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Most dental practices focus their marketing efforts on landing the “big ticket” treatments — full arches, implants, and cosmetic makeovers. But at Southern Roots Dentistry in Shreveport, Louisiana, Abby Howell and her team took a radically different path. They built a thriving, multi-location practice by focusing on the smallest starting point possible: getting new patients in the door for basic exams, cleanings, and x-rays.

And they bet everything on one core belief: If we can get them in the door, we can win them over.

Here’s how a patient-first, culture-driven strategy outperformed traditional big-ticket marketing — and how you can apply the same principles to build a more resilient, profitable practice.

 

The Temptation Of Big-Ticket Marketing (And Why It’s A Trap)

In dentistry, it’s easy to be seduced by the lure of high-dollar cases. Implants. All-on-X restorations. Cosmetic smile makeovers. Many practices design their entire marketing strategy around attracting these types of patients.

But Abby Howell saw a major flaw in that thinking.

Without trust, there’s no loyalty — and without loyalty, there’s no long-term revenue. Focusing only on expensive treatments often ignores the foundation of a practice: consistent patient flow and brand trust.

“All we cared about was getting new patients in the door,” Howell said. “We knew that once they met us, we could build that relationship from there.”

Rather than advertising for high-ticket cases, Southern Roots Dentistry marketed the lowest barrier of entry — basic, affordable new patient appointments. From there, they built lifetime relationships that turned into crowns, implants, referrals, and family loyalty over years — not weeks.

 

The Secret To Sustainable Growth: Patient Experience First

The strategy was simple but powerful:

  • Make the first step easy.
  • Deliver an unforgettable experience.
  • Let long-term value naturally unfold.

Southern Roots Dentistry focused on customizing treatment plans based on what the patient actually needed — not on upselling the most expensive procedure.

They modeled their customer service after world-class organizations like Chick-fil-A and The Ritz-Carlton, making patient experience the heart of their operational strategy. Every interaction was designed to make patients feel valued, listened to, and cared for.

Their belief: If a patient trusts you after their first cleaning, they’ll trust you for everything else they need later on.

 

The Pillars Behind Their Patient Loyalty

Southern Roots didn’t just “hope” for great service — they built a machine around it.

Here’s what made the difference:

  • Customer Service Training: Staff are trained with world-class customer service models. The goal is to wow patients, not just treat them.
  • Culture-Driven Team Development: Monthly team meetings, core value reinforcement, and even mental health initiatives like Enneagram workshops ensure every team member is healthy, connected, and aligned.
  • Leadership Consistency Across Locations: Even as the practice scaled to five locations, Southern Roots maintained a boutique, high-touch culture through intentional leadership training and communication systems.

It wasn’t an accident. It was engineered into the DNA of the business.

 

The Long-Term Financial Upside Of Playing the Long Game

The genius of Southern Roots Dentistry’s model is in the lifetime value of each patient.

Instead of relying on one-time big treatments, they built revenue streams that span years:

  • Multiple treatments as needs arise
  • Consistent hygiene visits
  • Family referrals (turning one new patient into five)
  • Elective cosmetic treatments down the line

And because patients genuinely enjoy the experience, their loyalty fuels even more organic growth — no heavy sales tactics required.

Instead of a boom-and-bust marketing cycle, Southern Roots built compounding loyalty and reliable production numbers across all five locations.

 

Practical Takeaways For Your Own Practice

Want to replicate Southern Roots Dentistry’s success? Here’s where to start:

  • Market for low-barrier entry points: New patient specials, exams, and cleanings — not high-ticket services.
  • Invest heavily in patient experience: Train your team to think like Ritz-Carlton employees, not just dental assistants.
  • Focus on character when hiring: A great teammate is worth more than a technically perfect but toxic employee.
  • Reinforce culture constantly: Monthly meetings, leadership training, and mental health support keep your team healthy and your service consistent.
  • Trust the long game: It may take longer to see massive revenue, but the payoff is bigger and far more sustainable.

Bet On People, Not Price Tags

Southern Roots Dentistry’s explosive growth didn’t come from flashy ads or chasing only the highest-paying patients. It came from a simple but powerful philosophy:

Get patients through the door. Serve them exceptionally. Keep them for life.

If your practice is struggling to hit big numbers or feeling stuck chasing inconsistent cases, maybe it’s time to shift the focus. Instead of asking, “How can we land bigger cases?” start asking, “How can we serve better and win more hearts?”

Because in the long run, a trusted relationship is worth more than any single procedure.