Episode Summary

In this episode of the Oral Surgery Admins Timeout podcast, hosts Jamie Leos and Nathan Greenberg dive deep into the evolving landscape of OMS practices and how modern marketing and AI tools are reshaping the field. Guest Chris Suchánek, CEO of Firm Media, shares his extensive experience working with oral surgery practices, highlighting the unique challenges they face in transitioning from traditional referral-based models to direct patient acquisition. He emphasizes that many OMS practitioners struggle to see a patient as a potential lead, and often lack structured strategies to convert online interest into real appointments. Unlike other specialties, OMS offices tend to rely heavily on front office staff for converting leads, creating gaps in digital and mixed media marketing execution.

Chris explains how brand positioning and differentiated online presence are crucial for an OMS practice to compete, especially as more practices shift toward fee-for-service revenue models. He underscores that while basic websites and SEO help with visibility, it’s compelling content, strategic use of digital channels, and a clear brand story that truly set one practice apart from competitors. Tools powered by AI now enable faster, more precise competitor analysis, content development, and audience targeting, saving practices both time and significant costs traditionally associated with high-end consulting services.

The discussion also explores the resurgence of mixed media marketing, where tactics like smart cards and connected TV ads combine with digital campaigns for impactful brand recognition. Chris argues that understanding the lifetime value of a patient and weaving together online and offline touchpoints is essential for sustainable growth. He cautions that without active leadership from practice owners and regular review of data, even sophisticated marketing efforts can falter. Ultimately, successful OMS practices are those that embrace AI, invest in clear brand differentiation, and commit to proactive, data-driven marketing strategies that convert leads into loyal patients.

Meet the Co-Hosts