You do not create the want. You catch it.

• Nobody wakes up wanting a £2,400 implant.
• A bridge fails, a denture rocks, a friend finishes Invisalign.
• The want already exists before any advert reaches them.
• You control one thing: are you findable in the next 48 hours.

What actually starts the search

• A crown or a bridge fails, usually in the evening.
• A dentist tells them the tooth has to come out.
• A wedding, a graduation or a new job gets booked.
• A friend or a colleague finishes their treatment.
• A photo or a video call makes them look at their own teeth.

What this stage is not

• It is not brand awareness. Nobody remembers your logo.
• It is not persuading a healthy patient to want surgery.
• It is being the obvious answer at the moment they look.

What is on the screen, top to bottom

• 4 paid ad slots. Bought per click, live the same day.
• A 3-result map pack. Free, earned on the Business Profile.
• 10 organic results almost nobody scrolls to.
• Three different practices can own those three surfaces.

What quality score is made of

• Click-through rate against what Google expected for that keyword.
• Ad relevance: does the ad text contain the words they typed.
• Landing page experience: does the page match the ad and load fast.
• All three are things you control on the page, not in the bid.

What wins the map pack (nothing here is a bid)

• Primary category on the Business Profile.
• How close you are to the person searching.
• How many reviews arrived this month.
• Whether your photos were uploaded this year.

What ranks organically

• One page per treatment, named the way patients say it.
• A price or a from price on the page.
• Your own photos and your own clinician, not stock.
• Other local sites linking to you: press, charities, sponsorships.

Buy the surfaces in this order

1. Fix the Business Profile first. It is free and it moves fastest.
2. Start the treatment pages now, because they land in month 4 to 6.
3. Run search ads on treatment plus town, not on your own practice name.
4. Point every ad at the matching landing page, never the homepage.

Run this live, on a phone

1. 01 “Search the treatment plus your town on a phone, not a laptop.”
2. 02 “Count everything that sits above the first organic result.”
3. 03 “Name which of the four ads states a price and which does not.”
4. 04 “Read out the three map pack review counts and their dates.”
5. 05 “Ask the room how far they would realistically scroll.”

Open these on stage

It is a different ranking system to the blue links

• It does not read your website copy the way organic search does.
• It reads: where you are, what category you claim, how fresh the listing is.
• It sits above every organic result and costs nothing to enter.
• Practices buy ads while the free surface above them is miscategorised.

The four levers that actually move it

• Primary category. One field. It decides which searches you can appear in at all.
• Proximity to the person searching. You cannot change your postcode, so stop trying.
• Review velocity. How many arrived this month, not the total since 2016.
• Photo recency. Interior, team and real cases, uploaded this month.

Check these on your own profile before you leave today

• The phone number rings a phone somebody answers.
• Opening hours are right, including the bank holiday you forgot.
• The website link goes to a treatment page for at least one service.
• The newest photo is from this year.

She is not browsing. She is delegating the shortlist.

• The model reads your profile, your reviews, your pages, your listings.
• It writes one answer naming two or three practices.
• There is no page two, so being fourth is the same as being absent.
• Nobody in your practice has ever read what it says about you.

Where the answer comes from

• Your Google Business Profile: category, address, hours, services.
• The wording inside your reviews, which gets quoted almost verbatim.
• Comparison and cost pages that name both options honestly.
• Directory and locator listings, when they agree with each other.

Four pages to write this quarter

1. Invisalign vs fixed braces, honest, with who each one suits.
2. What dental implants cost in your town, with a from price and what changes it.
3. Composite bonding vs veneers, including what wears out first.
4. What happens at an implant consultation, step by step, with the timings.

Run this live, and read the answer out unedited

1. 01 “Ask: who are the best dentists for dental implants in Manchester.”
2. 02 “Ask: how much do dental implants cost in Manchester.”
3. 03 “Ask: tell me about Bridge Street Dental in Manchester.”
4. 04 “Note every practice named, and whether yours is one of them.”
5. 05 “Note anything it states about your prices or hours that is wrong.”

Check yourself in three places

Why this beats a social lead

• On the Invisalign locator she has already picked the treatment.
• She is only choosing a provider, so the whole conversation is shorter.
• An afternoon to fix, then it runs for years unattended.
• Ignored by everyone chasing the more interesting channels.

Fix these on every listing this week

• Practice name, address and phone identical to the Business Profile.
• The website link points at the treatment page, not the homepage.
• Photos are yours, taken this year, not the stock set from the template.
• Opening hours match reality, including the half day.
• Someone in the practice knows the login.

Take-home reference

Nobody books off the grid. They audition you on it.

• She hears your name somewhere else, then opens the profile.
• Ninety seconds of scroll decides whether you are any good.
• Team birthdays and bank holiday graphics fail that test.
• Your own before-and-afters pass it.

What to post, in order of what works

• Before and after, same lighting and angle, treatment named in the caption.
• The dentist explaining one thing to camera in 30 seconds.
• A patient talking at the fit appointment, while they are still delighted.
• The actual treatment happening, including the scanner and the lab work.
• Price and finance, stated plainly, about once a month.

What to stop posting today

• Staff birthdays and leaving cards.
• Bank holiday opening hours as a graphic.
• Stock photos of a model with perfect teeth.
• Quotes on a beige background.
• Announcements that you are now on another platform.

Three things the profile itself must have

• A bio that names the treatment and the town, not a mission statement.
• A link to a treatment landing page, not the homepage.
• DMs that route to the CRM, because a DM is a lead.

What it costs to run this properly

• A phone, decent light, and a clinician who can talk.
• One afternoon a month. Four videos filmed back to back.
• No budget, no agency, no production company.
• A produced advert loses to this every time.

A 30 second video, line by line

1. 01 “Hook, first two seconds: 'Three things nobody tells you about Invisalign.'”
2. 02 “Point one, one sentence, no preamble.”
3. 03 “Point two, one sentence, with the bit that surprises people.”
4. 04 “Point three, one sentence, honest about the downside.”
5. 05 “Close: 'We do these in Manchester, ask me anything in the comments.'”

Subjects that keep working

• What a treatment actually costs, said out loud.
• The mistake people make choosing between two treatments.
• What the first appointment involves, minute by minute.
• Answering a comment from a previous video, on camera.
• A result reveal at the fit appointment, with permission.

Make it findable, not just watchable

• Practice name and town in the caption of every single video.
• A link in bio that goes to the treatment page.
• Reply to comments as the practice, not as a person.
• Repost the good ones as Instagram reels the same week.

Three fears, one video, before she arrives

• Pain. Show the surgery day, hour by hour, honestly.
• Cost. Say the number and show how the monthly figure is built.
• Being sold to. Include the option of doing nothing.
• It also ranks, because almost no UK practice has made one.

The eight minute video, chapter by chapter

1. Who you are, where you are, how long you have been placing implants.
2. What happens in the first ten minutes: the questions you will ask them.
3. The scan and the x-ray, filmed, with the machine running.
4. What you are looking for on the scan, in plain English.
5. The options they will be given, including doing nothing.
6. What it costs, and how the monthly figure is worked out.
7. What the surgery day is actually like, hour by hour.
8. What happens if it fails, who pays, and what the review schedule is.

Where the same video gets used

• Embedded on the implant landing page, above the finance section.
• Linked in the pre-consultation email, so they watch it the night before.
• Posted to the Google Business Profile.
• Cut into six short clips for reels and TikTok.

The creative is the targeting

• Nobody scrolling at 9pm was searching for a dentist.
• Targeting settings barely move it any more.
• You supply the creative and one conversion event.
• Meta finds the people who respond to that creative.

Creative that actually produces enquiries

• Before and after reels of your own cases, with the treatment named.
• The clinician talking to camera about one specific worry.
• A patient at the fit appointment saying what they were scared of.
• A plain statement of the offer, on a static, with the price on it.
• Four to six creatives live at once, refreshed monthly.

Launch checklist

1. Meta pixel plus Conversions API installed, with event deduplication.
2. Enquiry and booked consultation both firing as separate events.
3. One landing page per treatment, matching the ad text word for word.
4. Exclude existing patients and anyone who enquired in the last 90 days.
5. A budget you can hold for eight weeks, not a two week test.

One fear and one irritation. Solve both.

• Most implant cases start in a practice that does not place.
• The fear: losing the patient to you permanently.
• The irritation: a 20 minute referral form, then four months of silence.
• Fix both and you become the default without discussing price.

Build the loop

1. List every general practice within 20 minutes that does not place implants.
2. Send a one page pack: what you place, what you do not, and a direct mobile.
3. Put a two minute referral form on your site, with photo upload.
4. Acknowledge every referral to the dentist the same day.
5. Write to them after placement and again after the fit, with radiographs.
6. Send the patient back for routine care and hygiene, and say so in writing.

What goes in the one page pack

• The treatments you take referrals for, and the ones you do not.
• What you need from them: radiograph, note, patient mobile.
• Typical timescales from referral to placement.
• A direct mobile number for the clinician, not the reception line.
• A one line promise that the patient comes back to them.

It is not weather. It has a moment and a failure mode.

• Peak moment: the fit appointment, the first look in the mirror.
• Failure mode: a delighted patient nobody ever asked.
• The practices that get more of it are the ones that ask.
• Ask in words she can repeat to somebody else.

The in-chair ask, at the fit appointment

1. 01 “'Have a look. How does that feel?'”
2. 02 “'Is that what you were hoping for?'”
3. 03 “'Can I ask you something. If anyone mentions their teeth to you, would you send them to me?'”
4. 04 “'I will text you a link you can just forward, so you do not have to explain it.'”

Make it forwardable

• Send a link, not a leaflet. Nobody hands over paper any more.
• Name the treatment: 'Invisalign', not 'my dentist'.
• Make the page it lands on about the treatment, not about the practice.
• Tell the referrer what happens next so they can vouch for it.

What actually makes people talk

• A result they did not expect to be that good.
• Being seen on time, twice in a row.
• Someone remembering something personal from the last visit.
• A problem being handled well, which beats no problem at all.

She already knows you, the price, and the problem

• Consulted 18 months ago, did not proceed, still has the problem.
• Reaching her costs one text message.
• Reaching a stranger with the same intent costs a month of ad budget.
• First place to look when the diary has a gap. Last place anyone looks.

Four lists to pull out of Dentally this week

1. Consultations in the last 24 months with no treatment started.
2. Treatment plans issued over 6 months ago and not accepted.
3. Patients with a note about a failing crown, bridge or denture.
4. Patients who asked about whitening or Invisalign and never booked.

Run it properly, not as a blast

• Segment by treatment. Do not send one message to everybody.
• Send in batches the TC can actually ring back the same day.
• Log every reply as a lead in Smileline with the source set.
• Stop the sequence the moment somebody books or says no.

One enquiry, six steps, two systems that each claim it

1. March: a friend mentions you over coffee.
2. June: she searches your practice name and reads forty reviews.
3. June: she leaves without enquiring.
4. July: a retargeting ad appears and she finally clicks.

Ask these two instead

1. 01 “'Out of interest, what did you type into Google to find us?'”
2. 02 “'And what made you decide to ring today rather than last week?'”
3. 03 “Write down the answer verbatim, in the CRM, on the enquiry.”

It works. It just does not appear in GA4.

• A window sign reaches the same few thousand people every day.
• A gym member email reaches exactly the whitening and bonding buyer.
• None of it shows in analytics, so it gets cut first.
• Enquiries drop two months later and the ads get blamed.

What actually works locally

• Window and A-board signage naming one treatment and a price.
• An open evening with the clinician, where deposits are taken in the room.
• Gyms, salons and beauty clinics with a shared offer and a code.
• Sponsoring one local team, with a link back to your site from theirs.
• A column in the local paper answering reader questions.

Run an open evening that actually books

1. Cap it at 20 people so it feels selective, not empty.
2. Have the clinician speak for 20 minutes, not the practice manager.
3. Show three real cases from your own chair, start to finish.
4. Have Emma and a laptop in the room to book consultations on the night.
5. Offer a deposit-backed slot that evening only, and hold it for 7 days.

One day of work. Do it before you spend anything.

• Every channel above produces enquiries you cannot repeat blind.
• Skip this and six months in you still cannot price a booked consult.
• It is a day of setup, not a project.
• Nothing here generates a patient. All of it decides what you buy next.

Set it up in this order

1. Decide the two events that matter: enquiry made, and consultation attended.
2. Install GA4 and the Meta pixel plus Conversions API together, not separately.
3. Put a call tracking number on the site that swaps by traffic source.
4. Put UTMs on every ad, every email link and every QR code.
5. Send the attended consultation back to Meta and Google as the conversion.

Not a website page with the menu removed

• One argument, in order, ending in one form.
• The first screen repeats the ad wording exactly.
• Different words and she assumes she clicked the wrong link.
• No nav, no other treatments, no footer full of links out.

The page, top to bottom

1. Headline naming the treatment and the town, matching the ad word for word.
2. Price from and monthly from, in the first screen, no scrolling.
3. The form, or a button that jumps straight to it, above the fold.
4. Three real before-and-afters from your own chair, with treatment times.
5. The clinician, with a photo, their GDC number and how many cases.
6. How it works in four steps, with the total number of weeks.
7. Finance, with the representative example and the lender named.
8. The five objections, answered in plain words, not in a PDF.
9. Reviews with names and dates, pulled from Google.
10. The form again, at the bottom, with the phone number next to it.

What must not be on it

• The top navigation, the footer menu, or any link to another treatment.
• A link to the blog, the team page, or the practice history.
• A carousel, a chat bubble that covers the form, or an exit popup.
• A price list PDF that has to be downloaded.
• Stock photography of anybody's teeth but your patients'.

Run this live, on a phone

1. 01 “Open the ad, then tap through to the page, in front of the room.”
2. 02 “Stop at the first screen and read out what is visible without scrolling.”
3. 03 “Point at the price and the monthly figure. Note whether both are there.”
4. 04 “Scroll to the form and count the fields out loud.”
5. 05 “Now open a competitor's homepage and do the same thing.”

Open these side by side

Nobody averages the stars. Here is what she actually does.

• Looks at the count, then the date of the newest one.
• Reads the newest three, then goes straight to the worst one.
• 4.9 from 22 reads as small, or as friends.
• 4.7 from 140 with six this month reads as busy, and busy now.

How to get two a week without paying for any of them

1. Ask in the chair, at the end of the appointment, by name.
2. Send the link by text before they have left the car park.
3. Give the link to nurses, not just reception, because they do the asking.
4. Ask after the fit or the reveal, never after a difficult appointment.
5. Track it weekly on one number: reviews received this month.

Publish the number

• Cost is the first thing she searches and the second thing she asks.
• No number means ringing a stranger to ask, which most will not do.
• The ones who do ring are ringing three practices.
• The two that published a price have already set what normal looks like.

What the finance section must contain

• The lender named, which is Medenta, not just the word finance.
• The representative APR and a representative example.
• The term options, and the deposit if there is one.
• What happens if they are declined, in one sentence.
• Who to speak to about it, by name.

When they ring and ask how much

1. 01 “'Single implants start at £2,400 and that includes the crown.'”
2. 02 “'What changes it is whether you need a graft, which we can only tell from a scan.'”
3. 03 “'Most people spread it, so that is about £40 a month over five years with Medenta.'”
4. 04 “'The consultation is £120 and it comes off the treatment if you go ahead.'”
5. 05 “'Shall I see what Dr Nair has this week?'”

Proof of competence, and only if they match

• Same camera, same distance, same lighting, same retraction.
• A dry retracted before against a wet smiling after proves nothing.
• It proves you can light a photograph, which is not the claim.
• Your own cases only. Consented in writing. Never stock.

The shooting standard

1. One phone or camera kept for this, with the same settings saved.
2. Same distance and same height, marked on the floor if necessary.
3. Retracted and unretracted, both, before and after.
4. Same lighting, which means not the window on a sunny afternoon.
5. Photograph every case, not only the ones you think will be good.

What kills a gallery

• Stock images or manufacturer renders presented as your work.
• Mixed lighting between the before and the after.
• A retracted before next to a smiling after.
• Only 25 year olds, when your buyer is 45.
• The same three cases that have been up since 2019.

Where the gallery goes

• On the treatment page and the landing page, not on a separate gallery page.
• In the ad creative, as the before-and-after reel.
• On the iPad in the consultation room, sorted by case type.
• In the pre-consultation email, three cases like theirs.

The homepage is judged on how fast it gets rid of people

• Nobody arrives to read it. She arrives with one treatment in mind.
• She scans the first screen for the word that matches it.
• Finds it, taps it. Does not find it, goes back to the search tab.
• That tab is still open. You have about four seconds.

What has to be above the fold on a phone

• Practice name and the town, so they know they are in the right place.
• One line on what you actually do, in patient words.
• Four tappable treatment routes: implants, Invisalign, cosmetic, emergency.
• The phone number as a tap-to-call, not as text in an image.
• A book button that goes somewhere real.

The five second test, do it on your own site now

1. Open the homepage on a phone, on mobile data, not the practice wifi.
2. Count how many taps to reach the implant page.
3. Check whether the phone number dials when you tap it.
4. Count the words before the first treatment link.
5. Ask someone who has never seen it to find the price of Invisalign.

What to delete this week

• The welcome message from the principal.
• The carousel. All of it, including the arrows.
• The stock photo of a woman with impossible teeth.
• The news block last updated in 2022.
• Opening hours baked into an image nobody can tap.

A different buyer to the Invisalign page

• Invisalign: £3,000 on how she looks. Decided in days.
• Implants: surgery on her jaw for the price of a car.
• She takes 6 to 12 weeks and returns to the same page repeatedly.
• Each visit she is answering a different question. Hold all four.

What this buyer needs that the Invisalign buyer does not

• The total cost and how it splits across the stages.
• What happens if it fails, who pays, and what the review schedule is.
• How long they are without a tooth, in weeks, with a photo of the temporary.
• Whether they will be awake, and what sedation costs.
• Who performs the surgery, and whether that is the person they will meet.

What to film for this page

• A full arch patient at their six month review, talking about eating.
• The surgery, the scanner and the actual room they will be in.
• The clinician answering does it hurt, without hedging.
• The temporary teeth, on a real patient, on the day they were fitted.

What these do that a landing page cannot

• They rank organically, so they keep working when the budget stops.
• They cover the searches no campaign was built for.
• They are what an AI assistant reads when deciding who to name.
• Written once, no running cost.

The pages every practice should have

• Dental implants, plus a separate full arch page.
• Invisalign, plus a separate page for adult braces generally.
• Composite bonding, and veneers, as two separate pages.
• Teeth whitening, with the price on it.
• Emergency dentist, with today's availability.
• Nervous patients, which is a treatment page in everything but name.

What each page has to contain

• A price or a from price, and what changes it.
• Your own before-and-after photos, not the manufacturer's.
• The clinician who does it, named, with a link to their page.
• How many visits and how many weeks.
• The five questions patients actually ask, answered in full sentences.
• A form, and the phone number, without scrolling to the footer.

She is choosing a person, not a practice

• For anything surgical or cosmetic, the brand is a wrapper.
• Her question is: has this person done this before, and often.
• A stock headshot and joined the practice in 2019 answers neither.
• Give the number of cases, the training, and a real photograph.

What goes on the page

• Full name, role and GDC registration number.
• Where they trained, and what they trained in afterwards.
• How many of this specific treatment they have done.
• One sentence on why they do it, in their own words.
• A photo of them in the practice, not a studio headshot on white.
• A 60 second video of them talking to camera.

The 60 second video, line by line

1. 01 “'I am Priya Nair, I am the implant dentist here at Bridge Street.'”
2. 02 “'I have been placing implants for eleven years, mostly single units and full arches.'”
3. 03 “'The thing people are most worried about is pain, so let me tell you what it is actually like.'”
4. 04 “'You will be numb, you will be awake unless you would rather not be, and it takes about an hour.'”
5. 05 “'Come and meet me before you decide anything. That is what the consultation is for.'”

Where to link it

• From every treatment page that clinician performs.
• From the landing page, in the section about who does the surgery.
• In the pre-consultation email, so they arrive knowing the face.
• From the Google Business Profile services entries.

Why 90 seconds of a real patient beats the whole site

• She is watching someone name the exact fear she has right now.
• It works because it is unpolished and obviously not an actor.
• They raise worries the practice would never think to write down.
• Film it at the fit appointment, while they are still delighted.

How to film one in ten minutes

1. Ask at the fit appointment, when they have just seen the result.
2. Get the consent form signed before you press record.
3. Sit them in the chair, phone on a small tripod, window light on their face.
4. Ask three questions and stay quiet while they answer.
5. Do not script it, do not re-shoot it, and do not add music.

The three questions

1. 01 “'What was it like before you came in? What could you not do?'”
2. 02 “'What were you most worried about before you booked?'”
3. 03 “'What would you say to someone sitting where you were six months ago?'”

Where it goes

• On the treatment page, next to the case that matches it.
• In the ad account, as a video creative.
• In the pre-consultation email.
• Cut into three vertical clips for reels and TikTok.

Eight questions stand between her and the enquiry

• Your TC answers all eight, ten times a week, on the phone.
• Almost none of them are anywhere on the website.
• The ones who ring get an answer. That is the small group.
• The larger group will not ring a stranger. They close the tab.

How to write them in one afternoon

1. Sit with Emma for an hour while she takes calls.
2. Write down the questions verbatim, in the patient's words.
3. Write down her answers verbatim, including the reassuring bit.
4. Put them on the treatment page as full sentences, not a collapsed accordion.
5. Turn each one into a 30 second video for social.

You are billed for the tap, not the load

• The click is charged the moment her finger leaves the screen.
• Six seconds on 4G and a big share of those never see the page.
• That is not a conversion problem. It is cash straight out.
• It is almost always one photograph nobody resized.

The five minute test

1. Take a real phone off the practice wifi and onto mobile data.
2. Open the landing page cold, and count out loud until content appears.
3. Try to tap the phone number with your thumb, not your finger tip.
4. Try to complete the form one-handed while standing up.
5. Do the same on the two competitors above you in the search results.

The only channel where you know what she was reading

• Most people who reach an implant page leave without contacting anyone.
• They are not rejecting you. They are thinking.
• You know the exact page, so the creative can answer the exact doubt.
• Thirty days of proof, then stop. After that it is just following her.

The thirty day sequence

1. Days 1 to 7: before-and-after cases from your own chair, the same treatment.
2. Days 8 to 14: the clinician on camera answering does it hurt.
3. Days 15 to 21: finance, with the monthly figure and the lender.
4. Days 22 to 30: one patient story video, and a deadline on the consultation offer.
5. Day 31: they leave the audience. Do not extend it.

Audiences to build

• Visitors to the implant page, excluding visitors to the thank-you page.
• Visitors to the Invisalign page, kept completely separate.
• Anyone who watched over 50% of a treatment video.
• Anyone who opened the form and did not submit it.
• Exclusion list: enquired in the last 90 days, and existing patients.

Ten minutes, three tabs, and you are not in the room

• She opens two or three practices side by side and compares.
• It takes about ten minutes and happens entirely without you.
• One gets the enquiry. Occasionally two do.
• You never find out you were in the comparison, so you cannot fix it after.

What gets you cut in the first ten seconds

• The page takes six seconds to load on their phone.
• No price anywhere, on any page.
• Fourteen reviews, the newest from two years ago.
• Stock photography instead of your own cases.
• A contact form with eleven fields and a captcha.

The ten minute audit, do it this week

1. Search your main treatment plus your town on a phone.
2. Open your practice and the two above you, in three tabs.
3. Compare review count and the date of the newest one.
4. Compare whether a price appears within one scroll.
5. Compare how long each page takes to show anything at all.

The largest group in the journey, and invisible in every dashboard

• They compared you and chose somebody else.
• No form, no call, nothing left behind that identifies them.
• Nothing you fix in this stage produces a notification.
• That is why this stage feels unrewarding and gets skipped.

What you never get to see

• That they were comparing you against two named competitors.
• Which question the page failed to answer.
• That they left because the price was missing, not because it was high.
• That they came back twice before giving up.

The only four things you can do about it

1. Get review count and recency ahead of the practices that rank next to you.
2. Show your own cases, on people who look like your patients.
3. Put a price on the page, with what changes it.
4. Make the page load in under two seconds on 4G.

The narrowest point in the whole journey

• Every pound of ad spend upstream exists to reach this box.
• It is usually the default template from whoever built the site.
• Title dropdown, captcha, nine fields, never tested on a phone.
• Every extra field costs you enquiries you already paid for.

The two qualifying questions, worded exactly like this

1. Which treatment are you asking about? Implants, Invisalign, cosmetic, something else.
2. When are you looking to start? As soon as possible, in the next 3 months, just researching.
3. Nothing else. Budget questions and clinical questions belong on the call.

Delete these from the form you have now

• Title, surname, address and date of birth.
• A required message box, which stops people who have no question.
• How did you hear about us, as a required field.
• Any captcha that involves choosing pictures of traffic lights.
• A marketing checkbox that has to be ticked before it will submit.

Run this live, on stage

1. 01 “Fill the form in on a phone, on the projector, with a real mobile number.”
2. 02 “Start a stopwatch on the screen as you press submit.”
3. 03 “Read the thank-you page out loud while the phone is still in your hand.”
4. 04 “Hold the phone up when the SMS lands and read the timer.”
5. 05 “Now open Smileline and show the lead that has just appeared in it.”

Open these two, in this order

Lowest friction route you can offer

• She will not ring a stranger and cannot be bothered with a form.
• She will message on an app already open on her phone.
• Messages arrive at 10pm and contain photos of the actual tooth.
• The thread survives, so nobody re-explains anything on day three.

The setup

1. WhatsApp Business, on the practice mobile number, not anybody's personal one.
2. A greeting message and an out of hours message, both set up on day one.
3. Quick replies saved for the five questions you answer daily.
4. A click-to-chat link and a QR code on the site, in the bio and on the window.
5. An integration that copies every thread into Smileline as a lead.

The most valuable route, and the least designed

• People who ring are the ones ready to act.
• No script, no measurement, no recording.
• No cover between twelve and two, which is when working people ring.
• Nobody knows how many calls went unanswered last week.

The first ten seconds

1. 01 “'Good morning, Bridge Street Dental, Emma speaking.'”
2. 02 “'Are you ringing about a treatment, or an appointment you already have?'”
3. 03 “'Invisalign, lovely. Can I take your name and mobile in case we get cut off?'”
4. 04 “'Have you had a consultation anywhere before, or is this the first time you have looked into it?'”
5. 05 “'I can get you in with Dr Nair on Thursday at 5.30pm or Saturday morning. Which is easier?'”

Things that must never be said

• She is with a patient, can you ring back later.
• I will get someone to give you a call.
• We do not discuss prices over the phone.
• It is all on the website.
• I am not sure, I only do the diary.

Fix the missed calls

1. Measure it. Pull missed calls by hour from the phone system for one week.
2. Look at 12pm to 2pm specifically, and at the first hour of the morning.
3. Route to a mobile after four rings so somebody in the building answers.
4. Send an automatic text to every missed call within five minutes.
5. Give one named person ownership of the phone over lunch.

Warmest audience, worst plumbing

• She has just watched your content and asked a question.
• It lands in an inbox owned by whoever runs the social account.
• Answered when it is answered. Never appears in any report.
• The channel is fine. The missing route out of the app is not.

The route out of the app

1. Reply within the hour during practice hours, from the practice account.
2. Answer the question they asked, properly, before doing anything else.
3. Ask for the mobile number so the thread does not get lost in their DMs.
4. Create the lead in Smileline with source set to Instagram DM.
5. Move the conversation to WhatsApp or a call, and continue it there.

The reply that moves it on

1. 01 “'Hi Sarah, thanks for messaging.'”
2. 02 “'Yes, we do Invisalign, and Dr Nair sees new cases on Thursdays.'”
3. 03 “'It starts at £2,900, or about £69 a month, depending on how much movement you need.'”
4. 04 “'What is your mobile? I will text you the times so this does not get lost in your DMs.'”
5. 05 “'Was it the crowding on the bottom teeth, or the top as well?'”

What has to exist before it counts as a lead

• A name and a mobile number.
• The treatment they asked about.
• Source recorded as Instagram DM or Facebook DM, not as social.
• A task assigned to a named person with a due time.

Same data, different order, completes more often

• A form asks for the mobile before she has invested anything.
• A quiz asks an easy question first and gets a tap.
• Contact details come at three quarters through, to get the answer.
• Three easy screens beat one long form.

The three screens

1. Screen one: which of these is closest to your teeth? Four photos, one tap, no typing.
2. Screen two: how soon would you want to start? Three buttons.
3. Screen three: where shall we send your result? First name and mobile.

Rules that decide whether it works

• No typing until the last screen.
• Three dots at the top so they can see it is nearly over.
• Every answer is a big tap target, not a radio button.
• It writes into Smileline as a lead, with the answers attached.
• The answers appear on Emma's screen before she rings.

What the answers do for the call

• Emma opens with their treatment, not with what can I help you with.
• The timeframe answer decides who gets rung first.
• The photo they picked tells Dr Nair what to expect before the scan.
• Just researching goes on a slower sequence, not into the bin.

You do not lose the 11am enquiries

• You lose the 9.40pm one, when the practice is shut.
• She has just decided to do something and nothing responds.
• Chat catches that person and hands them to Emma at 8.30am.
• One job: name, mobile, treatment, then hand over. Nothing else.

The only four things it should do

• Get a first name.
• Get a mobile number.
• Get which treatment they are asking about.
• Tell them exactly when a human will ring, and then make that happen.

What it must never do

• Quote a price for a specific case it cannot see.
• Give clinical advice of any kind, including about pain.
• Promise a particular appointment time it cannot hold.
• Pretend to be a member of staff.

More effort than every other route combined

• She travelled, came in without an appointment, and is standing there.
• The usual response: a card and have a look at the website.
• That converts a booked consultation into nothing at all.
• Take the mobile, create the record, book the slot at the desk.

The reception routine

1. Take their name and mobile before anything else is discussed.
2. Put it into Smileline on the iPad, in front of them, source set to walk-in.
3. Offer a consultation there and then, with two specific times.
4. If they will not book, agree that Emma will ring tomorrow, and say when.
5. Give them something to take away that names the treatment and the price.

At the desk

1. 01 “'Of course, we do implants here. Let me take your name and mobile first.'”
2. 02 “'What made you pop in today, was something bothering you?'”
3. 03 “'Dr Nair has Thursday at 5.30pm or Saturday at 10am. Would either of those work?'”
4. 04 “'If you would rather think about it, I will get Emma to ring you tomorrow morning. Is 10am alright?'”

What has to be captured before they leave

• Name and mobile number.
• Which treatment, in their words.
• What prompted them to come in today.
• Whether they want a call or a booked slot, and when.

What every marketing text must carry

• The practice name, so they know who is texting.
• A free opt out, which is normally reply STOP.
• An opt out that is actually processed, same day, automatically.
• A record of when and how consent was given, kept with the contact.

This node is the join

• Everything left of here is spend: ads, SEO, reviews, the website.
• Everything right of here is conversion.
• Cannot state last month's enquiries by treatment and by source?
• Then nobody can say whether any of the spend worked.

An enquiry only counts when all five are captured

• First name and surname, typed by the patient, not guessed.
• Mobile number, because the call is how this gets converted.
• Email address, because the price and finance information goes there.
• Treatment interest, so the right person calls and the value is right.
• Source, stamped by the system at the moment of creation.

Work out yours in four minutes

1. Take last month's total ad spend for one channel, including VAT and management fees.
2. Count the enquiries the CRM stamped with that source in the same month.
3. Divide spend by enquiries. That is your cost per enquiry for that channel.
4. Repeat per treatment. Implants and Invisalign will not be the same number.

Do this live, and do it first

1. Fill in the website form as a patient, on your own phone.
2. Count to ten out loud.
3. Refresh Smileline. The record is there, every field populated.
4. Nobody typed it. That moment sells the system better than any slide.

What one record must hold

• One owner, a named person, set at creation and visible on the card.
• One source stamp, written by the system at the moment of creation.
• One timeline, holding every call, text, email and note in order.
• One status, so anyone can see where this person is without asking.
• One deal, carrying the treatment and the estimated value.

Run the demo in this order

1. Open the practice website on the projector and submit the enquiry form as a patient.
2. Switch to Smileline and refresh the contact list. The new record is at the top.
3. Open it and read the source line out loud. That is the line that pays for the ads.
4. Show the timeline: the SMS and the email are already logged against the record.
5. Show the task: a callback due in five minutes, assigned to a named person.

Prepare these before you present

Check the mobile before anything sends

• Number already on a patient record? Not a new lead.
• It is an existing patient asking about something new.
• Different message, different owner, usually a faster route.
• She has already paid you once. Do not greet her as a stranger.

How to match, in order

• Mobile number, normalised to remove spaces and the leading zero.
• Email address, lowercased.
• Surname plus date of birth, if the form collects it.
• If two of the three match, treat it as the same person and merge.

Zoom out. One tap at 19:42 on a Sunday.

1. 19:43, patient SMS sent, naming Emma and a callback time.
2. 19:44, patient email sent with prices and what the consult includes.
3. 19:44, Emma's mobile buzzes with the name and the number.
4. 19:44, deal created, callback task due, conversion sent to Google.

Ask the room, then wait

1. 01 “Hands up if a patient who enquires at 7:40pm on a Sunday hears from you before Monday morning.”
2. 02 “Hands up if the enquiry creates a task with a due time, owned by a named person.”
3. 03 “Hands up if your Google Ads account knows which of last month's clicks became a booked consult.”
4. 04 “Everything on this slide is configured once. It then runs on every enquiry, forever, for free.”

What happens instead, in most practices

• The enquiry emails info@, where four people can see it and none of them own it.
• It is read the next morning, between a patient in the chair and a phone ringing.
• Someone rings once, gets voicemail, and writes 'LM' on a sticky note.
• There is no record of the source, so nobody can say which ad paid for it.
• The lead is never counted, so nothing about it can ever be improved.

Your homework, before the next session

1. Submit your own website enquiry form as a patient and time what happens.
2. Write down which of the six fired. Be honest about the ones that did not.
3. Find last month's enquiry count and how many got a conversation within an hour.
4. Bring both numbers. They are the baseline everything else gets measured against.

Three jobs, sixty seconds, about four pence

• Names a human, so the callback is from someone not something.
• Promises a specific time, so she stops shopping around.
• Offers a way out, so a bad moment does not become a lost lead.
• Sent at her highest point of intent and her most nervous.

Why each line is in there

• 'It's Emma' gives them a person to expect, so the unknown number gets answered.
• The practice name stops it reading as spam or as a scam text.
• The number is stated, so they can save it before you ring.
• 'Within 5 minutes' sets the expectation you are about to meet.
• 'Reply with a better time' catches the ones who cannot talk at work.

Answer the price question in writing, in two minutes

• She rings three practices. Two dodge the price question.
• She books with the one that answered it.
• Send the from price, what the consult includes, and how finance works.
• Two minutes after every enquiry, with no human involved.

What the email must contain

• A from price for the treatment they asked about, with the caveat stated plainly.
• What the consultation physically includes: time, clinician, scan, written plan.
• What the consultation costs and whether it comes off the treatment.
• The monthly payment route, named, with a link to the representative example.
• One clear next step: the call, plus a self-book link for the impatient.

From buzz to dialling in two taps

• An enquiry emailed to info@ is addressed to nobody.
• Nobody is exactly who deals with it.
• Push to the TC's mobile, naming the patient.
• One link that opens the record with the number ready to dial.

What the alert has to carry

• First and last name, so the call opens with their name.
• Mobile number as a tap-to-dial link.
• Treatment and source, so the coordinator knows the context before the ring tone.
• Whatever they typed in the message box, verbatim.
• A deep link into the record, not a link to a login screen.

Contact is the person. Deal is the opportunity.

• One person can have several deals over the years.
• Create one automatically on every enquiry.
• Every open enquiry now carries a stage and a number.
• That is what turns an address book into a forecast.

Stamped at creation, no typing

• Stage: New enquiry.
• Owner: the treatment coordinator on duty that day.
• Treatment: taken from the form, so implants and Invisalign never mix.
• Source: copied from the contact, so the pipeline can be split by channel.
• Estimated value: your average accepted case value for that treatment.

Turn the pipeline into a forecast

1. Sum the estimated value of every open deal at stage Consult booked.
2. Multiply by your actual attendance rate from the last three months.
3. Multiply by your actual plan acceptance rate from the last three months.
4. That number is what this month's marketing is likely to produce.

The alert tells someone. The task holds them to it.

• A real task with a real due time, not a reminder.
• Overdue by 15 minutes escalates to the practice manager.
• Without it the whole promise rests on one person's memory.
• On a busy Tuesday, memory loses.

The rules that make it work

1. Due time is set by the system from the enquiry timestamp, never typed.
2. One owner, named, matching the person the alert went to.
3. Completing it requires logging the outcome, so 'done' means something.
4. Overdue by 15 minutes notifies the practice manager, not just the owner.
5. An answered call closes the task automatically from the call log.

The platforms get good at whatever you send them

• Send only form submitted, and they find you form fillers.
• Including the ones who never answer the phone.
• Send booked consult and accepted case as well.
• The model starts buying a different kind of person.

Wiring it up

1. Store the Google click id and the Meta click id on the contact record at form submit.
2. Create three conversion actions: Enquiry, Consult booked, Case accepted.
3. When the CRM stage changes to Consult booked, send the offline conversion with the stored click id.
4. When the stage changes to Accepted, send that event with the accepted value in pounds.
5. Set Consult booked as the Primary action for bidding. Leave Enquiry as secondary and observable.

Contact means a two-way conversation with a human

• A voicemail is not contact.
• An SMS that gets no reply is not contact.
• This is the definition practices fudge.
• A fudged definition gives you a beautiful report and an empty diary.

What counts and what does not

• Counts: an answered phone call, however short.
• Counts: a WhatsApp or SMS exchange where the patient replies.
• Does not count: a voicemail, however friendly.
• Does not count: the automated SMS at 60 seconds. That is the system, not a person.

How to actually hit it

1. One named person owns the phone for a defined block, not 'whoever is free'.
2. That person is not also on reception during their block.
3. The alert goes to their mobile, so the block can be anywhere in the building.
4. The callback task escalates at 15 minutes, so a busy hour becomes visible.
5. Review the misses weekly and fix the cause, not the person.

Sixty to ninety seconds. Four things.

• Can this person be helped by what you actually provide.
• When do they want to start.
• Who else is involved in the decision.
• A date in the diary before the call ends.

The six questions, in this order

1. 01 “1. What made you look into {treatment} now, rather than last year or next year?”
2. 02 “2. Have you had any treatment for this before, here or anywhere else?”
3. 03 “3. If we found you the right plan, how soon would you want to get started?”
4. 04 “4. Have you got a rough budget in mind, or would spreading it monthly help?”
5. 05 “5. Is there a date you are working towards? A wedding, a holiday, anything like that?”
6. 06 “6. Is there anyone else who would want to be there when we go through the plan and the costs?”

The close, said out loud

1. 01 “Based on that, the next step is 45 minutes with Dr Nair, with a scan and a written plan.”
2. 02 “I have got Tuesday at 5:40pm, or Thursday at 10:20am. Which of those works better?”
3. 03 “Brilliant. There is a £50 deposit that comes off your treatment, and I'll text you a link now while we are on the phone.”
4. 04 “And bring {decision_maker} if you can. It saves you explaining it all again afterwards.”

What not to do on this call

• Do not diagnose. You have not seen their mouth and neither has the clinician.
• Do not quote a final price. Give the from price and let the plan do the rest.
• Do not ask 'when suits you?'. That is homework, and homework does not get done.
• Do not read the questions off a card. Learn them, then have a conversation.
• Do not end the call without either a booked slot or an agreed next contact.

How to train it into the team

1. Record three real calls per coordinator per week, with the patient's consent.
2. Listen for the six questions. Mark which were asked, not how well.
3. Review one call together each week, and only ever pick one thing to change.
4. Track booked consults per call answered per coordinator, and coach the gap.

The most improvable number in the practice

• The CRM already knows when the enquiry was created.
• It already knows when the first outbound call connected.
• Closing the gap costs no ad spend, no software, no new staff.
• It needs one person to look at it every Monday.

How to build the report

1. Take the enquiry created timestamp as the start, not the moment someone opened the record.
2. Take the first connected outbound call as the end. Voicemails and no-answers do not stop the clock.
3. Exclude out-of-hours enquiries from the headline figure, and report those separately.
4. Report the median and the worst case. The average hides the enquiry that waited two days.
5. Break it down by team member and by day of week.

One name, from the first SMS to the front door

• Every message signed by Emma Hartley, from her number.
• Her photo on the confirmation page.
• Emma greets her when she walks in.
• That continuity is why the second call gets answered.

Where the name and face have to appear

• The 60 second SMS and every message after it.
• The enquiry email, sent from her address, not from noreply@.
• The booking confirmation page, with a photo and one line about her.
• The pre-consult reminders and the morning-of message.
• The greeting at the door on the day.

Making it survive holidays and staff changes

1. Define one named cover person per coordinator, and say so in the handover message.
2. When cover takes over, the message says so: 'Emma is off this week, I'm Chloe and I've got your file.'
3. Never let a sequence keep sending from someone who has left the practice.
4. Keep the photo current. A five year old photo of someone who no longer works there is worse than none.

Nobody enquires about £11,500 of implants in a work meeting

• Evenings, weekends, and straight after a bad night with a tooth.
• A 9 to 5 weekday response means an 8 to 60 hour wait.
• Those were your most motivated enquiries.
• Decide who covers 6pm to 9pm before you increase the ad budget.

Find your own answer in ten minutes

1. Export last quarter's enquiries from the CRM with their created timestamps.
2. Group them into hour of day and day of week. A pivot table will do it.
3. Work out what share arrive outside your current answering hours.
4. Multiply that share by your booking rate and your average case value.
5. That number is what evening and weekend cover is worth. Then decide.

Most first calls do not get answered. That is normal.

• She is at work, driving, or does not recognise the number.
• What costs a fortune is ringing once and marking it no answer.
• You paid for that lead either way.
• That is what the thirteen-step follow-up exists for.

The no-answer protocol

1. Ring once. If it does not connect, do not leave a long voicemail.
2. Send an SMS within 2 minutes: you rang, why, and two ways to reply.
3. Ring again the same day at a different time of day, not the same hour.
4. Move them onto the follow-up sequence in the gutter lane below.
5. Stop everything the moment they reply or book.

Not every enquiry should be booked

• Wants a treatment you do not provide.
• Needs it next week and you are booked for six.
• Wants a price you will never meet.
• Booking them fills the diary and empties it again on the day.

Suitable enough to book

• They want a treatment the practice actually provides.
• They can travel to you, and know how far it is.
• Their timing is inside what the diary can offer.
• They have heard the from price and the consultation fee and still want the slot.
• They will take a named slot now rather than 'ring me next month'.

The honest no, said kindly

1. 01 “From what you have described, I do not think we are the right practice for this.”
2. 02 “What you are after is {treatment}, and that is not something Dr Nair takes on.”
3. 03 “The practice I would send my own family to for that is {referral}, they are on {referral_phone}.”
4. 04 “If anything changes, or you want a second opinion on something else, ring me directly.”

How to calculate it honestly

1. Total ad spend for the channel in the month, including VAT and management fees.
2. Divide by the number of consultations booked from that channel's enquiries.
3. Attribute by the source stamped at enquiry creation, not by last click.
4. Count the booking in the month the enquiry arrived, not the month of the appointment.
5. Do it per treatment. Implants and general dentistry are different businesses.

A £50 deposit does two jobs

• It commits her, so the appointment stops being free to abandon.
• It filters: no £50 against treatment she wants means no £4,000 plan.
• Redeemable against treatment, taken on the call by payment link.
• Costs nothing to introduce. You already have the link.

How to ask, without apologising

1. 01 “That is booked in for Tuesday the 22nd at 5:40pm with Dr Nair.”
2. 02 “There is a £50 deposit to hold the slot, and it comes straight off your treatment.”
3. 03 “I'll send you the link now while we are on the phone, it takes about thirty seconds.”
4. 04 “If anything changes and you let us know 48 hours before, we move it or refund it, no problem.”

The rules that make it fair

• Redeemable in full against any treatment they go ahead with.
• Refundable if they cancel with 48 hours notice.
• Movable once without question, because life happens.
• Waived at the coordinator's discretion, if the case warrants it.
• Stated plainly on the confirmation and the booking page, never a surprise.

Most practices send two messages across ten days

• A confirmation, then a reminder the day before.
• In the nine days between, the tooth stops hurting.
• Nothing arrives to remind her why she booked.
• Five touches fill that gap, each doing a different job.

What each message must contain

• The date, time, clinician name and how long it will take.
• The address, with parking or transport detail, every single time.
• One tap to confirm, and one tap to move the appointment.
• A named human to reply to, not a system address.
• What to bring: previous x-rays, medication list, and the person deciding with them.

Decide which system owns the appointment record

• Dentally holds the clinical diary and always will.
• Smileline holds the enquiry, the deal and the messaging.
• Pick one owner for the appointment, sync one way, once.
• Nobody ever types an appointment into both.

What one truth actually requires

• Dentally owns the appointment: date, time, duration, clinician, surgery.
• Smileline reads it and stamps the deal stage to Consult booked.
• A cancellation in Dentally stops the pre-consult sequence in Smileline.
• Nobody has to open two tabs to answer 'when are they coming in?'
• Consultation slots are a defined appointment type, so they can be counted.

Three causes, every time, and you chose all three

1. No deposit was taken, so the slot was free to abandon.
2. One reminder, sent the day before, and nothing in between.
3. The date was too far out for the urgency that made her book.

The three causes, in the order to fix them

1. No deposit. The appointment is free to abandon, so some of them abandon it.
2. One reminder instead of five. Nine days of silence, then one text the night before.
3. The consultation is more than 10 days out. Intent decays, and other practices are quicker.

She has not decided against treatment

• She has had a bad Tuesday. That is the whole story so far.
• Treated as a lost cause, she is gone.
• Rung inside ten minutes with no telling off, many rebook on that call.
• This branch is where paid-for demand quietly leaves the building.

The no-show call, ten minutes after the slot

1. 01 “Hi {first_name}, it's Emma at Bridge Street Dental. We had you down for 5:40 today, I hope everything is alright?”
2. 02 “Do not worry at all, it happens. Dr Nair has kept your notes and the scan slot is still there.”
3. 03 “I have got Thursday at 10:20am or next Tuesday at 5:40pm. Which one is easier?”
4. 04 “And your deposit carries straight over, so there is nothing more to pay.”

Log the reason, every time

• Forgot: your reminder sequence is not working. Fix the sequence.
• Work or childcare: your slot times do not fit real lives. Look at your evening slots.
• Cost worry: the price conversation on the qualification call was not clear enough.
• Went elsewhere: someone got to them faster or offered a sooner date.
• No reason given: the follow-up tail in the gutter picks them up.

A booked consult is a diary entry. This is a person.

• Every number before this one can still evaporate.
• The gap between booked and attended is where the spend goes.
• Most practices lose about a third of it here.
• It never appears on a report, because nobody counts both.

How to count it

1. Every Monday, pull last week's consult appointments from Dentally.
2. Mark each one attended, cancelled, or failed to attend. No fourth category.
3. Tag each with the enquiry source recorded in Smileline at the point of enquiry, not at booking.
4. Report attended and attendance rate per source. Keep twelve weeks visible so a bad week reads as a bad week and not as a trend.

What a low attendance rate is usually telling you

• Too long between the enquiry and the appointment. Anything past ten days and the reminder sequence is carrying more weight than it can.
• No deposit or no commitment device on a free consult.
• A source that produces curious people rather than people with a problem. That is a targeting decision, not a patient failing.
• Reminders going to email only. Text lands, email does not.

Pull the numbers

Free once the machine is bought

• iTero, OPG or CBCT, on the biggest screen in the room.
• She is not being sold to. She is being shown.
• Every sentence the TC says later lands against that picture.
• Not against a price list.

What to show, in this order

1. The whole arch first, so they can find themselves on the image.
2. The specific problem, pointed at with the cursor and named in plain words. Not the Latin.
3. What happens over the next five years if nothing is done, on the same image.
4. The proposed result, using the planning software output, never a stock smile from a brochure.

Dr Nair, at the screen

1. 01 “Dr Nair: That is your scan, taken four minutes ago. This is the tooth we talked about.”
2. 02 “Dr Nair: See how dark this area is compared to the same spot on the other side? That is bone that has gone since the tooth came out.”
3. 03 “Dr Nair: It carries on going. Not quickly, but it does not come back on its own. That is the honest picture.”
4. 04 “Dr Nair: Have a proper look. What do you notice first?”

Set this up

She cannot rank clinical options. She can rank price.

• Five options always collapses to the cheapest, or to nothing.
• One recommendation, with the alternative stated plainly.
• The clinician carries the decision and stands behind it.
• She still gets everything she needs to consent properly.

What one recommendation actually contains

• The recommendation, in one sentence, in words the patient would use.
• Why this one, tied to something the patient said they wanted, not to what is clinically elegant.
• One realistic alternative, named, with its honest trade off in time, cost or longevity.
• What happens if they do nothing, stated plainly and without threat.
• Roughly how long it takes and how many visits, before anyone mentions money.

Dr Nair, closing the clinical part

1. 01 “Dr Nair: You told me the thing that bothers you is not being able to bite into anything at the front. So I am going to tell you what I would do.”
2. 02 “Dr Nair: I would place a single implant here and put a crown on it. That gives you a tooth you use like a tooth, and it holds the bone where it is.”
3. 03 “Dr Nair: The alternative is a bridge. It is quicker and it costs less, and it means cutting down the two healthy teeth either side, which I would rather not do to you at 42.”
4. 04 “Dr Nair: You can also do nothing. Nothing is a real option. The gap will get a little wider over the years and the bone will carry on going, and if you decide later the implant is harder then than it is now.”
5. 05 “Dr Nair: My recommendation is the implant. Emma is going to take you through what that involves and what it costs, and I will be back in at the end for any clinical questions.”

Reference

The cheapest fix on the map, and the one usually missing

• Clinician walks out, a stranger appears with a price list.
• The TC is now admin, and price is all that is left to discuss.
• Instead: hand over by name, in the room, in front of her.
• Thirty seconds. The TC inherits the authority just built.

The four things the handoff must contain

• The TC's name, said out loud, in front of the patient.
• What she does, in one sentence, in terms of the patient's benefit rather than her job title.
• An explicit endorsement. The clinician says they trust her, and means it.
• The recommendation, repeated in one sentence, so the TC is not re-deriving it from the notes.

Dr Nair to Emma Hartley, in the room, thirty seconds

1. 01 “Dr Nair: Mrs Doyle, this is Emma Hartley, our treatment coordinator. Emma has been here six years and she has looked after more implant patients than I can count.”
2. 02 “Dr Nair: She is going to take you through the plan, the timings and the costs, and she is the person you ring if anything worries you between now and the day.”
3. 03 “Dr Nair: Emma, single implant at the upper right two, crown to follow. Mrs Doyle wants to be eating normally by her daughter's wedding in April, which is comfortably doable.”
4. 04 “Dr Nair: I will pop back in at the end for anything clinical. You are in good hands.”

Practise this

She already thinks you are plausible. She is checking.

• Greeted by name, by the person who booked her on the phone.
• Not asked to repeat anything she already put on the form.
• Seen at the time she was given, not eleven minutes later.
• None of it is clinical. All of it is free choreography.

The arrival, in order

1. At the morning huddle, read the day's consults out loud: name, treatment, enquiry source, and who took the original call.
2. Medical history and consent forms went out as a link the night before. Nothing is handed over at the door.
3. The person who spoke to them on the phone walks out to reception and uses their name in the first sentence.
4. Coat taken, drink made, seated somewhere that is not a row of chairs facing a reception desk.
5. Reception pings the TC that the patient is in the building, with the one personal detail already on file.

Bridge Street Dental, reception, 9:02am

1. 01 “Sarah: Mrs Doyle? I'm Sarah, we spoke on Tuesday about the gap at the front. Good to put a face to the voice.”
2. 02 “Sarah: Emma is your treatment coordinator this morning and Dr Nair will do the examination. Tea or coffee?”
3. 03 “Sarah: Your forms came through last night so there is nothing to fill in. Have a seat and Emma will come and get you.”

Set this up

A treatment coordinator with no treatment coordination

• She gets handed a printout at reception.
• Someone queues behind her for a hygiene appointment.
• The practice concludes acceptance is a personality problem.
• It is a room booking problem first. Twenty minutes, door closed.

What the room needs

• A door that closes. Not a corner of reception and not the surgery with the drill in view.
• Two chairs at ninety degrees, not across a desk. Desks make it a negotiation.
• The printed plan on the table, facing the patient, with a pen next to it.
• A screen with the scan still on it from the clinical part.
• The diary open and the deposit link ready, so a yes can become a date in under two minutes.

The twenty minutes, in order

1. Two minutes: repeat back what they told the clinician they wanted. In their words, not yours.
2. Three minutes: the recommendation and what it involves, using the scan on the screen.
3. Three minutes: the timeline. Number of visits, how long each one takes, when it is finished.
4. Two minutes: what is included in the fee, as a list, before the fee.
5. One minute: the fee. Then the pause.
6. Five minutes: their reaction, honestly handled. This is where the objections live.
7. Three minutes: payment options presented, patient chooses, deposit taken or a written next step agreed.
8. One minute: Dr Nair comes back in for clinical questions and confirms consent.

Opening the meeting

1. 01 “Emma: Right, just us. Before we get into any of the detail, tell me again in your own words what made you finally ring us.”
2. 02 “Patient: I've been putting it off for two years. My daughter's getting married in April and I hate photos.”
3. 03 “Emma: April. That is the thing to work back from, then. Everything I show you now is built around being finished and settled before April.”

The recap that earns the fee

1. 01 “Emma: So this is your scan from twenty minutes ago. This is the gap, and this darker area is the bone that has gone since the tooth came out.”
2. 02 “Emma: What Dr Nair recommends is one implant here, then a crown on top of it once it has healed. Four appointments in total, and the longest one is the surgery at about ninety minutes.”
3. 03 “Emma: Start in November, crown fitted in February, and you have got two clear months before the wedding.”
4. 04 “Emma: That fee covers the scan you have already had, the surgery, the implant, the crown, every review appointment, and the guarantee.”

The close, when they are nodding

1. 01 “Emma: How does that sound to you?”
2. 02 “Patient: It sounds good. I think I want to do it.”
3. 03 “Emma: Good. Then the next thing is picking the surgery date, because Dr Nair's implant days go about six weeks out and I want you in before Christmas.”
4. 04 “Emma: I have got Tuesday the 18th at nine, or Thursday the 27th at two. Which one works better around your shifts?”
5. 05 “Patient: The Tuesday.”
6. 06 “Emma: Tuesday the 18th it is. I will take the five hundred pound deposit now to hold it, and Dr Nair will pop in to go through the consent form with you before you go.”

Set this up

The one moment where doing less works better

• Say the whole number cleanly. Then stop.
• The silence gets you an honest reaction you can work with.
• Keep talking and she never says what she actually thinks.
• The real objection then arrives three weeks later as silence.

The sequence

1. Recap what the patient told you they wanted, in their words, before any number appears.
2. Recap what Dr Nair recommended, in one sentence.
3. Say what is included. Everything, in a short list, so the number has something attached to it.
4. Say the whole fee. One number. Slowly.
5. Stop. Say nothing. Hold eye contact and let the silence sit.
6. Let them speak first, then respond to what they actually said.

Emma Hartley, the reveal, word for word

1. 01 “Emma: So, what you said you wanted was to bite into an apple again and to have it sorted before April.”
2. 02 “Emma: What Dr Nair recommends is one implant at the upper right two with a crown on top, which does both.”
3. 03 “Emma: That covers the CBCT scan, the surgery, the implant itself, the crown, all your review appointments and the guarantee on the work.”
4. 04 “Emma: The total for that is three thousand, two hundred pounds.”
5. 05 “Emma: [stops talking, keeps eye contact, waits]”

Three ways practices lose it in ten seconds

• Softening on the way in. Saying it is quite a lot or apologising in advance tells the patient the fee is indefensible before they have judged it.
• Bundling straight into finance. Going from the total to a monthly figure in the same breath reads as flinching, and it hides the value of what is included.
• Discounting into silence. Offering money off before the patient has objected teaches them that the price is negotiable and that the first number was not honest.

If they go quiet for ten seconds

1. 01 “Emma: [waits the full ten seconds]”
2. 02 “Emma: Take your time.”
3. 03 “Emma: [waits again, says nothing else until they speak]”

If they say that is a lot

1. 01 “Emma: It is a lot. It is the biggest thing most people spend on their teeth.”
2. 02 “Emma: Can I ask what you had in your head before I said it?”
3. 03 “Patient: I don't know, maybe fifteen hundred?”
4. 04 “Emma: That is useful, thank you. Fifteen hundred is about right for a bridge, which is the alternative Dr Nair mentioned. Shall I put the two side by side so you can see what the difference actually buys you?”

Practise this

£3,200 becomes £120 a month

• Biggest single lever on acceptance above about £2,000.
• Present the options. Do not recommend one.
• Presenting finance makes the practice a credit broker.
• That means FCA permission, or being an appointed representative.

What the practice actually is here

• An introducer. The lender makes the credit decision, not the practice, and not the TC.
• Regulated for that activity, either directly authorised or as an appointed representative. Check which one you are before the next consult, not after a complaint.
• Responsible for the wording used in the room, on the plan, in the email and on the website. All four are promotions.
• Not qualified to advise which product suits a patient's circumstances, and not insured to.

Emma presenting, not recommending

1. 01 “Emma: There are three ways people pay for this and I will show you all of them. I am not allowed to tell you which one is best for you, and honestly I would not know your situation well enough to.”
2. 02 “Emma: In full, it is three thousand two hundred pounds today.”
3. 03 “Emma: Over twelve months with Medenta, it is a five hundred pound deposit and then two hundred and twenty five pounds a month, interest free. That is 0% APR representative and it is subject to status.”
4. 04 “Emma: Over five years with Medenta it comes down to about seventy pounds a month. That one does carry interest, so you pay more overall, and the representative APR and the total repayable are both printed here on the sheet.”
5. 05 “Emma: Have a read. Which of those three fits how you normally do things?”

What the TC must never say

• That the patient will definitely be approved, or that approval is a formality.
• That one product is better or cheaper for this patient. Present, compare on the printed facts, and let them choose.
• A monthly figure without the representative APR attached to it, including verbally on the phone.
• Anything about credit scores, affordability or what the patient can handle. That is the lender's decision.

Check your own setup

There are four. Everything else is one of these in a coat.

1. Price. It costs more than she expected.
2. Fear. Of the surgery, the pain, or the result.
3. Timing. Not this month, for a reason she may not state.
4. She needs to speak to somebody who is not in the room.

The pre consult invite that prevents objection four

1. 01 “Reception, on the booking call: One last thing. Most people find this is a decision they make with someone else, a partner or a grown up child.”
2. 02 “Reception: If that is you, bring them. The appointment is long enough for two and it saves you trying to explain the scan secondhand afterwards.”
3. 03 “Reception: Shall I put both your names on the appointment?”

When the partner objection still turns up

1. 01 “Patient: I'd need to talk to my husband about it.”
2. 02 “Emma: Of course you would, it is a lot of money. Rather than you trying to explain the scan to him over dinner, let me do it.”
3. 03 “Emma: I will send you both the plan tonight, and I will book fifteen minutes on the phone with the two of you. Is he around Thursday evening or Saturday morning?”
4. 04 “Patient: Thursday, after six.”
5. 05 “Emma: Thursday at half six, both of you on the phone. I will send the plan to you and I will put his email on it too if that helps.”

The rule that applies to all four

• Ask before you answer. The stated objection is a headline, and the useful information is in the second sentence.
• Agree with the feeling before you address the fact. It is a lot of money is a true statement, and saying so buys you the next thirty seconds.
• Never handle two objections at once. Answer the one they raised, then ask if that helps, then wait.
• Every objection ends with a date. A callback date, a decision date or a surgery date, but never an open ended I will let you know.

Practise this

Most TC training in circulation is American

• Written for a regulatory environment that does not exist here.
• The scripts are aggressive and the role is described as a closer.
• The coordinator is routinely shown explaining clinical risk.
• In the UK that puts the registrant in front of the GDC, not the TC.

What the TC does

• Presents the plan the clinician has already recommended, in plain language.
• Explains timelines, visit counts, what is included in the fee, and the payment routes.
• Answers practical questions: parking, time off work, what to eat afterwards, who to ring.
• Books the date, takes the deposit, and coordinates everything around the treatment.
• Flags every clinical question straight back to the clinician rather than answering it.

What only the treating clinician does

• Diagnoses, and decides what treatment is appropriate.
• Explains the risks, the benefits, the alternatives and the consequences of doing nothing.
• Confirms the patient has understood, and answers the clinical questions that come out of that.
• Records the consent discussion in the notes, in their own name, on the day.

Reference

Approved is easy. Declined is the branch that matters.

• The application comes back while she is still in the building.
• Everybody has a plan for approved.
• For declined, most practices say nothing at all.
• She quietly stops replying and nobody records why.

Approved

• Take the deposit before the patient leaves the room.
• Book the treatment date from the diary that is already open.
• Confirm the monthly amount, the lender and the first payment date out loud.
• Trigger the welcome pack so the paperwork arrives before they reach the car park.

Declined, what happens next

1. Say it plainly and without embarrassment. It is common and it is the lender's decision, not a judgement from the practice.
2. Do not ask why, and do not speculate. You are not entitled to the reason and you are not qualified to interpret it.
3. Offer a smaller first phase that solves the thing they said mattered most, at a fee they can pay directly.
4. Or offer stage payments tied to actual treatment stages, if that is something the practice genuinely does.
5. Agree a date to revisit. A declined application today is not a declined patient forever.
6. Record the outcome in Smileline so this patient goes into the decision window sequence rather than into nothing.

Emma, when the application is declined

1. 01 “Emma: The application has not gone through this time. That happens more than you would think and it is Medenta's decision, not ours, so I honestly do not know the reason and I would not be told.”
2. 02 “Emma: What I can do is look at this differently. The thing you said mattered was being able to bite properly at the front before April.”
3. 03 “Emma: We could do the extraction and the bone graft now, which is nine hundred pounds, and then the implant later in the year when it suits. It gets you started and none of the work is wasted.”
4. 04 “Emma: Or we can leave it entirely and I will ring you in the spring. What would you rather?”

Set this up

Three states, all recorded within the hour

• Yes today. Gets recorded, because it creates an invoice.
• Thinking about it. Creates nothing, so it becomes a shrug in a notes field.
• No. Same, and the reason is lost.
• Those two are the only honest feedback your marketing ever gets.

What each branch actually means

• Yes today: a deposit is paid and a date is in the diary. Verbal enthusiasm with no deposit and no date is a thinking about it, and calling it a yes is how forecasts rot.
• Thinking about it: a real interest with a real blocker, plus an agreed callback date the patient said out loud before they left the room.
• No: they are not doing it, and the reason is written down in the patient's own words.

Agreeing the callback before they stand up

1. 01 “Emma: Completely fine, it is a big decision and I would rather you were sure.”
2. 02 “Emma: Can I ring you a week today so you are not left wondering and I am not chasing you? Wednesday, about this time?”
3. 03 “Patient: Yes, that's fine.”
4. 04 “Emma: Wednesday the 14th, half past ten. I will send the plan tonight and I will make a note of that. If you decide before then, ring me on this number directly.”

Set this up

Fourteen days, then the decision is made by default

• Inside the window she reads the plan and tells somebody the price.
• She also looks at two competitors.
• After it, any contact reads as chasing.
• Be useful inside the window. Stop cleanly at the end of it.

The shape of the fourteen days

• Same day: the written plan and the payment options, from the TC, by email.
• Day 2: a short call from the TC. Not a sales call, a did anything come up once you read it call.
• Day 5: one relevant case study. Same treatment, similar age, with consent and an honest result.
• Day 9: the practical blocker email. Timings, recovery, time off work, what it is actually like.
• Day 12: the agreed callback, if one was booked, or one text asking whether to close the file.
• Day 14: stop. The record moves to the reactivation list and no further messages go out.

Set this up

The most misreported figure in dentistry

• Everybody defines it differently and most definitions flatter.
• Fix the definition before you try to improve the number.
• Deposit taken and next appointment booked, or it is not accepted.
• Count it the same way two months running, then start.

The definition

• Numerator: consults where a deposit was paid and the next appointment is in the diary.
• Denominator: consults attended, excluding patients the clinician deferred for clinical reasons.
• Counted per treatment coordinator and per clinician, monthly.
• Split new patient from existing patient, because they behave completely differently and mixing them hides both.

How to run the number

1. First Monday of the month, pull last month's attended consults from Dentally.
2. Match each one to a Smileline outcome. Anything with no outcome recorded goes back to the TC to complete before the report runs.
3. Calculate for the practice, then per TC, then per clinician. The spread between clinicians is usually larger than anyone expects, and it is a handoff problem.
4. Track same day yes as a separate line. It is the number that moves first when the TC meeting gets fixed.

Pull the numbers

Buyer's remorse lives between the deposit and day one

• Send the pack while she is still in the car park.
• Plan PDF, finance confirmation, pre-op instructions, the date.
• It costs nothing to send.
• It prevents the cancellation call that arrives on day three.

What is in the pack

• The written treatment plan as a PDF, the same one that was on the table.
• The finance summary, with the lender named, the monthly amount, the representative APR and subject to status wording.
• Pre operative instructions in plain English, including what to eat, what to take and whether they can drive.
• The date, the time, the address and where to park.
• The TC's name, direct number and the practice's out of hours contact.

Set this up

Everything to the left is a promise. This is money.

• Attribute it to the source recorded on the original enquiry.
• That is the most valuable reporting job in the practice.
• It is also the one most likely to be silently broken.
• One overwritten CRM field and the whole chain is gone.

How to attribute it properly

1. Capture the source once, at enquiry, and lock the field so nothing later can overwrite it.
2. Carry that source through booking, consult, acceptance and start without transformation.
3. Report revenue started in the month, grouped by that original source.
4. Put channel spend for the same period next to it, and accept that the lag makes any single month noisy.
5. Track median days from enquiry to treatment start, because that lag is what makes month to month comparison lie.

Pull the numbers

She assumes the clinical work is good

• Once the deposit is paid, most practices go quiet.
• What she repeats at a dinner table is not the dentistry.
• It is whether anyone rang the night her face was swollen.
• Four minutes. The cheapest marketing in the building.

The delivery routine

1. Photograph at every visit. Same angle, same lighting, same retractor, so the series is actually comparable.
2. Ring the evening of any surgical appointment. Clinician or TC, not a text, and not the next morning.
3. At the halfway point, put the day one photo next to today's on the screen. Progress is invisible to the person living it.
4. Warn them in advance about the ugly stage, whichever one it is for that treatment. A predicted problem is not a complaint.
5. At the final fit, take the after photograph properly, with time and good light, because you only get one chance at it.

Move the ask to the day the result appears

• Most practices bolt it onto the final invoice.
• That is the day she is sore, tired and out of pocket.
• Send it at the retainer fit, the final crown, the mirror moment.
• Same message, same effort, a completely different reply rate.

When to fire it, by treatment

• Implants: the day the final crown or bridge is fitted, not the day of surgery and not at the healing review.
• Invisalign: the retainer fit appointment, when the result is finished and visible.
• Composite bonding or whitening: same day, in the chair, while they are still looking in the mirror.
• Hygiene and general: same day, straight after the appointment.

Set this up

The gap is friction, not willingness

• A link that opens the review box directly gets used.
• A link to a search results page does not.
• A branded form that asks for her name first does not.
• Then the practice concludes patients will not leave reviews.

Get the link right

1. Take the review link straight from your Google Business Profile so it opens the review box, not a search page.
2. Put it in the SMS as the only link in the message.
3. Print it as a QR code on a card at the desk, with the practice name on the card so it is obvious what it is.
4. Test it yourself on a phone that is not signed into your work Google account, and on an older Android.
5. Check it again after any rebrand, address change or profile merge, because the link can change underneath you.

Things that quietly cost you reviews

• A link to the practice website that then links to Google. Two taps instead of one.
• A QR code printed at the size of a postage stamp on a busy leaflet.
• Asking on a day the patient is sore rather than the day the result appears.
• A tablet at reception logged into the practice Google account, which reviews from the wrong profile.

Get your link

Review gating, and why not to buy it

• Ask how it went, send the happy ones to Google.
• Route the unhappy ones to a private form. Sold as reputation management.
• It breaks Google's policies and can cost you every review you have.
• It is also unnecessary. Both branches get the same request.

The two branches

• Happy: ask in the room, send the link within the hour, and make the referral ask in the same conversation.
• Not happy: someone senior rings the same day, listens, and fixes what can be fixed. Then the review request still goes, because they were asked the same as everyone else.

An unhappy patient is not yet a bad review

• She becomes one in the days when nobody rings back.
• Same-day call, from someone senior enough to actually fix it.
• Most of them turn around.
• A good number end up more loyal than patients who never had a problem.

The call

1. Same day. Not tomorrow, and not after it has been discussed at the next practice meeting.
2. By phone. Email invites a written escalation and removes tone from the conversation.
3. By someone senior enough to authorise a remedy without checking with anybody.
4. Listen to the whole thing before saying anything. Do not open with the policy or the terms.
5. Say what you are going to do, and when. Then do that, and ring again to confirm it is done.
6. Log it, including what the patient actually wanted, which is often not what they first asked for.

Opening the recovery call

1. 01 “Practice manager: Mrs Doyle, it's Rachel, I'm the practice manager at Bridge Street. Emma passed on that Friday did not go the way it should have.”
2. 02 “Practice manager: I would rather hear it from you than from her. Can you tell me what happened, from the beginning?”
3. 03 “Practice manager: [listens to all of it without interrupting]”
4. 04 “Practice manager: Thank you, that is clear and you are right to be annoyed. Here is what I am going to do, and I will ring you Thursday either way to tell you where we have got to.”

Cheapest patients you get, and nobody asks

• Ask once, at the exact moment she is happiest.
• Be specific: name the treatment she can mention.
• Give her something to hand over, not a hope she remembers you.
• A sincere ask beats a £25 voucher, and does not embarrass her.

What makes the ask land

• Timing: the same appointment as the review ask, while the result is in front of them.
• Specificity: name the treatment, not the practice. People do not refer a dentist, they refer a solution to a problem they have heard a friend describe.
• An object: a card with the TC's name and direct number on it, so the friend rings a person rather than a switchboard.
• One ask. Asking twice makes it transactional and makes them feel used.

Emma, at the final fit

1. 01 “Emma: Honestly, that has come out really well. You have been a brilliant patient.”
2. 02 “Emma: Can I ask you something. If anyone ever says to you that they hate their smile, or that they have got a gap they have been putting off, would you mention us?”
3. 03 “Emma: Here is a card with my direct number on it. Tell them to ring me, not the main line, and I will look after them the same way.”

Set this up

One implant patient, twenty years

• Hygiene appointments, a partner, two children, a second implant.
• The same patient who leaves after the fit is worth what she paid.
• The difference is one thing.
• Whether the next appointment was booked while she stood at the desk.

How the loop actually holds

1. Book the next appointment before they leave the building. Pre booking beats chasing by a distance.
2. Remind at eight weeks, two weeks and two days. The eight week one is the one that lets people move it rather than fail it.
3. When someone fails to attend, they go onto a named person's list the same day, not into a report nobody opens.
4. Anyone who has not been seen for eighteen months moves out of recall and into the reactivation list.

Two appointments you are already owed

• Retainer replacement, clinically indicated, never systematically booked.
• Twelve month implant review, same story.
• Both are real revenue already sitting in your patient list.
• All that is missing is an automation and a price on the list.

A referred patient enters the map somewhere else entirely

• She skips most of the trust building.
• She arrives already believing you can do the work.
• She costs nothing to acquire.
• Referrals per treated patient is the real test of the delivery stage.

How to measure it

1. Ask every new patient who recommended them, and record the referring patient by name, not just word of mouth.
2. Count referrals received in a period against patients who completed treatment in the equivalent earlier period.
3. Track referred patients separately through attendance and case acceptance. They usually behave differently.
4. Thank the referring patient. A short handwritten note, from the TC, within the week.

Pre-qualified, already paid for, and never worked

• Came in, had a scan, heard a plan, said they would think about it.
• Never came back, and nobody contacted them again.
• They know where you are and what it costs.
• Most practices touch this list once a year, with a January discount blast.

Building the list

1. Filter to patients with a recorded consult and no treatment start, ever.
2. Remove anyone who has since started treatment, moved away, died, or asked not to be contacted.
3. Segment by treatment discussed, because implant and Invisalign patients need completely different messages.
4. Segment by year, because someone from eight months ago is a different conversation to someone from 2021.
5. Check the consent position for each segment before anything sends.

What actually works on this list

• A change in the practice they would not know about. New clinician, new scanner, a technique that was not available when they came in.
• A genuine reason to be in touch. Their scan is now out of date and a new one is free.
• An honest acknowledgement of the gap. It has been two years since you came in and we never followed up properly is disarming because it is true.
• A short, specific ask with one way to reply. Never a discount blast to the whole list.

Build the list

Everything on this map decays without measurement

• The reminder sequence gets switched off during a system change.
• The handoff stops happening while a clinician is on holiday.
• The TC starts taking calls because reception is short staffed.
• None of it shows in the accounts for three months. It shows here in two weeks.

How the weekly review runs

1. Same day, same time, fifteen minutes, standing up. Monday morning before the first patient works well.
2. One page on a screen. Six numbers, this week, last week, and the twelve week line.
3. Each number has one named owner in the room who says what it did and why.
4. One action per number that has moved the wrong way. One, not five, and it has a name and a date on it.
5. Last week's actions get read out first. That is the part that makes the rest of it real.

Rules that keep it honest

• Definitions are written down and do not change mid quarter. A number that gets redefined cannot be trended.
• Twelve weeks visible at all times, so a bad week reads as a bad week rather than a crisis.
• No number goes on the board without an owner. Unowned numbers get discussed and never fixed.
• Six numbers. Adding a seventh is how a scoreboard becomes a report nobody reads.

Build the page