SMarketing Lab is an international team, founded by three partners, driven by their passion for marketing and sales. Let me briefly introduce each of them.

Eugeniu Topolschi. His background makes him a true guru in digital marketing. He has over 17 years of experience in the digital space and has managed marketing budgets exceeding 7 million euros per account. For the past five years, he has focused exclusively on the medical sector, especially dental and aesthetic clinics.

Adrian Pana. He has more than 22 years of experience in building direct-sales companies - businesses that rely on cold sales, without any marketing support. He managed to take one of the largest phone-sales company in Europe to its peak. At one point, he was managing more than 200 professional salespeople, and has trained thousands of sales specialists over years.

Ion Botnaru. He brings more than 17 years of experience in omnichannel marketing. Former Marketing Director at Darwin, he then spent five years working in international corporations, including Philip Morris International. Between 2020 and 2025, he contributed to the growth of brands such as Viorica Cosmetic, Zbor.md, Azart, and was involved in launching the National Instant Payment Service from the National Bank of Moldova - MIA.

Eugeniu and Adrian have been working in the medical niche for five years already, with a strong focus on dentistry. Ion joined them in 2024, which is why this interview is structured as a conversation with all three.

SMarketing Lab… An unusual name - it immediately grabs attention.

SMarketing stands for Sales + Marketing. We’re not a marketing agency; we’re a marketing and sales laboratory with a clear specialization. We position ourselves as a team that develops businesses in the medical field, especially dental clinics - they represent about 90% of our current portfolio.

That sounds interesting. I’ve never seen such a narrow specialization. I suppose you can deliver tangibleresults. Do you have cases you can share?

Of course. One of our most impressive cases is a partner from Romania. We started working together from the very first day the clinic opened. Within six months, we helped them reach a record revenue of 1 million euros. Today, their clinic ranks in the top 10 nationwide in revenue and top 5 in profitability.

Another project is in Italy. The clinic increased its turnover by 1 million euros in just six months after starting to work with us - after three years of stagnation at the 4-million mark, the practice grew to a yearly revenue of 5+ million.

We also have a partner in Moldova who struggled to break the 20,000-euro monthly ceiling because he was using a classic medical business model. Six months after starting our collaboration, his business began to grow exponentially (x5 in revenue in the first year and on top of that, +89% in the second year).

And these examples are far from the only ones. All our projects grow faster and more sustainably versus others, because they get a clear growth vision and achieve in one year what usually takes other clinics at least five to seven years.

I’m sure everyone reading this is wondering - how do you manage to achieve results like that?

It’s not magic - it’s a system. Strategic marketing and sales system, powered by proven digital tactics on which we’ve managed over 7 million euros in the last five years, only in one account.

The key element is an integrated system that allows both us and the entrepreneur to track how much revenue is generated, depending on the budget available for investment in marketing. It’s a combination of strategies used by major international corporations and practices from direct sales, where every effort is directly tied to the revenue increase.

Here’s a simple example:

A dentist can perform 10 teeth cleanings per day at about 50 Eur each - that’s 500 Eur per day in revenue. But the net profit, with a margin of 10-20%, is only about 50-100 Eur per day. However, if the dentist takes one patient with a treatment costing 3,000-5,000 euros, the net profit instantly exceeds 1,000 euros per day.

The secret is to find the right niche - and become number one in it, in less than 1 year.

So you help dentists position themselves correctly?

We don’t just help with positioning. We help direct all efforts toward the areas that are most profitable for the business - to achieve maximum results, with minimal cost and effort.

And one more important point: a typical medical clinic does not have access to a highly specialized marketing team and a professional sales team like those in large corporations. We, however, provide exactly that - access to a team of at least five experts per each project, so the clinic can grow quickly, efficiently, and predictably.

Why did you choose such a niche as the medical field and dentistry?

Because we saw enormous growth potential in this niche - potential that remains largely untapped, mainly because medical clinics are usually run by doctors, not managers or economists.

Owners like these have both the need and the high capacity for growth, but they require support - in marketing, in converting potential patients, and especially in sales. This is what enables their business to scale.

Skilled specialists usually have solid experience behind them, and we build our team with exactly such people - professionals with many years of expertise. We invest mainly in our talent because our goal is to bring together the best marketing and sales professionals on the market.

So you are that very team?

Exactly. When we speak about 5+ specialists dedicated per each project, this includes a Media Buyer (Google and Facebook/Instagram advertising expert), a Copywriter with medical terminology experience, a web developer, a project manager, an account manager, and a Sales & CRM setup specialist.

We chose dentistry because it is a field where the results can be seen quickly: a clinic’s profit can increase tenfold in just one year. In other sectors, this takes years. While in dentistry, the impact comes fast - and we’ve proven this many times.

Describe the profile of your ideal client. It’s not every dental clinic, is it?

Our ideal partner is a clinic owner who is usually a specialist himself - a surgeon, orthodontist, or another expert. Surgery, orthodontics, and prosthetics offer the highest profitability. These specialists continuously invest in their education and training. It’s frustrating to focus only on dental cleanings when you’ve invested years and tens of thousands of euros into your professional development. Naturally, you want more - both professionally and financially.

I would rephrase it this way: you appeal to the surgeon, but work for the clinic?

Typically, we work with a clinic owned by a specialist, but the doctor remains at the center of our strategy. We strengthen the clinic’s brand by leveraging the personal brand of the specialists and most importantly of the founder behind it.

Do you have international experience?

Absolutely. We have more than 30 active projects, most of them in Romania. We also work in Italy, France, and the United Kingdom. This allows us to apply international best practices to projects in any country.

Alright, let’s say I’m a dentist and I’m interested. Where do we start?

The first step is a meeting - to get to know each other and understand one another. At this stage, we learn where the specialist, the clinic, and the brand currently stand in their development, as well as their goals and expectations.

We’ve met. What happens next?

The next step is to analyze everything that has been done so far: evaluate each element, highlight what was done well and what can be improved - from brand positioning, brand image and marketing funnel, to the breakdown into the stages of converting potential patients: from the first consultation to building relationships with existing patients.

At this stage, we also show the clinic owner real growth cases we’ve achieved with other clinics. We only use publicly available information (nothing confidential), so the owner can predict their own development, by looking at a colleague who followed the same path. Naturally, for this purpose we use cases from other countries.

And after the audit?

We create the Sales & Marketing strategy and an implementation plan. Then we launch the campaigns and monitor performance. Our goal is not just to “turn on ads,” but to ensure stable long-term growth for the clinic.

We do not provide fragmented services (like SEO, targeted ads, etc.). We provide all necessary support for growth and manage the entire process end-to-end - from marketing and sales to patient retention. That’s why we position ourselves as partners, not service providers. Our partners see real ROI and grow with confidence.

Sounds good. And when will I see results?
Usually, brand recognition appears in the second or third month - patients start choosing the head doctor and the clinic because they’ve already heard about them. By the fifth or sixth month, financial results also become visible. We strongly advise clients to avoid short-term discounts and instead build their reputation through building a loyal community that stays with the clinic and its doctors for many years.

In those countries where you operate, do you focus only on local patients or also on medical tourism?
We work across several directions:

1. Local - the city where the clinic is located + up to a 50 km radius
2. National - the entire territory of the country
3. Diaspora - citizens of the country living abroad
4. Medical tourism - from the European Union and other countries.
   The main condition is that the clinic must be able to serve patients from those countries in their language.

Which types of clinics have the highest growth potential?

We can work with general clinics, but we prefer surgery and implantology - these are our strongest areas, where we already have multiple cases. Orthodontics is also growing rapidly.

And for example, aesthetic dentistry is also a good niche. Right now is the perfect moment to take a leading position. If patients are satisfied and recommend the clinic, we help to strengthen the brand and build a predictable system: so it’s not “five patients today and none tomorrow.” We ensure a constant flow of exactly the services that bring the highest profit.

One more question: if you work only with dentists, how do you avoid competition between your clients?

We work strategically to eliminate internal competition. When launching new projects, we analyze the market and choose partners from different price segments: economy, mid-range, and premium. We also limit the number of clients in a single city or region, based on its population and potential.

It’s important to understand that any market has room for Mercedes, BMW, Audi, and Skoda. The customer chooses based on many factors. We help the brand highlight its strengths and find its audience. In the end, each person will choose the brand that aligns with their values, inspiring trust, and feeling familiar for them.

Let’s sum it up. You are the first digital team focused solely on one niche. Interesting. So what exactly does SMarketing Lab offer?

SMarketing Lab is a team focused on developing and rapidly scaling dental clinics, through proven digital marketing and direct sales strategies.

We deliver growth, ROI, and scaling not through promises, but through real cases from dozens of clinics that have accelerated their growth with us.

Our goal is not just to increase revenue - but to increase the owner’s actual profit. Because in the end, what matters is not only the clinic’s turnover, but the owner’s personal income and satisfaction - so they have the energy to keep helping patients become the best version of themselves, while their team also has a stable and enjoyable workplace.