Orthotown October 2023 - 33
" We are now in a service
industry that happens to
be aligning teeth, " says
Dr. Marc Goldenberg. " Don't
get me wrong, you still need
to put health and effective
treatment first, but at this
point in our profession, you
will not succeed if you don't
also design your office so
customer service is foremost. "
How'd you find your way into orthodontics?
Going through dental school, I was kind of a dental
nerd and loved all things dental. I used to spend a
lot of my downtime reading through Dentaltown
threads on practice management, financial preparation,
and tips and tricks for restorative dental
procedures. Then, toward the end of the second year,
I was invited to attend an Alpha Omega CE event,
which was held at a Chinese restaurant-couldn't
say no to that!-and it was given by an orthodontist.
His lecture was essentially a potpourri of cases
with initial, progress and final photos. My mind was
blown by the ability to absolutely transform someone's
mouth without adding in anything external,
just their natural teeth realigned. You could literally
see the change in their smile confidence from before
to after treatment, and at that point, I drank the
ortho Kool-Aid.
Earlier this year, you moved into a new space that
was built from the ground up. Tell us about the
build and what surprised you about the process.
I was lucky in terms of timing for our build-out.
About 1.5 years before, I had been living a happy and
simple life-our practice was growing and the office
was compact, efficient and beautiful. But when I
hired a local practice consultant, William Spinosa of
the Center for Practice Excellence, he told me, " You
need to start looking for a new space tomorrow. "
I was taken aback, because everything seemed to
be working fine at that time, but he said he could tell
that by the following year, we would not have room
in the office to continue growing and expanding.
So the next day, I called a broker to start looking
for a new space. How prescient Bill was, because by
the time the office was ready 18 months later, we
couldn't imagine staying in our old office! It took
about six months to find a new place, five months of
permitting and seven months of construction.
The next step was finding a dental contractor.
I visited 10-15 new-build dental and orthodontic
offices, and if I liked their design and the dentists
were happy with their contractor, they got added to
a list that I narrowed down to find our contractor.
OCTOBER 2023 | 33 | ORTHOTOWN.COM
PHOTO AT BOTTOM LEFT: COURTESY OF BRUCE LEN
http://www.ORTHOTOWN.COM
Orthotown October 2023
Table of Contents for the Digital Edition of Orthotown October 2023
Orthotown October 2023 - Cover1
Orthotown October 2023 - Cover2
Orthotown October 2023 - 1
Orthotown October 2023 - 2
Orthotown October 2023 - 3
Orthotown October 2023 - 4
Orthotown October 2023 - 5
Orthotown October 2023 - 6
Orthotown October 2023 - 7
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Orthotown October 2023 - Cover3
Orthotown October 2023 - Cover4
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