Ortho Tribune U.S. No. 2, 2012
AAO says ‘Aloha’ to Honolulu / Will right-brainers be the future leaders of orthodontics? / Myofunctional orthodontics and myofunctional therapy / Motivating your employees / Industry / Products
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[1] =>
pr
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ORTHO TRIBUNE
The World’s Orthodontic Newspaper · U.S. Edition
AAO Preview 2012 — Vol. 7, No. 2
www.ortho-tribune.com
AAO says ‘Aloha’ Spend a
little time
at
the
beach
to Honolulu
At the AAO
About 10,000 orthodontists and staff are expected
to head to Hawaii for group’s annual meeting
odontic Practice: Is This a Dream?”
with Sercan Akyalcin (12:30 p.m. Mon” See AAO, page 3
” See OrthoBanc, page 3
I
t’s always nice when you can combine business and pleasure, and
what better place to do that than
the Hawaiian islands?
The American Association of Orthodontists will host its 112th annual
meeting at the Honolulu Convention
Center from May 4-8.
“We think that the exciting slate of
speakers presenting during the next
few days will satisfy your thirst for
knowledge, while the relaxing environment will help you unwind and absorb
the positive culture that permeates
Hawaii,” said Michael B. Rogers, DDS,
AAO president, in a program guide.
Education
The Honolulu Convention Center is the site of the American Association of Orthodontists’
annual meeting in May.
Photo/www.sxu.com
• “The Enigma, Evidence, Efficacy, Efficiency and Clinical Outcomes of Class
II Growth Modification in Modern Day
Orthodontics: Is There Consensus?”
with William A. Wiltshire (8:35 a.m.
Monday)
• “Generalized Use of CBCT in Orth-
By Kristine Colker, Dental Tribune
If you are going to the American
Association of Orthodontists (AAO)
Annual Session in Hawaii, one booth
you’ll want to stop at is OrthoBanc
(booth No. 435).
OrthoBanc, a payment drafting and
management company, uses citythemed booth activities to try and
stand out from the crowd.
A few years ago, OrthoBanc won an
Exhibitor Magazine All Star Award for
its booth theme in Boston. There, attendees were invited to in-booth tea
parties, where they were taught how
they could “Join the OrthoBanc Revolution” and revolt against the typical way of managing office payment
plans.
Next came the “Choose OrthoBanc”
campaign in Washington, D.C., and the
“Score Big with OrthoBanc” campaign
last year in Chicago. This year, OrthoBanc’s Director of Marketing Marla
Merritt said the company is again going all out.
“You really don’t want to miss us
in Hawaii,” Merritt said. “OrthoBanc
Beach will be one of the most unique
booth spaces you have ever seen —
By Sierra Rendon, Managing Editor
Dental Tribune America
116 West 23rd Street
Suite #500
New York, N.Y. 10011
Scientific lectures at the AAO will run
the gamut from risk management to
fundamentals to surgical considerations.
Here is just a small sampling of the
extensive list of programs you may attend at the AAO:
• “The Role of Micropimplants in
Surgical Orthodontics,” with Hyo-Sang
Park (8 a.m. Sunday)
• “Case Report: A Class II Malocclusion with TMD Symptoms,” with Marissa Chu Keesler (1:55 p.m. Sunday)
Sand and smoothies
await you at the
OrthoBanc booth
AD
PRSRT STD
U.S. Postage
PAID
San Antonio, TX
Permit #1396
[2] =>
2
From the Editor
Ortho Tribune U.S. Edition | AAO Preview 2012
Will right-brainers
be the future leaders
of orthodontics?
Part 2
By Dennis J. Tartakow,
DMD, MEd, EdD, PhD, Editor in Chief
The past few years have been challenging times for everyone, and we are
all ready for a fresh start now. It is time
for looking outside of the box and opening up to new ideas for our growth, the
growth of our practices and the growth
of our specialty’s leadership.
The problems facing orthodontic education are mounting, and we seem to be
at a turning point. The world is increasingly interconnected, employment is
changing rapidly, the economic upheavals roll on, and again we must ask ourselves: (a) Have we as educators kept up
with this evolution of global consciousness? (b) Have we considered the possibility that the status quo no longer
meets the challenges of today’s world?
(c) If necessary, are we prepared to transform an entire system of pedagogy and
administrative infrastructures?
Our left-brain is linear, logical and bythe-numbers; the right side is artistic,
creative and empathetic. Daniel Pink
(2005) stated that right-brain thinkers
are better wired for 21st-century success,
and anyone can tap into the right-brain
mind-set. We are entering a new era labeled The Conceptual Age, during which
right-brained skills (i.e., storytelling
and design) will become far more crucial than traditional left-brained skills
(i.e., computer programming). While
left-brained skills mandate the ability
to change with regard to creativity and
empathy, right-brained skills are crucial
for serving the public.
Ultimately, the right-brain is finally
being taken seriously. Scientists such as
Dr. Jill Bolte Taylor (a Harvard-trained
brain researcher) who has incredible
street-cred in neuroscience are offering their personal stories regarding
People who are rightbrain dominant
and those who are
left-brain dominant
process information
and respond in
different ways.
right-brain thinking. She chronicled the
cerebrovascular accident (CVA or stroke)
that she suffered from in her book “My
Stroke of Insight.”
Taylor explained her stroke of genius,
suggesting that ultimately it is about
following your intrinsic motivation by
asking yourself: (a) What are you here to
do? (b) What are you uniquely good at?
(c) How can you be a better leader?
According to Decosterd (2008), some
leaders are intuitive, some are compelling and some are great at visualizing a
situation through from the start to the
finish.
Some leaders are better at driving for
results, while others are better at leading people. Leaders typically are strong
in purpose, capability and conviction.
Some leaders have developed methods
and tactics that work for them in certain
situations while constricting their impact in others.
However, when leaders are challenged,
many tend to do more of what they are
comfortable doing, rather than looking
for better ways of solving a problem. I
believe that as a rule, our leaders should
be challenged to extend beyond his or
her preferences and partialities by seeking to develop new concepts to their catalogue of reactions.
Our brains are organized to go beyond
constricted preferences and although we
are all creatures of habit, with a little effort our leaders can alter their personal
preferences and widen their intellectual
behavior; this implies looking at right
brain and left-brain skills.
Researchers have explored theories
about the two hemispheres of the brain
and the ways that they differ in function
and control of the body. People who are
right-brain dominant and those who are
left-brain dominant process information and respond in different ways. Most
theories suggest that right-brainers are
guided by the more emotional, intuitive
right hemisphere while left-brainers respond in sequential, logical ways, guided
by the left hemisphere.
Ultimately personality is shaped by
brain type. Dominant brain types have
a significant affect on skills, habits, emotion and behavior.
By understanding dominant brain
type, leaders may be able to adjust their
work habits, perhaps alter their schedules and workload to better suit their
personality type.
Orthodontic leaders would be well
advised to examine themselves with regard to whether they are right brain or
left-brain dominant, and I urge our leaders to take a deeper, inward look at themselves … they may find a greater arsenal
of services for interaction and communication; they may ultimately become
better leaders.
References
Decosterd, ML. (2008). Right brain/left-brain
leadership; Shifting style for maximum
impact. Praeger Publishers: Westport,
Conn.
Pink, D. (2005). A whole new mind. The Berkley
Publishing Group: New York, N.Y.
ORTHO TRIBUNE
Publisher & Chairman
Torsten Oemus t.oemus@dental-tribune.com
Chief Operating Officer
Eric Seid e.seid@dental-tribune.com
Group Editor
Robin Goodman r.goodman@dental-tribune.com
Editor in Chief ORTHO Tribune
Prof. Dennis Tartakow
d.tartakow@dental-tribune.com
International Editor Ortho Tribune
Dr. Reiner Oemus r.oemus@dental-tribune.com
Managing Editor ORTHO Tribune
Sierra Rendon s.rendon@dental-tribune.com
Managing Editor Show Dailies
Kristine Colker k.colker@dental-tribune.com
Managing Editor
Fred Michmershuizen
f.michmershuizen@dental-tribune.com
Managing Editor
Robert Selleck, r.selleck@dental-tribune.com
Account Manager
Gina Davison g.davison@dental-tribune.com
Account Manager
Humberto Estrada h.estrada@dental-tribune.com
Account Manager
Mark Eisen m.eisen@dental-tribune.com
Marketing Manager
Anna Wlodarczyk-Kataoka
a.wlodarczyk@dental-tribune.com
Marketing & SALES Assistant
Lorrie Young l.young@dental-tribune.com
DIRECTOR OF INTERNATIONAL EDUCATION
Christiane Ferret c.ferret@dtstudyclub.com
Dental Tribune America, LLC
116 West 23rd Street, Suite 500
New York, NY 10011
Phone (212) 244-7181
Fax (212) 244-7185
Published by Dental Tribune America
© 2012 Dental Tribune America, LLC
All rights reserved.
Dental Tribune strives to maintain the utmost accuracy in its news and clinical reports. If you find a
factual error or content that requires clarification,
please contact Managing Editor Sierra Rendon at
s.rendon@dental-tribune.com.
Dental Tribune cannot assume responsibility for the
validity of product claims or for typographical errors. The publisher also does not assume responsibility for product names or statements made by advertisers. Opinions expressed by authors are their own
and may not reflect those of Dental Tribune America.
Editorial Board
Image courtesy of Dr. Earl Broker.
Corrections
Ortho Tribune strives to maintain the utmost
accuracy in its news and clinical reports. If
you find a factual error or content that
requires clarification, please report the details
to Managing Editor Sierra Rendon at
s.rendon@dental-tribune .com.
Tell us what you think!
Do you have general comments or criticism you
would like to share? Is there a particular topic
you would like to see articles about in Ortho
Tribune? Let us know by e-mailing feedback@
dentaltribune. com. We look forward to hearing
from you! If you would like to make any change
to your subscription (name, address or to opt
out) please send us an e-mail at database@
dental-tribune.com and be sure to include which
publication you are referring to. Also, please note
that subscription changes can take up to 6 weeks
to process.
Jay Bowman, DMD, MSD (Journalism & Education)
Robert Boyd, DDS, MEd (Periodontics & Education)
Earl Broker, DDS (T.M.D. & Orofacial Pain)
Tarek El-Bialy, BDS, MS, MS, PhD
(Research, Bioengineering & Education)
Donald Giddon, DMD, PhD (Psychology & Education)
Donald Machen, DMD, MSD, MD, JD, MBA
(Medicine, Law & Business)
James Mah, DDS, MSc, MRCD, DMSc
(Craniofacial Imaging & Education)
Richard Masella, DMD (Education)
Malcolm Meister, DDS, MSM, JD (Law & Education)
Harold Middleberg, DDS (Practice Management)
Elliott Moskowitz, DDS, MSd (Journalism & Education)
James Mulick, DDS, MSD
(Craniofacial Research & Education)
Ravindra Nanda, BDS, MDS, PhD
(Biomechanics & Education)
Edward O’Neil, MD (Internal Medicine)
Donald Picard, DDS, MS (Accounting)
Howard Sacks, DMD (Orthodontics)
Glenn Sameshima, DDS, PhD (Research & Education)
Daniel Sarya, DDS, MPH (Public Health)
Keith Sherwood, DDS (Oral Surgery)
James Souers, DDS (Orthodontics)
Gregg Tartakow, DMD (Orthodontics) & Ortho
Tribune Associate Editor
[3] =>
Ortho Tribune U.S. Edition | AAO Preview 2012
“ OrthoBanc, Page 1
A AO Preview
At the AAO
Be sure to check out OrthoBanc’s beach-themed
complete with pseudo-sand flooring, a
tiki hut and traditional beach smells.
We will also have smoothies and a $100
drawing for those who register to attend
one of our events.”
Merritt said the idea for the theme
came from the fact that OrthoBanc provides a complete set of products that are
intended to make office life easier.
“Almost like a day at the beach!” she
said.
Since 2001, OrthoBanc’s payment
drafting and management services have
helped practices eliminate mailing statements and make those awkward phone
calls about missed payments. In recent years, the company has also added
products such as the Zuelke Automated
Credit Coach (ZACC), which helps a practice assess risk to determine payment
options, and OrthoMetrics, which gives
“ AAO, Page 1
day)
• “Biomechanics of Root Resorption:
Genetic Predisposition and Physiologic
Balance,” with Eugene Roberts (9:40
a.m. Tuesday)
In addition to the extensive schedule
of scientific lectures for doctors, there is
also a complete schedule for attending
orthodontic staff each day.
Additionally, when the annual meeting ends on Tuesday, there are “postconferences” Wednesday and Thursday
available in Maui, Oahu and Kauai. For
more information, check with the registration desk for availability.
Shuttle schedule
The AAO shuttles will operate at 15-minute intervals in the mornings from
6 to 9 a.m. and late afternoon from
1 to 3:30 p.m.; and at 30-minute intervals during mid-day from 9 a.m. to
1 p.m. every day Friday, May 4, through
Tuesday, May 8, at the HCC.
Please refer to the shuttle signage that
will be posted in each shuttle hotel for
hours of operation and special event details. Routing and pickup locations are
subject to change.
Mobile technology
The 2012 Annual Session iPhone application and mobile Internet browser for
other smart phones is available. View
session details, create your own agenda,
network with other attendees, complete
session evaluations, view exhibitor information and more.
First-time users will be asked to log in
with their annual session registration
confirmation numbers *, create profiles
and select new passwords.
• To view the application on your
phone, type in http://mobile.aao2012.
alliancetech.com (Click on “My Agenda”
to log into an existing account or create
a new account.)
• iPhone users should visit the app
store via their phones and search for
AAO 2012.
* Your registration confirmation number and attendee service center log-in
password can be found in your registration confirmation e-mail. The subject
line of the confirmation is: Registration Confirmation — 2012 AAO Annual
Session. Attendees who wish to use the
mobile service but do not have a smart
3
All Presentations
Saturday, Sunday and Monday
booth (No. 435) during the AAO and learn about how
its management tools can help you. For a complete
schedule of presentations, see the chart at right.
orthodontists the ability to see key practice information displayed via graphs
and charts and allows them to compare
their practice to others on a regional or
national level.
During the AAO, OrthoBanc will hold
four presentations a day — two for existing OrthoBanc customers and two for
those who aren’t. Merritt will conduct
these presentations at the tiki hut bar,
where attendees can pull up a stool and
enjoy a smoothie.
To register to attend one of these
events (see schedule at right), email marketing@orthobanc.com or call (888) 7580585, option 2. Everyone who pre-registers will be included in a drawing for a
9:00 OrthoBanc... Catch the Wave
Learn about all of OrthoBanc’s Professional Payment Management Services.
10:00 OrthoBanc... Ride the Wave
For existing OrthoBanc clients, learn how to take complete advantage
of OrthoBanc’s services.
11:00 OrthoBanc... Catch the Wave
Learn about all of OrthoBanc’s Professional Payment Management Services.
12:00 OrthoBanc... Ride the Wave
For existing OrthoBanc clients, learn how to take complete advantage
of OrthoBanc’s services.
$100 gift card that will be given away at
each presentation.
If you aren’t able to attend one of the
presentations, you can still stop by and
check out OrthoBanc beach. Represen-
tatives will be available throughout the
meeting to discuss how OrthoBanc’s
management tools can help a practice
become more efficient, profitable and
informed.
AD
[4] =>
4
Industry
Ortho Tribune U.S. Edition | AAO Preview 2012
[5] =>
Ortho Tribune U.S. Edition | AAO Preview 2012
Industry clinical
5
Myofunctional orthodontics
and myofunctional therapy
By Chris Farrell, BDS, Sydney
A brief history of orthodontics
More than 100 years ago, and before Edward Angle, dentists realized they could
move teeth into a more esthetic position by applying various mechanical devices to the teeth. This, in turn, caused
apposition and deposition of bone in
areas where forces were increased or
decreased. Teeth could be moved into a
more esthetic position, and so the orthodontic profession was born.
Angle clearly stated his view that it
was unethical to extract teeth for orthodontic purposes and proved that, with
his complex fixed appliances, he was
able to expand the arches and align the
teeth. The problem at this stage was that
a lot of these cases (possibly most of
them) relapsed.
So Tweed, who was Angle’s student,
suggested that the extraction of teeth
was the only way to get stability. In the
1950s, extraction orthodontics became
the normal practice after the Australian
Orthodontist Percy Raymond Begg developed the first straight wire appliance,
which required less wire bending skills
than previous methods.
Today, orthodontists revere self-ligating brackets as the key to non-extraction
orthodontics. Angle would be amused if
he were around today. Has the stability
of orthodontics changed? No. The orthodontic profession has accepted that to
expect case stability using fixed appliances without fitting permanent retainers is both impractical and unrealistic.
Progress in orthodontic stability is
achieved by advances in flowable composite, rather than advances in orthodontic technique. The Australian Society of Orthodontists (ASO) website is an
example of the widespread acceptance
that stability is not possible with toothcentred orthodontics.1
“Teeth may have a tendency to change
their positions after treatment. The
long term, faithful wearing of retainers
should reduce this tendency.” (Source:
www.aso.org.au/Docs/Or thodontics/
Risks.htm)
Myofunctional therapy
Understanding how the oral muscles and
the tongue influence the jaws and dental arches predates Angle by a long way.
The history of myofunctional therapy
dates back to the 15th century in Italy.
In 1906, American Orthodontist Alfred
Rodgers experimented with facial muscle exercises and, in 1918, wrote a paper
titled “Living Orthodontic Appliances,”
in which he cited that muscle function
alone would correct malocclusion. In
1907, renowned orthodontist Edward H.
Angle’s textbook “Malocclusion of the
Teeth” detailed the effects of oral habits
on occlusion.
Angle stated that in his view, every
malocclusion has a myofunctional
cause. Myofunctional therapy became
the popular “adjunct to orthodontics” in
the 1960s and 1970s, when Daniel Garliner created the Myofunctional Institute in Florida.
Garliner trained thousands of myofunctional therapists and wrote multiple books on the subject. The new etiology of malocclusion was confirmed by
rapid success in treating malocclusion
with greater stability. Unfortunately,
Begg bracket.
” See Myofunctional, page 6
(Photos/Provided by Dr. Chris Farrell)
Bonded retainer.
AD
[6] =>
6
Industry
Industry
clinical
Ortho Tribune U.S. Edition | AAO Preview 2012
“ Myofunctional, Page 5
this success was not evident in 100
percent of cases. Arguably, the ensuing
decades saw myofunctional therapy
diminish in popularity due to the then
time consuming treatment being seen
as only an optional little adjunct for cases where the patient exhibited tongue
thrusting. Tooth-centered orthodontics
with direct bonded brackets and superelastic wires no longer warranted the
“tongue thrust therapist” in all but the
occasional cases.
Myofunctional orthodontics
Myofunctional orthodontics put forward that the cause of malocclusion
was muscle dysfunction. From an early
age, mouth breathing, thumb sucking,
tongue thrusting or swallowing incorrectly can be observed in most children.
All will have a developing malocclusion.
AD
The tongue supports upper-arch development.
Lower-crowding caused by poor myofunctional habits.
The correction of these dysfunctional
habits not only corrects the malocclusion (if treated early enough), it also has
the potential to improve facial growth.
The problem with treating myofunctional habits early is that the compliant patient will no longer need braces.
This is one of the biggest dilemmas facing an orthodontist today. Correct the
causes early and the market for braces
can be drastically decreased. However,
treating children earlier at their optimal growth stage (between ages 5-8
years) using myofunctional orthodontic techniques can make orthodontic
treatment later easier and more stable.
Once a practitioner can see the causes
of a child’s malocclusion, it is possible
to serve the growing demand from
parents who do not want to delay treat-
ment for their children.
We also now know that tooth-centered orthodontic treatment can only
achieve short-term results unless fixed
or removable retainers are used in the
long-term.1 Parents must be made aware
of this if they are to make an informed
decision for their children. Should the
problems be treated now, or should the
patient wait?
Myofunctional orthodontics is not
just about moving teeth. The first objective of myofunctional orthodontics is to
have enough space for the tongue to sit
in the maxilla. The second objective is
to have the patient breathing through
their nose with their lips together.
If the patient is not breathing through
their nose, then correct arch development and correct dental alignment cannot be achieved.
For patients unwilling or unable to
correct their own dysfunctional habits
(chronic mouth breathers, for example), correct dental alignment and arch
development is only possible if the patient accepts wire and glue for life. Occasionally patients do accept this, and so
sometimes retainers are fitted under the
direction of the patient or parent. This
occurs for only a minority of cases.
Once you can diagnose the causes of
the malocclusion, you are capable of resolving the malocclusion, rather than
just treating its symptoms.
Treating the causes of the malocclusion, rather than just relying on mechanical forces to align teeth has great
benefits for both patients and parents.
If you’d like to learn more, MRC offers
Myofunctional Orthodontic training.
Benefits of myofunctional
orthodontics
Myofunctional orthodontics produces
healthier patients who are able to grow
without the detrimental habits that
limit facial growth. Patients who stop
mouth breathing are healthier and get
less allergies and infections because of
breathing through their nose. Fixing
incorrect swallowing patterns and improving poor nutrition allows correct
downward and forward facial growth
and development.
Case after case using myofunctional
orthodontics produces stable maxillary
arch development and resolves lower
anterior crowding with little mechanical effort. No braces are needed, and for
the majority, no permanent retainers
are required.
References
1. http://www.aso.org.au/Docs/Orthodontics/
Risks.htm
About the clinician
Dr. Chris Farrell graduated from Sydney University in 1971 with a comprehensive knowledge of traditional orthodontics using the
BEGG technique. Through clinical experience,
he took an interest in TMJ/TMD disorder and,
after further research, Farrell discovered that
the etiology of malocclusion and TMJ Disorder
was myofunctional; contradicting the established views of his profession. Farrell founded
Myofunctional Research Co. (MRC) in 1989 and
has become the leading designer of intra-oral
appliances for orthodontics, TMJ disorder and
sports mouthguards.
[7] =>
[8] =>
8
pr actice m anagement
Ortho Tribune U.S. Edition | AAO Preview 2012
Motivating your employees
W
hen many employees leave
a job, they most often do
so to get away from their
manager, not necessarily the
practice in general. Many managers enter
their position with little or no experience
in their job duties, which include goal-setting, work planning, delegation, coaching,
hiring, managing performance, promotions, giving feedback, managing conflict
and, more importantly, motivation.
Managers who take on these extremely
important jobs, which will have a huge impact on the success of the practice and the
people who work for them, must quickly
become adept at skills they’ve never practiced and may not have been trained to do.
AD
Managers who truly know how to motivate their staff to superior performance
excel at the so-called “soft skills” that
make people feel good and self-fulfilled in
their position to the point that they push
themselves to levels they hadn’t even believed themselves capable of. The true motivators, when used correctly by managers, cost little or no money, but therefore
are even more valuable.
Being a good manager or supervisor
isn’t just a popularity contest. It’s the opposite. The supervisor, who wants to be
an employee’s buddy, overlooks failings
or minor offenses and is afraid to lose the
friendship of the people whose leadership
has been entrusted to him or her soon
loses the respect of the very people he or
she is trying to win over. Just being “nice”
doesn’t make anyone the manager everyone wants to work for.
Nothing is more frustrating to employees as having a manager who will not or
cannot clearly communicate goals and
expectations. When people can be heard
to exclaim: “I don’t know what my boss
wants from me anymore!” the team is
usually in trouble. People will feel most
well-adjusted at work when they understand clearly what tasks are to be accomplished, what each person’s expected role
is and when those expectations are seen
as reasonable (i.e., not too easy and not impossible, either).
For more information
To learn more about employee motivation
and many other related topics, visit
orthoconsulting.com, where you will find upcoming webinars and training workshops.
Some inexperienced managers, usually
out of sense of insecurity, keep changing
the rules of the game on their employees
to keep them constantly off-guard. They
usually learn the hard way that such a
practice only creates frustrated staff who
will soon start doing the minimum possible — or they’ll just leave. To convey the
message that “you have violated one of
my rules but I won’t tell you what that rule
is” puts employees in a world that good
people will not tolerate.
Motivation is mostly about positive
reinforcement, such as recognition, rewards, praise, appreciation, caring and
making it fun. Of course, managers need
to give corrective feedback from time to
time to change behavior harmful to the
practice and the team. It is generally best
to keep such feedback in terms of coaching rather than punishment. Managers
may be angry at the person for displaying
the behavior that needs to be corrected,
but a display of anger usually results in
escalation. It is better to cool off for a moment, consider what a desirable outcome
is and approach the employee in a calmer
state of mind.
Corrective feedback should always be
given in a private place — no one likes to
receive criticism in public-and should be
specific, related only to the behavior that
needs change. Corrective feedback should
also focus on things that the employee
can actually change, such as behavior and
events. Never generalize or make it about
character traits: “You’re always too argumentative, and you’re too slow, too.”
If a manager plays favorites with his or
her subordinates, basing that favoritism
on whom he or she likes rather than on
who produces, people can be expected to
lie and present false faces so the manager
will like them, too, rather than judge them
on the merits of their work. To remain a viable practice, each practice must apply as
much time, energy and person-power to
the business it conducts. It must spend
resources maintaining an environment
where people feel authentically motivated to produce, sell or whatever it is they
were hired to do.
About the clinician
Scarlett Thomas is an orthodontic practice
consultant who has
been in the field for
more than 23 years,
specializing in case
acceptance,
team
building,
office
management
and
marketing. You may
contact
her
at
(858)
435-2149,
e-mail
scarlett@
orthoconsulting.
com or visit www.orthoconsulting.com.
[9] =>
Boyd Industries
[10] =>
industry
10
Ortho Tribune U.S. Edition | AAO Preview 2012
ClearCorrect launches new project to
change the world — one phase at a time
ClearCorrect™, a manufacturer of orthodontic clear aligners (named America’s
fastest-growing health company for 2011
by Inc. magazine), recently launched
Phase Out™, a new project focused on
making a difference.
ClearCorrect CEO Jarrett Pumphrey
said, “Five years ago, we started ClearCorrect out of a passion to help. Doctors
had no choice in clear aligners, and we
wanted to change that. Since then, we’ve
remained focused on changing the clear
aligner industry. Well, now our ambitions
have grown. I’m very happy to announce
Phase Out, a new ClearCorrect project
we’re kicking off this year. The purpose of
the project: To change the world.”
ClearCorrect’s unique phase-based approach to clear aligners is at the heart
of the project: Every ClearCorrect case
includes a certain number of phases (a
phase is a box with four sets of clear aligners).
More often than not, a few phases are
left over at the end of treatment. Right
now, for each leftover phase, $20 will go
toward phasing out life-impacting issues
for people in need.
ClearCorrect is partnering with charity:
AD
At the AAO
To learn more about this project or get involved, stop by booth No. 856 at the AAO, or
visit http://clearcorrect.com/phaseout.
wells and other water projects in developing nations with charity: water. One
phase = one person with access to clean,
safe drinking water.
ening teeth. With this system, teeth are
straightened using a series of clear, custom, removable aligners. The company’s
modern, needs-based approach for serving doctors and patients has earned it a
leadership position within the dental industry. Now in its fifth year, ClearCorrect
continues to gain popularity with more
than 11,000 dentists who are providers,
1,500 of which are orthodontists. For information about ClearCorrect, the company and its products, visit www.clear
correct.com or call (888) 331-3323.
About ClearCorrect
About charity: water
Headquartered in Houston, ClearCorrect
was founded by dentists to serve the dental and orthodontic industry by providing a more affordable and doctor-friendly
clear aligner system. The system provides
dentists and orthodontists an alternative
to traditional metal braces when straight-
charity: water is a non-profit organization bringing clean, safe drinking water to people in developing nations. 100
percent of public donations go directly
to fund sustainable water solutions in areas of greatest need. Learn more at www.
charitywater.org.
Photo/Provided by ClearCorrect
water to launch the first of several Phase
Out initiatives envisioned for the project:
phase out unsafe drinking water.
“It’s unbelievable that nearly a billion
people on the planet still don’t have access to something so basic as clean drinking water,” Pumphrey said. “charity: water is an incredible organization working
to change that. They have a big job to do,
and we want to help them.”
Through Phase Out, every time a phase
is left over at the end of ClearCorrect
treatment, $20 will go toward building
[11] =>
OrthoBanc
[12] =>
industry
12
Ortho Tribune U.S. Edition | AAO Preview 2012
Mobile applications:
What is ‘app’-ening?
By Orthopreneur Marketing
Solutions staff
At the AAO
To learn more about Orthopreneur Marketing
Solutions, stop by booth No. XXX at the AAO,
In 2010, mobile marketing was on the
periphery of an Internet marketing program. In 2012, mobile has become a central pillar of your Internet strategies. If
your practice still has yet to “go mobile,”
then you’re already losing ground when
it comes to building your practice.
Dell, Gateway and HP computers have
been upstaged by iPhone 4S, Samsung
Galaxy, Kindle Fire, HTC EVO, and iPad3.
Will mobile devices render laptops and
desktop PC’s irrelevant? Too soon to tell,
but the writing is on the Facebook wall:
mobile has forced its way into your marketing strategies.
A sleek, precise mobile site enhances your chances of converting mobile
browsers into NP calls. A mobile users experience makes a powerful first impres-
or visit www.orthopreneur.com.
sion about your practice, good or bad. So
which will it be?
A convenient, efficient mobile setup offers the consumer a positive experience
in a reasonable time frame and will have
them eagerly anticipating those same
qualities in your orthodontic practice.
Conversely, if your site is not mobileready (i.e., slow, difficult, dull or unavailable), one might infer that your practice
and, more specifically, your orthodontic
treatments are outdated.
One term you’ve undoubtedly heard
frequently is “app.” It is short for “application,” and it has myriad possibilities and
AD
Photo/Provided by www.sxu.com
uses. Mobile apps have been created for
software, social media, games and GPS
programs, to name a few. The app has
mass appeal and a novelty about it. But
as an orthodontic practice, don’t miss the
boat!
Parents/patients are not tapping into
the app store to look for an orthodontist.
What people are doing is web browsing
from a phone and there are applications
that don’t require downloading an icon.
Therefore, every orthodontic practice
should consider a mobile application for
their website.
If a parent stumbles upon your website on a smartphone, what will they
see? Without mobile optimization, they
will see microscopic text and blank
white spaces as your graphics struggle to
download.
It does not take long for a first-time
visitor to decide whether they like being
on your site. If they can’t see or tap what
they want quickly, they’ll be gone before
you finish reading this sentence.
FYI, Google split out mobile search results from local search results and is indexing the two separately. Translation:
Google search results from a home or
office IP Address can differ from Google
search results on a 3G or 4G mobile network.
Search engine bots (or “crawlers”) visit
your website once or twice a month;
probing, searching, ranking and indexing your written content so the search
engines can provide faster, more accurate results to its millions of users. Now
the “bots” are looking for mobile content,
too. Do you have mobile content?
The first practices to “go mobile” will
reap the recurring benefits of a strong
mobile search history, higher mobile
search rankings and also have first crack
at the prime Search Engine Optimized
.mobi domain names.
Don’t sit idly by as your competitors
speed away with your new patients!
[13] =>
Dentaurum
[14] =>
14
Industry
Ortho Tribune U.S. Edition | AAO Preview 2012
Price vs. value:
the consummate battle
The drawback with making buying decisions based solely on price
By Bruce V. Livingston
President, Boyd Industries
As we prepare to make the annual pilgrimage to the AAO annual meeting, our
mindset is to “find the best deal” for the
items needed to augment your practice’s
overall efficiency. Whether purchasing
supplies, capital equipment or professional services, we all want to feel we have
gotten a fair price. It is human nature to
compare, contrast and negotiate with one
and other.
However, when we reflect on our buying decisions, aren’t we really looking for
the best value? Many times “best deal”
scenarios are really encompassing several factors that in the final analysis equal
the “best deal.” For example, quality and
service (both during and after the sale)
are the other critical factors in determining value.
If we made all our buying decisions
based strictly upon price, how many
times would we be completely satisfied?
I would venture to say very few. For years,
there has been an adage out there that
states “Price, quality and service: pick
two.”
The premise of this statement basically
is saying you cannot have it all. You will
have to compromise on at least one parameter in the buying equation. Do we
really have to compromise? I would argue
strongly, “NO.”
Now, I think we must possibly be a
moderate not an extremist in evaluating
price, quality and service. With an overall buying strategy focused upon overall
performance and long-term results, we
can make a buying decision that represents the best overall value.
Value should be our watchword when
evaluating our vendor partners. Value
takes into account all of the buying factors, not just one. In any situation, an
overall, long-term, broad spectrum
analysis is better than a “tunnel-vision”
single-purposed approach.
Let’s take shopping for orthodontic
chairs and equipment as a practical example, and a business that I am intimately involved, having spent the last 27 years
doing.
So, it is time to do that new office that
you have been dreaming about the last
several years. You have a need to purchase nine chairs, seven delivery units
and a variety of accessories. You set a
budget for this purchase of X amount of
dollars. Off you go to the AAO and the
different equipment companies, armed
with your budget and a quest to beat your
budget.
“XYZ” Company is your first stop because they have the reputation for being
cheap. After review of the product, you
find some limitations, and you are doubtful the chairs will hold up for the life of
Boyd Industries, a market leader in dental and medical specialty
equipment, has provided innovative cost-effective equipment to
orthodontists since 1957. Photo/Provided by Boyd Industries
your practice. In addition, the company
does not have any field representation, so
all problems and/or questions will have
to be done over the phone. But they meet
your budget number.
Boyd Industries is your next stop because
a lot of your friends have their products
and they have a good reputation for quality. After comparing the products to that of
the “XYZ” Company, you find Boyd has a lot
more selection, more features and seems
to be built very well and will hold up. In addition, they have field sales reps that can be
onsite to work with the contractor and take
care of any problems that occur. At the end
of the day, Boyd exceeds your budget number by a small percentage.
What is the better deal? That’s a tough
call. If you use the analysis outlined in
the previous paragraphs, the value of a
product is more than the price. If a product does not hold up to the rigors of a busy
orthodontic practice and is down much of
the time, this costs you and your team productivity.
Each day a chair is down in your practice
represents approximately a drop of 15 percent in overall productivity. It will not take
long to eat up any savings you may have realized on the front end of the transaction.
Onsite field representation before and during the construction process minimizes
the chance that utilities or equipment is
incorrectly placed.
At the AAO
To learn more about Boyd Industries, stop
by booth No. 1201 at the AAO, or visit www.
boydindustries.com.
One mistake in the location of utilities
or equipment can more than consume
the front-end savings of a limited-service
vendor.
In summary, when shopping for needed
equipment, supplies or services, make
sure price is not the only driver in the
decision. Quality, durability and service
are all contributors to a product’s overall
value.
[15] =>
Scarlett’s 2nd business ad
[16] =>
industry
16
Ortho Tribune U.S. Edition | AAO Preview 2012
Innovations in orthodontics
By Sharon Eder, DDS
Patients are just as concerned with
how long it will take to fix their smile
as they are with actually fixing it. In the
past 20 years, new treatment devices
and modalities have made the field of
orthodontics more efficient, but not
faster.
Many innovations have been introduced to improve bracket design and
treatment protocols; however, in the
past, the only effective techniques to
increase the speed in which teeth move
through alveolar bone involved extensive surgery.
New research has shown that when
trying to accelerate the rate of tooth
movement, biological principles can be
activated to accelerate bone remodeling. The challenge to clinicians is how
to take advantage of this bone remodeling process and use it for the purpose of
orthodontic treatment.
The solution is a new micro-invasive
technique called micro-osteoperforation,
which stimulates cytokine activity and
has been scientifically proven in university studies to accelerate alveolar bone
remodeling.
When clinicians create micro-osteoperforations in the alveolar bone, cytokine cascade is activated resulting in a
marked increase in osteoclast activity
and bone remodeling. When an orthodontic force is applied immediately
following micro-osteoperforation, the
teeth will move toward the tension side
and pass easily through the remodeled
area.
Micro-osteoperforations performed
using a new device and technique called
the PROPEL® System, developed by
Propel Orthodontics, is an alternative to
current surgical options used to accelerate orthodontics. It is micro-invasive,
can be performed in minutes by an orthodontist in their office and does not
require specialized training.
Additionally, the procedure yields
very little discomfort to the patient
and they experience zero recovery time
At the AAO
To learn more about Propel Orthodontics,
stop by booth No. xxx at the AAO, or visit
www.propelorthodontics.com.
About the author
fied provider and was awarded the Horace G. Wells
Fig. 1: Initial
presentation, post
extraction, lower
right first molar.
Award for Anesthesiology and Oral Surgery by the
Photos/Provided by
Oral and Maxillofacial Department at NYU College
Propel
Dr. Sharon Eder has been practicing in Westchester,
N.Y., since 2004 and in Mt. Kisco with Dr. Howard
Fine’s office since 2005. She is an Invisalign certi-
of Dentistry in 2000. Eder is a native of Suffern,
N.Y., in Rockland County and has lived in Pleasantville, N.Y., since 2005. She and her husband, David,
have two daughters, Dani and Devyn.
Fig. 2: PROPEL
Treatment
performed between
lower right 2nd
molar and second
premolar.
with no restrictions. The procedure is
indicated for approximately 80 percent
of patients receiving orthodontic treatment and can be used in conjunction
with any treatment modality including
but not limited to TADs, Invisalign and
conventional braces. Micro-osteoperforation has been shown to move teeth
more than 50 percent faster than traditional orthodontics alone.
Fig. 3: Complete
closure of extraction space in four
months.
SmileCare unveils orthodontics website
SmileCare launched a dedicated website to provide parents and teens in California, Nevada and Texas with a one-stop
resource for information on braces. The
new site features a teen-friendly “Get Connected” theme, and engages visitors with
informative pages that demystify the
complex topic of orthodontics through
videos, diagrams, photos and text.
Visitors to www.SmileCareOrth.com
can learn about indications for treatment, view treatment options, find a local orthodontist, read bios, request an appointment and download money-saving
coupons.
“Most parents and kids enter unchartered territory when it comes to braces.
Our goal in launching the website is to
break down a complex topic into understandable pieces with information in
several formats so patients can make informed decisions,” said Dr. Cindy Roark,
chief clinical director Coast Dental, the
organization that acquired SmileCare
last summer. “Parents often ask the age
at which a child should first see an orthodontist. We included that in the Frequently Asked Questions section. The American
Association of Orthodontists says the answer is age 7 so potential problems can be
identified and addressed early.”
The well-organized site is packed with
information and diagrams that show
why braces may be needed, what supple-
mental appliances may be prescribed and
why, and the availability of special offers
and financing options.
The site incorporates a fun tool (www.
smilecareortho.com/braces-configurator.
php) that enables prospective patients
to envision their smile with their choice
of colored bands. Young patients enjoy
showing off their school or team spirit or
reflecting a particular season or holiday.
Patients in orthodontic treatment can
consult the site for information on home
care and guidance on handling braces
mishaps and emergencies.
That’s helpful if a bracket or wire becomes loose or breaks when the patient
handbook isn’t handy.
About SmileCare and Coast Dental
Coast Dental, P.A., with its professional
associations, is one of the largest providers of general and specialty dental care in the United States with 183
affiliated practices operating as Coast
Dental, SmileCare and Nevada Dental
Associates in Florida, Georgia, California, Nevada and Texas.
Coast Dental Services, Inc. is a privately held practice management company
that provides comprehensive, non-clinical business and administrative services to its affiliated practices. The company is headquartered in Tampa, Fla.
For more information, visit www.
coastdental.com.
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products
18
Ortho Tribune U.S. Edition | AAO Preview 2012
M-Series: A bond like no other
Dentaurum is a family-owned
German company that was founded in
1886 and recently celebrated 125 years
of providing high-quality, Germanengineered products to the dental community.
There have been many difficult times
and struggles to face during 125 years,
but the strong bond of family has helped
Dentaurum through and helped them
grow stronger over the years with a reputation for quality, service and innovation.
Dentaurum has a new product line
named “M-Series,” and this product line
also relies on a very strong bond; however, this bond is between bracket and
tooth as they guarantee the M-Series
product line provides the best bond retention available on the market.
M-Series is made up of Dentaurum’s
premium Discovery brackets and OrthoCast buccal tubes, and incorporates
their patented laser-structured base
for a bond retention that is two times
greater than what is provided by a typical mesh-pad base (“Comparison of Bond
Strength...” Olivier Sorel et al. AJO-DO /
Sept. 2002).
Dentaurum is now announcing the
expansion of this popular line of products to include an eagerly anticipated
convertible 1st molar tube (M1c), which
will be released at the 2012 AAO in Hawaii.
Dentaurum USA General Manager
Craig Beach said: “Many orthodontists
would love to move their office completely away from using bands on the
molars because of the large, expensive
inventory it requires and also the extra
appointments/chair time required for
band spacing and closing appointments.
“Furthermore, many patients find
bands to be very uncomfortable and, in
some patients, the teeth are not erupted
fully enough to allow for bands to be
used. However, the obvious downside to
switching an office over to D.B. Tubes is
the lost chair time and efficiency from
all the de-bonds and emergency appointments.
“Our M-Series line of products answers
those concerns by utilizing a laser-structured base that provides incredible bond
retention in a low-profile, mini design
that is also very comfortable for your patients. The M-Series product line is easily our fastest growing line of products
and this rapid growth has been driven
mainly through the peer-referrals of our
users.
“Our doctors love these tubes and rave
about the significant reduction in emergency appointments their office has
seen since switching over to M-Series. I
would invite any skeptics to put us to the
test with our trial offer. I guarantee that
you will see a marked improvement in
your bond retention, or we will give you
150 percent of your money back!”
Dentaurum will be exhibiting at the
AAO in Hawaii at booth No. 1037, and,
for more information, you can visit
www.dentaurum.com or call (800) 5233946.
PhotoMed offers its
Canon G12 and
Rebel T3i for clinical use
Canon G12 from PhotoMed
Canon Rebel T3 from PhotoMed
The Canon G12 digital dental camera
from PhotoMed is designed to enable
you to take all of the standard clinical
views with “frame-and-focus” simplicity. The built-in color monitor lets
you precisely frame your subject, focus and shoot. It’s that easy.
Proper exposure and balanced,
even lighting are assured. With the
camera’s built-in flash, the amount
of light necessary for a proper exposure is guaranteed, and PhotoMed’s
custom close-up lighting attachment
redirects the light from the camera’s
flash to create a balanced, even lighting across the field.
The Canon Rebel T3i is the first Rebel
model to include the ability to work
with wireless flashes. This feature was
previously reserved for higher end,
professional cameras and enables
the T3i to work with modern wireless
macro flashes. Doing away with the
flash power pack and cord results in a
lighter, more balanced camera.
The Rebel T3i is an 18 megapixel
digital camera with articulating LCD
screen and 1080p HD video mode.
PhotoMed offers two wireless flash
options for the T3i as well as two traditional macro flashes and four macro
lens options.
Find all details at (800) 998-7765,
www.photomed.net or stop by the
booth at AAO.
Photos/Provided by PhotoMed
[19] =>
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