Rocklane
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DSO marketing agency

The DSO marketing agency built for multi location dental groups.

One acquisition motion, one intake layer, and one reporting plane operated across every market. Chair and provider level attribution that holds up in a board review.

Book a 30 minute DSO strategy call All infrastructure modules
Cobalt network of multi location dental practices linked to a central reporting dashboard

10 to 500+

Locations supported

+42%

Same store new patient lift

−34%

Blended CAC

30 day

Install to production

Growth for DSOs and multi location dental groups usually fails for one structural reason. Every location runs its own acquisition stack. One office trusts a legacy SEO vendor, the next runs Meta with a freelancer, a third pays the franchise call center. The support center has no clean way to roll up the data, and the board deck ends up full of marketing line items with no defensible answer to which dollar produced which patient.

Rocklane installs a single revenue infrastructure across the entire group. Websites, paid media, AI intake, reputation, and reporting are operated by one accountable team and instrumented to the chair, the provider, and the location. The output rolls up to one executive dashboard with consistent definitions across every market, which is what makes same store growth and de novo ramps actually comparable.

This page covers what is included, how the install runs, and what the engagement looks like for an emerging DSO between 10 and 50 locations or an established platform layering us on top of an existing in house team.

What's included

Our service provides a complete capability set from day one.

Centralized website platform with per location pages and structured local SEO

Group wide paid search and Meta operated against per location chair capacity

AI receptionist that routes by location, service line, and insurance posture

De novo opening playbook to ramp from zero to capacity in 90 days

Provider, chair, and location level revenue attribution

Reputation collection and recall sequences standardized across markets

EHR and PMS integrations across the major dental platforms

Board ready monthly executive review and lender ready KPI pack

01 / 04

Why a generic dental marketing agency fails at DSO scale.

The DSO operating model only works when shared services genuinely scale. Marketing rarely does because each acquired practice keeps its existing vendors and the support center inherits a patchwork. Same store growth becomes invisible, de novo ramps stall, and the next acquisition is underwritten on numbers that nobody fully trusts.

Rocklane replaces the patchwork with one platform operated centrally. Local nuance, including provider voice, market positioning, and insurance posture, is preserved as a configuration on top of shared infrastructure rather than as a different vendor per location.

How the multi location acquisition system works

02 / 04

AI intake that integrates with your call center instead of replacing it.

Most DSOs already have a contact center. The question is what calls it should handle. Our AI receptionist takes the first pass on every inbound call. It answers 24 7, qualifies the patient, and books straight into the scheduler. Human agents step in when policy or sensitivity requires it.

Contact center teams handle high value and complex conversations. The AI absorbs the routine bookings that previously rolled to voicemail. Same labor budget, materially more booked patients per location.

How AI intake integrates with your call center

03 / 04

Reach chair capacity in 90 days with the de novo playbook.

De novos are central to DSO economics. We run a packaged de novo motion that includes pre opening landing pages and waitlists, geofenced pre launch campaigns, and an AI receptionist live on day one. Reputation seeding starts from the first booked patient.

Locations using this playbook hit chair utilization targets materially faster than industry benchmarks because the acquisition surface, intake layer, and schedule are all live when the door opens.

Read the de novo ramp playbook

04 / 04

Attribution that holds up in board and lender reviews.

The reporting layer is the deliverable DSO operators care about most. We tie every dollar of paid spend to scheduled appointments, kept appointments, treatment plan acceptance, and produced revenue at the location, provider, and chair level. Consistent definitions are used across every market.

Output ships in three views, a board level rollup for the executive team, an operator view per region, and a provider productivity view for clinical leadership. The lender pack pulls from the same source of truth.

Read the HIPAA aware attribution playbook
Talk to a senior partner

Get a written diagnostic of your group, free.

Send us your group name, location count, and your three top markets. A senior partner returns a written diagnostic covering intake response time across the group, attribution gaps in your current reporting, and the highest leverage system to install first. No SDR funnel, no slide deck.

  • 01

    Within 1 hour

    You receive an auto receipt with the de novo ramp playbook and the HIPAA aware attribution playbook attached.

  • 02

    Within 1 business day

    A senior partner returns the written diagnostic with a 30 minute call link if useful.

  • 03

    Within 3 business days

    If the fit is right, the partner returns a scoped 30 day install proposal.

You will receive a reply from a senior partner within one US business day.

There is no spam or nurture funnel here. Your details go only to a partner.

Frequently asked

Common questions from buyers.

How is this different from a generic dental marketing agency?
Generic dental shops sell channels in isolation, usually SEO, paid media, and a templated website. We install and operate one integrated revenue infrastructure across every location, with provider and chair level attribution that survives a board review. Healthcare is the only category we serve.
Do we have to migrate every location's website?
No. We migrate in waves, usually starting with the lowest performing markets and any upcoming de novos. High performing sites can stay on their current platform while the central reporting and intake layer is wired in around them.
Can the AI receptionist coexist with our existing call center?
Yes, and that is the recommended configuration. The AI takes the first pass on every inbound, qualifies, and books. Human agents handle treatment plan conversations, complex insurance, and retention. Same labor budget, materially more booked patients.
How is provider level attribution computed without exposing PHI?
Attribution runs against scheduled appointment and produced revenue events exported from the PMS in aggregate inside your environment. Marketing systems never receive PHI. The full architecture is described inside our HIPAA aware attribution playbook.
How are engagements priced for a 10 to 50 location group?
DSO engagements are custom and scale with location count, service line complexity, and reporting requirements. There is a fixed setup fee, a fixed monthly platform fee, and media spend on top. We size the engagement during the diagnostic call.

Related revenue systems

Keep exploring the infrastructure.

DSOs and Multi Location DentalFull vertical playbook covering the centralized infrastructure and reporting architecture.Read more De Novo and M&A RampThe 30 day install for new locations and freshly acquired practices.Read more Analytics and ReportingThe closed loop attribution architecture that powers board level reporting.Read more

Map a DSO revenue install in 30 minutes.

A senior partner diagnoses your group across acquisition, intake, conversion, and attribution. You receive a written summary either way.

Book a 30 minute DSO strategy call