The Dental Marketer

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!

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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

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Click here for a special offer!

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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

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Host: Michael Arias

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

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

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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!

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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

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Host: Michael Arias

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

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

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

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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!

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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

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Host: Michael Arias

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

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

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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!

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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

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Host: Michael Arias

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

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

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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!

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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

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Host: Michael Arias

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

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

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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.

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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

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Host: Michael Arias

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

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

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

What if your practice could add $30K or more a month just by giving patients the confident smiles they already want?

In this episode, Rachel Hicks reveals how this overlooked service could be a sleeper profit center in your practice. While most practices chase expensive ads, add more operatories, or focus strictly on big-ticket treatments, they miss the chance to turn empty chairs into steady revenue with in-office whitening that patients actually want.

Rachel breaks down why so many clinics get whitening all wrong using outdated, high-cost systems and pricing themselves out of the market, while patients simply go to beauty spas instead. She shares a practical, team-based approach for launching whitening profitably, from choosing an education-first supplier to enrolling the team, simplifying protocols, and moving whitening into consult or unused rooms. Rachel unpacks the numbers, showing how in-office whitening can deliver strong margins, drive more cosmetic cases, and even pay for itself in under a week if practices abandon old habits and give patients the fast, confidence-boosting result they crave.

What You'll Learn in This Episode:

• Why in-office whitening is the most underutilized revenue stream in dentistry.
• Common mistakes that keep dental practices from profiting from whitening.
• The key differences between “whitening for life” takes-home kits and what real patients prefer.
• Practical steps for team training and seamless whitening integration.
• How to use assistants and unused rooms to maximize whitening efficiency.
• Smart pricing strategies for 2025–2026 that keep chair time profitable.
• Ways to market whitening without awkward sales tactics.
• The ROI of adding a whitening column and how quickly you can get profitable.
• How whitening can boost acceptance of additional cosmetic procedures.

Ready to unlock a surprising new revenue stream in your practice? Hit play now and discover how in-office whitening can change your bottom line quickly!

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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

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Click here for a special offer!

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Guest: Rachel HicksCheck out Rachel's Media:

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

TikTok: https://www.tiktok.com/@mentorrach

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Host: Michael Arias

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

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

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

Have you ever questioned the traditional drill-and-fill mentality in your dental practice?

In this Fail Forward episode, seasoned dentist Dr. Ankur Gupta reveals how he broke away from the traditional "drill and fill" approach engrained at dental school, after seeing his teenage daughter multiple cavities. Reflecting on the long-term effects of extensive fillings he performed on his patients, Dr. Gupta decided to change his approach and direct energy into proactive preventative measures for his daughter, and all subsequent patients. Discover how challenging traditional dental practice beliefs can offer a more compassionate and health-focused approach and why treating patients like family could set your practice apart. If you're ready to evolve from just restoring dental health to maintaining and promoting it, then this is the episode for you!

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Listen to Ankur's Other Episodes Here:

398: Dr. Ankur Gupta | North Ridgeville Family Dentistry – The Dental Marketer Podcast

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Host: Michael Arias

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

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

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

Scaling a dental practice sounds exciting until growth starts to feel like extra weight on your shoulders.

In this episode, Dr. Brinda Patel of Smile Select Dental unpacks the real costs and lessons of scaling a dental practice across multiple states. You’ll hear how her family’s journey from four to twenty locations came with tough calls: when to expand, when to consolidate, and what it actually takes to make your practice stand out in crowded markets. Dr. Patel shares why selling can be the wiser move for some locations, especially when out-of-state offices are difficult to manage, and how adding high-value services before a sale can significantly increase practice valuations.

The conversation digs into the daily realities behind “scaling” that textbooks gloss over: bottlenecks in team culture, after-hours work, and the dangers of seeing growth as pure numbers rather than people and process. Dr. Patel offers actionable advice for practice owners dealing with lagging performance, like focusing on reactivation outreach, tightening up financial processes, and tracking key profitability metrics. Whether you’re battling burnout, refining your team’s accountability, or eyeing the next phase of wellness dentistry, this episode gives you an inside look at what truly moves the needle for multi-location dental success.

What You'll Learn in This Episode:

• Why scaling can add stress, not just revenue or prestige
• Which practice upgrades most powerfully boost valuation before a sale
• How to spot and reverse early signs of marketing fatigue and team drift
• The crucial team management mistakes to avoid as you grow
• Proven tactics for regaining control of underperforming locations in 48 hours
• The specific financial benchmarks that keep multi-location practices healthy
• Why phone conversion often matters more than increasing ad spend
• How to organize accountability across offices without wearing yourself out
• The role of wellness dentistry in the next wave of patient care
• Realistic timelines and mental shifts needed for sustainable expansion

Press play now to hear the true story behind dental practice growth and what it really takes to make scaling worth it.

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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. Brinda PatelCheck out Brinda's Media:

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

Email: [email protected]

Brinda's Past Episode: 372: Dr. Brinda Patel | Smile Select Dental – The Dental Marketer Podcast

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Host: Michael Arias

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

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

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

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What happens when the weight of practice ownership gets too heavy, but partnership and selling don't work out?

In this Fail Forward episode, Dr. Michelle Jorgensen discusses her challenging journey in dealing with practice partnerships and selling to a DSO (two major choices that didn't pan out as expected.) Listen as she shares her revolutionary "ecosystem of a dental practice" concept that categorizes ownership duties, establishing clarity in responsibility, and fostering effective partnerships. If you're struggling with managing your practice's growth or considering partnerships, this episode provides valuable insights you won't want to miss. Discover the wisdom behind Dr. Jorgensen's story and persevere toward better practice leadership today!

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Listen to Michelle's Other Episodes Here:

480: How to Create a Practice Focused on Your Team and Patient's Wellbeing | Dr. Michelle Jorgensen – The Dental Marketer Podcast

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Host: Michael Arias

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

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

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