Join Dr. Leon Klempner and Amy Epstein as they interview Dr. Scott Law, a trailblazing Orthodontist, Philanthropist, and Entrepreneurial Spirit behind Smile Doctors. From humble beginnings to leading a 550-location organization, Dr. Law shares how leadership and culture fuel success in orthodontics. His insights on branding, authenticity, and mentorship, paired with practical tips for navigating technology expenses and fostering relationships, make this episode a must-listen for orthodontists seeking practice growth and a lasting impact through coaching and philanthropy. Remember, as Dr. Leon always says, “There has never been a better time to be an orthodontist!” 

IN THIS EPISODE: 

• (00:00) Introduction
• (04:04) Discussion on philanthropy: Smile Rescue and Mount Kisco Childcare Center
• (07:20) Dr. Scott Law, co-founder of Smile Doctors, the largest OSO with over 550 locations
• (11:14) Smile Doctors' growth from a single practice to a billion-dollar organization, emphasizing culture and leadership
• (15:19) “Speed of the Leader, Speed of the Team," linking leadership pace to team performance 
• (18:04) Overhead, staffing costs, technology expenses and sound business strategies
• (21:46) Branding as a reflection of practice culture, stressing authenticity to attract patients
• (27:20) Dr. Law stresses relationships and systems for private practices to thrive with OSOs
• (29:43) Dr. Law shares his podcast and offers coaching for orthodontists

KEY TAKEAWAYS: 

• Strong mentorship, authentic leadership, and a values-driven culture are essential for lasting success in orthodontics and dentistry.
• Innovation and meaningful partnerships fuel sustainable business growth while leaving a positive legacy in the community.
• Aligning authenticity, values, and influence ensures both professional excellence and personal fulfillment.

RESOURCE LINKS:

People + Practice  - Website 

Leon - Email

Amy - Email

People + Practice - Email

About Smile Doctors | Family Orthodontists in Over 25 States

Scott Law - Co-Founder/CCO at SmileDoctors | LinkedIn

Smile Doctors Off Mute - Podcast

KEYWORDS: Orthodontics, Leadership, Practice, Culture, Philanthropy, Entrepreneurial Spirit, OSO, Team Performance, Digital Orthodontics, Practice Growth, Staffing Costs, Technology Expenses, Overhead, Branding, Authenticity, Relationships, Mentorship, Coaching, Dr. Scott Law, Smile Doctors, Smile Doctors Off Mute Podcast, Golden Age of Orthodontics, Practice Talk, Smile Rescue

[00:00:23] New episodes, kale Owen is revolutionizing orthodontics by turning the chaos of conventional braces into custom control. Their custom digital solution helps you achieve consistent results while saving on average over seven appointments per patient. It's custom done right so you can focus on delivering amazing smiles.

[00:01:09] Grin provides you with dedicated assistance, enabling you to focus on providing exceptional care, all while saving valuable time for you and your patient. New customers can save up to 35% on their starter package. Transform your practice better Care begins with grin. To find out more about our podcast sponsors, visit ppl practice.com/partners.

[00:01:56] How will digital orthodontics, artificial intelligence, clear aligner [00:02:00] therapy, remote monitoring, in-house printing, and other innovations change the way you practice? Join your host, Dr. Leon Klempner and Amy Epstein each month as they bring you insights, tips, and guest interviews focused on helping you capitalize on the opportunities for practice growth.

[00:02:28] Dr. Leon Klempner: Welcome to the Golden Age of Orthodontics. I'm Leon Klempner. If you don't know me, I'm a retired board certified orthodontist. I'm director of ortho at Mount Sinai Hospital here in New York. Um, part-time faculty at. Both Harvard and Montefiore and the CEO of people in practice. And today I am joined by my partner in crime, my oldest daughter.

[00:02:55] Amy Epstein: getting there though. That's the thing.

[00:02:59] Amy Epstein: Doing [00:03:00] well, thank you Dad. Uh uh Yes. So we, we founded this business. You said you're retired. But you're not quite exactly, you, you may work as much as you did before, maybe with a little more flexibility.

[00:03:13] Dr. Leon Klempner: true. True. You're retired from clinical practice. That's what I should say.

[00:03:26] And, uh, you know, for, from a history standpoint, we were doing our own things and then decided to team up and, uh. Bring marketing, uh, to the business of orthodontics from a marketing standpoint is local business marketing. And so, uh, with the industry expertise and the practice running practices and going through all the different possible iterations of a practice, uh.

[00:04:17] Uh, philanthropy focus rang true for us. So we thought we'd talk a little bit about, um, how, for us, giving back is o is part of our ethos as an organization and as a family. Um, why don't you talk a little bit about small rescue. Dad.

[00:04:42] She's got her MBA in marketing, 20 years of PR experience. So the, you know, that that's what makes people in practice, what people practice is that combination. But yeah, you know, giving back, I think, uh, I is, is something that I felt strongly [00:05:00] about, uh, just because of the privilege of. Where I am and, and, and, and being an orthodontist.

[00:05:35] So we started this, uh, charity and, um, we've been working on it. We've had. Two children come over to the us uh, to have some pretty sophisticated, uh, c craniofacial surgery done. Um, so, uh, proud of that for sure. Smile rescue fund.org. If anybody wants to make a small donation, certainly would be appreciated.

[00:06:00] Amy Epstein: Yeah. Aside from Smile Rescue, um, you know, the, it stems from being privileged enough to be able to, to have a nanny and send my kids to childcare. The, the childcare center here, um, in Mount Kisco, it's called Mount Kisco Childcare Center.

[00:06:39] And so, um, you know, raising funds. For, uh, scholarships is something that I, I'm on the board of the, the childcare center now and, um, and also advocating for workforce compensation because these people who are taking care of your children day in and day out are underpaid for the work they do. And there really isn't federal or state.

[00:07:20] We're joined by Scott Law, who's an orthodontist. He's an entrepreneur. He's the co-founder of Smile Doctors, which I'm sure you've heard of the largest OSO in the world. With more than 550 locations across the us. Scott's story is grounded in entrepreneurial spirit. He's got that kind of, you're similar dad and Scott, you know, in some ways they're very entrepreneurial, um, in the way you approach things.

[00:08:12] Uh, and it was that approach that helped him scale a single office into a thriving national organization outside of Orthodontics. Scott's the founder of the Brotherhood Academy. A father of 10 in and of itself a very big job and, uh, grounds his mission to lead with purpose and to use business as a force for good.

[00:08:34] Dr. Scott Law: Welcome. Thank you so much for having me. I'm thrilled to be here.

[00:08:51] I, I don't remember what your private practice originally started with, but, um, I followed you along and, and admired your [00:09:00] career and yes. You know, all of the accomplishments and, and smile doctors. But that, that's not what impressed me. What impressed me is all the other stuff that you do. I mean, it's impressive.

[00:09:11] Dr. Leon Klempner: look, I'm, I'm not gonna state the obvious, but you know, the, the less obvious maybe would be that, that people don't know about you is that, that you, you really care about people and you really dedicate it to the profession. So, uh, I do appreciate that, and I know that you've always admired.

[00:09:36] Dr. Scott Law: is correct. So, so Leon, I think I knew you. Yeah, we were in the progressive orthodontist, um, or, or the pro ortho study group. Right. And so we were in that.

[00:10:05] All these things that you help so many orthodontists with, with, uh, people in practice. It's something you've been doing your entire career. So, um, I have, I have learned a ton from you, so thank you.

[00:10:25] Uh, I wanna know about your leadership. Okay. Because our listeners here really, I believe, can, can benefit from some of the things that, that, uh, you believe in and, and that you've done. So I have got like a two part question. Sure. First of all. I think, you know, for our listeners, for those that of you that had, that have their head buried in the sand, buried in the sand, and don't know about smile doctors, if you just give us like just a quick, like how did you get from one practice to, you know, where you are today [00:11:00] and more, more importantly for our listeners, I want to know what, what are the, the leadership lessons?

[00:11:14] Dr. Scott Law: Yeah. Thank you. Um, let's see. So Smile Doctors started. This was I my original practice I purchased in 2009 and we were doing about a million dollars a year. It was a healthy practice. Um, and we slowly grew that. We formed Smile Doctors in 2015 with, uh, Greg Goggins and Dana Fender, and then from there.

[00:11:52] Right. And so, um, as we've done that and, and grown, I think it's because we. Put a focus on people just [00:12:00] like you guys. I love that your name starts with people first. Um, that's really what it is. Our, our motto is we love people first. We straightened teeth second. And someone asked me the other day, what, what was the thing I was most proud of?

[00:12:33] It would be gone from it. And, uh, I couldn't do it. I could, I could not do it. And so, so I just, I just love that fact and that, that I think it resonates with so many who, who are a part of SMILE Doctors and who stay a part of it. Um, and so that, that's really, it is that leadership component that as orthodontists, whether you're in, whether you're in private practice, group practice, organized dentistry, whatever that is.[00:13:00]

[00:13:18] Amy Epstein: We feel the same way. By the way. That's why the people mm-hmm. Like you. Yes. I love it. Amy is first there and you know, the culture of our, of our, um, our company sounds very similar. We really value the, uh, we call 'em growth consultants, uh, people in practice. And we put them first. They are first. They really are.

[00:13:57] So I think we're, we're in sync [00:14:00] in in that respect. The other thing I just wanted to say before I a ask you, um, something that I had in mind is, um. That there are, there are real business outcomes that come from that sort of approach too, right? Mm-hmm. Like you, um, spend time, not that you should do it because of them, but you know, when you invest in people, whether they're your clients or their patients, or whether they're staff members or whatever, they.

[00:14:45] Yeah. Um, in listening to you speak, and it's, you said, speed of the leader, speed of the team. Mm-hmm. Um, now we've got, you know, speed of the leader, but we also have speed of the environment and how that's changing significantly for orthodontists. Um, [00:15:00] what does it mean practically for a doctor who's leading a private practice?

[00:15:15] Dr. Scott Law: Yeah, yeah. I think, well, I interpret it and I got this, this phrase, I got this from, uh, our CEO Jay Hedrick a few years ago, and that was one of his, one of his. 12 tenets that he really loves and, and, and talks about is speed of the leader, speed of the team.

[00:15:51] I also think that it has to apply personally, uh, in our, in our own lives, in our personal development and how we're [00:16:00] looking to improve in every single way. With relationships at home, relationships at work all the way around. You mentioned Amy. Um, not only is it the right thing to do for people personally, but it is the right thing to do business wise.

[00:16:30] We often say we can control what we can control, and we're gonna do a very good job with that. But as a team, when you're united, you know, you can really fight, fight the waves that are coming or, or whatever you're up against, and that, that solely re relies and lies on the, on the leader to take care of.

[00:16:47] Amy Epstein: Yep.

[00:17:18] Staffing costs. I mean, they're getting, feel like they're getting squeezed and they, you know, they feel like their overhead is going up and they look for ways to, to uh, cut back. And, you know, I've had many conversations with orthodontists that tell me, well, first thing they're gonna cut is their marketing.

[00:18:03] Dr. Scott Law: Absolutely. Uh, uh, this is a conversation I have with orthodontists all the time inside, outside my organization, but. Um, it is very much looking to see. It's a mindset more than anything else. Uh, from, from the doctor where I think a lot of doctors approach it in the traditional way where orthodontics is a lifestyle practice.

[00:18:45] And so really what we end up with is we are throwing all the mud against the wall or kind of taking a shotgun approach and in reality, in, in this environment, as, as. Price is compressing, costs are [00:19:00] increasing. Um, there's, their labor costs are increasing, everything's happening that way. It's a, a much more surgical or a rifle shot, uh, approach is needed.

[00:19:31] Or it's, find someone that resonates with you. And then really go with them and, and whatever that looks like and understand, take that consultant's advice. They've been there, they've done it. They see all these different practices, and then go and implement it. Implement it, implement it, implement it. I think the orthodontists that are the most successful are the ones who know where to seek the best advice, check their ego, and then are just dogged at implementing.[00:20:00]

[00:20:23] It was that my favorite work to do is the branding work with practices because branding is. A function of culture, it has to be right, because you know, if you're gonna develop a practice brand and communicate it out so that patients can interface with it before they even step through your door, when they actually do step through your door, it better be true otherwise there's immediate trust broken, right?

[00:21:11] So it's gotta be relevant to the patients you're looking to connect with. It's gotta be true when they walk through the door and it's gotta be different from the competition. So how, how do you get involved in coaching? Uh, orthodontists about, uh, you know, building brands that reflect their true culture.

[00:21:45] Dr. Scott Law: Yeah. Yeah. I, I would say, I think you have to really understand what makes you fun, unique, different, what's your unique marketing appeal, right?

[00:22:10] It's, it's kind of maybe some interests that they might have that aren't outlandish, but are, but are fun that people enjoy and they, and resonate with others. I think philanthropy is one, as, as we've, as we've talked about early, it's, it's finding people when they walk through your doors, your brand says something to them at the, at the, you know, right in their gut, right.

[00:22:49] It's when it's, if it's cold, it's sterile, or as you said, Amy, it's uh, it's, it's not true. You know, their marketing is really flashy. Maybe it's really high tech and the office you have isn't, [00:23:00] isn't such, or you talk about all sorts of, uh, relationships and life changing smiles and what occurs and you walk in the door and the, you know, your front desk is very cold and right.

[00:23:43] Amy Epstein: Do you ever have to tease, tease this stuff out of, out of people?

[00:23:50] Amy Epstein: Yeah. Or

[00:24:06] And so, um, a lot of times in some, uh, some populations love that there are braces on the teeth. It is a status symbol. And, uh, and so the parents will pay often in cash and they will pay because they wanna show that their kids have treatment, that this is something they could afford and show off. And what's always interesting to me is somehow, and this has happened on occasion, where, where a doctor will go, I wanna change my practice to all Invisalign.

[00:24:56] Everyone loves, um. Amazing customer [00:25:00] service and personal relationships and being met at the door by their name, and that they matter and we're interested in them as people. It's, uh, it's the most simple thing. It's the basics, but it is the hardest thing to do and to do consistently and to keep it up and make that a part of your culture.

[00:25:22] Amy Epstein: if, if you don't keep it up, that's where the, that's where you make all these promises in the outward marketing around something, and then when, when they come through the door and it's not met, it's like just an immediate, uh, notch down on the confidence scale.

[00:26:12] I hated that you know, that it's much easier to, to, to market against an, uh, a corporate entity Sure. Than it is to the local, uh, orthodontist. So. Um, so I, that, that really pissed me off. I have to say that. I mean, it was strategically a good move, obviously,

[00:26:30] Dr. Scott Law: uh, oh man, that was a big, make it harder. Right, right, right.

[00:26:54] Um, yeah, no. Yeah, we, it was, uh, I remember, I remember. That was ugly. It was ugly.

[00:27:15] Where do you see the landscape going as time goes by? As time goes by

[00:27:40] It's how we take care of patients, and I think anyone who does that well and, and who can have the systems and the team and the workflows behind the scenes in order to facilitate that will thrive. That's really what it takes. And so it's just a matter of, Hey, what feels good for you? What modality [00:28:00] work?

[00:28:26] Um, otherwise it's a race to the bottom. And so we all have to, we all have to. Um, again, put people first, take care of our patients, um, give them the highest quality finishes that we can and, and, uh, make sure they have a life changing experience. It's what it's all about. I love it. I love it. Um, as you guys were talking about, um.

[00:29:16] Affords us the means to bless others, but also the avenue too. That's, this is the profession we're in, and then with the, the, the means that we have, we can go and do good in the world outside of that too. So it's awesome.

[00:29:37] He tried, he failed, but I'm still here.

[00:29:43] Amy Epstein: Thanks Scott. Thank you for being here. We really appreciate it. You're a pleasure to talk to. Uh, Scott has a podcast too. Um, and so please check it out. What's the name of the podcast, please?

[00:29:58] Okay. And, um, yeah, and if anybody wants to reach out, you [00:30:00] can. You can get me on my email. It's Scott law@smiledoctors.com.

[00:30:15] Dr. Leon Klempner: Can't wait.

[00:30:18] Amy Epstein: You can subscribe or download other episodes of the Golden Age of Orthodontics on Apple Podcast, Spotify, SoundCloud, YouTube, wherever you get your podcasts. And if you enjoyed it, of course we'd appreciate you telling a colleague. We also want you to know if you don't already, that we have another podcast, um, hosted by a people in practice growth consultant Lacey Ellis.

[00:31:13] So if you're interested in that, it's called practice Talk by people in practice and, um, you know, listen in. 'cause I think you'll really. You'll really enjoy it. And lastly, if you're interested in people and practice and what we have to offer, you can visit our website@pplpractice.com.

[00:31:37] Is that, is that the case?

[00:31:54] Dr. Leon Klempner: Okay. Um, again, thanks again, Scott.

[00:32:21] Narrator: Thank you for tuning in to the Golden Age of Orthodontics. Subscribe now on Apple Podcasts, Spotify, or visit our website at the golden age of orthodontics.com for direct links to both the audio and video versions of this episode.