Behind every growing practice partnered with MB2 is a thoughtful, intentional marketing strategy. And behind that strategy is a team that understands both the business and the heart of dentistry.
We sat down with Ann Challis, MB2’s Executive Vice President of Marketing, to talk about her journey, leadership philosophy, and where she sees the biggest opportunities for growth today.
After 11 years serving as a Medical Service Officer in the U.S. Army Reserve, Ann developed a leadership style grounded in discipline, accountability, and trust. Today, she brings that same mindset to MB2—building high performing teams, supporting doctor partners, and helping practices grow in a sustainable, meaningful way.
What brought you to MB2?
Dentistry has always been a part of my foundation. When I was young, my dad ran his practice out of our home, and my mom worked alongside him, so I was naturally exposed to the environment and the relationships that come with patient care. There are a few dentists in my family, so I’ve always had that connection to the profession.
I spent a majority of my career leading financial services marketing teams, where I developed a strong background in performance marketing and data-driven decision making. I later had the opportunity to serve in a CMO role, where I worked closely with Mark Colby, now Chief Capital Markets Officer at MB2, and that eventually led to conversations with Jeff Cellucci, Chief Operating Officer at MB2, around marketing ideas and opportunities at MB2.
What stood out to me was the ability to bring a different perspective and make a meaningful impact, helping doctors grow their practices while staying focused on what matters most to them. That combination is what ultimately drew me to MB2.
What do you look for when building a strong marketing team?
When building a high-performing marketing organization, there are a few core things I prioritize.
First is diversity of thought. The best ideas come from teams that are willing to challenge assumptions and bring different perspectives to the table.
Second is intellectual curiosity. Marketing and AI are evolving quickly, and the ability to continuously learn, ask questions, and adapt is critical.
Third is ownership. I look for people who take accountability for outcomes, not just execution, and who are genuinely invested in the success of the team and the practices we support.
When you have those elements in place, and a bit of passion, you build a team that is not only effective, but also resilient and scalable.
How is MB2’s approach to marketing different?
At MB2, we take a long-term, value driven approach to marketing.
At the core, we’re focused on making dentistry better for both doctors and patients. That principle guides how we think about growth. It’s not the starting point; it’s the result of doing the right things consistently.
Our focus is on building strong operational and patient experience foundations so that practices perform at a high level over time. When that happens, everything else follows. Doctors do their best work. Patients receive better care. And naturally, the practice grows.
A lot of dental groups are built around short-term goals. We’re here for the long haul. That changes how we approach everything.
What marketing trends should doctors be paying attention to right now?
One of the biggest opportunities right now is improving conversion.
Many practices are doing a great job generating demand, but too many potential patients are lost due to missed calls, delayed responses, or friction in the scheduling process.
Technology can play a meaningful role here—whether it’s online scheduling, text-to-book capabilities, or AI-supported front desk systems that help ensure patients don’t fall through the cracks.
When those systems are working effectively, teams can focus more on delivering a great in-office experience. That’s what drives retention, referrals, and long-term growth.
There’s a lot of conversation around AI right now, but the key is being intentional. Understand what actually improves the patient experience and operational efficiency, and what doesn’t.
How would you describe your leadership style?
My leadership philosophy is rooted in empowering people to do their best work while holding a high standard for accountability.
I believe great teams thrive when they have clarity of purpose, the right resources, and the trust to take ownership. My role is to create that environment, then step back and allow people the space to think independently, contribute ideas, and solve problems in their own way.
There’s rarely a single path to the right outcome, and some of the best ideas come from giving people the confidence to challenge assumptions and approach things differently.
At the same time, accountability is what turns ideas into results. Strong teams are built on trust—and trust is earned by consistently showing up, following through, and delivering on what we commit to.
What’s one piece of leadership advice you’d give?
Own your choices.
Make the best decisions you can with the information you have and take full ownership of the outcomes. Growth doesn’t come from getting everything right; it comes from being accountable for what happens next.
Own your role, your development, and the direction of your career. When people take that level of ownership, they show up differently. They’re more engaged, more thoughtful, and more invested in the results they create.
Leadership is about creating the conditions where people feel empowered to take ownership and having the confidence to trust them to exceed expectations.
What is your favorite part about working with MB2 doctor partners?
What stands out most is their passion for what they do and their openness to collaboration.
Our doctor partners are experts clinically, but they’re also incredibly engaged on the business side. They ask thoughtful questions, they’re open to new ideas, and they genuinely want to grow.
That creates a true partnership. It’s not one-sided—we’re working together to identify opportunities and build successful practices together over time.
What’s your favorite MB2 memory so far?
The Owners Retreat in Lake Tahoe was my first real immersion into MB2, and it was where I truly experienced the culture firsthand.
What stood out was the level of connection between doctors, leadership, and teams. There was a genuine sense of community that you don’t always see.
There was even a themed “space” event where everyone dressed up, which could have felt outside of people’s comfort zones—but instead, it brought everyone together. People relaxed, had fun, and connected in a real way.
It was a great reflection of what makes MB2 unique.
Final Thoughts
I truly believe in what we’re building at MB2 and the path we’re on. There’s something special about being part of an organization that’s so committed to supporting doctors and the dental profession.
I’m incredibly grateful for the opportunity to lead such a talented, dedicated team and to work alongside world-class doctors who are passionate about what they do.
What we’re building together matters and I’m excited for everything that’s still ahead.
Want to Hear More from Ann?
This Q&A only scratches the surface. In her episode of MB2 Underground, Ann sits down with Joe Fox, MB2 Underground host, and Sid Gaulee, MB2’s Director of Digital Marketing and Media, to discuss the foundations of dental marketing, building strategies around practice goals, improving patient flow and conversion, and how tools like AI, online scheduling, reviews, websites, and social media are shaping the future of practice growth.
Watch the full episode below.
