Despite the challenge some dentists find in getting their patients excited about regular six-month cleanings, most clinicians can find a patient of almost any age that's enthusiastic and interested in a whiter, brighter smile! With that in mind, what better way to attract new patients—and subsequently, increase practice profits—than by implementing a turn-key teeth whitening sample program sure to get results? Ultradent had this strategy in mind when creating the newest packaging for its award-winning, disposable, convenient teeth whitening system—Opalescence Go™ whitening. The innovators behind the industry-leading Opalescence™ Whitening Systems prioritized the point of view of busy patients and clinicians when they designed Opalescence Go whitening's new look and feel—especially when it comes to sampling.

In this month's dental practice management series, we discuss dentistry, profits, and ethics. Distrust is running rampant in today's world. Distrust of the government, journalists, the pharmaceutical industry, sports referees, etc. And now distrust for doctors, dentists, and other medical care providers is all too commonplace—and in some cases, it's merited and valid. We had the opportunity to sit down with Dr. Dan Fischer, founder and CEO of Ultradent Products, Inc. and a practicing dentist, to discuss dentistry ethics and running a profitable practice. We talked about his beliefs and philosophies regarding patient care, trust, and how to gauge if you're really doing what's best for the patient. Here are a few of his personal credos, in his words.