Your Practice Isn’t Competing on Price. It’s Competing on Perception.
What’s the key to good dental brand perception? No matter whether you’re looking at orthodontic positioning or dental positioning, you might be tempted to start with cost. After all, patients can’t invest in dental care they can’t afford. Surprisingly, though, cost is the runner-up in most patient decision-making, and lowering prices doesn’t generally lead to […]
Marketing Systems That Actually Work—Because They Were Built to Work Together
Not every business needs its own in-house marketing team – and even those who have one can benefit from partnering with a marketing agency now and then. In an average company’s lifetime, checking the fit on third-party outsourced marketing is all but inevitable. And in many situations, marketing delegation is a smart play. But even […]
Why Most Dental Marketing Feels Busy, but Doesn’t Build Trust
Dental marketing strategy isn’t a subject you picked up in dentistry school. But if you want your dental practice to reach its full potential, you need healthcare branding that works. Why? Quite simply, it’s the only way to win patient trust from future visitors you haven’t even met yet. These days, prospective patients have all […]
Optimized Doesn’t Mean Overdone
Social media can be a key part of your marketing, distributing your content to millions of potential customers. But at the heart of social media strategy is something of a paradox: Many companies gain no business value from social media, but use it simply because they “have to.” This is based on the idea that […]
May 2026: What’s Happening in Digital Marketing
Click-through rate climbs on Google’s notorious AI overviews. Cost-per-click ads are now live in OpenAI’s flagship ChatGPT. Google Search executive warns about “commodity content.” Google Local Review replies are now moderated. Google “opts out” of using spam reports with personal info. More Search Users Are Clicking to Investigate AI Overview Sources One of the complaints […]
The Most Dangerous Brand Message Is the One You Didn’t Mean to Send
Think about the last time you went to a friend or a family member for advice. Odds are, you already had a clear idea in your mind what that person could or couldn’t help you with. Thanks to shared experiences together, you have a mental model of what they might know, probably don’t know, and […]
Marketing Systems Aren’t Just for Scale. They’re for Sanity.
How many decisions do you make every day? You can probably tally five, ten, or fifteen business decisions you’ve made today, but it doesn’t end there. Every day, the average adult makes tens of thousands of distinct decisions – about 33,000 to 35,000, according to the Harvard Business Review. Many of these are fairly basic. […]
April 2026: What’s Happening in Digital Marketing
20% of ChatGPT traffic goes right back to Google, study finds. After more than 12 days, Google’s latest major update is live. YouTube’s experimental ad format gives users “the TV experience.” Research suggests a powerful emerging business niche for Snapchat. About 1 in 5 ChatGPT Clicks Go Right Back to Google, Study Indicates Not too […]
Too Many Vendors, Not Enough Progress: The Real Cost of a Fragmented Marketing Strategy
Is your marketing execution suffering from vendor fatigue? Savvy business leaders know they can’t do everything themselves. At a certain point, they need others’ help to grow. In some areas, the path forward is obvious: You interview potential hires, find an expert you can rely on, and give that person the resources they need to […]