in this issue: contents DEPARTMENTS 8 Embrace Progress A Look at Leverage Orthotown Editorial Director Dr. Daniel Grob discusses how, and why, you should use money to its maximum advantage. 12 13 14 34 Industry News New Products Poll Product Profile: Sesame Communications 48 Ad Index MESSAGE BOARDS from orthotown.com 16 Setting Staff Salaries and Bonuses in a Startup A new practice owner asks for advice about structuring different employees' pay scales. Can it be done without causing friction? 42 An Amplified Approach Marketing expert Tyler Entz discusses the role of amplification: combining traditional marketing tools with more current technologies, like mail-to-mobile, which uses geofencing to determine which potential clients to market with in-app ads to amplify rates. 4 24 Can This Be Treated Nonsurgically? This Townie inherited a difficult case where surgery seems like the best option, but the patient wants to see what the alternatives are. 30 Clear Aligner Therapy A case where clear aligners come up short, but traditional expertise can get the job done. MARCH 2020 // orthotown.com OT0320_TOC_AG.indd 4 2/25/20 11:25 AMhttp://www.orthotown.com http://www.orthotown.com