april 2013 wda journal

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APRIL 2013 | Focus on: National Volunteer Week

WDA JournAl is A publicAtion of Wisconsin DentAl AssociAtion, inc. APRIL 2013 • Volume 89, No. 4

Connect with us on and visit us online @ WDA.org

Welcome new members! The Wisconsin Dental Association is pleased to welcome 11 new members to organized dentistry. These new members, their cities of practice and/or residence or components (if applicable) are:

WDA-TV reports on the making of new “Baby Teeth Matter” public awareness TV spot that promotes a first dental exam by a child’s first birthday. Read personal account of the daylong shoot by Dr. Gene Shoemaker (Waukesha) on page 16

Dr. Chad Boers, AntigoCentral Wisconsin Dental Society

Dr. Gary Czubkowski, MilwaukeeGreater Milwaukee Dental Association

Dr. Molly Gervich, Green BayBrown Door Kewaunee Dental Society

Dr. Roberta Kerr, MilwaukeeGreater Milwaukee Dental Association

Dr. Tessa Laber, Wausau Central Wisconsin Dental Society

Dr. Matthew Loeppke, ReedsburgSauk Juneau Adams Dental Society

Dr. Sara McFarland, New RichmondNorthwest District Dental Society

Dr. Brita Meijs, ReedsburgSauk Juneau Adams Dental Society

Dr. Phillip Osowski, Oak CreekGreater Milwaukee Dental Association

Dr. Geoffrey Thompson, MilwaukeeGreater Milwaukee Dental Association

Dr. Erin Winn, Chippewa FallsNorthwest District Dental Society

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INSIDE THIS ISSUE

WIDPAC chair column ....................... p. 2

New HIPAA rules issued ....................... p. 7

DEB members proud to serve ..................... p. 9

Support silent auction at InSession ............. p. 15

Highlight

p. 8p. 7

While serving as Wisconsin Dental Association president, Dr. Loren Swanson (Oshkosh) recalls meeting with the Board of Trustees to discuss the unmet dental needs of disabled and elderly residents. The WDA Foundation’s Donated Dental Services program was started on the notion dentists would volunteer their services to help these individuals. This year the program marks 15 years of bringing needed dental care to Wisconsin residents who are unable to afford treatment because of limited income linked to a permanent disability, chronic illness or advanced age (65 years and older).

“From the start, dentists, dental labs and the dental community have embraced the DDS program. Together, we have provided care for elderly and dis-abled individuals throughout the state,” Dr. Swanson, who now serves as WDA Foundation vice president, said. Because of the extraordinary compas-sion of 780 dentists and 150 dental labs, DDS has been able to tend to the essen-tial and comprehensive dental care needs of the state’s most vulnerable people. DDS patients often slip through the cracks of medical assistance programs with nowhere else to turn. Since 1998, more than $7.6 million in care from dentists and $559,000 in sup-

plies and services from dental labs was donated to 2,765 patients. The state, Delta Dental of Wisconsin and WDA Insurance and Services Corp. continue to provide financial support for administrative and lab costs, while participating dentists deliver more than $8 in clinical expertise, treatment and materials for every $1 in funding from these entities. In 2011, the Pierre Fauchard Academy Foundation began providing additional support. “I am proud to be associated with the DDS program, not only as one of the

Emily Bultman WDA Communications Coordinator [email protected]

More than

in donated care

volunteer dentists

patients

continued on page 8...

WDA Foundation’s Donated Dental Services marks 15 years

WDADonated Dental

Services

15YEARS

WISCONSIN DENTAL ASSOCIATION

INSESSIONWisconsin’s Largest Dental Study Club

est.

2 WDA Journal April 2013 WDA.org

ADVOCATE

Let’s make our collective voices heard Want to make an impact on the legisla-tive process within Wisconsin? Want to help dentistry fight the negative influence that outside entities can have on your practice? If so, I invite you to join and contrib-ute to the Wisconsin Dental Political Action Committee so our col-lective voice can be heard as one. Each of us can speak to legislators as an indi-vidual on any subject. However, we all know few of us will speak up on our own. Most of us are happy to see others do the work. It may seem difficult and time consuming, which keeps many from actually doing what we all know needs to be done. Advocacy is at its best when one sees what Wisconsin Dental Association and

WIDPAC accomplishes. We do have a voice, and it is much stronger due to our collective efforts. When we join together, we represent

much more than anyone could possibly do as an individual. WDA Legislative Office staff organizes efforts and makes it easy by distributing talking points. Although our lobbyists speak to legislators about our inter-ests, we need active members as key contacts to be most effective. Our influence is noticed and our support is requested. We have built a program that max-imizes our influence by using

our collective voice. When one dentist meets a legislator in his/her district or in Madison, he/she speaks for what dentists across the state want while also reinforcing the message delivered by the lobbyists.

Individual voices are powerful and effec-tive simply because they allow you to share your individual experiences, cost of educa-tion or knowledge of dental issues directly with your elected officials. Each time one of us educates a legislator, it is easier for the legislator to support our issues and advocate for dental issues. Our strength is really in our numbers. A high percentage of dentists belonging to the WDA and contributing to WIDPAC sends a clear signal of the broad support of our col-lective mission and the deep passion for our future. Your voices are reinforcing the value our profession adds to society and what can be done to improve our value. How important is our collective voice? We have successfully helped Marquette University School of Dentistry gain funding for its expansion, which is expected to be completed in fall 2013. We have made it clear a second dental

school is not needed and have educated legislators on real solutions to dental access issues. The Wisconsin Dentistry Examining Board is well-informed and educated and is representative of the dentists and dental hygienists they regulate. We expect more success this year on an issue against the powerful insurance indus-try. Some people may feel intimidated to con-tact legislators, but you shouldn’t. The WDA provides tips, advice and information to make it easy for each of us. If you become a contact dentist, you’ll receive updates and be kept informed. Join the WDA Legislative Advocacy Committee or WIDPAC to get more details legislators need to hear. You are invited to take the next step and organize your own events and activities. Please come and add your voice to ours. It will strengthen our collective voice and help us achieve the goals to help dentistry be the best it can be.

David Clemens, DDS WIDPAC Chair and WDA Region 4 Southwest Trustee [email protected]

Thank you first-quarter WIDPAC members State legislators who support dental issues

should be able to count on the profes-sion’s support. Organized dentistry and the Wisconsin Dental Political Action Committee provide dentists with the resources and flexibility to do just that.

Dental issues are nonpartisan. We must continue to focus on those individuals who have supported dentistry, regardless of their party affiliation.

We welcome new and renewed first-quarter 2013 WIDPAC members listed here and hope you will all continue membership in WIDPAC.

For more information, contact the WDA Legislative Office at 888-538-8932.

Names listed below are the newest WIDPAC members since the January 2013 WDA Journal.

View the complete list of 2013 WIDPAC members on WDA.org in the Advocacy section (member login required). Gold Club ($2,005 WIDPAC contribution)

Dr. David Clemens Dr. Allison Dowd Dr. Timothy Durtsche Dr. Peter Hehli

Dr. Paul Levine Dr. Steven Stoll Dr. Robert Villwock

Silver Club ($1,505 WIDPAC contribution)

Dr. Joe Best Dr. James ConrardyDr. Paula CrumDr. H. Michael Kaske Dr. Michael Kokott Dr. James Morgenroth Dr. Ned Murphy Dr. Julio Rodriguez Dr. Kent Vandehaar

Bronze Club ($1,305 WIDPAC contribution)

Dr. David HarryDr. David Martyn Dr. Richard Mueller Dr. Denis Scharine

President’s Club ($1,005 contribution)

Dr. Robert Brennan Dr. Edward ChieraDr. Michael HannemanDr. Monica Hebl Dr. Jeffrey JonesDr. David Kenyon

WIDPAC CORNER

continued on page 5...BE SURE TO VISIT US AT WDA INSESSION! BOOTH #101

WDA.org April 2013 WDA Journal 3

The Issue Current Buzz WDA Actions Next Steps

Non-Covered Services or NCS legislation to stop dental plans from setting fees for services they don’t reimburse.

Provides for transparency in the cost of care and also keeps treatment decisions between dentist and patient; improves small-business climate with marketplace determining reason-able fees.

Minimal fiscal impact on state budget.

Similar legislation has now been adopted in 29 states.

WDA staff, contract lobbyists and leaders are working to counter strong lobbying influence of the insurance industry and Wisconsin Manufac-turers and Commerce in advance of introducing NCS bills to the 2013-14 state Legislature. WDA staff continues working with American Dental Association to incorporate successful NCS language from other states and adopt successful strategies.WDA stands firm on including “de minimus” clause to prevent insurance companies from paying a nominal fee (e.g., $5 for an implant) and then saying dentists could only charge that nominal fee, because it was a “covered service”.

WDA representatives joined NCS bill lead spon-sors state Rep. Joan Ballweg (R-Markesan) and state Rep. Jerry Petrowski (R-Marathon), Assembly Insurance state Rep. Kevin Petersen (R-Waupaca) and Assembly Speaker state Rep. Robin Vos (R-Burlington) in two meetings with insurance representatives in February to see if there was any middle-ground on the bill.

NCS information shared with all legislators and staffers via the February 2013 WDA Healthy Choices Legislative E-Lert. Staff and lobbyists also personally distributing NCS white paper through-out Capitol to counter insurance industry argu-ments.

Other co-sponsors in the Assembly and Senate are being identified with the intent of introduc-ing NCS bills in both houses in mid-March. The WDA working to meet or exceed the 41 co-sponsors and bipartisan support NCS bills had in the 2011-12 session.

Grassroots member dentists’ voices are needed on NCS and other oral health issues at WDA Legislative Day on Wednesday, March 27 in Madison.

Visit www.wda.org/legislative-advocacy/mem-bers/legislative-day for details and to register!

Marquette University School ofDentistry facility expansion to supportfaculty recruitment/retention, expandedresearch and clinic space and increaseclass size (80 to 100 students), so moreWI (from 40/class to 50/class) residents can attend.

Delta Dental of Wisconsin announced a $2 mil-lion donation to the MUSOD building expansion. Funds used by MUSOD to hit fundraising target of $8 million in matching funds to add to original $8 million in state funds released early in 2011.

WDA worked closely with MUSOD to provide financial support through successful member den-tist campaign. This support will be recognized in the expansion with a new midsized, technology-rich classroom space named for the WDA and to be used for continuing education and a variety of other purposes.

Following release of governor’s proposed 2013-15 budget, WDA President Dr. Tim Durtsche (La Crosse) issued official statement “…We commend Gov. Walker for this important investment in dental education in our state.”

Staff and member dentists continue to support MUSOD and its expansion in the public and legislative arenas.

WDA working with MUSOD to keep members informed of expansion project progress and related financial needs.

Community water fluoridation is safe, effec-tive and economical, providing substantial oral health benefits to approximately 90 percent of children and adults on public water systems in Wisconsin.

The Centers for Disease Control and Preven-tion recognizes community water fluorida-tion as one of the 10 greatest public health achievements of the 20th century.

Effective Feb. 1, 2013, Wisconsin’s optimal level of fluoride is to be 0.7 mg/L. New, lower level established by state’s Oral Health Program in Department of Health Services and Public Water Supply Section in Department of Natural Resources in response to U.S. Department of Health and Human Services proposed change.

Factions within communities continue challeng-ing oral health value and safety of public water fluoridation despite 67 years of scientific results. Objections often tied to budget concerns or safety concerns.

WDA is using its ADA State Public Affairs grant to implement proactive, coordinated, statewide communications plan with focus on educating WDA members, local elected officials and the general public about fluoridation’s benefits via:

As of Jan. 1, 2013, DHS and WDA working with grassroots members to support fluorida-tion in: Balsam Lake, Camp Douglas, Clinton, Elroy, Holmen, Mukwonago, Onalaska, Shawano, Soldier’s Grove, St. Croix, St. Croix Falls, Tigerton and Waupaca.

WDA sending two staff and three member dentists to a one-day ADA fluoride training in Chicago on April 12.

Legislative-related meetings

2013• Dentistry Examining Board: May 1, July 10, Sept. 4, Nov. 6; all meetings are held at Department of Safety and Professional Services, 1400 E. Washington Ave. in Madison

and start promptly at 8:30 a.m. • March 27 – WDA Legislative Day; Monona Terrace, 1 John Nolen Dr., Madison; 9 a.m.; register online at WDA.org or contact Dana Ponce at [email protected] or 888-538-8932. • April 25 – Sheboygan County Dental Society Legislative Meeting; The Bull, 1 Long Dr., Sheboygan Falls; 5:45 p.m., social; 6:10 p.m., dinner; 6:45 p.m., roundtable with legislators.

Grassroots Legislative “Coffees” (Please contact WDA Executive Director Mark Paget at [email protected] or 414-755-4100 with questions about this pilot program.)• March 25; 8:30 – 9:30 a.m., State Sen. Sheila Harsdorf (R-River Falls), Urban Olive and Vine, Hudson

• April 5; Noon – 1 p.m., State Sen. Chris Larson (D-Milwaukee), Sen. Larson’s District Office, Milwaukee • April 8; 8 – 9 a.m., State Rep. John Nygren (R-Marinette), Dew Hill Coffee, Marinette

• April 29; 8 – 9 a.m., State Sen. Tom Tiffany (R-Hazelhurst), Great Northern Coffee Traders, Minocqua

MUSOD broke ground on its expansion project Sept. 18, 2012 and is expected to open August 2013.

Gov. Scott Walker designated $500,000 in his proposed 2013-15 state budget to expand cur-rent tuition assistance ($8,753/student/year) to the 10 additional Wisconsin residents in each class; this was an expected secondary funding phase related to the expansion.

Wisconsin Dental Hygienists Association joins Children’s Health Alliance of Wisconsin, DHS, DNR, DPH, Wisconsin Oral Health Coalition and WDA in addressing local fluoridation challenges statewide with a “rapid response” process and public education.

• “Fluoride Fridays” on WDA social media• Home page drop down link for updated fluoride information page on WDA.org• Myth vs. fact info in patient print and electronic newsletters• Statewide OpEd signed by new WDA President Dr. Tim Durtsche• Local letters to newspaper editors as needed• Statement of support for fluoride in WDA Healthy Choices Legislative E-Lert• Myth vs. fact info in WDA Journal

Dentist and dental hygienist members with fluoride challenges in their communities OR who would like to have their local water supplies fluoridated are asked to please contact Erika Va-ladez ([email protected]) for WDA assistance.

WDA Government Buzz gives members a snapshot of the current status of dental-related policies and legislation. The Issue tells you who, what and why; Current Buzz gives you a status update on the issue; WDA Actions highlights your professional associa-tion’s activity and position; and Next Steps anticipates what’s around the corner and, in some cases, identifies what WDA mem-bers can do. “WDA Government Buzz” is updated for each issue of the journal. Current “buzz” available on WDA.org website and accessed monthly via WDA Executive Director’s Update e-newsletter. For more information, visit WDA.org or call the WDA Legislative Office at 608-250-3442.

Updated information is highlighted.

WDA Legislative Day J March 27, 2013Madison J Register online @ WDA.org*


Messages

The WDA Journal invites readers to express their views in letters to the editor. This provides a forum for discussing topics of interest to the dental profession. To be considered, letters must be 300 words or less and signed with an e-mail address or phone number. The Editorial Board reserves the right to edit for space, clarity, civility and accuracy. Any changes will be shared with the writer before publication. If your letter is selected, contact will be made to confirm receipt. Submit letters to the editor via email to [email protected] or fax to 414-755-4111. You may also mail your letter to: WDA Journal | Attn: Dr. Robert Brennan | 6737 W. Washington St. | Suite 2360 | West Allis, WI 53214

WDA style note: We make every effort to bold members’ names in articles.

Submitting letterS to the editorWDA Editor Robert Brennan, DDS, Neenah

920-725-0551 • [email protected]

Robert Darling, DDS, Sheboygan920-457-1717 • [email protected]

Ellyn English, DDS, La Crosse 608-775-2696 • [email protected]

Glenn Gequillana, DDS, Milwaukee414-649-3510 • [email protected]

Gene Shoemaker, DDS, Waukesha 262-542-0326 • [email protected]

editorial adviSory board

Many ways to give back

Help the WDA…help you!

Timothy Durtsche, DDS, WDA President [email protected]

Robert Brennan, DDS, WDA Editor [email protected]

Ienjoy reading or listening to observations from those who travel to an underserved country to provide dental care. Many programs are coordinated by service

organizations and churches while others by a group of dentists and team members. The American Dental Association and Health Volunteers Overseas come to mind. The ADA provides information on preparing for overseas programs and a listing of national or inter-national relief opportunities. Following recent disasters, there has been a great need for volunteers in different parts of the world. After Hurricane Sandy, many of our dental colleagues lost their offices and needed to rebuild. In the early 1990s, I had an opportunity to travel to La Crosse’s Sister City of Dubna, Russia. While I was not involved in actual patient care, our group did provide instruction. I helped to distribute equipment and supplies which was a meaningful experience. Friendships were made and I learned so much about another culture, its education and health care deliv-ery systems and customs. It also reinforced for me how similar people are and the notion we all have the same needs despite our different backgrounds.

However, travel is not necessary to volunteer and help people in need. The Wisconsin Dental Association and WDA Foundation will host its fifth Mission of Mercy event on June 28 and 29 in Walworth County. This is a local mission experience, benefiting Wisconsin adults and children.

The MOM program is near and dear to me. My wife, Sue, and I served as local co-chairs for the first WDA MOM in La Crosse in 2009. We had a wonderful time volunteering and MOM has become our favorite summer activity. During the past four years, the event has provided more $4.6 million in care to at least 8,600 individuals. MOM volunteer registration opens in late March on WDA.org. If you have not had an opportunity to volunteer at MOM, I hope you will join me this year and encour-

age your staff and family to do the same. You will be rewarded with many hugs and much gratitude from patients who truly appreciate what we can do for them. Other local volunteer options include presenting oral hygiene instruction in classrooms and assisting with a sealant program or dental screening event. The WDA is always looking for members to serve as committee members, trustees, delegates, component officers and mentors. The WDA Foundation’s Donated Dental Services program celebrates 15 years of service this year. This milestone could not have been reached without loyal volunteers. Consider volunteering with a local health depart-ment, joining a service club, serving in a place of worship or working on city projects. Many times charitable organizations encourage us to “give until it hurts.” My father-in-law encourages us to “Give until it starts to feel really good.” Sue and I prefer to subscribe to that rule. We are blessed to be in a great profession and we all receive many benefits from that. No matter the way, I encourage all of us to give something back. I always end up feeling like I get more in return than I give.

In 1995 when I was elected to the Wisconsin Dental Association Board of Trustees, my first assignment was to buy a fax machine for receiv-ing the information I would need to perform my

duties. It wasn’t long before I had to buy a computer, as the WDA was starting to use email to send us infor-mation. Apparently not having a fax machine or computer meant I was a little behind the technology curve. Like it or not, the WDA was forcing me into the technol-ogy age. Things sure have changed rapidly since then. Now, we have smart phones, iPads, Facebook, LinkedIn, YouTube, Twitter, and iCloud to name just a few. We also now use the Internet to acquire and transmit most of the information we need. As electronic communication tools have prolifer-ated, the WDA has tried to keep up with all the advancements. So far, I think they have been pretty successful. In 1995, the main source of information for members was the WDA Journal. Not only was the informa-tion somewhat dated because of the time needed to produce and publish it, but the information was also limited by the size restraints of the publication. The WDA couldn’t publish everything, so the emphasis was on the most relevant information for members.

Today, with a renovated website, email alerts, mul-tiple electronic newsletters and several social media platforms that can be viewed 24/7 on a multitude of devices, WDA members receive the most current information and much more information than at any other time in this organization’s past. While the WDA sends out the information, it is only useful if you read it. Unfortunately, not all of us do. At our component meeting, I asked how many people read the monthly, electronic Executive Director’s Update and was disappointed when only a few hands were raised. I know the WDA sends out more information than you probably want to read. Utilizing computers and electronic communications makes it possible to send out vast amounts of information, but your association still works to share only the most important and inter-esting information with you. With our hectic pace it is easy to say, “I just don’t have the time or desire to sort through all that infor-mation”. But if you don’t utilize it, it is of no value and a waste of your dues dollars. The WDA staff is here to serve you. They are more than willing to answer your questions. However, a lot of times the answer is already out there on the website, in the sourcebook and/or the Journal or is delivered

right to your desktop via an electronic communica-tion. I encourage you to read your WDA communica-tions, as they likely have the answer to your questions or provide important information you didn’t even know you needed. This will save you the time of call-ing the WDA to get answers and free up your WDA staff to develop and implement new, exciting and helpful programs and services. Utilizing WDA staff in an efficient manner helps keep dues down. Remember it may be the WDA’s responsibility to provide us with information, but it is our responsibil-ity to read and act on it if we are to stay informed and current on dental issues.

No matter the way, I encourage all of us to give something back. I always end up feeling like I get

more in return than I give.

I encourage you to read your WDA communications, as they likely have the

answer to your questions or provide important information you didn’t even

know you needed. This will save you the time of calling the WDA to get answers and free up your WDA staff to develop

and implement new, exciting and helpful programs and services.


Member Publication

APRIL 2013VOLUME 89, NUMBER 4

EditorRobert Brennan, DDS, Neenah

920-725-0551 • [email protected] Editor

Mark Paget414-755-4100 • [email protected]

Managing EditorEmily Bultman


OFFICERSPresident

Timothy Durtsche, DDS, La Crosse 608-784-7319 • [email protected]

President-ElectJulio Rodriguez, DDS, Brodhead

608-897-8645 • [email protected] Vice President

Paul Levine, DDS, Milwaukee414-355-0213 • [email protected]

Past-PresidentSteven Stoll, DDS, Neenah

920-725-4307 • [email protected] Treasurer

John R. Moser, DDS, Milwaukee414-273-9800 • [email protected]

EditorRobert Brennan, DDS, Neenah

920-725-0551 • [email protected] Executive Director/Secretary

Mark Paget, West Allis 414-755-4100 • [email protected]

Region 1 Northwest David Kenyon, DDS, Altoona

715-832-3385 • [email protected] Nehring, DDS, Mercer

715-476-3432• [email protected] Jennifer Peglow, DDS, Stevens Point 715-344-2324 • [email protected]

Region 2 NortheastPaul Feit, DDS, Sturgeon Bay

920-743-6976 • [email protected] Peter Hehli, DDS, Appleton

920-997-1557 • [email protected] Kraig, DDS, Fond du Lac


Region 3 Greater MilwaukeeThomas Kielma, DDS, Milwaukee

262-649-3510 • [email protected] Lepak-McSorley, DDS, Milwaukee

414-383-8787 • [email protected] Thomas Raimann, DDS, Hales Corners414-425-1510 • [email protected]

Region 4 SoutheastRyan Braden, DDS, Lake Geneva

262-248-0120 • [email protected] Hartmann, DDS, New Berlin

414-543-4700 • [email protected] Murphy, DDS, Racine


Region 5 SouthwestL. Stanley Brysh, DMD, Madison

608-417-6500 • [email protected] Clemens, DDS, Wisconsin Dells608-254-2345• [email protected]

Patrick Tepe, DDS, Verona 608-848-4000 • [email protected]

Region 6 Student RegionDerek Schmidt

Marquette University School of [email protected]

Speaker of the HouseRichard Lofthouse, DDS, Fennimore


ADA 9th District TrusteeDennis Engel, DDS, CDE, Mequon 262-242-8929 • [email protected]

The Wisconsin Dental Association Board of Trustees was all business at its February meeting in Appleton, endorsing a new accounts receivable management system, approving guidelines for inviting members to participate in political activi-ties and adopting the fiscal year 2014 Long Range Plan.

WDA Insurance and Services Corp. President Mara Roberts presented detailed research on Transworld Systems Inc. which offers a three-step accounts receivable pro-cess with dental office participation via interactive software or the Internet.

TSI, a member of the Association of Credit and Collection Professionals, has offices in Madison and Milwaukee. More than 30 percent of its 60,000 clients nation-wide are in the medical or dental field. TSI is endorsed by the Michigan, Virginia, Arizona and Arkansas dental associations and the American Medical Association.

The firm has recovered $121 mil-lion for 10,000 dental clients, of which 117 are located in Wisconsin. WDAISC expects to generate $4,000 during the first two years of TSI’s endorsement.

Political solicitationsReaffirming WDA support of individ-

ual member dentists’ political activity, the Board approved new guidelines for releasing members’ contact information.

The executive director or director of government services may authorize use of members’ emails, fax numbers and mailing addresses for targeted political solicitations of WDA dentists living and/or working in a specific legislative or congressional district.

Members may be invited to participate in a statewide campaign only when the solicitation is driven by a member dentist who is sponsoring an event on behalf of a specific candidate. These communications must include the sponsoring dentist’s signa-ture and/or authorization.

At no time are member email addresses, telephone numbers or fax numbers shared with a political party, candidate or campaign com-mittee.

Members wishing to have their names and contact info removed from all politi-cal solicitations should notify the WDA Legislative Office in Madison. Long Range Plan

Six years after launching a compre-hensive, strategic, goal-oriented process to

maximize efficient and effective allocation of financial and human resources, long-range planning is driving daily activities at the WDA and delivering measureable outcomes. Having met in January (see full story in May 2013 WDA Journal), the Long Range Planning Committee submit-ted a plan to the Board that:

• Updates measures in nine program areas

• Sunsets the Dental Home Subcommittee, continuing education reg-istry (print CE folder) and workforce issue area

• Changes the priority of Pyramids of Pride and non-annual session CE to “low” and American Dental Association Lobby Conference to “medium”

Staff regularly updates the Board and House of Delegates on program outcomes.

In other Board news, official ADA membership totals show the WDA end-ing 2012 with 3,040 members, compared to 3,038 the year before. The WDA also closed out the year with 113 new dental hygienist members or more than double the original goal of 50.

The Board welcomed several outside speakers in February.

WDA Board of Trustees endorses accounts receivable service, adopts long range plan

Dr. John R. Moser Dr. Mark Mueller Dr. Barrett Straub Dr. Brian Watkins

Leadership Circle ($505 contribution) Dr. Thomas Albiero Ms. Lani Becker Dr. William Bird Dr. Matthew Bistan Dr. Ryan Braden

Dr. Robert Conlon Dr. London Cooper Dr. Timothy Cooper Dr. Andrew Crow Dr. Francesca DeRose Dr. Nicolet DeRose Dr. Paul Feit Dr. Mary Karkow Dr. Lyndsay Knoell Dr. Anthony KraftDr. Jeffrey Kraig Dr. Nancy Larson

Dr. William Lobb Dr. Angela Lueck Dr. James Luetzow Dr. Rick MuellerDr. Jeffrey Nehring Dr. Jolanta Pajek Dr. Sandra Piefer-TomczakDr. Randal Valenta Dr. Beth Welter Dr. Daniel Witkowski

WIDPAC 2013 members continued from page 2

Grassroots ($305 contribution) Dr. Charles Anderson Dr. Randall Ballweg Dr. Jacqueline Belter Dr. Michael Bouressa Dr. Mark Brieman Dr. Renita Burrell Dr. Susan Cable Dr. Bret Claybaugh Dr. Jason Cooke Dr. Kirk Davies Dr. Bruce Davis Dr. Thomas De Namur Dr. Paul Dibley Dr. Terry Donnelly Dr. Summer Drews Dr. Russell Dunkel Dr. Ronald Egan Dr. A. Exner Dr. Michael Furlong Dr. Cary Gillingham Dr. Richard Hack Dr. Tim Harper Dr. Joel Hartjes Dr. Bradley Hartjes Dr. Karen Johnson Dr. Wendy Knoell Dr. Paul Koehl Dr. Thomas Langkammer Dr. Lynn Lepak-McSorley Dr. David Luisier Dr. Jamie Marchi Dr. John Onderak Mr. Mark Paget Dr. Steven Peterson Dr. Douglas Peterson Dr. Joseph Schouten Dr. Tamim Sifri Dr. Charles Sowieja Dr. Paul Svoboda Dr. Patrick Tepe Dr. Paul Tyberg Dr. Martin Williams Dr. Lisa Young Dr. Robert Youngquist Spouses ($75 WIDPAC contribution) Mr. Woody Burrell II Ms. Lynlee Hehli Ms. Marissa Rodriguez Students ($15 contribution) Mr. Philip Crum Ms. Rosa Barnes Ms. Tara Ferris Mr. Michael Jumes Ms. Katherine Pauly Mr. Derek Schmidt

Carol Weber, APR WDA Director of Public Relations [email protected]

continued on page 11...

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #517


Dental practices usually focus their compliance efforts on Occupational Safety and Health Administration and the Health Insurance Portability and Accountability regulations. Until recently, many practices avoid-ed common fraud and abuse enforce-ment activities directed at medical practices. The environment for dental practices is changing and we are seeing more government auditors and private con-tractors reviewing dental claims. Penalties for failing to follow billing rules can be significant, particularly when a government health program is the reimbursement source.

For example, failure to return over-payments to a government program within 60-days following identification can result in liability of three times the amount of the overpayment, plus up to $11,000 per claim.

When discovery of an overpayment leads to other incorrectly submit-ted claims due to a systematic billing error, the penalties add up quickly. Errors not discov-ered by the provid-er that could have been discovered through an effec-tive compliance program would be deemed to have been identified and subject to penalty if found by a government or private auditor. Because of the increased enforce-ment efforts, dental practices are begin-ning to recognize the need to establish systematic compliance programs that extend beyond the usual OSHA and HIPAA issues. The Office of Inspector General of the U.S. Department of Health and Human Services encourages dental practices to establish systematic com-pliance programs to identify potential legal risk areas and systematic audits of high-risk areas. “Off-the-shelf” form policies are not adequate to create an effective compli-ance program and they often create additional risk. Every practice is unique and a one-size-fits-all plan will not likely meet the government’s standards for effective-ness.

Using form policies may give a sense of security, but this shortcuts the impor-tant step of going through the institu-tional process of identifying risk areas and creating compliance cycles unique to a specific organization. A compliance program must be viewed as a process continually oper-ated, rather than a set of policies. It is important to create a compliance cycle involving a continued process of risk identification, auditing and moni-toring, training of personnel, corrective actions and appropriate plan revisions. Attempting to shortcut the process to create an organic compliance cycle will not result in a quality program and withstand government scrutiny.

Editor’s note: This is the second part in a two-part series on employee fraud and embezzlement.

Establishing effective dental practice compliance cycles

John H. Fisher II, CHC, CCEP Health Care Law Counsel at Ruder Ware [email protected]

BUSINESS of Dentistry

Prescription needed for oral sleep appliances Dentists can only make oral sleep

appliances for a patient following a physician’s comprehensive screening,

diagnosis and prescription. Review the Wisconsin Dentistry Examining Board’s sleep-related

breathing disorders position state-ment at http://1.usa.gov/Zn8eCh

for more information.

Using form policies may give a sense of secu-

rity, but this shortcuts the important step of going through the institutional process of identifying

risk areas and creating compliance cycles unique to a specific organization.

q 3

q 3q 3



All dental offices currently imple-ment the common practice of protecting patient health information with rules set forth in the Health Insurance Portability and Accountability Act. However, the U.S. Department of Health and Human Services issued a final rule on January 17, 2013 to enhance HIPAA privacy, security, enforcement and breach notification rules (collectively termed the Omnibus Rule). The final Omnibus Rule will be effec-tive March 26, but covered entities, including dental practices and business associates, will have 180 additional days or until Sept. 23, 2013 to comply with the requirements. Some of the provisions of the Omnibus Rule require the following: • Extend that all business associates and subcontractors of covered entities are directly liable for HIPAA privacy and securities rules as well. • Provide stronger limitations on use and disclosure of personal health informa-tion for marketing and fundraising activi-

ties and prohibit PHI release without individual consent. • Expand patient’s right to obtain elec-tronic copies of their PHI and restrict disclosures to a health plan regarding treatment for which the individual has paid all costs out-of-pocket. • Require modifications, and redistri-bution of, the covered entities Notice of Privacy Practices. (These revised forms will be available through The Dental Record in May 2013. Call 800-243-4675 for more information) • Modify individual authorization requirements to conduct research and disclosure of child immunization proof to schools, and expand the health informa-tion definition to include genetic infor-mation • Strengthen the Health Information Technology for Economic and Clinical Health Act by clarifying when breaches of unsecured health information must be reported to the HHS Office of Civil Rights. This rule will also increase the monetary penalties for those breaches

based on level of negligence with a maxi-mum penalty of $1.5 million per viola-tion. The American Dental Association continues to review this 563-page rule. However, more information and the rule itself is posted on the Federal Register Public Inspection Desk and can be viewed at www.federalregister.gov/public-inspec-tion. Watch for future WDA Journal articles regarding these HIPAA rules.

All Wisconsin dentist and dental hygienist licenses renew in six months on Sept. 30, 2013. Have you completed your required continuing education hours (30 for dentists and 12 for dental hygienists) and updated your certifi-cate of proficiency in cardiopulmonary resuscitation and automated external defibrillators? If you still need CE and/or CPR/AED training, then check out WDA

InSession – the very affordable, one-stop shop with 56 CE options, includ-ing CPR/AED. Earn up to 16 credits, May 2 – 4 in Wisconsin Dells. Fulfilled your licensure CE require-ments? Then brainstorm solutions to your most challenging dental case ques-tions and practice management issues at InSession’s one-of-a-kind, peer-facil-itated Interactive Learning Sessions.

Add in an exhibit hall with more than 100 booths, opportunities to net-work with colleagues from across the state and a great team-building envi-ronment at the Kalahari Resort & Convention Center and why would you want to miss being part of this unique “Hear. See. Do.” experience? Register online today (ILSs filling up fast) for WDA InSession 2013!

New HIPAA rules issuedErika Valadez WDA Dental Practice and Government Relations Associate [email protected]

Key takeaways...

• A compliance program must be viewed as process continually operated, rather than a set of policies. • Dental practices have until Sept. 23, 2013 to comply with new HIPAA requirements • WDA InSession offers 56 CE options, including CPR/AED training • Meet with your adviser to learn about any potential liability before volunteering

Revised and compliant HIPAA forms

The Dental Record will have revised and compliant HIPAA

Notice of Privacy Practices forms available in May 2013.

Contact 800-243-4675 or [email protected] for

more information.

GOT CE? WISCONSIN DENTAL ASSOCIATION


Many Wisconsin Dental Association member dentists and dental hygienists volunteer their time and professional services at home and abroad. The last thing on most people’s minds when volunteering is the poten-tial liability they are assuming. Most people think they would never be sued or they think the volunteering organization carries coverage to protect them if a lawsuit is filed. Both of these assumptions can prove emotionally and financially devastat-ing. Lawsuits of this nature are not com-mon, but they do happen. Take the time to learn about possible risks before serving on a board, volunteering at a clinic or participating in a dental mis-sion. When serving on a board, ask the organization if their Directors and Officers insurance covers each individ-ual board member. Verify the coverage extent and amount. If individual interests are not pro-tected, talk with an insurance adviser to obtain additional protection. When providing services at a clinic, ask the clinic director if they have a professional liability policy covering each health care provider. If not, retired dentists can purchase a Volunteer Professional Liability policy to cover them. Practicing dentists who carry the CNA Professional Protector Plan® are automatically covered under the policy. For both policies, injury or damage must be caused by a dental incident arising out of the supplying of or failure to supply professional services by you or anyone for whose professional acts or omission you are legally responsible. Professional services means those ser-vices you perform as a volunteer for which you are licensed, trained and qualified to perform in your profession as a dentist. It is also important to know where coverage applies. Policies state the “Coverage Territory” which is typically the United States, Puerto Rico and Canada. There is no coverage outside of the “Coverage Territory” if a lawsuit is filed in a foreign country. If a lawsuit is filed back in the United States, policy coverage would apply. WDAIP has not seen a case against a dentist who volunteered on a mission in Haiti or Guatemala. However, it is important to be aware of the exposure if considering a similar mission. Meet with your insurance adviser so you understand your exposure and you can make an informed decision on how best to address the potential liability when you volunteer your time and pro-fessional services.

Don’t let volunteer efforts put you at risk Mara T. Roberts, CLU, RHU, REBC WDAISC President [email protected]



There are any number of reasons why Wisconsin Dental Association member dentists and dental hygienists travel to various countries to donate care. Some volunteer due to a desire to give back to a world that has provided them with great advantages. Others have a longing for an experience removed from their day-to-day routine. There are those who simply identify a need or problem and are determined to be part of the solution. Many are drawn by an interest in traveling to new places, meeting new people and doing some-thing worthwhile at the same time. Several members have recently par-ticipated in mission trips or have been recognized for their ongoing efforts by the American Dental Association. Dr. Carl Meyers (West Bend) returned to Guatemala in fall 2012 with his wife, Amy, and his children, Kaitlyn and Scott. His family first visited the remote city of Panajachel in 2010 with the nonprofit, Time and Talents for Children. “I have always been interested in trying to help those in need. Early in my career as a dentist, I searched for an opportunity to participate in a dental mission that might fit with what I was able to offer, plus be able to include my children,” Dr. Meyers said. With other dentists and medical staff, several children with debilitating oral problems were treated and baby exams were completed. “The lessons my children learn

from our trips cannot be taught in a book, and we have never been closer as a family than when we are serving others together,” Dr. Meyers said. Dr. John Schacherl (Verona) and his daughter, Dr. Katherine Schacherl (Verona), traveled with an assistant to the Dominican Republic in November 2012. All three traveled south to gain skills in performing and assisting advanced oral surgeries while treating patients in desperate need of dental care. Dr. John also returned to Siguatepeque, Honduras with two dental hygienists from his practice in September 2012. “It was so rewarding to see so many of the school children return without cavities as they have learned to brush and floss and have received fluoride treatments,” he said. The Schacherl’s first visited the Central American country with his daughter in 2009 through Sharing Resources Worldwide, a Madison-based humanitarian nonprofit. The father-daughter team returned to the dental clinic they helped set up in 2011 and they plan to continue trips in the future to Honduras. In spring 2005, Dr. Dana Lubet (Middleton) embarked on an adven-ture and started a dental branch of the Hackett Hemwall Foundation. Dr. Lubet was the original and only dentist work-ing to serve the people of Olanchito, Honduras.

In 2010, he returned to Honduras with Susan Schemmel Kraus, RDH. They developed a dental preven-tion program, Collaborative Honduran American Vision of Odontology or CHAVO, for children in schools and vil-lages throughout the country. CHAVO continues to serve children in remote villages and rural and inner city schools. Dr. Lubet spent time edu-cating public officials on the benefits of community water fluoridation. Since 1998, Dr. Thomas Schuetz (Delevan) and his wife, Cindy, have gone on more than a dozen mission trips to the mountainous region of La Montaigne in Haiti. The Schuetzes serve as president and vice president of Friends of the Children, a nonprofit organization that organizes medical, dental and health education missions. The couple visited Haiti four times to

help with clean up following the tragic earthquake in 2010. They continue their volunteer efforts with trips twice a year, most recently in September 2012 and January 2013. “Our main goal with dental care is to create an education and prevention-based program, while attempting to intercept potentially life-threatening oral infections and oral pathology,” Dr. Schuetz said.

PHOTO LEFT: Dr. Carl Meyers (West Bend) smiles with a patient in Guatemala in fall 2012. He returned to the Central American country on a mission trip with his family. PHOTO RIGHT: Dr. Katherine Schacherl (sec-ond from left) and her father, Dr. John Schacherl (fourth from left) enjoy volunteering in Honduras where they set up a dental clinic in 2011.

WDA dentists, dental hygienists share their skills abroad Emily Bultman WDA Communications Coordinator [email protected]

members who assisted in starting it, but also as a longtime volunteer. It has been extremely gratifying seeing the response from my colleagues and the extended dental community during the past 15 years,” Dr. Swanson said. Participation remains easy with dentists seeing one or two patients a year. Dentists and labs take care of the patients while DDS staff takes care of everything else. DDS Program Director Carol Shoemaker and DDS Coordinator Carrie Golabowski serve as the liaisons between the patients, labs and dentists. They help volunteers in referring patients to specialists and securingdonated lab services if needed. The DDS program does not provide lifetime dental care. Rather, the goal is

to return patients to good oral health, enabling them to reach an affordable main-tenance level. Previous DDS patients have shown their appreciation in various ways to volunteer dentists and DDS staff. A recent patient sent a copy of “The Giving Tree” to Ms. Shoemaker as a small gesture. The book itself is a journey between a boy and a tree, but it also encompasses an underlying theme of selfless generosity. “DDS patients come to the program with dental needs which have been neglected for many years due to limited financial resources. The compassion of our DDS vol-unteers is humbling to me and the patients. Many patients refer to this program as a true miracle,” Ms. Shoemaker said. DDS volunteer dentists and labs have shown this selfless generosity for 15 years and they will continue to make a difference by improving some of Wisconsin’s most vulnerable residents. Contact Carol Shoemaker at [email protected] or 888-338-6852 for more infor-mation and to sign up as a DDS volunteer.

DDS continued from page 1

“This program changes lives! That is why I participated. When patient first came in she wasn’t taking care of herself. Once she had teeth she started to care about herself and would speak to people

again! She gained confidence.” - De Pere dentist

“I believe this is a wonderful program and service. Patients I’ve seen are

very grateful.”- Wauwatosa dentist

Focus on:National

Volunteer Week

Patient waiting list This list represents the 10 counties in Wisconsin with

the greatest need for additional Donated Dental Services volunteers. How many months a County recipient has been waiting Douglas County ........................................................................... 72 monthsPierce County .............................................................................. 48 monthsWashburn County ........................................................................ 34 monthsMarinette County ........................................................................ 30 monthsFond du Lac County ..................................................................... 30 monthsRacine County ............................................................................. 30 monthsJuneau County ............................................................................. 29 monthsRock County ................................................................................ 28 monthsSheboygan County....................................................................... 28 monthsWalworth County ........................................................................28 months

Thank you 2012 DDS financial donorsWisconsin Department of Health Services

Delta Dental of WisconsinPierre Fauchard Academy FoundationWDA Insurance and Services Corp.Dental Health Associates of Madison

St. Monica Parish, Whitefish BayDr. Thomas ChoateDr. Richard LabinskiDr. James Schwengel

Ms. Carol Weber

Dr. Ann O’Neil of Milwaukee (right) shares a moment with a recent Donated Dental Services patient.

Donated Dental Services is administered and supported by the Wisconsin Dental Association Foundation, Inc. a 501(c)(3) charitable organization.


Focus on:National

Volunteer Week

For Dr. Lyndsay Knoell (Racine), serv-ing on the Wisconsin Dentistry Examining Board means having a positive impact on the dental profession. “All dentists and dental hygienists need to be active participants in the dental pro-fession. Anyone can have a positive impact on the profession by volunteering skills, effort and time,” Dr. Knoell, who serves as DEB chair, said. Housed under the Wisconsin Department of Safety and Professional Services, the DEB was created to protect the public by ensuring only qualified per-sons are licensed to practice dentistry and to further ensure licensed individuals prac-tice in accordance with the requirements of the Wisconsin Dental Practice Act. Currently, the board consists of six den-tists and three dental hygienists. Two public member seats remain vacant. Members are appointed by the Governor and confirmed by the state Sentate. Serving on the DEB was a longtime professional goal of Deb Beres, RDH (Waukesha), who is the newest member to be confirmed. “It is an honor to represent dental hygienists across the state, and the high standards of conduct we hold for ourselves. My opinions are valued and I feel encour-aged to offer my knowledge as it relates to board matters,” she said. The DEB is responsible for issuing licenses and for determining what disci-

plinary actions should be taken if dentists or dental hygienists fail to comply with the state’s rules and regulations relating to dentistry.

They also review the state’s administra-tive rules governing specific areas of den-tistry. Recent DEB position statements include sleep-related breathing disorders, laser use by dental hygienists and use of dermal fillers and Botox®. “It is important to note DEB members

work and live under the regulations we make. We are no different from any other dental practitioner in the state,” Dr. Knoell said. Dr. Knoell said anyone can put their name forward for consideration by the gov-ernor for a future DEB appointment. “Personally, I have found that every member brings something special to the DEB, just as every dentist or dental hygien-ist brings something special to their dental practice,” he said. A member can serve up to two consecu-tive four-year terms. The DEB meets six times a year at the DSPS building in Madison and they hold additional meetings via teleconference as needed. Members receive a minimal stipend to help cover travel expenses. “I am fortunate to be a dental hygienist and be able to give back to the profession by serving on the DEB,” Eileen Donohoo, RDH (Wauwatosa) said. Ms. Donohoo has enjoyed the camara-derie with other DEB members while learn-ing the ins and outs of how a state agency operates. “I have learned how important our input is to the process of discipline. Because of the high-quality of dental care, only a small minority of dentists and dental hygienists are brought before the board. Hopefully, the discipline ordered makes Wisconsin an

even safer place to receive dental care,” she said. Further time commitments include reading investigative, legal and other cor-respondence received from the DSPS on an on-going basis. “I am grateful for the opportunity to serve on the DEB. During my time on the board, I have met exceptional people and developed friendships I will always remem-ber,” DEB Vice Chair Dr. John Grignon (Milwaukee) said. Dr. Grignon encourages all dentists and dental hygienists to get involved and give back to the profession. “There are many ways to serve. If not the DEB, I would recommend serving in another capacity whether it is at the com-ponent level or at a dental clinic. As dental professionals, we all work hard to maintain our high-standards in various ways” he said.

Wisconsin DEB

Dr. Mark Braden (Lake Geneva) Dr. John Grignon, vice chair (Milwaukee) Dr. Adriana Jaramillo (Stoughton) Dr. Lyndsay Knoell, chair (Racine) Dr. Kirk Ritchie (Crandon) Dr. Beth Welter (Prairie du Chien) Debra Beres, RDH (Waukesha) Eileen Donohoo, RDH (Wauwatosa) Sandra Linhart, RDH, secretary

*Two public seats remain vacant

DEB members proud to serve Emily Bultman WDA Communications Coordinator [email protected]

DEB members (back row from left) Drs. John Grignon, vice chair; Yolanda McGowan, DSPS attorney; Deb Beres, RDH; Mojgan Hall, DSPS administrative staff; Dr. Lyndsay Knoell, chair; Dr. Mark Braden; Dr. Beth Welter, Dr. Kirk Ritchie and (front row from left) Eileen Donohoo, RDH; Sandra Linhart, RDH, secre-tary and Dr. Adriana Jaramillo.



Q&A

presented by Ezedin M. Sadeghi, DDS, MS, MUSOD Associate Professor and Oral Pathology Director [email protected]

CASE

STU

DY #

142

A 51-year-old male was referred to an oral surgery clinic for the diagnosis and treatment of an exophytic and asymp-tomatic palatal lesion (Figure #1). The duration of lesion was unknown and it was growing slowly. The patient was otherwise healthy.

Questions:1- What would you include in

the differential diagnosis list?a. Irritation fibromab. Pleomorphic adenomac. Neurofibromad. Schwannomae. All of the above

2- What step would you take to make a definitive diagnosis?

a. Brush biopsyb. excisional biopsyc. incisional biopsyd. no surgical procedure

is necessarye. excisional biopsy and

histological evaluation

Answers on page 15

FIGURE #1

The new Wisconsin Dental Association patient e-newsletter, Tongue ‘n’ Cheek… and Teeth, too! launched in February in honor of National Children’s Dental Health Month. This free, quarterly e-newsletter offers essential oral health care tips for all ages, fun and educational videos, downloadable kid-friendly materials and more straight to your inbox. All WDA members, Wisconsin media and advertisers will receive the new quar-terly patient-focused e-newsletter. Encourage your patients, family and friends to sign up for the WDA Tongue ‘n’ Cheek… and Teeth, too! e-newsletter on WDA.org. The February 2013 patient e-newslet-ter and previous patient print issues are posted on WDA.org and available for download.

The next spring electronic issue will launch in May 2013 and watch for the spring/summer print edition inserted in the June 2013 WDA Journal.

What is bitly?

Have you noticed shorter website links in WDA communications like this – http://bit.ly/WfdGTB? Website URLs are now being shortened using bitly for social media platforms, Facebook and Twitter, and in the WDA Journal. Reducing the website length makes sharing easier while redirecting to original website.

WDA launches patient e-newsletter Amanda Brezgel WDA Electronic Communications Coordinator [email protected]

communiqu e´

In MemoriamThe Wisconsin Dental Association extends its condolences to the fami-lies and friends of the following den-tists who have passed away:

Dr. James Bouressa Neenah, Wis. Passed away Feb. 22, 2013 Member for 60 years

Dr. Richard Green Milwaukee, Wis. Passed away Jan. 22, 2013 Member for 13 years

Help us keep our information current. If you are aware of a colleague who has passed away, please call the WDA at 800-364-7646.



Myth:Fluoride causes cancer.

Fact:According to generally accepted

scientific knowledge, there is no asso-ciation between cancer rates in humans and optimal levels of fluoride in drink-ing water.

Since community water fluoridation was introduced in 1945, more than 50 epidemiologic studies in different popula-tions and at different times have failed to demonstrate a link between fluoridation and the risk of cancer.

A 2011 study in the Journal of Dental Research found no significant association between bone fluoride levels and osteo-

sarcoma, a rare, primary malignant bone tumor that is more prevalent in males.

The case-control study was led by the Harvard University School of Dental Medicine and approved by the National Cancer Institute.

Fluoride concentration was measured in samples of normal bone that were adjacent to a person’s tumor. Because fluo-ride naturally accumulates in bone, this method provides a more accurate measure of cumulative fluoride exposure than rely-ing on the memory of study participants or municipal water treatment records.

Source: The American Dental Association Fluoride Facts and National Cancer Institute

Additional “Fluoride myth vs. fact” items will appear in future WDA Journals as an ongoing effort to educate our members about the science behind community water fluoridation.

Visit WDA.org for archived myths vs. facts.

Fluoride myth vs. factMarquette University School

of Dentistry Dean Dr. William Lobb (Milwaukee) thanked the WDA and its members for exceeding their expansion program funding goal of $500,000.

Dr. Lobb acknowledged Delta Dental of Wisconsin’s role in arranging a meet-ing between him and Marshfield Clinic President Dr. Brian Ewert.

Emphasizing that Marquette remains opposed to Marshfield’s proposal for a second dental school, the dean said Marquette would welcome an opportu-nity to work collaboratively on a post-baccalaureate and/or dental residency programs that would complement, rather than duplicate, MUSOD offerings.

Dean Lobb believes it worthwhile to continue discussions on the broader issue of dental education with Marshfield, while that organization re-evaluates the cost of pursuing a second dental school

after the Medical College of Wisconsin decided to locate its rural campus in Wausau.

Delta Dental of Wisconsin Executive Vice President Dennis Peterson and Vice President and Science Officer Dr. Fred Eichmiller (Stevens Point) addressed several issues, including national health care reform, dental coverage in personal benefit plans and continuing support for MUSOD.

Board members met informally with Wisconsin Department of Safety and Professional Services Secretary Dave Ross and State Rep. David Murphy (R-Greenville) during lunch on Friday and State Rep. Penny Bernard Schaber (D-Appleton) at Saturday breakfast.

The WDA Board of Trustees meets again June 21 – 22 at the Landmark Resort in Egg Harbor, Wis.

BOT continued from page 5

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #600BE SURE TO VISIT US AT WDA INSESSION! BOOTH #610


Classifieds

Practice PositionOpportunity

Practice Wanted

Edge Advisors has 15 and counting dental practices for sale! Want to sell your real estate with the practice? Contact Jessica at [email protected] or call 715-379-1796 to find out about how to sell both at the lowest price in the industry. #11-2012-09

Western U.P. practice, near Wisconsin border, will gross buyer over $300,000 the first year, after debt service. Contact Mark Breit, Paragon Dental Transitions, 906-250-9666 or [email protected]. #04-2013-05

Green Bay – General dental practice for sale. Options include immediate or transition buy-in. No temporary associates. Recent graduates welcome. Excellent full-time staff. Two computerized, fully equipped dental ops. One computerized and equipped hygiene room. Doctor retiring. Respond to Wisconsin Dental Association, Blind Box 1106, 6737 W. Washington St., Ste. 2360, West Allis, WI 53214 #11-2012-06

General dentist seeking a practioners, preferably with own patient base, to share office space. Ideally suited for general dentist, prosthodontist, periodontist or orthodontist. Four operatories and laboratory available. Respond to Wisconsin Dental Association, Blind Box 0403, 6737 W. Washington St., Ste. 2360, West Allis, WI 53214. #04-2013-03

Dental Suite – Brookfield: 3 plumbed operatories, lab, reception, business office, private office and restroom. Ideal central location just West of Mayfair – building has other dental specialists – plentiful parking, $1,500. Call Regina at Bohl & Race Ortho 262-784-6700. #03-2013-02

Madison – Dental condo unit for sale or lease. 3 operatories, front office, private office, sterilization area. Ideal for a new startup. In a well-established dental building (with an orthodontist) in a desirable east Madison neighborhood. Contact [email protected] or call 608-217-1727. #02-2013-09

Practice for Sale/Lease Dentist Available/Position Wanted

Classified Advertisements The rate for classified advertisements for Wisconsin Dental Association members is $65 for 30 words or less; additional words 50 cents each. All ads are placed online at WDA.org. A blind box number is an additional $10. Non-WDA mem-bers are charged an additional $25 for each ad and payment must be received prior to publication. Include company logo for $30 per month. Boxed classified ads also are available in three sizes: one inch = $100; two inches = $150; or three inches = $200. Make your ad stand out with a full color, mini-display. Save 10 percent when you run a display ad for three months or more. Mini-display classified ads now avail-able in three sizes: two inches = $200; or three inches = $250; or four inches = $300. Artwork can be created for you at an additional charge: $75 for initial mini-display creation $50 per hour for edits after initial run (one hour minimum will be charged). Visit WDA.org to view rate sheet and download classified contract.

Cancellation of ads must be received in writing. Please note all ads must be pre-paid. Please include payment (check or credit card number) with your classified ad when submitting. You can download the contract online at WDA.org or call 414-755-4110. To place an ad, mail, fax or email [email protected] copy to the Wisconsin Dental Association, Attn: Emily Bultman, 6737 W. Washington St., Ste. 2360, West Allis, WI 53214; fax to 414-755-4111. The deadline for classified advertisements is the second Tuesday of the month, two months before advertise-ment insertion. It is against WDA policy to do unauthorized mailings pertaining to individual classified advertisements. When responding to a Blind Box, please indicate the blind box number on the envelope. When they are received by the WDA office, they are forwarded unopened to the address of the person holding the blind box. Sample: Wisconsin Dental Association, Blind Box #10, 6737 W. Washington St., Ste. 2360, West Allis, WI 53214.

Dentist with five years of experience seeking Madison area associate position with potential for partnership or ownership. Please reply to [email protected]. #05-2013-02

Dentist seeking association position (with buy-in potential) or practice to purchase on Madison’s west side or surrounding suburbs. Respond to Wisconsin Dental Association, Blind Box 0301, 6737 W. Washington St., Ste. 2360, West Allis, WI 53214 #03-2013-01

Milwaukee Metro area practice wanted – West, NW or North preferred. Our client, a successful general dentist with 10 years clinical and management experience, is seeking purchase or associateship leading directly to ownership of existing comprehensive care practice. Highly motivated and financially qualified buyer. For more information call Ken Mathys, CPA of Dental Practice Advisors at 920-593-7250. DPA is representing the buyer, we are not a fee-based broker - there is no cost to the seller. Confidentiality will be strictly maintained. #04-2013-01

#WI500 – Madison Area Practice Wanted – Buyer interested in acquiring a satellite practice with owner willing to stay as associate. Are you looking to slow down and let someone else deal with the business management of your practice? You just want to treat patients and leave without a worry of the day-to-day management of the practice? This may be the perfect time to transition your practice! Call Deanna Wright at Henry Schein Professional Practice Transitions at 800-730-8883 or email [email protected] for more information on how we can help. #02-2013-15

Greenfield – Seeking an ambitious associate general dentist. FT or PT. Molar endo and extraction experience required. Fax resume to 414-327-7551. #02-2012-05.

Southern Wisconsin Practice Wanted for Purchase: We are looking to purchase a modern general practice with at least 3 operatories. We currently have 4 locations and are open to retaining current owner as IC dentist. Please contact Mary Beth at 630-833-5110 or [email protected]. #01-2013-09

Andy Lehmkuhl and your local team at Edge Advisors have transitioned 30 practices in the past two years. We charge less and get the best results in the industry. Need help hiring an associate? Currently we have more than 14 available. See what your colleagues are talking about at www.EdgeAdvise.com. Contact 414-255-5669 or [email protected]. #11-2012-10

Duluth/Superior

Midwest Dental is seeking candidates for the Duluth/Superior area. Since 1968, our philosophy of supporting doctors and staff has lead to unmatched consistency and paved the way for future growth. We pride ourselves on providing doctors the ability to practice in a traditional, non-HMO practice environment coupled with the flexibility and rewards that a group can offer. We are currently working on new opportunities in Duluth/Superior. We’d enjoy the opportunity to learn about your practice philosophy, career goals and expectations. To learn more, please contact Andrew Lockie at 715-579-4076 or e-mail [email protected]. Visit us online at www.midwest-dental.com. #05-2013-04

Whitewater Family Dentistry is currently looking for a full-time general dentist. This successful, fee for service practice, enjoys a modern paperless facility utilizing digital x-rays and intraoral cameras- high-tech with a human touch. They provide all aspects of comprehensive and cosmetic dentistry for all ages. This position offers an associate or partner buy in option and an excellent benefit package. For more information, please call or forward your CV. Summit Dental Consulting, Attn: Steve Rohrscheib at 715-833-8755 (phone), 715-833-8905 (fax) or [email protected]. #04-2013-07

Dentist wanted for well-established southern Wisconsin practice. This is a GREAT practice established for more than 40 years. WE have three full-time hygienists that are scheduled two months ahead with 60% of their appointments prescheduled. We have a fully computerized front desk and accounting system. This makes our accounts receivable only 3 ½ weeks of production. We offer all phases of general practice dentistry. We work with the greatest auxiliary personnel in our entire area, and we function together as a well-trained dental team. By incorporating prevention, care and compassion in our treatment, our patients become part of our dental family. This makes our practice a great place to work. We are looking for a motivated dentist with excellent clinical skills to join our practice. We presently have two full-time dentists (partners) and one of them wants to slow down. The problem… we are too busy for him to do that. We each work 32 to 34 hours per week. This is a great opportunity for a young dentist looking to be part of a small town multi-dentist practice. Here your skills and work will be appreciated. This is for a partnership position. If this is what you desire, then send an email to [email protected] and put “Partnership Opportunity” in the subject line. #02-2013-11

Position available. Associate wanted in Eau Claire – Two Doctor general dental practice seeking associate to partnership candidate. Excellent salary guarantee/benefits. Reply in confidence to [email protected]. #05-2013-01

Professional practice coverage during personal, maternity or disability leave. Keep your cash flowing, and overhead covered. Fee is standard percent of production. All inquiries confidential. DOCTORS PER DIEM. Join us! No charge, travel or obligation, ever. Host pays our fee. Since 1996. We know how. Register at [email protected].

Properties/Office Space Available



To PLAce A dIsPLAy oR cLAssIfIed Ad, PLeAse conTAcT

emILy BuLTmAn AT [email protected].

Opportunities in Rice Lake and Merrill

Midwest Dental is seeking a full time dentist in our Rice Lake and Merrill practices. We offer the opportunity to lead your own clinical team without the administrative and financial burdens. Our philosophy of preserving and supporting the traditional private practice setting provides a great work-life balance, excellent compensation and benefits, and unlimited opportunity for professional development. If you possess a passion for providing quality care and are looking for a rewarding practice opportunity in the Rice Lake or Merrill areas, please contact us at 715-926-5050 or email [email protected]. Visit us online at www.midwest-dental.com. #02-2013-06

Racine – Racine Dental Group is seeking two enthusiastic general dentists to join our large group practice in the summer of 2013. Applicants are being sought due the retirement of two our partners. We have existed as a group for nearly 50 years, and will be opening a new, state-of-the-art facility in early 2014.The qualified candidates will enter as associates, but have the opportunity for partnership/buy-in after three years. An established patient base, experienced staff, in-house lab and an extensive support staff will ensure a smooth transition. A guaranteed starting salary, benefit package and promising future make this opportunity impossible to pass up! A minimum of one year experience or GP residency required. Contact [email protected] to discuss further. #04-2013-06

MORE REASONS TO SMILE! We’ve always believed in putting patients first. In fact, Dental Associates was built on the notion that everyone deserves access to affordable dental care of the highest caliber. From a small solo practice that launched more than 35 years ago, Dental Associates has grown to 10 multispecialty dental centers. We’re proud to bring quality, progressive treatment to communities across with the day-to-day business tasks. Put all your focus back on your patients and you will enjoy more of those rewarding moments! We’d love to have you join us. Visit our website at dentalassociates.com, call or send resume/CV in confidence to: [email protected] or Dental Associates Attn: Susan Bullen, 11711 W. Burleigh St., Wauwatosa, WI 53222, 800-315-71107, 414-456-9911(fax). #02-2013-02

Green Bay – Midwest Dental is seeking a full time dentist in Green Bay.

We offer the opportunity to lead your own clinical team while shedding the administrative and financial burdens. Our philosophy of preserving and supporting the traditional private practice setting provides a great work-life balance, excellent compensation and benefits, and unlimited opportunity for professional growth. If you possess a passion for providing quality care and are looking for a rewarding practice opportunity in Green Bay, please call Andrew Lockie at 715-579-4076 or email [email protected] them online at www.midwest-dental.com. #10-2012-02

Miscellaneous

Office Equipment for Sale

Advertising IndexThank you for supporting

the WDA Journal!AFTCO ............................................... 12www.aftco.net Delta Dental ........................................ 16www.deltadentalwi.comDental Practice Advisors .............................. 2 www.dentalpracticeadvisors.comDentsply ...................................................... 6 www.dentsply.com Edge Advisors .................................... 11www.edgeadvise.comLord’s Dental Studio ............................. 14www.lordsdental.comMidwest Dental ...................................... 7www.midwest-dental.comOfficite ............................................... 10www.officite.com Paragon ................................................ 6www.paragon.us.comSchenck ................................................ 5www.schencksc.comThe Dental Record ....................................... 9 www.dentalrecord.comWDAIP ................................................ 11www.insuranceformembers.com West Bend Mutual Insurance Co. ............ 15www.thesilverlining.com

New Product/ Service CornerThe trusted transition partner

Midwest Dental is thankful to have been chosen as the trusted transition partner by many Wisconsin dentists.

If you are familiar with our beginnings, please know a lot has changed over the years.

Today, we appreciate the opportunity to support a growing number of doctors in a variety of fee-for-service settings. We represent a composite of the unique, individual practices who picked us as their preferred transition solution.

Your practice is the product of your life’s work and it deserves the utmost care and attention through a transition process. Our professionals have decades of dental experience and are there to help doctors through each step of the process.

We take pride in delivering an exceptional transition experience to practice owners. Our process is transparent and efficient, and we welcome working with your trusted advisors – CPAs, attorneys, brokers and consultants.

Don’t take our word, one recent doctor said,

“I built my 40+ year-old practice emphasizing quality, comfort and genuine problem solving. This is what Midwest Dental emphasizes. I really like the feeling they will care for my patients as I did. I think affiliating with Midwest Dental is good for you and your patients,” Dr. Robert Bruckner (Madison)

Contact Sean Epp at 715-579-4188 or [email protected] for more information on Practice Transitions.

Recently remodeled 2 doctor practice in southeastern Wisconsin. Fully digital, all the latest technology including CEREC and CBCT. Full service practice, refer out almost nothing. Full or part-time associate needed ASAP. Competitive compensation package with guaranteed minimum salary. Great opportunity for new dentist. Email resume to [email protected].#04-2013-02

Temporary/Flexible/Dynamic Opportunities

Do you have a passion for patient care? Do you enjoy new challenges and desire a flexible work environment? We want to talk with you! Our team is looking for doctors with open personalities who are interested in covering maternity leaves, military leaves, and extended vacations in our Fee for Service practices. If you’ve ever considered the benefits of temporary coverage, give us a call. With us, you can work as much or as little as desired. We have practices located in various communities throughout WI, MN, IL, and IA. To learn more, please contact Laura Anderson Laehn at 715-926-5050 or [email protected]. Visit online at www.midwest-dental.com and www.mountaindental.com. #06-2010-01

Outstanding Opportunity: Partners in Care is seeking a part-time general dentist, 3 and a half days per week, for our new Southeastern Wisconsin location. We offer excellent benefits and a minimum pay guarantee to start. We are looking for candidates with at least two full years of experience to be a part of our dedicated team of professionals. Visit our website at: www.chicagolanddentists.com to see our other four locations. Email Resume/CV to [email protected]. #04-2012-11

Opportunities Available - Wisconsin. The Wisconsin Office of Rural Health has detailed information on general and specialty dentist

positions in both smaller towns and larger cities located throughout Wisconsin. Most of these positions qualify for the $50,000 loan repayment program from the State of Wisconsin. The Wisconsin Office of Rural Health has recently added a Dentist Placement Program to our successful Physician Placement Program. Located at the University of Wisconsin School of Medicine and Public Health, we are a not-for-profit organization dedicated to helping improve the quality of health care for the people of Wisconsin. For information, call Marsha Siik at 800-385-0005, email [email protected], or fax CV to 608-261-1893. #03-2013-06

ForwardDental is in search of exceptional Dentists to join our busy Wisconsin practices. Positions offer competitive compensation, enhanced benefits and the opportunity for ownership! Contact Kelly at [email protected]. #10-2011-05

Dental Dreams desires motivated, quality oriented associate dentists for its offices in IL (Chicago & suburbs), DC, LA, MI, MA, MD, NM, PA, SC, TX and VA. We provide quality general FAMILY dentistry in a technologically advanced setting. Our valued dentists earn on average $230,000/yr plus benefits. New graduates encouraged! Call 312-274-4524 or email [email protected]. #03-2013-05

Are you happy in your current office? Before you make a move or accept another offer, be sure to check us out! Our dental practice, located in Southern Wisconsin, is looking for a long term associate to join our steadily growing practice and community. We service all aspects of general dentistry, including implant placement and restoration. Come and be a part of our fun, talented and enthusiastic team! We are offering a top base salary, production bonus program, and a generous benefits package. Please submit CV/resume to: [email protected]. #03-2013-04

Green Bay, WI – Well-established, private group practice is looking for a full-time Associate General Dentist to start in spring 2013. Position includes highly-trained clinical and business support, use of digital X-ray and chartless system, and a competitive benefits package. This is a potential buy-in opportunity. Successful candidates will have military, GPR or equivalent experience, a strong patient-focus to oral health education and treatment, and the drive to become a future partner. Interested parties should send a resume or CV to Amy (Business Manager) at [email protected] or fax to 920-494-8195. #02-2013-03

Appleton, WI – Associate position available for 2 Dr. practice looking to add a 3rd Dr. 3,000 patient base. Sign-on bonus and no non-compete initially. Buy-in option available. Please call 920-225-0123. #02-2013-14.

Four royal ortho chairs and matching ross side units. White/maroon. Like new. $3,500 total. Good for exam/hygiene/simple restorative, satellite. Contact Penny at 608-663-8819. #02-2013-01

Five complete like-new ADEC operatories. Rear delivery. Track lighting. Also, Midmark, MII Ultraclave, handpieces, velscope, Kodak intraoral camera and Gendex X-rays. Everything you need to set up a dental practice/satellite office. Call 715-341-5001. #04-2013-04

Antique dental cabinet – Mahogany, dark green marble, beveled mirror and glass. Purchased used in 1947, probably fabricated in the 1920s. 22 drawers, 5 doors. 62”H x 30”Wx14”D. Beautifully restored. $2,450. Contact [email protected] or 920-379-7521. #05-2013-03

Mike Bark – The ONLY accredited “Institute of Dental CPA’s” certified Wisconsin CPA/Accountant and best valued. Give us a call and let’s talk about how we can help you improve your situation. Contact 414-759-9629 or [email protected]. #11-2012-11

Protect Your Reputation. Potential patients (even referrals) Google you before they schedule. 1 negative review = average of 30 lost new patients. E-Book will show you what to do. Free at DDSReputationDefender.com. #02-2013-08


Calendar

The WDA Journal is published monthly by the Wisconsin Dental Association (USPS 0285-460), 6737 W. Washington St., Ste. 2360, West Allis, WI 53214. Phone 414-276-4520. Yearly subscriptions are $20 for WDA members; $100 for nonmembers; $25 for associate members; $30 for dental school students; $45 for dental schools and agencies and $125 for foreign mailings. Periodicals postage paid at Milwaukee, Wis. POSTMASTER: Send address changes to WDA Journal, 6737 W. Washington St., Ste. 2360, West Allis, WI 53214. The Wisconsin Dental Association reserves the right to illustrate and/or edit all reader contributions. Views expressed in the WDA Journal are not necessarily those of the WDA. All advertising in the WDA Journal must comply with the advertising standards of the WDA. The publication of an advertisement is not to be construed as an endorsement for approval by the WDA or any of its subsidiaries unless the advertisement specifically includes information that such approval or endorsement has been granted. The deadline for all display advertisements is the second Tuesday of the month, two months before advertisement insertion (For example, if you want your ad to appear in the May 2013 WDA Journal, which is mailed to members in mid-May 2013, all advertising materials must arrive in the WDA Executive Office by the second Tuesday of April 2013.) Advertising space is limited, so advertisers are encouraged to reserve space early. Back issues of the journal are available for six months following publication or while supplies last. Communications and copy for publication should be addressed to Dr. Robert Brennan, editor, and may be mailed to the WDA at 6737 W. Washington St., Ste. 2360, West Allis, WI 53214; faxed to 414-755-4111 or emailed to [email protected]. Portions of the WDA Journal can also be found on the WDA Web page, WDA.org.

*Shaded events offer continuing education credits.

28-29WDA and WDA Foundation Mission of MercyBadger High School • Lake Geneva For more information, visit WDA.org

JULY4-5WDA offices closed for Independence Day and floating holiday

10Dentistry Examining Board 8:30 a.m. 1400 E. Washington Ave., Rm 121ADepartment of Safety and Professional Services • Madison

SEPTEMBER4Dentistry Examining Board8:30 a.m.1400 E. Washington Ave., Rm 121ADepartment of Safety and ProfessionalServices • Madison–––––––––––––––––––––––––––––––Do you have an event you’d like to include in the WDA Journal Calendar of Events?

If so, please call WDA Managing Editor Emily Bultman at 414-755-4110 or 800-364-7646; fax to 414-755-4111 or email to [email protected].

7 & 9 “Radiology for Dental Auxiliaries”Rod Daering, RTR; Sherry Ortiz, RTR; Vicki Romans, RTR 4 CE credits For more information, visit www.marquette.edu/dentistry

27WDA offices closed for Memorial Day

JUNE13“Implant Diseases and Complications”Wei-Ting, DDS and Paul Luepke, DDS 3 CE credits For more information, visit www.marquette.edu/dentistry

14 “Occlusal Disease Management”Jose-Luis Ruiz, DDS Wisconsin Dental Study ClubMonona Terrace in Madison6.5 CE credits For more information, email [email protected]

21-22 WDA Board of Trustees meetingLandmark Resort Egg Harbor For more information, visit WDA.org

MARCH

27WDA Legislative Day Monona Terrace Community and Convention CenterMadison For more information, visit WDA.org

29WDA offices closed for Good Friday

APRIL1“Introduction to Laser Dentistry for Dental Hygienists” Angie Mott, RDH Northeast Wisconsin Technical College, Green Bay 3 CE credits For more information, visit https://corporatetraining.nwtc.edu

6Smile Day Discovery World, Milwaukee Hosted by the Greater Milwaukee Dental Association Contact Dr. Chan Tran at [email protected] or Dr. Russ Dunkel at [email protected] with questions

18-21Special Care Dentistry Association Annual Meeting New Orleans Visit scdaonline.org for more information

25-27Evidence-Based Dentistry Champions ConferenceADA Headquarters in Chicago For more information, visit http://bit.ly/U6V765

MAY1Dentistry Examining Board 8:30 a.m. 1400 E. Washington Ave., Rm 121ADepartment of Safety and Professional Services Madison

2-4WDA InSession Kalahari Resort & Convention CenterWisconsin DellsFor more information, visit WDA.org

Earn up to 16 CE credits

WISCONSIN DENTAL ASSOCIATION


Officer/trustee nominations due WDA trustee candidates must declare by April 1, 2013. Nominations for officers

are due June 3, 2013. Contact Mark Paget with questions at [email protected] or 414-755-4100.



1) e

2) e

Case study continued from page 10

Q&AA:

Final Diagnosis: Schwannoma

DiscussionSchwannoma or neurilemmoma is a

benign neoplasm of the neural sheath, composed of Schwann cells of neuroec-todermal origin.

Schwannoma is encapsulated and exhibits a characteristic histological pattern known as Antoni A and Antoni B, with verocay bodies.

Benign neural sheath tumors par-ticularly Schwannomas are uncommon in the oral cavity and are usually presented as an asymptomatic, slow-growing, soft-tissue lesions.

The intraoral bony occurrence of these lesions is most unusual and is commonly presented as a well-defined unilocular radiolucency. This tumor can occur at any age and most reports indicate a female predominance at a rate of 2:1.

The differential diagnosis should include benign connective tissue and salivary gland tumors. Usually histo-logical examination of the surgical specimen will confirm the diagnosis.

Larger lesions may be associated with swelling and/or pain. Total exci-sion of the lesion is the treatment of choice.

Acknowledgement: This case was contributed by Dr. John Rydlewicz (Appleton), an oral and maxillofacial surgeon.

Ezedin M. Sadeghi, DDS, MS Oral & Maxillofacial Pathologist Associate Professor, Marquette University School of Dentistry Referral and Consultation: 414-288-6559. Biopsy Service: 414- 805-8440.

The Wisconsin Dental Association Foundation silent auction is back for another exciting year! Stop by the auction in the exhibit hall at WDA InSession on May 2 and 3, 2013 to bid on a variety of great items and support the charitable programs of the WDA Foundation. Auction items will feature one-of-a-kind treasures, such as a Harley Davidson Motor Co. poster signed by Willie G. Davidson, grandson of the company’s co-founder, and a bottle of TwentyFour wine signed by former Green Bay Packer player Charles Woodson. Other items include: A handmade bird feeder crafted by WDA Foundation Immediate Past President Dr. Paul Oberbreckling (Mequon), signed Milwaukee Brewers memo-rabilia and much more. The silent auction will be open from 11 a.m. to 6 p.m. on Thursday, May 2 with a last call for bids from 10 a.m. to 11 a.m. on Friday, May 3 in the exhibit hall at the Kalahari Resort & Convention Center in Wisconsin Dells.

Proxy bids will also be accepted. Visit WDA.org/wda-foundation to preview items starting in mid April 2013. Last year’s auction raised more than $4,000 to support the charitable programs of the foundation.

Support silent auction at InSession Vicki Bohman WDA Executive Director [email protected]

Save the date for ‘Putting for a Purpose’

The Wisconsin Dental Association Foundation Wisconsin State Dental Golf Tournament will be held on Monday, Sept. 9, 2013 at North Hills

Country Club in Menomonee Falls.Registration opens on

www.wda.org/wda-foundation in early May. Dental groups and local dental societies are

encouraged to support the event through a sponsorship.

Sponsorship levels are available to fit every budget.

Contact WDA Foundation Executive Director Vicki Bohman at 800-364-7646 or

[email protected] for more information.

WDA Foundation Vice President Dr. Loren Swanson (Oshkosh), right, accepts an award of appre-ciation from the Brown County Oral Health Partnership. Dr. James Van Miller (Green Bay), left, WDA Foundation Board Member, extends his congratulations for the honor.

The OHP is one of 15 nonprofit Wisconsin dental health programs that received more than $51,000 in WDA Foundation grants for 2013.



I was excited when asked if our office could be used to film a portion of the new TV spots for the Wisconsin Dental Association’s “Baby Teeth Matter” cam-paign.

Like all of you, I am proud of the spots the WDA develops to educate our patients and the general public and

thought it would be interesting to see what was involved in producing a TV “ad”. That changed when I received the shoot schedule for the day. Yes, it would take virtually an entire day to shoot a 30-second spot! The schedule included setup, lighting, crew and talent calls, shooting video and still shots. I welcomed more than 20 people to my office at 8 a.m. the Saturday of the shoot. They worked quickly to unload lights, cameras, video and audio equip-ment and cables off a large truck. It very soon looked like a Hollywood studio had set up shop in our office! It was fascinating to watch the actors getting makeup done, wardrobe selec-tions being discussed, lighting angles determined, sound checked, staging of the actors’ positions, food being pre-

pared for everyone and last minute tweaks made to the script. It was amaz-ing to see all of this going on around me simultaneously. Since it happened so smoothly and professionally, I could tell that this was completely nor-mal in the “biz”. I enjoyed meet-ing the actors who played the mother and the dentist in the spot. They both commented on how much they enjoyed working with the WDA and were happy to be working with us again. It was nice

Behind the scenes of the new ‘Baby Teeth Matter’ TV spotGene Shoemaker, DDS Editorial Advisory Board member [email protected]

Dr. Gene Shoemaker of Waukesha (fourth from left) graciously offered his practice to be used for filming of the new WDA “Baby Teeth Matter” TV spot. Here he poses with the talent.

we had the same two main actors back together in this spot, giving continuity to our message, and because I feel they are very believable in their roles. Once the production crew had one of our operatories set up the way they wanted and the actors were ready to go, a series of “practice runs” were done. Final adjustments were made to the lighting, audio, script and makeup. At this point, it became really fun for me. The production crew asked me to review everything from a dental perspec-tive for accuracy – Were the actors in the correct position for the knee-to-knee exam? Was the strap of the dentist actor’s mask in the right position? Was she hold-ing the mirror correctly? Once final adjustments were made, we were ready to shoot. The 1-year-old actor in the spot was really cute and a good sport. He was a little fussy at first when doing the knee-to-knee exam, but the adult actors and crew were very good at working with him and keeping him calm. After a few takes, the production team felt they had enough footage to ensure the exam would look seamless after edit-ing. The actors then re-recorded their lines and “wild” office noise captured to be used during editing. The shoot was then a “wrap” in our office. After the equipment was taken down and stored back on the truck, we all enjoyed a quick lunch before heading to the second location to film the remain-ing scenes. In a private residence, the entire process was repeated until they had everything looking like a birthday party for a 1-year-old. I was very impressed with the pro-fessionalism, focus and especially the patience of everyone involved with the production. The attention to detail was incredible. From now on, whenever I read about our WDA public awareness program or see our spots on TV, I will have a new appreciation for what it takes to convey a message in just 30 seconds. Thank you to the WDA public rela-tions team and the other collaborating groups (Group One Marketing, Endless Productions and Mainly Editing) who produce these spots. They all do a won-derful job on our behalf to educate the public on oral health issues.

From now on, whenever I read about our WDA public awareness program or see our spots on TV, I will have

a new appreciation for what it takes to convey a mes-sage in just 30 seconds.


april 2013 wda journal

Documents

dental labs

dental profession

dental community

dental exam

delta dental of wisconsin

dental services program

needed dental care

unmet dental needs of