WE INTERRUPT YOUR REGULARLY SCHEDULED PROGRAM FOR AN IMPORTANT MESSAGE Q1 2018 inside this Disrupted: edition... New Rules for a New Type of Customer By Angela Weber, CMO OrthoSynetics Page 34 BUSINESS PRACTICE & DEVELOPMENT TRAVEL & LEISURE CLINICAL CORNER 18 15 37 From the Rear View Mirror Pro Travel Tips High Frequency Vibration Can BY DR. COURTNEY DUNN BY PROORTHO STAFF Reduce or Eliminate Pain During Aligner Treatment 30 20 BY DR. JONATHAN L. NICOZISIS Traveling to the Greek Islands New Gaidge CEO BY DR. DANIELA LOEBL INTERVIEW WITH RYAN MOYNIHAN 32 OFFICE LOGISTICS 34 Traveling to Peru Disrupted: New Rules for a New BY DR. DAVID WALKER 56 Type of Customer Beyond Reminders: BY ANGELA WEBER, CMO ORTHOSYNETICS 40 Tapping the Potential of Texting Traveling to Spain BY DR. KEITH DRESSLER 44 BY DR. DAVID MAJERONI What Would You Do If an Aligner 46 Store Opened Down the Street? ORTHOPUNDIT.COM BY DR. JENNIFER EISENHUTH Traveling to Europe BY DR. BEN BURRIS & BRIDGET BURRIS 09 MARKETING/ H.R. INSIGHT Don't Piss Momma Off! SOCIAL MEDIA BY DR. BEN BURRIS 05 28 24 Go High or Go Low - Just Don't Get Utilize Group Interviews To Made to Measure: Stuck in the Middle Maximize Hiring Success The Dubious Relationship Between BY DR. LEON KLEMPNER AND AMY EPSTEIN, BY BRIDGET BURRIS Eugenics and Orthodontics MBA ANSWERS FROM THE BY DR. MARC ACKERMAN 52 EDGE 59 5 Keys to Capturing the Fastest The Economy Is Booming – Why Growing Referral Source 10 Isn’t Your Practice? BY NICK DUNCAN Interviews with Dr. Jeff Kozlowski BY DR. BEN BURRIS & Dr. Andrew Appel The ideas, views and opinions in each article are the opinion of the named author. They do not necessarily reflect the views Theof Progressive Orthodontist, its publisher, or editors. The Progressive Orthodontist® (“Publication”) DOES NOT provide any legal or accounting advice and the individuals reading this Publication should consult with their own lawyer for legal advice and accountant for accounting advice. The Publication is a general service that provides general information and may contain information of a legal or accounting nature. There is no guarantee or warranty regarding the information contained in the Publication and we are not responsible for any loss, injury, claim, liability, or damage (“damages”) related to your use of the information contained in the Publication or from errors or omissions in the content of the Publication. While we have worked to make our Publication and all the features in the Publication as helpful as possible, the Publication does not endorse any content provided by any feature, nor does it assume any responsibility for the interpretation or application of any information originating from such content. In addition, The Progressive Orthodontist does not endorse any content contained in any advertising on the Publication, nor does it assume any responsibility for the quality or integrity of such work. Content is property of The Progressive Orthodontist and may not be copied or otherwise duplicated without prior written consent from The Progressive Orthodontist. All content contributed to The Progressive Orthodontist magazine becomes the property of SmileMedia. The publisher assumes no responsibility for return of unsolicited manuscripts, art, photos or other content. EDITOR’S NOTE EXECUTIVE EDITOR Change is good as we have often perspective of patients. & TRAVEL AND said but few orthodontists seem The good news is that there is LEISURE EDITOR to understand that change is also tremendous opportunity for any Dr. Ben Burris inevitable. If something is going to orthodontist who is willing to adapt happen anyway it is far better to to the new reality and deliver what CLINICAL EDITOR embrace the change and figure out the customer wants on their timeline Dr. Derek Bock how to make it work for you than to and within their budget. The number vainly swim against the current in the of people receiving orthodontic name of quality. treatment will rise at an ever MARKETING/PATIENT Quality is probably the most misused increasing pace of the next decade - ACQUISITION EDITOR and dangerous word in orthodontics the question is who will be rendering Angela Weber these days. We orthodontists say the treatment? Orthodontists are quality when we want to defend what still in the best position to fill that WOMEN IN we do though we cannot reasonably need but only if we can shed our old, ORTHODONTICS EDITOR define quality or accurately assess the arbitrary and detrimental beliefs Dr. Courtney Dunn lack of quality of those with whom about who we are, what we do and we disagree. This age old tradition why. This edition of The Progressive BUSINESS OF of claiming the quality high ground Orthodontist Magazine is dedicated ORTHODONTICS EDITOR will likely be the downfall of many an to looking at some of the sources of so Chris Bentson orthodontist. called disruption that are positioning A lack of new patients and case themselves to harness patient demand starts is the bane of the profession and prosper by delivering what ORTHODONTIC POP now more than ever and this should customers want. Enjoy! CULTURE EDITOR Dr. Marc Ackerman be doubly worrisome given the strength of the economy, lack of PS In an attempt to disrupt our unemployment and high consumer normal operating procedure we have confidence. With all this, dare we ask also included a healthy dose of travel CLEAR ALIGNER EDITOR the question “Why aren’t more people journalism composed and submitted Sarah Sharfstein purchasing orthodontic services from by fellow orthodontists. We hope orthodontists?” The answers are clear these pieces inspire you to put in the TRADITIONAL OWNER/ to those who shed their blinders work so you can enjoy the play! OPERATOR PRACTICE and look at what we do from the MODEL EDITOR Dr. Jennifer Eisenhuth AAO AFFAIRS EDITOR INTERNATIONAL Dr. Anil Idiculla & The ORTHODONTICS EDITOR The Progressive Orthodontist AAO Committee on Dr. Grant Duncan magazine and study group are Communications your educational resources for new trends, progressive insights and best practices for building a successful WEALTH MANAGEMENT WEALTH MANAGEMENT orthodontic practice in 2018 and AND INVESTMENT EDITOR AND INVESTMENT EDITOR beyond. Dr. Aly Kanani Dr. John McManaman PUBLISHER - Amy Bradshaw ADVERTISE WITH US! CHECK US OUT ONLINE GRAPHIC DESIGNER - Megan Clark [email protected] WWW.THEPROORTHO.COM Q1 • 2018 | TheProOrtho.com 1 DR. CONTRIBUTORS JENNIFER EISENHUTH DR. BEN BURRIS Jennifer Eisenhuth Ben Burris DDS, MS is a DR. MARC graduated from The board-certified orthodontist Citadel in 1994 with ACKERMAN who began college intending to be a civil a BS in biology, spent engineer. After her undergraduate studies were Dr. Marc time working in complete, she came to her senses, entering Washington DC after Ackerman dental school at the University of Minnesota graduation, received a specializes in and upon graduation, began her orthodontic Rotary International the orthodontic residency at the University of Minnesota, Ambassadorial treatment earning both a certificate of orthodontics Scholarship and spent a year in Wellington of children with dentofacial deformity, and a Master’s of Oral Biology. After a failed NZ at Victoria University, graduated dental intellectual and physical disabilities and sleep associateship, she borrowed $60,000 from a friend and started her own practice, paying school with a DDS from The University of disordered breathing. He received his DMD from the University of Pennsylvania School this friend back within a few months. Since Tennessee in 2001, and graduated orthodontic then she has started, bought and sold several of Dental medicine in 1998 and his certificate residency in 2004 with an MDS from The practices in the Twin Cities metro area and University of Tennessee. In his short 13 in Orthodontics from the University of will continue to do so as long as the fun year career Burris' practice grew to over 20 Rochester-Eastman Dental Center in 2000. Dr. remains. Her orthodontic practice won the locations which he sold in April 2017. After Ackerman later completed his MBA in Executive “Best workplace 2014” by Minnesota Business the sale Burris is effectively retired and living Leadership at Jacksonville University Davis Monthly Magazine and she was recently in Orlando, Florida with his wife and two College of Business in 2009. Dr. Ackerman acknowledged by the University of Minnesota children but he's actively treating thousands is the Director of Orthodontics at Boston as a top entrepreneur. of cases via teledentistry and building what Children’s Hospital and teaches residents in both he calls a lifestyle office where he plans to pediatric dentistry and orthodontics for Harvard RYAN MOYNIHAN offer braces for 3000 dollars and Invisalign for School of Dental Medicine. 2000. Burris (and others) expect his new office Ryan Moynihan and unheard of price point to revolutionize has a financial/ how orthodontics is delivered and engage a analytical background significant percentage of the population in DR. LEON beginning his career orthodontic treatment. Burris founded S4L. KLEMPNER at Intel and Ernst & Young. He earned org, TheProOrtho.com, OrthoPundit.com & AMY his MBA from among other institutions in orthodontics and EPSTEIN is a driving force for change in the orthodontic Georgetown and has profession. Burris and Dr. Marc Ackerman spent the past 12 recently released a book, Straighter: The Rules Dr. Leon years of his career in the Dental/Orthodontic of Orthodontics and do a two-day course in Klempner, industry with 3M and Ormco. Most recently Orlando of the same name. a board- he was VP of Global Marketing (2 years) and Feel free to connect with Dr Burris so you certified VP of NA Sales (2 1/2 years) for Ormco. He can get a better understanding of who he is orthodontist was in private practice for over joined Gaidge in August 2017 as CEO.