Leadership Can Take on Many Forms

By Dr. Angie McNeight

Leadership in the dental field takes on many forms. From leading our own team members in the office every day to our involvement in organized dentistry and in our communities, we find ourselves called to be leaders more often than we realize. Effective leaders are passionate, committed, inquisitive, solicitous and available. They lead with integrity, handle conflict fairly and maintain confidentiality where required. While some of these qualities are inherent to the individual’s personality, many of these traits and abilities can be improved through learning opportunities and practice.

“I’ve found that the most important piece of leadership is cultivating personal relationships. Becoming genuinely interested in others and getting to know them on a personal level builds trust and rapport.”

Leadership within a dental practice is frequently combined with management, and the lines are commonly blurred between the two. Leaders formulate ideas and motivate their teams to understand the vision they have set forth. Managers focus on the day-to-day activities, setting measurable goals to report success. In small businesses, these two roles often are combined and frequently overlap.

My partner, Dr. Ryan Caudill, and I own and manage our office, and we work hard to be as organized and clear as possible to our 18 team members. We spend time training them, outlining expectations and cultivating problem-solving skills to improve self-awareness. Our morning huddles, monthly team meetings, and yearly staff reviews keep everyone focused on common goals and ensure processes are consistently followed. We also take each team member to lunch once a year on their own with the doctors to get to know each other better. Our yearly patient appreciation parties and team-building days outside the office setting are some of our favorite memories together and help strengthen these relationships. I am a more effective leader when I better understand the person I am leading.

Drs. Ryan Caudill (center left) and Angie McNeight (center right) along with their team.

Leadership outside the office in our communities and professional organizations can be a challenge with varying personalities and leadership styles. Staying positive and focusing on the task at hand are helpful in achieving a favorable result that benefits everyone. At Dentists’ Day on the Hill each year, I am reminded that community leaders are looking to us for guidance on critical issues, and actively listening to understand others is the first step.

I’ve found that the most important piece of leadership is cultivating personal relationships. Becoming genuinely interested in others and getting to know them on a personal level builds trust and rapport. I aim to bring others into the conversation as much as possible, creating a safe space to voice opinions while encouraging others to listen and reflect attentively. This is especially important in our virtual (Zoom) meeting spaces, where having your camera on, being engaged and calling on those who may be more reserved is essential for ensuring everyone’s perspectives are heard and team decisions are made. As a leader, I also strive to be as available and responsive as possible, ensuring fellow colleagues and community members have my cellphone number so they can easily reach me at any time. Responding to emails, texts, phone calls and social media messages in a timely manner (aka as quickly as possible) is a vital sign of respect. 

As the Leadership Development Committee (LDC) chair of the Florida Dental Association (FDA), my charge is to improve leadership within our association. Our yearly LEAD: Leaders Emerging Among Dentistry event is one of the opportunities you can take part in to improve your own leadership skills with seminars related to public speaking, social media for leaders and effective meeting management. As a committee, we work together to find people who are interested in leadership positions within the FDA and help guide them on their leadership journeys. We also collect applications and nominate candidates for the speaker of the house, treasurer/treasurer-elect and editor positions of the FDA.

One of the most important jobs of every volunteer leader is to find your own replacement. You know what it takes to do the job better than anyone, so finding the right person to fill your shoes will ensure they continue on a forward path, building on what you put in place. Encouraging colleagues to join a committee is wonderful but mentoring them along the way is what truly fosters leadership. The LDC helps find these leaders and cultivates them for success.

I strive every day to improve my own leadership skills through building relationships, communicating clearly and showing integrity. Reflecting on your leadership strengths as well as areas that need improvement will help you become the best leader you can for your team, your colleagues and your community.


Reprinted from Today’s FDA, May/June 2021. Visit floridadental.org/publications to view this issue and the Today’s FDA archives.

5 Reasons Why Your Practice Website Needs a Blog and How to Get Started

By Whiteboard Marketing

Every dental practice website needs a blog. Blogging helps improve the overall quality of your website and increases opportunities to rank or show up on search engines when a patient is searching for a dentist in your area. Outlined below are the five most important reasons why your practice website needs a blog and some tips to get started writing a blog of your own.

1. Blogs improve your overall website content by focusing on key search terms for your practice.

The goal of your overall website content is to attract new patients and make it easier for them to discover you when searching on Google. Good website content strategically incorporates important keywords while covering who you are, why you’re different from other dentists, services and procedures, and how to contact you.

Adding a dental blog to your content strategy provides an opportunity to:

  • Continue adding new and original content to your website.
  • Target specific keywords or terms that you want to show up for on Google during a patient search.

For example, a Florida periodontist who wants to attract All-on-4® patients may want to write a blog on the difference between All-on-4® dental implants and traditional dental implants. Or, a general dentist who wants to attract more hygiene patients may want to write a blog about the five reasons why you should schedule regular dental cleanings. Blogs are an opportunity to increase the number of keywords that you appear for in search results. More impressions lead to more clicks onto your website, more clicks lead to more conversions, and more conversions lead to more patients scheduled.

2. Blogs are a great way to add internal links to your practice website.

Internal linking is an on-page search engine optimization (SEO) strategy that links one page on your website to another. The goal is to create a structure where Google can easily understand the relationship between different pages and the content. Blogs help highlight the most relevant content by linking certain words to pages. For example, if you write a blog about the most commonly asked questions about teeth whitening, you would link your first mention of teeth whitening to the practice whitening page. High quality blog posts demonstrate authority through topic recency, inbound external links and user traffic. “Link equity” is then passed to key pages through an internal linking strategy, meaning that links are able to pass authority to the pages they link to. 

3. Blogs help generate important external links to your website.

An important part of building a website that ranks well in Google is “off-page optimization.” The goal of this strategy is to build links from other websites that link to your site. Links from other sites, such as the Florida Dental Association, American Dental Association, or even your local chamber of commerce or high school boosters website, convey to Google that other websites see your website as important or valuable. If your practice donates custom mouthguards to your high school football team, write a blog about the importance of wearing mouthguards for contact sports. Ask the school to post a news article on its website and link back to your practice website.

Writing guest blogs also is a great tactic to acquire external links. Write a blog for a local pediatrician’s office about the best age for a baby’s first visit to the dental office and ask the pediatrician to link to your practice website in the post. External links are still one of the most important ranking factors in Google’s algorithm.

4. Blogs highlight your expertise and credibility.

You are a dentist who stays on top of trends, you attend continuing education and you are considered an authority in the industry. Google’s uses E.A.T. (Expertise, Authority, Trust) to display high quality search results. By communicating your expert opinion throughout your blogs, you can elevate your authority to Google and your patients. Consider adding a quote from yourself or an associate dentist in your blogs, and explain your expertise.

5. Blogs are perfect to post on social media and in patient emails.

Blogs establish you as a knowledgeable leader in the dental industry. Where better to highlight your experience and expertise than on social media and via regular patient emails? Reposting your blog on social media allows you to create consistency across digital media platforms. As you build your practice’s brand, this allows you and your practice to build trust and brand advocates among your most loyal patients.

Social media also is a great place to repost charts, images and videos contained in your blogs. Social media is a visual medium, even more so than your website. Charts and images can be real attention grabbers.

How to Get Started Blogging

Getting started is always the hardest part of blogging. We’ve outlined some steps below to help you along the way.

1. Decide how frequently you will blog.

Ideally, we recommend posting twice a month if possible, but start with a goal of one blog a month. Then, if you think you can post more consistently, go for it.

2. Identify the services, procedures or treatments you want to show up when a patient searches for a dentist.

Before you start writing, determine what procedures will increase your practice revenue. If you want to focus on attracting more fee-for-service patients and you have a dental membership plan, then you will want to write blogs on dental membership plans and cosmetic dentistry procedures. Developing this initial treatment list will help keep you focused on the end-game of your blog strategy — to rank during a search and acquire new patients

3. Create your blog topic list.

  • Start a list of most commonly asked questions by your patients.
    This is a great way to get your staff involved. Post a sheet in your break room and ask staff to add the most frequently asked questions. What are some ways that you can cross sell or upsell services, such as teeth whitening? These questions translate into the best blog topics because it is information potential patients are most interested in.
  • Use Google auto-complete.
    You don’t need Search Engine Optimization software to come up with great topics. Simply start typing your services into the Google search bar. Google will auto-complete words and information that other people are searching for. Give Google what it wants and use this as material to write blogs.

4. Write your blog.

Take the time to sit down and write your blog. Plan to spend one to two hours writing, so block this time out on your calendar to write.

  • Record yourself speaking and get it transcribed.
    If you are a natural orator, record yourself as the basis for your content. Transcription software exists to help minimize the time it takes to transfer a digital file to text. This is one of our favorite ways to generate blog content for our dental clients, because it allows us to use accurate content in the dentist’s actual voice and tone. 
  • Consider hiring a third-party partner to write blogs.
    Find a subject matter expert and let them do the heavy lifting. Life gets in the way of writing, but there are great writers out there that can keep you on schedule with a regular blog cadence.

Overall, adding a blog to your practice website will boost your online presence and build trust among current and potential patients. The effects are seen, not just on your own website, but in other media across the web. Take advantage of the opportunity to share your knowledge and improve the visibility of your practice. Read more about how to add a blog page and blog to your WordPress website. 


Written by Whiteboard Marketing team members Jon Cahen, Director of SEO, with input from Sara Wehrle, Local SEO Specialist, and Kristi Simone, CMO. Whiteboard Marketing is a dental practice marketing firm that partners with 200+ dentists nationwide to develop and implement practice marketing strategies that increase new patient acquisition and build brand awareness.

Are You Prepared for Hurricane Season?

June 1 is the official start of the 2021 Atlantic Hurricane Season! Don’t let that important date pass you by without reviewing your storm readiness plan and ensuring you have the right coverages in place to protect your practice. Creating an airtight plan now will give you the peace of mind to focus your attention on other challenges your dental practice may face in the coming months. 

Here are a few points to keep in mind this season:

  • Flood policies have a 30-day waiting period before they become effective.
  • Your office insurance could have some gaps that leave you vulnerable to storms (i.e., wind damage coverage). FDA Services (FDAS) can help identify and fill those gaps.
  • It is important to review the value of your building and its contents every few years to ensure that you have enough coverage.

Call or text FDAS at 850.681.2996 to review your coverage today!

2021 Hurricane Guide

Make sure you check out the 2021 FDAS Hurricane Guide, “Storm Proof,” which is full of helpful resources that will help you prepare for this year’s hurricane season with plenty of time to spare.

“Chew on This!” What to Do if You Get a Negative Review Online?

This month, the FDA has reintroduced its “Chew on This” video segments — part of the Beyond the Bite blog. The new structure is different from the previously used rapid-questions format in that it will focus on a single topic discussed with a subject matter expert.

In the updated format, FDA Executive Director Drew Eason interviews guests with experience and expertise in a given area of interest, such as public speaking, motivation or working with new dentists. The idea is to present useful material that members can immediately apply to their lives and their practices.

In the debut piece, which is now available, Drew talks with Moore Agency Senior Vice President Jordan Jacobs about online reviews. A lot of questions are answered, including: How do you respond to a negative review on social media? Why does it seem like online reviews have increased? Should reviews be directly addressed or should they be ignored? Aren’t there privacy limitations? What’s the best way to build positive comments?

Be sure to check out this month’s “Chew on This” and tune in regularly to see what’s next. Also, by subscribing to Beyond the Bite and receiving email notices with new posts, you can be entered into a monthly drawing for a $10 Starbucks gift card!