Dental Lifestyles Magazine March 2024 Issue - Elijah Desmond

Dr.

Dr.

Publisher & Editor

Glenn L. Vo, DDS

CEO, Dental Lifestyles Publishing

Managing Editor

Ethan Webb

Project Manager

Hanna Garcia

Art Director

Jess Beltran

Editorial Board

Dr. Christopher Hoffpauir

Dr. Brittany Vo

Nick Pavlidis

Contributors

Brannon Moncrief

Kyle Summerford

Dr. Arrash Ahmadnia

Dr. Janatha Withananchi

Amy Wood Reaz Alli

Ethan Webb

Advertising Inquiries info@dentallifestyles.com

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Dear Readers,

It is with great joy and enthusiasm that I present to you another edition of Dental Lifestyles Magazine—brimming with inspiring stories, insightful features, and valuable advice.

As we celebrate the magazine’s second year, I am grateful for your continued support. Your active engagement and enthusiasm drive our commitment to delivering content that not only enhances your comprehension of dental lifestyles but also infuses a positive touch into your daily life.

In the spirit of celebration, I want to open this editorial note with a heartwarming tale that has left a lasting impact on me…

My patient inspired me—now let him inspire you.

Over a year ago, a cherished patient visited my dental practice to share news of an upcoming European adventure he would be going on with his cousin—a river cruise spanning nine countries.

However, what initially appeared as an exciting journey carried a bittersweet undertone. This river cruise had been a long-cherished dream shared with his late wife. Tragically, she had passed away six months prior, making this visit his first to the office since her death.

They had always been exceptional people—the epitome of

“Don’t Ever Wait”

goodness—and, like all conscientious patients, he wanted to ensure his dental health was in order before embarking on his trip. He told me, “My wife would want me to go on this trip. I just wish that it was with her. Don’t ever wait to take a trip like this with your wife.”

After he left, his words lingered and hit home—I heard that message loud and clear. And soon after, I spontaneously booked a long overdue trip back to Vietnam and South Korea with my family.

Sure, I was concerned about taking time away from work. And yes, my wife was worried about being away from the office. There were plenty of reasons not to take a long vacation to Asia. But the one constant thing that came to my mind is that I wanted my family to experience this special memory with ME and not anyone else. And it was SO worth it.

Reflecting on those two enriching weeks I spent in Asia with the people I love the most, I want to nudge you into 2024 with a fresh outlook.

Let’s make 2024 the year we intentionally create meaningful memories with the ones who matter.

The stories within this magazine are not just about dental health; they are about the lives we lead, the moments we cherish, and the connections that define us. As you delve into the pages of Dental Lifestyles Magazine, I hope to take you on a journey beyond the dental chair—a journey that celebrates life in all its facets.

In the dental profession, we often emphasize the importance of preventive care to maintain oral health. Similarly, let us adopt a preventive mindset in our lives, recognizing the value of creating positive memories and nurturing meaningful relationships before the need for restoration arises. Life, much like oral health, benefits from a proactive approach.

As you explore the contents of this magazine, consider the diverse stories that unfold—stories of resilience, triumph over challenges, and the pursuit of a life well-lived. These narratives are not just reflections of dental

experiences but mirrors that reflect the human spirit, urging us all to embrace the fullness of our existence.

Beyond the clinical discussions and expert insights, Dental Lifestyles Magazine aims to be a source of inspiration—a catalyst for positive change in both your dental and personal journeys. Our commitment extends beyond dental health; it encompasses the holistic well-being of our readers.

Life is an intricate tapestry woven with moments—some fleeting, others enduring. As February gives way to March, consider this a timely reminder to proactively shape the year’s narrative ahead. Utilize your Dental Life to finance and provide the memories for your more important life—I promise you won’t regret it.

Let the experiences of the coming year be intentional, purposeful, and deeply meaningful. May your journey through 2024 be marked by a conscious effort to seize opportunities, nurture the important relationships you cherish the most, and embrace the endless adventures that await.

Wishing you the very best,

Dr. Glenn Vo

Dental Lifestyles Magazine

Top 5 Mistakes Dentists Make When Selling to a DSO

Brannon Moncrief Principal - Chief Executive Officer Mclerran & Associates

Affiliating with a DSO is one of the most impactful decisions a practice owner will make in his or her career. Therefore, it is imperative that dentists get educated about the options available in today’s marketplace and make intentional, pragmatic decisions to ensure their objectives are fulfilled and life after the sale is enjoyable. If done properly, a DSO affiliation can be financially rewarding, unlock significant wealth creation opportunities, and improve both the seller’s quality of life and practice performance. However, significant adverse ramifications can occur if this process is not handled with deliberation and care, including financial hardship, loss of autonomy (both clinically and operationally), and decline in professional fulfillment. In this article, we explore the biggest mistakes dentists make when partnering with a DSO.

1

Responding to Unsolicited Offers/ Failure to Create Competition

If you own a successful practice, we have no doubt that you have been inundated with direct mail, email blasts, cold calls, etc. from DSOs expressing an interest in purchasing your office. Most established DSOs have built an entire business development team focused exclusively on pursuing acquisition opportunities and courting potential sellers. In addition, many DSOs

financially incentivize doctors to refer their colleagues in exchange for substantial referral fees. The goal of these solicitations is simple: To pique your interest and open the door to an initial conversation that eventually leads to you selling your practice without obtaining proper representation or “shopping around.” While a DSO affiliation may be a viable option and an unsolicited offer can seem attractive at first glance, it is important to acknowledge that DSO buyers are not altruistic in their approach. The truth is that DSOs want to buy your practice for the lowest valuation possible, which leads to higher returns for their private equity investors. You would do the same if you were in their shoes. That said, it has been eye opening to see how much more DSO buyers are willing and able to pay for practices when they are put in a competitive situation and you have an experienced sell-side advisor negotiating on your behalf. Entertaining offers from multiple buyers also provide you with a clear perspective on the various options available and the ability to choose the right DSO for your practice from both an economic and fit perspective. The bottom line: If you fail to create a competitive environment for your practice and respond to an unsolicited offer, you will accept a lower valuation and leave deal terms on the table that you could have cultivated by taking a more thoughtful approach.

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Selling to the Wrong DSO

We find ourselves saying this frequently: “If you have met one DSO, you have met one DSO.” The consolidation of the

dental industry has accelerated beyond anyone’s expectations in recent years. As a result, there are a multitude of new and established DSOs searching for practice acquisition opportunities, each with their own distinct history, culture, executive team, investors, infrastructure, management style, deal structure, financial outlook, etc. Some buyers have robust infrastructure while others have little to none. Certain buyers have a heavy hand from a managerial perspective while others are more hands-off. Many buyers offer the opportunity for the seller to retain/ roll equity and participate in the financial upside of the business post-closing, while others don’t provide any wealth creation opportunities outside of the initial practice valuation.

Each practice owner has unique personal and professional goals they want to achieve. Should a DSO affiliation make sense, defining those goals and choosing the right DSO partner who can help achieve them is critically important. As you can imagine, partnering with the wrong DSO can have grave consequences for you and your practice both economically and emotionally. Unfortunately, we hear stories all too often of a doctor who responded to an unsolicited offer and sold to a DSO without exploring their options, only to realize that a DSO sale was either not the right fit for their situation or their post-closing work environment was far from ideal (not to mention the practice likely sold for less than its true market value). All of this is to say … do your homework and evaluate your options so you are ultimately in the position to choose the DSO that is the best fit for you and your practice.

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Not Asking the Right Questions

The thought of partnering with a DSO is often met with quite a bit of trepidation from potential sellers, and rightly so. DSOs are sophisticated buyers, there are many options available, deal structures are complicated, and there is a lot on the line. Therefore, it is imperative for sellers to know the right questions to ask before and during the sales process.

Here are just a few questions to ask prior to pursuing a DSO affiliation: What are my goals? What are my plans post-sale? What is my EBITDA? What is my practice worth from a DSO perspective? Is a DSO affiliation the right option for me and my practice?

Here are several examples of questions to ask when interviewing potential buyers: How long am I required to continue working in the office post-closing? Will you rebrand my practice? Will my culture and team remain intact? Will you change the operating hours, payor mix, practice management software, etc.? What type of centralized services do you offer? How will you support my practice from a managerial and growth perspective?

The questions can get infinitely more complicated when discussing deal structures. For example: Are you purchasing a 100% interest or fractional interest in my office? Is there is an equity component to the transaction? If so, am I retaining equity at the practice level (joint venture model) or rolling equity into stock in the DSO’s holding company?

If you are considering a joint venture model (retaining equity at the practice level): What is the management fee being charged by the DSO before I receive my prorated share of net income distributions? Can I participate in future re-capitalization events? If so, in what manner? How can I divest myself of my remaining equity down the road?

If you are evaluating an equity roll structure (investing in the DSO’s holding company stock): What is the price of the stock? When was the last re-capitalization (re-cap) event and when is the next re-cap event expected to occur? What is the projected return on my investment between now and the next re-cap event? Will I have the option to liquidate all or only a portion of my holding company stock at re-cap?

Selling to a DSO is far more complicated than it may seem on the surface. Therefore, it is essential to seek assistance from experienced professionals who know the right questions to ask and can guide you through the process.

as your advocate, protect your best interest, and help you navigate the process from start to finish is a fundamental element to achieving a successful result. Once you have accepted an offer, it is also critical to engage a dental attorney who has a significant amount of experience in handling DSO transactions and consult with your accountant to minimize the tax implications associated with the sale.

At McLerran & Associates, we have spent a great deal of time developing and fine-tuning our process to ensure that our clients make sound, informed decisions, partner with a DSO that is an ideal fit for their office, and obtain the highest price and most favorable terms available in the marketplace. Here are the steps involved:

1. Evaluate your personal/professional goals and help you decide if a DSO affiliation is a viable option.

2. Educate you regarding what DSOs are looking for, the different options and deal structures available, and what the practice sale/transition process will look like pre- and post-closing.

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4 Falling for a Gimmick

Failure to Obtain Proper Representation

Failing to obtain proper representation is one of the most common mistakes we see practice owners make when pursuing a DSO sale. With so many DSO buyers looking to acquire practices and soliciting sellers directly, many practice owners feel they can navigate the sales process on their own and save themselves a commission. Unfortunately, those “savings” typically come at an enormous cost. As we have outlined, the reality is that affiliating with a DSO is both a rewarding and treacherous journey that will have lasting implications for you and your practice. Therefore, the decision to partner with a DSO should not be taken lightly. Engaging an experienced sell-side advisor to serve

As a result of engaging McLerran & Associates as their advocate and following the steps outlined above, we are proud to say that our clients have achieved an average increase of 30% in their practice valuation and negotiated far better deal terms than they would have received by attempting to navigate the sale on their own. Leading up to and following the pandemic, an enormous amount of capital has been flowing into the dental industry (primarily from private equity investors), resulting in an inordinate level of M&A activity. With private equity entering our marketplace, along with it has come the arrival of many new opportunistic “advisors” looking to get in on the action and the advent of gimmicks designed to take advantage of dentists’ lack of knowledge in this arena. Here are a couple examples:

comprised of savvy businesspeople who have a responsibility to their investors to make sound decisions and can easily see through the thin veil of illusion created by this type of gimmick. While it is true that multi-location dental groups with substantial EBITDA will sell for higher EBITDA multiples than individual offices, it is important to note that buyers will only pay a premium when the offices are fully integrated and share a common brand, ownership, culture, patient mix, systems, etc. Therefore, trying to convince a DSO/Private Equity buyer to pay a higher EBITDA multiple for a loosely affiliated group of individually owned practices is a far-fetched proposition. Not to mention that this concept requires all owners within the “group” to sell at the same time, to the same buyer, at the same EBITDA multiple, and with the same deal structure. As you can imagine, this is a nearly insurmountable task and will not result in a favorable outcome for the parties involved.

In Conclusion

3. Complete a detailed practice valuation to determine the EBITDA and market value of your office from a DSO/Private Equity perspective.

4. Present the opportunity to potential buyers in a professional, confidential, and organized manner and address questions/concerns during the due diligence process.

5. Control the narrative surrounding the EBITDA and value of your practice.

6. Create a competitive environment among multiple buyers to ensure that you receive the highest price and best deal terms possible.

7. Help you interview potential buyers to identify the DSO that is the best fit for your office from a financial, infrastructural, and cultural perspective.

8. Negotiate the price and major/minor deal terms within the Letter of Intent and Legal Agreements.

9. Walk you through each step of the process.

• Buy-Side Advisors: A buyside advisor is essentially an outsourced business development person (headhunter) who is paid a fee to introduce potential sellers to a particular DSO. These buyside advisors often cold call doctors offering to help them with the sale of their practice at no charge, frequently operating under the guise of representing the seller when in fact they represent the buyer. Working with a buyside advisor is akin to responding to an unsolicited offer and will inevitably ensure that you leave money, deal structure, and optionality (the ability to choose between multiple buyers) on the table.

• Roll-Up Concept: There are currently numerous brokers and dental cooperatives that are pitching sellers on the concept of coupling together individually owned practices with the goal of selling them as a group at a significantly higher EBITDA multiple than each office would fetch on their own. The reality is that private equity firms are

Pursuing a DSO affiliation is a challenging and potentially rewarding endeavor that requires serious deliberation and a disciplined approach to the sales process to ensure that you maximize your return. The exciting news is that there are a multitude of viable options available and dental practice valuations have recently reached an all-time high. Therefore, it is an ideal time for successful practice owners to consider partnering with a DSO. Should you be interested in learning more about the options available in today’s marketplace and the value of your practice from a DSO perspective, I encourage you to reach out to McLerran & Associates to schedule a free, confidential consultation. We look forward to hearing from you!

DENTAL MISSION

OPPORTUNITIES

MISSION OF MERCY EVENT

NSU MEDICAL OUTREACH

SAFARI N SMILES

Dr. Roshan Kalra

Angela Peterson

Dr. Glenn Vo, Dr. Susan Tran, Dr. Ken Nwankwo, and Dr. Leslie Powell ( From L-R)

Morris Mugo

Cross Your T’s And Dot Your I’s To Avoid Dental Claims Being Denied

By Kyle Summerford

Have you ever heard of Warren Buffett, the man who amassed most of his fortune through heavy investments in the insurance industry? Of course, you have—his net worth is rumored to be somewhere in the upward realms of one hundred billion.

Understanding the business model of insurance companies, Mr. Buffett took a gamble and emerged as one of the richest men in history today. You see, insurance companies are in the business of making money, not spending it.

send out that dental claim for processing. Here are the three most common ways insurance companies can deny dental claims and some ways you can avoid them.

1. Lack of information from the provider.

One of the most common ways insurance companies ensure their profits soar is by collecting monthly premiums from their members (our patients) and then denying as many claims as possible by referring to the literature in the patient’s contract, specifically the exclusions, limitations, and/or frequency provisions. Exercising their right to deny payment of a claim based on this literature will ultimately result in decreased payouts and increased profits.

Now that you have a better understanding of an insurance company’s business model, you need to think like an insurance company and be sure to dot your I’s and cross your T’s before you

At least 50% of dental claims for basic and major services will be placed on pending status and sent back to the dental office, requiring you to send additional information for the claim to be considered for payment. Most of the time, the claim is sent back due to a lack of information. Be sure to send a recent full mouth series or periodontal charting from within the last six months for claims requiring this information, such as periodontal, endodontic, orthodontic, and other basic and major services. In some cases, the insurance company will delay payment by requesting a detailed narrative with a written explanation of necessity. Always make sure to be swift and timely with any requests from the dental insurance company to facilitate claim processing.

2. Untimely filing.

Dental claims should be submitted upon completion of the services provided. Failing to submit the claim on time is a quick

scapegoat for the insurance company to deny the dental claim. Most PPO plans require the claim to be submitted within one year from the date of service. There are also some Local Union plans that have even shorter timely filing periods, such as ninety days. If the claim remains unpaid past these deadlines, you will then be at the mercy of the untimely filing rule and can expect to have that claim denied and unpaid, should you resubmit. You may be able to request an appeal, but most times this request will be rejected.

3. Limitations, exclusions, and frequencies.

Dental plans are not created equal. Most dental plans are based on what the patient’s employer has agreed upon with the dental plan provider. Limitations, such as annual or lifetime maximums, ensure to control how much is paid out on a dental plan policy. Frequencies help to keep the insurance companies’ costs down by ensuring a patient can only be covered for certain procedures a few times a year or every few years. Excluding or downcoding certain procedures occurs all too often and helps minimize insurance payouts. Don’t expect reimbursement for a dental

implant when the patient could’ve had a three-unit bridge instead. Most of the time, they will downcode the more expensive procedure to a less costly procedure and provide an alternate benefit resulting in lower reimbursement. The list of reasons for non-covered procedures, due to limitations, exclusions, and frequencies, can go on and on as they usually vary from plan to plan. This is why it is vital to find out what is covered and not covered before performing any procedures by obtaining a breakdown of benefits and, if necessary, submitting a predetermination for more costly procedures. You see, insurance companies are in the business of making sure their quarterly earnings are soaring. They tend to make decisions based on their own pockets and not based on what’s best for your patients’ health and well-being. That’s why you should make sure everything is in order before submitting a claim.

About the Author:

Kyle L. Summerford is president of Summerford Solutions Inc. Being a dental office manager, dental practice consultant, and dental coding educator, his company provides services to dental practices and their staffs nationwide. Kyle has lectured at many CE events and academic institutions—Stony Brook University, New York City County Dental Society, and Georgia Regents University. Contact him at kyle@ dentalmanagerconnect.com.

3 Pearls of Wisdom From Dr. Arrash Ahmadnia

By Dr. Glenn Vo, Publisher & Editor of Dental Lifestyles Magazine

I’ve been following Arrash for a while, but we recently reconnected at a dental conference. No matter where you are in dentistry—whether you’re an associate, running a startup, going through an acquisition, a seasoned veteran, or someone thinking about opening up multiple practices—I bet that Arrash’s advice will resonate with you.

“Don’t measure your success and your happiness based on other people.”

One thing I love about Arrash is how open he is about the setbacks he’s faced, the trials he’s gone through, and the obstacles he has overcome.

“Don’t measure your success....”

“Have a plan....”

“The wise man thinks himself a fool...”

So many people—especially those on social media—like to only show off their highlight reels. But those of us who have been in this game for more than a few years know that it’s not all rainbows and butterflies—there are ups and downs and everything in between. There are multiple times when we feel like giving up, whether it’s because of personal hardship or external factors that feel like they’re playing against us.

While Arrash sees immense power and positivity in social media, he also sees how it can be super depressing when everyone only posts about everything that’s going right in their lives. For Arrash, it’s better to confide in genuine mentors or find supportive people rather than compare yourself to those who claim they’ve found some sort of recipe to success, happiness, and so on.

“Have a plan—and stick with it—but don’t be so stubborn that you don’t know when to get out.”

Don’t become a victim to the ol’ “gambler’s fallacy,” believing that because you’ve invested a certain amount of money, time, or effort into something you need to hang onto losing odds. Arrash has five offices right now, but he’s shut down three offices in his career. It might hurt your pride—it’s not exactly fun to cut your losses—but sometimes it is what it is. Hopefully, you can learn from your mistakes and not repeat the same blunders over and over again.

Boy, that’s refreshing advice for me. I cringe when someone advises an entrepreneur to “Just keep pushing through” when they’re dealing with a hopeless situation. Don’t get me wrong, perseverance and determination are important. But sometimes we’re better off capitulating our losses, pivoting, and then moving forward—you don’t need to go down with the ship, especially when you don’t know where the bottom is… When you think things are low, they can get even lower.

“The wise man thinks himself a fool, and everyone is a master at something—be humble.”

As Arrash leveled up in his career and opened up practice after practice, he practiced humbleness. He didn’t claim to know all that there is to know about dentistry. He lived by the words of Isaac Newton, citing one of his favorite quotes, “If I have seen farther than others, it is because I have stood on the shoulders of giants.” While Arrash might be a whiz when it comes to performing clinical procedures, he knew there was so much on the business side of things that he had yet to learn.

Many dentists are smart enough to handle almost anything that comes their way, but that also makes them stubborn. Arrash had the humility to know that he wasn’t the smartest person in the room when it came to components like front office administration, managing payroll or taxes, handling insurance, and so on. So, he put people in positions that enabled him to succeed in those aspects. This impacted Arrash’s bottom line in the beginning but, in the end, doing so set him up for long-term growth.

That’s timeless advice: You can’t scale alone—you need to have a team—and you can’t “cheap” your way to fulfilling your vision.

Generate Passive Income and Achieve Financial Freedom Through Real Estate Investing

By Dr. Janatha Withananchi—or

Growing up in a remote Sri Lankan village, my father defied overwhelming odds to escape poverty, crossing oceans to immigrate to the first world. His inspiring story became my guiding light, instilling a tireless work ethic that would shape my life.

Thanks to him, I was fortunate to be born in a first-world country—although my early years were spent living in subsidized housing in Canada. I had socioeconomic challenges of my own to overcome, and the healthcare profession appealed to me because it promised financial security.

Despite excellent grades, I wasn’t too eager to spend years and years in medical school. But when I realized that dental school required less time for comparable pay, I found my calling. After graduating from Howard University College of Dentistry at the top of my class, I launched into an illustrious career as an endodontist. Yet, despite making the money I dreamt of making during my younger years, I didn’t feel “successful” at all—instead, I felt burnt out, working too many hours, and unable to spend enough time with my family.

When I missed a dance recital that was really important to

“Jonny Walkah”—Founder and CEO of Walk of Wealth

my daughter, I said, “Enough is enough.” I knew my priorities were wrong if my career preceded my family—and I had to do something about it.

Real estate is how I overcame burnout as an endodontist.

I was confident I could replace the demanding hours of dentistry with passive cash flow, so long as I played it smart. Real estate investing wasn’t a new concept to me—I already knew it had enormous potential as an alternative source of income.

I did my homework and started small, but it wasn’t long before I started seeing success in my real estate ventures. As passive income started to pile up, I was able to dial back my hours spent in the office and reclaim precious moments with my family. From then on, I felt that it was my purpose to show other dentists “the promised land” of Financial Freedom.

Now, through raising capital from accredited investors, primarily fellow dentists, I tailor real estate investments to align with individual financial goals, offering liberation from financial concerns and the chance to live life on their terms.

Unlike the stock market or other traditional investments, real estate isn’t a gamble.

Real estate is the dentist’s key to passive income, offering stability and financial security in stark contrast to the unpredictable stock market. The unique advantage in real estate is its financial flexibility—substantial returns are possible with just a modest upfront investment.

Multifamily real estate, particularly large apartment buildings, is a particularly recession-resistant investment. With a focus on fundamental human needs,

there’s a consistent demand even in economic downturns, historically maintaining a steady upward trajectory even in the worst markets.

If you put your real estate portfolio in the right hands, you can just sit back and watch the money pour in. Behind the scenes of my role as a fund manager lies a rigorous process of due diligence in selecting sponsors for real estate ventures. I only work with the most credible sponsors, vetting them through uncompromising background checks, meticulous track record assessments, and thorough evaluations alongside a panel of like-minded real estate experts.

For my fellow dentists interested in real estate, here’s my advice: Think long-term and be consistent in choosing reliable deals. Spread your investments across different properties and sponsors to build a diverse income portfolio.

There’s a reason dentists hire someone like me, though. Knowing how to utilize interest rates and distressed properties to your advantage can help you seize great opportunities, ensuring double, triple, or even quadruple the average return rates. That’s not to mention some cool tricks I know regarding tax advantages through depreciation and smart refinancing. These moves, similar to what wealthy folks do, can help cut down on your tax bills; there’s a reason that Jeff Bezos, Donald Trump, and other ultra-wealthy people are so notorious for avoiding taxes without repercussions.

Are you considering passive investing through real estate?

There’s no doubt that dentists can harness substantial passive

income through real estate. The multifaceted benefits—including tax advantages, consistent cash flow, and wealth-building opportunities—position real estate as a lucrative avenue.

When it comes to choosing dentists to go in on investments, I just require them to provide me with proof of being an “accredited investor.” In the U.S., that means you generally need a high income—over $200,000 annually (or $300,000 with a spouse) for the past two years and an expectation to maintain that income. Alternatively, if your net worth is over $1 million, not counting your main home, you may also qualify. Keep in mind that these requirements can change, so it’s best to check the latest guidelines from the Securities and Exchange Commission (SEC).

If you’re able to become an accredited investor, real estate investing opportunities typically require minimum investments ranging from $50,000 to $100,000. To work with me, just visit https://walkofwealth. com/ to book a free strategy session for exclusive access and guidance on passive real estate investing. Alternatively, join my Facebook group—“Real Estate Investment for Dentists’’—for valuable resources, to connect with like-minded professionals, and explore potential investment opportunities.

About the Author:

Dr. Janatha Withanachchi is a veteran endodontist in the NJ/NY area that received his DDS (Doctor of Dental Surgery) at Howard University College of Dentistry ranking at the top of his class.

From Word-of-Mouth Marketing to Wall Murals with Dr. Max Zaslavsky

By Dr. Glenn Vo, Publisher & Editor of Dental Lifestyles Magazine

Based in the Oakland Park community of Fort Lauderdale, Florida, Dr. Max Zaslavsky is someone I genuinely admire.

Max’s prowess in word-ofmouth marketing, the innovative interior design of his dental practice, and the authentic connections he cultivates with his patients have earned my utmost respect. This man transcends conventional norms, focusing on building a patient base and intricately weaving a close-knit community—an essential aspect of relationship-building that most dentists overlook or ignore.

Intrigued by Dr. Z’s unique approach, I sat down with the man himself to delve into the depths of his extraordinary marketing tactics. Most of all, I was interested in his story.

“I’d like to see you try.”

The COVID-19 pandemic hit the dental industry hard with lockdowns and safety restrictions, forcing us into a dance of uncertainties, operational adaptations, and economic repercussions. Max found himself in the throes of chaos like the rest of us, and when his landlord tried to pull one over on him and double his rent during this turbulent time, the straw broke the camel’s back.

At this point, Dr. Max was

in Fort Lauderdale, albeit in its northern area. For the pay his landlord was demanding, Max knew he could buy an entire building in South Florida and build an office inside it—something to which his landlord said, “I’d like to see you try.”

After two failed attempts to purchase property, the third time was the charm. Dr. Z pulled up his anchor and steered his ship southward into downtown Oakland Park, a thriving hipster area that served as an extension of the Wilton Manors area—a significant locale for the South Florida LGBTQ+ community. This relocation destination that Max chose was absolutely intentional: The LGBTQ+ community of South Florida was one that Max had built a strong network with over the span of the last decade, starting during the 2009 recession—but we’ll get to that in a bit.

In Oakland Park, Dr. Z bought a shell of a building and started construction. Again, this was all happening during the height of COVID-19, which wasn’t exactly the prime time for this kind of project—prices increased by at least 30% for some materials, while constant delays meant waiting 18 weeks just to get windows put in. For Max, these were obstacles and risks worth taking—he was looking at the forest through the trees and

willing to play the long game in this process.

Charted territories. It didn’t take long for Max’s practice to set sail in South Florida—thanks to his unconventional marketing efforts more than a decade earlier (I told you we’d get to it!).

As I said, Dr. Z’s previous practice wasn’t far from his current location. And, during the recession in 2009, goings were arguably even more challenging than they were during the 2019 pandemic. At that point, Max worked with multiple Chambers of Commerce in South Florida to put out advertisements, but his efforts weren’t as effective as he wanted them to be—it was a tough market, after all.

However, a turning point occurred when Max decided to get involved with the Pompano Beach Chamber of Commerce. That’s when he encountered local strip club promoter Maryanne Moore, whose insights forever altered Dr. Z’s perspective on niche marketing. It’s also when Max had an epiphany—realizing that the LGBTQ+ community and strippers were less affected by the national downturn. Their income proved to be more resilient, as LGBTQ+ individuals often had fewer financial responsibilities (not as many children), and the cash-centric nature of the strip

club industry maintained a consistent demand.

For some dental marketing campaigns, a good dose of humor is just what the doctor ordered.

Naturally, Max and Maryanne became fast friends. So long as she gave him the thumbs up, Max could use his humor to whip up some catchy flyers for her strip club clientele. His witty copywriting boasted funny slogans such as, “Lose your clothes, not your teeth.” Dr. Z would offer special discounts for her customer base, and the two developed a friendship while new patients flooded through his practice doors.

It wasn’t long before Max was introduced to Scott Holland, the publisher of HotSpots Magazine—one of the most prominent LGBTQ+ magazines in South Florida. Max and Scott effortlessly connected, sharing a natural chemistry fostered by their shared upbringing in Brooklyn and common Jewish background.

As witty as ever, Dr. Z ensured his humor shone through in the marketing. They began with the tagline “We’ll Make Your Teeth Straight… Even If You’re Not” and then evolved to other slogans. He laughed about how he and Scott “pushed some boundaries,” with one whitening slogan reading, “The

whitest teeth your boyfriend will COME across.”

By the way, Max and Scott have remained friends for 14 years. In fact, Dr. Z was honored that he and his wife, Lauren, were recently featured as the “token straight couple” in the Valentine’s Day edition of HotSpots Magazine

Max is a perfect example of the power of authenticity in professional networking. To compliment his knack for relationship-building, Max has fostered a unique atmosphere in his dental practice by treating patients as family rather than patients.

If a patient tells Dr. Z that they’re a big fan of meatloaf or chicken cutlets, Max or Lauren will cook a specialized homemade dish to surprise them at their next appointment (FYI: Lauren’s better at the meatloaf, but Max claims the cutlet crown). And if a patient says they like a particular spirit, Max will give his “Patient of the Day” a fine bottle of booze.

Dr. Z definitely isn’t your traditional dentist—he’s not sitting his patients in the chair, exchanging a bit of idle chitchat, and just getting down to business. He’s a much more thoughtful breed than that, not to mention that he also has an altruistic side: Engaging in volunteer work at local hospitals, actively participating in the VA Community Care Network to

offer dental care for military personnel and disabled individuals, waking up at four in the morning to join Honor Flight in escorting veterans through war memorials in Washington DC— the list goes on.

There’s no question that Max is compassionate and caring down to his core, and much of it stems from his personal relationships. Between a little brother from his fraternity whose mental health was adversely affected by the Persian Gulf War and his father suffering from health problems that would’ve been preventable with the proper health care, the man is truly on a mission to be a positive force in the world.

You get what you give. Stories like these underscore the depth of Dr. Z’s relationships with his patients, where he’s constantly creating a lasting impact on the community he serves. But for Max, wearing his heart on his sleeve and being close to his patients doesn’t just make for excellent wordof-mouth marketing—many of the folks Max takes care of are some of the most influential people in his network.

For example, one of the military reservists Dr. Z did some cosmetic work on is now a secret service agent, working first for President Donald Trump and now for Biden. Another patient owns one of the world’s largest tow truck manufacturing companies. Dr. Z. considers

himself fortunate and deeply appreciates the friendships and relationships he has cultivated, having had the genuine opportunity to learn about these individuals throughout the years. They come in as patients, but—as guests of his dental practice—they leave as friends and family.

Max’s heartfelt personality extends beyond relationship-building to the very design of his dental office, which has evolved into a canvas for artistic expression. There, themed rooms are adorned with graffiti art by various local, up-andcoming artists he’s discovered on Instagram or at events. It’s a quid-pro-quo situation where he compensates these artists for their work while they can showcase their talents—and signatures—on his walls.

From my point of view, it’s just another example of Max’s powerful, unconventional marketing: Beyond aesthetics, he has cleverly turned these walls into a selfie haven, enhancing the patient experience and creating a memorable atmosphere.

We need more “nice guys” like Dr. Z in dental marketing.

Max confesses that digital marketing is his “Achilles’ heel.” While he’s aware that he’s not fully tapping into a saturated pool of potential customers by not investing more in social media, he champions quality over quantity.

That’s because, in the end, Dr. Z advocates for authentic relationships and patient-centric care—steering clear of traditional, high-budget strategies— and I can’t blame him. After all, some digital marketing companies can prove to have a whole lot of hype with nothing behind them.

Max’s transparency, honesty, and altruistic approach to dentistry are why he aligns so well with Dental Lifestyles Magazine’s ethos, where we aim to portray our fellow dentists as real people rather than money-grabbing tooth fairies. Folks like Dr. Z embody the belief that true success in dentistry surpasses clinical expertise— it’s about the connections forged and the communities we serve.

Bio:

Based in the Oakland Park community of Fort Lauderdale, Florida, Dr. Max Zaslavsky is a whiz in word-of-mouth marketing, innovative practice design, and building authentic patient connections

SHOOTING FOR RETIREMENT OR A PRACTICE TRANSITION WITHIN THE NEXT FIVE YEARS?

By Dr. Glenn Vo, Publisher & Editor of Dental Lifestyles Magazine

We all know Elijah Desmond for the awesome dental conferences he hosts, his DJing events, and his radiant personality. But one thing you might not know about Elijah is that high school athletics have always held special significance to him.

Once upon a time, Elijah was heavily considering accepting offers to Division 1 colleges for wrestling. However, his life would change forever after getting a misdiagnosis of a condition in his neck. Elijah was told that his top vertebrae was fused to his skull and that he could die or become paralyzed if he was hit the wrong way. A promising athletic career was snatched from under him in one fell swoop.

Since then, Elijah has been left with a “void” of sorts. So much so that, after the birth of his first daughter, Chloe, Elijah and his wife invested in IVF with gender selection to raise the odds of getting a boy so that he could become his son’s sports coach. When he was instead blessed with only girl embryos (one of which is now his second beautiful daughter, Carly, who will be turning five in May), Elijah realized that those testosterone-fueled dreams would never come to fruition—until about a year ago.

Who’s doing who a favor, exactly?

Elijah Desmond began his career as a motivational speaker at 15 years old. Since then, he’s earned himself a reputation as an impactful, inspiring, engaging, and focused role model—turning everyday people into superstar leaders. One of Elijah’s many motivational specializations revolves around speaking to youth, which he does primarily by volunteering as the Vice President for a non-profit called “Beyond the Game.”

Throughout his motivational speaking career, Elijah has visited high schools to give speeches on behalf of “Beyond the Game.” Around a year ago, Elijah’s old high school basketball coach—Coach Kramer—rang him up and asked if he could give one of his speeches to his girl’s basketball team. While Elijah was happy to do them a favor, he didn’t realize they’d be doing him a favor: Through this experience, Elijah realized that girl’s sports could be just as powerful and fulfilling to coach as boy’s sports.

It ain’t over ‘till it’s over. Elijah was only supposed to give a motivational speech to the girl’s basketball team to kick off the game. But, before it even started, he was told by Coach Kramer that the game would be a “blowout”—the coach reasoned that the team they were facing off against had been state champions for four years in a row.

True to Coach Kramer’s words, the girls were trailing 46-6 after the end of the first half. Elijah could see them dragging their feet, gazing down at the floor, looking super defeated. After seeing this, Elijah asked Coach Kramer if he could speak to them again at halftime.

Walking into the locker room, Elijah quickly noticed that everyone was still moping around—they had basically already accepted defeat. He let out a big laugh, and told them to pick their heads up—to not to take it so seriously. He said it was just a game; they were all

just there to have fun.

But he sympathized with these girls, not only because he came from a competitive background but also because he saw how they were being treated on the floor. Coaches were screaming, teammates were yelling, and the crowd was jeering—one particularly tall girl was being bullied and called “Bambi” because she had tripped over herself.

The “Game of Life.”

Elijah started to relate the girl’s basketball game to the “Game of Life.” He told the girls that they might not win in the first half, but that doesn’t mean they can’t ultimately win the second half. This got them thinking, and that’s when Elijah turned into DJ Smiles. He asked them their favorite pump-up song, and there was no debate—these girls got amped to “Super Gremlin” by Kodak Black. Elijah immediately started blasting “Super Gremlin” on his Bluetooth speaker, and the girls’ attitude quickly changed. In no time, they were standing up, jumping around, putting theirarms around one another, and belting out the lyrics to their favorite song.

Elijah was so excited. He bought them a basketball, shoes, sweatbands, you name it. But there was one problem: Elijah was fully booked with DJ shows and motivational speaking events all throughout January, February, and March of 2024— which would be basketball season for his girls. He told his kids he’d do it next year, but it ate him up inside.

After Elijah told his girls that being a coach this season wouldn’t be possible, he started obsessing over his guilt for picking his profession over family time. He thought, “What if this is the only year they’ll give basketball a chance? What if they don’t like it after that? I’ll never let myself live that down thinking that they could have loved it this whole time, but because I wasn’t there to coach them, they didn’t like it, and they won’t do it anymore.”

They were ready to go back into the game with force, coming into the second half as a different team. Elijah told the girls he’d be sitting on the bench, listening to “Super Gremlin” the entire time they played, and the girls were welcome to borrow his AirPods whenever they needed a boost. While they didn’t win the game, the girls tied in the second half and played much better than in the first half. Best of all, the girl being mocked as “Bambi” scored the most points.

It’s Elijah’s turn on the court. Elijah came from that game feeling like he had been the one to get a motivational experience and not vice versa. In his car, he bumped “Super Gremlin” on the whole ride home. The girl’s basketball team had taken a photo with Elijah before he left, and he took that printed photograph and placed it in the shared bathroom of his two daughters.

Until then, neither Carly nor Chloe had ever done a contact sport—only cheerleading. But after his daughters saw that photo, they asked their dad if they could go out for basketball and if he’d be their coach.

So, Elijah made a game-time decision: He would reach out to all the scheduled events and tell the hosts that he could only do Wednesdays, Thursdays, or Fridays—otherwise, he had to be there for his daughters instead. Elijah was forced to cancel multiple events, but, to him, it was all worth it—in his words, it was “the best decision I ever made.” Now, after being the head coach for his girl’s team and ending the season with a winning record, his two daughters not only love their newfound favorite sport but want to do it all over again next season—and to Elijah, that’s the “ultimate win.”

Now, Elijah is “flying high” with his new business: Dental Pitch Brokerage.

Last year, Elijah was gone 12-20 days every month. Now, he’s only gone 4-7 days. He’s still going all over the world doing DJ tours (in the past 18 months, he’s been in six different countries and 25 US states for DJ events), but he’s substituted his 46-foot tour bus with chartering a private jet, attending multiple events throughout the year with other entrepreneurs interested in joining those same conferences. Quite

literally, he’s soaring high—and he wants you to come along for Elijah, just contact him for a spot on the plane.

Any way, thanks to his new wheels (or wings, rather), Elijah without staying in cities for days This not only gives him more time to spend with his daughters and do things like be their basketball coach, but it also allows him to focus on his brokerage business—Dental Pitch Brokerage—with his business partner, Matt Ornstien.

What’s Dental Pitch Brokerage all about?

Before Elijah and Matt founded Dental Pitch Brokerage, they had a dental-focused, SharkTank-style business called Dental Pitch. Initially, Elijah and Matt established Dental Pitch to help companies in the dental industr y raise capital. The primar y goal was to connect companies with potential investors and secure funding for their dental products, ser vices, or software.

Over the years, Dental Pitch amounts for various companies As Dental Pitch grew, they expanded it to Dental Pitch to dental practices looking to make a strategic exit.

Dental practice owners now approach Elijah and Matt to create a detailed pitch covering all the full-ser vice brokerage to transithe dentist interested in selling their practice will pitch to around ten carefully selected buyers, including major Dental Support Organizations (DSOs), private practice dentists, and private equity entities.

Elijah and Matt lead an exceptional team at Dental Pitch Brokerage, comprised of an all-star cast of seasoned professionals with a wealth of experience in group represents the pinnacle of expertise in the dental industr y, boasting a board of advisors whose combined wealth of

knowledge is unparalleled in buying and selling dental practices—in other words, they’re the “who’s who” of the industr y.

One of the (many) things that I think sets Dental Pitch Brokerage apart is its discreet approach. The entire process unfolds in privacy, shielded from the public eye and even the seller’s own team. During the pitch event, sellers presenttions from potential buyers. Follow-up one-on-one inter views dive deeper into the details, professionalism.

Also, the collaboration between Dental Pitch Brokerage and

introduces an additional layer of value to the ser vice Sellers receive assurance of the highest bid for their practice and ideal exit terms.

Don’t wait until the eleventh hour: Elijah’s case for selling your practice early. -

selves in a challenging position as they approach retirement, dealing with various issues such challenges, high turnover rates, and burnout Waiting until the last moment to consider an exit strategy often results in unnecessar y stress and setbacks. Elijah urges dentists to break free from this all-too-common pattern. He recommends exploring options like Dental Pitch Brokerage at least three to

By taking this proactive step, dentists can avoid the pitfalls associated with delayed planning and set themselves on a path toward a more successful and stress-free retirement.

Selling a practice through Dental Pitch Brokerage provides dentists with a unique advantage. Instead of dealing with

marketing, and burnout in their solely on doing what they love— dentistr y—without all the headaches of exiting and managing their business That’s not to mention that the opportunity to invest income into ventures like real estate with the potential for a robust 10% return on investment (or more)—can add an

to your golden years.

In essence, Elijah’s message is clear: Waiting until retirement is imminent can be a costly mistake. Embracing an early exit strategy through Dental Pitch Brokerage allows dentists to -

al years with ease, paving the way for a more prosperous and enjoyable retirement.

What’s next for Elijah?

On top of ser ving as the co-founder of Dental Pitch Brokerage, Elijah is also graduating from Auctioneer Academy on April 26th, 2024 And, ratherditional auctions, he’s planning on integrating his auctions into

dental conferences accompanied by his DJing ser vices.

Beyond the DJing component, the philanthropic element woven into ever y auction event sets Elijah’s auctioneering approach apart even further At each dental conference appearance, he’ll conduct live auctions for charity Vendors participating in the event are encouraged to donate items or ser vices with a minimum value of $2,000.

Curious about the items on the auction block? At Elijah’s auctions, there’ll be an eclectic mix of offerings ranging from high-tech dental equipment like C-beam cone beams and x-ray sensors to practical solutions such as brand-new websites and dental instrument packages.

If you want to work with Dental Pitch Brokerage, you can visit https://dentalpitchbrokerage.com for a free consultation

Pitch These

Alternatively, you can attend upcoming events where Dental will be front and center events include the Florida Dental Association conference scheduled for June 22nd, the Dykema event in Denver on July 10th, and the highly anticipated Dental Festival in Key West on September 12th (he’ll even be DJing and auctioneering at some of these!).

Elijah Des mond

When I heard that dentists are the top prescriber of opioids, I was shocked. I assumed that like physicians and pharmacists, dentists would be regulated and fairly locked down. That was a poor assumption.

I used to spend my days consulting with practices on their HIPAA Privacy and Security issues and dealing with data breaches that weren’t always easy to manage, and while I still do that and it will always be my first love, I now find most of my days consumed with answering questions about the new education requirements on opioids and what is required of dental teams.

Never in my wildest dreams did I expect to teach courses on opioids. It would be more likely I would need to take opioids for one of the many injuries or procedures I’ve had over the years, but teaching? As it turns out, it’s a fascinating subject to me. Along with many attendees of these courses, I had preconceived ideas surrounding opioid prescriptions. We all thought they were safe, especially since our healthcare professionals were prescribing them. We now know that isn’t the case. As an educator, I know that the standard of care changes and our education adopts the current standard of care. That’s what these courses are doing for dental professionals—giving them the current information to keep their practices, and more

Opioids

By Amy Wood

important, their patients, safe and it’s a privilege that I get to help the dental community be better and safer.

I got licensed in California to be one of a small number of people licensed to teach the state mandatory course. I had barely hit ‘send’ on the email to all California component dental society executive directors and the DEA came out with an 8 hour education requirement before the dentist’s next DEA renewal. That is a LOT of content on a subject that is constantly evolving. So I recruited a client of mine to help with the science heavy aspects and the perspective of a practicing dentist and together we created a total of 8 hours that I’m thrilled to announce that, with the help of Ryan Vet at Speaking Consulting Network, is now available on CDE World https://cdeworld. com/enrollments/dea

As with any new education, there is confusion on this. How much education is necessary? Where can it be done? Can the state level education be used toward the federal requirement? What if I drop my DEA license? Do I need a DEA license to write prescriptions for antibiotics?

Think of is as a decision tree. If you do not have a DEA

license and have no intention of getting one, then you don’t have to take the 8 hour MATE Act course, BUT, depending on your state dental board, you may have to take a state level required course.

If you DO have a DEA license, and intend on keeping it, AND you graduated 2018 and before, you must take the one time 8 hours of education before your next DEA renewal. In addition, you may have additional education requirements in your state, so check with your dental board. If you live and operate in one of those states with an education requirement for license renewal, then you may use those hours toward your 8 hour federal MATE Act education requirement.

Still unclear? Reach out and I’m happy to help. Unfortunately, most regulation is as clear as mud, but translation is what I do best!

This world of opioid prescribing safety is relatively new to me, but it has quickly become a passion project. As I share with people what I’ve added to my list of offerings and as I’ve done courses live, I am constantly given encouragement and gratitude for doing it—because someone that person knows has been a victim of opioid abuse

and addiction. Each story is tragic, but I believe in the power of storytelling and those stories helping to make dental professionals better versions of themselves. If one course can change your perception on how you treat patients and can save a life, this would be it.

Amy Wood is a best selling author, speaker, consultant, and coach. She has a background in healthcare information technology and has spent the last decade as a HIPAA educator, risk assessor, and data breach consultant.

Amy Wood

Copperpennyconsulting.com

You know, the dental field wasn’t always on my radar. Teeth, gums, and saliva were the furthest things from my mind during my college years. Back then, my heart was set on writing.

I started by crafting my own “Choose Your Own Adventure” stories in my free time, getting involved in journalism at my high school, and ultimately landing a column in my college newspaper—I was even pursuing an English major at that point in time. However, my family intervened, with my dad presenting me with an ultimatum to shift my major to health services and my sister, who happens to be a dentist, engaging me in a lengthy conversation about why a DMD was my calling.

I’m not bitter about it—meeting my wife in dental school was one of the best things to ever happen to me. Besides, my detour from the writing world didn’t mean the end of that dream. In fact, I circled back to it later in life—and with considerable success. I now proudly hold the title of a Wall Street Journal bestselling author for my book, “Industry Influencer,” and I’m also a USA Today bestselling author thanks to my Christian Romance Novel, 2612 Cherryhill Lane. It turns out that I’ve been fortunate enough to have my cake and eat it, too.

You’re probably wondering: Glenn, why the heck is this relevant? Stop showing off! Well, it’s relevant because I’ve got this fantastic story to share about someone who, like many of us, didn’t start with dreams of being a dental professional.

So, let me introduce you to Ashley MK, a dental hygienist with a knack for creativity and a story that’ll resonate with anyone who’s ever felt the tug between passion and profession.

From artist to hygienist. Ashley originally had her sights set on attending art school for graphic design. However, this was when the internet was just burgeoning, and the graphic design landscape held less promise than in today’s digital era. Ashley’s parents—particularly her father, who had been entrenched in the pharmaceutical industry for years—considered healthcare a more secure path.

Specifically, Ashley’s dad thought nursing would be his daughter’s best route. However, Ashley wasn’t too keen on the idea of nursing (or health care, for that matter) until her mom’s friend—a hygienist—nudged her toward dental hygiene as an alternative to nursing. Thus, with zero background in dentistry, Ashley soon found herself diving headfirst into oral care by attending the Dental Hygiene program at Virginia

Commonwealth University (VCU).

Ashley’s art venture originated as a “pressure release,” but given her talent, it swiftly evolved into a thriving side hustle.

Fast forward to today, Ashley practices dental hygiene near Leesburg, DC, weaving her career seamlessly into her personal life. Funnily enough, the dentist she works with also attended VCU.

Ashley has always opted to work part-time, a strategic move to juggle her professional and family duties—the woman wears many hats, including that of a mother. But in 2019, the COVID-19 pandemic hit. Ashley couldn’t go into the dental office due to safety restrictions and shutdowns.

Staying home with her son, Ashley occupied herself by channeling her artistic talents into a “pressure release.” At first, Ashley’s art was just a passion project; she mostly created designs at the request of her friends. However, her Etsy shop soon gained traction, and demand grew as Ashley broke into a niche market, focusing primarily on dental-themed designs—stickers and resin items, to be exact.

Work-life balance is so important. As someone who runs a

Facebook group dedicated to helping my fellow entrepreneurs create side gigs to escape their 9-5, I admire how gracefully Ashley balances her dental hygiene gig alongside her booming sticker business. Part-time hours allow her to nurture both sides of her life without getting too burned out or stifling her creative juices. For Ashley, inspiration usually strikes during dental appointments or while scrolling through TikTok, and she diligently captures ideas on her phone’s Notes app for future artistic endeavors.

But hey, let’s not sugarcoat it—entrepreneurship is no walk in the park. Oftentimes, you’ll fall flat on your face a few times before you start making steps in the right direction. While everyone wants to share their highlight reels in this day and age, I firmly believe the stories about struggles are the most inspiring and raw.

And, like every great entrepreneur, Ashley faced her fair share of challenges—especially with initial attempts at print-on-demand services falling short on quality. Undeterred, she persisted, learned from her failures, and found success through sheer dedication and the uplifting support of her dental and crafting communities—particularly groups she was a member of on Facebook. On that note, let’s shift gears a bit.

Laughter is sometimes the best medicine.

Whether through her online posts or merchandise, Ashley has a witty side that stands out in the dental world. We dove into her social media strategy, and man, does she get it. Recognizing dental content’s often dry and clinical nature, Ashley infuses humor into her online presence, setting her apart in the field. Her involvement in

“RDH Rant”—a hygienist group known for its humor and support—attests to her belief that laughter is a powerful coping mechanism in our fast-paced, hectic profession.

What’s fascinating is how Ashley turns her memes and funny content into a significant following. Her humor sometimes even outshines her artwork, earning her more likes. Now,

you ask, what’s the connection between her humor-filled online presence and the success of her sticker business? Well, her followers who appreciate the laughs are also turning into customers.

What’s next for Ashley?

Collaborations are Ashley’s secret sauce, working with Andy RDH, Nicole from Lovely 32, and Hygiene Edge. Collaborators trust her creative process, giving her freedom in designing their merchandise. One creative colleague whom Ashley holds near and dear to her heart is Julie Varney from the Dental Gift Shop—a business mentor and guiding figure in Ashley’s artistic ventures.

Looking ahead, Ashley has plans for themed collections for events like St. Patrick’s Day and the summer. Despite occasional suggestions to expand, she’s content with the current scale of her venture, prioritizing a

healthy work-life balance in lieu of cranking out sales. For Ashley, fulfilling her passion is much more important than raking in profits, and she doesn’t want to burn herself out or distract herself from what matters most—her family.

About the Author:

Ashley MK comes from a family of artists, and her fondest memories involve doodling at her aunt’s drawing table. She grew up in the southern US as an Army brat, bouncing between Southern Alabama, Richmond, Virginia, and South Carolina before pursuing dental hygiene at Virginia Commonwealth University. She loves typography, watercolor, pen, ink, and witty quotes. If you have a request or question, feel free to message her! And don’t forget to follow her on Instagram and/or Facebook for frequent updates.

ALLI JAFFY MEDIA

UNVEILING THE POWER OF VIDEO CONTENT IN DENTISTRY

A JOURNEY WITH REAZ ALLI OF JAFFY MEDIA

By Reaz Alli, Founder and CEO of Jaffy Media

In this tech-savvy era, we can't ignore the powerhouse of influence that video content wields—especially in the world of dental marketing. As Founder and CEO of Jaffy Media, I've been fortunate to witness the game-changing impact of dynamic visuals on the dental industry.

I'm super thrilled to be penning this article for Dental Lifestyles Magazine. I hope to shed some light on the importance of harnessing video content for effective digital marketing. Without further ado, let’s dive right in.

Jaffy Media's “Vision Statement”: To be the leaders in creative content for dental practices.

My journey into video creation kicked off with capturing the heartbeat of my hometown, the bustling New York City. However, I soon realized a blaring need for dynamic and engaging content in the dental industry. Every online advertisement I encountered and every dental Instagram page I stalked appeared woefully cold, clinical, and dull. Nobody portrayed the amazing culture of dental practices—the warmth, the approachability, and the human side.

Jaffy Media's inception was rooted in a simple yet profound objective—to inject vibrancy into dental content. Since then, we’ve built a robust background in shooting videos for dental marketing campaigns. Over the past three years since our inception, Jaffy Media has partnered with more than 500 dentists globally. Among our esteemed collaborators are some of the top dental influencers, celebrity dentists, and biggest DSO’s in the industry.

Our mission extends beyond the clinical precision often associated with dentistry. It's about revealing the warmth and friendliness within dental practices, challenging the traditional image of a rigid and strictly professional environment. Day in and day out in my company, we do things #Thejaffyway. This means having fun, being creative, and maintaining an incredibly positive energy. We keep it “100,” and do what we say we’ll do.

Dentists are an exciting bunch of people, and we aim to capture that at the practices we work with, showing off their culture in a fun way. From shooting to editing and overall production, you can count on Jaffy Media to seamlessly blend creativity with technical know-how. We mix creative geniuses with marketing experts, leveraging psychology

Social Media is the business card of the digital age. In the digital landscape, social media is the modern-day business card. Folks seeking dental services do their homework online. Your online presence becomes a critical factor in shaping public perceptions. If a potential patient Googles for a nearby dentist and comes across your lively social media page, chances are they'll pick you over the practice down the street with a bland website.

Creating an engaging online presence isn’t just about flaunting clinical chops but also about creating a vibe for your practice. Our playbook involves using analytics to drop ads at optimal times, squeezing out every drop of return on investment for our clients. With different demographics ruling each social media platform, tailored campaigns are the name of the game. Each dental practice is unique, and understanding their target audience is key.

Engaging with the audience takes center stage. It's not just about numbers; it's about building a base of followers who actively comment and cheer on your practice's content. In other words, what’s the worth of having 100,000

not just a tough crowd gather ing to watch your show.

I firmly believe that adapting to the digital age isn't a choice; it's a necessity. Let's address the elephant in the room—some older dentists have reservations about social media's effectiveness. While I won't dismiss the value of word-of-mouth marketing, direct mail campaigns, or reaching prospects through email lists with enticing discounts—they all have their merits—it's crucial to recognize that by not embracing social media content, you might be overlooking a vital piece of the marketing puzzle. The real question is, how much money are you leaving on the table if you’re not on platforms that boast access to millions of prospects?

And don’t forget that being an entrepreneur means recognizing your strengths and outsourcing tasks beyond your expertise. A digital media marketing agency like Jaffy Media can step in as the cavalry, managing the intricacies of social media while dentists focus on what they do best—like treating patients, running their business, and so on.

On the other hand, many

an intimidating undertaking. Social media trends move rapidly, and keeping up without professional assistance is a tall order. That's where Jaffy Media's comprehensive package comes into play. Covering everything from content creation and shoots to strategy calls and monthly analytics, we provide a holistic solution for dental professionals.

It’s never too late to start up your social media game. My advice for new dentists entering the industry is this: Integrate social media into your strategy from the outset. Lay the foundation early to reap long-term benefits and prevent the regret of not starting sooner. And for those seasoned dentists who are tentative about getting into the social media game, it’s never too late to start.

If you want to work with me and my company, just head to https://www.jaffymedia.com/. You can check out our packages, hop on a call, or message us. You can also check out our Instagram page @jaffymedia—don’t feel shy about shooting us a DM!

RECIPE

INSTAPOT CHICKEN

PHO (PHO GA)

Instapot Chicken Pho (Pho Ga) is a fragrant and comforting Vietnamese soup made quickly and easily in an Instant Pot. This dish features tender chicken, rice noodles, and a flavorful broth seasoned with star anise, cinnamon, ginger, and cloves.

Ingredients:

(For 8-quart IP)

• 1 Whole Chicken (Broiler or Fyer) - cleaned

• 1 lb of daikon radish (peeled and halved) – Optional but highly recommended

• 1 large onion (toasted to slightly charred)

• 1 large knob of ginger, roughly 1/3 to 1/2 lb (peeled or unpeeled, halved and toasted to slightly charred)

• 1 bag of dry Pho Seasoning (My preference - Gia Vi Pho Pasteur)

• 18 cups of boiling water (use boiling water to speed up pressure building time)

• 2 tbsp size of rock sugar

Option # 1 Seasoning with Soup Base (Highly recommend)

• 7 tbsp of Quoc Viet Chicken Pho Soup Base

• 3 tbsp Fish Sauce or to your satisfaction

Option # 2 Seasoning without Soup Base

• 1 tbsp of sea salt

• 1 chicken bullion cube

• 3 tbsp of Fish Sauce or to your satisfaction

• 2 tbsp of granulated sugar

Noodles, Garnishes, vegetables and condiments:

• Pho noodles (I prefer fresh Pho Noodles typically stored in the refrigerated section.

• Dry should be fine too. Please cook according to package instructions) – 1 bag usually makes about 4 bowls

• Bean sprout

• Basil and/or Culantro (Ngo Gai)

• 4 green onion and a handful of cilantro, chopped white onion (thinly sliced) sliced jalapeno pepper or fresh chili of choice lime wedges

• Hoisin sauce

• Sriracha sauce

Directions:

1. To the inner pot, add chicken, daikon, onion, ginger, Pho spices bag, rock sugar. If you select seasoning option #1 then add 7 tbsp of Quoc Viet Chicken Pho Soup Base. If you select option #2 then add 1 tbsp of sea salt and chicken bullion cube. Cover all ingredients with 8 cups of boiling water (or more to cover all ingredients). Close lid and be sure knob is on Sealing. Select Pressure Cook/Manual, High Pressure, 10 minutes, 8 minutes NPR.

2. Once cook time over wait 8 minutes then Quick Release by slowly move knob to Venting). When all pressure has been released, open lid and pull out chicken, place in a colander and immediately flush it with cold sink water for about 2 minutes. This step stops the chicken from being overcooked and the skin from turning brown. Drain and set aside to cool. You can de-bone and shred chicken or chop it with a sharp cleaver. OPTIONAL: Add the bones back into the broth and continue with Step 3.

3. Discard onion and daikon radish. Use a sieve to remove any bits in the broth. Add about 10 more cups of boiling water. Cancel “keep warm” and switch to “Saute” mode to bring the broth to a boil. If you selected seasoning option #1, then taste the broth to see if extra seasoning is needed. If yes, add mushroom seasoning (1 tbsp at a time) and cater to your taste. If you selected seasoning option # 2, then add 3 tbsp of mushroom seasoning and 2 tbsp of granulated sugar. Again, cater to your taste and adjust accordingly using extra salt, fish sauce, and sugar.

4. To serve, add cooked Pho noodles and chicken to a large bowl. Ladle the boiling broth over noodle and chicken. Sprinkle with chopped green onion and cilantro. Top with white onion and ground pepper. Serve with fresh bean sprout, basil/ culantro, hoisin and sriracha sauce. OPTIONAL: Make a quick dipping sauce for the chicken meat with lime juice, salt, and pepper (strips of kaffir lime leaves can mixed into the sauce to bring out the chicken flavor).

CREAMY ROASTED PEPPER PASTA

By Ethan Webb, Managing Editor of Dental Lifestyles Magazine

A recipe my girlfriend and I fell in love with for a tasty, quick, weeknight dinner—courtesy of @emthenutritionist

Ingredients

• 3 large roasted red peppers from a jar

• 1 large banana shallot

• 2 cloves garlic, minced

• 1 heaped tsp white miso paste

• 15g grated parmesan

• 1 tbsp sun dried tomato paste

• 1 tbsp tomato purée

• 1 tsp smoked paprika

• A cupped handful of cashews (30g)

• 1 heaped tbsp half fat crème fraiche

• 150g uncooked weight pasta

• Fresh basil

• Serve with any protein of your choice.

Directions:

1. Pop a pan of salted water onto boil. Cook the pasta to al dente, reserving a cup of the pasta water. Drain and set to one side.

2. In a pan, sauté the shallot and garlic in a good glug of olive oil. Add a pinch of salt.

3. Once softened, add in the cashews to lightly toast for a few minutes. Mix in the smoked paprika, both tomato purées and sauté for another minute. Then add in the diced roasted red peppers, 1 tsp miso and. 2 tbsp water. Sauté for another 2-3 minutes then turn off the heat.

4. Tip the mix into a blender, adding 1 heaped tbsp crème fraiche and the grated Parmesan. Blend until silky smooth. Taste and season if needed.

5. Tip the sauce back into the pan to warm, add some torn basil, the cooked pasta and 2-3 tbsp of water. Toss together, if it’s too thick simply loosen with more pasta water.

6. Portion up, top with extra basil and a little extra Parmesan if needed!