If you want to grow big case volume without spending more on ads, internal marketing is your best bet. Dr. Blake Hamblin and I walked through his exact internal marketing playbook, including the $2,000 sign investment that’s paying for itself many times over. We also outline the full 12-month calendar he’s using to generate consistent, high-value treatment inside his practice.
The $2,000 Signs That Bring 20+ Patients a Month
When Dr. Blake first partnered with our team, he was frustrated. After bouncing from marketing company to marketing company, results were inconsistent, and trust was low. He decided to start small, test what worked, and stay actively involved in the process.
Let’s start with something simple and powerful: physical signage.
Dr. Blake placed pole-mounted signs in his parking lot right next to a busy Discount Tire. The signs highlight four key services:
- Invisalign
- Dental Implants
- Sleep Apnea
- $49 New Patient Special
He also uses an A-frame sign near the road to catch drivers. In the first month, his practice saw 15+ new patients directly from this visibility. Even better, these patients trust the practice before they ever walk in the door.
The 12-Month Internal Marketing Calendar
To avoid inconsistent growth, Dr. Blake implemented a monthly campaign schedule. Each theme ties into patient motivation and practice goals. Here’s a snapshot:
- January: New Year, New Smile (feature smile makeovers + financing)
- February: Share the Love (team-led referral push)
- March: Admin Training Discount Week (10% off $5K+ treatment)
- April: Veneer Week (focused messaging and consult incentives)
- May: Mother’s Day Spa Giveaway (bundle with smile makeover)
- June: Invisalign Day
- July: Cosmetic Hygiene Upgrades
- August: TBD (possibly a second referral push)
- September: Admin Training Discount Round 2
- October: Veneer Week 2.0
- November: Thankful for Your Smile (testimonials and stories)
- December: Smile Gift Cards (pre-pay for treatment and start in Jan)
This calendar creates momentum, urgency, and a reason to communicate consistently with current patients.
Smile Makeover Workflow: From Consult to Conversion
It’s not just about getting leads. Dr. Blake’s team follows a case-by-case content checklist for every smile makeover:
- Full-face before and after photos
- Short video testimonials
- Financing stories (ex: how a patient got approved through Cherry)
- Chairside B-roll (emotional moments, mirror reveals, etc.)
This content is repurposed for email, social media, and the website to attract more of the same.
Quick Wins You Can Apply This Month
- Install a sign outside your building (pole, window, or sidewalk A-frame)
- Create a March or September discount event for unscheduled treatment
- Highlight a smile makeover story via email or Instagram
- Start capturing full-face before/afters for all cosmetic cases
- Give your team a monthly goal tied to internal promos
AI or Tools Tips
Use Canva to create sign mockups and content templates. Use a Google Sheet to track monthly campaign ideas, owners, and follow-ups. For patient-facing automation, tools like Smile Virtual can capture leads and run virtual consults without using clinical time.
Think Smarter
Your most profitable patients may already be in your chair. You don’t need a new ad campaign to unlock growth; you need your team aligned around a consistent message. Internal marketing isn’t extra work. It’s a smart use of your existing attention.
Final Thought
You’ll never maximize big-case growth with a one-and-done push. Sustainable cosmetic volume comes from structured, well-timed internal campaigns. Dr. Blake’s 12-month plan gives you the template; now you just need to customize and commit.
Final Checklist
- Are your signs converting attention into appointments?
- Have you mapped your internal campaign themes for the year?
- Are you tracking unscheduled treatment over $4K?
- Does your team have scripts and visuals for promotions?
- Are you using before/after stories to drive engagement?
- Do you have a workflow for smile makeover content capture?
- Are you retargeting existing patients in your database?
