Meet BusInEss PRac TIcE Anil J. Idiculla & DEVEloPMEnT growing Pains – BY RaEl BERnsTEIn Live Life Smiling™ MaRKETIng/socIal MEDIa 10 Mistakes You are Making on Your Website BY DaRREn D’alToRIo Young Docs 5 Things Every Young orthodontist needs to Hear – BY KYlE Fagala Q4 2015 Q4 • 2015 | TheProortho.com 1 inside this edition... BusInEss PRac TIcE & DEVEloPMEnT 16 Growing Pains BY dr. rael Bernstein coVER sToRY 24 Meet Anil J. Idiculla Maximizing Profitability: 32 Inventory Management Page BY Mari saWtelle 32 Meet Anil J. Idiculla Young Docs TEaM DEVEloPMEnT MaRKETIng/ 47 socIal MEDIa 12 5 Things Every Young Orthodontist I Don’t Have Enough Time 18 Needs to Hear BY Charlene White TMI, Doctor BY KYle Fagala BY angela WeBer 20 50 28 How To Deal With Ortho Things I Wish I Had Known 10 Emergency Calls – Scripting The Marketing Mix-Remixed Years Ago BY JeFF Behan BY Brad Jennings 22 42 52 Broken Brackets Are No Big Deal (Within Reason!) 10 Mistakes You Are Making On How a Family Limited Partnership Your Orthodontic Practice Website Can Protect Your Practice and & How to Fix Them Now Personal Wealth BY darren d’altorio BY george d. Menden MIscEllanEous 56 oRTHoPunDIT.coM Resources 54 What I Wish I Would Have The ideas, views and opinions in each article are the opinion of the named author. They do not necessarily reflect the views of The Progressive Orthodontist, its publisher, or editors. 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The publisher assumes no responsibility for return of unsolicited manuscripts, art, photos or other content. 2 It’s just BUSINESS Q4 • 2015 | TheProortho.com 3 PuBlIsHER EdITOr’S NOTE smileMedia, llc ExEcuTIVE EDIToR Ben Burris aDVIsoRY BoaRD Ben Burris Jason Battle Derek Bock Jennifer Eisenhuth Kyle Fagala Another year has passed and as study groups like Young-Docs, Jose luis garcia we wrap up the final quarter of 2015 Orthodontic Exchange, Pragmatic anil Idiculla I’m pleased to know that we are truly Orthodontic Clinical Discussions and aly Kanani wiser, not just older. The orthodontic ProOrthoFE grow in size and scope. I Kliff Kapus profession has seen significant change love that a rising tide raises all ships. scott law John McManaman this year and the pace of change is Watching colleagues help one anther Jason Tam accelerating rapidly. In some ways the in these groups is empowering and lines among the dental specialties and enabling. I believe that these groups cREaTIVE DIREcToR general dentists are blurring as PCDs and others like them will continue to sherri J. Dewig continue to bring specialists into their grow in size and influence, interact practices and dental specialists begin closely with one another and drive to realize that multi-specialty is a positive change in the industry if our powerful way to go. In other instances member organization doesn’t step up dental professionals are becoming even soon. more specialized – as is the case with I have thoroughly enjoyed taking our CoverDoc, Anil Idiculla. His ability over as editor of The Progressive to create a very specific and powerful Orthodontist Magazine, interacting culture in his office that is perfectly with readers on OrthoPundit.com aligned with his personality, passion and learning from colleagues while and treatment philosophy has created doing so. I’m hopeful for the changes incredible success that is very difficult to come in 2016. Who knows? Perhaps The Progressive orthodontist for others to emulate much less in 2016 all those who are working so magazine and study group are compete against. Anil has no worries hard to change the AAO from within your educational resources for about the future. How are you feeling will awaken our member organization new trends, progressive insights about yours? to the need for change. If that ever and best practices for building a Change is good and though we happens then we have a real shot at successful orthodontic practice in orthodontists tend to fear change, maintaining a sustainable profession 2015 and beyond. we must remember that with change that offers the public the best possible comes opportunity. I’m excited to see care – a win for the patients and for us! the next generation of orthodontic — Ben Burris CHECK US OUT ONLINE WWW.THEPRooRTHo.coM 4 It’s just BUSINESS 6 It’s just BUSINESS Q4 • 2015 | TheProortho.com 7 Advisory JOSE LUIS GArCIA ALy KANANI Dr. Jose Garcia has had a unique With humble beginnings as a UPS warehouse worker and part experience in time cashier for a small pharmacy in the summers, young Aly the orthodontic Kanani went through the usual dental and orthodontics degrees world. He as the status quo but with a few exceptions. Dr Aly Kanani is a second completed his Masters degree in Economics and Management generation orthodontist with his father at the prestigious London School of Economics as well as a being a practicing orthodontist in Mexico formal Masters degree in Higher Education Administration and his mother is a retired dentist; as at the University of Pennsylvania. Starting as an associate in 2006 and now nine years later, a result, he has seen first-hand, the Dr Kanani is the Founder and now Managing Partner of the largest orthodontics group in transition of the traditional referral-based Western Canada with seven locations. As a trusted partner of Dental Corporation of Canada orthodontic practices in Mexico to their and managing the groups BC orthodontics presence, he created and manages with four other current status. orthodontists a significant eight figure specialty orthodontics health care service for children He received his DDS degree from and adults with quality care at the forefront of the groups mission. Indiana University School of Dentistry and completed his orthodontic certificate and Masters of Science in Dentistry degree from St. Louis University. Dr. Garcia has practiced orthodontics since 2001, is the past president of the San Diego ANIL IdICULLA Academy of Orthodontists, and is a published author. Jose lives and practices Dr. Anil Idiculla, aka “Dr. I”, opened his flagship location in the in Temecula, California where he enjoys summer of 2008, and is now the owner of 5 thriving private playing golf, doing yoga, and is a serious practice locations in Colorado. Known as a rebel, he likes to world cup soccer fanatic having attended challenge the status quo and traditional thinking in all aspects of the last 3 world cups. life. He has set up all of his offices in the most competitive areas in Colorado by choice and plans on adding new locations every 1-2 years. He is currently the only doctor at all of these locations KyLE fAGALA as he continues to explore the most critical aspects of practice efficiency. His ultimate vision, is to align not teeth, but rather align the core philanthropic values of life through inspiring other peers as well as his own patients. Every fall he leads a dental team to the slums of Kolkata, India Dr. Kyle Fagala and he believes that every orthodontist should be treating hundreds of children locally pro-bono is the owner and throughout their blessed career. In his free time, he can be found skiing, running, fly fishing, and orthodontist at serving on the boards of 5 non-profit organizations. He loves Colorado, and embodies his practice’s Saddle Creek tagline, “Live Life Smiling”. Orthodontics in Germantown, Tennessee. Dr. Fagala graduated in May of 2013 with a certificate in orthodontics and a master’s degree in Dental Science for his thesis KLIff KApUS on three-dimensional imaging of the airway. Dr. Fagala is the course director Dr. Kapus graduated from U.C. Davis with a B.S. in Genetics and lecturer of Development of the in 1992. He worked in academics and then corporate biotech Occlusion, a class for 1st year dental for a couple of years. He returned to school for his DDS degree students at the University of Tennessee in 1997 from University of the Pacific (now Arthur A. Dugoni Health Science Center. He also provides School of Dentistry in San Francisco). He continued on there orthodontic treatment for children at with orthodontic residency, graduating again in 1999 with an Pediatric Dental Group in Southaven MSD (Masters of Science in Dentistry). He bought a practice and Olive Branch, Mississippi. He loves in 1999 in Cupertino, CA and worked there until 2012. Kliff opened a practice in Livermore music, specifically the drums, and spends CA in 2007 and continue to work there presently. He called his practice “Wild Smiles by Dr. more time than he should on social Kapus” because when he was a teenager he worked at a local zoo. His original intention for media. Dr. Fagala, his wife Anna, their going to U.C.D. was to be a veterinarian. Life didn’t work out that way for him but he still son Charlie, and daughter Libby live loves animals and nature so he had his office designed to look like “Indiana Jones meets the in Germantown and attend Highland Crocodile Hunter for lunch at the Elephant Bar.” Church of Christ. 8 It’s just BUSINESS