Schedule a Conversation
See If This Is the Right Fit
Trusted by DSO Leaders Across Multiple Locations | Senior Marketing Leadership | Executive-Level Accountability
If your DSO has agencies, vendors, and marketing activity but growth still feels uneven, Luce Media helps bring strategy, oversight, and follow-through together — without the cost of a full-time CMO.
Schedule a Conversation
See If This Is the Right Fit
“We were spending the same amount on marketing but finally understood where it was going and what it was returning. That clarity changed how we made every subsequent decision.”
— DSO Executive
“Having someone who sat in the executive chair on marketing decisions — not just executed our requests — was the difference between another flat year and a real growth trajectory.”
— Dental Group Founder
“Our investors had never been able to get a straight answer on marketing ROI. Within 60 days we had a reporting framework that actually tied spend to outcomes.”
— PE-Backed Dental Platform
This engagement is built specifically for senior operators leading multi-location dental organizations — not single-location practices looking for basic marketing help.
Running organizations across 5+ locations who need senior marketing leadership, not another vendor.
Building DSO scale and needing someone who can own the marketing function at a strategic level.
Overseeing growth across locations where marketing inconsistency is creating operational drag.
Needing board-level marketing accountability, clearer reporting, and growth visibility for investors.
Most DSO executives we talk to are not short on vendors, campaigns, or effort. What is missing is senior ownership of the entire marketing function.
Talk Through Your Current Marketing Structure
This is not outsourced execution. This is senior marketing leadership — with real ownership, real accountability, and real visibility across your DSO.
The Fractional CMO leads the growth plan across your DSO — not disconnected campaigns, but a unified strategy aligned to your business priorities.
Agencies, vendors, internal staff, and execution partners are coordinated under one senior leader who is accountable for the whole picture.
Marketing investment decisions are guided by business priorities and performance data — not channel-by-channel guesswork or vendor recommendations.
Brand standards, local execution, and market-specific needs are brought into alignment so your DSO presents consistently across every location.
Leadership gets clearer reporting and better visibility into what is working, where performance is breaking down, and what needs to change.
Someone senior owns next steps, holds the calendar, and is responsible when growth stalls — not just when things are going well.
Discuss What a Fractional CMO Would Own in Your DSO
Most DSOs are not choosing between doing nothing and hiring a Fractional CMO. They are choosing between options that each leave a critical gap.
Delivers tactics and channel execution. Rarely provides executive ownership, strategy alignment, or accountability for the whole growth system.
→ Fractional CMO advantage: You get a senior leader directing the work, not just producing activity.
Executes direction but typically lacks the senior strategic depth to lead a multi-location growth system.
→ Fractional CMO advantage: Executive-level guidance without expecting junior staff to solve enterprise-level growth challenges.
High cost, slower hiring cycle, and greater commitment risk — especially in a growth or transition phase.
→ Fractional CMO advantage: Senior leadership faster, with lower overhead and less commitment risk.
Multiple specialists executing in their lane, but no one truly aligning the system or owning the outcomes.
→ Fractional CMO advantage: Centralized oversight across all moving parts, with one accountable senior leader.
Founder and Chief Strategist, Luce Media
I started Luce Media because I kept seeing the same problem. Dental organizations would hire agencies, spend real money, and have no idea whether it was working. Not because they were not smart — but because no one was sitting in the executive seat on marketing.
The Fractional CMO model exists because most organizations need senior leadership — not more vendors — before they can make good decisions about growth. This is not a consulting relationship. It is executive ownership delivered on a structure that fits your organization’s stage.
If you are running a serious dental organization and you are ready to treat marketing like the growth driver it should be, I would like to talk.
Schedule a Conversation With Mark
This is not a dental marketing page for a single-practice dentist. The challenges of a DSO are fundamentally different — and require a fundamentally different kind of marketing leadership.
Every location should represent the organization professionally — without making every office feel identical in a way that undermines local market fit.
The strategy should flex by market and location without losing central direction, budget discipline, or brand coherence.
When one location is growing and another is stalling, leadership needs to see why quickly and respond. Most DSOs lack this visibility.
Marketing does not run in a separate lane from operations. A senior marketing leader helps these functions stay aligned, especially during growth and acquisition phases.
As your DSO grows, the marketing function needs to grow with it — not just add more vendors. Senior leadership is what creates a scalable system.
A clear, practical path from first conversation to active executive partnership — without unnecessary complexity.
1
A focused 20-minute call to understand your organization, your current marketing structure, and whether this engagement is the right fit.
2
We collect the context, access, and stakeholder perspective needed to understand what is actually happening across your marketing function.
3
We clarify what matters most, where the biggest gaps are, and what leadership oversight needs to be established first.
4
Leadership oversight, reporting structure, vendor coordination, and growth planning begin — with clear next steps and accountability from day one.
Talk Through Your Growth Challenges
These are the kinds of outcomes organizations achieve when marketing is led at the executive level rather than managed at the tactical level.
“We were spending the same amount on marketing but finally understood where it was going and what it was returning. That clarity changed how we made every subsequent decision.”
— DSO Executive
“Having someone who sat in the executive chair on marketing decisions — not just executed our requests — was the difference between another flat year and a real growth trajectory.”
— Dental Group Founder
“Our investors had never been able to get a straight answer on marketing ROI. Within 60 days we had a reporting framework that actually tied spend to outcomes. That built a lot of confidence.”
— PE-Backed Dental Platform
No. This engagement is designed for multi-location dental organizations where marketing decisions have real financial consequences. It is not the right fit for single-location practices or organizations in early startup phases.
Not necessarily. In many cases, the Fractional CMO works alongside existing agencies — providing the senior oversight and strategic direction that agencies are not designed to deliver. The goal is to make your existing resources perform better, not to displace them automatically.
A marketing manager executes direction. A Fractional CMO provides the strategic leadership, executive accountability, and cross-functional alignment that a manager is not positioned to deliver — especially in a multi-location growth environment.
That is actually the most common starting point. The Fractional CMO brings those elements under a unified strategy and creates the oversight layer that is currently missing.
After an initial discovery conversation and intake, most engagements begin establishing leadership structure within the first two to three weeks.
The initial intake requires focused input from your executive team. Ongoing, the engagement is designed to reduce the marketing burden on leadership — not add to it. Regular reporting and communication are structured to be efficient and executive-appropriate.
If your organization is growing across locations and marketing feels like an unresolved gap in your leadership structure, this is a conversation worth having.
Schedule a Conversation With Mark
See If This Is the Right Fit