AYIK + BERTO Dental Specialists is a new, private equity-backed venture that houses eight decentralized endodontic practices. Prior to 2020, these practices operated separately and followed the status quo of the industry: they relied on referrals from general practice (GP) dentists. But there was a glaring problem. Relying on GP referrals is a passive, uncertain business model that often prevents endodontic businesses from achieving real growth. The model is unpredictable by nature because it creates a dependency on third parties for new business – and at the end of the day, there’s no control over the decisions those third parties make (and you can only hand out so many cupcakes to build those relationships). Research shows that only 32% of GPs refer 10% or less of their root canals to endodontists. To take the power back into their own hands, AYIK + BERTO joined forces with StrataBlue to disrupt the endodontic industry.
To transition to a direct-to-patient (DTP) model, Ayik + Berto shifted their business strategy to empower customers to self-refer rather than rely on third-party referrals. This involved consolidating eight distinct companies under a single, credible brand to build trust and authority in the market. They developed a strong sales and marketing foundation to enhance credibility and customer confidence, created a streamlined customer journey to efficiently convert leads into patients, and established a scalable customer acquisition system to support the company’s growth. Additionally, they focused on demystifying endodontics and positioning Ayik + Berto as the top name in the field.
To execute this strategy, Ayik + Berto launched a new website for their consolidated brand and implemented a multi-channel advertising campaign. They utilized platforms such as Facebook, Instagram, Spotify, AudioGo, Google, Bing, and Yelp to reach a broader audience. They also produced a range of educational content, including videos, ebooks, and email campaigns, to raise awareness and engage both potential and current customers. These efforts successfully positioned Ayik + Berto as a household name in endodontics, attracting more patients and driving growth.
