In this episode of Ortho Marketing, host Dean Steinman is joined by Brooke Oliphant, founder of Rise Up Coaching, to uncover the hidden problems costing orthodontic practices thousands in lost revenue. They break down why the industry's case acceptance rate is stuck between 50–60%, why today's consultation model is outdated, and how an undertrained treatment coordinator can quietly sabotage your growth. From broken follow-up protocols to the "pending black hole," Dean and Brooke reveal what's really standing between your leads and your starts — and exactly what to do about it. If your practice is getting patients through the door but not converting them, this episode will show you where the gaps are and how to fix them fast.

What You’ll Learn:

• Why the industry's consultation model is old and tired and how it's designed to send patients home to think about it
• The real reason "friendly" doesn't earn a signature and what treatment coordinators must do instead
• Why waiting to discuss money until the end of the consultation is costing you case acceptance
• How a 2-minute speed-to-lead response window and 18–20 follow-up touchpoints can dramatically increase your starts
• What a 10% improvement in conversion rate is actually worth to your bottom line — the numbers will surprise you
• The one thing doctors can do today to understand how much revenue is already walking out the door

About Brooke Oliphant
Brooke Oliphant is the founder of RiseUP Coaching and a strategic growth partner to orthodontists across the country. She helps practices transform the new patient experience into a powerful conversion engine by elevating Treatment Coordinators, modernizing consultation strategy, and designing what she calls “moments of impact” that turn shoppers into buyers. A lifelong entrepreneur and OrthoFi awared Treatment Coordinator, Brooke blends sales psychology, hospitality principles, and real-world business strategy to help practices dramatically increase case acceptance and profitability.

She’s a keynote speaker, best selling author, and the creator of the Question-Focused Consultation™ — a framework that's driven 15,000+ new patient starts and over 80 million in new production across orthodontic practices nationwide by helping orthodontic teams rethink how conversations lead to confident decisions.

Ready to transform your treatment coordinator and skyrocket your case acceptance? Connect with Brooke Oliphant, founder of RiseUP Coaching: https://www.riseuporthocoaching.com/

Be our next guest or elevate your practice: https://orthomarketing.com/contact-us/

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In this episode of Ortho Marketing, host Dean Steinman is joined by John Iuzzini, Director of Accounts at Ortho Marketing, to break down key areas every practice must get right when working with a marketing agency. They cover why having the right budget is essential in a competitive market, how speed-to-lead can make or break your ability to convert inquiries, and why most practices lose opportunities due to weak follow-up systems. The conversation also highlights the importance of confirming appointments properly and the critical role treatment coordinators play in turning leads into starts. If your practice is generating leads but not seeing real growth, this episode will help you identify what’s missing and where to improve.

What You’ll Learn:

• Why orthodontic marketing is “pay-to-play” and how the right budget impacts visibility and results
• How competitor research helps determine effective ad spend and positioning
• What “speed-to-lead” is and why responding within minutes increases conversions
• The importance of multi-touch follow-up and confirming (not just reminding) appointments to reduce no-shows
• Why treatment coordinators and internal team alignment are critical to turning leads into starts

About John Iuzzini 
John Iuzzini is the Director of Accounts at Ortho Marketing, where he leads the Account Management Team and oversees day-to-day operations to ensure clients receive the best experience possible. With a passion for client satisfaction and operational excellence, John is dedicated to driving results and fostering strong, lasting relationships with the orthodontic and dental practices Ortho Marketing serves. Outside of work, John is a devoted family man who enjoys spending time with his wife and two sons. He's also an avid cook and passionate musician, always finding creativity both in the kitchen and through music.

Be our next guest or elevate your practice: https://orthomarketing.com/contact-us/

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The future of orthodontics is becoming fully digital and AI is playing a central role. In this episode of Ortho Marketing, host Dean Steinman sits down with orthodontist, inventor, and Celebrace founder Dr. Mehdi Peikar to explore how AI-driven systems and custom digital braces are transforming the way orthodontic treatment is planned and delivered. Dr. Peikar breaks down how AI is used throughout the workflow from scanning and tooth identification to treatment planning and bracket design and how fully customized, 3D-printed brackets are evolving beyond traditional “one-size-fits-all” approaches. He also shares how adopting digital technology can improve efficiency, reduce guesswork, and help practices stand out in a competitive market. If you want to understand where orthodontics is headed and how to stay ahead of rapid technological change, this episode is a must-listen!

What You’ll Learn:

• How AI is used in orthodontics from scanning to treatment planning
• The limitations of traditional “one-size-fits-all” braces
• How fully customized brackets improve precision and efficiency
• The role of digital workflows in modern orthodontic practices
• How AI assists with diagnosis, segmentation, and treatment design
• Why adopting new technology can help practices stand out
• Key trends shaping the future of orthodontics and digital treatment

About Mehdi Peikar
Dr. Mehdi Peikar is an orthodontist, inventor, and founder of Celebrace, the world’s first fully digital, AI-driven custom fixed orthodontic system. He holds a PhD in Biomechanics from Johns Hopkins University, a Master’s in Quantum Mechanics and Condensed Matter from the University of Illinois, and completed his orthodontic residency at UCLA. Dr. Peikar holds more than 60 patents and previously invented the Independent Mover technology (Brius/Brava). He now leads Celebrace in developing fully customized brackets and digital bonding trays to bring precision engineering into orthodontics.

Learn more about Celebrace: https://celebrace.com

Be our next guest or elevate your practice: https://orthomarketing.com/contact-us/

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Case acceptance is one of the biggest challenges facing orthodontic practices in 2026. In this episode of Ortho Marketing, host Dean Steinman is joined by Shelley Bostrom, founder and owner of Align My Practice to break down what’s really causing patients to walk away and how to fix it. Shelley shares practical, real-world strategies to help treatment coordinators and practice owners improve conversions, from structuring consultations more effectively to creating clear next steps and stronger follow-up systems. If your practice is generating leads but struggling to turn them into starts, this episode is packed with actionable insights to help you close more cases and stop leaving revenue on the table.


What You’ll Learn:

• The 3 required outcomes every patient should leave a consultation with (yes today, scheduled, or follow-up commitment)
• Why patients leave without starting treatment — and how to prevent it
• How to guide conversations using assumptive language and stronger communication
• The importance of asking the right questions to personalize the consultation
• Proven follow-up strategies, including a multi-touch approach over time
• Why authentic conversations outperform scripted sales approaches

About Shelley Bostrom
Introducing Shelley Bostrom, founder and owner of Align My Practice, your ultimate partner in all things orthodontics. With an unparalleled understanding of the industry, Shelley has a knack for developing customized solutions that cater to your unique needs. Her warmth and sincerity make her an exceptional collaborator, as she works hand in hand with each client to help them realize their vision. At Align My Practice, Shelley and her team offer a comprehensive range of services that are designed to supercharge your practice growth, optimize team performance, and maximize your overall success. With Shelley at the helm, you can rest assured that your practice will be in the hands of a seasoned professional who is deeply committed to helping you achieve your goals.

Learn more about Align My Practice: https://alignmypractice.com

Be our next guest or elevate your practice: https://orthomarketing.com/contact-us/

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Building a successful orthodontic practice today takes more than just great clinical work— it requires strong fundamentals, clear direction, and the right metrics to guide growth. In this Ortho Marketing episode, host Dean Steinman sits down with orthodontic expert, author, and orthodontic industry expert Mike Gusching to break down what truly drives a high-performing practice. Mike shares key insights from his book The Peak Orthodontic Practice, including the importance of knowing your numbers, defining your vision, strengthening team culture, and leveraging patient relationships to fuel sustainable growth. If your practice feels stuck or you’re looking to level up, this episode is a must-listen.

What You’ll Learn:

• The key KPIs every orthodontic practice must track
• Why defining your vision and differentiator is critical for growth
• How strong team culture impacts patient experience and conversions
• The role of word-of-mouth and patient referrals in modern marketing
• Industry trends shaping the future of orthodontics

About Mike Gusching
Mike Alan Gusching is a speaker, author, and orthodontic industry expert with a lifetime of experience in the field. The son of an orthodontist, Mike grew up working in a family practice and has since built a career spanning multiple orthodontic companies and over 1,000 practice visits. His most recent book, The Peak Orthodontic Practice: 20 Lessons and Interviews from Over 1,000 Practice Visits, became an Amazon #1 bestseller and is a must-read for any orthodontist looking to elevate their practice. Mike brings a rare combination of firsthand clinical exposure and broad industry insight to every conversation making him an unique voice in orthodontics today.

Link to his book: https://www.amazon.com/Peak-Orthodontic-Practice-Lessons-Interviews/dp/B0GJZ2WGGF/ref=sr_1_1?crid=1QFMFL6R0428U&dib=eyJ2IjoiMSJ9.vj2gNWGrpr2qgY0tFcQo_pk_XGjwHAzdfG5MiUSB7_LVyWqMnk2tHf9HEofRi2gA.2V7eTaRQEv6mrpFyFIvKUd8vD11WWLGdHwCylY77RbQ&dib_tag=se&keywords=the+peak+orthodontic+practice&qid=1772045039&s=books&sprefix=%2Cstripbooks%2C310&sr=1-1

Be our next guest or elevate your practice: https://orthomarketing.com/contact-us/

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We’re kicking off 2026 with a powerful conversation on the future of orthodontic marketing and AI. Artificial intelligence is transforming orthodontic marketing and practice growth— yet many teams are still only using a fraction of its potential. In this episode of Ortho Marketing, host Dean Steinman sits down with Heartwise Collective founder Lindsay Quinn to explore how practices can move beyond basic AI tools and start building smarter, more efficient systems. Lindsay shares practical strategies to help orthodontists and dental teams streamline operations, improve team performance, enhance patient communication, and create a real competitive advantage without losing the human connection that matters most.

What You’ll Learn:

• How AI is reshaping orthodontic marketing and practice workflows
• Simple first steps to start using AI in your practice today
• Common mistakes teams make when adopting AI
• Why early adopters gain a powerful edge in today’s market

About Lindsay Quinn
Lindsay Quinn is the Founder of Heartwise Collective, an orthodontic consulting firm specializing in operational systems, financial optimization, and AI integration. With 22 years of industry experience, including eight years with Dr. Richard McLaughlin's renowned San Diego practice and seven years consulting with one of the industry's most elite firms, Lindsay is known for her hands-on implementation approach. She is also the co-founder of The Ortho Society, an innovative annual event for orthodontic practice owners.

Learn more about Heartwise Collective: heartwisecollective.com

Be our next guest or elevate your practice: https://orthomarketing.com/contact-us/

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In this Ortho Marketing episode, Dean Steinman is joined by Gary Sastow, Partner at Danziger & Markhoff LLP, to discuss the legal essentials every dental practice owner needs to know. From regulatory compliance and risk management to contracts and employee matters, Gary shares expert insights to help practices stay protected and legally sound. Whether you're starting, growing, or managing a practice, this episode is packed with must-know legal guidance.

Ready to elevate your practice?
Contact us! https://orthomarketing.com/contact-us/

About Gary Sastow
Gary Sastow has over twenty-five years of experience in the practice of law. While maintaining a broad scope of practice, Gary focuses on representing healthcare professionals in all aspects of their business, professional and personal lives. Having been raised in a family of physicians, he possesses a unique understanding and insight into the business of practicing a healthcare profession. Combined with his years of practice in what has become a more complex and highly regulated industry, Gary’s clients see him as a trusted advisor, confidant, and advocate. On an ongoing basis, he works with clients on transactional matters, regulatory compliance issues and problem solving including providing representation to clients under professional investigation before OPMC, OPD or the Justice Center. Gary is a prolific speaker and author of professional articles in various publications. He has also served as an adjunct professor at Pace University teaching Health Law and Policy and Not for Profit Organizations. Gary is a recommended legal services provider for the NYS Dental Association. D&M now provides representation to clients under professional investigation before OPMC, OPD or the Justice Center

In this Ortho Marketing episode, Dean Steinman is joined by Brad Hughes, Founder and CEO of Vision Dental Partners. They explore how to grow and accelerate dental practices—from strategic acquisitions to marketing tactics that drive real results. Learn how to scale faster, streamline operations, and boost patient growth post-acquisition.

Ready to elevate your practice? Contact us!
https://orthomarketing.com/contact-us/

About Brad Hughes
Dr. Hughes is a third-generation dentist, proudly following in his father and grandfather’s footsteps, and has been providing excellent dentistry for over 17 years. He is a graduate of Indiana University School of Dentistry. With a passion for growing teams and helping others thrive both personally and professionally, Dr. Hughes has dedicated his career to fostering leadership and development in his practices and throughout the dental industry. His entrepreneurial spirit and commitment to growth continue to shape the future of his expanding dental group and the dental space as a whole.

In this Ortho Marketing episode, Dean Steinman is joined by Carl Stoddard, President of Doctors CFO. They discuss how your pricing strategy could be holding your practice back. They dive into the true cost of undercharging, how to evaluate your current pricing, and proven strategies to increase profitability without sacrificing patient satisfaction. If you're looking to boost your bottom line, this is an episode you won't want to miss. 

Ready to elevate your practice? Contact us!
https://orthomarketing.com/contact-us/

About Carl Stoddard
Carl Stoddard is an accomplished senior executive, board member, and the President of Doctors CFO, with over 20 years of success across medical, financial, insurance, technology, and software industries. His expertise in corporate finance, financial analysis, and strategic planning has made him a trusted advisor to companies navigating profit and loss management, business model development, and accounting system implementation. Since founding Doctors CFO in 2009, Carl has specialized in providing financial guidance to physician-owned practices, helping clients achieve stability, growth, and expansion in both single-practice and multi-practice settings. His extensive experience in business development, budgeting, and financial planning positions him as a key resource for healthcare professionals seeking sustainable success. Carl holds a Bachelor’s degree in Accounting from Idaho State University and an MBA from Arizona State University. A Certified QuickBooks Advanced Online ProAdvisor with Diamond Status, he is committed to professional development and has gained significant experience in board leadership throughout his career. Outside of his professional life, Carl enjoys spending time with his wife, Stacey, their five children, and three dogs. An avid audiobook listener and music enthusiast, he values creative outlets as a way to relax and recharge.

In this Ortho Marketing episode, Dean Steinman is joined by Rebecca Herring, Director of Healthcare Operations at Rocket Station. They dive into how virtual assistants are transforming the way dental practices operate— from reducing front desk stress to improving patient follow-ups and boosting overall productivity. Discover how you can regain control, streamline operations, and focus more on patient care.

Ready to elevate your practice? Contact us!
https://orthomarketing.com/contact-us/

About Rebecca Herring, MAADOM
Rebecca Herring is a seasoned dental coach with over 25 years of hands-on experience in the dental industry, a journey that began in her youth while accompanying her father, a dentist, on humanitarian trips to Guadalajara. During these early experiences, Rebecca discovered the transformative power of dentistry and the importance of compassionate care. Her dedication to making a difference has only deepened since, and today, she empowers dental teams and professionals to unlock their full potential, ensuring they are in roles that not only fit their skills but fuel their passion. With her vast experience, approachable demeanor, and unwavering dedication to helping others succeed, Rebecca Herring is not just a coach but a trusted partner in transforming dental practices from the inside out.

For more info: https://rocketstation.com/dental/