Reset Your Dental Practice for Sales, Marketing & Goal Success in 2026

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December 16, 2025

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Why Vision Is Always the Starting Line

When a practice asks me, “Where do we begin?”—the answer is always the same: Start with your vision.

Your vision is the destination. Without it, you’re driving in circles. The mission is the vehicle that gets you there, and your core values are the guardrails that keep you aligned.

As we go through annual planning sessions with our clients at Fortune, we take a deep dive into:

What worked in 2025?
What didn’t?
What were your wins?
Where were your challenges?

Before we can look forward, we have to look back with honesty. Reflection leads to direction.

Once you know where you’ve been, your 2026 vision becomes more than just a wish—it becomes a well-informed strategy.

Don’t Set Goals Until You’ve Reconnected With Your “Why”

Let’s talk about something that makes all the difference in your success: your why.

I’m a huge fan of Simon Sinek (if you haven’t read Start With Why, it’s a must). The “why” is what fuels your mission. It answers the deeper question: Why does your practice exist beyond the procedures you offer?

When your team is aligned around a clear, shared “why,” your marketing, your case acceptance, your culture—they all get stronger.

Here’s a quick formula we use at Fortune:

Vision = where you’re going
Mission = how you get there
Core values = how you behave along the way

Before we ever set production goals or marketing KPIs, we revisit these three anchors. That’s where real alignment starts—and goal-setting becomes meaningful.

The Secret to More Yeses: Speak Their Language

One of the most overlooked strategies to increase production is also the simplest: better communication.

Improving case acceptance isn't about pushy sales tactics. It’s about connecting with patients in a way that makes sense to them.

That’s where tools like DISC and Taking Flight come in. (I’m certified in both.)

These tools help us understand behavior styles—both our own and our patients'. When you speak to a patient using their language—whether they’re analytical, people-focused, fast-paced, or process-driven—they feel understood. And when they feel understood, they say yes.

In fact, data shows case acceptance rates go up when patients are communicated with in a way that aligns with their behavioral style.

It’s not about changing who you are—it’s about being flexible enough to adapt. That’s what great leaders (and great treatment coordinators) do.

The Right People in the Right Seats

Another piece of the puzzle: your team. One of the questions I get often is, “How do I know if I have the right person in the right role?”

Great question. Let’s use this example:

You have a treatment coordinator, but they lack confidence when talking about money or clinical details. They struggle to explain treatment clearly and consistently.

That may be a sign they’re in the wrong seat—or they may just need training and support to grow into it.

DISC helps here too. We’re all a blend of behavioral styles, and knowing where someone sits on the DISC circumplex can help you support their growth without pigeonholing them.

Let’s match strengths to roles:

Is someone detail-oriented, loves structure, and thrives on accuracy? Great for insurance or scheduling.
Is someone outgoing, warm, and persuasive? Fantastic for new patient calls or front-desk hospitality.

The more intentional we are about this, the more empowered your team becomes—and the less turnover you experience.

Content vs. Context: What Makes a Practice Stand Out

Every dental office does fillings, cleanings, crowns, and billing. That’s the content of your practice.

What sets you apart? That’s context.

It’s the energy in the room. It’s the way patients feel when they walk through your door. It’s who your team chooses to be every single day.

At Fortune, we often ask: Who are you being in your practice? Are you showing up with clarity, compassion, and leadership? Are your patients walking into a place that feels like home?

When your context is strong, your marketing works better. Your patients refer more. Your team shows up with purpose. That’s how you create a truly extraordinary practice.

Marketing That Aligns With Your Vision

Let’s switch gears and talk about sales and marketing.

A lot of practice owners ask me, “Where do I even start?” Here’s a quick checklist I walk through with every client:

Is your website modern and mobile-friendly?
- Patients will judge your practice based on this first impression.
Is your SEO active and optimized?
- Can new patients actually find you online?
Are you responding to Google reviews?
- Engagement builds trust and improves rankings.
Do your digital channels tell a cohesive story?
- Your website, social media, email marketing, and in-office experience should all feel aligned with your vision.

Marketing isn’t a silo. It’s part of your culture. That’s why both internal and external strategies matter.

When your team is aligned behind the why—and when systems are in place to support the patient journey—your marketing becomes a magnet.

Goal Setting That Feels Like Progress, Not Pressure

Setting goals for the new year shouldn’t feel like a chore—it should feel like an opportunity to grow.

Here’s where many practices go wrong:

They set goals without context.
They set goals without follow-up.
They forget to celebrate the wins.

Let’s fix that.

Start with why. “We want to place six implants this month” means nothing unless the team knows why it matters.
Talk about it daily. Use morning huddles to track progress, surface challenges, and find opportunities.
Make it fun. Gamify the process. Celebrate milestones. Create team rituals that build energy around goals.
Educate patients. Your team must be equipped to explain treatment, benefits, and outcomes—clearly and confidently.

And above all—celebrate the wins. When your team sees that effort = impact, engagement skyrockets.

One Practice. One Year. 51% Growth.

Let me share a story.

I’ve been working with a practice for just over a year now. As of our most recent review, they’re up 51% in production and 44% in collections.

What changed?

We implemented simple but powerful systems that brought clarity and consistency to their operations.
We transformed the new patient experience—focusing on how patients feel from the first phone call to the first visit.
We introduced new verbiage that made communication clearer and more empowering.
We aligned internal and external marketing strategies with their vision.

That’s what’s possible when you combine systems with mindset—and when you work with a team like Fortune that sees the whole picture.

Ready to Reset Your Practice in 2026?

If you’re a dentist or practice leader who’s feeling the nudge—it’s time to listen.

Maybe you’re ready to grow. Maybe you’re ready to lead more and stress less. Maybe you’re just ready for a reset.

Wherever you are, Fortune Management is here to help.

Here’s how to get started:
✅ Visit fortunemgmt.com
✅ Schedule your complimentary discovery call
✅ Let us do a practice analysis and dig into your numbers
✅ Connect with a coach in your state to build your 2026 plan

Let’s make this next year your most focused, aligned, and profitable one yet. You deserve a practice that reflects your vision—and a life that fills your cup.