The Patient Is Always Right

Dentistry Was My Backup Option with Dr. Sugz Maha

"I really thought I was going to make it big; dentistry was a backup option." Dr. Sugz Maha bridges the gap between clinical work and marketing with brutal honesty about his unconventional career journey. As one of the few people who truly understands both worlds, he reveals why most dentists misunderstand marketing while most marketers fail to grasp clinical realities.
From his 13-year stint as a musician to his current dual identity as a dentist and a copywriter, Sugz shares how spinning multiple plates has become his superpower. He explains why AI will transform copywriting (but never fully replace it), why associates should build personal brands, and how marketing principles can revolutionise patient consultations.
Plus, in our confessional segment, Sugz delivers hilariously uncomfortable patient stories that reveal the unfiltered reality of dental practice. This episode delivers practical wisdom for any clinic owner caught between clinical excellence and effective promotion.

Minisode: Why Your Competitors Are Stealing Your Clients

Guest: Holly, Ignite's Communications expert
Your competitors down the road might have half the expertise, but they're stealing your potential clients with a content strategy." In this revealing minisode, Holly breaks down what happens when social media expectations crash into clinical reality. She analyses a review from a patient who followed a clinic for months on Instagram, only to have her heart sink upon arrival at a cramped, noisy space, nothing like the luxurious setting portrayed online.
With three years of communications expertise, Holly explains why authenticity matters more than glamour, how content strategy is now essential infrastructure for clinic success, and why, in 2025, people check Instagram before Google reviews. This bite-sized episode delivers a crucial wake-up call for clinic owners: your social content isn't just marketing, it's setting expectations that can make or break patient trust from the moment they walk through your door.
If you're looking to get a tailored content strategy made for you and your clinic, check out Ignite and book a free strategy call.

Being a Business Owner Is Not a Job, It's Your Whole Life with Vanessa L Brown

I started selling celebrity autographs on eBay when I was eight years old." From her early entrepreneurial days to transforming her family's wellness business into one of Cumbria's leading clinics, Vanessa L Brown delivers unfiltered truths about the aesthetic industry that few dare to share.
In this candid conversation, she reveals why she wouldn't open a clinic again if she had to start over, explains the north-south divide in UK aesthetics, and shares what truly separates thriving clinics from those that struggle. With insights from her international career and experience working with Erchonia across Europe, the Middle East, and Africa, Vanessa breaks down what patients really want (hint: it's not just treatments) and why your clinic's music, lighting, and scent matter more than you think. From handling no-shows to managing patient expectations, this episode offers a masterclass in aesthetic business reality that both practitioners and clinic owners need to hear.If you're looking to get a tailored content strategy made for you and your clinic, ⁠check out Ignite and book a free strategy call.

Minisode: Ghost Patients: When Your Receptionist Costs You Business

When a potential patient contacts your practice three times and still can't get proper help, is their negative review justified?
In this revealing minisode, Jasmine – Ignite's dental expert with years of experience as a dental nurse and TCO – dissects a review from someone who never even made it to the dentist's chair. She explains why front desk interactions can make or break your practice and offers practical solutions for small practices without dedicated reception staff.
Through this real-world example, you'll discover how seemingly small communication failures create devastating first impressions that send patients straight to your competitors. If you're wondering why potential patients ghost your practice before booking, this episode delivers the unfiltered truth about the patient experience that happens before treatment even begins.
 
If you're looking to get a tailored content strategy made for you and your clinic, ⁠check out Ignite and book a free strategy call.

Nobody Cares About Your Dentistry with Dr Barry Oulton

"I believed rich people are bastards and only become rich by sh*tting on other people." Dr. Barry Oulton's raw honesty about his limiting beliefs brings a refreshing perspective to the dental industry.
From overcoming his own financial mindset challenges to handling a cocaine-using patient in his chair, Barry shares the unfiltered reality of dental practice ownership. His provocative take on why patients don't actually care about your clinical skills (as long as they're "good enough") challenges conventional wisdom, while his practical approach to saying no to difficult patients provides a masterclass in communication. With hilarious confessions about the "crotch-watching" patient and serious insights on why practice ownership might not be the path to freedom everyone thinks, this episode delivers the brutal truths about dentistry you won't hear anywhere else.
 
If you're looking to get a tailored content strategy made for you and your dental practice, ⁠check out Ignite and book a free strategy call.