The Marketing 32 Minute
As promised: 1 growth insight. 1 minute or less. Every week.

Most practices think their front desk drives new patient revenue.
The truth? Your Treatment Coordinator (TC) has the biggest ROI potential in the office — if you hire, train, and equip them correctly.
Here’s why:
•    The average TC converts 30–50% of presented cases.
•    A high-performing TC, properly trained, can increase case acceptance by $150K–$250K per year, sometimes more, without adding a single new patient.
•    Yet many practices hire based on personality, not performance metrics.

Common Mistakes
❌ Hiring someone because they “get along with the team”
❌ Relying on the doctor to present every high-value case
❌ Treating case presentations as one-size-fits-all
❌ Failing to train and measure conversion consistently
These mistakes quietly cost practices hundreds of thousands of dollars every year.

What High-ROI Practices Do
✅ Hire TCs with sales aptitude + empathy, not just “friendly personality.”
✅ Customize treatment presentations to each patient’s needs, motivations, and values — the right approach drastically increases acceptance.
✅ Train the TC on battle-tested closing techniques, including framing treatment options, presenting value, addressing objections, and guiding patients to confident decisions.
✅ Track every presentation: cases presented vs. accepted
✅ Align the TC with marketing campaigns so no lead goes unconverted
When done correctly, a strong TC becomes your highest ROI team member, turning every lead into real production.

✅ Action:
Review your last 30 high-value cases and track:
•    Who presented each case?
•    Were presentations customized per patient?
•    What was accepted vs. declined?
•    Could structured training and better presentation scripts have improved results?
If you see gaps, investing in the right TC with tailored training can pay for itself many times over — without increasing marketing spend.
If you want help building a high-performing TC role and training system that maximizes case acceptance, reach out to us at Marketing 32.
If you want, I can also draft a slightly punchier, “juicy” version of this that really hits dentists with the revenue potential and the cost of ignoring TC training — perfect for a click-through email. Do you want me to do that next?