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Continuing our series of conversations with successful dentists from around the country, I recently had the chance to sit down with Dr. Larry Rosenthal and talk to him about what makes him and his practice successful.
Give our readers a brief overview of you and your practice (location, etc.).
I practice in New York City. For over 35 years, I have done restorative and aesthetic dentistry (smile makeovers) for patients throughout the globe. I have found that improving my patients’ health and their aesthetics is truly the most gratifying part of dentistry for me.
In addition, I have created the Rosenthal Institute at New York University which houses my aesthetic hands-on program, Aesthetic Advantage, an educational company that allows me to educate and inspire dentists from around the word on aesthetic and restorative dental procedures. When asked what satisfies me the most (the practice of dentistry or the teaching of dentistry), the answer is both.
What has been your biggest challenge as a business owner?
Like most dentists, it is the organization of the staff, the handling of the patients, and the need to keep improving both the product we deliver and the overall patient experience. In these times, the competition is great and patients can be extremely demanding. Trying to create the best there is at an acceptable fee is always a challenge.
What are your near- and long-term goals and plans for your practice?
Both goals are very similar. We must be profitable and, at the same time, for me, it is to create a brand that is viewed as the finest office on the planet. Long-term goals are for my patients to view their investment in their improved health and aesthetics as truly valuable. I want them to feel, as the practice transitions, that we offer the latest in new technology and maintain the highest standards of excellence and sustainability. We strive to raise the bar higher and deliver an exceptional product and an exceptional service. I believe this will occur because of my 5-Star Team's commitment and their passion and belief in the Rosenthal Apa Experience.
What is the one piece of advice you would share with your colleagues?
I feel that education is the most important aspect to achieve your goals. Whether it be practice management, hands-on skills, or new technology, we can always strive to be better. There is always a mentor out there for everyone. “You should never accept mediocrity. In my practice, in my teaching, and in my life, the pursuit of excellence is always my goal.”
Editor’s Note: For more information on the upcoming Dental Program Dental Extravaganza (March 21-22 in New York City), contact Aesthetic Advantage at (212) 794-3552 or click here for more information.