People & Practice
People + Practice (People & Practice) is a privately held New York–based digital marketing consultancy that helps orthodontic practices grow patient flow through proprietary PatientCue™ patient-communication software, custom websites, lead qualification, and SEO — serving solo and multi-location orthodontists primarily.
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What People & Practice does
People + Practice (legal entity People + Practice, LLC) is a privately held, bootstrapped digital marketing consultancy founded in 2011 in New York City by Dr. Leon Klempner — an orthodontist who previously scaled and sold his own practice — and Amy Epstein, his daughter and a public-relations/marketing professional. The firm serves orthodontic practices as its primary customer, with pediatric dentists and general dentists as secondary verticals, operating from a single New York headquarters with a lean 1–10 employee team. Its core value proposition is helping solo and multi-location orthodontic practices compete against DSOs and direct-to-consumer aligner brands through an integrated stack of services and proprietary technology.
The company's offerings span five commercial products: Marketing Plus (customized digital advertising, social media, and reputation management), Website Development (custom-built practice websites), Optimizers (SEO, branding, and transition communications), PatientCue™ (the firm's registered proprietary HIPAA-compliant patient communication platform supporting virtual check-in, secure texting, digital health screens, and appointment management), and Conversion Plus (a lead-qualification program staffed by human Conversion Concierges operating on top of PatientCue™). Technology integrations with Dental Monitoring, SmileSnap, and — as of 2025 — Grin (remote monitoring) and KLOwen Orthodontics (custom digital appliances) extend PatientCue™ into an increasingly full-stack practice growth platform. PatientCue™ is the only registered trademark and the principal piece of intellectual property.
Commercially, People + Practice runs a hybrid professional-services and recurring-subscription model: each engagement begins with a free marketing consultation and is priced on a custom basis (no public rate card), with revenue drawn from project-based marketing engagements, PatientCue™ subscriptions, and sponsored content in its owned media properties — The Golden Age of Orthodontics and Practice Talk podcasts (combined ~1.5M cumulative views/listens as of July 2025), the Orthodontic Learning Series webinars, and the Inner Circle community of practice owners. Go-to-market is sales-led, direct, and content-driven: the firm markets to orthodontic practice owners via its podcasts, blog, social channels, and earned media placements in AAO, Journal of Clinical Orthodontics, and McGill Advisory.
People & Practice firmographics
Firmographics- Name
- People & Practice
- Legal name
- People + Practice, LLC
- Website
- https://pplpractice.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- People + Practice (People & Practice) is a privately held New York–based digital marketing consultancy that helps orthodontic practices grow patient flow through proprietary PatientCue™ patient-communication software, custom websites, lead qualification, and SEO — serving solo and multi-location orthodontists primarily.
- Ownership category
- akta.pro rank
Where People & Practice is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
People & Practice business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Digital Marketing Services: The company generates revenue through providing comprehensive digital marketing services to orthodontic practices, including marketing campaigns, patient acquisition strategies, website development, and practice optimization consulting.
- Technology Platform Subscription: PatientCue™ technology platform is provided as part of the service package, enabling practices to manage patient communication, virtual check-ins, and digital workflows.
- Educational Programs: Revenue generated through educational initiatives including The Golden Age of Orthodontics podcast with sponsored content, Orthodontic Learning Series webinars, and Inner Circle study club programs.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
People & Practice product offering
Product offeringCore offering
People & Practice provides integrated digital marketing services to orthodontic and dental practices, combining customized marketing strategy (Marketing Plus), custom website development, a proprietary patient-communication technology platform (PatientCue™), and human-powered lead qualification (Conversion Plus via Conversion Concierges). Offerings are anchored to measurable patient acquisition, conversion, and practice growth outcomes, supported by thought-leadership content including podcasts, webinars, and the Inner Circle community.
Product overview
People + Practice is a digital marketing agency for orthodontic and dental practices that offers a suite of integrated services rather than a traditional software product. The core offering includes Marketing Plus (customized marketing strategies), Website Development (custom practice websites), PatientCue™ (proprietary patient communication and engagement technology platform with HIPAA-compliant texting, virtual check-in, and digital workflows), Conversion Plus (lead qualification powered by PatientCue™), and Optimizers (SEO, branding, and transition communications). These services work together to attract new patients, engage website visitors, qualify inquiries, and convert them into patients.
Differentiator
Problem solved
Functional benefit
Brands
- PatientCue: Technology platform for patient communication, virtual check-in, digital health screens, and HIPAA-compliant texting capability.
- The Golden Age of Orthodontics Podcast
- Practice Talk Podcast
Products and services
- Marketing Plus A customized suite of marketing services that introduces orthodontic and dental practices to the right patients, educates them about the practice, and facilitates scheduling. Includes digital advertising, social media marketing, and reputation management for orthodontic and dental practices.
- Website Development Custom-developed websites designed to tell the practice's story, reflect practice personality, and create engagement opportunities. Sites are built for performance and designed to encourage qualified new patients to schedule appointments, working in tandem with marketing initiatives.
- PatientCue™ A proprietary technology platform developed specifically for healthcare/orthodontic providers to streamline patient communication and the journey to becoming a new patient. Features include HIPAA-compliant texting, virtual check-in, digital health screens, and a patient dashboard for appointment management, enabling practices to engage digital-native patients through their preferred digital channels.
- Conversion Plus A lead qualification program powered by PatientCue™ that turns online patient inquiries into qualified treatment candidates. Experienced Conversion Concierges implement pre-sales work by attending to website inquiries in real-time, either ruling out prospects or nurturing them toward scheduling an appointment.
- Optimizers Focused projects including Search Engine Optimization (SEO) with comprehensive audits, transition communications for practice changes (e.g., ownership transitions), and practice branding services that update brand image to reflect core values through competitive brand analysis and style exercises.
Quantifiable outcome
- Revenue growth from $1.7M to $2.8M in net collections
- +4 more outcomes
Companies that use People & Practice
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
People & Practice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
People & Practice partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- GrincorePeople + Practice and Grin announced partnership to support orthodontic practices with remote monitoring and digital growth. Grin provides scalable remote monitoring solutions designed by an orthodontist. The partnership includes sponsorship of The Golden Age of Orthodontics podcast and an educational webinar as part of the Orthodontic Learning Series. Grin's AI-powered remote care model integrates with People + Practice's marketing strategies to help orthodontists enhance patient experiences and practice efficiency.
- KLOwen OrthodonticscorePeople + Practice announced partnership with KLOwen Orthodontics to help practices achieve growth with custom digital orthodontic solutions. KLOwen provides fully custom digital orthodontic treatment solutions that increase efficiency and improve treatment outcomes. As part of the partnership, KLOwen sponsors The Golden Age of Orthodontics podcast and participates in People + Practice's Orthodontic Learning Series webinars. Exclusive promotion of $250 off select launch programs for People + Practice clients.
- American Association of Orthodontists (AAO)minorFeatured in AAO publications and events. Co-founders have presented at AAO conferences including Winter Conference 2021. AAO serves as a key industry body in the orthodontic space.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
People & Practice competitors and assessment
Company assessmentDirect peers
- Sesame Communications: Sesame Communications (now part of Henry Schein One) provides dental-specific marketing, patient communication, and reputation management software. It directly overlaps with People + Practice's PatientCue and marketing service stack for orthodontic and dental practices.
- Tebra (formerly PatientPop): Tebra operates a healthcare practice growth platform combining marketing automation, patient experience, and EHR. It targets the same independent-practice buyer (including dental/orthodontic) and competes directly for marketing and patient-communication budgets.
- Solutionreach: Solutionreach is a long-standing patient engagement and communication platform used by dental and medical practices. It overlaps with PatientCue's texting, recall, and patient communication workflows, addressing the same orthodontic-practice buyer.
- Birdeye: Birdeye is a reputation management and customer experience platform with a strong healthcare and dental vertical. It overlaps with P+P's SmartReview workflow and broader reputation-management service offering.
- NexHealth: NexHealth provides a patient experience platform for dental practices, including online scheduling, patient communication, and reviews. It competes for the same orthodontic-practice technology budget as PatientCue.
- Patient Prism: Patient Prism is a dental-specific call tracking and conversion analytics platform. It overlaps with P+P's Conversion Plus offering by helping practices qualify and convert new-patient phone inquiries, addressing the same orthodontic buyer.
- Doctible: Doctible provides patient communication and reputation management tools for healthcare practices, including dental. Its feature set (two-way texting, reviews, recall) directly competes with PatientCue.
- ProSites: ProSites is a dental and medical website design and digital marketing provider. It directly competes with P+P's Website Development and Marketing Plus services for orthodontic and dental practice clients.
- Cardinal Digital Marketing: Cardinal Digital Marketing is a healthcare-specialized digital marketing agency that runs performance marketing, SEO, and web development for multi-location healthcare providers. It competes with P+P's Marketing Plus and Optimizers services, though with broader healthcare focus rather than orthodontic-only specialization.
Broad incumbents
- Henry Schein One: Henry Schein One is a large, established dental practice management and marketing software suite (incorporating Sesame Communications, Demandforce, and others). It serves the same orthodontic-practice market as P+P but as part of a much broader portfolio tied to the Henry Schein distribution platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
People & Practice social profiles
Digital presencePeople & Practice financial estimates
Financial estimateRevenue estimate
Valuation estimate
People & Practice leadership team
Management profileNumber of profiles
Profiles3 records
People & Practice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
People & Practice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about People & Practice
What does People & Practice do?
People & Practice provides integrated digital marketing services to orthodontic and dental practices, combining customized marketing strategy (Marketing Plus), custom website development, a proprietary patient-communication technology platform (PatientCue™), and human-powered lead qualification (Conversion Plus via Conversion Concierges). Offerings are anchored to measurable patient acquisition, conversion, and practice growth outcomes, supported by thought-leadership content including podcasts, webinars, and the Inner Circle community.
Is People & Practice a public or private company?
People & Practice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was People & Practice founded?
People & Practice was founded in 2011. It employs 1 to 10 people.
Where is People & Practice based?
People & Practice is headquartered in New York, United States, in the North America region.
How does People & Practice make money?
Three revenue lines are on record. Digital Marketing Services are the primary driver. The others are technology Platform Subscription and educational Programs.
Who are People & Practice's main competitors?
Direct peers on record are Sesame Communications, Tebra (formerly PatientPop), Solutionreach, Birdeye, NexHealth, Patient Prism, Doctible, ProSites and Cardinal Digital Marketing. Henry Schein One is listed as a broad incumbent.
Does People & Practice have an API?
No public API is recorded for People & Practice.