From Dentist to CEO: How Fortune and OraCare Helped Me Build a Practice—and a Life—I Love

I didn’t start my career knowing I’d one day run multiple practices, launch a national product, or coach dentists across the country. I just knew I wanted to help people and do meaningful work.

When I graduated dental school in 1990, I had the good fortune—literally—to start my journey with Fortune Management. And from that moment on, I never had to unlearn the wrong way of doing things. I learned systems, strategy, and mindset from the start. It’s shaped everything I’ve done since—from dentistry to entrepreneurship—and I want to share what that journey has looked like, so maybe it can help you too.

Because the truth is: we’re not just dentists. We’re leaders. And when we embrace that, everything changes.

Learning the Fortune Way Early On

Straight out of school, I joined Fortune Management. That early exposure to smart business coaching set the tone for my entire career. I didn’t have to guess how to lead a team or manage a practice. I had mentors. I had systems. And I had people around me who already had the answers to problems I hadn’t even faced yet.

Whether I was growing my first dental practice or expanding into other businesses—like an aircraft maintenance company or launching OraCare—Fortune was always there. Think of them like a GPS for your career: they help you stay on track, adjust when needed, and reach destinations that might have felt out of reach alone.

From Mentee to Mentor

Now, 30 years later, I get to be on the other side. I’m proud to be a coach for Fortune, helping other dentists grow not only their practices, but their confidence.

A few times a month, I hop on the phone with a dentist who’s right where I used to be. Maybe they’re unsure about making a leap, stuck in day-to-day chaos, or trying to figure out how to scale without burning out. I get it. I’ve lived it.

What I tell them is this: trust the process. Trust the system. Because it works. It worked for me, and I’m just a guy from a small town in West Virginia. If I can do it, so can you.

And honestly? Getting to give back to Fortune—after everything it’s given me—is one of the most rewarding parts of my career.

Why Clinical Coaching Still Matters

A lot of dentists think once you’ve been practicing for a while, you’ve learned all there is to learn clinically. But that’s just not true.

Dentistry is unique in that it’s both a white-collar and blue-collar job. We have to run the business side and also do the hands-on healing. So yes, the business systems matter. But so does staying sharp clinically—and staying current.

A lot of what we learn in dental school is already outdated by the time we graduate. And if that’s the last time you got clinical feedback? You’re probably 20–30 years behind in some areas.

That’s why clinical coaching matters. It helps you grow, stay confident, and deliver better care. And better care builds a better business.

The Hygiene Department: A Missed Goldmine

One of the most overlooked parts of any practice? Hygiene.

We dentists love the big cases—the full mouth reconstructions, the implants, the cosmetic transformations. But it’s the hygiene department that drives recurring revenue and long-term patient health.

Cleanings, sealants, fluoride treatments—they’re not just good for the patient, they’re good for business. They keep hygiene profitable and support the rest of your operatory.

Anytime I work with a new practice, we start with hygiene. It’s the foundation. Nail that, and everything else gets easier.

OraCare: The Product That Started with a Problem

Let’s switch gears for a second. You might’ve heard of OraCare. Maybe you use it. But what you might not know is that it was born out of frustration.

Like most dentists, I used chlorhexidine for years—mainly because that’s what I learned in school. But I hated it. The staining, the taste, the limitations—it just wasn’t something I could get excited about recommending.

So about 15 years ago, I teamed up with others to create something better. We built OraCare to do everything chlorhexidine couldn't. It doesn’t stain. It kills bacteria, viruses, and fungi. It’s safe for long-term use. And most importantly—it works.

We engineered OraCare to improve both the patient experience and the practice’s bottom line. Because here’s the deal: if a product doesn’t raise your standard of care and generate practice profitability, it won’t last.

How to Integrate OraCare in Your Practice

The first step? Use it yourself.

You can’t sell what you don’t believe in. But when you try OraCare, something shifts. Your mouth feels cleaner. Your teeth feel smoother. You notice a difference.

Then you give it to your family. They notice it too. And suddenly, you’re not selling—it’s just part of your standard of care.

The results speak for themselves, especially in perio cases. Patients who’ve had scaling and root planing see remarkable improvements when they use OraCare. I’ve seen cases where plaque and calculus are dramatically reduced at the three-month recheck—making your hygienist’s job easier and your patient’s mouth healthier.

It’s not magic. It’s science. And when your team sees that, buy-in follows naturally.

Overcoming Resistance: From Selling to Serving

I know some teams push back when it comes to recommending products. “We don’t want to be salespeople,” they’ll say. I get it.

But here’s how I reframe it: This isn’t about selling. It’s about standards.

When we recommend OraCare, it’s not because we want to move inventory. It’s because we want to raise the bar. We want to offer a higher level of care that leads to better outcomes.

If you focus on elevating your standard of care, production follows. Always. You don’t grow a practice by offering more stuff. You grow it by offering better care.

Start with just a few patients. See the results. And when the results come in—when your team sees less bleeding, less plaque, healthier mouths—they’ll believe in it, too.

A Surprise Impact: Cancer Care and OraCare

This part of OraCare’s story surprised even me.

When we created OraCare, we weren’t thinking about oncology patients. But over time, we started getting messages—letters, emails, calls—from people going through chemotherapy or radiation, saying, “I couldn’t have made it through without this.”

OraCare helped with dry mouth. It eased fungal infections. It reduced painful sores.

We realized we had a responsibility. So today, any OraCare provider who has a patient going through cancer treatment can request a complimentary OraCare kit for them—on us.

We send out 3,000 to 4,000 kits a year. And honestly? It’s the best part of this business. It’s not just about mouthwash. It’s about care. Compassion. Impact.

Becoming the CEO of Your Practice

Let’s talk about the transition so many dentists think about—but don’t always act on: going from clinician to CEO.

It’s not about quitting clinical work cold turkey or spending more time on the golf course. It’s about dedicating time to work on the business, not just in it.

Start with one day a week. Don’t pick up the handpiece that day. Use it to look at your numbers, your systems, your team, your growth.

Dentists are some of the smartest, most hardworking professionals I know—but we’re also some of the worst at stepping back and leading. Fortune taught me that leadership is a skill set. And when you build that skill set, you unlock an entirely new level of success.

I haven’t seen a patient in 22 years. Not because I don’t love dentistry—but because I realized my impact could be bigger if I focused on leading, coaching, and building.

You’re Not Alone: Why Community Matters

One of the best parts of being part of Fortune is the community. Through Fortune50 and other programs, I’m constantly surrounded by other dentists who are committed to growth—not just in revenue, but in leadership, clinical skill, and personal fulfillment.

When you surround yourself with the right people, everything changes. You think bigger. You get unstuck faster. You stop feeling like you're in this alone.

Whether you’re just getting started or thinking about your next big leap, Fortune provides the tools, the coaching, and the community to help you get there.

What’s Your Next Step?

If you’re a dentist who’s feeling stuck, burned out, or just ready for something more, here’s my advice:

• Invest in coaching. Fortune changed my life—and it can change yours.
  
  
• Raise your standard of care. Whether it’s with OraCare or something else, commit to being better.
  
  
• Think like a CEO. Even if you only set aside one day a week, start working on your business.
  
  
• Lead your team with vision. Inspire them with results. Help them believe in what you offer.
  
  
• And above all—believe in yourself. If a kid from West Virginia can do this, you absolutely can too.
  
  

Want to take that first step? Visit Fortune Management to learn more or reach out to learn how OraCare can elevate your patient outcomes.