Marketing Must Understand the Entire Funnel: How AI Reveals the True ROI
Thursday, January 29, 2026
11:30 am – 12:30 pm
Course Code:
465TL
Cost:
$29
Credits:
1
CE Hour
Everyone tracks cost per lead. But the most profitable dental groups know that true ROI is determined after the lead is created. This course dives into how mid- and lower-funnel performance — like speed to lead, schedule rate, show rate, treatment acceptance, and re-care — drive actual financial results. Learn how leading DSOs are integrating marketing across the full patient journey and using AI to identify leaks, drive efficiency, and boost case acceptance. In this course, attendees will explore how marketing leaders can become full-funnel strategists and how AI helps uncover blind spots, automate action, and drive true growth.
Speakers
After this course attendees will be able to:
- Identify the critical stages of the dental patient funnel that impact ROI beyond lead generation
- Interpret AI-generated insights to uncover hidden scheduling, follow-up, and treatment acceptance issues
- Distinguish between vanity metrics and true performance indicators that align with revenue goals
- Demonstrate how AI tools can automate follow-up, monitor call quality, and improve speed to lead
- Formulate a strategy for full-funnel marketing ownership that aligns with organizational growth objectives
- Analyze where most marketing-driven leads fail to convert in the mid- and lower-funnel stages
- Evaluate the effectiveness of marketing strategies based on full-funnel performance metrics, not just top-of-funnel KPIs
The grant has been applied to this course.
The Massachusetts Dental Society is an ADA CERP Recognized Provider
ADA CERP is a service of the American Dental Association to assist dental professionals in identifying quality providers of continuing dental education. ADA CERP does not approve or endorse individual courses or instructors, nor does it imply acceptance of credit hours by boards of dentistry. Concerns or complaints about a CE provider may be directed to the provider or to the Commission for Continuing Education Provider Recognition at
ADA.org/CERP