DE's Principles of Practice Management Conference focuses on bringing realistic business solutions to everyday issues that confront dentists, practice owners, and dental administrators.

Attendees can talk with leading dental industry professionals to gain new ideas, identify business resources, and obtain innovative advice. The overarching goal is to help attendees improve their business strategies and encourage growth in their practices. 

The Marketing Playbook will help you:

  • understand your unique selling propositions
  • learn the fundamentals of marketing campaigns
  • measure marketing success and learn from failures
  • manage online reputation and search engine presence
  • wield the powerful tool of social media 
  • create engaging content for all of your marketing initiatives
Thursday, October 14, 2021
7:00 AM - 7:45 AM
Welcome Breakfast | Registration Open



7:45 AM - 9:15 AM
Session 1 - Think like a CEO
Chris Salierno, DDS
CEU Credits: 1.5

Learning Objectives:

  • Review the current economic landscape of the dental industry 
  • Develop a unique business model, including considerations like customer segments and value propositions 
  • Understand operational accountability - how to test ideas and get support from your team 

Dental practices have been able to thrive as small, independent businesses. However there are a number of economic factors today that are threatening the way our practices have traditionally operated. With the looming threats of increased competition and decreasing revenue, dentists will benefit from learning how to think like a CEO. In this session we will learn about and use popular management models to re-imagine our businesses. 




Commercially Supported by: 

9:30 AM - 11:00 AM
Session 2 - Integrated Marketing Across Media: Powering Your Brand & Practice


Abe Kasbo 
CEU Credits: 1.5

Learning Objectives:

  • Understand the state of traditional and digital media and its impact on marketing & budgeting
  • Understanding the crucial elements and impact of branding done right
  • Identify hype and reality in marketing based on data and consumer/patient behavior
  • Build an integrated marketing plan that delivers cost efficiency and builds your practice's brand
  • Learn to measure only what matters

Integrated marketing is a strategy used by virtually every successful business and brand. Yet today, marketing hype and information about what works and doesn't can be dizzying if not downright confusing. Utilizing case studies and the latest data, you'll learn how to harness the power of integrated marketing to build your practice's brand and expand your market.

This course provides valuable insights on marketing strategies and will cover the spectrum of media from TV and direct mail to social media, web advertising and more. We will explore the impact of consumer behavior and media utilization, which directly affects how patients choose your practice. We will discuss elements of successful branding and its impact on your audience. Participants will learn how to ask the poignant questions when crafting a marketing plan and working with marketing providers, empowering them to thoughtfully separate hype from reality, to ultimately create an effective, cost efficient integrated marketing plan.


11:00 AM - 1:00 PM
Lunch & Learn | Marketing Roundtable


Panelist: Kristi Boltz, Abe Kasbo, Josh Austin, DDS, MAGD 

CEU Credits: 2

Join our experts for a candid discussion of the marketing and media landscape. Panelists will share their insights on creating comprehensive campaigns that reach target demographics. You'll be able to share your successes and challenges and get tailored feedback on how to help your practice stand out from the crowd. 


 Commercially Supported by: 

1:00 PM - 2:30 PM
Session 3 - Digital Marketing in 2021


Jason Lipscomb, DDS

CEU Credits: 1.5



  • Learn the basics of digital marketing 
  • Learn the basics of Google Ads 
  • Learn the basics of Facebook Ads 
  • What works for websites in 2021 
  • Learn about new methods of digital marketing in 2021 

Marketing can be one of the most confusing things a practice can deal with. As technology advances at a rapid pace the complexities of marketing become exponentially more complex. This series will take a pragmatic approach the digital marketing of the practice by helping clinicians to take away actionable insights they can put into practice right away. It is though trial and error that you will be able to find the right combination of tools that will drive patients to your practice. This seminar will help you understand a few of the most important tools you can use in a larger digital strategy helping you to being testing and refining your approach. Whether you are new to digital marketing or have been doing it for years this series will help you optimize your approach and begin using a variety of marketing tools. 

3:00 PM - 4:30 PM
Session 4 - #ReputationMatters: The ‘No Cost’ Method for Growing Your Practice


Joshua Austin, DDS, MAGD

CEU Credits: 1.5


Learning Objectives: 
  • Explore online reviews strategies that drive patients to your office
  • Identify the essential steps to increase your online presence (at practically no fee)
  • Discover the ideal response to a bad online review (you may be surprised!)
  • Examine strategies that engage patients in social media platforms
  • Specify the review sites you should engage with to protect your practice
  • Pinpoint options for driving more clicks to your website
  • Illuminate the platforms that will best serve your dental practice

Tired of spending your hard-earned dollars to market the practice and then wondering if the investment will ever pay for itself?

Online reviews are the missing link. For literally no cash output, the online patient testimonial will take a practice much further than paid marketing. Yet, ignoring the power of the online review is a common blind spot. Designed for the full team and presented in Dr. Joshua Austin’s trademark comedic style, this course demystifies the world of online reviews. We will explore the academic literature and analyze the psychology of online reviews and buying decisions. Learn which review sites are most important and impactful to dental practices. Recognize the systems and tools that ensure success in receiving positive patient reviews. Discover the best way to respond to a negative review.


 Commercially Supported by: 

6:30 PM - 8:30 PM
Come join the fun with drinks and food, as we network with colleagues and speakers from the conference! 
Friday, October 15, 2021
8:00 AM - 9:00 AM


9:00 AM - 10:30 AM
Session 5 - Instagram Influence: Differentiating your Practice


Amber Auger, RDH, MPH


CEU Credits: 1.5
  • Review how the Instagram Algorithm works 
  • Identify the features of Instagram and how to utilize them 
  • Discover how to maximize the reach of content to both active and future patients 
  • Evaluate why consumers choose your practice over others 
12:30 PM - 2:30 PM
Wrap-Up Lunch & Learn | Social Media Roundtable


Panelist: Edward Zuckerberg, DDS, FAGD; Jason Lipscomb, DDS and Amber Auger, RDH, MPH 


CEU Credits: 2


Bring your burning questions on social media marketing to our start-studded panel. Which platforms are a waste of time and which ones can generate the most patients? What types of content work best? Now is the time to get expert advice on how your practice can become a social media force. 


 Commercially Supported by:

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