Guest: Dr. Cory Ryan
NuSet Dental Implants and Oral Surgery
Most full arch doctors think the bottleneck is clinical. Dr. Ryan has
Meet the dance group community
scaled full arch across multiple markets, and he says the surgery was
never the hard part.
He runs NuSet Dental Implants and Oral Surgery, holds both a DDS and an
MD, and buys small oral surgery practices rather than building expensive
implant centers. He walks Chelsea Morrisey through the acquisition model, the market math he used to size the opportunity, the office that beat him, and the one system he says took the
guesswork out of lead
conversion.
If your phones are ringing and your consults are not converting, this
is the conversation.
CONNECT WITH DR. RYAN
NuSet Dental Implants and Oral Surgery
https://nusetdental.com
THE FULL ARCH GROWTH SHOW
Hosted by Chelsea Morrisey, CEO of The Implant Engine.
New episode every week.
Book a call: http://Inkh.co/tie_yt
00:00 From Mississippi to oral surgery
04:20 The market math: 65 million people
06:30 Why he stopped relying on referrals
08:57 Buying small practices instead of building
10:52 The market that beat him
13:14 Why a competitor nearby is a good sign
14:50 The surgery is the easy part
15:51 Where a call center still falls short
17:42 Spending $100K a month
18:38 “I didn’t know my market”
20:36 How he ended up in Scottsdale
24:45 Believe everyone, trust no one
26:39 Talking to every office every day
33:16 The demand did not disappear
Cory
you have to work these leads every single day. You have to have a team that answers your leads and follows up and forget getting them into the office. the surgical part, the selling part, that’s the easy part. 90 % of the legwork is getting them into the office because if you have a chance to get them into the office you have a chance to present yourself
Chelsea Morrisey
into it. All right, Dr. Ryan, tell me a little bit more about your journey in dentistry and what kind of made you decide to become an oral surgeon?
Cory
Well, I started off, I was at the University of Southern Mississippi. I’m from Mississippi originally. And one of my roommates was in dental school or was going to dental school at University of Mississippi in Jackson. And so, you know, I really started looking into it. I ended up taking the DAT exam, which is the interest exam for dental school. And I ended up at LSU Dental School in New Orleans. I then, during that time, decided to pursue oral surgery. And in 2006, I went to Emory where I attended Emory Medical School and did my oral surgery training there. About a year after graduating in 2012, I bought my first practice in Denver and kind of started off from there. No, it
Chelsea Morrisey
Was that NuSet ?
Cory
actually wasn’t. It was a small office. And that’s what I’ll talk about, but I really focus on buying smaller oral surgery practices and I kind of build them. add that external implant marketing to them. No, my first practice in 2013 was called Mountain Oral Surgery. And then when I bought Mountain Oral Surgery, I guess we’ll talk numbers. I’ll talk numbers. I mean, I paid $300,000 for that first practice. I thought that my world was ending. I was in debt, I didn’t know what to do. I was so scared. And you know, this little journey, that’s kind of what, you know, there’s nothing that says a hundred percent you’re going to be successful the first time, right? like with everything is a risk. But my first year, I think that office was doing like $500,000 in sales. I bought it in 2013 and then I sold it in 2022. What essentially happened, what I was doing at Mountain Oral Surgery, was really mainly oral surgery, wisdom teeth, putting in a few implants here and there. I brought on a prosthodontist, and we started dabbling in the full arch, mainly working with referrals, so we really weren’t doing external marketing. I started some external marketing in, I want to say, 2017, 2018. Again, I started with progressive. My budget was $3,000 a month, and I thought the world was ending there because you just – this whole process, you start – you think you’re going to be the next ClearChoice , by, starting a budget of $3,000. Yeah, that’s the truth. And so I started to grow. And there was a company called NuSet Dental Implants, which was my office was in Northern Denver. This was in Southern Denver. It was a few business guys that got together and started a year before COVID got in over their head. had doctors that really didn’t have a lot of experience with doing full arch. not only were they not making money, COVID hit, and they had a lot of failures and they didn’t know what to do. Nobody would buy them and I came in again. We’ll talk about this. Everything’s a risk, right? Nobody wanted this. I came in and bought it. The troubled company NuSet became NuSet plus Mountain Oral Surgery. We decided, because I knew that I wanted to go nationally with this, that we were going to change the name to NuSet. And that’s where NuSet evolved, really in 2022.
Chelsea Morrisey
I want to talk about NuSet, but first I want to, just think having known you, I just think of you exclusively as this very bold and confident guy. So it’s really interesting to hear about this different version of Dr. Ryan with this first acquisition kind of shaking in your boots at this cost of this practice and the marketing spend. but you still did it. Talk to me a little bit about that time. Like, I’m sure people come out of dental school and they’re wondering, should I buy my first office? Like, what is it about you that pushes you toward risk?
Cory
Well, you know, these are calculated risks. You know, it’s kind of like when you buy a home, you know, it’s really hard to fail, you know, buying your first home, having to put money down, you know, things that tend to appreciate those are good calculated risks. Buying a house, being an oral surgeon, being in the field of dentistry, it’s really hard to fail. You know, now if you’re doing something below the standard of care or something out of the ordinary, then yes, you can fail, but You you look at what really when I started buying practices and building the implant business. I again, was mainly working with referrals. I really didn’t know too much about direct consumer, but I saw ClearChoice. when I started in 2017, I literally think the numbers for ClearChoice , were, and I want to say 2017, 2018, there are essentially 40 million, edentulous people in the country. There’s another 25 million that need to be made edentulous, so that’s 65 million people. That’s essentially 15 % of the population. At the time, ClearChoice . only had about 40 locations, and let’s say each office was doing 500 arches a year. That’s what 25,000 arches. We just talked about there’s 15 % of the country that needs full-arch dental implants, so it shows you that… The business is there’s enough for as many implant centers that want to be out there. There’s plenty of opportunities, just really how you position yourself. And I think with the marketing, you start slowly, you kind of see what works. You’re going to have some times where you’re losing money, you’re spending more than you’re making. the end goal is that you know that this can be successful. And it’s really, you know, Like my CPA always says about doing write-offs and taking risks, he’s like, how good do you want to sleep at night? And that’s really what I would say with full arch. I mean, there are going to be some ups and downs, but at the end of the day, if you’re doing the right thing, if you’re offering good services, if you’re working within the standard of care, if you have a good reputation, it’s really impossible to fail at this.
Chelsea Morrisey
what are your must-haves when you’re thinking about kind of potentially even opening a new location?
Cory
Well, for me, i think the hardest part is, and you’ll hear this, just having the right teams. I like doing, and when I had my one office, I like to do things a certain way surgically. I like the office to run a certain way, but you have to understand that when you start to expand, maybe no one’s ever gonna do it as good as you. Maybe no one’s ever gonna do it exactly how you want it, but if… But if you find the right people, the people that care about your business, your patients, at the same time, I mean, if you’re gonna expand and do things, you do have to be present. Like I’m always flying to my other offices, I’m always available, every day I’m available. So I think just trusting, getting the right people. I had an attending that always told me that believe everyone, trust no one. And that’s kind of my model, know? Yes, everyone, you hope that everyone’s doing the right thing, at end of the day, you always have to be aware. I talk to every office every day, like you guys, talk to Charissa all the time. I mean, I’m hands on. I do the surgical part. I do the business side. I call patients. I do everything. I think that you just have to, when you take that leap, you just have to understand that I really think that no one’s going to do it exactly how you want to do it, but that’s okay. You can still be successful.
Chelsea Morrisey
talk me through a little bit of the first NuSet acquisition. You, went off and you said, I think I have something here to talk to me a little bit about why you went on to decide to move into four different markets and ongoing and what is the kind of vision here.
Cory
Right. Well, you know, the, during COVID, actually bought, I started, my model for me that works is, you don’t, to be successful, you don’t need to go out and buy an office that’s doing $2 million in implant sales a year because it’s so easy to build that up to where you pay little to nothing. So my model for me is I buy small little oral surgery practices, practices that are in areas where I like to have an airport where I could get in and out because I’m always traveling. So that’s a big thing. How accessible is it for me? And really I always look for my model for me. If there’s a ClearChoice around, I know I’m going to be successful. cause they’ve done all the legwork for me. all the geographical mapping to see, you know, who can afford what and so really if there’s a ClearChoice around, if there’s a nice size airport that helps me lean to those markets. And then also, I look at the numbers. I like to buy practices that only do oral surgeons that are working one day a week and are trying to just get rid of their practice. Really all I need is an office to work out of. And so I pay two, 300,000 for practices. And then I turn on the marketing. I mean, literally Nashville, for instance, I bought Nashville. three years ago and it was doing $400,000 a month. This year, it’s three years later. I mean, I think we’re gonna do like eight million this year. It’s so easy to do. That’s why I’m like, you don’t have to go out and buy this big practice and get in debt, know, pay a million dollars for a practice, build it yourself, you know, work with good people, work with good marketing agencies such as the Implant Engine, you know, do the right things and All of it will come. I can assure you that it’s impossible to fail. Have I failed in offices? Yes. My Scottsdale office. That was one office that just was… I wasn’t really able to spend a lot of time there. To me, Scottsdale was probably the worst market in the U.S. so competitive. Doctors are selling arches for $8,000 an arch. At the end of the day, decided to close that one because my other officers are so fruitful. And that’s another thing that you have to be ready to do is, you know, when you acquire an office for two or $300,000, sometimes it doesn’t work. You know what? Sometimes you have to just accept it and say, you know what? I’m going to close this office down and move on and work with another office. So that’s the whole thing about not, you know, getting into a lot of debt with these offices, just understanding that Not every office is going to be successful. Have I been successful in everything that I’ve done? Absolutely not. I’ve had failures. I’ve had to close offices. But just know that the end game is that this is extremely profitable. And we’re doing good things. We’re changing people’s lives. So I think it’s a win-win for everyone.
Chelsea Morrisey
Yeah, I love this. Your model is brilliant because basically what you’re saying is I’m going to dabble in this market and see if I can make it work at as low risk as possible. But to do that, you have to believe in marketing. And I think so
Cory
That’s right.
Chelsea Morrisey
many dentists come to us and marketing is their enemy. And that’s the mindset that they have. It is not their partner. And I get it because they have been burned by folks in the past and they haven’t seen success with it. At the same time, you’re saying marketing is essential to my growth plan and it is the element that kind of makes this all tick.
Cory
Let’s say like a Nuvia, for instance, and they’re been very successful at what they’re doing. They’re growing like crazy, but their model is build a brand new state of the art implant center, you know, a build out is probably a million and a half dollars. I don’t have enough capital. that would definitely not like to spend that kind of money on a market that I’m not sure I will be successful at. Like for me, that’s why I buy these little practices. and then build the marketing up and then it flows in and I really have no risk. I literally have other than the marketing expenses. I have zero risk and so that’s my model that’s worked really well. So for someone that’s really I think jumping in the game, start in your office. Don’t be afraid to market. Like I said, for me, if there’s a Nuvia if there’s a ClearChoice within a 20 mile radius, you’re gonna be fine. cause they’ve done all the legwork for you. But I can tell you that you’re not going to start with them, you know, marketing doing $5,000 and expect to get 10 arches the next month, you know? And so that’s not going to happen. And then at the same time, you know, I think that a lot of the marketing companies don’t tell you this, but you have to have a good team that’s answering the phone, that’s following up with the leads. And when I say following up with the leads, I’m not saying the leads come in and you call them one time and they don’t answer and you say, hey, this is a NuSet. We’d love to have you as a patient. What you don’t understand is that when these people, and I hear from my patients all the time, when they’re searching, they’re getting bombarded. what they don’t tell you is, that, you have to work these leads every single day. You have to have a team that answers your leads and follows up and forget getting them into the office. the surgical part, the selling part, that’s the easy part. 90 % of the legwork is getting them into the office because if you have a chance to get them into the office you have a chance to present yourself to present your office and really to sell them all these patients need it that are inquiring about it but like I said you have to have such a really good team that is calling them and texting them every single day so really that’s a part that I think is the most difficult about learning how to do this.
Chelsea Morrisey
Yeah, I think a lot of money leaks out of the call center more than people realize and they understaff if they have it internally they understaff their call center substantially.
Cory
Yeah, And that’s what’s other companies will say, Hey, well, we’ve got you, you know, 500 leads for the month. It’s on you. We got, we got you the leads, but you know, you’re not getting them selling them. You’re not getting them in well. I like the transparency with The Implant Engine because your model is you’re getting me the leads and your scheduling. then if you’re not getting them into door, then I’m going to say, hey, Implant Engine, what’s going on? it’s so I do like the all in one. It really takes the stress off. I think for someone that’s starting out, you know, you what you guys offer, I would 100 % do the marketing and the call center. I would do it all as one package because I just think it takes a lot of stress off. You guys have kind of figured out the algorithms on what needs to be done. People that are starting out, they don’t have the right staff. It’s just so difficult to know how many times to call them, to, know, confirming missed appointments is just really difficult. So I think you guys, that’s something that you guys offer that I don’t really think any other marketing company offers.
Chelsea Morrisey
back to just one quick lesson on Scottsdale. Cause I think that’s a really interesting situation. Cause you have won so many times, but even the best of us, we lose at times, you know, in the, world of entrepreneurship, what would you do differently with Scottsdale?
Cory
I, well, you know, at the time I went in just really heavy. I mean, this was, this is where I really, cause I’m super aggressive and you know, I went all in when I started three years ago, I was spending a hundred thousand a month. in marketing and I was making so much money in other markets, million dollars a month in Denver I was making. Not to brag or something, but I’m just throwing numbers out and I
Chelsea Morrisey
Yeah.
Cory
was losing a hundred I probably lost two or three million dollars in Scottsdale and I don’t want to scare anyone and say but that was just a lesson where it was so hard I was trying to sell arches for 55,000 on a double arch and People were selling for seven or eight thousand and on top of that, you know The Scottsdale dynamic is there are people there in the winter and they’re not there in the summer. So I still think that whole dynamic of offering $7,000 or $8,000. I didn’t know my market. That was where I failed. What I would say in Scottsdale is I didn’t know my market. I failed there. you know, I had lost a lot of money, but at the time I knew I had to shut it down. And like I said, you look at all these very, I mean, I don’t really find myself as being an entrepreneur. I mean, I’m not like a big Steve Jobs or like a Jeff Bezos or someone like that, but all these people that are successful. My wife worked for Sara Blakely with Spanx. You hear their stories. I mean, they all failed multiple times, you know? And so, even losing money. I mean, if you’re scared of losing money, and you know, then this might not be, you know, good for you. You might wanna just stay with, you know, you can make a very good living doing whether it’s general dentistry, implant dentistry, oral surgery. I mean, there’s, you’re in the top. you 5 % in the country. but, but like I said, it’s like, tell people about, I’m going to go back to the analogy of buying a house. Cause I’ll also, me and my wife do a lot of building houses now selling houses. You, you just have to know your risk and if it’s calculated, you’re going to do well. It’s really impossible. It really is impossible to fail.
Chelsea Morrisey
it’s really interesting. I mean, it and I think when you say it’s impossible to fail, the lesson I’m hearing from you is it’s impossible to fail at large, right? where you will have these little failures and in a business mentor that I once had always told me don’t learn the wrong lesson. let’s say one of your offices doesn’t work out, it doesn’t I mean that another new head office in another location can’t work out. You don’t have to stop opening offices just because one market didn’t didn’t work out right. And I think sometimes in business, we can have these failures, we can learn wrong lesson, right? Whereas you just got to get back on the horse, but learn from it and try not to make those same mistakes twice.
Cory
I always see it as you know, no one wants to lose money, but those two years of that were a good tax write-off for me. You know, I use it as a
Chelsea Morrisey
Yeah.
Cory
tech. Yeah,
Chelsea Morrisey
attitude, yeah, for sure.
Cory
I mean, I hopefully I don’t have to deal with a loss like that. I am a little more careful and just let let’s let’s just put a disclosure here. The reason I ended up in Scottsdale was because when I bought NuSet. dental when I acquired, they had an office there that was built out. They gave it to me for free. So all I had to do was take it over. that’s another thing that I didn’t really do my homework in Arizona and Scottsdale because that office at the time was given to me. All I had to do was take over the rent. So I took over the rent, but at the same time I had failures in getting the marketing going. was a shell. That office, that was my only office that was not an oral surgery practice with are generating revenue. So that is one disclosure about
Chelsea Morrisey
you’re one of our most hands-on doctors, which I do think attributes to your success. success. Talk to me a little bit about why you’ve chosen to be hands on. Is it just who you naturally are? Is that the reason you think that you can operate successfully in four different markets at this point because of how hands on you are?
Cory
Yeah, I think that now, I always know what’s going on. I mean, obviously you have to trust who you’re marketing with, whether it’s Implant Engine or whoever you’re using. But at the same time, you guys can do everything. if we’re not we’re not communicating when it comes to sales. Like, how do you guys know what we’re selling if we’re not updating the platform for you guys? You know, it’s important because, and you know, Once a month, I like to meet with the team and say, okay, well, these are our sales. This is what we’ve spent. I mean, we can say all we want, know, all these people are going to promise 10 X 12 X 8 X, but listen, I always tell my kids, I’m like, the proof is in the pudding and I’m the pudding. And I
Chelsea Morrisey
Yeah.
Cory
like to look at all this and I want to know what’s going on. if you’re going to be successful, if you think that you’re going to hire any marketing company, And they’re going to just start having, you know, five consults at your door every day, signing on every day. It’s just not going to happen. You have to be there. You have to look at the numbers. you have to see what’s working. And again, not everything works, not every single ad that you guys do that If it doesn’t work, you pivot and you try something else. I can tell you ClearChoice. All the big people. They have this huge team that does it for them where the doctors don’t have to be involved. But if you’re small, like I am and small, like I’m sure like a lot of the doctors that work with you have to be hands on. have to say, you know what, at least once a week I am going to be present. Like I said, Charissa, I literally text her. She probably gets tired of me at six o’clock at night because something comes about and I’m like, you know what? I need to know this. that’s the thing that I love about The Implant Engine and whether I’m working with Paul and the call center or Britt filming or Charissa, everyone’s always answers the phone for me. And that’s so important because, you know, there are times where like, you know, you go 10 days and you don’t sell a case and you’re like, boy, you know, you’re worried. You’re like, my God, the ceiling’s coming down, the world’s ending. and then next week you sell seven or eight cases, so you have to be present. have to look at the numbers. You have to share the numbers with your team to understand what works and what doesn’t work. And you have to understand that not everything’s going to work and is going to be successful.
Chelsea Morrisey
I’m just going to provide a little anecdote because Charissa came to me one day and said, I was sick. she works with many doctors and you reached out to her. You called her and asked her how she was doing. And I think that you didn’t have to do that. And I don’t think anyone else did that, but you took the time out of your day to ask her how she was doing. And I think that that shows me the juxtaposition of how you are as a leader, probably amongst your whole team where you’re very present and you’re very intense, but you also care about them as people. And my guess is that’s how you are with your team, not just with us at The Implant Engine, but talk to me a little bit about- your leadership style. Did I get any of that right?
Cory
Right. Chelsea, let’s not do a survey with my office staff on that. Okay. Cause I don’t know what they would all say, but, but yes, I literally, I, do like normally I’m on the road three or four days a week and I fly to each office every day, but I check in. with the office managers and with the sales consultants every single day. I asked them, is there, I call patients all the time personally. They know that if they’re having trouble selling a case or closing a case, I’m like, let me call, let me talk to them. Let me see what I can offer. And so I call patients every single day. I came from small humble upbringings. My mom was a teacher, my dad sold used cars. And so I don’t… you know, i think that I’m like, you know, hot stuff or think I’m better than everyone else. If a rep is coming to my office and wants to talk, I never am rude to the reps. I always tell them to come back and talk to me. I might be in surgery, but I just feel like that, you know, everyone’s out there working, trying to, you know, make a living. And I respect that. I, so that’s why kind of like, I’m always, you know, there to talk to people. I mean, even my employees, I, you know, my success is their success. And so if they’re working their butt off, I’m going to bonus them. I’m going to do things special. I’m always like, if someone needs a car payment, you know, made them and they can’t or they need extra money, I’m always there for my employees. Cause really at the end of the day, without them, they do all the hard work. You know what I’m saying? And so you have to just be there. have to, you if someone’s maybe not doing it how you want it, you don’t scream at them. You try to teach them, you try to be their mentor and help them do it a better way. And so for me, just not only do you want to be empathetic to your patients, but just being empathetic and caring to your employees. I mean, you’re not going to be successful being a scary jerk every day. You know what I’m saying? No one’s going to want to work for you. And so just, you know, trying to be there. Are there times where I’m stressful. I’m not selling anything. I’ve had a long day. The surgeries didn’t go as planned. Yes, that happens. Can I be grumpy? Yes. But what I always try to do is just try to realize, hey, these employees, they’re working hard for me. They’re staying till seven o’clock at night to get these last set of teeth screwed into these patients. And so you just have to look at it like, you you know, everyone has their own life and you know, if they’re working hard for you, and they’re making me money and making me successful, you need to reciprocate that. And that’s really what I try.
Chelsea Morrisey
Yeah, totally. Talk to me a little bit about how you deal kind of on a personal level, because I’m sure you have moments of burnout, doubt, exhaustion. I mean, you’re going, you talked to me about you’re doing real estate. You’re huge team at this point. So what do you do to kind of maintain mentally?
Cory
Well, I am kind of crazy. I like start my first surgeries at four 30 every morning. I do a lot of surgeries, but I think the most important is you try to eat healthy. Working out is important. I have a concierge doctor. i think that, you know, I have someone that I talked to, my wife actually helps level me out because I’m such a type A person and she’s more of a laid back individual. But, you know, I think that, you just realize that you can’t do everything yourself, you know, and there are going to be times where things aren’t going well, you’re stressed out. You just have to delegate, some of the responsibilities to other people. You always have an eye in the sky, like a casino, you know, kind of just always wanting, but just realized that. Not everything’s going to go as planned. Yes, do I get stressed out 100 % but just realize that, it’s going to be okay. Like, yes, this week’s been bad. Nobody’s buying cases. I’m spending 50,000 this week in marketing. Nothing’s going, payrolls tomorrow and nothing’s going right. But just realize that, like I said, look at the big picture. It’s hard to fail at this and just realize that things will turn around. you know, and they’ll get better. And I really think that the honest truth, when you have communication with your team, when you have communication with your marketing team, you’ll know when things are good. if you don’t communicate, you don’t talk to anyone about it. All of a sudden everything hits, things are bad. you’re not making money. You’re going to freak out, get stressed out when you communicate, you kind of see the big picture. Like the leads maybe haven’t been good the last two or three weeks. I’m like, Chelsea, Charissa, what’s going on? You kind of know maybe for the next two or three weeks it might be a little bit slower because you’ve prepared your film. And so just kind of knowing the big picture, you’re not going to, I think, get as stressed as if you don’t know anything and then all of a sudden you have no leads, no patients for two weeks, you start freaking out, getting upset, blood pressure gets high. I think that if you’re just better prepared… You know, that’s not going to happen, but no matter what, when you talk about doing marketing, spending a lot of money, you’re, it’s going to be stressful at times. A hundred percent. It’s just the way.
Chelsea Morrisey
Yeah, for sure. I think you do better than most at in moments of pressure, zooming out and reminding yourself, I’ve been here before. you have the data and you have the context and the maturity to say, look, I’ve been here before and I came out of it. And this is what I did to come out of it. And like the sky isn’t falling.
Cory
Yeah, and like we talked about those 45 million people or 15 % of the population that needs this didn’t disappear overnight, right? And Can we talk about cost for a second? I think that one thing that you really have to accept now When I started in 2017, yes, $60,000 was great. Everybody was getting $60,000 for Double Arch. I think now the times are changing. There might be these dentists that have these in-house patients that trust them and they might sign on for $60,000, but you have to be aware that if you’re doing direct consumer, patients are getting offers anywhere from $5,000 an arch to $30,000 an arch. And it’s crazy. have these companies like Smile Mission in Florida, this company in Las Vegas, Bionic Smiles. know, regardless, people right now are so focused on price. don’t care who’s doing it. What, what they are so, you know, entailed with price because obviously the economy at times is, has been bad and has been volatile. so you, if you’re going to get into this game, you have to realize that. You’re not always gonna get 30,000 an arch. You’re gonna have to bend a little bit. I think that one thing that makes it easier for someone like me is when you have multiple offices, you can bring your costs down, right? When you’re a single practitioner, this is one thing that I think you have to understand is that when you’re by yourself, you have one office, it’s gonna be hard to bring down those overall costs. And so you have to look at, how much can I sell it for? But then also how much can I bring that total cost? At the end of the day, if I’m selling, I can sell arches for $15,000 an arch, $30,000 for a double, I’m still profitable. So I think that’s kind of a learning curve is trying to figure out what can you sell it for to still be profitable. I think that’s, that’s probably maybe another hurdle when you first start out.
Chelsea Morrisey
Yeah, and kind of meeting the market where the market is and being realistic about that Yeah, you got to be profitable, but also you can’t blow ClearChoice out of the water and be successful I mean you do have
Cory
That’s right.
Chelsea Morrisey
to work with the market
Cory
100%, they’re lowering their prices now too.
Chelsea Morrisey
Yeah, totally. So, you know, just a few questions about kind of our partnership before we wrap things up here. We’ve done about six million in treatment together, I think over about a year, roughly a year of partnership. What has The Implant Engine done for you specifically? to drive that?
Cory
Well, I think that you’re not just a cookie cutter marketing agency because the problem is there are so many marketing agencies and I have gone through so many marketing agencies. And again, they always don’t always work. You just have to find what works for you. But you kind of individualize how you market. that met myself, my practices, the market. I think it’s really important. I think one of the best things that we did was that we did a full two day video shoot for new content. I mean, I’ve got tons of content, but I think it’s important to get new content, not only of yourself, but of your patients. i think having the content has been the biggest thing for me is that you guys did do an amazing job putting together the content, selling the doctor, selling the treatment and. At the same time, like I’ve said, you guys are always present. I’m always talking to you guys. If something doesn’t work, we try to see what we can do better. You have an amazing team, Chelsea. everyone kind of does their own thing. But again, I think the filming’s been really good. The content has been amazing, the assets. I really think the game changer for The Implant Engine is having a call center. having that, That takes all the guesswork out of it. Having someone that’s going to know how to run a call center, knows how to call patients, knows how to get them scheduled. We’re, you know, we’re even doing this virtual. I’m doing a lot. Now that’s one thing that I probably struggle at most because, you know, I’m supposed to have a virtual at 11 AM and here I am doing seven or eight arches in a day and I missed the virtual. So that’s something that we’re obviously kind of trying to figure out. But you guys just know what you’re doing. I mean, you have experience a huge team, you know, and a lot of these marketing companies that that I’ve worked with previously, I mean, some of them are marketing 10 dentists deep in the same market and it’s the same content, you know, and what how does that different differentiate you from the other doctors again? The most important part is patients are going online and they’re searching dental implants and they’re getting bombarded with all these ads. Well, if all the ads are the 10 exact same ones except a different location and a different doctor, where’s the separation there? what you guys are doing. We’re due for more filming. I mean, we filmed probably eight or nine, but I also think again, filming, yes, spending 10 or $15,000 in filming seems like a lot of money, but it pays off at end because these patients, You just want to have your social media. You want to have all of that. Every day you want to have it updated. so whether it’s the people working for The Implant Engine, you have the call center, the film, the content. So you have all these people that really know what they’re doing. And you get really personalized treatment, personalized care.
Chelsea Morrisey
Yeah, I love to hear that about the team. just, it makes me so happy because having a vision of something and then having people that’ll come in and carry that torch with the same passion as you is like, it’s the greatest gift to anyone.
Cory
Yeah, like I said, I have nothing but, amazing things to say about, your company. I will say that, I’m super busy, but if any doctor wants to come hang out in my practice or talk to me about marketing, I am always available and you can, give them all of my information. But, you know, I would love to help, other doctors. I turned 50 September 18th, so I don’t know how many more years I have. I mean, I’m always going to do this, but, This is definitely for the younger doctors for sure.
Chelsea Morrisey
yeah, you’d be an amazing mentor to any new doctor that’s getting into this should you ever decide to head that direction. One last kind of question here to close this out. If someone was on the fence about working with The Implant Engine, what would you tell them?
Cory
I would tell them that out of all of the marketing agencies that I’ve worked with, again, you guys are sort of the full package. You’re gonna be able to create new content. Content that’s, all the marketing companies create content. but you’re going to be able to individualize that content. Understand that where they are, their market, what you guys can offer is just going to be so much different with the other marketing companies are offering. Again, you guys come with experience, multiple staffing, multiple people of your company have worked with other implant companies, so you have that. And then also the call center. I think the call center is everything. I mean, it’s built in. It’s like, turn the light on and go to work. And I really think that’s really probably the biggest asset for you guys And again, just everyone being readily available. And I can tell you that you’re not gonna get that everywhere else. And again, look at me, I mean, have multiple implant centers. I’m talking so good about your company. I mean, that right there is… is proof. you know, would say that if you’re, you know, kind of on the fence, i think The Implant Engine is a great start, you know, for your, your full arch journey.
Chelsea Morrisey
Yeah, that’s amazing. If dentists are listening to this and want to find you and learn a bit more from you, and I know they are going to because this was incredible, where can they find you? How can they reach you?
Cory
So my email address is coryryanddsmd@gmail.com. That’s , And then my company again is NuSet Dental Implants. I would love to have you guys come. We can talk about marketing, digital scanning. Again, I’m 100 % digital now. I treat patients from all over the country. fly them in, I put them in hotels. And so, you know, there’s nothing that scares me or that I haven’t done before. so anyone that’s out there and, you know, is a little nervous of making the leap, which is understandable, you know, reach out to me and, you know, I’d love to talk to you or have you in my office and do whatever I can to help you be successful.
Chelsea Morrisey
Yeah, so many people out there operate in this scarcity mindset. And one thing that really stood out to me in this conversation is just the way you operate in abundance. You believe that there is enough people out there to serve. You believe that people can get into this today and be successful and everyone will be successful. And there’s enough of the pie for everybody. And I love that. And I think it’s probably a big reason why you’re successful.
Cory
Yes, I appreciate those kind words, Chelsea. And again, it’s what we do. This is fail proof, I would say. A few
Chelsea Morrisey
Yeah, absolutely.
Cory
bumps in the road, a few obstacles, you just go through them, work through them and you’re going to be successful. Things are going to work out. we didn’t even talk about this. you’re helping people. You’re creating new smiles. You’re changing their lives. I mean, that’s the big picture, right? That’s everything. So at the end of the day, that’s what it’s all about.
Chelsea Morrisey
Yeah, there’s so much to this. I’ll say one last thing about your content. Your patients rave about you and one of your videos, I looked this up before, has almost 2 million of attributed revenue to it. So when you get the right patient and when you get the right piece of content, you’re never going to see a generic piece of content ever one patient is responsible for majority of your revenue and those kind of ads they I call them Trojan horses. They don’t go on
Cory
Yeah.
Chelsea Morrisey
forever, but that’s why you keep redoing ads because you’ll find those patients that carry your business. Truly. I mean, their stories are so
Cory
%
Chelsea Morrisey
powerful that so many people relate to it.
Cory
And the content’s everything. that’s why I’m spending the money for the filming, which is, you know, you’re like, wow, that’s a lot of money, but listen, that’s everything, right? that is your That’s your horse. Yeah.
Chelsea Morrisey
Two million. One testimonial produced almost two million for you. like, I mean, come on. I’d pay, and she was what, one eighth of the shoot? I’d pay $2,000
Cory
Yeah.
Chelsea Morrisey
to get two million back. I’d take that bet.
Cory
Let’s take that patient back in the office. Let’s do some more filming with them, you know? Well, I’m glad I could
Chelsea Morrisey
Seriously, I’ll send you which patient it is. It’s yeah.
Cory
come on and share my story. And like I said, if there’s anyone out there that wants to talk, I’ll make myself available anytime.
chelsea: I hope you enjoyed this episode as much as I enjoyed recording it. Please check out the link in the show notes to learn more about today’s guest. If you got value from this episode, share it with one full arch doctor who needs to hear it. And if you’re looking for support getting more full arch cases, just head to our website, theimplantengine.com.
ROAS
Revenue Returned
Every month you wait, patients who should have been yours are choosing someone else. Not because they’re better doctors — because they built the system.
