Ask a room of dentists how many new patients they need per month and you’ll hear a number pulled out of thin air. “Thirty.” “Fifty.” “As many as I can get.” All wrong — or at least, all incomplete. Because the real answer isn’t a number you chase. It’s a number you engineer from your own math, and then defend against the leak most owners never even measure.
On the Bulletproof Dental Practice Podcast, Pete Boulden and Craig Spodak have hammered this for years: chasing raw new-patient count while ignoring the back door is how “growing” practices quietly go sideways. Here’s how to find your real number — and stop guessing.
Start with the working benchmark Pete uses on the show: roughly 40 new patients per doctor, per month for a healthy, growing general practice. Ask him what he’s happy with and he’ll tell you flat: “40 new patients — per doctor.” Two docs? You’re in the 70–80 range. A hyper-growth office in a competitive market can run 120, 150, even 300+ a month — but those are outliers with mature systems, not the target you set on day one.
That said, “40 per doc” is a floor, not gospel. Your true number depends on three variables:
This is Craig’s line, and it reframes everything: “Everybody’s bragging because you get 100 new patients a month. But if 125 of them go inactive, your net patient growth is negative.”
Bulletproof defines a lost patient with brutal precision: someone who hasn’t been in your practice for 18 months and one day. They didn’t call to transfer records. They didn’t fire you. They just… drifted. And statistically, once they cross that 18-month line, the odds of them coming back drop off a cliff.
So the formula that actually runs your practice is simple:
True Growth = New Patients − Attrition
If you bring in 100 and quietly bleed 105 out the back, you didn’t grow — you shrank by five, while paying full price for marketing to do it. Pete’s warning on the show is blunt: you can have “a huge open back door” that “will actually sink your practice” while you’re standing at the front congratulating yourself on the new-patient count. Pearson’s Law is the antidote — what gets measured gets managed, and what gets measured and reported improves. Most owners measure the shiny number and never open the ledger on the leak.
Do this on one page:
A useful gut-check from the Bulletproof community: many growing practices need somewhere in the neighborhood of 70 new patients a month just to grow and cover a normal attrition rate. If that number surprises you, that’s the point — you’ve probably been targeting a “growth” figure that only breaks even.
Here’s Craig’s Captain-Obvious gut-punch from the show: “If your case acceptance rate isn’t right, if your culture’s not right, you can have 500 new patients a month and still not move the needle on the who-gives-a-crap meter.”
This is where Pete’s tactical brain and Craig’s heart-of-the-practice voice meet. Pete’s obsessed with the metric — audit the funnel, track the source, defend the number. Craig’s obsessed with why patients stay: the experience, the vibe, the reason they refer their neighbor without being asked. On the podcast, Bulletproof operators consistently trace their best new-patient flow back to the least “marketing” things imaginable — Google reviews (one owner made it a team goal to have one more five-star review than every competitor within a year), post-op calls, and an experience patients can’t stop talking about. That fruit is lying on the ground, cheap and free.
The lesson: new patients are the top of a system, not the whole system. Volume without retention and case acceptance is just an expensive treadmill.
Most dentists white-knuckle the front door — more ads, more spend, more anxiety — while the back door swings wide open. The Bulletproof move is to close the back door first. Fix attrition, nail the patient experience, get religious about your net number, and the raw new-patient target you actually need often drops. That’s less marketing spend, less chaos, and more profit from the patients you already earned.
You don’t have to figure this out alone — and that’s the whole point of Bulletproof. Dentistry is a lonely profession until you find the room where owners share their real numbers instead of their bragging numbers. Hear these conversations unfiltered on the best dental podcast for practice owners. Get in the room with the operators running these systems live at the Bulletproof Summit. And when you’re ready to build a practice that grows on purpose — with peers who hold you to the net number — apply to the Bulletproof Mastermind.
Clinical excellence is the floor. The life above it is the goal.
The 1% of dentists, who want 100% from life.
