The Double Jaw Method
Marketing that starts in your patient's shoes.
The Double Jaw Method™ is how Blake Hickey plans and runs marketing for dental specialty practices. It has two parts, named after his own double jaw surgery: the top jaw is the thinking, and the bottom jaw is the action.
Free, 15 minutes by phone or Zoom, with Blake.
The short answer
What is the Double Jaw Method?
The Double Jaw Method is Blake Hickey's two-part way to market a practice. The top jaw is the thinking: who the patient is and what they need to hear first. The bottom jaw is the action: getting in front of them, the website they land on, the first call and the follow-up, with every case traced back to the source that sent it.
By Blake Hickey, founder of Double Jaw Marketing.
Two parts
The thinking, then the action.
I've worked this way since 2006. My own double jaw surgery in 2023 gave it a name: both jaws were moved, and they had to work together. Marketing is the same. The thinking and the action only pay off when they move together.
The thinking. Who the patient is and what they need to hear first. I walk your practice the way a patient would, from the first search to the drive home after the consult.
The action. Getting in front of them, the website they land on and the first call. Then the follow-up, the visit itself and the monthly numbers that show which source sent each case.
Get in your patient's shoes
One parent, one search, one booked consult.
Think about the last thing you bought after a second look. You saw it, left, and it kept showing up until you went back. A parent looking into braces for a teen takes the same walk, with higher stakes and a quote instead of a price tag. Trust has to come before the consult.
- The searchGoogle, Maps or an AI answer. Your practice shows up for the care you want more of.
- Your websiteReal faces, real answers and one easy way to book.
- Seeing you againReviews, the team and behind-the-scenes video, where the platforms' health rules allow.
- The first callA warm answer, a clear next step, a time on the calendar.
- The consult and afterThe office itself, then a text and an email that sound like you.
An adult weighing jaw surgery walks a longer version of the same path, often with an orthodontist and a surgeon in it. The method maps both.
One method, every stop
Where the work shows up on the patient's path.
Search comes first, because that is where most patients start. Everything else sits on the same path, so it all works as one plan.
| Where the patient is | What Blake builds |
|---|---|
| Searching | Dental SEO, Google Business Profile and Maps, AI search answers, and Google Ads |
| Scrolling and watching | YouTube, Facebook, Instagram and ChatGPT ads, with single image ads, graphics, illustrations, infographics and video |
| On your website | Pages for the cases you want, written in the words patients use, with one clear way to book |
| Calling or texting | Call tracking, front desk scripts, and rewritten emails and text messages |
| In your office | In-office signage, waiting-room TV content, business cards and print, and patient education video |
| After the visit | Reviews, referral thank-yous and a monthly report by source |
Why a walk-through comes first
Most practices were built one good decision at a time.
I’ve walked through hundreds of businesses, from mom-and-pop shops to national brands, and most were built one good decision at a time. That’s normal. What’s rare is a day set aside to walk the whole thing in the patient’s shoes. That walk-through is the heart of the method.
I learned to meet people where they are long before marketing. In high school I fitted nervous vacationers with the right board at The Boarder Line, a watersports shop in Michigan, and made the hard moment feel easy. Shopping for my own jaw surgery, I sat through consults with dentists, orthodontists and surgeons and noticed every word that put me at ease.
Your team already speaks fluent clinical. The work is saying the same ideas in the words a patient uses at the kitchen table, so they know, like and trust you before they sit in the chair.
Where to see it
The method, in three formats.
Your written plan
The free 15-minute review ends with your written Double Jaw Method Plan, yours to keep whether or not you hire Double Jaw.
Book a free reviewThe one-page version
A printable one-page summary your team can keep at the front desk.
Get the one-pagerThe talk and the book
Blake teaches the method to study clubs and practice teams, and the book is in progress.
See the talksQuestions
Questions about the Double Jaw Method.
Who created the Double Jaw Method?
Blake Hickey, founder of Double Jaw Marketing. He has worked this way since 2006 and named the method after his own double jaw surgery in 2023.
Is it a course or a piece of software?
Neither. It is the way Blake plans and runs the work: the thinking first, then the action. You see it in your written plan, in the monthly report and in his talks.
Which practices is it for?
Oral surgeons, orthodontists, general dentists and speech-language pathologists. Each specialty gets its own plan, because each patient's path is different.
Can we use it alongside our current agency?
Yes. Your practice owns its website and ad accounts, and Blake can work alongside an agency you already have.
What does it cost with Double Jaw?
The review is free, and the written plan is yours to keep. Monthly plans start at $1,500 a month, with the price in writing before anything starts. Ad spend is separate and is never part of the fee. Pricing subject to change.
What happens on the free review?
It's 15 minutes with Blake by phone or Zoom. He looks at what your practice uses now, like your website, ads, phones and follow-up, and tells you what he would change first. You leave with a written plan, whether or not you hire Double Jaw.
See also: About Blake · Dental SEO · Oral surgeons · Orthodontists · Dentists · Working with Double Jaw
Sources: Google personalized advertising policy · Meta Advertising Standards. This page is general information, not legal or medical advice.
Walk your practice the way a patient does.
Don't be afraid to call. A quick conversation and Blake can tell you what he would look at first.
Or call (561) 240-1967. Not ready? Start with the $97 front desk kit.