What's the greatest advancement of change you've seen during your tenure? The increase in the interconnection of orthodontists throughout the world, thanks to resources like Orthotown and online study groups. These groups allow for instant feedback on difficult cases and instant exposure to new concepts and products. Such immediate access to new information is very helpful at keeping participating orthodontists up to date and informed. What do you find is the best way to market your practice? Were you always successful, or was it trial and error? I'm not sure which marketing works best; I try a lot of things and it's impossible to track what really works. My approach is to enjoy the type of marketing that I do. It's just more genuine. In the end, the best marketing is a great product and great service. Treating our patients right and always putting their best interests in mind is my favorite marketing. What remains a challenge for you? The hardest thing is making it all look easy. Most people don't see all of the work that's put in behind the scenes so that everything "just works." Patients and parents see staff doing the hands-on work, but they don't see the training, planning, refining, CE and thought that goes into every aspect of their care behind the scene. When a business is running smoothly and it all looks so easy, you can be sure that it took a ton of work and thousands of good decisions to get to that point. What has been your most successful or proudest moment as a clinician? One of my adult patients recently cried happy tears when she saw her new smile. Moments like that are priceless. Our motto is "Smile Like a Boss"; we want our patients to be so happy with their new smiles that they smile like a boss. With confidence like that, they're bound to change the world. orthotown.com \\ APRIL 2018 43http://www.orthotown.com