The Rolls-Royce of Dental Implants: The Influence of Storytelling & Positioning

The Client: Dr. Alan Meltzer & Dr. Wael Isleem at Advanced Oral Specialty Group

Dr. Alan Meltzer is a dual board-certified periodontist and dental implant specialist. As a pioneer in the field, it was an absolute honor to have him partner with our dental marketing team. After all, as a professional who is world-renowned for his work, we knew marketing Dr. Meltzer would be an exciting journey!

Why Dr. Meltzer Hired Us

Initially, Dr. Meltzer approached us with a clear goal in mind: “I want to boost my production. Not by getting more patients but by providing more quality patients and for people to understand that we are ‘the pinnacle’ of replacing missing teeth and full-mouth rehabilitation.” He had also recently brought Dr. Wael Isleem into the fold of the practice as a dental implant expert in his own right.

After digging in, these were the three main areas of importance:

1. Quality Over Quantity
   They were getting new patients, but not the quality of patients that would help the practice achieve its production goals. Dr. Meltzer was not looking for an influx of new patients; he wanted high-value cases—people who truly understood the benefits of specialized implant care and were willing to pay a premium to ensure the best of the best would get the job done right the first time.
   
2. Brand Positioning
   Both doctors were highly educated and experts in their field, but the website did not communicate this effectively, and it was too technical. Because many patients don’t know the difference between a periodontist and an oral surgeon, it was crucial to highlight Dr. Meltzer’s and Dr. Isleem’s unique expertise in a way that their potential patients could understand. We had to make sure that patients understood why it was worth paying a premium to see a doctor with their level of experience and education.
   
3. Shifting Patient Perception
   Most people searching online for tooth replacement solutions tend to use everyday language, like “dental implants near me” or “fix missing teeth,” rather than technical terms like “oral surgeon” or “periodontist.” This gap meant their practice wasn’t always appearing in Google search results for the people who needed them most. Dr. Meltzer and Dr. Isleem were showing up for technical terms on Google but not for what most people would search. We needed to change this with SEO efforts.

Finally, our team quickly pinpointed why the practice’s previous marketing “wasn’t working”:
“Most of his digital presence—his website and his ads—focused on the technical side of implants. Nowadays, everyone is placing implants, so just showing the procedure isn’t enough. The real difference is how Dr. Meltzer does it—he’s one of those doctors other doctors come to for training, and that wasn’t coming through in his marketing.”

Our Strategy & The Results

Pain-Free implemented a strategy to boost implant cases with higher-quality patients, rework the website copy to speak to their audience in a clear and understandable way, and build an exceptional brand for the business—one that showcased their office as the Rolex of implant dentistry.

Within one year, we’ve seen noticeable growth and elevated this specialty practice’s online presence.

A Deep Dive Into Our Dental Implant Marketing Approach

We know the importance of dental implant marketing and promoting this service to potential patients through various strategies such as search engine optimization, social media marketing, content marketing, paid advertising, and dental community connection. Because of this, our primary goal for this practice was to increase awareness and interest in dental implants, to help lead to more patients and increased revenue.

Using Educational Video Content & Social Proof

We started with the basics. Dr. Meltzer is a periodontist, and most people are unaware of the difference between a periodontist and an oral surgeon. We needed to explain why patients should come to his practice instead of the oral surgeon down the road. We started with educational content to bring awareness to those in the community. You can see one example of Dr. Meltzer’s explanation of a periodontist vs. oral surgeon here! Our team created a library of videos that speak to what matters to patients and the type of questions they would have before accepting treatment.

Dr. Meltzer also featured on our podcast, Bite-Size Dental Marketing, where he told the story of how, at his practice, “patients pay for an outcome, not a service.” We used snippets of this podcast episode across multiple marketing channels and showed why the premium you pay at the Advanced Oral Specialty Group is worth every cent when you see the final result. By focusing on the outcome as the final result vs selling a list of services, it’s easier to convince a potential patient. Think of an expensive car, like a Ferrari, Mercedes, or Porsche; you are not focused on the cost of each little part; you are willing to pay the premium because of what it will look and feel like racing down the countryside.

In addition to educational videos showing how knowledgeable and relatable Dr. Metlzer is, we also needed to showcase his work. Our team believes that you can only attract a higher-quality patient if you can prove to new patients the value you provide. The best way to do this is through patient testimonials and before-and-after marketing. Hearing patients who have gone through the process talking about the amazing results and then showcasing how a patient went from hiding their smile or barely being able to eat something harder than cheese to now being in the front row for pictures and enjoying a perfectly cooked steak is very powerful in the psychology of marketing.

Tapping Into Paid Media

On the paid advertising side, we utilized a mixture of specific keywords for “all-on-4” and “dental implants,” as well as searches for oral surgery as a general topic. To reach the demographic willing to invest in dental implants, our paid media team leveraged Zillow housing prices to locate zip codes most likely to contain this audience. To monitor the impact and success of the ads, our teams listened to calls and made adjustments based on what they were hearing.

Simplifying Search Engine Optimization (SEO)

When we first evaluated the online presence of Advanced Oral Specialty Group, we discovered a key issue that was limiting their reach. While the practice ranked well for technical terms like “oral surgery” and “periodontist,” these weren’t the phrases most potential patients searched for. Real people with missing teeth or seeking a smile transformation don’t type “oral surgeon” into Google—they look for relatable and solution-focused phrases like “replacing missing teeth,” “smile makeover,” or “dentures near me.”

To bridge this gap (pun intended), we built out targeted service pages designed to rank for these patient-friendly keywords. Each page was carefully optimized with language that spoke directly to patient concerns, combining educational content with the compassionate tone that defines Advanced Oral Specialty Group. These pages highlighted the practice’s expertise while addressing the specific needs and goals of potential patients.

Coupled with ongoing efforts to enhance the Google Business Profile (GBP)—such as adding posts, photos, and reviews tied to these key services—this strategy created a more consistent flow of organic traffic. By aligning the practice’s online presence with the way real people search, we’ve opened the door to a broader audience while reinforcing the practice’s reputation.

Supporting Their Google Business Profile & Local Listings

Another strategic change we made fairly quickly was a deep dive into the office’s Google My Business Profile. This profile is typically one of the first encounters a potential patient may have with a practice. It has its own ranking potential and can boost the visibility of implant-related services.

With the concept of social proof in mind, we know that positive reviews build trust and impact potential new patient’s behavior. We encourage the team at Advanced Oral Speciality Group to ask patients to leave a Google review. We provided them with a QR code flyer to have by the front desk to make the action even easier for patients. The less cognitive load patients have to take action, the more likely they are to do it.

We also set up an incentive program within the office to make it worthwhile for the staff to ask for reviews. If a patient left a review, the person who asked the patient would get a cash reward, extra lunchtime, a gift card, and a chance to win a bigger prize if they got the most reviews that month out of all the team members. This gamified the task of getting reviews so that it was more fun for the team.

Building Trust With Social Media

Reviews can be helpful for many reasons beyond just SEO. We saw social media as an opportunity to showcase the office’s 5-star reviews to build social proof once again. Their social presence lacked trust and engagement from their audience. Many of the posts lacked context and did not speak to the patient experience or service expertise of the team. We have changed that by incorporating some of these reviews on their pages. Social media in dentistry is typically the last step someone takes in their new patient journey. If you can give them even more social proof that this is the right place for them, they are more likely to pick up the phone and make an appointment.

Social Media Content Before

Social Media Content After

Connecting with the Dental Community

Outside of all the strategic digital mechanisms to position Advanced Oral Specialty Group as “the Rolls-Royce of Dental Implants” with unmatched expertise, Dr. Meltzer and Dr. Isleem were also interested in grassroots efforts to connect with the dental community around them. They started by physically visiting dental offices nearby with gift baskets as a token of interest in developing a mutual referral relationship. The idea would be for Dr. Meltzer or Dr. Isleem to handle complex dental implant cases for general dentists, and in return, they would refer patients from Advanced Oral Specialty Group who were in need of a general dentist.

The practice was also interested in hosting a continued education course with Dr. Wael Isleem speaking on “Facially Driven Digital Workflow for Full-Mouth Rehabilitation from 2D to 3D“. By facilitating a learning event of this caliber, it would both further position Advanced Oral Specialty Group as a source of authority on dental implants, as well as connect them to other doctors with the same interests in the dental space.

The Results: 2025

As we move into 2025, our dental marketing strategy for Advanced Oral Specialty Group will build on the momentum we’ve created. By highlighting the expertise of Dr. Meltzer and Dr. Isleem, sharing life-changing patient results, and using educational content, we’ll solidify their reputation in dental implants and full-mouth rehabilitation. Through consistent branding, local SEO, and connections within the dental community, we’re making it easier for more patients to find and experience their unparalleled care.