Your next £100,000 of growth could already be sitting inside your practice.
Unused clinical capacity. Treatment plans that never progress. Missed enquiries. Patients who don’t know what else you offer. Over 12 months, Perform helps you find these opportunities and builds the systems to capture them.
Ten commercial drivers, delivered over 12 months
What could change in your practice over the next 12 months?
More treatment accepted. Less white space. Stronger membership growth. Internal marketing that creates new opportunities. More patients returning and recommending your practice. Better enquiry conversion. A team that knows exactly what it needs to do.
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01
Convert more treatment plans into treatment
Find out why patients are not proceeding, improve the face-to-face treatment conversation and introduce Laura Horton’s Treatment Conversion Method with a structured follow-up system.
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02
Fill unused clinical capacity and reduce white space
Analyse diary utilisation and clinical capacity, then put effective diary zoning in place to support growth and create room for higher value treatment.
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03
Turn internal marketing into new treatment opportunities
Stop losing existing patients to other practices because they do not know what you offer. Build proactive internal marketing through email, social media, patient education and communication within the practice.
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04
Grow your membership and make better use of clinical time
Review packages, pricing, patient communication, retention and net monthly growth. Consider how clinically appropriate recall intervals affect capacity, following individual risk assessment and NICE guidance.
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05
Reactivate patients and uncover opportunities in your existing database
Identify appropriate opportunities to reconnect with inactive patients, develop structured reactivation communications and set up follow-up you can measure.
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06
Turn more enquiries into booked appointments
Improve first contact, build enquiry handling skills and convert more appropriate enquiries into TCO consultations or paid comprehensive clinical assessments, with a dedicated new lead follow-up system.
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07
Create a consistently exceptional patient experience
Start with the first human contact. Improve welcomes, communication, handovers, timekeeping and sensory experience so every patient receives the same standard from the whole team.
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08
Generate more patient recommendations, reviews and loyalty
Create consistent systems for encouraging recommendations, appropriate Google reviews and testimonials. Improve patient retention and monitor the experience patients receive.
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09
Build a team that takes responsibility for growth
Set clearer departmental responsibilities, run effective morning huddles and growth meetings, and track measurable KPIs. Performance should not rest on the owner or practice manager alone.
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10
Create a measurable 12-month growth strategy
Build scorecards, conversion targets, membership objectives and diary utilisation goals, so the team knows what needs to happen, who is responsible and how progress is measured.
These are ten commercial drivers, delivered over the 12 months through the four specialist systems, one each quarter. Each one is brought to life through implementation in your own practice, with Laura’s support and your team’s accountability.
See the Four SystemsThe gap between potential and performance
Most practices are leaving
significant revenue unclaimed.
Not because the team isn’t capable, and not because patients aren’t interested. The opportunity is already there. The systems to capture it consistently are not.
Treatment that never starts
Patients accept a plan, take it away to think about it and don’t come back. Diagnosed treatment sits in the system, unconfirmed, unbooked and unfollowed. No one is responsible for closing the loop.
Enquiries that go nowhere
Prospective patients make contact and don’t book. The conversation was too short, the follow-up never happened or the fee was mentioned before the value. The opportunity disappears before the patient ever walks through the door.
A practice that depends on individuals
When your best receptionist leaves or your practice manager is off sick, performance drops. Because results are being held together by particular people, not repeatable systems. That can’t scale and it can’t sustain.
Perform helps you identify the opportunities already within your practice and develop the systems, skills and team accountability to turn them into measurable growth.
Four specialist systems for 2027
Four connected systems.
One better-performing practice.
One specialist day with Laura each quarter, one system at a time. Every day sends the practice home with a clear implementation plan and a defined next quarter of activity.
The Treatment Conversion System™
Patients are leaving with plans they don’t progress. Diagnosed treatment sits unclaimed. The system addresses why, and what to do about it.
The Practice Growth System™
Growth does not always come from new patients. This system focuses on unlocking the revenue already inside the practice.
The Patient Experience System™
The standard of the patient experience should not depend on who happens to be working that day. This system builds the consistency your reputation depends on.
The Enquiry Conversion System™
Most practices don’t have a marketing problem. They have a conversion problem at first contact. Revenue is lost before the patient walks through the door.
The Perform Growth Effect
These improvements reinforce one another over time.
Practices are not developing four separate skills. They are developing four connected systems that support a better-performing practice.
Everything included
You’re not implementing these systems alone.
Four specialist development days are just part of Perform. You’ll also receive individual coaching with Laura, quarterly group implementation support, dedicated cohort WhatsApp access and online training for your entire team.
Three different kinds of support, between and after the specialist days
Your practice, directly with Laura
Private Quarterly Coaching
One private coaching call each quarter, directly with Laura. Discuss your own progress, challenges, KPIs, implementation priorities and next steps. It is a call for your practice, not unlimited individual coaching for every attendee.
Group sessions with Laura
Quarterly Implementation Power Hours
Group working sessions to review implementation, solve problems, reinforce systems and maintain accountability. These are separate from your private coaching calls.
Between the sessions
Cohort WhatsApp Support
Each location has a dedicated cohort WhatsApp group. Ask questions, share progress, receive support and learn from the other practices between specialist days.
Also included
Unlimited access to Align
Every team member can use the Align online training library throughout membership, including Reception LIVE on demand, Practice Club, Introduction to Treatment Coordination, Click to Chair, Clinical Confidence and the other available Align resources.
Two places per clinic, per specialist day
Owners, practice managers and relevant key team members can attend, depending on the system being delivered.
Practical implementation resources
Templates, systems, action plans and scorecards that support the changes you make in the practice.
What makes Perform different
This is not a training course.
It is a small group consultancy environment.
Perform is intentionally limited to five practices per location. Not to fill seats efficiently, but because meaningful change needs space for genuine discussion, practice specific planning and direct input from Laura.
Only five practices per location. Every time.
With only five practices in the room, Laura can work directly with each one, challenge assumptions, refine plans and agree practical next steps. Practices leave with something specific to their situation, not a generic takeaway.
Shared learning and real discussion
The small cohort creates genuine peer conversation. Practices learn from one another as well as from Laura, and every voice is heard.
Practice specific implementation
Practices work through their own challenges on the day. The implementation plan comes from their situation, not a template.
Accountability for the whole team
Responsibility for implementation is shared across the team, not carried by one person. Key players own their part of the system, which is how it sticks.
Laura Horton, founder of Horton Consulting
Why Laura
I know where the money is because I’ve worked in the chair, at the desk and in the diary.
Almost 30 years in dentistry. I’ve been a dental nurse, a treatment coordinator and a practice manager. I established Horton Consulting in 2008 and have been working directly with dental practices to improve patient communication, conversion and operational performance ever since.
I introduced and developed treatment coordination systems from 2004, and I have built, owned and subsequently exited a dental clinic. I understand what it costs when a practice depends on one person, because I have lived that reality.
“I don’t teach theory. I bring methods I have developed, tested and refined through direct work with practices. The gap between a good dental practice and a great one is rarely clinical. It is the systems, the communication and the team around the chair.”
Laura Horton, Horton ConsultingHow Perform works
Training is only useful
when something changes afterwards.
Each specialist day builds directly into practice level implementation. There are three stages for each system.
Prepare
Before relevant specialist days, practices complete preparation activities to assess their current position and arrive ready to work. For Practice Growth, this includes an analysis of diary utilisation, clinical capacity and a proposed zoning structure. For Treatment Conversion, practices review their current conversion data. Arriving prepared means the day is spent solving real problems, not explaining context.
Develop
Attend the specialist day with Laura in a group of no more than five practices. Learn the method, work through your own challenges and develop practical systems. For Practice Growth in particular, Laura works through each practice’s individual plan in live small group consultancy and helps refine it for implementation. This is working time with Laura, not classroom instruction.
Implement
Return to the practice with clear responsibilities, priorities and measurable objectives, plus the templates, action plans and scorecards from the day. Laura then supports each quarter with a private coaching call for your practice, a group implementation Power Hour and your cohort WhatsApp group. The Align library supports the wider team throughout.
The specialist training days create the momentum. The implementation that follows is where change happens.
The Practice Performance Systems 2027
Four systems. Twelve months of implementation.
Each quarter focuses on one core area of practice performance. Expand any row below to see what the day covers, what practices implement and who should attend.
The Treatment Conversion System™
Most practices have diagnosed treatment sitting in the system, unprogressed and unfollowed. Patients leave to think about it and don’t come back. The issue is rarely clinical. It is communication, patient understanding and the absence of a structured approach to the options conversation.
Ideal key players: Owners • Practice Managers • Dentists • TCOs • Patient CoordinatorsWhat practices develop
- Assessing current treatment conversion rates and identifying where patients are not proceeding
- Reviewing communication and clinical workflows to find the gaps
- Implementing Laura Horton’s Treatment Conversion Method
- Improving face-to-face patient communication and the options conversation
- Helping patients understand the value of recommended treatment
- Building trust through confident, informed conversations rather than pressure
- Strengthening the clinician and Treatment Coordinator partnership
- Introducing structured follow-up for patients who have not proceeded
- Establishing treatment conversion KPIs and a process for measuring progress
What practices implement
- A structured patient journey from diagnosis through to treatment acceptance
- A shared approach between the clinician and TCO
- A follow-up process for outstanding treatment opportunities
- Treatment conversion KPIs and regular measurement
- Language that builds value before the conversation reaches fees
The Practice Growth System™
Growth does not always come from new patients. This system focuses on five interconnected areas of practice growth, using the capacity, patients and opportunities already within the practice. On the day, Laura works directly with each practice to challenge, refine and develop their individual growth plan.
Ideal key players: Owners • Practice Managers • TCOs • Reception LeadsFive interconnected growth areas
- Diary utilisation, capacity and zoning. Practices prepare an analysis of current diary performance and a proposed zoning structure, then work with Laura to refine and develop a practice specific plan
- Membership growth: review existing packages, develop membership positioning, consider pricing, retention and net monthly growth targets
- Internal marketing: help existing patients understand the full range of treatments and services available, and develop proactive communications across appropriate channels
- Patient database and reactivation: identify opportunities within the existing patient database and develop appropriate processes for reconnecting with inactive patients and those overdue for clinically indicated care
- Growth planning and accountability: a Practice Growth Scorecard, measurable KPIs, clear responsibilities and a structure for short, effective growth meetings
Practices leave with
- An implementation plan for diary utilisation and zoning
- A membership growth plan with targets and communications
- A patient reactivation plan with follow-up process
- A 90-day internal marketing plan
- A 12-month practice growth roadmap
- Named accountable team members and measurable targets
The Patient Experience System™
The patient experience begins with the first human contact. That may be a telephone call, someone walking in or an existing patient recommending the practice. The standard of that experience should not depend on who happens to be at the desk or on the phone that day. This system creates the consistency that builds trust, loyalty and reputation.
Ideal key players: Practice Managers • Reception Leaders • TCOs • Nurses • Patient Experience LeadsWhat practices develop
- Patient journey mapping from first human contact through to ongoing care, identifying important touchpoints and gaps
- Consistent premium standards: what patients expect and what the practice currently delivers across welcome, communication, timekeeping and sensory experience
- Seamless team handovers between reception, nurses, clinicians, TCOs and hygiene teams, so patients always know what happens next
- Effective morning huddles and communication standards
- Appropriate, consistent approaches to patient recommendations, Google reviews and testimonials
- Patient experience KPIs including retention, recommendations and patient feedback
Practices leave with
- A patient journey map with agreed standards at each touchpoint
- Communication standards and handover processes
- A morning huddle structure
- A patient experience improvement plan
- A consistent approach to gathering and responding to patient feedback
The Enquiry Conversion System™
This system focuses on the opportunities that exist before a prospective patient enters the clinical journey. It is entirely separate from Treatment Conversion, which addresses patients who have already received treatment recommendations. Revenue is being lost at the point of first contact, regardless of who answers the phone.
Ideal key players: Reception • New Patient Coordinators • TCOs • Reception Leaders • Practice ManagersWhat practices develop
- Identifying current enquiry conversion rates and understanding where enquiries are being lost
- Analysing telephone, website, social media and other enquiry sources
- Improving communication from first contact and helping prospective patients understand value before discussing fees
- Converting appropriate enquiries into TCO consultations or paid comprehensive clinical assessments
- Improving call handling and booking conversations, including handling hesitation and common booking objections
- Establishing a dedicated lead follow-up system and recovering missed enquiries
- Tracking lead sources, follow-up activity and conversion rates
- Setting enquiry conversion KPIs
Practices leave with
- An enquiry handling process and call structure
- A lead follow-up system with clear responsibilities
- A missed enquiry recovery process
- Tools and resources to implement and train the team
- Enquiry conversion KPIs and a tracking process
How the four systems work together
Practices are not implementing four
unrelated training events.
The four systems support and reinforce one another. Improvement in one area creates the conditions for improvement in the next. Over 12 months, this is how the Perform Growth Effect builds.
Better enquiry conversion
More prospective patients book, and fewer opportunities are lost to inconsistent communication or absent follow-up.
Better treatment conversion
More patients proceed with recommended treatment, unused capacity reduces and the clinician and TCO work as a genuine partnership.
Practice growth unlocked
The diary protects high value clinical time, the membership offer is stronger and existing patients know the full range of what you provide.
A patient experience worth talking about
Patients receive a consistent experience whoever is working, which builds trust, supports recommendations and protects your reputation.
Locations and Dates
Where and when.
Perform is delivered across six locations in the UK and Ireland. Limited to five practices per location. Two places per clinic per event are included. Secure your clinic’s place in your desired location by joining now.
Please note: Each location is limited to five clinics. Download the PDF for confirmed dates and locations for 2027. Additional places are available at £150 plus VAT per person.
Ready to join?
Perform membership.
Perform gives practice owners and managers the systems, the specialist training, the private coaching and the implementation support to make change last, whoever is on the team. Four specialist systems. Twelve months of development and accountability. One better-performing practice.
Build a practice that performs,
whoever is on the rota.
People join. People leave. Roles change. Your practice performance should not disappear with them. Perform gives your team the systems, the specialist training and the accountability to keep improving. Places are limited to five practices per location.
