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Let’s get one thing clear: your practice location isn’t just an address. It’s a growth strategy.
Too many doctors treat location like a convenience — “it’s close to home,” or “the rent is good.” That might work for a temporary lease. But if you’re serious about building long-term equity and brand recognition, your location is one of the most powerful business levers you can control.
I started lean. My original clinic was efficient, affordable, and just big enough to prove my model. Visibility was low, but I compensated with systems, service, and tight operations.
With my primary location: I’m moving — right across the street from a large private equity-owned clinic. Why? Because that’s where the demand is. My current location is okay, but my next location will be even better
I’m also looking at a second location. My referral sources on the south side kept asking, and patients needed easier access. This isn’t my final move. But it’s a calculated step closer to patient gravity.
1. Dentists Have This Figured Out — And We Should Learn From Them
Dentists are ahead of us when it comes to thinking like business owners. There’s even a whole course — Breakaway Practice — that teaches them how to launch and scale with location strategy front and center.
One thing they hammer home? Don’t just pick a busy road — pick a busy intersection.
Here’s why:
- Roads move fast. Drivers pass by and barely notice.
- Intersections make cars stop. Drivers look around. They notice your signage. They remember you later.
That’s high-quality visibility. And it’s often overlooked by doctors who pick locations based on what’s close or cheap — not strategic.
2. I Didn’t Want to Move — But I Followed the Demand
Like many owners, I wasn’t planning to open a second location. But when patients and referrals consistently asked for care in another part of town, I listened.
I didn’t need to be fully booked at my main office. Instead, I optimized: consolidated my Suwanee schedule to Monday–Thursday and opened Fridays in the new spot. That bumped my volume from 15 patients a day to 18 — while keeping operations lean and options open.
I’m now moving my primary location across from a PE group, not because I’m trying to compete with them — but because it brings me closer to patients, even if the visibility isn’t perfect. That’s what marketing is for.
3. Thomas Eye vs. Milan Eye — Two Paths to Success
In North Atlanta, there are two massively successful practices that took totally different approaches:
Thomas Eye Group
They dominate with real estate. Their flagship location is right off GA-400 — one of the busiest roads in the region. You can’t miss it. Their signage works harder than their ad budget ever could. It’s a billboard they own.
Milan Eye Center
Milan doesn’t always have that prime roadside presence. Instead, they win with aggressive digital marketing. Search “eye doctor” in Atlanta — they’re everywhere. They run targeted ads, maintain top-tier SEO, and flood the web with content and reviews.
Lesson? You don’t need both visibility and marketing — but you must master at least one.
4. If You’re Not Sure Where to Start — Follow the Dentists
Dentists don’t guess. They map traffic flow, household income, anchor stores, and retail viability. If you see a strip mall with three thriving dental practices, chances are you’ve found a high-opportunity zip code.
Take a look at the featured image for this article. This is how I know my next location is a good one. The road is busy.
They also understand this: patients don’t go out of their way for routine care. You need to be on their way.
5. Visibility Isn’t Everything — But If You Don’t Have It, You Need a Plan
If your location isn’t obvious from the street, you have to make up for that through:
- SEO and Google reviews
- Paid search and social ads
- Referral networks
- Strong brand identity
You don’t get to be invisible. If they can’t find you by sight, they must find you online.
6. Final Wrap-Up: Location Is the ONLY Thing That Matters
Let’s say it plainly:
Location is the ONLY thing that matters when you’re starting or scaling a practice.
Yes, branding, service, and operations matter. But none of it will matter if patients can’t find you or won’t drive to you.
And don’t be afraid of competition — look for it.
If other practices are nearby, that means demand exists. You just need to differentiate.
If you’re not in the perfect spot, that’s okay — but don’t ignore it. Compensate with marketing, branding, and better patient experience.
Because when you get this part right — when you’re in the right part of town, surrounded by the right patients — everything else becomes easier.
Next up: Hiring for Growth, Not Just Relief
We’ll cover how to find your first A+ team member, when to hire, and how to avoid common culture-killers in early-stage private practice.
If you are on the fence about going solo, find out WHY I did it.
