("What inspired you to call today?"). The patient who wants teeth cleaned needs a different conversation than the one wanting veneers or seeking insurance acceptance. When patients ask about fees, most offices kill the conversion with "We can't quote fees over the phone"—but Debra's three-word game-changer is "I'm happy to discuss our fees with you." Before quoting, ask why they chose you, then qualify: "If you're looking for the dentist with the lowest fee possible, we may not be the dentist you choose because that's not typically why ...
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    33 min
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