Coffeez for Closers with Joe Shalaby

Episode Title: Why Dentists Need a Personal Brand More Than Ads | Dr. Tyler Hales
Date: February 6, 2026
Host: Joseph (Joe) Shalaby
Guest: Dr. Tyler Hales (“The Bow Tie Dentist”)

Overview

This episode centers on the transformative power of personal branding for professionals—especially dentists—in an age saturated by generic marketing and social media noise. Dr. Tyler Hales, renowned for his distinctive "bow tie" style and approach to cosmetic dentistry, joins Joseph Shalaby for a candid discussion on why dentists must develop unique, individual brands rather than relying solely on traditional marketing firms. Their conversation ranges from entrepreneurship and business pivots to artistry in cosmetic dentistry, insurance industry critiques, and intentional family values.

Key Discussion Points & Insights

1. The Problem with Traditional Dental Marketing

• Many dentists are sold the idea of marketing through agencies, but these firms often push the same generic branding for every practice.
• Dr. Hales:
  • “They’re just pushing the same brand for every dentist. It’s not unique at all, and it’s not actually building their own personalized brand.” (00:14, see also 07:01)

2. Personal Branding: Difference Maker for Dentists

• Personal branding allows professionals to showcase individuality, creating deeper connections with patients and unlocking business opportunities beyond localized advertising.
• Dr. Hales explains that influencers inspired his own approach:
  • “Why are influencers so successful? Why do people trust them? …It’s really their branding.” (03:13)
• Both Shalaby and Hales agree that going “all in” on personal branding is essential for success, even if results aren’t immediately obvious.
  • Shalaby: “Opportunities just knock all the time. And I feel like that’s what it’s doing for you…” (04:38)
  • Hales: “Going all in, just like you said, is one of the big aspects of what’s made you so successful at it. Right? Because most people don’t want to do that…” (05:02)

3. Building the Bow Tie Dentist Brand

• Hales’ inspiration was his grandfather’s lesson: “If you want to be the best, you look the best.” (01:03)
• His signature look and social presence now define his practice.
• The brand isn’t just about aesthetics; it’s about trust and relatability.
  • “Let them see who I am…and then build that within the profession of dentistry.” (03:58)

4. Creating a Personal Branding Course for Dentists

• Hales is launching an industry-first course to teach dentists personal branding.
• Dentists increasingly realize the importance: “Now you tell dentists ‘I’m launching this course’ they’re gonna be like ‘I’m buying that course because they need that course. Or else they’re gonna be extinct.’” (06:57)

5. Why Hales Chose (Cosmetic) Dentistry

• Despite family tradition in anesthesiology, he realized his real passion was working with people and using his hands.
  • “Dentistry was something where you’re working with your hands, you’re working with individuals, you’re creating relationships, and that was really important to me.” (08:38)

6. Cosmetic Dentistry & Artistry: Raising the Bar

• Not all dentists labeling themselves as “cosmetic” have meaningful training, which can harm patients and the field’s reputation.
  • “I see it as a problem…a ton of dentists now just doing cosmetic dentistry without…the right training…I have to go and fix all those problems…” (10:11)
• Artistry and attention to detail are critical to high-quality veneers.
• Hales collaborates directly with his lab for bespoke results:
  • “It’s not just a one block, one color thing. It’s actually layering, hand layering porcelain to get that depth and that reality…” (21:09)

7. Insurance: A Disservice to Cosmetic Patients

• Cosmetic dental procedures (veneers, smile makeovers) are not covered by insurance.
• Insurance reimbursement rates haven’t adjusted for inflation in decades, forcing some dentists to choose between quality and profit.
  • “Their coverage doesn’t even always include what an entire amount of treatment plan would be. Insurance companies…haven’t increased that amount. It’s been a thousand dollars for like 50 years…” (12:24)
• Many dentists must overbook and compromise on care, or go “out of network” to maintain quality.
  • “If you’re going to someone that’s…trying to pack, you know, 30, 40 fillings in a day…I wouldn’t want that on my mouth.” (14:07)

8. Improving the Patient Experience in Dentistry

• Hales is reimagining dental visits: Netflix, headphones, blankets, less painful technology.
  • “If we can eliminate sound and pain, well, how does that experience…change?” (17:12)

9. Mindset & Confidence: The Turning Point

• The shift from imposter syndrome to self-belief was transformative.
• Treating a celebrity patient (Madison LeCroy) was the catalyst:
  • “That was the first time I felt super confident in who I was as a dentist…as soon as I changed, that [my practice] really started booming…” (23:03)

10. COVID & Inflation in Dentistry

• Pandemic-driven shutdowns and supply chain issues multiplied material and staff costs.
  • “Our supplies went up 4x…at the time cost a dollar, are now close to like five, six dollars a piece…employee payments went up…” (25:44)

11. On Entrepreneurship, Partnerships, and Going Solo

• Hales had to leave a partnership to fully realize his brand vision, despite emotional and financial challenges.
• Importance of self-reflection and journaling in navigating these decisions.
  • “That’s one of the hardest decisions I ever had to make…me leaving that partnership was the best decision for myself.” (30:09, 31:24)

12. Family, Values, and Legacy

• Hales prioritizes intentional time with his wife and four children—travel, van life in New Zealand, and family values.
  • “We talked about our Hales values. What does it mean to be a Hales?…are these decisions you’re making are the Hales values?” (36:02)
• Both men discuss the challenges of parenting in affluent Orange County and striving to keep their kids grounded.

13. Morning Routines & Continuous Self-Improvement

• Hales journals, meditates, reads scripture, and works out—emphasizing systems and intentionality.
  • “Your morning routine is so important…I can’t tell you the last time that I missed the day of doing that.” (32:03–32:47)

14. Faith & Ultimate Purpose

• Hales’ motivation comes from his Christian faith and desire to serve.
  • “I hope God says, ‘Thy good and faithful servant’…I just hope in the end, he says to thy good and faithful servant, well done. I love you.” (40:25)

Notable Quotes & Memorable Moments

• On branding over marketing:
  • “What’s happening is these dentists aren’t actually creating a brand for themselves. They’re buying the marketing team’s brand…It’s not actually building their own personalized brand.” – Dr. Hales (00:15, 07:01)
• On doing things differently:
  • “I stopped looking at dental marketing…all the companies just suggested the same thing over and over again…to me, that wasn’t really the answer…” – Dr. Hales (02:41)
• On going all in:
  • “Most people don’t want to do that…they want to dip their toe in…And really, it’s not going to be successful.” – Dr. Hales (05:03)
• On the turning point:
  • “Today is going to be the first day of the rest of my life…that was the first time I felt super confident in who I was as a dentist…” – Dr. Hales (23:03)
• On parenting and legacy:
  • “We talked about our Hales values…these aren’t conversations that we get to have every day when school and sports are going on…but now we refer back to that…” – Dr. Hales (36:02)
• On faith and purpose:
  • “I hope God says, ‘Thy good and faithful servant…well done. I love you.’” – Dr. Hales (40:25)

Important Timestamps

• 00:00–01:00 — The problem with generic dental marketing
• 01:59 — The origin of the “bow tie” and standing out in dentistry
• 03:13 — Lessons from influencers: why personal branding works
• 06:34 — The (upcoming) personal branding course for dentists
• 11:35–14:36 — Deep dive: dental insurance limitations and the push for out-of-network care
• 16:24–17:44 — Reimagining the dentist’s office: technology and comfort
• 20:08–22:18 — “Artistry” in cosmetic dentistry and hands-on veneer design
• 23:03 — The mindset shift after treating “celebrity” patients
• 25:44 — COVID’s impact on dental material costs
• 30:09 — Going solo: the challenge of leaving a partnership
• 32:03–34:13 — Morning routine insights and journaling habits
• 35:04–37:06 — Family priorities: intentional travel and teaching values
• 40:25 — Faith, legacy, and what matters most

Resources & Contact

• Dr. Tyler Hales on Instagram: @DrTylerHales (42:04)
• Hales Aesthetic Practice Website: halesaesthetic.com

This episode is an inspiring resource for dental and medical professionals, entrepreneurs, and anyone interested in real-world branding, intentional leadership, and balancing business with personal growth and family. Dr. Hales’ journey—full of reinvention, risk, artistry, and faith—offers a blueprint for building a memorable, trusted brand in any professional arena.