Beyond the Algorithm: Real Talk on Digital Strategy

In this episode of the Hey Docs! podcast, Jill Allen sits down with Dr. Rodrigo Viecilli—orthodontist, data-driven strategist, and the founder of OrthoDynamo—for a refreshingly practical conversation about what actually moves the needle in digital marketing today.

Dr. Viecilli didn’t start in private practice. His journey from academia to entrepreneurship gave him a unique lens on how modern marketing works—and how to make it work for you instead of becoming just another expense line on your P&L.

Let’s Talk About Google (the Right Way)

According to Dr. Viecilli, one of the most overlooked assets in your digital toolkit is your Google Business Profile—and he’s not wrong. While most people are hyper-focused on their website, Google Maps is where patients are actually making decisions. Being the first pin they see? That’s not luck. That’s strategy.

He also breaks down SEO in a way that actually makes sense. Keywords matter. So do on-site optimizations. But if your marketing company isn’t prioritizing your Google profile, you might be paying for half a strategy.

Backlinks: The Academic Citation of the Web

Dr. Viecilli draws a smart comparison here—backlinks are like research citations. The more respected sources that link back to you, the more credibility your website builds with Google. But it’s not about spammy directories or junk blog posts. Context is king. Think co-authoring thoughtful articles with reputable partners in the dental space, and letting those digital connections do the heavy lifting.

Ads, Reviews, and the Long Game

We all know ads can work. But Dr. Viecilli is clear—they shouldn’t be your only plan. Pairing ads with a strong SEO foundation and a steady stream of real, quality patient reviews is where the magic happens. Reviews, especially, are a game-changer. Not just for trust-building—but for map rankings, too.

One Size Doesn’t Fit All (and That’s Okay)

The digital strategy for a startup in Denver is going to look different than for a practice in rural Montana—and that’s exactly the point. Dr. Viecilli emphasizes the need to understand your market, competition, and local demographics before chasing a cookie-cutter marketing plan. Customization isn’t just nice—it’s necessary.

Location Isn’t Just About Foot Traffic Anymore

It’s not just about how many schools or coffee shops are nearby. When scouting a practice location, digital visibility should be part of your decision-making matrix. How saturated is the online space? What’s the keyword competition like? Who’s showing up first when you Google “orthodontist near me”?

These are questions every start-up doc (and honestly, every practice) should be asking.

Final Thoughts: Smarter, Not Louder

If there’s one thing to take away from this episode, it’s this: Digital marketing shouldn’t be mysterious. Dr. Viecilli reminds us that results take time, strategy, and the willingness to experiment. But with the right plan in place—one that prioritizes visibility, credibility, and real connection with patients—you can absolutely grow smarter (not just louder).

🎧 Catch the full episode on the Hey Docs! podcast for more insights from Dr. Rodrigo Viecilli and strategies that actually work for modern orthodontic practices.