FFS Startup Practice Collects $1.45M in Year One Working 6-Hour Days
- Fee-for-service dental startup
- Built a full patient waitlist before opening using strategic marketing
- Hit $1.45M in first-year collections working 4 days/week, 6 hours a day
This is Dr. Chase Williams of Tooth & Co.
Dr. Chase Williams launched Tooth & Co. with a bold vision: to build a highly personalized, fee-for-service practice in a town where he didn’t know a single soul. After spending the first part of his career practicing in rural Minnesota, Dr. Williams and his family relocated to their dream town of Fairhope, Alabama, where he set out to create a slower-paced, patient-focused dental experience rooted in quality, not quotas.
With a passion for comprehensive care, airway-focused dentistry, and holistic treatment, Dr. Williams designed his practice around relationship-building, advanced technology, and work life balance. His goal? Create a thriving practice that supports his lifestyle and delivers exceptional care without the constraints of insurance.
Launching a FFS Startup in a New Town Without a Patient Base: Dr. Williams set out to build a fee-for-service dental practice from scratch -- in a new community, with no referrals or existing patients, and without the safety net of in-network insurance.
- Dr. Williams moved to Fairhope, AL without an existing patient base and started from scratch.
- Opted to open a fee-for-service practice right out of the gate, despite pushback and industry skepticism.
- Faced the risk of slower growth by avoiding in-network insurance, yet stayed committed to his vision of quality care on his terms.
Brand Positioning + Pre-Launch Momentum: Crimson Media partnered with Dr. Williams months before opening to build brand awareness, create buzz, and clearly communicate what made Tooth & Co. different.
- Partnered with Crimson Media months before opening to launch a strategic digital marketing campaign, including “coming soon” social media ads.
- Positioned the brand around “Old-School Hospitality, New-School Dentistry” to attract patients seeking a more personalized experience.
- Created a distinct, welcoming brand and patient experience.
$1.45M in Year One Working 6-Hour Days: Tooth & Co. exceeded its ambitious first-year goal while maintaining full control over treatment, time, and pricing.
- $1.45 million in collections in Year One, working only 4 days a week, 6 hours per day (8am–2pm)
- 100% collection rate – patients pay 50% upfront and 50% on the day of treatment
- Built a waitlist of nearly 200 patients before opening day
- Monthly ROI from Facebook and Google Ads led to high-quality new patients at a low acquisition cost
- Became known locally as a premier provider of holistic, personalized dental care