Today we’d like to introduce you to James Hicks, DMD, MS.
James, can you briefly walk us through your story – how you started and how you got to where you are today.
I started my business July 8th of 2013 starting with zero patients on the schedule. By 4 pm someone came in for a dental emergency and that’s how Pediatric Dentistry of Johns Creek got its first break. I had always heard that starting from scratch was a tough thing to do but I had no other choice. I had come to a crossroads in my professional life. I just wasn’t satisfied with how my career was turning out. I don’t think it was the actual job because it was a great opportunity, it was just the style. I honestly never thought I would be the type to own my own business. But years of practicing dentistry made me develop my own voice and my own ideas on how I wanted my ideal practice to be run. So with my wife’s encouragement, we found an empty suite in Johns Creek and we used our imaginations on what the office layout would be like, where each chair would go, what each room would look like, and how we would run our practice. It was from here that our dream started.
Now our office is close to hitting our 4-year anniversary mark. We’ve become a part of the community, and we have a good amount of local families that trust us for their kid’s dental care. I’ve always heard about how difficult the first two years of a dental practice could be and it was. But, it makes the successes that much sweeter. Getting over the big three-year hump was a turning point for my practice and now we are finally at the point where the biggest marketers of our office are the moms that bring their kids in to see me. It’s been a long journey and we still have a long way to go but, looking back, becoming an entrepreneur was one of the best decisions of my life.
Has it been a smooth road?
It definitely has not been a smooth journey starting out. My student loans and my business loans didn’t care that I was a startup business with no patient base; their bills come in on time every month. For the first three years, I had to keep my family and my business afloat by juggling two jobs just to make ends meet. The difficult part about working at another job is that your business still has to run and dental emergencies never happen when it’s convenient for the doctor. Our business may have normal working hours but I quickly learned I had to devote every day of the week to keeping my business going.
To make matters worse, I had no online reviews and I was competing against well-established practices in the area. With no reputation to hang my hat on, I was essentially being interviewed by moms every day they came in hoping it would turn into a positive review to build upon. I still celebrate with my wife every time we get a new five-star review but it was the very first ones that meant the most to me. It was like someone was finally giving me a chance and I didn’t want to mess it up.
So, let’s switch gears a bit and go into the Pediatric Dentistry of Johns Creek story. Tell us more about the business.
My practice name is Pediatric Dentistry of Johns Creek. I am a board certified pediatric dentist and I specialize in treating dental needs of children of all ages and those with special needs. We take care of all things encompassing the dental health of children. I think what sets us apart from other dental practices for kids is that we are a one doctor practice and I spend a lot of time with my families. I’m very hands on and I like to give advice and explain treatment myself. I believe that by spending more one-on-one time with my families, I can make more of a difference in the dental health of the kids who come to see me. It reduces parental anxiety when they can ask questions directly to the doctor. But, dentistry is not a one man show. It takes a team to treat a family and that synergy within the practice starts from the smiling faces behind the desk and masks. I’ve been blessed with a team that share the same core values as I do and who all love working with kids. This dynamic creates the fun and inviting environment that most of my parents adore about our office.
The part of my job I enjoy the most is when a new mom comes in and tells me their child is terrified of the dentist due to a previous bad dental experience and I am able to calm them and show them that dentistry doesn’t have to be scary. When they leave my office with a smile on their face it just reinforces that I’m doing the right thing and going down the right path with my life.
How do you think the industry will change over the next decade?
I worry that pediatric dentistry is turning very corporate. Parents don’t realize that there is a big difference in taking your child to a company with multiple locations and several doctors versus going to a one location, one doctor office. The bigger offices are going to have more patients, less time to spend with your child, and high staff turnover. They are not going to have a personal touch and consistency that parents are looking for at every appointment. And, because some of these corporate dental offices are owned by non-dental professionals, the patient care at these types of establishments can sometimes be driven by production goals set by people who do not have any experience in dental care. However, with our culture values shifting to that of wanting something organic, simple and honest, I do believe there will be more smaller practices that will turn away from the corporate model and look towards personal, individualized care. That is my hope anyways.
Contact Info:
- Address: Pediatric Dentistry of Johns Creek
10475 Medlock Bridge Road
Suite 501, Johns Creek GA 30097 - Website: www.pdjohnscreek.com
- Phone: 678-822-9818
- Email: info@pdjohnscreek.com
- Facebook: https://www.facebook.com/pdjohnscreek/
- Yelp: https://www.yelp.com/biz/pediatric-dentistry-of-johns-creek-johns-creek
Getting in touch: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
