Thais Carter

Dr. Peter Dawson’s CV is formidable. To look at all he’s achieved-the textbooks, the international recognition, the patients’ lives changed-it is easy to look at his career and assume that it is his story, exciting to listen to but impossible to emulate. But one of the greatest parts of the Dawson story is his commitment to making it accessible to the masses, to helping general dentists be better and see incredible results in their own practices.

It starts with the simple premise that any dentist can improve if he or she is committed to asking the right questions.

“From the very beginning of my career, I asked why and sought answers. I sought after experts to learn from and took considerable CE,” Dr. Dawson explained. “My continuous questioning led me to get involved with research at the University of Florida. I did countless dissections with Dr. Parker Mahan to discover the anatomy and function of the temporomandibular joints and the muscles of mastication.”

The ultimate guide to becoming a complete dentist [VIDEO]

After finishing his first textbook, Dr. Dawson started holding classes to share what he learned with fellow dentists, and out of this, 

Dawson Academy students typically realize that some things in their practice just aren’t working. This could be chipped porcelain, broken teeth, sore muscles after placing a restoration, or restorations not fitting properly at placement. These frustrations lead them to Dawson’s first seminar “Functional Occlusion: From TMJ to Smile Design.” Before lunch on the first day of this course, they know there are answers for these problems and that they can, with knowledge and skill development, produce predictable, stable, beautiful results. The program is not a one weekend, learn a new technique type of program. It requires a significant commitment and students have this commitment because they want to be the best dentists they can be for their patients.

“Our mission is to teach dentists the foundational principles and associated procedures they need to solve patients’ problems predictably,” he summarized. “I have said for more than 40 years that dentists are the physicians of the Masticatory System. No other specialty in medicine has the responsibility for this system. Because teeth don’t just hang in space, we have to know and understand how the muscles, teeth and joints work together in functional harmony.”

Over the last 50 years, that mission and the foundational principles of the company have remained the same.

“We know from scientific research as well as the longevity of real cases that I completed over 40 years ago that these principles-occlusal and esthetic principles-work,” Dr. Dawson shared.

“There is a specific reason for every contour of every tooth in the mouth, and when dentists know this and practice the principles we teach, they can restore any case following a structured treatment planning process and are assured of a stable, predictable, esthetic result.”


	First, The Dawson Academy curriculum has evolved to include the expansion of the treatment planning process to incorporate all the esthetic and functional principles with the overarching goal being for dentists to get patients’ mouths healthy and keep them that way with the least amount of dentistry.

Second, technology has made the foundational principles more relevant. As Dr. Dawson sees it, the dentists they encounter at the Academy aren’t looking at technology as a “solution.” As they study and progress, they begin to see technology as a tool to assist in the evaluation, diagnosis and treatment of functional and esthetic problems.

“The advances in technology are amazing, and they can be exceptional if the dentist using them knows the foundational principles of the design, function and breakdown of the masticatory system. Without this understanding, the technology will just help a dentist do more bad dentistry faster,” he said.

“I am, however, very excited about advances in technology when used with this knowledge. I have crowns in my own mouth prepared and placed by Dr. Jeff Scott using E4D technology. I was able to watch Dr. Scott create these restorations and it was amazing,” he continued. “The margins are perfect and the result is a perfect fit that is absolutely comfortable. I am also excited about cone beam technology because now, nothing can hide from our ability to diagnose the health of temporomandibular joints.”


	In this way, CAD/CAM dentistry is an ideal technology to use in the pursuit of “complete dentistry,” in which the dentist offers a comprehensive diagnosis that identifies the cause(s) of all identified problems and is followed by a complete treatment plan that corrects the cause of the problems and then corrects the effects of the problems.

What stands out for Dr. Dawson about CAD/CAM generally and the E4D Dentist System in particular, is its integration of occlusal principles into the software as well as the E4D team’s willingness to continuously improve.

“My first working introduction to the E4D system was at the corporate headquarters in Dallas. I spent the day with CEO Basil Haymann, Lee Culp, Dr. Gary Severance and the software engineers. I was amazed at how quickly the software engineers grasped the principles of occlusion as I gave them instruction, and I was absolutely impressed with the integration of occlusal principles into the software,” Dr. Dawson remembered. “If a dentist is considering a CAD/CAM system, I think he or she needs to ask about the occlusal principles used in the design-if any.”

When it comes to creating a process for incorporating CAD/CAM-or any other technology-Dr. Dawson first wants the dentist to have the basics needed to examine a patient and develop a diagnosis.

“At minimum, this would be a semi-adjustable articulator with a facebow, a doppler, and a good camera system. They also should have some basic tools to develop a 3D model of the treatment, such as a waxer, slow speed handpiece, and a vacuum mixer,” he recommended. “Only after they can make a complete diagnosis and develop a complete treatment plan do I want them to invest in technology related to treatment. I do counsel dentists to be sure that they don’t get into a situation where achieving a ROI on the equipment determines the treatment. Only sound principles of function and esthetics should enter into those decisions.”

The Difference Makers series is brought to you in partnership with 

Articles

Distinguished dental clinician Dr. Peter Dawson: Any dentist can improve and see incredible results in his own practice

Entering into its fourth cycle of honorees, you could say the 

Pride Institute “Best of Class” Technology Award

 is entering its senior year-with all the enthusiasm, maturity and eagerness to make its mark in the world that metaphor suggests.

As the majority of the panel met in Chicago this year, it was clear that each member had found his voice in the group, leading to a discussion that was layered, intense, humorous at times and-above all-focused on delivering a list of honorees that would help general dentists be both prepared and inspired.

As you’ll see in the final list of winners here, the definition of 

 is evolving to include not only equipment that plugs in and lights up, but also materials and systems that can dramatically improve the workflow for the dentist and results for the patient.

As in previous years, during the voting process panel members are encouraged to speak about their experience with products. However, they must divulge all paid relationships with manufacturers prior to the discussion and are not allowed to vote in any category in which they have a consulting relationship with a company.

This “put your cards on the table” approach facilitates open and honest discussion which, in the end, creates a list of honorees that is born out of respect and appreciation for true differentiators in each category as opposed to selecting a winner for winners’ sake.

Over the course of the summer, we will bring the voices of the panel into our coverage of the honorees in hopes of motivating as many people as possible into face-to-face interaction with the “Best in Class” companies at the ADA Annual Session in San Francisco, Oct. 18-21. The Technology Fair will occupy 9,000 square feet at the Moscone Center. In addition to engagement with Best of Class honorees, there will be 175 seats available for continuous technology-centered continuing education, including presentations from panel members.


	Acknowledging the dynamic decision-making that comes from bringing great minds and great dentists together, once again this year’s honorees were selected by a distinguished panel of dental professionals. In our 2012 coverage of the honorees, every panel member will contribute insights from his own experience in practice and in the classroom.

		Lou Shuman, DMD, CAGS - President of Pride Institute, Best of Class founder

, DDS - Writer, speaker and Technology Editor for Dental Products Report

		Paul Feuerstein, DMD - Writer, speaker and Technology Editor for Dental Economics

		Parag Kachalia, DDS - Vice Chair of Simulation, Technology, and Research University of Pacific School of Dentistry

, DDS - Writer, speaker, dental marketing consultant

		Titus Schleyer, DMD, PhD - Associate Professor and Director, Center for Dental Informatics at the University of Pittsburgh, School of Dental Medicine

Entering into its fourth cycle of honorees, you could say the Pride Institute “Best of Class” Technology Award is entering its senior year-with all the enthusiasm, maturity and eagerness to make its mark in the world that metaphor suggests.

The complete list of Pride Institute "Best of Class" Technology Award winners

The technologies you use in your personal life can benefit your professional life as well. We have talked with 

 who have already put the latest technologies to work in their practices.

At home, high tech is the norm. From online bill pay, to smartphones and wireless technology, our lives are connected, customizable and efficient. With so much obvious value and efficiency in our personal lives, it makes sense to incorporate some of the same trends and technology into the professional sphere. The question is: How?

No one wants to introduce new systems and products just for the sake of being on the cutting edge. There has to be value. Here, we outline the technology you recognize best-you’re using most of them everyday-and then provide 

, like you, making them work for them in a practice setting.

Here are the Products. To see what dental professionals are saying, 


	Carestream Dental’s Practice Expert and Reporting Library (PEARL) Module is a mobile tool that allows on-the-go practitioners to access their practice management software via their iPhone or Blackberry. Users can view patient records and images, check schedules, monitor practice finances, and more-remotely and in real time. The PEARL Module is available for Carestream Dental’s SoftDent, PracticeWorks, OrthoTrac, WinOMS CS and Windent Practice Management Software, supporting dentists, orthodontists and oral surgeon.

Dentrix Mobile provides fast, secure mobile access to patient information from a BlackBerry®, iPhone™, Palm Pre™ or Android™ Smartphone. It enables you to quickly access patient information anytime, even after hours; verify patient prescriptions and insurance eligibility on the go; quickly view appointments for you, your patients and other providers; and view detailed patient demographics, appointments, prescription histories, medical alerts and more.

The Dental R.A.T. is a simple, powerful tool for streamlining computerized periodontal charting. It works with dental software and is a simple foot-operated mouse that enables effective, consistent hands-free periodontal charting.

Curve Dental’s Web-based software gives clinicians access to patient data from anywhere at any time; from home, work or play. The software doesn’t require servers or IT services, saving practices money. The software makes it possible to schedule, invoice, manage recall, manage insurance, chart, and much more using only a browser and Internet connection. The software is clean and easy to use, with no confusing toolbars. The software is customizable to each practice, and will help make you and your staff more efficient.

The XLDent™ practice management system uses the latest in software development and design tools to provide an intuitive, robust, easy-to-use dental software. XLDent™ automates key business processes and ensures dental teams have the tools they need to manage the practice more profitably.

CAESY Cloud offers instant access to more than 280 multimedia presentations and access to patient education resources from multiple locations within the practice. New videos and features are posted frequently and seamlessly through the cloud. No installation and no network connections between participating computers are required. It is PC and Mac compatible, including iPads, iPods, iPhones and smartphones. The newest version, CAESY Cloud 1.2, gives practices the ability to embed CAESY presentations within their website(s), allowing professionals to better promote their services and demonstrate their commitment to educating patients. 

Officite’s mobile website solution creates a full version of your current site so that it will display and function optimally with the small screen dimensions on your patients’ smartphones and tablets. Visitors to your mobile site will be able to easily and instantly navigate the content-convenient click-to-call, appointment requesting, door-to-door directions, your full dental library and more-so your practice can connect, educate and communicate with patients in real-time.

Livescribe’s newest Smartpen, Echo, features a sleek design and enhanced features designed to make it the most powerful and easy to use smartpen yet. It allows users to transfers notes and audio to your computer and recharges your smartpen using a standard cable connection. Capture your meetings or lectures with crisp clear sound. Built-in speaker produces rich full sound to play back your recorded audio. The new ergonomic design and soft rubber grip provide comfort while writing (4GB and 8GB models available). Simply remove the ink cartridge with your fingers and insert a new one.

The Eye-Fi card is the first wireless memory card. It looks, stores media, and fits into cameras just like a regular SDHC card. On top of that, the Eye-Fi card has built-in Wi-Fi that effortlessly transfers photos and videos to your iPhone, iPad, Android device or computer.

Tyco Electronics’ Elo TouchSystems is a leader in touch products and technologies. Featuring a design that incorporates easy-to-read displays and responsive touchscreen interfaces, the touch equipment has a sealed casing that protects against liquid splashes. This allows the display to continue operating accurately even when subjected to water drops or other substances. Elo touchscreen products can be activated with a finger, rubber-gloved hand or stylus-all common in health care settings. Easy to use, reliable and stable, Elo touchscreens, touchmonitors and touchcomputers bring powerful simplicity to equipment, instrumentation and services, and improve the efficiency of devices used in a variety of health care settings.

 provides clinicians with a combination of outstanding image quality and diagnostic flexibility with an easy-to-use, modular technology that improves practice efficiency and enhances patient comfort. 

, which uses leading edge RFID technology, can be used with 

The technologies you use in your personal life can benefit your professional life as well. We have talked with dental professionals who have already put the latest technologies to work in their practices.

Save time and money by using your personal technologies in the dental office

No dental professional sets out to become Gordon Christensen - not even Dr. Christensen himself. And while today he is able to fill conference rooms, influence product development, and help direct attention to key trends and causes, it wasn’t something that happened overnight.

“My research orientation started in dental school at USC in Southern California,” he remembered. “As a senior student, I delivered a ‘table clinic’ in the Dentsply student table clinic program. From that point, the speaking grew from local to national and on to international.”

 (CR) – was founded in 1976, as an outgrowth of Dr. Christensen’s serving on a variety of national and international committees, through which he recognized just how much the profession needed fast dissemination of practical research information.

Dr. Edward Zuckerberg, the dentist dad of Facebook founder Mark Zuckerberg, talks social media and the latest in dental technology

“At that time my wife, Dr. Rella Christensen, and I founded Clinical Research Associates (now Clinicians Report) for non-profit evaluation of products,” he said.

These accomplishments came out of Dr. Christensen’s passion for communicating and, over time, have built his reputation as an industry icon. Just because the role he inhabits now seems so super-sized doesn’t mean there aren’t aspects from which any dentist can learn.


Dr. Christensen acknowledges that after years of evaluating products he has developed a “sixth sense” about whether or not a product will be successful. However, the principles he prioritizes - that a product must be “faster, easier, better and preferably less expensive” for optimal sales potential - are things all dental professionals can look for and make part of their personal product evaluation.

When it comes to technology, those characteristics are a good place to start, but Dr. Christensen also encourages dentists to look at new equipment through the patient’s eyes to help frame its purpose.

“Technology is attractive to some patients, while other see just extra expense and higher fees associated with an office filled with technology,” he explains. So, when incorporating something new, dentists also should consider “whether or not the technology is easy to implement and use, moderately priced or has an engaging return on investment, and able to satisfy a task that could not be done as well with conventional techniques.”

The willingness to embrace a new product or technique comes down to whether or not it is, in Dr. Christensen’s words, “visibly better.”

“Dentists do tend to use what they were taught in school and, sometimes, those products or techniques could be better. But, by attending CE courses, dentists are introduced to new concepts. This is important because, as in any endeavor, without change the practice of dentistry can become boring and the dental professional’s interest in his or her work can diminish,” he said. “New techniques and products can stimulate the practitioner and provide improved patient care.”

This, in turn, becomes the animating force behind the lecturing, the reviews and the evangelistic zeal Dr. Christensen brings to talking about technology. But the message is two-fold. Be bold, but also, be smart.

“Folks should not rush out to be the first to get a new product or concept. Assurance that a product is working comes from initial in-vitro research - which is only a suggestion of a product’s value - consumer use observations, and long-term use,” he explained. “CR does all three types of research. When CR says a product is working, that is a good guide to its value.”

Chairside CAD/CAM is one of those technologies. Work by CR has proven over the years that the restorations fabricated from these systems can produce equal or better results than conventional methods.


Interacting with so many different technologies, we asked Dr. Christensen what trends he is most excited to see dentists embracing.

“There are several very identifiable trends. Among them is CAD/CAM technology, such as E4D, CEREC and others, which are finding popular acceptance; 

 which is growing rapidly and will soon be the standard of care for many procedures,” he started. “There is also the rise in full-zirconia  and lithium disilicate restorations. Glidewell, the largest lab in America, produced 38% full-zirconia restorations in 2011 out of more than one million crowns.”

Looking at CAD/CAM specifically, we asked him to lay out some of the main points that could drive greater adoption of a technology he believes holds so much promise.

First – Cost efficiency. Since its introduction in the mid 1980s, the overall cost of implementing CAD/CAM dentistry has come down. Even more importantly, though, with a strong core base of users, there is a model for ROI that makes the initial upfront costs justifiable for nearly any practice.

Second – More user friendly, easier software. The development on this side of CAD/CAM technology is extraordinary. For those dentists who haven’t seen a demo of the E4D Dentist System, Sirona’s CEREC 4.0 or others in the category, it would be wise to arrange a demonstration, visit the companies and see just how far usability in scanning and design has progressed.

Third – Networking and connections. The ability to network and communicate amongst dental professionals, with processes like E4D’s Sky and CEREC’s Connect, dentists and dental laboratory technicians can see and speak the same language.

Fourth – The combining of expertise.  More and more companies are maximizing their capabilities by working together. Enterprising companies like D4D Technologies (E4D Dentist) have partnered with established leaders Ivoclar Vivadent, 3M ESPE and Henry Schein Dental to showcase all that is possible for the modern dental practice.

Last – the assurance that the devices can be financially successful in the practice. The success stories are out there and, believe it or not, they don’t all sound the same. Dentists across the country, in a variety or practice set-ups with divergent patients bases are finding true ROI in their CAD/CAM purchases. Mentors in CAD/CAM mastery are out there, if you and your team are willing to embrace technology - learning and implementing.


Dr. Christensen excels in bringing excitement and credibility to technologies that might otherwise be easy to dismiss. In the same way he uses his influence, as the leader of your practice, consider how your passion for new technology can inspire your team and patients to something better. 

Dr. Gordon Christensen, founder of Practical Clinical Courses and CEO for Clinicians Report, shares insights on dental technologies and how dentists can embrace identifiable trends

In this SoundCloud playlist, Dental Products Report Director of Content Thais Carter provides a brief run-down of selected headlining speakers, topics and noteworthy CE opportunities available at the 

California Dental Association's Scientific Session

To name just a few, Dr. Lee Ann Brady, Dr. Henry A. Gremillion, and Dr. Gerard Kugel will be heading up lectures and workshops touching on subjects including occlusion, esthetic dentistry and porcelain laminate veneers.

 America's Sweet Tooth Obsession and its Impact on Oral and Systemic Health

Listen to the pre-show audio playlist to hear why you should consider attending the lecture that will provide you information about treating meth-addicted patients.

Other topics covered by various speakers throughout the show include 

Smile Design, Occusal and Esthetic Techniques, 

Changing Paradigms in Endodontic Therapy.

The CDA is happy to introduce its free app associated with the show. For more information on the app, go to 

 and once it's downloaded you can use it to find out information about exhibitors, speakers, and more. 

For more information on dental product launches, CE, and industry trends coming to you straight from Anaheim, visit 

In this SoundCloud playlist, Dental Products Report Director of Content Thais Carter provides a brief run-down of selected headlining speakers, topics and noteworthy CE opportunities available at the California Dental Association's Scientific Session. To name just a few, Dr. Lee Ann Brady, Dr. Henry A. Gremillion, and Dr. Gerard Kugel will be heading up lectures and workshops touching on subjects including occlusion, esthetic dentistry and porcelain laminate veneers.

CDA 2012: Pre-Show Audio from DPR - SoundCloud

Featured on Dental Products Report’s March cover, Store-A-Tooth is 

’ primary product offering. The simplest way to explain the product is that it gives families a second chance.

Parents are often led to believe cord blood stem cell banking is one of the only opportunities to preserve potential life-changing and life-saving stem cells. Store-A-Tooth offers families who missed that initial collection point more options, as any tooth with healthy pulp is a candidate. This includes baby teeth, wisdom teeth and teeth extracted for orthodontia. Most cases are collected at the dentist’s office, shipped overnight to the Store-A-Tooth lab, and processed so they can be available in the future.

Intrigued by the doors this product and service can open, we gathered some of the senior leadership of Provia Laboratories for a call to ask some more in-depth questions. Interviewees include:

Howard Greenman, CEO
	Dr. Peter Verlander,
	Chief Scientific Officer

What do you see as the value Store-A-Tooth provides to families?


	PV: One of the researchers at the NIH discovered that we can use stem cells to make bone, muscle, even cartilage. We are now starting to see how stem cells can be used for regenerative dentistry and medicine. There have been two successful studies: regenerating alveolar bone in the jaw, and treating periodontal disease. Around the world, people are studying potential uses for a wide variety of conditions-from treating Type 1 Diabetes to dental pulp regeneration.  

But as all these scientific discoveries and uses are coming down the road, the reality for parents is that these baby teeth are coming out today. Previously, these teeth and their cells have just been thrown away. We are here to give parents an option, so that 5, 10, 15 years from now, when these applications come and the therapies are needed, they can take advantage of them.

What do you see as the dentist’s role in getting this information out to families?


	HG: We think dentists, hygienists, surgeons and dental team members will occupy a spectrum of enthusiasm and involvement. There are some who embrace this passionately and want to be the expert, the specialist. But for those who simply want to be prepared, we have them covered as well. If patients have questions, we provide education through our website and toll-free number as well as in-office materials for the practice. However, we hope to see a similar pattern to that of the cord blood banking field where the OB/GYN community worked with companies to raise awareness. There are now hundreds of companies and half a million people banking cord blood stem cells.  

Is there a cost to the dental practice and the families who participate?


	HG: Dentists can enroll with us online. It’s free-no capital equipment or inventory of kits, and training is free. We have an online portal for them to order in-office materials. It’s our investment in the dental community, enabling them to raise awareness.

When a patient enrolls, they do so directly with us. We have multiple services and payment options, but the basic service costs $649 up front and $120 per year for storage (considerably less than cord blood). In the grand scheme of things, it costs less than a cup of coffee per day.

Why should dental teams feel confident in working with Provia Labs?


	HG: When assembling our team and our platform, we focused on leveraging the experience from a 15-year-old cord blood banking field. We went to the strongest companies and found people with a track record of focusing on quality. We put together a platform using the highest quality components. We’ve endeavored to do things right from day one.

PV: We’ve invested in having quality in every step of the process and want to communicate that to the dentist. The core of our collection kit is the Save-a-Tooth. It is an FDA-approved and ADA-accepted transport device for knocked out teeth for reimplantation.

The overnight shipment back to our lab is temperature controlled with cold packs, to keep the stem cells as stable as possible. If a tooth is extracted mid-day, it is in our lab the following morning­-usually in less than 24 hours-to help optimize the viability of the cells. We are, of course, registered with the FDA.

Our lab meets the highest standards set by the American Association of Blood Banks, and we have all the licenses required from relevant state departments of health.

Our team has decades of experience in biobanking, medical devices and genetics-a broad array of relevant experience. Among other things, we provide advisory services to NIH on projects related to processing and banking of human biospecimens. We’re not just saying we’re quality, we’re doing things the right way with appropriate licenses and accreditations.

What is the future for the field of regenerative medicine and dentistry?


	HG: When you look at the mid 1990s, banking cord blood stem cells was an uncertain field-no one was quite sure what you could do with them. But, as more people banked, more research was done, and today, more than 80 diseases can be addressed. That is what we expect to happen with dental stem cells. As more families are informed, samples are banked, and there is more interest in scientific research. It is a formula that helps accelerate the field. The dental community can make this happen.

Featured on Dental Products Report’s March cover, Store-A-Tooth is Provia Laboratories’ primary product offering. The simplest way to explain the product is that it gives families a second chance.

Store-A-Tooth offers patients regenerative dentistry options through stem cells

Unlike the majority of his peers in dental school at the New York University College of Dentistry, Dr. Zuckerberg wasn’t pursuing dentistry as part of a family legacy. On his first day of dental school, talk of bridges had him thinking about the Brooklyn versus Verrazano.

“Yes, I was learning from the bottom up,” Dr. Zuckerberg remembers with a laugh. “But I found dentistry for the right reasons. I’ve always enjoyed it, always had a passion for it. You have to love it.”

The Zuckerberg practice is connected to the Zuckerberg home-an arrangement that requires an added measure of love for your profession. This set-up facilitated a symbiotic relationship between personal and professional technology that continues to this day.

“I’ve always been an early technology adopter. I had my first computer in 1981-maybe earlier-after a friend addicted to video games convinced me to get an Atari 800 home computer. When I bought our home, one of the first things I did was introduce online banking,” he says. “The modem speed was extremely slow and the amber screen would load one line at a time-paying three or four bills took an hour-but I remember telling my wife, ‘This is amazing. This is going to change the world.’”

 software became available in 1985, it just made sense to Dr. Zuckerberg to say yes -computers in the practice made sense.

“The computer I had then was expensive and would probably only hold two pictures from my digital camera today. When I think back to it, it was horrendous,” he admits. “But a year later, I upgraded to a computer twice as good for half as much. Soon, I had another complete system for significantly less that was 10 times superior.”

Do you have a question for Dr. Zuckerberg? Submit your questions on our 

So, while most kids in Westchester County were sharing dial-up Internet with other family members, the Zuckerberg family was exposed to full-time highspeed broadband, personal computers, networked use of printers, scanners and anything in the office network. At age 11, Mark was able to write an interoffice communication software program-ZuckNet-that took advantage of the networked computers, allowing staff to essentially instant message one another, now a standard function on most practice management software. Dr. Zuckerberg credits that kind of technology exposure with giving his kids an edge in helping them become successful in the technology field.

The enthusiasm for integrated technology and creative problem solving is at the core of Dr. Zuckerberg’s technology strategy.


For Dr. Zuckerberg, like many dentists, getting new equipment for the office is like a kid getting a new toy. This is why general excitement about technology isn’t enough to make it a good decision. You have to have a vision-something Dr. Zuckerberg prides himself on.

“The first thing I ask is, ‘Is this going to elevate the standard of care for the patient?’ Second, ‘Is this going to be affordable for the practice?’ That piece has numerous subquestions about patients accepting treatment, paying for treatment, and if the reimbursement is going to offset the cost of care. Sometimes, the decision is very obvious to me,” he says.

“These provided a new ability to communicate, which worked hand-in-hand with my practice philosophy of helping patients overcome the fear of the unknown. When you blow up a cavity on the screen, they want that taken care of,” Dr. Zuckerberg explains.

In other cases, the decision isn’t obvious at the outset, but doing the research reveals a major opportunity for the practice. The best example of this is CAD/CAM.

“CAD/CAM is something dentists have shown interest in but are often floored by the price tag,” he says. “They envision pulling out a check and writing it out for that full amount-no one has that money just lying around. But that is a backward way of thinking about a significant purchase.”

Dr. Zuckerberg started his research by making time to check out the available CAD/CAM technology up close. Originally, that meant making a trip out to the local dealer to see a demo of the only system available. At the time, the level of investment required didn’t seem to make sense, but conversations with other users present got him thinking about the potential cost savings. That nugget of interest stayed with him. When his Henry Schein field sales consultant offered a trip to Dallas to check out 

 and the E4D Dentist System, Dr. Zuckerberg was ready to look again.

“I was tremendously impressed by the employees I met on the trip. They believe in the product, and it shows,” he recalls. “I had great feelings about the company (D4D Technologies) and the product in general (E4D Dentist System), but it also was clear that there had been remarkable improvements in CAD/CAM technology since the last time I’d looked: the ability to do negatives from an impression, no powder and more intuitive software. Once I decided that, clinically, it made sense, I had to be sure that the numbers made sense.”

Between the end-of-year tax credit and financing that allowed lower payments while Dr. Zuckerberg and his team got up to full speed on the E4D Dentist, as well as the savings on his monthly lab bills, the doctor would tell you that it’s “almost like having it in my practice for free.”

More importantly, “The E4D System makes working exciting and fun. I look forward to the cases using it,” he says. “We do a case on it almost every day, and some days, multiple cases. There are even instances where my associate and I fight over it. It is cutting edge-patients who see your expertise and utilization of technology-they love it! It just fits our practice and reinforces our philosophy toward patients.”


The patient response to CAD/CAM and other technology can be one of the great benefits to making the investment. But, if a patient has good oral health, there is a chance he or she may never see our full technology capabilities (outside of digital radiography or intraoral cameras). He may be a bit biased, but Dr. Zuckerberg believes this is where social media can make a big difference.

“Social media is the perfect way to get all the great things you do out there. You can be doing amazing work, but for patients who aren’t getting a crown or inlay, the only way they might get this message is through a fan page on 

 and the related blurbs, status updates, and photos,” he explains. “It may take that ordinary patient who came to you for convenience and thinks you’re a regular dentist and help reinforce their decision to choose you, even if he or she doesn’t use all your services. At this point, there is tremendous future potential for social media to help dentists with external marketing.”

Dr. Zuckerberg makes the good point that patients may go to your website when looking up specific information, but they have to be actively seeking out that information. But what are the chances that they keep going back to look for an article you authored, a story about your work with a local charity or the new technology you purchased? This is why a fan page can be so effective; status updates are pushed out through the newsfeed and you bring the information to them.

By taking control of the message delivery, you can stay one step ahead of patients, letting them know you can meet their needs before they are aware those needs exist.


One patient need that has dominated Dr. Zuckerberg’s framework for practice priorities is the need to feel safe and comfortable.  There are a vast number of patients who are phobic about dental care and helping overcome that fear-from grand gestures to small details-worked to set the Zuckerberg practice apart from others.

“My wife was a psychiatrist and I convinced her to take over running the non-clinical aspects of the office for about 10 years. She worked with me on developing strategies to become confident treating phobic and apprehensive patients,” he shares. “We developed an aquarium motif for the office that features everything from fish-related artwork to a 200-gallon saltwater aquarium where a wall used to be, separating two operatories. It is a great distraction.”

In an era where dentists are highly competitive and feeling the effects of the economy, the concern is that a patient might leave your practice at the drop of a hat. Dr. Zuckerberg believes that, when dealing with phobic patients, if you’ve helped them rebuild their confidence, they’re not going to switch-you have a patient for life.

“That is probably the thing that distinguishes me—dealing with apprehensive patients and the emphasis on technology,” he says. “Having the patient feel like there is no one else in the world they would consider going to.”


	Branching out to new technology or techniques can be daunting, but Dr. Zuckerberg counsels other dentists to start with the important realization that patients are more than just mouths.

“There are people attached to those mouths. People with real fears,” he says. “Before we do anything else, we have to think about the patient experience and what we can do to deliver the best possible experience.”

Technology will, inevitably, be part of delivering the best possible care-although not always in the way you’d expect. “Don’t be afraid of technology,” he warns. “Learn how to evaluate it. Look at the real cost. Something that, at face value, seems too expensive, may actually be too expensive not to have when you see how it can both save and make the practice money.”

Motivated by great word-of-mouth recommendations, Amanda Davis is a new patient at Complete Smiles Dentistry, under the care of Dr. Bryan Couch. The high-tech nature of the practice was not what first drew her in, but it definitely caught and kept her attention as she prepared to have dental implants placed.
	
	

 hasn’t been in Dr. Couch’s office that long-just a few months-but it is that new product zeal that first made an impression on Amanda.

“The assistant I was working with went into some amount of detail about the technology and the scan; she was very forthcoming,” Amanda shared. “I would say the enthusiasm of the people in the office over this technology made me more enthusiastic. How they represent it is important. When presented in that way, and when I was able to see the view after the fact, it was a very positive thing for me and for the practice.”
	
	


	
	Amanda had a pan x-ray before, but that level of imaging and the 3D scan was new to her experience as a dental implant candidate.

“The scan was very comfortable and non-threatening,” she said, “but the real comfort came from having the scan done. I’ve had two [dental implant] failures in this area in the past, so it made me feel good, more confident, that Dr. Couch was taking the necessary steps to see where he would best be able to put the new implants.”


	
	Amanda was unequivocal in her support of Complete Smiles Dentistry. Now a happy client of Dr. Couch’s practice herself, she indicated that she would go a step further and make sure to mention technology in her recommendation to other would-be patients.

Motivated by great word-of-mouth recommendations, Amanda Davis is a new patient at Complete Smiles Dentistry, under the care of Dr. Bryan Couch. The high-tech nature of the practice was not what first drew her in, but it definitely caught and kept her attention as she prepared to have dental implants placed.  The dentist’s set-up

Patient Perspective: The multi-layered comfort of 3D technology

	Hu-Friedy launched its Environdent instrument recycling program 15 years ago, long before it was the cause du-jour. In celebration of its 15th anniversary, the Environdent program is being updated to make it even more accessible.

	“Before, you had to purchase, then recycle, then you’d receive your free instrument. We want people to be able to recycle without that initial purchase,” said Victoria Goodman, Senior Product Manager at Hu-Friedy. “Starting in April, we are eliminating the need to purchase. If somebody wants to clean out their drawers, for every 12 hand instruments recycled, we send a free instrument. It’s something small practices can do and do right away."

	And while the main components of the Hu-Friedy Environdent program focus on sending instruments and receiving credit for free instruments, the critical environmental factor is what happens after the instruments to be recycled are received. That’s when Hu-Friedy’s commitment really shines through behind the scenes.

	“Hu-Friedy ensures that we partner with metal scrappers who recycle the instruments and convert them into metal for non-medical and non-dental applications,”  Xochitl Javier, Product Manager at Hu-Friedy explains. “The metal finds new life in the making of things such as bridges, car bumpers, appliance parts, and more. Participation in Environdent produces multiple benefits for the environment and dental practices.”

 Hu-Friedy launched its Environdent instrument recycling program 15 years ago, long before it was the cause du-jour. In celebration of its 15th anniversary, the Environdent program is being updated to make it even more accessible.

When companies lead

	Information provided by Delcam North America.

	DentCAD is a computer-aided 3D design module for the fast and accurate creation of dental restorations. In addition to new libraries of teeth and implants, the 2011 DentCAD design software includes a module to check that connections are aligned correctly, smoother shapes for custom abutments,dynamic shaping tools that give greater control over final restoration shape, enhanced bar design, improved control over cement gaps and contact distances around restorations, easier design of inlays and onlays, and dynamic editing of collars and lingual bands. The DentMILL CAM system also has been enhanced with new features.

		New implant libraries for the design of custom abutments and bars

		Module to check that connections are aligned correctly

		Dynamic shaping tools that give greater control over final restoration shape

		Improved control over cement gaps and contact distances around restorations

		Dynamic editing of collars and lingual bands

 Information provided by Delcam North America.  DentCAD is a computer-aided 3D design module for the fast and accurate creation of dental restorations. In addition to new libraries of teeth and implants, the 2011 DentCAD design software includes a module to check that connections are aligned correctly, smoother shapes for custom abutments,