Where Vision Meets Values
The Power of Character and Connection with Travis Rodgers
by Dr. Emily Splichal
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Summer 2025
Editor & Publisher
Anne M. Duffy, CEO, RDH
Assistant Editor Karla Moreno
Project Manager
Tari Sixpence
Website
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Layout and Design
Brian Rummel
Cover Photo
Justin Proctor
Editorial Board
Welcome
Every issue of Dental Entrepreneur reminds us of the remarkable people shaping the future of dentistry, not only with their groundbreaking ideas, but with the heart, integrity, and vision they bring to the work they do.
In this Summer 2025 edition, our cover story, “Where Vision Meets Values,” captures the essence of Travis Rodgers in a way that feels both personal and profound. Travis is more than a trailblazing entrepreneur in dental technology, he is a man whose deepest success is measured not by accolades or innovations alone, but by the character he demonstrates and the connections he cultivates. Having known Travis personally, I can say it’s been an absolute joy to witness his journey, and seeing him featured on our cover fills me with pride. His impact extends far beyond the companies he has founded or the industry advancements he has driven; it’s reflected in the people he lifts up, the relationships he nurtures, and the unwavering values he lives by every day.
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
Summer 2025 Contributors
Debora Carrier
Dr. Sharon K. Parsons
Dr. David Rice
Travis Rodgers
Sam Rockwood
Dr. Luke Shapiro
Dr. Emily Splichal
Barbara Stackhouse
Dr. Mark G. Thoreson
Alvin Uta’i
Ryan Vet Beverly Wilburn
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Written with insight, depth, and heart by Dr. Emily Splichal, this story reminds us that true innovation is most powerful when rooted in authenticity, integrity, and genuine human connection. It’s a lesson that resonates across entrepreneurship, leadership, and life itself.
And the inspiration doesn’t stop there. This issue is overflowing with voices that challenge us to think bigger, act bolder, and grow deeper. Each contributor brings their own unique spark, sharing wisdom, lessons, and even a laugh or two, reinforcing why community is the foundation of sustainable success. These stories are more than features; they are guideposts for anyone committed to building not just a business, but a lasting legacy.
Together, these narratives create a rich mosaic of resilience, creativity, and vision. They invite us to pause, reflect, and ask ourselves: How am I shaping the future of dentistry, not just through my work, but through the values I carry, the people I empower, and the legacy I leave behind?
So, pour yourself a cup of coffee, turn the page, and prepare to be inspired. To Travis, to Emily, and to all of our remarkable contributors, thank you for reminding us that dentistry is far more than a profession. It is a movement, a community, and a calling.
Love,
Anne M. Duffy
And with that in mind, I invite you to join us at this year’s DeW Life Retreat, November 13–15. This remarkable gathering brings together visionaries, innovators, and leaders to connect, learn, and celebrate the women of our profession. Reserve your spot today and be part of the experience that turns ideas into action and inspiration into lasting connections.
2025
26 Reinventing Brushing: How Duo is Disrupting Oral Care, One Tablet at a Time by Dr. Luke Shapiro, DDS
30 CPR Recertification Should Be a “Want To,” Not a “Have To” The Importance of CPR Recertification in Dentistry
I Scratched the “Dentist-Inventor Itch” Class 2 Matrix Bands and Wedges Drove Me Crazy by Dr. Mark G. Thoreson, DDS
36 From Grad to Go: How New Dentists Are Winning Faster Than Ever (and How You Can Too) by Dr. David Rice, DDS
Where Vision Meets Values
The Power of Character and Connection with Travis Rodgers
By Dr. Emily Splichal
From the outside, Travis is a force: a dental tech innovator, investor, and founder of several dental companies, including DrDDS, OneClick Referral, Dental Impact Fund, VeriDent, Dental Venture Capital, and more. Over the last two decades, not only has Travis launched multiple software platforms that have transformed the way practices operate, but he has also mentored countless company founders in scaling their visions.
But what few get to see is the other side of Travis, a side that doesn’t always show up on LinkedIn, in a Zoom meeting, or on stage at a dental conference. It is a side that I’m deeply grateful to witness and experience every day.
What I get to see is the man whose love of people is limitless, whose optimism is infectious, and who refuses to be jaded. Travis is a man who forgives quickly, has a hustle that is driven by purpose, and wakes up every day with a dream to create a legacy that lifts others with him.
THE POWER OF PERSONAL RELATIONSHIPS
One of the most defining traits of Travis is his deep passion for connecting people. Whether it is introducing a startup founder to their dream advisor, bridging gaps between innovators and investors, or simply making someone feel seen in a crowded room, Travis has a gift for making meaningful connections that elevate everyone involved.
It is with this mindset that he founded one of his latest businesses, Dental Venture Capital. DVC was founded on the belief that true innovation starts with building community. When
working with his clients, Travis’s mind is constantly scanning for synergy, for alignment, and for potential collaborations that others might miss. Every introduction Travis makes is rooted in trust, sincerity, and a genuine desire to help people rise.
Valuing the power of personal relationships is a foundation for trust, collaboration, and long-term success.
Being in a relationship with someone so people-focused has taught me the real power of connection, not just as a tool for success, but as a way of being. Watching Travis light up every room he walks into, connect with strangers, or spark unexpected partnerships has shifted how I think about relationships. It’s not just about how many people know your name, it’s about seeing the value of every person we encounter and the power of an authentic curiosity for others.
IMPACT-LED INNOVATION
Travis loves to build. He’s a creator at heart. But unlike many serial entrepreneurs chasing the next big thing, he innovates with an impact-led mindset. He doesn’t innovate for the sake
of disruption; instead, he genuinely wants to make people’s lives easier, more efficient, and more empowered.
Travis is always encouraging the founders he works with to ask themselves, “How can this solve a real problem?” and “How does this make the industry better, not just different?”
This philosophy reflects Travis’s core value of impact. He believes that true innovation should uplift the people it touches. This was demonstrated by his company, OneClick Referral, which was founded on the vision of making referrals easier, improving and tracking connections, and making choices more straightforward.
Valuing meaningful innovation is rooted in relevance, integrity, and real-world impact.
Over the last two years, Travis has taught me that impact is the highest form of innovation. And that when your ideas are rooted in integrity, empathy, and service, you don’t just build successful businesses, you build legacy.
IT STARTS AT HOME
Despite all his professional accolades, what grounds Travis the most is his role as a father to his 12-year-old son, Blake.
You don’t have to talk to Travis for long to hear how deeply he values the privilege and responsibility of being a dad. From the years of coaching his son’s football team to the annual family trips to Tahoe, Travis is not about being there when it’s convenient. It’s about being the kind of man he hopes his son will one day become.
For Travis, his true impact isn’t on an investor call but rather it is on the football field, in the living room, and at the dinner table. Impact shows up in the car ride to practice, in the way he listens without distraction, and in how he teaches resilience not just through words, but through presence.
Valuing parenthood teaches you to build with the future in mind. It requires patience, investment and a long-term vision.
Being with Travis has taught me that family isn’t a distraction from success, it’s the foundation of it. It’s not about how loud your voice is in the world, it’s about how intentionally you show up for the people closest to you, and that family is your anchor to success.
WHAT WE CAN LEARN FROM TRAVIS RODGERS
Travis’ journey shows us that the real measure of success isn’t just what you launch, it’s how you lead, how you uplift people, and what values you embed into the fabric of your work.
To every dental entrepreneur reading this: let Travis’s story be your invitation to build boldly, connect deeply, and lead with heart. Because business is personal. And the ones who remember that are the ones who leave a legacy.
Learn more at: https://travisrodgers.com.
Dr. Emily Splichal is a Functional Podiatrist, Human Movement Specialist, and Founder of Naboso. Known for pioneering the intersection of neuroscience, movement, and foot function, she brings a unique lens to health, leadership, and entrepreneurship.
Dr. Splichal is passionate about telling the human stories behind business—especially when it comes to impact, purpose, and relationships.
Beyond the Drill: The Future of Dentistry is Now
By Barbara Stackhouse, RDH, M.Ed.
The dental industry is experiencing rapid shifts that promise to redefine how we care for our oral health. The fast pace of technology in dentistry, along with the enhanced expectations of patients, is leading today’s dentists toward a more personalized and preventive approach. In this article, we’ll explore how the future of dentistry is being shaped—and what that means for patients and practitioners alike.
DIGITAL DENTISTRY
Digital scans are commonly used in today’s dental practices. They provide improved precision over manual impressions and enhance patient comfort. If you walked through most practices today, you’d likely find digital X-rays and intraoral cameras. Many practices now have CAD/CAM systems and CBCT machines, which offer faster and more accurate outcomes. Hang on—digital technology is continuing to transform how we do dentistry!
AI AND DENTAL CARE
Imagine artificial intelligence trained to detect cavities, gum disease, tumors, and other anomalies from X-rays and oral photographs with amazing accuracy. Wait! You don’t have to imagine—it’s happening now.
If dentistry fully adopts these technologies as diagnostically assisted tools, AI could one day become the standard of care. Imagine identifying patients at high risk for specific conditions based on genetics, habits, images, and history. This could lead to a more preventive approach to oral care, improving outcomes and reducing costs.
IMPLANTS AND ROBOTICS
Robotics in dentistry may sound like science fiction, but it’s becoming a practical reality. In 2017, the first robot-assisted dental implant was placed in a patient in China. Since then, dental robotics has developed slowly but steadily, with potential applications in precision surgeries, prophylaxis, and even orthodontic adjustments.
It’s important to note: robotics do not replace humans—they assist with accuracy.
TELEDENTISTRY
The COVID-19 pandemic accelerated the adoption of telehealth across all medical fields, and dentistry was no exception. Teledentistry has proven especially useful for consultations, postoperative check-ins, and preventive advice. It can be a crucial link to care in rural or underserved communities.
Regenerative medicine involves replacing or regenerating human cells, tissues, and organs. Specifically, stem cells are harvested and used in this process. Dental pulp stem cells have been harvested and studied, with several types identified. Ongoing research focuses on using stem cell regeneration to repair damaged dentin, pulp, resorbed roots, and periodontal disease.
In the coming decades, patients may no longer need synthetic implants or dentures. Instead, they may regenerate their own teeth using biologically compatible materials. This leap forward could enhance both function and aesthetics while reducing the risk of infection and other complications.
GENOMICS
Genomics helps identify genetic variations that make some people more susceptible to dental diseases like periodontitis, decay, and oral cancer. Genetic information allows practitioners to individualize care based on personal risk and habits. A more preventive approach based on a patient’s risk level leads to healthier oral—and overall—systems.
Care must be taken to ensure genetic information is used responsibly and with respect for patient privacy.
ECO-FRIENDLY GREEN PRACTICES
There is a growing movement in the dental industry focused on minimizing its environmental impact. Balancing patient safety protocols with the amount of waste sent to landfills is a challenge. Dentistry produces significant daily waste from single-use plastics and disposables.
With some effort, adopting greener practices can have a lasting impact on the environment. This could include using biodegradable materials, water-saving devices, and energy-efficient technologies. Digital tools reduce the need for paper, film, and other disposable items.
More and more, eco-conscious patients seek out practices that support the green dentistry movement. In my opinion, we can all do better—for our environment and our future.
PATIENT EXPERIENCE
In this high-tech world, as the future of dentistry rapidly evolves, what happens to the patient experience? Will technology improve it—or leave patients craving more human contact?
We must be intentional about staying connected with our patients, ensuring they feel comfortable and cared for. The more
high-tech we become, the more we need human connection. Look at how texting has changed communication—we speak out loud less and less. Over time, we can lose those essential interpersonal skills.
I believe we could all use some refreshers in communication— focusing more on others than ourselves.
Technology can certainly enhance the patient experience in positive ways. Personalized sensory environments and ergonomic chairs improve comfort. Faster treatment times and better outcomes reduce stress for both practitioners and patients. High-tech isn’t all bad. There’s much to celebrate as dentistry continues to evolve.
DENTAL EDUCATION
With high-tech dentistry here to stay, dental education must keep pace while complying with regulatory and accreditation standards. Updating curricula and teaching methods to incorporate new technologies is a challenge. Additionally, the cost of implementing these advancements is significant.
Future dentists must understand and use digital tools and biotechnology—alongside traditional clinical skills—to thrive. The role of the dentist may shift toward that of an integrated health practitioner, collaborating with other professionals for the patient’s overall wellbeing. AI, genomics, and bio-regenerative processes position dentistry as a key part of holistic health care.
CHALLENGES
Just as dental schools struggle with the cost of new technologies, small privately owned practices face similar hurdles. Addressing these financial challenges is essential for the profession’s future success.
There is no one-size-fits-all approach to dental practices. My years of coaching and consulting have shown me the many unique paths dentists take. Often, dentists don’t discover what suits them best until they’ve been out of school for some time. Finding your practice style takes time—and adding technology into the mix can feel overwhelming, both financially and mentally.
CONCLUSION
The future of dentistry is exciting, filled with innovations in high-tech care. The next few decades will be transformative for both patients and practitioners. We must integrate science, technology, and compassion for the betterment of patient care.
Whether in private practice, group practice, DSO, or community clinics, all types of dental providers—and patients—stand to benefit.
The future of dentistry isn’t coming. It’s already here. Are you ready?
References: National Institutes of Health; National Library of Medicine, Center for Biotechnology Information. Skill with People by Les Giblin.
Barbara Stackhouse RDH, M.Ed. founded ‘More to Life’ coaching and created the Premier program ‘Profit First for Dentists,’ the only comprehensive program of its kind in thecountry. Barb is an educator, leader, consultant and coach exclusively for dentists. Her specialty is helping dentists get control of the financial side of the practice and ultimately find the freedom they desire so they can enjoy ‘More to Life.’ Her extensive background in the dental industry gives her an advantage and deep understanding about the ins and outs of running a profitable, highly successful dental practice. Barb lives in Nashville, TN with her husband, 2 goats, 2 dogs and a horse. They enjoy time with their 2 sons, both married to lovely redheads, and 4 grandsons who all reside in Nashville. Barb’s website: https://www.moretolife.dental
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Rising Together: Building Platforms, Connections, and Community for Women in Dentistry Culture
by Anne Duffy
In August, something truly extraordinary unfolded in Philadelphia, the very first Dental Nachos x Dental Entrepreneur Woman Mastermind. What took place was more than just an event; it was a living example of the power of connection, collaboration, and community in dentistry.
As I looked around the room, surrounded by some of my dearest colleagues and DeW women, Beverly Wilburn, Malika Azargoon, Valerie Woo, Vanessa Vitagliano, Aditi Agarwal, and Maritza Duran—I felt an overwhelming sense of gratitude. These women, like so many others in our community, brought their wisdom, energy, and authenticity, and together, we created something unforgettable.
But here’s what makes this gathering so impactful: it wasn’t just about who was on stage, it was about giving women a platform to speak, to share their voices, and to truly be heard. That is the mission of Dental Entrepreneur Woman (DeW Life). Through our memberships, through events like this Mastermind, and through the unwavering support of our sponsors, we are building spaces where women in dentistry can connect, engage, and grow their networks in meaningful ways.
At DeW Life, we believe that women thrive when they are part of a community that not only sees them, but lifts them higher. Membership isn’t just about receiving a magazine or attending a retreat, it’s about plugging into a vibrant network of women who inspire one another, who create opportunities, and who share a collective determination to elevate the profession of dentistry. Our members find a sense of belonging and discover platforms, whether on stage, in print, or through mentorship—where their voices matter.
And none of this would be possible without our sponsors. A heartfelt thank you goes to Wisdom, Practice by Numbers, and MDent Consulting Services, LLC, whose support helped make this event possible. Their commitment is not just symbolic, they are literally putting their resources behind their words, investing in the growth and recognition of women in dentistry. Because of
them, and sponsors like them, more women are given a microphone, a seat at the table, and the opportunity to lead.
I would be remiss if I didn’t also extend my deepest gratitude to Dr. Paul Goodman and the incredible Dental Nachos team. Their generosity and hospitality, and their belief in collaboration over competition, created the perfect environment for this partnership to shine. Paul has built a community grounded in education and camaraderie, and when organizations like Dental Nachos and DeW Life come together, something transformative happens: barriers fall, connections form, and new ideas flourish.
What I’ll remember most from Philadelphia are the moments in between, the conversations in hallways, the laughter over shared meals, the sparks of inspiration that lit up the faces of women who realized they had found “their people.” That is the true gift of community.
As I reflect on this weekend, I’m reminded of why DeW Life exists. We are here to ensure that women in dentistry have the platforms, the community, and the connections they need to thrive, not just professionally, but personally. And as we continue to grow, we invite every woman in dentistry to step into this circle of empowerment.
Because together, we are not just creating events, we are creating a movement. And together, we rise.
The Leader’s Shadow –Why Managers Fail and True Leaders Inspire
By Ryan Vet
Leadership is often used synonymously with management. This simply is not true. Too many businesses— especially small, tight-knit teams that function like families—suffer under the assumption that a meticulous manager can replace an effective leader. But leadership and management are not the same.
A manager ensures that tasks are completed, policies are followed, and order is maintained. A leader sets the standard, defines the culture, and inspires a team to be more than the sum of its parts. A manager enforces compliance, but a leader creates culture. And here’s the secret: Culture is what drives compliance—not the other way around.
If you demand excellence but don’t model it, your team won’t follow. If you hold others accountable but live above the rules, you will never earn respect. A true leader’s authority is not in their title but in the example they set.
Let’s examine two common failures of management—the meticulous manager and the reader manager—both of which highlight why leadership by example is the only sustainable way to build a thriving team.
COMPLIANCE VS. CULTURE: THE CASE OF THE METICULOUS MANAGER
At first glance, this manager seems perfect. They follow policies to the letter, document every action, and never miss a compliance step. If a compliance officer walked in today, this manager
would be their dream come true. Every process is airtight. Every detail accounted for.
But here’s the problem: This manager is on salary. They don’t punch a clock, yet they enforce a rigid standard for their hourly employees. If an employee is five minutes late, the manager documents it, issues a warning, and follows a strict process for corrective action. The rules are rules, after all.
Except—what happens when this manager routinely shows up late to team huddles? Or doesn’t prioritize the very meetings they expect employees to be on time for? They may not be required to clock in, but leadership is never about requirements. Leadership is about setting the standard.
The result? The employees see the hypocrisy. They begin to resent the rigidity, not because structure is bad, but because it is inconsistently applied. They start cutting corners—not because they are lazy, but because they no longer believe in the leader who enforces the rules.
And just like that, compliance crumbles. Not because there weren’t enough rules in place, but because culture was never established.
THE READER MANAGER: WHEN KNOWLEDGE DOESN’T TRANSLATE TO LEADERSHIP
This is the manager who loves the idea of leadership. They listen to podcasts, attend conferences, and give out book assignments
on team dynamics, communication, and personal growth. They bring back these grandiose ideas, team exercises, morning huddles, off-site retreats, and so on.
On the surface, this looks great—after all, shouldn’t a manager encourage learning?
But here’s where it all falls apart: The team quickly realizes that the manager isn’t following the advice from these books themselves. They are assigning The Five Dysfunctions of a Team while actively creating dysfunction and obliterating the core tenant of trust. They recommend Crucial Conversations while avoiding every difficult discussion. They push Extreme Ownership while blaming their team for every failure and the only ownership they take is on their Schedule C.
And suddenly, the books become meaningless. The employees may read them, but instead of inspiration, they find irony. They begin to wonder, “If this book is so important, why isn’t our manager living by it?”
Here’s where leadership separates itself from management. A leader doesn’t hand out a book like a prescription for their employees to “fix themselves.” A leader reads it first, applies it first, and then says, Here’s what I learned. Here’s where I was wrong. Here’s what we can do together.
The most dangerous thing a manager can do is weaponize learning while refusing to grow themselves.
LEADERSHIP AS INFLUENCE: WHY AUTHORITY IS EARNED, NOT GIVEN
True authority is not assigned by an organization. It’s not a title. It is earned through influence.
In small businesses—especially those that run like families— leaders often struggle with balancing authority while staying approachable. They fear that if they enforce standards, they’ll become “the bad guy,” and if they’re too friendly, they won’t be respected.
But leadership isn’t about striking a perfect balance between likability and authority. It’s about conviction.
Consider how movements—both great and terrible—gain traction. Whether it’s a revolutionary idea, a beloved brand, or even a misguided cult, people follow when they believe in a vision. As Amanda Montell explains in Cultish, successful leaders, whether in business or society, create a future their followers want to be a part of.
The same applies in business. If your vision is compelling, if your example is undeniable, people will follow. Not because they have to, but because they want to.
And this is where the meticulous manager and the reader manager fail:
• The meticulous manager enforces the rules but gives no reason to believe in them.
• The reader manager prescribes solutions but refuses to embody them.
Neither inspires. Neither influences. Neither leads.
FINAL CALL TO ACTION: LEAD, DON’T MANAGE
If you want to be a leader, start by looking in the mirror.
• Do you enforce policies you don’t follow?
• Do you assign books you haven’t internalized?
• Do you expect discipline from your team without displaying it yourself?
Leadership isn’t a title. It isn’t tenure. It isn’t compliance.
Leadership is setting the pace. It is embodying the culture you want to create. It is building a team that follows not because they must, but because they believe in where you are going.
So before you demand excellence from others, ask yourself—are you setting the example?
Because if you aren’t leading well, your team won’t follow well.
And that is the difference between a manager and a leader.
Ryan Vet is a USA TODAY Best-selling Author, Keynote Speaker, and acclaimed entrepreneur who has redirected his success toward inspiring others. Each week, he shares practical leadership and generational insights to help catalyze extraordinary experiences for leaders and the teams they inspire, and for brands and the customers they serve.
Optimizing Your Network Fees: An Actuary’s Insider Perspective
By Sam Rockwood
An insurance company’s network representative is typically your only contact with your network partner, but behind them lies a great deal of data and analysis performed by the actuarial team. Let’s take a closer look.
ACTU-WHAT?
Actuaries are mathematicians who use probability and statistics to analyze claims data. They work in many industries, from auto, home, life, and health insurance to pensions and financial services. Actuaries are trained through a series of rigorous exams administered by the Society of Actuaries.
Dental insurance companies employ actuarial teams to serve as the financial stewards of claim reserves. These teams analyze historical claim patterns and trends to forecast future liabilities. For example:
• If a dental benefit plan raises the annual maximum from $1,000 to $1,500, how much will this increase overall costs to the insurer?
• If fluoride is no longer covered, how much would the insurer save?
• If a group practice drops out of the network, what impact would it have on costs for both the insurer and members?
These are the kinds of problems tackled by the actuarial team, the math nerds!
In fact, actuaries at dental insurers contribute in a variety of key areas:
• Claim Reserves: Ensuring the insurer has enough capital set aside to pay incurred claims.
• Pricing: Setting premium rates based on expected risk, considering demographics and benefit design.
• Financial Reporting: Providing enterprise clients with reports that outline dental plan utilization and financial performance.
• Network Management: Collaborating with the network team to establish fee schedules that align with financial, sales, and growth goals.
HOW AN INSURER SETS NETWORK FEES AT THE CORPORATE LEVEL
The process of setting a fee schedule for a dental office occurs in two phases. First, let’s examine the macro level.
At least once a year, insurers assess the overall standing of their networks. Most dental insurers use one or more network surveys provided by actuarial consulting firms like Milliman, Mercer,
or Fluent. These firms collect claims data from multiple insurers and offer a Metropolitan Statistical Area (MSA) breakdown, showing how each insurer ranks in terms of network discount and size.
The actuarial team highlights this data for leadership, making recommendations for MSAs where fee schedule adjustments may be needed. Adjustments are guided by the insurer’s strategy, balancing discount competitiveness with network growth goals. While every insurer wants deep network discounts, they also recognize that maintaining or expanding a provider network may require increasing fees.
Management then incorporates actuarial insights, sales data, and competitive pricing intelligence to decide whether to adjust fees in specific geographic areas. Actuaries are integral to these decisions, as fee schedule changes directly affect future claims costs.
SETTING NETWORK FEES AT THE PRACTICE LEVEL
Unfortunately, some networks stop at this macro-level approach. In these cases, the insurer sets an MSA-level fee schedule, and individual practices must simply accept it or leave. If your zip code already has strong network coverage, the insurer may see no need to negotiate.
However, many insurers take a more flexible approach. They start with a standard fee schedule for each area and allow network representatives some discretion when recruiting practices. These reps aim for a steep discount but can increase fees slightly if they stay near the target discount range.
How much flexibility reps have depends on:
• The size of the existing network in that area
• The unique strengths or leverage of your individual practice
8 TIPS TO NEGOTIATE A HIGHER FEE SCHEDULE
I hope this behind-the-scenes perspective helps you better understand how insurers operate. Here are eight practical tips, based on my 17 years in the insurance and network space, for improving your chances of negotiating a higher reimbursement:
1. Know Your Practice Model: If you focus on Medicaid, DHMO, or Medicare, you’ll need a high-volume, efficient workflow to offset low reimbursement. Premium practices shouldn’t join DHMO networks and then complain about the fees.
2. Grow Your Practice: Bigger practices generally have more negotiating power.
3. Deliver Outstanding Patient Care: Insurers listen to their members, especially if those members are HR directors or executives at client companies.
4. Attract High-Profile Employers: Serving employees from top companies like Google, Amazon, Coca-Cola, or local unions increases your network value and leverage.
5. Leverage Technology: Treat insurers as partners, not opponents. Use tools for automated claims submission, eligibility checks, and electronic payments. These solutions benefit both sides.
6. Avoid Red Flags in Care Patterns: Insurers now use data science to detect anomalies. Practices with unusual ratios, such as excessive periodontal maintenance, may lose leverage or even be removed from the network.
7. Build a Relationship with Your Rep: Strong relationships matter. While reps may not set fees themselves, they can advocate for you internally.
8. Read the Fine Print on Opt-Outs: In some states, insurers can’t legally auto-enroll you in a new network without notice, but they may still try. Watch for opt-out notices to avoid being locked into a lower-fee arrangement.
Sam Rockwood is the founder and CEO of Woods, a dental software platform that helps practices get paid faster, track claims more easily, and reduce back-office headaches. Previously, Sam worked as an actuary advising national dental insurers on fee schedules and network strategy. He now uses that insider knowledge to help dental teams optimize revenue and cash flow. Learn more at woods.dental.
Vital Signs
By Dr. Sharon K. Parsons, DDS
One look at my photos and it’s pretty evident that I am not a recent graduate. In fact, I have been practicing dentistry for 44 years and love it (most days). But it hasn’t always been that way. Like many dentists I started out as an associate. It took three different offices to find the right fit and I purchased the third practice after being an associate for many years. I think you must figure out what you don’t want or like to really know what you do want. It’s wonderful when it just feels right, but I spent many years and many sleepless nights getting there. As an associate at one office, doing what I thought was right for the patient did not always match the “production goal” of the owner dentist. As a result, I spent long hours trying to please everyone. As an owner, there are even more challenges-quality patient care, staff challenges, compliance mandates, etc. that counterbalance the advantage of being your own boss.
Let me put it this way. I was worried about the “health” of the practice, whether as an owner or as an associate. I consistently tried to ensure that I kept everyone happy. What I tended to ignore was my own health, both physical and emotional. I put everything and everyone ahead of “me”. I was taking the temperature of the practice-why wasn’t I taking my own?
We have the idea that we need to be perfect (or close to it) in all our clinical dentistry and that we need to meet all the goals set (or set for us) on the business side of the practice. We tend to spend the time necessary to achieve all of that. But if we take a minute to periodically “take the temperature” of both the practice and of ourselves, what is it going to show?
In my case, the answer to that question has varied throughout the years. In the early years of my career, I worked an amazing number of hours to satisfy both myself and the practice owner. I wasn’t married yet, had a strong, physically healthy body and I thought that was all I needed. About ten years down the road, I was married with two children. My mindset was the same. However, my circumstances were not the same as before. I wound up totally exhausted, my babies were not very content with me being gone so much and my outlook was negative. After much
angst I made the difficult decision to drop down to 2 ½ days a week at the office. At the time I felt like a failure career-wise. Little did I know that this would be one of the best decisions I ever made.
Fast forward to around ten years ago. I co-owned the practice where I had been an associate for many years. In the span of a year and a half I lost my business partner and had to buy him out, lost my son and my mother on the same day, lost my dog, ended a relationship and got cancer. It was a devastating time. Every one of these things is crushing but there truly is nothing worse in the world than losing a child. Because of this, I started seeing a therapist. Slowly, I started to see my way out of the haze of devastation. Finally, after all those years, I began to realize just how much I had been ignoring. I started to “unpack” all those things that I had shoved aside for so long, thinking that everything else was more important. I had always worked hard to be physically healthy but had spent virtually no time on my emotional health.
Luckily, I had a few years of working with a therapist before Covid hit. Unfortunately for me, I was President of the Ohio Dental Association when that happened. The pressure of coming up with a plan to get us all back to work while keeping everyone safe from a disease we knew very little about was off the chart! But I had a new tool in my tool belt. I was better at asking for help and knowing when I needed it. I was smarter at realizing my own limitations and accepting the fact that there were others who knew more than me about this crisis. So, I assembled a task force of the brightest people I knew, each bringing a different strength to the table. Together we developed a plan that was quickly accepted by our Governor, allowing us to be one of the first states back in the office. I would never have been able to accomplish this without having expanded my knowledge and acceptance of myself. I was okay with the fact that I couldn’t do it all alone. That allowed me to ask for the help of those whose individual strengths together achieved our goal. It sounds like such a simple, silly thing but it was a huge step forward for me personally.
While the past ten years have been the most challenging of my life, I feel that I am healthier than before. Please understand, I will never be the same after losing a child. In no way do I mean to gloss over that. My approach, however, was different. I grew up thinking that seeking help meant that I was weak or somehow deficient. I learned that it is just the opposite. I learned to accept me and everything that entails. I learned to “take my temperature” and change course appropriately. When I made the decision to limit my practice to 2 ½ days a week when my children were young, I had no idea what a rewarding experience it would be to spend that time with them. What if I hadn’t done that and then lost my son, never to make up time? It worked out, just as it was supposed to. Luckily, I was an associate at the time in a small group practice and had the luxury of being able to take that time. At the time I thought that I was a loser, that I was sitting by and watching my peers soar ahead and get rich. Little did I know that I was getting rich in a way that can’t be bought. Had I known how to “take my temperature” I might have saved myself years of self-loathing and doubt.
We all face challenges in life and in practice. In the photos shown (looking like an astronaut and with my dog) I look like I am confident and even happy. They were both taken during Covid and underneath the surface I was scared to death about making the correct choices. But my fear was short lived at this stage. I had learned to help myself with the help of a professional. I have learned that I can best help others when I am healthy.
The world in general seems more stressful than ever. Wellness, both physical and mental/emotional, has never been more important. Dental Entrepreneur is going to make wellness a regular feature to help all of us remember to “take our temperature” regularly to live our best lives.
Dr. Sharon Parsons graduated from the Ohio State University College of Dentistry in 1981. She currently owns a group practice in Columbus, Ohio, where she practices with her younger son. She is a Past President of the Ohio Dental Association. She is a member of many professional organizations including the Pierre Fauchard Academy and the International and the American Colleges of Dentists. She was the recipient of the Lucy Hobbs Humanitarian award and the Icons of Dentistry award.
Her older son, Sean, died of an opioid overdose in 2015. This has led her to educate others about opioid prescribing and addiction, including at SmileCon 2023 and AAPD in 2019. She participated in the documentary, Women Shaping Dentistry Tomorrow. In her spare time she gardens, hikes, cooks, walks her dog and spends time with friends.
Crown Jewels: Priceless Business Tips for Dental Entrepreneurs
By Beverly Wilburn
APPLAUSE IS LOUDER WHEN YOU CLAP FIRST
Let’s chat. This might be something you should hear if you are an entrepreneur or speaker out there trying to fill rooms and sell-out events in dentistry.
You can’t expect people to fill a room clapping for you, buy your products, or share your big ideas… if you fail to show up when it’s their time to shine.
Dental industry professionals are bombarded with masterminds, retreats, workshops and webinars through every social media platform and email inbox in an effort to fill the Next Great Dental Event. With so many choices, it’s becoming harder and harder for attendees to decide where to spend their most valued resource: time, in order to gain their most valuable asset: ROI.
SO HOW DO YOU GET THEM TO SPEND THE TIME? HOW DO YOU ENCOURAGE THEM TO SHOW UP AND CHOOSE YOU?
The answer to gaining traction for your events isn’t in the cost of your course, the workshop topic, or event location. It isn’t the date or the time. It isn’t even truly about the people that are attending. While all of those things are somewhat important- it isn’t what we stress about when event planning that will ultimately fill your room.
So, what does fill rooms? What is the best investment for the most attendance?
YOU START BY SHOWING UP FIRST. THE ANSWER IS: RELATIONSHIPS.
In dentistry we talk about relationships until we’re blue in the face. Relationships are important in employment. Relationships are important when getting new patients in the door. Relationships are important in keeping patients for life. Though we stress the importance of relationships in every
“Show up in small, consistent ways. That is how you build the kind of professional community that actually cares when it’s your turn to shine.”
career aspect and space in dental life, we often forget about the importance of relationships when we are hosting an event or we start selling our own products. When we have empty seats or shelves full of products and ideas, the first place to look is at our relationships.
IF YOU WANT TO GET SUPPORT, YOU HAVE TO GIVE SUPPORT.
It’s human nature to want support. We all want people to promote our courses, pack our workshops, and recommend our services. Way too often I see friends sitting back, stressing over hotel food and beverage invoices, sweating room blocks and attrition, and wondering why they’re not getting the support they deserve. They do this while completely ignoring opportunities to show up for their colleagues. If you want strong support, be a strong supporter.
HERE’S HOW.
1. If you want a sold-out room, start by filling a few seats in someone else’s.
2. If you want people to share your posts, be the first to hit that “share” button when a colleague launches something new.
3. If you want referrals, start referring.
4. If you want cheerleaders, be one.
I’m not saying to spend every weekend at a CE event or shout from the rooftops about every product launch. Show up in small, consistent ways. That is how you build the kind of professional community that actually cares when it’s your turn to shine.
Look around. Who in your circle could use a little extra support right now? Is there a colleague hosting a webinar? A friend launching a new service? A local group doing good work? Show up. Share. Send that text. Buy that ticket.
Then, when it’s your turn, you won’t have to wonder where the crowd is. They’ll already be there clapping the loudest — because you’ve been there for them.
Beverly Wilburn is a proud Dental Entrepreneur Woman and serves as VP of the DeW Advisory Board. She is the founder of Dental Spouses in Business™, a trusted advisor who sparks revenue generators for businesses and entrepreneurs in the dental space, and most importantly, a friend.
How the Innovators Operating System (IOS) is Revolutionizing Dental Startup Companies
By Travis Rodgers, TravisRodgers.com
INTRODUCTION: A BLUEPRINT FOR STARTUP SUCCESS
The “build it and they will come” mentality of startup company founders is flawed. Far too often, the startups I work with think that if they build a great product, customers will come. This simply isn’t true.
Elon Musk, Steve Jobs, and others built themselves as key people of influence with hard work and endurance, and you can do the same for you and your company in the dental industry. It all starts with a plan. Then you must break that plan into small, measurable yearly, 90-day, and weekly goals. Without a longterm strategy and short-term understanding of what you need to accomplish, you can waste a lot of time and money. I know this firsthand.
For over twenty years, I would start my day asking myself, “What do I need to focus on right now?” As an entrepreneur, that question can be overwhelming. There are always hundreds of things you need to do. That was when I started my quest to find a better way; that is when I began developing the “Innovators Operating System.” The idea was inspired by reading many books about focus, strategy, management, and innovation. Every book I read answered one part of the equation, but I found that most methodologies were far too “militant” and seemed to stifle the creative and innovative side of my brain.
The year was 2020, and by that time, I had launched over 20 products, most of them the first of their kind. I was under tremendous pressure after raising millions of dollars, mortgaging
my house, and investing over a million of my own money. After countless all-nighters working on product launches, marketing strategies, and managing my team, I sat down at my computer and realized I was missing something. That “something” revealed itself when I launched my startup consulting business last year.
Today’s tech startups succeed not by luck, but by systematically harnessing innovation and operational discipline. “Innovators Operating System for Tech Startups” provides a playbook that empowers emerging companies to innovate and scale continuously. For dental industry startups, this methodology is not just helpful; it’s transformative in helping startup entrepreneurs fuel a new generation of industry-disrupting businesses.
WHAT IS THE INNOVATORS OPERATING SYSTEM (IOS)?
The Innovators Operating System (IOS) is a suite of tools, frameworks, and processes I have developed that is designed to help companies systematically uncover new opportunities, move from idea to execution, and keep teams aligned in the face of complexity and change. Unlike juggling scattered apps or spreadsheets, the IOS unifies strategy, ideation, execution, and measurement into a single workflow, enabling startups to:
• Manage ideas from conception to commercialization
• Develop 90-day goals
• Track weekly To-Do’s
• Become a key person of influence
• Build personal and professional brands
• Follow the customer discovery process
• Ensure product market fit
• Prioritize road-maps and projects
• Launch extensive marketing automations
• Build a solid target audience database
• Build a successful PR & content strategy
• Learn how to sell your products
• Build lasting partnerships
WHO
IS USING THE INNOVATORS OPERATING SYSTEM (IOS) IN DENTAL?
A growing cohort of ambitious dental startups is at the heart of the IOS transformation. Here’s how some of the most exciting companies are contributing to the field and exemplifying disruptive progress using the Innovators Operating System:
• Practice Orbit (practiceorbit.com): Online marketplace platform to buy and sell dental practices.
• Jaza (jaza.ai): AI-powered scheduling, no-show predictor, and custom AI agents.
• Denttracks (denttracks.com): All-in-one, dental business management ecosystem.
• The Gleamery (thegleamery.com): Modern, high-end, spalike dental group practice.
• Inflatrix (inflatrix.com): Innovative dental device for filling placement.
• Effex (dental.effex.cloud): Cloud-based compliance platform.
• HeyDonto (heydonto.com): Real time practice management integration.
• Elite Dental Force (elitedentalforce.com): AI-powered eligibility and clean claims.
• ToothPillow (toothpillow.com): Telehealth platform and airway device for kids.
CONCLUSION: THE FUTURE BELONGS TO THE ORGANIZED INNOVATOR
Startups that embrace an innovation operating system will stand out in a crowded, complex market. For investors, it means reduced risk and maximized returns. Strategic and institutional investors seek well-organized startup companies with a clear understanding of their numbers and a repeatable, predictable operating system. For founders, that means less firefighting and more deliberate, high-impact growth. The future of dental innovation is systematic, not sporadic, and it starts with the right operating system. If you are an innovator, it starts with the “Innovators Operating System”.
Travis Rodgers specializes in technology and go-to-market strategies and tools for dental startup companies. He has developed many different dental software programs and helped launch hundreds of dental products since 2003. He runs a consulting firm that specializes in helping startup companies start, scale, and exit.
Learn more about Travis at: https://travisrodgers.com/
Leading the Charge: Innovative Solutions Shaping the Future of Dental Billing
By Alvin Uta’i
Dental insurance billing stands as one of the most formidable challenges in modern practice management. Dense policy language, shifting regulations, and frequent claim denials require even the most seasoned dental professionals to adapt continuously. Yet these obstacles—when approached strategically—provide opportunities for growth, innovation, and renewed confidence in operational success.
As a consultant and founder dedicated to dental insurance optimization, my mission is to empower practices to overcome billing complexity and improve business health. My team and I are currently beta testing an AI-powered solution focused on eligibility verification—a critical first step toward streamlining dental insurance processes. We plan to expand these capabilities to the billing side as development progresses, drawing on our direct industry experience and nationwide feedback. While this technology is still in the development phase, early results point to a future where administrative burdens are reduced and financial outcomes for dental teams are substantially improved.
This article delves into the most persistent billing challenges, shares actionable strategies to elevate your current processes, and offers a forward-looking perspective—while conscientiously safeguarding proprietary insights and trade knowledge.
UNPACKING THE CORE CHALLENGES IN DENTAL INSURANCE BILLING
Practice managers and clinical leaders alike navigate a labyrinth of regulations and risk. In my work with dental teams, four recurring pain points surface time and again:
• Claim Denials: Coding inaccuracies, incomplete documentation, and eligibility lapses lead to unnecessary rejections.
• Administrative Overload: Manual billing can drain institutional resources, shifting attention away from patient care.
• Missed Revenue: Lack of regulatory fluency—such as noncovered service laws—can mean lost collections and diminished profitability.
• Delayed Receivables: Inconsistent reimbursement cycles put pressure on cash flow and practice stability.
Targeted education, disciplined process refinement, and judicious adoption of proven technologies convert these challenges from liabilities into opportunities for long-term advancement.
FIVE DATA-DRIVEN STRATEGIES TO OPTIMIZE INSURANCE WORKFLOWS
Lasting success in billing is built on ongoing optimization, robust team engagement, and a willingness to embrace change. The following five strategies offer a pathway forward—equipping your team to thrive without divulging sensitive or proprietary details:
1. Pilot Automation with Purpose
My AI platform is still in beta, and our user-focused pilot initiatives demonstrate the value of measured automation. Our initial focus is on digitizing eligibility verification—a critical foundation for reducing error rates and claim denials. Once this
capability is fully operational, we will expand to include claim validation and payer rule checks in future phases. Importantly, implementations are incremental, allowing for adaptation and safeguarding confidential workflows.
Start Small: Focus on digitizing eligibility verification and establishing consistent claim checklists, then expand analytical monitoring as your culture adapts.
2. Institutionalize Routine Audits
Consistent monthly audits—such as structured “denial review” sessions—empower teams to:
• Identify and address recurring errors,
• Resolve systemic process gaps,
• Cultivate an environment of continuous improvement.
This discipline regularly yields a measurable uptick in claim acceptance rates, tightening process control and boosting confidence.
3. Master Regulatory Nuance
Staying ahead on foundational rules—especially with insurance refund requests and non-covered service laws—secures both compliance and revenue. Never issue a refund without verifying contractual terms and substantiating documentation. Informed practices defend their interests fairly and decisively.
4.
Prioritize Team Development
Regular training—emphasizing changes in CDT coding and evolving payer policies—is non-negotiable. Quarterly educational investments decrease preventable denials and empower staff to proactively manage risk, strengthening your entire revenue cycle.
5.
Proactively Engage Payer Partners
Direct communication with payers is essential. Schedule annual contract reviews, ask targeted questions, and challenge ambiguous provisions. A strategic stance at the negotiating table preserves your reimbursement rates and enables nimble responses to industry changes.
A VISION FOR THE FUTURE OF DENTAL BILLING
Through collaboration with forward-thinking dental teams across the country, I have seen that the most enduring improve-
ments arise from innovation, education, and deep respect for clinical expertise. The goal of our AI solution is not to replace people, but to complement and empower them—allowing dental office professionals to focus on what matters most: patient care and strategic growth.
Every iteration of our technology is refined in partnership with real users, remaining sensitive to the realities of daily dental workflows. While the core algorithms and system architecture remain confidential, our commitment to transparent, trustworthy collaboration drives every advance.
MOVING FORWARD—TOGETHER
The dental industry is at a pivotal moment. Practices willing to embrace purposeful automation, commit to ongoing education, and approach payers as strategic partners will set a new benchmark for billing excellence.
You do not have to wait for commercial software releases to begin seeing progress. By implementing the strategies highlighted here—grounded in data, lived experience, and a focus on practical improvement—you position your office to adapt and succeed, no matter what the future brings.
The next chapter of dental billing will be written by those who value empowerment, integrity, and progress. If you are interested in joining our beta program or seeking guidance on elevating your office’s billing performance, I encourage you to reach out directly.
Let’s raise the standard for dental billing—together.
Alvin Uta’i is a recognized leader in the dental industry, specializing in advanced solutions for dental practice management and insurance optimization. With expertise in AI-driven technologies and a commitment to practical innovation, Alvin helps dental professionals address complex insurance challenges, streamline operations, and maximize revenue cycles. A respected author and thought leader, Alvin’s work has enabled practices nationwide to increase efficiency and reduce administrative burdens. Dedicated to transformation and empowerment, he partners with dentists and practice managers to help them excel in a rapidly evolving field.
Reinventing Brushing: How Duo is Disrupting Oral Care, One Tablet at a Time
By Dr. Luke Shapiro, DDS
Ihad the opportunity to speak with Dr. Stevie Roberts, founder of Dentiste Kirkland in Seattle, Washington and Dr. Bobby Johnson, a recent graduate of Oral Maxillofacial residency. The two are married and both met at Tufts University in Boston. They come from deep dental roots with many family members in the dental field. Their idea for Duo came about because they were in the Sun Valley on vacation with their co-founders. It was 2 am and one of the cofounders, a nondentist, was really distraught that after an amazing day he had to end it by brushing his teeth.
Dr. Bobby Johnson and Dr. Stevie Roberts (Duo): Patients are just so bored by brushing their teeth. It’s really hard to motivate them, and the whole brushing experience really hasn’t changed since the 50’s. We’re been squeezing the same mint flavored toothpaste out of a tube for generations now. So we went back to the drawing board. We were like, “Wait - we actually could make brushing way better: flavors, adding vitamin D and B12, melatonin.” And then we went down this rabbit hole. At first we explored making traditional toothpaste, and then we stumbled into tablet toothpaste.
By making it a tablet, we could put the toothpaste in a glass bottle with an aluminum cap that can be recycled. And the beauty of the tablet is we could also dose it. Instead of telling people, “squeeze out a pea size of toothpaste,” we know that one tablet is 380 milligrams. And if it’s our sleep toothpaste, we
know you’re getting 1.5 milligrams of melatonin, which would be impossible to know with traditional paste.
We asked ourselves, “why is brushing teeth so damn boring? And why hasn’t it changed? Why is the oral care aisle the most boring aisle in any pharmacy or grocery store?” And we just kind of decided to turn it all on its head. And one thing led to the next, and you know, here we are.
LUKE SHAPIRO: TALK TO ME ABOUT TABLET TOOTHPASTE - WHY DO NOT MORE PEOPLE KNOW ABOUT IT?
Duo: There was a company doing tablet toothpaste before us called Bite. In terms of the eco-friendly aspect of it, they do a good job. But we wanted to do better . And then we added the functional elements to it. There are a few companies that make tablet toothpaste. We are the first dentist founded company to do so.
Honestly all toothpastes, especially in tablet toothpaste, use surfactants for foaming. Surfactants being amphiphilic molecules like soap. But ultimately that dries out the mouth because it latches on to both water and oils and pulls water out of the mouth. We were the first ones that did foaming without using any surfactants. We use Xylitol. We use nano-hydroxyapatite, which others do as well. Nano-hydroxyapatite is growing in popularity as an alternative to fluoride. It’s just as effective as
fluoride at remineralizing teeth. Better at whitening, better at treating sensitivity, and better preventing plaque accumulation.
I JUST LOOKED IT UP. IT WAS INVENTED IN 2003 IN GERMANY BY ALEX KAISER, AND HE CALLED THEM DENTABS.
Fantastic. Oh, yeah, they still exist. Bite was the 1st one to make it popular. They actually went on Shark Tank.
I UNDERSTAND THE TABLETS THEMSELVES ARE MORE ECO-FRIENDLY BECAUSE OF THE PACKAGING, BUT IS THE PROCESS ITSELF ALSO MORE ECO FRIENDLY?
Yeah because there’s no water needed for manufacturing. Also, no glycerin. So glycerin is what gives traditional paste its consistency which is made by animal byproducts. A lot of it is vegetable based. The glycerin takes a lot of manufacturing just to get to that form.
HOW DID YOU LEARN ALL THIS INFORMATION? THEY DEFINITELY DIDN’T TEACH THIS IN DENTAL SCHOOL.
A lot of research. Like a lot of a lot of research. I mean, it was interesting. There weren’t even that many textbooks on toothpaste. In dental school, you learn that you want fluoride in your toothpaste. I’d argue it didn’t really go past that. But we did find one super helpful textbook that’s just toothpaste. It’s pretty thin, but it’s the only toothpaste textbook ever published. It was 3 months of research, pubmed and just boiling down the ingredients.
HOW DO YOU MAKE THE PILLS?
It’s manufactured in an FDA approved facility in New York. We bought an industrial pill press. So you buy it from this company out of Texas. But it really comes from China, and I got a call from a DEA agent who was like, “what are you doing with this pill press?” Because, according to Reddit, 90% of street Xanax is made on the same pill press. There are only so many pill presses in the world. And this thing is just an electric rotary motor. There are 2 pistons that come together. But it was a lot of experimentation, because there are things that have to go into it. You combine all the ingredients that are powder, and you need to make sure they’re evenly distributed. They also have to flow into the machine. They have to not stick into the machine. They have to compress so that they don’t just crumble when the tablets are made. The 2 pistons come together in the cylinder, and then the tablet also has to be ejected out of the machine. So you have to make sure that the tablet is not so compressed that it gets stuck in the machine. It was a lot of time in our garage. I had a lot of bloody fingers and a lot of frustrating evenings. A lot of research
on the front end with ingredients, and then trial and error with the tablet press, and it was before ChatGPT. I think that might have made some of this journey a little bit easier, especially for the tablet pressing part. But we got there.
HOW MUCH TIME ARE YOU GUYS SPENDING ON THIS? HOW DO YOU FIND THE TIME TO DO EVERYTHING.?
Stevie had a little bit of time off. I had just moved to Seattle. And COVID hit right then so we had some time. As a medical student, you get out pretty early and have much lower commitments than a practicing dentist. It happened to be at a time where both of us had far more time than we do now. It was hours in the garage of just pressing tablets and seeing what we liked the most. We wanted to keep it to as few ingredients as possible, but still obviously make it a great tasting, great experience with the toothpaste, like no surfactant. Everyone uses surfactants because that’s what makes it foam like in your shampoo. That’s what makes it sud up. So it was a big deal that we were able to find a way to make our toothpaste foam up without using the surfactant. 90% of the toothpaste market is still made up of Sensodyne, Crest and Colgate. But if you read the back of those ingredients - fairly unrecognizable. If you read the back of our ingredients, you will recognize every ingredient is there to benefit oral health.
WHO ARE THE OTHER FOUNDERS?
Nick is our CEO. He’s also from Seattle. Him and Mike, our 4th co-founder - they met at Columbia Law School. Nick had gone off after law school and had practiced corporate law for a while, and then he did some interesting stuff with products. Mike went straight into finance. Today they are full time on Duo. They run the company and are instrumental - a wealth of knowledge and
skills that we certainly don’t have from our clinical training. Building a team has got to be at least at the forefront. It’s the most important thing.
HOW’D YOU FIND THIS TEAM?
They are our friends! Mike was a great advisor early on, and then we kind of went through some of the early stumbles as a startup - a few months of us developing the product. And then once the product was viable, they went to work on actually building the brand and the operations behind it. Nick first left his full time job, and then Mike left his full time job after that to come work for the team. They have a salary from Duo. It’s nominal compared to what they could be making out in the world but it kind of goes to speak to the belief they have and that we all have in it.
DO YOU HAVE A BACKGROUND IN CHEMISTRY, OR ANYTHING?
Stevie has a master’s in biomedical science. Bobby majored in sociology.
WHY ARE THE BIG BRANDS NOT DOING TABLET TOOTHPASTE?
Colgate tried? It came in a plastic jar for one. They were really marketing towards Gen Z. We honestly thought that it would have legs. We were like, “Oh, wow! What are we going to do now?” But it didn’t take off at all. Their ingredients were obviously working towards mouthfeel but at the detriment of actual beneficial ingredients for oral health, which we think we managed to finesse both those. I think it’s hard to pivot as a big company like that to do big changes. We can move quickly. We get all of our customer feedback instantaneously and can act on it. Our manufacturing runs are still small enough, and we have that close relationship with our manufacturer, that when we need to pivot we can pivot quickly.
WHAT FLAVORS DO YOU HAVE?
We have the original. And then we have immunity with vitamins D and B12. They are all mint based and have a hint of something else. The immunity one has a hint of sage. Our sleep pone has lavender and melatonin and l-theanine, and then our energy one has caffeine and l-theanine.
ANY LAST THOUGHTS BEFORE ENDING THIS INTERVIEW?
It’s been a really exciting journey. Dentists are inherently entrepreneurial, right?. That’s why a lot of us go into this so you can run your own practice or live your own life. We’d love to help other people. There are so many great ideas out there, and people are just so busy in their day to day and their clinical work and with their patients. But we just want to be a resource for people that want to use their degree in a slightly different way.
After the development of the toothpaste tablet, I felt like I reached a ceiling of what I can contribute as a dentist to this company. And I had a friend that was in venture capital work with consumer packaged goods, and he was like, “don’t underestimate the value of your degree, and what that brings to a company.”
We have such a clinical based degree that has a science backing. But dentists need to recognize that there’s a lot of knowledge and value there.
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 postdoctoral orthodontic training at Tufts University School of Dental Medicine. He is the owner of Wall Street Orthodontics in NYC. He started the Instagram page @futuredentists, works with the educational organization @ignitedds, and has an orthodontic tiktok page @drshap
CPR Recertification Should Be a “Want To,” Not a “Have To”
The Importance of CPR Recertification in Dentistry
By Debora Carrier, RDH
On a beautiful sunny Saturday afternoon, my business partner and I were setting up our manikins to teach a CPR class. Thirty minutes later, not one student had arrived. I called the person in charge, and she informed me that the students were at a different location. She immediately suggested rescheduling, but I insisted, “Give us 15 minutes and we will be there.”
We proceeded with a typical class, but one woman was especially nervous and unsure of her skills. We worked diligently with her, and she eventually performed everything correctly. As the class wrapped up, she approached me and said, “I’m here because I have to be to keep my job, but I know I’ll never be able to do this in a real emergency. I appreciate you spending so much time with me today.”
On Monday afternoon, we received a call from her. She told us that her coworker had gone into cardiac arrest at work. What did our student do? She called 911, started CPR, and saved her coworker’s life.
CPR IS A CLINICAL SKILL—NOT JUST A REQUIREMENT
Twenty years into my career as a registered dental hygienist— and with ten years of CPR recertifications under my belt—I still looked forward to our biannual BLS CPR classes. Why? Because I viewed retraining as just as important as my other
clinical skills, not just something to check off a list to keep my RDH license.
CPR (Cardiopulmonary Resuscitation) is a critical, life-saving skill that everyone in a dental office—and beyond—should possess. In the event of cardiac arrest, immediate CPR can double or even triple a person’s chance of survival.
Emergencies can happen anytime, anywhere. In a dental office, your patients will look to you for help. You and your team need to be confident and ready to act. Regular CPR training ensures that everyone is capable of performing it correctly under pressure. Confidence comes not just from biannual recertification—but by reviewing procedures monthly.
At any moment, a loved one, coworker, or patient could experience a medical emergency. Please don’t see CPR as “just another CE requirement.”
THE ROLE OF AEDS IN SAVING LIVES
Another essential component of emergency preparedness is having an Automated External Defibrillator (AED) in your office. Yet, only a small percentage of dental offices have one. A few states mandate AEDs—but often only in practices that provide sedation.
Using a defibrillator within the first 3–5 minutes following a collapse can increase survival rates by up to 70%. Many people fear AEDs because they don’t understand how they work. However, AEDs are incredibly user-friendly. They provide step-by-step voice instructions and automatically analyze the heart’s rhythm to determine if a shock is needed.
Having an AED on-site can mean the difference between life and death.
REAL-LIFE EMERGENCIES: WOULD YOU KNOW WHAT TO DO?
In my 40+ years working in dental offices, I’ve encountered numerous emergencies—from fainting to projectile vomiting to a choking victim.
One day, I seated my third patient—a young woman in the final stages of pregnancy. Moments after sitting in my chair, her water broke. Chaos followed. Would you have known how to respond?
Another incident stands out: a long-time patient was checking out at the front desk. Normally calm and friendly, he became agitated with the office manager. I immediately remembered he was diabetic and suspected a blood sugar issue. I rushed to intervene before he got into his car—potentially preventing a fatal accident.
WHY WE STARTED CPR SISTERS
Experiences like these led me to become a certified AHA CPR instructor. Twenty-five years ago, my sister Darla and I formed CPR Sisters. At first, we expected to focus on recertifying dental staff. But our path shifted after meeting two mothers who had lost children to sudden cardiac arrest.
We redirected our mission: to raise awareness about the importance of AEDs where children gather and advocate for AEDs in all Georgia schools. We took part in a $1 million grant initiative and trained hundreds across Georgia and the Southeast. From major corporations to local softball fields, we learned the unique emergency needs of diverse industries.
THE SHIFT TO VIRTUAL CPR TRAINING
To expand our impact, we became certified instructor trainers, committed to improving CPR education quality. Then the pandemic hit. Guidelines were updated, and virtual CPR training became an option.
We quickly developed an innovative virtual CPR class that includes live, hands-on skills evaluation. It was a leap of faith— and it paid off.
Virtual CPR training has proven highly effective. Students retain more, feel more confident, and benefit from extended one-on-one instructor time. They can learn at their own pace, in the comfort of their home or office, with CPR manikins, bag masks, and AED trainers.
Corporations and dental offices appreciate the convenience—no travel or time off required. It’s a low-stress learning environment that builds life-saving confidence and, ultimately, saves lives.
IS YOUR OFFICE PREPARED?
I urge you to ensure that everyone in your office is trained and equipped to handle emergencies. Ask yourself:
• Is everyone in your office trained in CPR?
• Do you have an emergency medical kit?
• Is it up to date—and does everyone know where it is?
• Do you have a defibrillator? Are the pads or batteries expired?
• Who is responsible for maintaining your emergency supplies?
These details matter—and they save lives.
MAKE LIFE-SAVING SKILLS A PRIORITY
Let’s shift the mindset. CPR and emergency training should be a “want to”—not a “have to.”
If you’d like more information about our innovative virtual CPR approach, contact us at CPRSisters@CPRSisterstraining.com or visit www.cprsisterstraining.com.
Debora Carrier, RDH began her career in dentistry by caring for adults with developmental disabilities. As co-founder of CPR Sisters, she and her team created an innovative approach to CPR recertification.
She is also the CEO of Twice as Nice Uniforms, where she revolutionized dental attire by developing temperature-regulating uniforms that combine safety with professionalism. Debora’s journey is a testament to innovation, compassion, and a lifelong dedication to saving lives—inside and outside the dental field.
with Anne Du y PODCAST
How I Scratched the “Dentist-Inventor Itch”
Class 2 Matrix Bands and Wedges
Drove Me Crazy
By Dr. Mark G. Thoreson, DDS
My angst as a young dentist came to a head as I shoved a third wood wedge, upside down, in the mesial proximal space of a rotated #5 in my third attempt at anchoring the band. The prep was done 5 minutes ago. The patient was sighing. I was sweating. My next patient was waiting. “Help me G.V. Black, you’re my only hope!”
Eighty-three million Class 2 fillings are placed annually in the USA; most of them hurt. The Toffelmire matrix concept is over a century old. Bonding systems and resins have evolved nicely; Amalgam hasn’t. There’s been progress in the current matrix systems, but the concept itself hasn’t been challenged.
HOW I “SCRATCHED THE ITCH”
A 007 fan, I watched “GoldenEye” a few years ago. Bond and Q were in the basement, testing gadgets, next to a phone booth. An MI6 employee enters it, lifts the receiver, and an airbag explodes inside, trapping him. My remote flew up, I ran out of the room, and an hour later had the first drawing of my device. This ignited my “Dentist-Inventor Itch” and my entrepreneurial journey began. Years of frustration accel-
erated into a frantic flurry of notes, drawings, research, and a flaming desire to stick this thing in somebody’s mouth. I became a student of the process.
AFTER THE PHONE BOOTH
Now, to build it and test it. I found an engineer with decades of experience and a great attitude. I initiated two patents and a trademark for the name and FDA clearance. My engineer worked his magic and soon I held the very first prototype. Wow!
I NEED PATIENTS!
I sent some colleagues the first nonclinical units to validate the concept. They liked it! A year of development and bootstrap capital later, the first clinically viable test units went to my Beta Test group. Positive feedback and constructive criticism made the next round of Beta Units better and, two years later, it’s a marketable device. Patents, trademark and FDA status approved.
My remote flew up, I ran out of the room, and an hour later had the first drawing of my device.
WE’RE IN BUSINESS!
I’ve defined my ideal customer, marketing targets, projected sales and cost of goods for the first three years. I’ve pitched hundreds of times to various audiences and competitions and been a winner. I’ve found and utilized excellent resources.
This takes commitment, effort and money. My father heard my first pitch and after five minutes of my breathless description, raised his hand and asked, “Are you OK?” I now pitch with ease because I’ve practiced and paid for expert help.
GET A MENTOR. HUMBLE YOURSELF.
I signed up with Travis Rodgers and his Dental Venture Capital consulting service. We do weekly coaching calls. I’m glad I did!
I’m going to blow the clamps off the old methods and make Class 2s better for everyone. Dentist Inventor’s Itch scratched!
THINGS TO DO, PLACES TO GO
Dental Festival
August 21-23, 2025
Delray Beach, FL
AADOM
September 4-6, 2025
Round Rock, TX
DSO Tech Summit 2025: Navigating AI Deployment
September 17-19, 2025
Nashville, TN
Pediatric Dental Growth Summit
September 18-19, 2025
San Antonio, TX
Dentsply Sirona World
September 25, 2025
Las Vegas
Mid-Continent Dental Conference
September 25-26, 2025
St. Louis, MO
El Paso Dental Conference
September 26-27, 2025
Dr. Thoreson is CEO & Creator of Inflatrix. He’s available for innovation consultations, interviews, podcasts, keynotes, product pitches, and more. https://mark.inflatrix.com
Utilizing his background in dentistry, education, sales, and business, Dr. Thoreson’s mission is to innovate and improve dentistry for patients and dental professionals through cutting-edge product development.
DeW Life Retreat
November 13-15, 2025 Charlotte, NC
We’d love to see you!
From Grad to Go: How New Dentists Are Winning Faster Than Ever (and How You Can Too)
Dr. David Rice, Founder & CEO igniteDDS
If you’re a resident or D4, you’re truly in the home stretch. If you’re a go-getter D2 or D3, I love that you’re reading this now!
Graduating from dental school is a massive accomplishment, so congrats! Take time to celebrate how far you’ve come already. But — and I know you know this — crossing that stage doesn’t mean you’re fully prepared for the real world of dentistry.
Sadly, most new dentists I meet find themselves standing in an associateship treatment room, handpiece ready, wondering: “Now what?”
Dental school gives us a decent clinical foundation. That’s not a knock, just a truism — and I say that as someone who graduated 31 years ago. What school definitely ran out of time to do was show us how to:
• Navigate the realities of production goals
• Guide team dynamics
• Gain case acceptance
• Deal with the whole student debt and financial pressure situation. That’s a whole new game.
At igniteDDS, we’ve coached thousands of dentists, from associateships to startups, acquisitions, and scaling to multiple locations.
Here’s a core truth I need you to understand: Success isn’t accidental. It’s controlled.
As a new grad, the faster you understand and activate the 3 Controls — Financial, Systems, and Clinical Control — the faster you win. Today, let’s focus on this:
1. FINANCIAL CONTROL: IT’S NOT JUST ABOUT PRODUCING — IT’S ABOUT KNOWING WHAT COUNTS
Here’s principle one that no one taught you in school: Revenue ≠ success.
You can produce $50K, even $100K a month, and still be losing. Why? Because it’s not just about what you produce. It’s about
what the practice actually collects, minus insurance contracts, minus adjustments, minus lab fees, and so on.
Real-world Financial Control looks like:
• Understanding how you’re paid (collections vs. production vs. adjusted production)
• Reading your daily and monthly reports (trust but verify)
• Tracking your treatment plan acceptance (national average is an awful 22–34%. You can do better)
• Knowing your role in accounts receivable (yes, it’s “someone else’s job” — until you don’t get paid. Learn it)
2. SYSTEMS CONTROL: YOU’RE ONLY AS GOOD AS THE PROCESS AROUND YOU
Here’s the truth: The best dentists still fail in a world of chaos.
As a new graduate, one of the fastest ways to go from rookie to respected pro is understanding how the practice runs, how you can contribute, and where you fit into the leadership dynamic.
Systems Control means mastering:
• Morning huddles and how to engage your team every day
• Treatment presentation flow with your assistant, front desk, and/or treatment coordinator
• Templates and checklists so every team member knows every procedure, every time
• Delegation — after you’ve learned how to do all the jobs (this helps you lead by example and hold the team accountable)
3. CLINICAL
CONTROL: COMPETENCE BUILDS CONFIDENCE, AND CONFIDENCE FUELS COMPETENCE
Your ability to diagnose clearly, treatment plan effectively, communicate persuasively, and execute efficiently will define your day-to-day success.
Clinical Control is not about perfection. It’s about repeatable and sustainable performance.
It includes:
• Knowing every step of every procedure and sequencing them logically
• Building time-tested workflows so you’re never rushed, but not wasting time either
• Calibrating with the owner dentist or clinical team to ensure consistency
• Understanding what to say, to whom, and when — to earn a consistent “yes”
FINAL WORD TO THE CLASS OF NOW
It’s not about being perfect. It’s about being a little better tomorrow than you are today.
You don’t need to wait five years to feel in control, and you don’t need to burn out like so many people you see on social media.
The dentists who win early in their careers are the ones who master the 3 Controls we talked about today. If you want to be one of those dentists, reach out. Ignite is here to help you succeed.
Together We Rise, David
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
De
“Yes,
my own share with my mom anymore!”
Every child should have what they need to prevent tooth decay.
Unfortunately, many low-income homes lack basic dental hygiene products. When kids can’t brush every day, the pain of tooth decay can keep them from eating, sleeping, and attending school. Their poor oral hygiene habits contribute to the vicious cycle of poverty.
Together, we can create a future where every child has a healthy smile! Help kids protect their teeth from decay by collecting oral care products for families in need and sharing the importance of healthy dental hygiene habits with your community. Get everything you need to get started at SmileDrive.org. Since 2014 our Smile Drive volunteers and donors have helped us distribute more than 2.6 MILLION oral care products to children and families in need. Get involved or make a donation at SmileDrive.org.
How Do You Define Success?
We believe that success encompasses more than just increasing monetary gains and growing a practice. Success also means creating the most fulfilling experience along the way. A smart, supportive community can help create that experience.
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