The Marketing 32 Show

In this groundbreaking episode of the Marketing32 show, host Brett Allen welcomes Dr. Kathryn Alderman, a dentist-turned-AI innovator who transformed her fear of dental visits into a thriving group practice empire before discovering how artificial intelligence could revolutionize everything. As founder of the Intelligent Care Alliance and author of "The AI Advantage in Dentistry," Dr. Alderman brings over 20 years of experience in dentistry and business leadership to reveal how AI has fundamentally changed both how practices market themselves and how patients search for dental care. Her remarkable journey from emergency patient to practice owner to AI thought leader demonstrates the evolution of dental marketing, culminating in her discovery that AI reduced her marketing team by 60% while dramatically improving results. This episode exposes the seismic shift happening in patient behavior and provides actionable strategies for practices to thrive in the AI-powered future of dental marketing.

In this episode...

Dr. Kathryn Alderman delivers a masterclass in the fundamental shift occurring in dental marketing, drawing from her unique journey from dental-phobic patient to successful group practice owner to AI innovation leader. Her transformation began with an emergency dental visit that inspired her to create a practice specifically designed for people who fear dentists, leading to years of hands-on experience managing the complex challenges of group practice growth. When AI emerged, she immediately recognized its potential to address the time, money, and energy constraints that plague practice owners, ultimately reducing her marketing team by 60% while improving results across all business areas.

The episode's core revelation centers on patient search behavior transformation. Traditional assumptions about dental marketing - that patients use Google to find dentists - are now outdated. Instead, patients rely on Google Maps for local searches, voice assistants like Alexa and Siri for immediate needs, and AI platforms like ChatGPT, Claude, and Meta AI for research. Younger generations particularly trust social media platforms like TikTok and Instagram over traditional search engines, fundamentally altering how practices must approach their marketing strategies. This shift requires dentists to abandon the old model of comprehensive website content covering every possible service in favor of deep specialization in specific areas.

The technical aspects Dr. Alderman discusses reveal the critical importance of schema markup - the JSON coding language that AI bots prefer over human-readable content. Unlike traditional SEO that focused on keyword optimization for human readers, AI marketing requires structured data that speaks directly to automated systems. These bots visit websites almost instantly after content publication and completely ignore visual elements like videos and images, focusing solely on text and structured data. Dr. Alderman's endorsement of Marketing32's schema generator tool demonstrates how practices can implement these technical requirements, with results appearing in AI search results within weeks rather than the months typically required for traditional Google rankings.

In this transformative episode of the Marketing32 show, host Brett Allen sits down with Dat Nguyen, a former laser dentist turned mindset coach who made a radical life pivot at age 46 after 15 successful years of practice ownership. As the first laser dentist on the West Coast to treat sleep apnea and the number one sleep apnea provider in the Inland Empire, Dat had achieved what most would consider the pinnacle of dental success. Yet something was missing. After losing his father to pancreatic cancer in 2012 and discovering the five top regrets of dying people, Dat embarked on a personal development journey that led him to legendary mindset mentor Bob Proctor. Now 55 and looking decades younger, Dat helps dentists unlock what he calls the "95% rule" - the idea that mindset controls 95% of results while strategy accounts for only 5%. Through his Freedom Time Coaching, he guides dental professionals to double and triple their income by transforming their internal programming and limiting beliefs formed in childhood.

In this episode...

Dat Nguyen's story represents one of the most dramatic career transformations in dentistry, moving from clinical excellence to consciousness coaching after recognizing that success without fulfillment is the ultimate failure. His dental career was marked by innovation and achievement - pioneering laser dentistry on the West Coast, becoming a sleep apnea treatment leader, and building a thriving practice over 15 years. However, his father's rapid death from cancer triggered a deep existential questioning that led him to personal development work with mentors like Bob Proctor and Tony Robbins, ultimately culminating in a complete career pivot away from dentistry.

The core of Dat's coaching philosophy centers on what he terms the "95% rule" - the principle that mindset and internal programming control 95% of results while strategy accounts for only 5%. This challenges the traditional dental approach of focusing primarily on clinical skills, practice management systems, and marketing strategies while ignoring the mental and emotional foundations that drive behavior. Dat's work involves excavating limiting beliefs formed in early childhood (ages 0-5) that create what he calls "paradigms" - unconscious mental programs that control behavior. His process includes activating imagination, setting "C-goals" that seem impossible based on past performance, and installing new belief systems through spaced repetition.

The transformation results Dat describes are remarkable, including clients who double their income within months simply by changing their thinking patterns. His own physical transformation serves as a testament to his methods - at 55, he appears decades younger and feels more energetic than he did at 20. His coaching extends beyond financial success to encompass what he calls "time freedom" - helping dentists restructure their priorities to serve themselves first, then family, then business. This inside-out approach represents a fundamental shift from the typical outside-in strategy of changing external circumstances while leaving internal programming unchanged.

In this game-changing episode of the Marketing32 show, host Brett Allen welcomes Gary Takacs, the legendary "Podfather" of dental consulting who launched the industry's first dental podcast in 2011. With nearly five decades in dentistry and over 1,800 practices under his guidance, Gary has witnessed the devastating evolution of PPO plans from reasonable partnerships to profit-crushing schemes that trap dentists in a cycle of discounts and burnout. Through a compelling case study, Gary reveals how one solo practitioner collected an extra $300,000 annually by following his proven six-step blueprint for PPO liberation. More than just numbers, this episode tackles the industry's hidden crisis: the widespread lack of work-life balance among dental professionals and Gary's passionate mission to prove that world-class practices and effective life balance are not mutually exclusive.

In this episode...

Gary Takacs delivers a masterclass in practice transformation by exposing the devastating mathematics of PPO participation and providing a clear roadmap to financial freedom. His compelling case study of a solo practitioner who reduced production by $100,000 while increasing collections by $300,000 demonstrates the counterintuitive reality that less can indeed be more when you eliminate the insurance middleman. The six-step blueprint Gary presents isn't theoretical—it's battle-tested across over 400 practices in every conceivable market condition, from urban centers to small rural towns.

The episode's most powerful insights emerge from Gary's historical analysis of dental insurance evolution. What began in 1968 as a reasonable partnership allowing patients to receive 13+ crowns annually has devolved into a system where the same $1,000 annual benefit barely covers one crown today. Meanwhile, insurance executives capture the difference while dentists absorb 45-50% discounts that would be considered outrageous in any other industry. Gary's restaurant analogy crystallizes this absurdity—no successful restaurateur would allow a third party to dictate menu prices while providing questionable customer quality.

Beyond the financial liberation, Gary addresses the profession's deeper crisis: the pervasive lack of work-life balance that has dentists achieving financial success at the expense of family relationships, personal health, and life satisfaction. His personal story about missing his daughter's childhood while trapped in the "someday" mentality resonates as both warning and motivation. The episode concludes with Gary's passionate assertion that world-class practices and effective life balance are not mutually exclusive, offering hope to practitioners who feel forced to choose between professional success and personal fulfillment.

In this dynamic episode of the Marketing32 show, host Brett Allen welcomes four dental industry legends who are transforming how teams learn and grow together. Tija Hunter (44 years in dentistry), Emme Sanders (35+ years as a hygienist), Dana Watson (dental spouse and leadership expert), and Lois Banta (49 years in dental business) have joined forces to create COLLABricon - the industry's first truly collaborative conference experience. As the only four women-owned founders in dentistry consulting, these powerhouses recognized a fundamental flaw in traditional dental education: teams attend conferences, split into breakout sessions, and return to work unable to implement what they've learned because they're not aligned. Their solution? Keep everyone together, learn together, and create action plans together. This episode reveals how their revolutionary approach is generating remarkable results and transforming practice cultures across the country.

In this episode...

This episode showcases how four industry veterans identified and solved a critical problem in dental education through their innovative COLLABricon conference. The founders' combined century of experience revealed that traditional conference formats actually reinforce the silo mentality that plagues dental practices. When hygienists learn about periodontal disease management in one breakout while assistants learn instrument protocols in another, they return to work unable to create the cohesive patient experience that drives success. The Collaboracon model keeps entire teams together throughout the learning process, ensuring shared understanding and unified implementation.

The methodology behind COLLABricon is brilliantly simple yet revolutionary. Rather than predetermined curricula, 40-60% of the content is driven by attendee needs discovered through interactive exercises. The four experts don't just present individually - they collaborate on every presentation, modeling the team behavior they want to instill. Teams sit together at tables while the coaches circulate, providing real-time input and resources as challenges are identified. This approach creates immediate accountability and shared commitment to action items, with built-in follow-up to ensure implementation success.

The results speak volumes about the power of collaborative learning. Practices are reporting unprecedented achievement levels, with one nine-location group creating sophisticated tracking systems that exceeded their own expectations by mid-year. The success has spawned COLLABricoaching for on-site consulting and plans for a future podcast. Most importantly, the approach demonstrates that when teams learn together, they can achieve together - transforming not just individual knowledge but entire practice cultures through unified vision and execution.

In this inspiring episode of the Marketing32 show, host Brett Allen sits down with Joanne Miles, the "Swiss Army Knife of Dentistry" and lead investment grade practice business advisor with Productive Dentist Academy. Joanne's remarkable journey from dental assistant to regional DSO manager to industry leader showcases the limitless potential within dental careers. With decades of nationwide experience, she now helps practices achieve operational excellence through her innovative Clinical Calibration Institute - the first online platform designed to unite entire dental teams under one comprehensive clinical philosophy. From overcoming early career challenges to developing cutting-edge training solutions, Joanne shares invaluable insights on leadership, team development, and creating investment-grade practices.

In this episode...

Joanne Miles delivers a masterclass in dental practice transformation through her unique perspective as someone who has literally worked every role in the dental office. Her journey began in 1986 as a dental assistant during a time when gloves weren't even standard practice, but was quickly accelerated when she was thrust into management after an embezzlement crisis. This baptism by fire taught her the critical importance of systems, leadership, and comprehensive business understanding - lessons that would shape her entire career trajectory.

The centerpiece of this episode is Joanne's introduction of the Clinical Calibration Institute, a revolutionary online learning platform that addresses one of dentistry's most persistent challenges: getting entire teams aligned with the doctor's clinical philosophy and standards of care. Unlike traditional continuing education that focuses primarily on clinical training for dentists, CCI brings together hygienists, assistants, admin staff, and doctors in a cohesive learning environment. The platform features on-demand modules covering everything from comprehensive diagnostics and risk factor conversations to scheduling optimization and financial solutions, all designed to break down the silos that typically exist within dental practices.

What makes Joanne's approach particularly powerful is her understanding that successful practices require more than just clinical excellence - they need investment-grade business systems and strong leadership development. Her work focuses on helping practice owners recognize that leadership begins with self-leadership, and that creating a clear cultural north star is essential for team alignment and sustainable growth. Through monthly virtual masterminds, global peer learning opportunities, and practical implementation tools, the Clinical Calibration Institute represents a new paradigm in dental team development that prioritizes accessibility, affordability, and real-world application over traditional conference-based learning models.

In this power-packed episode of the Marketing32 show, host Brett Allen sits down with Dr. Steven Katz, a practice growth coach with over 35 years of dental practice ownership experience. Dr. Katz, founder of Dental Excellence Advisory, has coached over 160 practices to more than $300 million in revenue growth through his unique approach to diagnosis standardization and treatment acceptance. From his inspiring personal transformation as a competitive rower at age 65+ to his revolutionary "protective diagnosis" philosophy, Dr. Katz shares game-changing strategies that can transform any dental practice overnight.

In this episode...

Dr. Steven Katz delivers a masterclass in practice transformation through his revolutionary approach to dental diagnosis and treatment acceptance. His journey from a successful practice owner to a sought-after coach began with a simple realization at a speaking engagement - he could impact millions of patients by teaching other dentists his proven systems.

The episode's core focuses on Dr. Katz's "protective diagnosis" philosophy, which addresses the common problem of overly conservative treatment planning. He explains how many practices leave significant revenue on the table by being afraid to present comprehensive treatment plans, often leading to the dreaded "bait and switch" scenario where patients feel misled when treatments become more extensive than initially presented. His solution involves standardizing diagnosis criteria across the entire team and planning comprehensively from the start, allowing doctors to become heroes when they can deliver less treatment than planned rather than villains when they need to add more.

Perhaps the most compelling case study shared involves a practice that transformed their approach to diagnosis standardization, resulting in an additional 4-6 crowns per day - translating to over $1 million in additional annual revenue. Dr. Katz emphasizes that this growth comes not from being more aggressive, but from being more consistent and comprehensive in diagnosis, ultimately serving patients better while building stronger practice economics. His approach focuses on raising the standard of care rather than chasing numbers, with the philosophy that when you deliver exceptional value and experiences, growth happens organically.

Deanna Otts-Whitfield is a Marine Corps veteran and dental professional with over 16 years of experience in hygiene, infection prevention, and compliance. She holds a bachelor's in dental hygiene, a master's in healthcare quality and safety, and is CDIPC certified. After serving one tour in Iraq as a heavy truck driver, Deanna transitioned to civilian life and discovered dental hygiene by literally going down a university program list. Her military background as a rule follower who appreciates black-and-white procedures naturally aligned with infection control compliance work. In 2019, feeling bored with clinical practice and seeking something bigger, she pursued her master's degree which opened doors to the consulting world. Now as owner of Copper Penny Consulting, Deanna empowers dental teams with practical strategies to enhance safety and compliance, serving on professional boards and passionately elevating patient care standards across the industry through virtual assessments, comprehensive training, and ongoing support.

In this episode....

Concerned about potential compliance violations hiding in plain sight at your practice, but not sure where to start or what you might be missing? Many dental practices operate under the dangerous assumption that following basic protocols learned in school is sufficient, while unknowingly exposing patients and staff to serious health risks through contaminated waterlines, improper sterilization procedures, and cross-contamination from everyday habits like keeping drinks in sterilization areas. What if the difference between a safe practice and a potential OSHA violation is simply not knowing what you don't know?

According to Deanna Otts-Whitfield, a Marine Corps veteran turned compliance consultant with 16 years of dental experience, most practices have good intentions but lack awareness of current safety standards that extend far beyond basic infection control. Her shocking revelations include dentists still practicing without gloves in rural communities, biofilm-contaminated water systems delivering microorganisms directly into patients' bloodstreams during procedures, and staff unknowingly creating cross-contamination by placing personal items near ultrasonic cleaners that aerosolize dangerous pathogens. Her military-trained eye for detail reveals that compliance isn't just about avoiding fines—it's about the ethical responsibility healthcare providers have to model safety behaviors and create protocols that protect everyone in the practice.

In this episode of The Marketing32 Show, host Brett Allen interviews Deanna Otts-Whitfield about the critical but often overlooked world of dental compliance and safety. They explore her unique journey from Marine Corps truck driver to dental compliance expert, discuss shocking real-world examples of practices unknowingly putting patients at risk, and dive into her comprehensive virtual assessment process that uncovers violations from sterilization areas to electrical panels. The conversation reveals how seemingly innocent habits like keeping drinks near ultrasonic cleaners can create serious health hazards, while providing practical insights into OSHA's expanding scope and the growing trend of whistleblower complaints that triggered over $100,000 in fines across dental offices in 2023.

Doug Fettig is a CPA and MBA who travels the country inspiring dentists to lead with an abundance mindset, think like a CEO, and plan for the retirement of their dreams. After dropping out of college and spending seven years traveling Europe doing odd jobs from blackjack dealer to encyclopedia salesman, Doug eventually found his way back to school and into accounting. Ten years ago, he transitioned from traditional CPA work to specializing in the dental industry when a retiring partner asked him to take over their dental niche. Since then, Doug has built a reputation for making financial and leadership education entertaining and actionable, speaking at major dental conferences, study clubs, and associations across the country. His unique approach combines practical financial wisdom with mindset transformation, helping dentists overcome the paradox of becoming CEOs without any business or leadership training while building the foundation for long-term wealth and personal fulfillment.

In this episode...

Feeling trapped on a hamster wheel despite clinical success, or struggling to lead a team without any formal business training? Many dentists face the unique paradox of becoming CEOs at 32 without ever learning leadership skills, creating a cycle of stress and reactive management that limits both personal fulfillment and practice potential. What if the key to breaking free isn't just about business systems, but fundamentally shifting how you view challenges, opportunities, and your role as a leader?

According to Doug Fettig, a CPA and mindset coach who specializes in the dental industry, most dentists operate from a scarcity mindset that treats every situation as a zero-sum game, limiting their ability to grow both personally and professionally. Drawing from his own profound loss of his son Parker, Doug demonstrates how choosing abundance over scarcity—celebrating life and helping others rather than becoming resentful—can transform not just your practice but your entire approach to challenges. His practical approach combines simple tools like gratitude and generosity journals with fundamental financial wisdom, emphasizing that building wealth requires starting early with consistent investing in broad market index funds, letting compound returns work their magic over decades.

In this episode of The Marketing32 Show, host Brett Allen interviews Doug Fettig about the critical mindset shifts that separate thriving dentists from those stuck in survival mode. They explore why dentists need leadership training as much as clinical training, discuss practical tools for developing an abundance mindset, and dive deep into retirement planning strategies that leverage the power of compound returns. The conversation covers everything from the importance of vulnerability in growth to why trying to time the stock market fails, while providing actionable steps for both personal development and long-term financial success.

Shelly VanEpps is the COO and an executive coach at All-Star Dental Academy where she helps dental practices elevate their performance through leadership development, streamlined systems, and exceptional patient experiences. With over 20 years of experience in both clinical and administrative roles, Shelly brings a unique blend of real-world insight and coaching expertise to her work empowering dental teams to communicate more effectively, run more efficiently, and grow with intention. At All-Star Dental Academy, she specializes in implementing their trademarked GREAT call process and comprehensive hiring services, helping practices bridge the critical gap between marketing leads and booked appointments while building high-performing teams that deliver consistent patient experiences from the first phone call through treatment completion.

In this episode...

Frustrated with low phone conversion rates despite investing in marketing? Many dental practices experience the painful disconnect between generating leads and actually booking appointments, often converting only 20-25% of incoming calls into scheduled patients. What if the solution isn't just about having someone answer the phone, but about fundamentally changing how your team approaches each interaction?

According to Shelly VanEpps, COO of All-Star Dental Academy, the key lies in moving from transactional to relational interactions through their trademarked GREAT call process. This systematic approach—Greeting, Rapport, Engage, Ask, Take information, and Thank—flips traditional phone handling on its head by building trust before asking for anything. Using her gum analogy, Shelly demonstrates that people won't accept offers from strangers, but will readily accept them from trusted friends. Since dental patients inherently distrust dentists and dental procedures, practices must earn trust from the very first phone interaction, which requires the entire team to be cross-trained in phone skills, not just the front desk.

In this episode of The Marketing32 Show, host Brett Allen interviews Shelly VanEpps about transforming dental practice phone performance and team building. They explore the GREAT call process methodology, discuss why 60-80% booking rates should be the standard rather than the exception, and dive into All-Star Dental Academy's comprehensive hiring services that help practices find qualified team members. The conversation covers practical strategies for handling multiple priorities at the front desk, the importance of asking for appointments, and Shelly's transformational philosophy of focusing on what's working well in your practice to amplify positive results.

Joyce Weeks is the owner of Dental Ed, Inc. and a science nerd turned compliance crusader who makes infection control and dental safety surprisingly clear and manageable. With a BS and MSC background in immunology and global health, including HIV vaccine research at the Scripps Research Institute, Joyce brings 37 years of family legacy to dental compliance education. Following in her mother's footsteps, who started the company in 1988 when dental regulations first changed, Joyce has dedicated her career to translating complex OSHA and infection control regulations into real-world strategies that dental teams can actually understand and implement. Her unique approach focuses on explaining the "why" behind compliance requirements rather than just the "what," helping practices see meaningful behavior changes through education rather than fear-based training.

In this episode..

Feeling overwhelmed by the complex web of OSHA requirements, infection control protocols, and constantly changing compliance regulations in your dental practice? Many dental teams struggle with understanding not just what they're supposed to do, but why these protocols matter for both patient and staff safety. What if the key to successful compliance isn't just following rules, but truly understanding the science behind them?

According to Joyce Weeks, owner of Dental Ed, Inc. and immunology expert, most dental practices fail at compliance because they're only taught the "what" without understanding the "why." With 37 years of family experience in dental compliance education, Joyce has observed that when teams understand the science behind protocols—like why masks lose effectiveness after 20 minutes or why single-use items can't truly be sterilized without manufacturer testing—they naturally want to follow proper procedures. Her approach reveals that many common practices, from reusing impression trays to wearing the same mask all day, create significant infection risks that most teams don't realize they're taking.

In this episode of The Marketing32 Show, host Brett Allen interviews Joyce Weeks about the critical but often overlooked world of dental compliance and infection control. They explore common mistakes happening in most practices, the two biggest disease transmission risks in dentistry, and Joyce's six-step framework for achieving and maintaining compliance. The conversation covers everything from the historical context of glove requirements to modern challenges like navigating conflicting information from health agencies, while providing practical solutions for organizing documentation, training teams, and staying current with ever-changing regulations without getting overwhelmed.