Why doesn't routine general dentistry actually justify the same level of marketing investment that big-case work does? Because the average ticket price, margin per case, and ROI math on the marketing simply do not support the level of spend that big-case work earns back. Routine general dentistry operates at per-procedure revenue figures that, even at high volume, leave a small absolute margin per case after team, materials, lab, and overhead are accounted for. A marketing investment large enough to produce meaningful inquiry flow has to amortize across many small-margin procedures rather than across a few high-margin cases. The break-even point on [...]