Pete Johnson IV, cofounder of Lasso MD
The person behind the pitch. 12+ years in dental marketing, 1,500+ practice analyses, and a real obsession with helping dentists grow smarter.
Who is Pete Johnson?
Cofounder and VP of Sales & Strategy at Lasso MD.
Pete Johnson is the cofounder and VP of Sales & Strategy at Lasso MD, a dental marketing company based in San Diego, California. He has spent 12+ years in dental marketing and has personally analyzed more than 1,500 dental practices. His work focuses on AI search visibility, competitive SEO, and new patient acquisition for both single-location practices and DSOs. Before cofounding Lasso MD in 2018, he held sales leadership roles at ProSites and WEO Media, two of the largest dental marketing agencies in the United States.
He speaks at dental industry conferences nationwide, including the Rocky Mountain Dental Convention, AADOM, and the International Dental Implant Association. His signature lecture, “Mastering AI Search Visibility,” covers how practices get recommended by ChatGPT, Perplexity, and Google AI Overviews. He is also the founder of dentalist.ai, an AI engine that matches patients to dental practices.
Pete Johnson
Cofounder & VP of Sales & Strategy, Lasso MD
I'm Pete, cofounder and VP of Sales & Strategy at Lasso MD, a dental marketing and software company helping practices grow through data-driven strategy and AI-powered intelligence.
Over the past 12+ years, I've analyzed more than 1,500 dental practices, giving me a unique vantage point on what separates thriving practices from those that plateau. My approach combines competitive SEO audits, local search optimization, and proprietary AI tools to deliver insights that most dental marketing companies can't match.
I got into dental marketing because I saw an industry full of practices getting generic, cookie-cutter marketing that didn't move the needle. I knew there had to be a better way. That's what we built at Lasso MD.
My clients range from solo practitioners to multi-location DSOs like Beacon Oral Specialists (100+ offices across 12 states). Whether it's a 20-minute keynote or a deep-dive competitive audit, I bring data, energy, and honest conversation about what's actually possible.
Beyond Lasso, I'm also the founder of dentalist.ai, an AI matching engine that connects dental patients with the right practice based on what actually matters to them.
By the numbers
12+
Years in Dental Marketing
1,500+
Practices Analyzed
20+
Speaking Engagements
$50M+
Patient Revenue Generated
What makes my approach different
Cofounder & Builder
I don't just sell. I build the tools our team uses every day. From AI-powered practice analyzers to competitive intelligence dashboards, I'm in the code as much as I'm on the phone.
Dental Industry Obsessed
I've spent 12+ years deep in dental marketing because I believe every practice deserves a marketing partner who truly understands their world, not cookie-cutter strategies from a generic agency.
Based in San Diego, Working Nationwide
From solo practitioners in small towns to DSOs with 100+ locations across 12 states, I work with dental practices of every size across the country.
On the stage
I've delivered 20+ presentations at major dental industry conferences across the country. My most popular lectures, “Mastering AI Search Visibility” and “12 Marketing Growth Hacks That Actually Work”, are consistently among the highest-rated sessions.
Want to see what I can do for your practice?
Every discovery call starts with a free competitive analysis. No obligation, just data and honest conversation.