We get you
more patients

We all know how important our online presence is, but it’s complex and time-consuming to keep on top of everything that is required. Well, that was up until now!

IDM has been helping the Australian Dental Profession to achieve their business objectives through marketing since 2001 and we have helped create some of the fastest growing and most successful practices in the country over this time. However, marketing trends are in a constant state of flux and to remain successful we have to stay at the forefront of what is relevant to achieve our client’s goals.

As online marketing has developed, we have been able to track exactly what is important and productive, as well as discard what is just a fad or has little relevance to marketing dentistry. With this as a backdrop, we have today developed our Local Dental Digital Marketing Platform that draws on the experience of hundreds of dental online marketing campaigns to deliver you a single highly intelligent online marketing solution that gives you what you need from your online footprint and does away with activities that simply waste your time and money.


Dr William Meades

Since taking over an older practice we decided to take on the risk of yet another new SEO and marketing company.

We really had no online presence and no organised system for marketing either to our current patient base or new clients. Over the ensuing months we have been very happy we took on IDM as we have seen the benefits starting to bloom. They are an integral part of our practice team.

IDM delivers a very active service that is results orientated and keeps us up to date and competitive in a market place that alone we would simply not be able to compete in efficiently. They are very proactive in making money spent go the distance and be efficiently selective with our budgets.

IDM has also been very useful with regards to in-house marketing strategies that goes beyond just glossy flyers but extends to team coaching and putting systems in place in house to suit this particular practices culture and history and patient base. This individualised approach is invaluable.

The new website is great too.

Dr William Meades BDS (London)


Dr Naomi Hollander

The team at IDM have helped me build two multi-million dollar practices over the past decade, and are now helping me navigate my way through the COVID-19 crisis.

Whilst my inbox has been flooded with 100’s of emails from companies trying to sell me marketing during this crisis, the team at IDM simply bunkered down and provided me with all the resources and support I needed. Detailed reports on how to communicate with patients, messages of support and guidance to know what to work on at this time to come out of this stronger. They say you get to see the best and the worst of people in a crisis, well they don’t get any better than the team at IDM.

If you want to work with a marketing and communication company that truly cares about the outcomes of their clients, I strongly recommend you talk to IDM – it has worked for me – Twice!

Dr Naomi Hollander B.D.Sc (Melb)


Dr Jayson McNaughton

I first started to use IDM in early 2017, initially to help with some Google Ads and Facebook Ads. Over the coming months, I realised that not only are they experts in online marketing, but their knowledge of the dental sector is second to none. Fast forward to today and I really enjoy only dealing with just the one marketing provider in the knowledge that they always have my best interests at heart and I no longer have to worry about having a full diary. This allows me to concentrate on all the other aspects of running a multi-chair practice. I have no hesitation in recommending IDM to any practice owner who has a desire to expand.

Dr Jayson McNaughton BDSc.hons



Your practice is a ‘Local’ business and this is key to designing an effective and affordable online marketing program. You need to dominate a 5km to 15km geographic area and by really focusing on this goal we achieve far better outcomes at a much lower cost.


Having a deep understanding of the dental profession gives us both valuable knowledge as well as proprietary technology, which gives us a massive disproportionate advantage over marketing companies that try and promote all or any product or business.

With 21 years of data, we understand what your patients are searching for. A patient will use a technical term if they already have a treatment plan from another practice, but they will use a layperson search term when they are researching a topic for the first time. Understanding what, how and when a patient searches for dental procedures gives our campaigns a distinct advantage and intel other companies cannot access.


More patients per dollar

As the Australian dental market gets more and more competitive, the results you gain from your marketing dollar becomes increasingly important. Achieving a good ‘return on investment’ from your marketing campaigns has always been important, but with the decline in DMFT, increased competition and the recent squeeze on dental fees, the major objective from your online marketing has to be a measurable increase in new patients into the practice. To achieve this, Online Fundamentals ensures that your campaign is tailored to your specific needs. Understanding the style of dentistry, you provide and the dental procedures that you are well known for is an essential step. With this information, we use the Online Fundamentals platform to deliver cost-effective campaigns with proven results. By combining everything that has proven online results into one platform we will provide More Patients Per Dollar than our competition. We are so confident that – We Guarantee it.


Our Online Fundamentals platform manages all your digital marketing needs and adds a level of cross-platform marketing that cannot be achieved by managing all the online mediums manually. This level of efficiency will provide you with the campaigns you need with minimum fuss.

What is Online Fundamentals

Getting found first!

There is nothing more important than actually making sure you are found first when someone is searching on a relevant dental topic. Whether it is a new resident moving into your area that is needing a scale and clean, or a patient researching for the cost of dental implants, or orthodontics for their child. Our program will put you in front of the patients you want to connect with.

We do this through Search Engine Optimisation (SEO) and Pay Per Click Advertising (PPC).

SEO is still highly relevant to an online campaign, even though it cannot always deliver the No 1. Spot in Google because of all the ads, getting found on Google Maps and at the top organically will still deliver great results and is particularly important with specialised search terms that deliver high-value treatments and for dental treatments, you might not be commonly known for.


It is important to attract new patients, but it is equally important to keep them. Keeping in touch with your patients will both keep them loyal and will also stimulate new personal referrals, which is certainly fundamental for a successful dental practice. We achieve this through a monthly eNewsletter to your database, regular blog posts and keeping your social media engaging and relevant.



You simply would not stay in a hotel with a one-star rating on Trip Advisor due to terrible reviews. Well, the same is true for patients choosing a dental practice. But it’s a minefield; Google and Facebook don’t send you an alert if someone posts a negative review and due to the relatively low number of Google Reviews most dental practices have, one negative review can destroy your rating. We will both monitor your online reputation and help you respond to negative reviews and encourage positive ones – and yes, this is Fundamental these days.

Knowing what is going on

Monthly reports and strategy meetings

John Wanamaker famously said “Half the money I spend on marketing is wasted, the only problem is I don’t know which half” Even though this quote is now over a hundred years old, many businesses face the same problem today. Well not with our program. We will deliver to you a highly detailed report each month and also arrange a monthly phone or ZOOM meeting to go over the report and discuss what is delivering the best ROI and what you would like to see in the coming month. Your year ebbs and flows and your marketing should be intelligent and responsive enough to adapt to this. If you are always fully booked in December, why spend money on Google Ads? If you are always slow at Easter, then spend the money you saved in December on increasing your Google Ad Spend - that’s the way we roll.

Our Team

Carl Burroughs
Managing Director

Our managing director, Carl Burroughs has been consulting to the dental sector for well over two decades and is today Australia’s leading expert on how to successfully grow a dental practice through the power of marketing.

Carl Burroughs was born in the UK and grew up in Yorkshire in the North of England. His first business venture was in Real Estate in the 1980’s. Carl subsequently immigrated to Australia in 1993 and in 1995 started his own chain of telecommunication stores. From a single shop in Leichhardt, Sydney Carl expanded his business to 26 stores across three states and in the process proved his ability and unique insight into successful marketing.

In 2001, after selling his telecommunication business, Carl Burroughs purchased a small marketing agency and started to expand this business. At this time Carl was also very active on the speaker circuit and was invited to speak at a number of dental events. Through this introduction to dentistry Carl’s interest in the sector was established and by 2002 he had specialised his agency to concentrate on helping dentists expand their practices through professional and effective marketing strategies.

Since IDM was created Carl Burroughs has been responsible for numerous dental success stories, including launching Australia’s fastest ever-growing dental practice, Australia’s first ever patient finance facility, which Carl subsequently sold to Macquarie Bank and Carl was one of the original founders of the dental consolidation group, Dental Partners.

These major achievements within the dental sector have raised Carl’s profile and has added to Carl’s deep understanding of the profession however, it’s Carl’s work with individual dentists that Carl is most proud of.

Jonathon Kim
Creative Director

Design and function are always integral elements that work hand in hand, never to be compromised. The creative concept and its aesthetic outcomes of the marketing material required are to ensure yourproject is a success and will be spearheaded by our recently appointed award-winning Creative Director, Jonathon Kim.

Previously, Jonathon has worked with many of the biggest brands in Australia, delivering outstanding artwork and concepts that are specifically designed to meet various marketing needs. Jonathon now has full creative control here at IDM.

Unlike other companies where there is a distinctive divide that exists between graphic, web and project management departments, here at IDM Jonathon works very closely with the entire team to ensure that the optimum success is achieved in both artistic and commercial dictation.

Tony O’Brien
Production Manager

Tony will oversee all production to ensure they meet the requirements specified and he will provide his high strategy lead knowledge to maximise ROI.

He has a degree from RMIT in Computer Science and with over 25 years of experience in the digital and e-commerce space, He will ensure your business is using the latest, most optimised technologies.

Tony has held technical and strategic leadership roles at large organisations such as Lonely Planet and JBWere. He has created over 300 websites, implementing the best technology and strategies available.

He will ensure the projects run smoothly from the very beginning until post-production, aiming to deliver the best.


Allie Lissing
Content Manager

Allie started her career in the Advertising industry as a production manager and line producer. Over the past 8 years she’s moved across to marketing where her eye for detail and ability to build relationships with clients has been a result of her passion and commitment for attention to detail and managing consecutive and multiple client deadlines.

She is driven by the process of creation from start to finish, and prides herself on working closely with clients every step of the way.

Allies’ expertise within IDM is channeled towards Email Database marking, Content Strategy, account management and Social Media. She brings a wealth of experience and goes above and beyond to assist work colleagues' and clients alike to make sure that every goal that is set, is met.



What Else Should You Know?


We will only work with one dental practice per area – Guaranteed

Social media management

Part of a strong social media campaign should be localised content, therefore it is important for us to know what is going on at the practice and in your local community. To help us achieve this, our platform has a simple online form for one of your team to complete each week. We want to know if you have done any charity work, sponsored the local soccer team, had an amazing veneers case that you would like to share or if anything special has happened to one of your team. The form will only take 5mins each week to complete and we take responsibility for contacting your allocated team member to help collect the local information we need.

Google Ads and Meta/Facebook Ads budget

Our Fundamentals package is fully inclusive with the exception of your actual Google Ads and Facebook budgets. This will be agreed upon in a consultation with yourself and will be reviewed every month and can be increased or decreased as required. We recommend a first month budget of $2,000 to start the program and review what has been achieved at the end of the first month. You are not locked in or committed to a monthly spend like any agencies insist on, instead we work with you and the data created from our platform to deliver you the best results in the most cost-effective way.

How does the BONUS of 12 hours per year website updates OR Professional Photo Shoot work?

We understand that a website should always be kept up to date, which is why we have included your choice of either 12 hours per year website development or a Professional Photo Shoot as a bonus option. Some months you will need website updates, such as adding a new member of staff profile and other months you won’t need anything at all. Your allowance simply rolls over in the months you don’t need it, to have the capacity for the months when you do. Or, should you not have professional photography on your website you may choose for us to send our photographer to create the personalised images every website benefits from. Patients like to see who will be looking after them, so if your site does not already have professional photography, this could be the right option for you.

Return on investment

Through our detailed monthly reports, you will see all the activities that your Online Fundamentals program has created for you. We will also help you put systems in place to track what has happened at the practice level and the value the program is providing you. One of our QLD clients not only added $400k in revenue to his practice in the past financial year but went on to sell his practice for nearly double what he had previously expected. Knowledge is power and we help you see the entire picture.

Can I cancel?

Just like you we hate to lose a customer, but if you are not happy then we are not happy. If you are concerned about any aspect of your campaign, we request that you bring this to our attention at our monthly phone or Zoom meetings or indeed at any time so we have the opportunity of resolving any issues. However, no matter what you are free to cancel at any time after four months with one month’s written notice.

* Does not apply to Full Website Builds.

How do you start?

Very simply, complete the order form below and we will get the ball rolling. There will be several things that we will need from you to commence your campaign, such as access to your website and social media accounts, but we will work with you or a team member to collect this information. Then all you need to do is sit back and know that everything that is important for your local area marketing on the Internet is being handled for you, leaving you free to concentrate on providing exceptional dental care.

AHPRA compliant

All our Online Fundamentals Campaigns are 100% AHPRA compliant.

How does the MPPD guarantee work?

If we do not increase all the key indicators of a successful online marketing campaign over your previous online campaigns, either managed by another agency or yourself, based on the monthly budget – or amortised per dollar, we will not charge you for the Online Fundamentals platform until we do exceed your previous results.