Dental Entrepreneur - Fall 2024

T H E F U T U R E O F D E N T I ST RY

Three Dentists Walk Into a Bar

And Start a Revolutionary Company

FALL 2024

Solutions you need. Experts you trust.

Supporting dental practices over decades

Backed by more than 140 years of experience supporting dental practices, the Patterson Dental team is ready to partner with you.

We offer more than 150,000 solutions so that you have access to whatever you need to run and grow a practice – from infection control products to the latest software and technology to dental office design and new building services.

Better yet, our expert team takes a consultative approach to understanding your needs and goals, guiding you to the right solutions and supporting your ongoing success.

25PD1651374 (7/24)

Visit pattersondental.com to learn more.

Grow places with Fuse Plant the seeds of multipractice success with the most intuitive cloud software imaginable.

Fuse is the modern practice management solution that cultivates connection across offices as you incorporate each new location.

Plus, Fuse brilliantly adapts when your practice model grows and changes to weather any business condition.

Now you’re growing places.

Try a demo and see how Fuse can help your practices thrive.

Visit pattersondental.com/grow or call 833.813.8430.

21PD90613 (2/21)

Welcome There’s something magical when the articles for a specific edition naturally align around a central theme, creating a seamless narrative rather than forcing pieces into place.

This organic synergy showcases the brilliance of our contributors—dental experts who pour their hearts into real stories, sharing knowledge that, not only educates but also uplifts.

Fall 2024 Editor & Publisher Anne M. Duffy, CEO, RDH

Our goal is simple: to ignite your passion, fuel your growth, and inspire meaningful action.

Assistant Editor Clare Yeo Project Manager Tari Sixpence Website Bhakti Kulmala Sales & PR Officer Nyasha Maripakwenda Layout and Design Brian Rummel Editorial Board Mary Fisher-Day Dr. Dirk Fleischman Dr. Sharon Parsons Dr. Isabel Rambob Dr. David Rice Travis Rodgers Barb Stackhouse Dr. Lucas Shapiro Dr. Tom Snyder Ryan Vet Fall 2024 Contributors Robert Martino Brenda McNulty Dr. David Rice Travis Rodgers Dr. Luke Shapiro Maria Sokolina Therese Stewart Dave Striegel Vanessa Vitagliano

Editorial Office 8334 Pineville Matthews Rd Ste. 103-201 Charlotte, NC 28226 704/953-0261 Fax 704/847-3315 anneduffyde@gmail.com Send materials to: Dental Entrepreneur Magazine 8334 Pineville Matthews Road Ste. 103-201 Charlotte, NC 28226

Our cover men are a perfect example of the power of connection. They’re just regular guys who happened to walk into a bar and share a story. However, their interaction sparked something bigger–tipping the first domino in the direction of problem-solving and betterment for an entire industry. It’s a powerful testament to the opportunities and possibilities that arise when you simply show up.

So take that step and be present for it–a reminder so gracefully presented by Dr. David Rice. From his own lived wisdom, he encourages a fostering of community and setting intentions to every minute of your day for a happier, more fulfilled, stress-free day.

This edition is all about seizing the opportunities with partnerships and collaborations.

Vanessa Vitagliano reinforces the old adage, “Your network is your net worth,” through her strategies for collaboration and connections. And Maria Sokolina shares her eyeopening journey through bridging the gap between the disciplines of dentistry, primary care physicians, and sleep physicians.

Another example of the power of collaboration comes from Therese Stewart. She recounts her experience of attaining patents and the long journey of ideating a product, breathing life into it from conception to consumer, and how partnerships serve as a backbone for the process.

But collaboration doesn’t begin and stop within our industry. David Striegel looks to Josh Waitzkin, a chess prodigy turned martial arts champion. The lessons on performance mindset can be applied to your own entrepreneurial journey, regardless of industry and niche. It’s a story that rings true, especially in Luke Shaprio’s spotlight on prosthodontist, photographer, and educator – Dr. Andres Ponce.

Whatever your career path is, success is only made sweet because of the challenges you’ve overcome. Brenda McNulty turns to faith as a beacon of hope, encouraging her to work through to her Day 41. But no matter the obstacle ahead, this issue is a powerful reminder that relationships are at the heart of success in dentistry, as in any business.

But in our field, those relationships are even more critical—whether with colleagues, patients, or mentors. When we build strong, meaningful connections, the possibilities for growth and achievement are limitless.

We hope that within these pages, you’ll find the spark you need to elevate your practice and carve your own path to success.

Love,

Fall 2024 Spotlight 6

Three Dentists Walk Into a Bar Robert Martino

Culture 10

H ow to Build Your Perfect, Stress-Free Day in 3 Easy Steps David Rice, DDS

Business 12

F rom Connections to Collaborations: Maximizing Your Network for Business Growth Vanessa Vitagliano

14

I Started My Own Business – Did I Do

The Right Thing?

Travis Rodgers

16

I Started My Own Business – Did I Do

The Right Thing?

Brenda McNulty

Innovation 18

How I Built My Sleep Practice Maria Sokolina

22 The Long Road from Conception to

Consumer

Therese Stewart

Launchpad 26

ow Dr. Andres Ponce is Making H Photography More Approachable Luke Shapiro, DDS

Impact 30

Developing A Performance Mindset:

Lessons For Dental Entrepreneurs From A Chess Champion Dave Striegel Ph.D

Spotlight

Three Dentists Walk Into a Bar Robert Martino

LET’S START AT THE BEGINNING: THE BIRTH OF A COMPANY

answer was an easy one, YES. No one loves chlorhexidine and there were no alternatives.

Three dentists walk into a bar… Have you heard that one before? This is not a punchline for a joke; it’s the story of how a revolutionary rinse started. Dr. Rick Downs, DDS, Dr. Berdj Kiladjian, and I were at a national study club meeting, and, like most dentists, we were talking shop. One of us brought up the subject of chlorhexidine, how much they hated it, and how there were no alternatives. Dr. Downs finally said, “Let’s invent one” and the rest, as they say, is history.

We knew chlorhexidine was a good bacterial killer and was designed to treat gingivitis, but it had many side effects and contraindications. Most people do not like chlorhexidine because of the staining, some don’t like it because you can only use it for 2 weeks, and others don’t like low patient compliance because of the taste. That, along with calculus buildup and temporary to permanent taste changes, has many dentists and hygienists wishing for an alternative.

Dr. Downs (aka “the Scientist”) had already done many hours of research on the subject and knew what could work. He asked, “What would we need for this to work?” Dr. Kiladjian (the Clinician) was adamant that we must have studies that prove the rinse works. I (the Businessman) stated that we could have the best rinse in the world but that wouldn’t matter unless we had a strong business plan.

Additionally, major problems exist when people use it off-label for things like post-extractions, post-implant placement, or periodontal treatment. Studies show it inhibits fibroblast and delays healing. We felt chlorhexidine was a flawed product whose time had passed.

Two years later, we launched a dental company with this mouth rinse called OraCare. Although today OraCare is a successful company with thousands of offices switching from Chlorhexidine and millions of patients using our rinse, there were many challenges starting a business. This is the story of our entrepreneurial journey and the lessons that can be learned.

LESSON 1: IS THERE A NEED? CHLORHEXIDINE IS A VERY FLAWED PRODUCT This is the first question every entrepreneur should ask when thinking about developing a product or service. For us, the

6 Fall 2024 Dental Entrepreneur

LESSON 2: KNOWING THE BUYING CRITERIA. THE PERFECT RINSE CRITERIA Every product or service has a reason for customers to buy it. This is called the “Buying Criteria”. You must know your customers’ wants and needs for the product or service you are developing.

By knowing the Buying Criteria, you can have a step up on your competition.

We each had our own ideas of what would make the perfect rinse. Sure, we all agreed that the rinse should kill bacteria, fungi, and viruses and do this with no side effects. But, we each brought our own perspective on what we wanted the rinse to do.

DentalEntrepreneur.com

I championed the idea that it needed to be strong enough to kill the microbes but gentle enough to be used every day. I felt that to overcome or to maintain diseases in the mouth you have to fight them daily. Dr. Kiladjian wanted to make sure it broke up biofilm because he felt anything can kill bacteria but you must first break up the chain that is holding the bacteria, which is biofilm. Dr. Downs insisted that the rinse neutralize volatile sulfur compounds. He felt they were the key to preventing healing in the mouth. Together, we settled on this list: • Taste good enough that the patient uses it • Can be used every day • Kill Bacteria • Kill Viruses • Kill Fungi • Neutralize volatile sulfur compounds • Break up biofilm • Little or no side effects • Does no harm to the host We also made some “business” decisions. This would be a professional rinse with the main objective to replace chlorhexidine. It would only be sold to dental professionals, so they could properly instruct patients on the benefits of OraCare.

LESSON 3: GET IT RIGHT BEFORE YOU SHOW THE WORLD. DEVELOPING AND TESTING THE PRODUCT Once you have what you want your product or service to do, it’s time to develop it. Once you develop, then you must test and refine. When we developed our rinse, we had over 20 iterations until we settled on the formula we were happy with. After you have decided on the final product, you then must test the product or service.

Does it work like you planned? Are there any surprises, good or bad? Do you need to make any changes? Now is the time to adjust before you release the product to the masses. And once you have released it, you still must test and adjust. To this day, we test every batch and, every now and then, we make adjustments.

Your product or services should never be done.

LESSON 4: KNOW WHO YOUR CUSTOMERS ARE. WHO REALLY CARES? Knowing who buys your product/service can be different than who cares about your product/service. This is especially true in dentistry. Our product is one that definitely helps patients and yes, they care about it. But if they use it daily, they will have less biofilm, less bleeding, and less calculus. This makes prophies much easier. This is one of the reasons hygienists were our early adopters. OraCare makes their job easier on many different levels. In addition to breaking down biofilm, killing bacteria, viruses, and fungi, and getting rid of VSCs, our rinse has no negative side effects, unlike its rival chlorhexidine. This really matters to hygienists. For years, their only option was to use chlorhexidine which adds more staining and increases calculus formation. Now they have a product that is great for their patients and makes their job easier. Find out who really cares about your product/service. This can determine your marketing strategy and even your final product. Not knowing who really cares about your product/service is one of the biggest mistakes entrepreneurs make.

LESSON 5: YOU CAN HAVE THE BEST PRODUCT IN THE WORLD BUT… ...If nobody knows about it, then it will be a failure. You must market your product/service. Before you spend a dime on marketing you must answer these questions: Dental Entrepreneur Fall 2024 7

• Who are you marketing to?

LESSON 7: DO I HAVE EVERYONE I NEED TO BE SUCCESSFUL? WHO’S ON THE BUS?

• Why would they care?

• What is your unique selling position (USP)?

Who are we marketing to? Because we chose only to sell to dental professionals, this made us a Business-to-Business product (B to B). This is a very different strategy than selling to consumers (B to C). As we said previously, hygienists are our primary customers so we know what they want and how our product affects them.

Why would they care? OraCare will make their jobs easier and their patients healthier.

What is our USP? It kills bacteria, viruses, and fungi, and breaks up and prevents biofilm. It eliminates VSCs which cause bad breath and delays healing. It reduces calculus buildup and bleeding which ensures easier prophies. Our rinse does all of this without the side effects of chlorhexidine.

If you can answer those 3 questions, it is time to start your marketing campaign.

LESSON 6: NOW PROVE IT - CLINICAL, SCIENTIFIC AND SOCIAL PROOF Once you have tested your product/service, you now must prove that it works. The best way to do that is with scientific studies.

This will get people to try it. Once people try it, then you will get clinical proof. When we started out, we did many studies in vitro to make sure our product killed the same bacteria as chlorhexidine. We got great results. In fact, it killed bacteria much faster and with only 40 parts per million compared to 1,200 parts per million of chlorhexidine, making our rinse much safer.

We then turned to studies on patients. We have gotten great results (Study on VCSs, OraCare vs Brushing Alone) and that has attracted more dental professionals to try and believe in our brand.

Now that many dental professionals are using it, we started to build a library of clinical proof. This came in the form of testimonials from both patients and dental professionals and amazing before and after pictures.

As more and more offices started using OraCare, the news of this great product spread via word of mouth. This may be the best proof. Everyone wants science and clinical proof, but if all my friends are using a product or service, then I better check it out.

8 Fall 2024 Dental Entrepreneur

When you first start a company you have to have multiple roles to make the company successful. At first, you may have to do all of those roles. As your company grows, it is wise to hire experts to help your company thrive. We have a great board that guides us on the big decisions and a great team that comes up with the ideas and makes sure they are implemented. All of us are smarter than one of us!

An important hire for us was not an employee but a consultant and his company. We were doing great but hit a plateau so we needed someone to help us grow. We hired one of the best firms for helping dental companies get to the next level, Dr. Lou Shuman’s Cellerant Consulting. Not only has Lou helped us with our marketing and growth, but he is a crucial member of our team. Just remember, as you’re starting a company, you don’t have to know everything. Sometimes you can lean on experts to get you to the next level.

LESSON 8: IF YOU BECOME SUCCESSFUL, YOU ARE OBLIGATED TO GIVE BACK. ORACARE CARES OraCare is now used in thousands of offices and it continues to grow every month. Because we laid out a plan and followed it, there were few surprises; however, we did have a major surprise and it has turned into a wonderful thing.

We are constantly getting testimonials, but we started getting ones that had nothing to do with what we intended our product to be used for. People were telling us that OraCare helped them get through cancer treatment. It helped with dry mouth and eliminated fungal infections. It alleviated sores and burning sensations. This was an amazing outcome. We were so proud that our product, in some small way, could help patients who were going through one of the toughest times in their lives.

We decided we wanted more patients to benefit, so we started OraCare Cares which works with dental offices to provide free OraCare to their patients that are suffering from radiation or chemotherapy. We give away thousands of boxes every year. Real entrepreneurs give back and that should be part of your culture.

THE FINAL LESSON: IT’S NOT BRAIN SURGERY… Success leaves clues. You may have to invent your product or service, but you do not have to invent how to succeed. It’s not brain surgery, but even if it is, there is probably someone who has been there before you. Seek them out or at least copy them.

As entrepreneurs, we have opportunities all around us. Some of those can even be found in a bar. Cheers!

DentalEntrepreneur.com

Culture

How to Build Your Perfect, Stress-Free Day in 3 Easy Steps David Rice, DDS

“Life gives you plenty of time to do whatever you want to do if you stay in the present moment”

Let’s break those down.

-Deepak Chopra

BEING PRESENT IN THE MOMENT

’m guessing like me, you know plenty of dentists and students who believe they’d do greater things if they only had the time. They’d dive into their community. They’d show up to events. They’d follow through with the people they’ve met.

There was a time I’d look at my “to-do” list for the day and think, no problem. I will make it happen. This was empowering.

I

I get it. I’ve felt totally strapped for time. I’ve been so busy I didn’t even know where to begin. Hours turned into days. Days turned into weeks. Weeks turned into months. And before you and I know it, 10 years have passed.

When you’re in it, it’s apparent that time is moving too fast and you feel like each second isn’t long enough. But the repercussions and effects of lost time aren’t really felt until time has passed and you wonder, “Where did it all go?”

So here’s a little sage advice that took me too long to learn: • Being present in the moment drives more success and joy than being stressed about the lack of time you perceive you don’t have.

• Leveling up that presence in the form of joining and participating in a community force multiplies your success and joy.

• Jumping in and doing it when you absolutely believe you couldn’t possibly make it happen will reveal a potential you didn’t know you had.

10 Fall 2024 Dental Entrepreneur

But after a few years of denial, failing to recognize that I’m a slow learner – I realized I always bit off more than I could chew, believing that I could get more done in a day than feasible. This was a discouraging epiphany.

Once I accepted the idea that we all have the same 24 hours in a day, my very wise wife taught me to aim for work/life wellness.

That’s when I developed a strategy to stay in the moment. It’s called scheduling. We do it all day with patient care in practice.

We do it as students with class and clinic schedules. When we do it with our lives in general, we create a series of focus times that allow us to stay in the moment.

Here’s a typical day for me. Think about how you can apply it to you.

• 7:15 AM: Wake up.

• 7:30-8:30 AM: Family walk with our dog, Gibbs. Our focus is being present with each other. We talk about yesterday’s top 3 wins and the 3 wins we want for today.

• 8:30-8:45 AM: Coffee and buffer time. Buffer time is critical, friends. It helps keep us on schedule.

DentalEntrepreneur.com

• 8:45-9:00 AM: Shower. I know you’re thinking 15 minutes is crazy. Don’t think about my time as you do this. Build your time.

who challenge you to be your best because many of them are already considered the best is critical. When you make time, your results need to be on point.

• 9:00-11:00 AM: Attack the one task I must accomplish this morning.

• If you’re like me and you become a community junkie, stay true to your one community and open your mind to connecting others to your community or to other communities you’ve heard amazing things about. Also, and this will challenge some of you, just as you highly recommend other communities that are amazing, when someone asks about a community you know isn’t healthy or going to help them – politely share it. Few things are worse than someone sharing a bad experience with you. Take a stance!

• 11:11:15AM: Buffer.

• 11:15 AM-12:30 PM: Coaching calls with dentists we work with.

• 12:30-12:45 PM: Buffer • 12:45-1:30 PM: Lunch. So yes, on my best days, I have an hour for lunch. On my worst days, I have buffer time and still stay stress-free.

• 1:30-3:00 PM: Attack one task I must accomplish this afternoon.

• 3:00-3:15 PM: Buffer.

• 3:15-4:45 PM: Virtual meetings with partners.

• 4:45-5:00 PM: Buffer.

JUMPING IN RIGHT NOW There are two types of people I’ve met over the years. Those who make it happen and those who make excuses. I promise you the former type is far more successful and joyful than the latter. I know you’re busy. I’m busy. I know you’re overwhelmed. I’ve been and yes, I still have moments of overwhelm. That said, I’m not smarter than you and I’m not faster than you. You can do this!

NEXT STEPS

• 5:00-7:30 PM: Family time.

• 7:30 - 9:30 PM: Is either west coast catch up time, be present in the community time, or family time continues LEVELLING UP WITH COMMUNITY As you’ll see in my daily schedule, I have scheduled time for community. Friends, this is relationship-building time. It’s brand development time. It’s peak performance time.

As you look at what community means for you, here’s what I’d recommend you consider: • Select one main local community you want to be involved in.

This does not, and dare I say, should not be a dental thing.

Pick something you love. When you truly enjoy the community and the people involved, it won’t be work. It will be engaging, empowering, and transformative for your success and joy.

• Select one main dental community. This can be local. It can be regional. It can be national or international. In today’s virtual world, we are truly all connected. The key is to find “your people” and make sure they are top 2%ers! Finding people

You’re here so I’m guessing you like Dental Entrepreneur. Dive deeper! Reach out and ask how you can be present in this community. When you need help building your perfect day and schedule, reach out. My contact info is below. I work with students and dentists every day. I’m happy to give you some time and show you the way.

Together We Rise,

David Rice, DDS, is on a mission to improve our profession by leading the next generation of dentists to grow successful lives and practices. The founder of igniteDDS, Dr. Rice speaks to over 35 dental schools and residency programs a year on practice building, team building and wealth building. Dr. Rice is a private practitioner, educator, author, and mentor who connects students, young dentists, and professionals from diverse dental-related businesses, “ fueling passion beyond the classroom.” ignitedds.com

Dental Entrepreneur Fall 2024 11

Business

From Connections to Collaborations: Maximizing Your Network for Business Growth Vanessa Vitagliano

A

re you sitting on a treasure trove of connections but still watching your business struggle to grow?

You’re not alone! I’ve spent almost a decade helping businesses unlock their potential through strategic partnerships, yet I often hear the same frustrating story: “I know lots of people in the industry, but I just don’t know how to turn those connections into growth.”

It’s a classic case of having the keys but not knowing which door to unlock. Many professionals have built impressive networks, yet they find themselves stuck, unable to leverage those relationships for real results. If this sounds familiar, it’s time for a change! Transforming your connections into powerful collaborations can propel your business forward. Let’s dive in and discover how to make your network work for you.

THE UNTAPPED POTENTIAL OF YOUR NETWORK The dental industry is inherently collaborative, with professionals frequently crossing paths at conferences, networking events, and online forums. However, many business owners find themselves in a frustrating situation: they’re surrounded by potential partners and opportunities yet feel isolated when it comes to growth. This disconnect stems from several factors: Lack of Strategic Focus: Many professionals network without a clear business growth strategy in mind.

12 Fall 2024 Dental Entrepreneur

Hesitation to Leverage Relationships: There’s often a fear of appearing opportunistic or “using” professional contacts.

Unclear Partnership Objectives: Without defined goals, it’s challenging to identify and pursue the right partnerships.

Limited Understanding of Partnership Potential: Many are unaware of the various ways partnerships can drive business growth.

THE POWER OF STRATEGIC PARTNERSHIPS When executed effectively, strategic partnerships can be a gamechanger for your business. They offer numerous benefits: Expanded Market Reach: Partnerships can help you tap into new customer segments or geographic areas.

Enhanced Service Offerings: Collaborations allow you to offer complementary services without significant investment.

Shared Resources: Partnerships can lead to cost-sharing in areas like marketing, technology, or research.

Increased Credibility: Aligning with respected partners can boost your brand’s reputation.

DentalEntrepreneur.com

Innovation Opportunities: Collaborative efforts often spark new ideas and approaches.

LEVERAGING YOUR NETWORK FOR STRATEGIC PARTNERSHIPS To transform your connections into growth-driving partnerships, consider the following strategies: 1. Audit Your Network Start by thoroughly reviewing your professional contacts.

Categorize them based on their potential value to your business goals. Look for complementary services, shared target markets, or aligned business philosophies.

2. Define Clear Partnership Objectives

7. Create a Partnership Proposal Template

Before approaching potential partners, clearly define what you hope to achieve. Are you looking to expand your service offerings, enter new markets, or enhance your technological capabilities? Having clear objectives will help you identify the most suitable partners.

Develop a clear, concise partnership proposal template that outlines potential collaboration areas, mutual benefits, and next steps. This professional approach can help turn casual conversations into concrete opportunities.

8. Establish a Follow-Up System

3. Identify Mutual Benefits Successful partnerships are built on reciprocity. For each potential partner, consider not just what they can offer you, but what you can bring to the table. This mutual value proposition is crucial for long-term success.

4. Start with Small Collaborations Begin with smaller, low-risk collaborations to test compatibility and potential. This could be co-hosting a webinar, collaborating on a local community event, or cross-promoting services. These initial projects can pave the way for more significant partnerships.

5. Leverage Digital Platforms Use professional networking platforms like LinkedIn to reconnect with your contacts and share your business goals.

Engage with their content and look for opportunities to add value to their initiatives.

6. Attend Industry Events with Purpose When attending dental conferences or seminars, go with a strategic mindset. Set goals for each event, such as identifying potential partners or exploring specific collaboration opportunities.

Implement a system to follow up on partnership discussions. Regular check-ins and updates can keep potential collaborations on track and demonstrate your commitment.

Throughout my career, I’ve witnessed the power of strategic partnerships to drive sustainable business success. Remember, your network is your greatest untapped resource. Don’t just collect contacts—cultivate partnerships that propel you forward. In the end, it’s not just about who you know; it’s about what you can achieve together. So, take that first step today and watch your business flourish through the power of collaboration.

Vanessa Vitagliano, the founder of V2 Growth Strategies, is dedicated to empowering dental companies through strategic partnerships. Her passion lies in developing tailored partnership programs that drive sustainable growth and enhance market exposure. Vanessa believes that meaningful collaborations can transform businesses and create lasting impact. Outside of her professional endeavors, she enjoys traveling and has explored over 35 countries, with Thailand as her favorite destination.

Dental Entrepreneur Fall 2024 13

Business

Entrepreneurs Innovation Addiction Travis Rodgers

I

nnovation and technology addiction has become a pervasive, often unrecognized issue among start-up entrepreneurs. On June 24th, 2024, I took a step that would alter my addictive relationship with innovation—I shut down my software company and its servers.

A surprising wave of emotions hit me as I powered down the servers hosting the software I had dedicated over two decades to building. It was one of the few times in business that I have been deeply emotional. I reflected on the past 15 years: the intense investment, the joy of seeing ideas come to life, the stress, and the hard-won profits. The 8 million patient records, 9 million appointments, and 137 million clinical notes we have in our database. As the hosting datal also felt a sense of release as I finally decided to leave the relentless treadmill of technological evolution behind, for now.

One of the waves of emotion I felt was a sense of pride. We had done some amazing things. We had helped hundreds of clients and made more money than we had invested. The final wave of emotion was a feeling of calm. I was ok with our decision to shut down the server. We had caught some fantastic waves, we had helped, and we had provided. In the end, we got pulled under by a large wave of newer innovators. One was an integration competitor that raised over $100M for a similar product.

We chose one path, they chose another path, and although they didn’t “follow the DPMS rules” like we did, their API never got blocked. Another competitor who sold their company to a large implant company then failed and killed the referral software segment.

When I flipped the off switch to our servers, it felt like I was 15 years old again and had lost my cat Tigger after 10 years together.

14 Fall 2024 Dental Entrepreneur

That was a very tough moment, and it hurt deeply. I mourned for a while but then I had to quickly realize that life and bills still go on, and so must we. I learned that the worst thing anyone can do is play the victim or blame others. I could have blamed the big practice management companies that overpriced their integrations, took away my lead developer, and never blocked those who weren’t following their rules. I could have blamed my investors, who told me not to sell when I had an offer to buy the company. I could have blamed a few employees who stole from me, developers who built poor products, and other factors, but I didn’t, and who cares anyway. The most liberating feeling is when you take full responsibility for yourself and your business. There are no victims in the world of being an entrepreneur. There are only lessons to be passed to the next generation of innovators and helping them succeed to even greater heights.

For years, I had seen innovation as a force to ride with, but over time, I realized it could also feel like being swept up in a series of powerful waves. The excitement of the first swell quickly shifts to exhaustion as the waves keep coming, giving you barely any time to breathe before the next one crashes down. In choosing to step away from the non-stop demands of running my software company, I was choosing not only to change or pause my career but also to re-evaluate my relationship with innovation. Since that day, I’ve been fortunate to consult with over 15 companies formally, host many start-up pitches, and guide many entrepreneurs facing similar dilemmas—each wrestling with the unique but often isolating challenges of entrepreneurial life.

The journey of the bootstrapped, underfunded entrepreneur is a paradox, full of exhilarating and crushing lows. After years of feeling the toll that innovation addiction can take, I’m convinced that for many start-up founders, the rush to innovate has become DentalEntrepreneur.com

more than a passion. It’s become a form of dependency, one that can jeopardize not only their business but also their mental health, finances, and relationships. I know that feeling firsthand.

RECOGNIZING THE ALLURE—AND TRAP—OF INNOVATION Let me be clear: I am not suggesting that start-up entrepreneurs avoid building software or driving innovation. Everyone should be an entrepreneur. I grew up in Silicon Valley in the 80’s. I have seen from the outside and the inside, the unparalleled satisfaction in seeing your own product reach customers, making a tangible difference in people’s lives. Creation, especially in the software world, is rewarding and lucrative. Yet, there’s a critical difference between motivated growth and compulsive growth. Too many entrepreneurs fall into the trap of relentless feature-building and product expansion, driven by the pressure to keep up with rapid industry changes or to outperform competitors. Without setting limits, the line between a productive drive and a consuming innovation addiction becomes dangerously thin.

A recent encounter with an entrepreneur who is a client of my Dental Venture Capital 90-day program perfectly illustrated this. He was passionate and deeply committed to his business idea, but he was now reaching a crisis point. We had met three years prior when he was at phase 01 (see illustration below). But now, despite pouring everything into it, including his retirement savings, he was nearly broke. He had only two months’ funds in the bank to support his wife and two kids. He was deeply in debt from his business. He only had 20 customers to show for his efforts. We had a candid conversation about the toll his dedication had taken, and I shared my own story—not to discourage him but to offer guidance on approaching growth in a more measured, sustainable way. I advised him to slow down, to step back, and to reassess his path with a fresh perspective. He started building his software because he was a consultant in his domain and saw a need; let’s go back to that.

to build a reputation, generate immediate income, and most importantly, understand his customer’s needs better. This insight would make his product more vital and aligned with market demand.

STRATEGIES FOR HEALTHY INNOVATION: BALANCE, BOUNDARIES, AND REFLECTION Through my experience advising many start-up founders, one thing has become clear: healthy entrepreneurship is about setting limits and balancing ambition with well-being. For those passionate about innovation, it’s essential to create a clear plan, bring the right team on board, and set realistic expectations from the outset. Without a framework for managing innovation’s addictive and alluring pull, entrepreneurs risk sacrificing not only their financial stability, but their emotional well-being, relationships, and sense of self.

One of the best ways for entrepreneurs to avoid falling into the trap of technology addiction is to periodically evaluate their relationship with innovation. Are they creating something that genuinely serves their customers, or are they building to satisfy their need to keep pushing boundaries? Do they have a plan that incorporates a realistic vision of growth, or are they simply following the industry’s unspoken demand for “the next big thing”?

By asking these questions regularly, entrepreneurs can maintain a healthy distance from technology’s hold and stay grounded in their purpose.

The journey of building a business will always involve challenges, risks, and uncertainties. But by setting boundaries, creating a structured roadmap, and periodically reassessing one’s relationship with the desire to innovate, entrepreneurs can build a business that doesn’t just achieve success but does so sustainably.

Ultimately, innovation should serve our lives, not consume them.

And sometimes, stepping back and redefining our goals is the most courageous and innovative act of all.

THE IMPORTANCE OF BUILDING A ROADMAP AND SETTING BOUNDARIES Before launching a company, entrepreneurs must build a clear roadmap. They need to know what they’re building, who they’re working with, and—perhaps most importantly—set realistic boundaries around financial and time investments. Without these guardrails, the pressure to constantly innovate can create a destructive cycle that’s hard to break. He took my advice and shifted most of his focus from solely chasing product innovation to establishing himself as a thought leader and well-known consultant in his field. Consulting, I told him, would allow him

Travis Rodgers hosts a monthly online dental startup company pitch event through his Dental Venture Capital program where he works with startups, investors, and advisors.

He specializes in technology, strategy, fundraising, and go-to-market strategies for dental startup companies. His client work includes: Fractional President of DentaFlo and Fractional (90-day) VP of Business Development for PracticeOrbit, Effex Dental, DentTracks, and SleepBrace.

Dental Entrepreneur Fall 2024 15

Business

I Started My Own Business – Did I Do The Right Thing?

Brenda McNulty, CEO / Owner of DSO FACTS LLC

S

tarting your own business can feel like an arduous journey, filled with doubts, regrets, and uncertainty.

You may lose sleep over decisions. It’s not uncommon to question if the sacrifice is worth it. As a faith-filled person, I reflect on the Bible. The Bible recounts Jesus was tempted by the devil many times for 40 days at the start of his ministry.

On the 41st day, a new chapter began – one of hope and prosperity. This concept isn’t just a historical or spiritual lesson; it’s a powerful metaphor for anyone starting a new venture. 40 Days of agonizing moments leading up to a breakthrough that changed everything. Starting my own business has been a testament to the profound truth that the most challenging days often precede the most glorious triumphs.

For me, it was the uncertainty. I know I am capable, and I trust myself. It was the uncertainty of financial stability. I had a stable job; one that I loved for the last 3 ½ years. But I was feeling that my God-given talents were not being utilized. When I prayed about it, I felt like I was not being my true self and was hiding God’s bigger purpose for my life.

16 Fall 2024 Dental Entrepreneur

Starting my own business was overwhelming at first. The initial excitement quickly gave way to the reality of long hours, financial pressures, and countless obstacles. I found myself questioning whether I made the right choice, as I battled feelings of isolation and exhaustion. These are your “ 40 Days” moments – the intense trials that test one’s resolve and determination. I knew I wasn’t doing this alone. I decided to ground my company in faith and allow God to carry the heaviest of the load on my behalf.

Knowing that I was following God’s path for my life was part of the process. My struggles were not signs of failure but rather steps on the path to success. Each hurdle I jumped over prepared me for the next success and celebration. My Day 41 was ahead on the horizon, I needed to be prepared.

The concept of Day 41 is a powerful reminder that the end of a challenging phase often heralds the beginning of something wonderful. It’s the day when your hard work, persistence, and faith start to pay off. For many entrepreneurs, this is the moment when your business begins to gain traction, when clients start to recognize your value, and when your vision starts to materialize into tangible success.

DentalEntrepreneur.com

Starting your own business is undoubtedly challenging, but the rewards are well worth the effort. The agony of Day 40 is a necessary part of the journey, leading you to the glory of Day 41 – the day when your persistence, hard work, and faith culminate in success. Embrace the struggles as part of your growth, knowing that each challenge brings you one step closer to realizing your dreams. Keep pushing forward, and trust that your Day 41 is on the horizon, ready to bring you the success and fulfillment you’ve worked so hard to achieve. Reflect on why you started your business in the first place – remember your passion, your vision, and your drive to make a difference.

Reaching day 41 isn’t marked by a single event but by a change in perspective. I noticed clarity where there was once doubt and now see challenges as growth opportunities. My mindset shifted from struggling to appreciating the journey’s lessons. Day 41 reveals itself in moments of unexpected peace and accomplishment. When I feel a sense of achievement and renewed purpose, I know I’ve arrived at day 41, where my struggle gives way to a brighter horizon.

Brenda McNulty is a dynamic force in the dental industry, boasting over 30 years of rich experience that spans both clinical and business domains. As the owner of DSO FACTS, she has cemented her reputation as an expert in transforming dental practices through innovative training and accountability systems. She is also a highly soughtafter speaker who has shared her insights at numerous major dental events, captivating audiences with her passion and commitment to the profession. Her leadership and guidance have empowered countless dentists and their teams to pursue and achieve their ideal practice vision.

For more information about Brenda McNulty, visit her website at www.dsofacts.net

“As each has received a gift, use it to serve one another, as good stewards of God’s varied grace. “ 1 Peter 4:10

Dental Entrepreneur Fall 2024 17

Innovation

How I Built My Sleep Practice Maria Sokolina

M

any years ago, I became so excited about the topic of dental sleep that I lost my own sleep. For me, dental sleep was the answer to many puzzles I tried to solve while working as a general dentist.

I was very scared that patients would break my dental restorations, my orthodontic treatments would relapse, and my implants would fail. I kept digging and digging to answer the question: why do people grind their teeth? All of a sudden, I learned through my continuing education courses that the cause was sleep and breathing disorders. I took another Sleep Residency Program in Tufts with Dr. Leopoldo Correa, and after completion, I was ready to start helping my sleep-deprived patients. Although I was helping patients get confident smiles, I felt like I wasn’t making a difference in their lives.

As my course recommended, I started identifying Sleep Apnea patients in my practice and sending them to their primary care physicians for sleep studies. As any good observant dentist, I saw the signs of sleep and breathing disorders in my patients’ mouths very clearly. Besides the fact that I asked my patients questions about their sleep and snoring, I loaded the app Snore Lab on their phones and scheduled follow-up appointments to review the results the app provided. Patients usually inquired about what the results should be. “There is no specific number I can give you. It depends on your sleeping condition, air conditioner, your partner’s snoring...” I usually listen to the results collected from three nights on Snore Lab with the patient.

18 Fall 2024 Dental Entrepreneur

I can’t say that I have a success rate of convincing all my patients about the necessity of a sleep evaluation. Fifty percent of patients were surprised that a dentist, someone they only see as a tooth doctor, could offer recommendations and suggestions about something other than teeth. But the other fifty percent of my patients listened and went back to their PCP to inquire about a sleep study. I scheduled appointments to review the sleep study results with them after one month, but no one kept that appointment. I felt deeply disappointed.

I called some patients myself and was very surprised to learn that patients who went to their PCP had two different outcomes. Some PCPs simply said to them that they were not overweight and did not have sleep apnea, despite the oral signs I showed the patients that raised my suspicion. The other group that went to their PCP was referred to a sleep physician, had a sleep study done, and was offered a CPAP machine. This happened despite the fact that the American Academy of Sleep Medicine recommends Oral Appliance Therapy for patients with mild to moderate sleep apnea.

I realized that if I kept this strategy, my dental sleep practice would never happen. I needed to start building relationships with sleep doctors. I have to admit that this was the beginning of a very frustrating chapter in my life called Cold Calls. Here are the lessons I learned:

DentalEntrepreneur.com

LESSON 1: BUILDING RELATIONSHIPS THROUGH COLD CALLS I spent a lot of time knocking on doors, handing out business cards, and bringing gifts in an attempt to build relationships with administrative staff, sending them holiday and birthday cards. I even offered free dental services, such as whitening and cleanings, to doctors and their staff. While they became familiar with my name, it did not result in referrals. Just like Jason Tierney, guest on my channel and Author of the book “Transform Dental Sleep Medicine” said: “Awareness is the first step, but credibility and trust must follow before any referral partnership can flourish.”

LESSON 2: LUNCH AND LEARN STRATEGY I organized “Lunch and Learn” events at medical offices. While the lunch portion was popular, the learning part about dental sleep medicine didn’t seem to capture the attention of the office staff or doctors. Doctors were often too busy to engage beyond a few minutes or they’d just wave me from the hallway.

Jason Tierney commented on my experience: “Educational opportunities should match the interests and priorities of your audience. If it’s not engaging or immediately relevant, even a free lunch won’t get you far.”

Providing food opened doors and gave me some face time, but the strategy alone was insufficient for in-depth education or relationship-building.

LESSON 3: PERSONALIZED PLAN After referring a patient with mild sleep apnea to a sleep doctor, who then received a CPAP machine, I conducted some research. I learned that this doctor was a foodie and loved a particular restaurant. I invited him to dinner, fully prepared with articles, examples of oral appliances, and case studies of patients I had referred to him. I wanted to present myself as a knowledgeable professional. While he enjoyed the dinner and found my information interesting, he said, ‘I really had a wonderful time and the information you presented is very interesting, but I will not refer to you.’ Jason Tierney explained: “Physicians refer based on trust in the practitioner’s expertise, but also based on their comfort with the referral process and treatment outcomes.”

This made me realize I needed to understand how physicians view the referral process.

I decided to seek answers through social media by creating my Facebook, YouTube, and LinkedIn channels titled ‘Sleep Apnea: Breathing-Snoring Help,’ where I interviewed sleep doctors, ENTs, neurologists, and PCPs to understand how to build referral relationships with them.

Dental Entrepreneur Fall 2024 19

SECRET 2: INSURANCE COVERAGE Doctors want to ensure their patients’ care will maximize insurance coverage, 50 % of MDs put insurance as an important component of care. While dentists often pride themselves on avoiding dental insurance constraints, medical doctors operate within an insurance-based system, particularly female physicians. It’s important to show a willingness to help patients with insurance matters or offer flexible financial options. As John Nierman, president of Dental Writer, explains: “Dentists can bill medical insurance as out-of-network providers or prepare Superbills for patients to submit.”

SECRET 3: TIMELINESS Ease of appointment scheduling is crucial for 55% of medical doctors according to a survey. Although gathering necessary information, such as sleep study results and referrals from MDs, can be challenging, this step is essential for maximizing medical insurance coverage. Your team must be trained to streamline this process for patients, ensuring a smooth experience.

SECRET 4: INTERACTION FACTOR It’s essential for doctors to stay informed about treatment progress. I started sending letters to my dental patients’ sleep physicians and primary care doctors, expressing my concerns about signs of Sleep Disordered Breathing I observed. Many of my patients had prescriptions for CPAP machines that were left unused in closets. I included analyses of sleep studies in my letters, outlining the current situation and offering my assistance in improving their patients’ sleep through Oral Appliance Therapy.

Here are the key secrets I learned: SECRET 1: WHAT DO MDS LOOK FOR IN A PROVIDER THEY REFER TO? Personal relationships are important, but credibility takes priority. Physicians prefer to refer patients to providers who demonstrate expertise and use standardized medical language, such as AHI (Apnea-Hypopnea Index), the Epworth Sleepiness Scale, the Fatigue Scale, and the Berlin Scale. Additionally, familiarity with other components of Sleep Medicine is advantageous. A survey indicates that 88% of physicians prioritize a provider’s credibility in their decision-making.

20 Fall 2024 Dental Entrepreneur

Additionally, I explored the intricacies of medical billing and educated my patients on their medical benefits. By outsourcing to a medical billing company, I was able to gather information about Oral Appliance Therapy coverage, prompting patients to request referrals from their physicians. After the initial consultation regarding Oral Appliance Therapy, I always follow up with letters to keep physicians updated on the treatment status. Once I start the therapy, I refer my patients back to their referring doctors for follow-up sleep studies, typically scheduling these appointments one month later.

A unique challenge I face is that, as dentists, we are trained to expect treatment outcomes within specific parameters—like crowns having no open margins or fillings being decay-free.

However, in dental sleep medicine, modern parameters like AHI (Apnea-Hypopnea Index) may not always meet the standard of care below 5. After the active stage of therapy, I feel anxious when reviewing the sleep study results. Even if patients report DentalEntrepreneur.com

feeling better and their partners don’t complain about snoring, I might receive disappointing numbers regarding the frequency of breathing troubles at night.

I use letters to build relationships with MDs. If the results aren’t satisfactory, I discuss alternatives with the patient, such as adjunctive treatments like orthodontics, nose breathing therapy, positional therapy, myofunctional therapy, or combined approaches with CPAP machines. Following AADSM standards, I see patients every six months in the first year and annually thereafter, sending letters to their physicians after each long-term visit. Building strong relationships is crucial, and if I notice any health red flags, I reach out directly to the physician to discuss my concerns. I view these collaborations as a team effort, with the medical doctor as my captain.

Every six months, I review my statistics regarding medical providers. These relationships are invaluable to my practice. I encourage my staff to check in with every office to ensure they have enough brochures, referral forms, and business cards.

Understanding that the medical team works hard for their patients, we send thank-you notes to every provider we collaborate with. I also send personalized thank-you gifts to MDs every six months. I highly recommend the book “Giftology” by John Ruhlin, which emphasizes the importance of personalized gifts over promotional items, making it more likely that the recipient will remember you and your services.

with

Anne Duffy

P ODCA S T

Of course, I don’t manage this aspect of my practice alone; I have a dedicated team that assists patients in obtaining necessary documentation and the coordination of medical billing or flexible financial options with insurance. This approach has transformed my practice, rooted in the knowledge I gained from interviews with various professionals.

Building a sleep practice is an art and a science, and it is definitely a very long game. But the internal reward is the satisfaction of helping people live longer, healthier lives, and this is why we chose this profession to begin with.

Dr. Maria Sokolina, founder of Harmony Dental Arts and Diplomat of the AADSM, specializes in Dental Sleep Medicine, using dental appliances, orthodontics, and myofunctional therapy to treat sleep apnea. She educates via her Facebook, YouTube channels “Sleep apnea; breathing, snoring help.” To learn more, visit drmariasokolina.com. You can also take a Self-Assessment on Myofunctional Therapy and Sleep Quality, which will help you determine your level of facial and sleep fitness and provide personalized exercises to improve your overall well-being.

www.dew.life Dental Entrepreneur Fall 2024 21

Innovation

The Long Road from Conception to Consumer Therese Stewart

S

o many people say, “I have a great idea, I wonder if I should patent it?” However, there are many questions you need to ask yourself before determining if you should apply for a patent. No matter which type of patent you need/want, it will be a long, and probably expensive process to attain it. Also, and most importantly, your financial stability can dictate your timeline. Large companies with a lot of cash to support the patents typically get approved quicker than solo applicants. Turning ideas into sellable, FDA Products is not an easy endeavor. It takes time, talent, and significant capital along with a methodology to design and develop the product of the future. A positive, “don’t give up” attitude is imperative! This is my journey of evolving an idea from concept to consumer…

It was during the beginning of the Coronavirus Pandemic when I thought about the sheer number of items that required safe, efficient, and quick sterilization. I then realized the sterilization sector had grown exponentially, not only at the consumer level, but also for both commercial and environmental applications.

Having a background in Dentistry and knowing about sterilization techniques, and the time it takes to sterilize equipment, I thought there must be a better way. I wanted to come up with an idea that was not only a quick way to sterilize dental instruments and dental supplies, but also one that was environmentally

22 Fall 2024 Dental Entrepreneur

safe. I thought there must be a way to sterilize things that we cannot sterilize through traditional sterilization methods, such as our dental sensors, plastic impression trays, and other plastic and glass objects.

I reached out to a good friend, Ralph, about an idea I had. Ralph and I have worked together in the past on a different sterilization patent. In fact, our technology is used by the government to disable biological weapons. Ralph saw this opportunity and asked if we could invite Brad to join us in this process. Brad and Ralph have worked together at Fallbrook Engineering and Baxter Pharmaceuticals.

I will start with a footnote… just to be clear, this is not an individual endeavor. I have two amazing partners Ralph and Brad, who provide a vast amount of knowledge and expertise in the sterilization and medical device sectors. They both have created very successful private medical device companies. After selling their respective companies they were both waiting for the next big thing. It is important to partner with talented people. Ralph, a Physicist and Chemist with several patents, is the former VP of R&D for Baxter Pharmaceuticals. Ralph recommended Brad, an Engineer and Medical Device Product Designer.

DentalEntrepreneur.com

After just a few conversations, it was clear Brad was going to be an integral part of the team. Between the three of us, we have close to one hundred patents. My point here is getting our stateof-the-art product into the hands of consumers takes a lot more than just an idea. Partnerships and strategic vendor relationships are critical to success. I also have had the support of friends and family. One friend, also a successful entrepreneur, was the first to see our vision and invested in our business with both capital and business development assistance.

For the first six months, the three of us took the idea and added several layers to it. We went back and forth on how to design this product. We set weekly meetings with action plans and moved forward with our ideas. We also filed for a C Corp, hired a Business Attorney, and a Patent Attorney, and went to work applying for our preliminary patent.

Note that there are three different types of patents: 1) provisional, 2) design, and 3) utility. Provisional patents are “placeholders”

several successes during the process. We continually look for improvements to our sterilization device.

In the next few months, while waiting to hear about our patent, we worked and completed our business plan, hired a company to design a webpage for us, and we also reached out to several investors. We went to California to meet up with a manufacturing company to discuss designs. At this stage, you must be very careful with whom you talk to and make sure anybody you talk to has signed a Non-Disclosure Agreement (NDA).

With our device, we need to be granted a 510 K premarket approval with the FDA. Johnson and Johnson have a similar product which makes it possible to get 510 K FDA approval.

This is referred to as “substantial equivalence”. We hired a PhD degreed consultant who has worked with many medical device products on 510 K FDA approval. She has been a godsend. The writing is very technical and takes a substantial amount of time for drawings and thorough writing. We meet with her regularly

Partnerships and strategic vendor relationships are critical to success. to reserve a priority date. They are simply a description of the invention and do not have a particular format or itemized claims.

Provisional patents are often written by the inventor and filed directly with the United States Patent and Trademark Office, USPTO. Design patents cover the way an article looks. These are usually written by a patent attorney who submits it to the USPTO. A utility patent protects the way an invention is used and how it works. These are the most common types of patents used by inventors to protect their technology. The term “process patent” is often used as if it were a separate type of patent but it is actually a utility patent that focuses on the process claimed by the inventor.

The next year, Brad and Ralph designed, re-designed, and constructed our prototype. We purchased a lot of equipment to test. We have a laboratory with a hood and have conducted several tedious tests on our product. We tested electronics, paper, plastic, glass, all types of metals, and of course, several dental surgical instruments. We had some failures but followed with

to discuss changes and adjustments.

Our initial premeeting with the FDA needs to be on point. You never want to leave any open questions that cannot be answered.

We must show our risks and how we plan to mitigate those risks.

The software to run each cycle must be validated. All the digital readings from each cycle must be accurate and reliable. All the marketing claims must be validated. We must pass high cyber security testing to prevent breaching by hackers. All these factors require significant testing and evaluation both “in-house” and by “independent laboratories”.

At this point, you’re probably wondering about the type of device we developed. Our company is Sterile Solutions International (SSI), a revolutionary heatless sterilization technology that will outperform every current sterilization method used throughout the world. This is less expensive, exponentially faster, and environmentally safe and its potential is limitless. Our sterilizer can sterilize sensitive electronic instruments, paper, plastic, and other heat-sensitive equipment. This heatless method sterilizes in 5 Dental Entrepreneur Fall 2024 23

minutes – not the usual 45 minutes plus -- for a fraction of the cost. Best news of all? We have no competition. To claim this, one must do extensive international patent searches. There is NO other device out that uses what we have developed.

One of the hardest obstacles is to find the right investors. We have been solicited by a couple Venture Capitalists who make capital investments in companies in exchange for an equity stake. This can be a great way to accelerate the process. However, there is a fine balance between selling yourself out and making a good financial decision. When Ralph and I had our last business together, we lost our patent rights. I highly advise investing in a great business attorney to help cover your risks! One thing I did not know until recently is that an investor must be a qualifying investor. This means if the investor is single, he/she must make an annual income of 200K and have 1 million dollars of equity not including their primary residence. If it is a married couple the rule is 300K annually and 1 million of equity not including their primary residence. This becomes difficult.

What are our next steps in this process? We are looking to bring on board an experienced CEO. We would like to build a prototype that is office-ready, get feedback from that prototype, and then build 5 to 7 units to be distributed strategically in different sectors. We would like to have our devices in dental, medical, and veterinary practices for our initial launch. We also will have a white paper written on our product and plan to attend professional trade shows to display and educate the attendees on our new state-of-the-art device. The long-term goal is to grow the company and sell it to a large sterilization or medical device and biotechnology company.

Persistence is the key. You will have setbacks, they are inevitable, but be sure to put them down as stepping stones to your goal.

To be continued….

Therese Stewart, CRDH MS has 42 years of dental experience. Including clinical practice, education, research, sales, coaching, KOL, author, speaker, entrepreneur and inventor.

She has worked at Solutionreach, Waterpik, American Eagle Instruments, Doxa, Dexis, Hilltop Research, and Office and Practices Solutions. She is as adjunct instructor at Palm Beach State College, where she has taught both didactic and clinical. Therese also is a national Dental Hygiene Examiner for CDCA-WREB-CITA. Therese lives in Florida with her husband Jeff, they have two married sons, one grandson and a granddaughter on the way.

24 Fall 2024 Dental Entrepreneur

Website link http://sterilesolutionsinternational.com/

THINGS TO DO, PLACES TO GO Greater NY Dental Meeting

Meeting Dates: Nov. 29 – Dec. 4, 2024 Exhibit Dates: Dec. 1–4, 2024 Jacob K. Javits Convention Center

Learning Crew

December 13, 2024 Virtual

Expansion

January 2-4, 2205 Phoenix, AZ www.Expansion2025.com

2025 Midwinter Meeting Feb. 20 – 22, 2025 160th Midwinter Meeting McCormick Place West Chicago, IL We’d love to see you!

DentalEntrepreneur.com

Dental Entrepreneur Presents

THE FUTURE OF DENTISTRY PODCAST

Continuing the Conversation

dentalentrepreneur.com Dental Entrepreneur Fall 2024 25

Launchpad

How Dr. Andres Ponce is Making Photography More Approachable Dr. Luke Shapiro, DDS

D

r. Andres Ponce came all the way from Temuco, Chile to do this interview in person. He is a prosthodontist who is also an amazing photographer and travels the world lecturing.

LUKE SHAPIRO: SO ANDRES, AS MUCH AS I WOULD LIKE TO THINK YOU CAME TO NY FOR THIS INTERVIEW, WHAT ARE YOU ACTUALLY DOING IN NEW YORK? Dr. Andres Ponce: Well, usually I travel a lot, but now I’m here specifically because I am teaching at NYU for the International Program. And Saturday I’m giving a course on photography at Wall St. AIC with my program called FOCUS. HOW MANY COURSES HAVE YOU GIVEN IN YOUR LIFE? I don’t have a number. But with the team of FOCUS, we are three guys, one fashion photographer, Paolo Wilson, and my other colleague, Sebastian Cifuentes. Since we started in 2017, there have been approximately 3,000 attendees. I don’t know how many courses but we have done this a lot of times.

26 Fall 2024 Dental Entrepreneur

DentalEntrepreneur.com

HOW MUCH MONEY HAVE YOU SPENT ON CAMERA GEAR??

I don’t know but I don’t spend as much money as you think. I’m the guy who teaches you how not to spend so much money on photography because I think it’s overrated.

By the way, photography is not rocket science. It’s something that everyone could do. The thing is that we’re trying to do this for dentistry. Dentistry is complicated. Life is complicated.

Photography should just be a tool, you know? It’s just that. And nothing’s going to happen if you take a bad picture. The thing is that you’ve got to learn from that. That’s the thing.

DO YOU TAKE ALL YOUR OWN PICTURES? Yeah, I take my pictures. I teach a lot of people. I could teach my assistant. She knows some stuff. I’m not saying it’s bad that you train your staff - I do that a lot. In my courses, I sometimes receive the whole team from a clinic or a practice. But in my case, it is more honest to take my own pictures because if I’m going to show you something, it has to have been done by me.

It doesn’t take too much time. Just a couple of minutes.

SO WHAT INSPIRED YOU TO START A COURSE? Dr. Andres Ponce: Well, I saw a lot of courses and I didn’t like the way they were done. I worked in marketing before as a marketing advisor for some companies. I didn’t like how they treated education in this area because they made you feel that it is difficult and complicated with a list of things you need. Things that were not necessary at that time. I also never understood why a photography course didn’t have an actual photographer. So that’s why I decided to have a team.

Because, from my perspective, all the courses were just guys who took courses from guys and were now teaching. It was a chain of things happening because someone told you something in a course and then the other person learned it and started their own course and it was on repeat.

HOW DID THE PEOPLE LEARN ABOUT THE COURSE IF YOU’RE FROM CHILE? Instagram. Social media.

Dental Entrepreneur Fall 2024 27

Sarasota. After that, El Salvador. And the next one is Mexico.

And then courses in Chile.

LAST PIECE OF ADVICE? First of all, thank you for the interview. I like to sharing with you guys.

I’m happy to be here, and to go to different places because I feel that I have friends in a lot of places, and that’s a good thing for me. It’s not only work. And don’t limit yourself. Photography is something for everyone. It’s not rocket science.

Dr. Lucas Shapiro is a graduate of Washington University in St. Louis and Stony Brook University School of Dental Medicine, where he received his Doctor of Dental Surgery. He completed his post-doctoral orthodontic training at Tufts University School of Dental Medicine. He currently practices orthodontics at Lemchen Salzer Ortho in NYC. He started the Instagram page @futuredentists, works with the educational organization @ignitedds, and has an orthodontic tiktok page @drshap.

DID YOUR COURSES HAVE IMMEDIATE SUCCESS OR WAS IT SLOW? I don’t want to be cocky about it, but the first course had 15 attendees. And since then we haven’t stopped. We always try to grow and make things better, you know, but we’re always doing courses. Always.

DO YOU HAVE A VISION TO EXPAND TO OTHER TOPICS? It’s natural to think that you can do more stuff. In my case, I’m teaching courses about aesthetics and marketing. But I try not to go to places that I don’t like or topics that I don’t know because I don’t feel comfortable with that.

SO WHAT’S YOUR NEXT STOP? Well now I’m going to a restaurant. But the next stop I’m going back to is Chile. Next week I have to be in Miami. And then

28 Fall 2024 Dental Entrepreneur

DentalEntrepreneur.com

The 2024 DeW Life Retreat was an amazing success and we are so excited for next year’s retreat

NOVEMBER 13-15, 2025 Be on the lookout for early sign-up specials and details they unfold at dew.life/events

Thank You to Our DeW Life Retreat 2024 Sponsors

#DewRetreat2024

Impact

Developing A Performance Mindset: Lessons For Dental Entrepreneurs From A Chess Champion Dave Striegel Ph.D

I

n today’s fast-paced and ever-evolving dental industry, the pressures on dental leaders are immense. From managing teams to providing top-tier patient care, the demands are endless. Yet, how can a leader consistently perform under pressure and guide their team to success? The answer may lie in the lessons from a chess prodigy turned martial arts world champion—Josh Waitzkin.

Josh, whose early life was immortalized in the film Searching for Bobby Fischer, is a master at honing performance under pressure.

But his success wasn’t just about talent; it was about cultivating a mindset that could thrive in any environment. He learned a “process” for pursuing excellence, not just a set of skills that only apply to a singular endeavor like chess. His transition from chess to martial arts, winning championships in both fields, demonstrates the power of a performance mindset. For dental entrepreneurs, there are profound lessons in how he approached his craft, managed pressure, and continuously pursued excellence.

1. THE IMPORTANCE OF A GROWTH MINDSET Josh’s success across multiple disciplines wasn’t due to sheer talent alone. Instead, his remarkable achievements were a result of his relentless focus on growth and learning. Carol Dweck’s research on mindsets provides a framework for understanding

30 Fall 2024 Dental Entrepreneur

this. Dweck differentiates between a “fixed” mindset—where individuals believe their abilities are static—and a “growth” mindset, where people believe that abilities can be developed through dedication and hard work.

Josh embodied the growth mindset. Even after mastering chess, he didn’t settle. Instead, he adopted a “what’s next” attitude. He sought new challenges in martial arts and once again rose to the top. His willingness to learn, adapt, and improve set him apart.

Lesson for Dental Leaders: In the world of dental entrepreneurship, adopting a growth mindset is crucial. Growing a dental practice is fraught with mistakes, failures, and losses, just like the progression in chess was for Josh. At least Josh knew what to expect in relation to the success and failure associated with chess. It was the fame that took him by surprise. Similarly, dentists are clinically trained to strive for excellence. Not that it’s ever easy, but they know the gig, clinically. However, rarely are they prepared for the reality of what owning and growing a dental practice is really like and what it takes, as they are not accustomed to functioning in a world where mistakes are tolerated much less embraced.

Leadership and business success in dentistry is not about being the smartest or most talented clinician in the room; it’s about continually growing and improving. Embrace challenges as DentalEntrepreneur.com

opportunities to learn and encourage your team to do the same.

The best dental practices are the ones that foster a culture of growth and resilience, where everyone is dedicated to getting better every day.

2. FALLING IN LOVE WITH THE PROCESS Josh’s performance in his chess matches turned around when he shifted his focus from winning at chess to enjoying the process of playing chess. In his early years, he played chess with a pure love for the game, exploring strategies and nuances with joy and curiosity. However, as fame and external pressures mounted, his connection to his internal process weakened. It wasn’t until he reconnected with that love for exploring the game that he found success again, both in chess and martial arts.

Lesson for Dental Leaders: Success in your dental practice should not solely be measured by financial gains or patient numbers. While these are important and are certainly part of what a dental entrepreneur must focus on, the numbers are a byproduct of your process or what you do to generate the numbers—improving patient care, refining team dynamics, and enhancing your leadership skills. The process is where long-term success is cultivated because if you put too much attention on the numbers, you’ll find yourself emotionally exhausted. How you feel will be dictated by numbers outside of your immediate control, whereas your process is controllable, all day every day.

Find joy in the small, daily wins, and encourage your team to do the same. Celebrate growth, not just results.

3. HANDLING PRESSURE THROUGH MINDSET Josh was known for his ability to thrive under pressure. His secret? Maintaining mental clarity and focus through rigorous preparation. He learned to stay calm, composed, and focused on the moment, whether it was a chess match or a martial arts championship. He utilized heart rate variability training along with mental training, including meditation and visualization as tools to help him acquire these skills.

Lesson for Dental Leaders: As a dental entrepreneur, you often face high-pressure situations—whether it’s managing a crisis in the office or making tough business decisions. Developing a performance mindset means staying mentally present and not letting stress or fear distract you or dictate your actions. Staying present means keeping your mind focused on the moment at hand, and when you find your mind wandering ahead to what “might” happen, you recognize it and calmly refocus on what or who is in front of you. Encourage your team to prepare mentally for their roles as well, whether that’s through mindfulness practices, reflection, or clear pre-procedure routines. The more

prepared you are mentally, the better you’ll handle the challenges that arise. Preparation produces competence, and competence produces confidence. That’s what you need when you’re in highstress situations.

4. LEARNING FROM MISTAKES AND FEEDBACK Throughout his journey, Josh treated mistakes as valuable feedback. This was one of the qualities I admired most about him. He didn’t view failure as a negative but as an opportunity to grow.

In fact, he embraced failure, understanding that, especially in chess and later in martial arts, it was a critical part of mastering any skill. In martial arts, every mistake he made in practice or competition helped him refine his technique and strategy.

Dental Entrepreneur Fall 2024 31

Lesson for Dental Leaders: In your practice, mistakes are inevitable simply due to the volume of information being collected, shared, and disseminated every day. Instead of avoiding them or punishing them, create an environment where mistakes are seen as learning opportunities. This will make your practice an emotionally safer place to work. It doesn’t mean you relax or lower your expectations or standards. Assuming they are fair, don’t change them a bit. Rather, encourage open dialogue and constructive feedback about the reality of operating a high-performing dental team. Excellence in dentistry is hard, and sometimes even messy. That’s the truth. When something goes wrong, ask, “What can we learn from this?” This approach fosters a culture of continuous improvement and reduces fear within your team. Your ability to accept and learn from mistakes, as well as to admit your own will set the tone for the entire practice.

5. ADAPTABILITY AND INNOVATION One of the most impressive aspects of Josh’s career was his adaptability. After achieving tremendous success in chess, he shifted his focus to martial arts and quickly rose to the top. His performance mindset allowed him to transfer skills across disciplines, showing the power of flexibility and innovation. He learned a process that he could apply elsewhere.

Lesson for Dental Leaders: The dental industry is always evolving, with new technologies, procedures, and patient expectations. As a leader, it’s essential to stay adaptable. Encourage your team to embrace innovation, whether it’s new treatment techniques, practice management systems, or patient care approaches. Adaptability to innovation requires training, which dental practices are not always set up for. Being adaptable allows your practice to stay ahead of the curve and meet the everchanging demands of the dental field.

6. BUILDING A CULTURE OF EXCELLENCE Josh didn’t strive for perfection, but he did relentlessly pursue excellence. His approach was about making incremental improvements every day, whether it was in his chess game or martial arts technique. This steady commitment to growth was what led him to world championships in multiple fields.

CONCLUSION Josh Waitzkin’s journey from chess prodigy to martial arts world champion offers profound insights into the power of a performance mindset. For dental entrepreneurs, these lessons are invaluable and immediately applicable. By adopting a growth mindset, focusing on a process, learning from mistakes, and fostering adaptability, dental leaders can create a culture of excellence that drives long-term success.

In your dental practice, think of each day as your performance arena. Like Josh on the chessboard or in the dojo, your success will come from consistent effort, mental clarity, and a love for continuous improvement. Pursue excellence not just for yourself but for your team and your patients. By adopting these lessons, you’ll be well on your way to leading a thriving, resilient dental practice.

Dr. Dave Striegel’s unique background, with a Ph.D. in sport psychology, coupled with his highly engaging, no-nonsense communication style have led to over 25 years of success as a performance coach and speaker. He has worked with individuals and organizations including professional and elite amateur athletes, Fortune 500 executives, business owners, top educators, law enforcement specialists and, yes, dentists of all types. A sampling of his client list includes executives from Merrill Lynch, Morgan Stanley, Smith Barney, athletes on the PGA, LPGA, ATP & WTA Tours, MLB, NBA, NFL, NHL and US Ski Team as well as members of FBI Hostage Rescue Teams and the military’s Special Forces. While he passionately applies his concepts and principles to anyone wishing to improve their performance, Dr. Dave specializes in helping dentists utilize the latest advancements in leadership science to guide their teams and build a high performing practice culture. www.DrDaveStriegel.com drdavestriegel@gmail.com

Lesson for Dental Leaders: Create a culture where excellence is pursued consistently within your dental practice. Set high standards for patient care, team performance, and leadership, but focus on the small improvements that lead to big changes over time. Excellence is about getting better every day, not achieving perfection. Encourage your team to adopt this mindset, and you’ll see consistent improvements in both morale and performance.

32 Fall 2024 Dental Entrepreneur

DentalEntrepreneur.com

KinderSmile Foundation, Trenton, NJ

Hundreds of thousands of kids receive dental care each year—usually for free or at a reduced cost—through the nonprofit dental clinics we support. Their work is made possible because of generous product donations. For the second year in a row, SS White Dental donated carbide burs worth more than $1 MILLION so that safety-net clinics could stretch their resources to provide restorative care for more kids in need across America!

Help more kids get the dental care they need.

See how easy it is to donate products at AmericasToothfairy.org/donate-a-product.

DeW Autumn 2024

De Summer 2024

Index of Advertisers America’s Tooth Fairy..............................................................................................................................................33 DeW Retreat...........................................................................................................................................................29 DSO Facts...............................................................................................................................................................17 Patterson Dental.....................................................................................................................................................2,3 Productive Dentist Academy...................................................................................................................................35 SupportDDS.............................................................................................................................................................9

34 Fall 2024 Dental Entrepreneur

DentalEntrepreneur.com