In a saturated dental market, most practices blend into the background. But not this one. When Dr. Zaneta Hamlin launched her scratch-start practice, she set out to build more than a dental office, she built a full brand experience that patients talk about, share, and stay loyal to.
Here’s how she approached ownership differently and what other dentists can learn from her success.
From Associate to Boutique Owner
After nine years of working as an associate, Dr. Hamlin chose to build her own practice from the ground up. While acquisition seemed like the simpler route, it wasn’t aligned with her vision.
Instead, she opened Cusp Dental Boutique, a name that reflected the elevated, concierge-style care and design-forward experience she wanted to deliver.
Her brand wasn’t just a logo or a name. It was a vibe, a feeling, and an intentional way to stand out.
Branding That Builds Loyalty
Dr. Hamlin didn’t wait to build awareness. She got creative:
- Branded high-end swag: sunglasses, towels, tumblers, pens, and even wine koozies
- Gifted branded items to the local community to spark conversation and recognition
- Invested in consistent packaging, decor, and messaging across all touchpoints
Every touchpoint was crafted to reinforce the brand. It wasn’t marketing, it was memory-making.
Team Culture That Reflects the Brand
Internally, Dr. Hamlin extended that same branding mindset to her team. Each member received exclusive swag not available to patients: custom jackets, Stanley cups, and high-end anniversary gifts like Marc Jacobs bags.
This created a sense of pride and exclusivity, improving retention and buy-in.
Systems and Delegation Behind the Scenes
While the brand experience looked polished, Dr. Hamlin was honest about the work it took behind the scenes. Early on, she did everything herself. Over time, she developed systems and learned to delegate, freeing her to lead instead of chase the to-do list.
She now runs a lean, systemized operation and is preparing to bring on an associate to expand her impact even further.
Key Takeaways for Other Practice Owners
1. Start with the experience in mind. Every detail matters, down to the towel.
2. Invest in what people will remember. Quality swag, unique touches, and a consistent message build loyalty.
3. Don’t skip culture. A brand is only as strong as the team behind it.
4. Build systems early. Delegation frees owners to think and lead at a higher level.
Whether you’re a scratch-start practice or a seasoned owner, this case proves that brand differentiation isn’t about flashy marketing, it’s about meaning, consistency, and leadership.
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Last updated: August 2025
Written by Jacintha Ham, Dental A Team