Dr. Chris Mueller has worked with the Amplify360 team for close to 20 years. What started with flyers and a new website eventually became something much bigger: a fully insurance-free practice, built one prepared conversation at a time.
Two Decades, One Relationship
Most marketing partnerships don't last two decades. Dr. Mueller and Amplify360's has, starting from the ground floor.
"I started with Amplify360 close to 20 years ago, and at that time, we were merging two practices and needed to start some marketing. We began with flyers, and the website followed later. Now, they're also involved in coaching us through getting completely out of network with our insurance companies."
The goals shifted over time, from simply getting the doors open to something more deliberate. "It's been one of the best investments for us," Dr. Mueller shared. "We've replaced all of our insurance company write-offs and are now attracting the type of patients we actually want — rather than the kind that insurance companies send us."
Preparing for the Road Ahead
The insurance-free transition wasn't sudden. Dr. Chris's team spent roughly a year working with Amplify360 before making the change official.
"We had worked with Amplify360 for about a year leading up to that transition," he explained. "They coached us through the process, taught us how to talk to our patients, and provided each one with a letter during their recall appointments. We talked to them in person, and everyone on the team was prepared with scripts so they knew how to handle common questions and objections."
That preparation was crucial to the success of it all, and shows up directly in the results. "Since making the change, we haven't had any insurance claim denials — it's been great."
Chris draws a sharp contrast with what happens when a practice skips that step. "I actually talked to a friend who was dropping insurance without doing any preparation, and things were much more chaotic for them."
Dr. Mueller's friend isn't the only dentist to reflexively drop insurance. Unfortunately, the pain of insurance can make it tempting to up and leave, but it's important to make a plan for a proper exit.
"I felt so much better about the way we were able to prepare and handle it in a more methodical way."
Making the Complicated Things Simple
The insurance transition wasn't the only instance where preparation and systems mattered. Dr. Mueller's practice also runs a membership club for patients without insurance, which is something the practice originally tried to manage themselves.
"We started a membership club on our own and tried to manage it by billing patients once a year when they came in." In reality, this seemingly "simple" DIY system caused a lot of complications. "That quickly turned into a logistical nightmare, trying to keep track of when everyone was due, patients missing appointments, gaps in coverage, and having to restart memberships."
Working together with Amplify360 on marketing and our sister company illumitrac on the membership club, we helped Dr. Mueller and his team establish practical systems for patient billing and membership management. "They bill the patient monthly, it's seamless. We don't have to do anything, and patients can log into their own portal to see where they're at. It's made the entire process much cleaner. And when something's simpler, it's more likely to happen — so it's made the program more successful, too."
Extending Marketing to Operations
Part of what's kept the relationship going this long, Chris says, is having someone else watching the numbers he doesn't have time to watch himself.
"Working with my client success manager has been key to staying on top of where we're at. She checks our metrics and brings important things to our attention." One example: Our CS team noticed that Dr. Mueller's phone answer rate wasn't where it should have been and together, we worked with their team to correct the trend. "I was able to take that back to my team and say, 'Hey, we're paying for the phone to ring, and we're not answering it.' We implemented some changes, and by the next follow-up call, she was able to show that our answer rate had improved."
It's a small example, but it captures the important fact that a marketing investment only pays off if what happens after the phone rings is working too — and that's easy to miss without someone actively checking.
Advice for Practice Owners on the Fence
Asked what he'd tell another dentist considering the same path, Chris pointed to something simple: talk to someone who's actually done it.
"If someone's on the fence, I'd say talk to actual clients. I started my journey because one of my classmates from dental school was using their services. The best way to find out if the results meet the hype is to talk to someone who's already using them — and doesn't have any skin in the game."
Curious about your own practice marketing? Our free Practice Assessment gives you a clear read on your online visibility and growth opportunity in just a few questions.
→ Take the Free AI Practice Assessment
