the marketing mistake most startup docs make before they open

Ashley, Josh Scott of Studio 8E8, and Dr. Toni of Bloom Dental Co. on why your story is the most powerful marketing tool you are not using.

Author

Ashley Joves
April 21, 2026

Are you building a brand or just a business?

Josh Scott of Studio 8E8 and Dr. Toni of Bloom Dental Co. join Ashley to talk about the branding and marketing decisions that every startup doc needs to make before they open their doors.

"I didn't want it to feel dental. I don't want a tooth on it. I don't want it to be cheesy. I want someone to see it and think … is this a jewelry shop? A flower boutique? A coffee shop?"

That's Dr. Toni. And honestly, we are obsessed with her for saying it.

This week Ashley brought together two of her favorite people. Josh Scott, founder of Studio 8E8, and Dr. Toni Torres, who you have been watching build Bloom Dental Co. in real time this season.

Branding. Marketing. Storytelling. And the question every startup doc eventually has to answer. This one covers it all.

What you'll learn in this episode:

Your story already exists. You just can't see it yet. And Josh Scott has a process to pull it out of you.

Brand versus business. Should your practice be able to exist without you? Ashley's last six months answer that question better than anything we could say.

You don't need a lease to start. Dr. Toni reached out to Studio 8E8 before she had a location, a loan, or a lease. Patients are still walking in a year later because of it.

Marketing is momentum. Josh breaks down exactly when to use hustle and when to use money. And which one startup docs should be leaning on right now.

LISTEN TO THE FULL EPISODE ON

You Asked. We Answered.

"Do I need a lease before starting with a branding agency?" Not unless your name is tied to your location. Start now and thank yourself later.

"I'm still an associate. Is it too early to start building my brand?" No. Start documenting. Start showing up. The momentum you build before you open is what fills your schedule on day one.

"Should my brand be about me or be able to exist without me?" Build it around your values, not just your face. You never know what life is going to throw at you.

"I don't have a crazy story. What does Studio 8E8 even work with?" There is always a story. It might be your community, your team, or simply your why. That is enough.

The Making Of Moment

Ashley said something quietly in this episode that stuck with us:

"I have literally stepped away from the practice for the last six months. And it has still been great."

She built something that could hold itself up when she needed it most. That is the north star, friends.

P.S. Curious about starting your own journey with Studio 8E8? Head to s8e8.com and book a discovery call. And stay tuned for Bloom Dental Co.'s full brand reveal coming very soon.

Stay gritty, The Making Of Team

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P.S. Don't forget to leave a review on Spotify or Apple Podcasts — it helps other dentists find us and fuels this mission we believe in so deeply.

The Making Of has partnered with Net32, the dental marketplace that lets you compare vendors, brands, and pricing in one place. → Net32: www.net32.com/TheMakingOf