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Ian McNickle on Revolutionizing Dental Partnerships: The Icon Model

May, 2025 EP. 016

Posted on 5/29/2025 by WEO Media

In this conversation, Joseph interviews Ian McNickle, CEO and co-founder of Icon, about the innovative model of dental partnership organizations (DPO) compared to traditional dental support organizations (DSO). Ian explains how Icon empowers doctors with clinical autonomy, shared ownership, and a supportive structure that fosters collaboration and growth. The discussion also covers the financial advantages of joining a group practice, the importance of a strong team, and the unique approach Icon takes to attract and retain talented doctors. Ian emphasizes the long-term vision of Icon and the potential for significant financial returns for participating doctors.

Takeaways

•	Icon offers a unique model in the dental industry.
•	DPOs provide more conweotrol and autonomy for doctors.
•	Doctors at Icon own 90% of the parent company.
•	The partnership model fosters collaboration and trust.
•	Financial returns in a group practice can be significantly higher.
•	Icon's structure is designed with input from doctors.
•	The importance of a strong support team in a DPO.
•	Investors can be involved without compromising the model.
•	The DPO model attracts mid-career doctors looking for balance.
•	Icon aims to educate rather than sell to potential partners.

Marketing Services for Dentists & Dental Specialists

As leaders in our industry, we here at WEO Media can help you and your team navigate the intricate complexities surrounding today's dental marketing.

Dental Websites

Your dental website is the first impression your potential patients have of your practice, make sure that impression is the one you want to make.

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Dental SEO

When your business is at the top of Google’s search results, you should see a significant increase in website traffic.

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Dental PPC

Pay per click ads typically pop up at the top of search engine results pages and are an effective tool if you want to drive more traffic to your website.

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Patient Pipeline

Optimize marketing efforts, increase practice revenue, and get higher returns on your investments.

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Reputation Management

Drive patient reviews to the most important online review sites for dentists: Google, Facebook, and Healthgrades.

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Social Media

We will work with you to implement strategies designed to grow your followers, and ultimately grow your practice.

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Scheduling

Along with the basics, we also offer a wide-variety of additional marketing services. Some of these services include:

•	Credit Card Processing: We have partnered with an online credit card processing company to help your patients pay through your website. Our partnership also helps you save money with lower rates and transaction fees.
•	Dental Practice Photography: Custom photography can help potential patients feel connected to your practice before their first appointment. If you need an experienced photographer to update your online photos, our team is here to help!
•	Patient Education Videos: What's the best way to make sure a patient follows through on treatment recommendations? Make sure they have the information they need to understand the benefits of dental treatments offered by your practice.
•	Direct Mail Campaigns: Believe it or not, direct mail campaigns are still a powerful promotional tool, especially for people that have just moved to your area. If you want to target this demographic, we can design a custom campaign tailored to your office and brand.
•	Email Based Newsletter for Patients: An electronic newsletter is one of the best ways to stay in touch with your current patients. We want to avoid the old adage, “out of sight, out of mind.” Staying visible with a newsletter can lead to more scheduled appointments and better patient loyalty.
•	Email Hosting: We offer email hosting to ensure your business email matches your website domain. A matching domain and email address is much more professional that using Yahoo, Gmail, or Hotmail.
•	Facebook Ads: Due to Facebook’s popularity, paid ads can be a fruitful way to generate new patients leads. Facebook ads are also unique in that they allow us to target your key demographic (with laser focus) based on age, gender, geographic location, relationship status, “likes,” education, job title, and other aspects.
•	Logo, Design, and Branding Services: Your logo and brand may be more important than you think. Talk with our design team to learn more about your possible options, whether you need a new logo or want to update an existing one.
•	Online Bill Pay: Much like our credit card processing, online bill pay makes it easier for your patients to pay for their treatments, especially if they need a payment program. We use the latest software and security measures to ensure a seamless billing process.
•	Patient Forms (Fillable PDF): A fillable PDF makes it easier for your patient to complete their paperwork before their first visit. This reduces your set-up time, allowing you to see more patients throughout the day.
•	Patient Forms (Secure Online): Secure online forms cut paperwork out altogether, meaning your staff will not have to waste time transferring the data to your computer system. It is also a more environmentally-friendly option, a nice selling point for patients that want to keep it green!

We Provide Real Results

WEO Media helps dentists across the country acquire new patients, reactivate past patients, and better communicate with existing patients. Our approach is unique in the dental industry. We work with you to understand the specific needs, goals, and budget of your practice and create a proposal that is specific to your unique situation.

+400%

Increase in website traffic.

+500%

Increase in phone calls.

$125

Patient acquisition cost.

20-30

New patients per month from SEO & PPC.

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Why Choose WEO?

Not your Average Dental Marketing Agency

WEO Media specializes in dental marketing for dentists across the country, offering a comprehensive suite of services tailored specifically for you.

We have helped dental practices across the country enhance their online presence, attract new patients, and increase patient retention. We understand the unique challenges and opportunities within the dental industry. Our expertise in SEO, website design, and content marketing ensures that your practice is easily found online.

Ensure your practice remains competitive in an ever-evolving landscape, our commitment to innovation means your marketing efforts will always be cutting-edge.

At WEO we take the time to understand your practice's specific goals and tailor our marketing strategies to meet your needs. Whether you need a new website, social media management, reputation management, or pay-per-click advertising, WEO Media provides customized solutions that fit your needs and budget.

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WEO Media, 125 SW 171st Ave, Beaverton, OR 97006 / 888-246-6906 / weomedia.com / 6/6/2025

Ian McNickle on Revolutionizing Dental Partnerships: The Icon Model

Takeaways

Marketing Services for Dentists & Dental Specialists

Dental Websites

Dental SEO

Dental PPC

Patient Pipeline

Reputation Management

Social Media

More Services

Credit Card Processing:

Dental Practice Photography:

Patient Education Videos:

Direct Mail Campaigns:

Email Based Newsletter for Patients:

Email Hosting:

Facebook Ads:

Logo, Design, and Branding Services:

Online Bill Pay:

Patient Forms (Fillable PDF):

Patient Forms (Secure Online):