In a recent episode of The Dental Marketer, host Michael Arias sits down with Tom Gonzales, Business Facilitator at Ohana Dental Implant Centers, to discuss how Ohana hardwires “family-level” care into its business DNA. From patient loyalty stories to empathy-driven training, and from feedback loops to marketing strategy, Tom shares how Ohana blends people, process, and technology—including tools like CallRail—to deliver consistent, high-quality care while scaling sustainably.
Turning conversations into trust
At Ohana, intake calls go beyond a checklist. Teams are trained to ask deeper questions—what’s changed, how long issues have persisted, and how oral health challenges affect daily life. By focusing on curiosity instead of scripts, patients feel understood while the team gathers the insights needed to recommend the right solutions.
“Our staff is trained to be inquisitive enough about the patient to understand not just what they're experiencing in terms of symptoms, but how that's having an impact on them.”
Tom Gonzales
Business Facilitator, Ohana Dental Implant Centers
Using data to spot opportunities
CallRail plays a central role in helping Ohana review and coach intake calls. Tom and the doctors look closely at call duration as a signal: short calls often mean rushed conversations, while long ones can indicate momentum lost. The sweet spot, Tom says, is typically 3–7 minutes—enough time to build a real connection and increase show rates.
“CallRail is excellent for that because we can look at the transcription, we can hear the recording, we can see the feedback that was given from the AI function."
Tom Gonzales
Business Facilitator, Ohana Dental Implant Centers
Elevating authority to improve close rates
When close rates dipped, the Ohana team didn’t just blame the economy. Leaders revisited their messaging and emphasized the doctor’s authority, peer recognition, and published work. As a result, the practice saw more referrals from healthcare professionals and close rates rose from ~18% to 20–23% year-to-date. The adjustment reinforced a key lesson: credibility builds confidence, and confidence drives commitment.
Turning consistency into culture
For Gonzales, success isn’t measured only by growth—it’s about trust and consistency. He notes that the biggest risk to a practice often comes from drifting away from standards when things get busy. Small lapses in intake questions or tone can slowly chip away at the culture of care that makes Ohana different. Weekly coaching, feedback loops, and regular call reviews keep the team aligned and prevent those breakdowns.
Technology adds clarity, but never replaces empathy. Tools like CallRail help surface insights—such as call duration trends or resistance points—that make training more effective and ensure every interaction stays consistent. At the core, the goal is simple: if patients feel prioritized and cared for, they will remain loyal and share their experience with others.
“If the patient knows that we did everything we could with the resources we have… that would be the measure of our success.”
Tom Gonzales
Business Facilitator, Ohana Dental Implant Centers
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