Funnels Are Dead: Why Dentists Need the 7-Stage Marketing Hourglass

Most dentists think about marketing like a funnel. You pour money into ads or SEO at the top, cross your fingers, and hope enough patients drip out the bottom. The problem? Funnels leak. Patients drop off, ghost after consults, or never return—and you’re left on the hamster wheel, constantly chasing the next new lead.

Sound familiar?

There’s a better way, and it comes from one of my favorite marketing books, Duct Tape Marketing by John Jantsch. Instead of a funnel, Jantsch suggests using a Marketing Hourglass—a seven-stage framework that takes someone from total stranger to loyal patient who refers their friends and family on autopilot.

For dentists, this is gold. Because let’s be honest: you don’t want one-time $49 cleaning specials. You want long-term patients who trust you, keep coming back, and bring others with them.

Here’s how the Dental Marketing Hourglass works—and how you can apply it to your practice.

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Stage 1: Know

Patients need to know you exist. This comes from visibility: Google Ads, local SEO, community presence, and social media. If people don’t know you, they can’t choose you.

Stage 2: Like

Once they find you, patients need to like what they see. Showcase your personality, your team, and your office culture online. Humanize your practice—it builds connection before they even walk in the door.

Stage 3: Trust

Trust is non-negotiable. Online reviews, testimonials, case studies, and transparent communication all matter here. Patients won’t buy from someone they don’t trust, especially when it comes to healthcare.

Stage 4: Try

Give potential patients a low-risk way to experience your practice. Think new patient specials, consultations, or even educational content. It’s like a test drive before committing.

Stage 5: Buy

Here’s where many practices leak patients. To increase acceptance:

• Offer online scheduling that’s as simple as booking a haircut.

• Be transparent about costs—clear treatment plans, memberships, and payment options.

• Train your front desk to confidently guide patients, not just answer phones.

• Build in same-day treatment options for emergencies.

When the buying process feels easy and supportive, patients say “yes” more often—and sooner.

Stage 6: Repeat

This is where most practices leave money on the table. It costs hundreds of dollars to attract a new patient, but virtually nothing to bring back an existing one. Yet too many dentists assume patients will return automatically. Wrong. Life gets in the way.

How to drive repeat visits:

• Multi-channel recall systems (text, email, voicemail, not just postcards).

• Follow-up systems for unscheduled patients.

• Membership plans for loyalty (especially uninsured patients).

• Consistent touchpoints between visits (newsletters, events, social posts).

Repeat patients are your compounding interest—they build stability and predictable growth.

Stage 7: Refer

Here’s the real multiplier. Happy patients become your best marketing channel—if you ask and make it easy.

• Ask at the right time: after a positive appointment.

• Automate reviews: every Google review is a mini referral.

• Offer referral programs: simple rewards like gift cards or whitening.

• Create shareable moments: photo walls, goodie bags, or Instagram-worthy touches.

Referred patients cost you nothing to acquire, but they’re the most loyal and profitable ones you’ll ever get.

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Putting It All Together

The Marketing Hourglass takes patients through all seven stages: Know, Like, Trust, Try, Buy, Repeat, and Refer. Most practices only focus on the first half (getting new patients in the door), but the real profit comes from repeat visits and referrals.

Think of it this way: if your funnel is leaking, you’ll always be stuck chasing new leads. But when you build an hourglass, you create a full journey that turns strangers into lifelong advocates for your practice.

So here’s your challenge:
Grab a piece of paper and draw the seven stages. Then ask yourself honestly—where are the leaks in my patient journey? Plug those, and you’ll see your growth compound faster than any ad campaign.

And if you’d like help building your own Dental Marketing Hourglass, that’s exactly what we do at Kickstart Dental Marketing. From visibility at the top to retention and referrals at the bottom, we help practices like yours grow without the BS.

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Resources & Links

Want a full list of 50 plug-and-play ChatGPT prompts for your dental practice?

👉 Download your free guide here

Ready to grow with a system that works? Schedule a Free Strategy Session

 

🛠️ Tools & Tips:

SmartFollow™ – Automated lead follow-up

CallGuard AI™ – Review & coach call performance

PatientLine™ – AI phone assistant for overflow and after-hours

 

💬 Let’s Talk Strategy: Feeling stuck or short-staffed? Let’s find what’s broken and build something better.

👉 Book a free strategy session:

https://kickstartdental.com/get-in-touch/

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