How to Create Practice Differentiation in the DSO Business Model?

Wednesday, May 17, 2023, was a big day for me, but for the rest of the world it was just a Wednesday.  On that day DSO Marketing Xeclerator was launched into the world.  It was the day I participated in a vertical roundtable discussion panel where we discussed Marketing that Scales: How to Drive Growth and Efficiency in Healthcare hosted by Alex Membrillo of Cardinal Digital Marketing.

This idea I have been toying with for over 3 years.  An idea that is revolutionary but also simple, an opportunity that I have been building towards for almost 30 years.Marc Podcasting for DSO Marketing Xcelerator  DSO Marketing Xcelerator, ( is a Fractional CMO marketing group offering executive guidance to Dental Service Organizations and Private Equity Groups growing their portfolio of businesses in the Dental Vertical.  What makes us unique is we provide services to growing organizations that might not have resources to hire a fulltime individual CMO.

On the surface Doctors, Dentists and operational executives think getting new patients is easy and marketing can be done by anyone.  The reality is Marketing is a specialty that requires education and experience for practitioners to become effective in their skills.  Marketing is more than placing an ad on Facebook and hoping to generate leads.

Marketing is About Strategy

Marketing is about defining the business and who are the target customers/patients.  A skilled marketing professional knows how to communicate with that group and what messaging will drive them to react in a positive way to your Call To Action (CTA).  Marketing is about strategy.

Michael Porter, the founder of modern business strategy, described three types of Strategic Positions companies adopt either by design or accident.  These three positions are Variety-Based, Needs Based, and Accessed Based strategies. Each of these have very different approaches and executional details.

On the other hand, Philip Kotler, the father of modern marketing, defines marketing as “The art of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior value.”

A knowledgeable Chief Marketing Officer has the ability to take in this information along with other inputs and apply their expertise to the business to help achieve sustainable results to make the business grow. Marketing strategy is developing sustainable differentiation from the competition.   Understanding how to identify those sustainable differences in the business along with developing and executing a plan to drive profitability is what separates the inexperienced marketer from the seasoned professional.     DSO Marketing Xcelerator logo

So why did I develop DSO Marketing Xcelerator?  I have come across many companies in the DSO vertical and they all Look-A-Like!  I want to bring differentiation to your practice and have it stand out from the practice in the shopping center next door.

Do you want to have your practice unique?  Do you want to make better profits, grow your business?

Give us a call, click on the link below, or go to our website

Marc Heffner’s Background:

Along with Marc’s familiarity working with DSO’s he has solved large complex marketing issues for divisions of Fortune 500 companies like Ingersoll Rand, Fortune Brands, and A.O. Smith while generating over $1 billion in profitable revenue.  Marc also holds an MBA from Pepperdine University Graziadio School of Business, Bachelor of Science in Mass Communication from the University of Utah along with a Certificate in Digital Marketing Analytics from the Massachusetts Institute of Technology (MIT) Sloan School of Business.

Phone 714-270-9205

What we do

About us

Marc Heffner is the founding partner of DSO Marketing Xcelerator TM and is a Fractional CMO in the DSO vertical.  Through developing strong marketing teams and introducing new technology platforms needed to achieve ambitious goals, Marc creates growth opportunities for private equity firms working in the healthcare space and self-funded growing practices willing to invest in their future. 

  • 25+ Years of Experience
  • Over $1 Billion in Revenue
  • Fortune 500 Experience