A controlled study into how practices handle warm leads.
We submitted genuine, well-formed patient enquiries to 53 UK dental practices across a range of treatments — implants, Invisalign, hygiene appointments, and general check-ups. Enquiries were made using multiple personas, varying by name, perceived ethnicity, time of day, and treatment type to control for bias.
We then waited 30 days and recorded every contact each practice made in response.
These were warm leads — people who had actively reached out, expressed genuine interest in a specific treatment, and were waiting to hear more. The door was open. In every single case observed, nobody walked through it a second time.
A dental implant is worth £2,500 to £3,500. A course of Invisalign typically runs £3,000 to £5,000. If even one in five unconverted enquiries could be recovered through structured follow-up, the monthly revenue impact for a busy practice would be significant — before a single new marketing pound is spent.
The full study includes a revenue recovery estimate, a breakdown of response patterns by treatment type, and the CloseLoop methodology for closing the gap.