[Your logo]Keep this handy
Who to call
- Office: [number]
[Mon‑Fri hours] - After hours: [number]
- Your coordinator: [name], [direct line]
- Email: [address]
In an emergency, call 911.
[Your doctor’s “call us if” list]
Doctor’s instructions come first.
The New‑Patient Treatment Plan · A patient experience checklist for dental practices
Your practice, seen from the patient’s chair.
By Blake Hickey, founder of Double Jaw Marketing in Jupiter, Florida · Updated October 24, 2026
Nine stops, from the first search to years after treatment. Every stop has two halves, like the Double Jaw Method. The top jaw is what the patient is thinking. The bottom jaw is your move: what to check today, what to send and what to fix.
I’m a marketer, not a doctor. I’ve been the patient, and I’ve done marketing since 2006. Anything clinical here is quoted from a professional source and linked. Your own instructions always come first. Have your compliance contact review any template before you use it.
Stops 1 to 3: before they walk inStops 4 to 9: in your care and afterA stop turns teal when you’ve checked everything in it.
Stop 1 of 9 · Before they walk in
Getting found
Top jawThe patient’s side
Who’s good near me?Do they take my insurance?Are they open after work?What are people saying?
From the chairI did my homework. I met with a lot of doctors before I chose my team, and I read the horror stories online while I was shopping around.
They ask Google, Google Maps and now AI tools. Pew found 60% of US adults get health information from health websites and 22% from AI chatbots, at least sometimes.
Bottom jawYour move
- Type your top case and your town into Google, Google Maps and an AI tool. Are you in the answer?
- Hours, evening hours, insurance you take, real photos of your team and office.
- “Do you take my insurance?” “What does it cost?” “What happens at the first visit?”
Where US adults get health information
At least sometimes. Pew Research Center, survey of 5,111 adults, Oct 2025 · Pew
Free printables for this stop
I can shoot your team and office photos and short videos for your Google profile and website.
Book 15 min →Stop 1 of 9 done?Next: First call or form →
Stop 2 of 9 · Before they walk in
First call or form
Top jawThe patient’s side
I’ll call on my lunch break.I filled out the form at 9 pm. Did anyone get it?Nobody called back. I’ll try the next one.
Most people reach out when they’re off work. That’s often when the office is closed.
Bottom jawYour move
Try it now · The callback test
- Open your website on your phone.
- Fill out your own contact form with a name your team won’t recognize.
- Press start the second you hit submit.
- Press stop when a real person calls, texts or emails back.
0:00:00
Do it once during office hours and once after hours. Write down both times.
The timer keeps running if you close this tab and come back on the same device.
- Does it land in your CRM, a shared inbox or one person’s email?
- A text or app alert to the person who calls back, not just an email nobody checks.
- If a patient can pick a time, let them. Fewer questions before the calendar.
- Call your office at 7 pm. Voicemail, an answering service or an AI front desk? What does the caller hear?
Patient fills form
→
Your CRM
→
Alert to a person
→
Call or text back
→
Booked
Draw your own version of this. If any box is a question mark, that’s the place to fix first.
What one inquiry is worth to you
$0Each inquiry, on average
$0A year, if one more in 10 starts
Example numbers. Type in your own. Nothing leaves your browser.
Text back when someone asks for one
Hi [first name], it's [name] at [practice]. Thanks for reaching out. Is now a good time for a quick call? Or pick a time here: [booking link]
Only text people who gave you their number and agreed to texts. Marketing texts need prior express written consent under the TCPA (47 CFR 64.1200), and Florida has its own rules (Fla. Stat. 501.059). Ask your compliance contact before you turn on automated texts.
Free printables for this stop
I can hook up your form and calendar to your CRM, set who gets alerted and write the replies.
Book 15 min →Stop 2 of 9 done?Next: Booking and reminders →
Stop 3 of 9 · Before they walk in
Booking and reminders
Top jawThe patient’s side
Wait, was that Tuesday or Thursday?Where do I park?Do I need to bring anything?
Bottom jawYour move
People who showed up to their appointment
Pooled health care studies, not dental only. Cochrane review, 2013 · Cochrane
- A text the day before and the morning of works for most patients.
- Address, parking, which door, what to bring and who they’ll meet by name.
Reminder text
[Practice]: Reminder of your visit [Tue Nov 3] at [2:30 pm]. Questions? Call [number]. Reply STOP to opt out.
Keep reminders short and skip treatment details. HHS describes a reminder as the practice name, a number and what’s needed to confirm (HHS FAQ). The TCPA health care exemption limits these to 160 characters, one a day and three a week, no marketing or billing and an opt-out in every message (47 CFR 64.1200(a)(9)(iv)). Make sure your texting tool has a business associate agreement with you.
Free printables for this stop
I can write your reminder and “getting here” messages and set them up in your system.
Book 15 min →Stop 3 of 9 done?Next: First visit and the plan →
Stop 4 of 9 · In your care
First visit and the treatment plan
Top jawThe patient’s side
From the chairMy team made it easy. They gave me everything in writing, answered my questions before, during and after, and gave me a 24/7 number. I felt blessed to have them.
Who was that, the doctor or the coordinator?What will insurance actually pay?I need to talk to my spouse first.
Bottom jawYour move
- The treatment, the other options including no treatment, the cost, what insurance may cover and how they can pay. The ADA Code calls for explaining treatment and reasonable alternatives (ADA Code 1.A).
- A photo, a direct line and an email for their treatment coordinator.
- The teach‑back method from AHRQ: “Just so I know I explained it well, what will you tell your family?” (AHRQ Tool 5)
- CMS clarified in 2023 that dentists generally must, under the No Surprises Act (Becker’s). Ask your advisor about timing.
Adults who find dental costs easy to understand
3 in 10That leaves most of your patients unsure what they’ll pay.
Synchrony/CareCredit study, 2023, sponsored by a financing company · Dental Products Report
Free printables for this stop
I can redesign your treatment plan and financing explainer so patients can read it at the kitchen table.
Book 15 min →Stop 4 of 9 done?Next: Paperwork →
Stop 5 of 9 · In your care
Paperwork
Top jawThe patient’s side
Six pages on a clipboard in the waiting room?I just signed what they handed me.How do I get my records sent over?
Bottom jawYour move
Reading level
Grade level. AHRQ Health Literacy Universal Precautions Toolkit · AHRQ Tool 11
- Online, on a phone, so the waiting room isn’t homework time.
- AHRQ names Fry, SMOG and Flesch. Short words, short sentences, one idea each.
- AAPD: “The oral discussion between provider and patient or parent, not the completion of a form, is the critical component” (AAPD). In Florida see Fla. Stat. 766.103.
- If you want to use a patient’s photos, video or story in marketing, HIPAA requires the patient’s written authorization (45 CFR 164.508). Keep it optional, so saying no never affects their care.
- A patient who leaves a kind review hasn’t agreed to be in your ads. Get a signed OK before you quote them anywhere else. Have your attorney approve both forms.
- HIPAA gives you 30 days, with one 30‑day extension. HHS fined a Maryland dental practice $70,000 in 2024 for slow access (ADA News).
Free printables for this stop
I can rewrite and design your forms, consent packets and records request so they’re easy to read.
Book 15 min →Stop 5 of 9 done?Next: Treatment day →
Stop 6 of 9 · In your care
Treatment day
Top jawThe patient’s side
Can I eat before?Who’s driving me home?What if I have a question tonight?
Bottom jawYour move
- In writing and as a short video from the doctor, a few days before.
- Day number, after‑hours number and when to call 911. It’s one of the fridge sheets below.
- The person driving home is often the one reading the instructions.
Free printables for this stop
I can film your doctor’s pre‑treatment and recovery videos.
Book 15 min →Stop 6 of 9 done?Next: Recovery at home →
Stop 7 of 9 · After the visit
Recovery at home
Top jawThe patient’s side
From the chairAfter surgery I blended everything, restaurant meals included, and ate with syringes. Having someone to help makes a big difference. You can do it on your own, but line up a helper.
Is this much swelling normal?What can I eat?It’s 10 pm. Who do I call?
Bottom jawYour move
- In a US study of wisdom tooth patients, 73% preferred a next‑day phone check‑in to a routine clinic visit (JOMS 2005, via Evidence‑Based Dentistry).
- Michigan Medicine’s jaw surgery sheet does this, including a fever over 100.5°F (Michigan Medicine).
- Day by day. Your doctor’s version goes on the fridge sheet below.
- Put the helper’s name and number in the chart, and send them the same instructions.
- Patients will look anyway. Give them yours.
Quality of wisdom tooth videos on YouTube
1.47out of 5 on average, across 65 videos
1 poor5 good
DISCERN quality score. Kidy et al., Oral and Maxillofacial Surgery, 2021 · Springer
Next‑day check‑in text
[Practice]: Checking in after yesterday. How are you feeling? Questions: [number]. After hours: [number]. Reply STOP to opt out.
Free printables for this stop
I can design your recovery fridge sheets and film the videos that go with them.
Book 15 min →Stop 7 of 9 done?Next: Your referral circle →
Stop 8 of 9 · After the visit
Your referral circle
Top jawThe patient’s side
From the chairIf I had known what a speech‑language pathologist could do for me, I would have started sooner. Nobody told me.
Is there someone else who can help with this?Do my doctors talk to each other?
Bottom jawYour move
Your patients see other providers before, during and after you. Know who they are, by name, in the towns you serve. If you only have one office sending you patients, that’s your proof it works. Reach out to the next one.
DentistsGoogle Maps, an AI tool and your local dental society.
OrthodontistsGoogle Maps, an AI tool and the dentists who already refer to you.
Oral surgeonsAAOMS points patients to MyOMS.org.
Speech‑language pathologistsSearch your towns and ask if they treat orofacial myofunctional issues.
ENTs and allergistsGoogle Maps and an AI tool for your towns.
Schools and teamsAAPD asks dentists to partner with schools, coaches and sports groups on mouthguards (AAPD). The ADA Foundation’s Give Kids A Smile has a free event toolkit (ADA Foundation).
- Track the source in your CRM from now on.
- Short, fast and in writing. It’s the thank‑you that counts most.
- Use the message on the right.
- Lead with education, not a sales pitch.
Intro email to a nearby office
Hi Dr. [Name], I'm [your name] from [your practice] in [town]. Some of our patients could use someone like you, and I'd like to send them to someone I know. Could we set up a quick call or a short visit to your office? I'd like to learn how you like referrals sent and what you'd want back from us after a visit. Thanks, [your name]
Florida law bars offering or paying anything
in cash or in kindfor referrals (Fla. Stat. 456.054, 817.505). Any ad for a free or discounted exam or screening needs the “right to refuse to pay” statement (Fla. Stat. 456.062). Ask your health care attorney before planning dinners, CE nights or anything of value for referring offices.
Free printables for this stop
I can build your outreach kit, lunch‑and‑learn slides and event materials.
Book 15 min →Stop 8 of 9 done?Next: Reviews and staying in touch →
Stop 9 of 9 · Years after
Reviews and staying in touch
Top jawThe patient’s side
From the chairI wear aligners now to keep my result. The work didn’t end when the braces came off.
I’d leave a review if someone asked.Where can I learn more about my doctor?
Bottom jawYour move
- Not just the happy ones. Google bans selectively asking for positive reviews and offering incentives (Google policy). The FTC warns against it too (16 CFR 255.2).
- HHS has fined dental practices for replying to reviews with patient information: $10,000 in 2019 (Thomson Reuters) and $23,000 in 2022 (HHS).
- A real “meet the doctor” section, short videos, and a podcast or blog if they like to talk. Some orthodontists host patient podcasts, like Dr. Sam Burrow’s Smiles Ahead (Smiles Ahead).
- With a signed release, shoot the same angles at the start, the middle and the end. Shoot each one vertical for Stories and Reels and horizontal for your website, so you have both when you need them. You’ll wish you had them.
- Useful updates, not just offers. Retainer and aligner reminders count.
807 US orthodontists, studied in 2019
Google and Yelp. University of Washington thesis, 2019 · UW
Reply to a tough review
Thank you for taking the time to share this. We'd like to talk with you directly. Please call our office manager, [name], at [number].
Free printables for this stop
I can set up a review program that asks everyone, and produce your doctor’s videos or podcast.
Book 15 min →Stop 9 of 9 done?Next: Fridge sheets →
Free to use
Fridge sheets for your patients
One page each, big type, made to stick on the fridge. Swap in your logo, your numbers and your doctor’s own instructions before you hand them out.
[Your logo]After surgery
What to eat and drink
- First days: very soft or liquid foods
- Skip: straws, hot drinks, carbonated drinks, acidic fruit, nuts, seeds, popcorn
- Rinse: warm salt water as directed
- Jaw surgery: blended high‑protein meals and plenty of fluids, for as long as your surgeon says
Based on AAOMS and Michigan Medicine patient guides. Replace with your doctor’s instructions.
[Your logo]Braces and aligners
Is it an emergency?
- Usually normal: soreness for a day or two after an adjustment
- Call during office hours: [your doctor’s list]
- Call right away: [your doctor’s list]
Office: [number]
Based on AAO patient guidance. Replace with your doctor’s instructions.
[Your logo]Your next visit
Before you come in
- Forms done online: [link]
- Bring: ID, insurance card, list of medicines
- Parking: [where]
- You’ll meet: [names]
- Running late? Call [number]
Questions about cost? Ask for your written plan.
Sources: AAOMS, Michigan Medicine, AAO via Nationwide Children’s.
Want these with your logo, your doctor’s instructions and matching videos? I’ll design the set.
Book 15 min →
Rather have it done for you?
What I can build for your practice.
Photos and videoYour team, your office and your doctor, for Google and your website.
Follow‑up that runs itselfForms and calendar wired to your CRM, alerts to the right person, reminder and check‑in texts.
Your documents, redoneTreatment plans, forms, financing explainers and handouts rewritten so patients can read them, redesigned with your logo and colors, and checked against Florida dental advertising rules before you approve them.
Ads and creativeSingle image ads, graphics, illustrations, infographics and video for the cases you want.
Straight answers
Questions practice teams ask.
How fast should a dental practice call back a new web inquiry?
As fast as a real person can. Most people reach out after work, when the office may be closed. Run the callback test: submit your own website form, time how long it takes a person to reply, and do it once during office hours and once after hours.
Can a dental practice text appointment reminders?
Yes, with limits. The TCPA health care exemption covers reminders that stay under 160 characters, go out no more than one a day and three a week, include no marketing or billing, and give an opt-out in every message (47 CFR 64.1200(a)(9)(iv)). HHS describes a reminder as the practice name, a number to call and what is needed to confirm the visit.
Is it OK to only ask happy patients for Google reviews?
No. Google's policy bans selectively asking for positive reviews and offering incentives for reviews, and the FTC Endorsement Guides warn against it (16 CFR 255.2). Ask every patient.
How should a practice reply to a negative online review?
Without any patient details, not even confirming the person is a patient. HHS has fined dental practices for review replies that disclosed patient information, including $10,000 in 2019 and $23,000 in 2022. Thank them and invite them to call the office manager.
What reading level should patient forms be written at?
AHRQ says the average US adult reads at an 8th or 9th grade level and recommends patient materials at a 4th to 6th grade level. Check forms with a readability formula such as Fry, SMOG or Flesch.
Can a Florida practice give gifts to dentists who refer patients?
Florida law bars offering or paying anything in cash or in kind for patient referrals (Fla. Stat. 456.054 and 817.505), and neither statute lists a small-gift exception. Build referrals on care and communication, and ask a health care attorney before planning anything of value for a referring office.
Your next step, if you want one
Want to go through it together?
You can do everything here yourself. If you’d rather do it with me, book a 15‑minute Method Review by phone or Zoom. You get a written Double Jaw Method Plan by email afterward. Pick a time on the calendar to the rightjust below.
- Your callback test result and what to fix first
- The stops on this list where patients are getting stuck
- Who’s in your referral circle and who to reach next
- Which fridge sheets and videos to make first
Rather call? (561) 240‑1967. Our AI front desk answers right away and can book you.