Pediatric Dental Startup Adds 1,600+ Patients in First Year Using Relationship-Based Marketing
- 1,600+ patients and counting — all while staying out-of-network with major insurance plans
- Strategic social media ads and word-of-mouth created a “seen everywhere” effect before opening
- Grew from 0 to fully booked days with an associate and multiple hygienists within 12 months
Meet Dr. Sarah Severson
Dr. Sarah Severson opened Shine Pediatric Dental Co. with a bold goal: to create a pediatric dental experience that felt less like a clinic and more like a celebration. After years in traditional practices, she envisioned a startup that would reflect her values, energy, and commitment to family-first care.
Dr. Severson designed Shine to be a destination practice that is vibrant, inclusive, and full of personality. Everything from the name to the decor to the team culture is infused with intention.
Launching a pediatric dental startup in a competitive and fast-growing market like the Austin area came with major hurdles. Dr. Severson faced:
- Location & Demographics: Lease spaces in Austin proper were expensive and saturated with pediatric dentists. She needed the right data to confidently choose Round Rock, where she felt she could set herself apart from the competition.
- Marketing Started Early: Dr. Severson invested in branding and digital ads months before opening, and it paid off in a massive way.
- Startup Pressures: After working as an associate for several years, she was unsure how her new practice would be received in the community and faced pressure to succeed early as a new practice owner.
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