North Texas Dentistry Volume 2 Issue 1

North Texas

Dentistrya business and lifestyle magazine for north texas dentists

PrideDentalDentistry With aPassion for Perfection

ProfileRobert ZimbroNational Target Mailing

Baylor College of Dentistry AnnouncesNew Hall of Famers

Business InsuranceA Jargon-Free Guide

Practice ManagementBecoming HIPAA Compliant

A Legacy Unfolds2012 Southwest Dental Conference Review

Redefining the WorkplaceThe Impact of an Updated Dental Office

VOLUME 2 | ISSUE 1

Congratulations to Monarch Dental for your feature in North Texas Dentistry.At Monarch Dental and Castle Dental we get dentists. We understand why you chose to make a career in healthcare. We get your capabilities, your expertise, and your goals. We work hard to provide the environment and culture that meets your definition of success. We understand that you want time for family, friends, all your life’s activities and passions, along with your goal of building a successful career both professionally and financially.

It’s time to discover how Smile Brands can help you practice, prosper and grow.

in 18 states. maintain robust patient base

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ON THE COVER

Pride DentalDentistry With a Passion for Perfection

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North Texas

Dentistry

BAYLOR COLLEGE OF DENTISTRYAnnouncing the newest Hall of Fame inductees

COMMUNITY NEWSA Legacy Unfolds2012 Southwest Dental Conference Review

PROFILERobert Zimbro, owner of National Target MailingHelping dentists reach their target market and their goals for success

SMILES IN THE SPOTLIGHTA Case PresentationIn a dramatic case, Dr. Fayette Williams and Dr. Herman Kao restorethe smile of an oral cancer patient who presented with a tumor of themandible.

CONSTRUCTION & DESIGN Redefining the WorkplaceAn updated dental office benefits both patients and staff

MONEY MATTERSBusiness Insurance: Understanding the FundamentalsA jargon-free guide to insurance coverage for business owners

PRACTICE MARKETINGHow to Prepare Your Practice for 6 Key Trends that will affect dental markets in 2012

PRACTICE MANAGEMENTOn Becoming HIPAA Compliant

WINE CELLARMay I See the Wine List?

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206 COVER FEATURE: Pride Dental

Dr. Masoud Attar and Dr. Allen Sprinkle have a passion for perfection, providing complete patient centered dental services.

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www.northtexasdentistry.com | NORTH TEXAS DENTISTRY 3

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COVER Photo: Ray Bryant, Bryant Studios

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maintain robust patient base

It was good to see many of you at the Southwest Dental Conference and I appreciate the kind words and feed-back on North Texas Dentistry. I hope you completed your CE require-ments for 2012 and benefited from thewealth of information presented at theconference. Be sure to check out the pho-tos by Ray Bryant of Bryant Studios and follow-up article from Conference Chair,Dr. Danette McNew… the SouthwestDental Conference was once again a big success!

North Texas Dentistry kicks off 2012by featuring Pride Dental, the practice ofDr. Masoud Attar and Dr. Allen Sprinkle.Located in Arlington, Pride Dental uti-lizes the latest technology in a state of theart facility. Both doctors and their teamwere great to work with and you couldfeel the warm and caring atmosphere ofthe office. Patients’ needs are definitelythe priority at Pride Dental!

Robert Zimbro, owner of National TargetMailing, is this month’s featured Profile.Robert is The dental postcard guy. Hehas great marketing ideas and delivers asuperb product. Details follow in hisProfile!

Smiles in the Spotlight presents adramatic case of Dr. Fayette Williams andDr. Herman Kao. Discover the processthese surgeons used to restore a smile to anoral cancer patient. It is very impressive.

Also in this issue, Baylor College of Dentistry announces the induction of Dr. Patricia Blanton and Dr. Bill Binnieinto the Hall of Fame. In another article,Business Insurance, Understanding theFundamentals, the writer offers greatinformation to answer your questions onthe different types of insurance. Enjoythese articles and much, much more!

North Texas Dentistry is working onits line-up for 2012 and is looking for rec-ommendations for cover stories, profiles,Smiles in the Spotlight cases and engag-ing editorial. We would also like to sharethe great advertising opportunities avail-able to those wanting to reach the NorthTexas dental community including thisyears Special Issue, The UltimateDental Practice. For more informationor to make a recommendation, email:[email protected] or call214-629-7110.

Thanks to all of you who support NorthTexas Dentistry and make this publi-cation possible!

Keep smiling and have a great day!

LuLu

LuLu Stavinoha, RDH

Publisher

[email protected]

(214) 629-7110

Use your Smartphone

to find us at

www. northtexasdentistry.com

from the publisher

Publisher | LuLu StavinohaPhotographer | Ray Bryant, Bryant StudiosContributing Writers | Tina Cauller, Kim Clarke, Joy Ellis, Marc Fowler, Jennifer Fuentes, Dr. DanetteMcNew, Beth Thiel, Dr. Fayette Williams & Dr. HermanKao, David Yandry

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

NORTH TEXAS DENTISTRY | www.northtexasdentistry.com4


On January 20, Emeritus Professors Dr. Patricia Blanton and Dr. Bill Binniewere inducted into the Texas A&M HealthScience Center Baylor College of DentistryHall of Fame.

The ceremony, held during the health science center’s convocation in CollegeStation, Texas, took on special signifi-cance for Binnie, as Blanton was a member of the search committee that rec-ommended his original appointment asprofessor and chair of oral pathology backin 1979.

“She is obviously a lady of great taste andjudgment!” says Binnie, who went on to become chair of diagnostic sciences,where he incorporated oral and maxillofa-cial radiology and the Oral Diagnosis Clinicwith oral pathology. He served as interimvice president of academic affairs for theTexas A&M Health Science Center from2000 to 2003, eventually retiring as vicepresident in 2006.

It’s safe to say Binnie has devoted his entirecareer to academics and the dental profes-sion, serving in various capacities for BaylorUniversity Medical Center, the ArizonaSchool of Dentistry and Oral Health, theUniversity of Nairobi, the World HealthOrganization, the Commission on DentalAccreditation, and a laundry list of others.

Blanton has always maintained a close rela-tionship with TAMHSC-BCD and the dentaleducation community. She chaired the

Department of Gross Anatomy in the ’80s,served the BCD Alumni Association as pres-ident, CODA as a site visitor and theNational Institutes of Health as a study sec-tion chair.

Currently, Blanton's priorities are herDallas-based periodontic and implantology

practice as well as serving in leadershippositions with the American DentalAssociation and the American College ofDentists. When she’s not seeing patients orrepresenting these national-level organiza-tions, she spends any free time traversing

(CONTINUED ON PAGE 22) u

By Jennifer Fuentes

NewestHall of FameInductees

Baylor College of Dentistryannounces the


With its strong roots in tradition, the field of den-tistry typically views the flood of new informationemanating from research laboratories through a

conservative lens. Just a few years ago, the notion that systemichealth was linked to oral health was considered by most dentiststo be an over-reaching and unproven assumption. However,new data substantiating the link between oral health and sys-temic health continues to emerge at an unprecedented pace.Today, the connection is widely accepted, having been docu-mented by reputable researchers and clinicians across numer-ous disciplines. In 2000, the Surgeon General’s report, OralHealth in America, described the evidence linking oral healthwith heart disease, stroke, preterm births, diabetes and respiratory disease. The mounting body of research has beenacknowledged in statements by the World Health Organization,Centers for Disease Control and the National Institutes of Health.

While many systemic diseases manifest in the mouth, the specificcausal relationship between poor oral health and overall health isstill being explored. After a study conducted jointly by Aetna andColumbia University College of Dental Medicine, researchersannounced evidence in 2006 of the relationship between early peri-

odontal treatment and the overall cost of care for diabetes, coro-nary artery disease, and cerebrovascular disease.

At Pride Dental in Arlington, Dr. Allen Sprinkle and Dr. MasoudAttar approach dentistry from a holistic perspective that recog-nizes the connection between the mouth and the total bodyhealth, combining high-tech equipment and the latest advancesin dentistry with personal, individualized care. The doctors atPride Dental have a passion for perfection, providing completepatient-centered dental services from preventive and holisticdentistry to cosmetic, laser and implant dentistry for adults ofall ages.

Dr. Attar has a personal passion for dentistry and a genuineenthusiasm for helping people attain optimal health. “Moderndentistry is an exciting confluence of science and artistry,” henotes. “I love what I do because we have the capacity to changepeoples’ lives in a really meaningful way.”

While the practice utilizes the latest technology in a state-of-the-art facility, Dr. Attar shares his perspective on its role inpatient care. “Technology helps us provide care better andfaster, but we must never lose sight of the fact that our reason

cover feature

Photos by Ray Bryant, Bryant Studios

Dr. Allen Sprinkle and Dr. Masoud Attar share a passion for den-tistry and the desire to provide patient-centered dental services.

Pride DentalDentistry With a Passion for Perfectionby Tina Cauller


for being here is our patients.”

While he was pursuing his Ph.D. in horti-culture and genetics in the mid-80s, Dr. Attar realized that rather than beingisolated in a research laboratory, hewanted a career that would enable him tointeract with people and still allow him tobe a lifelong learner.

As a result of his extensive training andinvestigation of the latest research, heunderstands that oral health providesdentists with an invaluable window tothe patient’s overall health. He is com-mitted to helping patients optimize theirwellness through education and aware-ness of this connection. “We need to edu-cate ourselves and pay attention to howour lifestyle choices affect our health,” henotes. “From the ingredients in our foodto the materials we use in dentistry, thesubstances we put into our body canhave a critical impact on our overallhealth. By being aware and conscious ofour choices, we can ensure the best pos-sible health for each individual.”

After graduating from Baylor College ofDentistry and establishing a private dental practice in the Metroplex, Dr. Sprinkle saw the relationship betweenoral health and overall wellness firsthand.He found that as he got to know hispatients, many reported some type ofchronic head, neck or facial pain, whichbecame a subject of interest. Many hadbeen told that their pain was a result ofstress and an unavoidable part of modernlife, and some had been living with pain for years.

Among these individuals, he often founda common constellation of symptoms,including poor sleep quality and daytimefatigue. They suffered from a myriad ofother difficulties including poor concen-tration, headaches, and acid reflux. Dr. Sprinkle knew that poor sleep qualityis detrimental to wellness and can initi-ate an endless loop of disease, discomfortand discouragement. He sought a way tobring refreshing sleep to these patientsas part of a journey back to optimal well-ness. For patients affected by sleep apnea

or snoring, a specially designed FDA-approved oral appliance can help to keepthe airway open so sleep is not disrupted.Custom appliances can also help providerelief from migraines and TMJ pain.

Some experts believe that breathing issuesmay underlie a host of common conditions,from high blood pressure to difficulty con-centrating. “There is reason to believethat the body’s need for greater tone inthe throat can trigger a number of prob-

Pride Dental, located in Arlington, utilizes the latest technology in a state of the art facility.Monarch Den-tal has recently invested $5 million to deploy the most sophisticated technology in its North Texas locations, includ-ing highly advanced imaging systems.

The team at Pride Dental strives to assist patients with their needs so each visit is a positive experience.

lematic behaviors that are actually adaptations to an underlyingproblem,” notes Dr. Sprinkle. “Nail biting may provide relaxingrelief by placing the throat in a position that is more conduciveto efficient breathing. We think patients who report trouble con-centrating, including children and adults diagnosed with ADD,are often affected by breathing issues. They commonly exhibitrepetitive habitual behaviors such as eyebrow plucking that mayserve as a respiratory stimulant.”

Because some patients may have sensitivities to materials com-monly used in dental treatments, the doctors at Pride Dentalstrive to select the most biocompatible materials and work withpatients to make sure there is no reaction to the materials used.They only place white fillings and ceramics and use fluoride-free preventative hygiene treatment to minimize the possibility

of a negative reaction.

Pride Dental uses the state-of-the-art DEKA laser that elimi-nates the cutting and suturing required for traditional surgicaltreatment. The DEKA laser uses the CO2 wavelength that is theoptimal wavelength for soft tissue procedures due to its highabsorption in water, which makes up over 80-90% of the con-tent of soft tissue. It gives the ability to incise or ablate soft tis-sue with great precision and efficiency without unnecessarylateral thermal damage. As Dr. Attar points out, “Laser dentistryis a reality now. Laser periodontal therapy with PerioLase, inconjunction with scaling and/or PerioProtect, is extremely

effective and can often eliminate the need for surgery.” The doc-tors at Pride Dental are licensed providers for DEKA laser andPerioProtect.

At Pride Dental, patients enjoy the efficiency, confidence andcomfort of the latest dental technology. The advanced Cerecmachine uses CAD/CAM technology to create natural-looking,metal-free ceramic crowns in just a few minutes. Patients lovethe idea of getting their work done in one appointment. TheDiagnodent is an advanced method of detecting cavities usinglaser light technology. Tek Scan is a new computerized bite scanand is an extremely valuable tool that aids in the diagnosticprocess by analyzing a patient’s bite. An unstable bite can causebroken restorations, pain, headaches, periodontal disease andTMJ disorders. PerioProtect is a revolutionary breakthrough for


Dr. Attar believes good communication is crucial to providing quality dentalcare and makes sure all questions are answered prior to treatment.


Pride Dental uses the state-of-the- art DEKA laser that eliminates the cuttingand suturing required for traditional surgical treatment.

The intraoral camera is used to enhance patient understanding of neededtreatment.


the nonsurgical treatment of periodontal disease. It is effectiveand painless.

Pride Dental offers a full range of dental services including reg-ular examinations and evaluations, panoramic and bite-wing x-rays, laser whitening, Invisalign®, testing for materials com-patibility, laser periodontal gum treatment, nonsurgical peri-odontal treatment, extractions and surgical procedures,implants, TMJ and chronic facial pain treatment, and sleepapnea devices. n

At Pride Dental, patients enjoy the efficiency, confidence and comfort of thelatest dental technology. The advanced Cerec machine uses CAD/CAMtechnology to create natural-looking, metal-free ceramic crowns in just afew minutes.

Custom oral appliances help provide relief from migraines and TMJ pain.

Dr. Sprinkle discusses the relationship between oralhealth and overall wellness with his patients.

cover feature

Allen Sprinkle, DDS

Dr. Sprinkle is a graduate of Baylor College of Dentistryand has years of continuing education pertaining toBiological Dentistry, Chronic Head and Neck Pain andSleep Disordered Breathing. Dr. Sprinkle is in demandas a speaker at various events and is a consultant tovarious members of dental and medical communities.He has successfully practiced in the Dallas/Fort Wortharea for the past 40 years and is devoted to helping hispatients improve their lives through achieving a healthymouth and body.

Masoud Attar, DDS

Dr. Attar is a graduate of the University of MinnesotaSchool of Dentistry where he was also on the academicstaff of Oral Medicine and Diagnosis for many years.As one of the first certified cosmetic dentists throughthe University of Minnesota and the prestigious LasVegas Institute for Advanced Dental Studies in the mid-1990s, Dr. Attar has provided outstanding service forhis patients. His academic training includes extensivestudies in biology, botany, toxicology, genetics and twoyears of comprehensive orthodontic instruction throughthe American Society of Orthodontics. Dr. Attar has suc-cessfully practiced in Minnesota and southern Californiafor the past 20 years.

With Texas hospitality, Dr. Masoud Attar and Dr. Allen Sprinkle at Pride Dental offer a fullrange of dental services.

Pride Dental is located at 1106 W. Randol MillRoad, Suite 100 in Arlington, Texas. For more infor-mation, visit www.pridedentaloffice.com.

To contact the office, call 817-461-9998 or sendemail to: [email protected].

www.pridedentaloffice.com


PROFESSIONAL AFFILIATIONSn American Dental Associationn Texas Dental Associationn Dallas County Dental Societyn American Academy of Cosmetic Dentistryn American Academy of Craniofacial Painn Academy of Biologic Dentistry and Medicinen Academy of Clinical Sleep Disorder Dentistryn Academy of Neural Therapyn Academy of Dental Sleep Medicinen Holistic Dental Societyn International Academy of Oral Medicine and Toxicologyn International Association of Functional Orthodonticsn American Society of Orthodontics

A

Unfolds2012 SOUTHWEST DENTAL CONFERENCE REVIEW

The legacy of the Southwest Dental Conference continues to unfold.The 85th anniversary of the SWDC occurred on January 12-14, 2012.As with many people, I was looking forward to a fresh new year toaccomplish and be the person I desire professionally as well as person-ally. This Conference ushered in the New Year with high hopes of justthat. The Southwest Dental Conference was declared a success byspeakers, participants and volunteers.

There are many definitions of success but from the online dictionary,success is described as the achievement of something planned, desiredor attempted, or a favorable desired outcome.

I enjoyed hearing from speakers stating they thoroughly enjoyed beinga part of our Conference and were pleasantly surprised at the warm hos-pitality and service provided.

I heard from participants that they were pleased with the variety ofspeakers and topics and encouraged knowing they had a seat becausethey had a ticket.

I received a “thank you” from many volunteers who explained that thisConference was easier to serve than they expected and offered theirservices for future conferences.

During the planning stage of this Conference, our strategic planningcommittee focused on a specific desired outcome: welcoming hospital-ity, effective continuing education and meeting the needs of participantsby listening to prior evaluations. Therefore, in the manner of deduction,I consider the Southwest Dental Conference to be successful.

Dallas County Dental Society is the key to our successful Conference,as well as the following attributes:

Be Prepared.Do Your Best.Don’t Give Up.

That sums it all up. Thank you Dallas for making our conference thebest it can be.

Remember to be part of our next conference hosted at the Omni DallasConvention Center Hotel on January 17-19, 2013.

Danette McNew, DDSChair for 2012 Southwest Dental Conference

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community news



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Professional and knowledgeable.”

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Robert ZimbroNational Target Mailing & DentistryPostcards.com1507 Capital Avenue, Suite 103Plano, TX 75074(972) 424-5979Robert@nationaltargetmailing.comwww.nationaltargetmailing.comwww.dentistrypostcards.com

Q. Our practice has potential – if onlythose potential patients out thereknew more about it. How do dentistsfind expert help with marketing?

Robert: At National Target Mailing, we cre-ate marketing solutions specifically designedto meet the needs of dentists, and have cre-ated and executed effective, customized mar-keting strategies and materials for hundredsof dental practices all over the country. Aboutsix years ago, we started specializing in mar-keting for dental professionals and today,thanks to referrals from our satisfied clients,dental marketing now constitutes about 90%of our business.

Thanks to that remarkable success, we aremore than just a printing service or a bulkmail shop. We know the dental industry andunderstand the subtle but critical distinctionsbetween different types of dental practices.Whether a practice is based primarily on serv-ing families, cosmetic patients, or Medicaidpatients, we can implement a plan to createinternal marketing, external marketing andinternet marketing campaigns that speakdirectly to potential patients.

For some practices, growth is a long-termgoal, for others there is a genuine need to seeappreciable growth quickly. Starting up a newpractice can be challenging and demands asolid marketing plan to ensure that growthhappens rapidly enough to sustain the busi-ness. A practice that has experienced a short-term downturn may need to boost productivityin order to be profitable. Or, a practice mayneed to increase patients to bring on an asso-ciate or prepare to sell the practice.Regardless of the specific situation, we canaddress your needs with a customized plan.

Q. We have been hesitant to getinvolved with a marketing group.Dentistry is such a unique field, howcould a marketing company possiblyunderstand the profession, much less thegoals of our unique practice?

Robert: We have private practice dentalclients with a single office and large dentalpractices with multiple locations. Througheffective marketing, many of our clients havereached their goals to expand their practice.One client who has worked with us for nineyears has grown from a single office to sevenoffices, another from a single location to 27locations.

There is a saying, “A goal without a plan isjust a wish.” We’ll explore your professionalgoals, and help you outline a plan to getthere. For a new practice, we match theirgoals with an appropriately aggressive mar-keting campaign. We view our role as a part-ner in growing your business.

We offer a flexible, dynamic and responsiveplan that can adapt easily to accommodatethe changing needs of the practice. Whethera client chooses a one-time campaign or amonthly campaign, we never lock them intoa rigid plan. If business slows down, we makesure the marketing can respond immediatelyand, if the office gets too busy, we can adjustthe schedule accordingly.

Q. How can we make sure our market-ing budget is used wisely?

Robert: We advise dentists to ask questionsand become informed when setting out tochoose a partner in creating a marketingplan. Too many firms will get a client in thedoor for a low price and then break thebudget with add-ons, or lock clients in to along-term contract that is carved in stone.Make sure that you are comparing apples toapples when you comparison shop for mar-keting support.

Our clients enjoy a working relationship witha single team member who provides expert,personal service. Rather than blanketinghouseholds with unwanted junk mail createdfrom generic online templates and wastingmarketing dollars in the hopes of reaching afew interested individuals, we design custommaterials and mailing plans that preciselymatch the profile of the target audience.

The dental profession is impacted by regula-tions, laws and conventions that are con-stantly changing and evolving. Our familiaritywith those requirements helps you avoidcostly or marketing pitfalls and common mis-takes. We help our dental clients establishconsistent branding across websites andprinted materials. Our approach ensuresthat every dollar of your marketing budgetachieves maximum return.

Robert Zimbro has been in marketing for 14 years,and founded National Target Mailing 12 years ago.He recently founded www.DentistryPostcards.comto help dentists easily create mailers that reachclients with high-impact print promotions that getmeasurable results.

National Target Mailing has experienced tremen-dous growth for three years in a row, and is per-fectly positioned to help dental clients achievetheir own goals. With its new 5,200 square footmanufacturing center located in Plano, and state-of-the-art mailing software and addressing equip-ment that saves time and eliminate productionheadaches, National Target Mailing is ready toserve dentists more efficiently and cost-effectivelythan ever before.

For more information, call (972) 424-5979 orvisit www.nationaltargetmailing.com andwww.dentistrypostcards.com.

National Target Mailing/DentistryPostcards.comRobert Zimbro

&AQ


SMILESin theSPOTLIGHTLEADERS IN NORTH TEXAS DENTISTRYCREATING UNFORGETTABLE SMILES

Fibula ready for inset

Pre-op oral

Microvascular ReconstructionDefects of the face, neck and mouth are often created when removing tumors or as the result of severe facial injury. Proper reconstruction is vital toallow patients to maintain the highest quality of life and self-esteem. Dr. Fayette Williams is the only Oral & Maxillofacial Surgeon in the DFW areaperforming microvascular reconstructive surgery, and one of less than 30 Oral& Maxillofacial Surgeons in the nation trained in this state-of-the-art form ofreconstruction. After finishing his six-year surgical residency, Dr. Williamscompleted an additional two years of fellowship training at the University ofMichigan to learn this specialized surgery.

Microvascular reconstructive surgery is one of the most advanced options inrestoring facial form and function following the removal of large facial and oraltumors. Tissues from the patient’s own body are transplanted into the orofacialdefects to restore function and appearance. These transplants (known as“flaps”) can be in the form of skin, muscle, bone, or any combination. The flapis removed from the body along with blood vessels that supply nourishmentto the flap. The blood vessels are reconnected to vessels around the facialdefect under a microscope using sutures smaller than a human hair. Onceblood flow is re-established, the transplanted tissue remains alive just as itdid in its original location. Because the flap is completely freed from anotherpart of the body, this technique is often referred to as “free flap surgery” or“free tissue transfer.”

When necessary for microvascular jaw reconstruction, Dr. Williams utilizescomputer-guided virtual surgery to plan the reconstruction with increased pre-cision and potentially reduced operating time. Using this advanced technology,Dr. Williams works closely with biomedical engineers from Medical Modelingon each case to offer truly customized surgical solutions for each patient.

While not all patients are candidates to undergo this form of reconstruction,Dr. Williams also performs many other forms of facial reconstructive surgery.The optimal reconstructive technique is tailored to each patient and chosenbased on the patient’s wishes, goals, and available options.

CASE PRESENTATIONThis 44-year-old healthy female presented with a slowly enlarging massin her chin. A panorex revealed a multilocular radiolucency extendingacross the mandible from #19 to #28. An incisional biopsy under localanesthesia revealed ameloblastoma. Her dentition was in good repairand cosmetically excellent.

TREATMENT PLANResection of this tumor required at least 1cm of normal bone in every direction, which was expected to result in a mandibular continuity defectspanning from #18 to #30. The patient was a public speaker and wasdevastated to learn she would lose most of her lower teeth. With con-ventional non-vascularized bone grafting, this would require resection ofthe mandible during the first surgery, bone grafting from the iliac crestduring a second surgery three months later, placement of dental implantsand soft tissue procedures 4-6 months later, followed by another 4-6months for osseointegration. This normally requires 15-18 months of mul-tiple operations before the patient’s dentition is restored. We performedan operation to resect the tumor, immediately reconstruct the defect witha fibula free tissue transfer, and immediate placement of dental implantsinto the vascularized bone all in one operation. A preoperative cone beamCT scan was used to fabricate models to virtually plan the resection andreconstruction.

Resected mandible

Fibula with implants

Prosthesis on cast

Fayette Williams, DDS, MD

Final dentition

PROCEDUREThe patient was taken to the operating room under the care of Drs. Kao and Williams. Her tumor was excised through the mouth, thusavoiding a large neck incision. The nerve canal on the right was un-roofed to preserve the mental nerve, while the left mental nerve wassacrificed where it entered the tumor. Occlusion was maintained witha temporary external fixation device to hold the remaining posteriormandibular segments in their original relationship throughout the sur-gery. The left fibula was harvested along with the peroneal artery andvein which supply the bone. A 12cm segment of the fibula was shapedvia wedge ostectomies to conform to the prefabricated custommandibular reconstruction plate used to fixate the bone flap. This pre-bent plate with the fibula construct was placed into the mouth and fix-ated to the remaining mandible to re-establish bony continuity. A small3cm incision was placed in the left neck to access the facial artery andvein. These vessels were anastomosed to the peroneal artery and veinsupplying the fibula under a microscope with 9-0 nylon sutures. Oncethe bone flap was found to be viable and bleeding, four dental implantswere placed and the incisions were closed primarily. The patient healeduneventfully from her surgery and underwent a minor soft tissue revi-sion (vestibuloplasty) three months later to prepare for the restorativephase of treatment.

RESULTSA satisfactory smile was obtained only 4 months later, consistent withcurrent osseointegration healing periods. A hybrid prosthesis was fab-ricated with laboratory support from Darrel Clark, CDT in Weatherford,TX. The prosthesis consisted of a milled bar fit to the dental implants.Additional abutments were laser-welded to the bar in an ideal positionto support the dentition. She reports no difficulty with ambulation andis able to eat a full diet with her fixed hybrid prosthesis. As can be seenin the postoperative panorex, the obvious drawback of the fibula is theminimal height of bone compared to the dentate mandible. However,with modern implant and surgical technology these patients can havetheir dentition restored in one-fourth of the time span required by tradi-tional reconstructive techniques.

Fayette Williams, DDS, MD is Clinical Fac-ulty at John Peter Smith Hospital in FortWorth, TX and Adjunct Assistant Professorat The University of Texas SouthwesternMedical Center in Dallas. In 2010, he com-pleted a fellowship in Maxillofacial Oncologyand Reconstructive Surgery at the Univer-sity of Michigan in Ann Arbor.

After returning from his fellowship, Dr. Williams joined the faculty at John Peter

Smith Hospital in Fort Worth and the private practice of Facial & Oral Sur-gery Associates. Dr. Williams is the only oral & maxillofacial surgeon in theDFW area performing state-of-the-art microvascular reconstruction of thehead and neck. He has lectured on a national level and has authored threetextbook chapters on oral cancer and reconstructive surgery. At John PeterSmith Hospital, he is Vice-Chairman of the Cancer Committee. Dr. Williams’passion lies in the treatment and reconstruction of oral cancer and theirrelated defects.

Dr. Kao is a dedicated private and academicsurgeon, which enables him to enjoy the fullspectrum of dentoalveolar, dental implant,orthognathic surgery, trauma/reconstructivesurgery, and cleft lip and palate surgery.With state of art technology, his practice uti-lizes computer virtual planning for dental-implant and corrective jaw surgeries. Dr. Kao is also passionate about serving theunderserved. He is a recipient of the Sally Hopper Golden Crown Award for his Pro

Bono services to local dental health clinics.

Academically, Dr. Kao is Clinical Faculty at John Peter Smith Hospitalwhere he performs and teaches major facial trauma and reconstructivesurgery. He is actively involved in the education and training of the internsand Oral/Maxillofacial Surgery residents. Because of his dedication to patient care and satisfaction, he sits on the Patient Care Committee andthe Physician Advisory Committee. In addition, Dr. Kao holds an appointment of Adjunct Assistant Professor at UT Southwestern MedicalCenter, where he gives regular Grand Round lectures to the faculty and residents.

Herman Kao, DDS, MD

For more information concerning this case, contact Dr. Williams at www.facialoralsurg.com or call 817.927.1325.

Post-op pano



W e all know that a great looking office cannot take the place ofdelivering excellent health care, but what you may not realize

is how profoundly the office environment can affect the morale ofthe staff and ultimately the level of care delivered.

Creating environments that appeal to the patient has always beena priority and undoubtedly an effective way to attract and keeppatients. I think everyone will agree that investing in the officeenvironment for the comfort of the patient is a justifiable expense.

When you consider however, how the workplace environment plays a role in the performance of your employees, you may realizethat this ultimately impacts the overall success of your practice.Although the results may not be as easily measured, they are in fact,very real.

Without question, it is simply more fun to come to work in a beau-tiful environment than a worn and outdated office. We investtremendous amounts of effort making our home environmentinviting, but with the average work week being 40 hours, the officeenvironment also plays an important role in the quality of our lives.Nowhere is this statement more accurate than in healthcare.

It has been proven that higher levels of stress occur in poor workenvironments. This translates into lowered business performance,lack of motivation and decreased profitability. In contrast, the well-designed workplace provides an environment for employees towork at peak performance where tasks are easier, employees arehappier and fewer mistakes are made.

Author, speaker and business guru, Tom Peters, best describes therole of design in the workplace, “You want your people inspired andstimulated when they come to work. The physical environment asmuch as the work itself, plays a part in this.” You don’t have to bea business expert to understand the implications of this statement.Clearly, when your employees are excited to come to work, theybecome more thoughtful and courteous to your patients – and toone another. This sentiment breeds enthusiasm that is absolutelyand unquestionably contagious.

Ask Dr. Jon Ousley DDS, MSD, pediatric dentist in Waxahachie,Texas. He has experienced unexpected results from his recent officerenovation that continue to validate his decision to invest in hisoffice – and his employees.

Years of wear and tear at the Waxahachie Just for Kids office com-bined with an ever growing patient base made the decision to ren-ovate easy for Dr. Ousley. “We had increased our office staff as thepatient base grew and were using every square inch of our lease

RedefiningtheWorkplace‘Find your happy place’ at Just for Kidsby Beth Thiel

before

construction & design

space” states Dr. Ousley. “We were working in tired and confinedquarters and needed to invest in workspace efficiencies as well asan updated look. This included the waiting room, which requiredat least twice as much seating to accommodate both patients andtheir families.”

Along with workspace efficiencies, the overall décor of the officewas also undergoing development. Furnishings and finishes wereupdated and new excitement was infused into the existing movietheme that has truly delighted patients, families and staff. Theresult has been an infectious enthusiasm that is carried into thecommunity – making his patients, their families and employeesnatural promoters of the practice.

Agreed, there may be no direct measurable return on this invest-ment – except happier people. Maybe not every dollar investedneeds to prove a monetary return. Instead, perhaps job satisfactionsimply promotes the recruitment and retention of talented employ-ees who exude the pride and excitement of people who know thatthey are a part of something that matters.

Following the renovation of Just for Kids, an envelope arrived withindividual hand-written letters of appreciation from each and everystaff member in Dr. Ousley’s office. Each subsequent visit bringsyet another enthusiastic greeting from his staff, always grateful for“giving them an office that makes them happy”. Additionally, I con-tinue to receive messages from Dr. Ousley that yet another parentor patient noted how happy the office feels. Most surprising was aletter we received from the mother of a patient, expressing how

“joyful the office felt” along with gratitude for “making it so pretty.”

“It’s like a gift that keeps on giving,” notes Dr. Ousley. “Newpatients and recall patients who haven't seen the office in sixmonths or more invigorate us with their compliments on theoffice! Thank you, Beth!”

Since launching the new Just for Kids in August, my favorite quotefrom the movie Finding Nemo, “find your happy place”, remindsme of Dr. Ousley, his staff, the patients and their parents. Just forKids is proof that happy employees truly equal happy patients,resulting in patients who return and refer, giving Dr. Ousley aninvestment with a compounding return for years to come.

Who could have guessed that kids and staff members alike would“find their happy place” at the dentist. The workplace redefined!Thank you, Dr. Ousley. n

Thiel and Thiel is an award-winning architecture andinterior design firm based in the Dallas/Fort Wortharea that offers a comprehensive range of servicesincluding architecture, interior design, graphic design,procurement and installation services. Owners Bethand Kurt Thiel have handpicked professionals fromacross the design world to make up their team, whocreate complete brand strategies that are exclusiveto each client and to each property. Go to

www.thielandthiel.com to learn more about the firm’s extensive array ofintegrated services and review their substantial portfolio.


Our only business is working with TDA Members and their sta� s.

We are committed exclusively to servicing TDA membership’s needs.

Let us review, compare and provide options for your coverage.

Protection is our Business

Bob Michaels, CLULocal Associate214-696-5103

B b Mi h l CLU www.tdamemberinsure.com 1-800-677-8644

Disability Life Health Long Term Care Malpractice

A s a dentist, you’re extensivelytrained in the field of oral healthfrom many years of schooling and

practice. Your patients are not. So, whendiscussing treatment with them, you’recareful to provide clear and concise infor-mation so they’re well-informed withoutbeing weighed down by minutia. This timeyou’re on the receiving end, and the treat-ment is insurance.

The following information is a jargon-freeguide to insurance for business owners.Understanding the fundamentals will makeyou better able to correctly assess yourbusiness insurance and make decisionsabout how to protect your investment.Although not an exhaustive examination,these are some of the key coverages thatyou should consider.

General Liability

This is often called “slip and fall insur-ance” because one of the protectionsGeneral Liability coverage provides isbodily injury if patients are injured onyour premises if, for example, they slipand fall. However, a General Liability pol-icy covers much more than just slips andfalls. In addition to bodily injury, it alsoprovides for property damage suffered by

third parties resulting from your businessactivities and that you’re legally obligatedto pay. Coverage also includes personal andadvertising injury for acts resulting ininjury to others that is not of a physicalnature, such as mental anguish, slander,libel, invasion of privacy and defamation.The third and final protection that aGeneral Liability policy affords is for med-ical payments. Although coverage for bod-ily injury is already included, medicalpayments is a “goodwill” coverage that canbe paid out regardless of negligence onyour part. General Liability doesn’t coveryour professional services, which are pro-tected by a Medical Malpractice policy.

Building and Business PersonalProperty/Contents

This coverage is normally included on yourBusiness Owner’s policy and is often called“property coverage” because it protectsagainst damage to the physical propertyyou own for various causes of loss (i.e. fire,wind, hail, theft). The Business PersonalProperty limit should include the items youown located at your premises, such as furniture, equipment, medical supplies and computers. If a tenant, your landlordshould carry coverage for the buildingitself. However, if you’re responsible for

insuring any build-out that you installed(i.e. cabinetry, flooring, etc.), it is impor-tant to discuss this with your agent to verifythat these are included in your policy limit.Quite often, build-outs can simply beadded to your Business Personal Propertylimit. If you own the building and areinsuring it on your Business Owner’s pol-icy, the limit should include replacementcost of the building as well as any perma-nently installed items (i.e. dental chairs,cabinetry, counters, etc.). It’s essential thatyour policy be written on a replacementcost basis. This means that in the event ofa covered claim, your property will bereplaced with like kind and quality, withoutdepreciation.

Business Income

This coverage is typically included in aBusiness Owner’s policy and applies to theloss of business income during the restora-tion stage following a covered claim. Forexample, if you have a fire at your locationand are forced to close your doors for sev-eral months while your covered property iseither repaired or replaced, your BusinessIncome coverage will reimburse you fornormal operating expenses, such as rentand utilities. This policy typically coversordinary payroll for a 60-day period.

Business InsuranceUnderstanding the Fundamentals

by Joy Ellis

money matters


Employee Practices Liability Insurance

This covers the exposures you face as anemployer and provides protection for lia-bility arising from refusal to employ,wrongful termination, work related sexualharassment and discrimination claims.Keep in mind that even though you maynot be found guilty of the accusations, thecost to defend can be substantial. This cov-erage can be added to your BusinessOwner’s policy or be purchased separately.

Hired and Non-Owned Auto Liability

Any business that even occasionally uses avehicle not owned by the business shouldstrongly consider this coverage. Hired andNon-Owned Auto Liability insurance pro-vides coverage for claims against your busi-ness if employees have an accident whileusing either their own or a rented vehiclefor business purposes. Even if driving theirown vehicle, employees can sue your busi-ness if they were performing companyfunctions, like going to the bank, when theaccident occurred. This coverage can beadded to your Business Owner’s policy.

Worker’s Compensation

Although General Liability covers injury topatients, it doesn’t cover work-relatedinjury to you or your employees. Worker’sCompensation is a policy specificallygeared toward covering work-relatedinjury and occupational disease. In Texas,many businesses aren’t required by law tocarry Worker’s Compensation, therefore,many simply go without. However, a seri-ous work-related injury or occupationaldisease can cost you considerable amountof money as well as expose you to lawsuitsby employees. One of the key benefits ofWorker’s Compensation is that it’s a “soleremedy,” meaning if you have a Worker’sCompensation policy, an employee isbarred from seeking damages against youfor work-related injury or occu pational disease.

Medical Malpractice

This policy affords coverage for liabilityarising from errors, malpractice and mis-

takes in either rendering or failure to ren-der your professional services as a dentist.This is a policy that you almost certainlyalready carry, but it’s crucial that youexamine the liability limits of your policyand discuss the expense of increasing thoselimits with your agent. In the event of amalpractice claim, a seemingly adequatelimit can be exhausted quickly. n

Joy Ellis, CIC is an insurance marketing profes-sional who has worked with Higginbotham, an inde-pendent brokerage firm endorsed by TDA FinancialServices, for four years. Her expertise is small busi-

ness insurance, includingBusiness Owner’s Policies,Worker’s Compensation andMedical Malpractice, and sheworks closely with dentists tofind coverage to suit their indi-vidual needs.

You can contact Joy at [email protected] orcall (817) 728-2374 ext. 2364. For more informa-tion, visit www.TDAmemberinsure.com.

Building Relationships

www.structures-interiors.com 817.329.4241

“I found Structures and Interiors’ staff of construction professionals extremely easy to work with. Structures and Interiors did a wonderful job designing my office and building it out in an amazingly short time period for this type of detailed construction. I am very pleased with their work and their always pleasant attitudes and eagerness to get things right and in the exact way I wanted them.”- barrie barber choate dds, msd, pa pediatric dentistry

[email protected]


(CONTINUED FROM PAGE 5)

the globe, presenting continuing educationhead and neck anatomy.

It’s been decades since Blanton andBinnie first began their association withthe college, and from the looks of it, it’sa connection that will continue for yearsto come. n

Founded in 1905, Baylor College of Dentistry inDallas is a college of the Texas A&M HealthScience Center. TAMHSC-BCD is a nationally rec-

ognized center for oral health sciences education,research, specialized patient care and continuingdental education. The TAMHSC serves the stateas a distributed, statewide health science centerthat is present in communities throughout Texas.

Jennifer Eure Fuentes is a communicationsspecialist at Texas A&M Health ScienceCenter Baylor College of Dentistry. A 2006graduate of Texas Christian University, shehas worked in the communications and edi-torial field for five years.

Global Reach. Local Touch. Single Source.


CELEBRATINGNATIONAL CHILDREN’S DENTAL HEALTH MONTH

More than 50 percent of children ages 5-9 have at least one cavity or fillingaccording to Oral Health in America: A Report of the Surgeon General. To helpreduce cavities and dental illnesses among children in our local community,Children’s Dental Centre of Irving willdonate more than 3,000 toothbrushes tokids in celebration of National Children’sDental Health Month in February.

Dr. Reena Kuba, DDS, MS, the Centre’spediatric dentist, is committed to workingwith the community and parents to createa positive, educational atmosphere to getchildren on the right path to a lifetime ofoptimal oral health. The majority of tooth-brushes being donated will go to studentsattending early childhood schools in theIrving Independent School District.

“Cavities can be painful and expensive andare preventable. Starting dental visits earlyhelps get children on the right path tohealthy teeth and a beautiful, confidentsmile,” said Dr. Kuba.

Along with toothbrushes, the staff ofChildren’s Dental Centre of Irving will pro-vide free student presentations and parentclasses on dental health to schools andorganizations.

Children’s Dental Centre of Irving providescomprehensive dental care for childrenages six months to 18 years. Dr. ReenaKuba, DDS, MS, is certified by the Ameri-can Board of Pediatric Dentistry and is thefounder of Children’s Dental Centre of Irv-ing. Dr. Kuba is also a clinical assistantprofessor at Baylor College of Dentistryand was named one of the Best Dentists byD Magazine in 2011. n


Case PresentationsProvided by Leading Doctors in North Texas

SMILESin theSPOTLIGHTn High Resolution Photographyn Step by Step Details of Treatment

North Texas

Dentistry

For more information on sharing your expertise in a future Smiles in the Spotlight contact

[email protected] 214-629-7110

The Google Panda Update The first phaseof the Panda update rolled out in February 2011 and hasbeen the talk of the online marketing world ever since.Google’s goal with Panda was to improve the relevancy

of search results, by helping quality sites with relevant contentrank high, while penalizing sites with low-quality, and/or dupli-cate content. According to Google: “We added new signals to helpus make better predictions about which of two similar web pagesis the original.”

The Panda update was said to have impacted 12 percent ofsearch results and several websites with poor quality contentsaw website visitors fall 60% or more, almost overnight. What

this update really did was change search engine optimization(SEO) best practices forever. While it’s always been important,today having fresh, high quality, original content is critical.

Dentists need to beware of the cookie cutter dental website com-panies that use the identical website and blog content on dozens(or in some cases hundreds) of the dental websites they create.

What you need to do: Ensure that the content on your web-site is unique to you. If you are unsure whether your websitecontent is unique, visit Copyscape.com and paste the URL ofone of your services pages into the box at the top and click“Copyscape Search”. If other dentist’s websites show up, you’llknow that your website has duplicate content.

Social Media “signals” play a biggerrole in Search Engine Rankings WithGoogle making a huge push into the Social Mediaarena with Google Plus (aka Google+ or G+), we have

confirmation of what we’ve assumed for some time: SocialMedia is becoming a more important factor for ranking well inGoogle. In addition to links from other websites to yours,Google is also looking at your social presence: Tweets, FacebookLikes, +1s, etc.

What you need to do: Establish accounts and begin partici-pating in Twitter, Google+ and Facebook.

The Google Freshness Update The onlinemarketing world has always said “Content is King”,With this update, that mantra should now be “FreshContent is King”. The update rewards websites based

on the freshness and relevance of the content. This is anothermodification of the formula to provide web searchers with morerelevant content. In Google’s attempts to create that perfectsearch world, they’re holding the website owner’s feet to the fireby requiring a constant flow of new, high-quality content.

In Google’s words: “This change impacts roughly 35 percent oftotal searches (around 6-10% of search results to a noticeabledegree) and better determines the appropriate level of freshnessfor a given query.”

What you need to do: Establish a blog on your website andbegin posting high-quality articles to it. This will keep your web-site fresh.

Google makes big push in Local (ie.Google Places, Yelp, etc.) In their never ending questto provide relevant search results (and make money),Google has placed increasing emphasis on local

search results – particularly Google Places (aka Maps). Mid-

How to Prepare Your Practice for 6 Key Trendsthat will affect dental marketing in 2012

by Marc Fowler


1

3

2

4

practice marketing


2011 Google made a major change to the way search results aredisplayed when they merged organic (website) rankings withGoogle Places listings. Prior to this change the Places listingsstood on their own in the “7 Pack” at the top of the page, after-ward the Places results were combined with the primary websiterankings for the majority of search terms (keyword phrases).

Whereas in the past, optimizing your website had no effect onyour Places listing and vice versa, today what happens on oneaffects the other. Therefore, it is more important than ever toensure your Google Places listing is claimed, optimized, cita-tions are built (your business information submitted to promi-nent listing directories) and that your business name, phoneand address are consistent across these various listing websites.

What you need to do: Claim and complete your business list-ings on Google Places, Yahoo Local, Bing and Yelp. Then searchfor your business and see which additional directories you arelisted on and ensure your name, address and phone are consis-tent across all.

Online Reputation Management 2011 wasthe year of the empowered consumer (examples: theoccupy movements across the country, the Netflixbacklash, etc.) and dentistry wasn’t exempt. With the

proliferation of online review websites, prospective patients areable to read dozens and, in some cases, hundreds of reviews forthe typical dentist. There are currently over 17 million reviewson Yelp alone.

So, it is not surprising that online reviews can have a hugeimpact on new patient flow – positively or negatively. You mayhave heard the old saying: “a satisfied customer will tell 10 peo-ple, a dissatisfied one will tell 100” – on the web that dissatisfiedpatient could “tell” thousands.

Reviews from your existing patients tell your potential newpatients the level of service you provide and whether you canbe trusted with taking care of their pearlywhites. Unfortunately,this is a two way street: a bad review can cost you new patientsand even if untrue, can potentially destroy your image in theeyes of the public.

What you need to do: Do a Google search for your name andyour practice name. Visit the websites that come up on the firstpage. If any of them have negative reviews, see if you can submita response. We have a blog article on our website that coachesyou on how to do this. Then proactively begin collecting reviewsfrom your satisfied patients. Additionally, try to own as muchreal estate on the first page of Google, Yahoo & Bing as possiblefor your name and your practice name.

Mobile Search Smartphone ownership hasmore than doubled in the past two years. In 2009only 18 percent of U.S. mobile subscribers owned asmartphone. Currently the figure is 44 percent. Over

50% of Google Maps/Places traffic is from mobile devices. Thepercentage of web searches from mobile devices has grown 25%year-over-year, now accounting for 26% of total search vol-ume. Google says 40% of its mobile searches are for local infor-mation.

And, as you know, moms make a majority of the decisions regard-ing healthcare for their families, and they are always on the go.According to one recent study, 62% of moms access the internetfrom their mobile phones.

What you need to do: Visit your website from a smart phoneand see if it is readable. If not, you’ll want to have a mobile ver-sion of your website built. Be sure and remove any flash, asApple products cannot read flash. Again, ensure that your list-ings on local directories are claimed and optimized. n

Special Offer for North Texas Dentistry ReadersValid through March 30, 2012

Call our office at 214.592.9393 and mention“North Texas Dentistry” and we will waive the fee

for our online marketing audit. You can learnmore about the audit at

www.DentalWebsiteAudit.com

5

6

As with many things in life, HIPAA compliance is morea journey than a destination. Even once you’ve donethe hard work of evaluating your practice for vulnera-

bilities, mitigating the risks, and documenting the wholeprocess, it’s not enough to just put a stamp on your practice thatsays “Compliant” and call it a day. You must invest time inongoing training and awareness programs, stay on top ofchanges to personnel, technology, and the pertinent legislationYou must continually measure and address any additional riskto patient records that may be introduced or uncovered as aresult of these changes, and of course, keep a record of it all asyou go.

If you’ve done little more than buy a book, or roll out a few stan-dard patient privacy forms, you’re behind the curve. Many prac-tices will hire a consultant, or dedicate a current member oftheir staff to working through the process of analyzing and

establishing compliance. Typically, smaller practices have a fewless considerations to deal with than larger practices, but mostof the requirements apply regardless of practice size.

The whole process makes for a long and winding road, but evena journey of a thousand miles begins with a few steps. Here aresome technical safeguards your practice should have in place,or should be strongly considering for implementation in yourquest for HIPAA compliance:

Use encryption software to protect ePHI on your server.We recently saw a practice lose a server to a theft during anovernight break-in. When your data is encrypted on the serverhard drives, there’s no way for the thieves to access the ePHIstored there without the unique password you create, eventhough they have access to the drives.

Install antivirus software on all PCs, tablets, notebooksand servers, and keep it current. Hackers and data thieves

by David Yandry

On BecomingHIPAA Compliant


practice management

are always plotting new ways to breakinto networks and collect sensitive datausing trojan horses, root kits, data min-ers and viruses. Protect your network’sdata from their efforts with antivirussoftware and make sure it stays updatedso you’re protected via the latest anti-virus signatures.

Create a backup and restore plan foryour ePHI. Not only are you required toprotect ePHI, you are also required toproduce it for your patients in a timelymanner should they request access to it.A good backup and restore plan can helpyou achieve both objectives. Make sureyou not only have a good copy of the data,but periodically test the restoration of thedata to make sure it hasn’t become cor-rupt. Ideally, you’ll have a copy of thedata off-site as well, to protect againsttheft, fire, storm or electrical damage toyour practice.

Create and maintain unique loginsto your network and practice man-agement application for eachmember of your staff. Unique loginsare required in order to track who hasaccessed your systems, when they wereaccessed and what information wasviewed. User logins should be disabledimmediately when an employee is termi-nated or resigns.

Encrypt all outgoing emails thatcontain ePHI. This can be done throughsoftware installed on premises, or througha variety of hosted email providers. Emailscan be intercepted both electronically andin person if anyone else has access to thepatient’s computer. Encrypting your emailinsures that only the intended recipient isable to open and view the contents via apassword they create.

Deploy a business-class firewall toprotect your network. Many firewallssold at big retailers that are sufficient forhome use are not adequate for protectinga practice’s ePHI. You want a model thatwill perform IDS/IPS (intrusion detectionservices/intrusion prevention services)functions and proxy-based analysis of thedata packets entering your network.

Restrict physical access to theserver storing your ePHI. You shouldliterally keep your server protected underlock and key. Whether you do that with asmall locking cage, in a locked closet thathouses networking equipment, or in a ded-icated room that can be locked from gen-eral access, it’s important to protect yourserver in this way and maintain documen-tation that notes the “who”, “when” and“why” of physical access to the server. Justbe sure the server also has adequate airflow to protect against the damages of overheating.

Create and sign a Business Associate(BA) agreement with any vendorsthat may have access to ePHI. TheBA agreement will outline obligations of both parties with respect to things likeprotecting ePHI and reporting breaches.Should your practice become the subjectof an investigation by the Office of CivilRights (OCR) due to a breach, this will be one of the first things they ask you to produce.

This list of recommendations is in no waymeant to be a comprehensive test of com-pliance. As mentioned, these are only afew small, yet vital measures designed tohelp protect your ePHI as you strive forcomplete HIPAA compliance. Implementthem all, and you’ll be on your way. Skipany one of them, and you could be creat-ing a vulnerability that leads to a breachand a visit from the OCR. In any case, themandate for full HIPAA compliance ishere. Time to get going! n

David Yandry is the President of AcclaimNetworks, an IT service and supportprovider in Grapevine, TX. AcclaimNetworks has been supporting the network-ing needs of dentists, orthodontists and oralsurgeons in Dallas and Fort Worth for thelast 10 years. They can be reached at (817) 488-1030 or online at www.acclaim-networks.com.



W ine lists are a lot like people. They can befriendly, exciting, adventurous, confusing, frustrat-ing, maddening and downright outrageous. Some

readers look forward to working their way through and finding agem while others dread spending time examining the list only tocome up empty. Like everything else, it’s easy if you know how.With some wine knowledge and a little experience you will findsomething you like at a price you’re willing to pay. If you’re a winenovice, however, you will probably rely heavily on the sommelierto spend your money wisely. Some do and some don’t.

One way to select a bottle of wine is to pick somethingthat a lot of other people choose. If you’re at a restaurantthat doesn’t focus on wine, brands like Sutter Home, Franzia,Inglenook and Yellow Tail are the usual offerings. Based on vol-umes of wine shipped to America’s on-premise drinking establish-ments in 2008, White Zinfandel, Pinot Grigio and “Chablis” are atthe top of the list. Only one red wine, Yellow Tail Shiraz, made thetop 20 list. Not too exciting? Sorry, the numbers don’t lie.

At the other end of the spectrum, however, is a list compiled byWine & Spirits magazine. W&S asked a group of wine-focusedrestaurants to report which wines are on their lists – not how muchwas sold but which ones were offered. One can infer that thesewines are on the list because they are popular sellers. You’ll recog-nize these names (top 10 in order of frequency): Sonoma-Cutrer,Cakebread, Jordan, Silver Oak, Ferrari-Carano, Robert Mondavi,Veuve Cliquot, Chateau Ste. Michelle, Rombauer, Kendall-Jackson.With the exception of Silver Oak (red wine only) and Cliquot(Champagne), these wineries produce both white and red wine, anyof which are usually safe choices.

Finding a wine you like is the easy part. Now you get tosee if you like the price. My problem is that I usually don’t. I always experience sticker shock no matter how much I’ve tem-pered my expectations. I’m not looking for a bargain – I’m justlooking for value. Wine list pricing doesn’t seem to follow anykind of formula or logic. Economics says that you’ll sell more ifthe price is low rather than high, but maybe there’s such low

MAY I SEE theWINE LIST?by Kim Clarke

wine cellar

price elasticity that it doesn’t matter. Inother words, people don’t care about theprice – they’ll buy what they want despitethe cost. I find that difficult to believe, espe-cially in this economy.

I checked out wine lists from three goodrestaurants in town – you’d easily recognizetheir names – and found the good, the badand the ugly. I think it was just a coinci-dence, but their lists illustrate the widerange of pricing you’ll find. For example,one wine that’s become a best-seller in justa few years is Orin Swift’s The Prisoner – azinfandel-based blend from California youcan find in a wine shop for around $32. Oneof the restaurants offers this wine for $54, amarkup that I consider quite reasonable(maybe even low) and one that probablysells a lot of this wine. On the other hand,the two other lists priced this wine at $85and $93. Don’t know about you, but Iwouldn’t pay that. I notice that almost all ofthe wines on the “bad” and “ugly” listsseemed priced this way, but even on theselists there were some values if you worked atit. One of the restaurants had a bottle ofEdge Cabernet, the second label of a good California Cabernet producer calledSignorello, priced at $56, a little more thandouble the wine shop price. Anotherdecently priced listing was the MountainCuvee Cabernet from Chappellet – at $58 itwas less than twice the wine shop price.

Restaurants certainly deserve to make ahealthy profit on their wine sales and I’mnot the first or the last person to expressfrustration at some of their pricing. My only point is that it is quite easy to pay ahuge markup if you’re not careful and it’snot that easy to find a good value unlessyou’ve done your homework. Use the inter-net and check out the wine list ahead oftime. Find wines on the list that you’ve seenin the wine shop and compare prices. Thewine list that priced The Prisoner at $54was full of good values across all varietalsand the food there is great as well. I’m surethere are others, but it certainly takes someeffort to find them. Happy Hunting! n


ADVERTISER’S INDEX

Acclaim Networks....................................................29

AFTCO....................................................................14

Bloom......................................................................30

Bob Michaels, CLU .................................................19

Bullseye Media .......................................................30

Certified Smiles.........................................................5

Dental Logic ............................................................29

Destiny Dental Laboratory ......................................30

Dr. Ravi Doctor........................................................22

Higginbotham..........................................................22

Med Dent Advisors..................................................27

Med+Tech Construction .............................back cover

Nexus Dental Alliance .....................inside back cover

Ray Bryant Photography .........................................11

Smile Brands ...................................inside front cover

Structures and Interiors...........................................21

Tina Cauller.............................................................29


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Attend this important seminar to learn more!

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— Eranga Kaneira & April Kaneira, DDS, Nexus Clients

North Texas Dentistry Volume 2 Issue 1

Documents

monarch dental

dental markets

castle dental

updated dental officevolume

north texas dentistry

dental office benefits

conference chair

southwestdental conference