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Dec 14, 2013 (3 years and 8 months ago)

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Five Year Marketing Plan


Patrick

Higingbotham
, Kirk

Linquist
, Sandra

Sullivan

4/23/2013









1

Table of Contents


1.

Executive Summary

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................................
..

3

2.

Company Description

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...............................

4

3.

Strategic Focus and Plan

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..........................

5

Mi
ssion:

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......

5

Goals:

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................................
...........

5

Core Competency and Sustainable Competitive Advantage:

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...............................

6

4. Situational Analysis

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................................
................................
................................
......

7

SWOT Analysis:

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................................
................................
................................
.......................

7

Industry Analysis: Trends in Orthodontics:

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................................
................................

9

Competitor Analysis:

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................................
............

9

Company Analysis:

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..............

10

Consumer Analysis:

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................................
............

11

5. Market


Product Focus

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................................
................................
..........................

13

Marketing and Product Objectives:

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................................
................................
..............

13

Target Market:

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......................

14

Points of Difference:

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...........

14

Positioning:
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.............................

15

6.

Marketing Program

................................
................................
................................
................................
.

16

Product
Strategy:

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.................

16

Price Strategy:

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.......................

16

Promotion Strategy:
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............

17

Place St
rategy:

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.......................

20

Location:

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................................
..

20

7. Financial Data and Projections

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...............

21

Five
-
Year Projections:

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........

21

8.

Organization

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.............

23

9.

Implementation Plan

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24

10.

Evaluation

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25




2

11.

Appendix

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................................
...................

26

Appendix A:

Competition / Orthodontists within 10 miles of Alpharetta

...............................

27

Appendix C:

Fulton Schools

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................................
................................
.........................

32

Ap
pendix D:

Pediatric Dentists

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................................
..................

35

Appendix E:

Periodontitis

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................................
...........................

36

Appendix F:

Oral Surgeons

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................................
................................
..........................

37


Appendix G:

Fulton Schools Map………………………………………………………………………………………..38


Appendix H:

Competition/Referrals Map……………………………………………………………………………39





3

1.

Executive Summary

Implementing any marketing plan can be a challenge. In the case of Bloom Orthodontics,
there are numerous factors that show great opportunities. This is not only due to what is available
to Bloom in the target marketplace, but also what Bloom has behind it
. The handful of talented
people who stand behind Bloom are what will make Bloom successful as it uses new tactics and
strategies to penetrate an existing market.

By having a central location with heavy investment in planning, strategy and promoting the
b
usiness, Bloom will be profitable as early as the end of year one. Not being at the mercy of the
insurance company payment system creates a service and price comparison that patients can
actually see. This can make for some explanation of a higher price, b
ut will eliminate the wasted
time and confusion of dealing with managed
-
care insurance plans.

Bloom
Orthodontics
and Orthogenesis
, LLC

are excited now more than ever to unveil this
marketing plan. This plan has elements from previous successful plans that

were created by other
Orthogenesis offices including Wilson orthodontics. At the end of this five year plan, our goal is to
not only have high return on investment, but to have made a difference in a competitive
community that would otherwise not have the

compassion and quality that Dr. Mathieson and her
staff offer.




4

2.


Company Description


Bloom Orthodontics

was founded by Dr
. Ron Wilson, DMD
a
s a subsidiary of
Orthogenesis, LLC. Dr.
Wilson
already
has a very successful three

location practice in Hall

and
White

Count
ies

and through his years of building his practice

he has
gained the expertise and
accolades to make him a premier orthodontic provider for his service area. As such, he wants to
give that expertise to a new market, North Fulton and South
Forsyth counties.


Under a mentorship program he discovered as a member of the Schulman Study Group,

an association of nationally prominent orthodontic practices from among the top 1% of all
practices,”
1

Dr. Wilson has hired
Dr.

Michelle

Mathieson
, DMD,

MSD and she will be the
providing doctor for

Bloom

Orthodontics
.
Dr. Wilson will provide ongoing coaching and
mentorship to Dr. Mathieson, already an experienced orthodontist, as well proven practice
management techniques and an experienced management sta
ff.
Dr. Mathieson’s

main goal is to
provide a complete orthodontics program and to give back to the same community that supports
her and her staff.
Ever mindful that more than 75% of orthodontic patients are children
2

and that
treatment time can range fro
m 12 to 30 months, Bloom
aims to deliver

consistent

service
for its
patients and exceed the expectations of its patients and its patients’ families.


Intending to capitalize on one of the most profitable industries in the United States

(figure
2
-
1)
, Bloom
Orthodontics plans to hire only the best staff, provide top
-
tier service that goes far
beyond traditional orthodontia, and be a pillar in the community for philanthropy and corporate
citizenship.



Figure 2
-
1


http://www.forbes.com/sites/sageworks/2011/0
7/11/10
-
most
-
profitable
-
industries/





1

http://www.schulmanstudygroup.com/philosophy.aspx

2

http://www.nytimes.com/2012/02/02/business/media/orthodontists
-
market
-
to
-
adults
-
seeking
-
prettier
-
smiles.html?_r=0


5

3.

Strategic Focus and Plan


Mission
:

Our mission is to provide optimal orthodontic treatment using the most current and
proven techniques in our field. We want to help achieve optimal treatment goals while keeping the
patient’s best interest foremost. Our employees should have high standards of quality, patient care,
a positive and supportive attitude, and be interested in working as a team player.

We are committed to listening to our patients’ desires before giving edu
cated and honest
opinions. All patient care rendered will be as if rendered to ourselves. We will strive for our office
to be known for our professionalism and excellence. In short, our office will continually strive to be
the hallmark of professionalism,
orthodontic excellence and patient care.
1


Goals:

For the coming five years,
Bloom Orthodontics

seeks to achieve the following goals:



Nonfinancial goals:

1.

To set the standard
in
patient

service for the
North Fulton and South Forsyth markets.


2.

To b
ecome synonymous with school age children.
Bloom

will become the practice that
children drag their parents to check out, because their friends went there, got the t
-
shirt
and were
taken to their appointments

in a unique vehicle.


3.

To
involve itself in an

o
rthodontic charity to
provide free care for children who would
otherwise be unable to afford orthodontic treatment.


4.

To increase its

Bloom Orthodontics

along the 400 corridor by opening two
additional
locations.




Financial goals:

1.

To
achieve

$800,000 in
gross production in

its

first year

of operation and to have an
annual production equal to that of the SAO average within 3 years
.


2.

To achieve a
15% increase in gross production
in years 4 and 5.


3.

To donate
a minimum
$10,000

annually

over five year
s

towards

the orthodontic

charity.





1

http://www.bloomortho.com/alpharetta
-
orthodontist/office
-
policies/


6

4.

To be out of leased offices (current lease expires in 5 years) and into office owned by
parent company,
Orthogenesis, LLC
.


Core Competency and Sustainable Competitive Advantage
:

For Bloom Orthodontics to thrive it must provide
differentiated service to an industry that
is, by and large, a parity service. A patient can get braces anywhere but only at Bloom
Orthodontics will patient care extend beyond orthodontia. Through the

purchasing

power
afforded by its association with Dr.

Wilson

Bloom Orthodontics will be able focus more of its
investments on peripheral business activities such as
its patient care software application (Bloom
App), the Bloom Cube, and local sponsorships and charity events.

Although a startup practice,
Bloo
m has ready access to the knowledge and expertise of Dr. Wilson as well experienced
management that helped drive Dr. Wilson’s success as part of its staff.

The company intends to turn these competencies into sustainable com
petitive advantages
through the a
bility to purchase tried and true technologically advanced
supplies and equipment

at
volume
discount prices
. Bloom
will leverage

its
community
relationships
to encourage the local
school district
to
allow Bloom to
provide pick
up an
d drop
-
off services to s
tudents, and enable
parents to monitor their child’s location
, treatment notes, and financial information

through the use
of an
iOS and Android

app.

Bloom will be active in the communi
ty it serves and therefore better
able to scan the environment for exte
rnal threats, changes in trends and maintain its reputation for
superior patient care and maximum community involvement.





7



4
.

Situational Analysis


This situational analysis begins with an analysis of the environment in which
Bloom

currently operates through the use of a SWOT analysis. This overview will illustrate the strengths,
weaknesses, opportunities and threats facing
Bloom Orthodontics
.
After this snapshot, the analysis
delves into more depth on the issues of industry, comp
etitors, company and consumers.



SWOT Analysis:



Figure
4
-
1 shows both the internal and external factors that have an
effect

on the market

opportunities for Bloom Orthodontics. The SWOT Analysis highlights the challenges of opening
an orthodontic practi
ce and the opportunities it can leverage to achieve success.

Internal factors
that are in Bloom’s favor are a highly experienced management team who specializes in providing
upscale service and meeting the medical

and aesthetic

needs of its
patient
s.
Bloom’s

continuous
marketing strategy of focusing on trendiness, modern technology, and luxurious service will
develop a brand that appeals to children, teenagers, and even adult patients.

Favorable external
factors
, or opportunities
, include

newer techno
logy that enables patients to have
fewer

office visits,

a smaller likelihood of “radical” treatment,
th
e above average income of Bloom’s

mark
et
,
and
referral relationship
s

w
ith
general
dentists and
specialists.

Weaknesses
include

a l
ack of brand awareness
and limitations due to operating from a
single office
. Limited resources, such as a non
-
existent cash flow, have the potential to
restrict
growth opportunities, limiting market penetration.
The main
threats
faced by Bloom
are based in
the technologically

advanced orthodontics it provides.
The new orthodontics can be supplied by
competitors; the technology has the ability to become dated,
less patient visits and reduced
treatment times requires reduced payment terms for patients, and the cost of such treatment may
prove too limiting to the market.




8

Figure
4
-
1.




SWOT Analysis

Internal Factors

Strengths

Weaknesses

Management

Highly
experienced management team in
place

Single office limits Bloom's access to
patients beyond its immediate area.

Offerings

Upscale service with modern technology

Increased liability due to Bloom Cube;
some may view the peripherals as
pretentious and
unnecessary

Marketing

Trendy marketing campaigns focusing on
service and technology

No existing reputation or brand
awareness; color scheme may appeal to
younger girls than to boys and adults

Personnel

Very successful doctor serves as a mentor
to less
experienced doctor. Only the best
staff is hired

Single office limits ability to grow
personnel without needing additional
resources

Finance

Through mentor's purchasing power,
supplies can be obtained at volume
discounts

Limited resources may restrict growth
opportunities ; non
-
existent cash flow

External Factors

Opportunities

Threats

Consumer/social

Older patients now able to pay for braces
and desires premium service for both
aesthetics and medical necessity

Premium
price may limit market; trend
may move away from vanity towards
acceptance of look

Competitive

Distinct offerings and services such as
delivering children to and from their
appointments/school; cutting edge
technology yields fewer appointments
and better
results
; opportunities to
purchase existing practice

Orthodontics is a parity service and
patients can receive treatment anywhere;
Bloom's differentiation must be
significant enough that patients see the
value in choosing treatment here rather
than with a
competitor

Technological

New technology leads to fewer office
visits, shorter treatment, and better
results

Newer technology could lead to
breakthroughs in treatment that may
erode Bloom's existing comp
e
t
itive edge

Economic

Target market has higher than
average
income; office located in area where
image is highly valued

Economic uncertainty may lead patients
to look for less expensive treatment; 30
-
year trend in orthodontia shows 270%
increase in costs to patients and a

22%
decrease in treatment time

Relationship
Building

Dentists and oral surgeons are a source
for referrals; patients treated for 12 to 30
months each so a family could easily be
in our practice for a decade

Some

general dentists are offering
I
nvisalign or, in some cases, traditional
br
aces

Legal/Regulatory

Malpractice suits against orthodontists
are practically non
-
existent; experienced
staff and mentor doctor means greater
knowledge of HIPAA compliance and
OSHA regulations

The Bloom Cube is a big liability while
patients are being
transported to and
from school for their appointments; all
schools in the service area must be in
compliance with Bloom Orthodontics
before a single patient may be picked up
from school


9

Industry Analysis:

Trends in Orthodontics
:

According to Invisalign,
74% of the United States population could

benefit from straighter
teeth.
1

Based on the 2013 US Census Bureau data, this roughly equals 256.1 million potential patients
for orthodontics treatments.

T
he average treatment time has

decreased 22%

over 30 year
s
.
The current technology
enables time sensitive patients to spend less time in the waiting room and more time enjoying their
smile. One of

the main advances is the Invisa
lign system.
While this system can be more
expensive than traditional braces,
93%
of patients believe Inv
isalign is worth the investment

for
their teeth
-
straightening needs
.
2

On the other hand, t
he cost of
orthodontics

has
increased 270% over
those
30 years due to
new technology.

If not careful, Bloom and the entire orthodontic
industry could price itself to the
point that patients will feel it’s a service available only to the rich. P
ractices that finance
orthodontics may be required to extend the financing terms beyond the actual treatment time.
Bloom

will provide flexible in
-
house financing as well accept CareCredit as a third party payment
alternative.


Competitor Analysis:



Direct

Competition

There are 27 orthodontists who offer similar
treatment

within 10 miles of the practice.


Of
the 27 orthodontists practicing in the imm
ediate area, six are female and 21 are males. This will
help to narrow down the competition as many people
may find

a female dentist as they are
viewed as more compassionate, nurturing and comforting.

Only o
ne of the
orthodonti
c

offices
has

more than one
location
. Dr. Brett Gluck, DMD
has two locations and one

is directly across the street from
Bloom
.

He

is also contracted with
10 insurance companies
, which means that his prices are controlled by contracts and not by
the
quality
of a service he provides.
Most insurance companies will still pay for orthodontic
treatment for an out
-
of
-
network provider.

Out of the competitors, only 5 offices

do not
closely
contract with insurance

companies
.
These offices will be competing for the same target market as
Bloom
.

By not being bound by
insurance, they will be looking for cr
eative ways to pull patients in
to their practices

(since these
practices are not included in the insurance company’s searches for its customers)
. There may

be
some “me too” marketing, as our
approaches

become the standard.
Due to this fact, we must
continuously be ahead of the competition

when we invest in marketing and outreach.





1

http
://provider.invisalign.com/Pages/practice.aspx


2

http://provider.invisalign.com/Pages/different.aspx


10





Referral displacement:

1.

Dr.
Rajai,

located in Johns Creek, Ga.


When a general dentist offers services th
at we also offer, we can be sure that we
will not get those patients, however a good relationship with that extra hand
showing that we are there if he needs us,
he may send
Bloom

the patients that he
needs to refer out.

2.

D
entist
performing
Invi
s
a
lign

orthodontic treatments
.


L
ike any professional that gets into something that isn’t part of their core
business, they won’t be able to succeed and sell this part of their offering. We won’t
have to fight for these patients since the dentist won’t be
able to go in depth and
offer similar options when working with a patient. This may look like a threat at
first, but really it’s a great way for
Bloom

and a dentist to get close and later share
patients. This may lead the dentist to eventually giving up on

Invisalign and then he
can send us those patients in the future.


Company Analysis:

The entrepreneurial spirit of Dr. Wilson has been absorbed by Dr. Mathieson at
Bloom
.

She understands
the

science of orthodontics

and her
undergraduate
degree in
astrophysics

(amongst her other degrees)

means she’s got a knack for detail and perfection.

Her management
staff understands
the operations and successes of running a

good

business
. Both she and her staff
also understand

the intrinsic rewards
Bloom Ortho
dontics

receives

when they make a differ
ence in
patients’ lives by improving their smiles.

Dr. Wilson and his highly experienced team of business professionals are investing their
time and money to give
Bloom

the correct formula for being successful in the

Fulton/Forsyth
market.

This is mainly concentrating on keeping patient wait times down, structuring an organized
work flow,
and

keeping both employees and patients relaxed.


By adjusting how patients are seen
and how processes are completed within the pr
actice,
neither an employee nor

patient will feel
rushed or behind.

Only skillful
,
patient

centric

and willing employees will be able to work at
Bloom
. If they lack one of these qualities they
will fail quickly
.





11

Consumer Analysis:

Who

are our most important
patients
?


22
% are adults (median age 36)
1

that can afford the
product for not only need and development, but more for cosmetic reason to improve a smile.

With a median income of $110,000, many families and individuals will be able to purchase the
treatment either for the children and even the parents. 40% of
households

in Alpharetta alone are
married couples with more than one child. This proves to be a gr
eat population mix for a practice
relying on Alpharetta’s 64,000+ residents.

North Fulton county children are ideal
patients

as their
parents have a disposable income to pay for braces

in addition

to

great dent
al and health insurance
plans with lower dedu
ctibles and almost no out
-
of
-
pocket expenses.

The potential
patient
s in this area have no problem with spending money. They are very
well educated, but as long as it makes sense they will cash in on a good investment. The median
house
-
hold will spend 71% o
f their earnings in a given year.


For the remaining 78
% which are pediatric patients
, there are

many concentrated areas to
reach out to this group. By using the data about their parents as their ability to purchase
orthodontic services
,
Bloom

can concentr
ate on reaching the core where they spend most of their
time as a group and even as a family. Here we are concentrating on their schools and their school
sponsored events.

There are 34

elementary schools, 13 Middle Schools, 12
High schools
, and 3 charter
schools
to work with in North Fulton County alone. This is a large group, so concentrating on the closer
schools in proximity to the practice will be the original plan and expansion

can only happen

after
successful programs are implemented.

Today there i
s

a lot of data to support offering a top level

orthodontic service. Even with
the uncertainty of
health care reform and rising ded
uctibles, now more than ever
people care abo
ut
their health and appearance.
Over the past 10 years high school students’ rat
e of obesity and
consumption of alcohol
and tobacco

ha
ve

decreased
. Some of this can be attributed to what’s

in
style, some is due
to the availability to the group, and some is due to parents being more active in
their children’s lives. Alcohol usage has o
nly decreased by 5% while tobacco usage has gone down
19%. These figures clearly show that being healthy is gaining ground in all
ages; however, the
area
where most are tempted is decreasing which means that orthodontics may be more appealing than
ever to
students and pare
nts.
2

Our
patient
s are technology
-
driven. They

understand at a very young age

the advantage of
what Bloom has to offer. Both children and adults have access to devices that can access social
media accounts (Twitter, Facebook, Vimeo
) and are able to use apps. With local and state
governments behind infrastructural projects like putting fiber optic lines throughout the corridor to



1

claritas.com

2

http://health.state.ga.us/pdfs/epi/cdiee/2011_Youth_Tobacco_data_summary.pdf


12

ensure optimal data exchange among the internet and its users, Bloom will capitalize on this trend
with i
ts app for Apple and
A
ndroid markets.








13

5.

Market


Product Focus


This section describes the five year marketing and service objectives for
Bloom
Orthodontics

and the target markets, point of difference, and positioning of
its orthodontics
service.

Marketing and Product Objectives:

Bloom Orthodontics

intent is
to develop its brand while continuing to seek out the cutting edge
techn
ologies and expand the geographical region of
its
target market.



Current Markets:

The current market is 7
8
% of the total
local market, the pediatric patients.
Bloom

will only
work on Alpharetta and North Fulton
County

initially

before penetrat
ing

other markets.
This market will be capitalized through programs aimed at them and their parents. To
become top
-
of
-
mind in 2013 and beyond,
Bloom

will use grass
-
roots marketing campaigns
to get out in the community and put Dr. Mathieson’s face at many even
ts that families
support in large numbers.



New Markets
:

New markets that Orthogenesis, LLC is
considering

for
Bloom

are:
Cumming,
Dunwoody,
Johns Creek,

Roswell,

and Sandy Springs.
Bloom

is relying on its home
town relationships
to resonate into the
offices and homes of these more metropolitan areas.

Bloom
fore
sees
great success from a market penetration strategy.



Current
Staff
:

Dr. Mathieson isn’t going to level out once she has a successful practice. One key ingredient
to her success is her hunger for finding the best treatments for her patients. As new
products and procedures come to the market, Dr. Mathieson plans on actively
testing them
before she brings them to her practice. Upon their success she will continue to implement
only the best procedures and equipment into her practice.



New
Staff
:

As
Bloom

grows it
may

need to hire new
doctor
s to keep up with demand.
Bloom

will stay
true to Orthogenesis’ strategic competitive advantages by
searching
for that person with the
right mix of skills, entrepreneurship
,

and innova
tion. The qualities are vitally
important
whether that be a
male or female, young or elder.




14



Target
Market:

The primary target for
Bloom Orthodontics

is households ages 21 to 54 with children
under the age of seventeen and

combined

household incomes above $100,000 per year. These
households appreciate and are able
and

willing to pay for premium service.

They live in the
Alpharetta / John’s Creek area and enjoy the sense of status that accompanies their lifestyle.
They are able to handle new technologies and prefer to be on the cutting edge as opposed to
making due with last year’s model.
1

Points of Dif
ference:


Bloom
Orthodontics
’ unique characteristics are based on two main factors.



Cutting edge technology. Bloom is unique in its ability to leverage technology in order to
enhance the
patient

experience.

Bloom uses state
-
of
-
the
-
art treatment chairs that not only
make the patient comfortable, but provide positions that make the treating staff member
more effective and capable. By using visual management through digital signage
throughout the practice for
the doctor and management to see how long patients are
waiting and how long procedures are taking, management can step in to help those who
need it to better manage the patient experience by keeping wait and procedure times down.

Through an iPad app that

enables self
-
check in, an appointment calendar, games, and notes
regarding visits and future planning,
patient
s of Bloom will be delighted with the ease of
receiving care. Bloom also leverages technology in their orthodontic devices resulting in
less tim
e in the office, and more time for
patient
s to enjoy their new smile.




Superior service. Bloom does not stop with technology. It leverages its experienced staff
to exceed
patient

expectations. Bloom provides such services as appointment pick up and
dro
p off in a unique vehicle for school aged children, a well
-
appointed office with upscale
décor, iPads to play with in the waiting room, CRM features so that our
patient
s know they
are
not a number, they are family. With a small note the office has a unique

drawer system
that is unseen in many offices. The sight is not important. What is important is the sound.
The drawers are cannot be slammed shut. This makes for less loud noise in a fast
-
paced
office. This is one small but large way that Bloom staff can w
ork quickly without making
patients feel like they are being rushed.





1
http://www.claritas.com/MyBestSegments/Default.jsp?ID=20&pageName=ZIP%2BCode%2BLookup&menuOptio
n=ziplookup



1
5



Whether small and creative or expensive, Bloom works daily on finding ways that will
enhance the patient experience while providing unmatched care.


Positioning:

Orthodontics

is

not always for aesthetics, sometimes it is

a medical necessity, and the
experience is often treated as such.
Bloom Orthodontics

provides the treatments in
a trendy
upscale
environment.

The company utilizes technology to enhance every aspect of the
patient

visit,
from the actual
orthodontic

devices

which results in fewer office visits and shorter treatment times,

to an app which enables streamlined check
in.
When

our
patient
s are ready to
get

their braces off,
they will be disappointed that they no

longer get to partake in the experience that is
Bloom
.




16

6.

Marketing Program


Product Strategy
:

Bloom will differentiate itself by offering quality treatment with a very personal touch via
patient management techniques. Exceeding patient expectations will be the standard and comfort
and ease of treatment will be the key to Bloom’s success.



Using i
nternational surfing star spokesperson for the Damon bracket in our ads to promote
Bloom while promoting Damon brackets and Bloom, patients will be able to associate a
high quality product with the services that Bloom offers.



Patient management
-

a patie
nt will usually be treated by the same clinical assistant
throughout his or her entire treatment



CRM System



App


contains treatment notes & hygiene card
n
eeds to
be

HIPPA compliant
and
ties into
electronic medical record



The office has a spa
-
like atmosph
ere



iPads, chair
-
side games, and internet cafe



Self
-
Check In on App /
F
acebook

Price Strategy
:


Bloom

offers a premium service and, as such, will charge a premium price.
As a part of the
Southern Association of Orthodontists, “a regional constituent of t
he American Association of
Orthodontists”
1

covering the southeastern United States,
Bloom

intends for its average contract
price to be slightly higher than that of the SAO as a whole. However, it is not the intent of
Bloom

to be the most expensive practice in its service area.


Courtesy of Gaidge® http://www.gaidge.com





1

http://www.saortho.org/membership/aao.aspx


17

Promotion Strategy
:


Bloom

will continue regular periodic promotions to attract new business. Promotions
will
include
, but not be limited to,

auctions of services wherein the proceed
s go to some charitable
cause, coupon mailers, school
event

sponsorships, school yearbook ads, radio/newspaper/internet
ads, billboards, doctor referral reciprocity, the “
Bloom

Cube”, and each location’s grand opening
event may be accompanied by promotion offering a steep discount ($1,000 off full treatment and
another 10% discount for those patients willing to pay for their treatment in full) for a short time
following the open
ing.

Local group activities will also be not only sponsored, but also participated
in by the staff at
Bloom
.




Referrals:


Orthodontics doesn’t necessarily rely on referrals, but pat
ients will trust their
dentists

so referrals, in fact
,

are a necessity. W
e aim to work closely with general dentists,
pediatric dentists, oral surgeons, and
p
eriodontists. Understanding what it takes to build
trusting relationships will be the key to gaining their referrals.




The Bloom App:

1.

The Bloom App offers a virtual
patient experience combining an actual portal
for access to account information for balance checking, payment, appointment
keeping, records data, and a check
-
in function. This app has a built in cross
-
walk to our HL7 compliant electronic medical records sy
stem. It is HIPAA
compliant as well since it only allows the app user to view the data on the
accounts that they are responsible for. The app utilizes the technologies within
the Apple and Android devices.


2.

Features interactive games for patients to earn r
ewards points that transfer to
real rewards like gift cards to events and restaurants. These include:

a.

Brace Face
-

an experience that allows a patient to take a picture of their
face and apply braces to their teeth to see what they will look like after
the
application procedure.


b.

Oral hygiene games to make sure that children understand proper
techniques.


c.

Working with the device’s calendar to mark when hygiene takes place
which also translates to rewards points
.


d.

As safety is crucial to the Bloom Cube patient pick
-
up service, working
with the office and Cube WiFi networks, the app will use the device’s
GPS to check the patient in within a certain proximity as well as time.
This function will also take the check
-
in
data and use a push notification

18

to alert parents on the patient’s account of when the patient enters the
Cube, arrives at the office, leaves the office and exits the Cube arriving
back at their school.




Patient Pick Up and Drop Off
:

Parents will no long
e
r have to time
off

from work

to drive their children to and
from appointments
, something that working professionals will find very advantageous
. T
he
Bloom Cube will provide pick
up an
d drop off services at select times to local area schools.
This service
works in conjunction with the Bloom app, enabling GPS tracking so that
parents always know where their children are.

The first two years will be the test with the
five closest schools to gauge the need and effectiveness for the patients.

In years three and

four the program can expand only if the program proves to be both beneficial to the
patients and the practice.




The
Bloom

Cube
:

The Bloom Cube is a Nissan cube in which an insured on
-
staff school bus driver,
who has a clean DMV record and completed a ba
ckground check, is able to pick up a
patient from school and drive him or her to and from their appointment. The cube is a
quirky, attention getting vehicle that gets 31 mpg on the highway and meets the Federal
CAFÉ fuel economy standards for 2016. It co
mes equipped with a Rockford Fosgate six
speaker system, an iPod dock and roomy seats.
The Cube has a variety of standard safety
features includes antilock brakes (disc front, drum rear), stability and traction control, front
-
seat side
-
impact airbags, side

curtain airbags and active front head restraints. In crash tests
conducted by the Insurance Institute for Highway Safety, the Cube earned the top rating of

19

"Good" in the frontal
-
offset, side
-
impact and roof strength tests.
1

This combination of
technology, fun and safety makes the Cube an ideal choice for our patien
t pick up and drop
off service.



Rewards program:


Patients have a chance to earn rewards through various
programs, including but not
limited to:

1.

Concert tickets t
hrough Facebook events. (1,000 likes, patient referrals directing
more patients to like the page)

2.

Good hygiene upon visits equals more points that can be redeemed for gift cards
to restaurants

3.

Earning points

through the app with various games.

4.

Earning poin
ts by opting in to the push notification proximity check
-
in system.

5.

Wearing the Bloom t
-
shirt to sponsored events. (local 5k’s, Ranger Challenge, and
school sponsored events.)

As the T
-
shirt itself is a reward to patients, it’s also a
promotional tool
for Bloom. When patients wear their t
-
shirts to their
appointments, assuming they also wore it to school; they will receive extra rewards
points.




Local Activities:


Bloom Orthodontics will increase brand awareness through its participation in
numerous
local events. These events will include, but are not limited to:

1.

School

a.

Advertisements in seasonal sports programs

b.

Signage in sports arena/fields

c.

Family events

i.

Shiloh point 5k

d.

Career fairs

2.

Movies under the stars

3.

Local 5
-
K/fun run event

4.

Relay for life


whole community
-

Cause Marketing






1

http://www.edmunds.com/nissan/cube/2012/?mktcat=nissan
-
cube
-
safety&kw=nissan+cube+safety+ratings&mkti
d=ga56748892&gclid=CN
-
15LevrLYCFQbqnAodkwIAzQ


20



Grand Opening Events:


Bloom desires to be a supporter of commerce. By networking with the Chamber of
Commerce and attending ribbon cuttings and grand openings, hopefully people and
businesses will recognize the Bloom name and respect the time that Dr. Mathieson and staff
spent
supporting their business.



Out
-
of
-
home advertising:


There are many great

opportunities to purchase bill
board space

up and down the 400
corridor, s
ince the locations are somewhat close and easy to access.

Multiple locations can

be advertised on a single bill
board.

During the first year, bill
boards will have Bloom logos,
location and contact information. In years 2
-
5 they will be concentrated on promoting
products and services with minimal usage of Bloom information


Year 1


Bl
oom implements a “creating awareness strategy” on billboards


Year 2


Bloom works on promoting Damon brackets and Invisilign. Utilizing
Bethany Hamilton, surfing star and Damon spokesperson, will be paramount in reaching
out to families and the average ki
d. Her surfing background is expected to put her on an
even playing field with younger patients as she isn’t identified with a specific local sport that
some may grasp while others don’t. Her courageous story will hopefully warm the hearts of
the parents a
nd patients in seeing the warmer side of Bloom.

Place Strategy
:


Bloom

has identified potential locations for
the future

that have easy access to t
he GA 400
Corridor that also have

close proximity to supplier warehouses and labs.
Two f
uture locations in
Cumming

(Fall 2013)

and possibly Dunwoody

(Spring 2014)
, along the Highway 400 corridor,
will

also help to serve the residents of the South Forsyth and North Fulton markets as well as
commuters.


Location:


Bloom is ideally located in the epicenter of Alp
haretta / Johns Creek’s schools, referring
dental offices and its competition. Bloom is not too far from its furthest target patient nor is it too
far from its furthest referral source. The geographical location is
ideal
for
Bloom to thrive.


Courtesy of
Google Maps



21

7.
Financial Data

and Projections


Five
-
Year Projections
:


Bloom
’s success will rely on a healthy mix between paid
-
in
-
full patients and those that
choose to pay a monthly fee over the course of their treatment, to be paid fully at treatment end.
Bloom

will adjust the paid
-
in
-
full discount based upon external factors (
prevailing interest rates and
overall economy) and maintaining paid
-
in
-
full cases at 18% or less. An accounts receivable will be
maintained at 5.5 to 7.5 times
monthly production. These metrics may not be achievable for
several months after the opening o
f each new location (3 to 4 total, all to be open within the first
year of operation) as production will be disproportionately high as compared to production at each
location’s opening.


Bloom

intends to have an annual production as equal to or greater t
han that of the average
SAO member within three years and then experience a 15% growth in years four and five, while
maintaining the aforementioned paid
-
in
-
full percentages and accounts receivable to production
ratios.



Courtesy of Gaidge® http://www.ga
idge.com



22


Bloom

will accept assignment of traditional insurance but will not participate in any PPO of
Managed Care insuran
ce plans. All discounts, write
-
offs, and adjustments shall comprise no more
than 7% of total production.


A further stated goal of

Bloom Orthodontics

is to operate with 52% or less overhead costs
and to be out of any leased offices and into offices owned by
Bloom
, or its parent company,
Orthogenesis, LLC

once all existing leases have expired

(lease expires in 5 years)
.

Using the
pur
chasing power of the parent company, supplies and equipment costs will be minimal due to bulk
discounts and already established relationships with numerous suppliers, both local and national.




23

8.

Organization


Bloom Orthodontics

is an operating entity of Orthogenesis, LLC. While it is an autonomous
entity charged with ensuring its own profitability and day
-
to
-
day operations
,
Bloom Orthodontics

is
governed, globally, by Orthogenesis, LLC.


At present
Bloom Orthodontics

will have

one staff that operates

all of its
locations?

As the
practice grows the need for additional staff (
both
roving and dedicated to a single location) will be
reevaluated and considered given budgetary constraints and patient needs
.



Orthogenesis, LLC

Bloom Orthodontics

Office Manager

Treatment
Coordinators

Financial/Insurance
Coordinator

Other Business Staff
Members

Clincal Coordinator

Chairside Assistants

Lab/Records Techs

Orthodontist


24

9.

Implementation Plan


Building the brand of Bloom Orthodontics is a complex task which will require creative
promotional activities, word of mouth and social media activities in order to develop
patient

awareness. Beginning with the Alpharetta location, Bloom Orthodontics will expand
along the
Georgia
-
400 corridor with eventually opening

2

locations in Cumming

and
, possibly, purchasing an
existing practice in

Dunwoody

within its first year of operation
.


Each

of the

new location sites will be analyzed in order to match the promotions with the
nuances of the particular community. As Bloom continues its expansion, it will complete a SWOT
analysis for each individual location. This will help ensure th
at

B
loom is ready and able to continue
to meet the needs of the
communities it serves and
allow it to asses any challenges involving
staffing, technology and feasibility of promotions.




25

10.

Evaluation


Monthly targets involving accounts receivables, and paid in f
ull patient percentage and
monthly production have been established. Actual metrics may vary during the initial of operations
due to the inherent instability of a new practice. The metric deviation will be monitored to ensure
that it is due to the establi
shment of the new practice. If it is found to be caused by other
environmental factors, the marketing plan will be adjusted to match the unique qualities of the
community.


The Marketing plan’s focus in year 1 will concentrate on creating awareness throug
h events,
out
-
of
-
home advertising and promotions. In years 2
-
5, bloom will refine the marketing program
and focus on evaluating ROI with each promotional and advertising dollar spent. Utilization of the
app is paramount in tracking marketing efforts. This
will aid in measuring the usage of the rewards
program, how many students were picked up from school, how much traffic the app generated, and
to locate where patients came from v. where marketing dollars were spent.








26

11.


Appendix





27

Appendix A:

Competition / Orthodontists within 10 miles of
Alpharetta


Name

Address

# of
locations

# of
insurance
carriers

Insurance

Gluck, Brett,
DMD

2455 Old Milton Parkway,
Alpharetta, GA 30009

2

10

Aetna

Getchell,
Christopher,
DDS

1475 Holcomb Bridge Rd. Suite
101,
Roswell, GA 30076

1

11

Ameritis

Awbrey, James,
DMD

4895 Windward Parkway Suite 200,
Alpharetta, GA 30004

1

1

Cigna

Elchahal, Alec,
DMD

4395 Johns Creek Parkway, Suite
100, Suwanee, GA 30024

1

10

Delta Dental

Salyer, Hyman,
DDS

3415 Duluth Highway
120 Suite 2,
Duluth, GA 30096

1

7

Dental Network
of America

Crosby, Michael,
DDS

410 Peachtree Parkway, Cumming,
GA 30041

1

10

DenteMax
Dental

Gray, James,
DMD

10930 Crabapple Rd Suite 240,
Roswell, GA 30075

1

NA

DenteMax

Fleming, John,
DMD

10945 State
Bridge Rd. Suite 402,
Alpharetta, GA 30022

1

11

Guardian

Machemehl,
Charles, DMD

9590 Medlock Bridge Rd. Suite A,
Johns Creek, GA 30097

1

1

Humana

Reising, Brian,
DDS

5507 Chamblee Dunwoody Rd,
Dunwoody, GA 30338

1

1

MetLife

Stieglitz, Terry,
DMD

5064
Nandina Ln, Atlanta, GA 30338

1

6

United
Concordia

Burstein, Daniel,
DDS

3300 Old Milton Parkway, Suite 380,
Alpharetta, GA 30005

1

7

United
Healthcare
Dental

Katz, Wendy,
DDS

1229 Johnson Ferry Rd. Suite 100,
Marietta, GA 30068

1

11

United Health
Care

Malone,
Jacqueline,
DMD

3005 Royal Blvd S Suite 200,
Alpharetta, GA 30022

1

3


Jordan, Jeffrey,
DMD

4205 N Point Parkway Suite B,
Alpharetta, GA 30022

1

1

Male

Mibab, Ben,
DDS

9570 Nesbit Ferry Rd. Suite 202,
Alpharetta, GA 30022

1

3

Female

Walton,
Matt,
DMD

11585 Jones Bridge Rd. Suite 710,
Alpharetta, GA 30022

1

11


Smith, Lori,
DDS

4706 Woodstock Rd, Roswell, GA
30075

1

8

5 miles


28

Shaughnessy,
Timothy, DDS

4330 Johns Creek Parkway Suite 500,
Suwanee, GA 30024

1

NA

10 miles

Vu, Anna,
DMD

9590
Medlock Bridge Rd. Suite A,
Johns Creek, GA 30097

1

1

25 miles

Shaver, Kim,

5703 Denton Cir, Norcross, GA
30092

1

NA


Corbitt, George,
DMD

574 Peachtree Parkway, Suite 110,
Cumming, GA 30041

1

5


Yavari, Javid,
DDS

3294 Medlock Bridge Rd, Norcross,
GA
30092

1

11


Doris, John,
DDS

1121 Johnson Ferry Rd. Suite 320,
Marietta, GA 30068

1

NA


Johnston, Mark,
DMD

1070 Woodlawn Dr. NE Suite 200,
Marietta, GA 30068

1

NA


Castillo,
Candace, DDS

3294 Medlock Bridge Rd, Norcross,
GA 30092

1

1


Crawford,
Keith,

DMD

3850 Holcomb Bridge Rd. Suite 230,
Norcross, GA 30092

1

10




29

Appendix B:

General Dentists


Name(s)

Address

Hours and days







Roy McDonald

3005 Royal Blvd, Suite 250, Alpharetta,
GA

Mon
-
Thurs 8
-
4

Darrell Morton (Mint 32
Dentistry)

3005 Royal
Blvd, Suite 150, Alpharetta,
GA

Mon
-
Thurs 7
-
3

Douglas Sands

5755 North Point Pkwy Suite 6,
Alpharetta, GA

Mon
-
Wed 7
-
4, Thurs 7
-
2:30

Dale Stone, Renee Stone,
Shana Elliott (Stone,Stone and
Elliot)

4205 North Point Pkwy, Bldg E,
Alpharetta, GA

Mon
-
Thurs 8
-
5, Fri 8
-
2:30

Christopher Glass

4205 N Point Pkwy, Bldg G, Alpharetta,
GA



Charles Hill (Alpharetta Smile
Center)

7855 N Point Pkwy, Suite 301,
Alpharetta, GA

no hours listed

Tim Byrd, Michael Kim,
Delbert Williamson (Byrd
Dental Group)

4000 North
Point Pkwy, Suite 500,
Alpharetta, GA

Mon, Tues, thurs 7
-
4

Amy Mandalia

4000 N Point Pkwy #500, Alpharedtta



Jeremy Simms Alexander
(Premier Dental Atlanta)

2795 Old Milton Pkwy, Suite 900,
Alpharetta, GA

Mon
-
Fri 9
-
5, Sat 9
-
2

Jill Golsen and Mike
Golsen
(Golsen Family Dentistry)

3400
-
A Old Milton Pkwy, Suite 430,
Alpharetta, GA

not listed on website

Stephen Leafe (Alpharetta
Aesthetic Dental Studio)

30 Milton Ave, Alpharetta, GA

Mon
-
Thurs 8
-
5

Don Harvey (Aesthetic
Dentisry by Design)

3155 N Point

Pkwy, Bldg E, Suite 230,
Alpharetta, GA

Mon
-
Thurs 7
-
5

David Pehrson (Dentistry at
Northpoint)

3155 N Point Pkwy, #220, Alpharetta,
Ga

not listed on website

Steve Martin

3155 N Point Pkwy, G230, Alpharetta,
GA



Brandon O'Neal (O'Neal
Smiles)

322 N
Main Street, Alpharetta, GA

Mon
-
Thurs 7
-
3

Ketan Patel (Smiles on Main)

342 N Main Street, Suite 110

Mon
-
Sat 8
-
5

Gary Parnes (Parnes Family
Dentistry)

875 N Main Street, Suite 359

Mon, Wed 7
-
4

Imad Sabbagh (Main Street
Dentistry)

366 N Main Street, Suite

200, Alpharetta,
GA

Mon, Tues, Thurs 8
-
5, Wed
7
-
3, Fri 7
-
1

Gary Leonard

401 S Main Street, Suite B4, Alpharetta,
GA

Mon, Thurs 9
-
1, 2
-
6 and
Tues,Wed 8
-
1, 2
-
5


30

Edward Chipps

11790 Northfall Lane, #401, Alpharetta,
GA

Mon
-
Thurs 8:30
-
5, Fri 8:30
-
1

Erin
Bang
-
Crooks (Ivy
Dentistry)

11775 Northfall Lane, Ste 107

Mon, Tues, Thurs, Fri 10:30
-
4:30

George Prattas and Rosie
Panich (Family Dentistry)

1060 Cambridge Square, Suite E,
Alpharetta, GA

Mon
-
Thurs 7:30
-
4:30

Alla Alpert and Igor Reizenson
(iSmile)

11685

Alpharetta Hwy, Suite 105,
Roswell, GA

not listed on website

Keither Kitchens (Windward
Dental Care)

12850 Highway 9 N, Suite 1400,
Alpharetta, GA

Mon
-
Thurs 8
-
5

Dan Myers (Cosmetic
Dentistry Center)

3070 Windward Plaza, Suite R

not listed on website

Lyda Harandi

5230 McGinnis Ferry Road

not listed on website

Leo Yelizarov, Panida Nasseh,
Faig Malikov (Jones Bridge
Dental)

11925 Jones Bridge Rd, Suite 200

Mon 8
-
6, Tues, Wed, Thurs
7
-
6, Fri 7
-
3

Ali Rajai (Advance Dental
Center)

11670 Jones Bridge Rd,
Suite C, Johns
Creek

Mon, Wed 9
-
6, Tues 8
-
1,
Thurs 9
-
1, Fri 9
-
5

Eric Johnson (Family
Dentistry)

11550 Webb Bridge Way

not listed on website

Robert Woods (SmileScapes)

4190 Old Milton Pkwy

not listed on website

Elivra Galperin and Stanley
Sotnikov

(Northbridge Dental)

10955 Jones Bridge Rd, Suite 129

Tues, Wed, Fri 8
-
5, Sat 8
-
2

Robert Shackelford
(Shackelford Dental)

4640 Valais Court

Mon
-
Thurs 7
-
4, Fri 7
-
1

Brett Harrelson

11180 State Bridge Rd, Suite 405

Mon
-
Thurs 8
-
5

Fadi Obeid, David Naterman

(Kimball Bridge Dental
Commons)

4380 Kimball Bridge Rd

Mon
-
Thurs 7
-
4

Corey Mazer, Katie Reid,
Melissa Kremer (Old Milton
Dental)

4165 Old Milton Pkwy, #270

Mon, Wed, Thurs 8
-
5, Tues
7
-
4, Fri 8
-
1

Zadeh Hossein (Avanti
Dental)

3975 Old Milton Pkwy #3



Mike Salekian (Northpoint
Dental Group)

3710 Old Milton Pkwy



Manoj Maggan, Patel Mayoor
(Center for TMJ)

3590 Old Milton Pkwy

Mon
-
Wed 8
-
5, Thurs 8
-
4

Bradley Helper (Mansell
Family and Cosmetic
Dentistry)

10525 Old Alabama Road Connector Rd,
Suite 103

not listed on website

Priti Bloor (Bloor Family
2500 Hospital Blvd, #320

Mon 8
-
5, Tues
-
Thurs 7
-
3


31

Dentistry)

Mitzi Morris

1295 Hembree Road, Suite B202,
Roswell

Mon 8
-
5, Tues
-
Thurs 7
-
3

Victoria Callicutt, Amy Dayries

1350 Upper Hembree Road, Suite 200

Mon
-
Fri 7:30
-
3





32

Appendix C:

Fulton Schools

Elementary Schools





Abbotts Hill

5575 Abbotts Bridge Road, Johns Creek 30097

Roytunda Stabler

770
-
667
-
2860


Alpharetta


192 Mayfield Road, Alpharetta 30009

Adam Maroney

770
-
740
-
7015


Barnwell


9425 Barnwell Road, Johns Creek 30022

Norman Sauce

770
-
552
-
4960


Birmingham Falls


14865 Birmingham Highway, Milton 30004

Susan Matzkin

770
-
667
-
2820


Cogburn Woods


13080 Cogburn Road, Milton 30004

Bruce Fraser

770
-
667
-
2845


Crabapple Crossing


12775 Birmingham Highway, Milton 30004

George Freiberger

770
-
740
-
7055


Creek View


3995 Webb Bridge Road, Alpharetta 30005

Debra Doss

770
-
667
-
2932


Dolvin


10495 Jones Bridge Road, Johns Creek 30022

Laura Zoll

770
-
740
-
7020


Findley Oaks


5880 Findley Chase Drive, Johns Creek 30097

Lacey Andrews

770
-
497
-
3800


Hembree Springs


815 Hembree Road, Roswell 30076

Kalpana Raju

770
-
667
-
2902


Hillside


9250 Scott Road, Roswell 30076

Maisha Otway

770
-
552
-
6362


Jackson, Esther


1400 Martin Road, Roswell 30076

Constance Coles

770
-
594
-
5290


Lake Windward


11770 E. Fox Court, Alpharetta 30005

Martha Messina

770
-
740
-
7050


Manning Oaks


405 Cumming Street, Alpharetta 30004

Kirk Shrum

770
-
667
-
2912


Medlock Bridge


10215 Medlock Bridge Pkwy., Johns Creek 30022

Tiffany Hutchens

770
-
623
-
2980


Mimosa


1550 Warsaw Road, Roswell 30076

Lynn Johnson

770
-
552
-
4540


Mountain
Park


11895 Mountain Park Road, Roswell 30075

Stacy Perlman

770
-
552
-
4530


New Prospect


3055 Kimball Bridge Road, Alpharetta 30022

Rako Morrissey

770
-
667
-
2800


Northwood


10200 Wooten Road, Roswell 30076

Ritu Ahuja

770
-
552
-
6390


Ocee


4375
Kimball Bridge Road, Johns Creek 30022

Deborah Pernice

770
-
667
-
2960


River Eves


9000 Eves Road, Roswell 30076

Neil Pinnock

770
-
552
-
4550


Roswell North


10525 Woodstock Road, Roswell 30075

Kindra Smith

770
-
552
-
6320


10885 Rogers Circle, Johns Creek 30097

Martin Neuhaus

770
-
497
-
3880


33

Shakerag



State Bridge Crossing


5530 State Bridge Road, Johns Creek 30022

J.E.
"Trey" Martin

770
-
497
-
3850


Summit Hill


13855 Providence Road, Milton 30004

Nancy Murphy

770
-
667
-
2830


Sweet Apple


12025 Etris Road, Roswell 30075

Natalie Richman

770
-
643
-
3310


Wilson Creek


6115 Wilson Road, Johns Creek 30097

Andrea Cushing

770
-
497
-
3811


Middle Schools








Autrey Mill

4110 Old Alabama Road, Johns Creek 30022

Jimmy
Zoll

770
-
521
-
7622


Crabapple


10700 Crabapple Road, Roswell 30075

Nathan Buhl

770
-
552
-
4520


Elkins Pointe


11290 Elkins Road, Roswell 30076

Melinda
Springman

770
-
667
-
2892


Haynes Bridge


10665 Haynes Bridge Road, Alpharetta 30022

Lauren Seidman

770
-
740
-
7030


Holcomb Bridge


2700 Holcomb Bridge Road, Alpharetta 30022

Joy Schroerlucke

770
-
594
-
5280


Hopewell


13060 Cogburn Road, Milton 30004

Lenora Patterson

678
-
297
-
3240


Northwestern


12805 Birmingham Highway, Milton 30004

Jasmine Kullar

770
-
667
-
2870


Ridgeview


5340 S. Trimble Road, Sandy Springs 30342

Lisa Hastey

404
-
843
-
7710


River Trail


10795 Rogers Circle, Johns Creek 30097

Dawn Melin

770
-
497
-
3860


Sandtown


5400 Campbellton Road, Atlanta 30331

Kiné Geathers

404
-
346
-
6500


Sandy Springs


8750 Pride Place, Sandy Springs 30350

Emily Massey

770
-
552
-
4970


Taylor Road


5150 Taylor Road, Johns Creek 30022

Ed Williamson

770
-
740
-
7090


Webb Bridge


4455 Webb Bridge Road, Alpharetta 30005

Susan Opferman

770
-
667
-
2940


High Schools








haretta

3595 Webb Bridge Road, Alpharetta 30005

Shannon
Kersey

770
-
521
-
7640


Cambridge


2845 Bethany Bend, Milton 30004

Ed Spurka

770
-
667
-
2883


Centennial


9310 Scott Road, Roswell 30076

Kibbey Crumbley
(interim)

770
-
650
-
4230


Chattahoochee


5230 Taylor Road, Johns Creek 30022

Tim Duncan

770
-
521
-
7600


34


Independence


86 School Drive, Alpharetta 30009

Tabatha Taylor

770
-
521
-
7611


Johns Creek


5575 State Bridge Road, Johns Creek 30022

Buck Greene

770
-
623
-
2138


Langston Hughes


7510 Hall Road, Fairburn 30213

Eric Hollinhead

770
-
774
-
3620


Milton


13025 Birmingham Highway, Milton 30004

Cliff Jones

770
-
740
-
7000


North Springs


7447 Roswell Road, Sandy Springs 30328

Lisa Stueve

770
-
551
-
2490


Northview


10625 Parsons Road, Johns Creek 30097

Paul Brannon

770
-
497
-
3828


Riverwood


5900 Raider Drive, Sandy Springs 30328

Ron Tesch
(interim)

404
-
847
-
1980


Roswell


11595 King Road, Roswell 30075

Jerome Huff

770
-
552
-
4500


Charter Schools









Amana Academy


285 South Main Street, Alpharetta 30009

Ehab Jaleel

678
-
624
-
0989


Fulton Science Academy High
School


4100 Old Milton Parkway, Suite 100, Alpharetta 30005

Namik Sercan

770
-
475
-
3223


Fulton Sunshine Academy


1335 Northmeadow Parkway, Roswell 30076

Murat Cetin

770
-
410
-
1500





35

Appendix D:

Pediatric Dentists


Name(s)

Phone
Number

Address

Notes

Hours and
Days











Alpharetta
Children's
Dentistry (7
pediatric
dentists)

770
-
664
-
4936

4205 North Point Pkwy, Bldg C



not listed on
website

Christy Haffner

770
-
777
-
9400

3300 Old Milton Pkwy, Suite 250



not listed on
website

Tipton Dental

770
-
751
-
0020

100 N Main St, Alpharetta, GA

no
website
or
reviews



Michael Leach

770
-
521
-
8855

4895 Windward Pkwy, Suite 201

he is
from
WV

not listed on
website

Danny King,
Amanda Sengel
(Children's
Dental Zone)

770
-
777
-
1222

3719 Old Alabama Rd, Suite
400B

Amand
a is
from
OK,
has
boxer
and
plays
tennis

Mon
-
Thurs 8
-
5,
Fri 8
-
2

Judith
Finkelman

770
-
642
-
9824

8560 Holcomb Bridge Rd, Suite
119

she is
from
Mexico
City

Mon
-
Thurs 8
-
5,
Fri 8
-
12















36

Appendix E:

Periodontitis


Name(s)

Phone
Number

Address

Notes

Hours and
Days











Chris Bingham & Virginia
Kirkland (Brett Gluck's
wife)

770
-
740
-
0442

4205 North Point Pkwy, Bldg
A



Mon
-
Thurs 8
-
5, Fri 8
-
3

Colin Richman, Andrea
Abelman

770
-
442
-
1010

1305 Hembree Road, Suite
104

they do
Wilkodon
tics

Mon
-
Thurs 8
-
5

Karl Heinzelmann

770
-
475
-
3398

11775 Pointe Place, Suite 104,
Roswell



not listed on
website

























37

Appendix F:

Oral Surgeons


Name(s)

Phone
Number

Address

Notes

Hours and
Days











Christian
Loetscher

770
-
664
-
5550

4205 North Point Pkwy Suite F



Mon
-
Fri 9
-
5

Thomas Boc

770
-
442
-
1022

North Fulton Hospital Doctors Bldg,
2500 Hospital Blvd, Ste 370, Roswell



not listed on
website

Mark Chishom
(Crabapple Oral
Surgery

678
-
710
-
6000

260
Rucker Road, Suite 400, Alpharetta

really
bad
reviews
from
patients
; poor
custom
er
service

Mon
-
Fri 8
-
5

Robert Kakos
(oral,
maxillofacial and
dental implant
surgery

770
-
992
-
4844

1150 Grimes Bridge Road, Suite 200,
Roswell



Mon
-
Thurs
8:30
-
4, Fri 8
-
1





38

Appendix
G:
Fulton
Schools

Map




39

Appendix
H
:

Competition Referrals M
ap