Full-service dental marketing for DSOs and group practices, from three locations to hundreds.
My Social Practice has worked with over 7,000 dental practices across 16 years. We built our entire company around the ability to manage marketing for hundreds of practices simultaneously, just like a DSO needs to do. The systems, the teams, the software, and the automation are already in place. When a DSO works with us, they’re not hiring a vendor to build something new. They’re plugging into something that already exists. Whether you need us to run everything, support an internal marketing team, or fill specific capability gaps, we fit the way DSOs actually operate.
The Numbers Behind the Name
7000+ dental practices served across the U.S.
Serving DSOs from three locations to hundreds
16+ Years serving dental practices exclusively
“My Social Practice helped us build a smart system that drives ad spend directly to our scheduler, letting patients book appointments themselves. That’s freed up our phone lines and increased patient flow, all with less lift from our team.”
Comfort Dental, South Independence location
Regardless of Your Size, We Have a Solution for You
Small and Emerging Groups
(roughly 3-20 locations)
Typically dentist-run with little to no internal marketing support. We serve as the complete marketing department across all of your locations, coordinated by a single account manager, at a cost much lower than building in-house.
Mid-Market DSOs
(roughly 20-100 locations)
Usually have a marketing manager or small team, but gaps in SEO, paid media, content, or software limit what they can accomplish. We fill those gaps with the tools and automation to expand capacity without adding headcount.
Elite DSOs
(100+ locations)
Large organizations with marketing departments that still face portfolio-level challenges, like brand consistency and multi-location reporting. We’ve run the full marketing operation of a 190-location DSO and have the structure and transition process to support it.
Why DSO & Group Practice Marketing is Harder Than it Looks
Marketing a portfolio of practices isn’t the same problem multiplied by location count, it’s a systems and infrastructure challenge that no single-practice marketing approach can solve. Here’s what changes at scale:
Brand Consistency: Keeping messaging, design, and tone aligned across a portfolio requires systems, not just intentions.
Reputation at Scale: One location with eroding reviews can damage trust across an entire brand, and manual management across dozens of locations is not realistic.
Reporting That Works: DSO executives need to see where patients came from, which locations are performing, and what marketing spend is generating in actual revenue.
Local Relevance: Patients choose a practice that feels local and familiar, so centralized efficiency must still execute at the community level.
Google Visibility: A strong ranking in one market does nothing for a location six miles away; every practice must earn its own local search presence independently.
Stretched Internal Teams: Most DSOs have a marketing manager or small team, but rarely a department with all the skills, software, and bandwidth required.
Here’s What’s Already Built When You Work with My Social Practice
The Account Management Team
Every DSO has one dedicated My Social Practice account manager as the single point of contact across all services and locations, with a backup manager ensuring coverage is never interrupted.
The SEO Team
Our SEO strategist, copywriter, and technical specialist manage keyword strategy, on-page optimization, Google Business Profile maintenance, and directory listings across all locations, using enterprise-level analytics software that would cost a DSO $3,000 to $5,000 per month to license independently.
The Website Development Team
Designers, developers, and copywriters build and maintain custom dental websites using an automated production system that cuts build costs well below the dental industry standard, with flat-fee hosting that includes unlimited updates and no hourly billing.
The AI Receptionist Software & Team
Annie AI answers every inbound call 24/7, schedules appointments, and makes outbound hygiene recare calls, recovering the 25 to 35 percent of calls most practices miss and more than $150,000 in annual production per location.
The Social Media Team
Proprietary publishing software powers branded graphic design, cross-platform scheduling, and comment engagement for every location, whether the DSO runs one brand or many.
The Paid Advertising Team
A campaign manager and paid advertising specialist launch and optimize campaigns across Google and social platforms, managing budget by location and evaluating channel mix including video, social ads, and connected TV, at costs that consistently undercut larger production agencies.
The Reputation Management Team
Automated review generation software and a dedicated account manager grow each location’s rating, manage responses, and equip practice teams with materials that make requesting reviews a consistent daily habit.
The Online Scheduling Software & Team
Our proprietary scheduling platform integrates with major practice management systems, serves as the foundation for closed-loop ROI tracking, and is set up and monitored by a dedicated onboarding team for every location.
How We Work with Teams Already in Place or Building from Scratch
For DSOs and groups without an internal marketing team:
If your DSO doesn’t have a dedicated marketing system in place yet, we serve as your complete marketing department, managing every service across all of your locations through a single dedicated account manager. Most DSOs in this position find that working with us costs significantly less than building an equivalent internal team from scratch, while producing results faster since our systems are already ready to go.
For DSOs with a marketing team that needs support:
When your DSO already has a marketing manager or internal team, we operate as their execution and capability team, following their lead and providing the specialized skills, software, and scale that make their strategy possible across every location. Your marketing team stays front and center, takes credit for the results, and looks more capable to leadership because they have the resources to back up their direction.
Reporting and ROI
Our closed-loop reporting dashboard tracks the complete patient journey
When your DSO already has a marketing manager or internal team, we operate as their execution and capability team, following their lead and providing the specialized skills, software, and scale that make their strategy possible across every location. Your marketing team stays front and center, takes credit for the results, and looks more capable to leadership because they have the resources to back up their direction.
We’re an Agency That’s Worked with 7,000+ Practices & DSOs
We know what can be standardized and what can’t: Built-in systems handle the repeatable work so costs stay low across every location.
We know what dental patients respond to: 16 years across every specialty means we know what drives patient decisions, not guesses.
We know the 80/20 of dental marketing: We’ve mapped where returns diminish so your budget goes where it actually performs.
We’ve already made the expensive mistakes: Wrong software, wrong workflows, wrong attribution: we’ve been through it all, so you don’t have to.
We understand the tension between brand consistency & local relevance: Our workflows maintain control while keeping each location feeling local to its community.
We know how to launch new acquisitions quickly: Our onboarding system is already built and we’ve run it hundreds of times.
We know which channels differ by market and practice type: We know when to weight Google Maps, paid ads, or social media, and why it changes by location.
What Makes My Social Practice the Right Choice for DSOs & Groups:
Dental-only, 16 years, 7,000+ practices: We have never worked outside the dental industry, which means every system, every team member, and every dollar of software investment is built entirely around how dental practices grow.
Built for scale from day one: Our infrastructure was designed to manage hundreds of practices simultaneously, not adapted from a boutique model, which is exactly why DSOs find it familiar.
AI & automation that reduce cost: Proprietary automation cuts SEO content costs by 60-70%, website production costs roughly in half, and media production to a fraction of what larger agencies charge.
One account manager across everything: Your dedicated point of contact manages all services and locations, answers your call, and never hands you off to someone who doesn’t know your business.
Flexible engagement models: Full-service management, targeted gap-filling, silent team support, or consulting: we adapt to how your DSO needs to work with us, not the other way around.
Proven at scale: Last year we absorbed the complete marketing operation of a 190-location DSO, running a seven-person team through a four-to-five-month transition with no locations going dark.
Full creative capabilities: Beyond digital marketing, our creative team handles video production, photography, brand campaigns, and connected TV advertising, producing broadcast-quality content at a fraction of major agency rates.
Month-to-month agreements: We don’t lock DSOs into long-term contracts because we believe results should earn the renewal, not legal obligation.
Annie AI built and owned by us, not licensed from a third party: Over $4 million has been invested in the development of our AI receptionist, which means we control it, improve it continuously, and stand behind its performance at every location.
Your DSO Deserves a Marketing System, Not a Collection of Vendors
DSO growth depends on systems. Consistent patient acquisition across locations. Predictable reporting. A marketing infrastructure that doesn’t require you to rebuild it every time you add a location or change a team member. My Social Practice is that system. Already built. Already running. Ready to be deployed across your portfolio.
Frequently Asked Questions
What is DSO marketing?
DSO marketing is the process of managing patient acquisition, brand visibility, reputation management, SEO, advertising, and marketing operations across multiple dental practice locations. Effective DSO marketing helps organizations scale growth while maintaining consistency and local market relevance.
How is DSO marketing different from marketing for a single dental practice?
DSO marketing requires managing multiple locations, brands, providers, and local markets simultaneously. Unlike single-location marketing, DSO marketing relies on scalable systems, centralized reporting, automation, and location-specific optimization.
How do DSOs scale marketing across multiple locations?
DSOs scale marketing through centralized strategy, standardized processes, marketing automation, enterprise reporting, and location-specific optimization. A successful DSO marketing program balances corporate oversight with local market visibility to maximize patient acquisition across all locations.
What DSO marketing services does My Social Practice provide?
My Social Practice provides DSO marketing services including SEO, reputation management, social media marketing, website support, online scheduling, AI-powered patient communication, and digital advertising. Services can be deployed across all locations or customized for specific regions and practices.
Can DSO marketing be customized for individual practice locations?
Yes. While enterprise strategy may be centralized, local SEO, reviews, content, and community visibility should be optimized at the individual practice level. This helps each location compete effectively within its own market.
How does My Social Practice manage marketing for multi-location dental organizations?
My Social Practice uses specialized teams, enterprise software, automation, and proven workflows to manage marketing across multiple locations. This approach ensures consistent execution while allowing flexibility for location-specific needs.
How does DSO marketing improve patient acquisition?
DSO marketing improves patient acquisition by increasing visibility in search results, strengthening online reputation, improving local SEO, and driving appointment requests through targeted advertising. The goal is to generate more qualified patients across every supported location.
How does My Social Practice handle onboarding for multiple locations?
My Social Practice follows a structured onboarding process designed specifically for multi-location dental organizations. Locations are prioritized based on business needs, and implementation is coordinated to ensure continuity while minimizing operational disruption.
How do you measure the success of a DSO marketing campaign?
Success is measured through patient acquisition, appointment volume, website traffic, search visibility, online reviews, and revenue growth. Enterprise reporting provides visibility at both the organizational and individual location levels.
Can DSO marketing help organizations with multiple brands?
Yes. DSO marketing strategies can support both unified-brand organizations and portfolios where individual practices maintain their own identity. Marketing systems can be customized to preserve local branding while still benefiting from centralized oversight.
Why do DSOs choose My Social Practice for dental marketing?
My Social Practice has over 16 years of dental marketing experience and has supported thousands of dental practices, including large multi-location organizations. Our specialized teams, scalable technology, and dental industry expertise make us uniquely equipped to support DSO growth.
Can AI and automation improve DSO marketing performance?
Yes. AI-powered tools such as Annie AI, automated reputation management, and enterprise reporting systems help DSOs improve efficiency, increase patient engagement, and scale marketing efforts more effectively across multiple locations.
