ntd volume 3 issue 5 de layout 1

VOLUME 3 | ISSUE 5North Texas

Dentistrya business and lifestyle magazine for north texas dentists

Creating Happy PatientsWith Expert CareModern Texas Dental Specialties: Firewheel Center & Texas Endodontics

Healthy Living29 Ways to Make Your Brain Smarter

Smiles in the SpotlightDavid Philofsky, DDS, MS Clinical Realities of Connective Tissue Grafting

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North Texas

Dentistry

BAYLOR COLLEGE OF DENTISTRYCancer Patients Benefit From Dental ClinicMinimizing the side effects of cancer treatment

HEALTHY LIVING29 Ways To Make Your Brain SmarterTips for brain health at any age

SMILES IN THE SPOTLIGHTDr. David PhilofskyClinical Realities of ConnectiveTissue Grafting

PRACTICE MANAGEMENTThe PeacekeeperSix Simple Steps to Resolving Conflict

TECHNOLOGY UPDATEDental Headache CareA new treatment that complements restorative and occlusal treatment

WINE CELLARTexas TerroirA winemaker’s perspective

PRACTICE MARKETINGSocial Media for DentistsReaping the benefits of social media for both internal and external marketing

NEW PRODUCTSSymmetry ID SystemA new system that simplifies office design

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206 ON THE COVER: The Modern Texas Dental Specialties team(from left); Dr. Rajiv Patel, Dr. Tariq Alsmadi,Dr. Maheeb Jaouni, and Dr. Daniel Stewart 22

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ON THE COVER

Creating Happy Patients With Expert CareModern Texas Dental Specialties: Firewheel Center & Texas Endodontics

NORTH TEXAS DENTISTRY | www.northtexasdentistry.com4

Hope you all are enjoying your summer!As far as Texas summers go this has beena pretty nice one. We have even hadrain… what a treat!

For this issue North Texas Dentistryvisited Modern Texas Dental Specialties,the practices of endodontists Dr. MaheebJaouni, Dr. Tariq Alsmadi, Dr. RajivPatel and periodontist Dr. DanielStewart. With two locations, TexasEndodontics in Carrollton and FirewheelCenter for Dental Specialties in Garland,they serve a broad area of the Metroplexusing the latest cutting edge technology.

Periodontist, Dr. David Philofsky exam-ines the variables that need to be consid-ered for patients needing connectivetissue grafting in this issue’s Smiles inthe Spotlight.

You are never too young to considerbrain health. Dr. Sandra Chapmanfounder and chief director of the Centerfor Brain Health offers tips to improvebrain activity whether you are 20 or 50in Healthy Living.

Wine Cellar presents an interview withDan Gatlin, winemaker and proprietor ofInwood Estates Vineyards, as he shareshis insight in the development of theTexas wine industry.

It is still summer but the team of NorthTexas Dentistry is starting work onone of my favorite issues of the year, theConvention Issue for the SouthwestDental Conference. The conference is notuntil January, but we want to get goingto make this the best Convention Issueever. Make your plans now to participatein this issue… details inside!

Thanks to all of you who support NorthTexas Dentistry and make its publica-tion possible!

Keep smiling and have a great day!

LuLu Stavinoha, RDHPublisher

from the publisher

Although every effort is made to ensure the accuracy of editorial material published in North TexasDentistry, articles may contain statements, opinions,and other information subject to interpretation. Accordingly, the publisher, editors and authors and theirrespective employees are not responsible or liable forinaccurate or misleading data, opinion or other informa-tion in material supplied by contributing authors. Copyright 2012. All rights reserved. Reproduction inpart or in whole without written permission is prohibited.

Advertise in North Texas DentistryFor more information on advertising in North Texas Dentistry, call LuLu Stavinoha at (214) 629-7110 oremail [email protected]. Send written correspondence to:

North Texas Dentistry P.O. Box 12623 Dallas, TX 75225

North Texas

Dentistry

Ray BryantPHOTOGRAPHY

Tina CaullerWRITING / DESIGN

Publisher | LuLu StavinohaPhotographer | Ray Bryant, Bryant StudiosContributing Writers | Tina Cauller, Dr. Sandra Chapman,Kim Clarke, Carolyn Cox, Allison DiMatteo, Dr. David Philofsky, Neil Rudoff, Susan Steinbrecher

Remember to “Like” us on Facebook at: http://www.facebook.com/NorthTexasDentistry


Cancer treatment brings a dauntingarray of life changes for patientsand their families. Dental compli-

cations are one small but significant impactof cancer treatments such as chemotherapyand radiation.

Texas A&M University Baylor College ofDentistry (TAMBCD) championed theestablishment of the dental clinic at BaylorUniversity Medical Center’s (BUMC)Charles A. Sammons Cancer Center inDallas to help patients minimize the sideeffects of cancer treatment.

The dental school’s presence is apparent atthe clinic, which is staffed almost entirelyby college faculty and alumni. The person-nel include a medical director, three part-time dentists, a dental assistant and adental hygienist who also serves as clinicmanager.

Before the Sammons Cancer Center dentalclinic opened in 2011, M.D. AndersonCancer Center in Houston was the onlycancer center in Texas offering a full-rangefacility that included dentistry.

By working to prevent oral infection andreduce oral pain and long-term loss offunction, the clinic’s dentists and dentalhygienists improve the quality of life forcancer patients. The clinic also serves

transplant and cardiac surgery patientsreferred by hospital physicians and can bevitally important for optimal patient out-comes.

“We work closely with oncologists andtransplant teams in monitoring bloodcounts, immunosuppressive drug admin-istration, and location/amount of radiationthat may indirectly affect teeth and directlyaffect soft tissue in the oral cavity,” says Dr. Kenneth A. Bolin, associate professorat TAMBCD and the clinic’s medical direc-tor. “This holistic approach to caring forcancer patients is invaluable.”

Oral assessments are critical for patientsbefore they begin cancer treatment so thatany restorative dental needs or infectionscan be treated in advance. During treat-ment, dental oncology professionals assistin preventing and treating mouth andthroat sores, dry mouth, infections or anyother complications that arise in theprocess of eliminating cancer cells from thebody.

“Even as recently as a few years ago, stan-dard care included removing all the teethbefore radiation therapy began,” says JaneCotter, clinic manager, who earned a mas-ter’s degree in dental hygiene from TAM-BCD in 2009. “Now we are only removing

what’s necessary and are adding preventivemeasures such as fluoride trays, prescrip-tion fluoride toothpaste and a three-monthappointment recall.

“Radiation patients often have a dry mouththat can lead to dental problems withoutthis type of intervention,” Cotter continues.“People now have a better quality of lifeafter treatment because they are still ableto continue to chew food with their naturalteeth. They’re healthier as they go throughtherapy, and hopefully they will be health-ier in survivorship.”

For information about the clinic’s serv-ices, call (214) 820-3535.

Founded in 1905, Texas A&M University BaylorCollege of Dentistry in Dallas is a college of theTexas A&M Health Science Center. TAMBCD is anationally recognized center for oral health sci-ences education, research, specialized patientcare and continuing dental education.

Carolyn Cox is publications manager at TexasA&M University Baylor College of Dentistry,where she has been employed for 24 years.A 1986 journalism graduate of Texas ChristianUniversity, she resides in Lewisville, Texas.

By Carolyn Cox

Cancer PatientsBenefit From Dental Clinic

cover feature

Creating Happy PatientsWith Expert CareModern Texas Dental Specialties: Firewheel Center & Texas Endodonticsby Tina Cauller

When your patient needs specialty care, a lot rides onyour choice of a specialist partner. Your patients’ oralhealth depends on the care your referral partner pro-

vides and their confidence in you will be impacted by their experi-ence. Your patients rely on you to base your referral choice on theproven assurance that they will receive the best possible care.Consequently, a trusted source of specialty care is one of the mostvaluable professional relationships you can cultivate.

A patient referred for specialty care may be concerned about theoutcome, fearful of the planned treatment, or worried about financ-ing, and may need relief from pain. The specialists at Modern TexasDental Specialties (MTDS) know that a whole host of different ele-ments must come together flawlessly in order to create a positivepatient experience, particularly under these circumstances. Withmore than 50 years of combined experience, this team appreciatesthe crucial importance of earning the trust of both you and yourpatient with every visit.

The multidisciplinary specialists who comprise Modern TexasDental Specialties are Dr. Maheeb Jaouni, Dr. Tariq Alsmadi, Dr. Rajiv Patel and Dr. Daniel Stewart. The practice servesendodontic and periodontic patients from more than 100 referringoffices around the Metroplex through its two locations in Carrolltonand North Garland.

As Dr. Alsmadi explains, “We intentionally designed our offices so

our patients could relax in a comfortable, family-oriented atmos-phere. We take time to explain each procedure, and answer anyquestions they may have. We show patients images on a large mon-itor to help them clearly understand their treatment and knowexactly what to expect. It’s human nature to be fearful of theunknown, so taking this time is very important.”

Texas Endodontics in Carrollton features three operatories and iscurrently being remodeled to include a spacious conference room.Firewheel Center in North Garland is a beautiful new facility withfive operatories, including a fully equipped surgical suite.

Knowing that the latest advanced equipment is available also helpsto put patients at ease. Dr. Jaouni notes, “Both of our locations areequipped with the latest surgical microscopes, which provide animportant complement to other imaging modalities and help usachieve the best surgical outcomes. These special microscopesemploy high magnification and fiber optic illumination to clearlyvisualize critical details and enable us to record digital video imagesof the affected tooth so any relevant findings can be documentedand shared with the referring dentist.”

Surgical endodontic treatment has shown significant increase in itssuccess rates when performed using a dental microscope, allowingprecision in performing the procedure with minimal root resection.The currently reported success rate in endodontic studies isreported to be around 90%. Preparing the retrograde canal and fill-

The multidisciplinary specialists who comprise Modern Texas Dental Specialists are pictured (from left): Dr. Rajiv Patel, Dr. Daniel Stewart, Dr. Maheeb Jaouni and Dr. Tariq Alsmadi.


ing with the aid of an ultrasonic tip to the depth of 3 to 4 mm withvisual aid of a micro-mirror allows the endodontist to visualize thecause of failure of the previous endodontic treatment (missedcanal, crack, extending fin, etc.). This microsurgical approach min-imizes trauma and enhances surgical results.

At Firewheel Center, diagnosis and treatment are enhanced by thelatest CBCT imaging technology, which helps ensure accurate sur-gical planning and optimal results. CBCT is a diagnostic imagingmodality that yields a highly precise three-dimensional image ofthe anatomy without distortion.

While variations in root canal anatomy are common, successfulendodontic treatment depends on the clinician’s ability to detectand visualize all root canals so that each canal can be thoroughlycleaned, shaped, and obturated. In research studies to evaluate theuse of CBCT in endodontics, board-certified endodontists per-formed better at detecting canals with high-resolution CBCTimages than with 2D radiographs. CBCT is also helpful for identi-fying lesions that have expanded into the maxillary sinus or findingmissed canals, as well as monitoring healing after treatment. Whiletwo-dimensional radiography is adequate in some cases, the inher-ent distortion and superimposition of anatomical structures in atwo-dimensional image often presents real challenges. There arespecific situations in which additional information about spatialrelationships facilitates a more accurate diagnosis and eliminatesguesswork in endodontic treatment.

The use of cone beam CT technology is indispensable in treatmentin complex dental implant cases. As Dr. Stewart explains, “WithCBCT, the restorative dentist and I can perform virtual implantplanning in three dimensions, assessing the available supporting

bone in the optimal implant positions. From this virtual implantplan, the need for osseous augmentation can be determined. Also,a surgical guide can be fabricated which allows me to placeimplants with precision. This simplifies treatment and eliminatesmany difficulties for the restorative dentist and ultimately resultsin an excellent dental implant supported restoration.”

In specific cases, the availability of both endodontic and periodon-tic expertise is invaluable. “I look forward to collaborating with myendodontist colleagues in providing comprehensive treatment fordental infection,” notes Dr. Stewart. “The source of dental infectionis often difficult to diagnose. Is it of primary endodontic or peri-odontal origin or a combination of the two? In these challengingdiagnostic cases, a referring dentist can send a patient to our office


Patients experience a friendly and helpful team whose goal isto make sure treatment goes smoothly from start to finish.

The microsurgical approach minimizes trauma and enhances surgical results.


knowing we are able to provide proper diagnosis and optimal treat-ment no matter the cause.”

Communication and collaboration are key factors in the efficient,comprehensive care provided by the doctors at MTDS. Dr. Jaouniexplains, “Our referring dentists are an integral part of the team,and our close collaboration makes it possible for us to have the bestpossible outcomes in each case. I work hand in hand with the refer-ring dentist to provide the highest standard of care. Teamwork andcollaboration with our referring partners also sustains a high levelof energy and enthusiasm, so our daily performance is at its peak.”

“We know from experience that compassion, communication andprofessionalism are also critical elements in creating a good patientexperience,” notes Dr. Patel. “We speak to our patients and ourteam members with respect, which helps to create a calm, soothingatmosphere and instills confidence in our care.”

The office is entirely paperless, making communication with refer-ring offices fast and convenient. This technology supports excellentcommunication with referring doctors regarding diagnosis, treat-ment, and follow up, although MTDS doctors are always open tophone or in-person consultation with referring offices when pre-ferred. For added convenience, patients have the option of provid-ing health information online prior to their appointment.

On arrival to the Center, patients are greeted by friendly staff, andfamily members can wait comfortably in the reception area while

enjoying cold drinks or coffee. During the procedure, patients canrelax while listening to music on headphones and have the optionof nitrous oxide sedation for added comfort if needed. When indi-cated, oral sedation is provided and in rare cases, intravenous seda-tion is used to ensure optimal patient comfort.

The doctors at MTDS are available for same day appointments totreat emergencies. Dr. Patel is a member of the InternationalAcademy of Dental Traumatology and collaborates with pediatricdentists to treat children as young as 7 who are referred to theCenter for treatment of traumatic dental injuries. The MTDS team

Bringing periodontics, endodontics and implant treatment all together in a single location is a unique convenience for boththe patient and the referring dentist.

The use of cone beam CT technology is indispensable in treatment for complex dental implant cases.

The surgical microscope employs high magnification andfiber optic illumination to clearly visualize critical details.

is adept at making patients of all ages feel relaxed and comfortable,whether their treatment is emergent or routine.

Dr. Stewart provides periodontic care including perio maintenance,bone and soft tissue grafting, dental implants, and cosmetic peri-odontic surgery at Firewheel Center. He is one of only a few peri-odontists to complete the University of Texas Health ScienceCenter Dental Branch Preceptorship in Dental Implantology andthe surgical curriculum of the Misch Implant Institute, whichincluded training in advanced bone grafting techniques.

Drs. Jaouni, Patel and Alsmadi provide endodontic care at both

locations. They are continually pursuing knowledge of the latestendodontic methods and materials to ensure pleasant, efficientcare and the best possible result for every patient, and collaboratewith other dental professionals on challenging or complex cases.

Bringing periodontics, endodontics and implant treatment alltogether in a single location is a unique convenience for both thepatient and the referring dentist. If, on evaluation, the examiningdoctor determines that a root canal is not a viable remedy for thepatient, the referring dentist does not have to make a second refer-ral, and treatment with extraction and a dental implant can proceedconveniently and efficiently. The MTDS team works with referring

offices to provide any level of support for dentalimplant treatment, and offers in-office training onimplant restoration if desired. As a result of thisimportant convenience and collaboration, patients’loyalty and trust in their primary dentist is rein-forced by a positive experience.

The doctors at Modern Texas Dental Specialtiesvalue the endorsement contained in every referral.At Modern Texas Dental Specialties, the conver-gence of expertise, technology, compassion, andcommitment help to ensure that every patient’sexperience positively reinforces loyalty to youroffice and confidence that you are dedicated to thehighest quality of care.


Diagnosis and treatment are enhanced by the latest CBCT imaging tech-nology which helps ensure accurate surgical planning and optimal results.

Communication and collaboration are key factors in the efficient,comprehensive care provided by the doctors at MTDS.

Texas Endodontics 2840 Keller Springs Rd. #703 Carrollton, TX 75006 (214) 483-3660Firewheel Center for Dental Specialties4170 Lavon Dr. #164 Garland, TX 75040 (972) 496-0164www.moderntexasdentalspecialties.com

Maheeb Jaouni, DDS, MS, received his Doctor ofDental Surgery degree at the University of Californiain San Francisco (UCSF). After graduating with hon-ors, Dr. Jaouni attended the University of MarylandBaltimore College of Dental Surgery (BCDS), the firstdental school in the world, where he completed athree-year Endodontic Post Graduate program.While in his endodontic residency program, Dr. Jaouni was recognized for clinical and research

excellence with numerous awards and distinctions including the Ponti Award forClinical Excellence and the The Sherryl Anne Award in endodontic research. Hespent time evaluating the efficacy of system antibiotics on localized endodonticinfections. He successfully defended his thesis, and went on to receive his certi-fication in endodontics as well as a Master of Science (MS) degree in Oral Biology.

In addition to working in private endodontic practice in North Dallas, Dr. Jaouni’sendodontic expertise has earned him Diplomate status from the American Boardof Endodontics. He was elected to membership in Phi Kappa Phi, an honorarypostgraduate fraternity. Dr. Jaouni maintains active membership in numerous pro-fessional associations. He stays up to date with the most current concepts of thepractice of endodontics with particular emphasis on pharmacology, 3D CT imagingand endodontic microsurgery.

In his spare time, Dr. Jaouni enjoys spending time with family and friends, traveling,water sports, cycling and trying out new electronic gadgets. He and his beautifulwife Yvette have a newborn son who he enjoys spending time with.

Tariq Alsmadi, BDS, DMD, is an Ivy League gradu-ate from the University of Pennsylvania where hereceived his Doctor of Dental Medicine degree withhonors in 2003.

After deciding to focus on Endodontics, Dr. Alsmadienrolled at University of Nebraska Medical Center.Soon after he graduated, he was hired as anAssistant Professor in the same program he gradu-ated from. He has a passion for teaching perfect

Endodontics (Root Canal Treatment) and helping other dentists through challeng-ing cases.

During his residency, Dr. Alsmadi became interested in regenerative dentistry andconducted research investigating the role of bone morphogenetic protein 2 (BMP2)on the dental pulp cells. His ongoing research investigates materials that can pro-mote pulp (nerve) healing and regeneration. He is always educating himself inregenerative dentistry and latest research in Root Canal Treatment to provide thelatest and the best to his patients.

Dr. Alsmadi is an active member of the American Dental Association and theAmerican Association of Endodontics. He is a board-eligible endodontist. He wasawarded the UNMC Golden U for Excellence and was awarded for excellence asan educator.

Dr. Alsmadi is an active supporter of Boy Scouts of America and enjoys servinghis community. He and his wife Desiree have three children. The Alsmadi familyenjoys spending time together with outdoor activities and traveling.

Rajiv Patel, BDS, DDS, is a Board CertifiedEndodontist, the highest honor in endodonticsawarded by the American Board of Endodontics. Heis a proud Trojan who graduated from University ofSouthern California where he obtained his DDS(2003) and Certificate in Endodontics (2007). “Raj”has practiced in the Flower Mound and Denton areasince 2007.

Raj has practiced clinical dentistry for the last 18years following his receipt of Bachelor of Dental Surgery (BDS) in 1995 and under-stands the importance of multi-disciplinary aspects of dentistry.

He graduated with honors and with an induction into Omicron Kappa Epsilon, thenational dental honor society. He practiced in Apple Valley, California 2003-2005.During his practice, he served as a part-time clinical instructor at USC, School ofDentistry in the Urgent Care Center where he trained dental students in the diag-nosis, management and treatment of patients in pain.

Raj is a member of the International Academy of Dental Traumatology and collaborates with pediatric dentists to treat children presenting with traumatic dentalinjuries.

Dr. Rajiv Patel has published clinical papers on topics in endodontics and has wonseveral awards for table clinic presentations at state and national levels. He is anactive member on several online endodontic forums. Raj is a fellow and foundingmember of The International Academy of Endodontics, in addition to being anactive member of various other specialist organizations.

Raj is married and is the father of two beautiful daughters. In his spare time, Rajenjoys spending time with his family and friends, dancing with his daughters, newage music, reading, entertaining and he plans to learn some golf.

Daniel M. Stewart, DDS, is committed to providingexcellence in a wide range of periodontal care andimplant dentistry.

Dr. Stewart graduated with his dental degree fromBaylor College of Dentistry here in Dallas and continuedhis formal education, completing a comprehensive two-year residency in periodontics at the University of NorthCarolina Dental School in Chapel Hill, North Carolina.

Committed to continuing education, Dr. Stewart always keeps current with thelatest technology and techniques. He is one of only a few periodontists to completethe University of Texas Health Science Center Dental Branch Preceptorship inDental Implantology and the surgical curriculum of the Misch Implant Institute whichincluded advanced bone grafting.

Dr. Stewart was born and raised in Corpus Christi, Texas. He has been married tohis high school sweetheart, Jeanann, for over 30 years. They have two grown chil-dren, Rebecca and Adam, and a son-in-law, Wade. He enjoys reading and listen-ing to music of many varieties, as well as attending concerts and plays. He alsoenjoys fly fishing, although not as often as he would like. Dr. Stewart and his wifelove to travel when time permits.


creating compelling professional images thatspeak for your practice

817.966.2631www.Bryant [email protected]

PHOTOGRAPHY WITH A

FOCUSON DENTISTRY


Y our greatest asset and natural resource is your brain.It is the most changeable organ in your entire body,and you can make it smarter just by changing the way

you use it! Despite the common misbelief that only the elderlyshould be concerned with brain health, you are never too youngto fortify your brain against decline or too old to increase yourcognitive prowess. The Center for BrainHealth is dedicated tomaximizing brain performance at each stage of life – helpingindividuals stay mentally sharp longer and, in cases of diseaseor injury, restoring and enhancing cognitive ability.

Follow these tips to maximize brain performance and improvebrain health at any life stage.

To help our children

Train selective attention.Help children focus on one object,voice, or thought at a time while ignoring or suppressing com-peting inputs.

Spark curiosity and an inquisitive mind. Ask children tocreate new endings to favorite books and movies.

Engage in thoughtful conversations with teens. Avoidrapid-fire questions. Instead, ask for reflection on a topic such

as take-home messages in a movie or an interpretation of songlyrics.

Give children and teens a small number of choices, andprovide opportunities for them to think critically, weighing eachoption. Too many choices can stymie young brains and makelogical and safe decision-making difficult.

Limit the amount of time your child spends on tech-nology like online social networking and playing video games.

After graduating from college, the brain is neuroengineered inthe workplace. Unfortunately, little attention is paid to theworking environment’s impact on brain health.

For people in their 20s

Learn to manage technology efficiently. Do not let theconstant pings and beeps of incoming emails, text messages andphone calls distract you. Silence phone and email notificationsto create an environment for uninterrupted work flow. Startwith 15-minute intervals and work your way up.

Practice strategic attention. Prevent information overloadby limiting the amount of information you download into yourbrain. Adults in their 20s pride themselves in finding vast

29 WAYS TO

Make Your Brain SmarterAt Any AgeBy Sandra Bond Chapman, Ph.D.

healthy living


amounts of information in record time, but speed and amountof information retrieval does not build a deeper thinking andinnovative mind.

Surpass surface level interpretations. Synthesize deepermeanings from work assignments, articles and books read, andmovies watched.

Schedule periods of brain downtime to seek ‘a-ha’moments to solve complex work or life problems.

Go beyond simply completing tasks, and have the confi-dence to innovate new approaches and develop visionary plansof action.


Practice sorting the essential from the trivial. Make alist of tasks that you want to complete each day; identify the twoitems that are the most pivotal to your success; and focus oncompleting them during prime brain time.

Focus on getting important decisions right from yourpoint-of-view.

Challenge yourself to lead new initiatives and responsibili-ties.

Balance work life and personal life and take time to bewith family and friends.

Enhance the social brain. Interact with others by joining aclub or a hobby group. Socializing with others about somethingyou are passionate about builds stronger neural connectionsand provides avenues to negotiate complex social encounters.

We start to see cognitive decline during the 40s only becausewe accept mental slippage and boredom in our life and work. Itdoes not have to be that way!


Rediscover and reflect on your passion to make sure it isintegral to your brain activities.

Ramp up learning in your area of expertise to strengthenexpert brain connections.

Combine your expanding expertise with newly emerg-ing ideas and criticisms.

Take on mentoring younger and older adults to improveyour brain health and theirs.

Stay organized. Stow your 3 key items in the same place everytime you use them.

For people in their 50s and beyond

Do not let automatic pilot take over. Continue to pushyourself to learn something new, especially related to technol-ogy. You will feel brain energized as you go from being a noviceto an expert in an area of interest.

Focus on one thing at a time. When faced with an abun-dance of information, strategically attend to the most relevantdetails and filter out less important data.

Take advantage of your rich life experiences and brainknowledge to ask thought-provoking questions and to offer newdirections during group meetings.

Captivate your mental prowess by mentally ‘zooming out’to a 20,000-foot perspective to review your goals and directionsand re-direct your team or family.

Maintain close relationships and engage in deep conversa-tions with friends and family.

For all generations

Limit multitasking. Multitasking diminishes mental produc-tivity, elevates brain fatigue, increases stress, impairs sleep pat-terns and reduces overall health by altering the immune system.

Eat a heart healthy diet. What's good for your heart is goodfor your brain.

Sleep regularly. Get 7-8 hours of sleep every night.Information is consolidated in the brain at a deeper level ofunderstanding during sleep.

Exercise. Get 50 minutes of aerobic exercise 3 times a week toboost brain nourishing blood flow.

Sandra Bond Chapman, Ph.D. is thefounder and chief director of the Centerfor BrainHealth, a Distinguished UniversityProfessor at The University of Texas atDallas and author of Make Your BrainSmarter: Increase Your Brain’s Creativity,Energy and Focus.

Dr. Chapman has a remarkable gift fortranslating the complex world of cognitive neuroscience into easy-to-understand language. For the last 30 years, she has focused herresearch on how to make the human brain smarter and healthier.With over 40 funded research grants and over 200 publications toher credit, she is recognized as a leading thinker, transforming pop-ular misconceptions about what smart is, when we are the smartest,and how to repair the brain after injury or in the face of disease. Herapproach to the science of thinking smarter aims to help people ofall ages improve creative and critical thinking, incite innovation andmaximize brain performance throughout life.

For more information visit centerforbrainhealth.org.

SMILESin theSPOTLIGHTLEADERS IN NORTH TEXAS DENTISTRYCREATING UNFORGETTABLE SMILES

Clinical Realities ofConnective Tissue Grafting

When gum tissue recedes, the bone and other tissues that support yourtooth’s root are also lost. This can lead to tooth sensitivity, increase inroot caries, and an esthetic displeasing smile. Connective tissue graft-ing has been around for many years and has been the treatment ofchoice for root exposure. Complete root coverage and increasing theamount of keratinized, attached gingiva due to recession is the ultimateclinical outcome after treatment of these defects. However, clinical out-comes can differ depending on certain variables like interproximal boneheight, root caries, abfractions, abrasion, and existing restorations. Itis important to understand theses variables so that you can predict thefinal outcome in order to meet the patient’s expectations.


Interproximal bone height The interproximal bone height dictates the expected amount of root cover-age. If there is no loss of interproximal bone then you should expect fullroot coverage. However, there will be times when there will be loss of in-terproximal bone mainly due to periodontal disease. If this is the case thengetting full root coverage cannot be anticipated and should be communi-cated to the patient to meet their expectations.

Dr. David Philofsky graduated with honorsfrom Baylor College of Dentistry where he re-ceived his DDS, MS, and Certificate in Periodontics. He hosts and attends hours ofcontinuing education each year and is activein the North Texas Dental Society, Texas Den-tal Association and the American Academy ofPeriodontology. Dr. Philofsky is a Diplomateof the American Board of Periodontology.

Dr. Philofsky and his family have lived in the Dallas area for the past 15years and are proud to call McKinney their home.

Dr. Philofsky and his staff are committed to serving the dental health-care needs of our community. McKinney Periodontics is a family-ori-ented practice offering a variety of services, including dental implants,the treatment of advanced periodontal disease, bone and gum grafting,cosmetic gum contouring, and oral pathology.

McKinney Periodontics3701 Eldorado Pkwy, McKinney, TX 75070

(972) 569-8448www.mckinneyperiodontics.com

Presurgical Radiograph

Clinical ExaminationCase 1: No interproximal bone loss

so you should expect full root coverage

Pre-op – Connective Tissue Grafting #4 -13

Post-op – The graft materialused in this case was Alloderm®

Post-op – 3 months showing expected full root coverage

Case 2: Interproximal bone loss so you should not expect root coverage

Pre-op – You can see moderaterecession associated with theseteeth, but root coverage is not expected due to the loss of inter-proximal bone from periodontaldisease.

A connective tissue graft wasdone in this area to increase thethickness of the tissue to helpprevent more recession.

Three month post-op – Someroot coverage was achieved, butthe interproximal bone loss prevented more root coverage.However, the tissue is thickerwhich should help to prevent future recession.


Recession that goes beyond themucogingival junction

Full root coverage in this case is still expected but more difficultthan in cases where the recession does not go beyond the

mucogingival junction. However, one should expect to get goodroot coverage in these cases.

Root CariesYou can still expect root coverage even with root caries. If the

caries is superficial then you can easily remove it and graft the areawithout any other modifications. However, if the caries is deep thenyou can place a glass ionomer filling and graft normally. Reports inthe literature show that there is attachment of the tissue onto theglass ionomer, making it the material of choice for this situation.

Pre-op – 9mm of recession ontooth #11

Post-op – Connective tissue takenfrom palate, sutured into place

3 months post-op showing goodroot coverage and gain in

keratinized, attached gingiva

Recession on teeth #3-6 eithercaused by toothbrush abrasion

or abfractions

Connective tissue graft taken frompalate and sutured into place

3 month post-op showing goodroot coverage. Note that there isstill a minor enamel defect alongthe CEJ of tooth #3 caused byabrasion/abfraction. This may require a restoration in the future.

Pre-op showing large subgingival caries that involves mainly the rootsurface but also involves some of the crown portion along the CEJ.

This tooth was grafted with connective tissue taken from thepalate and a glass ionomer fillingwas placed into the defect after

the decay was removed.

Pre-op – Tooth #3 has a largecomposite filling covering the exposed root.

The composite filling on the rootsurface was removed and a connective tissue graft was performed.

One year post-op showing good root coverage and gain in attached, keratinized gingiva. A new restoration was placed inorder to repair the crown portionof the tooth.

Existing restorations on the root surface

If an existing composite filling is present, it can be removed andgrafted to cover up the exposed root. You can only graft to the CEJso determining this location can be difficult. In a lot of these cases,you will have to leave or replace part of the restoration because theold restoration was both on the root and crown portion of the tooth.

Abfraction and/ortoothbrush abrasion

Full root coverage can be expected as long as the lesion is not toodeep into the root. However, most of these lesions involve both theroot and crown portion of the tooth. Root coverage can only coverup to the CEJ area. Often, a restoration is needed in addition to

grafting in order to repair this type of defect.

One year post-op showinghealthy tooth and gingival tissue.There appears to be a gain in ker-atinized, attached gingival even inthe presence of a filling. This is

possible by using a glass ionomermaterial to repair the cavity.


O ne of the most challenging roles of an effective

leader is that of “peacekeeper.” Resolving con-

flicts in the workplace takes negotiation skills,

patience, and a healthy dose of emotional intelligence (EI).

Wikipedia defines EI as: “the ability to identify, assess, and con-

trol the emotions of oneself, of others and of groups.” A wide

variety of models and definitions have been proposed

throughout the years on emotional intelligence, but it is a sci-

entifically accepted and measureable characteristic of effec-

tive management.

So how can executives tap into this “EI factor” to solve pervasiveconflict in the workplace?

The conflict resolution model involves six basic steps and threegolden rules. This is an influencing model that works for discus-sions involving problem solving. It may be used for conflict res-olution, as well as in other business applications. It is particularlyeffective when it’s necessary to hold a person accountable – be ita performance review or any type of agreement – even a peer-to-peer issue.

Here’s how it works: In any dialogue, there are two fundamentalneeds that must be met – the ego need and the practical need.The ego needs are: to be listened to, valued, appreciated,empathized with, involved, and empowered. The practical need

The PeacekeeperRESOLVING CONFLICT: SIX SIMPLE STEPS TO KEEPING THE PEACE

by Susan Steinbrecher

practice management


refers to the obvious: the reason for having the discussion thatfocuses on the conflict needing to be solved.

To address both needs, employ the three golden rules of engage-ment:

1. Listen and respond with empathy

2. Be involved; ask for the other person’s opinions, ideas and thoughts

3. Maintain and affirm self-esteem

Remember, fifty-five percent of a message from sender toreceiver is done so via body language. Thirty-eight percent is con-veyed by tone of voice and only seven percent by word choice.The body, soul and heart cannot lie, so keep these things in mindwhen responding.

Using the example of the employer or manager and employee,here are several examples: One scenario deals with chronic tar-diness, the other deals with a personality conflict affecting a teamproject. The most important thing to keep in mind? If theemployee doesn’t feel they were heard or that they have achieveda “win” out of the discussion then they will not be motivated orresolve to change.

It all comes down to compliance versus commitment. Withoutquestion, the person involved in the discussion or conflict reso-lution will be far more committed to the outcome if they feelempowered by it. In going through the six-step process, look forways to weave in the golden rules: listening and responding withempathy, maintaining or affirming self-esteem and involving theperson. Remember to make eye contact and address the personby name in all exchanges.

Six Steps to Conflict ResolutionDiscuss the situation in a respectful manner. Example: “Inoticed you’ve been late with the project targets a numberof times this month, which seems out of character – you’re

always so reliable!” Don’t say, “You are always late meeting dead-lines.” This just gets the person’s back up.

Be specific. By saying “I noticed that on Tuesday the 15th,as well as Monday and Friday of last month you were sev-eral days late submitting your portion of the project brief,”

the person realizes you are aware of the situation and that theyhave to address the issue. Their explanation is a perfect oppor-tunity to listen and respond with empathy. Remember: you donot necessarily have to agree with someone to empathize withthem. You are simply attempting to put yourself in that person’sshoes – if only for a moment – not condemning or condoning thebehavior.

Discuss how a conflict (or problem) impacts you, thework group, or the project. “I am not sure you are awareof the full impact of the conflict between you and your team.

The other associates are witnessing this, and it is making them

uncomfortable… what do you feel is going on?” Remember, youare asking not telling.

Ask for the specific cause of the conflict. “From your per-spective, what is happening here? You get along well withmost everyone here, so what is causing the conflict?”

Remember to empathize again after their response, rather thansay, “Yes, but you’ve got to get along.” The word “but” negateseverything positive you just said.

If you have to fall on a conjunction, pick the word “and”. “Yes, Ican imagine the challenge this presents – and we need to comeup with a solution. What ideas might you have?”

Ask for the solution. For instance, “What do you think youneed to do to help solve this situation? What is your nextstep?” This brings in accountability.

Agree on the action to be taken. This step is often missedand it’s the most important one. Think of it as a recap. “Sowhat I am hearing you say is that you are going to talk this

through with your team members (discuss details). By when wereyou thinking of doing that?” The last step is to close on a positivenote and ask them to get back to you on the outcome.

Leaders, entrepreneurs and business executives from all back-grounds can benefit by learning the art of heart-centered com-munication – which is simply, authentic communication comingfrom a place of respect for self and others. When a heart-centeredapproach to conflict resolution is engaged, more often than not,it can make the difference between positive and negative out-comes.

Ms. Steinbrecher's article first appeared in Texas CEO Magazine and

is reprinted with their permission.

Susan Steinbrecher, business consultant, leadership expert andspeaker, is CEO of Steinbrecher and Associates, Inc., a manage-ment-consulting firm. She is the author of the Amazon best-seller,KENSHO: A Modern Awakening, Instigating Change in an Era ofGlobal Renewal, as well as the co-author of several leadership andbusiness books including Heart Centered Leadership: An Invitation to Lead From the Inside Out and Roadmap to Success.

Visit www.steinbrecher.com for more information. Twitter: https://twitter.com/SteinbrecherInc

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In the game of Monopoly, an unfortunate roll of the dice some-times lands you face to face with the policeman who ushers youdirectly to jail. If you haven't secured a get-out-of-jail-free card,you're forced to spend time and energy trying to get out, whileeveryone else continues to advance around the board.

When it comes to HIPAA compliance, sometimes an unfortu-nate event can lead to a breach that forces you to spend timeand energy (and most likely real-world cash) working with theDepartment of Health & Human Services (HHS) to determinewhether you had established the right policies and proceduresfor handling Electronic Patient Health Information (ePHI),

taken the appropriate precautions to secure your ePHI, andreacted appropriately to the breach once it had occurred. If theHHS determines you made any mistakes along the way, you canexpect additional fines and possibly additional time and effortto implement any changes they deem necessary to the way youhandle ePHI.

Too bad there isn’t a get-out-breach-free card you could playwhen it comes to those unforeseen and unintended events thatlead to a breach... or is there?

Section 13400(1) of the Act defines ‘‘breach’’ to mean, generally,the unauthorized acquisition, access, use, or disclosure of pro-

tected health information which compromises the security orprivacy of such information. Two of the most common causesof data breach are loss and theft of a device containing ePHI.Once the device and the data it contains have gone missing, thecovered entity is required to report the breach of their patientdata to HHS, to their patients, and also to the media if theirpatient pool is large enough. Unless, that is, the data on the lostor stolen device has been protected by a safeguard calledencryption.

Encryption is the process of using an algorithm to transformplaintext information into an unreadable format that can only

b e

accessed by someone possessing the key that was used to enablethe encryption in the first place. Without the unique key that’screated at the time of encryption, the data on the lost or stolendevice will be completely unreadable.

The HITECH Act issues technical guidance on the technologiesand methodologies “that render protected health informationunusable, unreadable, or indecipherable to unauthorized indi-viduals.” The guidance specifies encryption as an action thatrenders ePHI unusable if it falls in to the wrong hands. ePHIthat is encrypted and whose encryption keys are properlysecured would provide a “safe harbor” to covered entities and

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technology update


Dental Headache CareCan Complement Restorative and Occlusal Treatments

Making transformational changes in the dental prac-tice isn’t always easy, but it doesn’t have to be aheadache. Tad Morgan, DDS, recently incorporated

a systematic approach to assessing and treating the painfulsymptoms associated with dentomandibular sensorimotor dys-function into his Flint, Texas practice.

Dr. Morgan had long understood the importance of occlusionfor ensuring comfortable and stable restorations for hispatients, as well as addressing TMJ/D pain. In researching theTruDenta system, he learned about dentomandibular sensori-motor dysfunction and the impact that the muscles in this areahave on pain. He became aware that treating dental force imbal-ances with a connection to the trigeminal cervical nucleus couldenable him to take his treatments beyond the bite.

With the right guidance, planning, and entire team involve-ment, other dental practices can make similar changes toenhance patient care. Here, Dr. Morgan recalls how he and histeam incorporated the system. He offers insight for others look-ing to add technology-based treatments to their own offices.

Seek Trusted Opinions

It’s one thing to talk with knowledgeable sales representativesabout the technology being purchased. It’s another thing—anda necessary due diligence exercise — to talk with actual doctorsand team members who’ve already incorporated the treatmentapproach into their own practices.

“I would seriously consider calling dental offices around thecountry and speaking to the doctors, assistants, and front officestaff,” Dr. Morgan advises. “When you invest in a technologysystem like this, you want to be sure that it works not only interms of patient treatment, but for everyone in the practice.”

As Dr. Morgan approached purchasing his system, he Googled“TruDenta” for the names of doctors who were already provid-

ing the treatment. He spoke with doctors and office staff frombetween 20 and 25 different practices, all of whom attested tothe system’s success and value for the practice and patient care.

Align Services with the Practice Philosophy

The emphasis of Dr. Morgan’s practice has been adult restora-tive dentistry, with some general and family dental care mixedin. The common thread among the services and procedures heand his team perform is enjoying their profession by experienc-ing personal and professional satisfaction from restoring a smileand changing someone’s life. This satisfaction is heightenedwhen patients look forward to their treatment outcomes.

For this reason he evaluates new treatments and technologieswith an eye toward how they will integrate into the practice’sday-to-day workflow. He also considers how they align with thepractice philosophy of care.

“Performing TruDenta care is something we like to do, sincepatients love to come see us because what we’re doing makesthem feel better,” Dr. Morgan explains. “Normally, patientsdon’t want to come to the dentist’s office. But these patients whohave been suffering with chronic head pain and other symptomsrelated to dental force imbalances get relief, and they’re excitedto return for their next therapy.”

Ensure Total Team Commitment

It’s not uncommon for dentist practice owners to decide to adda new technology or service and then “tell” team members aboutwhat they’ll now be expected to do. In a fee-for-service practice,however, ensuring that team members support and “believe in”the treatments that are offered is essential for success.

When Dr. Morgan purchased his system, he brought all of hisstaff members to the 3-day hands-on training session. Therethey became proficient with using the system and were able toexperience the results for themselves. This enabled them to

by Allison DiMatteo


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speak knowledgeably and enthusiastically about the treatmentto their patients.

Promote Interdisciplinary Collaboration

Dr. Morgan has observed that there are some patients withheadaches caused by dentomandibular sensorimotor dysfunc-tion for whom treatments from neurologists or other physicianshave not been successful. They may have had numerous MRIs,CAT scans, or other tests, and be taking Imitrex, Topamax, andany number of other medications, but with no relief. When hehas evaluated such patients and confirmed that the therapy canhelp them, Dr. Morgan immediately notifies their physician tokeep them abreast of how the patient’s headaches are beingtreated from a dental perspective.

“I want the physician to see our success, watch the patient, andmonitor the pain medications as the patient decreases theamount they’re taking,” Dr. Morgan explains. “TruDenta isanother avenue to help the patient and make care an interdis-ciplinary team effort.”

Conclusion

To date, Dr. Morgan says that each patient he and his team havetreated who was determined to be an ideal candidate forTruDenta treatment has achieved successful pain relief. As withany type of treatment, successful outcomes depend on proper caseselection based on thorough assessments and patient histories.

“Breaking the pain cycle through therapeutic treatments (likemicro-current stimulation, ultra-sound, and low-level laser ther-apy) speeds up the healing process and produces good results,”Dr. Morgan observes. “You can take the occlusion so much far-ther now because you’re able to work with the muscles to achievea more balanced occlusion and relieve the patient’s pain.”

For more information, visit www.drsdoctor.com.

Allison DiMatteo, BA, MPS, is the founderand owner of Crème della Crème Copywrit-ing & Communication, a communicationsconsulting firm. A regular contributor to Inside Dentistry, she also is the manuscriptdevelopment liaison for the Journal of Cos-metic Dentistry. Ms. DiMatteo also co-au-thored the book Understanding, Assessing

& Treating Dentomandibular Sensorimotor Dysfunction. She has lecturedabout writing case presentations for peer-reviewed publications for such ven-ues as the AACD Annual Scientific Session, as well as other communicationtopics for various education and training programs. She writes and consultson marketing program strategies and content development.


KC: Tell us a little bit about yourbeginning in the vineyards.

DG: I was fortunate to grow up in afamily that operated one of the largerbeverage stores in the Dallas area. Myintroduction to work life was shovelingCoors into the cooler windows duringsummers when I was very young. I wasalways quite passionate about wineand after college in California, I wasable to take advantage of my positionto become a professional wine buyer.

KC: Sounds lucky.

DG: I would say even more than that.In those days, the vast majority of bev-

erage sales were beer and spirits. TheAmerican public was yet to discoverwine and California wine was synony-mous with Gallo. I was able to doremarkable things that are almostunheard of today. Things like spend awhole day one-on-one with the wine-maker at Petrus, go to harvest atMouton and Beaucastel, and, at vari-ous places, taste the world’s greatestwines, some even as far back as 1825. Ispent days with great American wine-makers too, like Rodney Strong andNils Venge. I took full advantage of myopportunity, maybe even shamelesslyat times, but I absorbed it like asponge.

I think one would have to be in a veryselect and unique position today to beable to do those things. I feel bad forthe young people starting into ourindustry today, like my own son,because the cost of replicating thoseexperiences would be absurdly unaf-fordable. However, I bring this upbecause there are not many people inthe Texas wine industry with my back-ground and I leaned heavily on all ofthis in my research.

KC: When did you start with grapesand winemaking?

DG: You mean, when did I turn to thedark side? That’s what I jokingly tell

Texas Terroir

A WINEMAKER’S PERSPECTIVE

wine cellar

We’re going to do something different this time around. Whilewe typically focus on drinking good wine, this month we’regoing to visit with a guy who’s been in the wine business formany years, the last 30 or so spent working throughout thestate of Texas making some of the best wines you’ll ever drink.His name is Dan Gatlin, proprietor and chief winemaker forInwood Estates, a Dallas-based winery with a statewide presence.

by Kim Clarke Dan Gatlin, winemaker & proprietor, Inwood Estates Vineyards

people, but it’s a little true. The fundefinitely ended when I started tothink, “How hard could this be to do,anyway?” In 1981, I picked up thephone, called a nursery in Californiaand told them to “send everything youhave.”

KC: That’s a long time ago. You musthave been one of the first vineyards.

DG: Yes, I am now in my 33rd growingseason. The nursery sent 22 varietiesand we made thousands of trials overthe next 16 years. When I started Ithought I would have a wine on themarket within 7-8 years. It took 25years to get my first wine on the mar-ket and we moved vineyards severaltimes.

KC: Were you just not happy withyour initial results?

DG: Correct. With my background, myexpectations were pretty high and I had no idea how many things had toline up like the sun, moon and stars to produce a great wine. However,because we had such a great cross sec-tion of varieties to begin with, we wereable to observe consistent patterns inthe viticulture (and resulting wines) ofSouthern Mediterranean varieties. Ofthe Italian or Iberian, I came to preferthe latter and ultimately focused onTempranillo.

KC: I have heard that this is a majordevelopment for the Texas wineindustry.

DG: Thirteen years ago, we planted thefirst Tempranillo vines in the TexasHigh Plains. We had discovered a sim-ple rule of thumb: Tempranillo needs8 hours every night below 65 degreesin order to ripen properly. In Texas,there is only one option: go higher.We settled on a site just under 3,800feet elevation.

KC: That’s a rather intrepid undertak-ing –but it was worth it, right?

DG: Oh yes, for many reasons. First,Tempranillo is worth the investment

because it is the main red grape ofSpain and is one of the world’s top 7 or8 varieties. There are a million winelovers in this country who have beenwaiting for Tempranillo to show itstrue potential somewhere in America.Being a classic “red fruit” variety(think: raspberries, cherries, etc.) itneeds high calcium soils to display thischaracter. In that sense, it’s perfect forTexas, except for that climate issue.Like many red grape varieties, it tendsto ripen unevenly if it ripens too fast.

KC: Why is that a problem?

DG: It’s a problem because at harvesttime, you get red grape clusters thatare sprinkled with green unripeberries. If you crush all these together,the clear juice content of the greenberries will “water down” your redwine and make it thin. But worse thanthat, the green berries taste likeasparagus. That is a very bad qualityfor red wine.

KC: You’re right, that doesn’t soundappealing. What can you do?

DG: By growing the grapes at a higheraltitude, we usually harvest 6-7 weeksafter the lower elevations, like theTexas Hill Country or North Texas.

That gives the green berries a chanceto “catch up” to the red berries andproduces a darker, richer juice withnice round red fruit flavor and firmtannins.

KC: You finally got a wine on the mar-ket. But there’s quite a story after thattoo, right?

DG: Yes. In 2006, when we released ourfirst wine, the most expensive wine inTexas was $21 and almost no restau-rants would sell it. We hit the marketat $40 and everybody from A to Z saidit would fail. Within the first year, wepicked up 100 top restaurants includ-ing Pappas, Capital Grille, III Forks,Del Frisco’s, Stephan Pyles and manyothers.

KC: Very impressive.

DG: Well, what was even more impres-sive was how fast other Texas wine-makers and winegrowers rushed to theHigh Plains to grow Tempranillo. Idon’t know, but I have been told therewill soon be 1 million vines in the HighPlains, all an outgrowth of ourresearch and success. It’s a long wayfrom our tiny 4.5 acres that we startedwith. The impact on Texas Agribusinessand job creation has also been well


Inwood Estates Dallas Winery

chronicled, in the Fort Worth StarTelegram, for one.

KC: So where is Texas wine now andwhere is it headed?

DG: This is the most hotly debatedquestion, but given my life experiencein wine, I think the answer is clear.First, we had to “live down” all of thebad Texas wine that was made andshould never have been sold. That ishappening fast, but the news of ourcutting edge winemaking still has notreached all of the public. Then, in thenext 5 years, the market will stratify,like every other market in the worlddoes as it matures. There will be

expensive Texas wines and cheap Texaswines and everything in between.

Even today, and even among someprofessionals, there is a perceptionthat all Texas wines “should” be $12 or$15 or $20. This is rooted in the wrongassumption that all Texas wines andgrapes are the same, which they arenot. As a winemaker, I see the differ-ences. Also, as a wine professional, Ican remember when people thoughtthat all California wine was the sameas Gallo, Inglenook, Almaden andSebastiani. This, of course, wasabsurd, but it took people like theWagners at Caymus and a host of oth-

ers a long time to convince the publicdifferently. They could see it in theirhands, but the word had to travel onecustomer at a time.

Similarly, Texas is almost the size ofFrance. French wine can be $2 or$2,000 a bottle. It is absurd to thinkall French wine should be the sameprice. Texas will follow the same path.

Dan Gatlin is Winemaker and Proprietor at InwoodEstates Vineyards. A winemaking pioneer in the stateof Texas, Dan has been making wines since 1981and has become one of the area’s most renownedand respected winemakers. For more information,visit www.Inwoodwines.com.


tempranillo

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Social media is powerful. So powerful, in fact, that it has thus farbeen the only marketing or advertising medium that has the capa-bility to both build up – and tear down – a brand. Take forinstance, Subway sandwich shop, which endured a fire hose ofcomplaints, criticism and even a few lawsuits after a customerrevealed on Twitter that their “famed” 12-inch subs were actuallyonly 11 inches. Or consider what happened to United Airlines!They now have a legacy of bad customer service after a flyerposted a YouTube video about the company’s apathetic attitudetoward his guitar the airline’s baggage handlers broke. Thescathing video has more than 13 million YouTube views and itsown Wikipedia page. And on a smaller scale, a restaurant inArizona became national news when it engaged in a heated con-versation on Facebook with their customer base, destroying theirbrand, reputation and quite possibly, the hope of future survival.

What gives social media such marketing power, both good andbad? Consumer voice and participation. It’s the only marketingmedium that invites consumers to share in the conversation. Infact, it’s really the only place where consumers are having any sortof marketing conversation about the products and services theychoose to spend their money on. Research has shown that peopleoften use online search engines (primarily Google) to find theproducts and services that they need, but more and more, areusing social media to familiarize themselves with the brands andproducts they find.

So, what does this mean for your dental practice? Your potentialpatients will find you in a Google search, but will probably lookfor and consult your Facebook page before they make their final

decision to book an appointment. With Facebook, Twitterand Google+, social media has become the new word ofmouth. Your potential patients have more opportunities thanever before to find out information about you prior to booking anappointment, and you’d had better believe that they’ll utilize everysingle opportunity. But, what if they look for you and you’re not there?

The Two Sides of Dental Social Media MarketingSuccessful dentists understand that there are two types of effec-tive marketing; relationship-based marketing, also known asinternal marketing, and ROI-based marketing, also called exter-nal marketing. Both types play a very important part in successfuldental marketing, but in most cases, dentists don’t have the time,budget or staff to effectively do both. We’ve found that dentistswho use social media don’t have to choose. Social media doesboth, and for dentists looking to find more patients searchingonline, it’s become an imperative place to be. Consider these statistics:

n 85% of internet users have a Facebook account

n 49% have a Twitter account

n 625,000 people join Google+ every day

n fastest growing segment on social media: 45-54 year olds

With statistics like that, it seems that if you’re looking for patientsonline, you might just find them on social media. But you have tobe there and posting on a regular basis to reap both the internaland external marketing benefits of social media.


practice marketing

by Neil Rudoff

Social Media INTERNAL OR EXTERNAL MARKETING?

Social Media as External Marketing We’re learning more and more that social media and searchengine optimization (SEO) are deeply linked. So much so, thatwithin the U.S., among 44 ranking factors examined, social sig-nals account for 7 of the 8 most highly correlated with Googlesearch results. This new study from Searchmetrics confirms whatwas once only speculation. Social media is very important if youwant your website to be highly visible in a Google search. Dentistswho are more concerned with ROI than patient relationship mar-keting would be happy to hear that social media activity does con-tribute to your search engine page ranks. Here’s how:

IMPROVE YOUR ONLINE VISIBILITY

The most important thing that social media does to fuel yourexternal marketing is let Google know that your website is impor-tant. The more important or useful Google thinks your website is,the higher it will rank in a Google search. Here are a couple ofways social media does that:

n Your activity matters. Google’s ranking algorithm keepsan eye on your social media activity, including Likes onFacebook, Shares on Facebook, Retweets on Twitter, +1’s onGoogle+ and the quality of your page’s content. The more activ-ity, the better.

n Can your patients “check-in”? Your Facebook page willallow your patients to “check-in” on Facebook when they cometo your office. It lets them put a status update along with their

check-in, usually something like, “Splurged and getting myteeth whitened today! So excited! #Beautifulsmile #Confident”or “Getting a cavity filled. Better learn to floss more often. #Ugh#Stilllovemydentist” So, what does this have to do with Google?Well, these “check-ins” by Facebook accounts other than yourown help validate your location and address for Google Local,which affects your page rank for local searches of dentists inyour area. If you don’t have a Facebook page to “check-in” to,you lose those social signals that Google is looking for.

n Google+! Google+! Google+! If you have a Gmailaccount, you have a Google+ page. Bet you didn’t know that,did you? Well, did you also know that your Google+ accountactivity, meaning posts, shares, +1’s and accurate profile infor-mation, has a significant influence on your search engine pagerank? It does and in fact, Google executives have said publiclythat Google+ isn’t merely a social network, but the future ofGoogle itself. If online marketing is important to your practice,you can’t ignore Google+.

SUPPORT YOUR ONLINE REPUTATION MANAGEMENT

It happens. You can do everything in your power to provide greatdental care and excellent customer service to your patients, butnegative reviews could still be posted about you. In the past, peo-ple might have told their neighbor, spouse and maybe a few otherpeople if they weren’t happy with your service. But today, they goto Facebook or Twitter, tell 500 of their “friends” and tag you inthe status update or tweet. Like we said earlier, it’s the new word



of mouth. The good news is social media has the capability to dif-fuse negative reviews by giving you more control of what showsup about you and your practice in a Google search.

If your practice has an active Facebook, Twitter and Google+account, you have that much more control over what shows upabout you and your practice on the first few pages of a Googlesearch.

Social Media as Internal MarketingWhen dentists consider using social media for their practice, itsrole in internal marketing is usually what comes to mind. Afterall, by using social media networks like Facebook or Twitter, youare given one more opportunity to connect with your patients. Butperhaps more importantly, potential patients expect to see yourpractice on social media because it’s become so pervasive in everyother aspect of their lives. In short, they trust it and are usuallysurprised if they don’t find you there.

NURTURE PATIENT RELATIONSHIPS

For dentists who really want to nurture patient relationship viasocial media, Facebook is the place to be. It’s the most widely usedof all the networks and probably, where most of your patient-basewill be, socially. After all, of all U.S. adults between the ages of 46-66 who use social media, 95% are on Facebook. It’s clear thatthis particular social network can do great things for your prac-tice, but creating a content strategy that works can be tricky. Ifyou want to connect with your patients in a real way, you have tobe strategic.

People have been trained to think of Facebook as the place theygo for social purposes only and many tend to avoid sales,coupons or business pages at all costs. Many dentists think theyshould create a page and upload photos and information aboutwhich procedures they perform. But the truth is (and this may bea hard pill to swallow), patients aren’t interested in reading aboutthat on Facebook. To get the “likes” and comments that you needto please Google and have a dynamic social profile, your businesspage should be posting content that is heavy on “social” and lighton “clinical.” Believe it or not, Facebook posts that get the mostshares and “likes” usually have nothing to do with dentistry, or atthe very least, give a funny or “cute” spin on the topic withoutbeing obvious or too “cheesy.” It can be a very delicate process.

IT’S LOW-COST MARKETING

More traditional internal marketing, like patient newsletters, andpatient referral or giveaway programs can get really expensive,really quickly. While all of those marketing strategies certainlyhave value in keeping you, your staff and your patient base a tight-knit group; printing costs, postage, etc. can eat up your marketingbudget quickly. So, possibly the best news about social media, isthat using a network to connect with your patients is absolutelyfree; even the business pages.

How You Can Harness the Power of Social MediaA recent internal study by Facebook says that the averageuser checks their Facebook account 14 times a day on theirsmartphone. That’s 14 opportunities for you to connect withyour patients and potential patients, but you have to bethere and be dynamic. For dentists to reap all the internaland external marketing benefits that social media has tooffer, you need to create a strategy that works for your prac-tice and provides value to your social media community.Easier said than done, right? To help you out, here are somerecommendations:

n Focus on the “Big Three” of Social Media. Thenumber of social media profiles a practice can participate inare nearly endless, but we suggest dentists should only focuson what we call “The Big Three”; Google+, Facebook andTwitter.

n Post once a day. People are okay with seeing their den-tist in their social media newsfeeds and timelines, but onlyso much. Our research shows that one “high-value” post aday on each network is usually more than sufficient.

n Mix it up! Use a mix of 80% Social or EntertainmentPosts and 20% Promotional Posts on your Facebook andTwitter feeds.

It’s clear that the power of social media is continuing to grow. Fordentists who want to get more patients online, a social mediapresence is becoming less of an option and more of a must-have.The good news for you is that through social media, you don’thave to choose between internal and external marketing strate-gies. Social media is proving to be both.

Neil Rudoff is the Senior AccountExecutive at Bullseye Media in McKinney,TX. He received his BA from TuftsUniversity in 1989 and his MBA from UTAustin in 1993, and has been an onlinemarketing and web design consultantsince 2003. He can be reached at (214)491-6166 or [email protected], LLC is a McKinney,

Texas based full-service digital marketing agency that specializes in help-ing dentist leverage the internet to grow their practices. Visit our websiteat www.onlinedentalmarketing.com.

www.northtexasdentistry.com | NORTH TEXAS DENTISTRY 29PAC-078_DENTAL_N_Texas_Dentistry_Mag_7.125x4.65_Issue3_Apr2013.indd 1 3/28/13 3:08 PM

E xpensive and time consuming interior designers may be athing of the past with the introduction of Symmetry Dental

Direct’s new Symmetry ID (integrated design) System. This newapproach to office design allows a doctor to create a customizedspace, tailored to his/her tastes and practice needs within thespan of a single meeting.

“We hired a team of interior designers so you don’t have to,” TedWegman, CEO of Symmetry Dental Direct.

Symmetry ID is a collection of 15 interior design palettes thatallow a doctor to choose the one that fits both his personal styleand business needs. Within each kit is a series of recommendedselections for all the materials needed to create a cohesive officedesign from paint colors to fixtures, cabinets to office furniture.

“In our years of working with doctors designing office spaces andinstalling dental cabinets, we have consistently heard the samefrustration. The process of designing a space with an interiordesigner is very costly, time consuming and keeps them away

from tending to their patients and building their practice,” saidWegman.

That feedback drove the creation of the new Symmetry ID sys-tem. ID offers a wide variety of styles to meet any taste includingSpa, Traditional, Modern and Craftsman to name a few. Withineach ID style are a whole host of personalized choices providingmore than 6 million unique combinations. Specifically designedfor a dental office, the ID recommendations are geared towardcreating a comfortable environment for patients and an efficientspace for the doctor.

“The ID system fits beautifully into our mission and history as acompany,” Wegman continued. “From our first sale, Symmetryhas been focused on delivering high quality, dental designedproducts and services that make life simpler and more affordablefor the doctor.”

For more information, call (314) 481-0400 or visit SymmetryDental Direct at www.symmetrydental.com.

SYMMETRY DENTAL DIRECT

Simplifies Office Designwith New Symmetry ID System

Dentists Can Get High Quality Office Design without the Hassle and Expense

new products

ADVERTISER’S INDEX

AFTCO ..............................................19

Bryant Studios ...................................11

Bullseye Media ..................................25

Burkhart Dental .................................25

Certified Smiles ..................................30

Children 1st Dental & Surgery Center ......Inside Front Cover

Med-Tech Construction .......Back Cover

Midco Dental .....................................30

Pacific Continental Bank ...................29

Tina Cauller .......................................30

Transworld Systems ..........................24

Trudenta ....................Inside Back Cover

US Oxygen Supply .............................21

UT School of Dentistry at Houston ....21


To learn more, call 855-770-4002

See patient, doctor and team videos at DRSdoctor.com

+ Attract New Patients

+ Unique Practice Di� erentiator

+ Signi� cantly Increase Production

+ Medical Doctors Refer Patients

+ Rapid Implementation

“Twenty days after implementing TruDenta, I ordered a second system for my other o� ce. After 25 years in practice, we are having more fun and helping more patients than ever!” -- Dr. S.B., Texas

Hundreds of General Practice Dentists Have Added TruDenta to Their Practice

To learn more, call 855-770-4002

See patient, doctor and team videos at DRSdoctor.com

+ Attract New Patients

+ Unique Practice Di� erentiator

+ Signi� cantly Increase Production

+ Medical Doctors Refer Patients

+ Rapid Implementation

“Twenty days after implementing TruDenta, I ordered a second system for my other o� ce. After 25 years in practice, we are having more fun and helping more patients than ever!” -- Dr. S.B., Texas

Hundreds of General Practice Dentists Have Added TruDenta to Their Practice

ntd volume 3 issue 5 de layout 1

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