Pacific Coast Center for Cosmetic Dentistry SGA Dental Partners
The Integrated Growth Picture
for PCCD.
A go-to-market strategy that puts personal brand, practice brand, and demand capture into one compounding system.
SGA Dental Partners
Cover · 01 / 15
The Question
How does a Bay Area luxury cosmetic practice scale predictably, without becoming dependent on paid lead flow?
The strongest cosmetic practices do not choose between brand and demand. They build a system where three engines reinforce each other, fed by a shared asset factory. This is the picture for PCCD.
Personal Brand
+
Practice Brand
+
Demand Capture
The Question
02 / 15
What PCCD Has Built
You are starting from a genuinely strong position.
Six assets most cosmetic practices in the Bay Area do not have. The question is not whether they are real. The question is how to make them work harder, together.
B
Authority
The book
Creating a Confident Smile. #1 in three Amazon categories its first week out.
D
Methodology
Digital Smile Design
Bay Area's only DSD certified practice. Patients see their new smile before treatment.
S
Differentiator
IV sedation
Available in-office. A real moat for anxious cosmetic patients and full-mouth case volume.
M
Media
NBC Today Show
National feature. Currently buried in fine print on the website and absent from paid creative.
AI
AI Search
ChatGPT #1
Ranked #1 cosmetic dentist in the Bay Area, #3 in the US. A real structural moat to defend.
R
Social Proof
Reviews and photos
212 reviews and 89 photos on Yelp. Happy patients. Capture and distribution have not kept pace.
These are durable, hard-to-copy assets. The opportunity is putting them into one system that compounds.
Asset Inventory
03 / 15
The Picture
Sustainable growth runs on three engines, working together.
Not three competing tactics. Three reinforcing engines, each producing something the others depend on. Healthy marketing for a luxury practice means all three running in concert.
03
Personal Brand
Dr. Field as the authority and the human.
The book, Today Show, USC faculty, and the Bay Area story made real on the channels where patients form trust before they ever click an ad.
What it builds
Authority, inbound demand, defensible voice.
02
Practice Brand
PCCD as the Bay Area's luxury smile destination.
DSD, IV sedation, and the Today Show feature claiming the category position. Web, AEO, and PR carrying the brand promise into every digital surface.
What it builds
Category ownership, lower CAC, premium pricing power.
01
Demand Capture
Paid acquisition with a clean funnel and consistent CRO.
The predictable, measured layer. Search and Meta filling the consultation calendar with high-intent patients and a financing-forward conversion path.
What it builds
Consultations on demand, attributable revenue, fast feedback loops.
The Picture
04 / 15
The Customer Journey
Mapping the engines to how a cosmetic patient actually moves.
A $5K to $30K cosmetic decision is not a click. It is an arc from awareness to treatment. Each engine has a job at each stage, and most practices show up at the booking stage only.
1
Awareness
"I've been thinking about my smile."
Channels active
InstagramYouTubeChatGPTSEO
Engines at work
Engine 03Engine 02
2
Consideration
"Who in the Bay Area could do this?"
Channels active
GoogleAI searchYelpGBP
Engines at work
Engine 02Engine 03
3
Evaluation
"Is PCCD the right fit for me?"
Channels active
WebsiteReviewsBefore / afterRetargeting
Engines at work
Engine 02Engine 01
4
Decision
"I'm ready to book a consult."
Channels active
Landing pagePhoneFormFinancing
Engines at work
Engine 01Engine 02
5
Treatment
"I'm a patient. I want to share."
Channels active
In-officeFollow-upReferralSocial
Engines at work
Asset FactoryEngine 03
The Customer Journey
05 / 15
How It Works
The engines reinforce each other.
When all three run, each one makes the others cheaper, faster, and more durable. This is why a healthy growth model is a system, not a stack of tactics.
Personal feeds Practice + Demand
Dr. Field's authority transfers to the practice brand and creates inbound demand that bypasses paid acquisition entirely.
Practice feeds Demand + Personal
A stronger practice brand lowers paid CAC (higher click-through, higher CVR) and gives Dr. Field a credible platform to speak from.
Demand feeds Practice + Personal
Every consultation produces proof points, case material, and conversion data that feed the brand engines and sharpen the next round of creative.
How It Works
06 / 15
The Engine Behind The Engines
One asset factory feeds every channel.
Before-and-after content is not tactic number seven. It is the substrate the entire system runs on. One production cadence fuels personal brand, practice brand, and paid all at once.
The Asset Factory
07 / 15
Engine 01 · Deep Dive
Demand Capture.
Predictable Acquisition
The measured, accountable layer. Search and Meta filling the consultation calendar.
Cosmetic case values of $5K to $30K change the rules. Price objection is the single biggest lead killer, and most of the funnel decision happens before a patient ever calls. Engine 01 is built around removing friction from interest to consultation, with conversion data feeding back into the brand engines.
Ownership
SGA-led. Practice approves creative direction and reviews monthly performance.
What Engine 01 Includes
P
Paid funnel: Search + Meta + retargeting
High-intent search at the bottom. Meta + YouTube fueled by asset-factory creative at the top and middle. Retargeting closes the consideration loop.
L
Landing pages built for conversion, not templates
One primary CTA per page. Financing forward. Trust anchors above the fold. No placeholder strings, no wrong-dentist bios.
F
Financing-forward presentation
iCreditWorks, PatientFi, Cherry as the unlock. Most cosmetic leads die on price, not desire.
T
Attribution, call tracking, deduped conversions
Search vs PMax slice clearly visible. Form and call conversions deduplicated. Every dollar traceable to a consult, every consult traceable to a treatment plan.
R
Continuous CRO testing
One headline, one offer, one hero test in flight at any time. Hypothesis driven, with clear decision criteria.
Engine 01 · Demand Capture
08 / 15
Engine 02 · Deep Dive
Practice Brand.
Category Position
PCCD as the Bay Area's luxury smile destination. The category position you claim before competitors do.
The opportunity is using DSD, IV sedation, and the Today Show feature as the proof structure underneath the position, then making every digital touchpoint carry the same promise. Web, search, and AI surfaces all telling one consistent story.
Ownership
SGA-led, with input from PCCD on voice, photography, and patient-facing language.
What Engine 02 Includes
P
Web positioning that leads with your differentiators
DSD, IV sedation, and the Today Show feature above the fold. Not buried in footer fine print. The category claim is the headline.
A
AEO defense for the ChatGPT position
Structured content, FAQ schema, and authoritative copy that protects your #1 ranking for Bay Area cosmetic dentist queries on AI surfaces.
R
PR amplification of existing credentials
Today Show clip on every page. Book references on the about page. USC faculty bio carrying real weight. Treat your earned media like the asset it is.
V
Visual identity continuity
The luxury promise extends into photography, type, and color. The website should reinforce the in-office experience, not contradict it.
L
Local SEO + Google Business Profile
Maps, review velocity, photo cadence, and category positioning on Google. The first thing a Silicon Valley patient sees in a "near me" search.
Engine 02 · Practice Brand
09 / 15
Engine 03 · Deep Dive
Personal Brand Amplification.
Authority + Inbound
You have already built the assets. The work is amplifying what is there, not starting from scratch.
The book gave you authority. The Today Show gave you proof. USC faculty gave you credibility. The Bay Area native story gave you authenticity. Engine 03 is about turning all of that into a consistent presence on the channels where your patients form trust, in a voice that is honestly yours.
Ownership
Partnership. SGA handles strategy, capture, production, and distribution. Dr. Field shows up for camera time and voice.
What Engine 03 Builds On
B
The book becomes content gravity
Every chapter becomes a Reel, a blog post, a podcast topic, a YouTube short. The book gave you authority. Distribution gives it reach.
T
Today Show feature as the social proof anchor
The clip becomes the trust hook on social bios, ad creative, and the personal brand site. National media credibility, properly amplified.
S
The Bay Area story made specific and human
USC faculty. Native. Coach. Family. The authentic details create the kind of connection an Instagram-vanity playbook never can.
D
DSD as your signature methodology
"See your new smile before we touch a single tooth." A line you own, repeated across every channel until the market hears it back to you.
P
Patient stories with consent
Recognizable transformations told with consent and discretion. Front-of-funnel proof done right, not loud.
Engine 03 · Personal Brand
10 / 15
Your Outline, Mapped
Where what you raised fits in the system.
Every point you outlined lives somewhere in the three engines. The framework above does not replace your thinking. It gives it sequencing, ownership, and shared infrastructure.
Engine 03 · Personal Brand
Engine 02 · Practice Brand
Engine 01 · Demand Capture
Asset Factory · Substrate
Idea
What you raised
Where it lives
01
Build a personal brand, not just a practice brand
Engine 03
02
Activate the celebrity and tech-elite patient angle
Engine 03Asset Factory
03
Turn the book into a full content ecosystem
Engine 03Engine 02
04
Own DSD as the signature methodology
Engine 02
05
Position PCCD as "Bay Area's luxury smile destination"
Engine 02
06
Amplify Today Show and media credentials
Engine 02Engine 03
07
Invest in Instagram video transformation content
Asset FactoryEngine 03Engine 01
Your Outline, Mapped
11 / 15
Paid Media · Account Health
January peaked. Then five of the lowest-CPA campaigns were paused.
$36,505 across Wonderist-managed Search and Performance Max from January through May 13. The account is buying clicks. A campaign reshuffle on Feb 1 quadrupled cost per conversion, and the PMax that replaced the paused channels serves mostly Display.
Total spend
$36,505
Jan 1 to May 13, 2026
Conversions
211
Search + PMax blended
Blended CPA
$173
Lead cost, not booked patient
Jan vs. since Feb 1
$66→$280
Roughly 4× rise after the reshuffle
Paused on Feb 1
5 lowest-CPA campaigns- Search Brand$9 CPA
- PMax #1 (original)$32 CPA
- After Hours$38 CPA
- Cosmetic LP test$54 CPA
- Near Me$133 CPA
Activated since
running at ~4× cost- New PMax variant (today's active)$123 to $208
- Search General · more budget$238 CPA
- Search Emergency (new)$859 CPA
PMax claims a $62 blended CPA. The traffic signature says the active PMax serves mostly Display, not Search.
January's PMax · Paused
Behaved like Search
69 conv · $32 cost/conv · 15,076 impressions. The lever to restore.
Today's active PMax
Behaves like Display
33 conv · $123 cost/conv · 203,354 impressions. The blended $62 hides the real signature.
Non-PMax Search (all)
Pure intent traffic
109 conv · $277 cost/conv · 30,290 impressions. The lane to protect and expand.
Recommended Order
Reactivate Brand search first to defend against competitor conquest. Resolve PMax policy limits and reactivate the original PMax with brand exclusions, then pause the current PMax General. Resize to 72% Search · 13% Brand · 15% PMax (capped at a $5K/month test).
Paid Media · Account Health
12 / 15
Paid Landing Pages · Optimization Map
Five quick wins on the pages running your paid traffic.
We scored the four paid landing pages against the SGA Phase 1 framework (22 checkpoints, 7 categories). Not a full website audit. These pages handle 72% of your paid LP spend. Each fix below is under two hours and compounds across all of it.
1
F · Content Hygiene
Remove the Dr. Blalock cattle-farm bio from /nps.
Dr. Blalock is not a PCCD provider. His bio renders twice on the page as live template content from another Wonderist client.
2
F · Content Hygiene
Find-and-replace "$XX" and "Dr. XYZ" across the WonderFunnels pages.
Placeholder text from the page template is still live in production HTML on /nps and /smilemakeover.
3
C · Financing
Add a financing badge above the fold on the cosmetic LP.
Cosmetic case values run $5K to $30K. Financing is the biggest single lead unlock. "As low as $X/mo with iCreditWorks" belongs in the hero.
4
B · Trust Signals
Swap "Top Rated" for numeric review proof.
Generic "Top Rated in Los Altos" doesn't move the needle. "4.9★ · 247 Google reviews" pulls from the same source and shows the math.
5
G · Tracking
Exclude misrouted URLs from the PMax asset feed.
218K PMax impressions sent to /contact and seven SEO service pages with no conversion path. Excluding them frees ~$3,600/quarter.
Spend-weighted portfolio
45%
Refine
Across the four paid LPs, scored on 22 checkpoints. Lifting the top two pages to 65% would shift the entire account.
80%+ Strong
60–79% Good
40–59% Refine
Under 40% Top Lift
Category Lift · Where the opportunity sits
Spend-weighted across all paid LPs
CRO · Optimization Map
13 / 15
The Partnership
How SGA shows up across the system.
Three engines. Clear ownership. SGA carries the operational weight: strategy, creative, production, distribution, performance. PCCD brings the voice, the patients, and Dr. Field's time on camera.
Engine 01SGA-Led
Demand Capture
- Paid media strategy & daily management
- Landing page CRO & testing cadence
- Conversion tracking & attribution
- Call & form deduplication
- Monthly performance reporting
- Agency oversight & vendor management
Engine 02SGA-Led · PCCD Input
Practice Brand
- Brand strategy & positioning
- SGA Creative & Design Studio support
- Website & visual identity continuity
- AEO & SEO optimization
- PR amplification (Today Show, book, USC)
- Local SEO & Google Business Profile
- Content engine: book to ecosystem
Engine 03Partnership
Personal Brand
- Personal brand strategy for Dr. Field
- Asset capture & production (SGA studio)
- Content packaging & editing
- Distribution across owned channels
- Patient consent & release workflows
- On-camera presence (Dr. Field's commitment)
SGA brings the studio, the strategy, the operators, and the reporting. You bring your voice, your patients, and your time on camera.
The Partnership
14 / 15
This Meeting
Three decisions to leave with today.
Concrete, answerable. Each one unlocks the next phase of work and lets us start putting the system into motion together.
01
Alignment on the three-engine framework as the picture we work from?
Personal Brand × Practice Brand × Demand Capture, fed by a shared asset factory. Are we agreed this is the model we plan against?
The Ask · Yes or no
02
Greenlight on the quick-win CRO fixes?
Placeholder strings, wrong-dentist bio, financing-in-hero, numeric review proof, PMax misrouting cleanup. Uncontroversial fixes that compound across 72% of LP spend.
The Ask · Authorize SGA to ship
03
Dr. Field's commitment to the asset capture cadence?
Engine 03 only works if Dr. Field shows up for camera time on a defined rhythm. We propose the schedule together. You confirm the level of investment.
The Ask · Time commitment
Prepared by SGA Dental Partners Growth Team · Confidential
Decisions
15 / 15