Can a dentist run a regular practice with a complex big-case component, and what discipline does it require? Yes, but with rigorous separation of the two operating models so they do not interfere with each other. The regular practice and the big-case component are essentially two different businesses sharing a doctor and a physical space. The external marketing differs: routine practice marketing targets local convenience patients, big-case marketing targets the specific niche segment regionally or beyond. The phone qualifying differs: routine calls follow one script and intake flow, big-case calls follow a different script with deeper screening. The consultation flow differs: [...]