At Identity, we stay in our lane. We're experts at what we do: Website Development, SEO, Google Ads, and Social Media Marketing. Sometimes however, it can be unclear as to what's involved in these things. 

When you hire Identity Dental Marketing, you are paying for exposure. Our job is to run your ads, optimize your website and build content that will help you to be seen by the appropriate audience. 

Sometimes, it's unclear however where our job ends and where a practice management consultant, attorney, IT company, or other advisor would be most appropriate. It can also be unclear as to what's allowable without additional fees after the website is done and live. Hopefully this guide can help to clear that up. 


Business Operations & Management (Outside of IDM Scope)

  • Deciding whether to participate in or drop dental insurance plans

  • Guidance on fee schedules, PPO negotiations, or billing/coding practices

  • Advice on practice hours of operation, holiday scheduling, or shift structures

  • Hiring, firing, or HR compliance questions (employee handbooks, state law, benefits, payroll, overtime, etc.)

  • Staff training on phone skills, patient presentation, treatment acceptance, or customer service

  • Financial forecasting, overhead management, or profitability consulting

  • Deciding on treatment offers, new patient specials, or discounts from a compliance/business perspective

  • Internal communication or leadership issues within the dental team

  • Questions about OSHA, HIPAA, or other regulatory compliance


Business / Practice Development Decisions (Outside of IDM Scope)

  • Recommendations on what dental services to add or drop (e.g., offering implants, ortho, sedation)

  • Treatment plan presentation strategies for case acceptance

  • Recall system set-up and patient retention protocols 

  • Patient financing options (CareCredit, in-house financing policies, etc.)

  • Advice on pricing structure or fee increases

  • Insurance Participation


Legal, Financial, & Brokerage Issues (Outside of IDM Scope)

  • Questions about buying, selling, or merging a practice

  • Partnership agreements or disputes

  • Legal contracts (employment agreements, vendor contracts, associate contracts)

  • Legality / Availability of DBAs

  • Accounting, bookkeeping, and tax planning

  • Malpractice or liability insurance coverage advice


Technology, Development, & IT (Outside of IDM Scope)

  • Requiring a quote: Complex or custom-coded website requests beyond simple content/image swaps, such as:

    • Re-designing a new layout for navigation menus or treatment categories

    • Redesigning page layouts or structure

    • Custom-designed buttons, animations, or interactive features

    • Building new portals, custom HIPAA compliant forms, payment processing, scheduling, or integrations (e.g., with PMS, review systems, payment systems)

      • We can integrate with third parties at no charge, but we do not offer the patient communication SaaS, which must be secure and hosted by a dedicated third party.

    • E-commerce functionality (selling on the site)

    • Advanced custom reporting dashboards

  • Hardware/software troubleshooting (computers, network issues, phones, servers, x-ray machines, etc.) There is no troubleshooting with third parties as a part of our services. You will own your hosting, domains, and third party integration contracts. If they fail to work, you must contact the provider of the service to re-establish the functionality, pay your bill, or troubleshoot. 

  • Email hosting, domain/DNS management, or IT support - This is provided exclusively at the time of launch and if we need access to push a website update. We will need access, but will are not  responsible for keeping your payment method on file with these entities up to date. 


Outside of IDM Scope

  • Interior design advice, signage design / opinions, or office remodels

  • Photography/videography (We recommend hiring a local photographer / videographer and we can provide scripts for ads. We do not offer video editing.)

  • PR/legal crisis management-  This is outside of the scope of our main services, however we may choose to advise you on this as a courtesy. 

  • Insurance vendor quotes for health, malpractice, workers’ comp

  • Telephone systems or VOIP solutions

  • Meetings with IDM's CEO / Owner on demand - You can ask for a consultation which is a billable service. 

  • Demanding our team meet with a third party (consultant, competitor, non-owner or manager of your business) This is not a wise use of our time. Often times consultants and competitors demand meetings with the attempt to bully or discredit our team and earn your digital marketing business. 


✅ Additionally, if you choose to give access to your website, hosting, Google analytics to a third party for an "audit" they can sabotage our efforts. We may choose to terminate services if our work has been shared illegally or tampered with.