Transforming a Fast Growing DSO

August 15, 2023

A Tale of Profitability & Scalability in Changing Economic Landscape

Decrease in Digital CPA
Decrease in Digital Ad Spend

CDP is a doctor-led and team-supported DSO that is revolutionizing dental care for underserved markets by supporting entrepreneurial partners on their journey to create an amazing doctor,staff and patient experience.

  • 70 Locations
  • Multi Brand General, Pedo, & Specialty Locations
  • Mix of Small Town Rural & Metropolitan Suburbs
  • DeNovo, Acquisition & Legacy Brands


Challenges to Solutions: CDP’s Path to Success


Poor Digital Foundation:

Inadequate digital foundation and analytics, unstructured websites and disjointed Google and social advertising accounts.


Patient Attribution Data: Limited access to patient attribution data constrained strategic decision-making, especially when it came to the acquisition of new patients.


Economic Impact: Practice profitability challenged by changing economic environment creating the need to decrease marketing budgets and increased efficiencies.


DeNovo Growth: The launch of several new locations in highly competitive markets.


Brand Consolidation Post Acquisition: The acquisition of multiple brands required a consolidation of marketing assets and system to ensure efficient growth and maintain brand consistency.


Digital Foundation Overhaul: Websites were restructured and digital accounts streamlined, creating an effective digital infrastructure. This significantly improved the online presence, measurement, and patient experience.


Data Capture & Collaboration: Digital event tracking and attribution reporting were developed to capture accurate data. A cross-team collaboration between the marketing and operations teams was initiated to monitor calls, online bookings, and patient experience insights. This strategy helped optimize marketing beyond platforms and focused on patients scheduled.


Data-Driven Decision Making: New data and insights were leveraged to optimize acquisition campaigns and provide efficiency metrics. This approach facilitated informed strategic decision-making and budget allocation, effectively minimizing risks.


Effective DeNovo Launches: Legacy learnings, digital playbooks, and reporting systems were applied to successfully launch DeNovo locations in highly competitive markets.


Standardized Systems & Onboarding Playbooks: Developed to seamlessly integrate new acquisitions into the organization’s digital marketing strategies. This ensured the maintenance of high-quality digital acquisition processes throughout the transition.

Decrease in Digital CPA
Decrease in Digital Ad Spend

After having cycled through three agencies, we questioned if anyone was doing digital right…You guys followed through, it’s been game changing for our patient acquisition and leadership decision making. Especially in the changing economic environment for DSO’s.

Emmett Scott

CEO, Community Dental Partners

Finding Efficiences While Maintaining New Patient Flow


Each type of practice brings its own challenges, but ensuring the overall health of the DSO is key.



Dramatic savings over the first two quarters were sustained and incrementally improved.



Creating a repeatable onboarding workflow has proven to ease the pain of bringing on new practices.


Purchasing an emergency dental brand required time to create a new playbook for ad optimizations.


Daniel Sosa

Founder & CEO
OM Performance Marketers

Daniel is the Founder of OM Performance Marketers. With over 10 years experience in analytics implementation and digital demand strategies, Daniel has a proven track record of scaling growth startups and helping large organizations with their digital transformation.

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