Why does screening account for roughly 80 percent of the activity after a dental ad is placed? Because the marketing produces interest from a population that includes a large majority of prospects who are not ready, qualified, or appropriate for the treatment offered, and the screening work is what separates the small qualified minority from the rest. The mechanics play out across the funnel. Marketing reaches a broad population. Some respond. Of the responders, most are casual shoppers, tire-kickers, patients who cannot afford the work, patients who are not ready to commit, and patients whose dental situation does not match the [...]