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Wired for Growth: Marketing–Hard Truths by Angela Weber

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Wired for Growth: Marketing–Hard Truths

What your marketing agency isn’t telling you (but wishes they could)

by Angela Weber

For the past 25 years, I have analyzed practice performance and had tough conversations with orthodontists about what’s working for their practice and what’s not. With so much information readily available, it can be hard to decipher which path is truly right for your practice or why a seemingly common approach isn’t delivering the results you expected. Many agencies mean well but hesitate to share hard truths, fearing they might overwhelm or alienate their clients. However, understanding these truths can make all the difference in your marketing strategy.

Here are a few key truths that could be impacting your results.


Your results depend on your market, not just your ads
Your location matters a lot. If your market is oversaturated or your competitors have deep pockets, even the best campaigns will face challenges. You and your competitors are most likely vying for the same patients, driving up your cost per lead.

Face the truth: It’s time to evaluate the competitive landscape and focus on what makes your practice unique. Whether it’s offering flexible payment plans or unique treatment options, make the most of what makes your practice different to stand out.


Consistency beats flashy campaigns
While I love a clever, Super Bowl-worthy ad, they tend to be the lowest performing. While creativity can be crucial in standing out, it comes second to the value of a consistent, well-executed marketing campaign.

Face the truth: Flashy campaigns are fun, but long-term growth comes from consistent branding across various marketing channels.


Your website is your most valuable asset
If your website hasn’t been updated in months or confuses visitors with poor navigation or outdated information, no amount of advertising can overcome that. Many practices underestimate the importance of a high-performing website. Your agency may hint at the issue, but they may not want to call your “baby” ugly.

Face the truth: Your ads might drive traffic, but your website could be driving them straight to the competition. Before investing significantly in paid ads, review your site for accuracy and performance and make updates as needed.


The real data is in your hands
Agencies have access to detailed information on campaign performance, but the truth comes from your practice’s internal data in your PMS system. Your patient demographics, new patient appointments, acceptance rates and referral patterns are the insights you and your agency need to evaluate the success of your marketing strategy.

Face the truth: The campaign data your agency reports on helps you understand lead data, but ROI comes from your PMS data. Share that with your marketing partner—it will help them do much more.


You get what you pay for
Choosing an agency with the lowest price tag is tempting, but not all agencies are created equal. Choosing the wrong partner can result in wasted time and money. Marketing is an investment, not an expense.

Face the truth: You have to spend money to make money. Hiring the wrong agency or trying things yourself may give your competition an advantage. The right agency understands that a one-size-fits-all approach doesn’t work. An agency that takes the time to understand your market and brand will create a customized strategy tailored to meet your practice’s goals for better long-term results.


Marketing alone won’t save a struggling practice
Doctors typically approach me years later than they should have, hoping we can fix overnight what took years to break. Unfortunately, marketing is not a quick-fix solution and cannot magically fix operational inefficiencies.

Face the truth: Regularly audit your practice’s operations, focusing on patient feedback. Marketing can help amplify positive experiences but cannot solve negative ones. If patients are unhappy once they step into your office, no ad will keep them coming back or referring friends.


Results take time
It’s natural to want to see immediate ROI from your marketing results. Building up your collections from marketing will take time. Look for the positive wins in your new patient calls, appointments and starts. Building a brand and nurturing leads to starts takes time, but that doesn’t mean your marketing isn’t working or producing.

Face the truth: This is a marathon, not a sprint. Stay patient and focus on early indicators of success while you build momentum; the results will come. Trust the process, but take the time to understand the short- and long-game metrics.


Conclusion
The orthodontic and dental space is unique, requiring a specialized approach that balances creativity, consistency and data-driven decision-making. While your agency may not always spell out these hard truths, understanding them can help you achieve better outcomes. The best agency wants to be your partner, not just your vendor.

Ask questions, share data and long-term goals, and approach your marketing efforts with a collaborative mindset. When you do, you’ll unlock your agency’s and your practice’s full potential.
Introducing Orthotown’s Guest Columnists
We’re excited to introduce guest columnists on Orthotown! Expect insights from top clinicians, educators, thought leaders— and, of course, Townies, who help make this the greatest orthodontic community. For our first guest columnist, we’re proud to feature Angela Weber. Weber is Chief marketing officer of OrthoSynetics and the president of Smilebliss where she leads a team of marketing and operational consultants.
Orthotown Magazine
September 2025
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