Orthotown April 2022 - 57
by Casey Bull and Dr. Anil Idiculla
Casey Bull, the global director of content and community at The Invisible
Orthodontist (TIO), drives TIO's efforts to provide member practices with
marketing and business management expertise. Bull began her career in the
orthodontic industry working for Dr. Alexander Waldman in Beverly Hills in 2014.
While working for the practice, she developed a range of practice management
processes encompassing tracking and reporting, management systems and
templates, treatment plans, marketing programs and more.
Dr. Anil Idiculla has made a name for himself as a orthodontic clinician and
international lecturer. The past president of the Rocky Mountain Society of
Orthodontists, he has been named a top orthodontist in 5280 magazine every
year since he opened his fl agship practice in 2008. After growing his practice
brand, i-Orthodontics, to fi ve Colorado locations along with a nonprofi t location
in Uganda, Idiculla became a partner with Corus Orthodontists, and this year he
accepted the role of director of doctor relationships at Corus Orthodontists.
of simply being commodity providers.
Faceless direct-to-consumer orthodontic companies
do not present patients with a sustainable health
care experience that our practices and communities
have come to expect. These companies are built upon
scale through aggressive marketing, mass purchasing
power, and the reduction of human interaction and touch
points. Their goals are to reach as many consumers as possible
and capture the low-hanging fruit through unfortunate
miseducation.
However, at the local private practice level, the key
elements of love that were the pillars on which those
practices were built are sometimes too quickly forgotten
with growth. As practices grow, they can fall into
the trap of feeling like a " warehouse " or too " corporate " -which
essentially means that the love is not being conveyed in the same
ways it used to, or in the ways that our patients expect.
To ensure that these pillars are not lost, we'd like to introduce
you to a concept called " scalable patient love. "
Scalable Pati ent Love (noun phrase)
/skāl·ə·bəl pā·shənt ləv/
Thoughtf ul acts of grati tude and/or kindness
for an individual that are capable of being
provided throughout the enti re practi ce.
orthotown.com \\ APRIL 2022 57
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Orthotown April 2022
Table of Contents for the Digital Edition of Orthotown April 2022
Orthotown April 2022 - Intro
Orthotown April 2022 - Cover1
Orthotown April 2022 - Cover2
Orthotown April 2022 - 1
Orthotown April 2022 - 2
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Orthotown April 2022 - Cover3
Orthotown April 2022 - Cover4
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