SGA Dental Partners · Growth

Give general dentistry its own demand engine.

Today the GD funnel mostly rides on implant overflow. This playbook builds it a dedicated, year-round engine of paid, email, and SMS campaigns, then pairs it with the advanced-care calendar so both sides of the practice grow on purpose, not by accident.

Practice

Troy Family Dental

Prepared for

Dakota Milner

Date

2026-06-02

Horizon

12 months · Jun–May

Where we stand / early signal

Brightline is already lifting GD leads.

▲

Early Win · In Market Now

General dentistry leads are up since Brightline started engaging them.

Brightline now works inbound GD leads quickly instead of letting them sit, and volume is up. We will put exact numbers behind this in the Deana ROI session. The rest of this plan feeds that engine more demand.

Demand engines, purpose-built (General Dentistry + Advanced Care)

Campaign-months mapped across the full year

GD pilot months before we scale the rest (Sep · Dec · Jan)

Advanced-care peak months that fund the calendar (Jan · Apr · Dec)

The strategy / two engines, one calendar

GD and advanced care need different cadences.

The split

General dentistry is high-volume and fast-decision: cleanings, exams, families. Advanced care is high-AOV and slow-decision: full-arch cases worth thousands that take weeks to close. Each gets its own cadence, tuned to how that patient decides.

Engine 1 · General Dentistry

Volume & velocity

Fill the schedule. Win the routine-care patient and the whole family.

Short decision window: offer, book, done
Seasonal hooks (summer, back-to-school, year-end FSA/HSA)
Frequent, lighter email + SMS touches
Success metric: new patients booked and chairs filled

Engine 2 · Advanced Care

Consideration & case value

Full-arch / All-on-X. Fewer leads, bigger cases, longer runway.

Long decision window: educate, then convert
Seminars, webinars, and financing showcases
Longer email runways, fewer but better-timed texts
Success metric: consults to started cases and production

In flight now / already moving

Already in motion.

Three changes are already live or underway. Lock these in first, then add the calendar.

01Live · Lift

Brightline lead engagement

A live responder is working inbound GD leads quickly. Leads are up. The job now is to feed it more volume and measure conversion end to end.

02Underway

Click-to-engage on Meta

Moving every Meta engagement to a click-to-engage experience, so leads drop into a real conversation instead of a static form. Pairs directly with Brightline doing the engaging.

03Next up

Audit Deana’s ad accounts

Dakota is getting access to the Google Ads and Meta Ads accounts. We run a full audit to separate what is working from what is not before we scale spend.

Roadmap 1 / general dentistry · 12 months

The GD demand-gen calendar.

Each row is a paid campaign with a matching offer and a coordinated email + SMS push, sequenced to seasonality. The year turns on two moments patients act: get-ready seasons (summer, school, holidays) and year-end urgency (membership enrollment, FSA and HSA spend-downs, locking 2026 pricing before 12/31).

Where the demand concentrates · pilot months in orange

JunTune-Up

JulFamily

AugB2School

SepMember

OctFSA/HSA

NovHoliday

DecYear-End

JanNew Year

FebKids/V-Day

MarSpring Brk

AprTax Refund

MayGrad/Wed

Pilot month (full stack) FSA/HSA + year-end pressure Standard push

Month / Campaign	Offer	Hook	Email cadence	SMS cadence
JUNSummer Smile Tune-Up	$99 cleaning + free whitening	Pre-vacation, summer-ready. No insurance needed	Wk 1 launch · Wk 3 last-call	Wk 2 (mid) · Wk 4 (offer-ends)
JULFamily Block	Free kid exam w/ parent cleaning	Whole family on one simple plan	Wk 2 launch · Wk 4 reminder	Wk 3 launch · Wk 4 last-call
AUGBack-to-School New Patient	$79 new patient exam + X-rays	New routines, new dentist. Transparent pricing	Wk 1 launch · Wk 3 reminder	Wk 2 · Wk 4
SEP · PILOTMembership Launch	Free new-patient exam + membership enrollment	No dental insurance? Get your own benefits	Wk 1 launch · Wk 4 reminder	Wk 3 (educational)
OCTFSA & HSA Push	$99 cleaning + perio screening	Spend your medical flex dollars before year-end	Bi-weekly	2x (Wk 2 + Wk 4)
NOVHoliday Whitening + Year-End	$199 whitening + FSA/HSA reminder	Holiday-ready smile + use flex dollars on care by 12/31	Weekly	11/1 · 11/15 · 11/29
DEC · PILOTLast-Call Year-End	Book by 12/31, $50 credit toward a Jan cleaning	Use-it-or-lose-it FSA dollars. Lock 2026 pricing	Weekly + daily final week	12/1 · 12/15 · 12/22 · 12/28 · 12/30
JAN · PILOTNew Year, New Smile	$79 new patient	Reset your health. Fresh FSA dollars, simple pricing	Wk 1 launch · Wk 3 reminder	Wk 2 · Wk 4
FEBChildren’s Dental Month + V-Day Whitening	Free kid exam + adult whitening special	Family + couples angles	Wk 2 launch · Wk 4 reminder	Wk 2 · Wk 4
MARSpring Break Family	$79 new patient + cleaning combo	Get it done before spring break	Wk 1 launch · Wk 3 reminder	Wk 2
APRTax Refund Smile	Cosmetic consult + financing showcase	Refund-money, treatment-ready	Tax-day window, weekly	4/15 · 4/22
MAYGrad / Wedding Whitening	$199 whitening	Look your best for the season	Wk 1 launch · Wk 3 reminder	Wk 2 · Wk 4

Pilot
first

Prove it on three months before scaling all twelve. Run the full paid + email + SMS stack end to end on the strongest months: September (membership launch), December (last-call year-end), and January (new patient). Nail the offer, the handoff to Brightline, and the tracking. Then roll the proven playbook across the rest of the calendar.

Always-on underneath the calendar

Run one evergreen campaign all year: a “No insurance? No problem” search and Meta push targeting cash-pay and membership searches like “dentist that doesn’t take insurance” and “dental membership plan near me.” It runs year-round so we capture this intent between promos.

Roadmap 2 / advanced care · all-on-x · 12 months

The advanced-care seminar engine.

Advanced care is the higher-AOV side. The cadence is built around seminars, webinars, and financing showcases: a higher-consideration window, longer email runways, and fewer but better-timed SMS pushes.

Full-arch buying seasons · peak months in orange

JunSeminar

JulWebinar

AugConsult

SepHSA/FSA

OctWebinar

NovSeminar

DecLast Chance

JanPeak

FebFinancing

MarRefund Pre

AprRefund Peak

MayPre-Warm

Peak month (venue booked 60 days out, full spend) HSA/FSA or refund pull Funds the peak months

Month / Campaign	Offer / Hook	Theme	Email cadence	SMS cadence
JUNSummer Smile Transformation Seminar	Free CT scan + financing review	In-person seminar	3-wk build-up + 48hr reminder	72hr + 24hr-out
JULIndependence From Dentures	Webinar + same-week consult	4th of July hook	2-wk sequence	Launch + 24hr-out
AUGBack-to-You (Empty Nester)	In-person consult day	Kids are gone, focus on you	3-touch sequence	Launch + reminder
SEPHSA / FSA Reminder	Free 3D scan, financing showcase	Use medical-side dollars	Weekly	2x (mid + end)
OCTNo More Hiding Your Smile	Webinar + Cherry/Sunbit feature	Halloween hook, financing-led	3-touch	Launch + 24hr-out
NOVHolidays Worth Smiling For	In-person seminar	Family photo / holidays angle	4-touch	Launch + 48hr-out
DEC · PEAKLast Chance Webinar	Book by 12/31 for 2026 case credit	Year-end use-it incentive	Weekly + final-day	12/1 · 12/15 · 12/29
JAN · PEAKNew Year, New Teeth	Webinar, the historical full-arch peak	Longest decision pipeline of the year	Weekly	2x (mid + end)
FEBSmile Worth Loving	Financing + in-person seminar	Valentine’s, couples financing	Bi-weekly	2x
MARTax Refund Bridge	Financing day + consult	Refund-incoming pre-warm	Mid-month launch	Late March (refund-timing)
APR · PEAKTax Refund Peak	Webinar + cash-pay incentive	Refund-money, decision-ready	Weekly through tax-day window	4/15 · 4/22
MAYSpring Smile / Summer Pre-Warm	In-person seminar	Lead-gen for the June push	Mid-May launch	Late May

Peak
months

January, April, and December are the strongest full-arch buying months. Book seminar venues 60 days out, put full media spend behind them, and run an all-channel push. The other nine months keep the pipeline warm and feed leads into these three.

Beyond the calendar / more ways to build the GD playbook

More growth beyond the paid calendar.

Paid campaigns buy new demand. The cheapest growth at Troy is already inside the practice: past patients, inbound calls, and existing reviews. Six lower-cost plays that add to the paid calendar.

Reactivate the existing patient base

Reactivation is the highest-ROI lever in the practice. The patients are already in the system.

Overdue recall sweep. Text + email every patient 6+ months past due for a cleaning. Run it monthly, not once.
Unscheduled treatment. Pull every diagnosed-but-not-booked treatment plan and follow up with a clear next step.
Failed / cancelled recovery. Auto-rebook anyone who no-showed or cancelled and never returned.
Lapsed reactivation (18mo+). A “we miss you” offer to patients who fell off the schedule entirely.

High impactLow costStart now

Improve phone and front-desk conversion

Where most new patients are won or lost: speed and conversion on inbound calls.

Missed-call text-back. Every unanswered call gets an instant text. This is where Brightline already shines, extend it.
Call tracking + scripting. Record and score inbound calls; coach the team on converting callers to booked appointments.
Online booking. A real-time book-now option so leads convert at 11pm, not just business hours.
Same-day chair fill. A standby list that gets texted the moment a cancellation opens a slot.

High impactLow costStart now

Local SEO and reviews

Organic new patients from ranking in the map pack and a strong review profile.

Review velocity engine. Ask for a Google review at the happiest moment (post-visit text). Volume and freshness drive ranking.
Google Business Profile. Weekly posts, current photos, complete services, a booking link, and answered questions.
Local service pages. SEO pages for “dentist in Troy,” emergencies, implants, and key services.
New-mover outreach. People who just moved need a dentist. Target them before a competitor does.

CompoundsLow costOngoing

Referrals and membership

Referred and membership patients cost almost nothing to acquire and stay longer.

Internal referral program. A simple reward for patients who send friends and family.
In-house membership plan. Troy’s answer to “do you take my insurance?” A dental savings plan for the uninsured that converts cash-pay patients and builds the recurring-revenue backbone of a fee-for-service practice. This is the single most important GD lever at Troy.
Family loyalty. Bundle the household onto one membership so the whole family stays on one schedule.

High valueMedium effortThis quarter

Community and employer outreach

In-person presence that supports the paid campaigns.

Employer lunch-and-learns. On-site talks at local employers about the membership plan and FSA/HSA tie straight into the year-end months.
School & sports partnerships. Back-to-school screenings feed the August new-patient push.
Community events. Show up where families already gather and collect leads in person.

Brand + leadsHigher effortSeasonal

Connect GD and advanced care

GD and advanced care can feed each other inside the same building.

GD-to-AC flagging. Tag general-dentistry patients who are full-arch candidates and route them into the seminar funnel.
AC-to-GD capture. Advanced-care inquiries who are not ready yet get a GD home so we keep the relationship.
Chairside financing on every plan. Present Cherry / Sunbit / CareCredit at the point of care so cost never kills a yes.

High valueMedium effortThis quarter

Where to spend energy first

The same plays, plotted by impact against effort. The top-left quadrant (high impact, low effort) is where we start.

A Overdue recall sweep

B Unscheduled treatment follow-up

C Missed-call text-back / speed-to-lead

D Google Business Profile + review engine

E Connect GD ↔ advanced care

F In-house membership plan

G Internal referral program

H Online booking widget

I Community / employer B2B

Prove it / audit + measurement

We do not scale spend until we can see the ROI.

Two work sessions stand between this plan and confident scaling: a full audit of the existing ad accounts, and a working session with Deana to nail down what is working and the return on every channel and dollar.

Account audit · Deana’s Google Ads + Meta

Once Dakota has access, we run both accounts through the SGA dental paid-media audit. We are looking for the gap between agency busy-work and real optimization, and for any messaging that wrongly implies Troy is in-network.

What we check	Google Ads	Meta Ads
Fee-for-service fit	No “we take your insurance” copy; ads lead with pricing + membership	Creative leads with value, membership, and financing, not insurance
Conversion tracking	Are bookings (not just clicks) tracked and deduped?	Are leads firing to the CRM and to Brightline?
Wasted spend	Search-term waste, irrelevant clicks, broad match leaks	Audience overlap, fatigued creative, dead placements
Structure	Campaigns split by service line and intent?	Click-to-engage live across every engagement?
Offer + landing	Does the ad offer match the landing page?	Does the lead drop into a real conversation?
Cost per booked patient	CPL vs cost-per-booked, by service line	CPL vs cost-per-booked, GD vs advanced care

Working session · Deana on ROI by channel

The goal: one shared view of what every channel and dollar actually returns, so the calendar scales on evidence.