SGA Dental Partners · Advanced Care · Marketing Brief

Nashville Aesthetic Dentistry

High-end cosmetic practice (veneers) · Brentwood, TN · Agency: Wonderist

Prepared for: Regional Ops Director Prepared by: Dakota Milner Annual budget: $128,100 Data: PowerBI / PeerLogic / Wonderist · thru Jun 30 2026

The Story in One Line

Dr. Dennis Wells built this brand — inventor of micro-thin veneers, famous-patient roster — and for years was the marketing. He's retiring (timing TBD, contract renegotiated by EOY; already not taking new patients, now triaging & mentoring). The job now: transfer that brand equity to Drs. Bateman & 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.

Practice Snapshot

Doctors

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

Office Manager

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

ROD

Kassie DeCorte (believed moving to Parks)

Location

Brentwood, TN (Nashville suburb)

Need to Know

Wells retirement is the pivot. He was the draw and needed little advertising; his exit forces the practice to build its own brand + the younger doctors' names.
Positioning shift underway. Historically hesitant to market famous patients / social recommendations — now leaning in with Wells stepping back and younger doctors on board.
Early signal is positive. With Wells off new-patient duty, added advertising has improved leads — the Brooke Zimmerman (Meta) ad brought in a $28K patient in July.
Advanced Care practice; segmented on the Wonderist track.

The Money vs. The Results — the key tension

Where budget goes (12-mo, $135.8K spent)

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

Where NP & production come from (Wonderist attr., Jan–Jun)

Channel	% NP	Production
SEO (influencer video)	38%	$126,637
Google Ads	9%	$8,087
Meta Ads	5%	$3,806
Organic Social	2%	$943
Other / referral / brand	~46%	—

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

$126.6K

SEO production (91% of attributed)

$8.1K

Google Ads production on $60K spend

$28K

Single July patient from BZ Meta ad

–$7.7K

Over plan (all from unapproved content)

Reporting caveat: Wonderist reporting is not fully trusted — Eaglesoft integration issues, and Google's free-consult booking isn't cleanly captured (Lauren investigating; some booked "NP" were hygiene, with a large gap between appt and true NP). Treat channel figures as directional.

Phone Performance — PeerLogic, Jan 1–Jun 30 (data quality issues; directional)

74%

Answer rate

27%

Missed-call rate

60%

Conversion — existing patients

40%

Conversion — new patients

27% of calls missed is real leakage on a practice paying premium CPMs to generate the call — the cheapest lever to pull.

Content Engine Decision — the most important call

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

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

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

Traditional Advertising

Brentwood Lifestyles — ran 2023 → Jun 2026; not renewed (freed budget for other items).
Nashville Lifestyles — 3 profiles/ads in 2026; KC finishing management. Publisher wants 2027 renewal — may require new photography.

Open Follow-Ups (from June meeting)

Update cosmetic & smile-makeover landing pages SS task
Update "Areas We Serve" for SEO + patient experience SS task
Decide Sept–Dec SEO content — if staying with Wonderist, migrate tasks from Smartsheet into SGA Tasking
Review Nashville figures & priority placement; coordinate transition timing with Lauren (Wonderist CSM)

What I'd Flag to the ROD — 4 decisions

Protect SEO + influencer video is the engine. Fund the August shoot; pilot local videographer; don't cut bundles without a re-price.
Reallocate Google Ads is the weak link — $60K/yr for $8K tracked production. Fix tracking first (Lauren), then consider shifting dollars toward social/cosmetic creative that's actually converting ($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 — cheapest conversion lift available; every missed call is a wasted ad dollar.