Gary Takacs and Naren Arulrajah on the one strategic move that separates the happiest dental practices from the rest: the signature service. How to choose it by following your heart rather than market data, build it through lab-fee cases and the right ambassador patient, schedule around it with a dedicated template, and market it through consistent organic search presence, landing pages, before and after photos, and paragraph reviews. A coaching client went from 3 Invisalign starts per year to 1 per week after making it his signature service. Plus, Naren on why organic SEO at $60 a phone call produces 6x more trust than a Google ad at $400. Worth a listen!

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