How a general practice repositioned from hygiene and ortho into high-margin implant surgery — growing implant revenue to $750,000 in year two.
Lakeside Dental in Burlington, Greater Toronto Area. A general dental practice led by Dr. Michael Cohen, with revenue of $1.7 million — primarily from hygiene, orthodontics, and basic restorative work. Dr. Cohen had the skills and training for implant surgery, but lacked the patient volume. The practice's marketing positioned them as a general dental office — and the patients searching specifically for implants were going to specialists or to competitors with stronger digital presence.
The challenge wasn't just clinical capability. It was visibility. The expertise was there. The positioning wasn't.
Dr. Cohen didn't need more clinical training. He needed more visibility. The practice's marketing made no distinction between hygiene patients and implant patients — the same website, the same messaging, the same advertising. Patients searching for 'dental implants Burlington' found specialists and competitors who had invested in implant-specific marketing. Lakeside was invisible for the procedures that mattered most.
The challenge wasn't just attracting implant patients. It was doing so without alienating the existing patient base that relied on the practice for general care. A repositioning — not a replacement — of the practice's market identity.
We built campaigns that positioned Dr. Cohen — not Lakeside Dental as a brand — as Burlington's implant authority. YouTube videos showcasing his expertise, detailed procedure walkthroughs, and educational content built around his specific training and experience. Display advertising targeted implant searchers across the GTA.
The personal branding approach was deliberate. Patients choosing an implant surgeon want to know who's treating them. A practice name is abstract. A doctor's face, voice, and expertise are personal. Patients came for Dr. Cohen specifically — a level of trust that a practice name alone couldn't achieve.
Pre-qualification ensured patients reaching the practice were candidates for the procedures Dr. Cohen offered. Staff training prepared the team for handling higher-value consultations and presenting treatment plans with confidence for $5,000 to $40,000 cases.
From 120 monthly calls to 350-400. The revenue shift was entirely driven by implant cases. The general practice continued operating as before — hygiene, ortho, basic restorative. But the addition of a focused implant marketing system layered $500,000 in new revenue in year one and $750,000 in year two on top of the existing base.
What started as a general dental inquiry became a $5,000 to $40,000 implant case. The compounding effect was equally powerful. Successful patients left reviews. Reviews improved search rankings. Higher rankings drove more inquiries. The flywheel that marketing set in motion became self-reinforcing.
The Lakeside story proves that a general dentist can absolutely dominate the implant market with the right authority positioning. The shift wasn't clinical — Dr. Cohen already had the skills. It was perceptual. The same expertise, repackaged with authority-based content and strategic visibility, created a growth trajectory that would have been impossible with general dental marketing alone.
"Their strategy does really work and I would highly recommend them. I can't thank you guys for your help with the project. You're the best!"
"Dentiza is using automatic funnel tools which are very helpful to generate leads."
"Their products provide insight into the true operations of a dental practice! Very glad to have worked with your team, I will be referring you to other offices in the future!"
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