Helping dental practices unlock sustainable growth through data-driven marketing strategy and AI-powered intelligence.
I partner with dental practices to identify hidden opportunities, build competitive advantages, and create marketing systems that actually work.
1,500+
Practices Helped
Who is Pete Johnson?
Pete Johnson is the co-founder and VP of Sales & Strategy at Lasso MD, a dental marketing platform based in San Diego, California. He has worked with more than 1,500 dental practices across the United States, specializing in AI search visibility, data-driven marketing strategy, and new patient acquisition for dental practices and DSO organizations.
Pete speaks at dental industry conferences including the IDIA Hawaii Symposium, Rocky Mountain Dental Convention, and Smile Together Las Vegas. His signature lecture, “Mastering AI Search Visibility,” addresses how dental practices can improve their discoverability in AI-generated search results from tools like ChatGPT, Perplexity, and Google AI Overviews.
Prior to co-founding Lasso MD in 2018, Pete held sales leadership roles at ProSites and WEO Media — two of the largest dental marketing agencies in the U.S. He maintains a personal site at petejohnsoniv.com with dental marketing education and strategy resources.
Different visitors, different needs. Pick the path that fits.
Most dental marketing content is either too generic to trust or too self-serving to be useful.
I work inside the category every day, talk to practices constantly, study what actually moves patient acquisition, and build around real data instead of recycled agency talking points.
This is where that thinking lives.
A general dental practice came in with decent fundamentals but too many missed opportunities across local search, service-page clarity, and conversion flow. After tightening the right inputs and measuring what actually mattered, patient flow more than doubled.
18
Before (mo)
42
After (mo)
133%
Increase
Topic hubs organized around the areas that move the needle most for dental practices.
Real results from real dental practices that trusted the process.
Patient Revenue Generated
Practices Helped
Years in Dental Marketing
Speaking Engagements
“Pete's lecture on Mastering AI Search Visibility was one of the standout sessions at our Hawaii symposium. He makes complex topics actionable, our members were taking notes the entire time. That's why I keep inviting him back.”
Founder, International Dental Implant Association
Strategies, data breakdowns, and practice growth playbooks — straight from 12+ years in the industry.
Talks built on real examples, not recycled trend decks. Topics include AI search visibility, local SEO, and what's actually changing in dental marketing right now.
Every discovery call starts with a free competitive analysis of your practice. No obligation, no pressure. Just data and honest conversation about what's possible.