DEO's Growth Secrets Podcast for Dental Organizations 260: What Dental Practice Owners Must Know Before Spending Another Dollar on Marketing
Mar 12, 2026
Daniel Sosa, Founder and CEO of OM Performance Marketing, a tech-savvy marketer who turned his analytics skills to dentistry. He explains why vanity metrics fail and why new patients and production are what matter. He contrasts traditional marketing with performance-driven accountability. He outlines how marketing should tie to hiring, what to watch for in agencies, and when real growth typically shows up.
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From Tech Startups To Dental Performance Marketing
- Daniel moved from growth marketing in tech startups to dentistry after noticing dentistry lagged behind in performance marketing.
- Introduced performance marketing to dental clients who asked for growth metrics rather than vanity metrics like likes.
Measure Marketing By New Patients Not Clicks
- Measure marketing by new patients and production, not by clicks or impressions.
- Track cost per new patient acquisition and decide to scale only when acquisition economics are sustainable.
Set A New Patient Target And Optimize Conversion
- Align marketing goals to a concrete new-patient target and review progress month to month.
- Use call quality and lead qualification to decide whether to reduce ad spend or fix front-desk conversion.