Q: New patient numbers are down across the industry. How have you still managed to grow your practice?

Consistency is the biggest factor. You can’t try something for three months and expect it to work—it takes time for strategies to gain traction in the marketplace.

We also make it a priority to review performance at the end of each year. We look at what worked, what didn’t, and where the gaps were. For us, one of the biggest differences was consistently executing database marketing. That ended up being the piece that pushed us over the edge to hit our growth goals.

Q: Can you explain how you approach database marketing and why it’s been effective?

It’s actually pretty simple. The goal is to have multiple touchpoints with each patient throughout the year, four or five.

We segment our database into groups like:

• Out-of-warranty patients
• Tested-not-sold / tested-not-treated patients

Then, we rotate outreach monthly so each group is contacted several times a year.

What makes it really effective is pairing direct mail with outbound calls. Instead of waiting for patients to call in, we proactively reach out and schedule appointments. That combination has been huge for us.

Q: Many practice owners hesitate to spend on marketing. What would you say to them?

I used to be that person. I thought, “We’re doing fine. Why spend more?”

But if you want to grow, you have to invest.

It’s not always easy, especially at the beginning when you’re not seeing immediate returns. But marketing is a long-term play. You have to commit to a plan and stick with it. Growth doesn’t happen overnight, it happens with consistent effort over time.

Q: How important is planning versus reacting when it comes to marketing?

Planning is everything. You can’t just react when patient numbers drop. By then, you’re already behind.

You need a forward-looking strategy. As someone once said, “You can’t do anything about yesterday, but you can do something about tomorrow.” That mindset really sticks with me.

Q: As your practice grows, how does your team factor into your success?

The team is everything. I don’t like being recognized individually because none of this happens without them.

We invest heavily in training, whether that’s sales training, performance programs, or industry events. Even if someone takes away just one thing from a training, it can make a big impact.

We also bring our entire team to events like Reconnect. It’s not just about learning, it builds camaraderie and shows the team we’re investing in them.

Q: What advice would you give teams attending training programs?

Be ready to be uncomfortable and keep an open mind.

Everyone feels a little nervous going in, and that’s normal. But these programs are built on insights from hundreds of practices, not just your own. There’s a lot of value there if you’re willing to absorb it.

And remember, it’s not just about selling. It’s about building better relationships with patients.

Q: How do you keep your team engaged and aligned?

We focus on consistent communication:

• One-on-one meetings every two weeks
• Full team meetings every couple of months

It helps us stay connected, address challenges, and keep everyone moving in the same direction.

We’re still refining our approach as we grow, but those touchpoints make a big difference.

Q: How do you stay motivated when you’re investing in marketing but not seeing immediate results?

It’s tough, it really is.

You’re spending money, and the return isn’t instant. You have to trust the process and the people guiding you. Over time, you start to see results.

If something isn’t working, you adjust. Maybe it’s the messaging, the audience, or the geography. Small tweaks can make a big difference.

Q: How do you handle team skepticism when results are slow?

That’s real. You’ll hear things like, “Why are we doing this? It’s not working.”

You have to expect some resistance and stay the course. At the same time, involve your team in the process, review what’s working, make adjustments, and keep moving forward.

Q: What’s one piece of advice you’d give a new practice owner?

It’s okay to be scared.

There’s a difference between fear that holds you back and the kind that pushes you forward. If you’ve done your research and things are lining up, it’s normal to feel nervous.

Take the step anyway. Even if you fail, you’ll learn, and that’s part of the process.

Final Thoughts

Growth doesn’t happen by accident. It requires:

• Consistency in marketing
• Commitment to a long-term plan
• Investment in your team
• Willingness to adapt and improve

Peter’s story is proof that even in a challenging market, sustainable growth is possible—with the right mindset and strategy.