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Corporate Profile: Ortho2 Benjamin Lund, Editor, Orthotown Magazine

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Long-time orthodontic management icon, Ortho2, gets set to launch its newest practice management platform
by Benjamin Lund, Editor, Orthotown Magazine

It might seem odd, but Ortho2, one of the most recognizable orthodontic management companies in the profession, is now unveiling just its third new management system to the market. Granted, Ortho2’s product is practice management software, and its systems have received hundreds of updates through the years. Now the company is unveiling its newest multi-tiered platform – Edge – which gives orthodontic practices the opportunity to operate locally or via Ortho2’s data center over the Internet, lessening practices’ dependence on their own IT and server issues. Orthotown Magazine recently interviewed Ortho2 President Dan Sargent to find out more about the company and its new platform, Edge.

Dan, tell me a little bit about your professional background and history with Ortho2.
Sargent: I graduated from Iowa State University in 1979 with a degree in computer science. Shortly after, I met Dr. William Iversen and we collaborated on a management system for his practice on a Wang mini-computer. In 1982 we formed Ortho2, (then called Ortho Computer Systems), and I re-wrote the program for both the Apple III and IBM XT computers. In 1985, several more orthodontists joined the company. As we grew from a two-person company to one with nearly 60 employees, my role has shifted from programming to management, but I still enjoy participating in product design and development.

Can you tell me a little about Ortho2’s business philosophy and the goals of the company?
Sargent: We think of our business in very personal terms, referring to our clients as “partners,” and including them when we refer to “the Ortho2 family.” I’ve come to understand that we are most successful when we focus on them. Our formal company mission statement is “to help our orthodontic partners succeed,” and by doing this our own success naturally follows. Our goal is to make the Ortho2 experience as positive and productive as possible. We strive to provide the best software possible. We carefully monitor our support metrics to make sure we are maintaining our quality and responsiveness. Each year we call every client to ask how they are doing, and we also conduct an anonymous customer satisfaction survey. We are proud of our status as the largest independently owned orthodontic management company.

Tell us about your new system, Edge.
Sargent: Edge is our new practice management system, which will be available in its initial release during, or shortly after, the 110th American Association of Orthodontists Annual Session this May. It has the unique ability to run in your office locally or from our data center over the Internet. It was developed as a multi-tiered application so it is easily scalable and can be set up for multiple and very large offices. It was developed from the ground up by a team of programmers, orthodontists and consultants to make sure that it included a feature set to please even the most advanced user. In essence, it is the culmination of our 28 years in the orthodontic practice management industry and represents the best of the best in terms of what a practice management system can offer.

Why is running over the Internet a benefit?
Sargent: Running over the Internet provides much better access to your data as it is always accessible and completely secure. Since data is stored in multiple off-site server locations, you aren’t reliant on your in-house and potentially fallible backup. The transition to the Web also decreases IT issues considerably. Many orthodontists express frustration at having to become IT experts in their practices. Edge can run on very simple computers, both PCs and Macs. Many businesses have already made the transition to Web-based computing, and there are consistent lower IT costs this way. Our customers have been telling us for years that they want complete access to their data within their office, from their satellite offices, or while traveling via a notebook or smart phone. With Edge we can finally provide this level of secure access to their real-time data, not data delayed by synchronization.

Your advertisement talks about a revolution. Besides running on the Internet, what else is “revolutionary” about Edge?
Sargent: Edge has a completely new look and feel with its redesigned GUI (graphical user interface) and emphasis on the end user experience. The imaging module was completely rewritten as well and allows for seamless integrations with most digital X-ray machines. The entire system is much more intuitive and almost completely customizable by the user. For example, each staff member can set up his or her home page to include mini data screens or “widgets” from different aspects of the program. Instead of viewing the same static screen, everyone in the office can view exactly what is relevant to them. In fact, Edge has several built in “roles” to make the initial views consistent with what a particular staff position might want to see. Edge supports dual monitors, and is optimized for both viewing and processing data. Orthodontists with large or multiple offices will immediately see a huge benefit in Edge’s ability to utilize multiple servers. Finally, Edge uses “workflows” which can automate routine tasks in the office.

You’ve been in business for nearly 30 years, but you’re unveiling only your third all-new practice management software platform. Why?
Sargent: It’s important to distinguish between a new platform and ongoing product enhancements. Our original DOS program underwent many revisions during its lifespan, but the underlying foundation was solid until the advent of Windows. Similarly, our ViewPoint product has been enhanced regularly since its introduction in 1998. By improving an existing system, clients don’t have the frustration of dealing with unnecessary change. But we knew that to fully realize the benefits of a true Internet-based system, a new platform would be required.

When the success of your company depends upon the success of a singular product, there’s a lot of pressure to get it right. What can you tell me about the logistics and commitment it took to get this product to market?
Sargent: Our preliminary research and development took from late 2006 through 2007. As we were working with the latest innovations in programming tools, we took the time to create several prototypes to learn what was possible. During this time we also created our map of features and decided how to tier the system from the stored data, through the program’s logic and to the user interface. Then, during 2008 and 2009, as the program took shape, we held ongoing Web-based sessions to get feedback on our work. More significantly, we hosted five development conferences around the country, where a group of about 20 orthodontists, staff and consultants met to see, discuss and re-direct our program. I was floored by the commitment and benefit provided by our group of outside advisers, and can’t thank them enough. Finally, after a lot of internal testing, Edge entered beta testing, where some of these same customers helped us polish and fine-tune the system before the general release.

What were your goals in building this new platform?
Sargent: We wanted to take full advantage of the Internet’s ASP data hosting model, without forcing it on everyone. Thus, Edge can be hosted, which we recommend as it eliminates the need for servers and in-office backups. But it can also run in office. Either way, it can provide secure real-time data access to other offices, patients, parents and consulting professionals, even on handheld devices. Another goal was to maximize the benefits of functions that other systems either don’t offer, or provide through limited third-party integrations. Among others, these include imaging, animations for patient education and case presentation, patient reminders via phone, e-mail or texting, and employee management features.

How does your new platform integrate and coordinate imaging and communications within an orthodontic practice?
Sargent: This question gets to the core of what differentiates products that seem similar when just comparing a list of features. Adding a software function is one thing, but implementing it in the right place, in such a way that a user intuitively understands how it works, and anticipating which related features should be immediately available is another. We strive to integrate images, graphics and a well-designed user interface to accomplish this. For example, patient images and large nicknames are provided to prevent the doctor from confusing patients in the operatory. Interoffice communications are at everyone’s fingertips and not only transmit messages but, when appropriate, can also jumpstart an associated task.

Can you explain your process in developing your new software? What was your starting point? Who were the primary designers and in what capacity did they function?
Sargent: During the initial core development stage, our Vice President of Development Matt Hilleman and two additional programmers were dedicated to Edge. In order to maximize their focus, we provided an isolated working environment for them for one year. They then re-integrated with our larger programming team so several additional developers could get involved. These included specialists who worked on the user interface, creation of reports, animations and data conversions. It all comes together through our dedicated quality assurance position. We have also involved our sales and support staff for their perspective and internal testing. Eventually everyone in the company played a role as we prepared to market, sell, train and support Edge.

Why should an orthodontist consider using your new platform?
Sargent: In addition to the benefits of being a true Web-based application, Edge really turns the corner from being a good tool, if used appropriately, to actually promoting the success and profitability of an orthodontic practice. Predefined workflows make sure things get done accurately and on time. Employee user “roles” promote productivity by automatically customizing features and data access for each position. Collection tools optimize healthy receivables. Goal setting and tracking motivates everyone to be their best. Smart scheduling assures a comfortable pace and eliminates unproductive down time. And doctors will love the treatment chart layout, which lets them use one screen for everything they need.

When an orthodontic practice purchases your software, what sort of training do you offer? What sort of support do you offer?
Sargent: We offer a wide range of training and educational resources. New clients typically receive a dedicated on-site or Web-based training, and have direct access to our New Customer Care team that specialize in helping new users. Once a client is familiar with our products, we strive to minimize the need for ongoing assistance. In addition to intuitive software design, we provide help inside the software, and our website contains streaming videos and other self-help resources for those who want them. For new employee or refresher training we offer regularly scheduled live webinars, and host free in-office seminars quarterly. And, of course, our support center handles calls, e-mails, and faxes every business day. I credit Todd Schuelka, our Vice President of Operations, and his talented team for striving to offer the best training and support in the industry. According to Howard Choi’s thesis, which measured customer satisfaction among the leading orthodontic practice management providers, our clients think we do. We received top marks for training support, technical support, and ease of learning.

What can users of ViewPoint and OneTouch expect to happen once your new software becomes the standard?
Sargent: We do expect Edge to become the system of choice for most new Ortho2 clients, but we will continue to enhance and support ViewPoint as an equally important product. This is because, regardless of the success of Edge, ViewPoint will be our most-used product for years. In fact, we are still providing support for the few customers who remain on our old DOS program, OneTouch.

To what do you attribute Ortho2’s success?
Sargent: The first decade of this market was incredibly volatile. Companies were forming and failing regularly. We survived this turbulent period because of the advice and direction of my orthodontic partners and some very helpful customers. This taught us the value of direct customer feedback. Without this, a company can get absorbed in its day-to-day work and lose track of what is happening “out there.” Today, our board of directors includes these same orthodontists, and in recent years has expanded to include several additional customer advisors who bring a perspective we otherwise don’t get. I have also been blessed with a loyal and talented group of employees. Within our executive group, the average time with the company is 16 years.

Will there ever be a time when Ortho2 branches out into other arenas?
Sargent: I’m reluctant to use the word “never,” but I do believe our orthodontic focus serves the Ortho2 family well. In order to satisfy a wide range of orthodontic preferences, our products are very flexible. In fact, several pedodontic practices already use them. Expanding our marketing to reach out to pedodontists, or to multiple specialty groups might be something we would do someday. We may also expand our international marketing.

Even though you’re just unveiling this new software, how long before the orthodontic market sees another new product from Ortho2?
Sargent: Wow, let’s finish launching this one first (laughs). I don’t know when the evolution of orthodontics or technology will warrant another all-new platform, but history would suggest it could happen in 10-15 years. In the meantime, our clients can expect to receive regular enhancements on an ongoing basis. As always, if our products aren’t doing something to their satisfaction, they should let us know and see what happens!

For more information on Ortho2, please visit www.ortho2.com, or call 800-678-4644.
Orthotown Magazine
September 2025
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