The award-winning PDS Life magazine is curated and produced by the PDS Marketing and Communications department. We are always looking for unique, heartwarming stories that share the PDS culture inside and out of work, highlight clinical excellence, recognize our team members and clinicians, provide business or department updates, showcase our force-for-good initiatives and more. We would love to hear from you. Please send your ideas to PDSConnect@pacden.com
04 Pacific Dental Services Celebrates 30 Years of Excellence
A look back at how we got here and important milestones along the way
16 XP 2024
Dedicated to leading change in health care
42 Introducing PDS Health
A vision for the future
48 A Strong History of Service
From We Serve to the PDS Foundation, our culture is steeped in service
54 30 Pearls of Wisdom
Legacy team members share memories and advice from decades of experience
76 Around PDS
PDS photo scrapbook celebrating three decades of excellence
80 Test Your Knowledge
Take a journey through 1994 and PDS history for a fun trivia game
Reger Sr. Manager, Organizational Communications
Message from the FOUNDER & CEO
This year marks the 30th anniversary of Pacific Dental Services — what a ride. It seems fitting that the traditional 30th anniversary gift is pearls. Wild, or naturally-occurring, pearls are extremely rare, and I guess the same could be said about PDS’ own 30-year journey, which started, in part, because of a boat accident.
Many of you know my earliest roots began growing up in Southern California. I was always drawn to the ocean and became a scuba instructor in college. I saw a business opportunity to rent my dad’s boat from him, aptly named The Last Bite, and began a scuba and shark diving business. The business thrived until my brother, Mike, ran the boat up on some rocks and it sank in an unfortunate accident. At the time of the accident, I was working part-time for my dad installing a computer system in his dental practice.
Call it fate, divine intervention or destiny, that incident was the driving force that propelled me to work in dentistry fulltime and began the next three decades of my life. Welcome Pacific Dental Services, named after the coast I loved.
But when I think back to where PDS really started, it began much earlier. Like many of you, my early years were shaped by my parents. My father and grandfather were both dentists. Two of my brothers also later became dentists. I guess you can say dentistry is in the genetic make-up of the Thorne family.
My mom was the fearless supporter and advocate of us all. She was one of the most positive people in my life and always encouraged and believed in me even when I didn’t believe in myself. I didn’t know it then, but she would become the catalyst for this next evolution in our organization’s history. Eighteen years ago, she was a vibrant 65-year-old woman in seemingly good health with supposedly excellent genes. Within just two weeks of celebrating my grandmother’s (her mother) 90th birthday,
my mom died unexpectedly from a massive stroke. As a family, we were devastated.
This singular event combined with my family’s dental background inspired me to better understand the connection between our oral health and overall health.
We announced in April a significant change to our company’s name, future strategy and organizational identity. What started as a dental support company has now grown into primary health care. The purpose remains the same: Healthier, Happier Patients. Throughout this special 30th anniversary edition of PDS Life magazine, we will take a journey in time from 1994 into the future as PDS Health, a company that continues to focus on the Mouth-Body Connection and bridging oral health and overall health into one standard of care. It won’t happen overnight. Change of this magnitude will take time. But the future is now, and PDS Health is dedicated to leading change in health care.
President John F. Kennedy once wrote, “As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them.” I am reminded of the importance of this message as I reflect back on the last three decades. We grew into a thriving company because of a series of small (and large) choices along the way. One office at a time, one clinician at a time, one patient at a time, one team member at a time. To each clinician and team member (past and present) as well as the families who
supported them, I want to express my sincere and heartfelt gratitude. It has been an honor to work alongside you during this 30-year journey. To commemorate this important milestone across the nation, we kick off the third annual PDS Appreciation Week June 3, ending with the 30th anniversary celebration Friday, June 7 (our OFFICIAL anniversary is Sunday, June 9, 2024). I look forward to seeing how you are celebrating on social media.
To my own loving family, especially my wife, Pam, who has been with me from the very beginning, thank you for standing by me, supporting me and reminding me of who I am in good and challenging times. This milestone would not have been possible without you, and we share this celebratory moment together. Cheers to all my PDS family, you truly make me smile.
Here’s to your health and happiness,
Stephen Thorne, Founder and CEO @SteveThornePDS
A look back at how we got here:
Pacific Dental Services has seen many evolutions, upgrades and expansions over the last three decades, but its mission and vision remain steady and strong.
It’s hard to believe that a boating accident was the impetus for Pacific Dental Services (PDS), but it was the ending of one business that gave birth to another.
In 1989, after his scuba and shark diving business literally sank to the bottom of the Pacific, PDS Founder and CEO Stephen Thorne decided it was time for a change. Coming from multi-generations of dentists, he knew that the clinical route was not for him. He discovered through operating a successful passenger boat he was an entrepreneur at heart. His father, Stephen Thorne III, DDS, gave Steve his first taste of the dental business when he asked him to help install a computer system in one of his practices in Victor Valley, California.
“Steve has a unique ability to make a decision and follow through on it very quickly,” Dr. Thorne once said. “He doesn’t seem to go back-and-forth on something. He just does it and puts it into action.”
Not only was the installation successful in advancing the technology in the practice, that exposure is also what led Steve to then help with a second struggling office in Barstow, California. It was through this experience that the idea of the Private Practice+ model began to form. In short, the concept was simple: Let dentists be dentists and PDS would handle the operations and business side of running the practice. This became the early foundation for what would later become PDS.
In 1993, seeing the potential for greater efficiency and patient care, Steve persuaded Carolyn Ghazal, DDS, to buy into a practice in Hesperia, California where she became the first owner dentist. This practice put Steve’s new idea for a business model into place. Spoiler alert: It was a resounding success.
In 1994, Steve officially founded PDS and Dr. Ghazal was joined by Drs. Bryan and Lynda Watanabe, Sonny Chokka and Charles Rodgers, whose initial leadership would ultimately help PDS expand throughout Southern California and beyond.
The early years of PDS were marked by focus and collaboration amongst the small and scrappy team. Steve can recall a time when making payroll was a challenge. “That first year and a half, I was chasing checks to the bank. I wasn’t able to cash a paycheck for myself for the first 12 months or so — it was tough going. There was a total of one support office person and that was me. I did it all.” There were moments of trepidation for some, like when Steve told Dr. Bryan Watanabe that his stomach was in knots over the $100,000 loan he secured from the bank to move one of the offices.
In the first few years of business, the team was doing everything to keep practices running and growing with Jon Thorne, Steve’s brother and now Chief Operations Officer and SVP, Operations, working the front desk. Team members would drive across the region to track down new equipment or ensure every office was staffed.
“I can recall one of our original offices in Moreno Valley was in a particularly tough neighborhood. There were robberies, fights, even bomb threats,” Joanna Rodgers, Chief Administrative Officer and SVP, People, said. “It wasn’t unusual to see law enforcement accompany patients for appointments. A lot of us cut our teeth (pun intended) in this practice, many who are still part of the PDS family. A special shout out to Drs. Chokka, Chiakowsky, Darren Do and John Hsieh as well as Starr Sills, Sr. Program Manager, Orthodontics and Pediatric Dentistry, who started as a DA extern in 2005. Dentists were often treating 20+ patients per day. We had to have ‘wings’ on our feet. Even then, Steve was ahead of the curve moving this office acquisition immediately from peg board financial system to QSI. Definitely different times to say the least.”
Dave Bryant, VP, Operations Support, has similar memories of offices with bars on the windows and using pick-up trucks to physically move paper charts from one office to another to ramp a new site. “There have been so many stories over the years — cars crashing into offices, a swarm of bees that literally moved into an office, renting compressors from Home Depot to keep treatment going, and not one, but two office acquisitions in former mortuaries — complete with real ghost stories,” Bryant said. “While these sound terrible, they are some of my favorite hungry-and-humble memories and show the real grit of the people behind PDS.”
Decades later, the same core team of owner dentists remain and their consensus is nearly identical: PDS was driven by Steve’s vision to be the best in the industry and his unwavering commitment kept PDS leaps and bounds ahead of the competition, always pushing the boundaries and innovating.
“It was extremely exciting in the early days — it felt like we were on the ground floor of something amazing. Everyone was very supportive — I have fond memories of that time,” said Dr. Chokka.
From the start, PDS’ priority was to provide the best, most efficient and effective care and that meant the best technology. “We understood that clinical success always leads to operational success and so from clinical down, we were assessing gaps to ensure better treatment,” said JoAnn Cunningham, Sr. Director of Learning and Training.
By 1997, PDS was approaching 20 practices and was on the cusp of its first million-dollar month.
“There was a forced progression so that we were always evolving, improving and growing,” said Dr. Rodgers, VP, Clinical Quality.
There was also plenty of experimentation to learn what did and didn’t work and to refine what would become the PDS model so that it could be replicated across the country. During this time, offices opened across Southern California — from Orange County to the Inland Empire and San Diego.
“Steve’s strategy to grow specialty and hygiene in addition to general dentistry was working, allowing us to add multiple specialists in offices much quicker and grow the continuing care with more hygienists,” said Dr. Lynda Watanabe.
The PDS model expanded into Arizona and Nevada, relying on the methods and strategies that the core team developed over the years.
“We realized the importance of starting with a regional model where we grow owners in smaller markets. We learned how to recruit and train because we understood that our offices were only as good as the dentists,” said Jennie Browning, Sr. Director, Operations Support. “The leadership of our core team of owner dentists was instrumental — we wouldn’t be here without them.”
“A major key to PDS’ success has been the owner model — Steve saw that from the beginning,” said Joe Feldsien, Territory Partner and SVP, Technology Enablement. “We facilitate that with the dentists and give them an opportunity they didn’t have outside of PDS.”
Owner dentists agree that the PDS model offers them much to build upon.
“In dental school, they don’t teach you business or provide advice about how to operate. So, when I joined PDS I had access to phenomenal support and that allowed us to blossom and opened the door to so many opportunities,” said Dr. Bryan Watanabe.
In 1998, PDS marked its first million-dollar month with more than 20 practices in California.
The 2000s brought a formalization of what had been developed in the 90s. In 2002, the concept of clinical excellence was introduced and in 2003 the Perfect Patient Experience trademark became the company standard that would help cement PDS’ stronghold within the dental industry.
PDS’ unrelenting growth was recognized in 2004 when it was named to Inc.’s 500 fastest growing private companies in America and later to the Inc. 5000 list, where PDS has been recognized 14 times.
The model that Steve, the core team of owner dentists and PDS team members developed over the first 10 years was expanded upon and in 2005, PDS introduced electronic dental records, digital X-rays and CEREC CAD/CAM to improve the speed and ease of treatment for patients.
“What sets PDS apart is the ability to offer same-day treatment — to get a crown replaced same-day or test results in the same office, all of which allows us to be the best in the industry,” said Dr. Rodgers. “Additionally, because of our
investment in CAD/CAM dentistry, we experienced a statistical reduction in crowns having to be redone because of the ability to view the tooth with precision on a large screen after the tooth has been drilled and before the crown is made. This reduces the chance of error, helps lower costs and provides better patient satisfaction over a longer period of time.”
In PDS-supported offices across the country, team members reported a marked increase in patient satisfaction with the adoption of new technology. “No one does what we’ve done with CEREC so much so that it’s part of our culture now and patients get a different, better experience than almost anywhere else,” said Feldsien.
PDS’ early focus on leading technology helped propel the company forward along with big bets like Epic integration.
“We’ve always been 100 steps ahead of the crowd — and with leadership and Steve’s forward-thinking approach about what would happen in the next 10 years, we’ve been able to continue to see tremendous growth and success,” said Browning.
Sustaining that growth became a central focus and in 2010, Steve introduced Creating Patients for Life™ along with The Smile Generation brand to support this effort.
Steve understood that the number of new patients coming to a practice peaks in month 23, then slowly declines. In 2010, he reported that continuing care patients would outnumber new patients and wanted to focus on new patient acquisition to help practices grow five years and beyond.
This gave birth to The Smile Generation consumer-facing brand, which helps connect new patients with their best dental team in communities across the country. This model was not just ensuring great dental care, but creating a pipeline so that finding a dentist was easier and more seamless than ever before while ensuring PDS-supported practices had a steady stream of new patients.
While PDS was building a patient acquisition and retention model, one idea continued to linger in Steve’s mind: The connection between oral health and overall health. Significant research combined with his own personal experience of his mother’s death, a seemingly healthy 65-year-old, drove his curiosity — he believed that if her oral health had been better, she might have been able to avoid the massive stroke that took her life.
In 2015, Steve assembled a task force to provide him with a report on the latest science about the oral-systemic link, what costs could potentially be saved through preventive dental care, and whether or not patients would understand it. Within a year, findings confirmed his suspicions. This was enough for Steve to start taking action.
In 2016, the first PDS-supported medical office opened in Nevada. It was the beginning of dental-medical integration. And just two years later in 2018, PDS introduced the MouthBody Connection to highlight the growing evidence showing oral health’s connection to overall health. The MouthBody Connection and the important role of oral health in overall health were becoming a central part of PDS’ brand and strategy.
“Steve paved the way for the Mouth-Body Connection movement, understanding the perspective of changing policies around medical coverage,” said Browning. “It’s what helped us transition to Epic and paved the way for dentalmedical integration becoming a pillar in how we run offices.”
As PDS began to carve out its leadership role as an authority on the Mouth-Body Connection, Steve and the company backed that up with a major bet on dental-medical integration — implementing a comprehensive electronic health record system to coordinate between dental and
medical offices and better serve patients. This initial risk was rooted in the idea of breaking down health care silos and providing more preventive care to patients. Little did the team know the benefit of this bet nor did they realize the challenge looming on the horizon.
As PDS was preparing to deploy its most significant investment yet — the Epic platform — COVID-19 descended on the world. In the same week, the implementation was set to begin in offices across the country, millions of people began quarantining in their homes.
Shutdowns led dental offices to close their doors, offering emergency services only. It was a destabilizing time for many people, but for the dental industry it was especially challenging. PDS was on the forefront of convincing legislators to acknowledge dentistry as essential health care and began a grassroots movement to encourage patients to visit dental practices for emergency dental treatment rather than hospitals. This helped to protect critical capacity in emergency departments for patients with life-threatening conditions.
While many could have seen the moment as disastrous, the attitude of PDS team members was strong, determined and resilient.
“It was a scary moment, but we were not scared,” said Dr. Bryan Watanabe. “We felt an obligation to treat patients and
so we rallied — we weren’t afraid to treat people and we followed all the regulations and rules so that we were able to keep seeing patients and we got through it.”
Not only did dental offices persevere, so did the operational teams working on the Epic roll-out.
“When COVID-19 hit while we were deploying Epic we said, ‘we’re going to figure this out together.’ We didn’t stop, we ensured our patients and doctors were safe and we pivoted to emergency and same-day care working around the clock with core leadership to make it happen,” said Browning.
It was not an easy time for PDS as a whole. For the first time, Steve was faced with the upset of needing to furlough team members, a decision he really took to heart, among other tough calls.
“It is safe to say that we live in interesting times — a massive understatement to be sure,” Steve wrote in a memo to team members. “The COVID-19 situation and our communities’ (national, state, local and even neighborhood) reactions to the crisis continue to evolve. As leaders, in these moments we need to pause, exhale and consider what is the right thing to do — for your practices, team members and patients. When making decisions in tumultuous times, one must rely on timeless principles to decipher the right path forward. It seems clear that the landscape will keep shifting for the foreseeable future; we hope and pray that it will shift to the positive as soon as possible.”
The future of the dental industry was uncertain.
“I remember the conference call with Steve and how emotional he was about the furlough — we did not know what was going to happen, but he had a plan and we followed through on it,” said Dr. Chokka. “We shifted business and had a strategy to get through the early days. Months became years and we developed the tools to get through the pandemic and soon enough we had a flywheel effect so that as restrictions were lifted we were able to take off.”
Many of the PDS team members who were furloughed ultimately returned. While industries began to come back online, PDS had spent the time reinforcing existing infrastructure, adding new patients and installing the Epic platform, a bet that paid off and which helped the company accelerate out of the pandemic with great momentum.
“We have a special resilience enduring so many storms and constantly iterating and changing so that when this happened, we were ready,” said Browning. “We put a lot in place so that we came out of COVID stronger.”
In 2021, PDS hit the $2 billion annual revenue milestone, a testament to the hard work and determination of team members who worked through the uncertainty and challenges of the pandemic to ensure patients could get care and clinicians across the country were supported.
The same year, PDS launched its first supported specialty practice group, which would soon become another area of focus to make ownership possible for specialty dentists.
By 2022, Epic was fully deployed and able to provide unprecedented coordination between dental and medical offices and patient retention numbers were surging. Not only that, PDS was integrating the latest Cone Beam Computed Tomography (CBCT) technology into supported practices and providing enhanced education to clinicians on its benefits to better support oral-systemic care. At the same time, the company reached the milestone of 3 million CEREC CAD/ CAM restorations, an achievement unsurpassed by any other dental support organization.
In 2023, the same year it welcomed its 950th supported practice, PDS doubled down on the Mouth-Body Connection, hosting the inaugural Mouth-Body Connection Symposium while making big moves toward dental-medical integration, including a joint venture with MemorialCare in Southern California opening the partnership’s first co-located dentalmedical practice with more to come.
This commitment to the Mouth-Body Connection helped define PDS as the authority, illustrating the precedent-setting steps the company took to not just be a leader, but a changemaker in the healthcare industry.
As the first owner dentist, Dr. Ghazal has had a front row seat to PDS’ growth evolution and emphasized the potential that this early focus on the Mouth-Body Connection can bring to the industry.
“It’s a remarkable place to be at this unique moment in time to lead on the Mouth-Body Connection,” said Dr. Ghazal.
“We’re in the early stages of dental-medical integration, something that will be pivotal and if we do things right, we can disrupt the dental industry and have a large impact on overall health care. It’s going to be challenging, but it also has the potential to be the most rewarding.”
The sentiment is reiterated across the company as team members witness the benefits of more coordinated care.
“Dental-medical integration is the future of the company. It’s going to be a major growth engine behind what we do,” said Feldsien. “Patients love it and clinicians can collaborate with each other. It’s the best patient care!”
Steve announced in April at XP the creation of PDS Health, the latest evolution of PDS into an integrated health care support organization aimed at revolutionizing patient care focusing on prevention and predictive care, rather than reactive care.
Over the last 30 years, PDS has made some ingenious strategic moves, but it has all been informed by Steve’s original vision. PDS Health serves as a continuation of this vision, an example of this commitment to clinical excellence. Read more details about this exciting venture on page 42 of the magazine.
Dr. Ghazal emphasizes PDS’ model as one of the keys to its success as a mutually beneficial system bringing dentists the support they need and patients the best, most personalized care, but she also recognizes the consistency of Steve’s vision.
“I’ve known Steve for three decades and he hasn’t wavered in his integrity — that is what keeps clinicians partnering and committed,” said Dr. Ghazal.
As PDS builds on its 30 years of industry expertise and evolves into the next decades to come, it does so from a stable foundation, reinforced with an unshakeable vision and supported by team members who share in this vision and commitment to make it a reality. Perhaps the We Believes say it best: “Only God knows what tomorrow holds, therefore we are thankful for today’s business and understand that constant learning and adaptability are part of our job.”
Nearly 3,000 PDS-supported clinicians, team members and guests gathered at the MGM Grand in Las Vegas for XP 2024. The theme of the event was “Dedicated to Leading Change in Health Care.”
In addition to the much-anticipated annual XP award presentation, the team came together to do more than celebrate. The purpose of the event is to allow crosscollaboration between PDS-supported dentists, medical providers, and regional and support leaders as well as share operational best practices and support clinical excellence (and to have a little fun).
Internal and external industry experts shared how to pave the way for future success through educational breakout sessions and keynote presentations provided by speaker and stand-up comedian Anjelah Johnson-Reyes.
Key clinical topics included leveraging the PDS platform, maximizing revenue with Epic and AI, navigating efficiencies in same-day dentistry, utilizing CBCT to provide quality clinical outcomes when placing implants, and more. On the operations side, breakout sessions included engaging discussions on leadership and its lasting impact on teams, clinical coaching, maintaining crucial accountability, perfecting conversations with your owner dentist partners, and maintaining partnerships with regional management to gain support.
Perhaps the biggest announcement came when Founder and CEO Steve Thorne announced the introduction of PDS Health — his vision for the company with a new name, business model and organizational identity focused on supporting not only dentists but medical providers. (Read more about this exciting venture on page 42.)
Following two days of hard work, team building and collaboration, the event culminated in the weekend’s highest honor — the XP Awards recognizing extraordinary performance across the organization in 10 categories. Additionally, PDS recognized 100 team members from thousands of peer-submitted nominations for their extraordinary performance and who contribute to PDS Health’s new vision to be The Greatest Integrated Healthcare Company in the World.
From the 100 winners, 26 were selected as Platinum winners and eight as Diamond winners. The Award of Distinction is the highest honor and awarded to a single recipient.
“ PDS and Envista have had an incredible partnership as a result of our mutual strategic alignment, shared culture and values and similar execution rigor. Both companies subscribe to a similar set of norms around patient centricity, innovation, respect, continuous improvement and leadership. Additionally, Steve and PDS have been leaders in dental-medical integration and have invested to make this vision reality. Envista’s insights and resources are an asset in enabling PDS to build an incredible infrastructure to improve quality of life for people in the U.S. and around the world. Ultimately, when our companies make commitments to each other, we deliver.”
What I heard was so amazing. As we move toward dental-medical integration, advanced technology between oral health providers and medical providers is critical. Not only has PDS accomplished this by being the only dental support organization to invest in Epic electronic health records, but we are on the forefront of early research applying generative AI to help reduce the volume of tasks physicians are required to document. This means less time spent on charting and more time spent with my patients to keep them healthier and happier.”
– Harris Khakwani, MD, Owner Doctor, Union Village Medical Group (Office 208)
Regional managers and operations managers are uniquely qualified to bring the human component to the conversation when coaching owner dentists. To achieve success, the top three areas of focus should be 1) Clinical Clarity, 2) Patient Communication and 3) Preparation.”
– Karim Zaklama, DDS, Multi-Practice Owner Dentist
Taking Time to Laugh: Friday Afternoon General Session
Comedian Anjelah Johnson-Reyes
Introducing PDS Health: Saturday Morning General Session
Thank you to the volunteers and facilities team for putting on such an amazing weekend! I really appreciate all the time and effort you put in to making it such an impactful trip — the attention to detail was impressive. I learned a lot and loved my breakout sessions. It felt like being at the Oscars. We won’t forget the memories made this weekend!”
– Krista Koehler, DDS, Owner Dentist, Stillwater Modern Dentistry (Office 1016)
The possibilities of moving toward PDS Health just makes sense. Through Epic, saliva diagnostics, the Mouth-Body Connection, patient education materials in the offices, everything is aligned for it to come together in this pinnacle moment. ”
– Christopher Tolmie, DDS, Multi-Practice Owner Dentist
I didn’t think getting a degree was possible before PDS because I didn’t have the financial means to go back to school. The opportunity to have my tuition covered has been amazing. I come from a firstgeneration immigrant family and I’ll be the first in my family to get a degree, so it’s very exciting. I’m hoping to move into cyber security within the dental field with my new degree and protect patient information.”
– Diana Man, Operations Manager, Falls Church Modern Dentistry (Office 936)
PDS College Advancement Program participants and XP Award recipients, Operations Manager Diane Man and Audri Beach, LDA, pose with Trish Elliott, VP, People and Systems at the 2024 XP Awards.
This was my sixth XP, and while I have enjoyed each of them, I can’t properly express just how excited and impressed that I’ve been during the entire event. In a few words, it can be summed up by: Purpose, vision, accountability and trust. Hearing Steve’s journey from his initial vision of PDS to now becoming PDS Health is extremely inspiring. Happy 30th anniversary!”
– Lionel Clayton, Regional Partner, South Inland Empire
My advice to other team members who are considering pursuing a degree while working fulltime is, just go for it. Your doctors and offices will work with you to ensure you are supported while you further your education. There’s never going to be a perfect time, so just dive right in.”
– Audri Beach, Lead Dental Assistant, Camelback Smiles Dentistry (Office 470)
Yusur Al-Tekreeti, DDS
Virginia/Maryland Region
Armando Aranda, RDH
New Mexico/Southern Colorado Region
Yami Arauz-Gonzalez
Gulf Coast Region
Babak Ariannejad, DMD
San Diego Region
Alexandra Avila
Central Valley/Bay Area Region
Audri Beach
Eastern Arizona Region
Lee Bentz
Central Valley/Bay Area Region
Alexa Benz
Midwest Region
Jesander Blanco
Tennessee Region
Ryan Bocks
Irvine Support Center
Lauren Book
New Mexico/Southern Colorado Region
Payton Borchard
Greater Sacramento Region
Christine Brill
Minnesota Region
Jennie Browning
Irvine Support Center
Jennifer Burns
North Dallas Fort Worth/South Dallas Fort Worth Region
Gracjanna Burris
Irvine Support Center
Claudia Camacho, DDS
North Los Angeles Region
Michelle Camarena
North Inland Empire Region
Caitlin Chidsey, DMD
Midwest Region
Marcy Comer Dack
North West Arizona Region
Caryssa Cook
Idaho/Utah/Reno Region
Heather Davis
Southern Arizona Region
Jasmine Davis
Georgia Region
Danielle DeLand, DDS
Northern Colorado Region
Jackie Denmark
Georgia Region
Thomas Dietrich, DMD
Central Florida Region
Ellen Driscoll
Irvine Support Center
Chelsey Elliott
Irvine Support Center
Crystal Esquivel
Gulf Coast Region
Rabia Farrkh, DDS
Central Colorado Region
Lindsey Fatta
Greater Sacramento Region
Jessica Florez
Eastern Arizona Region
Vera Garland
Washington/Oregon Region
Luis Gomez
Greater Sacramento Region
Irma Gonzalez
North Los Angeles Region
Rachel Gordon-Marquez
Orange County Region
David Green
Irvine Support Center
Guillermo Guzman Arroyo
North Los Angeles Region
Dawn Hannah
North West Arizona Region
Mary Head
North Las Vegas/ South Las Vegas Region
Jennifer Herrera
North Los Angeles Region
Sandra Herrera
South Los Angeles Region
Susie Herrmann
Dallas Support Center
Desaia Howell
Washington/Oregon Region
Lana Hughes, RDH
Gulf Coast Region
David Hutzel
Ohio/Kentucky Region
Erik Jaramillo
Gulf Coast Region
Jessica Jasper
Greater Sacramento Region
Jennifer Johnson
San Diego Region
Brandon Kaecker
North Las Vegas/ South Las Vegas Region
Vanessa Kappitz
San Diego Region
Domenique La Rosa
Massachusetts Region
Dallas Labuda, RDH
Inland Desert Region
Brooke Lancaster Washington/Oregon Region
Marcus Lard, DMD
Southern Arizona Region
Rene Laredo
Inland Desert Region
Brittany Little Midwest Region
Lexus Lu, DMD
North Las Vegas/ South Las Vegas Region
Melissa Ledet
Louisiana Region
Stephanie Maddox Tennessee Region
Sydney Mammone Carolinas Region
Diana Man
Virginia/Maryland Region
Lindsay McComas, APRN
North Las Vegas/ South Las Vegas Region
Katrina McCracken, RDH
North Dallas Fort Worth/South Dallas Fort Worth Region
Brie Meyer Minnesota Region
Monica Minjares North Los Angeles Region
Ashley Mitchell Tennessee Region
Ahmad Mokbil, DDS
Greater Sacramento Region
Deeann Myers Eastern Arizona Region
April Nielsen Idaho/Utah/Reno Region
Gabriela Orozco San Diego Region
Aaron Parrish Gulf Coast Region
Lianet Perez South Florida Region
Gary Pickard Irvine Support Center
Leslie Quinonez Orange County Region
Mona Ramirez North Inland Empire
Mary Riley
North Dallas Fort Worth/South Dallas Fort Worth Region
Moyah Robinson South Florida Region
Salvador Rodriguez South Florida Region
Tammy Rodriguez Irvine Support Center
Hollie Ruehl, RDH Washington/Oregon Region
Olivia Santillan, DDS
North Dallas Fort Worth/South
Dallas Fort Worth Region
Salena Smalls
Carolinas Region
Melanie Smith
Inland Desert Region
Salena South Central Florida Region
Kayla Sullivan Northern Colorado Region
Kasey Thompson New Mexico/Southern Colorado Region
Huy Tran, DDS Orange County Region
John Tran Orange County Region
Tobey Travers, RDH
North West Arizona Region
Jennifer Tumlinson Gulf Coast Region
Sowo Varney
South Los Angeles Region
Arefeh Vasefi, RDH San Diego Region
Cecilia Vasquez
Inland Desert Region
Kate Voronina Central Florida Region
Vincent Wang, DMD
North Las Vegas/ South Las Vegas Region
Alexandra Willoughby New Mexico/Southern Colorado Region
Ryan Wilson, DDS New Mexico/Southern Colorado Region
Regina Yanez
South Inland Empire Region
Joyce Yu, DMD Gulf Coast Region
Karim Zaklama, DDS North Inland Empire Region
Presented by: Carli Casey, Sr. Manager, Corporate Social Responsibility and Service
Presented by: Shawn Fuller, DDS, Multi-Practice Owner Dentist, National Clinical Council, Regional Clinical Partner, Massachusetts
DE NOVO OF THE YEAR
Whittier Modern Dentistry (Office 408)
Orange County Region
Presented by: Mark Dean, Regional Partner, Ohio Region
Presented by: Carli Casey, Sr. Manager, Corporate Social Responsibility and Service
Presented by: Bianca Velayo, DMD, Multi-Practice Owner Dentist
I love dentistry and get pure gratitude and joy from being able to help patients. I think I get more out of it than they do. I plan to show my son the shovel as a teachable moment that when you focus on taking care of people, God will bless you in many ways.”
– Taj Ibrik, DDS, Owner Dentist, Dentists of Stone Oak and Orthodontics (Office 789)
Audri Beach
Eastern Arizona Region
Lee Bentz
Central Valley/Bay Area Region
Alexa Benz
Midwest Region
Jesander Blanco
Tennessee Region
Lauren Book
New Mexico/Southern Colorado Region
Claudia Camacho, DDS
North Los Angeles Region
Caryssa Cook
Idaho/Utah/Reno Region
Chelsey Elliott
Irvine Support Center
Brandon Kaecker
North Las Vegas/South
Las Vegas Region
Vanessa Kappitz
San Diego Region
Domenique La Rosa
Massachusetts Region
Rene Laredo
Inland Desert Region
Melissa Ledet
Louisiana Region
Katrina McCracken, RDH
North Dallas Fort Worth/ South Dallas Fort Worth Region
Brie Meyer
Minnesota Region
Moyah Robinson
South Florida Region
Tammy Rodriguez
Irvine Support Center
Salena Smalls
Carolinas Region
Kasey Thompson
New Mexico/Southern Colorado Region
John Tran
Orange County Region
Tobey Travers, RDH
North West Arizona Region
Jennifer Tumlinson
Gulf Coast Region
Sowo Varney
South Los Angeles Region
Kate Voronina
Central Florida Region
Regina Yanez
South Inland Empire Region
Karim Zaklama, DDS
North Inland Empire Region
Without hesitation, Regional Partner Shyanne Boike has been my biggest supporter and has always believed in me. I am humbled by this award and so grateful for Shyanne’s leadership.”
– Brie Meyer, Regional Support Manager, Minnesota Region
Heather Davis
Southern Arizona Region
Presented by: Erica Stapleton, Regional Manager, Southern Arizona Region
Vera Garland
Washington/Oregon Region
Presented by: Melanie Smith, Regional Manager, Inland Desert Region
Ahmad Mokbil, DDS
Greater Sacramento Region
Presented by: Sonny Chokka, DDS, Multi-Practice Owner Dentist
Arefeh Vasefi, RDH
San Diego Region
Presented by: Alex Sharifian, DDS, MS, Multi-Practice Owner Dentist, National Clinical Council
Jackie Denmark
Georgia Region
Presented by: Don Webb, VP, Construction
Irma Gonzalez
North Los Angeles Region
Presented by: JoAnn Cunningham, Sr. Director, Learning and Development
Aaron Parrish
Gulf Coast Region
Presented by: Darin Reagan, DDS, Multi-Practice Owner Dentist
Ryan Wilson, DDS
New Mexico/Southern Colorado Region
Presented by: Charles Rodgers, DDS, VP, Clinical Quality, Multi-Practice Owner Dentist
Massachusetts Region
Presented by: Bryan Watanabe, DDS, Multi-Practice Owner Dentist
Dana Harward
San Diego Region
Presented by: Tanisha Jackson, DDS, Multi-Practice Owner Dentist
The greatest part of my role is supporting the development of others whether within a current role or working toward next-level development. This award is simply the testimony of the success of our great team.”
– Dana Harward, Regional Director of Talent Development San Diego Region
The journey from 2022 to 2023 has been nothing short of remarkable for Waltham Modern Dentistry (Office 931). Despite facing challenges like stepping out of comfort zones and managing schedules to balance patient care with financial goals, their commitment to excellence and resilience fueled impressive growth. They focused on the wins: Embracing the PPE, accommodating to patients’ needs, and working as a team to meet daily goals and support each other’s success.
Fast forward to the end of 2023, and the transformation is truly inspiring. Their commitment and hard work yielded a remarkable year-to-date NOI of 22.5% from just 7.82%. The team successfully eliminated short-term debt. Additionally, the office proudly reported success in OD distributions.
Owner Dentist Anthony Falone, DMD, describes this achievement as a testament to “deserved, teamwork, family and hard work.” In order to build this momentum, leverage lessons learned and establish a strong culture, Dr. Falone worked closely with Regional Manager Meghan Flynn. With an “alone we can do so little; together we can do so much” mindset, they engaged the team in both patient care and cultivating a positive culture. And this dedication from each team member to shift the culture made all the difference.
When you aspire to improve, self-reflect. It’s possible. And remember, “You’re not in it alone. Look at your peers, look at your team and get after it!” said Dr. Falone.
Presented by: Deepika Dhama, DDS, Multi-Practice Owner Dentist, National Clinical Council
This is such an honor but none of it could have been achieved without an incredible team, exceptional care and treating patients as if they were family.”
– Isabel Simpson, DMD, Owner Dentist
Since its establishment in 2016, Cheyenne Mountain Modern Dentistry and Orthodontics (Office 555) has consistently been a top-performing dental office, earning seven award nominations for this category. Behind these accolades is a team fueled by unwavering dedication, teamwork and synergy, crafting their success story.
From Associate Dentist Evan Frazier, DDS, Operations Manager Karina Vega to new partner Denise Clare, DMD, and every team member, they all contribute uniquely to this exceptional achievement. With an impressive NOI
REGIONAL DIRECTOR OF THE YEAR
Toreano Norris
Central Valley/Bay Area
Region
Presented by: Lynda Watanabe, DDS
Multi-Practice Owner Dentist
of 34.59%, they rank second-highest in the company. What’s even more remarkable? They’re the first practice to reach $5 million in revenue with just 10 operatories.
Ryan Pfeifer, DDS, serving as both the owner dentist and regional clinical partner, “impacts the practice and clinical culture not only within his office, but also throughout the New Mexico/Southern Colorado region. He has been vital to helping associate dentists become owners, which is invaluable in our market,” said Territory Partner Stephanie Wootan.
Karina Vega further emphasizes the importance of team empowerment and self-trust. “Combined with the support from Stephanie Wootan and Regional Manager Dave Donohoue, it’s an amazing region and I’m so proud.”
Together, their collective efforts and shared vision have not only shaped a successful practice but have also fostered a dedicated team executing a positive clinical culture and providing the Perfect Patient Experience.
Dr. Pfeifer’s lasting piece of advice for other offices working toward this goal: “Be consistent and never give up.”
An unexpected story emerged at this year’s XP awards ceremony when Toreano Norris, aka the triple threat, took home not one, but three XP awards for Regional Director of the Year, a We Serve Award and is a critical team member in the Central Valley/Bay Area region for Region of the Year Award. His accomplishments echo the spirit of our company — dedication, teamwork and unwavering commitment to service.
Toreano’s leadership philosophy is both empowering and simple: “I pour myself into my team and believe nothing is impossible — this has led to tremendous success. I really want to show my team there are no limits to what we can achieve together.” This ethos has not only inspired his team but has also driven significant results.
His dedication to service is equally commendable. Toreano emphasizes, “My biggest inspiration for service is simple — my team. They find patients who need help and support, and we rally to make it happen.” This commitment to serving others earned him the We Serve Award, highlighting his team’s exceptional efforts in patient care.
Representing the Central Valley/Bay Area region, Nicholas D’Amico, territory partner, and Matt Ornelas, regional partner, said it best, “This achievement is entirely due to the dedication of every team member. Their dynamic support for each other not only provides better care for the patients but also enhances the overall platform.”
With a dedicated team and a shared vision, Toreano’s belief that nothing is impossible truly defines the “Toreano Effect.”
Jennie Browning joined PDS in 2003 as an operations manager at Rancho Dental Group (Office 26) at a time when the company was supporting 50 offices. She’s since watched the organization grow to its current state supporting almost 1,000 offices (including 10 medical practices) in 24 states. As the recipient of the XP Award of Distinction, she plans to continue supporting PDS as it begins its next chapter as PDS Health.
Jennie’s career trajectory has been impressive. After becoming an OM, she later took on the roles of multi-office manager, regional manager and regional director before coming to ISC where she worked with the De Novo and New Markets team. At that same time, she was busy working on deploying Epic to more than 900+ supported practices. Now in her current role as senior director of operations support, Jennie supports operations serving as a bridge between operations and IT.
Vice President of Operations Support Dave Bryant agrees her contributions are extraordinary. “Jennie really is the voice of the field,” he said. “She works tirelessly to ensure workflow enhancements or adjustments add value to leading optimization
with the PDS platform so that clinicians and operators receive the maximum possible benefits.”
“I understand she was shocked when her name was announced but that shows how humble she really is. Her knowledge of the critical processes and systems that are integral to the company’s success, as well as her enthusiasm to support her fellow team members are why Jennie deserves this award.”
When asked how she felt about winning, Jennie was grateful to be honored by her peers. “You don’t go through your career thinking you’re going to win awards, so I feel really lucky to be rewarded for doing something I love and to be trusted by so many different people and departments.”
After her win, she is in full planning mode to continue doing what she loves best — supporting PDS as the organization transitions from a dental support organization into a health care support organization. “This is a special time to be here and I’m excited to see what’s in store for the next 30 years and to be part of it.”
Presented by: PDS Executive Leadership Team
When asked how the Central Valley/Bay Area region was able to edge out the other nominees (Central Florida, Eastern Arizona, South Inland Empire and South Los Angeles) for Region of the Year, Territory Partner Nicholas D’Amico and Regional Partner Matthew Ornelas said it all came down to team members coming together to better execute the PDS platform. “The reason we prevailed was absolutely because of teamwork. It’s entirely the PDS community coming together and being aligned in understanding their individual responsibility to the collective success of the region. It all starts with one patient and practice at a time, but the way this team supports, encourages and holds each other accountable is really special. That’s what community is all about,” said D’Amico.
It’s also clear the Central Valley/Bay Area team sets the tone when it comes to executing the PDS platform for success while enhancing the landscape of patient care. The numbers speak for themselves:
• 23.84% top line growth ($100.3 million)
• 40.6% bottom line growth
• Reduced DDS turnover from 78.3% to 30%
• 49% improvement in OD distributions
Matt Ornelas added that the team fought hard for these results and said the achievement is a testament to their hard work. “We all pursued a shared vision, and it’s thanks to the dedication of every team member and clinician in the region that we achieved this award.”
Multi-Practice Owner Dentist and Regional Clinical Partner Ahmad Mokbil, DDS, agreed that because team members remained focused on delivering patient-centric care resulting in lifelong patients, they were able to successfully execute the platform.
“From a clinical perspective, it was about being there for our patients,” said Dr. Mokbil. “Whether that meant being open after hours or on weekends, we made sure to do whatever it takes to give patients the access to care when they need it.”
Congratulations to the entire Central Valley/Bay Area region on an extraordinary performance.
Pitbull
A look back at the last 20 years of XP history.
Even though PDS opened its doors in 1994, it wasn’t until May 2004 when the first XP Awards were held at the Hyatt Grand Champions Resort & Spa in Indian Wells, California. As the first XP event, it was only fitting that the theme was Extraordinary Performance.
This year’s theme of Dedicated to Leading Change in Health Care speaks to PDS’ commitment to dental-medical integration. Although the themes have changed throughout the years, the purpose remains the same: Creating healthier, happier patients in the communities we serve and beyond. Here is a look back at XP over the years and the memories that have become synonymous with PDS culture.
2012: Inspired
2014: 20/20
2015: XP Gala
2018: Healthier & Happier
2020: One Team. One Vision.
2022: Game On: The Power of Winning Together
2017: Leaders in Private Practice+
2013: Choose Greatness
2016: Live Your Best, Professionally and Personally
Building on an integrated platform, PDS Health will provide business support for both oral health and primary care providers to create healthier, happier patients and a better health care system for all.
PDS has been dedicated to delivering the best oral health care in the communities we serve by pushing boundaries within the dental industry through better technology and excellence in clinical care. And now, the company is transforming into a comprehensive, integrated healthcare support organization with a new name: PDS Health.
We will continue to serve our core dental line of business while strategically expanding into related business lines that will complement and enhance our world-class platform.
Over the last three decades of learning, growth and innovation, PDS Founder and CEO Steve Thorne began to notice a pattern in evidence-based studies: Inflammation in the mouth is directly correlated to inflammation and illness in the body. What was often overlooked in the myriad of studies is that the most common chronic inflammatory disease in the world is periodontal disease.
Armed with this research and in partnership with key clinicians and other leaders in healthcare, Steve began connecting the dots that clearly demonstrated that oral health providers are often the first line of defense against early indicators of disease, and they can save lives. The “aha” moment came from understanding the future of medicine is in preventive and predictive care, not reactive, fix-after-broken patch-up work. This is where the idea of the Mouth-Body Connection began to take shape and from where the idea of PDS Health as an integrated healthcare support organization stems.
Driven to improve the overall health of patients through better coordination and treatment between dentists and primary care providers, Steve realized that managing inflammation would be the key to uniting medical and dental professionals. With this understanding, PDS began to pilot dental-medical integration as a business model in 2016 through co-located medical and dental offices working in collaboration together in Nevada. But we found a glaring gap — integrated health records.
Recognizing the need for a common patient data set and the need for provider collaboration, PDS invested millions of dollars to deploy the nation’s largest electronic health records system into all its supported practices, being the first dental support organization to undergo this transformation. With Epic successfully implemented in 2022, medical and dental clinicians are now able to see more accurate health and treatment histories including medications, imaging and lab results, in addition to improving communication to avoid duplicative or even harmful treatment, streamline costs and ensure better results.
Acting as the leader in the dental industry is nothing new to PDS. What has taken competitors and even some medical professionals years to acknowledge, however, is that when dental and medical teams coordinate, patients’ health improves often before conditions worsen or become more serious. This is the power of dental-medical integration and this is the power of PDS Health.
The future of health care relies on predictive, preventive care using tools like genomics and saliva, blood testing to provide the most personalized diagnosis and treatment. This not only ensures early detection and prevention, but also helps to reduce overall healthcare costs for patients and providers alike.
Integrated care — whether in a dental-medical co-location or as part of a referral network — will help supported clinicians identify serious conditions sooner and treat patients holistically, avoiding duplicative or unnecessary treatment. The result is a more seamless, coordinated care experience to address health concerns immediately and to provide clinical care designed for each individual patient — this is revolutionary and challenges the standard reactive care being delivered in health care spaces across the country today.
The U.S. population itself is getting older — the number of Americans over the age of 65 is expected to almost double over the next 30 years. Not only that, periodontal disease
increases with age — the Centers for Disease Control and Prevention (CDC) reports that 70% of adults 65 and older have periodontal disease.
A growing, aging population means more patients with chronic conditions, many with multiple conditions. By recognizing and intervening early, oral health providers can lessen both the severity of these conditions and the overall costs to the health care system. We are uniquely positioned to help patients identify early inflammation and reduce or eliminate early symptoms of diabetes or heart disease before they become chronic. This kind of treatment helps eliminate the most costly care for these patients and our healthcare system, including hospitalizations and life-long medication.
Much like PDS, that is the mission of PDS Health.
“We are on a mission to lead change in health care, moving from reactive care to predictive and preventive, using what we know about the Mouth Body-Connection and making dental medical integration the conduit to drive this change,” said Founder and CEO Steve Thorne. “I believe that God has put us in this place and at this point in time to forever change how oral healthcare providers and their medical counterparts work together to help people live healthier and happier.”
Since PDS began championing the MouthBody Connection, we have seen thousands of studies published that further detail how
inflammation, enzymes and bacteria from the oral cavity are linked to eight of the 10 leading causes of death in America.
Research and reports continue to demonstrate that poor oral health and oral infections can introduce oral bacteria into the bloodstream, oftentimes leading to serious illness including heart disease, stroke and Alzheimer’s disease, among others. The data showed what PDS had been saying for years — the mouth is the gateway to the body.
This early understanding allowed PDS to make several precedent-setting moves on scale: PDS was the first to go to an electronic dental record, the first to offer same-day crowns with CEREC CAD/CAM, the first to implement saliva diagnostics, the first to implement Epic and create true comprehensive health records and one of the first to call for Medicare to include medically-necessary dental coverage. PDS Health marks another first as we lead the charge for dental-medical integration around the world.
The evolution to a broader health care model is seamless because PDS’ platform has worked so well for 30 years. That is evidenced in the nearly 1,000 PDS-supported offices across the country. While there have been important strategic moves made, the PDS structure and PDS platform are the standards that allow the company to maneuver with more agility through consistent growth. Adding a new dynamic — medical care — to an already robust system simply enhances care for the patient.
Now, as PDS Health, the same model will be replicated by medical providers using the PDS platform to scale their businesses and help bridge long-standing gaps and ensure better access, treatment and prevention for all.
We are committed to curating modern technologies designed to accelerate dental-medical integration and help clinicians implement a primary care model that is predictive, preventive and personalized.
Using what PDS has learned about the Mouth-Body Connection, PDS Health will focus on tools that allow clinicians to provide proactive instead of reactive care. This commitment will help the organization push the boundaries while further streamlining treatment, acknowledging that research and tools are simply a means to ensuring an excellent patient experience.
Too often, a barrier to better care is the current clunky, siloed healthcare system — PDS Health is aiming to change this outdated infrastructure. Through an ongoing partnership with Epic, we will help institutions from dental schools to small and medium-sized DSOs implement and install Epic following PDS best practices. This will improve coordination and collaboration, making treatment easier to access and more efficient.
As Steve has emphasized, this new future will require PDS team members and clinicians to undergo a paradigm shift. Thirty years of excellence is impressive, but PDS now has a responsibility to take our accomplishments to the next level and lead the change in health care.
We plan to grow our medical line of business in Arizona and Nevada, and will continue our joint venture with MemorialCare health system to develop integrated medicaldental practices in Southern California over the coming years.
The future of health care is clear — integrated, personalized, preventive and predictive care. PDS is creating the infrastructure to support this new way of providing treatment applying the tried and tested PDS model.
Together, team members will create transformative health solutions that change patients’ lives and empower them to live longer, healthier and happier.
PDS Health will continue to be guided by its values, or eight “We Believes,” slightly modified to unify dental and medical care delivery models that build trust, encourage self-governance, and inspire us to achieve at the highest level.
1. 2. 3. 4. 5. 6. 7. 8.
Patients pay our salaries.
Everyone must work to ensure they are satisfied. In order to succeed, we must provide patient-centric, integrated care along with unique experiences creating patients for life.
Only God knows what tomorrow holds.
We are thankful for today’s business and understand that constant learning and adaptability are part of our job.
Job security lies in an individual’s employability. Team members get paid based on their personal value to the company.
The way we do business is as critical as whether business is good or bad.
Our decisions for moral and ethical conduct are based on principles given to us by God in the Bible. Honesty, integrity and character are vital aspects of business.
Quality performance at every job, every day, every hour, is required.
It is our privilege to perform beyond what is required.
Everyone has the will to succeed and can make proper decisions.
We understand that as a business we will have problems, and problems are just opportunities in disguise. As problems arise, we trust team members to use their best judgment to resolve them in order to take full advantage of the opportunity to improve.
We have the obligation and the opportunity to provide the best clinical care possible to every patient.
We understand what great health care is, so we educate patients of their current personal health and provide the opportunity for them to take the necessary steps to live a healthier, happier and longer life.
The power of teamwork. We all fail or succeed together.
O ur Purpose:
Healthier, Happier Patients®
Our Vision:
Be the Greatest Integrated Healthcare Company in the World
Our Mission: Transform Patients’ Health Through the Mouth-Body Connection®
Our Promise:
To be the best choice for practicing clinicians and team members who are committed to maximizing their God-given potential
Our Clinicians: Dedicated to Clinical Excellence®
PDS Platform:
A world-class platform empowering individuals to build exceptional careers and businesses, where success is achieved through commitment and dedicated effort.
Long before the We Serve department and Pacific Dental Services Foundation existed, community outreach was already at the heart of PDS culture with Founder and CEO Stephen Thorne’s vision guiding the way.
From the early roots of Pacific Dental Services (PDS), serving the community was ingrained in the company’s culture beginning with our first supported practice. As PDS has grown and we reflect on the 30-year history that brought us here, we are more committed than ever to ensuring the legacy of service continues to evolve. It’s simply who we are as an organization. Today, with 1,000 supported practices, the result has been millions of lives changed domestically and internationally.
It all started with one man’s vision and guiding principles: To build a culture of service, ultimately creating a healthier, happier world. This would later become the “why” and early foundation for creating the We Serve department.
“Through years of dedicated service to others, we’ve not only seen the positive impact we bring but also the transformative effect it has on our team members,” Founder and CEO Steve Thorne said.
“By serving others, we are also changed for the better.”
In 2005, the second annual XP event was themed “We Serve.” The keynote speaker featured Ken Blanchard, author of “The Servant Leader: Transforming Your Heart, Head, Hands and Habits.” Steve began to formalize what began as an unofficial vision from a decade prior and create a value differentiator amongst our competitors. “How well we serve is what will distinguish us from the rest,” he said. Steve further shared that our service leadership would influence the success of existing office, city and regional expansion along with regional and OD growth. Today, that same philosophy applies.
Sense of sacrifice, doing more than what was expected
Excellence in all we do
Respect for the people we serve, both internal and external customers
Value. In patients’ minds, services provided must be worth the money
Enthusiasm, enjoying our work
A few months after XP, Hurricanes Katrina, Rita and Wilma devastated surrounding communities along the Gulf Coast. For the first time, PDS announced it would match team member donations up to $50,000 and the first service fundraiser was established. Together, PDS donated $100,000 and many gave their time, resources and talents to clean, rebuild and support local organizations, churches and shelters providing relief where needed. Some even provided shelter in their own homes to hurricane victims and PDS teamed up with the American Dental Association to provide career opportunities for victims wanting to relocate to California or Arizona.
The following year in 2006, Steve and PDS team members embarked on their first international service trip to build a house for a family in need south of the border in Mexico. This experience laid the foundation for what would become the We Serve department a few years later. In 2008, seven PDS team members and clinicians went back to Mexico to donate dental services to patients in Ensenada, which began a trend of global service initiatives.
That same year, PDS established the Braveheart program, a series of local and international outreach trips. Additionally, we began to establish strategic partnerships with nonprofits like charity: water in 2009 and KABOOM! the following year, a national non-profit that transforms vacant lots into playgrounds creating safe places for children to play in under 24 hours. These relationships remain intact today. We have since expanded our partnerships to include organizations that make a difference in people’s lives and leverage existing infrastructures to maximize our impact.
In 2009, PDS prioritized international service trips to Nepal, Ethiopia and Fiji to provide donated dental care to these underserved populations and further expand its global reach.
Pacific Dental Services believes the way we do business is as critical as whether business is good or bad. These are not just words on a wall. This is why PDS dedicated resources and created the official We Serve department in 2010 staffed with servant-hearted leaders to further invest in a culture of service. The purpose of We Serve is to build a culture of service and a reputation of purpose through transformational connections.
Our We Serve culture encompasses the three Ds: Dentistry, Donate and Do Something.
Throughout the year, PDS-supported dental practices are empowered to donate their time and expertise to patients who cannot otherwise afford treatment. In 2011, Smile Generation Serve Day was created to bring the PDS family and community partners together for one Saturday each year to provide dental treatment to underserved patients in their communities at no cost.
More than 140 offices participated that first year. By the fourth Smile Generation Serve Day, we had a movement with more than 345 offices participating.
Today, we have almost 100% participation and Smile Generation Serve Day is synonymous with who we are as an organization. It reverberates across offices filling our social media and hearts as we live out the meaning of service while lifting up our family, friends and neighbors.
In 2012, a year after Smile Generation Serve Day was created, PDS established the PDS Foundation (PDSF) (originally called the PDS Serve Foundation), a 501(c)(3) non-profit dedicated to improving overall health through oral health and providing opportunities to serve locally, nationally and internationally. Initially, the PDSF was focused on two key initiatives:
1. Serve local and international communities with improved oral health care
2. Help PDS team members enjoy more successful relationships, marriages and families.
In 2013, the PDSF outfitted a recreational vehicle into a mobile dental clinic to meet patients where they are and attended events in communities across the country providing dentistry at no cost. During that first year, the mobile clinic served 342 patients and provided more than $148,000 in donated dentistry. Prior to being retired in 2020, the mobile dental clinic provided $4 million in donated dentistry and made a lasting impact on 5,755 lives.
In 2015, the Clínica Dental in Xenacoj, Guatemala was established to address the widespread need for oral health care in a country with over 16 million people, many of whom live with some form of periodontal disease. PDSF supports the clinic’s full-time staff to ensure the people of Guatemala have year-round access to care while helping create a sustainable model of care. PDS team members are encouraged to volunteer their time at the clinic along with students from various dental schools including the University of the Pacific Arthur A. Dugoni School of Dentistry, a strategic partner of the Foundation.
In 2016, the Dr. Carolyn Ghazal Dental Assistant Scholarship program was established to provide tuition support for the next generation of servant-hearted dental assistant leaders and to help elevate the dental assisting profession.
A few years later, in 2019, the Dentists for Special Needs office was founded in Phoenix, Arizona to fill a gap in care for people with special needs. Last year, the office treated more than 4,000 patients while helping train clinicians to ensure more patients with special needs can access care, no matter where they live.
Today, the PDS Foundation carries out its mission through three main programs:
• Special Needs Dentistry Program, which aims to improve oral health for individuals with special needs through selfsustainable clinics, education and advocacy.
• The Dr. Carolyn Ghazal Dental Assistant Scholarship Program. To date, this program has provided $1.6 million in tuition assistance to students, helping to address an industrywide shortage in dental assistants.
• International Service Trips and Dentistry Program to increase access to oral health in Guatemala through opportunities to serve.
Through these programs, we see how oral health can improve overall health and the lives of people being served as well as those who are called to serve. We know this because of the many powerful clinician and team member testimonials shared over the years:
“For me, one of the happiest times of each year is the service trip to Guatemala. Witnessing the transformation of team members and patients humbles me in my daily life.”
– Multi-Practice Owner Dentist Miran Ho, MS, DDS, and Regional Clinical Partner
“Serving the Guatemalan people through dentistry at the clinic was an awesome, humbling and rewarding experience for me and my children.” – Multi-Practice Owner Dentist Rittu Gill, DDS
In 2023, PDS held its 40th international service trip. What a long way we have come.
In 2016, PDS implemented a new benefit to provide team members with paid volunteer time and encourages them to serve their communities. Additionally, every supported practice is empowered to partner with local charitable organizations to host local collection drives for monetary and/or physical donations from patients.
Each spring, PDS partners with charity: water to host a fundraising campaign. Donations go directly to building wells and providing clean drinking water to people in developing countries such as Ethiopia, Fiji, Nepal and Haiti. In 2019, PDS added Special Olympics International as one of its national partners and provides volunteer opportunities for team members to serve at local events or donate to Special Olympics programs in addition to educational resources for caregivers and athletes.
And in 2020, the Stroll for Special Needs 5K benefiting the PDSF special needs dentistry program was created followed by the in-office Smile for Special Needs fundraising campaign in 2021.
PDS has been recognized many times throughout its history for meritorious service, corporate social responsibility and contributions to society. While awards are not the reason we pursue and value serving others, we are humbled and honored to receive these distinctions and remain committed to the evolving needs of the communities we serve.
Much like the way PDS has grown over these 30 years, so has our commitment to service. Many team members have cultivated a deeper sense of purpose as a result of our force-for-good culture. Whether through blood donations, collection drives, adopt-a-family initiatives, charity partnerships and more, our values have been strengthened and show us deeper, more rich meaning for why we exist. It is a reminder of the small, start-up company and vision that began 30 years ago, yet through our collective efforts, much is still the same — the tradition of serving others and transforming lives is our greatest strength. Here’s to many more years of creating healthier, happier communities whether at home or abroad.
647,865 volunteer hours served by PDS team members
$1.9 million donated through KABOOM! partnership
27,000
$8.7 million
247,000 people in 6 countries raised and donated for charity: water to provide clean, sustainable drinking water to nearly $116 million in donated dentistry by PDS clinicians to more than
86,000 patients through monthly pro-bono dentistry, Smile Generation Serve Day and serving with the PDS Foundation playgrounds built 19
$20 million patients provided with more than in donated dentistry through international service trips, the PDS Foundation Clínica Dental in Guatemala and previously through the mobile dental clinic
Stephen Thorne
Three decades of unwavering dedication, innovation and excellence this is the legacy we celebrate this year. As we commemorate this momentous milestone, we reflect on the journey that brought us here. From our visionary leaders to the dedicated team members who have been with us every step of the way, each team member has played an integral role in shaping our success story.
We invite you to embark on a journey through time as we share the stories of the extraordinary individuals who have been essential to the PDS family since its inception. From laughter-filled anecdotes to invaluable wisdom gained through years of experience, these pearls of wisdom offer a glimpse into the heart of our company.
Join us as we celebrate the past, cherish the present and look forward to the endless possibilities on the next leg of the journey as PDS Health. Here’s to 30 years of growth, resilience and shared triumphs that make our company truly exceptional.
What values and principles guide your decision-making as a leader, and how do you ensure they’re reflected in the company’s actions and culture?
Years ago, we designed the behavioral framework that we know today as the We Believes. These are our values and guiding principles. I knew back then that I did not want these to simply be words on a wall (although we certainly see them on the walls throughout the support centers), rather a north star to shape the behaviors of every team member that works for PDS and every clinician who partners with us.
Today, the We Believes are engrained in our culture and platform. We have built them into every area of the company’s communications, operations, clinical practices and overarching business model. The We Believes are simply synonymous with who we are and I reflect on them often to guide my decisions as a leader.
If you were to write a book about your leadership journey, what would the title be and what’s the central message you’d want to convey?
I keep thinking back to the famous line from the 1994 film, Forrest Gump. “Life is like a box of chocolates. You never know what you’re going to get.” Coincidentally, this film came out the year PDS was founded. The message in that line is not too dissimilar from We Believe 2, which states: “Only God knows what tomorrow holds.”
When I reflect back on the last 30 years, there have certainly been many twists and turns. Some good, some not. But ultimately, how we react in the face of unexpected moments is where character comes from. The central message of the book would be one of humility, agility, continuous learning and gratitude. No matter what comes our way, as long as we are focused on those key areas, we will be better prepared to anticipate life’s curveballs with grace.
What are you more afraid of: Failure or success. Why?
Failure has both pros and cons. On the one hand, when you fail at something new, you can at least say that you tried. Some of my greatest lessons have come from failure. If it wasn’t for a fluke boating accident that ended my previous scuba and shark diving business, who knows if PDS would exist. I can’t imagine my life without the last three decades with PDS — it has truly been so rewarding.
My bigger fear is failing because of something beyond my control. For example, COVID-19 was an unprecedented global pandemic that had the potential to destroy the business I have spent my life building. Lives were literally at stake. Thankfully, because of the unparalleled resilience of the PDS family and the leadership shown during this moment of crisis, what started as a potential failure ultimately allowed PDS to come out on the other side stronger than ever.
If you could rename the company using only emojis, which ones would you choose?
Stephen Thorne Founder and CEO
Think about a time when you witnessed a team member achieve something remarkable within our company. How did their success influence your feelings of pride in being part of our organization?
Rose Olague’s (Director, School Relations and Dental Assistant Programs) journey at PDS has been nothing short of remarkably inspiring. Starting as an intern at a Rancho Cucamonga practice in 2008, she later joined Monet Dental Group and earned her RDA license. She was promoted to lead dental assistant due to her commitment and talent. Recognized for her dedication, she became regional back office manager for Southern California’s South Inland Empire and San Diego regions in 2015, earning the PDS XP Platinum Award. She was appointed to the Dental Board of California by Governor Edmund G. (Jerry) Brown Jr. in April 2018. In the same month, she joined the PDS national support team as senior specialist for Dental Assistant National Strategy and School Relations and progressed to director of Dental Assistant Programs and School Relations by April 2022. Pursuing higher education, she obtained a Bachelor of Arts in Psychology and a Master of Arts in Business Management, now pursuing a Ph.D. in organizational leadership at La Sierra University. As an active advisory board member for the Pacific Dental Services Foundation and mentor for dental assistant scholarship recipients, Rose exemplifies the opportunities for growth and success within our organization.
If PDS had a theme song, what would it be and why?
“Unstoppable” by Sia is the song that comes to mind. Because of our patient-centric culture, implementation of the Mouth-Body Connection and the grit and tenacity of our team members, I believe that WE ARE UNSTOPPABLE!
Carolyn Ghazal, DDS Chair of GP Platform Development and founding owner dentistReflecting on the We Believes, which one resonates with you the most, and can you share a personal experience that exemplifies how that value has influenced your sense of pride in our organization?
We Believe 3: Job security lies in an individual’s employability. Knowing my craft so well, being a dental hygienist is like bread and butter. I have served almost 28 years with PDS and I thank everyone I have worked with. Being patient, sincere and having a positive attitude allows camaraderie between me, my patients and co-workers. I take great pride working at a company that allows me to be me and has rewarded my hard work along the way.
What’s your favorite memory at PDS?
I have two favorite memories. Of course, the many We Serve opportunities. I love giving back, spending time with coworkers and having fun while making a difference in patients’ lives. The other was my trip to Hawaii with my late husband Dave — these memories I’ll never forget.
If you were stranded on a desert island with three team members, who would you choose and why?
If I was stranded on a desert island, I would bring Luis Moran (Regional Back Office Manager), Cyndi Orozco (Operations Manager) and Sanaz Khaleghi, DDS (Owner Dentist). Luis because he would utilize all his leadership skills that he has learned in his many positions with PDS (except staying on budget, lol). I know he would make the best out of the situation by making us laugh with his endless jokes. Dr. Sanaz because I know I would be taken care of. Working as her main assistant for the past five years, I’ve learned we work very well together and that she can be calm in any situation. We’d be able to get through anything together. Cyndi and I would be adventurous and have fun. As a great OM, Cyndi would delegate jobs to be able to survive. Also, as fellow moms, we’d explore and come up with a plan to get OFF this island!
If you could have a superpower in the dental world, what would it be and how would you use it to benefit the office?
If I had a superpower in the dental world, that would be knowing how to hypnotize my patients without hesitation or any questions to create a winwin-win. Patients would simply approve of my treatment plan so that I could provide the best care and be their advocate. This superpower would ultimately also benefit my office and I will be the highest producing hygienist in the organization creating a winning trifecta.
Carol Bartholomew Carol Bartholomew - Inland Desert Region Registered Dental Assistant Extended Functions at Beaumont Smiles Dentistry and Orthodontics (Office 207) Ellen Arcala, RDH - San Diego Region Registered Dental Hygienist at College Dental Group and Orthodontics (Office 72)
If you were stranded on a desert island with three team members, who would you choose and why?
The first is Joe Feldsien (Territory Partner). Deep in his past, he knows about farming. That would have to come in handy. Next would be Jennie Browning (Sr. Director, Operations Support) and Sarah Brooks (Director, Regional Management Development). If there was a solution to our predicament, I know those two would get us going in the right direction.
Reflecting on your career, what’s one thing you wish you had known earlier?
Staying focused on a few things as our true north is so key. We have to improve, grow and change, but we can never forget about the basics — helping providers win, executing the platform, improving ADP and helping improve the team member and patient experience.
David Bryant - Irvine Support Center VP, Operations Support
What advice would you give to someone just starting their career at PDS?
I have two pieces of advice: 1) Treat every patient like you’d treat your family member and 2) There are no short-cuts in dentistry, only long-cuts.
Brian Buehler, DDS - Orange County Region
OwnerDentist at San Clemente Dental Group and
Orthodontics(Office 70)
What was the funniest meeting you’ve ever been in?
Several years ago, when the company was smaller, we had monthly in-person office manager meetings for all the OMs at the old support office off of Michelle Drive in Orange County. One of the meetings happened to be scheduled on Jon Thorne’s birthday. A few of us got together and hired a Richard Simmons impersonator to put on a show with Jon, of course, being the main participant. It was a blast. Jon was the best sport and went along with the entire bit. We all had a laugh and a good time. The unintended consequences for me that day was that Jon saw me pay the performer. Since that day, I make sure to check every year and pray to God that my birthday doesn’t coincide with a large meeting so I am not a target of what would be an absolutely deserved payback joke from Jon.
Can you share a particularly memorable team bonding experience or company outing?
During one of the XPs in San Diego, likely the third or fourth, we had our regularly scheduled OD meeting. Steve organized a special outing for all attendees to sail on the America’s Cup sailboats in the bay. It was an amazing bonding experience that I’ll never forget. Being part of something so unique made me realize how special PDS is. With 30 years of PDS and almost 27 years for me, we’re accomplishing what many other companies, especially dental organizations, wouldn’t be able to achieve.
Mike Butler - San Diego Region
Regional Partner
If you could swap jobs with anyone in the company for a day, who would it be and why?
I would swap with Founder and CEO Stephen Thorne. As an entrepreneur, he sees his vision for PDS come to light as it continues to grow. I’d like to feel the immense gratitude he must experience on a daily basis.
What’s one of your favorite company traditions and why?
Once a dental assistant, always a dental assistant. The annual Lead Dental Assistant Charge has always been a highlight each year for me. It is a true PDS family reunion to be able to reconnect with those I have worked with for years and meet the new and rising stars of the back office. Being a part of the development of the next generation of DA professionals has been my passion and one of the most rewarding things I have had the privilege to do in my time with PDS.
What’s your favorite hidden gem (e.g. secret spot, best view) at any of the support centers and why?
Sitting in the back of PDS University at the Irvine Support Center during training and watching the light bulbs start to turn on as new team members learn all that PDS can bring to their career journey.
JoAnn Cunningham - Irvine Support Center Sr. Director, Learning and Development
JoAnn Cunningham
What lesson took you the longest to unlearn in your professional career?
It’s OK to ask a question when you do not know the answer. It doesn’t mean you failed. It just means there is a learning opportunity that awaits you.
Sue Carver - Dallas Support Center Auditor, Insurance Claims
Has a team member ever changed your life? Have you ever changed a team member’s life?
When PDS acquired the dental office I managed back in 2002, I knew there would be changes. From the start, I was provided the support and direction to continually enjoy managing College Dental Group and Orthodontics (Office 72.) Along the way, I’ve been fortunate enough to receive knowledge and coaching from people like Mike Butler (Regional Partner) and Joanna Rodgers (Chief Administrative Officer and SVP, People).
I am grateful for my PDS family, from my fellow team members to the supportive supervisors and directors. I never thought when I started as a dental assistant at 17 years old that I would still be here doing what I enjoy — TEETH!
I don’t know if I have changed a team member’s life, but I do know that my team members changed mine. They taught me how we can all be accepting and supportive of one another in our work family. The relationships we’ve formed through life-changing events and experiences have stood the test of time.
When was the last time you went to the dentist? How often do you actually go?
I am a rule follower! I schedule my dental exams 1-2 times a year and see my favorite hygienist Shakeiba Mehr every 3-4 months.
Deborah Elstad-
Irvine Support Center Auditor, Insurance ClaimsCan you describe the moment where you felt the proudest to be part of this company?
Hands down, the moment I am most proud of was PDS’ response to COVID-19. From the leadership of Founder and CEO Stephen Thorne and the executive team to every department supporting our OD partners and field leaders, there is not enough space in the magazine for me to share all the heroic acts as we all navigated unprecedented times. Outside of emergency services, dental practices across the country were required to close, a decision beyond our control, but the PDS family rallied together and demonstrated the power of resilience and what it means to be PDS Strong!
Despite these challenges, PDS invested $10 million in base-pay continuation, $5.4 million in team member benefit premiums April-June 2020 plus July for furloughed team members, $3.9 million to defray 75% of the increase to medical coverage rates, $110,000 in expanded back-up childcare and homeschool support and contributed $7 million to 401k accounts, all of which I am especially proud to have supported.
The company sourced and secured personal protective equipment (PPE) for team members from multiple distributors (thanks to COO Jon Thorne and Heather Shulga, Dir. Strategic Sourcing and Procurement) when others could not. PDS teams helped to distribute muchneeded PPE from the Irvine Support Center to regional support offices using various forms of transportation — some even personally drove to local offices and various locations to ensure the safety of team members and patients was a top priority. It was truly all hands-on deck.
Teledentistry was erected in record time. Each region established a five-person response team from clinical, people services, compliance, marketing and communications. This just scratches the surface and doesn’t do justice to the hard work, dedication and perseverance I witnessed. In those moments, we saw in real time what it means to demonstrate We Believe 8: We believe in the power of teamwork. We all fail or succeed together. And considering that PDS is here stronger than ever, we definitely succeeded together.
JoannaRodgers - Irvine Support Center
Chief Administrative Officer and SVP, PeopleIf you were stranded on a desert island with three team members, who would you choose and why?
I would like them to be my owner dentist, Manoranjani Sambangi, DDS, my hygienist, Guillermina Hernandez, RDH, and my specialty healthcare coordinator, Anna Sanchez. I have been working with them for many years and they are three of the smartest and most courageous women I know. Through the years they have shown they possess attributes that would help us survive in the wild. They’ve shown they can handle our busy, sometimes chaotic, Chino Hills office and show day-to-day ingenuity and resourcefulness in the office. (But hopefully it’s a beautiful tropical island so we can retire from our dental careers.)
Has a team member ever changed your life? Have you ever changed a team member’s life?
Over the years as an operations manager, it has been my privilege to help my team members grow in their roles, transition into a new role or complete their education in the dental field. One person in particular is Jeremy, who began working at Chino Hills Dental Group at the age of 19. He went from a DA to an RDA, becoming invaluable to our office. After many years of working with us, he expressed a desire to further his education and become a registered dental hygienist. We worked together to make sure he would leave the office on time for his classes. Following his graduation, he stayed at Chino Hills Dental Group in his new role. A few years ago, he bought his first home and moved away.
He still sends birthday and Boss’ Day flowers. To this day patients ask for him and we are happy to reassure them that we maintain contact. He will always be part of our Chino Hills Dental Group family.
Hernandez
Gloria Hernandez - North Inland Empire Region Operations Manager II at Chino Hills Dental Group and Orthodontics (Office 59)
If your office had a theme song that played every time you entered, what would it be and why?
“Stayin’ Alive” by the Bee Gees. The song describes the everyday struggle for survival and the importance of staying positive and full of life even when circumstances seem bleak. For me, it shares the resilience and optimistic qualities I embody in both my personal and professional life. This song reminds me to remain steadfast and hopeful regardless of the challenges I encounter, and it serves as a continual wellspring of motivation, helping me to forge ahead and embrace life with unwavering enthusiasm.
Can you describe the moment where you felt the proudest to be part of this company?
Working here for 25 years, I’ve seen a lot that makes me proud of our company. One big thing is our values and how we treat everyone, whether they’re team members, patients or people in need around the world. It’s not just about business; it’s about making a positive impact in people’s lives. Another thing that stands out is our commitment to give back. Knowing that we’re helping those less fortunate, whether it’s through charity work or providing resources, really makes me proud to be part of this company. And finally, being able to share knowledge and promote good health with our patients is incredibly rewarding. It’s these aspects of our company that make me proudest to work here for so many years.
Mario Ortega
Elizabeth Macfarland - South Inland Empire Region
If the office had a time capsule to represent its culture, what would you contribute and why?
An office time capsule loaded today would look very different than one opened from 30 years ago with regard to technology. Instead of an amalgamator and X-ray film developer, it might contain a milling unit and CBCT scan. But what I would contribute to both is a framed copy of one of the most important of Stephen Thorne’s We Believe statements: “We believe patients pay our salaries. Therefore, everyone must work to ensure they are satisfied. In order to succeed, we must provide patient-centric integrated care along with unique experiences creating patients for life.” Connecting with our patients on a personal level is key to creating Patients for Life.
As President Theodore Roosevelt insightfully said, “People don’t care how much you know until they know how much you care.” This crucial part of taking care of our patients is very much the same as it was decades ago.
Share a funny story about the opening of your office.
When the original office was built in Rancho Santa Margarita, the city required a separate women’s and men’s restroom be included, leaving no space for a break room. A few months after opening, the sign on the women’s bathroom was changed to unisex. The men’s restroom was converted to a break room with the refrigerator positioned where the toilet once was, and a new sink installed across the wall. Only staff members hired after the conversion would ever eat lunch in the break room.
Darin Reagan, DDS - Orange County Region Owner Dentist at Rancho Dental Group (Office 26)
Can you share a particularly memorable team bonding experience or company outing?
Overall, having a company that gives us the opportunity to go and help the community and other people in need, both in and out of state, is amazing. Whether it’s doing dental work or building playgrounds with my team, simply being with them is a great experience.
What’s the most significant change you’ve witnessed in your role in the past three decades?
Seeing myself and this company grow is incredible. From developing X-rays in a dark room to the introduction of the first intraoral camera and now with computers in every room and the ability to deliver same-day crowns — it’s amazing. Being a dental assistant is not only about performing cleanings, but also the experiences and challenges we overcome together every day.
Mario Ortega - Orange County Region Lead Dental Assistant at Walnut Dental Group and Orthodontics (Office 6)What’s the weirdest office snack or food combination you’ve ever seen someone eat?
The only thing that I can think of is toasted everything bagel with cream cheese and grape jelly.
Share a heartfelt memory of a colleague/ mentor who had a significant influence on your career.
My most cherished memories at PDS involve working hand-in-hand with my owner dentist, Nam Dang, DDS, and my lead assistant, Janet Ortega. Together, we founded Yorba Linda Dental Group 19 years ago — forming the original Trinity. In 2011, we also opened Yorba Linda Smiles Dentistry and Orthodontics (Office 265).
Dr. Dang, you’re a great leader, and I am grateful for your kindness and support. You helped me navigate some challenges and believed in me even during the difficult times. Janet, thank you so much for all your constant support and friendship. The support from both of you has been instrumental in my journey and I am incredibly grateful for our friendship.
Bea Gomez - Orange County Region Operations Manager at Yorba Linda Dental Group and Orthodontics (Office 19)
Share a funny story about the opening of your office.
I had lunch with Stephen to hash out the nitty-gritty of opening up an office in Tustin. After lunch, we cruised over to the office spot and had our conversation about the practice in the car. We sealed the deal with a handshake, officially kicking off our wild ride in Tustin.
If your office had a theme song that played every time you entered, what would it be and why?
“Count on Me” by Bruno Mars.
Alex Sharifian, DDS, MS - Orange County Region
Owner Dentist at Tustin Dental Office and Orthodontics (Office 55) and member of the National Clinical Council
Bea GomezWhat’s the most creative excuse you’ve heard for being late to work?
“My aura is not aligned and is bringing on a headache.”
“I am unable to make it because a deer hit my car.”
What’s the most significant change you’ve witnessed in your role in the past three decades?
Experiencing the changes in time going from QSI and CPS to Epic has made a tremendous difference in the way patients are treated with information now readily accessible at our fingertips. There’s also streamlined communication between dentists and physicians. So many opportunities and growth has happened in the changes we have gone through as a company.
Orlando Sanchez - Gulf Coast Region Regional Specialty Back Office Trainer
Share a heartfelt memory of a colleague/mentor who had a significant influence on your career.
One memory of a mentor in my career stands out above the rest. Forty years ago, as a new dentist, I was fortunate to work for Steve’s dad, Dr. Thorne, in the original Victorville office. One day we struck a bargain that instead of getting a monetary raise, he would teach me the business of dentistry. In the words of the poet Robert Frost, “And that has made all the difference.”
Stromberg, DDS - North Inland Empire Owner Dentist at Desert Valley Dental Group and Orthodontics (Office 22)If you could swap jobs with anyone in the company for a day, who would it be and why?
If given the chance to switch roles for a day I would absolutely want to dive into the clinical side of things. And what better shoes to fill than those of the amazing Carolyn Ghazal, DDS? It was in elementary school where I originally declared that I wanted to be a dentist when I grew up, realizing many years later that I was better suited for operations. In her career, Dr. Ghazal has embodied the best of both sides, balancing the demands of chairside dentistry with business growth. Since my first days with PDS, she has been an inspiration and experiencing a day in her life would be an honor and privilege.
What was the company culture like when you first started, and how has it evolved over the years?
When joining PDS in 1999, I was welcomed by a tight-knit group of leaders who were excited about the future of a fairly young business and driven by a core set of values.
Almost 25 years later, I am so proud that a now much larger group of leaders are still excited about PDS, overall growth and what the future holds. Still led by those core values and much more diverse, I am continually impressed by the will to keep the company culture and team member engagement strong throughout all markets.
Melanie Smith - Inland Desert Region Regional Manager
Louis
What advice would you give to someone just starting their career at PDS?
My advice would be stay focused on being hungry and humble. These are common words we use at PDS. I view the word hungry in context of a desire to keep learning and improving. PDS has evolved over the last 30 years and will continue to do so. Complacency does not move PDS or your career forward. Staying humble will help you at work or any aspect of your life — it’s the understanding that you don’t know everything. Even after 30 years, every time I go out in the field I am learning something new.
What was the company culture like when you first started, and how has it evolved over the years?
It is an interesting question as the culture has not changed all that much in my opinion. From the beginning we looked at the owner dentist as our key customer and a partner. Having that in our DNA has helped keep the culture consistent from the early days. We believe it is a culture that sets us apart from the competition.
Jon Thorne - Irvine Support Center Chief Operating Officer and SVP, Operations Jon Thorne
If the company had a theme song, what would it be and why?
“With a Little Help from My Friends” by the Beatles. I chose this song because there are times we just need a little help from our teammates whether that be from one of our nearby PDS-supported practices or support office. It is reassuring to know that we can rely on each other in times of need and know that someone will be there on the other end with help and an encouraging word.
Think about a time when you witnessed a team member achieve something remarkable within our company. How did their success influence your feelings of pride in being part of our organization?
Within my time in PDS, I have seen many of my North Los Angeles teammates grow in our organization such as Katherine Novales. I remember when Katherine started as an office manager, transitioned to regional manager and is now regional director. Katherine has shown that with kindness, perseverance, determination and hard work, you can go far. I also take pride in seeing two of my teammates from our ortho team start off as amazing ortho assistants and become PDS-supported hygienists, such as Gloria Morejon, RDH, and Erick Hernandez, RDH. PDS provides you with the tools to further yourself by giving you the opportunity to go as far as you want to go. No position is considered small within our organization because it takes a little bit of us all to help keep making PDS a great place to be.
What advice would you give to someone just starting their career at PDS?
The advice I would give to someone starting their career at PDS is to be patient. When I first started working at PDS many years ago, I was overwhelmed with so much information. There is so much to learn, so don’t be afraid to ask questions. Never assume anything. Always treat people with respect and be kind.
If your office had a theme song that played every time you entered, what would it be and why?
“Don’t Stop Believin’” by Journey. During our morning huddles, I always talk to my team about being positive and to not feel discouraged if the day before was not our greatest because we always have a chance to start again.
Virginia Vince - North West Arizona Region
Operations Manager at Goodyear Modern Dentistry (Office 474)
If your office had a theme song that played every time you entered, what would it be and why?
As a life-long music lover, I can think of so many songs that could fit, but one stands out, “Lovely Day” by Bill Withers. Like me, it’s an oldie for sure! Whenever I hear this uplifting tune, even during tough times, it just makes me feel good all over. It radiates optimism and happiness, and that’s the feeling I want to share with everyone around me. Perhaps this song will add that little bit of extra sunshine to my co-workers and patients’ day too.
What keeps you excited to come to work every day even after so many years?
It’s all about the people. The term “work family” is often used to describe one’s co-workers, but it truly expresses how I feel about my friends at work. We are family (sounds like the old disco tune). As we care for our patients, we also take care of each other. They can sense when another needs something and offers help even before asked. I’m grateful for having the good fortune of working with so many talented and dedicated people through the years. Some of us have been together since our early days with PDS. That says a lot about how we all feel about the place we call “work.”
Jeffrey Wong, DDS - South Inland Empire Region Orthodontist at Murrieta Dental Group and Orthodontics (Office 68)
What keeps you excited to come to work every day even after so many years?
Well, it has been many years that’s for sure. This may sound cliché, but I honestly think the one constant has always been the relationship with patients. I still find it rewarding to meet patients, establish rapport and earn their trust to give us permission to take care of their dental needs. That will never get old. It’s exciting to run a business and to be a part of a team that’s trying to achieve a common goal — pushing ourselves to set the bar higher and higher.
If your office had a theme song that played every time you entered, what would it be and why?
“Smooth Operator” by Sade. My team thinks I’m smooth and always say the right thing. I don’t quite see myself that way, but that song seems to describe someone like that.
Reflecting on your career, what’s one thing you wish you had known earlier?
Adaptability is key. The ability to adapt to changes, whether they are technological advancements, industry shifts or changes within a company, is crucial. Embracing change and being willing to learn new skills can significantly impact career progression.
What’s your go-to trick for surviving long meetings or conference calls without falling asleep?
Engage in meetings by asking questions, sharing insights or contributing to the discussion. Active participation keeps your mind engaged and helps the time pass more quickly.
Webb - Irvine Support Center VP, Construction
Don
Sudhakar Chokka, DDS - North Inland Empire Region Owner Dentist at Highland Dental Group and Orthodontics (Office 201)
What’s your favorite hidden gem in your office (e.g. secret spot, best view)?
My favorite hidden gem in the office is my cozy desk corner. Nestled away from the rest of the front office, it’s a familiar spot where patients know they can always find me. My desk creates a warm and welcoming atmosphere that makes them feel comfortable and valued.
What advice would you give to someone just starting their career at PDS?
Connect with the patient. Build a rapport so they can trust you. I have built many lasting relationships over the years with our patients and a lot of them feel like family to me.
Martha Nevarez - Orange County Region Healthcare Coordinator at Laguna Niguel Dental Group and Orthodontics (Office 58)
When was the last time you went to the dentist? How often do you actually go?
Every day I go to work — LOL! Seriously, last June 2023, my wife (Lynda Watanabe, DDS) had to refill my tooth after I pulled out the filling while eating a jellybean. I try to go at least once a year. Fortunately, I haven’t had any real dental issues over my lifetime.
What’s the most unexpected or unconventional career advice you’ve ever received, and how has it influenced your leadership style?
Someone once told me, “Make sure you hire people you can work well with, not just someone who can do the job.” That advice has been so true for me. Doing dentistry and running a business every day is not easy. Having staff that get along and work well together makes my job easier. I’ve been blessed to have at least 10 team members that have been with me for 20 years or more. My team and I try to hire staff that not only have a hard work ethic and an understanding of their job but also have the personality to work well with others.
Bryan Watanabe, DDS - South Inland Empire Region
Owner Dentist at Murrieta Dental Group (Office 25)
What’s your favorite company tradition and why?
My favorite company tradition is definitely the XP Awards. It is nice to see team members be recognized for extraordinary performances through the company. It’s also nice to reconnect with old friends.
Share a funny story or fun fact about the opening of your office.
In April of 2000, when Temecula Dental Practice and Orthodontics (Office 54) opened, we were acquiring a private practice. When we walked into the practice, the entire office staff had no idea the doctor was selling the practice to us. Long story short, they weren’t too happy.
Lynda Watanabe, DDS - Inland Desert Region Owner Dentist at Grove
Dental Group and Orthodontics(Office 38)
What lesson took you the longest to unlearn in your professional career?
Patient-centered care took me quite some time to adjust to. Many young dentists can’t wait to tell the patient how much they know and what they can do to fix their problem along with using words only familiar to the dentist and not the patient. Allowing patients to voice their concerns and then having the conversation about correcting those concerns goes a long way to increase patients’ willingness to accept the necessary treatment.
When was the last time you went to the dentist? How often do you actually go?
I see the dentist fairly regularly. One reason I became a dentist was because of my childhood experiences with dental decay. I wanted my adult life to be a more positive dental experience.
During high school one of my poorly done, large amalgam fillings broke while I was eating. I had it examined at Loma Linda University where my older sister was assisting students with their clinical learning. Following the crown procedure, my interest in dentistry further peaked. Later, I attended Loma Linda University to pursue my dental degree. I have seen several PDS-supported dentists over the last 20 plus years and will be continuing to do so.
1. How many dentists are (and were) in Steve Thorne’s family? What is their relation?
2. How many PDS-supported practices have been established in former mortuaries?
3. Name the six main cast members (first and last names) of Friends, premiered in 1994. Bonus points for providing character and actor names.
4. On what day is PDS’ official anniversary (or birthday)?
5. What year did Steve Thorne graduate from UCLA?
6. What song from Snoop Doggy Dogg’s debut album Doggystyle, released in 1994, was nominated for the 1995 Grammy Award for Best Rap Solo Performance?
7. At XP, on the 20th anniversary of PDS, what was the name of the actor Steve sat next to on a bench in the introductory video and what 1994 movie was he from?
8. What 1933 cartoon was officially entered into the National Film Registry in 1994?
9. Who played the lead singer of Guns n’ Roses, Axl Rose, in the 2017 XP Awards video presentation?
10. Who was the president of the United States in 1994?
11. What kind of car (make only) did Steve drive to work in 1994?
12. Why was the 1994 World Series canceled? Be specific.
13. What lead to Orange County, California filing bankruptcy in 1994?
14. In 1994, a prisoner inmate in West Virginia braided dental floss into a rope, scaled the wall and escaped. What was the inmate’s name?
15. The World Health Organization declared 1994 to be the “Year of _______”, and themed it _________.
16. What Miami rapper recently spent $60,000 to replace his gold teeth from 1994 with porcelain veneers?
17. Dookie, the third album released by Green Day in 1994, features a song about dentistry. Name the song.
18. Who was the first PDS owner dentist?
19. What was the name of Steve’s sunken boat?
20. What notable college basketball coach attended the first XP event in 2004?
21. What country did PDS visit for its first international service trip?
22. What was the We Serve department’s purpose statement in 2010?
23. How many dollars in donated dentistry have PDS-supported clinicians provided since the company’s inception?
24. Years ago, Territory Partner Mike Butler hired an impersonator as a prank for COO Jon Thorne’s birthday. Who was the impersonator impersonating?
25. Who won the FIFA world cup in 1994 and what country hosted for the first time in history?
26. If Carolyn Ghazal, DDS could pick a theme song for PDS, what would it be?
27. What Quentin Tarantino film was released in 1994 that still has a cult-like following today?
28. What was the 1994 Lollapalooza music festival tour magazine titled?
29. What popular video game console was released in Japan towards the tail end of 1994?
30. What were the top boy and girl baby names in 1994?
In honor of PDS’ 30th anniversary, we have created a quiz featuring trivia and “fun facts” from 1994 pop culture as well as PDS history. The answers can be found in this magazine as well as the Daily XPs from May 11 – June 9.
The first 30 team members to submit all correct answers to PDSConnect@pacden.com will receive a $30 gift card to the new Smile Generation merchandise store and bragging rights for being an eXtraordinary PDS ambassador. Have fun and good luck!
APRIL
MARCH
Marie Alston, DDS Stevens Ranch Modern Dentistry Gulf Coast Region
Alan Estrada, DMD Flamingo Smiles Dentistry South Las Vegas Region
Nada Hanna, DDS, BDS Rialto Dental Group North Inland Empire Region
Vincent Hwang, DMD Queen Creek Smiles Dentistry Eastern Arizona Region
Keeley Le, DMD Dentists of Asante North West Arizona Region
Botamena Mylad, DDS Moreno Valley Modern Dentistry Inland Desert Region
Laila Abdeljalil, DDS Dentists of Mansfield South Dallas Fort Worth Region
Rema Abdeljalil, DDS Dentists of Midlothian South Dallas Fort Worth Region
Robert Allen, DDS Tortolita Dental Group Southern Arizona Region
Martha Atalla, DMD South Coast Smiles Dentistry Orange County Region
Nayer Baky, DDS Dentists of Huntington Beach Orange County Region
Hanieh Hooshyar, DDS Sparks Marina Dentistry Idaho/Utah/Reno Region
Peter Pham, DDS Stadium Dental Group Central Valley/Bay Area Region
Stephanie Walker, DDS Murrieta Dental Group South Inland Empire Region
Mengxia “Mia” Chen, DDS, MPH, MSD Pearland Modern Dentistry & My Kid’s Dentist & Orthodontics Gulf Coast Region
Aashna Deva, DMD Viera Modern Dentistry Central Florida Region
Andrew Mikhail, DDS Upland Modern Dentistry North Inland Empire Region
Daniel Ribeiro, DDS Falls Church Modern Dentistry Virginia/Maryland Region
Guneet Guron, DDS Dentists of Spring Valley South Las Vegas Region
Arsel Hasan, DDS Delta Shores Dentistry Greater Sacramento Region
Nathan Nittayo, DDS Dentists of Rosemead North Los Angeles Region
Brittany Self, DMD Alhambra Modern Dentistry North Los Angeles Region
Kelly Bliss, DMD Milford Dentist Office Massachusetts Region
Emily Wu, DMD Kensington Dental Group San Diego Region
1 SURPRISE 5
Arizona. Opened 11/14/2023
Dentists of Asante
2 SHARONVILLE 1
Ohio. Opened 11/16/2023
Dentists of Sharonville
3 SAN ANTONIO 9
Texas. Opened 11/16/2023
Stevens Ranch Modern Dentistry
4 LAS VEGAS 21
Nevada. Opened 11/21/2023
5
California. Opened 12/7/2023 Dentists of Huntington Beach 15 TORRANCE 3
California. Opened 12/27/2023 Dentists of Old Torrance 22
ANA 1
California. Opened 12/12/2023
Moreno Valley Modern Dentistry
California. Opened 12/18/2023
Anatolia Dental Group
Rancho Smiles Dentistry 11 LUTZ 2
5 ALTAMONTE SPRINGS 1
Florida. Opened 11/21/2023
Altamonte Springs Dental Group
1
Maryland. Opened 3/5/2024 Gaithersburg Modern Dentistry 29 ARVADA 3
California. Opened 12/28/2023 South Coast Smiles Dentistry 23 ALHAMBRA 1
RAMON 1
California. Opened 12/28/2023 Dentists of San Ramon
Florida. Opened 12/18/2023
Lutz Dentist Office 18 CHARLOTTE 3 North Carolina. Opened 2/5/2024
Piper Glen Dental Group
Colorado. Opened 4/9/2024
Dentists of Arvada
California. Opened 3/12/2024 Alhambra Modern Dentistry 30 HURST 1
Texas. Opened 4/16/2024
Hurst Modern Dentistry
1
Massachusetts. Opened 3/19/2024
Framingham Modern Dentistry
25 MESA 7
Arizona. Opened 4/2/2024
Dentists of North Mesa
1
Opened 4/2/2024
“I can’t think of any bolder, better idea than to challenge ourselves to revolutionize primary health care.”
– Stephen Thorne, Founder and CEO
We Believe patients pay our salaries. Everyone must work to ensure they are satisfied. In order to succeed, we must provide patient-centric, integrated care along with unique experiences creating patients for life. We Believe only God knows what tomorrow holds. We are thankful for today’s business and understand that constant learning and adaptability are part of our job. We Believe job security lies in an individual’s employability. Team members get paid based on their personal value to the company. We Believe the way we do business is as critical as whether business is good or bad. Our decisions for moral and ethical conduct are based on principles given to us by God in the Bible. Honesty, integrity and character are vital aspects of business. We Believe quality performance at every job, every day, every hour, is required. It is our privilege to perform beyond what is required. We Believe everyone has the will to succeed and can make proper decisions. We understand that as a business we will have problems, and problems are just opportunities in disguise. As problems arise, we trust team members to use their best judgment to resolve them in order to take full advantage of the opportunity to improve. We Believe we have the obligation and the opportunity to provide the best clinical care possible to every patient. We understand what great health care is, so we educate patients of their current personal health and provide the opportunity for them to take the necessary steps to live a healthier, happier, and longer life. We Believe in the power of teamwork. We all fail or succeed