Tales of a Successful Startup - Green Hills Pediatric Dentistry
Every day, you hear about how people don’t like going to the dentist. It makes them anxious, they’re nervous about the expense, they think it’s going to hurt; the list goes on and on. It gets exhausting after a while. But not everybody who spends a lot of time in the chair ends up with an aversion to the dentist’s office. Some people, like Dr. Brittany Adamiak, latch on to the field and make it their own.
Dr. Adamiak has an interesting dental history. “Congenitally, I’m missing 13 permanent teeth,” she told us. “When I was growing up, everywhere I went, from the dentist to the orthodontist, they were like - ‘wow, we’ve never seen this before!’ It was like they were seeing a unicorn or something.” Dr. Brittany Adamiak, Green Hills Pediatric Dentistry
“It gave me an interest in the profession because, well, dentistry is interesting. You see something new on a daily basis. Growing up, when people heard about how many missing teeth I had, they would jokingly say ‘oh, you better marry a dentist.’ And I thought, forget that, I’ll be a dentist!”
Dr. Adamiak has more experience in the chair than 95% of the patients she sees. It started with braces, followed by extractions of baby teeth, a second round of braces, and then implants. Down the road, one of the implants failed, and she had to remove it, have a bone graft, and get it redone. It’s been a life of constant maintenance.
“And in a way that hasn’t been all that negative, because I can really empathize with my patients. I’ve been in the chair, and I know how vulnerable it can be.”
She started Green Hills Pediatric Dentistry after practicing for 5 years, and then returning to do her pediatric dental residency. With 10 years of experience under her belt, Dr. Adamiak decided she wanted to do things her own way. “When you’re an associate, it can feel like your main purpose is to answer ‘how much have you produced?’ I wanted to practice at a slightly slower pace. See less patients. GHPD has allowed me to focus more on relationships and quality of care rather than fixating single-mindedly on the bottom-line.”
Before GHPD opened, Dr. Adamiak was part of a Facebook group called Making of a Dental Startup. She noticed many, many threads where people talked about their experience with LocalMed, and how it helped them as a start-up. “Before that, online scheduling wasn’t really on my radar. I’d never worked for an office that used it, and I’d never been to a dentist that offered it. But, it was reasonably priced and people seemed to love it, so it was kind of a no-brainer to give it a try.”
That decision made Dr. Adamiak one of many startups who had online scheduling through LocalMed before they even had a physical office. It also made her one of many dentists who had appointments scheduled before their doors opened for business. “It’s really interesting - people want to do as much as they can electronically. We’ll have families schedule on LocalMed, do their paperwork online, and then email us if they have questions. It’s easier, and more convenient for their busy schedule to do as much online as possible, and that’s fine! It makes it easy for them and it’s one less phone call for us.”
Dr. Adamiak finds further marketing success with a variety of strategies, including local magazines, review generation tools, and social media. But at the end of the day, it’s the relationships that prove the most fruitful. Focusing on referring offices and referrals from satisfied patients keeps Green Hills Pediatric Dentistry flourishing - proof that success isn’t measured only by your bottom line.