Cliff's Notes

The Business of Dentistry

The Demographics Are Changing & Who Was Dr. John H. Holliday?

Cliff’s Notes for December 19, 2010

….. E-Blast…..


Cliff Marsh, Henry Schein ……Cell: 201-321-7494……Fax: 201-262-2210…..E-mail:


“Most people strive to achieve excellence when completing a task.  Doing something well can be extremely rewarding, but are there steps a person can take to achieve excellence?  When a person performs effectively, is it merely a result of high IQ, hard work, or pure luck?”

“Kerry Straine”

Find out what the Harvard Business Review discovered in the article Six Keys To Being Excellent at Anything.


In This Week’s Issue

  • The Demographic Are Changing, Are You?
  • Dental Trivia – “Who Exactly Was Dr. John Holliday?
  • Product Review – Aquoral an Innovation in Oral Hydration™


 The Demographics Are Changing……………………………

This news letter was originally designed to document day by day situations that a dental office runs into and formulate reasonable solutions. The topics I discuss are based on conversations with my clients in the northern New Jersey/Greater NY market.

There is a topic that we all talk about but never seem to address. This past year our government took a Census. The results are starting to be reported and you need to pay close attention. Your future growth and the value of your practice (investment) will be dramatically affected. Kudos to Dr. L & Dr. T for recognizing the changing demographics and “adjusting their sails” to better fit the community they service.

I have lived in Bergen County, NJ all of my life. My client base is mostly like me, 2nd generation American, across 6 northern counties. My Grand Parents immigrated to the United States and settled in the Bronx. At that time in history, early 1900’s, ethnic groups from all over the world came to the America and settled with those of similar cultures. Well, it’s happening again and if you want your business to stay strong within your community, you need to understand and address the “new melting pot”. You need to adjust your sails. Just like I tell dentists that they will most likely be transitioning their practice to a woman dentist, they need to understand what will be attracting new patients 3 years from now?

Today, NJ dental practices along with the rest of the NY metro market need to address the growing population of Korean, Indian, Philippino, Hispanic, Eastern European, Chinese & Arabic. This is not a political statement, it is fact. The following are excerpts from an article on

Demographics: Demography involves the study of characteristics of a population and how these change over time. The characteristics that are of most interest to marketers fall into two categories: 

  • Total Population – These characteristics take a very broad view of the population as a whole in terms of size (e.g., number of people, number of businesses) and location (e.g., geographic region).
  • Personal Variables – These characteristics look at how the population is changing based on individual factors such as gender, age, income, level of education, family situation (e.g., single, married, co-habitation), sexual preference, ethnicity, occupation, and social class.

We saw in Part 6: Targeting Markets demographics is a key variable used to segment both consumer and business markets. In particular, demographic variables are an important component in creating customer profiles. These profiles are based on both demographic and non-demographic (e.g., customer behavior, attitudes, lifestyles) factors and are used for grouping customers into definable market segments from which a marketer then selects its target markets. Since demographics is tied directly to identifying target markets, monitoring how demographics change is critical for making marketing decisions.

Most demographic shifts do not occur rapidly so marketers will not see dramatic changes in a short period of time in the manner that other external forces can impact an organization (e.g., impact of a new law). However, over the long term, demographics can reshape a target market requiring marketing organizations to rework their marketing strategy in an effort to appeal to a changing market.

Adjusting to Demographic Trends: While demographic change occurs slowly, marketers can begin to see indicators of potential change by identifying small trends that may suggest a larger shift over time. By paying close attention to these trends organizations can prepare their long-term marketing strategy to be ready when the shift becomes more apparent.

To illustrate how a marketer may respond, let’s consider the demographic characteristic birthrate. In some countries the overall birthrate is declining while the average age of the population is growing (i.e., people living longer). For a company targeting the youth market with sporting products this trend may suggest that in coming years they will see a shrinkage in demand for their products within the youth market as the population of this market declines. On the other hand demographic data may signal to the company that another market (i.e., older market), which they may not have previously targeted, may hold potential for new products. If it is predicted that the shift will occur over several years the marketer can slowly move into the new market by offering products geared toward older adults.

Who Was Dr. John H. Holliday?……………………………………… 

Dr. John Henry “Doc” Holliday

Because of his family status, John Henry had to choose some sort of profession and he chose dentistry. He enrolled in dental school in 1870 and attended his first lecture session in 1870-1872. Each lecture session lasted a little over three months. John wrote his required thesis on “Disease of the Teeth”. He served his required two years apprenticeship under Dr. L.F. Frank. On March 1, 1872, the Pennsylvania College of Dental Surgery in Philadelphia, conferred the degree of Doctor of Dental Surgery upon twenty-six men, one of whom was John Henry Holliday. Upon completion of his training and graduation, Dr. Holliday opened an office with a Dr. Arthur C. Ford in Atlanta in 1872. The Atlanta Constitution on July 26, 1872, ran the following item:

“I hereby inform my patients that I have to attend the session of the Southern Dental Association in Richmond, Virginia, and will be absent until about the middle of August, during which time Dr. John H. Holliday will fill my place in my office. Office: 26 Whitehall Street – Arthur C. Ford, D.D.A.”

John was a good dentist, but shortly after starting his practice, he discovered that he had contracted tuberculosis. Although he consulted a number of doctors, the consensus of all was that he had only months to live. However, they all concurred that he might add a few months to his life if he moved to a dry climate. Following this advice, Doc packed up and headed West. His first stop was in Dallas, Texas, the end of the railroad at the time. The date was October 1873, and Doc soon found a suitable position as an associate of Dr. John A. Seegar. He hung out his shingle and prepared for business, but his terrible illness was not through with him. Coughing spells wracked his thin frame and often occurred at the most embarrassing times, such as in the midst of filling a tooth or making an extraction. As a result, his dental business gradually declined. John soon had to find other means of earning a livelihood.

It became apparent that he possessed a natural ability for gambling and this quickly became his sole means of support. In those days, a gambler in the west had to be able to protect himself, for he stood alone. Doc was well aware of this and faithfully practiced with six-gun and knife. On January 2, 1875, Doc and a local saloon keeper, named Austin, had a disagreement that flared into violence. Each man went for his pistol. Several shots were fired, but not one struck its intended target. According to the Dallas Weekly Herald, both shooters were arrested. Most of the local citizens thought such a gunfight highly amusing, but changed their views a few days later when Doc put two large holes through a prominent citizen, leaving him very dead. Feelings ran high over this killing and Doc was forced to flee Dallas a short distance in front of a posse. His next stop was Jacksboro over in Jack’s County, where he found a job dealing Faro. Jackson was a tough cow-town situated near an army post.

That is where he met Wyatt Earp, another person who was to have a great deal of influence on his life. Earp rode in from Dodge City on the trail of Dave Rudabaugh, who was wanted for train robbery. While Doc was helping Wyatt gain the information he needed, they became fast friends. Holliday had already gained the reputation of being a cold-blooded killer. Many believed that he liked to kill, but that was not true. He was simply a hot-tempered Southerner who stood aside for no man. Bat Masterson said of him: “Doc Holliday was afraid of nothing on earth”. Doc could be described as a fatalist. He knew that he was already condemned to a slow, painful death. If his death was quick and painless, who was he to object! Actually, he expected a quick demise because of the violent life he lived.  On January 17, 1882, came the famous confrontation

Doc Holliday’s famous cousin (by marriage) was Margaret Mitchell, best known for authoring Gone With the Wind.

“I found him a loyal friend and good company. He was a dentist whom necessity had made a gambler; a gentleman whom disease had made a vagabond; a philosopher whom life had made a caustic wit; a long, lean blonde fellow nearly dead with consumption and at the same time the most skillful gambler and nerviest, speediest, deadliest man with a six-gun I ever knew.”

  – Wyatt Earp speaking of Doc Holliday

 Aquoral an Innovation in Oral Hydration™………..

Aquoral‘s novel formulation of Oxidized Glycerol Triesters, in a convenient pump-spray, not only soothes but also helps heal your mouth. Aquoral is a non-systemic, non-water based solution that will not just help with rehydration, but can also help heal and restore damage done to the mouth and mucus membranes.

 Each 40 mL bottle of Aquoral contains 2 month’s worth of treatment when dosed as 2 sprays, 3 to 4 times daily. Aquoral also has a pleasant citrus flavor. Aquoral is available by prescription only.

Order # 290-0041

Important Safety Information: Aquoral should not be used by patients with a known history of hypersensitivity to any of its ingredients. Download Full IMPORTANT SAFETY INFORMATION

Cliff Marsh

Henry Schein Dental

P.O. Box 663 / 45 Rt. 46 East, Suite 605

Pine Brook, NJ 07058

Cell: 201-321-7494

Fax: 201-262-2210

December 19, 2010 - Posted by | Uncategorized

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