How Risas Dental put $60K a year of idle marketing software to work
Risas Dental paid for a full marketing platform but couldn't use it: its patient records were locked in the dental software, with no way to move them. We moved more than 100,000 patients over and connected the two systems in real time. Now every campaign list builds itself.
- a year of software, finally in use
- $60K
- patients synced in real time
- 100K+
- spreadsheets to launch a campaign
- 0
The problem
Risas Dental operates 26 offices across the US. Patient records live in Open Dental, the software its front desks use to book visits and document treatment. Its marketing platform, HubSpot, wasn't connected to Open Dental.
So the platform barely got used. Of the more than 100,000 contacts in it, about one in ten had ever received an email. To launch a campaign, the team exported patients to a spreadsheet and waited days for an analyst to segment them.
What we built
First, we moved three years of patient records into the marketing platform: one clean entry per person, each tied to the office they visit, with children linked to a parent or guardian. About 1,300 families shared one email address, so we kept the email on the guardian's record instead of merging parents and children.
Then we connected the two systems. Patient data now syncs between the dental software and the marketing platform in real time, and a lead scoring model sends each patient to the right marketing flow based on how they interact with Risas. It's built to handle two or three times today's patients without changes. Built on HubSpot and Open Dental.
What changed
Risas now runs its marketing from the platform it was already paying for. Campaign lists that took an analyst days now build themselves, and every patient lands in the right flow automatically.
“The team did a great job with the migration and the setup. They built it to scale: if we double or triple our patients, our marketing and our dental software will run exactly as they do today.”