Dr. Larry Rosenthal
with Donald Trump
with Tommy Hilfiger
Dr. Rosenthal with Kathie Lee Gifford
Dr. Larry Rosenthal, a 1972 graduate of NYUCD, has one of the
busiest, most glamorous private practices in the world and teaches
postgraduate courses on advanced aesthetics at the NYU College of
Dentistry. He is the principal benefactor of the Larry Rosenthal Institute
for Aesthetic Dentistry at NYU, and is widely recognized for his ability
to market the benefits of aesthetic dentistry to the public. Below,
Dr. Rosenthal talks about the qualities that make a successful aesthetic
In the early 1980s, aesthetic dentistry was still considered by some
people to be “experimental.” Today it is a highly respected
practice modality embraced by both the profession and the public,
and its influence is felt everywhere, from supermarkets and pharmacies
to the latest reality-based television shows. Aesthetic dentistry
is here to stay; indeed, it is the future of dentistry. But what accounts
for its tremendous, ever-increasing popularity?
The best answer is probably America’s quest for a fountain of
youth. People want to look better, to feel better, to BE better, and
aesthetic dentistry offers them the opportunity to fulfill these desires.
A synonym for aesthetic dentistry might be “self-esteem dentistry,”
and it rests on a new equation: Dentistry = Science + Beauty. Because
of better methods of prevention and treatment, people today have less
decay, less periodontal disease, less loss of teeth than ever before.
Therefore, dental procedures have become more elective, and, if this
trend continues, as it no doubt will, it is predictable that dentistry’s
primary goal in the future will be to enhance smiles.
What makes a successful aesthetic dentist? As with any business or
profession, success depends on commitment — a commitment to
excellence, and to the acquisition of top-notch clinical, business,
and leadership skills. Gaining knowledge and keeping current are vital
to success, along with an ability to implement sound, proven business
principles and to demonstrate strong leadership skills.
Within the field of aesthetic dentistry, continuing education at the
lecture, demonstration, and hands-on levels is easily accessible,
both nationally and internationally. For example, the programs that
I conduct at NYU, in Palm Beach, Indianapolis, and London, all provide
high-quality, hands-on opportunities for dentists to gain the most
up-to-date knowledge about treatment planning and diagnosis, with
special emphasis on technical knowledge, preparation, smile design,
and occlusal principles.
Sound business principles are also a key ingredient in success, although
they are frequently overlooked. Many practices are conducted as if
they were non-profit organizations, which they most certainly are
not! Often dentists think that because they have a dental degree,
they are immune from the need for business knowledge. Our profession
is laden with practices debilitated by huge debt, overhead, and accounts
receivable. Having or acquiring good business acumen is critical to
success in general, and particularly for success in aesthetic dentistry,
because of the unique opportunities the field offers in terms of marketing,
promotion, and internal systems structure.
Should dentists expect automatically to know all there is to know?
Absolutely not! But we should be willing to admit that there is more
to learn than we already know and also be wise enough to invest in
gaining knowledge from those who know more. As Disraeli said, “To
be conscious that you are ignorant of the facts is a great step toward
knowledge.” We are privileged to have outstanding management
leaders in our profession: Cathy Jameson, Bill Blatchford, and Bobbi
Anthony are among the many who have helped hundreds of dental offices
across the globe to become more successful.
The third ingredient for success is a determination to develop leadership
skills. For some, leadership comes comfortably and naturally. For
most, it is an acquired skill that takes time and commitment. Successful
leaders are learners! Becoming a strong leader requires patience!
It is akin to investing in the stock market: If one hopes to make
a fortune in a day, he or she is not likely to succeed. Continued,
methodical, consistent investment in acquiring leadership skills will
yield the knowledge needed for dentists to successfully navigate their
practices through the changing tides of the health-care marketplace.
Our willingness to embrace this model or our reluctance to commit
to it sends a clear signal of the depth of our motivation and the
strength of our aspirations. Knowledge is freedom and does not come
without a price; it costs time, energy, and money. Are you willing