Most dental startups guess at their marketing budget and end up either starving for patients or wasting money. Guido Tebano of Market My Market breaks down real numbers for SEO, ads, and mailers.

In this episode of the Marketing Series, Michael Dinsio and Paula Quinn sit down with Guido Tebano to answer the question every startup dentist asks: how much should you actually spend on marketing, and where should that money go? They cover the real difference between SEO and paid ads, how long a new dental website takes to start ranking, what a qualified implant lead actually costs, whether direct mail still works in 2026, and the calls to action that convert new patients on a website or mailer.

• Why a marketing budget can’t be copied from another office
• The real timeline for SEO and organic ranking Cost per lead and cost per patient, broken down by platform
• Are dental directories like ZocDoc worth the markup
• Do direct mail campaigns still work?
• The five calls to action that actually convert new patients
• General budget benchmarks for a dental startup by market type
• Why the first 90 days matter most

CHAPTER MARKERS

0:00 Intro: budgeting for marketing
1:04 Meet Guido Tebano
2:13 Why budgets can’t be cookie cutter
3:18 SEO vs paid ads timeline
5:38 How long a website takes to rank
8:23 Cost per new patient compared
9:46 Are directories worth the markup
11:24 Cost per implant lead and ROI
13:00 Do mailers still work
16:04 Why mailer messaging matters
18:01 5 CTAs that convert patients
21:35 Promotion vs production costs
23:51 General budget benchmarks
26:01 Spending your first $3,500/mo
28:15 When to turn ads on
29:35 Why your first 90 days matter

Learn more about Guido Tebano and Market My Market at https://marketmymarket.com

This episode is part of our Marketing Series for dental startups.
Catch Part I, our episode on dental startup demographics, wherever you listen.

Visit Our Podcast's Website:
https://dentalunscripted.com
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Check out Next Level Consultants:
https://nxlevelconsultants.com
Check out Next Level Consultants for personalized dental practice consulting services

Michael Dinsio, MBA

Paula Quinn, BSDH

Production by © Dental Unscripted 2026

The content provided in this episode is for informational purposes only and does not constitute legal, financial, or tax advice. Always consult with a qualified professional regarding your specific situation.

In this episode, Michael Dinsio and Paula Quinn sit down with Stafani Sandoval, billing and credentialing expert at Next Level Consultants, to tackle the biggest question in the industry right now: "Should I drop my insurance?" They break down the massive differences between lease networks and direct contracts, when it is time to aggressively negotiate your fees, and why jumping out of network without a strategic plan can absolutely tank your dental practice revenue.

What You'll Find Out:

• Why you should never drop an insurance plan if your schedule isn't completely full
• The 60% rule: How to know exactly when an insurance fee schedule becomes insulting
• Why updating your UCR fees to the 90th percentile is critical before attempting dental insurance negotiation
• The hidden financial dangers of DIY dental credentialing and submitting blind PPO applications
• How to retain your patient base using in-house membership plans when transitioning to fee for service
• The essential 90-day patient communication playbook for going out of network seamlessly

Perfect for: Startup dentists, established practice owners, front office managers, and anyone focused on dental billing strategies, increasing profitability in dentistry, and mastering dental practice management.

Special Guest on Today’s Show: Stefani brings years of specialized experience to the table as the Billing & Credentialing Lead and Front Office Coach at Next Level. She specializes in navigating archaic insurance algorithms, maximizing practice fee schedules, and guiding dental teams through safe, profitable out-of-network transitions without losing their patient base. Special Promotional Offer and Connect: https://nxlevelconsultants.com/dental-consulting/

Key Takeaways:
You no longer have to be a victim to stagnant insurance reimbursements.
By fully updating your UCRs, mastering upfront patient communication, and strategically evaluating your clinical capacity, you can confidently take back control of your practice's financial future.
Finally, a realistic and actionable roadmap to escape the PPO trap!

Stay Connected to Get More Topics Covered by Dental Unscripted:
dental insurance negotiation, fee for service dentistry, dropping PPOs, dental credentialing, dental billing, UCR fees, dental practice management, successful dental practice, dental consulting, buying a dental practice, running a dental practice, dental practice revenue, growing a dental practice, dental entrepreneurship, dental industry advice, dental solutions, profitability in dentistry, dental practice tips, how to run a dental practice, business of dentistry, out of network dentist

Most dental practice owners eventually hit a breaking point and ask the exact same question: "Should I drop my insurance?" But jumping straight out of network without a bulletproof strategy can absolutely tank your revenue. Michael Dinsio and Paula Quinn sit down with Stafani Sandoval, Billing and Credentialing Lead at Next Level Consultants, to explain the critical data and preparation needed before you ever send a termination letter. We reveal the exact framework top dental offices use to hold insurance companies accountable, update their UCRs, and successfully navigate the FFS (Fee-For-Service) transition.

If you are starting up, growing a dental practice, or simply exhausted by stagnant insurance reimbursements dictating your dental practice profitability, this episode is exactly why we created Dental Unscripted. We partner with Stefani to get granular on what most doctors get wrong about dental insurance negotiation, DIY credentialing, and patient retention.

WHAT YOU'LL LEARN IN THIS EPISODE
→ Why you should absolutely never drop an insurance plan if your schedule isn't completely full
→ How to leverage the "60% Rule" to know exactly when a fee schedule becomes insulting
→ Why updating your UCR fees to the 90th percentile is the mandatory first step before any negotiation
→ The hidden financial dangers of DIY dental credentialing and submitting blind PPO applications
→ The real difference between leased umbrella networks and direct contracts (and how to use them to your advantage)
→ How to retain your patient base using in-house membership plans when transitioning out of network
→ The essential 90-day patient communication playbook to prevent a mass exodus

TIMESTAMPS
0:00 Introduction: The biggest question in the dental industry—should I drop my insurance?
2:15 The "Fill Up First" rule before changing your insurance capacity
4:45 When and how often you should be negotiating your dental insurance fees
8:30 Why your UCR fees must be updated to create negotiation leverage
11:15 The 60% Rule: Knowing when to walk away from a bad contract
14:20 Leased networks vs. direct contracts explained
16:50 The massive mistakes doctors make with DIY dental credentialing
21:30 The out-of-network playbook: Preparing your front office and your AR
24:45 Retaining patients through communication and in-house membership plans
28:10 Understanding the true marketing cost of dropping a PPO network

ABOUT OUR GUEST Stefani Sandoval
Billing & Credentialing Lead, Next Level Consultants Stefani brings years of specialized experience to the table, helping dental practice owners navigate archaic insurance algorithms. She specializes in maximizing practice fee schedules, restructuring network participation, and guiding dental teams through safe, profitable out-of-network transitions without losing their patient base.

ABOUT YOUR HOSTS
Michael Dinsio, MBA and Paula Quinn, BSDH are the founders of Next Level Consultants, the dental industry's leading advisory firm for practice startups, acquisitions, and ownership coaching. With 30+ years of combined experience and hundreds of successful practice launches, Mike and Paula bring unfiltered, real-world expertise to every episode of Dental Unscripted. Work with Mike and Paula: https://nxlevelconsultants.com/dental-consulting/dental-practice-management/

Visit the show website: https://dentalunscripted.com

RATE THE SHOW 🙏
If this episode helped you, please leave a 5-star review on Apple Podcasts or Spotify. It takes 30 seconds and helps other dentists find the show.

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PRODUCTION INFORMATION: © 2026 Dental Unscripted. All rights reserved. The content provided in this video is for informational purposes only and does not constitute legal, financial, or tax advice. Always consult with a qualified professional regarding your specific situation.