Breaking Through the Noise: Marketing That Connects with Patient

In this episode of Inside The Practice, hosts Alan Hollander and Sarah Boylan, MBA sit down with Brandon Lee , Founder of Fist Bump , to discuss how dental practices can cut through marketing clutter and create messages that truly resonate.

Brandon shares his "revenues through reputation" approach, focusing on authenticity, storytelling, and data-driven insights to attract the right patients and build trust.

Stop Talking About Yourself—Focus on Your Patients

Most dental marketing fails because practices focus too much on what they do rather than what matters to their patients.?

Instead of saying, “We provide top-quality care,” ask, “How can we reduce patient anxiety and improve their experience?”

Use Patient Insights to Shape Your Messaging

Want to know what messaging will attract more patients? Ask them! Brandon suggests practices routinely ask patients questions like:

• Why did you choose our office?
• What would make your visits more enjoyable?
• What’s the number one thing you look for in a dentist?

These answers provide real-time insights into what matters most to patients.

Social Media Should Show Your Human Side

Patients want to know who you are beyond the white coat.?

Brandon emphasizes using social media to highlight your team’s personality, values, and everyday moments—not just dental procedures.

• Share behind-the-scenes videos
• Feature patient stories (with permission)
• Show office culture and everyday moments Authentic engagement builds trust and helps practices stand out.

If You Try to Market to Everyone, You Reach No One

One of the biggest mistakes practices make is trying to appeal to everyone.

Instead, Brandon advises focusing on your ideal patient profile—whether it’s families, professionals, or patients with dental anxiety—and tailoring messages specifically for them.

Track the Right Metrics—Not Just Vanity Numbers

Many practices track email open rates and social media likes, but those don’t always translate to new patients.?

Instead, focus on:

• Click-through rates on appointment offers
• The number of new patient inquiries from marketing campaigns
• How many website visitors actually book an appointment

Marketing isn’t about flashy ads—it’s about building trust and relationships.?

Whether through strategic messaging, patient conversations, or humanizing your brand on social media, connection is key to long-term growth.

What’s one thing you will change in your marketing strategy after this episode?

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