Office Visit: Built From Scratch by Chelsea Knorr, Associate Editor, Dentaltown Magazine

Built From Scratch
by Chelsea Knorr, Associate Editor, Dentaltown Magazine

Dr. Valerie Woo, of Ashburn, Virginia, started a practice right out of dental school. Many new graduates shy away from such an endeavor, but she took the bull by the horns and established what is now NOVA Pediatric Dentistry & Orthodontics, a successful and still-expanding testament to exactly what young dentists today are capable of. Herein, we talk with Dr. Woo about what it takes to build up a practice and what she learned along the way.

Why did you get into dentistry and what made you want to start your own practice?
Woo: I decided on a career in pediatric dentistry because of my love for children and my desire to have my own business. I also wanted the ability to create a flexible schedule and balance for what’s important to me – my family, career, friends, and health and wellness.

As far as starting my own practice from scratch, very early in my training, I knew that I wanted to start my own practice. While many of my peers were uncomfortable with the thought of starting their own practice straight out of school, I was passionate and determined to do so. I had the foresight to purchase my space while I was still in my residency; and even though I had no practical business experience, I truly believed that I could and would make it work. I knew I didn’t want to begin my career as an associate and potentially lose my identity and the ability to immediately and directly guide the direction, vision and image of what I was most passionate about – giving all children the foundation for a lifetime of excellent dental health and creating an environment where kids love going to the dentist.

What are some of the steps you took to build your practice?
Woo: I had to find my team that was going to help build the physical structure of the practice – which included a commercial realtor, an attorney, an accountant, a bank lender, an architect, a general contractor, a dental equipment and supply representative, an interior designer and an IT consultant. Then I had to find a team to help market and run the practice. This team was comprised of employees, a marketing firm and a practice management consultant.

I asked my mentors and my team for the best references and resources. Some of the Web sites I used to help pick the location of the practice were the Loudoun Chamber of Commerce and the U.S. Census Bureau for Loudoun County.

In order to keep on budget, I relied on the team I chose to help me with my decisions on what I purchased. I didn’t always buy the most expensive things or the cheapest things. I attempted to make cost effective choices that embodied my vision of the practice.

Tell me about your practice philosophy and vision.
Woo: Our philosophy is simple – create a lifetime of good oral health. My practice began as NOVA Pediatric Dentistry, offering full-service dental care to children of all ages, including special and advanced skill in treating children with different physical and emotional needs. We care for children from the time before the first tooth erupts through their teen years and beyond. From nursery room to dorm room, we treat children through all the phases of dental development – preventive, restorative, sedation options and orthodontics – and always remember to treat them as if they were our own kids.

It was always part of my vision to provide a full-service pediatric dental and orthodontic practice. I just didn’t know when that would happen. In April 2009 we expanded both physically and philosophically, and as a result, we re-branded ourselves as NOVA Pediatric Dentistry & Orthodontics and have a wonderful and talented board certified orthodontist, Dr. Courtney Ullrich, on our team.

In September 2011, I hired another pediatric dentist, Dr. Gema Island, to help care for our growing family of patients. My business has grown from having only one employee and two pediatric dental chairs to now employing 20 team members and a fully equipped dual-specialty practice supporting five pediatric dental chairs, including two private operatories, and five orthodontic chairs. As an added benefit, while our orthodontic suite is equipped and dedicated to the treatment of children and young adults, we continue to treat an increasing number of adult patients – many are parents of our patients!

I am very pleased and proud to see that my vision became reality in such a short time, but more importantly, I am proud of the positive impact my practice has made on the community we serve.

What do you find in terms of technology has the biggest “wow” factor for your patients?
Woo: We use technology such as digital radiographs, laser dentistry and real-time patient communication. But technology really isn’t our biggest “wow” factor for our patients; it’s our team. Our team is truly our “wow” factor! Our patients’ entire dental experience – from the first phone call to the prize they receive at the end of their visit – is created by the individualized attention and care given by each member of our team.

What is the competition like in your area right now? What do you do to set yourself apart?
Woo: There are a number of pediatric dental practices in my area; however, each practice has a distinct culture. We all have our own niche and focus on it. I think that’s what has allowed all of us to be so successful. We are all very supportive of each other.

No business is recession-proof, however, I am fortunate that the state of the economy hasn’t had too much of a negative impact on my practice. It may be more typical for adults to postpone or abandon their own treatment, but it is rare that they will abandon treatment for their children.

We are the exclusive woman-owned practice offering the dual in-house specialties of Pediatric Dentistry and Orthodontics in Loudoun County.

NOVA Pediatric Dentistry & Orthodontics was created on the foundation of providing compassionate dental care to children… with a mom’s touch! And as a mother of three young children, I readily identify with the concerns of the families I treat. I am very aware of the impact of my treatment on the future dental health and confidence of all the patients under my care.

Because of my extensive training, as well as my own personal ties to children with special needs, I am uniquely qualified and valued by the families in my practice, especially those families whose children have special needs of any kind. We are extremely active in many special needs foundations, organizations, chapters and programs. Through my involvement I have steadily built a reputation for treating special needs patients with an unmatched level of care, compassion, patience and understanding of their needs.

From the beginning, our practice has been proactively establishing relationships with several local pediatricians in an attempt to shift their traditional mindset from referring their patients to us only when they see a problem to referring their patients to visit us prior to seeing a problem. This effort to create a conscious mind shift is tied directly to my philosophy of the importance of finding a dental home. This is one reason why we offer courtesy “Happy Visits” to all patients up to the age of 16 months.

It is these qualities and commitment to our practice philosophy that allows our practice to identify with and give back to the community we serve.



How long before you took on an associate?
Woo: I brought on my first associate – Dr. Courtney Ullrich, orthodontist – after three years in practice and my second associate – Dr. Gema Island, pediatric dentist – after five years in practice.

Tell me about Dr. Gema and Dr. Courtney.
Woo: Over the past six years, my practice has experienced many changes and much growth. Along this journey, I have added many new team members, doubled the office space, and in July 2009, expanded our services to include orthodontics with the talents and skills of board certified orthodontist, Dr. Courtney Ullrich.

In response to overwhelming requests and feedback from our great families and to allow us to more fully serve our community and our growing patient population, I further expanded our practice in September 2011 by adding a talented board certified pediatric dentist, Dr. Gema Island. We all complement one another and share the same core values and practice philosophy.

In which ways is being a pediatric dentist different than being a general dentist?
Woo: Pediatric dentistry is the specialty of dentistry that focuses on the oral health and unique needs of young people. After completing a four-year dental school curriculum, two to three additional years of rigorous training is required to become a pediatric dentist. This specialized program of study and hands-on experience prepares pediatric dentists to meet the unique needs of infants, children and adolescents; including those with special health care needs.

What advice would you give students entering dental school? How about just graduating from dental school?
Woo: Learn as much about business as possible and visit as many practices as you can to see what aspects of practices you like and don’t like. Know your limitations and when to ask for help. It is important to know what you know and it is equally important to know what you don’t know. You know the dentistry but seek out the best advisors/experts on how to run a practice. Know your risk tolerance – starting your own practice from scratch isn’t for everyone. You will make many mistakes along the way – be sure to learn from them. As Thomas Jefferson stated, “If you want something you’ve never had, you’ve got to do something you’ve never done.”

Describe your most successful or rewarding experience in dentistry.
Woo: Building the practice and watching it grow has been my most rewarding and successful experience. It’s been equally rewarding to know that even through all the growth and change, the practice has maintained its vision and remained true to its core values.

What do you like to do when you are not working?
Woo: When I’m not working, I enjoy spending time with my family and friends. I am the proud mother of three fantastic children – a daughter and two sons. My husband officially joined the practice in April 2010 as director of business operations but has been involved from the start. The practice is like having another child! I love traveling and wine tasting. I also love to run and be outdoors and can regularly be seen training for a marathon or a triathlon along the streets of Loudoun County.