Dr. Dustin Wallace of Maumelle Family Dentistry Spends More Time Delighting Patients Than Worrying
About Insurance Collections

Dr. Dustin Wallace of Maumelle Family Dentistry Spends More Time Delighting Patients Than Worrying About Insurance Collections

Dr. Dustin Wallace’s journey into dentistry had an unlikely genesis as well as an indirect path. In 2017 he purchased Maumelle Family Dentistry in Maumelle, Arkansas – a practice now defined by personality, entertainment and a stress-free experience for patients and parents alike, in addition to excellent insurance collections and all the characteristics that make Maumelle Family Dentistry an eAssist Top Practice.

An Unlikely Career Genesis

Being on the losing side of a run-in with a table that knocks out nearly half one’s teeth at a very young age would give most people dentophobia for a lifetime, not inspire them to go into dentistry as a career. But not little Dustin Wallace. As he explained, "The fascination with dentistry started for me real early because when I was about three years old, I was running around the house and WHAM! I hit my grill right into the coffee table, cracked several of my front teeth, and did a lot of destruction.”

Fortunately, he was treated by a pediatric dentist who not only did excellent work – in the form of about 10 silver caps – but successfully allayed any fear. The now-grown Dr. Wallace recalls, “I guess I was sedated during the work so that wasn’t bad. I just remember the doctor was always happy, the team was always happy, and there were no bad experiences as a child growing up. That ignited a spark that it was something I wanted to do.”

Although his mother did not share his opinion when it came to school photos, Dustin loved his "cool caps," as the hip hop culture was rising at the time. He was actually disappointed when his baby teeth started to fall out in first grade, and one by one he lost all his macho metal by the time he was 12. After that came braces about which he was less enthusiastic, but they did add to his fascination with dentistry.

Along the way, Dustin fell in love with music, acapella singing, and band. This led him to a degree in Vocal and Instrumental Music, and a first career as a high school band and choir director in his home region of Southern Arkansas. After one year, he opted to pursue his other passion by returning to school for yet another seven years to earn a Bachelor of Science in Biology, and a Doctorate of Dental Surgery from the University of Tennessee.

The Start of a “Ballooning” Career

As fate would have it, Dr. Wallace’s best opportunity following dental school was at Kool Smiles pediatric dental clinic for which he served as a traveling dentist across three offices. As a way of engaging with the kids and helping them feel more comfortable, Dr. Wallace would sing, plus he took up making balloon animals. He remembered, “I spent a weekend on YouTube learning, and ordered a bunch of balloons on Amazon. Twisting them is great for practicing the dexterity needed for using the handpiece. But some are really hard to blow up even for me, and I used to play the tuba!”

After another four months of practicing adult-focused dentistry at a different office, Dr. Wallace was inspired to lead a practice of his own. He benefited from the advice of a trusted friend in Maumelle Arkansas who knew the demographics, statistics and trends of the area, and most advantageous locations. “Everything about the town was overwhelmingly positive. I found a dental practice that was for sale. It needed some updating, but had a good skeleton. And, there was an unfinished side so we could expand. Everything just fell into place,” said Dr. Wallace.

Since taking over the office in 2017, the practice has grown to include three assistants and two hygienists. Uniquely skilled at both pediatric and adult dentistry, Dr. Wallace and his team pride themselves on being excellent with kids and adults of all ages, and delivering a superior level of quality, compassion, and patient satisfaction.

Not surprisingly, Dr. Wallace’s repertoire of balloon animals continues to be a hit with children. It’s also a win for parents who confirm their kids are enthusiastic to come for a cleaning or checkup because they know they’ll get a balloon.

Kids will say, ‘You made me a dog last time; I want something different.’ But sometimes I only have time for the wiener dog or the sword. If I do have the time, maybe I’ll add a painted face.

Advice to a Younger Self… and Other Practice Owners

Dr. Wallace and his team were honored in 2021 with the eAssist Top Practice Award in recognition of their exemplary patient experience and efficient operations, among other criteria. But it wasn’t like that from Day 1. When asked what advice he would give his younger self when graduating dental school, or what one thing he would do differently, his advice had to do with “Business 101 fundamentals” not typically taught in dental school:

• When hiring employees, establish some form of a training phase, followed by a probationary phase.
• Implement an employee handbook ASAP that protects your employees, you, your business and your patients. As he came to realize, “An employee handbook should help protect you from everything from litigation, to any type of issue that can arise in any business, but certainly one that has so much on-site foot traffic, and that is performing services on the human body every day.”

Knowing what I know now, I would have finished my employee handbook much sooner, and continued to emphasize it.

Dr. Wallace also advises anyone striving to build and operate a successful practice to follow these must-dos:

• Be efficient
• Avoid extra costs; think critically about things you don’t really need so you’re maximizing profitability
• Hire talented team members who fit well with the rest of the team
• Be a motivational leader to your staff
• Establish a positive culture

Culture is especially important to Dr. Wallace and, clearly, it is to the team also. They not only work together effectively, but take care of each other and are there for one another like a family. Patients regularly provide feedback about the positive energy in the office, and how everyone interacts so well and is in-sync as a team.

I never want to hear the phrase ‘that's not my job.’ I expect everyone to agree to help, to ask what else they can do. We're all in it together.

The alternative to a positive culture is an office in which the vibe or feeling just isn’t right. Team members aren’t meshing well, or the assistant is having a tiff with the front office team, or there’s personal drama going on behind the scenes. Except that it’s not really behind the scenes; all that is apparent to patients, which damages the patient experience and the referral rate.

Taking Efficiency and Profitability to the Next Level

When it comes to efficiency of operations and maximizing profitability, Dr. Wallace took his practice to the next level by partnering with the eAssist Dental Solutions platform in May of 2020.

As he stated so well, “Insurance companies are generally not our friends. They try to do as little as possible for their clients; it seems to be their business model. If they deny a claim, you have to go on a portal… and maybe the portal doesn't work… and so you call them and sit on hold until you finally have to hang up to care for patients now lined up at the desk… all while trying to answer multiple phone calls. Insurance companies seem to capitalize on that process; the fact that people have to hang up after an amount of time, and then start all over. They know people will likely give up sooner or later.”

eAssist has become the middleman for us and insurance companies. That role used to take an enormous amount of time by our staff, but now all that is completely gone. Our on-site staff has no distractions with those companies, so we can provide better patient-focused care.

Since coming on board with eAssist nearly two years ago, all key metrics are up, including: production (36%), insurance collections ratio (23%), total insurance collections (a whopping 362%!), and over 90-day balances are down by 89%.

Dr. Wallace appreciates the updates he receives from his eAssister, who can attest to spending months working on a claim only to be forced to jump through more hoops each time it seems the issue has been resolved. But eAssisters stay on it, stick with it, and never give up. He said, “That's been a big help. It's definitely of importance to feel seen and heard and know that someone else is fighting for that money.”

He went on to point out the misconception that offices are required to submit insurance claims, when it’s actually a courtesy for patients, adding, “I couldn't imagine being a patient and having to read and understand an EOB, file a dental claim, and then fight the company.”

Dr. Wallace also values the direct contact he has with his eAssister whom he likens to having an additional administrative staff member. Constantly conducting business deals that involve loans and finances, banks regularly require him to submit specific data.

When I need a report, she’s on it, usually the same day. It's done, it’s done right, it’s sent right to me so I can send it to the next person, and then I can continue to keep my chairs full and have a good business.

This is a common development between clients and their eAssist teams. New clients understand the services they will be receiving, but often don’t realize the level of dedication, the extent of the connection and the depth of the relationship they will build with their eAssisters, and how much of an extension of their team they will become. Even though eAssisters work remotely, they become an integral member of the office family and the day-to-day operation of the office. Many are even invited to office parties, and sent birthday and holiday gifts.

Giving Back is Good for the Soul… and the Business

In addition to the great work they do within the office for the patients, the team, and the businesses operationally, Top Practice Award winners also set themselves apart outside the office by giving back to their communities.

• Having gotten into acapella singing when younger, staying involved with the craft brings Dr. Wallace personal joy, and provides an opportunity to give back. In addition to being heavily involved himself for the past several years as Bass Section Leader, he recruited his father and brother in helping to raise and donate money to Acapella Rising – the local not-for-profit Greater Little Rock men's chapter of the national Barbershop Harmony Society.
• Donated money to the local high school music program, for which he plays bass guitar with the high school jazz band.
• Next on the list of beneficiaries is expected to be the Maumelle Animal Shelter. Everyone on the staff is an avid dog-lover, and Dr. Wallace admits to walking his giant schnauzer to the office a couple of times a year to spend the day there.

The “unintended consequences” of giving back and being visible throughout one's community and schools are all positive for a business, considering that practices known for doing good outside the office enjoy more referrals and attract more new patients into the office.

Serving While Serving

In addition to serving his community, Dr. Wallace has also been proudly serving his country since 2013, having risen to the rank of Captain in the US Army Reserves. He has a number of extended family members in the armed forces, and has always been impressed with patriotism, the discipline and symbolic nature of the military, and the reverence shown to veterans.

I enjoy being a part of the service, being able to wear the uniform, and have that honor, duty, respect and leadership.

He admits another motivator was the cost of a dental education, for which a half-million dollars in student loans is not uncommon. He signed up for a nine-year commitment in the Reserves, which he is soon to complete, and remains undecided about continuing. Intrigued at the thought of a 20-year career and the retirement benefits that go with it, his present mindset is to “see how it goes.”

In the meantime, he serves the veteran community by coordinating with the Veterans Administration and their dental insurance program to give these esteemed patients more options and much faster treatment, with potentially life-changing results. The practice has been treating several veterans over an extended period of time, about which Dr. Wallace said, “That's been a pleasure. I feel like I can immediately connect with those patients, and they usually have a mutual respect for me because they know I've served for so many years.”

Based on how well Dr. Wallace and the team at Maumelle Family Dentistry are doing so far, the future is destined to continue going quite well for the business, their patients and community!

To learn from others honored as eAssist Top Practices visit www.dentalbilling.com, and subscribe to our top-rated How We Did It podcasts on which Dentists Teach Dentists by candidly sharing their experiences, best practices, and what sets them apart in their communities.