Practice Impact Formula™
A Marketing 32 Diagnostic
32

Point Diagnostic

A precise, no-fluff assessment of the eight systems that determine whether a dental practice grows — or stalls. Eight categories. Thirty-two diagnostic points. One clear picture of where you are, and where the biggest gains are hiding.

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Practice Impact Formula™ · 32-Point Diagnostic How to use this assessment

A Diagnostic,
Not a Survey.

Most marketing “audits” tell you what looks broken on the surface. This one tells you which systems are actually pulling their weight — and which are quietly costing you patients and production every single month. Check the criteria that are true for each item and the score will calculate automatically. Honesty is the entire point.

Green · 3 of 3 All three criteria are met. This system is built, running, and accountable. Leave it alone — you’ll come back to optimize later.
Yellow · 2 of 3 The bones exist, but the system is incomplete. A high-leverage place to invest — small fixes here often unlock outsized results.
Red · 0 or 1 of 3 A meaningful gap. This is where patients, revenue, and goodwill leak. Address reds before optimizing greens — always.
Pillar 01 · 16 points
Get More Patients
Generate qualified demand and convert it into booked appointments — with the tracking, scripting, and accountability that make it repeatable.
Attract · Capture · Convert · Optimize
Pillar 02 · 16 points
Make More Per Patient
Turn each visit into more lifetime value through experience, treatment acceptance, retention, and active growth of existing patient revenue.
Experience · Acceptance · Retention · Expansion
Marketing 32 · #You’reGonnaNeedMoreChairs 02
Pillar 01 of 02
01

Get More Patients

ATTRACT · CAPTURE · CONVERT · OPTIMIZE

16 diagnostic points across four interconnected systems. Each one compounds the next — or breaks it.

Pillar 01 · Get More Patients
Section 1 of 4

Attract

Demand Creation
3/3 2/3 0–1/3
01

Website converts visitors into new patients

  • Strong CTAs are visible throughout the site
  • Website is mobile responsive, mobile optimized, and modern
  • New patient offers and/or booking opportunities are clearly visible
02

Paid media generates qualified new patient opportunities

  • Paid media campaigns are actively running
  • Campaigns are structured according to best practices and properly tracked
  • Ads consistently generate qualified opportunities at an efficient cost per booking (target under ~$250 depending on service mix)
03

SEO and Google Maps drive inbound visibility

  • Google Business Profile is fully optimized and active
  • Practice ranks for key local dental services
  • Directory listings and backlinks are accurate and maintained
04

Social media builds credibility and trust

  • Consistent posting schedule is maintained
  • Content includes authentic team and patient photo/video content
  • Engagement and brand personality are actively present
Practice Impact Formula™ · 32-Point Diagnostic
Pillar 01 · Get More Patients
Section 2 of 4

Capture

Lead Infrastructure
3/3 2/3 0–1/3
05

Brand positioning clearly differentiates the practice

  • Practice has a clearly defined identity or specialty and communicates what sets it apart
  • Messaging speaks directly to the ideal patient with clear differentiators and benefits
  • Original photography (no stock), video of the practice and team, and consistent branding across website, ads, and social
06

Lead management and pipeline visibility are reliable

  • Leads are captured in a CRM system
  • Team actively uses and updates the CRM
  • Pipeline visibility exists from lead to production
07

All new patient sources are tracked accurately

  • Patients are asked how they found the practice
  • Referral source categories are predefined and selectable — no open-ended input
  • These reports are easily accessible by anyone who needs them
08

Website has frictionless lead capture

  • Simple forms and click-to-call options exist
  • Chat and text options are available
  • Mobile experience is optimized for conversion (CTAs easily found)
Practice Impact Formula™ · 32-Point Diagnostic
Pillar 01 · Get More Patients
Section 3 of 4

Convert

Lead to Appointment
3/3 2/3 0–1/3
09

Online scheduling is available for new patients

  • Patients can request and book online
  • Scheduling is simple and fast
  • Online booking is actively promoted
10

Phone scripts are standardized and consistently used

  • Front desk has written, structured call scripts accessible by all team members
  • Objection handling is included
  • Written call scripts are followed consistently by all team members
11

Calls are audited for quality and coaching

  • Calls are recorded
  • Leadership audits call quality regularly
  • Coaching is based on real call examples
12

Lead response time is tracked and optimized

  • A system exists to capture and time-stamp every inbound lead (calls, forms, chats)
  • Leads are responded to quickly and consistently (target: under 5 minutes)
  • Response times are reviewed by leadership, with accountability for delays
Practice Impact Formula™ · 32-Point Diagnostic
Pillar 01 · Get More Patients
Section 4 of 4

Optimize

Conversion Performance
3/3 2/3 0–1/3
13

Missed calls and unbooked leads are followed up

  • Missed calls and unresponded leads are tracked
  • Missed-call text-back and return calls happen promptly
  • Unbooked leads enter follow-up workflows
14

Team communication and phone training is ongoing

  • A regular training cadence exists
  • Team reviews recordings and practices handling new patient calls and common concerns
  • Communication standards are consistently followed across the team
15

Financial clarity is communicated early in the process

  • Financing options are introduced early
  • Team confidently communicates treatment costs and payment options
  • Cost conversations are handled confidently
16

Marketing attribution is trustworthy

  • Calls, forms, and bookings are tracked by source
  • Reporting separates channels clearly
  • Leadership can identify which efforts produce real patients
Practice Impact Formula™ · 32-Point Diagnostic
Pillar 02 of 02
02

Make More Per Patient

EXPERIENCE · ACCEPTANCE · RETENTION · EXPANSION

16 diagnostic points across four interconnected systems. Each one compounds the next — or breaks it.

Pillar 02 · Make More Per Patient
Section 1 of 4

Experience

Patient Journey
3/3 2/3 0–1/3
17

Patient journey is clearly defined and consistent

  • New patient flow is documented
  • Team follows consistent processes (Intake, In-Op, Post-Op, Post-Visit)
  • Follow-up communication is standardized (unaccepted treatment, follow-up appointments, etc.)
18

Appointment reminders and confirmations are automated

  • SMS and email reminders are automated
  • Reminder calls are made in addition to SMS and email
  • Patients are required to actively confirm appointments
19

Cancellations and no-shows are actively managed

  • Cancellation and no-show data is tracked
  • Cancellations are immediately rebooked over the phone
  • Follow-up occurs after missed appointments via SMS and phone
20

Review generation system is consistently executed

  • Patients are asked for reviews at multiple touchpoints (Hygiene/DA, Doctor, Front Desk, SMS, Email)
  • SMS and email review requests are automated
  • Team actively participates in review generation
Practice Impact Formula™ · 32-Point Diagnostic
Pillar 02 · Make More Per Patient
Section 2 of 4

Acceptance

Case Acceptance
3/3 2/3 0–1/3
21

Online reviews are actively managed

  • Positive reviews are responded to
  • Negative reviews are addressed professionally
  • Reputation is monitored consistently by leadership
22

Treatment presentation process is standardized

  • A structured case presentation process exists
  • Team confidently addresses patient concerns and helps patients move forward with treatment
  • Average treatment presented is tracked and meets a defined threshold
23

Case acceptance is tracked and improved

  • Acceptance rates are measured
  • Data is reviewed by leadership regularly
  • Improvement opportunities are identified and acted upon
24

Financing options are consistently presented

  • Financing is proactively offered
  • Multiple payment options are available
  • Team confidently explains financing solutions
Practice Impact Formula™ · 32-Point Diagnostic
Pillar 02 · Make More Per Patient
Section 3 of 4

Retention

Lifetime Value
3/3 2/3 0–1/3
25

Unscheduled treatment receives structured follow-up

  • Unscheduled treatment is tracked
  • Follow-up communication is consistent
  • Workflows are documented and repeatable
26

Recall system for hygiene is fully active

  • Recall reminders are automated
  • Multiple channels are used (SMS, email, phone)
  • Reappointment rates are tracked
27

Existing patient growth campaigns are active and effective

  • The practice regularly identifies current-patient opportunities for additional treatment or visits
  • Campaigns to existing patients are run consistently
  • Messaging and offers drive additional visits, elective treatment, and increased production
28

Patient referral system is structured and tracked

  • A referral program exists with team incentives
  • Patients are actively encouraged and/or incentivized to refer
  • Referral activity is tracked
Practice Impact Formula™ · 32-Point Diagnostic
Pillar 02 · Make More Per Patient
Section 4 of 4

Expansion

Revenue Per Patient
3/3 2/3 0–1/3
29

Additional treatment opportunities are consistently presented

  • The practice offers services beyond standard dental care (Invisalign, whitening, veneers, smile makeovers, etc.)
  • Team members are trained and processes exist to consistently present these services during patient visits
  • Additional treatment opportunities and case acceptance data are tracked and reviewed regularly
30

Patients consistently pre-book their next appointment

  • Team follows a consistent scheduling process for future appointments
  • Hygiene patients are actively encouraged to pre-book before leaving
  • Recare rates are tracked and meet a defined threshold
31

Patient lifetime value is tracked or evaluated

  • Long-term patient value is understood
  • Retention trends are monitored
  • Decisions consider lifetime value
32

Leadership reviews KPIs and performance regularly

  • Leadership reviews practice metrics
  • KPI dashboards are available
  • Decisions are data-driven
Practice Impact Formula™ · 32-Point Diagnostic
Your Results

Practice Impact Score

00 / 96
Complete the diagnostic to reveal your score

Click a traffic light on each of the 32 items to score your practice. Your weighted score (Green = 3, Yellow = 1, Red = 0) will appear here along with what it means and where to start.

Built & Running 0 / 32
Partial · Leverage 0 / 32
Gap · Priority Fix 0 / 32
○ Unscored 32 / 32
Pillar 01 · Get More Patients 0 / 48
Attract0%
Capture0%
Convert0%
Optimize0%
Pillar 02 · Make More Per Patient 0 / 48
Experience0%
Acceptance0%
Retention0%
Expansion0%
00
Your priority fix areas will appear here once you’ve scored all 32 items. The weakest section is almost always the one holding the rest hostage — most practices we partner with see the fastest gains by closing the bottom two reds before optimizing anywhere else.
Practice Impact Formula™ · Scoring Summary 13
Next Steps
Where We Go From Here

You’ve found the gaps.
Now let’s close them.

A diagnostic is only useful if it leads to action. The next step is a 30-minute conversation with the Marketing 32 team about exactly what would move the needle fastest in your practice — based on the reds, yellows, and greens you just identified.

Step 01
Discovery Call
30 minutes. We walk through your diagnostic, talk through your goals, and identify the two or three gaps with the highest production impact.
Step 02
Custom Roadmap
A written plan tailored to your reds and yellows — not a generic agency package. You see exactly what we’d do, in what order, and what it produces.
Step 03
Build & Grow
If — and only if — we’re a fit, we partner with you to build out the Practice Impact Formula and guarantee growth, or you don’t pay.
Schedule Your Discovery Call
Let’s look at your reds together.
Web marketing32.com
Phone (866) 546-8701
Email hello@marketing32.com
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