April 2013 WDA Journal

Advocate...Educate...Empower...Serve!

15 YEARS

WDA Donated Dental Services

APRIL 2013 | Focus on: National Volunteer Week

INSIDE THIS ISSUE

WISCONSIN DENTAL ASSOCIATION

INSESSION Wisconsin’s Largest Dental Study Club

WDA Foundation’s Donated Dental Services marks 15 years

p. 8

p. 7

Emily Bultman WDA Communications Coordinator ebultman@wda.org

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

More than

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

in donated care DEB members proud to serve ...................... p. 9

780 est.

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

volunteer dentists

patients

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 disabled individuals throughout the state,” Dr. Swanson, who now serves as WDA Foundation vice president, said.

Because of the extraordinary compassion of 780 dentists and 150 dental labs, DDS has been able to tend to the essential 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-

Welcome new members!

Dr. Chad Boers, Antigo Central Wisconsin Dental Society

Dr. Roberta Kerr, Milwaukee Greater Milwaukee Dental Association

Dr. Sara McFarland, New Richmond Northwest District Dental Society

Dr. Geoffrey Thompson, Milwaukee Greater Milwaukee Dental Association

Dr. Gary Czubkowski, Milwaukee Greater Milwaukee Dental Association

Dr. Tessa Laber, Wausau Central Wisconsin Dental Society

Dr. Brita Meijs, Reedsburg Sauk Juneau Adams Dental Society

Dr. Erin Winn, Chippewa Falls Northwest District Dental Society

Dr. Molly Gervich, Green Bay Brown Door Kewaunee Dental Society

Dr. Matthew Loeppke, Reedsburg Sauk Juneau Adams Dental Society

Dr. Phillip Osowski, Oak Creek Greater Milwaukee Dental Association

the public.

and quality oral health care for

promoting professional excellence

and the dental profession by

advances the interests of its members

The Wisconsin Dental Association

Mission Statement:

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:

Connect with us on WDA J ournal

is a publication of

W isconsin D ental A ssociation , I nc .

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 continued on page 8...

Highlight

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

and visit us online @ WDA.org APRIL 2013 • Volume 89, No. 4

WIDPAC CORNER

ADVOCATE

Let’s make our collective voices heard David Clemens, DDS WIDPAC Chair and WDA Region 4 Southwest Trustee dclemens@wda.org

Want to make an impact on the legislative 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 contribute to the Wisconsin Dental Political Action Committee so our collective voice can be heard as one.

Each of us can speak to legislators as an individual 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 interests, 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 maximizes 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 effective simply because they allow you to share your individual experiences, cost of education 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 collective 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 industry.

Some people may feel intimidated to contact 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.

Thank you first-quarter WIDPAC members State legislators who support dental issues should be able to count on the profession’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 firstquarter 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

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #101

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WDA Journal

Dr. Paul Levine Dr. Steven Stoll Dr. Robert Villwock Silver Club ($1,505 WIDPAC contribution) Dr. Joe Best Dr. James Conrardy Dr. Paula Crum Dr. 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 Harry Dr. David Martyn Dr. Richard Mueller Dr. Denis Scharine President’s Club ($1,005 contribution) Dr. Robert Brennan Dr. Edward Chiera Dr. Michael Hanneman Dr. Monica Hebl Dr. Jeffrey Jones Dr. David Kenyon

continued on page 5...

April 2013 WDA.org

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

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 association’s activity and position; and Next Steps anticipates what’s around the corner and, in some cases, identifies what WDA members 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.

The Issue 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 reasonable fees.

Minimal fiscal impact on state budget.

Similar legislation has now been adopted in 29 states.

Marquette University School of Dentistry facility expansion to support faculty recruitment/retention, expanded research and clinic space and increase class size (80 to 100 students), so more WI (from 40/class to 50/class) residents can attend.

Current Buzz WDA staff, contract lobbyists and leaders are working to counter strong lobbying influence of the insurance industry and Wisconsin Manufacturers 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”.

Delta Dental of Wisconsin announced a $2 million 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.

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 current 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.

WDA Actions

Next Steps

WDA representatives joined NCS bill lead sponsors 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.

Other co-sponsors in the Assembly and Senate are being identified with the intent of introducing 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.

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 throughout Capitol to counter insurance industry arguments.

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

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

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.

Following release of governor’s proposed 201315 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.”

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

Factions within communities continue challenging 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:

The Centers for Disease Control and Prevention recognizes community water fluoridation as one of the 10 greatest public health achievements of the 20th century.

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

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.

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

As of Jan. 1, 2013, DHS and WDA working with grassroots members to support fluoridation 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.

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 Valadez (evaladez@wda.org) for WDA assistance.

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 dponce@wda.org 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 mpaget@wda.org 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

WDA.org

April 2013

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Messages

Timothy Durtsche, DDS, WDA President tdurtsche@wda.org

Many ways to give back

I

enjoy 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 international 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 delivery 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.

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.

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 department, 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.

Robert Brennan, DDS, WDA Editor rbrennan@wda.org

Help the WDA…help you!

I

n 1995 when I was elected to the Wisconsin Dental Association Board of Trustees, my first assignment was to buy a fax machine for receiving 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 information.

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 technology 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 proliferated, 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 information 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.

Editorial Advisory Board WDA Editor Robert Brennan, DDS, Neenah 920-725-0551 • rbrennan@new.rr.com Robert Darling, DDS, Sheboygan 920-457-1717 • rdarling@midwest-dental.com Ellyn English, DDS, La Crosse 608-775-2696 • ellynmenglish@gmail.com Glenn Gequillana, DDS, Milwaukee 414-649-3510 • nicjenglen@msn.com Gene Shoemaker, DDS, Waukesha 262-542-0326 • gopackshoe@aol.com

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Today, with a renovated website, email alerts, multiple 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 interesting 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 information”. 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

Submitting

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. right to your desktop via an electronic communication.

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.

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 responsibility to read and act on it if we are to stay informed and current on dental issues.

letters to the editor

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 ebultman@wda.org 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.

April 2013 WDA.org

WDA Board of Trustees endorses accounts receivable service, adopts long range plan APRIL 2013 V OL UME 89, N UM BE R 4

Editor Robert Brennan, DDS, Neenah 920-725-0551 • rbrennan@wda.org Executive Editor Mark Paget 414-755-4100 • mpaget@wda.org Managing Editor Emily Bultman 414-755-4110 • ebultman@wda.org OFFICERS President Timothy Durtsche, DDS, La Crosse 608-784-7319 • tdurtsche@wda.org President-Elect Julio Rodriguez, DDS, Brodhead 608-897-8645 • jrodriguez@wda.org Vice President Paul Levine, DDS, Milwaukee 414-355-0213 • plevine@wda.org Past-President Steven Stoll, DDS, Neenah 920-725-4307 • sstoll@wda.org Treasurer John R. Moser, DDS, Milwaukee 414-273-9800 • jmoser@wda.org Editor Robert Brennan, DDS, Neenah 920-725-0551 • rbrennan@wda.org Executive Director/Secretary Mark Paget, West Allis 414-755-4100 • mpaget@wda.org Region 1 Northwest David Kenyon, DDS, Altoona 715-832-3385 • dkenyon@wda.org Jeff Nehring, DDS, Mercer 715-476-3432• jnehring@wda.org Jennifer Peglow, DDS, Stevens Point 715-344-2324 • jpeglow@wda.org Region 2 Northeast Paul Feit, DDS, Sturgeon Bay 920-743-6976 • pfeit@wda.org Peter Hehli, DDS, Appleton 920-997-1557 • phehli@wda.org Jeffrey Kraig, DDS, Fond du Lac 920-922-9000 • jkraig@wda.org Region 3 Greater Milwaukee Thomas Kielma, DDS, Milwaukee 262-649-3510 • tkielma@wda.org Lynn Lepak-McSorley, DDS, Milwaukee 414-383-8787 • llepak-mcsorley@wda.org Thomas Raimann, DDS, Hales Corners 414-425-1510 • traimann@wda.org Region 4 Southeast Ryan Braden, DDS, Lake Geneva 262-248-0120 • rbraden@wda.org Cliff Hartmann, DDS, New Berlin 414-543-4700 • chartmann@wda.org Ned Murphy, DDS, Racine 262-886-9440 • nmurphy@wda.org Region 5 Southwest L. Stanley Brysh, DMD, Madison 608-417-6500 • lbrysh@meriter.com David Clemens, DDS, Wisconsin Dells 608-254-2345• dclemens@wda.org Patrick Tepe, DDS, Verona 608-848-4000 • ptepe@wda.org Region 6 Student Region Derek Schmidt Marquette University School of Dentistry dschmidt@wda.org Speaker of the House Richard Lofthouse, DDS, Fennimore 608-822-3770 • dlofthouse@wda.org ADA 9th District Trustee Dennis Engel, DDS, CDE, Mequon 262-242-8929 • engeld@ada.org Member Publication

WDA.org

Carol Weber, APR WDA Director of Public Relations cweber@wda.org

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 activities 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 process 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 nationwide 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 million 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 solicitations Reaffirming WDA support of individual 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 signature and/or authorization.

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

Members wishing to have their names and contact info removed from all political solicitations should notify the WDA Legislative Office in Madison.

Long Range Plan Six years after launching a comprehensive, strategic, goal-oriented process to

maximize efficient and effective allocation of financial and human resources, longrange 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 submitted a plan to the Board that: • Updates measures in nine program areas • Sunsets the Dental Home Subcommittee, continuing education registry (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 ending 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. continued on page 11...

WIDPAC 2013 members continued from page 2

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 Kraft Dr. Jeffrey Kraig Dr. Nancy Larson

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

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

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

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BUSINESS of Dentistry Establishing effective dental practice compliance cycles John H. Fisher II, CHC, CCEP Health Care Law Counsel at Ruder Ware jfisher@ruderware.com

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 avoided common fraud and abuse enforcement activities directed at medical practices.

The environment for dental practices is changing and we are seeing more government auditors and private contractors reviewing dental claims.

Penalties for failing to follow billing rules can be significant, particularly when a government health program is the reimbursement source.

Using form policies may give a sense of security, 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.

For example, failure to return overpayments 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.

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When discovery of an overpayment leads to other incorrectly submitted claims due to a systematic billing error, the penalties add up quickly.

Errors not discovered by the provider that could have been discovered through an effective 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 enforcement efforts, dental practices are beginning 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 compliance 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 compliance program and they often create additional risk.

Every practice is unique and a onesize-fits-all plan will not likely meet the government’s standards for effectiveness.

3 q 3 q 3 q

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 statement at http://1.usa.gov/Zn8eCh for more information.

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #402

Using form policies may give a sense of security, 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.

A compliance program must be viewed as a process continually operated, rather than a set of policies.

It is important to create a compliance cycle involving a continued process of risk identification, auditing and monitoring, 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.

April 2013 WDA.org

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

New HIPAA rules issued Erika Valadez WDA Dental Practice and Government Relations Associate evaladez@wda.org

All dental offices currently implement 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 effective 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 information for marketing and fundraising activi-

ties and prohibit PHI release without individual consent.

• Expand patient’s right to obtain electronic 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 redistribution 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 information definition to include genetic information • 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

GOT CE? 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 certificate of proficiency in cardiopulmonary resuscitation and automated external defibrillators?

If you still need CE and/or CPR/ AED training, then check out WDA

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 info@dentalrecord.com for more information.

WISCONSIN DENTAL ASSOCIATION

INSESSION Wisconsin’s Largest Dental Study Club

InSession – the very affordable, onestop shop with 56 CE options, including CPR/AED. Earn up to 16 credits, May 2 – 4 in Wisconsin Dells.

Fulfilled your licensure CE requirements? Then brainstorm solutions to your most challenging dental case questions and practice management issues at InSession’s one-of-a-kind, peer-facilitated Interactive Learning Sessions.

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #216

WDA.org

based on level of negligence with a maximum penalty of $1.5 million per violation.

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-inspection.

Watch for future WDA Journal articles regarding these HIPAA rules.

Add in an exhibit hall with more than 100 booths, opportunities to network with colleagues from across the state and a great team-building environment 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!

Don’t let volunteer efforts put you at risk Mara T. Roberts, CLU, RHU, REBC WDAISC President mroberts@insuranceformembers.net

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 potential 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 devastating.

Lawsuits of this nature are not common, 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 mission.

When serving on a board, ask the organization if their Directors and Officers insurance covers each individual board member. Verify the coverage extent and amount.

If individual interests are not protected, 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 services 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 professional services.

April 2013

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7

Focus on: National Volunteer Week

WDA dentists, dental hygienists share their skills abroad Emily Bultman WDA Communications Coordinator ebultman@wda.org

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 something worthwhile at the same time.

Several members have recently participated 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 adventure and started a dental branch of the Hackett Hemwall Foundation. Dr. Lubet was the original and only dentist working to serve the people of Olanchito, Honduras.

In 2010, he returned to Honduras with Susan Schemmel Kraus, RDH. They developed a dental prevention program, Collaborative Honduran American Vision of Odontology or CHAVO, for children in schools and villages throughout the country.

CHAVO continues to serve children in remote villages and rural and inner city schools. Dr. Lubet spent time educating 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 preventionbased 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 (second from left) and her father, Dr. John Schacherl (fourth from left) enjoy volunteering in Honduras where they set up a dental clinic in 2011.

DDS continued from page 1

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

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 securing donated lab services if needed.

The DDS program does not provide lifetime dental care. Rather, the goal is 8

WDA Journal

to return patients to good oral health, enabling them to reach an affordable maintenance level.

“I believe this is a wonderful

program and service.

Patients I’ve seen are

very grateful.”

- Wauwatosa dentist

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 volunteers 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 cshoemaker@wda.org or 888-338-6852 for more information and to sign up as a DDS volunteer.

“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

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 months Pierce County............................................................................... 48 months Washburn County......................................................................... 34 months Marinette County ......................................................................... 30 months Fond du Lac County...................................................................... 30 months Racine County.............................................................................. 30 months Juneau County.............................................................................. 29 months Rock County................................................................................. 28 months Sheboygan County....................................................................... 28 months Walworth County .........................................................................28 months

Thank you 2012 DDS financial donors Wisconsin Department of Health Services Delta Dental of Wisconsin Pierre Fauchard Academy Foundation WDA Insurance and Services Corp.

Dental Health Associates of Madison

St. Monica Parish, Whitefish Bay Dr. Thomas Choate Dr. Richard Labinski Dr. James Schwengel Ms. Carol Weber

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

April 2013 WDA.org

Focus on: National Volunteer Week

DEB members proud to serve Emily Bultman WDA Communications Coordinator ebultman@wda.org

For Dr. Lyndsay Knoell (Racine), serving 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 profession. 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 persons are licensed to practice dentistry and to further ensure licensed individuals practice in accordance with the requirements of the Wisconsin Dental Practice Act. Currently, the board consists of six dentists 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 encouraged 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.

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.

They also review the state’s administrative rules governing specific areas of dentistry.

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 governor for a future DEB appointment.

“Personally, I have found that every member brings something special to the DEB, just as every dentist or dental hygienist brings something special to their dental practice,” he said.

A member can serve up to two consecutive 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 camaraderie with other DEB members while learning 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 correspondence 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 remember,” 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 component 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

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #603

WDA.org

April 2013

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9

communiqu e´

WDA launches patient e-newsletter

Amanda Brezgel WDA Electronic Communications Coordinator abrezgel@wda.org

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 quarterly 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-newsletter and previous patient print issues are posted on WDA.org and available for download.

Q&A

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.

In Memoriam The Wisconsin Dental Association extends its condolences to the families and friends of the following dentists 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.

CASE STUDY #142

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #613

presented by Ezedin M. Sadeghi, DDS, MS, MUSOD Associate Professor and Oral Pathology Director ezedin.sadeghi@marquette.edu

A 51-year-old male was referred to an oral surgery clinic for the diagnosis and treatment of an exophytic and asymptomatic palatal lesion (Figure #1).

The duration of lesion was unknown and it was growing slowly. The patient was otherwise healthy.

FIGURE #1

Questions:

1- What would you include in the differential diagnosis list? a. Irritation fibroma b. Pleomorphic adenoma c. Neurofibroma d. Schwannoma e. All of the above

2- What step would you take to make a definitive diagnosis? a. Brush biopsy b. excisional biopsy c. incisional biopsy d. no surgical procedure

is necessary e. excisional biopsy and

histological evaluation Answers on page 15

10

WDA Journal

April 2013 WDA.org

Fluoride myth vs. fact Myth: Fluoride causes cancer.

Fact: According to generally accepted scientific knowledge, there is no association between cancer rates in humans and optimal levels of fluoride in drinking water.

Since community water fluoridation was introduced in 1945, more than 50 epidemiologic studies in different populations 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 fluoride naturally accumulates in bone, this method provides a more accurate measure of cumulative fluoride exposure than relying 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.

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

WDA.org

BOT continued from page 5

Marquette 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 meeting 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 opportunity to work collaboratively on a postbaccalaureate 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. BE SURE TO VISIT US AT WDA INSESSION! BOOTH #610

April 2013

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11

Classifieds Dentist Available/ Position Wanted

Practice for Sale/Lease

Dentist with five years of experience seeking Madison area associate position with potential for partnership or ownership. Please reply to madisondentistavailable@gmail.com. #05-201302 Edge Advisors has 15 and counting dental practices for sale! Want to sell your real estate with the practice? Contact Jessica at Jessica@ EdgeAdvise.com or call 715-379-1796 to find out about how to sell both at the lowest price in the industry. #11-2012-09

Dentist seeking association position (with buyin 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

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 mbreit@ paragon.us.com. #04-2013-05

Practice Wanted

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

Properties/Office Space Available 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 madisonwisconsindentist@gmail.com or call 608-217-1727. #02-2013-09

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. #042013-01 #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 Deanna.Wright@ henryschein.com for more information on how we can help. #02-2013-15

Practice Position Opportunity 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.

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #510

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 630-8335110 or maybeth@chicagolanddentists.com. #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 414255-5669 or Andy@EdgeAdvise.com. #112012-10

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 alockie@midwest-dental.com. 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 715-8338755 (phone), 715-833-8905 (fax) or srsummit@ smileleaders.com. #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 welltrained 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 fdent1@aol.com 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 lgworknow@gmail.com. #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 docs@ doctorsperdiem.com.

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 members 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 available 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 minidisplay 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 414755-4110. To place an ad, mail, fax or email ebultman@wda.org copy to the Wisconsin Dental Association, Attn: Emily Bultman, 6737 W. Washington St., Ste. 2360, West Allis, WI 53214; fax to 414755-4111. The deadline for classified advertisements is the second Tuesday of the month, two months before advertisement 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.

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April 2013 WDA.org

To

place a display or

classified ad , please contact

E mily B ultman at ebultman @WDA. org .

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 ben@delavandentistry.com.#04-2013-02

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 siik@wisc.edu, or fax CV to 608-261-1893. #03-2013-06

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 715-9265050 or landerson@midwest-dental.com.

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 marybeth@ chicagolanddentists.com. #04-2012-11 Opportunities Available - Wisconsin. The Wisconsin Office of Rural Health has detailed information on general and specialty dentist

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 kfredrick@amdpi. com. #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 dtharp@kosservices.com. #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: dentaldr@gmail.com. #03-2013-04

New Product/

Service Corner The 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 sepp@midwest-dental.com for more information on Practice Transitions.

WDA.org

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 afw@dentalartsofgreenbay.com or fax to 920-494-8195. #02-2013-03

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 development@midwest-dental.com.

Visit us online at www.midwest-dental.com. #02-2013-06

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.

Office Equipment for Sale 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

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-theart 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, inhouse 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 drscherrer@racinedentalgroup. com 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: sbullen@dentalassociates.com or Dental Associates Attn: Susan Bullen, 11711 W. Burleigh St., Wauwatosa, WI 53222, 800315-71107, 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 alockie@midwest-dental.com.Visit them online at www.midwest-dental.com. #10-201202

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 715341-5001. #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 drmarcblum@gmail.com or 920379-7521. #05-2013-03

Miscellaneous

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 Mike@ EdgeAdvise.com. #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

Advertising Index

Thank you for supporting the WDA Journal!

AFTCO................................................ 12 www.aftco.net Delta Dental......................................... 16 www.deltadentalwi.com Dental Practice Advisors ............................... 2 www.dentalpracticeadvisors.com Dentsply....................................................... 6 www.dentsply.com Edge Advisors ..................................... 11 www.edgeadvise.com Lord’s Dental Studio .. ............................ 14 www.lordsdental.com Midwest Dental....................................... 7 www.midwest-dental.com Officite................................................ 10 www.officite.com Paragon. . ............................................... 6 www.paragon.us.com Schenck................................................. 5 www.schencksc.com The Dental Record ........................................ 9 www.dentalrecord.com WDAIP ................................................. 11 www.insuranceformembers.com West Bend Mutual Insurance Co. . . ........... 15 www.thesilverlining.com

April 2013

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13

Calendar

Officer/trustee nominations due

*Shaded events offer continuing education credits.

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

WDA trustee candidates must declare by April 1, 2013. Nominations for officers are due June 3, 2013. Contact Mark Paget with questions at mpaget@wda.org or 414-755-4100.

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

29 WDA offices closed for Good Friday

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

APRIL

MAY

1 “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 6 Smile Day Discovery World, Milwaukee Hosted by the Greater Milwaukee Dental Association Contact Dr. Chan Tran at chantran@hotmail.com or Dr. Russ Dunkel at dunkeldds@aol.com with questions

1 Dentistry Examining Board 8:30 a.m.

1400 E. Washington Ave., Rm 121A Department of Safety and Professional Services Madison 2-4 WDA InSession Kalahari Resort & Convention Center Wisconsin Dells INSESSION For more information, visit WDA.org

WISCONSIN DENTAL ASSOCIATION

Wisconsin’s Largest Dental Study Club

Earn up to 16 CE credits

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 27 WDA offices closed for Memorial Day

JUNE

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

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

JULY

4-5 WDA offices closed for Independence Day and floating holiday 10 Dentistry Examining Board 8:30 a.m.

1400 E. Washington Ave., Rm 121A Department of Safety and Professional Services • Madison

14 “Occlusal Disease Management” Jose-Luis Ruiz, DDS Wisconsin Dental Study Club Monona Terrace in Madison 6.5 CE credits For more information, email gsoren1974@aol.com

SEPTEMBER

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

Do you have an event you’d like to include in the WDA Journal Calendar of Events?

4 Dentistry Examining Board 8:30 a.m.

1400 E. Washington Ave., Rm 121A Department of Safety and Professional Services • Madison –––––––––––––––––––––––––––––––

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 ebultman@ wda.org.

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #401

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 ebultman@wda.org. Portions of the WDA Journal can also be found on the WDA Web page, WDA.org.

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April 2013 WDA.org

Support silent auction at InSession Vicki Bohman WDA Executive Director vbohman@wda.org

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 memorabilia 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.

Q&A

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.

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 vbohman@wda.org for more information.

WDA Foundation Vice President Dr. Loren Swanson (Oshkosh), right, accepts an award of appreciation 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.

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #604

Case study continued from page 10

A:

1) e 2) e

Final Diagnosis: Schwannoma

Discussion Schwannoma or neurilemmoma is a benign neoplasm of the neural sheath, composed of Schwann cells of neuroectodermal origin.

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

Benign neural sheath tumors particularly Schwannomas are uncommon in the oral cavity and are usually presented as an asymptomatic, slowgrowing, 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 histological examination of the surgical specimen will confirm the diagnosis.

Larger lesions may be associated with swelling and/or pain. Total excision 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: 414805-8440.

WDA.org

April 2013

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Behind the scenes of the new ‘Baby Teeth Matter’ TV spot Gene Shoemaker, DDS Editorial Advisory Board member gopackshoe@aol.com

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” campaign.

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.

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 equipment 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 selections being discussed, lighting angles determined, sound checked, staging of the actors’ positions, food being pre-

BE SURE TO VISIT US AT WDA INSESSION! BOOTH #501

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pared for everyone and last minute tweaks made to the script. It was amazing to see all of this going on around me simultaneously.

Since it happened so smoothly and professionally, I could tell that this was completely normal in the “biz”.

I enjoyed meeting the actors who Dr. Gene Shoemaker of Waukesha (fourth from left) graciously offered his played the mother practice to be used for filming of the new WDA “Baby Teeth Matter” TV spot. and the dentist in Here he poses with the talent. the spot. They both commented on how much they enjoyed we had the same two main actors back working with the WDA and were happy together in this spot, giving continuity to to be working with us again. It was nice 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 perspective 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 holding 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 editing. 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 remaining 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 professionalism, 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 relations team and the other collaborating groups (Group One Marketing, Endless Productions and Mainly Editing) who produce these spots. They all do a wonderful job on our behalf to educate the public on oral health issues.

April 2013 WDA.org