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Robert Plank: Hey, we are here
with Chris Pistorius who is the

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founder of kickstart dental
marketing. They have been

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consistently listed as one of
the top dental marketing

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companies in the country by
upcity. And they pretty much do

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everything that you need. If
you're a dental practice they do

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online advertising, social
media, front desk training,

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reactivation campaigns, SEO
website, managing your leads,

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figuring out your unique selling
proposition ideal patient, so

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many things so much to talk
about Chris, how the heck are

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ya? I'm great, man. Thanks for
having me on. I appreciate it.

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I'm glad to have you on and and
you know how podcasting goes.

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You never know who is driving by
who is listening. And ideally,

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hopefully, there is some dentist
office who is struggling out

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there who needs help, who needs
the team at kickstart dental to

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really kickstart their practice
into high gear. And I feel like

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as a lay person, a lot of these
dentists really have so much of

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their social media dialed in,
they consistently post on social

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media, they have beautiful
graphics, they have

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testimonials, but from an out as
an outsider, it looks extremely

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overwhelming all the boxes to be
checked all the bells and

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whistles. And so as far as the
way you see it, what's the

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average dentist office
struggling with? Where are they

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stuck? And what do they need
help with?

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Unknown: Yeah, that's a great
point. And I'll tell you, you

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know, even 10 years ago, it was
a much simpler process and

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probably more like 15 years ago,
because back then you could put

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an ad in the Yellow Pages, I
mean, who the hell even knows

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what Yellow Pages are anymore.
But you can put an ad in the

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Yellow Pages, you can do a
little direct mail, and you're

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kind of set and it worked well.
And that's kind of was the

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complexity of your marketing
campaigns. Well, nowadays,

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there's 500 different places
that you can market just online,

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right. So the internet's really
caused, you know, some

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complexity and marketing for not
just dentists, but really any

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local businesses. So we created
kickstart dental marketing, to

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kind of help untangle the web a
little bit, if you will, and

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fight we provide a safe place,
if you will, for dentists and

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simplify some of this. And in
mostly our clients see us as

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kind of being their marketing
department, their digital

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marketing department. So we have
12 years of experience in

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dental, we have a great pulse of
what works for dentists and what

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don't, what doesn't. And we're
able to kind of hit the ground

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running, take that stress of it
out of the out of them, they're

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great at being a dentist, let
them go run their dental

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practice, let us be the ones
that are that are driving new

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leads and new patients to the
practice.

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Robert Plank: And when you find
these, these dental offices,

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what's the starting point? Is it
a matter of like they aren't

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doing marketing during
marketing, but it's all

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themselves and they're so busy
is not paying off? What's the

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before picture look like?

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Unknown: It's a little bit of
everything. What we see more of

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that more often than not is that
it is so complex, and they don't

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know what to do, and they don't
know where to turn to, at

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sometimes they'll just kind of
do what I call the ostrich

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method of marketing. And they
what will happen is will kind of

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stick their head in the sand and
do nothing, right. And that's

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because it's too complex, they
don't understand it. They're not

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they don't want to make a bad
decision and waste a bunch of

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money, right? So then that's the
worst thing that you can really

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do if you want to compete. I
mean, dentistry is more

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competitive now than it's ever
been. I mean, in most local

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cities, towns, there's multiple
choices to go to the dentist. So

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you have to be able to compete
and digital marketing is where

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people are finding new dentists.
And that's where you have to be

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visible, and not just visible,
but you have to be found, which

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is the visibility part. But you
have to give people a reason to

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choose you as well. And that's
that's even a bigger part of it

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is, you know, do you have a
unique selling proposition? You

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know, why should somebody choose
you versus the 50 other dentists

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in town? What is it that you do
different, right, and we help

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with that part of the marketing
process, as well. Because if we

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get that aligned and in place,
then it becomes marketing

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becomes a little bit easier. We
know who to target, where to

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target, and how to really talk
to that particular market. So

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that's kind of the process, but
we find we find dentists that

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are doing nothing right now, we
find dentists that, you know,

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perhaps are doing marketing now.
But they're just not having a

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great experience with their
current agency, and they're

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looking for something a little
bit different. So kind of all

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kinds of across the board.
People is what we find.

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Robert Plank: And that's
interesting how you break that

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problem down into kind of more
manageable pieces. Right, you

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said that there's first of all
the issue of being known at all

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even being discovered at all.
And then there's the issue of

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like, you know, these days
people they do their research,

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they check reviews, they there's
a lot more like I don't know,

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like education happening. And
then there's this kind of like

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the uniqueness this unique
selling proposition. And and on

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that point, as far as the USP,
what comes to mind, just in

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general is in my town, there's,
I would say like maybe like 2530

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dentists, and the only ones that
really come to mind as far as

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just like, thinking of who I
visualize is. There's one that

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That's a kid's dentist. And
their logo looks kind of like

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the cover of highlights magazine
where it's drawn in CRAN. And

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then there's another one where
it's called, like symphony of

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smiles or something. And there's
like a piano in the front room.

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And it's, it's kind of, I don't
know, it stands out for some

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reason. I'm like, not sure what
a piano has to do with dentists.

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So so like, how, how does a
dentist be unique? Because it's

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like, well, everyone's got got
teeth, everyone needs teeth,

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teeth clean, how do you get from
just being just a dentist to

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something like that? That just
kind of depends. But

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Unknown: some examples are like,
we have a pediatric dentistry

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specializing kids obviously. And
they have a part of their

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business that really encompasses
like special needs kids. So we

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really I mean, that's different.
That's unique. Not all dentists

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do that not even all pediatric
dentists do that. So that's

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something that we want to show
people what they do that it

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makes them very unique. For
others it can be we have a

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client that went to Harvard
dental school, right, we don't

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want to overdo that. But we want
to definitely highlight that,

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look, this person went to a
really good school, they

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graduated top in their class at
Harvard School, or Harvard

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dental school. So for for that
particular situation, it's

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education and experience. So you
know, it's a little different

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for each one. And that's where,
you know, a lot of other

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marketing companies think of a
dentist to the dentist, right?

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And they'll take on, you know,
20 column clients in one city,

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and then they'll move on and go
to the next city. Well, we're a

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little different, we only work
with one practice in each

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market. And we don't believe a
dentist is a dentist, we do

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believe that there's a unique
selling proposition for each and

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every one of our clients. And
that's what we try to really

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expose the most. And how do you
discover that like, if a dentist

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is top of their class and
Harvard dental school, is that a

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matter of like, asking a bunch
of questions or like just like

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talking to them? Like how do you
dig deep and, and arrive at

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something like that? It's the
first part of our process, once

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they sign up with us, we have a
kickoff meeting, it takes about

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an hour and a half. And it's
with the dentist and you know,

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his top staff and we die, we
have kind of a set number of

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questions that we ask that drive
towards figuring out what that

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unique selling proposition is.
And then my team will strategize

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on how to word it and message it
and we're off to the races.

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Robert Plank: And so what do you
think is like the low hanging

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fruit these days, as far as
like, you know, dentists,

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there's, there's always a
million things to be done,

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right? You need maybe like a
website, or like text message

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reminders, or maybe like
cleaning up bad reviews on

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social media. But would you say
is there something timely like

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this last year or so that, like
all dentists are really missing

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out on that they need to pay
attention to?

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Unknown: Yep, it's called next
door? I don't know if you heard

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of next door?

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Robert Plank: Oh, yeah. Yeah,

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Unknown: yeah. So it used to be
that you couldn't even really do

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advertising on next door. And
for the people listening that

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don't know what next door is,
it's like a local community

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website. But they've got one for
like, every community in the

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country. So like, I'm part of
one that has several 1000

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residents. And, you know, it's
only local to people that live

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there. Well, now, you can local
businesses can now market and

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advertise on those channels. And
it's pretty affordable. And not

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many other dentists are doing
that right now. They haven't

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kind of they haven't really
figured that out yet. So we're

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placing our clients in these
advertisements, and they're

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doing great. So that's something
certainly within the last year

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that is working great for our
clients.

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Robert Plank: Fantastic. And so
so what does that look like?

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Exactly? Just like you run an
ad, someone's using the app, and

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then there is that go to like a
phone number or a website or

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like, what's the path from
someone is seeing the like the

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dentist on this app to their
book for an appointment?

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Unknown: Yeah, we try to break
it out into different campaigns

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and think of each campaign as a
different type of service. So

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like, we might have a campaign
just for dental implants, right,

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or a campaign just for teeth
whitening, right. And so when

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they click on that particular
campaign ad, say teeth

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whitening, they'll click on it,
and they'll actually go to a

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landing page that we built, we
don't just send them to the

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website, a landing page that
talks all about their teeth

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whitening services, any specials
that they have. And there's a

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phone number on it, that we
track phone calls that go

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through. And then there's also a
form online, if they want to

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just you know, fill out a form
and send it in, we track that as

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well. And there's also an online
chat button where they can

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actually speak with somebody at
the front desk through chat if

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they prefer to do that way.

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Robert Plank: Man, he thought of
everything. And I feel like man,

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it's only seven minutes into our
conversation where we're both

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going at such breakneck speeds.
I feel like this is kind of like

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a rapid fire session, right? As
we're, as we're kind of like

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talking about all these things.
And so you're mentioning all

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these things like, you know,
monitoring phone calls and

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landing pages. And so I imagine
that a dentist out there at this

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point would be thinking, well,
what's like the costs involved?

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I know that there's probably
like different levels of

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packages, but like, what's the
general cost involved? And then,

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what's the what's the timeline?
Because I'm sure that like,

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there's a period of time, like
you said, of like figuring out

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that client and then
establishing things and letting

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ads and things run. So like what
kind of budgets are Are we

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talking about what kind of
timelines?

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Unknown: Yeah, you're right, it
varies. And some clients,

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probably 70% of our clients
bring us on to run the whole

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show kind of head to toes, we're
like the full on marketing

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department for them. And about
30% of them will just kind of

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say, you know what, I really
want to do some Facebook ads or

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some Google ads, can you just
run that campaign for me? Or can

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you just build a website for me,
and we do some of that work kind

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of piece work as well. In
pricing, just really, we don't

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have like standardized gold,
silver, bronze packaging, it's

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impossible to do that. Because
every markets, different, and

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competitiveness, and you know,
San Francisco versus like, you

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know, Strasburg, Colorado, for
instance, way to different

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populations that will make it
way easier in Strasburg for us

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to get somebody ranked and
visible online than it will in

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San Francisco. So San
Francisco's budget will be quite

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a bit more money. But we have
clients that spend a few $100

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with us a month, not that many,
but we have probably the the

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sweet point is a few $1,000 a
month, just kind of just kind of

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depending on what's going on.

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Robert Plank: Okay, fair enough.
And so since we're mentioning

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clients, it's always fun to talk
about, like success stories or

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weekend to talk to you and you
and your team up and, and

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especially when they're like, so
you found a practice that really

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needed help, and really, like
had a few things working, but

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but not everything. And so do
you have any fun success stories

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like that, where there was like
a before and an after, and your

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team jumped in? And just like
really made it a well oiled

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machine?

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Unknown: Yeah, absolutely. This
is the pride. And the joy of

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doing this, you know, it's you
know, we've we've done this a

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few times now, where a client
has come to us, and they're kind

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of on their last row, they're,
like, we're struggling, you

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know, we this particular one I'm
thinking of, is, you know, we

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took over a dental practice, we
bought it, we've got this debt,

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his patient base is just going
away, they're not actually

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coming to us. We need help,
right. And so over about a

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course of a year, we turn them
into not only being hugely

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successful without one practice,
but within that year, they

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actually bought another
practice, and that one is doing

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gangbusters as well. And we've
had multiple clients, you know,

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do that, you know, rebound their
current practice, and grow it.

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And then if they are the type
that likes to expand, we've had

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several that have gone on and
bought other practices. So it's

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a great success story. And those
are the ones that, you know,

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keep you smiling every day when
you come into work.

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Robert Plank: Oh, fantastic. And
I mean, speaking of rebounding,

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you know, there's this whole
pandemic thing that who knows if

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it's come and gone, but either
way, it disrupted A lot of us in

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a lot of ways from like
occupancy, but it seemed like so

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many businesses, figure it out,
the internet figured out the ABS

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figured out like appointment
systems and getting people in

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and out the door. And I think
just as a marketer, in general,

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who I like marketing, but like
the dental space doesn't really

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interest me personally that
much. But it's so interesting to

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see, like what's being done,
especially in these niches where

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it's really dialed in. So have
you had to adjust with your

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clients or had to, like improve
their process at all, with all

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this pandemic stuff happening.

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Unknown: We haven't changed much
in the process. But what did

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help us I mean, every dental
practice in the country pretty

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much shut down for at least 30
days and some 60 to 90 days. So

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basically, every one of our
clients saw no new patients for

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a minimum of 30 days. Okay, so a
good chunk of those said, Hey,

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Chris, we've got no money coming
in, so I can't pay you. So we

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took the strategy of Okay, we
see light at the end of the

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tunnel, it doesn't look great
right now, but we are going to

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come out of this at some point.
So we don't want you to lose

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progress and marketing based on,
you know, the next 30 to 60

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days. So we took the kind of um,
I don't know the best way to put

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it, but kind of the scary step
of saying, look, we're gonna

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keep working for you, we're not
going to charge you anything

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until you're back up and
running, and seeing new patients

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again, but we're going to keep
your marketing, we're not going

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to let off the accelerator at
all. And it worked out I mean,

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of the people that paused with
us, about 90% of them wound up

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coming back, it built seem to
build a great relationship with

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them, because they were very
glad that we took the time and

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the money to keep investing in
them, even though they weren't

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bringing money in and they
weren't paying us. But during

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that time, I didn't we didn't
lay anybody off. We didn't let

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anybody go. I just kind of dug
my heels in. And we took when we

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when a lot of people didn't have
much to do like particular

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departments, we really took the
time of looking at our process

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and procedures in terms of you
know, how we get work done, and

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how we can be more efficient and
we were able to realign a lot of

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work to streamline our process a
little bit more so that we can

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handle a few more clients and
still have a small team so that

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allowed us to refine our
internal processes and just

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build mad loyalty with with our
current patients and or current

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clients and worked out well.

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Robert Plank: Awesome. So
instead of panicking, or instead

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of shutting everything down, you
said, we'll keep doing it. But

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you as the client don't have to
pay as until you backup and

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running. And we'll also turn
this into a positive by figuring

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out how to do a better job here.
So like fantastic. And so kind

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of diving into some of your
services and things like that

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the the lead flow lead
management thing, but that's

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really interesting, because
like, one thing that blew my

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mind as a little kid, I think I
was maybe like 10 years old was

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they like the dentist had me
write, like, address a postcard

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to myself as the reminder for
the appointment in like six

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months or a year or something.
And so I totally forgot. And

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then a year later, when a
postcard showed up, it appeared

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there in my handwriting. And it
also makes me think about in the

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in the present day, I sort of
dropped out with my dentists,

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like I was going to a dentist,
like twice to two or three times

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a year, and then the person that
would usually see me, she went

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on vacation, and then when she
came back, we couldn't get our

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schedules figured out and just
fell out of it. And then years

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passed, and they never followed
up with me. And if they had, I

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probably would have gone like
five or six times since that

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ends. And it seems like there's
a lot of just really simple

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things like that, especially if
there's software and reminders

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involved. So can you kind of
tell us a little bit about what

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this whole, like lead generation
lead management stuff is all

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about with Dennis?

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Unknown: Yeah, it's, it's
awesome. Obviously, I'm biased

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because I kind of created it.
But what we found is exactly

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what you just talked about
sometimes, like, for instance,

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let's just use this. As an
example. Let's say somebody

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signs up for more information
about being a new patient with

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your practice, they fill out a
form online, right? That gets

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forwarded to you. Well, you
follow up with them? No answer,

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you send them an email, no
response. Well, the thinking

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behind that is that it's very
easy to fill out one of those

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forms, but then it kind of
buyer's remorse kicks in because

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nobody's thrilled about going to
the dentist, it's just the way

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it is. And they keep putting it
off putting it off, they see

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who's calling him they see who's
emailing and they're like, I

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don't really want to go, I put
it off. Well, most dental

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practices don't have a system in
place, or the personnel to be

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able to follow up 567 times
which study shows is what it

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takes to actually get some of
these patients into your chair,

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you know, they might call once
or send an email once, but

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that's about it, that's all they
have set up. So we've created a

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system that will actually follow
up with them in our appropriate

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amount of time, so that we're
not overdoing it, and, you know,

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just trying to harass them, but
we have a system that will

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automatically follow up with
them. So the front desk doesn't

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have to until we do are able to
connect them with the front

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desk, and then our sequence
stops. So front desk personnel

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don't have to worry about
constant follow ups, we take

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care of that for them. On the
flip side of that though, when

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somebody fills out a form
online, or you know sends in

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whatever, you have a 391% better
chance of getting them into your

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chair, if you can respond to
that lead within one minute.

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Okay. And that this is kind of
for all types of small

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businesses, not just dentistry,
but the quicker you can respond

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to an online lead, the better.
So if you get that lead

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notification, and you might wait
a few hours to call them back,

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there's a good chance you're not
going to get them because think

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about it, they're probably on
Google or some list looking for

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a dentist, they reach out, reach
out and they keep going down the

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list right? Well, it's gonna be
kind of the first person that

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gets back to them is going to
have a really good chance of

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getting them in the chair. So
we've created that same system

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is if during business hours,
they fill out a form or

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whatever, it actually
automatically calls the front

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desk and says, Hey, Chris has
filled out a form off of

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Facebook, press one to connect
with him now, the front desk

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presses one and within 60
seconds of that person filling

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out the form, they're able to
connect with that lead

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immediately. And we're seeing
that that is driving huge

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conversion rates and getting a
lot more of those online leads

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and shares. So there's a lot
more that this lead system does.

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But those are two of the two of
the biggest features probably.

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Robert Plank: That's amazing.
That's mind blowing and our

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conversation today and in
thinking about the way that you

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and your your team break down
the things that are needed like

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with the leads and the SEO just
what comes to mind is that there

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are so many business zz out
there, especially dentists where

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the things are going great, but
just kind of almost by chance

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just like they've maybe lucked
into it, and that there are so

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many things that could be like
repeatedly predictably just done

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and systematized so that way
just happens without without

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anyone having to think about it.
Your team just handles it it's a

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film that just happens and I
like your your mindset here of

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like taking things to the
extreme and almost being

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superhuman, I mean, having
someone fill out a form it and

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within a minute to get a phone
call from any business, right

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any kind of like contractor or
home service dentists are

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anything to get a phone ringing
in a minute. I mean, it's a

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impressive, amazing and easy
enough to do with the right

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software, the right system and
if there's someone out there

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Front Desk who's working 40
hours a week anyway want why not

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plug in about when it's possible
when they're just playing on

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Facebook anyway so like this so
many cool things to be for us to

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be thinking about. So if someone
out there in podcast land is

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watching or listening they say a
lot of this makes sense. I'm

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super duper interested in
kickstart dental. I want to find

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out what you guys are all about.
I want to get a conversation

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going what's the next step here?
If someone says I mean I want to

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contact Chris and his team and
get a phone call back in one

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minute or less what's the next
step?

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Unknown: Yeah, just go to our
website kickstart dental comm

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there's a button there for a
free strategy session I do all

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the strategy sessions the
initial one so be with me

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personally. And we just kind of
go over what your practice is

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into what's going on what your
goals are. And then we kind of

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take it from there

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Robert Plank: fantastic short
short and sweet go there right

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now. kickstart dental calm and
that's me wrap up wind down our

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conversation as and as people
are going and typing and

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00:20:57,780 --> 00:21:00,540
kickstart dental comm even
before the episodes over just so

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that way, the browser tabs
there, it's on your phone and

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all that stuff. Do you think
there's anything that either

401
00:21:05,490 --> 00:21:07,860
like we left out of our talk
today, Chris or anything that

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00:21:07,860 --> 00:21:11,250
you just want to say as some
final parting words of advice?

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Unknown: Yeah, I think it's my
my final words of advice would

404
00:21:14,700 --> 00:21:18,060
be to take action. If you want
to grow your practice or any

405
00:21:18,060 --> 00:21:20,700
local business that's out there
listening to this or watching

406
00:21:20,700 --> 00:21:24,810
this. Take action do something
doing nothing isn't going to

407
00:21:24,810 --> 00:21:28,680
grow your business, right? Do
something take action. I don't

408
00:21:28,680 --> 00:21:32,070
care if it's going out and going
door to door and trying to sell

409
00:21:32,070 --> 00:21:35,160
your whatever service you have
or sending out letters to

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00:21:35,160 --> 00:21:38,400
targeted customers. Do something
that's going to grow your

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business