The Ticker
Crown Royal Dr. Robert DiPilla has invested in cutting-edge dental technology to provide concierge-level care in downtown Birmingham. BY SARAH OLEINICK |
D
NICK HAGEN
r. Robert DiPilla describes himself as a technology-driven dentist who has invested $2 million in building out DiPilla Dentistry at 720 N. Old Woodward in downtown Birmingham. The new office features natural materials, floor-toceiling windows, and artwork by his daughter, Winter Shaw. The result is a welcoming space that showcases DiPilla’s passion for patient-centric dentistry and cutting-edge technology. The new, 5,400-square-foot office has nine private and semiprivate operatories, which is triple the capacity of his former space. To bring his vision to life, DiPilla worked with interior designer Patricia Barnett Kelter of Kelter Schwartz Design, K4 Medical + Dental Construction, and Robert J. Cliffe, an architect at Moiseev/Gordon Associates Inc. On the technology front, DiPilla has started using an AI diagnostic program, Pearl AI, which he describes as one of the most interesting advancements in dental science. “The human eye can recognize four to six variations of shades of gray, (but) AI can recognize 1,000,” DiPilla says. “The program uses analytics to differentiate whether (a tooth) has a cavity, a fracture, or (something else).” He adds the AI visualization outputs are great for patient education. The 3-D X-ray technology, or CBCT (Cone Beam Computed Tomography), enables DiPilla and his staff to see issues going on behind and below
BONDING TOGETHER Left: Dr. Robert DiPilla, principal of DiPilla Dentistry in downtown Birmingham. Below: Dr. Kayla Tile consults with a patient using the latest imaging technology at DiPilla Dentistry’s new space.
teeth, including infections in the root that can’t be seen on traditional X-rays. Other advanced features include a Waterlase Laser, which can be used for a range of procedures from cosmetics to no-shot fillings; iTero Element 5-D scanning technology, an improvement over clunky impression materials; and Sirona Primeprint 3-D printers. “Let’s say we’re doing a crown. Instead of taking an impression, we scan over it with the 5-D scanner and it gets printed in the (office), or we can send it to a laboratory in New York and we can fabricate a beautiful porcelain tooth,” DiPilla says. The official dentist for the Detroit Pistons, DiPilla has 34 years of experience practicing dentistry in New York City and Michigan. In addition to Birmingham, he has offices in Detroit, New Baltimore, and St. Clair Shores.
In downtown Birmingham, his office and consultation room feature a private operatory to discretely accommodate VIP patients. The office also offers elevated care services such as ozone and redlight therapy. “I wanted a space that when patients come in, they would be amazed,” DiPilla says. “Our staff is trained to make sure each patient is taken care of from the first phone call all the way to the end. I want a concierge feeling, where we know you and we know your family. That’s the type of environment I wanted to create here.”
PDA Q&A: THE E-INTERVIEW DB: WHERE ARE YOU?
ANDREA TRAPANI
Managing Partner Identity, Birmingham
AT: I’m in San Diego. I’m here with a colleague and we’re meeting with a relatively newer client that’s a global food service and facility management provider. DB: HOW’S IT GOING?
AT: We’re meeting with their communications team to review their strategy,
30 DBUSINESS || November - December 2025
storytelling, and overall plans for their PR program, with Identity being their partner.
DB: WHAT TRENDS ARE YOU SEEING?
AT: What’s very culturally relevant today is how people gather with food. In addition, people are eating healthier. We also focus on the importance of
authenticity, transparency, and storytelling — what are the stories that will move people?
DB: DO YOU APPROACH CLIENTS DIFFERENTLY TODAY THAN IN THE PAST?
AT: In 2021, we moved to a new office in Birmingham and made the very intentional decision to draw a line in the sand
with our operating model. We are remote, first, and we gather at the office for training, culture programs, and meeting new clients.
DB: DOES THAT HELP WITH RETENTION?
AT: Yes, both for employees and clients. We offer a different employment model in our industry. We’re more
immersed with our clients, and our team has a better understanding of what they’re going through. We spend more time on the road at client locations, and we do a multiday deep-dive into what our clients are doing and what their goals are, going forward. — R.J. King