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Examining the current dental market landscape from the patient's perspective, including the influence of corporate consolidation, expanding provider access, and gaps in dental literacy to identify the market conditions that inform a differentiated and sustainable practice identity aligned with clearly defined operational goals and ideal patient demographics
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Translating practice differentiators and patient demographic insights into a replicable patient experience framework and a structured annual marketing strategy encompassing zero-based budgeting, campaign planning, and performance tracking that supports consistent new patient acquisition and long-term retention, without creating unsustainable operational dependency on marketing activities
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Integrating practice identity development, strategic marketing execution, and patient-centered communication into a cohesive operational approach that builds measurable patient trust, strengthens practice reputation, and positions the team as a proactive, credible resource for improving patient health literacy and long-term appointment engagement
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Defining common patient profiles and the most prevalent dental literacy gaps, misconceptions, and trust barriers present in the patient population to equip the team with the contextual knowledge needed to adapt communication, personalize care interactions, and reduce patient uncertainty at every touchpoint
build a reputation on delivering what patients want.
As the dental market grows increasingly competitive, practices that lack a clearly articulated identity and deliberate patient engagement strategy face measurable risk to new patient acquisition and long-term retention. The most successful marketing strategies are those built on well-defined and consistently executed patient engagement in daily practice. This three-session series equips dental and dental specialty office teams with the frameworks and tools needed to define meaningful practice differentiators, translate those insights into a structured annual marketing strategy, and reach the patients they are best positioned to serve. These sessions will form a working understanding of the most common patient profiles, trust barriers, and dental literacy gaps driving disengagement, and apply practical communication strategies to reduce patient uncertainty and build confidence across every interaction.
Recommended Audience: Office Managers, Marketing Managers, Practice Owners
Series Duration: 6 Hours - (3) 2 Hour Sessions
AGD PACE Subject Code Recommendation: 550
MARKETING SERIES.
SERIES OBJECTIVES
SERIES INVESTMENT: $2,250
As access to dental care providers continues to expand in urban and suburban markets, and corporate consolidation increases the volume of options available to patients, practices that articulate a clear and differentiated identity are better positioned to attract and retain the patients. This session introduces cognitive and social psychology fundamentals to support helping practices understand the current market and their ideal patient demographic, identify meaningful differentiators, and translate those insights into a patient experience that attracts new patients, builds loyalty, and sustains a positive reputation.
SESSION I OBJECTIVES
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Examining the current state of the dental industry from the patient’s perspective to establish the foundation for developing a standout practice identity
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Defining the operational goals that inform how the practice should be positioned within the market and identifying ideal patient demographic profiles, grounded in the principle that not every patient is the right patient for every practice
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Translating practice differentiators into tangible, replicable moments across the patient experience
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Planning for the promotion of a refined practice identity following a structured proof-of-concept period
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Anticipating potential failures and missteps proactively to protect the integrity of the practice identity and reputation
SESSION II OBJECTIVES
Effective strategy does not have to be complex to be successful. The most durable strategies are clear, deliberate, and designed to require minimal ongoing maintenance. Every marketing program, though, does require a long-term strategic vision to produce consistent results. This session translates the practice identity, patient experience framework, and ideal patient profiles developed in Part I into an actionable annual marketing strategy encompassing budgeting, inventory management, campaign development, and performance pacing.
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Examining common misconceptions about the role of marketing within operations, the value it provides, the activities that fall within its scope, and the appropriate methods for assessing performance
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Establishing annual marketing goals aligned with overall operational objectives, ensuring proper balance, preventing marketing from becoming the primary source of ‘new’ revenue generation
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Applying the principles of zero-based budgeting to marketing budget development and understanding why that approach is best suited for marketing budgeting
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Planning strategically aligned marketing campaigns and activities by month, quarter, and applicable channel, with the actionable detail required to comprise a well-rounded annual marketing plan
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Developing a documentation protocol that supports periodic performance tracking without becoming an obstacle to timely execution
SESSION III OBJECTIVES
Limited dental literacy in the patient population can undermine even the most carefully developed practice identity and marketing strategy because patients commit to providers they trust, and trust is built through understanding. This session addresses the challenges that arise from gaps in patient dental knowledge and presents practical recommendations for overcoming them through personalized communication, effective patient education, and practical strategies to reduce uncertainty.
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Examining the current state of dental healthcare in the United States, how dental literacy compares to medical literacy across the same patient population, and how shifts in the dental industry have influenced patient behaviors related to dental health
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Identifying the most common reasons for dental visits and how those motivations are likely to affect patient trust in dental providers and the treatment planning process
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Defining clear patient profiles for dentistry's most common patient types to help teams adapt quickly and align care to individual patient needs, improving connection and reducing uncertainty
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Addressing the most common misconceptions and myths about dentistry that contribute to poor appointment attendance and widening disparities in access and health outcomes
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Developing practical steps to reduce patient uncertainty across every interaction through personalized communication and effective patient education
KEEP THE SERIES GOING.
The Marketing Series can be supplemented by the following additional coursework add-ons:
COMPLETING A MARKET EVALUATION SESSION
DEVELOPING EFFECTIVE PATIENT EDUCATION MATERIALS WORKSHOP
Whether completed for the first time to develop or refine a practice identity, or completed on a recurring basis to remain current with market conditions, a thorough market evaluation is consequential to sensible operational decision-making. This session provides a focused examination of the key elements of a well-rounded market evaluation, covering competitor analysis, patient demographics, and the local and national political and socioeconomic factors that shape the market, because gaps in market awareness can result in unintended costly missteps.
Dental literacy is considerably lower than medical literacy and that gap creates a two-directional challenge: patients without a foundational understanding of dental health struggle to describe their concerns in ways their care team can effectively act on, and care teams without the right communication tools struggle to bridge that gap. This gap requires that patient education materials be dual-purpose, reducing the communication barrier of both the patient and the provider. This workshop evaluates existing patient education materials within the practice against key indicators of effective patient-provider communication. Where materials fall short of patient needs or are absent entirely, the workshop provides actionable takeaways for strengthening what exists, whether online, digital in-office, or in print. All materials are assessed using criteria grounded in behavioral and social psychology, public health research, and cognitive design principles.
Session Duration: 2 Hours
AGD PACE Course Code Recommendation: 550
Workshop Duration: 3 Hours
AGD PACE Course Code Recommendation: 550
SESSION INVESTMENT as add-on: $500
WORKSHOP INVESTMENT as add-on: $750
SESSION OBJECTIVES
WORKSHOP OBJECTIVES
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Dispelling the assumption that a SWOT analysis is the appropriate starting point for a market evaluation, and introducing a more constructive framework for assessing internal and external factors, one that produces a wider range of actionable outcomes from the evaluation process
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Evaluating interactions between patients, providers, and the team that produce recurring friction from simple misunderstandings through non-compliance and conflict
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Explaining the distinction between direct and indirect competitors, and how each category affects positioning and patient acquisition strategy
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Identifying opportunities where a targeted tool or resource could facilitate more productive communication toward a mutually beneficial administrative or clinical outcome
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Reviewing the demographic data available within the market, including age distribution, household income, insurance coverage rates, employment base, and population growth trends, and how each variable informs targeted operational or marketing adjustments
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Assessing the effectiveness of existing material design for its intended purpose, including layout and formatting, length and content complexity, text-to-image ratio, and accessibility across patient demographics
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Identifying the local and national policy, regulatory, and socioeconomic conditions most likely to influence patient access, payor mix, and provider demand within the market, and describe how shifts in those conditions demand corresponding adjustments to operational and marketing strategies
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Evaluating the total volume and frequency of patient education materials and conversations presented within a single appointment, in preparation for a procedure, or in follow-up, ensuring the information provided does not exceed what can be reasonably retained
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Developing a repeatable market evaluation framework to support periodic review and produce actionable, decision-ready outputs without recurring unsustainable administrative burden with each iteration
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Examining how the method and environment in which materials are presented influence their impact on the patient
REFERRAL MARKETING MANAGEMENT SESSION
ROAD MAPPING THE PATIENT EXPERIENCE WORKSHOP
A common fallacy among specialty practices is that referral management requires minimal operational investment. For specialties that depend on referral volume, it is among the most consequential operational priorities and treating it as an afterthought carries meaningful risk. The same psychology that drives patient behavior applies equally to the decision-making of referring providers. This session establishes that a successful referral management strategy mirrors the same intentionality behind a consistent and predictable patient experience, because the most reliable driver of referral volume is the confidence a specialty practice instills in the referring provider that their patients will be well served. That confidence is built and sustained through the quality of the referral experience and relationship management itself.
This interactive workshop engages the entire practice team in open discussion and a structured exercise in mapping every stage of the patient experience. Working from the moment a patient first encounters the practice through to a completed billing cycle, reappointment, and experience review, the workshop provides the framework and resources to construct a predictable, replicable patient experience across every interaction. Attendees develop insight into the patient perspective, build appreciation for the contributions of each team member, and work toward a team-generated solution through a guided, organic creative process.
Session Duration: 2 Hours
AGD PACE Course Code Recommendation: 550
Workshop Duration: 3 Hours
AGD PACE Course Code Recommendation: 550
SESSION INVESTMENT as add-on: $500
WORKSHOP INVESTMENT as add-on: $750
SESSION OBJECTIVES
WORKSHOP OBJECTIVES
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Applying market evaluation findings, practice identity work, and patient experience frameworks to develop a set of referral highlights that differentiate the practice from competitors already receiving referrals or likely to, absent deliberate outreach from a specialty provider
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Identifying every discrete step in the patient experience, from the moment a patient first encounters the practice through the final interaction, whether a completed billing cycle, reappointment workflow, or patient experience review
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Identifying referring provider targets that align with operational goals, marketing strategy, and ideal patient profiles while balancing achievable target volume with sufficient variety to support long-term referral source stability
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Mapping roles and responsibilities associated with each step to establish a clear accountability structure that supports consistent execution following implementation
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Developing variety in referral marketing activities and outreach strategies to sustain engagement and momentum in referring provider relationships
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Creating defined opportunities for warm handoffs between team members to maintain patient engagement between steps and prevent experience-damaging gaps in continuity
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Embedding elements of the patient experience into every referral interaction to reflect the same consistency, predictability, and personalization that defines every patient interaction
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Assigning measurable performance indicators to each primary step in the Patient Experience Roadmap that objectively reflect the consistency and quality of execution
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Planning for long-term relationship maintenance while preserving capacity to initiate new referring provider relationships as new providers enter the market, expanding and diversifying the referral pool without overextending available resources
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Developing an actionable implementation plan and timeline for the newly designed patient experience
double-down on impact.
For practices seeking the greatest impact from their training investment, Lucent offers the following options:
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For training sessions incorporated into continuing education programs or referral marketing initiatives, Lucent can provide seamlessly branded materials to support event promotion and deliver a cohesive attendee experience, including custom course flyers, optional discounted printing and shipping, and optional branded course materials such as handouts, program evaluations, and custom stationery.
branded materials
Remote training offers accessibility and scheduling flexibility without compromising session quality. For practices seeking deeper engagement with the material, on-site instruction provides a more immersive experience, with greater audience participation and a higher degree of personalization.
on-site instruction
Training content is designed to be broadly applicable and to stimulate innovation and collaborative problem-solving across the team. For practices seeking a more tailored experience, Lucent accepts Custom Content Proposals, developed following a complimentary Discovery call to determine the most effective approach to adapting existing material before training is scheduled.
customized content
For practices seeking the greatest impact from their training investment, Lucent offers the following options:
double-down on impact.
Complete the form below to start the process of booking your Marketing Series.
Lucent will return your inquiry within 24-business hours.
Lucent is applying for AGD PACE approval for continuing education credit issuance for acceptance by state licensing boards; however, Lucent has not yet been approved and cannot issue continuing education credits at this time. Content is eligible for continued education credit if included as part of an existing AGD PACE approved continuing education program. AGD PACE Course Codes are provided for reference only.
CONTACT.
Image Credit to Alex Andrews