Franchising is often celebrated for its proven systems, recognizable branding, and strong corporate support. However, the true competitive advantage often comes from the hidden heroes who work diligently behind the scenes, providing specialized expertise that franchisees rely on. Pestmaster’s own Mariah Baggio-Deibler, affectionately known as “Dr. Bugs,” exemplifies this invaluable yet often unsung role.
Mariah earned the charming nickname “Dr. Bugs” from a neighbor whose grandson initially struggled to pronounce her name. Initially called “Ms. Bugs,” the name evolved naturally into “Dr. Bugs” at Pestmaster, recognizing her Ph.D. credentials and expertise in entomology.
Mariah, Pestmaster’s technical director, is a dynamic figure whose passion for biology and insects dates back to her childhood in Brazil. Growing up on a farm, Mariah had early, memorable encounters with bugs, frequently seen holding a beetle or other creature in her tiny hand. Experiences that marked the beginning of her profound fascination with the insect world. From these humble beginnings, Mariah journeyed through rigorous academic pursuits. Invited by her professor, Sergio de Freitas she started her entomology studies, eventually earning a Master’s degree and a Ph.D. focused on agricultural entomology
Journey to Expertise
Mariah’s path wasn’t linear. After her Master’s, understanding the competitive landscape of academia and industry, she strategically positioned herself by gaining practical industry experience first. She worked hands-on as a biologist managing pest control operations, identifying pest species, and consulting with clients to implement effective treatments. Her Ph.D. research focused on an innovative and sustainable method of pest control. One unique example she shared was using fungus to combat cockroaches in sewage systems, achieving outcomes comparable to synthetic pesticides. Part of her doctoral studies was conducted at the University of Florida (Urban Entomology Laboratory), which is considered one of the best entomology universities in the world.
A pivotal career moment was Mariah’s move to the United States, where she joined Truly Nolen International, and subsequently, Pestmaster. Her hiring at Pestmaster marked a turning point; within weeks of connecting with the brand leaders, she was onboarded to the Franchisor team and with it brought a fresh, innovative mindset to a thriving franchise operation.
Dr. Bugs: Bringing Tangible Value
Mariah’s role at Pestmaster isn’t just academic; it’s practical and impactful. Her daily activities range from fielding urgent calls from franchisees grappling with unidentified insects to designing advanced training programs. When she joined Pestmaster, they already had a solid foundation of training materials, but the team recognized an opportunity to elevate their educational resources by incorporating more detailed industry insights and extensive training.
Today, thanks to her dedicated efforts, franchisees benefit from comprehensive onboarding, featuring nine hours of essential recorded content and intensive, hands-on sessions at the corporate headquarters in Reno, Nevada.
Mariah’s expertise directly translates into franchise success. In one notable instance, her deep research and collaboration with suppliers and a university professor enabled a franchisee to effectively treat a complex 700-acre invasive species infestation in Utah, navigating mountain lions and challenging terrain in the process. Her targeted approach ensured the job was possible.
Real-World Impact
Other impactful examples include developing a customized protocol that significantly reduced callbacks for German cockroach infestations, combining innovative non-chemical and chemical treatments. By reducing callbacks, franchisees manage labor more efficiently, increase their earnings, and significantly enhance customer satisfaction and ratings. This translates into benefits that compound over time, resulting in greater customer retention and business growth.
Another franchisee successfully addressed a gypsy moth problem by implementing a protocol that Mariah discovered through rigorous research from publications in Connecticut, ultimately resolving an issue that had previously defied solutions.
Mariah is also collaborating closely with an equipment manufacturer to explore non-chemical treatments for pests such as fire ants and stinging insects, potentially revolutionizing how franchisees approach these common yet challenging infestations. Her hands-on involvement and ability to connect solutions across diverse scenarios exemplify her unique value within the Pestmaster network.
“I connect well with people; I bug people,” she jokes, highlighting her approachable personality, which helps her effectively bridge complex scientific solutions to real-world pest control challenges.
A Holistic and Future-Ready Approach
Mariah’s holistic methodology significantly impacts how Pestmaster approaches pest control. Rather than simply reacting, she emphasizes proactive pest prevention strategies. “We are pest prevention specialists, not just pest control,” Dr. Bugs stresses. She meticulously selects products that minimize environmental impact and ensure safety for children and pets, reflecting her personal commitment as a mother and asthmatic.
Under her leadership, Pestmaster embraces a forward-thinking vision. Mariah actively integrates as much as possible and stays on top of the latest technologies such as artificial intelligence for pest monitoring, drone applications for precise treatment, and innovative biological solutions like fungi and beneficial bacteria to reduce reliance on synthetic chemicals.
Her awareness of international trends also positions Pestmaster ahead of industry shifts. Regularly attending international conferences, Mariah tracks regulatory changes, emerging pests, and cutting-edge technologies globally. Mariah’s forward-looking approach doesn’t end there. She shared other innovations of tomorrow that could be the next-generation pest control solutions. She enthusiastically discusses possibilities like radar systems to detect subterranean pests, AI-enabled traps for precise pest identification, and even robotic lawn systems developed by Ol Dominion University to combat ticks.
This insight has proven invaluable, keeping Pestmaster prepared to adapt to future market changes, from increased regulations to new invasive species threats.
Competitive Edge Through Knowledge
What sets Pestmaster apart is precisely this: Mariah’s ready availability and depth of expertise, serving as a direct lifeline to franchisees. “I’m one text away, one call away,” she says, emphasizing her commitment to accessible support. This is no small benefit, considering many franchise systems lack an in-house expert, forcing franchisees to navigate complex pest issues independently or through impersonal third-party support.
One franchisee recently asked Mariah about consulting privately, underscoring how unusual it is for franchisees to have immediate access to such deep expertise. Mariah’s response encapsulates Pestmaster’s supportive culture: “You already have me. Just call!” This direct relationship reduces response times, cuts overhead, and ultimately boosts franchisee success.
When you invest in a franchise system that has in-house experts in some way you are investing in a fractional team that has decades of experience in the very business you are starting in your local community. The value Dr. Bugs and bespoke experts within individual fields provide is game-changing. It’s giving a competitive advantage in both the sales cycle to consumers and the results that come from executing an effective process.
Imagine being a franchise owner of a pest prevention franchise and telling a prospective client that you have an effective solution to address their challenge. There, however, is one unique variable that you will consult with the in-house entomologist about to tweak the treatment. That is powerful and a huge differentiator in the market.
The Unmatched Franchise Advantage
The existence of dedicated experts within franchise brands like Pestmaster significantly elevates the entire franchise network. It transforms franchise operations from merely replicating established systems to dynamically evolving enterprises that proactively embrace innovation and strategic problem-solving.
Pestmaster franchisees don’t just gain a business; they secure ongoing access to cutting-edge scientific insights, highly personalized support, and a dedicated expert who genuinely cares about their success. As franchising continues to evolve, professionals like Dr. Bugs underscore the undeniable competitive edge that specialized in-house expertise can provide. This illustrates that behind every great franchise brand are talented people driving remarkable value.
