Dental SaaS on GoHighLevel · AustraliaHow DCRM standardised 20+ dental practices and got its founder out of the day to day
DCRM is a dental CRM built on GoHighLevel, run by Eric and Liza Choa. Since mid-2026 I've been working with them every week on the build, the team and the marketing. Here's what we did and how it's gone.
- dental practices on one standard build
- 20+dental practices on one standard build
- workflows audited before the rebuild
- 76workflows audited before the rebuild
- SOP library, complete and kept up to date
- WeeklySOP library, complete and kept up to date
- LinkedIn and Facebook posting, plus a podcast
- DailyLinkedIn and Facebook posting, plus a podcast
About DCRM
DCRM is an AI-powered CRM for dental practices. It captures every enquiry, tracks calls, runs follow-up and books patients, with an AI front desk answering around the clock. It's from the team behind Practice Growth Studio, so there's more than ten years of dental marketing in it.
Where they were
DCRM was growing well. More practices were signing up, and that's a good problem. But each new practice got set up a little differently, and every update had to be handled carefully so nobody lost their own tweaks.
Most of the know-how lived in Eric's head, so Eric was the go-to for pretty much everything. And when your founder is the help desk, growth slows down.
What we did
- 01
Standardised the GoHighLevel build
We went through all 76 workflows in their snapshot, then designed one standard build. It's modular, so each practice only gets the features it pays for. And updates roll out without wiping a client's own tweaks. So moving a practice up a plan doesn't mean a rebuild.
- 02
Rethought the team so Eric could step back
We moved day to day support to an operations lead and gave the tech team a clear chain of who does what. Eric moved his focus to systems and growth, with a plan to bring in a full-time COO once they pass about 100 practices.
- 03
Got the knowledge out of people's heads
Every task now gets recorded once and turned into an SOP with one shared AI prompt. Those SOPs live in a searchable team wiki. The library's done, and it gets updated every week.
- 04
Tightened up sales and onboarding
Eric got a proper discovery call calendar in GHL, a booking flow that keeps the lead even if they don't book, and reminders before every call. We swapped the feature tour for a consultative chat, where the prospect does most of the talking. And we redesigned onboarding: a tech setup call and a training call, with a survey up front so nothing stalls on DNS or logins.
- 05
Put AI to work where it earns its keep
I set Eric up with an AI coworker trained on his voice, rebuilt his LinkedIn profile and handed over my content and outreach system. And we shaped their call analytics app into a sales tool: a free 30-day call audit that shows a practice exactly where bookings slip through.
What changed
- One standard GoHighLevel build across 20+ practices, with plan-based features.
- Eric stepped out of day to day operations and into growth.
- A full SOP library, updated weekly.
- A new website live with client case studies.
- LinkedIn and Facebook posting daily, and two podcast episodes recorded.
- Google brought in an inbound lead from a dentist in Botswana. Nobody chased it.
- Our calls went from fortnightly to weekly at Eric's request, to make room for more building.
Quick answers
- What did Steven Tann do for DCRM?
- He standardised DCRM's GoHighLevel build across 20+ dental practices into one modular snapshot, reshaped the team so the founder could step back from day to day operations, got a full SOP library built and handed over his AI content and outreach system.
- How does a modular GoHighLevel snapshot work across many clients?
- One standard build holds every feature. Each client account only gets the modules on its plan, so upgrading a practice means switching features on, not rebuilding it. Updates roll out without wiping a client's own tweaks.
- How long has Steven worked with DCRM?
- Since mid-2026. The calls started fortnightly and moved to a weekly hour at Eric's request, to make room for more building.
- Who is this kind of work a good fit for?
- Service businesses and SaaS teams running GoHighLevel across lots of clients or locations, where the founder is still the help desk. The easiest first step is a free call or the AI Ops Audit.
In Eric's words
I've worked with Steven for several months on DCRM, our dental CRM and AI business. For the record, he's one of the few people I've met who can think at the strategy level and then roll up his sleeves on the actual build.
He helped us standardise our GoHighLevel setup across more than 20 dental practices, moving us to modular snapshots so each client only gets the features they pay for. He also helped me rethink our team structure so I could step out of day to day operations and focus on growth.
The part I value most is that he's practical. He doesn't sell you hype. He tells you which AI tools are worth it, how to set them up safely, and how to make them earn their keep. His content and outreach playbook is now part of how we market the business.
If you run a service business and want to adopt AI properly, not just buy it, Steven is the person I'd call.
Eric Choa
Co-owner, DCRM · Google review
Want this in your business?
If you run a service business and you want AI working properly, not just bought, let's talk.