With roots in fashion and a mindset for disruption, Figment Creative is reshaping what dental branding can be.

In an industry where blue logos and stock smiles dominate, one agency is daring to color outside the lines. Figment Creative, founded in January 2025 by Allison Alexander, a seasoned marketing executive with a background in fashion and retail, is quickly becoming one of the most talked-about creative forces in the dental space—not by following the playbook, but by tossing it out entirely.

From Fashion to Figment: An Unconventional Journey
Allison Alexander didn’t set out to disrupt dental marketing. Her career began in the fashion industry, where she spent over a decade mastering the art of brand identity and visual storytelling in one of the world’s most dynamic and demanding markets. In 2014, after a temporary consulting project with Darby turned into a strategic shift, she pivoted into dental, bringing with her a fresh perspective that challenged the industry’s conservative norms.

“I saw an opportunity to modernize how dental companies present themselves,” Alexander says. “There was so much untapped potential to tell better stories—stories that connect emotionally, not just clinically.”

That vision eventually led her to launch Figment Creative, a full-service agency built on the belief that branding should be bold, strategic, and deeply human. With the support of longtime mentor and Darby Group president Frank Massino, Alexander turned aspiration into action.

Now serving as both Vice President at Darby Group Companies and President of Figment Creative, Alexander has built an agency that reflects her belief in the power of branding to drive real business outcomes.

The Anti-Agency Model
Figment Creative calls itself the “Anti-Agency Agency”—a title that speaks to its lean structure, hands-on approach, and aversion to bureaucracy.

“We’re scrappy and strategic,” says Alexander. “We move fast, think big, and operate as an extension of your team. No fluff, no meaningless jargon, no inflated costs—just thoughtful, effective marketing that cuts through the noise and meets your customers where they are.”

At the heart of Figment’s process is one deceptively simple principle: listening.

“The most powerful part of our process is listening—really listening,” Alexander explains. “Founders and executives are often so immersed in the day-to-day that they miss the most compelling parts of their own stories. Our job is to uncover those overlooked moments, refine them, and build a narrative that resonates.”

That process is deeply collaborative. Clients don’t get passed through layers of account managers. Instead, they work directly with the creative minds behind the work. “We’re not just vendors,” Alexander adds. “We’re partners. Your goals become our goals.”

That philosophy is reflected in everything from brand development and campaign creation to website design, social media, packaging, content, product launches, and consulting. But what truly sets Figment apart is the team behind the work.

The People Behind the Disruption
Chief Marketing Officer Cody Sunderland brings two decades of experience at the intersection of dental marketing and entertainment. Known for orchestrating immersive brand experiences and reimagining messaging for top dental companies, Sunderland’s creative instincts are matched by a deep understanding of audience psychology.

“Cody has this rare ability to turn strategy into spectacle,” says Alexander. “His work doesn’t just communicate—it captivates. That kind of thinking is exactly what the dental industry needs right now.”

Director of Content Marketing Katie O’Doherty’s background spans content development, brand strategy, and social media marketing. She thrives on crafting compelling narratives that engage audiences and drive meaningful connections. As a talented digital storyteller and a newcomer to dental, she brings an outsider’s lens that challenges assumptions and sparks innovation.

“Katie is that rare Swiss Army knife type of marketer—she has a deep understanding of strategy, but also the skills to execute ideas with precision. She’s a master at bringing client visions to life and a brilliant collaborator,” notes Alexander.

Then there’s Walter Gross, VP of Digital Marketing & Strategy, whose résumé reads like a masterclass in audience engagement. Before joining Figment, Gross spent nearly a decade at Sony Music Entertainment, where he led global CRM strategy and managed campaigns for legendary artists like Bob Dylan and Bruce Springsteen. He pioneered Sony’s first email automation system, launched the D2C brand Sony Music Now, and developed real-time data visualization tools that reshaped how the company approached marketing.

Alexander says, “Walter brings a level of digital sophistication that’s rare in any industry, let alone dental,” says Alexander. “He understands how to build loyalty, scale engagement, and turn data into action.”

Built for Brands That Want More
Figment’s client roster reflects its appeal to brands that are ready to think differently. From startups to established manufacturers, the agency has become a go-to partner for companies looking to elevate their presence and deepen their impact.

“When we set out to find a marketing partner, we weren’t just looking for an agency—we were looking for a team that could grasp the complexity of our mission and match the scale of our ambition,” says Jacob Block, CEO of American Nitrile.

“Figment stood out immediately. Their strategic insight, creative precision, and deep understanding of brand positioning in a crowded market made them the clear choice. Even early in the partnership, it was obvious—they’re not just helping us compete; they’re helping us lead.”

Dr. Edgard El Chaar of NYC Dental Smiles shares a similar experience. Dr. El Chaar leads a group of four practices in Manhattan under the NYC Dental Smiles brand, in addition to two widely acclaimed periodontal practices under his own name. Enis Guri, the group’s Vice President of Operations, attended the Empower & Grow conference this past March and heard Allison speak on branding and consumerism. Intrigued by her approach, she arranged a meeting to explore how Figment could support their growth and evolving brand strategy.

“That first meeting ended with a poignant question,” says Alexander. “Dr. El Chaar asked how many dental practices we’d marketed before. I told him, ‘None—and that’s exactly why you should work with us.’ We weren’t bringing recycled ideas. We were bringing a fresh perspective. He paused, smiled, and said, ‘Fair enough.’”

“When we met the Figment team, it was clear they weren’t offering a templated approach,” says Dr. El Chaar. “They listened closely, asked the right questions, and brought a level of strategic depth that’s rare in this space. Their fresh perspective challenged us in the best way—and that’s exactly what we needed.”

Mentorship: The Power Behind the Vision
That spirit of collaboration extends beyond client relationships. One of Alexander’s most meaningful professional connections—and a future collaborator—is Julieanne O’Connor, co-founder of Influential Dental and bestselling author. The two met through the Women in DSO mentorship program and quickly discovered a shared philosophy around branding, leadership, and authenticity.

“Allison and I connected over the belief that branding is about more than aesthetics—it’s about alignment, purpose, and impact,” says O’Connor. “Figment is a reflection of that belief. It’s what happens when a creative agency stops playing it safe and starts telling stories that stick. Figment understands the nuances of the dental industry but isn’t confined by them—and that’s what makes it so effective.”

Frank Massino, President at Darby Group Companies, has been a trusted mentor and foundational force in Alexander’s professional story for nearly two decades. His encouragement and belief in her vision played a critical role in bringing Figment Creative to life—long before it had a name.

“Allison and I always talked about evolving Darby’s branding beyond its traditional roots to position it as a forward-thinking, ‘cool dental company,’ but executing that vision was another challenge. Many within the company, including ownership, resisted a full-scale rebrand, hesitant to abandon what had worked for decades. Allison and I saw it differently, and I urged her to trust her instincts and push forward. Armed with compelling storyboards and a poignant message, she secured approval for Darby’s first major rebrand in over 70 years.

“Today, we take pride in seeing competitors snap photos of our trade show booth or mirror our marketing. What started as a bold idea has become the industry benchmark.”

A Future Defined by Possibility
In a space that’s long overdue for reinvention, Allison Alexander and Figment Creative are proving that the future of dental branding doesn’t have to look like the past. It can be bold. It can be strategic. And most importantly, it can be unforgettable.

Dental clinics routinely treat their waterlines, confident that their procedures are creating safety for their patients. Yet data show that one in three of those clinics still fails to meet CDC waterline standards.

Notably, the ADA recently revealed only 56% of office resources have a protocol for when there is a failed test. Relying solely on treatment without proper testing and a comprehensive waterline management program can pose a significant risk to both patients and clinicians.

Rising above those abysmal national statistics is AltaMed Dental Services, consistently receiving unprecedented 98% pass rates across 17 clinics. How? Through an innovative collaborative partnership with Agenics Labs which began last fall.

A Powerful Partnership to Ensure Patient Safety
Patient care was at the forefront of the decision. Site Dental Director Dr. Huy Than shares, “At AltaMed, we are committed to ‘Providing Quality Care Without Exception.’ By partnering with Agenics and collaborating with our Infection Prevention team to develop a comprehensive waterline policy, we are actively ensuring the highest standards of safety for our patients. Working with Agenics has been a true collaboration centered on prioritizing patient safety above all else.”

Founded in 1969 as the East LA Barrio Free Clinic, AltaMed has grown into one of the largest independent federally qualified health centers (FQHCs) in the U.S. AltaMed serves more than 500,000 patients annually, with approximately 84% enrolled in Medi-Cal and 74% identifying as Hispanic or Latino. Notably, 50% of their patients live below the federal poverty level, highlighting AltaMed’s role in addressing health disparities in underserved communities.

A shared commitment to patient care grounded in scientific methods forged a powerful partnership.

“We believe that safety starts with science,” Greg Niederschulte, Managing Director at Agenics says. “By combining AltaMed’s commitment to patient care with our consultative approach, we were able to develop a protocol rooted in rigorous analysis and practical implementation that delivers reliability and peace of mind. The results speak for themselves: a waterline safety system with an exceptionally high success rate.”

A Step-by-Step Approach Grounded in Science
Agenics began working with AltaMed in the fall of 2024. The first step was to benchmark the current state of the 17 existing location sites and what they were doing for waterline maintenance. A review of previous water tests and trends was conducted. Several specific test-site locations were selected for an in-depth chemistry analysis of the water.

Agenics then worked with AltaMed to develop a customized waterline protocol, taking into consideration their history, budget, product preferences, and water chemistry. The protocol included source water changes, initial biofilm elimination, routine maintenance and testing, and automated failure remediation procedures.

Agenics then provided extensive onboarding that included foundational waterline education as well as specific training on AltaMed’s new procedures, ensuring all locations were well-equipped for success.

Even though changes at this level could be daunting, the process was seamless. Darlene Dickens-Jeffers, MSN-Ed, RN, PHN, CIC, Director of
Infection Prevention explains, “The transition process from our prior vendor to Agenics was very smooth. Our team was pleased with how quickly Agenics produced results with the detection of sulfates in our water.” Agenics identified that the sulfates were counteracting the treatment products in use and provided source water recommendations that allowed AltaMed to continue using their preferred treatment products.

Real-Time Test Data Delivery
A key component to mitigating patient risk and minimizing chair downtime is Agenics’ state-of-the-art flow cytometry test RapidCheck™.

“Some of our favorite features and capabilities of RapidCheck™ include that test results are reported almost in real time, with raw data available the next day via email and portal, allowing for immediate clinic-level responses,” says Dr. Than. “A detailed summary report follows, clearly organizing data for approximately 770 waterlines tested quarterly. It breaks down results by region and clinic, highlighting Pass, Caution, and Fail rates.” A customized results report is a complimentary component of Agenics’ testing services for large organizations.

Comprehensive Patient Safety and Expert Support
Simply treating lines every day assures nothing without testing. The only way to make sure a cleaning regimen is working is to actually test the water coming out of the unit.

“While clinical settings may vary in their needs, all are responsible for delivering safe patient care,” Dr. Than says. “Partnering with Agenics, which offers a proven plan and timely, responsive support, enhances our ability to maintain the highest standards of patient safety.”

While many clinics across the country struggle to meet CDC guidelines, AltaMed’s collaboration with Agenics Labs shows what can happen when patient care truly comes first. It is a powerful reminder that treating waterlines is not enough—by testing and verifying, you always keep safety at the center.

For a free consultation, contact Agenics at Agenics.net or phone 719-466-5592.

The Pikos Institute: Breaking Barriers in Implant Training
Behind every confident smile restored through advanced implant dentistry lies a story of skill, dedication, and cutting-edge education. The path to mastering complex procedures like full-arch reconstructions is often steep.

Yet, those who pursue advanced training don’t just transform patients’ lives; they also become pivotal drivers of growth within DSOs. In short, they’re equipped to meet the needs of patients and keep revenue in the chair. This isn’t just about individual success—it’s a strategic shift that empowers clinicians to lead, innovate, and elevate care while fueling long-term business performance. That’s where Pikos Institute comes in.

Training That Breaks Barriers
For 35 years, the Pikos Institute has been offering world-class surgical instruction for maxillofacial surgeons, prosthodontists, periodontists, and general dentists, giving DSOs a way to provide continuing education opportunities that fuel their growth.

Access to advanced surgical training is especially critical for women, who make up only 7%-8% of the American Association of Oral and Maxillofacial Surgeons active members. In a specialty where representation still lags, programs like those offered by the Pikos Institute are helping to break barriers— not only by leveling the playing field but by expanding what’s possible for underrepresented clinicians. For DSOs to offer training is not just progressive—it’s strategic, and it changes lives.

“If a DSO is serious about growth and long-term success, advanced implant training is a no-brainer,” says Roe McFarlane, CEO of Modis Advanced Education, strategic backer and supporter of the Pikos Institute. “And investing in women dentists especially is a decision that pays dividends across the board.”

Surgical Implant Dentistry at the Highest Level
McFarlane notes that surgeons and organizations need continuing training on real-world, complex cases. “A lot of dentistry focuses on cosmetic and restorative work—fixing chipped teeth or placing crowns—and that’s important. But at the Pikos Institute,” says McFarlane, “we’re teaching clinicians advanced, complex surgical implant therapies—patients who’ve lost all their teeth and have compromised bone structure. Dr. Pikos and his institute teach how to rebuild and repair their foundation so implants can be placed and give them a life-changing smile. This is advanced surgical dentistry at the highest level. And frankly, very few people in the world are comprehensively teaching the techniques demonstrated by Dr. Pikos and his faculty.”

The Pikos Institute is a global leader in hands-on, clinically grounded training for dentists and surgeons. With more than 7,000 alumni, it’s known for evidence-based instruction in implant dentistry, bone and soft tissue grafting, and full-mouth reconstruction.

What sets the Pikos Institute apart is its immersive, integrated approach, combining didactic learning with live surgery viewings, hands-on practice, and in-depth complication management.

“You’re not just watching a lecture,” explains Pikos Institute faculty member Dr. Nicole Hernandez. “You’re seeing full cases—start to finish—with all the nuance and complexity that come with them.”

The Institute’s curriculum is built from thousands of real cases, decades of documentation, and a relentless commitment to the latest techniques, tools, and materials. “The real differentiator is showing surgical complications,” added Dr. Hernandez. “We get a lot of positive feedback on this area, and it can only come from doing a high volume of cases, which is why Dr. Pikos is so valued.”

Advanced Technology, Superior Outcomes
Unlike fragmented approaches where surgeons, labs, and restorative dentists work in silos, Pikos models a fully integrated system under one roof. “We are very fortunate that we have all of the latest technology and planning software and equipment that allows us to kind of streamline and plan and execute these cases in a much more efficient and comprehensively planned manner to deliver the best care for our patients with the least amount of headache,” says Dr. Hernandez.

She adds, “People who attend take notes not just on the procedures but on everything—the CT scanner, the workflow, the lab protocols. So, in addition to learning in the class, they’re also seeing a whole way of operating that’s very different from what they’re used to.”

Never Stop Evolving with Lifelong Learning
Dr. Hernandez is a third-generation female dentist who attributes her commitment to patient care to her grandmother, a private practitioner for 35 years. Practicing at Coastal Jaw Surgery in Tampa, Dr. Hernandez focuses on implants, tissue grafting, TMJ disorders, and more. Beyond her surgical expertise, she sees her role as an educator and a lifelong learner, which drew her to join the faculty at the Pikos Institute.

“Education is critical because things are always changing. We’re all trained based on our specific path—whether you’re a periodontist, general dentist, prosthodontist, or oral surgeon. But just because that’s how we were taught doesn’t mean it’s the only, or even the best, way to do something. Continued education broadens your horizon—it gives you exposure to things you may never have encountered before,” Dr. Hernandez states.

She’s also candid about the importance of sharing the lessons learned from complications. “To say, ‘This didn’t work, and here’s why,’ helps everyone grow. Continuing education is often humbling. You might think you understand something—then someone presents it in a new way and it completely shifts your thinking.”

Vulnerability Is Where Growth Lives
Dr. Suchie Chawla, who recently joined the Institute’s network of over 7,000 alumni trained at the Pikos Institute, agrees that true growth begins beyond your comfort zone.

“I’ve been in practice for 17 years now. The longer you practice, the more hesitant you become about trying unfamiliar techniques. That was soft tissue for me. It’s easier than I thought it would be, but I just needed that extra push.”

Operating out of Manhattan, Dr. Chawla leads a private oral and maxillofacial surgery practice with a wide procedural range—from wisdom teeth to complex reconstructions. Board-certified and dual-degreed in medicine and dentistry, Dr. Chawla embodies the intersection of technical skill and compassionate care.

And she, like Dr. Hernandez, is driven to never stop learning. “When I go to a course, it’s worth it if I walk away with four or five clinical pearls. That’s enough to make a difference in how I practice,” Dr. Chawla states.

Born in Prague and raised across cities like Warsaw, Kathmandu, and New Delhi, Dr. Chawla credits her compassion and strong work ethic to her father, a diplomat in the Indian Foreign Service.

Her journey with the Pikos Institute left a lasting impression. “Dr. Pikos was incredibly approachable. He made you want to ask more questions, to keep learning. And when he didn’t know something, he’d defer to his experienced faculty. That kind of humility in someone so accomplished really stuck with me.”

Reflecting on the importance of visibility and representation in her field, Dr. Chawla states, “There are not that many women role models in surgery today. And I think we need more role models.” For Dr. Chawla, and thousands of Pikos Institute alumni, education is a bridge between potential and excellence, helping to build female role models one practitioner at a time.

Empowering Clinicians to Expand
Their Procedures through Training In a field that demands precision, leadership, and adaptability, the clinicians who thrive are the ones who stay curious, stay humble, and stay committed. The kind of elite, hands-on training at Pikos doesn’t just change careers—it changes the lives of both providers and patients.

And when clinicians bring that level of expertise back to their organizations, they become key drivers of innovation, patient satisfaction, and sustainable growth within DSOs.

Because in the end, the best clinicians aren’t the ones who know it all—they’re the ones who never stop learning.

Ready to Lead the Future of Surgical Dentistry?
For clinicians wishing to learn sound concepts of surgical-based implantology, the beginner-level course Mastering Implant Dentistry Fundamentals consists of four 3-day Modules (108 hours), each of which will include clinically relevant and evidence-based interactive lecture discussion, live surgery, and two half-day hands-on workshops.

Explore all upcoming courses at PikosInstitute.com and join a global community of empowered clinicians reshaping the standard of surgical implant care.

$20K

Scholarship Opportunity

Pikos Institute and WinDSO are thrilled to partner on a scholarship opportunity created to uplift and empower women in dentistry. Open only to WinDSO members, two full scholarships valued up to $20,000 will be awarded to attend any Pikos Institute course.

“Our mission is to provide world-class continuing education that advances clinical excellence. Through this scholarship, we are investing in the future of women in dental leadership,” says Roe J. McFarlane, CEO of Modis Advanced Education, strategic backer and supporter of the Pikos Institute.

Key Details:

• Two scholarships available
• Open to dentists, specialists, hygienists, students, recent graduates
• Scholarship can be used toward any Pikos Institute live course (up to $20,000 value)
• Courses include oral surgery, implantology, and practice management
• Apply by December 31, 2025
• Winners are chosen based on their passion and commitment to dentistry communicated in the application
• Winners announced at WinDSO Empower & Grow Conference 2026
• Travel and hotel expenses not included

Apply for the scholarship for a chance to enhance your clinical skills with top-tier CE training. Application and all details are at: pikosinstitute.com/pikos-institute-windso-scholarship