This interview is with Avi Israeli, Dental Implantologist and Owner, Sage Dental NJ.
Avi, can you tell us a bit about yourself and your journey to becoming an expert in the dental, health and wellness, medicine, finance, parenting, sales, and marketing fields?
I’m a small-business owner and a father of four amazing (though sometimes challenging) kids! Both roles demand a variety of skills to manage expectations and provide inspiration effectively. Throughout this journey, my failures have been instrumental in shaping my narrative and driving personal growth—experiences for which I am truly grateful.
What key moments or decisions in your career path led you to where you are today?
Shortly after opening my practice in 2006, I realized I wanted to go beyond traditional restorative dentistry. I had the opportunity to be mentored by a renowned implant surgeon, a former president of the AAID, who trained me in advanced surgical techniques, including full-arch All-On-4 dental implant procedures. This experience allowed me to elevate my new practice by specializing in comprehensive dental implant care, all provided under one roof—a groundbreaking approach at the time.
You mentioned the importance of 'closing the sale' even in medicine. Can you elaborate on how you balance ethical patient care with the business aspects of running a practice?
This is an excellent question! There's a duality in practicing any form of medicine—on one hand, there's our deep-rooted desire to help people and honor the Hippocratic Oath, but on the other, there's the need to run and scale a successful business to continue providing that care. What many people overlook is that, at the end of the day, my practice is still a business. Like any other business, if it isn't profitable, I wouldn't be able to pay my staff or keep the lights on. Balancing these two aspects is essential to both growing and sustaining a practice. While it may not always feel like 'work,' it still requires time and effort, often at the expense of time with friends and family.
You value truthfulness and transparency with patients. Can you share an experience where honesty, even when difficult, led to a positive outcome in your practice?
I encounter this situation daily—not every patient who comes in needs implants, even if they want them. Ethically, I prioritize saving teeth whenever possible. Being transparent and honest about turning away business, even when we could benefit from it financially, has greatly contributed to the success of our practice. We've built a reputation for high-quality work, fair pricing, and a commitment to transparency and integrity in our treatment planning.
Many people fear dental procedures. How do you build trust and comfort with patients, especially those who might be anxious?
I don’t 'sell' treatment—I recommend it because it’s what’s best for the patient. Maintaining transparency about the good, the bad, and the challenging aspects of care is key to earning and keeping my patients’ trust. Establishing myself as an expert in the field helps create an initial sense of trust, but it’s up to me and my team to sustain that trust by offering personalized care, empathy, and patience with each unique individual we treat.
You mentioned that poor oral hygiene is the 'root of all disease.' What daily habits, beyond brushing, do you recommend for optimal oral health?
For implant patients, using a water flosser is essential for maintaining oral hygiene and periodontal health. Additionally, scheduling hygiene appointments every three months is crucial for preserving the patient's oral health and ensuring their implants remain under warranty.
As a business owner, how do you handle patients who request treatments that you don't believe are in their best interest?
It depends on how extreme the patient's requests are. For instance, it's not uncommon for patients who could preserve their teeth with restorative work to still opt for full-arch All-On-4 ImmediaTEETH® treatment because they're tired of repeatedly investing in failing restorations. In these cases, if a patient insists on removing healthy teeth, I typically have them sign a waiver acknowledging that I advised against it. However, if the requests are too extreme, I may decline treatment and refer them to another provider.
What advice would you give to aspiring entrepreneurs in the healthcare industry, particularly in balancing patient care with business success?
I’ve often said that business courses should be included in the curriculum for aspiring dentists and medical professionals, as this aspect is frequently overlooked in their education. Unfortunately, many dental professionals who excel clinically struggle with managing the business side of running a practice. This can lead to burnout or a loss of passion for the profession as a whole.