You Should Know: Kaleidoscope Benjamin Lund, Editor, Orthotown Magazine, talks internal marketing with Charis Santillie of

You Should Know: Kaleidoscope
by Benjamin Lund, Editor, Orthotown Magazine

Orthotown Magazine talks internal marketing with Charis Santillie of Kaleidoscope.

Charis, tell us about Kaleidoscope and what you provide to orthodontists.
Santillie: Kaleidoscope is a digital marketing tool for waiting rooms that helps build relationships with patients and families, which drives referrals. It’s completely customizable and allows you to show the personality of your practice and what sets you apart.

Part of Kaleidoscope’s intrigue is how the stunning imagery and entertaining elements come together to capture the attention of people in your reception area. Clients are drawn in to watch the screen as marketing messages subtlety mix in. The layouts are designed by professional designers with eight or more years of experience developing marketing materials for orthodontists, and every one of the images was hand-selected.

What is your background prior to starting Kaleidoscope? How did you get started in orthodontics?
Santillie: I started my own graphic design business 12 years ago. However, sometimes I joke that I earned a DDS (being a Dearly Devoted Spouse) while my husband completed his dental degree. After designing and opening his orthodontic practice, I soon recognized a niche opportunity and created Smile! to help orthodontists with their marketing. Then clients asked me to develop a waiting room product. They were confident I’d create a quality product to fit their needs and benefit their practice. They complained that looping videos and PowerPoints were losing people’s attention and too time-consuming to maintain, and they simply were not satisfied with any waiting room products on the market. We listened, and developed Kaleidoscope.

What is your philosophy at Kaleidoscope? What is your mission?
Santillie: We are committed to providing captivating and effective marketing tools that offer businesses ultimate control and flexibility of their content.

What sort of training can orthodontic practices receive when using your system?
Santillie: Online tutorials are a convenient way to learn about the product features. My customer service team is also available via phone and e-mail. We hired a premier team who specializes in developing software for companies such as Nike, AOL, Sony and Intel, so the product has been extremely well designed to be userfriendly and easy to customize for each practice.

I understand this system can be altered outside of the practice. Tell me more.
Santillie: The doctor or team member can log into their account from any computer, at any time, to make edits and upload their own photos or videos, etc.

What do orthodontic practices need to do to upgrade to the newest version of Kaleidoscope once they’ve purchased it?
Santillie: The product is Web-based, so our clients receive updates automatically. We also add new content every quarter, including new layouts, images and videos.

What kind of service can orthodontists expect when they pick up the phone and call you?
Santillie: Customer service is, and has always been, a top priority in my business. Clients initially asked me to create Kaleidoscope because of our reputation for quality and service.

How does someone contact you if they want to work with you?
Santillie: To learn more about Kaleidoscope, or set up an online demo, e-mail info@thekaleidoscope.com or call 800-387-0121.
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