A book for practice owners · by a practice owner

Patients don't leave because of your dentistry. They leak.

Name: Patient Funnel
Price: 297 USD
Author: Suokjoon Moon

Every patient walks through ten stages, from the moment they hear your name to the moment they send you a friend. At each stage some of them quietly disappear. Patient Funnel shows you exactly where, and what my own practice does about it.

Get the free book · 23 pages Or buy the full edition · $297

The model, two of the ten stages in full, and a 30-point audit of your own practice. No card required. 30-day refund on the full book.

The problem nobody measures

You are paying for patients you never get to treat.

A practice owner looks at two numbers: how much we spent on marketing, and how much came in. Everything in between is a black box. Inside that box, patients are leaking. They saw your ad and never called. They called and never booked. They booked and never showed. They sat in your chair, heard the plan, and said "I'll think about it."

Each of those is a stage. Each stage has a conversion rate. Most owners have never seen theirs.

"More marketing pours more water into a leaking bucket. The cheapest growth you will ever buy is a thicker funnel."The idea behind chapter 2, in one line

Two levers, and only two

There are exactly two ways to grow a practice:

More input into the funnel: ads, content, listings, referrals.
A thicker funnel: fewer patients lost at each of the ten stages.

Almost everyone pulls the first lever, because it's the one vendors sell. This book is about the second, because it is the one you own.

The model

The ten stages of the Patient Funnel

Every patient, every day, passes through these in order. Some stages get skipped, some stretch for months, but nobody gets to Referral without the nine before it.

Awareness

Someone who had never heard of you learns you exist. Search, a listing, a sign, a friend.

Interest

They start looking into you. Reviews, your site, your photos. This is where information quality decides everything.

Booking

Interest becomes action: the first direct contact. Phone, text, or online, and the difference matters more than you think.

Arrival

Parking, the front desk, the intake form. The visit has started before you have seen them.

Waiting

The only stage where a patient can still walk out without being treated. Time and space, both designed or both accidental.

Diagnosis

The doctor's first appearance. Trust is built or doubt is planted, usually in under ten minutes.

Consultation

The sit-down with your treatment coordinator. What they must do, must not do, and what you have to hand them.

Treatment

The care itself, and how it is delivered. A bad meal is forgotten; a bad crown is not.

Retention

Between visits, during treatment, and after it ends. Where most practices stop trying.

Referral

The only stage that feeds stage one for free. The single best measure of how well the practice is run.

The book

What's inside

1. Do you think of yourself as a business owner?
Most of us never learned to run a business. That is not an excuse, it is the diagnosis.
2. In the end, it's about money
Where money comes from, where patients come from, and the ten stages in between.
3. Your practice's identity
Find the one pain point you will own. "We do everything well" is remembered as nothing.
4. Your practice's Patient Funnel
The core of the book: each of the ten stages, with the checklists, scripts, and forms my own practice uses.
5. Wrapping up
Why funnels collapse, why improvement compounds, and how to read your own numbers.

English edition, translated and localized from the Korean original. Platforms, currencies, and examples adapted for readers in the US, UK, and Australia. About 43,000 words · PDF + EPUB.

Decide what to fix. Give your team a starting point.

The full book connects all ten stages to practical checks, conversations and routines. Use Appendix A to choose a priority, Appendix B to record weekly numbers, and Appendix C to plan the first 90 days. PDF + EPUB, about 43,000 words. $297, with a 30-day refund.

Appendix A

Choose a priority

The 30-point audit links each stage to its chapter. Read the section that addresses your own gap first.

Appendix B

Make improvement visible

The weekly numbers guide explains what to record, from booking and consultation acceptance to return visits and referrals.

Appendix C

Work through the first 90 days

Start with measurement, improve the least costly gaps, then work on consultation and referral with your team.

See how the full book turns into work

The weekly numbers: what to record and compare

The first 90 days: a sequence for working with your team

Measured in the author's Korean program

Practice	Period	Monthly revenue, before → after	Change
Dental practice H, Seoul	3 months	₩45.2M → ₩81.4M (≈ $33K → $60K)	+80%
Dental practice C, Seoul	8 months	₩45.7M → ₩97.9M (≈ $34K → $73K)	×2.1
Dental practice A, Seoul	6 months	₩50M → ₩130M (≈ $37K → $96K)	+5 new patients a day
Dental practice D, Seoul · 4th year	3 months	₩80M → ₩130M (≈ $59K → $96K)	+62%

These are outcomes from the author’s Korean coaching program, not a study of ebook-only purchasers. Use the free chapters to assess how the approach fits your own practice.

"Applicable to the practice right away, with visible results. Monthly revenue up 80% in three months."

Dr. Y · dental practice, Seoul

"Monthly revenue up roughly 100% in eight months. The key was designing the patient experience in ten stages."

Dr. J · dental practice, Seoul

"Three months in, my practice passed ₩130M a month. For the first time I felt I was actually running it."

Dr. L · dental practice, Seoul, 4th year

"Referral patients went up a lot: full-mouth, ortho, sedation cases. Marketing spend keeps going down while new patients went from 110 to 140 a month."

Dr. K · dental practice, Seoul

Measured at real practices in the author's Korean program, names withheld. Individual results vary; nothing here is a guarantee.

About the author

Suokjoon Moon

DDS, Seoul National University School of Dentistry, and a board-certified specialist in integrated dentistry. He owns the largest dental practice in central South Korea, which he grew from about US$45,000 a month to roughly US$9 million a year. He built it by redesigning the classic marketing funnel around what actually happens inside a clinic, and named the result the Patient Funnel.

Since publishing the Korean original, more than 10,000 practice owners have attended his free live sessions, and more than 200 have paid for his premium coaching program. The same ten stages are now used by dermatology, orthopedic, plastic surgery and Korean-medicine clinics, not only dental. He also builds software for clinics, including tools that measure how often AI search engines recommend a practice.

He still sees patients. He wrote this book in the voice he uses with his own team: blunt, practical, and impatient with theory that does not move the numbers.

Also by the author

Five Years In: The Questions That Built a ₩10 Billion Practice · Korean, Radio Book, October 2025, 300 pages, ISBN 9791199493605. His business book on how the practice reached ₩10 billion a year (about US$7 million) within five years of opening, told through the questions he asked at each stage. Earlier books for patients: Implants, Made Simple (2023) and Dentistry, Made Simple (2022, co-author).

Get the book

Patient Funnel, English edition

$297

The Korean edition sells for ₩800,000, about US$600, and has sold in the hundreds at that price.

PDF (print-friendly) + EPUB, about 43,000 words
Every stage with the checklists, scripts, and forms the author's practice uses
Your copy is stamped with your name; please don't share it
30-day, no-questions-asked refund
Secure checkout by Gumroad, local currency at checkout

Buy the book · $297 Read the preview first

Questions

My practice is much smaller. Where would I start?

Start with one stage and the team you already have. The free Arrival and Waiting chapters let you try the approach before buying. In the full book, the audit points you to a chapter, the weekly numbers guide gives you a baseline, and the 90-day plan gives you an order. Adapt roles and routines to your practice; you do not need to copy the author’s scale.

I'm not in Korea. Does this apply to my practice?

The funnel itself, the ten stages and the way patients move through them, works the same in any country. Details around it do not: platforms, prices, and the rules on advertising, reviews, patient data, staff scope, and deposits. This edition swaps in the closest US/UK/AU equivalents and tells you, chapter by chapter, where to check your local rules.

Is this for dentists only?

It was written by a dentist for dentists, and the examples are dental. Owners of other private clinics have applied the same ten stages; the model doesn't care what you treat.

What if it isn't for me?

Email us within 30 days with your order number and you get a full refund. No questions.

Is there a course or coaching in English?

Not yet. The book is the whole method. If you want to hear when an English program opens, download the free preview; that puts you on the list.

Who is behind this?

Patient Funnel is published by the author's company, Patient Funnel, Seoul. Contact: patientsfunnel@gmail.com.

Columns

Notes from the chair

Short pieces on running a practice, written between patients.

Consultation

"It's expensive" is not about the price

When a patient says it's expensive, they are telling you the value never landed. Lowering the number is the one thing that won't fix that.

Read →

Growth

Stop before you buy more new patients

If your funnel leaks, more patients means more leaks. Here is the one number to check before the next ad campaign.

Read →

Identity

"We do everything well" is remembered as nothing

Pick one pain point. Own it completely. The practices that grow on referrals are the ones patients can describe in a sentence.

Read →

All columns →