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January 27. 2012 3:00AM

Stretching their roots

Smilebuilderz model brings growth

By Holly White

This year, Lancaster County-based Smilebuilderz dental practice will expand its main offices in Manheim Township and open second and third locations, both of which will include a novel concept in the dental field: emergency dental care.
Patient concierges, from left, George Gerges, Kara Gochenauer and Riley Lathrop, attend the front desk in the hygiene wing of the Smilebuilderz in Manheim Township. Photo/Amy Spangler


Most dental practices operate with only one or two dentists and have only one location, according to the American Dental Association. Adding dental specialty departments to supplement basic hygiene services has kept Smilebuilderz' patient base rising, and it will continue to expand by adding an on-site lab and the emergent dental care model in the future.

Although the growth is fast for the 6-year-old company, its leaders are confident in its success, they said. Growing from a staff of four to almost 150 since it opened in 2006, the dental practice uses a one-stop-shop model, accepts most insurances and designed its own dental insurance plan for local groups and businesses.

In the next few weeks, the company will close on the sale of two buildings next to its main office in Manheim Township, adding about 30,000 square feet of space to the 26,000 square feet in which it operates. In February, the dental practice will open an urgent care center in East Hempfield Township, near the intersection of Route 30 and Rohrerstown Road. The center will provide walk-in care for dental needs seven days a week and will have regular appointments for cleanings as well. The same model is planned at a location in Ephrata Township, scheduled to open in the fourth quarter of this year.

The business plans to hire up to 130 people for the expansions, owner, President and CEO Anthony Skiadas said. The capacity to see patients will be doubled, he said.

Skiadas said he credits the business growth to his passion for dental care, a strategy to try new things and the quality of employees in his practice. Others note Skiadas' drive, ability to pinpoint customer wishes and keep quality at the forefront.

When he graduated from dental school in 2005, rather than join another practice or buy an existing dental practice, Skiadas decided to start his own.

With roots in Lancaster and a family that ran successful restaurants in the area, he said he felt he had the connections to begin a business here. The population growth of the area also was a factor in his decision, he said.

After the practice opened, Skiadas said he made a list of how a patient's experience at the dentist could be improved.

"I wrote down the limitations, and worked from there," he said. "I thought, 'let's open hours that are more convenient.'"

The practice has been open six days a week, and in February will add hours on Sundays as well, he said. It's open until 8 or 9 p.m. on weekdays and from 8 a.m. to 4 p.m. on Saturdays.

In building his practice, Skiadas said he wanted to make care accessible to anyone who needed it, leading to the acceptance of patients on the state's Medical Assistance program.

"There are only a few dental practices that accept (Medical Assistance)," human resources director Jen Strobel said. "People don't have many places to go, and here it's a nice office; people feel comfortable here."

To provide more access to care, Skiadas designed a dental plan the business offers to local companies and groups at no cost. The plan provides dental care for patients at the discounted rates insurance companies usually charge, along with free X-rays, he said. The insurance is available to employers or groups such as church or retirement communities. Plan members' families are eligible for the plan too, Skiadas said.

Skiadas said he designed his practice to provide any dental services needed in one place. From children's care to surgical specialties, he brought on dentists to provide services for the whole family, he said.

One of those providers, Dr. Mansoor Madani, has run his own practice specializing in oral and maxillofacial surgery for 30 years in Montgomery County. He's regularly asked to provide his expertise to other dental practices, but they do not meet his expectations, he said.

"I was extremely impressed by the way this practice is managed and run," he said, and decided to provide his services five days a month to Smilebuilderz patients.

The business model he's created is consistent with today's medical field needs, Skiadas said. Banding several dentists together allows for cost savings in supplies and equipment and at the same time provides consumers with more convenience, he said.

"He's on the cutting edge," Dr. John Nikas, a periodontist with the practice, said about Skiadas. "If Anthony thinks it can be done, it can be done."


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