Behind The Curtain: How I Run My Dental Marketing Agency

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It’s a special edition of Marketing Minute 4 Dentists!

While you’re chairside with patients, I’m going to show you what’s happening inside Alpha Dog to make your phone ring, calendars fill, and revenue grow.

Most dentists think marketing = ads running in the background. The truth? It’s a full-time operation spread amongst several ultra-talented people.

Here’s a peek behind the curtain at the people and processes keeping our dental practice partners ahead of the curve.

9:00 AM | Morning Huddle

Every day starts with clear alignment. In our huddle, we look at which campaigns are pacing ahead, which markets are heating up, and what client priorities are top of the list. This isn’t about status updates, it’s about sharpening focus. By the time dentists are finishing their first patient of the day, we’ve already mapped out how to keep their calendars full.

There are days when certain practices take priority, of course. But the overall focus of these huddles are to make sure that every partner we have is trending toward their key metric goals for the month, quarter and year.

You’ll notice from the photos throughout that we work in very close proximity to each other. That’s by design. The book The Culture Code found that teams working in close physical proximity outperform those spread apart. Why? Because “collision points” (as they call them) create faster problem solving, stronger trust, and better results.

When you’ve got analysts, ad specialists, creatives, and strategists within arms reach, marketing decisions don’t sit in inboxes, they get taken care of immediately.

VJ | Analyst

VJ kicks the day off by pulling practice-level data. He looks for the gaps. Patients who slipped, revenue that didn’t convert, retention trends that could be improved. Most agencies stop at cost per lead. VJ pushes deeper into what those leads turned into. Not every patient that walks through the door is created equal. His work makes sure that marketing dollars tie directly to patients in chairs.

Willian | Competitive Analyst

Once we know where each practice stands, Willian zooms out to the national stage. He studies what top-performing practices across the country are doing, then translates those wins into strategies for our clients. If a cosmetic practice in Miami cracks a new offer for veneers, our dentists in Chicago can benefit from it as early as this week. As I say every single day, ‘Imitate & Innovate.’ There’s no sense in reinventing a wheel that turns.

Jordan | Paid Ads Lead

Jordan runs the engine. He manages Google Ads and Meta Ads down to the literal penny, making sure targeting, ad copy, and conversion tracking are all tuned for one outcome, booked patients. His role is the difference between money spent and money multiplied. If your team or agency does not have a HIGHLY skilled Jordan at the wheel, you are bleeding money. I can assure each one of our practices reading this (Hi, 👋 by the way) that your success keeps Jordan up at night. Most dentists have no idea when they are bleeding money, Jordan will email you at 2 AM and let you know exactly how and what’s being done about it.

Michala | Creative Lead

Once the ads drive clicks, Michala makes sure they convert. She builds and tests landing pages, designs review systems, and sharpens branding so that prospective patients book. Her work bridges the gap between interest and action. Without her, leads don’t turn into scheduled appointments. You’ll usually catch her tweaking color codes, building a secondary patient-path landing to test or perfecting copy down to the character. As you can tell, she was absolutely thrilled to have her picture taken.

Philip | AI Specialist

Philip is the one pulling us into the future. He integrates AI into follow-up systems, builds smart chat flows to pre-qualify high-value cases, and tests tools that save dental staff hours each week. For implant or All-on-4 patients, his work ensures that expensive leads don’t fall through the cracks, they instead get added to a nurturing funnel to keep your practice top of mind. With the speed of AI right now, I’ve been spending a lot of hours with Philip lately and that probably won’t change for awhile. (You’ll notice that Michala DID smile here, after she was off the hook.)

Bryan | Web-Dev & IT

Behind every winning campaign is a stable foundation. Bryan builds and maintains sites, fixes DNS headaches, monitors speed, and solves every technical fire drill that pops up. If the website goes down, leads stop. Bryan makes sure that’s always remedied in a hurry. He plays a major part in our SEO efforts, as website signals are a massive marker for where you rank. He’s probably the number one email subject I receive, “We LOVE Bryan, please thank him for us!” I get a lot of those. And as you can tell from his desk, he’s a big merch guy.

Nitro | Mascot

Of course, no agency day is complete without Nitro making the rounds. Culture matters. Happy teams build better campaigns. Nitro reminds us to not take things too seriously. He also reminds us when he’d like to be let out or given a treat, loudly. This is his usual post up spot, in his own chair right next to my desk. He’s only seven months old, he’s getting the hang of how we do things.

Not everyone is physically in the office every day but their fingerprints are all over your strategy.

Caroline | Social Media Manager (Not Pictured, Remote)

While the in-office team runs campaigns, Caroline is behind the scenes managing organic social. She posts with one goal, keep practices visible and engaging in their communities. Organic social media is an entirely different beast than lead-generation social media. Reviews, culture posts, case highlights, she strengthens brands so when patients do see an ad, they already feel familiar with and trust the practice.

Kenny | SEO Specialist (Not Pictured, Remote)

Kenny works remotely too (from the beautiful state of Florida, lucky guy). His role is essential in the background. He handles technical SEO, builds backlinks, and keeps our partners up to date with the coming wave of AI Search. While ads drive immediate results, Kenny makes sure practices are discoverable long-term, whether patients are searching in Google today or AI-driven platforms tomorrow. Kenny is my dude and has been with me for years.

(If you’re curious as to what Caroline and Kenny look like, they are listed on our Team Page.)

👋 Hi again, it’s me.

And this is me, I sit in between Jordan and VJ (and Nitro), across from Michala.

I make sure that everyone is on track, has their questions answered, concerns addresses and goals made clear. I have one obsession. And it’s filling your chairs with patients.

Here’s how we wrap up the day.

4:00 PM | Team Debrief

We end the day the same way we start it, together. In the debrief, each team member shares what worked, what didn’t, and what we’re carrying into tomorrow. Wins get celebrated. Mistakes get learned from. And strategies get sharpened.

That’s what makes this a machine, not a loose collection of tasks, but a disciplined team working in unison to fill dental chairs.

Most dentists never get to see this. From the outside, it looks like ‘ads are running.’

From the inside? It’s analysts, creatives, AI specialists, researchers, and human beings working all day long toward one thing, putting patients in chairs.

If your marketing doesn’t look like this, I promise that you’re leaving revenue on the table.

-Kyle

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