First Case Forward

Find a $20,000 case on your existing patient list. Plan it with our team. Close it at the chair.

90 days. One case. From the patient you select to the case you close — with our team alongside yours.

Take the 3-minute assessment → Book a consultation

10 spots per cohort. Cohorts open quarterly.

The gap

Knowing how it works isn't the same as doing it.

Most dentists understand how comprehensive case acceptance works in principle. Patient selection, the first appointment, the case presentation — the methodology makes sense in the abstract.

Then they go back to their practice. The next Monday morning, the same routine patients walk in. The same hygiene checks, the same six-month bookings, the same comprehensive case walking out as a $200 cleaning. Knowing how comprehensive case acceptance works doesn't translate into closing one.

The gap isn't intellectual. It's operational. It's the difference between watching someone run value-demonstration first and second appointments and running them yourself, for real patients, with real records, in real time, with your own team.

First Case Forward closes that gap. One case, 90 days, structured coaching from the patient you select through to the case you close.

The 90-day program

Three phases. One case. Closed.

Working sessions, 1:1 coaching, the DSD Planning Center building your case. From selection to close.

Find

Find the case on your existing list

Most dentists tell us they don't have $20,000 patients. They almost always do — three to five in the next few weeks. The patients are there. The lens isn't.

We build the lens with you in a working session, then review your upcoming appointment book and name three to five real candidates. If your book is light, you get reactivation templates to bring dormant patients back in. Your full team gets briefed on who's coming in and what conversation to start. Three to five candidates, this month, by name.

Run

Run the first appointments that open the cases

The first appointment is where cases open or shut down. Most dentists run it like a hygiene visit with extra steps — possibility mentioned once, six-month booking made, case walks out as a cleaning.

We coach the records protocol first — photography, scans, CBCT, video — so what you capture is ready for planning. Then on running the value-demonstration first appointment itself, refined across your three to five candidates with coaching between each. Your full team gets briefed so every part runs in sequence. The first appointment opens cases instead of burying them.

Present

Plan, present, and close the priority case

Most case presentations lose the case at the money conversation. The patient heard "cost" before they felt "value." Or the plan itself wasn't strong enough, sketched between patients rather than built by a planning team.

Your priority case goes to the DSD Planning Center — facially-driven smile design, treatment sequencing, the team trusted by 10,000+ dentists worldwide. We review the plan with you line by line, then co-build the presentation — refined to your voice, ready-to-use deck, recorded walkthrough. Then 1:1 delivery coaching with Dr Luken: financial framing, objection handling, the close. Your first comprehensive case, closed at the chair.

Your team

Coached by the people who built the methodology.

The team you work with is the team that designed the system. Weekly direct contact — not a portal, not a forum, not a "concierge."

Program Lead

Lindi Rigo Mariani

Lead Coach for the Americas at DSD. Lindi runs the program, holds the weekly cadence with you, and is your primary point of contact through all 90 days.

First Appointment Coach

Carmen

Carmen coaches you on running the value-demonstration first appointment that opens cases — the records, the conversation, the moment the patient sees themselves differently.

Case Presentation Coach

Luken de Arbeloa

Luken coaches the second appointment — the case presentation, the four objections every comprehensive patient brings into the room, and the close.

DSD

Planning & Story

DSD Planning Center

The team that turns your records into a plan and a case story you can present with confidence. This work is included in the program for the case you're coaching on.

Methodology Architect

Christian Coachman

The methodology you're being coached on is Christian's life's work. He doesn't deliver one-on-one inside the program, but the system is built on his framework and refined with his team.

Investment

One program. Two ways to pay.

$3,900

for the 90-day program

Pay in full

$3,900

One payment at enrollment

Pay monthly

$1,450 × 3

Three monthly payments — $4,350 total

10 spots per cohort. Cohorts open quarterly.

Continued coaching beyond Day 90 — if you need more time to land the case — is available and priced case by case.

Our commitment

If we don't deliver, you don't pay.

Activity guarantee

We deliver every session.

Every coaching call, every planning session, every piece of the program on the agreed schedule. If we don't deliver what we committed to, we refund the portion not delivered. No qualifying terms.

Outcome commitment

If the case doesn't close, the system stays with you.

If you complete all 90 days and haven't closed a $20,000 case at the chair, the system stays with you — every framework, every script, every piece of coaching documented. Paid coaching extensions are available so we keep working on it until the case lands.

Fit

This isn't for everyone. Here's how to tell.

We say no to dentists who aren't a fit. Honest filter — both directions.

First Case Forward is for you if

You understand the methodology of comprehensive case acceptance and are ready to apply it on a real patient.
You see patients in your chair with aesthetic, functional, or restorative needs beyond single-tooth dentistry — even if you haven't yet identified them as comprehensive cases.
You're open to working alongside a coached team.
You want a defined engagement with a clear endpoint, not an open-ended subscription.
You're ready to commit time over 90 days to seeing one case through.

It isn't for you if

Your clinical work is focused on single-tooth, emergency, or pediatric procedures.
You want done-for-you case planning without the coaching component — the DSD Planning Center serves that need standalone.
You want to fix one case, not build a workflow you'll use on every case after.
You can't make space in your schedule for a focused first appointment and case presentation.
You don't have weekly time to invest in coaching calls over 90 days.

What this looks like in practice

Dr Yelena's $25,000 case.

Six months ago, Dr Yelena had a patient she was convinced would walk.

The treatment plan was $25,000. Six veneers, two crowns, gum reshaping. The patient had been a hygiene-only patient for four years. Comprehensive treatment had been mentioned twice before and ignored both times. Yelena ran the case presentation expecting to lose the case.

Instead, the patient said yes. Paid the deposit in the room. Started treatment three weeks later.

What changed wasn't the patient. What changed was the case presentation — and what Yelena had in front of her when she ran it.

A real story built around what mattered to this specific patient. A framework for the four objections every comprehensive case patient brings into the room. The structured way to walk a patient toward yes.

She closed the case. That's what we coach.

Questions

Things people ask before they book.

What if I don't have a $20K case in my current patient base?

We'll figure that out in the consultation before you commit. If your patient base isn't ready, FCF isn't your starting point — and we'll tell you that honestly. There's no point taking your money for a program you can't get value from yet.

Can my team join the coaching calls?

Yes. We strongly encourage it. Comprehensive case acceptance is a team workflow, not a solo skill. Anyone you work alongside who touches the patient journey — hygienist, treatment coordinator, scheduling, anyone involved in handoffs — benefits from being in the room.

What happens after Day 90 if I haven't closed the case yet?

The system stays with you — every framework, every script, every piece of documentation from the 90 days. Paid coaching extensions are available case-by-case if you want continued support to land the close.

Is this the same as DSD Provider Membership?

No. Membership to the DSD Planning Center & Lab allows access to our treatment planning and manufacture services with a different scope and commitment shape. FCF is a defined 90-day engagement focused on one specific case. Different products for different needs.

Do I need to be a DSD Planning Center client already?

No. The DSD Planning Center work is included in the program for the case you're coaching on. If you continue with DSD Planning Center cases after Day 90, those are billed separately under our standard arrangements.

How do I know if I'm a fit?

Take the 3-minute assessment, then have a 30-minute consultation with Caterina. Both are free. We'll tell you honestly whether FCF makes sense for where you are right now.

Ready to start

Close your first comprehensive case with our team alongside yours.

Two ways forward. Both are free.

Take the 3-minute assessment → Book a 30-minute consultation