Scaling 100 tests a year across 1,100 dentist owned offices at Aspen Dental
Blog post from GrowthBook
Arie Polycarpou, Senior Manager of Test and Learn at Aspen Dental, describes building experimentation programs across Kohl’s, Marriott, Total Wine, and Aspen Dental by establishing data connections, testing processes, and dedicated teams. At Aspen Dental, where roughly 1,100 independently owned offices share one website, experimentation must assess not only appointment bookings but also downstream patient value, office quality, show rates, and return value, since directing demand to different locations can produce materially different business outcomes. Polycarpou views an approximately 25% win rate as a sign of a mature program, arguing that early high win rates often reflect easy opportunities while more advanced programs test harder, less certain ideas. He also advocates conservative reporting of annualized test value through “haircuts” that account for fading novelty, overlapping changes, limited test duration, and statistical uncertainty rather than simply adding measured lifts together. Aspen Dental’s developing program aims to increase testing volume, personalize experiences by office and service line, and cautiously adopt AI tools to support analysis and test development while retaining engineering oversight and methodological rigor.
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