AGD Impact May 2024

Inst aGrin

Social media is an infinitely malleable tool. Dentists can use it in whatever way is best for their practice. There is no wrong way to use social media — the only keys are to be consistent and be authentic. AGD Impact scrolled through social media to find some of today’s top dental influencers and asked them their secrets to success.

Keeping It In-House: A Look at AGD Constituents with CE Centers

By Michal Christine Escobar

Two AGD constituents offer brick-and-mortar continuing education (CE) centers: Washington and Oregon. Both CE centers offer significant educational benefits to the dental community, but they also present challenges to maintain.

Team and Success: Personal, Professional and Financial

Clinical excellence is only one part of creating a successful dental practice. Almost as critical is creating a cohesive team. The team consists of front office members, hygienists and dental assistants. Creating a strong, empathetic and supportive team can help the business thrive. Growth can only occur when everyone is on the same page with the same ultimate goals.

Effective leadership entails cultivating team members who exhibit the same ethics and values. Team members who share ethics and values help ensure everyone views the path to the practice’s goals in the same way. Another part of this cultivation is ensuring proper motivation. Motivation comes in many forms. You must consider both financial rewards and creating self-worth by offering training opportunities and sharing constructive feedback.

Just today, I took some time to discuss with each team member what we had accomplished over the past year. I outlined the challenges we faced and complimented staff when goals were achieved. I also made it clear where I saw some shortcomings. More importantly, I delineated in detail my aspirations for the upcoming year. This positive outlook stimulated quite a few questions. The meaning of this communication was not to overwhelm, but rather to excite the entire team and make them aware that rewards were on the horizon. This process is repeated in good times and not-so-good times. The importance of surrounding oneself with workers who value and respect what we are attempting to achieve helps provide outstanding dental care. Each team member pulls together toward one goal. Each member complements each other and contributes to a greater whole.

My long-term staff are much more than employees. I trust them and allow them to help me be the best person I can be. Newer staff members — when properly chosen for positive personality traits and competence — add new energy to the business. Sharing responsibilities and allowing each member to account for their own actions develops a goal-oriented mindset and allows for a high level of commitment. The only way to achieve this is through excellent communication. You cannot expect excellence without guidance and detailed training in the procedures that require diligence. It may take time to become cohesive. I have been blessed with team players who have elevated our practice’s patient care. They allow me to do what I do best by doing what they do best. Coordinating treatment as a cohesive unit is a recipe for success. Respect and trust are earned each day by the way we treat those around us. Empowering your team, creating a self-directing attitude and expecting accountability is accomplished through positive reinforcement. Dentistry provides a unique opportunity for grand attainment through proper business acumen, but we’d be foolish to think we can do it alone. Developing good team members is just as important as learning new clinical skills. We need to invest in both to ensure success.

Timothy F. Kosinski, DDS, MAGD Editor

Inside General Dentistry

Look for the following article in the May/June 2024 issue of AGD’s peer-reviewed journal, General Dentistry.

Human papillomavirus, oropharyngeal cancer, and the latest vaccine: considerations for oral healthcare providers

Human papillomavirus (HPV) is associated with both benign and malignant disorders, such as genital warts and a variety of cancers, including oropharyngeal squamous cell carcinomas (OPSCCs). The current 9-valent HPV vaccine (Gardasil 9) protects against high-risk strains that have been shown to cause OPSCC, and widespread vaccination should reduce the rate of all HPV-associated cancers. HPV-related OPSCCs differ from non–HPV-related OPSCCs in their clinical presentations and responsiveness to treatment. To provide oral healthcare providers with a basis for effective communication with patients, this article will examine the evolution of the HPV vaccination schedule and the role of the HPV vaccine in the prevention of OPSCCs.

AGD Fact Sheets

Talking to Patients About Clear Aligners

AGD fact sheets provide your patients with all of the information they need to maintain their oral health. Fact sheets on more than 25 oral health topics are available for downloading online and can be customized to include your name and practice information.

Download the fact sheet “What You Should Know About Clear Aligners” at agd.org/factsheets

AGD Podcast

Exploring Residency Programs on Your Dental Career Journey

Read this article and more at agd.org/generaldentistry.

In this podcast episode, host George J. Schmidt, DMD, FAGD, speaks with Russ S. Bergman, DMD, vice chair and general practice residency program director at Newark Beth Israel’s Department of Dentistry. Together, they talk about residency programs, the application process and the valuable ways postgraduate general dentistry training prepares new dentists for success in their careers. Bergman highlights the opportunities available in these comprehensive educational and clinical programs that allow new dentists to build upon their foundational knowledge from dental school. He also discusses important advice for candidates applying to any residency program, as well as the importance of being curious, ambitious and hard-working. This is a valuable discussion for anyone considering a residency program as part of their dental career journey.

Visit agd.org/about-agd/publications-news/agd-podcasts to listen now.

The Daily Grind

Look for the Newest ‘Daily Grind’ Blog Post

AGD’s blog, “The Daily Grind,” offers insight and reflections from dental students and practicing general dentists. Read “Continuing Dental Education Offers a Lifetime of Memories for the Whole Family” by Cassandra Pietrok, DDS, MAGD, to learn about making the AGD scientific session a family affair.

Visit “The Daily Grind” at agd.org/daily-grind.

Marketing

Digital Smile Design: A Powerful Marketing Tool for Dentists

By Jackie Ulasewich Cullen

One of the secrets to effective marketing is “show, don’t tell,” a concept used by writers to develop compelling stories. The basic idea is that showing immerses a person in a visual experience, inviting them to use their imagination, while telling only conveys information and requires no engagement. “Show, don’t tell” works in marketing because it breaks down what might otherwise be an overwhelming decision-making process into something more digestible. In dentistry, there is no tool more effective at showing than digital smile design (DSD), an amazing tool that many dentists already have at their disposal but may not be using to its full advantage.

What Is Digital Smile Design?

While smile design is not a new technique, only recently has it progressed from 2D to 3D. Software can now produce accurate digital pictures that can easily be manipulated to reflect different scenarios, balancing the patient’s esthetic desires with their functional needs. Whenever a dentist uses this type of software in their treatment-planning process to show a patient potential results, it can be considered DSD.

Why Use Digital Smile Design Technology?

On the surface, DSD provides precise images a dentist can use to create more accurate treatment plans. However, if we dig a little deeper into its capabilities, DSD makes it easier for patients to say yes to treatment by taking an abstract concept and making it concrete. When a patient sees images of themselves with their new smile — the expected results of the proposed treatment plan — they are transported to a future with better oral health and a beautiful smile. DSD puts the patient in the middle of the action and breaks down the barrier that prevents them from imagining the possibilities.

In addition to giving the patient something tangible on which to base their decision, smile design software gives the dentist the power to change parameters without having to start over from the beginning, making it possible to easily show the patient results based on different scenarios. This not only helps the patient understand the recommended treatment plan better, but it also allows the dentist to customize the treatment plan to the patient’s desires or constraints, giving the patient the opportunity to take part in improving their oral health. When a patient is an active participant in their treatment plan, it increases their emotional investment and, as a result, their buy-in.

Getting Results with Digital Smile Design

Using DSD software effectively, consistently and when clinically appropriate will undoubtedly convert more patients who are seeking treatment. Patients are generally more convinced by realistic digital images showing achievable results than by their dentist simply telling them what they need to do. DSD is also an excellent way to reinforce the practice’s current marketing efforts, adding another dimension to the story that their marketing is already telling. The software is extremely versatile and can be used for multiple applications, from individual treatments like clear aligners, veneers and implants to complex cases like full-mouth rehabilitation. This type of software can also be a differentiating factor for the practice’s immediate marketing, especially if other practices in the area are not taking full advantage of DSD’s capabilities. Advertising the ability to see the results of treatment before committing is another way to attract patients interested in cosmetic treatments as well as more complex cases.

“Digital smile design puts the patient in the middle of the action and breaks down the barrier that prevents them from imagining the possibilities.”

Digital Smile Design in Action

Lee Brown, DDS, a member of the My Dental Agency Clinical Advisory Board, uses DSD to help his patients visualize their treatment results not just to give them an idea of the esthetic outcome, but also to show them the functional improvements they can expect.

“My typical protocol is to discuss the problems and consequences of inaction, making sure they understand this is a functional need, not cosmetic,” Brown told me. “Only after they completely understand the clinical need will I ask, ‘We know the benefits of making this stronger. Would you also like it to look better?’ Then I follow up with the simulation to give them an idea of what is possible.” He uses DSD for a variety of cosmetic and restorative cases in his daily practice.

A variety of software providers are on the market. Brown uses Dental Treatment SimulationTM Pro. He says its support is reliable and that he has used its quick smile design feature quite a bit with great success. Many dentists also have experimented with software like Smile Designer ProTM and Romexis® Smile Design, so there are many options out there.

DSD technology is the ultimate “show, don’t tell” marketing tool for dental practices. Its capabilities go beyond just creating more accurate treatment plans. Patients love that they can, in essence, see the future with the images it produces. They also appreciate the ability to participate in the treatment-planning process. For practices, this technology adds another layer to their existing marketing and makes it easier to convert patients who are interested in treatment. ♦

Jackie Ulasewich Cullen is co-founder of My Dental Agency, a marketing company specializing in dental practice. To comment on this article, email impact@agd.org

You, Me and CE

By Clayton Sorrells, DDS

Iremember the many times in dental school when I heard one of my professors say, “When you graduate, you’ll be paying for continuing education (CE) and wishing you would have paid attention in school instead!” At that time, I thought little about it because the only thing standing between me and tee time was an incredibly boring pharmacology course. Now that I am footing the bill for each course I take, I continue to hear those words. While my golf game now takes a backseat to running a practice, I have found a new hobby: planning my next CE trip.

One goal I have set is to obtain AGD Fellowship as soon as possible. This requires 500 hours of CE and passing the Fellowship Exam. Although I have to wait three years before applying for this designation (you have to be an AGD member for that long), I aim to complete all 500 hours of CE by that time. Thankfully, I obtained 50 hours in dental school, which will count toward my AGD Fellowship. This leaves me with 450 hours. That comes to 150 hours of CE per year for the next three years. While 150 hours is quite a lot, with a thorough plan, it is attainable.

I knew that CE courses would be expensive, but I had not accounted for all the planning that goes into taking one. You have to find the CE course, arrange travel, plan your work schedule and barter with your spouse to let you make yet another trip. It helps to have a general idea of your budget for the year with travel included, as traveling and taking off work can get expensive and timeconsuming rather quickly. Luckily, I do not work on Fridays, and many CE courses are offered on Fridays and Saturdays. This means I do not have to close the office, and my staff’s paychecks do not suffer. If I have to close the office, I try to give my staff members plenty of notice so they can plan accordingly. It is also good to start looking at flights early. That way, you might snag a better price or get that nice window seat.

Since this is my first full year out of school, I knew I would need a plan of attack for attaining CE. Something I have found helpful is to set my sights on the type of CE I want to focus on. This year, my main focus is oral surgery and endodontics. The tricky part is then deciding which oral surgery or endodontic courses to take, as not all CE courses are particularly beneficial. When trying to decide on a course, my first step is to talk with Dr. Plyler, from whom I bought my practice, and other dentist mentors to see which courses they found beneficial and which speakers they enjoyed. The last thing you want to do is travel to a course, spend $1,000 and leave with no more knowledge than you arrived with. Another trick is to scour dental Facebook groups to see what others recommend. However, be mindful that they might not be completely impartial if a particular course sponsors the group.

There are many different ways to get CE. You can attend conferences, take online courses or travel for individual in-person courses. This year, I am doing a little of all three. I plan to attend several conferences, but I am also traveling to take an oral surgery course and a course on Botox®. I enjoy courses that are dedicated to one topic. They are really beneficial when you want to improve

in a singular area. Conferences, like AGD2024, are also great, as there are many different types of CE offered. You can tailor your course load to your areas of need. You can get a wide variety of information, or focus on one specific skill or topic. Online CE is great because you can do it in the comfort of your home and save on travel. One issue I have found, though, is that I am not as good at focusing while taking online CE. I also miss the feeling of being in a group of people.

While that 150-hour yearly target is looming in the back of my mind, I do not let it be my driving force for obtaining CE and learning. I truly want to become a better clinician and the best dentist for my patients. Whether you’re pursuing CE for professional recognition, state licensing or simply to push your own boundaries, good for you. No matter the reason, you are bettering yourself, which will ultimately lead to better outcomes for your patients. ♦

Clayton Sorrells, DDS, is a new dentist and previous AGD chapter president at Louisiana State University School of Dentistry. To comment on this article, email impact@agd.org

ATTEND THE PREMIER MEETING FOR GENERAL DENTISTRY

Expand your knowledge and grow professionally with AGD2024’s numerous education offerings:

• Network with more than 2,500 fellow dentists and AGD members.

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Leveraging Social Media for Success: A Guide for New Dentists

By Amrita Feiock, DDS, FPFA, FICD, FACD

In this digital age, social media has become an indispensable tool for professionals to connect with their audiences, build their brands and grow their businesses. For new dentists, harnessing the power of social media can be a game changer in establishing a strong presence, attracting new patients and even fostering professional relationships. However, it can get quite overwhelming. When I started, I first established my brand identity. Establishing this is key to standing out in a competitive market. By using platforms like Instagram, Facebook and LinkedIn to showcase your personality, expertise and values, you can create a niche for yourself. I spent time creating professional profiles that reflected the way I wanted to be seen, including having headshots taken and carefully editing a biography that highlighted my credentials and areas of expertise.

Many potential patients use social media to look for cases or outcomes that are similar to their own. You can utilize social media as a visual platform to showcase your work and highlight successful outcomes. Share before-and-after photos of dental procedures, such as teeth whitening, implants and smile makeovers (with patient consent, of course). Visual content is highly engaging and can effectively demonstrate the quality of your work, attracting potential patients seeking similar treatments.

Collaborating with influencers, other healthcare professionals and local businesses can expand your reach and attract new patients. Partner with your local chamber of commerce, specialists or cosmetic surgeons to cross-promote each other’s services and share valuable resources with your respective audiences. Additionally, consider sponsoring charitable events or participating in community outreach initiatives to enhance your visibility and reputation. We are heavily involved in outreaches, sports teams and public events in our area, so we use our social media channels to promote and inform our audience about our activities.

Once you have your profiles established, the next — and possibly most important — step is to position yourself as a thought leader in your field (and geographic area) by sharing valuable and informative content related to your practice. This is accomplished by creating engaging posts, videos or infographics that educate your audience about oral health, preventive care tips, common dental procedures and the latest advancements in dentistry. My team even used social media to introduce our communities to new team members and doctors at our practices. By offering valuable insights and practical advice, you can establish credibility and build trust with your audience.

Your marketing company or consultant may offer to help manage targeted advertising options. Take advantage of these options to reach your ideal patient demographic. Utilize demographic, interest-based and geographic targeting to tailor your ads to specific audience segments most likely to benefit from your services. Experiment with different ad formats, such as sponsored posts, carousel ads or video ads, to maximize engagement and conversion rates. Remember to track how and where patients found you so that you know which marketing tools are working.

Lastly, it is imperative to regularly monitor the performance of your social media efforts by using analytics tools provided by the platforms. Track key metrics, such as engagement rate, reach, impressions and conversion rates, to gauge the effectiveness of your content and advertising campaigns. Use these insights to refine your strategies, optimize your content strategy and allocate resources more effectively to achieve your goals. With dedication, creativity and strategic planning, you can leverage social media as a catalyst for success. ♦

Amrita Feiock, DDS, FPFA, FICD, FACD, is in private practice with her father, endodontist Rohit Z. Patel, DDS, PC, in Westchester County, New York. To comment on this article, email impact@agd.org

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Six Questions (and Answers) to Help Shape the Future of Your Practice

By Roger P. Levin, DDS

Question 1: Some of the employment problems in the United States seem to be getting better. Why is this not happening in dentistry?

Although it is true that the employment situation in the United States is easing, it is still very problematic in dentistry. One reason is because the profession lost a large number of dental hygienists during the COVID-19 pandemic. Dental hygienists are licensed professionals who cannot be replaced overnight. Additionally, there is a segment of the population that will no longer accept working full time in an office, and that reduces the pool of applicants to dental practices. There are solutions to recruiting and hiring staff that can be found in books, online and in-person seminars. I encourage dentists to learn about these solutions, such as signing and referral bonuses, and use them in the recruiting and hiring process.

Question 2: How important is staff to the overall success of a dental practice?

Any good leader or business school program will tell you that employees are often the main factor for the success of any business. Practices are now trying to mitigate the dental staffing shortage through automation, new technology and/or better systems that help train less experienced team members. As an example, workflow technology creates numerous opportunities for enhancing delegation with an easy learning curve for many staff members.

Question 3: How important is workflow technology in dental practices?

I believe that workflow technology, which involves the integration of various technologies and software to streamline and enhance

dental procedures and administrative tasks, will be the future of dental practice. We are entering an era where technology is increasingly integrating well, and pricing for this technology is going down. Practices should have a plan to gradually implement workflow technology for clinical care, greater efficiency, easier staff training, reversibility of mistakes and capturing complete patient care from a first phone call through the completion of clinical care. This is a major part of the future of dentistry, and we will see an acceleration of the implementation of workflow.

Question 4: What is the best form of marketing to attract new patients?

There are multiple successful forms of marketing. For example, I hear a lot about search engine optimization and social media; however, many practices have spent large sums of money in this arena for little return. All marketing modalities can be effective, but, if I had to choose the best method, referrals from patients would be the best approach. This is not to say that other strategies should not be explored or tried, but patient referrals attract new patients who already have a good image of the practice and a certain level of trust. These patients are more likely to make appointments when they call, keep their appointments and accept treatment. Overall, a strong internal marketing program will generate more referrals from patients. However, if I were to give one piece of advice regarding patient referral marketing, it would be to also have a number of marketing strategies that dovetail with communication strategies. For example, one of many strategies I like is having a 30-day email that goes out to patients updating them on the latest information about the practice, staff, techniques, new services or dental information.

Question 5: What is the future of private practice?

My company has seen a continuing trend toward dental support organization (DSO) growth. This trend will continue over time, and, eventually, there will be a balance between private practice and DSOs. Although I can’t predict what will happen 15 or 20 years down the road, I do believe that, while the private practice model will be alive and well for many years, different service delivery models will also exist. However, a well-run private practice can still generate an amazing income and lifestyle for dentists who will then have an asset to sell later.

Question 6: What trends are you seeing in dental practice production?

The current trend of dental practice production is flat. It is good that it’s not declining, but overhead has grown by approximately 6%. This is due to the increase in staff compensation and the inflation we experienced over the last 12–18 months. Having said that, many practices are increasing their production by implementing better systems, such as improved scheduling and patient communication. I believe that almost any practice has a large growth potential that can be realized if the practice becomes more efficient and improves in its focus on comprehensive patient care, patient communication and financial options. We also believe that, as the economy improves, dental practices will immediately benefit, and production will increase. The fastest way to achieve this is through excellent systems that operate the practice and create the fastest method of training and retraining the dental team.

Some of the most effective strategies for increasing production include reactivating all inactive patients, maintaining regular contact with overdue patients to encourage them to make appointments, improving hygiene productivity by getting patients scheduled for their radiographs and fluoride treatments, providing the right number of sealants, and diagnosing all periodontal disease. Another important strategy includes reducing no-shows, as no-shows create unrecoverable chair time and can often cost a practice millions of dollars over the course of the owner’s career. Open chair time is lost production time.

Furthermore, filing insurance claims on time, raising fees annually and negotiating insurance reimbursements can all contribute to increasing practice production. The wonderful thing about increasing production is that it offsets increased overhead and can often rise faster than overhead, which allows for increased profitability.

Dentists need to keep in mind that, in addition to providing excellent clinical care, they are also running businesses, and those businesses need to move forward with specific models for profitability to allow for doctor income, investment in the practice and investment in the future. Practices also want to keep a minimum amount of cash in the event that there is a dip in production for any reason, which will take any pressure off the ability to pay bills and maintain doctor income. ♦

Roger P. Levin, DDS, is the founder and CEO of Levin Group, a dental management consulting firm. To receive his Practice Production Tip of the Day, visit levingroup.com. To comment on this article, email impact@agd.org

Invest Your Time Wisely to Empower Patients to Get Care

By Matt Muscolo, senior vice president and general manager of Dental Practices at CareCredit

This column is sponsored by CareCredit, an AGD Corporate Sponsor.

According to Health Policy Institute data from December 2023, 82% of dentists surveyed indicated that patient no-shows or cancellations within 24 hours of appointment time was a factor that prevented the practice’s appointment schedule from reaching 100%.1

Understanding why your patients are canceling, delaying or declining dentistry, and providing solutions in advance, may help keep your schedule fully booked in the future.

Patients’ Perceptions of Dental Care, Insurance Benefits and Cost

To help dentists and dental professionals understand their patients’ perceptions of dental costs and the options to pay for care, Synchrony, on behalf of CareCredit, conducted research — the 2023 CareCredit “Dental Lifetime of Care Study.”2 One of the key findings is that the majority of people surveyed (58%) perceive dental care to be “unaffordable.” That number increases to 75% for those without dental benefits to contribute to the cost of care. Additionally, the research shows many patients don’t understand their insurance benefits clearly or even how much their annual maximum is. Finally, almost half of those surveyed said they were not prepared for their largest dental expense.2

Patient perception that dentistry is unaffordable as well as a lack of understanding of insurance and absence of financial preparation are reasons patients delay making appointments and accepting recommended treatment. In fact, the study found 52% of patients indicated they would delay care costing less than $1,000.3

Communicating Recommended Treatment Costs and Payment Options

While it is helpful to educate patients through social media and other digital patient communications, one of the best opportunities to clearly explain cost and financial options is when your team is face-to-face with the patient in your practice. It may not only help them understand payment solutions available to manage costs, but also help them plan ahead based on their family budget.

Below are areas where patients may appreciate additional education:

• Insurance benefits: The study found that one out of two survey respondents did not know their benefit maximum.2

Taking a look at existing patient benefits and letting them know

what they have available to contribute to the cost of care when doing recall communications may be just the information they need to schedule an appointment.

• Dental costs: Only 30% of study participants found it easy to understand dental health expenses.2 Investing time to ensure patients understand not only the cost and how insurance contributes to that cost but also the value of care may help. It may help to ask clarifying questions such as:

• Do you have any questions about the recommended treatment?

• Can we review your benefits so you have clarity on how they contribute to the cost of care?

• Do you have any questions or concerns about the cost of dentistry or your out-of-pocket costs?

• Payment solutions: From exams to implants, 46% of the study participants said they were not financially prepared for their largest out-of-pocket dental expense.2 Including financing with the CareCredit credit card as a payment solution along with general-purpose credit cards may help patients manage cost — which can be a barrier to care — and increase the percentage of patients who accept treatment versus those who do not.

Easy for Your Team and Patients

Educating patients on payment solutions may be easier than you think. CareCredit has digital solutions — the Custom Link and Custom Link QR code — that enable patients to privately learn about and see if they prequalify for the CareCredit credit card before their appointment or at their appointment using their smart device. The team does not need to be involved in the application process — giving them time to spend on patient-centric tasks.

Another easy way for patients to apply is through your practice management software. CareCredit may already be integrated into your software. Through the integration, you can identify who has available credit prior to their appointment — and remind them that they may have a way to pay before the examination. ♦

Matt Muscolo is senior vice president and general manager of Dental Practices at CareCredit. To comment on this article, email impact@agd.org

Disclaimer: This content is subject to change without notice and offered for informational use only. You are urged to consult with your individual advisors with respect to any information presented. Synchrony and any of its affiliates, including CareCredit, (collectively, “Synchrony”) makes no representations or warranties regarding this content and accepts no liability for any loss or harm arising from the use of the information provided. Your receipt of this material constitutes your acceptance of these terms and conditions.

References

1. Health Policy Institute. “Economic Outlook and Emerging Issues in Dentistry: Insights from Data from December 2023.” American Dental Association, 2023, ada.org/-/media/project/ada-organization/ada/adaorg/files/resources/research/hpi/dec2023_hpi_economic_outlook_dentistry_slides.pdf?rev=624bbcc00 ed14a559bd59f1802eefc11&hash=DBDE67331455A60D93445902783A14DC.

2. Synchrony and CareCredit. “Dental Lifetime of Care Study.” Synchrony Bank, 2023, carecredit.com/sites/pc/ pdf/dental-lifetime-of-care-study.pdf.

3. Synchrony and CareCredit. “Dental Lifetime of Care Study At-a-Glance.” Synchrony Bank, 2023, carecredit. com/sites/cc/pdf/09.25.23-LOC-Infographic.pdf.

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Is FOMO Bringing You Down?

By Maggie Augustyn, DDS

Have you ever noticed that how you feel about yourself is based on whom you compare yourself to? For example, the way you look at your self-worth may depend on where you live. If you have the biggest house on the block, you might feel like you’re at the top of the social ladder. But if that same house is being dwarfed by mansions, you might feel some self-deprecation and maybe even self-loathing.

examine catalogues and magazines to determine our self-worth. Yet, some aspects of our evolution express themselves in this way. Social life has always been a game for social comparison, but it’s been nothing like we are experiencing in the age of social media.

Fear of missing out (FOMO) might have started as a term defined in the urban dictionary, but it is now a quasi-mental dysfunction. It was added to the Oxford Dictionary in 2013 and may even gain ground in the Diagnostic and Statistical Manual of Mental Disorders (DSM) one day. Before FOMO was even coined — and took hours off our sleep routines — researchers came to understand the dangers of self-comparison. In a study, subjects were presented with two job opportunities: one where they would make $90,000 a year with colleagues making $70,000 and another where their salary would increase to $100,000 and their counterparts would go up to $150,000. A disproportionate number of subjects chose to forgo the increase in salary to simply be at the top of the earning pyramid.1 This study may be proof that our self-worth is, in fact, very much dependent on the person sitting next to us. But if we understand the dynamic of what is happening, why is it so difficult to make our way past it?

Much of the reason we compare ourselves to others dates back to prehistoric times. Humans needed to be in a constant state of vigilance — protecting ourselves from the danger of animal packs that could have eaten us or rival tribes that could have taken our land and resources. To that extent, comparison led to advancement. By seeing which survival methods worked for others, we gained direction for ourselves. But, as much as we were poised to carry that in our genetic code, no one was born predetermined to

FOMO is an almost unnatural desire to stay connected to what others are doing. One of the most prominent examples of FOMO today is a problematic attachment to social media. Victims can often find themselves with symptoms such as lack of sleep, emotional tension, anxiety and the fear of social rejection. It can also create a deep sense of social inferiority and an unwelcome solitude. Social networking sites have contributed to easier communication, and that has been positive. Facebook and Instagram are filled with billions of subscribers looking for connections. But those connections, or rather the messages we view on boards, create a distorted perception as we glimpse into the lives of our contemporaries. Pages are filled with celebrations, touched-up photos, smiles and laughter, and they are used as a constant upward social comparison, inflicting unreasonable expectations on what our lives ought to be like. Studies have shown that those who scroll through social media incessantly are found to have “lower emotional stability and agreeableness, conscientiousness, perceived control, and self-esteem.”2 If one spends more than two hours a day scrolling

through social media, they have a higher risk of suicidality and narcissism. Living with FOMO exasperates feelings of loneliness and can result in misinterpretation of messages, leading to emotional dissatisfaction and confusion on one’s life purpose. FOMO has been found to also be a reason for insomnia; our phone lies within easy reach on the nightstand. Notifications on social media posts also lower productivity, with a constant stream of interruption and task-switching.2

Human beings were shaped by an involuntary process to pursue success. Success against the people we perceive as competitors initially feels good, but it usually doesn’t last. It’s most often fleeting and quickly forgotten, leaving no impression of real success within our minds. Comparing ourselves to others or remaining in the competitive rat race can leave us in a constant state of untethering and unbending. It can put us in a state of wandering and fumbling, ultimately forgoing a million of the most beautiful moments.

Going against our genetic programing of watching what others are doing is more difficult than it sounds. It takes patience, practice, consistency and accountability. It takes self-awareness and living in the moment. One might consider bypassing social media sites altogether to gain some ground on feeling a genuine

sense of self-worth. And those vacations from networking sites do work. Scientists have found that the best preventive measure is restricting the time we spend on Facebook, X, Instagram, Reddit, LinkedIn and TikTok. They recommend that those sites not be a part of our kids’ culture, and the minimum age for their use ought to shift from 13 up to 16 years of age. Last, a shift of attention from our destination to our journey ought to be encouraged. We know from past research that those who enthusiastically pursue goals and not things and who focus on their own journeys and not others’ are far more likely to lead joyful and rewarding lives.3 ♦

Maggie Augustyn, DDS, is a practicing general dentist, owner of Happy Tooth, faculty member at Productive Dentist Academy, author and inspirational speaker. To comment on this article, email impact@agd.org

References

1. Solnick, Sara J., and David Hemenway. “Is More Always Better? A Survey on Positional Concerns.” Journal of Economic Behavior and Organization, vol. 37, 1998, pp. 373-383.

2. Gupta, Mayank, and Aditya Sharma. “Fear of Missing Out: A Brief Overview of Origin, Theoretical Underpinnings and Relationship with Mental Health.” World Journal of Clinical Cases, vol. 9, no. 19, 2021, pp. 4881-4889.

3. Frank, Robert H. Luxury Fever: Why Money Fails to Satisfy in An Era of Excess The Free Press, 15 Jan. 1999.

Inst aGrin

Words (and Emojis) of Wisdom from Dental Social Media Influencers

Social media is an infinitely malleable tool. Dentists can use it in whatever way is best for their practice. Some are breaking down provider-patient barriers and humanizing the face of dentistry. Some are making use of its marketing potential to bring in new patients. Some are educating fellow providers. Some are making patients laugh. Some are sharing pictures of bloody teeth.

There is no wrong way to use social media — the only keys are to be consistent and be authentic.

That seems to be the consensus among dental social media influencers.

AGD Impact scrolled through social media to find some of today’s top dental influencers and asked them their secrets to success. What creates great social media and drives followers? What kinds of posts are best? Does creating a social media presence need to cost money? What follows are the thoughts of some of the dentists creating the digital face of the profession.

Jason M. Auerbach, DDS

Instagram: bloodytoothguy

Followers: 190,000

How/why/when did you start on social media?

February 2015: I was sitting in my office between patients, scrolling on my phone, when I came across Dr. Pimple Popper’s account and thought to myself, “If there are people out there who enjoy watching pimples being popped, there are likely at least some who could be interested in bloody teeth.”

Who is your audience?

My audience is primarily dentists, dental students, residents, and other dental and medical professionals, but there most certainly is a small but dedicated group of non-healthcare-related followers who really just like the whole bloody tooth thing.

What is your goal?

Spread knowledge, awareness, and peace and love.

What type(s) of content do you enjoy most?

Personally, I enjoy anything that can teach me something. The format is less important than the value of the content.

What topics make the best content?

For bloodytoothguy, the best engagement generally comes from a video that highlights some surgical technique (especially if Instagram doesn’t censor it).

What do you lean toward, serious or humorous? Or a combination?

By nature, I’m a combo. I think the key is that I’m authentically me — usually somewhat

self-deprecating, but always trying to share from my heart.

What types of content get the best responses?

Typically, video gets the most interaction on my feed, but I routinely have more viewers on Story posts.

Do you run ads on social media? No.

How do you interact with followers?

Comment on their posts, respond to comments and, most importantly in my opinion, to their direct messages.

How do you involve your staff in your social media?

If you listen to the background banter in my videos, you’ll see they are a huge part of everything I do.

Does good social media need to cost money? NOPE.

Brett E. Gilbert, DDS, FICD Instagram: drbrettgilbert

Followers: 25,700

What is your platform of choice?

I definitely love Instagram the most! I have developed an engaged following there. I also post, scroll and interact on Facebook, TikTok, Threads, LinkedIn and YouTube on a daily basis.

How/why/when did you start on social media?

My first point of entry to social media was getting my news on Twitter (now X) around 2012. I actually felt very reluctant to pursue accounts on other platforms because I felt I was a very private person. However, a colleague of mine convinced me in 2017 that I would be able to grow my brand and practice if I posted some of my endodontic cases on Instagram and Facebook. I gave it a try and instantly saw that it was an amazing way to reach other dentists, and it empowered me and helped me to inspire others.

Who is your audience?

My accounts reflect my two passions: endodontics as well as personal growth and development. My audience is primarily dentists, students, dental team members, vendors, patients and friends. I feel my feed is universal, as my posts are about having a positive mindset, seeing the bigger picture, and remembering that an awareness of feeling gratitude and love are the best medicine. I try to reach patients directly by creating content that dispels the myths about root canal treatment safety. Sadly, there is much unsubstantiated misinformation online, and I try to educate patients so they can make informed decisions about their dental care.

What is your goal?

My goal is to share my knowledge with others to improve their lives as clinicians and to inspire them to be the best versions of themselves. As dentists, we must remember that we are human beings first who also happen to be doctors and that we must fuel ourselves mentally, emotionally and physically so that when we return home from work, we still have energy, love and enthusiasm to help our most important people — our families and loved ones.

What type(s) of content do you enjoy most?

I love the power and engagement of video! I find posts and Reels to be highly effective to reach many people, but Stories also relay a message that feels like it fits in the moment.

What do you lean toward, serious or humorous? Or a combination?

I lean more toward the serious side, since that is how we operate as clinicians. However, I try to keep it light by infusing the message that we are never going to be perfect, so let’s focus on being excellent professionally and personally.

What types of content get the best responses?

Clinical videos always get the best response. Many clinicians are essentially learning and refining their knowledge of endodontics through the content that is shared by experts online.

How do you attract new followers?

I don’t focus too much on the number of followers. However, if a certain video hits, more followers always appear. I also try to vary the

style, length, topics and vibes of my content to see what grabs viewers’ attention. I also appreciate that collaborating with others is always a great way to attract new followers.

Do you run ads on social media?

I run ads related to my online endodontic education platform, Access Endo. Online marketing is a rapidly developing niche, and it is a great way to introduce a product that might help others by meeting them where they spend the most time — on their phones!

How do you interact with followers?

I always try to respond to any comments on my posts with truly intentional answers. I also answer my direct messages as quickly as possible with thoughtful and heartfelt responses. It is not always easy for people to reach out for help or to admit they need it, so I feel grateful when someone feels they can trust me.

How do you involve your staff in your social media?

My office team is growing into social media. We are currently working to grow our @kingendodontics accounts by filming our office, technology and team members. Overall, my strategies to grow my personal/professional account have been translating into growth of our practice accounts.

Does good social media need to cost money?

Absolutely not! I actually believe that the cookie-cutter content that most social media services offer are fairly obvious and impersonal. I feel it is much more effective to use social media to express the vibes and personality of you and your practice. There is no right or wrong way to go about growing social media — just be authentic and consistent.

Jocelynn Vida Sustaita, DMD

Instagram: veneergoddess

Followers: 117,000

What is your platform of choice?

Instagram has been my go-to platform and primary focus. It has played a key role in growing my practice, Vida Dentistry, and in growing my professional reputation from scratch over the past five years. Sharing my journey on Stories from the beginning when I was building my office was how it all began. Honestly, without Instagram, I wouldn’t be where I am today, as I have relied solely on social media rather than any traditional marketing. Now, my focus is shifting toward TikTok. Adapting to its fast-paced,

imperfect and authentic vibe is a learning process. TikTok’s unique style is different from what I’m used to on Instagram, but I believe it’s the future, and I’m excited to embrace the change.

How/why/when did you start on social media?

I ventured into social media during the MySpace era, and, later, my college, Pepperdine University, was among the first to adopt Facebook. I was always the designated or volunteer friend capturing and uploading moments, and I found a natural affinity for being in front of the camera and directing all the shots. Fast-forward to 2018, and I officially launched my professional dental accounts, @doctorjocelynnvida and @veneergoddess, jokingly referring to it as my “second job that starts at 6 p.m. and never ends.” It’s been an exciting journey blending my passion for dentistry with the art of storytelling — almost as a reality show — and building a portfolio on these platforms for patients to find me.

What do you lean toward, serious or humorous? Or a combination?

My Instagram, TikTok and YouTube accounts are a mashup of social media pillars — or what we call “topics” — that cycle over and over again. I started with my journey to building and opening my startup, before-and-after makeovers and patient stories, but then I found joy in sharing my day-to-day and personal life. So, you’ll catch me mixing in dentistry with my outside adventures. Most videos are raw and heartfelt, especially with me and my patients. But I’ll toss in some humor, curating funny trends to show the fun side of me. It’s a mix of heart, art and laughs because dentistry can be both serious and a good time, and I think that is the beauty of social media and how it’s been helping our profession. Social media has allowed people to see dentists differently and in a much better light; the public can feel a sense of closeness that was not there prior.

What are some tips for dentists who want to grow their social media presence?

Strategic authenticity is key; resist the urge to mimic the masses, as it tends to veer into mundane territory. Reflecting on my journey, I am pretty positive that about five years ago I pioneered the trend of revealing smile

transformations through a unique video technique — covering the screen with a hand, then unveiling the “after” result. It’s been gratifying to witness the trend take off, but it has also gotten quite boring. Now, there are smartphone editing applications and so much that can be done creatively to make videos and content. While I was also among the first to professionally film patient appointments for Instagram, I’ve since shifted gears. Now, I embrace a more candid and genuine approach that aligns with the current trajectory of TikTok — less polished, more authentic and entirely engaging, with firsthand-perspective filming from my point of view.

Does good social media need to cost money?

No, it doesn’t. I started it all by myself, and, although I’ve had people come in and try to help me in the past here and there, I know for a fact that if you’re a dentist wanting to share your life, work or practice, all you need is your phone to edit your videos. Start sharing with the world and your patients — I promise you it’s not only fun, but also so beautiful to be able to look back at all you’ve accomplished for your patients.

Kyle Stanley, DDS

Instagram: drkylestanley

Followers: 44,600

Who is your audience?

For me, it has always been dentists because I am an educator.

What is your goal?

My goal is to bring research-backed education to the dental industry. Over time, my favorite topics have changed from implants and smile design to artificial intelligence and, most importantly, mental wellness.

What type(s) of content do you enjoy most?

I enjoy short reels that make people think twice about something and go against industry norms, such as talking to your patients about complications before they happen, discussing the need

for possible future revisions and including the discussion of what those revisions could cost.

What topics make the best content?

I like real-world dental topics that happen every day but nobody wants to talk about them. An example is how patients can become fearful of dentists through repeated exposure to poor depictions of dentists in the media, and then they come into our practices afraid.

What types of content get the best responses?

Recently, I have been getting great responses on content that sticks up for dentists regarding unreasonable patients, litigation and mental wellness. Sometimes, people forget that we are just humans behind the loupes and white coats!

How do you attract new followers?

I try to keep it real and talk about content that nobody else is talking about. The best way to attract followers is by making content that people want to share because it resonates with them.

Do you run ads on social media?

I run ads for my Light Side Academy, which is a researched-backed continuing education course to help dental professionals master their mental and relational health.

How do you involve your staff in your social media?

I don’t! I do it all myself.

How do you interact with followers?

I do all my social media myself, so I am constantly interacting with colleagues in my direct messages. I really enjoy being an advocate for the profession and making mental wellness a priority.

What are some tips for dentists who want to grow their social media presence?

Be consistent, be authentic, don’t copy others, bring value and truly try to help others. The less you focus on yourself and the more you focus on others, the more you can add to the profession.

Does good social media need to cost money?

Absolutely not! You only have to think about exchanging time for money. For some, it may make sense to have a video editor or designer, but others, like me, prefer to do all their own editing. Social media should be fun, and anybody can succeed with a little effort.

Melissa Seibert, DMD

Instagram:

dr.melissa_seibert

Followers: 30,100

Who is your audience?

My dental colleagues.

What is your goal?

To provide access to high-quality information and facilitate community engagement.

Anjali Rajpal, DMD

Instagram:

beverlyhillsdentalarts

Followers: 54,400

Who is your audience?

I primarily cater to the general public. It is a way for me to connect with existing and future patients through education and patient experience topics. However, I also like exchanging information with other dental professionals to ensure I am staying up to date on current knowledge.

What is your goal?

I I strive to educate the public on oral and overall health and also share examples of what it is like to undergo various dental treatments. In addition, I am attempting to change the stereotype of

What topics make the best content? Topics related to restorative dentistry and material selection.

What do you lean toward, serious or humorous? Or a combination? Educational content.

What types of content get the best responses?

Reels that provide helpful quick tips.

Do you run ads on social media? No.

What are some tips for dentists who want to grow their social media presence?

At the end of the day, there is no “get rich quick” scheme. Remember that you’re creating content for people and not an algorithm. Think about the type of content you enjoy, and then go out and create it.

Does good social media need to cost money?

Absolutely not. It will cost you time, but not money. Therefore, it’s important to consider if social media is worth your time.

dental visits from fearful experiences to being enjoyable, comfortable, relaxing and even fun.

What topics make the best content?

I love sharing how enjoyable and fulfilling smile transformations can be and the effect they have on my patients’ lives. I also think it is helpful for me to dispel misinformation that the public may have about certain procedures or products and reeducate them.

What do you lean toward, serious or humorous? Or a combination?

I try to display the different aspects of my personality, so I use a combination of both lighthearted content along with some that is a bit more serious. I am intensely focused and a perfectionist while I am engaged in any dental procedure, but, at the same time, I really enjoy all of my patient interactions, and I have fun bonding with each one. Overall, I think the vibe of my page is generally fun and relaxed and hopefully entertaining

while still being educational. I share snippets of dental information in an easy-to-digest manner so the public has an ease of understanding.

Ryan Savage, DDS

Instagram: ryansavagedds

Followers: 224,000

How/why/when did you start on social media?

It was my New Year’s resolution for 2020 to become active professionally on social media. I asked around about good starting points, and my friend and classmate Dr. Robert Soto recommended I check out Dr. Brian Harris’ course in Arizona. I attended that in February 2020 and came home with so many great ideas and concepts. And then, you know what happened? COVID-19. On March 16, 2020, we shut down the office. Scary times, right?

Luckily, I had this vehicle to pour myself into during this time. To rebrand and reinvent myself. To pivot, as Dr. Harris says.

What is your goal?

My goal is to enjoy every day, both at work and outside of work with my family and friends. Social media is helping me achieve this. It brings new patients into my practice who otherwise would have never heard of me. It also lets me share the fun with my staff, who both participate in the TikToks as well as simply enjoy the multiple attempts to nail a scene. Ultimately, I’d love to collaborate with the leading brands of our industry. I have the honor of being a brand partner with Colgate-Palmolive. They have always been on my vision board. Others on my vision board are Invisalign, Sonicare, Listerine and Figs, to name a few! You have to speak these things into existence.

What type(s) of content do you enjoy most?

Always videos! They are simply the most engaging. The combination of sight, sound and motion can convey the emotion of an event or scene so much better [than other media]! Explore video content as a creator as much as you can.

What topics make the best content?

Anything that’s relatable. A good test of this is to write down your idea or write out a scenario you want to create, then read it out loud to a friend who has a good sense of humor. If they laugh or get excited for you, then you’re onto something! And be open to feedback for edits or other versions of your concepts. My best work is always with the help, input and involvement of those around me.

What do you lean toward, serious or humorous? Or a combination?

Humorous. I’m just a goofy guy, so it comes easy for me. When I first started making content, it was all clinical and nonhumorous, and it was well received and brought in patients seeking those services. It’s just that, the further along the road I traveled with content, the more I came to discover what I preferred.

Take this to heart: There is no right or wrong way to make content. There is only do or do not (shout out to Yoda). I was terrified in the beginning. I was worried what people would say about my clinical work. I was scared of criticism. I got trolled (still do all the time, you just simply block and delete. Kinda feels good doing it.) You will find your own style — and then you’ll change it. And you’ll change it again. And then you’ll change it again after that. Just do it!

What types of content get the best responses?

On my page, two types: The first is emotional reveals. Crying, hugging, laughing responses. The second is simply funny videos. One of my most-played videos was just me walking in on my assistants being chatty Cathys, and they pretend to start working. Simple, relatable and funny.

How do you attract new followers?

Keep creating content. The more you put out, the more people see your page. It doesn’t matter if your post gets 20 views. That’s 20 more people you interacted with today than if you didn’t post. Next week, it might be 50. Next month, it might be 100. Next year, it might be 1,000. It takes time, but, as we all know, time flies. I’ve been doing this for four years, and it feels like a blink of an eye. I started by announcing my professional page on my personal page and asking my friends and family to follow it.

Do you run ads on social media?

On and off. If I have a really good video that I think will drive patients to my door to seek out my services, then I will run the ad. What’s great is that you can experiment with what audience you want your ad to target. Examples are their location (such as setting a 15-mile radius from your practice), age range, gender and even their interests. You set how much you want to spend per day and for how many days. Easy peasy.

How do you involve your staff in your social media?

I throw them right in the videos (with their permission, of course!). We have fun filming together. Everyone is shy. Everyone doesn’t want to be picked. But, once the filming is done, they laugh about it — and when the video comes out, they love it.

Involving staff in your content creation is perfect because they benefit from your practice growing as well, it breaks up the monotony of the day, and it helps build a more laugh-friendly environment in your practice.

Does good social media need to cost money?

No, but the old adage of time versus money comes into play. You’re either going to spend more time or more money making content. You can film and edit yourself, or you can hire someone to do that. You can think of concepts yourself, or you can hire someone to do it. I encourage you to spend something just so you don’t have a whole second job on top of dentistry. And, most importantly, just get out there and try!

Successful Social Media: Advice from a Marketing Expert

By Jackie Ulasewich Cullen

Dental practices everywhere have discovered the marketing power of social media. They use their creativity to gain followers and likes on Facebook, Instagram, YouTube and TikTok. For dentists who are not social media savvy, the idea of creating a Facebook page may seem intimidating. Still, any practice can build a successful social media presence by following some basic principles.

The first step is to build a proper profile so that followers and patients seeking information about the practice can easily find it. An engaging profile with captivating imagery conveys a certain level of professionalism and attention to detail, which people who engage with the page will remember when they are ready to make contact.

The biggest factor in the success of a practice’s social media is custom content that is posted consistently. Team members and doctors should be regularly creating content to post. Patient video testimonials, short educational videos, and scripted and unscripted content all fall under the umbrella of custom content. Whenever possible, images should also be custom. Posting pictures of the team and doctors at work, having fun and interacting with patients humanizes the practice and shows its unique personality.

Variety in content is also key. Creativity will work in the practice’s favor and help keep the content from getting stale. Content should be on the patient’s level to keep people engaged and attract new followers. Content that is too technical and focuses only on clinical aspects will not resonate with an audience of laypeople. An abundance of content overtly selling treatments or services will also turn people off.

Keeping an eye out for trends that translate well to dentistry is an effective strategy for adding variety to social media content. Some trends are easily adapted to dentistry, such as “satisfying videos,” which are cousins to autonomous sensory meridian response (ASMR) videos. These depict something mundane that results in visual and/or audible satisfaction. With a little planning, they can be quite successful.

When a social media page gains followers, they will naturally want to engage with the content. To let people know that their comments and engagement are appreciated, the dental practice should reciprocate, responding to comments and interacting with followers who take the time to engage with the content. This not only lets followers know that there are real people behind the scenes, but it also shows that the practice genuinely cares about its patients and followers.

Building a successful social media presence takes time. It is easy to get discouraged, especially in the beginning. However, with consistent work, followers will come. It is important to keep the goal in mind and continue to post fresh content every week. It may be slow going at the start, but, with dedication, the page will gain traction.

Jackie Ulasewich Cullen is co-founder of My Dental Agency, a marketing company specializing in dental practice. To comment on this article, email impact@agd.org.

Working with an Agency

While some dentists may prefer to develop their social media on their own, others may wish to enlist the help of a marketing agency.

Lee Brown, DDS, is a client of My Dental Agency, owned by Jackie Ulasewich Cullen, and utilizes the company’s social media development services. He answered some questions about his approach to social media:

How/why/when did you start on social media?

Brown: We’ve had a Facebook business profile for many years, but we became more consistent and really started using it when we started working with My Dental Agency in 2019.

What is your platform of choice?

We utilize Facebook, Instagram and YouTube the most. All three are equally important to us for different reasons. Facebook traditionally was our platform of choice, but, with Instagram’s growth in popularity and our increase in video content, we have been using it and YouTube more.

How do you attract new followers?

We do a few things. We run a specific ad that attracts new followers, and we engage our existing patients to follow us and share our content with their friends and family. The more content that gets engagement, the more chances we have to reach new followers.

Do you run ads on social media?

We only run an ad to attract new followers, and it’s only a small portion of our overall budget. We have tested ads on Facebook/Instagram and YouTube in the past, and we will continue to look for new opportunities to test on these platforms, but for now we only have one ad.

Does good social media need to cost money?

It does not. If you or someone on your team can regularly post for you and keep your social platforms managed, it would not technically cost any additional investment.

Keeping It In-House: A Look at AGD Constituents with CE Centers

By Michal Christine Escobar

Within the United States, two AGD constituents offer brick-and-mortar continuing education (CE) centers: Washington and Oregon. Both CE centers offer significant educational benefits to the dental community, such as autonomy over curriculum development, enabling a broad spectrum of outreach programs, facilitating hands-on experiences and more. However, they also present challenges, such as substantial financial investments, operational complexities and the need for strong leaders. Thus, before a constituent decides to open its own CE center, careful assessment and strategic planning are essential to determining its viability.

“Running a large operation is challenging and not for the faint of heart. You need a solid staff to even consider this type of program.”

— Kimberly R. Wright, DMD, MAGD

The CE Center Advantage

Like most AGD constituents, both Washington and Oregon partnered for years with dental schools, hotels and members’ dental offices to deliver educational courses. As time passed, however, both constituents felt — for a variety of reasons — that their members would benefit from a permanent educational center.

“Washington AGD chose to create its Global Educational Center in 2015 to meet the growing demand for quality CE programs tailored to our specific needs of dental professions,” said Washington AGD Executive Director Valerie Bartoli, CDA. “We were the first AGD constituent to have its own educational center. By having our own CE center, we can offer a wider range of outreach programs, hands-on participation and live-patient courses; control the curriculum; and ensure high standards of instruction and learning outcomes.”

The prospect of offering more hands-on participation and live-patient courses also convinced the Oregon AGD to create its own CE center, the OAGD Foundation Center.

“We have been a constituent that has delivered hands-on live-patient education since 1969,” said AGD Secretary Kimberly R. Wright, DMD, MAGD. Wright is from Oregon and was heavily involved in raising money for the Oregon AGD CE center. “Treating patients with your mentor and peers looking over your shoulder is incredibly empowering and educational. But providing this type of education requires a very specific venue. In 2018, leadership decided that having a permanent home to house dental education and charitable initiatives in Oregon was necessary.”

Additionally, the OAGD Foundation Center has created many efficiencies.

“Having one facility to work from has been a great asset,” Wright said. “The office for our staff is there, our education happens there, and we have all our meetings there. The efficiency of it all is perfect.”

Washington AGD experienced these same benefits, but also found that having its own CE center made financial sense. According to Washington AGD President Carl W. Youngquist, DDS, MAGD, the Washington constituent was spending more than $175,000 per year renting space from hotels to hold its AGD MasterTrack ® program. This program spanned 16 days a year (four four-day weekends).

“In addition to acting as the program provider, you are also functioning as the venue and in charge of everything that entails. It is critical to have adequate and properly trained staff to handle these operational requirements.”

— Lauren Malone, CM P

From top: Attendees at an Oregon AGD course; the exterior of the Washington AGD Global Educational Center; the operatory at the OAGD Foundation Center.

“It’s critical that the organization has dedicated and talented leaders who are able to take their vision and make it happen by working with others and by using all the resources available.”

— Carl W. Youngquist, DDS, MAGD

“We figured, for $175,000, we could get our own place for MasterTrack courses, plus we could use the building for other Washington AGD courses, meetings and events,” he said.

Both Oregon AGD and Washington AGD allow other dentalrelated groups to hold programs and host events at their centers, which, in many cases, generates additional revenue.

Because it has its own facility, Oregon AGD has had the opportunity to partner with a local school district to provide career exploration in dental assisting as part of its Health Careers Program. And for individuals who are no longer in high school, the Oregon CE center offers condensed and accelerated pathways into dental assisting.

“We have been excited to help with workforce issues in our community. Every one of our members feels these issues, so this adds value to their membership,” Wright added.

“By having our own CE center, we can offer a wider range of outreach programs, hands-on participation and live-patient courses; control the curriculum; and ensure high standards of instruction and learning outcomes.”

— Valerie Bartoli, CDA

The Reality of CE Center Management

While having one’s own CE center certainly comes with many benefits, there are plenty of challenges as well. To begin with, it requires a large financial investment upfront to build or rent and outfit. Wright was part of a group of volunteers that helped raise $1 million in donations and another $1 million worth of donated equipment in 2018 for the Oregon CE center.

“Raising the money was something that we as volunteers and staff had little experience doing,” explained Wright. “But we had a membership that valued what we brought to them for education. We received amazing support, not only from our members, but also from community partners and vendors who generously donated equipment and supplies to outfit the center. It was such a team effort.”

And, of course, once a CE center is open, there are significant costs for operating and maintaining the center.

“Oregon’s CE center has a $1.3 million operating budget, and the cost of running a facility like ours is more than we anticipated,” Wright said. “Running a large operation is challenging and not for the faint of heart. You need a solid staff to even consider this type of program.”

In order to have the funds to run these centers, both Oregon AGD and Washington AGD rely on membership dues, revenue generated from CE program fees, sponsorships, donations, affiliate rentals and even grants.

The expansion of dental support organizations and corporate dentistry has changed how dentists are employed. A growing number are employees rather than solo practitioners. As a result, many dentists no longer have the authority to “dictate the purchase of equipment required for course participation. Additionally, tuition is not always tax-deductible for an employee dentist,” explained Wright.

To combat this, Oregon’s CE center found it needed to diversify its revenue base and find new ways to attract employee dentists in a manner that works financially for them. For example, it partnered with a large group practice to provide CE opportunities to its providers, and it is working to establish relationships with large multilocation practices to collaborate in the CE arena for their employees.

Will a CE Center Align with Your Constituent?

Every AGD constituent is different. Before leaping into the creation of a CE center, Wright recommends that each constituent ask themselves: Do I have the audience that will support it?

“If your organization mostly lectures, this might not be the model for you,” she said. “You need a membership that wants to do live-patient education. That needs to be in your culture, through and through. It’s too expensive of a venture to build and just hope they will come.”

Additionally, each organization must ensure they have a solid leader on staff before considering such a project.

“Someone needs to be there daily to make it all work seamlessly,” Wright added.

Youngquist couldn’t agree more.

“It’s critical that the organization has dedicated and talented leaders who are able to take their vision and make it happen by working with others and by using all the resources available,” he noted. “To operate and maintain a learning center, organizations — such as AGD constituents — cannot rely on volunteer members alone. They will need to hire competent employees to ensure its success.”

Consider this: Depending on the size and scope of services offered, operating a CE center has many similarities to running an event center, says Lauren Malone, CMP, executive director of the Oregon AGD.

“Our

CE center plays a crucial role in fulfilling AGD’s mission by providing high-quality educational opportunities that support the professional development and lifelong learning of our members, ultimately enhancing the quality of dental care provided to patients.”

— Valerie Bartoli, CDA

“In addition to acting as the program provider, you are also functioning as the venue and in charge of everything that entails,” she said. “Room setup and teardown, audiovisual support, catering arrangements, staffing arrangements, managing rental groups, and ongoing building/equipment maintenance become part of standard day-to-day operations. It is critical to have adequate and properly trained staff to handle these operational requirements.”

The Role of CE Centers in AGD’s Mission

AGD’s mission is to advance general dentistry and oral health through quality continuing education and advocacy.

“Our CE center plays a crucial role in fulfilling AGD’s mission by providing high-quality educational opportunities that support the professional development and lifelong learning of our members, ultimately enhancing the quality of dental care provided to patients,” said Bartoli.

The Washington AGD Global Educational Center not only supports local dentists, but it also provides education to out-ofstate and even international dentists via a special arrangement with the state of Washington. This special arrangement with the Department of Health and the Dental Quality Commission allows dentists who are not licensed in the state of Washington to practice

on patients during a Washington CE center course without needing to get a temporary license, said AGD Editor Timothy F. Kosinski, DDS, MAGD, who frequently presents courses at the Global Education Center.

“This is truly an exceptional arrangement, because I feel the best way for a dentist to learn is to practice on a live human being,” said Kosinski. “Being able to work on live patients is really something special.”

Additionally, many dentists who are taking CE classes are working toward specific credentials that require a number of “hands-on” practice hours, notes Kosinski. It can be challenging for dentists to acquire those practice hours — although there are certainly ways it can be done. But with the CE centers in Oregon and Washington, dentists can more easily identify high-quality hands-on courses catered specifically toward general dentists, making the centers valuable resources to the dental community. ♦

this article, email impact@agd.org

Michal Christine Escobar is a freelance writer based in Chicago. To comment on

Clockwise from left: Dentists participate in a WAGD program; hands-on learning takes place in the OAGD Foundation Center; participants in a WAGD course work on a live patient.

Testing the Tools

By Ross Isbell, DMD, MBA

Don’t Let the Cute Name Fool You — This Bur Is Seriously Useful

Hedgehog™ Bur

Parkell®

parkell.com

Transitioning a patient from dentate to immediate dentures is sometimes a huge struggle if healing is delayed or if the fit of the denture isn’t ideal. In those situations, it’s sometimes the unlucky reality that a series of tissue conditioner-type soft relines are necessary to give the patient a semi-functional situation until they are healed enough for a hard reline or conventional denture. Soft relines are not a technically difficult process, but the removal of the soft reline material can sometimes be a struggle. The new generation of vinyl polysiloxane soft silicone liners like Tokuyama Sofreliner or Parkell® MucoSoft® do a fantastic job of holding onto the intaglio surface and not letting go when pressured by traditional acrylic burs. My solution for difficult soft-liner removals is the Hedgehog™ bur from Parkell. This bur head is designed for use with a straight-nose cone slow-speed or lab handpiece and resembles a medieval mace with lots of sharp protruding spikes. There are a few different shapes, but my favorites are the ball and the round-ended cylinder. It has a metal core, but the exterior surface is actually a hardened resin. After removal of the liner with the Hedgehog, it is still important to remove at least a thin layer of the original acrylic with a standard lab bur prior to the hard reline process in order to enable a good bond between the new and old acrylic. The Hedgehog can cut hard acrylic, but the debris created clogs up the interspike spaces and increases wear and tear on the spikes, thereby shortening the useful lifetime. Prior to autoclaving, make sure to brush all the debris from the channels. For a highly efficient soft-liner removal process, try out Parkell’s creative Hedgehog bur solution.

More than Just a Curing Light

SmartLite Pro EndoActivator

Dentsply Sirona dentsplysirona.com

When I upgraded my curing light to the Dentsply Sirona SmartLite Pro a couple of

years ago, I thought I was only getting a new bright light. With the standard kit, you get a battery charging station and a light attachment that has four LEDs operating at an average of 1,250 milliwatts per square centimeter and a curing zone with a 10-millimeter diameter. However, you can also purchase an attachment for the battery that is a great sonic vibration tool. The EndoActivator head is an easy plug-and-play device into the SmartLite Pro battery pack that also has replaceable tips. The tips come in three sizes and two lengths for a variety of situations, but I typically only use the 25-length red primary size. I use this tool after I have completely instrumented canals to working length and prior to drying them out for gutta percha placement. There are two speeds — 18,000 cycles per minute and 3,000 cpm — that move the tip in an elliptical motion. I usually run the fast speed at about 3 mm less than working length for a 30-second cycle with a slight woodpecker motion and then do my final hypochlorite flush. It always surprises me how much cloudier and almost opaque the irrigant is after the sonic action. This appearance makes me pretty confident that additional tubules and canal system surface areas are being reached compared with passive irrigation only. The noncutting plastic tips won’t transport your canals or affect the shape of the canals, so there is no need to instrument again after sonic activation. While expensive as a light kit, this modular endodontic upgrade is a much more affordable version of irrigation fluid movement techniques than GentleWave® or others like it. It’s difficult to add cost and time to an already predictable procedure, but the EndoActivator is worth it and a minimal change to your workflow for a significantly greater pulp chamber cleanse.

Ross Isbell, DMD, MBA, currently practices in Gadsden, Alabama, with his father, Gordon Isbell, DMD, MAGD. He attended the University of Alabama at Birmingham (UAB) School of Dentistry and completed a general practice residency at UAB Hospital. Isbell has confirmed to AGD that he has not received any remuneration from the manufacturers of the products reviewed or their affiliates for the past three years. All reviews are the opinions of the author and are not shared or endorsed by AGD Impact or AGD. To comment on this article, email impact@agd.org

For Anyone Who Needs Help Keeping Their Mouth Shut

Hostage Mouth Tape

Hostage Tape

hostagetape.com

The first thing I want to address is that I am not a proponent of kidnapping or holding anyone hostage. That being said, this product is a simple and comfortable way to help keep your mouth shut while sleeping. I have been using it for about three months, and it helps cut down on snoring and mouth breathing in general but doesn’t make you feel suffocated. This brand of tape is a precut oval strip that is just the right size for your mouth with an easy-topeel-off adhesive cover. Since it is a type of kinesiology tape, it is stretchy, and there is limited air transfer, so it won’t make you sweat and is even something that works over beards. Since it is designed for skin application, the adhesive is grippy but not painful to remove. Cutting down on mouth breathing at night is helpful for reducing tooth-grinding and increasing nitric oxide production and air filtration by your sinuses, creating better oxygen flow through your body. Continuous positive airway pressure (CPAP) machine users or people with nighttime dry mouth issues also can benefit from not having airflow through the mouth to dehydrate.

In the June issue of AGD Impact

• Employee Retention Strategies

• How to Build Relationships with Legislators

• Student Loan Debt: Don’t Let the Tail Wag the Dog

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