When it comes to dental marketing, most practices still think in terms of a funnel: bring in new leads at the top, and hope enough become patients at the bottom. But as Chris Pistorius, host of The No BS Dental Growth Podcast, explains, this model is outdated — and it’s costing practices growth.
Instead, Chris recommends the marketing hourglass, adapted from John Jang’s Duct Tape Marketing. Unlike the funnel, the hourglass doesn’t just focus on acquisition — it emphasizes building long-term patient relationships and generating referrals that fuel growth year after year.
In this blog, we’ll break down the seven stages of the marketing hourglass and how your practice can start using it today.
Why the Funnel Falls Short
The funnel has one major flaw: it assumes once a patient buys, the process is over. In reality, that’s when the most important work begins. Without systems to nurture patients and encourage repeat visits or referrals, practices constantly scramble for new leads — a costly and exhausting cycle.
The marketing hourglass solves this by focusing on seven connected stages:
Know → Like → Trust → Try → Buy → Repeat → Refer
Each stage builds on the last, creating loyal patients who not only stay with your practice but also bring in new ones.
Stage 1: Know – Be Visible
Patients can’t choose you if they don’t know you exist. Chris emphasized that visibility starts online:
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Keep your Google Business Profile updated with photos, categories, and correct hours.
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Aim for 10 new reviews in 30 days as a team goal.
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Run a basic Google Ads campaign (even $500/month can make an impact).
📌 Pro tip: Search “dentist near me” and see where your practice shows up — that’s what patients are seeing.
Stage 2: Like – Build Connection
Patients want to feel a connection before they ever sit in your chair. Authenticity is key here:
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Use real team photos, not stock images.
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Post genuine content on social media.
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Record a simple meet-the-dentist video — even 60 seconds can make a big difference.
Stage 3: Trust – Earn Credibility
Trust is the foundation of case acceptance. Patients need to believe in you before saying “yes” to treatment. Strategies include:
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Patient testimonials and reviews.
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Before/after photos of real cases.
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Transparent communication around treatment and pricing.
One Buffalo practice doubled implant case acceptance just by adding trust-building elements.
Stage 4: Try – Offer Low-Risk Entry Points
Give new patients a chance to “try before they buy.” Ideas include:
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Free consultations.
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New patient specials.
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Virtual smile assessments or membership plans.
Chris shared how an Illinois practice grew cosmetic cases significantly with free smile assessments.
Stage 5: Buy – Make It Easy
Once a patient is ready to buy, the process should be frictionless:
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Offer online scheduling.
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Provide clear financial options.
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Train front desk staff to guide patients smoothly.
The easier it is, the more patients will move forward with treatment.
Beyond Buy: Repeat & Refer
While Chris focused in detail on the first five stages, the hourglass doesn’t stop there. The last two stages — Repeat and Refer — are what transform patients into long-term advocates. Satisfied patients return regularly and bring others with them, lowering marketing costs and increasing profitability.
Action Steps for Your Practice
Here are quick wins you can implement this month:
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Update your Google Business Profile.
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Set a team challenge to collect 10 reviews in 30 days.
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Audit your social media for authenticity.
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Film a 60-second dentist intro video.
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Launch a low-barrier offer like free consults.
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Add a virtual consult button to your website.
Final Thoughts
The marketing funnel focuses only on filling the top. The marketing hourglass ensures you’re building strong, lasting relationships that keep patients coming back — and bringing their friends and family along.
If your practice is ready to break free from the endless chase for new leads, start thinking hourglass, not funnel.
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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