The SystemFoundationsBookingTemplates
Before you start -- select your situation
Where are you right now?
Running practiceFoundations may be partially in place. Audit the gaps -- is your CRM being used? Is response time measured? On Attract, focus on Meta creative strategy. Most running practices are still using old audience targeting. That is the highest-leverage change available to you now.
Opening soonEverything in Foundations must be built before you run a single ad. ICP, CRM, team roles, founding offer -- in that order. Once done, your pre-opening funnel is the priority: founding patient list, landing page, deposit process confirmed.
Still planningStart making decisions, not just notes. Who will respond to leads? What CRM? What is your founding offer? These take longer to implement than expected. The Attract section shows you what the system looks like -- start forming your content angle ideas now.
Stage 1 + Stage 2

Foundations
+ Attract

What must be in place before you spend a penny on marketing -- and how to make Meta find your next patient without choosing a single audience.

Stage 1

Foundations

Not exciting. Non-negotiable. Every clinic that struggles in month 3 skipped this stage.

  • Who is your ideal patient? Age range, income level, treatment interest, geography. Be specific.
  • Where are they already? Meta, Google, local community groups? Know before you decide where to reach them.
  • What are competitors offering? Where is there a gap in how the market is being spoken to?
  • If everyone offers free consultations, match it. Differentiate on philosophy, not price. Treatments are increasingly commoditised. Your clinical philosophy is not.

One system to capture every lead, track every call, and measure every metric. Not a spreadsheet alongside three apps. Whatever you pick -- HubSpot, Pipedrive, your PMS -- pick one and commit from day one.

You need to answer four questions every Friday in under 2 minutes: What is the booking rate? Show rate? Close rate? Response time? If you cannot, your tracking is not working.

  • Who responds to inbound leads? A dedicated person whose primary metric is response time -- not the receptionist when quiet.
  • Who follows up on no-answers? Day 2, 3, 4, 5. Cannot be whoever has time.
  • Who runs the confirmation call 24 hours before? This role is responsible for most of your show rate improvement.
  • Who owns the tracker and reports every Friday? One person. Not everyone. Not whoever remembers.

Example: "First 100 patients: free 3D smile scan and personalised plan, free whitening and retainers if they proceed."

It needs to be capped (creates urgency), named (creates identity), and exclusive (creates belonging). A founding patient helped build something. That framing is worth more than the monetary value.

Stage 2

Attract

Stage 1
Traffic
Awareness. Content. Local presence.
Measure: Reach, signups
Stage 2
Signups
Founding patient list. Landing page.
Measure: Cost per signup
Stage 3
Commitment
Call the list. Take deposits.
Measure: Signup to deposit %
How Meta targeting actually works nowFive years ago Meta was about audience selection. That world is gone. Today the algorithm targets based on your creative. It reads your hook and finds who signals interest. Stop choosing audiences. Start creating content that self-selects the right patient.

Run All Three Content Types

Simultaneously. Let the algorithm find which resonates. Do not guess -- measure.

Pain-Led
Calls out a specific frustration the patient is already living with. Works best for patients who know something is wrong but have not thought about fixing it yet.
"Tired of hiding your smile in photos?"
"If you have been told your case is too complex for Invisalign..."
The hook names the pain before offering anything. The patient feels seen. Reaches the widest, least-aware audience.
Desire-Led
Shows the outcome the patient wants. Speaks to aspiration rather than frustration. Works for patients who want the result but have not connected it to a dental treatment yet.
"Imagine smiling with confidence at your daughter's wedding."
"The smile you have always wanted -- without years of braces."
They are buying the outcome, not the procedure. Slightly more aware audience than pain-led.
Proof-Led
Uses real results to build trust. Before/after cases with your clinical commentary. Works best for patients already interested but who have not chosen a clinic yet.
Before/after Invisalign case + "Here is what 14 months looked like and why we planned it this way"
Founder walking through a composite bonding result with their own clinical reasoning
Highest intent audience -- comparing clinics. The clinical commentary is what differentiates you from every other before/after on the platform.

Content to Record This Week

Tick what you will record. Progress saves automatically.

Founder StoryWhy you opened this practice. Your background. Your why. Nobody else has this story. Do not script it -- voice-note the key points then film it.
Treatment PhilosophyHow you think about care differently. What you believe that competitors do not say out loud. Does not sell treatment -- sells trust in your clinical judgment.
Pain CalloutSpeak directly to one specific frustration. One per video. Meta finds people experiencing that exact frustration.
Before/After with CommentaryA real case with your clinical reasoning. The commentary is what makes it yours. Pre-opening: use cases from your previous clinic with patient consent.
Practice Tour / Build ProgressWalk through the space. Pre-opening: film the fit-out in progress -- more compelling than a finished clinic because it is honest.
Educational Explainer"What is the difference between composite bonding and veneers?" "Does Invisalign hurt?" Builds authority without selling.
Content volume checkHow many pieces have you posted in the last 30 days?

Landing Pages vs Lead Forms

ApproachBest forTrade-off
Landing PageTrust-building. High-ticket treatment. Pre-opening.Higher quality leads. Lower volume. More setup.
Lead Form (Meta)Fast capture. Scaling an existing offer.Higher volume. Needs qualifying questions. Tighter follow-up speed required.
For a pre-opening squatLean landing page. You are building trust from zero. Lead forms are for scale, not trust-building from scratch. Get your first 100 patients through a page that earns it.
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The System
Overview and diagnostic logic
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Booking
Speed to lead and call framework
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