Baking Otis Spunkmeyer cookies behind the reception desk to offer dental patients a welcoming aroma as they enter the practice. Offering patients a massaging dental chair option during their treatment. Providing 3D scans at no charge to patients who need the service for better diagnostics, but would otherwise decline them based on cost.

Panelists at the Incisal Edge #40Under40 5th anniversary Summit shared the three aforementioned ways, among others,  in which they aim to improve their patients’ experience. An audience of their peers, including 40 Under 40 honorees from the past five years participated in a discussion moderated by Benco Dental VP of Marketing Paul Jackson May 28 at Current, Chelsea Piers, NYC.

Drs.Casey Culberson, Angela Enriquez,  and Jason Auerbach offered firsthand experience on what worked (and what didn’t) throughout their office planning as well as insight on which innovations are worth a dental practice’s time and money.


As The 40Under40 Summit keynote speaker, Forbes Editor Randall Lane, offered success stories of modern day “idea generators” who become “folk heroes, idol and legends.”

The session, along with another on Marketing and Trends, seemed apt precursors to a keynote address later in the afternoon by Forbes Editor Randall Lane, who offered success stories of “idea generators” who become “folk heroes, idols, legends.”

“You have to up your game,” posited Lane, a success story in his own right. Lane, who during his second tenure at Forbes has helped it reach its highest-ever U.S. readership (6.7 million).

Panelists on the topic of Marketing and Trends: What Really Works? included Drs. Thomas McCue, Jennifer Torbett and recent Edison award winner for her Lily Pacifier Method, Dr. Alene D’Alesio.

Dr. McCue, who will open his fourth practice in New York state, shared the “buzz” that his  hours of community interaction creates and the goodwill he receives as an unexpected after effect. The practitioner included examples: weekly dental services donated at local senior centers, participation with the local Special Olympics, outreach at schools, even a holiday fundraiser for charity hosted at his residence.

Dr. Torbett, who runs a practice in Rhode Island discussed the mutually beneficial relationship created by  welcoming student learners at the  dental practice. Mentoring establishes  a knowledge sharing win-win situation, she said.

A celebration at day’s end delivered 40 Under 40 alumni a chance to meet this year’s honorees with the  waterfront as a backdrop.

View photos of the event  on Twitter @BencoDental and watch for the 40 Under 40 edition of the dental lifestyle magazine powered by Benco Dental this fall.


Forbes Editor Randall Lane with Incisal Edge 40 Under 40 alumni May 28 at Chelsea Piers, NY.

Forbes Editor Randall Lane with Incisal Edge 40 Under 40 alumni May 28 at Chelsea Piers, NY.