The first 100 days of marketing for a new practice owner

Join David Nelkin on 28 May at 7pm as he discusses the first 100 days of marketing for a new practice owner.

Buying a dental practice is one of the biggest decisions you will ever make. What happens next with your marketing is one of the most important – and one of the most overlooked.

You inherit a website, a brand, an agency relationship, a Google Business Profile, a patient base, and almost always some marketing that is partly working and partly broken. You do not yet know what is delivering value, what is wasting money, or what is simply missing. That is normal. The first 100 days is not about fixing everything at once – it is about getting to clarity, making the right decisions in the right order, and building from a foundation rather than a scramble.

This webinar walks through that 100-day period as a structured triage. Using the Promote, Convert, Grow framework, it helps new practice owners audit what they have inherited, identify what to keep, what to kill, and what to build, and leave with a 90-day plan they actually believe in.

This is not theory. It draws on the patterns we see – the inherited agency relationships with no real strategy, the Google Business Profiles unclaimed despite years of paid support, and the enquiries lost simply because no one set up a system to follow them up.

The webinar will:

• Give new practice owners a clear, structured framework for assessing the marketing they have inherited
• Reframe the first 100 days as triage rather than transformation, focusing on visibility before fixes
• Equip practices with a Promote, Convert, Grow lens for diagnosing where their inherited setup is strong, weak, or missing entirely
• Highlight the most common patterns we see across practice transitions and the decisions that separate strong year-ones from weak ones
• Help new owners leave with a realistic 90-day action plan rather than an overwhelming wish list.

What are the learning outcomes of the webinar?:

• Audit an inherited marketing setup with confidence – including how to take inventory of websites, agencies, GBP listings, CRM systems, active campaigns, and brand assets in the first two weeks of ownership
• Apply the Promote, Convert, Grow framework as a diagnostic tool – identifying which pillars have been invested in, which have been ignored, and where the biggest gaps and opportunities sit
• Make the new patient funnel visible mapping leads from source through to contact, appointment, attendance, and treatment start, so leakage points become obvious rather than hidden
• Make confident decisions about inherited agency relationships, websites, and systems Including the questions to ask, the reports to scrutinise, and the warning signs that indicate a relationship needs to end rather than continue
• Prioritise the right fixes in the right order, recognising that convert and grow are usually more broken than promote in inherited setups, and acting accordingly rather than defaulting to ‘spend more on ads’
• Build a 90-day forward plan structured around Promote, Convert, Grow with clear actions, owners, and measurable outcomes that move the practice from inherited setup to genuine system in year one.

The speaker

David Nelkin is the founder and CEO of Xcelerator Dental, a specialist dental marketing agency focused on practice growth.

With over 11 years of experience working with more than 200 dental practices, David is recognised as a thought leader in dental marketing. Under his leadership, Xcelerator Dental has won multiple awards, including Website of the Year at all three major dental awards in 2024 and CSR awards for sustainability initiatives.

David is passionate about simplifying the path to growth for dental practices.

You can sign up for the webinar here.

Catch up on previous on-demand webinars:

• The five hidden HR risks in dental practices and how to prevent them
• Achieving superior outcomes in periodontal and peri-implant treatment
• Wellbeing starts with you: mindfulness for dental professionals
• Navigating challenging patient contacts in dental practice
• Dental whitening: fundamental knowledge on treating even the most complex cases.