Cosmetic Dentistry with Purpose: Scott Leune and Dr. Price on Building a Smile-First Brand

The Dental CEO Podcast, hosted by Dr. Scott Leune, explores what it takes to build a dental practice that aligns with personal passions, professional excellence, and long-term freedom. Each episode features conversations with dentists who’ve taken control of their career paths and created meaningful businesses around their strengths.

In this episode, Scott interviews Dr. Anthony Price, founder of Professional Smile Aesthetics in Germantown, Tennessee. Dr. Price shares how he transformed from a general dentist into a highly sought-after cosmetic dentist, specializing in smile makeover cosmetic dentistry. With over 100,000 Instagram followers and a patient list that includes celebrities, Dr. Price reveals the real story behind his success—branding, grit, patient experience, and strategic use of virtual dental consultations.

This episode also uncovers how Dr. Price built a lifestyle-focused practice rooted in authenticity, visual storytelling, and personal boundaries—all while helping patients regain confidence through smile transformations.

Meet the Hosts

Dr. Scott Leune

• Founder of Scott Leune Practice Mastery;
• One of dentistry’s top business educators;
• Creater of various dental webinars and seminars;
• Host of The Dental CEO, focusing on helping dentists build freedom and success through smart practice design;

Dr. Anthony Price (Guest)

• Owner of Professional Smile Aesthetics in Memphis, TN;
• Known online as @memphisdentist;
• Specializes in cosmetic smile makeovers, especially composite veneers;
• Offers nationwide access through virtual dental consultation services;
• Built a reputation for delivering transformative smiles in a relaxed, artistic setting;

Key Highlights

1. A Strategic Shift from General Dentistry to Cosmetic Artistry

Scott sees Dr. Price’s story as the perfect example of how a general dentist can discover a niche and build an entire brand around it. After eight years in general practice, Dr. Price found his passion in cosmetic dentistry. He trained intensely in composite veneers and made them the centerpiece of his business.

“Instead of trying to be everything to everyone, you chose one procedure and became an expert. That’s how you build authority.”

By focusing on what he loved—and doing it well—Dr. Price naturally attracted more of those cases. Over time, this led to a practice that operates almost exclusively in smile makeover cosmetic dentistry.

2. Branding That Reflects Passion and Personality

Scott highlights how branding is not just a logo—it’s every decision you make. Dr. Price’s practice design, social presence, and even terminology like “AirPod White” reflect his personality and creativity. His office features original graffiti artwork from Memphis muralist Jermon Bullet and gives off a high-end yet relaxed vibe.

“You didn’t create a dental office. You built a space that tells your story. That’s branding in action.”

Dr. Price coined titles like “Smile Master” and infused his brand with realness and local culture. Even the phrase on his hoodie—“Smile more, stress less”—represents the brand’s tone.

3. Instagram as a Growth Engine

From Scott’s viewpoint, one of Dr. Price’s most effective moves was posting visually striking cases early on, in 2017, before it was the norm. These photos and videos generated massive organic growth—not from other dentists, but from potential patients.

“You built a patient-focused Instagram brand. That’s 10 times more powerful than dentist-to-dentist influence.”

Each transformation sparked more interest. Patients would tag the office, post their stories, and bring in more referrals. This snowball effect continues to drive new cosmetic cases.

4. Virtual Consultations that Remove Barriers

Scott zeroes in on Dr. Price’s use of virtual dental consultations as a smart, scalable system. Instead of asking patients to travel for an in-person visit, Dr. Price screens them online. This reduces friction, saves time, and opens his doors to clients across the country—and even internationally.

“You’re doing 40 consults a month, virtually. That’s how you scale expertise without adding stress.”

Virtual visits help determine whether someone is ready for a cosmetic smile makeover or needs pre-treatment like orthodontics. This positions Dr. Price as a national expert while keeping operations lean.

5. Celebrities and Word-of-Mouth Trust

Scott digs into how Dr. Price’s celebrity clientele wasn’t chased—it happened organically. His aesthetic results, private setting, and brand reputation earned the trust of high-profile individuals.

“Celebrities come to you because they see others they respect trusting you. That’s social proof at its highest level.”

Most of these clients found Dr. Price on Instagram or through personal referrals. The VIP experience he offers—discretion, comfort, top-tier results—keeps them coming back.

6. Freedom Through Focus and Boundaries

Dr. Price once ran his business full throttle. That led to burnout and a hospitalization from stress. Now, Scott notes, Dr. Price has created structure and balance. He sets limits on consultations, prioritizes family, and schedules his day around his daughters’ activities.

“You’re not just building a business—you’re designing a life. And that takes maturity and vision.”

He currently does 10–12 virtual consults per week, blocking out time for personal health and parenting. This is what makes the success sustainable.

7. A Message to Burned-Out Associates

When asked what advice he’d give to a young dentist drowning in debt and burnout, Dr. Price delivers clarity:

• Find the part of dentistry you love
• Get mentorship from someone who’s doing it well
• Visualize your ideal workweek and reverse engineer your business
• Tell people what you do—especially online

“You don’t have to do everything. Just be great at one thing and let the world know.”

Scott believes this focused approach is what gives Dr. Price freedom, wealth, and joy in his career—and it’s replicable.

8. Teaching Others How to Get a Free Smile Makeover (Consult)

Dr. Price offers free smile makeover consultations via Zoom. This helps potential clients get pre-qualified and understand the process—no matter where they live. It also introduces them to the brand in a low-pressure, professional setting.

“You turned a free consultation into a national gateway for high-end dentistry. That’s strategic generosity.”

Conclusion

This episode of The Dental CEO delivers more than just inspiration—it offers a roadmap. Through Scott Leune’s lens, Dr. Anthony Price’s journey is a case study in focus, branding, and intentional design. He’s not just a cosmetic dentist—he’s a creator of confidence, a builder of personal freedom, and a teacher of what’s possible when dentistry becomes purpose-driven.

Dr. Price proves that a successful dental career doesn’t require a massive metro, multiple locations, or a flood of procedures. Instead, it takes clarity: knowing what you love, getting exceptional at it, and telling the world through visual storytelling and modern tools like virtual dental consultations.

For dentists feeling stuck or burned out, this episode is a clear reminder: you can realign your career around what excites you, create systems that serve your lifestyle, and even offer life-changing care—like a free smile makeover consult—on your terms.

Dr. Price’s path is proof that smile makeover cosmetic dentistry can be more than a service. With the right vision, it can be a movement—and one that changes lives, including your own.