The Dental Marketer

What if the biggest barrier to treatment acceptance isn’t your clinical skill, but the way patients feel before they ever meet you?

In this episode, Dr. Kevin Faist shares how his background in psychology shaped the way he thinks about dentistry, trust, and patient behavior. After graduating at the top of his class and entering a Chicago DSO, he quickly learned that great dentistry doesn’t matter if the wrong patients are walking through the door. A painful lesson from low-cost promotions taught him that discount-driven marketing often attracts patients who don’t value comprehensive care.

Now practicing in Manhattan Beach and Redondo Beach, Dr. Faist explains how his practice has intentionally positioned itself as a local wellness brand instead of a traditional dental office. From Instagram and neighborhood events to school wellness expos and surf club gatherings, his team builds trust long before the first appointment. He also walks through their two-hour new patient experience, including sleep screening, iTero scans, AI-assisted education, anxiety-reducing design, and psychology-based case presentation that helps patients connect the dots without feeling sold.

What You'll Learn in This Episode:

• Why clinical excellence alone does not guarantee trust or referrals.
• How discount promotions can attract the wrong type of patient.
• Why your marketing should reflect the values of your ideal patients.
• How to position dentistry as part of overall health and wellness.
• Why local, community-based marketing can outperform generic ads.
• How Instagram became a top new patient generator for the practice.
• What makes a two-hour new patient exam work financially and emotionally.
• How to use silence and patient-led discovery in treatment conversations.
• Ways to reduce dental anxiety through environment and comfort systems.
• How team leadership systems help the practice run more smoothly.

Listen now to learn how psychology, wellness branding, and intentional patient experience can help you attract patients who truly value your care.

‍

Sponsors:‍

Net32: Founded by a dentist, for dentists. Net32 is the leading online marketplace for dental supplies, helping dental and medical professionals save on high-quality products for over 25 years. Start saving today at: https://www.net32.com/dentalmarketer

‍

Click here for a special offer!Oryx: All-In-One Cloud-Based Dental Software Created by Dentists for Dentists. Patient engagement, clinical, and practice management software that helps your dental practice grow without compromise. Click or copy and paste the link here for a special offer! https://thedentalmarketer.lpages.co/oryx/Click here for a special offer!Guest: Dr. Kevin FaistCheck out Kevin's Media:

Practice: https://www.fulbrightdental.com/

Instagram: https://www.instagram.com/fulbrightdental/

‍

Mentions & Links:Tools & Technology

• iTero — Digital intraoral scanner used on every new patient
• Pearl — AI-powered X-ray analysis tool used for second opinions and patient education
• Invisalign simulation — Used during consultations to show patients their scan in detail
• Zoom Whitening — Referenced as a patient referral incentive

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

‍

Sometimes the biggest threat to cash flow isn’t empty chairs, it’s not believing in the value of your services.

In this Fail Forward episode, Sadie Stewart shares the story of a dental practice consulting engagement that felt, at the time, like a painful professional setback. Despite improving collections, tightening systems, and supporting the team through serious cash flow challenges, one deeper issue kept holding the practice back: a generous owner dentist who wasn’t ready to change the discounting habits that were undermining the business. Sadie eventually made the difficult decision to step away, only to be called back later in an entirely different role as a neutral professional during a difficult practice transition. That experience opened a new path into conflict resolution, mediation, and dental practice transitions, reminding us that failure isn’t always the end of the story. Sometimes, it’s the moment that redirects your career toward the work you’re uniquely equipped to do.

Listen in for a quick, honest reminder that the setback you’re carrying may be pointing you toward your next meaningful chapter!

‍

‍

Listen to Sadie's Other Episodes Here:

Cloud, AI, and Teamwork: The Easy Way to Onboard New Practice Management Technology | Sadie Stewart | 556 – The Dental Marketer Podcast

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

‍

Click to read full transcript

Sadie: Aloha. This is Sadie Stewart from Honolulu, Hawaii, and this is my Fail Forward story about turning a professional setback into a very meaningful growth experience in my career. I've been consulting with privately owned dental practices for about ten years, and when I think about a failure that ultimately led to growth and new opportunities, one client immediately comes to mind.

At the time, I was still a relatively new consultant. I was excited and determined to help transform a practice that had been struggling with serious cash flow issues. Because I knew finances were already tight, I wanted to be respectful of my consulting fees and focus on strategies that could create the biggest impact using the team they already had.

We took a very holistic approach. At first, we cleaned up patient accounts, reviewed aging reports and accounts receivable, worked through insurance claims to increase collections, improved billing systems, and implemented strategies to recover outstanding balances. We also focused on schedule management, making sure the doctor and hygiene schedules stayed as full and productive as possible.

Every week, I ran reports, measured progress, adjusted strategies, and kept looking for ways to improve the practice's financial health. But every month, I noticed the same pattern. Thousands of dollars in treatment were being discounted or written off, all personally authorized by the dentist. No matter how much we improved collections or filled the schedule, we could never outpace the revenue that was walking out the door through unnecessary discounts.

I realized the problem wasn't a systems problem; it was a mindset problem. The dentist had an incredibly generous heart, as most do. He genuinely wanted to help every patient and often felt uncomfortable charging the full value of the care he provided. I spent a lot of time talking with him about the psychology of dentistry.

I explained that there were really two sides of owning a practice. One side is definitely caring for patients with compassion, but the other side is running a healthy business that can continue serving those patients, pay the team, invest in new technology, and keep the doors open. I also had to explain that because he was contracted with insurance companies, routinely discounting services could create compliance issues with those agreements.

The staff had become discouraged. They worked incredibly hard to collect balances, improve accounts receivable, and follow our financial policies, only to have the dentist override those efforts by giving additional discounts. It created confusion and frustration, and it made it nearly impossible for the systems we had built to succeed.

After several months, I had to make one of the hardest decisions of my consulting career. I realized that despite everyone's best efforts, I couldn't want success more than the practice owner did. I respectfully stepped away from the engagement because I didn't feel it was right for him to continue spending his limited cash flow on consulting services when he wasn't ready to make the changes that were necessary.

About a year later, I learned that the practice had been sold. The transition was incredibly difficult. There were disagreements between the previous owner and the new owner. The entire team was let go, and the situation ultimately required professional mediation.

Ironically, I was asked to come back, but not as a consultant focused on operations; I was asked to come back as a neutral professional to help mediate the situation. This experience completely changed the direction of my career. It introduced me to practice transitions, conflict resolution, and mediation. I discovered an entirely new area where I could help dental practices navigate some of the most challenging moments of their business.

Looking back, I once viewed that consulting engagement as a failure because I couldn't save the practice, but today I see it completely differently. That experience taught me that success isn't always measured by changing the outcome for one client. Sometimes success is allowing a difficult experience to shape your own growth and reveal a new path that you never expected.

That one practice opened the door to an entirely new chapter of my consulting career, and because of it, I've been helping more and more practices and dentists through practice transitions and some of the most significant decisions they'll ever make. Sometimes the greatest opportunity is hidden inside the very thing you didn't think would work out.

When dentistry slows down, patients open up and better care becomes possible.

In this episode, Dr. Brett Kessler shares how recovery reshaped his identity, leadership, and approach to dentistry after getting sober in his third year of practice. He opens up about the core values, mindfulness, coaching, and preparation that helped him face fear in every arena, from starting a practice from scratch to completing five Ironman races and stepping into leadership roles with the Colorado Dental Association and the American Dental Association.

He also walks through the relationship-based model that made his de novo practice a destination for comprehensive care. Rather than chasing volume or relying on technology to impress patients, he slowed the process down with a thoughtful discovery session rooted in Pankey philosophy: treat the person attached to the tooth. From patient conversations and handwritten notes to root-cause treatment planning and organized dentistry advocacy, this conversation is a grounded reminder that meaningful dentistry starts with clarity, courage, and connection.

What You'll Learn in This Episode:

• How recovery shaped Dr. Kessler’s leadership, values, and personal growth.
• Why fear never fully disappears, and how preparation helps you move through it.
• How a de novo practice became a competitive advantage through relationship-based care.
• Why leading-edge technology matters less than the philosophy behind it.
• How to attract the right patients without building a volume-driven practice.
• What happens during a high-trust, one-hour dental discovery session.
• Questions that help patients connect oral health, function, aesthetics, and overall wellness.
• How simple patient “homework” can lead to deeper awareness and better treatment planning.
• Why organized dentistry can be frustrating, slow, and still deeply important.
• How dentists can find support through coaches, colleagues, advocacy, and community.

Listen now for an honest, practical conversation about building a values-led life, practice, and profession without doing it alone.

‍

Sponsors:‍

CallRail: Call tracking + AI that turns calls into campaigns that convert, quality patients, and cost savings. Click our link to start a free trial today! https://sta.mx/vz69

Click here for a special offer!Guest: Dr. Brett KesslerCheck out Brett's Media:

Email: [email protected]

Phone: 720-989-7960

‍

Mentions & Links:

Organizations & Institutions

• American Dental Association (ADA)
• Colorado Dental Association (CDA)
• Council on Dental Benefit Programs (ADA)
• The Pankey Institute
• The Dawson Academy
• Delta Dental
• Hispanic Dental Association
• 5280 Magazine
• The Denver Post

People

• Dr. L.D. Pankey — philosophy founder, “a tooth never walked into my office”
• Dr. Bob Frazer — Frazer and Associates, Austin, TX
• Kim Maguire — Fortune Management
• Dr. Pete Dawson — The Dawson Academy

Events / Programs

• Ironman World Championship
• Colorado Medicaid Adult Dental Benefit Program

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

What if the setback that feels like the end is actually the opening you needed?

In this Fail Forward episode, Aaron Boone, CEO and owner of MVP Mailhouse, shares how being cut from an NFL Europe roster almost ended his football career until one unexpected call put him back on the plane and eventually led him to become team captain, lead the league in touchdowns, and win the World Bowl. He connects that same “control the controllables” mindset to business, from navigating COVID’s impact on direct mail to walking away from a costly website expansion because it wasn’t what his team did best. For dental practice owners and leaders, Aaron’s story is a clear reminder that focus, systems, and knowing your lane can be more powerful than chasing every new opportunity.

Listen now for a quick dose of perspective on resilience, leadership, and the power of staying focused on what you do best.

‍

‍

Listen to Aaron's Other Episodes Here:

374: Aaron Boone | Bad Experience With Direct Mailers? Do This Instead! – The Dental Marketer Podcast

MMM [Mailers/ Postcards] The Best & Worst Offers to Have On Your Mailers – The Dental Marketer Podcast

MMM [Mailers/ Postcards] The Best Season, Month, & Day to Send Out Mailers to Attract New Patients – The Dental Marketer Podcast

3 Reasons Why Your Direct Mail Campaigns Aren't Working

MMM [Direct Mailers/Postcards] How to Showcase Your Brand and Draw in the Perfect Patients with Postcards! – The Dental Marketer Podcast

MMM [Direct Mailers/Postcards] Direct Mail Redemption: Strategies That Actually Work for Your Practice – The Dental Marketer Podcast

Do Direct Mailers Work? How to Make Sure Your Postcards Don’t End Up in the Trash.

MMM [Direct Mailers/Postcards] How to Design Direct Mail Campaigns That Hit the Bullseye – The Dental Marketer Podcast

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

You might think the secret to more case acceptance is all about your fees, your marketing, or amazing treatment presentations, but what if it’s actually about the way you make patients feel during your conversations?

In this episode, Dr. Sasha Rutnam, with over 30 years at the chair (including 25 as a practice owner in Sydney) breaks down why trust and genuine connection are the real drivers behind patients saying “yes” to your recommendations. Dr. Rutnam shares candid lessons from both private practice and transitioning to a DSO model, emphasizing that patients can instantly sense sincerity, and that pressuring them or relying on polished sales scripts only creates distance.

Dr. Rutnam explains that quality patient communication is the foundation of everything: retention, referrals, and deep, multi-generational relationships. Using practical, real-world tactics, she details how gentle reassurance, listening to fears, giving patients control, and allowing treatment to unfold at their pace transforms outcomes for both patients and clinicians. She talks honestly about the mental load of delivering complex care, why rushed consults often lead to misunderstandings and complaints, and why separating the money conversation from clinical advice builds trust. Packed with actionable strategies (especially for anxious patients) this conversation will reframe how you approach both new and long-time patients, and why honing your communication can be your most important clinical skill.

What You'll Learn in This Episode:

• The biggest factors influencing case acceptance and why it’s NOT just about the treatment plan or price
• Signs patients trust your intent (and how they spot inauthenticity)
• Practical ways to communicate care and earn trust, even with anxious patients
• Why longer and unrushed consults lead to better outcomes and fewer complaints
• How to separate value discussions from financial talks to maintain perceived value
• Strategies for handling “I need to think about it” without feeling pushy
• The importance of continuity and personal connection, even after team handoffs
• Why acknowledging patient boundaries and choices leads to stronger relationships
• Key phrases and behaviors to avoid that can erode patient trust
• How investing in communication skills delivers lifelong benefits for your clinical and business success

Listen now to discover how transforming your patient conversations can set your practice apart and create lasting relationships!

‍

Sponsors:‍

Net32: Founded by a dentist, for dentists. Net32 is the leading online marketplace for dental supplies, helping dental and medical professionals save on high-quality products for over 25 years. Start saving today at: https://www.net32.com/dentalmarketer

‍

Click here for a special offer!

‍

CallRail: Call tracking + AI that turns calls into campaigns that convert, quality patients, and cost savings. Click our link to start a free trial today! https://sta.mx/vz69

Click here for a special offer!Guest: Dr. Sasha RutnamCheck out Sasha's Media:

Website: https://drsasharutnam.com/

Sasha's Book "Dental Patient Communication Made Simple": https://a.co/d/08yyHc0y

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

Struggling with staff productivity and morale in your dental practice? It might be your micromanagement that's causing it.

This episode of Fail Forward features Nishant Pandit, who candidly shares how his overbearing approach to management eventually dented his dental practice's performance. Discover how shifting from micromanagement to empowering staff created happier employees and increased efficiency, with Nishant's anecdotes providing a roadmap for those grappling with management issues. Tune in to get insights on fostering accountability, establishing non-negotiables, and the benefits of easing up on stringent policies. If you're aiming to create a positive and productive work environment in your dental practice, this is one episode you won't want to miss!

‍

‍

Listen to Nishant's Other Episodes Here:

Your Dental Startup Guide: Budget, Supply, and Manage Like a Pro | Nishant Pandit | 550 – The Dental Marketer Podcast

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

‍

What if clinging to your vision is holding your practice back, not propelling it forward?

In this episode, we’re pulling back the curtain with Dr. Anthony Do, who shares an unfiltered look at the messy middle between opening the doors and building a practice that lasts. Moving from Southern California to Texas, Dr. Do discovered quickly that behind every high-performing dental office are hard choices, failed systems, and invisible pressure that most never see. He’s here to challenge the myth that dentistry is a smooth ride, unpacking the painful lessons he learned trying to scale alone while carrying the weight of his vision on his shoulders.

As Dr. Do unpacks pivotal moments in his journey, he explains why building a loyal inner circle is far more valuable than any system because real alignment starts with matching heart and intent, not just following policies. He speaks candidly about hitting milestones that felt hollow, learning humility through six-figure mistakes, and evolving from chasing social media benchmarks to embracing a mindset that values presence over legacy. Dr. Do also shares practical insights, like investing significantly in staff and culture (even at the expense of margins) and offers a blueprint for creating true leadership within your team. If you’ve ever felt isolated as a practice owner, this episode will give you both the encouragement and the blueprint to let go, build trust, and find peace in the long game.

What You'll Learn in This Episode:

• The biggest myth about owning a dental practice and why reality is messier
• Why systems and policies fail without true team alignment
• The value of building a loyal “inner circle” (and what happens if you don’t)
• How chasing industry benchmarks can leave owners empty and unfulfilled
• Hard-earned lessons from $400,000 in business mistakes
• Why humility and peace come from personal setbacks, not advice alone
• Practical ways to invest in people and culture (even if it means less profit)
• Steps to create clear, values-driven leadership in any practice
• How weekly and quarterly audits create clarity and transparency
• The mindset shift from chasing legacy to embracing the journey

Listen now for an honest, empowering conversation that will change how you lead your practice and yourself!

‍

Sponsors:‍

CallRail: Call tracking + AI that turns calls into campaigns that convert, quality patients, and cost savings. Click our link to start a free trial today! https://sta.mx/vz69

Click here for a special offer!Guest: Dr. Anthony DoPractice Name: Red Oak Family DentistryCheck out Anthony's Media:

Facebook: https://www.facebook.com/yourmckinneydentist

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

Have you ever felt like your SEO company isn't delivering the results you want?

Dr. Brittany Dickinson shares her failure in dental SEO that lost her new patients and led her to discover the unexpected power of AI. From surviving zero cosmetic consults a month to thriving with 17 and counting, Dr. Dickinson reveals how leveraging AI allowed her to take matters into her own hands, save thousands of dollars and attract more patients. If you want to learn how to harness AI and its potential to transform your marketing strategy in dentistry while saving time and money, don't miss out on Dr. Dickinson's story!

‍

‍

Listen to Brittany's Other Episodes Here:

Rise of a Cosmetic Dentist: Balancing Work and Life in Chicago | Dr. Brittany Dickinson | 517 – The Dental Marketer Podcast

Key Lessons from 2024: Building Stability and Growth in Dentistry | MME – The Dental Marketer Podcast

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

What if your marketing budget isn’t the real driver of high-value, loyal patients?

When Dr. David Rominski looked back after selling one of the nation’s largest physical medicine practices, a startling pattern emerged: their highest-value patients—the ones they loved serving and who boosted profitability—weren’t coming from big ads or generic marketing efforts. They came almost exclusively through trusted relationships with other providers. In this episode, Dr. Rominski reveals exactly how that insight changed his entire approach to practice growth, leading him to create proven, repeatable systems for building a rock-solid referral network that reliably delivers ideal patients.

Dr. Rominski breaks down the crucial steps specialists and practice owners need to take in their first 90 days to “own their numbers,” map current referral patterns using actual EHR data, and zero in on local providers who regularly see your best-fit cases. He shares practical tactics for becoming referral-worthy, including why real, in-person relationship-building outperforms emails, lunches, and flashy marketing folders every single time. You’ll learn why connecting with everyone in the office matters (not just the doctors!), how to spot and nurture high-potential sources, and the simple but critical metrics that determine whether ongoing effort will pay off. If you’re tired of chasing low-value leads and want steady, sustainable case growth, this episode will show you where to focus.

What You'll Learn in This Episode:

• How to identify your most profitable diagnoses and patient types using EHR data
• Why the majority of top referrals come from specific provider relationships (not ads)
• The must-do steps for evaluating your current referral network in the first 90 days
• Practical strategies for mapping your ideal market and building a consistent outreach plan
• The right way to approach referring offices (hint: it’s not about you)
• The power of “full office” visits and why every staff member counts
• Simple, effective materials to leave behind on visits (and what to skip)
• How to track, evaluate, and grow your referral relationships
• When to keep pushing for more referrals and when to cut your losses
• Key metrics to know if your efforts are really producing results

Ready to learn how to build a referral network that brings in your ideal patients without burning money on ineffective marketing? Listen to today's episode with Dr. Rominski!

‍

Sponsors:‍Oryx: All-In-One Cloud-Based Dental Software Created by Dentists for Dentists. Patient engagement, clinical, and practice management software that helps your dental practice grow without compromise. Click or copy and paste the link here for a special offer! https://thedentalmarketer.lpages.co/oryx/Click here for a special offer!Business Name: Referrals for DoctorsCheck out David's Media:

Website: https://referralsfordoctors.com/

LinkedIn: https://www.linkedin.com/company/doctor-referral-institute/

Facebook: https://www.facebook.com/profile.php?id=100068507172045

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod

As a dental leader, it can be easy to mistake team members with different goals, communication styles, and values as underperformers.

In this episode, Michelle Affanato, from Affinity Management, shares her journey of embracing individuality within her team. She came to the realization early in her career that not everyone is wired the same, and this single shift in perspective allowed her to enhance her leadership skills dramatically. Listen to Michelle's secret to flourishing relationships with your staff along with improved results for your dental practice. Don't miss this unique opportunity to discover how empathy and high expectations can co-exist, propelling you and your practice towards your best year yet.

‍

‍

Listen to Michelle's Other Episodes Here:

471: Startup Staffing Strategy: How Do You Solve the Opening Day Dilemma? | Michelle Affanato – The Dental Marketer Podcast

‍

Host: Michael Arias

Join my newsletter: https://thedentalmarketer.lpages.co/newsletter/‍

Join this podcast's Facebook Group: The Dental Marketer Society

‍

Love the Podcast? Follow on Your Favorite App! https://lnkfi.re/TDMPod