Maureen Sullivan, Director of Marketing of Isolite Systems

Interview Questions

Maureen Sullivan is the Director of Marketing of Isolite Systems. Maureen has graciously agreed to an exclusive interview with the Dental Comfort Academy. Maureen, first of all, thank you very much for taking the time to answer a few questions. Isolite Systems is based in beautiful Santa Barbara California. Having visited there recently, I have been asking myself lately why anyone would want to live anywhere else when Santa Barbara is so spectacular!

I am truly blessed to live in Santa Barbara. I walk or run on the beach nearly everyday to remind myself how awesome my surroundings are.

Some people may not know what an Isolite is. How can you describe an Isolite for our doctors and patients?

The Isolite dryfield illuminator is the award-winning device that converges light, suction, and retraction in one streamlined tool. It is designed to provide superior isolation to existing dental isolation techniques such as four-handed dentistry or the rubber dam. With Isolite, simultaneous isolation upper and lower quadrants is easy, swift and incredibly comfortable for the patient. The tongue and cheek are retracted; the patient’s mouth is propped gently open, and then, to top it all off, Isolite illuminates the oral cavity, providing greater visibility and access to the working field. Isolite makes dental procedures easier for the doctor, and faster and more comfortable for the patient.

Isolite sounds like it does what a rubber dam does, but so much more. What are all the differences between an Isolite and a rubber dam, including the advantages and disadvantages of both?

The rubber dam and Isolite are similar in that they both provide superior isolation and moisture control and the tongue is kept out of the working field. What’s different about the Isolite is: It was invented in this century! It is state-of-the art isolation technology. According to the ADA (http://www.ada.org/public/resources/history/timeline_19cent.asp ), the rubber dam was first introduced in 1864. In bringing the Isolite to fruition, the Hirsch brothers employed the latest technology and materials – and definitely some out-of-the-box thinking. Who could have imagined that this soft, extremely comfortable mouthpiece can retract the tongue and cheek, bathe the oral cavity in ultra-bright light, prop the patient’s mouth open and protect the airway? Isolite is much easier to place than the rubber dam, and it provides a superior patient experience.

Patients write and tell us that they never would have made it through long procedures without it. Paul Pritchard of Longwood, Florida wrote these words to me just last week, ““I just spent 2-1/2 hours in my dentist’s chair yesterday for replacement of a filling, a buildup, and two CEREC crowns. Thank you for your product. IT IS INCREDIBLE! I have painful TMJ, and your product made the procedure very benign.”

Not two hours later, Dr. Cheryl Kantor-Goldenberg, DDS wrote these words to us, “Dear Isolite Systems,

I just wanted to let you know that I am not only a satisfied customer, I am indebted to you. Last week, I had an accident and broke the wrist on my non-dominant hand. This would have been a disaster, except for my Isolite system. I was able to resume practice only a few days later, without having to slow down. There hasn't been a single patient who didn't express how comfortable he/she was during treatment.

Thank you so much for such an exceptional product. You really saved me!”

You asked about the disadvantages: I a recent peer-review of the product, the doctors reviewing Isolite reported no disadvantages to using Isolite. (See: http://www.dentalproductshopper.com/isolite-i2-dryfield-illuminator/ ). So you can see why I love my job. This product is changing peoples’ lives for the better and it is fun to be a part of it! .

Who invented the Isolite and what sparked the idea?

Isolite is the brain child of Thomas R. Hirsch, DDS, and his brother, Jim Hirsch, an award-winning industrial designer. Dr. Hirsch specializes in cosmetic dentistry and full-mouth reconstruction in Malibu, California. He served for 10 years as an instructor of clinical dentistry at USC. Dr. Hirsch’s initial concept was to place illumination within the oral cavity -- that way, the light stayed in the correct place even if the patient was repositioned. Add the creativity of Jim Hirsch, and they began to solve a lot of bedrock challenges of dentistry. They found a way to comfortably retract the tongue and cheek, protect the patient’s airway, and provide for hands-free aspiration and moisture control which really relieves a lot of repetitive stress for the chairside assistant or hygienist.

Does Isolite have any new products in the pipeline?

We do have some new products in the pipeline, because when you work with the Hirsch brothers there is no standing still. We have some new mouthpiece designs that we are working on and we will have at least one of them to market in the very near future. We have a number of other product concepts that we are developing which I am not at liberty to discuss, but suffice to say, the Hirsch brothers boldly rethink solutions to problems that have been left unaddressed for years. Look for some exciting new technology from Isolite in the years ahead.

Maureen, as the Director of Marketing for Isolite, you obviously have an outstanding marketing background. Where did you learn most of what you know about marketing?

I have been fortunate enough to have incredible teachers and mentors in my life that gave me real-world experience and challenged me to do things that I never thought possible. It helps that I love what I do and I know that I am lucky (even geeky) in this respect. A well-executed marketing campaign thrills me to no end and I get excited about cleverly written copy or concepts that break through the clutter. My passion for marketing makes me want to learn new things, so I read books and take webinars on a regular basis. I have worn a lot of hats working for ad agencies, PR agencies, and software companies, and this experience has just piled up over the years. Although I am chicken in other aspects of my life – like crossing the Santa Barbara channel on our sailboat, or skiing a steep slope – I am adventurous in marketing and willingly try new things.

What advice do you have for DCA members who are trying to bring in patients who are looking for a more comfortable experience in the dental office?

My advice for DCA members is to get the word out about their practice and their practice philosophy. There is no shortage of people who are afraid to go to the dentist. DCA members approach to dentistry is just what most of us are looking for . . . an easy, more comfortable way to obtain dental care.

Do dentists really need market? Some of us feel uncomfortable advertising. Can't we just rely on word of mouth alone? Doesn't advertising make us look desperate for new patients?

Dentists, like every other business, need to do some form of marketing. Advertising in no way makes you look desperate. It makes you look confident and financially sound! People generally believe that businesses that can afford advertising are already successful. Then, they want to associate with success.

Word of mouth advertising is extremely effective; this has been proven time and time again. But how do you jump start word of mouth? For any dentist that does not currently have a Web site, get one. This is the way the majority of consumers gather information today. Make your Web site look good and make it be true to who you are. If your practice has a high-tech feel, your Web site should look high-tech too. You want to stay consistent in the look, feel, and facts delivered in your marketing. There are a number of very affordable ways for practices to get a Web site up and running quickly. Once your Web site is up, then you need to drive people there. The methods for this are many, and this is the fun part of marketing – you can run a promotion, generate press, advertise, send mailings, call, network, etc. Turn your Web into a response hub for your marketing efforts and measure what you do. You will quickly see what is successful and what isn’t, then, it is just a matter of repeating the successful efforts and growing your business.

Do Isolite doctors have any opportunities to connect with patients who inquire about Isolite through your company?

We currently do not have a patient to doctor referral network in place, but with the social networking capabilities available via the Internet today, we may offer this in the future. We do have photos and materials available to practices who want to post information about Isolite on their Web site and we have a variety of support tools available for doctors who are lecturing or discussing isolation technology in their study clubs.

What principles of marketing do DCA members need to know about?

There are so many principles to know, but I would highly recommend the book by Al Ries and Jack Trout, The 22 Immutable Laws of Marketing. Ries and Trout really are marketing gods and this book is a fun, easy read. This book will cover the basics for DCA members. Additionally, I really love a Web site called Marketing Profs.com. This is a paid annual subscription, and you can find information and “how-to’s” on just about anything you want to do from a marketing standpoint. Want to send an e-mail blast? Want to send some direct mail? Want to write a marketing plan? There are articles and webinars that take you through it so that you don’t have to be an expert to get started.

Many of us have looked into marketing before and it always sounds so expensive. How can we justify a monthly expense like marketing when our budgets are already stretched to the max?

First of all, you invest in marketing to grow your business. There are plenty of inexpensive ways to stretch the marketing budget: e-mail and public relations are my two favorites; networking is good too. Public relations efforts rarely cost more than your effort and the photos/video you need to tell your story. Certainly, the whole approach that DCA doctors are taking is interesting and can be newsworthy in local markets. But people rarely come to you looking for a story. You must reach out to local writers/reporters/television stations and show them how cool it is what you are doing. There are many health segments, columns, blogs, etc. out there and they are looking for good stories, so tell them one. You’d be amazed at the type of business you can generate at very low or no cost.

How long does it take to see real results in terms of new patients scheduling directly from our marketing investment? How long should we wait if we're not seeing results? And then what do we do?

Sometimes real results take only 24 – 72 hours, such as strong local story on the news where you are prominently mentioned, or an e-mail blast to your patients. You can tally the results quickly, compare that to the cost of your effort and then calculate your return on investment (ROI). Other techniques, such as a regular postcard mailing, or advertising campaign build over time have a combination effect in that they supply an immediate number of responses, but also contribute to name recognition over time. Calculate your ROI and then you can better determine if you should continue with your efforts or try something else. Don’t be discouraged if things don’t pay for themselves immediately. If you are having positive results, it might be a matter of letting the marketing program build to a level of success.

What business principles have made Isolite so successful?

Isolite is successful because we have bold, fierce, entrepreneur owners who passionately believe in the vision of their products. Our general manager, Sandi Hirsch, is a graduate of USC School of Entrepreneurial studies and she is also a C.P.A. She is largely responsible for Isolite’s success in that she watched every penny spent and demanded a return for each penny of investment. Now, as we pass some of the key milestones of business growth, we are expanding the expertise of our team so that we can move more quickly and bring more experience to each of the decisions we make. The other most important principal that we have remained true to is putting the customer first. We are always focused on making sure that we serve our customers and provide value to them.

What one adjective describes you, Maureen? What one adjective describes Isolite Systems?

One adjective that describes me: Writer. At my core, this is really what I love to do.

One adjective that describes Isolite Systems: Out-of-the-box. It is energizing to have the freedom to think and work in ways that are unconventional.

What famous quote can you offer that is relevant to DCA members?

One of my favorites is from Norman Vincent Peal: “You only lose energy when life becomes dull in your mind. You don’t have to be tired and bored. Get interested in something. Get absolutely enthralled in something. Throw yourself into it with abandon.”

What is Isolite's Business Philosophy?

We have a formal mission statement, but I think our philosophy really boils down to two key points: Put customers first. Have fun doing it. The rest will come if you just work through it.

Maureen, you always sound so enthusiastic. How do you stay motivated?

People say that I am always so upbeat. I suppose that is just the way I was born; I take after my father in that respect. Heck, I live in Santa Barbara, I have an incredible husband, I enjoy my job and the people I work with, I love my family and my life and I am in good health. I have great friends who are smart, creative and energizing to me. I eat three squares and have a hot shower whenever I want. How many people in the world don’t even have a meal that they can count on today? It’s easy to be upbeat when you are me.

What do like best...and least... about your job?

I love everything about my job except spreadsheets and administrive. Heck, I can even enjoy a good spreadsheet now and then if the numbers are telling me good things. The best part of the job though has got to be working with our customers. We are so blessed and lucky as a company to have the most incredible, supportive customers in the world.

What is your pet peeve?

My pet peeve is people who leave every kitchen cabinet and drawer open even if they just got a cup of coffee (YOU KNOW WHO YOU ARE!).

What is the most important lesson you have learned?

The first most important thing I have learned is that life is about love and celebrating this moment in time.

I think probably the second most important lesson I have learned is that life is more than work, and that we each need to renew ourselves so that we can be better at our work. At first I didn’t believe this. I suffered “burn-out” at a number of jobs because I would pull all-nighters or put in outrageous hours on specific efforts. I still do that from time-to-time, but I balance that with renewal – yoga, exercise, golf, family time, time off.

Have you ever met any celebrities? Who is the person you are most interested in meeting?>

I have met a few celebrities – mostly because I live in Santa Barbara and the opportunity is often close at hand. At my previous job at a global software company, I was lucky enough to spend an hour and half in an intimate meeting with Jack Welch, the former CEO of General Electric. That was the experience of a lifetime. The celebrity I am most interested in meeting next is Oprah Winfrey.

What is the personality characteristic you most admire? Least admired characteristic?

Most admired characteristic: Work ethic
Least admired: Crabbiness

What is Maureen Sullivan's greatest strength?

I think my greatest strength is that I am goal oriented and know that I can accomplish anything if I put my mind to it.

What question do you want answered? (You asked them all!)

What is the most ecstatic moment you've had (wedding day and kids being born doesn't count!)?

The most ecstatic moment came to me when I was vacationing with my husband on the Carribean Island of Dominica. Two years prior to the trip, I suffered a minor stroke that affected my ability to walk and speak. Although I regained my coordination quickly, physically, I didn’t feel I was the same athlete/whole person that I was before the stroke —until that day. I am passionate about snorkeling and after we snorkeled at Champagne Reef, it was as if I was a new person. I felt truly whole for the first time in two years and I cried tears of joy for this incredible relief. Last year, we went back, and the magic returned. There is something about Dominica for me that is healing.

What would someone be surprised to know about Maureen Sullivan?

I am the world’s worst cook and can barely make a piece of toast.

Maureen, thank you so much for taking time out of your hectic schedule to answer so many questions for the DCA. How does one find out more information about Isolite?

For more information about Isolite, visit www.isolitesystems.com, we have video, testimonials and a whole lot of information for DCA doctors to learn about Isolite. I would also suggest that you check out what other doctors are saying about Isolite. Visit www.dentaltown.com (it’s free to join) and search the message boards for Isolite and read what they are saying. We make it a policy not to interfere with message boards so they are truly a reflection of the community. Isolite was also recently peer reviewed in the new publication, Dental Product Shopper. Reviewing doctors had 128 years of combined experience in dentistry and rated Isolite 4.8 out of 5 possible points. That review can be found at http://www.dentalproductshopper.com/isolite-i2-dryfield-illuminator/ ). Or call us at 800-560-6066 and any of our customer care representatives will be happy to tell you more about the system and the 30-day risk free trial that we offer.

Thanks Josh. This was a fun interview.