Most dentists struggle with two things: attracting the right patients and getting them to say yes to treatment.
The first step in addressing that problem is to position yourself and your practice to attract the kinds of patients you really want.
When your brand is clear, your ideal patients recognize you as the provider they’ve been looking for—and case acceptance follows naturally.
Dr. Laurie Johnson of Exceptional Dentistry in Las Vegas has spent decades mastering airway health, biologic dentistry, and cosmetic rehabilitation. Like many of you reading this article, she goes beyond symptoms to uncover root causes, delivering solutions that optimize health, function, and aesthetics.
Las Vegas attracts all kinds of people, but Laurie knows her ideal patient and how to attract them. She has built her practice for patients who prioritize health, aesthetics, and top-tier care.
Her patients—high-achieving professionals and health-conscious families—want more than a dentist; they seek a trusted partner in their long-term wellness. They want a concierge-style experience that delivers expertise, personalized care, and a treatment plan they can feel confident accepting.
Laurie’s brand is built on a promise: an experience where expertise meets concierge-level care. Every detail of her practice—from the freshly baked cookies that greet patients at the door to a “root cause” diagnostic approach to her precision-driven treatment protocols—reinforces that promise.
I featured Dr. Laurie in my recent AAPMD webinar series on positioning because she represents exactly what many airway, holistic, and bio-friendly providers aspire to build—an out-of-network, high-end, concierge-style practice that blends whole-body wellness with aesthetic excellence.
She treats the patients she wants to treat and does it exceptionally well.
And she has a powerful, innovative way to develop a win-win relationship with them from the very first visit. It’s a service that instantly establishes trust, showcases her expertise, and aligns the patient with her treatment philosophy.
It’s a strategy that elevates the patient experience, increases case acceptance, and ensures that every new relationship starts on the right foot.
Before we reveal how she does it, let’s break down the steps she took to build a brand that attracts the right patients and delivers on that promise.
Most Dentists Market to Everyone and Attract No One—Dr. Laurie Has Mastered The Art of Positioning Herself and Her Practice. She Thrives Because of It.
The Common Problem Dentists Face
Are you attracting too many price shoppers, insurance-driven patients, or people who don’t see the value in your expertise? The problem isn’t your skills, compassion, or commitment—it may be how your practice is (or isn’t) positioned.
Most dentists rely on broad, generic marketing, hoping to fill their chairs. But instead of attracting the right patients, they end up competing on price, struggling with insurance limitations, and spending too much time convincing patients to accept treatment.
Many digital marketing agencies make this worse.
They promise more leads but rely on templated websites, generic copy, and stock images that attract clicks—but not necessarily qualified, discerning patients ready to invest in premium care.
The result? A schedule full of wrong-fit patients and a practice that feels stuck on a volume treadmill.
How Dr. Laurie Solved This Problem
Dr. Laurie doesn’t chase volume—she attracts the exact patients she wants to treat. The difference? Positioning.
By deliberately shaping her brand, she speaks directly to high-value patients who align with her expertise and philosophy.
Her success isn’t just about marketing—it’s about positioning first, marketing second.
Dr. Laurie’s positioning is built on a four-pillar foundation:
Audience Awareness Dr. Laurie knows exactly who she is speaking to: high-achieving professionals and health-conscious families who prioritize longevity, aesthetics, and top-tier care. She’s not trying to attract everyone—just the right ones.
Thought Leadership Patients don’t just want treatment; they want certainty that they’re choosing the best provider. Dr. Laurie’s expertise in biologic dentistry, airway health, and comprehensive rehabilitation gives her instant credibility, meaning by the time a patient walks in, they already trust her.
Brand Values Her entire patient experience reflects the concierge-style, precision-driven care her audience expects. Everything from unrushed appointments to her “root cause” philosophy is designed to align with the expectations of her ideal patients.
Brand Identity Patients experience these values in tangible ways. From the moment they step into her office, they’re met with the scent of fresh-baked cookies, a warm welcome, and an environment designed to feel inviting and personal.
Every touchpoint of her brand—from her website to her in-office experience—reinforces that this is a premium, high-touch practice.
Because her positioning is clear, her marketing doesn’t have to work as hard to convince the right patients to engage with her.
What About Your Practice?
If your schedule is full, but your practice doesn’t feel as fulfilling or profitable as it should, ask yourself:
Am I attracting patients who see the value in my care—or just those looking for the lowest price?
Does my marketing speak to the right audience, or is it trying to appeal to everyone?
Would a new patient immediately recognize that my practice is different—and that they’re in the right place?
Dr. Laurie’s positioning does the heavy lifting for her.
By the time a new patient walks in, they already see her as the expert they need.
As a result…
She doesn’t compete on price.
She doesn’t struggle with case acceptance.
She attracts, engages, and converts the exact patients she wants—patients who value expertise, trust the process, and invest in the best care.
Most Dentists Market to Everyone and Struggle to Attract the Right Patients. Dr. Laurie Is Positioned To Attract Exactly Who She Wants to Treat, and Her Practice Thrives Because of It.
The Common Audience Mistake Dentists Make
Are you seeing too many price shoppers, insurance-dependent patients, or one-time emergency cases who don’t commit to comprehensive treatment?
If so, the issue probably isn’t your clinical skills—it may be that your marketing is too broad.
Most dentists struggle to attract the right patients because they try to appeal to everyone. They rely on generic marketing to fill their chairs but end up competing on price.
Instead of positioning themselves as the top choice for high-value patients, they get stuck offering commoditized services.
The problem isn’t just marketing—it’s positioning. If your messaging doesn’t speak clearly and directly to the kind of patient you want, you’ll keep attracting the ones you don’t.
How Dr. Laurie Defined and Attracts Her Ideal Patients
Dr. Laurie doesn’t leave her patient mix to chance—she has positioned herself to attract the exact people she wants to serve.
Her ideal patients aren’t looking for the cheapest option; they are:
- High-achieving professionals and health-conscious families who value longevity, aesthetics, and expert care.
- People who want concierge-style, unrushed treatment—not an insurance-driven, high-volume experience.
- Patients looking for a provider who takes a whole-body, root-cause approach to oral and systemic health.
Dr. Laurie built her practice with these patients in mind, ensuring that every element of her brand reinforces what they value.
She does three things differently than most dentists:
- She builds messaging that speaks directly to her ideal patient’s desires and pain points. She talks about health, longevity, best-in-class aesthetic results, and precision—not just dental procedures.
- She designs an experience that immediately affirms her positioning. From the first phone call to the scent of fresh cookies in the office, everything is intentional.
- She makes sure her website, content, and brand identity reflect the high-end, concierge care she provides. Her online presence attracts discerning patients who already see her as the right choice before they even call.
The Benefits of Audience Awareness for Your Practice
When you define your ideal patient, everything in your practice becomes easier and more profitable:
- You stop competing on price and commoditized services. Patients choose you because they see your value—not because you’re the cheapest option.
- You eliminate the frustration of wrong-fit patients. No more chair time wasted on those who aren’t aligned with your expertise.
- Your treatment acceptance rates improve. When patients already see you as the expert, they move forward with confidence instead of hesitation.
What About Your Audience?
I could write an entire blog post on audience identification—and I will at some point in the future. But for now, here are some key things to consider and issues to be aware of:
- Do I have a clear picture of my ideal patient, or am I just marketing to everyone?
- Does my messaging clearly speak to their needs and values?
- Am I attracting the right people—or just filling my schedule with whoever shows up?
If your practice isn’t attracting the patients you truly want, it’s not because the demand isn’t there—it’s because your positioning isn’t speaking to the right audience.
Dr. Laurie built her brand to attract, engage, and convert the right patients—and your practice can too.
Thought Leadership Helps Position Dr. Laurie as a Trusted, High-Value Provider Instead of Just Another Name in the Search Results
The Common Problem Dentists Face
Most dentists assume that their clinical skills alone should be enough to attract patients and get treatment plans accepted. But that’s not how high-value patients make decisions.
They don’t say yes because they fully understand the technical details of a treatment plan. They say yes because they trust the provider.
The real challenge isn’t just attracting the right patients—it’s positioning yourself as the authority they can trust before they even walk through your doors.
For many dentists, this is where their marketing falls short. They focus on showcasing services but fail to establish themselves as the obvious choice. Patients hesitate, second-guess recommendations, and shop around.
If you’re not seen as the expert, price becomes the deciding factor.
Dr. Laurie doesn’t just market her services—she has positioned herself as the leading authority in her specialty.
Her success isn’t just about what she does but about how she presents it to the right audience.
The Origin Story: Dr. Laurie’s ‘Why’ Creates Instant Trust
Dr. Laurie’s journey into biologic dentistry and airway health is deeply personal and directly influences how she connects with her patients.
With over 35 years of experience and a background in teaching, she recognized early in her career that dentistry isn’t just about teeth—it’s about total health. She saw firsthand how airway dysfunction, poor breathing habits, and hidden inflammation could impact energy, cognitive function, and long-term wellness.
This realization shaped everything about her practice. Her commitment to a whole-body approach led her to advanced training in biologic dentistry, airway health, and comprehensive rehabilitation—because she wanted to change lives, not just smiles.
This deeper purpose is why patients trust her. IT’s a big part of her thought leadership and personal brand.
They don’t see her as just another dentist—they see her as someone who shares their values and prioritizes their long-term health the same way they do.
Her story isn’t just about her professional development—it’s about a mission that aligns seamlessly with the desires and needs of her ideal patients.
Her thought leadership is built on three key pillars:
- Expertise Beyond Credentials
- Dr. Laurie’s training in biologic dentistry, airway health, and full-mouth rehabilitation is extensive—but her patients don’t choose her just because of her education.
- They choose her because she makes complex concepts easy to understand and relevant to their lives. She connects her expertise to their health, confidence, and longevity—not just their teeth.
- Trust-Building Patient Education
- Thought leadership isn’t about overwhelming patients with knowledge—it’s about giving them the confidence to say yes.
- Dr. Laurie frames her expertise in a way that eliminates uncertainty. She focuses on clear communication, patient education, and storytelling to position her treatments as the natural next step.
- A Brand That Communicates Authority Before the First Visit
- Her website, content, and in-office experience all reinforce her position as the expert.
- By the time a new patient books a consultation, they already see her as the right provider. She doesn’t have to “sell” treatment—they walk in ready to commit.
Because her positioning is clear, her marketing doesn’t have to work as hard to convince the right patients. She’s already established the trust they need to move forward with confidence.
How Are You Positioning Yourself as a Thought Leader?
If you find yourself spending too much time justifying your treatment plans or competing on price, ask yourself:
- Have you clearly defined your ‘Why’—the deeper purpose behind your work?
Patients connect with purpose more than credentials. What personal experiences or pivotal moments led you to practice the way you do today? - Does your story align with the needs and desires of your ideal patients?
Your ‘Why’ should speak directly to your patients’ ‘What’—what they struggle with, what they want, and what they value in a provider. - Is your expertise positioned in a way that builds certainty?
Thought leadership isn’t just about sharing knowledge—it’s about making patients feel confident they are in the right place. Does your website, content, and in-office experience reinforce that certainty? - Are you educating patients in a way that removes hesitation and drives action?
Patients don’t want to be overwhelmed with clinical details; they want to see the bigger picture. Are you framing your expertise in a way that connects to their health, confidence, and long-term well-being? - Does your brand tell your story before a patient even meets you?
our website, marketing, and patient experience should make it clear why your approach is different. Would an ideal patient recognize your philosophy instantly?
Your origin story isn’t just for marketing—it’s a critical part of positioning yourself as the go-to expert in your specialty. If you’re not intentionally shaping the narrative, you’re leaving it up to the patient to guess why they should choose you.
You’ve worked hard to become the expert. Now, make sure your brand tells that story.
To Attract Your Ideal Patient, It’s About More Than Connecting a Symptom to a Treatment—You Have to Connect Your Values to Their Personal Motivations and Deeper, Often Unspoken Needs.
What is a Brand Value and Why Does It Matter?
A brand isn’t just about services—it’s about what you stand for. To attract your ideal patient, it’s about more than just connecting a symptom to a treatment. You have to connect your values to their personal motivations and deeper, often unspoken needs.
Patients don’t choose a provider based solely on credentials—they choose based on trust, alignment, and the feeling that they’ve found a practice that truly understands them.
Dr. Laurie’s brand is built around deeply held values that speak to the kind of patient she wants to attract and serve.
Your brand values should be deeply personal to you and resonate deeply with your audience
Too many practices define their brand values with vague, impersonal phrases like “Compassionate Care” or “Patient-Centered Dentistry.” While those values may be true, they don’t set you apart—and they don’t tell your patients what truly makes your approach different.
Your brand values should be deeply personal to you. They should reflect why you practice the way you do and how that translates into a unique patient experience.
Dr. Laurie doesn’t just talk about values—her entire practice is built on them.
Her brand values are woven into everything: how she schedules patients, how she communicates, how she delivers care, and how her patients feel at every step of their journey.
That’s why her positioning is so strong. She doesn’t just have values—she lives them.
Dr. Laurie’s Core Brand Values: The Foundation of an Unmatched Patient Experience
- One Patient at a Time
Dr. Laurie refuses to run a high-volume, rushed practice. Every patient gets her full attention, ensuring a concierge-level experience that is highly personal and deeply thoughtful. This value speaks directly to discerning patients who expect individualized care and a provider who prioritizes quality over quantity. - The Smell of Fresh Baked Cookies
It might sound simple, but it’s intentional. From the moment a patient steps into the office, the scent of freshly baked cookies fills the air—creating warmth, comfort, and a home-like atmosphere. For patients who value a premium, welcoming environment, this small detail leaves a lasting impression and immediately sets the tone for a practice that values hospitality as much as clinical excellence. - Respect for the Natural Body System
Dr. Laurie’s commitment to biologic dentistry means that her approach is aligned with the body’s natural functions rather than working against them. Whether it’s airway-centered orthodontics, TMJ/TMD therapy, or minimally invasive restorative care, every treatment she offers is designed to preserve and enhance natural function rather than simply mask symptoms. - Dental Excellence at Every Level
Her patients expect the best, and Dr. Laurie delivers. She’s known for meticulous attention to detail, advanced diagnostics, and a relentless commitment to excellence. With her expertise in cosmetic, airway, and full-mouth rehabilitation, she ensures that every procedure—whether small or complex—is performed with precision, artistry, and long-term function in mind. - Making a Difference in Dental Health and Overall Well-being
Dr. Laurie doesn’t just restore smiles—she transforms lives. She believes that airway health, TMJ care, and biologic dentistry are about more than just oral health; they impact energy, sleep, cognitive function, and long-term wellness. Her patients don’t just leave with a beautiful smile—they leave with a better quality of life.
Your Brand Identity: The Concrete Experience You Deliver
A brand’s values set the foundation, but brand identity is what makes those values tangible. This is where positioning gets specific, literal, and practical—it’s not just what you stand for, but what you do and how you do it.
For Dr. Laurie, her brand identity is built on exceptional patient experiences and a comprehensive approach to oral health that goes beyond just fixing teeth. Her services aren’t just a menu of procedures—they’re carefully curated offerings that support her philosophy of care and the needs of her high-value patients.
Dr. Laurie’s Core Services: The Backbone of Her Brand Identity
- Hygiene & Periodontics: The Foundation of Lifelong Oral Health
For many practices, hygiene is an afterthought—something delegated to an assembly-line approach. Not here. Dr. Laurie sees gum health as the foundation of total health, using comprehensive periodontal care, advanced diagnostics, and customized hygiene protocols to prevent disease and support long-term wellness. - General Dentistry: A Higher Standard of Everyday Care
In a market where most general dentistry is commoditized, Dr. Laurie sets herself apart by delivering precision-driven, biologically aligned dental care. She treats even the simplest procedures—like fillings and crowns—as opportunities to improve oral function, airway health, and long-term stability. - Cosmetic Dentistry: Beauty That’s More Than Skin Deep
Dr. Laurie doesn’t just focus on aesthetics—she creates smiles that function as beautifully as they look. Every cosmetic case considers airway support, facial balance, and long-term dental health. Her expertise in veneers, smile design, and minimally invasive techniques makes her the go-to provider for patients who want results that are both stunning and sustainable. - Full-Mouth Dentistry: Restoring Function, Health, and Confidence
For patients who need complex care, Dr. Laurie offers comprehensive, airway-aware full-mouth rehabilitation. Whether it’s restorative work, bite correction, or reconstructive dentistry, she takes a systematic approach to rebuilding oral health from the ground up—ensuring that every restoration supports overall function and longevity. - Airway Orthodontics: Expanding, Not Extracting
Traditional orthodontics often focuses on alignment alone. Dr. Laurie prioritizes function first. Her airway-centered orthodontic philosophy is about expanding, not extracting, ensuring that treatment supports proper breathing, jaw development, and long-term wellness. - TMJ/TMD Care: A Life-Changing Solution for Chronic Pain
Many patients come to Dr. Laurie after years of misdiagnosis or ineffective treatment for TMJ dysfunction. She specializes in non-invasive, holistic approaches to TMD treatment—addressing jaw function, muscle health, and airway stability to relieve pain and improve quality of life.
Bringing It All Together: The Executive Physical of the Mouth
Dr. Laurie’s Executive Physical of the Mouth is the culmination of everything we’ve covered so far.
The Executive Physical of the Mouth is Dr. Laurie’s comprehensive, high-touch diagnostic experience designed to uncover the root causes of oral and systemic health issues. More than just a new patient exam, it integrates advanced airway assessment, CBCT imaging, digital photography, muscle scans, and periodontal evaluation to create a complete picture of the patient’s health.
This 2 Hour consultation educates patients, aligns treatment with long-term wellness goals, and establishes trust from the very first visit. It’s a concierge-level experience that positions Dr. Laurie as a partner in her patients’ health, ensuring informed decisions and higher case acceptance.
It’s not just a new patient exam. It’s the ultimate expression of her thought leadership, brand values, and brand identity—all in one experience.
- Her thought leadership is embedded in the high-level diagnostics, airway assessment, and whole-body health approach.
- Her brand values come to life in the personalized, unrushed, and concierge-style delivery of the experience.
- Her brand identity ensures that patients immediately recognize this is something different, special, and worth investing in.
By the time a patient completes this experience, they don’t just understand her treatment recommendations—they believe in them. They see the value. They trust her.
It’s not just an exam—it’s a strategy.
One that builds relationships, increases case acceptance, and positions Dr. Laurie as the only provider they’ll ever need.
Your Positioning is Already at Work—But Is It Working for You?
Right now, your practice has a brand and a position in the market—whether you’ve intentionally shaped it or not. Patients are forming opinions about who you are, what you offer, and whether your practice is the right fit before they even walk through your doors.
The question is: Are you in control of that perception?
If you’re constantly competing on price, struggling with case acceptance, or attracting the wrong patients, the problem isn’t your skills or your dedication. It’s your positioning.
Here’s Your Next Step
Take a step back and evaluate:
- Audience Awareness: Have you defined your ideal patient, or are you marketing to everyone?
- Thought Leadership: Are you seen as an expert before a patient ever meets you?
- Brand Values: Do your values shape every aspect of your patient experience?
- Brand Identity: Is every touchpoint—from your website to your office—reinforcing your positioning?
If the answer to any of these is unclear, now is the time to refine your positioning.
Dr. Laurie built a practice that serves her ideal patients, aligns with her expertise, and operates on her terms. You can do the same.
Your Practice. Your Patients. Your Positioning.
The right patients are out there—but they need to know why you’re the provider they’ve been looking for.
Position yourself well, and you’ll never have to compete on price again.
Want to Go Deeper? Let’s Talk.
If you’re tired of attracting the wrong patients, competing on price, or struggling with case acceptance, let’s change that.
Book a Lunch & Learn with me. It’s an hour session where we take a real look at your brand positioning, uncover opportunities to attract better patients, and design a messaging strategy that will help you and your practice speak directly to the people you want to treat.
