Nashville Aesthetic Dentistry, Marketing Brief

The Story in One Line

A founder brand handing off to its next generation

Dr. Dennis Wells built this brand. He is the inventor of micro thin veneers with a famous patient roster, and for years he effectively was the marketing. He is now retiring (timing to be finalized, contract renegotiated by year end; already not taking new patients, now triaging and mentoring). The job now is to transfer that brand equity to Drs. Bateman and King and grow the practice's own name. The doctors are finally open to social, famous patient stories, and influencer content, and early moves (Zimmerman ads, more social) are already working. Pacing is on track.

$126.6K

SEO production, 91% of all digitally attributed revenue

$8.1K

Google Ads production on $60K spend, the weakest ROI

$28K

Single July patient from one Meta ad (Brooke Zimmerman)

$7.7K

Over plan, all of it from unapproved social content

The Money vs. The Results

The central tension: the biggest spend is the weakest producer

Google Ads takes the largest slice of budget but returns the least tracked production. SEO, fed by influencer video, is the opposite. That mismatch is the whole decision this brief is built around.

Where the budget goes

Trailing 12 months, $135.8K spent vs. $128.1K plan

Spend vs. tracked production, by channel

The ROI gap. SEO investment is estimated (Wonderist SEO, tools, video).

Share of new patients, by channel

Wonderist attribution, January to June 2026

Budget detail

Category, annual dollars, share of spend

Category	Annual	Share
Google ad spend	$59,657	44%
Wonderist fees & production	$29,400	22%
Local print & sponsorships	$18,564	14%
Social ad spend	$11,754	9%
Social content not approved	$12,500	9%
SEO & reputation tools	$3,878	3%
Total	$135,753	100%

The headline: SEO, fed by influencer video content, drives 38% of new patients and $126.6K, roughly 91% of all digitally attributed production. Google Ads eats 44% of the budget, about $5K per month, but returned only $8.1K in tracked production, the weakest ROI in the mix. The crown jewel content engine is exactly what is now up for renegotiation.

Reporting caveat: Wonderist reporting is not fully trusted. There are Eaglesoft integration issues, and Google's free consult booking is not cleanly captured (Lauren investigating; some booked new patients were hygiene, with a large gap between appointment and true new patient). Treat channel figures as directional.

Phone Performance

The cheapest lever: 27% of calls go unanswered

PeerLogic, January 1 to June 30, 2026. Data quality issues apply, so read as directional. Every missed call on a practice paying premium cost per click is a wasted ad dollar.

74%

Answer rate

27%

Missed call rate

60%

Conversion, existing patients

40%

Conversion, new patients

Search & Demand Trends

The demand tailwind: veneer interest keeps climbing

Loading market context.

US search interest, "veneers"

Google Trends relative interest index

Seasonality of cosmetic dental search

Relative index by month, estimate. Higher is stronger demand. Consults lead procedures by about a quarter.

Keyword demand

Estimated monthly US search volume

Social scale, veneer content

Why the influencer engine works

Market Size & Growth

A growing, cash-pay, premium category

Loading market context.

US veneers market

Market size by year, USD billions

Nashville market context

Why the metro supports a premium cosmetic brand

Competitive Landscape

Who else owns "cosmetic" in the Nashville metro

Loading competitive scan.

Content Engine Decision

The most important call: protect the video engine

Influencer video feeds both SEO and ads and is the practice's top producer. It is now being restructured.

August shoot needed to cover ads and SEO for the rest of the year.
The practice could cancel Wonderist SEO and influencer packages, but bundle discounts mean canceling may re-price everything else. Confirm net cost before cutting.
Doctors prefer a local videographer going forward, at $2,500 per month for 2 videos per week.
KC rec Pilot the local videographer for 3 to 4 months, and add 1 video per month for SEO.

Recommendation to ROD: protect the SEO and video engine at all costs, it is the ROI winner. Pilot the local videographer, but get Wonderist's re-priced quote before canceling any bundle so we do not accidentally raise the cost of the channels that are working.

Traditional advertising

Brentwood Lifestyles: ran 2023 to June 2026, not renewed, freed budget for other items.
Nashville Lifestyles: 3 profiles and ads in 2026, KC finishing management. Publisher wants a 2027 renewal, which may require new photography.

Open follow-ups (June meeting)

Update cosmetic and smile makeover landing pages SS task
Update "Areas We Serve" for SEO and patient experience SS task
Decide September to December SEO content, migrate Smartsheet tasks into SGA Tasking if staying with Wonderist
Review Nashville figures and priority placement with Lauren (Wonderist CSM)

Practice Snapshot

Who runs it

Doctors

Dr. Wells (retiring), Dr. Weese, Dr. Bateman, Dr. King

Office manager

Deb Ham · Chelsea Montee (Tx coordinator, some marketing)

Regional Ops Director

Kassie DeCorte (believed moving to Parks)

Location

Brentwood, TN (Nashville suburb)

What I Would Flag to the ROD

Four decisions

Protect

SEO plus influencer video is the engine. Fund the August shoot, pilot the local videographer, and do not cut bundles without a re-price.

Reallocate

Google Ads is the weak link, $60K per year for $8K of tracked production. Fix tracking first (Lauren), then consider shifting dollars toward the social and cosmetic creative that is actually converting (the $28K July win).

Decide

The $12.5K social content line is unapproved and is the entire budget overage. Approve it as the funded cosmetic social push, or cut it and land under plan.

Fix

27% missed calls is the cheapest conversion lift available. Every missed call is a wasted ad dollar on a practice paying premium cost per click.