Dental Marketing Theory - A Podcast by Gary Bird

Hosted by Gary Bird

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225

Latest episode

Aug 2026

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EN-US

About the show

A Top Rated Dental Marketing Podcast. Providing like-minded, passionate individuals, a platform to share experiences and expertise in the dental marketing industry and discuss how marketing theory, development and acquisitions enhance an overall success plan. We’re passionate about marketing and collaborations of all kinds and want to share the process to support others.🚀COME SAY HI! 👋 Gary Bird thegarybird.com/ Podcast Website dentalmarketingtheory.com/ Website smcnational.com/

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August 25, 202630 min

Special Episode: Industry Impact: 5 Years of Dental Marketing Theory

🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ Five years of Dental Marketing Theory, a Podcast by Gary Bird. Hundreds of episodes. And a few conversations that actually changed how people think about building a practice. This anniversary episode goes back into the archive and pulls the moments that mattered most. Not tips or tactics, shifts. The kind of clarity that hits you and you think, now I see it differently. In this episode you will hear from Dr. Richard Low on what it really costs to build something you never wanted to own. Josey Sewell and Dr. Eric Roman on why the associate revolving door is not what most dentists think it is. Nate Williams and Elijah Desmond on the DSO question that every practice owner is asking right now. Dr. Mark Costes on what happens when practices scale before their systems and leadership are ready. Dr. Scott Leune on what building a dream practice actually requires. Dr. Saam Zarrabi on the brand move that most practices are not even considering. Eddie Coleman on what AI is already doing for practices that are paying attention. And Dr. Sidak Singh on what it looks like to build something from scratch, with intention, and do it again. If you have ever felt like your practice owns you instead of the other way around, this one is for you. ✨ Timestamps ✨ 00:00 Introduction & Part 1 - The Real Problems Dentists Face But Rarely Name Out Loud 01:39 Dr. Richard Low 02:32 Dr. Josey Sewell & Dr. Eric Roman 07:26 Dr. Nate Williams & Dr. Elijah Desmond 09:11 Part 2 - How the Best Operators in This Industry Are Responding 10:09 Dr. Mark Costes 16:36 Dr. Scott Leune 22:32 Dr. Saam Zarrabi 24:33 Dr. Eddie Coleman 27:44 Dr. Sidak Singh 29:30 Closing remarks Connect with our Guests Here ⤵️ Website: https://nextlevelfathers.com/ Website: https://www.joyfullgrowth.com/ Website: https://dentalpitchbrokerage.com/ Website: https://practicefinancialgroup.com/ Website: https://www.truedentalsuccess.com/ Website: https://scottleune.com/ Website: https://www.rodeodental.com/ Website: https://vault.dental/ Website: https://columbusparkdental.com/ Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. 🚀 Want to see how SMC can help you grow? 📱 Book a call here:➡️ https://bit.ly/4jFhb5T 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

August 11, 202613 min

#220 Why “Scaling Without Exposure” Is the New Mandate for DSOs

📥Sign-up for the Event Before August 15th for the Discount: https://event.practiceprotection.com/ 🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ AI is transforming dentistry, but most practices are adopting new tools without understanding the compliance risks. Gary Bird sits down with Linda Harvey, CEO of the Dental Compliance Institute, and Dee Fischer to explain how to evaluate AI vendors, protect patient data, and build safeguards before AI creates costly legal problems. You'll learn the questions every practice should ask about HIPAA, SOC 2 security, vendor risk, and AI implementation so your technology supports growth instead of exposing your practice. If you're investing in AI, practice management, or DSO growth, this conversation could save you thousands. Subscribe for more Dental Marketing Theory episodes covering AI, dental marketing, practice management, compliance, new technology, and strategies that help dentists grow smarter. ✨ Timestamps ✨ 00:00 Introduction to the event and its focus on dental risk management 02:06 Common AI risks: data security and regulatory fines 04:23 The importance of vetting AI vendors and understanding security measures 05:36 How to identify and vet AI vendors effectively 06:52 The toolbox for implementing AI safely and legally 08:50 Beyond OSHA: A broader view of enterprise risk management 09:56 Legal considerations and the role of legal experts at the event 11:29 Why attending the event is crucial for practice protection 12:00 Cost-effective strategies: workshops vs. legal fees 12:49 Event details and registration information Connect with our Guests Here ⤵️ Website: https://www.fischerspro.com/ Website: https://dentalcomplianceinstitute.com/ Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. 🚀 Want to see how SMC can help you grow? 📱 Book a call here:➡️ https://bit.ly/4jFhb5T 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

July 28, 202652 min

#219 He Built a $6M Dental Empire Differently

📥Resource Download: https://hubs.la/Q04qYV6r0 🚀Explore Dr. Tommy Dooley’s clinical courses and use code BIRD for 20% off: EliteDentalPodcast.com 🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ Most dentists can barely scale one office without chaos. In this episode, Gary Bird talks with Dr. Tommy Dooley and Dr. Alex Silvia from the Elite Dental Podcast about how they built a $6M multi-location dental empire while generating 170 new patients per month through smarter systems, recurring patient growth, and operational discipline. You’ll learn dental marketing, phone conversion, Google reviews, SEO, AI scheduling, and practice management strategies that help growing practices scale without losing culture or profitability. Backed by real-world case studies and insights from SMC’s work with 1,195 practices, this episode is packed with tactical frameworks for fee-for-service practices, dental startups, and DSO-minded owners looking to grow faster. Subscribe for weekly conversations that help dentists grow smarter and lead better. ✨ Timestamps ✨ 00:00 Introduction to the Legends of Dentistry 02:53 Tommy's Journey: Expanding Practices 05:30 SEO Strategies for New Locations 09:23 The Importance of Google Reviews 13:01 Challenges of Multi-Location Practices 16:54 Merging Practices: Alex's Experience 22:05 Marketing Strategies for Complex Care 25:25 Balancing General and Specialized Dentistry 31:10 Building a Cohesive Team Culture 34:22 Maximizing Patient Acquisition 37:16 Marketing Strategies for Dental Procedures 40:00 Tracking ROI in Dental Marketing 43:47 Innovations in Dental Software and AI Connect with our Guests Here ⤵️ Website: https://elitedentalpodcast.com/ Website: https://cedarvillagedentistry.com/ Website: https://successfulsmiles.com/ Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. 🚀 Want to see how SMC can help you grow? 📱 Book a call here:➡️ https://bit.ly/4jFhb5T 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

July 22, 202634 min

#218 I Sold My Dental Practice to a DSO. Here's What They Don't Tell You.

🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://hubs.la/Q04mc4V_0 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ Dentists assume that once they earn out, they get paid, but that's not always how DSOs play it. In this episode, Gary Bird sits down with an anonymous dentist (protected by NDA) who built a $3.5M practice over 25 years, sold at a 6.5 - 7x multiple, completed his full earn-out, and then spent over a year fighting to collect the $2M he was owed. He breaks down exactly what went wrong, what he'd demand from a DSO before signing, and why he'd buy his practice back today if he could. Gary and his team at SMC National work with thousands of dental practices, and this is one of the most honest DSO conversations you'll find anywhere. Subscribe for strategies that help dentists grow, protect their business, and make smarter decisions at every stage. ✨ Timestamps ✨ 00:00 Introduction to the DSO Transition Experience 02:51 Dr. Sean's Journey: From Practice Owner to DSO 08:41 The Decision to Sell: Burnout and Financial Considerations 09:58 Understanding the Financial Structure of the Sale 12:07 Operational Changes Post-Sale: The DSO Impact 15:34 Challenges Faced During the Earn-Out Period 21:16 Lessons Learned: Protecting Yourself in a DSO Sale 26:15 Future of Dentistry: The Role of DSOs and Private Equity 27:57 Final Thoughts: Navigating the DSO Landscape Connect with our Host, Gary Bird, Here ⤵️ SMC: https://bit.ly/4jFhb5T Personal: https://bit.ly/3SCEQZy Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. 🚀 Want to see how SMC can help you grow? 📱 Book a call here:➡️ https://bit.ly/4jFhb5T 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

July 7, 20261 hr 17 min

Special Episode: From 1.2M to 3.7M: How Dr. Shane Scaled His Practice & Life

🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ Most dentists think they have a marketing problem. In reality, their biggest bottleneck is usually leadership, operations, scheduling, or team execution. In this episode, Gary Bird, Dr. Shane Wingler, and Richard Low break down how one practice grew from approximately $1.2M to over $3M while increasing new patients from 30 to nearly 90 per month. You'll learn how to identify the real constraint in your practice, improve phone conversion, use AI the right way, build scalable systems, and create sustainable growth without sacrificing your family or health. Drawing from real-world experience helping hundreds of dental practices grow, Gary shares the operational and marketing principles that separate practices that plateau from those that continue scaling. If you're serious about dental marketing, practice management, AI, leadership, fee-for-service growth, new patient acquisition, or building a high-performing dental practice, subscribe for weekly episodes packed with practical strategies you can implement immediately. ✨ Timestamps ✨ 00:00 - Dr. Shane’s Practice Journey 03:53 - Acquisition and Vision for Growth 06:33 - Overcoming Growth Pains 09:30 - The Value of Masterminds and Leadership 14:20 - Operational Bottlenecks in Growing Practices 18:04 - Managing Capacity and Hiring Strategies 22:04 - Building and Protecting Culture 25:46 - The Theory of Constraints 28:55 - Implementing EOS (Entrepreneurial Operating System) 31:00 - Recruitment as Marketing 39:07 - Shifting from Capacity to Demand 44:46 - Scaling Specialty Services 48:05 - The Math of Marketing Budgets 55:56 - AI Integration in the Patient Journey 58:12 - Patient Financing for Case Acceptance 01:05:08 - Dr. Shane’s Personal Transformation Connect with our Guests Here ⤵️ Website: https://nextlevelfathers.com/ Website: https://carolinapinesdentistry.com/ Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. 🚀 Want to see how SMC can help you grow? 📱 Book a call here:➡️ https://bit.ly/4jFhb5T 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

June 30, 202650 min

#217 Why Your Practice is Losing $100K a Year

🚀 Free Resource: https://go.dentalmarketingtheory.com/resources/beyond-basic-chatbots 🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://hubs.la/Q04m7MK80 🚀Grow Your Practice with Cherry Payment Plans: https://hubs.la/Q04m7Q_S0 ➖➖➖➖ Dental practices are losing as much as $100,000 a year without even noticing. With 30–35% of calls going unanswered and most patients never leaving a voicemail, every missed call is a missed opportunity. What appears to be a simple front desk issue is actually a deeper system breakdown, one that’s draining marketing budgets and limiting growth. In this episode, Adrian Lefler explains how AI chatbots and voice agents are changing the way practices handle patient communication. You’ll discover how leading offices are capturing missed and after-hours calls, boosting scheduling conversion rates to 70–80%, and automating follow-ups while maintaining a strong patient experience. The conversation covers what makes AI effective, from proper training and sales frameworks to handling objections, and how to implement it across calls, texts, and web channels while supporting your front desk team. Hosted by Gary Bird of SMC, this episode delivers practical dental marketing insights alongside real operational strategies from Adrian Lefler, Founder of My Social Practice. If you want to increase conversions, eliminate revenue leaks, and modernize your systems, this is a must-watch. Subscribe for weekly conversations that help dentists grow smarter and lead better. ✨ Timestamps ✨ 00:00 — Intro: AI in Dental Marketing 02:30 — Why Everyone Got Burned by AI 03:17 — The Real Problem: Missed Calls 05:38 — Wasted Marketing Spend Explained 07:10 — Why Voicemail Doesn’t Work Anymore 10:30 — What Changed: AI Is Now Working 12:00 — What Makes AI Actually Convert 15:12 — AI Agent vs Front Desk Performance 17:57 — Real Revenue Gains From AI 20:36 — How to Implement AI Correctly 23:40 — The Future of Dental Practices 25:07 — Understanding the Cost of AI 27:40 — AI vs. Human Receptionists 31:10 — The Future of Automated Patient Communication 34:15 — Technical Integration: API Read and Write 41:27 — The Risks of DIY AI Marketing (e.g., OpenClaw) 50:23 — Final Thoughts and Resources Connect with our Guest Here ⤵️ Website: https://mysocialpractice.com/ Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. 🚀 Want to see how SMC can help you grow? 📱 Book a call here:➡️ https://bit.ly/4jFhb5T 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

June 16, 202629 min

#216 How AI is Changing the Business of Dentistry

🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ In this episode of Dental Marketing Theory, Gary Bird and Eddie Coleman discuss how artificial intelligence is transforming dental practice management, including legal decision support, hiring and onboarding associates, team training, practice transitions, and selling to DSOs vs private buyers. Learn how AI tools for dentists can reduce decision fatigue, improve dental office systems, support business strategy, and help practice owners make smarter financial and operational decisions. This episode explores the future of AI in dentistry, the growth of dental practices, and how dentists can use AI to run more efficient, profitable practices. ✨ Timestamps ✨ 00:00 – Introduction to AI for dental practices & business decision-making 05:09 – Using AI for legal questions, research, and business decisions 08:10 – Onboarding associates, training, and aligning clinical expectations 12:33 – Practice transitions, DSOs vs private practice sales, and financial decisions 17:30 – Team training, hiring, systems, and reducing decision fatigue Connect with our Guest Here ⤵️ Website: https://vault.dental/ Connect with our Host, Gary Bird, Here ⤵️ SMC: https://bit.ly/4jFhb5T Personal: https://bit.ly/3SCEQZy Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. ➡️Want to see how SMC can help you grow? 📅Book a call here:➡️ https://smcnational.com 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

May 19, 202617 min

#215 The Physical Side of Dentistry No One Talks About

🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ In this episode, we discuss dental ergonomics, posture, and injury prevention for dentists, hygienists, and dental professionals, including how to prevent back pain, neck pain, and wrist pain while practicing dentistry. Stephanie Botts shares the most important ergonomic habits, equipment recommendations, strength training tips, and operatory positioning strategies to help dental professionals extend their careers and avoid burnout and chronic pain. This conversation covers dental ergonomics training, posture for dentists, dental career longevity, and how to practice dentistry without pain. ✨ Timestamps ✨ 00:00 – Why dentists must protect their bodies to sustain long careers 02:41 – The three most important ergonomic habits for dental professionals 07:19 – Sitting vs standing, strength training, and preventing long-term pain 12:03 – New ergonomic tools, equipment, and operatory setup improvements 13:50 – Patient communication, ergonomic assessments, and Stephanie’s story Connect with our Guest Here ⤵️ Website: https://www.polishedposture.net/ Connect with our Host, Gary Bird, Here ⤵️ SMC: https://bit.ly/4jFhb5T Personal: https://bit.ly/3SCEQZy Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. ➡️Want to see how SMC can help you grow? 📅Book a call here:➡️ https://smcnational.com 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

April 21, 202624 min

#214 3 Steps to Get Your Dental Financial House in Order

📥Resource Download: https://go.smcnational.com/resources/3-common-mistakes-to-avoid-when-scaling 🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ Are you thinking about expanding your dental practice or adding a second location? In this episode, Gary Bird with Jared Duckett and Bill Ladd break down the financial blueprint for smart dental practice growth, covering KPIs, profit and loss statements, cash flow, fixed vs. variable costs, production per operatory, and how to scale a multi-location dental practice without multiplying chaos. If you want to increase profitability, strengthen systems, and grow your dental practice the right way, this video will show you how to build a stable foundation before you scale. Connect with our Guest Here ⤵️ Podcast: https://www.youtube.com/@DentalMomentum Website: https://duckettladd.com/ Connect with our Host, Gary Bird, Here ⤵️ SMC: https://bit.ly/4jFhb5T Personal: https://bit.ly/3SCEQZy Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. ➡️Want to see how SMC can help you grow? 📅Book a call here:➡️ https://smcnational.com 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events

March 31, 202647 min

#213 3 Revenue Benchmarks for Your Dental Office

📥Resource Download: https://go.smcnational.com/resources/dental-practice-expansion-guide 🚀Check out our new Dental AI Receptionist! It schedules better than humans: https://bit.ly/48RHMt2 🚀Grow Your Practice with Cherry Payment Plans: https://bit.ly/4p48qoC ➖➖➖➖ In this episode of Dental Marketing Theory, Gary Bird and Perrin DesPortes break down dental practice growth benchmarks, explaining how dentists can grow revenue faster than inflation, outperform industry averages, and increase profitability through organic growth. Learn the key metrics for scaling a dental practice, including revenue per chair hour, EBITDA margins, new patient acquisition, case acceptance, and strategies for expanding from a single practice to a multi-location dental group. If you're a dentist, practice owner, or dental entrepreneur looking to increase dental practice revenue, gain market share, and build a scalable group practice, this episode covers the frameworks and growth strategies you need. Thinking about building or scaling a group practice? Download Perrin’s “Top 20 Mistakes People Make in Building a Group Practice” and register for his upcoming 3-part video series here: 👉 https://grouppractice.coach Connect with our Guest Here ⤵️ Website: https://thenextlevelexecutive.com/ Connect with our Host, Gary Bird, Here ⤵️ SMC: https://bit.ly/4jFhb5T Personal: https://bit.ly/3SCEQZy Want the strategies we talk about delivered to your inbox? Subscribe to Dental Marketing Digest: https://hubs.la/Q0436vZG0 ➖➖➖➖ Dental Marketing Theory gives dentists real strategies to grow smarter and scale faster. Hosted by Gary Bird, founder of SMC — recently recognized as the best dental marketing company — the show features candid conversations with top dental leaders about marketing, operations, and what’s actually working in today’s practices. If you want predictable, profitable growth, this is your podcast. ➡️Want to see how SMC can help you grow? 📅Book a call here:➡️ https://smcnational.com 🎙️ Check out our 3 Dental Podcasts ➡️ https://smcnational.com/podcasts/ 📅 Upcoming Events ➡️ https://smcnational.com/events