ABOUT US
OUR TEAM
Our Team
Integrated Dental Marketing (IDM) prides itself on a team of highly creative professionals dedicated to delivering exceptional results for dental practices across Australia. Established in 2001 by Managing Director Carl Burroughs, IDM has become a leader in providing innovative marketing solutions tailored specifically for the dental profession.
Our Team’s Expertise
At IDM, our strength lies in the depth and diversity of our team. We bring together seasoned professionals from across the marketing landscape — each with a specialised skill set and a shared passion for helping dental practices thrive.
- Creative Design & Branding
We don’t just create logos — we build brand experiences. From visual identity to practice personality, our design team crafts compelling branding that connects with patients on a human level. - Strategic Advertising
Our campaigns are driven by insight, not guesswork. We combine data, psychology and creativity to develop advertising that cuts through the noise and speaks directly to the patients you want to attract. - Web & Digital Strategy
From high-performance websites to powerful SEO and digital campaigns, our digital team ensures your online presence doesn’t just look great — it drives results. We make it easier for new patients to find you, engage with your brand, and take action.
Together, this collective expertise allows us to take a truly holistic approach to your marketing — aligning every visual, message and touchpoint to your broader business goals. When you work with IDM, you don’t get a supplier. You get a team fully invested in your success.
Leadership
IDM is led by Managing Director Carl Burroughs, one of Australia’s most experienced and trusted dental marketing consultants. With over two decades of specialist expertise, Carl has helped drive the growth of hundreds of dental practices across the country.
His deep understanding of the dental sector, combined with a data-led approach to marketing, has positioned IDM as a leading force in the industry — delivering strategies that are both innovative and commercially effective.
Our Approach
Every member of IDM places great personal pride in delivering services and solutions that add true value to your practice. We believe in fresh, innovative ideas and a collaborative approach to problem-solving. By exploring a vast range of communication channels, both traditional and digital, we determine the most effective strategies to connect with your target audience.
Commitment to Clients
We have attracted an impressive client list and an enviable reputation as the leader in providing marketing solutions for the Australian dental profession. Our long-term professional relationships are built on trust, integrity, and mutual respect. When you partner with IDM, you gain a dedicated team led by a Project Manager who collaborates with you throughout your project, ensuring your practice's goals are met with precision and creativity.
At IDM, we're not just a marketing agency; we're your partners in achieving more profit, more time, and more life through effective dental marketing.
Carl Burroughs
Managing Director
Our managing director, Carl Burroughs has been consulting to the dental sector for well over two decades and is today Australia’s leading expert on how to successfully grow a dental practice through the power of marketing.
Carl Burroughs was born in the UK and grew up in Yorkshire in the North of England. His first business venture was in Real Estate in the 1980’s. Carl subsequently immigrated to Australia in 1993 and in1995 started his own chain of telecommunication stores. From a single shop in Leichhardt, Sydney Carl expanded his business to 26 stores across three states and in the process proved his ability and unique insight into successful marketing.
In 2001, after selling his telecommunication business, Carl Burroughs purchased a small marketing agency and started to expand this business. At this time Carl was also very active on the speaker circuit and was invited to speak at a number of dental events. Through this introduction to dentistry Carl’s interest in the sector was established and by 2002 he had specialised his agency to concentrate on helping dentists expand their practices through professional and effective marketing strategies.
Since IDM was created Carl Burroughs has been responsible for numerous dental success stories, including launching Australia’s fastest ever-growing dental practice, Australia’s first ever patient finance facility, which Carl subsequently sold to Macquarie Bank .and Carl was one of the original founders of the dental consolidation group, Dental Partners, which is known today as Maven Dental. Carl also owns and runs his own dental practices, which means not only does he ‘practice what he preaches', but also has a proving ground for new ideas, ensuring clients get strategies that are statistically proven to work.
These major achievements within the dental sector have raised Carl’s profile and has added to Carl’s deep understanding of the profession however, it’s Carl’s work with individual dentists that Carl is most proud of.
Tony O'Brien
Production Manager
Tony oversees all production to ensure it meets specified requirements, leveraging his strategic expertise to maximize ROI. He holds a Computer Science degree from RMIT, is completing his Masters of Marketing at Griffith University and brings over 30 years of experience in the digital and e-commerce sectors. Tony has led technical and strategic roles at major organisations like Lonely Planet and JBWere, and has developed over 300 websites using the best available technologies and strategies.
With over 14 years in the dental sector, Tony has crafted successful marketing campaigns for 1300Smiles, Dental Partners, Ekera, and Kikada Lane. He has collaborated with over 160 individual dental practices affording him a unique insight into all aspects of running a successful practice.
Tony ensures projects run smoothly from start to finish, aiming for optimal results.
Jonathon Kim
Creative Director
Design and function are always integral elements that work hand in hand, never to be compromised. The creative concept and its aesthetic outcomes of the marketing material required are to ensure your project is a success and will be spearheaded by our award-winning Creative Director.
Previously, Jonathon has worked with many of the biggest brands in Australia, delivering outstanding artwork and concepts specifically designed to meet various marketing needs. Jonathon now has full creative control here at IDM and has kept IDM at the forefront of contemporary design since IDM's conception in 2001.
Unlike other companies where there is a distinctive divide between graphic, web, and project management departments, here at IDM Jonathon works very closely with the entire team to ensure optimum success in both artistic and commercial dictation.
Allie Lissing
Content Manager
Allie has built an illustrious career in the advertising and marketing industry, showcasing her talents as a seasoned production manager and line producer before transitioning seamlessly into the realm of marketing. With over a decade of experience under her belt, she has honed her skills and developed a keen eye for detail, earning her a reputation for excellence in managing client relationships and exceeding expectations.
Throughout her career, Allie has demonstrated an unwavering commitment to delivering exceptional results, driven by her passion for meticulous attention to detail and her ability to navigate complex client demands and deadlines with ease. She thrives on the dynamic nature of digital marketing, viewing it as a never-ending journey of exploration and innovation, where she continually seeks out new strategies and concepts to meet her clients' bespoke needs.
Within IDM, Allie specialises in email database marketing, content strategy, and social media management, leveraging her extensive expertise to drive impactful results for both internal teams and external clients. She approaches every project with a strategic mindset, working closely with stakeholders at every stage of the process to ensure that goals are not just met, but exceeded.
With a proven track record of success and a commitment to ongoing professional development, Allie is a trusted advisor and collaborator, dedicated to delivering value and driving growth for her clients and colleagues alike. Her passion for her work shines through in every project she undertakes, as she continues to push the boundaries of innovation and creativity in pursuit of excellence.
TESTIMONIALS
Read what our patients think about us
"I first started to use IDM in early 2017, initially to help with some Google Ads and Facebook Ads. Over the coming months, I realised that not only are they the experts in online marketing, but their knowledge of the dental sector is second to none. Fast forward to today and I really enjoy only dealing with just the one marketing provider in the knowledge that they always have my best interests at heart and I no longer have to worry about having a full diary. This allows me to concentrate on all the other aspects of running a multi-chair practice. I have no hesitation in recommending IDM to any practice owner who has a desire to expand."
"Joining IDM has been the cornerstone of my startup dental practice’s success. Nine months ago, as I was preparing to launch my new practice in Brisbane, I made the decision to enlist the expertise of IDM. From the outset, Carl’s profound understanding of the dental industry was evident. He generously offered invaluable insights and guidance even before I officially came on board. IDM showed a genuine commitment to my practice’s success by helping develop my branding, advertising, website, and design. Tony has been instrumental in implementing SEO strategies and online marketing techniques which has directly led to increased patient numbers. Allie has meticulously set up all my social media accounts with amazing engaging content. The success of my practice today is attributed to the strategic groundwork laid by IDM. By entrusting them with the advertising and marketing, I’ve been able to focus on providing high quality dental care to my patients. I recommend IDM to any dental practice looking for a professional and dedicated marketing team."
"The team at IDM have helped me build two multi-million dollar practices over the past decade, and are now helping me navigate my way through the COVID-19 crisis. Whilst my inbox has been flooded with 100’s of emails from companies trying to sell me marketing during this crisis, the team at IDM simply bunkered down and provided me with all the resources and support I needed. Detailed reports on how to communicate with patients, messages of support and guidance to know what to work on at this time to come out of this stronger. They say you get to see the best and the worst of people in a crisis, well they don’t get any better than the team at IDM. If you want to work with a marketing and communication company that truly cares about the outcomes of their clients, I strongly recommend you talk to IDM – it has worked for me – Twice!"
Carl is an outstanding individual and a great resource. I have been very impressed with him.
Definitely a 5 Star rating. Carl, you have been instrumental in the success and development of my dental practice. Your expertise and intimate knowledge of the dental industry is 2nd to none :)).
Carl Burroughs is professional. He has an energy. He’s creative, vibrant mind. Carl’s knowledge of the dental industry is second to none.
Carl Burroughs has a unique insight to developing the business model. I doubt there’s anyone is Australia, who can promote and expand a dental practice as well as him.