Multi-Location Growth, Referral Pipelines, and Metrics that Matter with Scott Craig

What if your referral sources keep sending patients, but your delivery numbers never match up? Scott Craig joins hosts Jason Tierney and Dr. Erin Elliott to break down a glaring reason many sleep practices stall: they track activity, not conversion. This isn't about "doing more marketing"—it’s about plugging the leaks in your pipeline. Scott shares how he transitioned from a general dental setting to a 5-location sleep powerhouse by swapping "gut feelings" for cold, hard data and a dedicated team that lives and breathes sleep.What We Discuss:The Clean Break: Why moving sleep out of the general practice and into a standalone environment kills friction and creates instant momentum.The 3 Conversions That Matter: How tracking Referral-to-Consult, Consult-to-Delivery, and Delivery-to-Efficacy reveals exactly where you’re losing patients (and revenue).Stop Managing by "Vibes": How to read the story the numbers are telling—from the referral source tanking your close rate to the insurance type quietly killing your margins.The Intake Engine: Why your front desk is either your biggest growth driver or your most expensive bottleneck.Metrics as a Team Sport: Using transparency and EOS (Entrepreneurial Operating System) to turn data into a tool for trust rather than a weapon for blame.Winning the Skeptics: A masterclass in handling the "it won’t work for severe patients" physician with calm, specific proof.The StoryThe episode kicks off with Scott’s personal "why"—a story that starts with his father identifying Scott’s own OSA after a sleep course. Treating his own apnea took Scott’s world from black and white to full color, sparking a 20-year mission to make oral appliance therapy a first-line reality.But mission alone doesn't pay the rent. Scott walks us through the "ruthless" business framework required to scale. When a primary referral source passed away, his team didn't panic; they rebuilt. By treating the patient pathway like a high-performance pipeline and implementing a leadership structure that demands accountability, they turned a "side hustle" into a Chicago-area behemoth. This is an episode for clinicians tired of "hope" as a strategy and ready for a measurable, scalable system.Resources and ReferencesEOS (Entrepreneurial Operating System): The framework for leadership used to scale the practice.Transform Dental Sleep: Specifically, Scott’s chapter on metrics and practice management.