By Laura Maly, Co-Founder of Wonderist Agency

After more than a decade in dental marketing, I’ve realized something simple but powerful: marketing, at its core, is not that complicated. Whether you're promoting general dentistry or high-value services like dental implants, success comes down to four essential steps.


Implant Marketing

If you're marketing implants and not laser-focused on each of these, you're leaving serious money on the table. Let’s break it down.


1. Tell Your Story—With Intention and Authenticity

Dental implants aren’t cheap. They take time, trust, and genuine commitment from patients. Your marketing needs to 

Too many practices still rely on stock imagery and stale websites, even after investing heavily in stunning office design and cutting-edge technology. If your online presence doesn’t match the in-person experience, you're creating a disconnect that turns potential patients away.

 Real photos, real videos, and real patient stories. When practices replace stock imagery with custom content, we’ve seen up to 

. Consistent brand presentation across platforms can boost revenue by 

So if you're going to market implants, skip the generic. Showcase 

 you deliver. Don’t just say you’re different—

Not everyone is an implant patient. They’re adults who are seeking a solution: to replace a missing tooth, to get out of pain, to improve their confidence.

So where are they? Online, searching, scrolling, asking questions. You need to meet them where they are—whether that's on Google, social media, or even in their inbox.

 on your site that answer common questions (cost, process, longevity, bone grafting, etc.).

 Use paid search to direct prospective patients to focused, high-converting 

 Make it easy to take the next step with calls to action like “Take the Implant Quiz” or “Schedule a Free Consultation.”

When done right, this shows Google that you're an expert in implants and shows patients that you're the provider they can trust.


Here’s the hard truth: most dental practices don’t treat leads like leads. If someone calls your office, fills out a form, or chats on your site, and you don’t respond—or worse, you lose them after the first phone call—you’ve wasted your marketing dollars.

Think about how retail brands nurture potential customers: emails, texts, promotions, and retargeting. Dental practices need to start thinking the same way.

 (customer relationship management tool) that collects 

A way to re-engage warm leads, especially if your schedule falls apart.

If you've built a solid pipeline, even a single text like “We have 3 open implant consultation spots this Friday” can drive bookings.


This is where it all comes together—and where most practices fall short. Marketing shouldn’t be a guessing game. You need real numbers.

At Wonderist, we’ve partnered with CareStack to integrate real-time ROI tracking. That means we can now say:

“We sent 75 leads. 32 scheduled. That’s $121,000 in production already—and rising.”

Not only can we track where your patients came from (Google Ads, SEO, web, etc.), but we can also drill into which channels are performing best and how to optimize further. This level of clarity is a game changer.


Dental implants represent one of the most significant growth opportunities in private practice today. But success doesn’t happen by chance—it happens by 

So if you want to win in implant marketing, remember:

—and don’t let them fall through the cracks.

 become one of the most powerful drivers of growth in your practice.

Wonderist Agency

Implant Marketing Doesn’t Have to Be Complicated—But It Does Have to Be Smart

In the high-stakes world of Dental Support Organizations (DSOs), enterprise value isn’t just built in the operatory—it’s determined well before a patient ever sits in the chair. For Dr. Scott Kalniz, a seasoned operator and thought leader in the DSO space, one blind spot is quietly eroding revenue across the industry: 

DSO Group Blog: Boosting Call Conversions

Looking for the best cloud-based dental software?

Book a demo with us!

Dr. Scott Kalniz

between 27–43% of inbound calls fail to convert into booked appointments

. Considering that every new patient adds $1,200–$1,300 on average to yearly production, losing out on the opportunity to convert patients significantly impacts practice productivity. Even more, the implications ripple far beyond lost production—they undercut marketing ROI, damage patient trust, and ultimately chip away at a DSO’s valuation.

Dr. Kalniz is no stranger to this problem. He began his career as a solo practitioner, eventually acquiring multiple practices and forming a substantial dental group which was later sold to a DSO, where he served as Director of Development, contributing to its expansion to over 50 locations. He later partnered with a private equity firm to establish a new DSO, serving as CEO and Chief Dental Officer. Under his leadership, the organization grew to encompass more than 110 locations across 12 states within five years.

After all those years optimizing performance across multi-location groups, Dr. Kalniz views the issue through both an operational and strategic lens.

“DSOs need to stop treating call conversion like a front desk problem. It’s a business problem,” he asserts. “We’re talking about the very top of your revenue funnel.”

He recommends that practices start by measuring four baseline indicators:

Top-performing locations typically exhibit 

. But achieving that consistency requires more than coaching—it requires visibility and systems. This realization led Dr.Kalniz to take up an advisory role at 

, a leading AI-driven digital telephony platform built exclusively for dental offices. At VoiceStack, Dr.Kalniz helps the team focus on the bigger picture and the real problems that matter for DSO operators, bringing invaluable industry expertise to create world class AI solutions for dentistry.

One of the simplest—but most powerful—fixes, Kalniz says, is aligning teams on what counts as an “opportunity.”

“You’d be shocked how many practices lump in reschedules and billing questions when calculating new patient conversions. That’s creative math—and it clouds decision-making.”

Here’s a clear classification he shares with his teams:

 – A new patient or case calling to book an appointment

 – A reschedule or follow-up for an existing patient

 – General questions about hours, billing, or directions

This clarity helps DSOs build cleaner data sets—and more targeted coaching plans.

Dr. Kalniz believes that for DSOs, if the follow-up systems for calls isn’t centralized, it isn’t scalable. Once the redefinition of opportunity is done, he says that the focus must shift to 

. In his experience, most dental offices still rely on sticky notes, shared spreadsheets, or siloed CRM tools to track unbooked opportunities, which is neither scalable nor sustainable. He strongly recommends the use of a modern technology platform like 

AI-generated call summaries and task assignments, and

Conversion-based scoring for prioritizing callbacks

These capabilities are crucial for modern DSOs to bring in efficiencies and improve the follow-up processes in-office. However, to get non-subjective ROI data downstream, your tech should also manage your campaign tracking numbers and integrate with Google Analytics. This is where VoiceStack helps again, by bringing in context awareness of the data flowing from upstream through integrations with a number of analytics and CRM systems that hold this data at the top of the funnel. This helps you collect data on the following:

Acquisition cost per scheduled appointment

This helps DSOs in not just identifying which channels provide immediate conversion, but also helps calculate the downstream Average Revenue Per Patient and the Lifetime Value of Patients from different channels.

Today, these trends are fragmented across multiple data sources in DSOs. Consolidating these can give more insights and decision support for DSO leaders while optimizing their marketing mix. Again, VoiceStack shines in this area with its end-to-end abilities to track patient value driven by deep integrations with marketing tools like Google Analytics and AdWords at one end, to existing popular practice management systems at the other end.

Once the right data is in place, real coaching can begin. Kalniz focuses his call scoring on five essential behaviors:

Curious about how to leverage call scoring for your teams? VoiceStack has implemented call scoring in their platform, giving you AI analysis of every single phone call made by every team member in your office. By implementing VoiceStack’s call scoring, together with a transparent feedback and training process, DSOs like Northwest Dental Group in Rochester, MN have managed to improve the call conversion ability of their staff members significantly, resulting in estimated additional revenues of up to 

Dr. Kalniz believes that this is a game changer for offices, as it helps improve the confidence of the staff members while boosting productivity, resulting in a happier workplace and a thriving practice.

“This isn’t just about accountability. It’s about giving team members the visibility and feedback to win.”

The dental industry today is being flooded with AI tools buzzing with promises of AI transformation using data analysis. However, Kalniz cautions against jumping too fast onto these tools without fixing the foundations.

“Everyone wants the shiny AI dashboard. But until you’ve hit 85% conversion, built a reliable follow-up cadence, and standardized team processes, those tools can actually distract from fundamentals.”

Fixing these fundamentals is what VoiceStack does best. By focusing on Call Conversion as a holistic problem, VoiceStack helps DSOs strengthen their call handling process, with AI-driven tools designed to boost patient growth:

 With the ability to configure for sending out automated text responses in the event of a missed call, VoiceStack helps to continue the engagement with prospective patients, keeping them ready for a conversation as soon as the next agent is available at the front desk.

, capturing inbound calls that would typically go to voicemail. It can gather critical information such as treatment type, insurance provider, and patient preferences. When appropriate, it can book the appointment directly or take an appointment request that’s queued for the next available human team member. This ensures that the patient experience doesn’t drop off when the office is closed, and marketing dollars aren’t wasted by sending a motivated patient to voicemail.

 to a dental office requiring follow-up, it’s essential to have a system in place that listens and helps manage the resulting tasks. VoiceStack’s AI listens to the context of each call and auto-generates tasks, such as callbacks, insurance verification, or scheduling needs, and assigns them to the right team member. This results in a more responsive and organized team.

: VoiceStack provides instant recommendations for calls that did not convert into an appointment, outlining the issues identified by analyzing the transcript with AI, and recommends re-engagement strategies to quickly call the prospect back and re-convert them into a booked patient.

The AI landscape in dentistry is evolving rapidly, but not all platforms are created equal.

“If the pitch sounds too good to be true, it probably is. So, choose a partner like VoiceStack who sees your entire revenue engine—not just one slice,” Kalniz advises.

As an adviser for their team, Dr.Kalniz has encouraged 

 to take a focused and pragmatic approach towards solving patient conversion processes holistically. With inputs from industry leaders like Dr.Kalniz, VoiceStack has developed a system purpose-built to 

amplify the impact of existing front office teams

. The goal isn’t to replace people, but to equip them with technology that enables more consistent execution, higher output, and better outcomes.

A brief demo of VoiceStack’s platform offers a clear illustration of how the right AI system can move from being a buzzword to becoming a measurable business advantage. You can sign up for a demo 

For DSOs ready to improve call conversion rates, VoiceStack has made its 

. Even for offices without centralized call centers, much of the playbook’s guidance can be applied at the single-practice level.

This article was first published in Group Dentistry Now online in May 2025. You can read the original article by clicking 

DSOs Are Bleeding Value From Their Phone Lines: Dr. Scott Kalniz on the Call Conversion Crisis in Dentistry

Why is it important for dental practices to focus on Gen-Z patients?

It is important to engage with Gen Z patients through tailored marketing, convenient digital services, and preventive dental care to foster loyalty and long-term growth for dental practices:

Population Size and Growing Influence: Gen Z (born between 1997 and 2012) is becoming one of the largest segments of the U.S. population, accounting for approximately 20% of the total population, presenting a significant opportunity for dental offices to build long-term patient relationships early in their lives.

Healthcare Spending and Independence: A report by the Transamerica Center for Health Studies notes that 77% of Gen Z are likely to manage their own healthcare as they age. Dental offices that engage this generation early can establish loyalty and generate recurring revenue through preventive and cosmetic dental services.

Focus on Oral Health and Aesthetics: The American Dental Association (ADA) has reported an increased interest among younger people in cosmetic dental treatments like teeth whitening and clear aligners. This aligns with Gen Z's value of appearance and digital identity, providing dental practices with an opportunity to market these services effectively.

Digital Preferences: 98% of Gen Z owns a smartphone. They expect convenience and digital engagement, including online booking, digital reminders, and educational content through social media. Dental offices that adapt to these expectations can increase their reach and patient engagement.

Preventive Focus: According to the CDC, younger generations are more focused on preventive care than previous generations, making them more likely to seek regular dental check-ups if effectively encouraged.

To attract Gen-Z patients to your dental practice, it’s important to adapt to their preferences, which are shaped by the digital landscape and a desire for personalized experiences.

Here are some new-age patient acquisition tactics that dental offices should consider to effectively engage Gen-Z:

1. Social Media Presence (Especially on TikTok and Instagram)

Gen-Z spends a lot of time on social media, with TikTok and Instagram being the most popular platforms. Creating engaging short-form content, like behind-the-scenes videos, dental care tips, or myth-busting, can attract their attention.

Use relatable humor, educational content, or even collaborations with local influencers to generate interest and create a positive image of your dental office.

YouTube and TikTok videos that show what to expect during a dental appointment, introduce the team, or showcase transformations can build comfort and trust.

Live Q&A sessions can also be valuable to address common concerns or answer questions about procedures, which helps build credibility.

Gen-Z loves interactive and engaging experiences. Offer rewards for loyal patients, like points for every appointment or referral that can be redeemed for discounts, services, or branded items.

Gamify dental hygiene with challenges like “7-Day Smile Care” on social media, which encourages participants to share progress and win prizes.

4. Online Booking and Seamless Digital Experience

Gen-Z expects convenience. Make booking appointments easy with a 

Ensure your website is mobile-optimized and loads quickly since many Gen-Z patients will interact with your practice through their phones.

Power Tip: With CareStack’s built-in online scheduling module, you can set aside time slots for patients to book online, create workflows to send them on-boarding documentation, and get them to complete the documentation digitally, all before they even set foot inside your office.

Virtual consultations have become increasingly popular, and Gen-Z appreciates the convenience of telehealth. Offering an initial consultation virtually can lower barriers for those feeling uncertain about dental visits and can serve as an educational opportunity.

Power Tip: CareStack’s built-in tele-dentistry module can help you create virtual consultation time slots in your calendar, connect with the patient from within CareStack securely, and even get paid online before / after the virtual appointment.

 or dental health influencers who align with your brand to share their experiences. Authentic testimonials from people they trust can be a compelling motivator for Gen-Z.

Dental offices can also work with micro-influencers, who tend to have a highly engaged following and a more relatable presence.

. Highlight patient testimonials, share case studies, and provide genuine before-and-after images of procedures.

Showcase your team's personality with bios and fun content. Allowing patients to “meet” the people behind the office online creates a sense of trust and familiarity.

Power Tip: With CareSTack’s flexible email editor, you can create custom branding templates for your emails, and send them automatically from within CareStack. Which means that you can control and extend your brand yourselves, without paying for marketers and designers.

8. Focus on Sustainability and Social Impact

Highlight any sustainable practices you adopt, like eco-friendly toothbrushes, waste reduction initiatives, or supporting local charities. Gen-Z cares deeply about brands that align with their values.

Participating in community events and sharing your involvement on social media can also demonstrate your commitment to positive social impact.

 to phone calls. Offering appointment reminders, follow-up, and communication via SMS or even through platforms like WhatsApp and Instagram DMs can make it easier for Gen-Z to interact with your practice.

Let them DM questions directly on Instagram or other platforms where they follow you.

Power Tip: CareStack is Gen-Z ready, as it comes with in-built capabilities for two-way patient texting, along with abilities to send automated appointment reminders, recall reminders, payment reminders and a lot more.

10. Personalized Experience and Education

Personalize their experience by using reminders tailored to their preferences (e.g., choosing their favorite music for dental treatments).

Provide easy-to-understand educational content about procedures and oral health, as many Gen-Z patients value being informed before making decisions.

Power Tip: With CareStack, you can access patient education videos directly from the patient chart, so that you can show them what a gingival flap procedure is, rather than talk about it. You can also set up periodic newsletters from CareStack to broadcast to your patient base to educate them and build better patient relationships.

11. In-Office Selfie Spots and Shareable Moments

Create an “Instagrammable” corner in your office with props or a ring light where patients can take pictures after their visit. Encourage them to share their “bright smile” moments with a practice hashtag. This turns the patient experience into something shareable and fun.

Add incentives, like entering them into a giveaway if they share and tag your practice.

Gen-Z looks for social proof before making decisions. Encourage satisfied patients to leave reviews on Google, Yelp, or social media.

Share those reviews or testimonials on your social media channels to showcase happy patient experiences.

Power Tip: You can send review requests as text or email directly from the appointment scheduler as you check out the appointment, so that you can immediately convert a happy patient experience into a positive review in Google, Facebook, Yelp or others.

13. Provide Affordable and Flexible Payment Options

, student discounts, or offers targeting young patients. Gen-Z is budget-conscious, and transparent pricing can help them decide faster.

Consider options like pay-over-time services (e.g., CareCredit) and advertise them clearly so potential patients know they have flexibility when covering costs.

Power Tip: CareStack comes with CSPay, a built-in payment processing module that allows you to easily create payment plans, which you can then assign to patients and keep their cards securely on file for periodic billing. What’s more, the patient payments go back to the ledger and auto-applies against charges! Plus, your patients can make payments online, from their phones or even by scanning a QR code. How cool is that!

Use augmented reality (AR) or virtual reality (VR) to provide interactive experiences that educate Gen-Z patients on dental procedures. For instance, using VR goggles to let them “experience” what a typical dental visit looks like could be a good way to familiarize nervous patients.

Gen-Z patients are looking for a mix of convenience, transparency, and engaging experiences. Adopting a strategic digital presence on platforms where they spend time, offering easy ways to book and communicate, and adding a personal touch are key to winning over this generation. By embracing these new-age tactics, your dental practice can stand out and foster loyalty among Gen-Z patients.

Brand Guidelines for Dental Offices to Attract and Retain Gen-Z Patients

Increasing consolidation by Dental Service Organizations (DSOs) and group practices, is reshaping the dental industry. 

 continue to grow, they must rely on technology solutions to scale sustainably.

So what is sustainable scaling, and how does it impact long-term profitability and value? For group practices and DSOs, scale is not just about growth. It's the ability to 

, reducing quality, or changing the organization's core values.

 with cloud-based practice software that meets their unique needs. Cloud-based systems don't require extensive hardware purchases, and 

 online by authorized administrators. They are browser-based, which means you can access them from anywhere and from any device.

Before we explore the value-add from cloud-based systems, let's look at the available alternatives.

Why Cloud-Based Practice Management Solution Is the Next Big Thing

Legacy systems predate cloud technology and are still being used widely in the dental industry. They store information on local devices and servers, thus requiring one's physical presence at each location to do the work. These old 'bolt-on' software, as they are aptly named, come with pre-set features that 

lack flexibility, have higher maintenance costs, and require constant upkeep

Moreover, practices have to employ dedicated manpower to maintain both the hardware and software for each practice location. The frustration to collect and compile data across locations and the 

 lower the appeal for these outdated systems. While 83% of healthcare organizations have adopted cloud-based solutions, this technology wave is yet to catch up in dentistry.

The cloud-based systems are here to stay, especially with both Group & DSOs targeting sustainable growth. Let's look at how cloud-based solutions help 

The subscription-based cloud-practice management software not only lowers cost but also provides value with the many advantages provided through its 'pay for what you use' payment models. They require little in the way of local hardware beyond computer workstations and internet access. A major portion of these savings comes from 

. Traditional multi-location legacy systems require extensive hardware, trained personnel, and frequent maintenance. This includes upgrades and maintenance to both hardware and software.

vendor charges you for the legacy software as upfront costs

. This doesn't include the hidden costs of the infrastructural backbone necessary to support legacy software. Costs increase over time for comparatively limited benefits, especially when scaling your business across multiple locations.

With centralized data, both patients and providers can travel to 

different locations without the need for duplicate records

. It brings clarity to provider compensation and streamlines collections. Moreover, cloud-based systems reduce data duplication and end piecemeal reporting, fragmented 

Issues such as collection delays, the duplication of bills and patient records, higher staff turnover rates, stagnant growth, and patient dissatisfaction are strong indicators to consider adopting cloud-based solutions for a centralized data structure. Embracing data centralization can optimize your organization's workflows for key business functions, as you continue to expand your practice locations.

With legacy desktop systems, locations aren't on a centralized system, and management has to pull reports from each system and compile them for a comprehensive overview of their performance at the enterprise level.

Modern cloud-based practice management systems 

 to vital practice data across multiple locations from anywhere and on any device. This level of access negates operational and administrative hassles while increasing the overall efficiency and productivity of the business. They provide a single source of truth for groups and DSOs to access and monitor real-time data on practice performance.

Legacy systems have the practice's patient records and other sensitive information stored locally, on-site, on computer hard drives, or practice servers. This leaves them vulnerable to theft or damage, despite backups and security routines. HIPAA breaches result in heavy fines and loss of credibility in the eyes of your patients.

Unlike bolt-on systems, where you single-handedly shoulder all the risks, cloud-based systems have much more robust features. A qualified team gets solely tasked with monitoring risks. In the eventuality that a breach might occur, cloud-based providers stand alongside you for resolution and support.

With cloud-based PMS, users log in to access the latest version of their software. These seamless software updates are a far cry from the cumbersome upgrades for desktop systems. There is no need to keep track of license versions, downloads, and setups. Moreover, cloud practice management software incorporates the latest updates on industry and regulatory changes on recurring release schedules.

The benefits of cloud-based PMS to achieving sustainable scaling are undeniable.

 The cloud-based practice management solution from CareStack provides you with centralized control of 

. Moreover, regular updates, cost savings, 

 are factors that contribute to the organizational scalability of your multi-location dental organization.

Scaling Sustainably with the Cloud

Successful practice production depends on patient volume and your ability to convince patients to accept dental treatments.

Everything that happens inside your practice, namely the quality of your clinical operations, is within your control. Once your clinical operations are humming like a well-oiled machine, it’s time to examine your approach to boosting patient volume.

A straightforward approach to increasing patients is by 

dividing your efforts between acquiring new patients and retaining existing ones

. Let’s look at some guaranteed methods for each focus area, which, when applied consistently, drives patient volume and improves practice production.

Building Momentum for New Patient Flywheel

A website is the digital shop-front for your practice and is a foundational investment to run your new patient flywheel. Offering high-quality dental services doesn’t matter if your website can’t convey why patients should choose your practice. Patients generally have their own checklist and a set of parameters by which they rate and choose a service. As per leading practice consultants, 

 are the leading parameters considered by patients when choosing a practice. 

A website is a perfect platform to align with patient perception and generate a steady stream of new patients to your practice. A fancy website doesn’t necessarily mean that it’s top-notch. If your website has the vital elements listed below, then it becomes the engine that funnels in new patients.

 What differentiates you from the competition, and why does it even matter? Simply put, 

if you don’t stand out from your competitors, your patients will choose the least expensive service available

. Your website should have key messages that appeal to your niche. This includes the services you offer (extractions, implants, restorative services), the people you wish to serve (seniors, children, young adults, ethnic or religious communities, women, working professionals), the locations where you serve, and the value benefits that are unique to your practice.

 The cardinal rule for generating leads is to 

 for your audience. Content can be classified into awareness-based content and consideration-based content. Blogs, videos, how-to guides, testimonials, and success stories fall within awareness-based content. Consideration-based content generally includes industry-specific whitepapers or e-books which are fact-based, include supporting data, and provide valuable insights. These help you 

 as both a professional and an expert in the eyes of your audience. Professionalism and credibility are key factors that influence patient purchase decisions. 

 The scheduling button on your website is a vital call to action that qualifies as a ‘

.’ These need to be embedded across most pages of your website and should 

allow visitors to schedule their appointments

, within minutes. A good practice management system can be linked to your website to instantly log appointments. It also helps you with 

 that make scheduling a breeze for new patients. 

 To understand the importance of SEO, think back to your recent google search. It’s likely that you selected a search result that showed up among the top 5 listings. As the SEO landscape continues to become increasingly complex and competitive, hiring a qualified SEO professional is a worthy investment.
Optimizing your website for SEO 

 of local search listings and the top search results for long-tailed keywords. For instance, “

” is an example of a long tail keyword, while “

” is a more direct keyword used while searching for local listings. Suitable long tail keywords can be identified by the keywords patients use when researching oral health ailments. A solid SEO strategy ensures that your web content delivers maximum dividends.

It takes consistent efforts to influence your audience and see tangible results as you build your online presence. In the digital age, 

if a business can’t be found online, it doesn’t exist

. Remember, the patients you seek are also seeking you.

If a website is your digital shop-front, the approaches listed below will help you carve out multiple paths from the highway of the internet to your practice website.

Let’s look at the methods that will help you find and be found by your patients and build a strong online presence for your practice.

 An active presence on platforms like Facebook, Twitter, and Instagram helps add a human element to your business. People love interactions and the ease of access to their brands and services made possible by social media. Ensure that the content you share on such platforms adheres to the formats that are best suited for each.Do not hesitate to repurpose content from your website and re-package them as eye-catching 

. The added bonus of being active in social media is how it improves your search listings and provides the opportunity to 

engage directly with prospective patients

. This is a great way to validate your marketing efforts, get to know the pulse of your audience, conduct surveys to refine your service offerings, and channel new patients to your website and eventually to your practice.

 Experts in dentistry claim that dental anxiety among patients is a leading factor that impacts visitations. Thanks to Amazon, 

reading reviews before every purchase is the new norm

 among consumers. Negative reviews will add fuel to the paranoia that patients already have about dental procedures. But what happens when you do get a negative review? During such instances, it is crucial to take the interaction offline and ensure that you resolve patient concerns. Follow this up with a request, asking them to reconsider and update their reviews.Handling negative reviews is one half of the coin, the other has to do with religiously collecting positive reviews from your existing patients. Practice management software allows you to 

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