The founder and CEO of The Chicago Dental Studio sat down with Ben Wiegman to talk about two years of working together, building a personal brand that drives revenue, not just followers, and what changed once every marketing dollar was tracked. Over that stretch the practice grew from 4 locations to 7.
The Chicago Dental Studio was already a successful practice, but marketing decisions ran on instinct. In Dr. Hoffman’s words, “we would spend money but we didn’t really know how it would go, besides just the kind of gut feeling of looking at your schedule or looking at your numbers.”
He also wanted content that fit who he is. “I didn’t really want to be the doctor that was doing a lot of dance moves and TikToks.”
Content that shows Dr. Hoffman as an entrepreneur who is passionate about dentistry, plus the before and afters behind his cosmetic work.
Every channel tied back to results, so spending decisions come from the numbers instead of gut feel.
A few small ads first, then real budget behind the one that actually works.
WIGZ Marketing Solutions working side by side with the practice’s in-house marketing team.
The biggest shift was decision-making. With tracking in place, Dr. Hoffman can see which marketing is actually producing patients and put the practice’s budget where it works. In his words, “a business has resources and my job is to put those resources to their best use. It allows me to do that.”
The plan also had to grow with the practice. Marketing for a handful of locations is different from marketing for seven, so the strategy kept evolving as more locations opened and more data came in, instead of a one-size-fits-all package.
And the brand makes the ads work harder. Content built around Dr. Hoffman as an entrepreneur who is passionate about dentistry gives every paid campaign a face people already recognize.
“He uses the numbers to make educated decisions, and we follow the numbers.”
“A business has resources and my job is to put those resources to their best use. It allows me to do that.”
“He lets me be me.”
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