Thor Bunde

01 The story

How I got here

At the dinner table it was brackets and wires.

I'm from Denmark, and I come from a dental family. My father is a renowned orthodontist in Europe. My mother is a dental hygienist. My uncle built and ran his own practice. Dentistry was the dinner table conversation for my entire childhood, and I never thought of it as an industry. It was simply what my family did.

What I watched them build was never a marketing funnel. It was a standard. They were deliberate about the patients they wanted and just as deliberate about the ones they didn't, so almost no time went to cases that were never going to start. They built a name locally that brought patients in on its own. Price was rarely the conversation, because by the time someone sat in the chair they already trusted the practice completely.

I watched how they expanded, too. How you grow a practice without diluting the thing that made it work in the first place. None of it looked like marketing to me at the time. It looked like operations, judgment, and refusing to cut corners on the patient experience.

I went the other direction first. I learned the craft working alongside some of the sharpest operators in the marketing industry, then started my own company running campaigns for e-commerce brands and local businesses. Dental practices were among my clients from early on. Marketing was my entire world by then, and at some point the two halves of my life started talking to each other. I could see exactly what my father's practice could be doing and wasn't.

So I stopped talking about it and partnered with the clinic. I took the whole thing on: the positioning, the operations, the advertising, and how a patient was handled from the first click to the chair. We built a formula and we ran it. It worked. Not simply more patients. Better ones. More Invisalign, more full aligner cases, and far less time spent on people who were never going to say yes.

That was the moment the business changed shape. I stopped taking work in every other industry and pointed the whole company at one. Everything I had absorbed growing up inside a practice finally had somewhere to go.

Then I moved to Miami. Between my father's network and my own, the connections already ran deep into American practices, and the practices here are bigger, the problem is worse, and the number of them we could genuinely help is far larger. That last part is what decided it.

Today DenWay works with general practices, orthodontic practices, and multi-location groups. Those are three genuinely different businesses, with different economics, different teams, and different reasons a patient says yes. Knowing the difference is most of the job.

02 The problem

Why DenWay is built this way

Three things break in almost every practice I look at.

Advertising that doesn't stand out.

Practice owners are not bad at marketing. They have simply never been shown what works, and the two options they do get shown are both wrong. One is corny and over-playful, the kind of thing that makes a serious doctor look unserious. The other is so careful and corporate that nothing about the practice survives it: no personality, no point of view, no reason to choose this doctor over the one four minutes down the road.

Neither version positions anyone as the expert in their area, and being the obvious choice locally is the entire game in dentistry.

This is the part almost every agency gets wrong.
Patients book, but don't show up.

Appointments get booked and patients don't show. Every no-show is an hour of an associate's time the practice has already paid for, and it is the most expensive number nobody is watching.

The half of it nobody talks about is worse. Of the patients who do show up, plenty were never going to start treatment. Chair time, doctor time, and consultation time get spent on people who were the wrong fit before they ever walked through the door.

Both come down to how the appointment was booked.
Your front desk can't call them fast enough.

A patient who found you through an ad is not a referral. They don't know you yet, they are weighing you against three other practices, and if nobody calls them back within minutes they book somewhere else.

Your front desk can't fix that, and it isn't their fault. They are already at capacity with the patients standing in front of them, they have never been trained to convert someone who arrived cold, and across multi-location groups the systems between offices tend to make it harder rather than easier.

So we take it off their desk completely.

That is what DenWay is. We run the advertising, our scheduling team calls every patient, qualifies them, and books the consultation. What lands on the practice's calendar is someone who can afford treatment and knows exactly why they're coming in, and the front desk goes back to running the practice.

03 The proof

Results

The only number that matters.

Patient revenue generated for our clients

$9M⁺

Leads and impressions are easy to report. This is the number that reached the practice.

04 DenWay

What DenWay does

We book the patients. You do the dentistry.

DenWay is a patient acquisition partner for established dental practices and dental groups. We build a predictable flow of Invisalign and implant consultations: advertising, booking, and qualification handled end to end, so the practice does what it's good at and nothing else.

denway.co

At the dinner table it was brackets and wires.

Three things break in almost every practice I look at.

Advertising that doesn't stand out.

Patients book, but don't show up.

Your front desk can't call them fast enough.

Here is what actually works.

The only number that matters.

We book the patients. You do the dentistry.

Work with me