Dental and Medtech Marketing Consultant
PhD-led marketing strategy, research, and fractional CMO leadership for dental, medical device, and consumer health companies from $5M to $500M in revenue. I'm Dr. Linda Orr. I led the launch research for Midmark's 3D dental imaging system and built the brand framework for McKesson's Foster & Thrive, so I know how clinicians, distributors, and patients actually decide.
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Fractional CMO retainers start at $8,000 a month, and most engagements run $12,000 to $20,000 a month. Research projects start at $20,000. Every project is quoted after a free 30-minute call.
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Updated October 30, 2026
Our Impact By The Numbers
$88M in marketing budget modeled for Upwork, 100+ clients from $5M to $500M in revenue, 25+ years leading growth, and 86% client retention.
$88M
Marketing budget covered by Upwork's first marketing mix model, built by Dr. Orr.
100+
Clients served, from $5M to $500M in revenue.
25+
Years leading growth across tech, healthcare, and consumer brands.
86%
Client retention. Most clients stay or come back.
You work directly with a PhD-level strategist.
I founded Orr Consulting after 25+ years in marketing leadership and two decades as a marketing professor.
My dental and medtech work includes Midmark's 3D dental X-ray launch: more than 25 clinician interviews and a 250+ respondent survey that shaped positioning, messaging, and pricing.
I built the brand framework for McKesson's Foster & Thrive launch, which brought 270+ over-the-counter health products under one brand. I have also run go-to-market research for two national oral care brands, voice-of-customer research with implant dentists for an AI dental platform, and a growth strategy built on 20 years of customer data for a medical equipment company.
I lead the strategy and the research myself, and my team helps carry the work into your website, campaigns, and tracking.
PhD in Marketing. Quoted in Forbes. Published in the Journal of Business Research. Top 1% on Upwork.
Is This the Right Fit for You?
Does this sound familiar?
You're likely ready for outside marketing leadership if:
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You're launching a device, technology, or product line, and need positioning clinicians believe.
Your messaging explains the technology well and the clinical value poorly.
You sell through dealers or distributors and can't see which marketing drives sales.
Clinicians, practice owners, and patients each need a different reason to buy.
Your marketing team executes well but has no senior strategist.
You need to know what the market will pay before you set the price.
Marketing built for clinical buyers
Dentists, surgeons, and clinical buyers are busy, skeptical of vendor claims, and loyal to workflows that already work. Many plans in this space lead with specifications. I start with how clinicians actually decide: what they need to see change in their day, who else weighs in, and what makes switching feel safe.
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Every engagement is:
Built on research with the people who buy: clinicians, staff, practice owners, and patients
Written in clinicians' own language, so claims sound credible to experts
Mapped to every audience in the chain, from distributors to patients
Careful with claims and written with your regulatory review in mind
Tied to revenue: pipeline, dealer and direct sales, pricing, and adoption
If you need ongoing leadership, I can stay on as your fractional CMO and run the plan with your team.
Research vs. Brand Strategy vs. Fractional CMO: Which Do You Need?
Each answers a different question. Many dental and medtech clients start with research or brand strategy, then keep me on for ongoing leadership.
Launch and Market Research
What will clinicians buy, and at what price?
Goal: learn how clinicians decide and what they value before you commit
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When you need it: before a launch, a price change, or a new market
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What you get: interviews, surveys, positioning, messaging, and pricing recommendations
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Price: from $20,000; projects usually run 2 to 3 months
Brand Strategy and Positioning
How do we stand apart from incumbents?
Goal: set the position, brand architecture, and messaging for each audience
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When you need it: a new brand, combined product lines, or technology buyers don't yet understand
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What you get: positioning, messaging framework, and brand book
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Price: brand audits from $8,000; positioning from $20,000
Fractional CMO
Who leads marketing week to week?
Goal: senior leadership for strategy, budget, team, and agencies
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When you need it: you are growing without a full-time CMO
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What you get: priorities, budget decisions, direction, and reporting on revenue
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Price: Starting at $8,000/month. Most engagements run $12,000 to $20,000 a month.
Marketing That Works for Clinicians, Distributors, and Patients
Dental and medtech sales pass through several hands. I build the strategy so each audience hears the value in its own terms, then measure what actually drives revenue.
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What We Deliver
Launch Research and Pricing
Evidence before the launch:
Clinician interviews and focus groups
Surveys sized across clinical roles
Feature priorities and switching concerns
Pricing research and recommendations
Positioning and Messaging by Audience
One brand, many audiences:
Positioning against established competitors
Messaging for clinicians, staff, practice owners, and patients
Sales and distributor materials
Brand architecture across product lines
Customer Segmentation and Analytics
Know which customers matter most:
Segmentation from CRM and sales history
Account priorities for your sales team
Bundles, upsell paths, and pricing models
Marketing mix modeling where spend allows
Demand Generation and Measurement
Turn the strategy into pipeline:
Google Ads for dental brands and practices
Trade show and conference marketing
Tracking from first click to sale
SEO and AEO so buyers and AI tools find you
Who I Work With
Dental, medical device, aesthetics, and consumer health companies from $5M to $500M in revenue.
Dental technology and equipment
Imaging, equipment, and practice technology sold to dentists and specialists.
Medical devices
Device makers selling to clinicians, hospitals, and distributors.
Clinical software
AI and software platforms that need clinicians to trust them.
Consumer and OTC health
Oral care and over-the-counter brands sold at retail and in pharmacies.
Dental and specialty practices
Practices and groups that need more of the right patients.
Dealer and distributor sales
Manufacturers that sell through dealers and need to see what drives sales.
Med spas and aesthetics
Aesthetic device companies and the med spas that use their technology.
How You Can Work With Orr Consulting
Every project is quoted after a free 30-minute call.
Fractional CMO (Retainer)
Format: monthly retainer
Best for: dental and medtech companies that need senior marketing leadership
Price: Starting at $8,000/month. Most engagements run $12,000 to $20,000 a month.
What you get:
A senior marketing owner for strategy and priorities
Budget decisions across channels and trade shows
Direction for your team, agencies, and sales
Reporting on pipeline, revenue, and acquisition cost
Launch and Market Research (Project)
Format: project, usually 2 to 3 months
Best for: launches, pricing decisions, and new markets
Price: from $20,000; research plus strategy from $25,000
What you get:
Clinician interviews and focus groups
Surveys across clinical roles
Positioning and messaging recommendations
Pricing recommendations and an executive presentation
Growth Opportunity Assessment (Project)
Format: one-time project; initial findings in 2 to 3 weeks
Best for: companies deciding where to grow next
Price: from $15,000; most run $15,000 to $25,000
What you get:
Review of your business, customers, channels, and spend
A ranked list of growth opportunities
Rough budget ranges and the assumptions behind each
A review session with your leadership team
What clients say about working with Dr. Orr
Most engagements are under NDA, but here's what clients say:
★★★★★
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“Linda was a pleasure to work with and extremely thorough. She led a market research project for our 3D dental imaging launch, and the insights directly shaped our positioning and go-to-market strategy.”
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Midmark Dental
Dental Technology · Launch Research · Positioning
★★★★★
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“Highly recommend Linda for market research and industry insights. She delivered a clear, well-structured report packed with actionable recommendations, including 20+ stakeholder interviews translated into positioning and an executable market-entry strategy.”
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Franco Allena, My Yacht Marketer
Premium DTC Services · Market Research · Market Entry Strategy
★★★★★
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“Very useful work on workshopping for brand development.”
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Artemis
Aesthetic Devices for Med Spas · Brand Repositioning · Upwork Review
★★★★★
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“Linda at Orr Consulting is absolutely brilliant. As a fractional CMO, she brings a level of strategic thinking and marketing expertise that goes far beyond the typical consultant, and she delivers real, measurable results.”
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M. Moffett
Google Review
★★★★★
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“Her fractional CMO work is backed by both data and market insights/trends... She knows how to balance big picture marketing strategy with the daily work it takes to turn that strategy into results.”
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Elevate Agency
Google Review
★★★★★
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“Linda is an absolute pro. She's incredibly responsive, solution-oriented, and really easy to work with... If you're looking for someone who makes marketing feel less overwhelming and gets results, Linda's the person for you.”
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Q. Mayberry
Google Review
A FEW OF OUR HAPPY CLIENTS
Dental, Medtech, and Healthcare Case Studies
Research, positioning, and growth work for dental, medical, and consumer health companies.
Midmark: Research-Led Dental Technology Launch
25+ clinician interviews and a 250+ respondent survey shaped positioning, messaging, and pricing for a 3D dental X-ray launch.
McKesson Foster & Thrive: Brand Framework for a National OTC Portfolio
Positioning, brand architecture, and audience messaging that unified 270+ private-label OTC products under one brand.
Repositioning an AI Dental Platform From Voice-of-Customer Research
Interviews with implant dentists led to new positioning and persona-based messaging.
20 Years of Customer Data Turned Into a Medical Equipment Growth Strategy
Cohort, cluster, and conjoint analysis translated into targeting, bundling, pricing, and go-to-market decisions.
Go-to-Market Research for Two National Oral Care Brands
Market research and strategy behind the launch plans for a specialty oral rinse brand and a national toothpaste brand.
Rebuilding Patient Acquisition for a Behavioral Health Teletherapy Provider
A full-funnel rebuild cut customer acquisition cost by 75% in about a year.
Building the Go-to-Market Plan for a GLP-1 Telehealth Startup
The go-to-market plan, MarTech stack, and unit economics, built before a dollar went into media.
A Go-to-Market Blueprint for a Concierge Pediatric Practice
The channel mix, budget guidance, and vendor selection behind a premium pediatric practice launch.
Artemis: Brand Repositioning and Category Design for an Aesthetic Device Company
Brand and category workshops gave a distributor of aesthetic devices for med spas one value proposition, a new B2B category, and positioning for each device.
Related Reading
Articles on launch research, positioning, paid media for practices, and measuring what works.
Dental and Medtech Marketing: Frequently Asked Questions
Updated October 30, 2026
How much does a dental or medtech marketing consultant cost?
Fractional CMO retainers start at $8,000 a month, and most engagements run $12,000 to $20,000 a month. Research projects start at $20,000, and growth opportunity assessments start at $15,000. Every project is quoted after a free 30-minute call.
Have you worked with dental companies?
Yes. I led the clinician research behind Midmark's 3D dental X-ray launch, ran voice-of-customer research with implant dentists for an AI dental platform, and did go-to-market research for two national oral care brands.
Do you work with medical device companies?
Yes. I turned 20 years of customer data into segmentation, pricing, and go-to-market recommendations for a medical equipment company with about $100M in revenue, and I built the brand framework for McKesson's Foster & Thrive, a portfolio of 270+ over-the-counter health products.
Can you run research with clinicians?
Yes. Clinician interviews and focus groups are a core part of my research. For Midmark, I interviewed more than 25 dentists, periodontists, and hygienists, then surveyed more than 250 respondents to size what we heard.
How do you handle regulatory and claims review?
Claims stay grounded in what the product and the evidence support, and copy is written with your regulatory and legal review in mind. I work alongside your regulatory team, and nothing goes out without their sign-off.
Can you help if we sell through dealers or distributors?
Yes. Messaging and materials need to work for the reps who carry your product as well as for clinicians, and measurement needs to connect marketing to both dealer and direct sales.
Do you work with dental practices too?
Yes, mainly on Google Ads and patient acquisition for practices and practice groups. I also audit existing Google Ads accounts to find wasted spend.
How is this different from a healthcare marketing agency?
I lead the strategy and the research myself, with a PhD in marketing and 25+ years of experience. You get senior judgment on positioning, research, and budget, with execution support from my team when you need it.
Ready to Grow Your Dental or Medtech Brand?
If you're launching, repositioning, or need senior marketing leadership, let's talk. A 30-minute call is enough to see whether we're a fit, no pitch, no pressure.
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Prefer email? Reach Dr. Orr directly: Dr.Orr@Orr-Consulting.com