C-Suite

Authentic Leadership

03/06/2025

7 min. to read

How Truth and Trust Drive Organizational Success

By Dr. Greg White
CEO, PepperPointe Partnerships

Speaking the truth is not always easy, yet embracing the truth fully can lead to unexpected and extraordinary adventures. While the outcome may be uncertain, letting go of the need to control outcomes allows for the opportunity to experience life’s greatest adventures in full form.

This principle of embracing truth, letting go of the desire for predictable outcomes, and trusting the process has, in many ways, shaped my approach to business. Whether consciously or not, I have adopted this ethos as a cornerstone of my leadership philosophy: tell the truth, trust in the adventure, and have faith that everything will work out as it should.

For me, this goes beyond mere optimism. It is a belief in the power of transparency and authenticity to guide organizations toward meaningful progress. When applied to leadership, the practice of telling the truth and embracing the unknown can radically transform the trajectory of a company while simultaneously empowering and retaining the right people on the team.

The Foundation of Organizational Culture: The People

Before delving into the transformative power of truth in leadership, let’s first recognize where organizational culture begins — within the people themselves. It is an obvious truth, yet it deserves constant reaffirmation. The individuals who make up a team are the heartbeat of the organization’s culture. They are the architects of its development, the stewards of its maintenance, and the ones who bring the ethos of the company to life daily. They all have one thing in common: they share core values!

No amount of strategy or planning can replace the need for the right people in the right roles. Cultivating a culture that is not only aligned with the company’s purpose but also fosters collaboration, trust, and innovation is a direct result of the individuals who embody those values and principles.

The Continuity of Culture: Shared Purpose

At its core, organizational culture is not defined by what you do, it is defined by who you are as an organization. Understanding this distinction is crucial to building a resilient culture. The question you must ask is not just, “What products or services do we offer?” but also, “What does our organization stand for?” and, “How does what we stand for resonate with our customers?”

This clarity of purpose needs to be communicated clearly and consistently with team members. It is a leader’s responsibility to be transparent about where the company currently stands and where it is headed. Without this clarity, the absence of a clear direction breeds anxiety and confusion among teams. When people do not understand the destination or how to get there, progress stalls.

While your core values and the essence of an organization’s purpose should remain unchanged, the specific goals and strategies adapted to achieve them must evolve. The marketplace, technologies, and societal needs will always shift, and companies risk stagnation by failing to adapt. A testament to a successful leader is one that is flexible, willing to pivot when necessary, and open to refining strategies to continue pushing the organization forward.

Trust: The Bedrock of Momentum

Trust, in my experience, is not something that can be demanded — it is something that must be earned, day by day, through consistency, honesty, transparency, and reliability. It is the foundation upon which all productive and meaningful relationships are built.

When trust is established within a team, it creates an energy that propels everyone toward achieving shared goals. People are more likely to invest time, effort, and passion into something they believe in and trust. This trust fuels momentum, turning ambitious goals into tangible accomplishments. But for trust to flourish, leaders must demonstrate a consistent commitment to doing the right thing — especially in times of uncertainty or difficulty.

Tips for Building Trust

→ Communicate transparently.
→ Act consistently.
→ Do what you say.
→ Foster collaboration and relationships.
→ Acknowledge contributions.
→ Provide timely and constructive feedback.

The Path to Innovation: Structure and Flexibility

Innovation thrives in environments where ideas can be freely shared and explored, but ideas alone are not enough. To transform an idea into a breakthrough product, service, or process, it must be integrated into a well-defined structure that enables its practical implementation.

The true challenge lies in the intersection of creativity and efficiency: structuring innovation so that it is both inspiring and achievable. While the possibilities are endless, it is essential to focus on ideas that are not only compelling but also realistic.
Ideas that inspire action and are within the realm of possibility. This is where a team’s creativity and technical acumen come into play. By establishing a system that can produce, refine, and implement those ideas, leaders build a culture of innovation that has the potential to change the trajectory of the entire organization.

Moreover, maintaining flexibility and clarity are the keys to sustaining innovation. The business world is constantly evolving, and staying
attuned to industry trends, customer feedback, and technological advancements is crucial for adapting and evolving ideas.

A Culture of Accountability and Adaptability

Accountability is a central tenet of a high-performing team. It begins with leaders who hold themselves accountable first, leading by example in every decision, choice, and action. Once leaders demonstrate this commitment, they can foster a culture where team members feel empowered to hold themselves and each other accountable as well. This isn’t about enforcing rules but instead about creating a shared sense of responsibility for success. If done well, leaders manage the process, not people.

Accountability and adaptability are especially critical in industries that are prone to disruption and rapid change. In such environments, sticking to old strategies simply because they were once effective is a recipe for failure. Instead, leaders must be willing to adapt, shift strategies, and reassess goals in response to external changes.

Being flexible doesn’t mean abandoning principles. Sometimes, it means being willing to evolve tactics and find new ways of achieving the same long-term vision. In fact, innovation often stems from the willingness to take risks, experiment with new ideas, and continuously adapt.

Building a Strong Team: The BHAGs

At the heart of any thriving organization is a team that is united by a bold, shared vision. This vision, often articulated through Big Hairy Audacious Goals (BHAGs), provides a compelling sense of direction and purpose. These goals should be ambitious, challenging, and inspiring — just enough to motivate a team to push boundaries and dream big.

When building a team, look for individuals who are not only seeking a paycheck but also deeply invested in the company’s mission and vision. Seek out individuals who are passionate about making a tangible difference, who believe in the core values that guide the organization, and who are committed to the shared journey toward achieving BHAGs.

Building a team like this requires cultivating an environment where each individual feels valued, supported, and empowered to contribute their best work. Whether through pilot programs, ongoing professional development, or fostering a spirit of collaboration, leaders must ensure that they are investing in the growth and well-being of their team, which will further their attachment to not only the company, but its mission.

Conclusion: Lead Through Truth and Trust

To lead effectively, leaders must embrace the truth — both the successes and the failures — and trust that it will guide teams through the unknown. Leadership is not about controlling the outcome but empowering the team to navigate the journey together. By building a culture of trust, accountability, and innovation, and by maintaining a deep commitment to an organization’s core values and purpose, leaders can set companies on a path toward sustainable growth and success.

In the end, when you lead with authenticity and a shared sense of purpose, teams will not only follow, but you will also inspire them to embark on the greatest adventure of their careers. And together, there is no limit to what can be achieved.

Dr. Greg White

Dr. Greg White serves as the president and CEO of PepperPointe Partnerships, and is one of the founding partners of White, Greer and Maggard Orthodontics (WGM). WGM formed in 1991, and is currently par of one of the largest, privately-owned pediatric and orthodontic group practices in the country. Prior to leading PepperPointe’s significant growth, he actively practiced orthodontics for more than 25 years.

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Leaders

The Ripple Effect

03/06/2025

6 min. to read

Dr. Michael A. Pikos did not set out to change lives or even to be an oral surgeon. Yet, driven by an innate desire to make a difference, his journey has grown into an enduring legacy that spans decades, geographies, and generations of dental professionals.

To fully appreciate today’s impact, let’s rewind to 1990 when Dr. Pikos was a practicing Oral Maxillofacial Surgeon who welcomed eight clinicians into the second floor of his practice in Palm Harbor, Florida. Armed with two projectors and a passion to share his knowledge, Dr. Pikos began teaching others the intricacies of bone grafting and implant dentistry.

Over three decades later, what is now known as the Pikos Institute has grown into a hub for dental professionals worldwide focusing on surgical implant and cosmetic dentistry CE courses, with attendees from all 50 states and over 65 countries. At the heart of his story is the remarkable success of the Pikos Institute and the lives he has transformed along the way.

“Honesty and integrity have been my guiding values,” Dr. Pikos shares. “I’ve always believed in showing the good, the bad, and the ugly. I share complications as openly as successes. That transparency builds trust and credibility.”

Over the years, Dr. Pikos has fostered relationships that embody such qualities. He has also mentored more than a hundred promising dentists and has taught more than 6,500 students through the Pikos Institute.

One connection in particular stands out: Dr. Jennifer Doobrow, a nationally recognized periodontist and educator.

Many years ago, Dr. Pikos and Dr. Doobrow met unassumingly at a quaint BioHorizons dinner. Dr. Doobrow, a young periodontist, was placed across the table from Dr. Pikos, a recognized leader in the field with a stellar clinical reputation that she had admired from afar. They connected immediately. For Dr. Pikos, it was Dr. Doobrow’s enthusiasm and passion; for Dr. Doobrow, it was Dr. Pikos’s kindness and curiosity.

Dr. Doobrow’s father, a practicing periodontist and her biggest cheerleader, passed away suddenly during her surgical residency. So, when she met Dr. Pikos, she was still grappling with the unimaginable loss of her father — her role model and trusted mentor.

“I was thrust into managing two periodontal practices while finishing my residency. It was like being thrown into the deep end without knowing how to swim,” Dr. Doobrow recalls.

The two remained in touch, and Dr. Pikos soon became a mentor to Dr. Doobrow. Dr. Pikos’ support helped fill an irreplaceable void left by her father, offering not just practical advice on how to run a practice, but the emotional support needed to navigate the weight of the responsibility.

“When my dad passed, there were so many people who lifted me up. But Dr. Pikos — he carried me,” she shares.

Dr. Pikos’ ability to see not only Dr. Doobrow’s potential but also the struggles she faced made his mentorship so transformative.

“I saw resilience and a deep well of strength in Jennifer. She faced challenges that would break most people, yet she emerged with grace and determination. She reminded me of why I started teaching in the first place,” Dr. Pikos shares.

“The first thing he told me was, ‘Family always comes first.’ That advice shaped how I approach everything — from balancing my roles as a mom and a clinician to how I lead and teach others today,” Dr. Doobrow adds.

Today, Dr. Doobrow carries forward the values instilled in her by both her late father and Dr. Pikos. She has continued her father’s legacy by running his practice while creating her own.

In addition to her practice and to teaching, Dr. Doobrow is also a leader. As the Immediate Past President of the Southern Academy of Periodontology, she is now President-Elect of the Alabama Dental Assocation. She also serves on the Board of Trustees for the American Academy of Periodontology and chairs BioHorizons’ “WISE” initiative (Women in Implantology Supporting and Empowering).

Her commitment to excellence in each of these roles reflects a deep connection she feels to her roots and the responsibility she carries to inspire others in her profession.

“There isn’t a week that goes by where I don’t see a patient my dad treated. It’s a reminder of the impact we can have — not just in our patients’ lives but in our communities,” she says.

One of the qualities Dr. Pikos admires most about Dr. Doobrow is her ability to connect with others.

“She has this incredible ability to lead with authenticity and compassion. That’s invaluable in our field,” Dr. Pikos adds.

For Dr. Doobrow, these qualities are rooted in gratitude.

“When my dad passed, I told everyone who offered to help that I was a sponge. I soaked up everything. I’ve been carried on the shoulders of giants. Now, I try to pay that forward by extending it to others — offering guidance, mentorship, and support,” Dr. Doobrow shares.

The Pikos Institute itself has evolved to reflect these values. What began as a modest gathering of doctors in a small practice and has grown into an internationally recognized premier provider for oral surgery and implantology focused continuing education institution. Dr. Pikos emphasizes that clinicians are trained in implant surgical technical skills and guided in how to think critically and navigate complex cases confidently. With a strong focus on mentorship, it’s become a unique hub for professional development.

“We demystify implant dentistry. It’s not just about techniques — it’s about fostering a deeper understanding and creating a culture of excellence,” Dr. Pikos shares.

Along with the growth of the Pikos Institute, Dr. Doobrow’s role has also grown. From her early days as one of its first faculty members to her current position as a key leader, she has worked tirelessly to uphold and expand Dr. Pikos’ vision. Her contributions have helped the institute remain at the forefront of dental implant education, particularly in its efforts to elevate women in the field.

“Dr. Pikos has always believed in celebrating everyone. He’s created a space where professionals from all backgrounds feel welcomed and empowered to learn and grow,” Jennifer remarks.

Both Dr. Pikos and Dr. Doobrow agree that the true measure of success lies in their impact on others.

“When you teach one clinician, you’re impacting thousands of patients. As I reflect on the legacy I hope to create, the real reward is knowing that what we’re building here will outlast us,” shares Dr. Pikos.

Dr. Doobrow echoes this sentiment, adding her own perspective shaped by her personal life and professional achievements.

“My dad’s legacy lives on through the patients he treated and through me. And now, through my own work as a clinician, educator, and leader, I am creating my own legacy. At the end of the day, it’s about more than just dentistry — it’s about relationships, resilience, and the courage to keep learning and growing.”

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AI Insights
from Planet DDS

10/17/2024

5 min. to read

Artificial intelligence (AI) has undeniably surged into nearly every industry, and dentistry is no exception. What was once the realm of science fiction is now a practical reality transforming how we work. We spoke with Beth Gaddis, Editor in Chief at Planet DDS, to get her unique take on how AI is being used in dentistry followed by a real-world case study showcasing how AI services from Planet DDS can have an impact on your practice.

Beth Gaddis

Editor in Chief, Planet DDS

What do you see as the top applications of AI in dentistry today? Two years from now?
“There are so many exciting AI applications available in dentistry right now, including AI-generated annotations for X-rays, which help doctors diagnose and help patients better visualize where they have cavities, abscesses, and bone loss. Planet DDS, for example, embeds AI into its X-ray software, Apteryx. The annotated X-rays can then be accessed from within the Denticon practice management system and attached to claims as supporting documentation. DentalXChange, which is fully integrated in several practice management systems, including Denticon and Cloud 9, uses artificial intelligence to confirm patient benefit eligibility, which reduces the need for time-consuming phone calls. AI can also help save time with patient communications. Denticon incorporates generative AI technology in patient emails, giving end-users the ability to generate unique images and messaging. New AI innovations include large language models (LLM). Many people are familiar with ChatGPT and other LLM products. In dentistry, authorized team members will be able to type in a request for data such as the number of crowns that have been treatment planned versus completed, including the corresponding revenue, and the practice management system will use natural language processing, structured data sets, and semantic data models to generate accurate results.”

What are the biggest benefits to AI in dentistry that too many are missing out on?
“AI technology increases efficiency, standardization, quality control, and job satisfaction. For example, AI can help introduce objectivity when it comes to diagnosing the presence of periodontal disease. AI automates the measurement of mesial and distal bone levels from the CEJ to the crest of bone, eliminating subjectivity in diagnosis. The findings help to validate the need for additional procedures such scaling and root planning and ensure team members are aligned.

What is the next big thing coming as it relates to AI?
“The future will move beyond simply analyzing data. Imagine AI-powered systems that not only flag potential issues but also suggest treatment options for the provider to consider, predict patient acceptance rates, and optimize scheduling and resource management based on real-time data. For example, connecting medical and dental databases would allow doctors to predict more accurately who might be at high risk of diabetes or heart disease based on the presence of periodontal disease. AI algorithms would analyze behavioral data, procedure data, and financial data such as the cost of services and whether the patient has pre-approved financing, and then predict the likelihood the patient will show up for their appointment. Planet DDS is developing computer vision models to read unstructured data such as insurance cards and clinical progress notes. Predictive analytics will make revenue cycle management so much easier, because AI will help predict which claims will get paid and which may get rejected.”

How should practices evaluate which AI services/providers are best for them?
“First, identify what you want the AI solution to accomplish. How will you measure if it’s meeting your needs? Is it saving you time? Saving you money? Generating additional revenue? Elevating patient care? Reducing stress or staff turnover? Then, ask the company for examples of how it’s helped other dental groups your size. They should be able to provide customer testimonials, case studies, and other resources.”

What are the biggest challenges for AI solution providers? What are you doing about it?
“One of the biggest challenges for AI solution providers in the dental industry is proving a clear return on investment (ROI) for practices. AI can be a significant investment, and dental professionals need to see tangible benefits in terms of efficiency, patient outcomes, and financial performance. At Planet DDS, we’re addressing this challenge by focusing on how AI can deliver measurable ROI through our DentalOS platform. It is designed to optimize the integration of AI into practice workflows, ensuring that AI-driven tools enhance productivity, reduce operational costs, and improve clinical accuracy. With this platform, we can provide one source of truth for the data via the practice management system. Typically, companies have to spend significant amounts of money and resources to ‘clean’ the data and prepare it for importing. We remove that obstacle.”

Case Study

CaliDental

Situation:
CaliDental, a multi-location DSO with nine offices, sought to provide consistent patient care and experience across all locations. Prior to adopting AI in 2023, the group had transitioned from a server-based practice management and imaging solution to a cloud-based platform, which was better suited for managing patient information centrally. This move was essential to delivering efficient, high-quality care, and adopting AI became the logical next step.

Task and Approach:
To standardize X-ray analysis and support treatment planning, CaliDental implemented the Apteryx AI imaging solution.

Results:
This technology led to a 10% increase in production, boosted confidence among younger doctors, and enhanced both patient care and satisfaction. It also contributed to greater job satisfaction among the team.

The introduction of AI-annotated images has also been positively received by CaliDental’s patients, shared Randa Seif, COO of CaliDental. AI demystifies X-rays, allowing patients to better understand what’s happening in their mouth and see how the issues can be addressed early. “Patients are seeing something they’ve never seen before—they can see that there’s an area on the X-ray that has a cavity and needs attention. Ultimately, they feel more confident in accepting treatment”

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Insights from an AI Pioneer

10/17/2024

6 min. to read

Artificial intelligence (AI) has emerged as a pivotal force across industries, and dentistry is no exception. As AI tools continue to mature, their practical application is transforming patient care, operational workflows, and overall practice management. To understand the true impact of this transformation, we turn to Srivatsan Laxman, a leading AI subject matter expert whose company has implemented groundbreaking AI technologies in dental care. In this article, we get his insight, as well as a real-world case study showcasing how AI can revolutionize the dental field when used thoughtfully and strategically.

Srivatsan Laxman

CEO, TrueLark

What do you see as the top applications of AI in dentistry today? Two years from now?
“Today: AI-powered dental image analysis, pathology detection and clinical decision support. AI-powered patient communication such as automated chat and SMS text-based patient support and lead conversion. In two years from now, it will be automated voice receptionists at the dental office that can handle both inbound and outbound communication tasks and full life cycle marketing automation including identifying targets, content development, and lead engagement and conversion. I also see actionable practice analytics over diverse data sources such as patient records, communications logs and imaging data.”

What are the biggest benefits to AI in dentistry that too many are missing out on?
“A reduction in labor costs. With the persistent labor shortages in the dental industry, finding and retaining qualified staff has become increasingly challenging and expensive. AI automates a high percentage of routine tasks, allowing practices to operate with fewer employees while maintaining or even improving service quality. This not only cuts costs but also allows staff to focus on more complex tasks, enhancing overall productivity. Patients today expect round-the-clock access to appointment booking and communication. With AI, practices can offer after-hours service without the need for additional staffing. AI provides actionable insights that help optimize operations, refine patient interactions, and ultimately improve retention, making AI a powerful tool for both patient experience and practice growth.”

What is the next big thing coming as it relates to AI?
“Multi-modal AI refers to AI systems that can process and integrate different types of input—such as text, voice, images, and data—into a unified experience. In a dental practice, this could mean an AI system that analyzes imaging, clinical data, and patient records simultaneously to provide more accurate diagnoses or treatment plans. Multi-agent AI takes it a step further by enabling different AI systems to collaborate on various tasks. One AI agent might focus on clinical decision-making, while another handles administrative tasks like inventory management or billing. These agents can communicate and share data, creating an integrated system that streamlines both operational and clinical workflows. This level of coordination can significantly enhance efficiency and improve overall patient care in ways that isolated AI tools cannot. As these multi-modal and multi-agent systems continue to evolve, they will open up new possibilities for dental practices, enabling smarter decision-making, better resource management, and more personalized care throughout the entire patient journey.”

Should smaller practices be pursuing AI any differently than larger group practices?
“Both small and large practices can benefit from AI, but the implementation approach may differ based on the practice’s size and complexity. Smaller practices typically have fewer systems to integrate, so they can quickly adopt AI to automate tasks like appointment scheduling and patient communications without much difficulty. This allows them to streamline operations and focus more on patient care. For large multi-practice organizations that operate call centers, AI can also enhance efficiency by handling a significant volume of routine calls and booking requests, freeing up staff to focus on more complex issues. Whether for a single practice or a large DSO, the key is to leverage AI’s flexibility and scalability to meet specific operational needs, ensuring consistent and efficient patient care across all locations.”

How should practices evaluate which AI services/providers are best for them?
“When evaluating AI services and providers, it’s crucial to look beyond the surface features and ask the right questions to ensure you’re choosing a solution that truly meets your needs. First, consider what problems you are trying to solve. Next, consider how the AI solution integrates with your existing practice management systems. A robust AI platform will seamlessly connect with your current tech stack, ensuring smooth operations without disrupting your workflow. Cost is another important factor. Be sure to evaluate not just the initial implementation cost, but also the ongoing expenses. The provider’s reputation and experience in the dental industry are also key. Look for a provider with a proven track record and deep industry knowledge. Finally, ensure that the provider offers ongoing support and training.”

What are the biggest challenges for AI solution providers?
“First, integration with existing dental software. Dental practices often use a variety of practice management systems (PMS) and messaging platforms, and seamless integration is crucial for the effective use of AI. TrueLark is deeply integrated with a wide range of PMS and messaging software, allowing our AI solution to work smoothly within a practice’s existing tech environment. We are also continually adding new integrations and are committed to maintaining an open developer environment to ensure our solution can adapt to the evolving needs of dental practices. Second, user adoption. User adoption is another significant challenge. Many dental professionals are still hesitant about using AI, especially when it comes to patient communications. To address this, TrueLark focuses on educating both front desk teams and executives about the benefits of AI and provides comprehensive training to help them understand how the technology can enhance their workflows.”

Case Study

SGA Dental Partners

Situation:
SGA Dental Partners faced challenges with missed
calls and lost leads, hindering their ability to efficiently manage patient communication, maximize revenue and scale quickly.

Task and Approach:
To address these challenges, SGA Dental Partners added TrueLark’s AI-powered patient communication solution. The platform answers 100% of patient calls and webchat inquiries, resolving the majority without requiring staff intervention. Patients can book, reschedule, cancel and get answers to questions while engaging in remarkably human-like conversations with TrueLark’s patented artificial intelligence. The solution integrates with PMS and messaging systems, keeping scheduling calendars updated in real-time.

Results:

Increased appointments: To date, SGA Dental Partners has booked over 13.4K appointments through TrueLark.
Improved efficiency: TrueLark has automated 106K conversations, with 62% requiring no staff intervention.
New patients: Within the first four months, SGA Dental Partners added over 900 new patients via TrueLark.

In today’s competitive market, effective patient communication and 24/7 self-service booking are essential for DSOs to thrive. TrueLark sets the gold standard in AI-driven patient communication, offering end-to-end call management and unparalleled automation. With the platform’s ability to enhance efficiency, reduce costs, and elevate patient satisfaction, DSOs can streamline their operations while improving the overall patient experience. By investing in AI solutions like TrueLark, DSOs can unlock new opportunities for growth and profitability, positioning themselves for long-term success.

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AI Insights
from BOLA AI

10/16/2024

5 min. to read

In recent years, artificial intelligence (AI) has shifted from futuristic speculation to practical application in industries across the board. Dentistry, in particular, has witnessed this shift firsthand as AI reshapes everything from diagnostics to patient management. To delve into the real-world benefits and challenges of AI in dental practices, we sat down with a renowned AI expert, Rushi Ganmukhi CEO of BOLA AI. Rushi leads a company at the forefront of this change. This article captures his expert insights and presents a compelling case study that highlights how AI-driven solutions are making measurable improvements in dental care.

Rushi Ganmukhi

CEO, BOLA AI

What do you see as the top applications of AI in dentistry today? Two years from now?
“AI in dentistry is still in its early innings. Currently, most solutions are focused on optimizing a practice in very specific ways. Voice AI for charting, AI processing of radiographs, and AI for revenue cycle management are among the most prolific applications today. I think in the next few years the market will move from point-solutions – specific solutions for specific pain-points, to broader solutions that tackle a variety of problems throughout the entire user workflow.”

What is the next big thing coming as it relates to AI?
“I think generative AI has not really made the impact yet on dentistry that it has in other markets. We are excited to launch our own initiatives here as well as seeing where others are going to apply this novel technology. From a macro view, one of the big trends we are hearing from many companies is expanding their offerings to address more pain points throughout the workflow, and by doing this providing more comprehensive solutions. At Bola we started with AI for perio charting, and have expanded to clinical notes and restorative charting. By selling a comprehensive product suite we have extremely happy customers, who have bought one solution but are solving multiple problems.”

Should smaller practices be pursuing AI any differently than larger group practices?
“Smaller practices can benefit from AI, however they may not be able to do massive implementations or multiple products at once. My advice would be to start, but to start with a small enough chunk that they can find success quickly and to build from there. Onboard a single product that you can immediately measure the impact on.”

How should practices evaluate which AI services/providers are best for them?
“This is a great question and it’s where the rubber hits the road. Practices should ask about what implementation, what the time to generate value and what the investment from a staffing perspective looks like. Ideally offices have a crystal clear idea of what they are looking to improve prior to purchasing, i.e. hygiene production. These offices can then measure a benchmark and see exactly how much value the new technology is providing.”

What are the biggest challenges for users as it relates to using AI?
“The biggest challenge for any new technology is how easily it fits into the way customers are currently doing things. Most providers have spent years in school and practicing honing their workflow. We do not want to disturb that workflow, we want to enhance it. There are many products out there that provide value, but the big question with most of them is can they get users to use it and use it properly. That is the key and challenge with AI. It is crucial for any product to be easy to learn, easy to use and sticky for repeat usage. We place a premium on this in our product development and work directly with a variety of clinicians to ensure that it is a smooth experience.”

Case Study

One of the largest DSOs

Situation:
A large national DSO evaluated Bola AI with the goal of increasing treatment revenue from periodontal diseases. The hypothesis was that more comprehensive charts would lead to more diagnoses, resulting in increased treatment opportunities. The organization was also focused on boosting revenue while reducing the time and manual resources required for periodontal charting.

Task and Approach:
To test this, the DSO implemented Bola AI’s Clinical Voice Assistant in 27 practices, tracking the results over a three-month period. Each practice completed over 100 periodontal charts, with the data analyzed by a third-party analyst.

Results:
Bola AI saved dental hygienists an average of 18.5 minutes per day. Additionally, 77% more perio-related diagnoses were made, which increased revenue and led to fewer patients suffering from periodontitis.

The Bola AI implementation also improved the efficiency of appointment scheduling, as fewer dental assistants were required for new patient charting which reduced the need for assistants from 47% of the time to just 10%. Other key benefits included an increase in full quadrant treatments and improved acceptance rates for scaling and root planing (SPR). With an average installation and training time of less than 10 days, the system delivered a remarkable 14.2 ROI, with revenue returns 14 times higher than the initial investment and a payback period of just 1-2 months.

This study reveals two primary benefits for dental offices that use it.
The first order benefit is that it helps hygienists save time by completing periodontal charts more quickly and without having to rely so much on a second employee to record the data. The second order benefit is that it helps dental offices make more money by increasing the number of fully completed periodontal charts, which in turn frees up the hygienist to explain why relevant procedures are necessary, resulting in more production.

Taken together, it’s clear that Bola can benefit dental offices — especially if those offices are ready to implement the software within 10 days— and, most importantly, improve the life of hygienists.

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AI Insights from Pearl

10/17/2024

6 min. to read

Artificial intelligence (AI) is transforming dentistry. From diagnostics to streamlining operations, AI is enhancing the way dental practices operate. To better understand AI’s role in dentistry, we spoke with Sheela Roth, Head of Clinical Education at Pearl. Pearl is pioneering AI applications in dental care. Sheela’s perspective, coupled with a case study from Pearl, provides examples of how AI is reshaping the dental landscape—offering not just potential but proven results in patient care and practice efficiency.

Sheela Roth

Head of Clinical Education

What do you see as the top applications of AI in dentistry today? Two years from now?

“The most impactful AI applications in dentistry today are radiologic. The utility and simplicity of chairside tools like Pearl’s Second Opinion – which enhance the accuracy and consistency of diagnosis and case presentation at a fundamental level – have given AI a strong foothold in the dental future. Even where the applications incline toward practice management, the best rely on radiologic AI analysis of patient x-rays in conjunction with treatment information in patient records. Two years from now, we’ll see more of those computer vision-driven pathology detection and treatment planning capabilities integrated with more advanced digital dentistry tools like CBCT and CAD/CAM systems. AI will also be expanding into more predictive and preventive functions in diagnosis and treatment planning, while facilitating real-time adjudication of insurance claims and clinical training in dental schools.”

What are the biggest benefits to AI in dentistry that too many are missing out on?

“Too many dentists are missing out on every benefit of AI, because the vast majority of dentists in the world have yet to implement the technology. The pace of AI adoption in dentistry is accelerating rapidly, however, and that’s principally due to its impact as a diagnostic and case presentation aid. On average, dentists who use Pearl’s Second Opinion when reading and presenting x-rays to patients detect 37% more disease and increase case acceptance by 30%. Among those who are already using radiologic AI, there are many who are not yet leveraging AI for its extended benefits within the operational sphere. A tool like Practice Intelligence, which automatically identifies unmet clinical needs within a practice’s patient population, is regularly used to inform daily planning and morning huddles––but practices that aren’t using it across growth-oriented functions like marketing, patient recall and insurance verification are missing out on AI’s full value.”

Should smaller practices be pursuing AI any differently than larger group practices?

“AI is inherently scalable, offering consistent benefits across practices of any size. For single practices, AI enhances radiologic accuracy, boosts patient trust, and improves operational efficiency, leading to more productive chair time and streamlined insurance processes. These benefits scale seamlessly as practices grow. Small practices can easily integrate AI due to their smaller staff, whereas DSOs may face resistance from AI users who are not the direct buyers. To address this, Pearl has integrated its AI into existing software platforms, embedding AI into daily operations without disrupting workflows.”

How should practices evaluate which AI services/providers are best for them?

“When evaluating AI services, practices should start by focusing on how well the AI integrates with their existing systems and whether it enhances day-to-day operations without adding complexity. They should then identify their specific needs—whether it’s enhancing diagnostics, improving workflow efficiency, or boosting patient engagement. Key questions to ask include:

Does the AI integrate seamlessly with my existing imaging system? How easy is it to implement and train staff on the new tools? What is the provider’s track record in the dental industry? By tuning into these differentiators, practices will select an AI solution that aligns with their goals for both effectiveness and ease of use.”

What are the biggest challenges for AI solution providers?

“The biggest challenge for AI solution providers in dentistry is achieving interoperability within a fragmented software ecosystem. With hundreds of different imaging and practice management systems in use worldwide, AI systems must access, normalize, and interpret data from these disparate and often outdated platforms. Pearl has tackled this challenge by forging strategic partnerships with software companies worldwide, ensuring seamless integration and data accessibility. Our focus on interoperability and standardization has allowed Pearl to deliver AI’s consistent, scalable benefits to more dental practices of all sizes around the world than any other AI provider.”

Case Study

Rand Center for Dentistry

Situation:

Rand Center for Dentistry, a large multi-practice in New Jersey, faced a challenge maintaining incremental growth while operating at full capacity. Despite adding periodontal care to its specialty services, the practice struggled to achieve desired growth due to lower-than-expected rates of periodontal diagnosis. To address these issues, owner and founder Dr. Elliot Rand sought a solution that could tackle three core challenges: improve diagnostic consistency, increase patient acceptance of treatment plans, and boost the confidence of younger associate dentists and hygienists.

Task and Approach:

In May 2023, Rand Center for Dentistry implemented Pearl, an AI-driven dental software. The team selected Pearl for its superior capabilities in pathology detection, particularly in identifying carious lesions and periodontal conditions. Pearl was seamlessly integrated into the practice’s clinical workflow, providing real-time radiographic analysis during patient consultations, as well as practice-wide clinical insights based on AI analysis of historical patient imagery and treatment records. The team utilized Pearl to colorize areas of concern on X-rays, transforming grayscale images into clear, visually informative clinical guides. This approach helped patients understand the severity of their conditions, shifting conversations from “let’s watch this tooth” to “let’s treat this issue now.” The practice also used Pearl to measure and track clinical metrics, offering insights into the performance of individual providers and the overall practice.

Results:

Practice treatment acceptance rate jumped from 37% to 44%; exceeding the 35% national average.
PPV for general practitioners increased from an average of $460 to $520, yielding nearly $150,000 in the first month.
Periodontal disease detection rate doubled from 7% to 14%, with a projection to reach 18% by year-end.

Overall, the adoption of Pearl’s AI dental software directly addressed the initial challenges faced by Rand Center for Dentistry, leading to improved diagnostic consistency, increased treatment acceptance, and bolstered confidence among clinical staff. These advancements have not only enhanced patient care but also driven meaningful growth for the practice, particularly in its periodontal specialty services.

Learn more about what Pearl can do for you.

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Trending

AI-Powered Dentistry

10/17/2024

7 min. to read

What’s Real, What’s Coming, and What to Do About It

Artificial intelligence (AI) has undeniably surged into nearly every industry, and dentistry is no exception. What was once the realm of science fiction is now a practical reality transforming how we work. This explosion of AI technologies is more than just a trend; it’s a seismic shift. Visionaries like Bill Gates have compared AI’s significance to groundbreaking innovations like electricity and the internet. Sir Patrick Vallance, the UK’s former chief scientist, even likened its impact to the Industrial Revolution. And as Google’s Sundar Pichai put it, AI is “more profound than fire or electricity.” In dentistry, AI is not just a tool but a transformative force that is reshaping the future of patient care and practice management.

While AI is often over-hyped, its potential and impact are undeniable, especially in healthcare. In dentistry, AI offers unprecedented opportunities to enhance operations, improve patient outcomes, and stay competitive in an increasingly digital landscape. But, it is not a magic bullet — it’s a broad toolkit that requires thoughtful application. Understanding when, where, and how to use AI is key to maximizing its benefits. The practical benefits of AI, such as faster and more accurate diagnostics, streamlined administrative tasks, and improved patient experience, should reassure you about its potential in practices of all sizes.

AI in Dentistry: What’s Real
Dentistry, though traditionally grounded in hands-on expertise, is seeing the benefits of AI across operations. From automating routine tasks to enhancing clinical decision-making, AI is enabling dental professionals to deliver faster, more accurate, and personalized care. The transformative power of AI can be seen in several key areas:

Enhanced Diagnostics:
AI-driven diagnostic tools analyze radiographs with high accuracy, detecting early signs of decay, gum disease, or oral cancer that may be missed by the human eye. This leads to earlier interventions and better patient outcomes.

AI Enhanced Workflow:
AI streamlines appointment scheduling, patient reminders, clinical documentation, and billing, reducing administrative burdens and freeing staff to focus on patient care.

Predictive Analytics:
AI-powered tools analyze patient data or company operations data to predict future outcomes, such as identifying patients at higher risk for conditions and suggesting preventive measures. For example, by analyzing a patient’s dental history and lifestyle factors, AI can
help identify those at higher risk for diabetes and suggest exercises and dietary changes.

Improved Patient Experience:
AI can enhance patient experience by enabling efficient and personalized care. Virtual assistants, for example, can provide patients with instant answers to common questions, reducing wait times and improving overall satisfaction. AI-enhanced radiographs highlight areas of concern, making it easier for patients to see and understand their diagnosis and treatment plans.

Marketing and Creative Services:
AI is also revolutionizing marketing and creative services in dentistry. For instance, AI can generate personalized content and marketing strategies tailored to specific patient demographics, helping practices attract and retain patients more effectively. An example
is using generative AI tools to create targeted social media campaigns, which can significantly improve patient engagement and brand visibility.

Survey Insights
A quick survey of our readership suggests most companies are using AI in some capacity. Group and single practices are more likely to have adopted AI, particularly in computer imaging, while industry suppliers and service providers are far more likely to use AI for marketing. Both sectors have seen improvement in administrative efficiency, with over 70% of practices reporting revenue growth from AI implementations.

Upcoming investments will focus on automating administrative tasks, and upskilling workforces to leverage AI. If you feel behind in AI adoption, you’re not alone— nearly 30% of organizations consider themselves lagging their peers in this area.

If you feel behind in AI adoption, you’re not alone — nearly 30% of organizations consider themselves lagging.

Debunking Myths of AI in Dentistry
Despite its benefits, AI in dentistry is surrounded by myths that can deter adoption. It’s time to set the record straight.

Myth #1: AI Will Replace Dentists
Reality: AI enhances, not replaces, human expertise. While AI can handle certain tasks with high accuracy, it cannot replace the nuanced decision-making and personalized care that dentists provide. AI’s role is to enhance diagnostics, streamline operations, and support better decision-making, but it is the dentist’s expertise that ultimately guides patient care.

Myth #2: AI is Too Expensive
Reality: While initial investments may be required, the long-term savings and ROI— through automation, improved diagnostic accuracy, and enhanced patient retention — far outweigh the costs.

Myth #3: AI is Only for Large Practices
Reality: AI solutions are scalable and accessible to practices of all sizes. Even smaller practices can leverage AI to improve efficiency and patient satisfaction.

Myth #4: AI is a Singular Technology
Reality: AI is an umbrella term encompassing various technologies like machine learning, natural language models, computer vision, and robotic process automation. These technologies work together to create powerful, layered solutions.

Myth #5: AI is Complicated to Implement
Reality: Many AI solutions are designed for seamless integration with existing systems. Comprehensive support from vendors ensures smooth transitions.

Myth #6: AI Can Solve Every Problem
Reality: Not every problem requires AI. Start with a clear business need, not the technology. Throwing AI at poorly defined problems leads to wasted resources and disappointment. AI should only be used when traditional methods do not provide an optimal solution. The fastest way to derail enterprise value is to throw AI at problems that are poorly defined or better suited to non-AI solutions.

Common AI technology applications available today:

Robotic Process Automation (RPA):
Rule-based software automations for repetitive computer-based tasks.

Robotic Assistant Systems:
AI-fed hardware that perform various physical healthcare tasks designed to enhance precision and improve outcomes.

Natural Language Models:
Understand, interpret, and generate human language.

Machine Learning (ML):
Identify patterns in data and make insights or decisions based on those patterns. This includes simple to complex patterns and relationships in data. Types of data science and ML include predictive analytics, deep learning models and expert systems.

Computer Vision:
Analyze images for diagnostics and treatment planning.

Generative AI:
Creation of text, narratives, characters, music, tones, voices, and images. Virtual Assistants are applications of these capabilities.

How to Integrate AI Into Your Practice

A strategic and methodical approach is essential to successfully integrate AI into a dental group practice.

Here’s how to navigate the process:

1. Strategic Planning

Conduct a Needs Assessment: Identify your practice’s pain points and where AI could offer the most value.
Set Clear Goals: Define measurable objectives, such as improving diagnostic accuracy or reducing no-show rates.
Data Quality: Ensure your technology infrastructure and data quality are solid before introducing AI.

2. Engage with AI Experts

Network: Consult AI experts or join industry groups. Learn from other practices that have successfully integrated AI.
Research Providers: Compare AI vendors based on ease of integration, support, and cost. Use demonstrations or trials to evaluate fit.

3. Training and Onboarding

Upskill Your Team: Provide comprehensive training for staff and appoint a “technology champion” to lead the transition.
Establish Best Practices: Create guidelines for interpreting AI-generated data and escalation protocols for human oversight.

4.Focus on Patient-Centric AI Applications

Ensure AI implementations improve patient care and experience. Whether through accurate diagnostics, personalized treatment, or enhanced communication, the patient should always be at the center.

As AI evolves, the dental industry will continue to benefit from more advanced tools and techniques. Practices that adopt AI now will lead the future, delivering superior care while achieving sustainable growth. AI is not a distant concept — it is here to stay, and its impact on dentistry is real. With the right strategy, tools, and training, your practice can harness the power of AI to enhance operations, improve patient outcomes, achieve sustainable growth, and stay ahead of the curve.

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Women in DSO®

Be Well: The Value of Networking

10/17/2024

3 min. to read

Professional networking is essential for navigating career twists and turns while also advancing within one’s team, organization, or industry. It’s not only integral to career satisfaction, but it also contributes significantly to overall wellness.

By fostering connections with colleagues, mentors, and industry peers, individuals can build a supportive network that offers emotional support and professional guidance. These relationships reduce feelings of isolation and loneliness. They also reduce stress commonly experienced in the workplace instead of promoting mental and emotional well-being.

Moreover, networking provides opportunities for personal growth, learning, and skill development, contributing to a sense of personal fulfillment and satisfaction in one’s professional life. Ultimately, by nurturing professional connections and investing in networking activities, individuals are bettering their overall wellness, leading to greater resilience and success in their careers.

Women in DSO® takes pride in providing numerous opportunities for individuals to harness the power of networking. Its mentorship program, webinars, online community, and annual summit cater to a diverse range of interests and needs. These initiatives are meticulously designed to guide members along their career paths, fostering success and supporting overall health and wellness.

Networking is a gateway to diverse perspectives and insights, a key to navigating challenges and seizing new opportunities. By connecting with professionals from various backgrounds, industries, and experiences, individuals gain access to a broader and more diverse range of perspectives. These perspectives can illuminate new paths, unlock creativity, innovation, and out-of-the-box thinking, and open doors to unlimited potential for new opportunities. Whether it’s job possibilities, collaborations, or community, networking is the vehicle for personal growth and evolution.

“At Women in DSO®, we prioritize networking because we understand the importance of cultivating supportive relationships that empower women to thrive professionally and personally,” shares Dr. Aman Kaur, founder and president of the organization.

“Networking is not just about making connections. It’s about building relationships that support overall wellbeing.”

Leesa Olson

Assistant Vice President Launch Loyalty Powered by Careington

“Being a part of Women in DSO® has been transformative for my career, providing invaluable networking opportunities that have fostered both personal and professional growth. When women come together in this supportive environment, it creates a space where we can speak freely, share openly, and form genuine friendships with our peers. Every woman I’ve met through Women in DSO® has been incredibly friendly and willing to help—it’s amazing how simply asking can unlock so many doors. This community has truly shown me the power of collaboration and mutual support.”

Dawn O’Connell

Chief of Practice Compliance Freedom Dental Management

“Women in DSO® has helped my career growth by increasing my confidence as a professional woman in an executive leadership role. The collaborative networking environment enhances decision-making efforts by offering access to members who have either navigated similar experiences, history with or employed by a vendor of interest, or are ready to offer supportive guidance and encouragement with a listening ear.”

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C-Suite

Embracing the Evolution

10/17/2024

12 min. to read

Critical Traits of Today’s Chief Marketing Officers for Tomorrow’s DSOs

Chief Marketing Officers (CMOs) are the driving force behind a company’s brand, strategy, and customer engagement. As the role continues to expand and adapt to digital demands, certain traits have become indispensable for today’s CMOs.

Empathy
Understanding and connecting with customers on a deeper level goes beyond demographic data – it requires a genuine sense of their needs, desires, and pain points. In any relationship, empathy builds trust and loyalty. By fostering empathy within their teams, CMOs can cultivate a culture of people-centered business. Ultimately, an empathetic CMO can anticipate and address customer concerns sincerely, crafting campaigns and drafting messaging that resonate authentically. As CMOs often serve as the bridge between a company and its customers, empathy is a necessity.

Data-Driven Decision Making
In the era of big data, successful CMOs can utilize the vast amounts of information available to make highly informed decisions. By analyzing customer insights, market trends, and campaign performance metrics, they fine-tune strategies for maximum impact. Data-driven decision-making enables CMOs to allocate resources effectively, optimize marketing ROI, and customize experiences that better resonate with target audiences.

Digital Savvy
CMOs today must be proficient in digital marketing, digital analytics, and emerging technologies such as generative AI and machine learning. A strong understanding of social media, content marketing, and SEO is essential, as well as the digital tools that power these strategies. Strategic CMOs leverage their digital expertise to identify growth opportunities, anticipate market trends, and effectively allocate resources to achieve long-term objectives. It can also empower CMOs to assess competitive threats and market dynamics, allowing them to position the brand for success in a rapidly changing dental landscape.

Creative Vision
To differentiate one’s brands and engage audiences in a crowded marketplace, having a vision and being creative are both musts. On a daily basis, a creative vision guides CMOs in conceptualizing bold ideas, refining messaging, and visualizing the brand’s identity across various touchpoints. It also helps to ensure that every piece of content and every interaction, aligns with the brand’s core values while speaking directly to the consumer’s needs and desires. It’s about pushing boundaries and experimenting. Often, the best breakthrough ideas emerge when teams are not confined but are given the creative freedom to explore and experiment. By maintaining a strong creative vision, CMOs can inspire their teams to think outside the box, iterate and innovate, and create brand experiences that capture attention but also build lasting relationships with consumers.

Growth Mindset
A growth mindset is absolutely critical for modern CMOs. It’s how leaders are able to view challenges as opportunities for learning and development rather than setbacks. By fostering a culture of continuous experimentation and improvement, CMOs can also drive innovation within their teams.

Leadership
Exceptional CMOs are not just leaders within their marketing departments but are also influential across the entire organization. They know how to inspire their teams, creating an environment where creativity and strategic thinking can thrive. The best CMOs know how to collaborate seamlessly with other departments such as sales, product, customer service, and engineering. They understand that successful marketing is a cross-functional effort, and they work tirelessly to align goals, share insights, and drive a unified strategy across the organization. By inspiring and engaging these various teams, CMO leadership helps to ensure that the company’s vision is consistently executed and that all departments work together to achieve common objectives.

If the best CMOs embody change as a catalyst for opportunity for excellent innovation, bold creativity, and direct results, how do they translate these critical traits into real-world success? To gain deeper insights, we turn to three industry leaders who exemplify what it means to be a forward-thinking CMO. Mehmet Dogan of Planet DDS, Ash ElDifrawi of The Aspen Group, and Diane Vaccaro of 42 North Dental share their perspectives on the challenges and opportunities facing today’s marketing leaders and how they are preparing their organizations for the future.

Meet Ash ElDifrawi

Chief Commercial and Brand Officer, The Aspen Group

Officer at The Aspen Group (TAG), with over 25 years of experience in driving growth across industries. At TAG, Ash led the development of a digital platform supporting 2,000 locations with advanced analytics/CRM and content and rebuilt the marketing, product, and UX functions. A licensed Clinical Psychologist, Ash holds a Ph.D. in Clinical Psychology from the Chicago School of Psychology and has published The Ten Worlds: The New Psychology of Happiness. He also co-hosts the podcast Hold Me Back with his son.

As the head of marketing, what do you view as your priority?
“The number one priority for me is to get the winning team on the field. In other words, to assemble a high-performance modern marketing organization. Like any sports franchise, it’s much harder than people think. Winning teams today look very different than 5 or 10 years ago, and CMOs are still figuring that out. I’m finding that more and more, marketing is becoming less of a ‘functional’ aspect of the business and more of the business driver. It’s becoming the engine of the business, which means the talent I find and hire goes beyond the traditional functional elements of marketing.

Marketing is about growth, and growth is harder than it’s ever been. It’s about the customer experience, which is changing faster than it ever has. It’s about technology enabling every aspect of what we do. It’s about forgetting all the things you learned about best practices in brand marketing and realizing there are no more rules on how to build brands or win customers. Just like in sports, winning teams require the combination of world-class athletes and industry-leading specialists.” – Ash ElDifrawi

What has been the biggest shift in marketing in the last three years (since COVID)?
“More than ever, consumers truly own our brands. The power has shifted fully to consumers in terms of their ability to influence the success and failure of brands. We’ve always known that social media is relevant and all that comes with it, but now more than ever, due to the way the media landscape has evolved, consumers have significantly more power thanks to the proliferation of these platforms. As a result, we must be highly focused on things like reviews and being part of conversations happening on social media. A close second, which is related, is the nearly infinite places that you can engage consumers. Not long ago, a marketer could capture 75% of the market in 3-4 channels. Today, finding a channel that grabs just 10% of the market is almost impossible. This massive explosion of content on various platforms and the way consumers engage with them is forcing marketers to try to figure out how to stay relevant or how to diversify their media mix in a way that captures a significant part of the audience. It’s become quite a challenge. Lastly, I’d be remiss not to mention AI. The challenge here is not about marketers spending disproportionate time trying to fully understand all AI can do, but rather it’s about understanding how their key partners and platforms are using it or being influenced by it.” -Ash ElDifrawi.

Marketers can’t just be thinking about how they want to use Gen AI to optimize and become more efficient, but they also should be asking how AI is changing the way key platforms are producing winners and losers on their platforms.

– by Ash ElDifrawi

Meet Diane Vaccaro

Chief Marketing Office, 42 North

Diane Vaccaro is the Chief Marketing Officer at 42 North Dental, where she leads efforts to differentiate the organization with a focus on quality patient care. With a background in marketing for top designers like Liz Claiborne and Calvin Klein, she also led Kmart Apparel marketing for several years. Diane was previously the CMO at MyEyeDr., where she helped triple the company’s size. A former instructor at Baruch College, she taught marketing and consumer behavior. Once AI makes her job obsolete, Diane looks forward to retiring to the beach with her books, crafts, and dogs.

Curiosity. Linking problems to solutions with a sense for simplicity. An ability to distill a message to the core. Storytelling and an appreciation for the basic tenets of messaging.

– by Diane Vaccaro

How do you identify and evaluate new tech and trends to integrate into your strategies?
“I find myself on Reddit boards a lot. I read articles. I rarely respond to vendor outreach. I understand the limitations of the organization and team, and, even more importantly, the sequencing of new initiatives. I try to keep in mind the novelty isn’t the thing. What problem am I trying to solve, and where is it in terms of contribution to the organization?” -Diane Vaccaro

In your opinion, what skills will be most crucial for marketing professionals to thrive in the future landscape?
“Curiosity. Linking problems to solutions with a sense for simplicity. An ability to distill a message to the core. Storytelling and an appreciation for the basic tenets of messaging.” – Diane Vaccaro

What is the key to effectively leading marketing?
“A handful of items…
1. Patient centricity: making sure that the voice of the patient has a seat at the table when we are making decisions as an organization.
2. Deep understanding of your audience.
3. Identifying and discerning priorities to gauge ROI and resource planning.
4. Rely on subject matter experts (you can’t be an expert in everything!).
5. Remain purpose-driven.” -Diane Vaccaro

How do you ensure your team stays equipped and skilled to stay competitive?
“We attend the Hubspot conference (locally run). I think of it as CE for marketers. We get multiple folks involved in vendor pitches, as it always resonates differently among team members. We also carve out time for thinking and research. -Diane Vaccaro

Meet Mehmet Dogan

Vice President, Marketing at Planet DDS

Mehmet Dogan is the Vice President of Marketing at Planet DDS, with 25 years of experience across the US, Canada, and UAE. He has worked with brands like Overjet, Jarvis Analytics, and twofour54, contributing to projects such as The Dental Economist Show and campaigns like Star Wars: The Force Awakens amd Sesame Street Middle East. At Planet DDS, Mehmet leads a team driving marketing efforts for DentalOS, helping dental support organizations enhance efficiency and growth. An author of three books, Mehmet also runs an award-winning marketing blog, Alti Ustu Tasarim. He lives in Halifax, Nova Scotia, with his family.

What is the key to effectively leading marketing?
“The key to effective marketing leadership is to challenge the status quo. Of course,fostering collaboration, consistency, and building a strong team is important – but these are table stakes and baseline expectations for a leader. Real leadership in marketing is about pushing boundaries, encouraging new ideas, and not being afraid to disrupt the market. It’s about creating an environment where failure is seen as a stepping-stone to innovation.” -Mehmet Dogan

Are there any innovations or practices you’re seeing marketers do in other industries that you think could be transformative for dentistry?
“The famous marketing saying ‘50% of marketing is waste, but you don’t know which 50%’ is still painfully true in dentistry. While other industries have advanced in tracking and optimizing their marketing spend based on insight and data, dental marketing often remains in the dark. Many dental groups can’t even trace a click-to-chair patient journey with a high confidence rate. There are sophisticated tools (like Legwork) available that can track marketing spend by channel and its impact on production, yet they remain Underutilized. Personalized marketing at scale is another practice that could be transformative. By leveraging advanced data analytics, patient data/insights (demographic, family, insurance, treatment plan), and AI, dental marketers can create highly tailored campaigns and experiences for their patients. This approach, common in retail and tech, can lead to significantly improved patient engagement and outcomes in dentistry, which is the ultimate goal. Brand work is also crucial. In a sea of similar dental practices, what makes yours stand out is the question dental marketers must ask themselves. Tend, MiNT Dentistry, and DECA Dental are prime examples of groups that have successfully differentiated themselves through great branding and fantastic customer experience. Adopting these tactics and strategies might not revolutionize dental marketing, but it will undoubtedly enhance its effectiveness and return.”-Mehmet Dogan

Brand work is also crucial. In a sea of similar dental practices, what makes yours stand out is the question dental marketers must ask themselves.

– by Mehmet Dogan

In your opinion, what skills will be most crucial for marketing professionals to thrive in the future landscape?
Ruthless consistency is paramount for future marketers. This doesn’t get enough credit, but sticking to your strategy and executing it flawlessly, day in and day out, truly makes a difference. I do like creative marketers who try new things every day/week, but I LOVE ruthlessly consistent ones (as the famous Bruce Lee saying goes, “I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times”). Following that is curiosity, the drive to continuously learn and innovate. – Mehmet Dogan

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Companies

From Crisis to Solution

10/17/2024

9 min. to read

Darby’s Commitment to Supporting Dental Hygienists

A delicate balance sustains a dental practice’s hum. Every team member plays a critical role in ensuring seamless patient care, from the moment a patient walks in until they leave with a smile. But what happens when the professionals at the core of this system—dental hygienists—are in short supply? This question has become an all-too-familiar reality for DSOs across the country.

In 2023, nearly 60% of dental organizations predicted that staffing shortages would remain their biggest challenge. The industry did not need a crystal ball to see it coming. The signs were everywhere, including practices understaffed, appointments backed up, and stress levels through the roof. The absence of dental hygienists can send operations to a halt. Furthermore, nearly one-third of the dental hygienist workforce (31.4%) expects to retire within the next five years, exacerbating the already dire situation.

The reasons for this attrition are also well-documented. Factors including negative workplace culture, insufficient pay, lack of growth opportunities, inadequate benefits, and feeling overworked are pushing hygienists to reconsider their career paths. Compounding this issue is the difficulty in recruiting new talent. A staggering 94.5% of dentists report finding a qualified hygienist is extremely challenging.

Amid this, Darby Dental Supply sees an opportunity not just to address a problem but to redefine how the industry supports one of its most vital roles. Darby is committed to shaping the landscape of dental hygiene by fostering community and spearheading innovation. By building a strong community of hygienists and investing in ergonomic solutions, Darby is positioning itself as a leader in tackling the DSO staffing issue.

“Our overarching goal at Darby has always been to identify customer needs and to meet them as best we can,” said Frank Massino, President of Darby Group Companies.

“Investing in the dental hygiene community by providing valuable resources and staffing solutions is essential for hygienists, facilitates same-store growth, and ensures better and easier access to quality oral healthcare in our communities for years to come.”

Hygiene HQ: Where Community Meets Innovation
Imagine a space where dental hygienists don’t just clock in and out but where their voices shape the future of their profession. This is the vision behind Darby’s Hygiene HQ, an online community that’s more than just a hub — it’s a movement. While other suppliers focus solely on the decision-makers, Darby has taken a different approach, one that puts hygienists at the forefront.

This approach resonates deeply within the dental community.

“The dental hygiene community is a valued resource for one another and for companies who are developing new products. To acquire information from a group of dental hygienists, a company has the ability to produce products and create programs based on the valued voice and opinion of the RDH,” said Jackie Sanders, MBA, RDH, Chief Editor of RDH Magazine at Endeavor Business Media.

By creating Hygiene HQ, Darby is not just offering a platform but building a foundation for the future of the profession. This community’s success lies in its ability to bring together hygienists from diverse backgrounds and experiences, allowing them to share insights, support one another, and contribute to the evolution of dental care. Hygienists who once felt isolated now can join a network where their contributions matter. This sense of community directly impacts patient care, as a supported and connected hygienist is better equipped to provide exceptional service.

A 2023 Salary Survey Report from RDH magazine and DentalPost found that 40% of hygienists’ top motivators for changing jobs were seeking a more positive environment or a more appreciative employer. Darby’s role in facilitating these connections underscores their commitment to being more than just a supplier. They are a partner in the professional lives of dental hygienists, understanding that the well-being of these practitioners directly influences the success of DSOs. Through Hygiene HQ, Darby is addressing the staffing crisis and laying the groundwork for a more engaged, knowledgeable, and empowered workforce.

Ergonomic Solutions: A Lifeline for Longevity
The physical strain of a dental hygienist’s work often do not make the headlines. The repetitive motions, awkward postures, and long hours create challenges that can lead to early retirement. The statistics are sobering. 91% of dental hygienists report suffering from or having suffered from musculoskeletal disorders (MSDs). The most commonly affected areas include the neck (30.6%), shoulder (25%), and lumbosacral region (23.3%). For hygienists over the age of 35, these numbers spike even higher, with 94.2% reporting work-related musculoskeletal disorders (WRMDs).

At Darby, we recognize that dental hygienists are the heart and soul behind every practice.

– by Allison Alexander, VP Darby Group Companies

“As a supplier, it would be easy to focus our attention solely on the person in the office making buying decisions, but we have always believed that it is more important to provide holistic value to our customers, explains Allison Alexander, Vice President of Darby Group Companies. “Dental hygienists are essential to the success of any practice — from providing quality patient care to encouraging case acceptance — and we are committed to giving them a much-needed voice in purchasing decisions and providing ergonomic products that will extend their health and careers.”

This commitment is evident in initiatives like the Love Your Glove division and the “Find Your Fit” program. For hygienists, finding the right glove isn’t just about comfort but also career longevity. Darby’s investment in DenTouch gloves which are ergonomically designed to reduce hand fatigue, is just one example of how the organization is actively addressing the physical demands of the job. By ensuring that hygienists can work comfortably and sustainably, Darby not only enhances the well-being of these professionals but also strengthens the operations of the DSOs they serve. A healthier, more satisfied workforce means fewer disruptions, lower turnover, and ultimately, better patient care — benefits that reach across the entire organization.

Darby is always looking for products with ergonomic benefits and strives to educate dental professionals on the importance of using the right supplies. At last year’s Greater New York Dental Meeting, Darby’s booth featured a “Find Your Fit” glove program. Visitors were encouraged to try on different gloves to assess the fit, material, thickness, texture, and ease of putting them on, ensuring their hands are protected by wearing the best-fitting gloves.

Melissa Massetti, RDHAP and Kristina Mankins, BS, RDHAP, co-owners of The Dental Hygiene Coach, were on the lookout to purchase supplies for their portable dental hygiene practice in Central California and visited the booth.

“One of our main concerns was finding gloves that would help reduce hand fatigue while providing a great feel and fit,” shares Melissa. The two met with Darby’s Business Development Specialist, Maria Mulé, who helped them explore the various options Darby offers customers.

“Darby’s Le Soothe Polychloroprene Gloves were a perfect match thanks to their fit, feel, and smoothness! These factors are crucial for a hygienist, as they see numerous patients in a single day and frequently change gloves,” Melissa continues.

“Because hygienists are prone to suffer from hand fatigue, which can lead to carpal tunnel, the proper fit of a glove and textured fingertips are extremely important in preventing these issues.”

By helping to extend the careers of these professionals, Darby is ensuring that DSOs have access to experienced staff who can deliver high quality care without the interruptions caused by injury or burnout.

Darby’s focus on ergonomics even goes beyond gloves. The organizations are actively exploring and developing other products to alleviate the physical strain on hygienists. From adjustable chairs that support proper posture to tools designed to minimize repetitive motion injuries, Darby is leading the way in creating a safer, more sustainable working environment for dental professionals.

Because hygienists are prone to suffer from hand fatigue, he proper fit of a glove and textured fingertips are extremely important

– by Melissa Massetti, RDHAP

Data shows that working longer hours per day (over 8 hours) and more hours or days per week (over 40 hours) significantly increases the risk of WRMDs, which affects 90% of those with these conditions. By addressing these risks, Darby is not just extending careers—they’re enhancing the quality of life for dental hygienists, ensuring a healthier workforce for the industry.

onDiem: Redefining Staffing for Modern Times
Darby’s partnership with onDiem is a game-changer in a world where flexibility is critical.

Picture this: a hygienist with young children who must balance work and family life. Traditional employment models don’t often cater to this need, but onDiem does. Offering temporary staffing solutions with benefits such as health insurance and vacation time, onDiem allows hygienists to choose when and where they work without sacrificing stability.

This forward-thinking approach is creating real success. Hygienists who once struggled to find work-life balance now have the flexibility they need, and DSOs that previously faced constant staffing disruptions now benefit from a more stable workforce. Darby’s investment in onDiem is not just about meeting today’s challenges but about laying the groundwork for a more adaptable and resilient industry.

For DSOs, the benefits are clear. No more scrambling to fill shifts at the last minute, no more compromising on the quality of care due to staffing shortages. onDiem offers a solution that’s as flexible as it is reliable, and Darby’s investment in this platform speaks volumes about their commitment to evolving with the times.

A Vision for the Future Darby’s commitment to the dental hygiene community is more than just a response to a staffing crisis but a strategic investment in the future. By focusing on the people who make dental practices run smoothly, Darby is ensuring that the industry is resilient and thriving.

Through initiatives like Hygiene HQ, ergonomic resources, and investments in solutions like onDiem, Darby is not just tackling the DSO industry’s number one problem. They are leading the way in reimagining how that problem is solved. As the industry evolves, Darby’s commitment to innovation and support for dental hygienists will likely set a new standard for how suppliers and DSOs can work together to build a stronger, healthier industry.

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