A Conversation with Dr. Leslie Pitner, Owner of Pitner Orthodontics

MidlandsBiz:
Talk about your educational background.

Dr. Leslie Pitner:
I was one of those people that probably liked school a little too much. For my undergraduate degree, I went to Williams College in Massachusetts where I studied Art History.  After that, I thought that I wanted to be college professor so I went on to earn a master’s degree in Art History from the University of Pennsylvania. I was working on my Ph.D when I realized that I wasn’t a person who loved being in a library all day.  I missed being around people.

My father was an orthodontist who had started a practice in Columbia in 1973 so I started thinking about medicine and dentistry. I spent some time shadowing physicians and realized that wasn’t for me, so I decided to go to dental school. I went to dental school at the University of North Carolina and did my orthodontic residency there as well.

MidlandsBiz:
So it is possible to switch gears with your educational track?

Dr. Leslie Pitner:
I don’t necessarily recommend it, but you can definitely go back and start again.  I was 29 years old when I entered dental school.  I had to go back and do all of my pre-dental requirements – biology, chemistry, physics, organic chemistry, and microbiology.

MidlandsBiz:
What is orthodontics?

Dr. Leslie Pitner:
Orthodontics is dental treatment where we move teeth. That goal is primarily achieved through brackets that are attached either on the front or the back of the teeth.

MidlandsBiz:
What do you like about orthodontics?

Dr. Leslie Pitner:
What I like about orthodontics, as compared to dentistry, is that orthodontics is about planning and diagnosis. Orthodontics is looking at things on the front end and being able to imagine where you want to end up.  Then it’s about having the patience to see your plan through to completion.  Orthodontics is seeing and taking advantage of change.

MidlandsBiz:
Was you first job as an orthodontist with your father?

Dr. Leslie Pitner:
Yes, when I finished my residency, I was fortunate to have the opportunity to enter into practice with my father as his partner.  We worked together for five years before he retired three-and-a-half years ago.

MidlandsBiz:
How was it working with your father?

Dr. Leslie Pitner:
Considering that we didn’t have a good succession plan in place, it went pretty well. It was a challenge in the transition year when we knew my father was retiring and I was going to be taking over.  It was tough for him to let go of the business that he built, but he was also excited to be able to pass it along to his daughter.

MidlandsBiz:
What aspects of the business are you involved with on a daily basis?

Dr. Leslie Pitner:
I am involved with anything that involves the big picture in terms of patient care.  I see every patient that comes in the door.  I also have dental assistants who work directly with patients, and also people who help out on the business side such as making appointments and dealing with insurance.  I have my fingers in everything, but I also try to delegate as much as possible in order to make our operations as efficient as possible.

MidlandsBiz:
When did your father start his practice?

Dr. Leslie Pitner:
In the early 1970’s, nearly every orthodontist office in Columbia was located within a one-mile radius in downtown. My father was one of the first orthodontists in Columbia to move out to the suburbs.  He had his first office on Broad River Road and then eventually relocated to the Irmo area. He opened his doors with one person answering the phone and him.  Today, Pitner Orthodontics serves between 600 to 700 active patients.

_____________________________________________________________________

______________________________________________________________________

MidlandsBiz:
What were some of the challenges you faced in taking over an established business?

Dr. Leslie Pitner:
I took over in 2010 when the recession was affecting people’s decisions in a big way, so it was not an easy start to owning the practice. I felt a big responsibility in taking over this business and trying to carry on its tradition of success.  In order to better serve our patients, we needed to upgrade our systems and technology in order to become more of “21st century” operation.

MidlandsBiz:
Is running a practice like yours capital intensive?

Dr. Leslie Pitner:
Most of the major capital expenses occur on the front end when you have to acquire the equipment. What I find most exciting is staying on the cutting edge of what’s happening in the industry in terms of technology.  I’m always trying to look ahead to where we are going to be five, ten years down the road in terms of what’s happening in dentistry and orthodontics. Technology has become a huge part of our industry.

MidlandsBiz:
What are the biggest changes that you have seen in technology?

Dr. Leslie Pitner:
Everything is digital now – electronic records and digital X-rays. We are moving into the 3-D technology that uses an intraoral scanner.  Many people from decades past will remember getting a mushy impression of their teeth with plaster.  Today, we do a virtual, 3-D impression of the teeth that is much more precise and opens up a huge number of opportunities for customized appliances.

MidlandsBiz:
What is unique about your practice?

Dr. Leslie Pitner:
I’d say the lingual braces that we offer – braces that are on the back of teeth.  It’s a technique that has been around since 1980s, but today they are much more practical and comfortable.  Clients love to have the option of an orthodontic treatment that is completely invisible.  No one knows that you’re having orthodontic treatment unless you tell him or her.

We also offer Invisalign, invisible clear aligners that are really popular with our adult clients.

On the technical side, what is unique about Pitner Orthodontics is that, compared to anybody else in Columbia and probably through the state, we have more aesthetic options for adults. There are a lot of different options that are more user-friendly for adults than there have been in the past. I’ve had people come from around the state and even from the Charlotte area for some of the services that we offer.

What I am most proud of is our total focus on each individual.  Each treatment is specific to the client.  We are also obsessed with being on time around here. We hope you walk out the door having a better day than when you came in.  We focus on the patient and their family and try to make the overall experience fun and convenient.

MidlandsBiz:
How does Pitner give back to the local community?

Dr. Leslie Pitner:
The biggest way that we are involved with the local community is through the school system.  We do a “favorite teacher” drawing every month. Each kid that comes in here writes down the name of his or her favorite teacher.  Then we draw a name and the teacher that wins receives a $100 gift card to spend in their classroom. We also support numerous dance teams and athletic teams.
Those are excellent ways that we can be directly involved with kid’s lives outside of the office.

MidlandsBiz:
What’s next for your practice?

Dr. Leslie Pitner:
Right now, I don’t have any big plans. I’m not looking to bring on anybody else. I enjoyed working with my father, but it’s nice to be able to make my own decisions.

In terms of new locations, I don’t have any immediate plans, but you always have to be ready, especially with shifting demographics. We opened our office in Chapin about seven years ago and it has grown steadily. I’ve played around with the idea of doing something focused on adults and locating that business downtown, maybe on Main Street. I don’t know if that’s realistic yet, but that’s something in the back of my mind.

MidlandsBiz:
What leaders have influenced you?

Dr. Leslie Pitner:
My dad took leadership very seriously. He always wanted to empower the people who worked for him and build a strong team. He was not a top-down leader; he wanted everyone to be engaged.  I definitely learned a lot from him. I try not to be a micromanager. I trust that people are going to do what I’ve asked them to do.

Another person that I admire, not so much for his leadership style, but in his commitment to excellence, is Steve Jobs. His obsession for getting things right was critical to Apple’s success.  A focus on getting things perfect is important in orthodontics.

And I also learned a lot about leadership from my husband.  He, like his father, was in the Marine Corps.  In the Marine Corps officer’s handbook, there is a question about the best way to erect a 20 foot flagpole.  People offer a lot of different answers, but the correct one is: “Sergeant, erect that flagpole.” Initially, I viewed this as lazy, sloppy leadership. Now, as I’ve been working longer, I better understand it.  Surround yourself with the right people, make sure they have the skills to do the job right, and then – let them do it. That is effective execution.

 

Pitner Orthodontics

Columbia Location: 5953 Wescott Rd, Columbia, SC 29212
Chapin Location: 814 Old Bush River Rd., Chapin, SC 29036
Phone: (803) 781-5225
Website: http://www.drpitner.com/