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Office Visit: Self-made in Manhattan by Carly Syms

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Self-made in Manhattan
by Carly Syms

With almost eight million people in New York City, it might not be easy to stand out amongst the crowd, but Dr. Adam Goodman and his team at Goodman Orthodontics aim to do just that with the practice's dedication to unique individualized care for each patient. Orthotown Magazine talks with Dr. Goodman, a prominent Townie, about his practice, his life outside of orthodontics and why some call him "The Invisalign Guy"

Name: Adam Goodman, DMD
Graduate From: State University of New York - Albany, 1985 University of Pennsylvania, 1989 Montefiore Postgraduate Orthodontic Certificate, 1993
Practice Name: Goodman Orthodontics
Practice Location: Manhattan and Riverdale, New York
Year Office Opened: 1994
Practice Size: 2,600 square feet, seven staff
Website: www.goodortho.com


Why did you choose orthodontics as your career?
Adam Goodman: To answer this question, you first have to ask, "Why did I want to be a dentist?" The answer to that starts when I was a little boy, wanting to make my parents happy, and since I liked going to the dentist, I told everyone I wanted to be a dentist. Heading into dental school, I knew little about dentistry and for a short time after school started, I questioned my career choice as I struggled with wax-ups and cavity preparations. Everything changed, however, when I learned how to set up denture teeth. I realized that I had a good eye for angles and spatial relations - assets in our field! I was attracted to the mechanical aspects of the discipline and learned that orthodontic treatment was an ongoing process, and the ability to communicate regularly with the patient and adjust the treatment as needed was an attractive feature. I think it is underrated how challenging it is for general dentists to complete numerous procedures on a daily basis that have to meet the patient's level of satisfaction, as well as their own.

What do you do to set your practice apart from others?
Goodman: Our modern, high-tech nature is evident throughout the office, from design and décor to the use of advances such as SureSmile, Invisalign, self-ligating brackets and lasers. Our office has become branded with Invisalign, and many dentists and even orthodontists refer to me as "The Invisalign Guy" But since our office also uses SureSmile a great deal, and because I am vocal that Invisalign cannot be used as the sole appliance in every single case, I think I've earned a good amount of credibility in the orthodontic community as a strong supporter of the Invisalign appliance.

What is your practice philosophy?
Goodman: I define a successful treatment as one that reaches the treatment objective and therefore I focus on setting reasonable goals and achieving predictable results, showing restraint when it is called for. I respect patients' financial concerns and listen very carefully to their chief complaints. A few years ago, I placed ceramic braces on an adult with moderate crowding. She wanted braces because her son was also starting fixed treatment, but after she saw her braces, she started crying. I tried to assure her that she would get used to the braces, that people wouldn't notice them and those who did would think it to be very normal in this day and age. She said, "You don't understand. I made peace with these crooked teeth years ago, and now these braces are just drawing attention to them. It's like ripping open an old wound" Since then, I never minimize a patient's aversion to braces, and never minimize their concerns.

What is your favorite procedure or part of orthodontics?
Goodman: Invisalign and SureSmile both involve planning the final tooth positions on a computer. The ClinCheck and SureSmile plan are both essentially the DNA of the treatment. I enjoy this computerized part of practice. But even more than that, nothing compares with the daily interaction with patients. I empower adults to be part of their treatment. I show them what to look for. Some doctors might feel that you "create a monster" by giving a patient too much detail or information, but I think it is a critical part of ending up with a totally satisfied patient. We also try to have a light atmosphere in the treatment area, which fosters a better rapport with patients. More than asking them about school, we try to relate in a way that is personal to them, e.g., "The Knicks played terribly last night!" or "Did you like so and so on American Idol?" I hope the young patients end up enjoying coming to the office rather than just tolerating the process.

What product or piece of equipment could you not practice without?
Goodman: The iTero scanner is very useful. We use it for Invisalign as well as SureSmile. Aside from patient comfort, the precision of the process yields an aligner that fits vastly superior to PVS impressions. We have recently begun using the scanner to make appliances as well. Another product we love is the self-ligating bracket. To me, the main advantage is not necessarily the time saved in changing a wire, but how the wire can be fully engaged into the self-ligated bracket, which is not just helpful in initial unraveling and certainly easier than ligatures, but with coil springs you see little slippage and unwanted rotations. Both the scanner and the self-ligating brackets are something we did without for years, so to be specific to your question, I cannot say that I "could not practice without" them. What I actually could not imagine practicing without would be nickel-titanium wires. We take them for granted but it was only 30 years ago that many orthodontists used a .014 looped wire as their starting wire. What a first impression that must have given!

What is the greatest advancement or change you have seen during your tenure as an orthodontist?
Goodman: The answer is easy. Invisalign married two concepts that had been lacking when it debuted some 13 years ago - unparalleled cosmetics and computerized planning. Since then, advances in lingual have also combined these elements, but Invisalign was a game changer, and in the years since its introduction, many orthodontists who were initially cynical about Invisalign have become regular users. Almost every case can be treated with Invisalign, either with aligners only, or in combination with fixed appliances. We generate a nice amount of revenue using Invisalign on our relapse patients. We reduce the fees generously, but the profit margin and, more importantly, the effectiveness far exceeds spring aligners.

What is the most rewarding experience you've had as an orthodontist?
Goodman: It goes without saying that our profession is uniquely rewarding. We all have had those few cases each year that have actually changed people's lives. When I look at some of the before and after composites, I look at the extra-oral smile portion and notice that even in moderate corrections, our treatments often make a huge impact on the overall facial aesthetics. Over the years, I've seen some of my former patients pursue dentistry as a career. More recently, I see former patients bringing their own children to see me (which has the flipside of reminding me I am turning 50 this year). This is very gratifying.

Dr. Goodman's Top Three
Invisalign SureSmile 3M Unitek Transbond L-Pop Self-Etching Primer
When did you start using it?    
2000 2007 2006
Why can't you work without it?    
I listen to what patients want and try to deliver. I can technically work without it, but I don't like to, and I hope to get to the point one day when I feel I absolutely can't work without it. We are able to do most broken bracket repairs right on the spot. (Yes, we still have broken brackets.)
When do you use this item?    
Correction of various types and degrees of crowding, space closure where arch contriction is desired, correction of anterior and premolar crossbites, coordination of arch form and even finishing fixed cases where a finish has been elusive or patient cooperation poor. Since my bracket positioning is not perfect, I make a lot of first and second order bends, or reposition brackets as needed. It allows us to work smart, not hard, as wires are manufactured according to your exact bracket positioning. For repositioning or repair of isolated brackets.
How do you market this iem to your patients?
The advantages of Invisalign market themselves. SureSmile allows for better visualization and better precision, and we push that aspect. For surgical cases, it is essential and dramatically reduces the post-op treatment time, assuming the surgery went as planned. No rinsing or bad taste, ideal for less cooperative patients and it's faster so we can repair amidst our after-school rush.

What would you like to see happen in the future of orthodontics?
Goodman: There are still thousands of patients in dental chairs every day who can benefit from orthodontics who are not being referred or even suggested to consider orthodontics. Conceding that general dentists are treating patients with Invisalign on an increased basis, I believe there will be an increased awareness of malocclusion that will drive more referrals. Another advance that I can only dream of would be a foolproof answer for retention. Bonded lingual retainers are not foolproof, certainly not in the upper arch. Until then, I hope that patients and parents realize that nightly wear of retainers - forever - is not as insurmountable as they think. I often tell patients: "If someone invented a belt that was clinically proven to prevent any weight gain, regardless of diet or exercise, as long as the belt was worn every single night, would you complain and ask if you have to wear the belt forever or would you just wear the belt?"

What do you find in terms of technology has the biggest "wow" factor for your patients?
Goodman: For Invisalign patients it is the scanner, being able to avoid impressions and instantly see dentition transmitted to a computer screen. For eight-year-old girls, the biggest "wow" factor is no surprise - colored elastics. For this reason, although we have moved toward self-ligating brackets, we use twin brackets and colored ties for our early 2-2 setups. Teens treated with braces are "wowed" by the advances in wire technology. I don't tire from demonstrating the properties of thermally activated wires with a chairside lighter. Patients think it is magic how the deformed wire will straighten instantly from the heat, and we relate this to how different and gentle today's treatment is than that of yesteryear.

What sort of challenges do you face working each day?
Goodman: Dealing with the patient who has unrealistic or distorted expectations of what can be achieved with orthodontics. We strive for the best result possible and even use the amazing computerized system SureSmile to help with finishing of challenging bite corrections. But in some instances, patients must consider the words of Voltaire - "le mieux est l'ennemi du bien" - perfect is the enemy of good.

What advice would you give someone who is about to enter the field of orthodontics?
Goodman: Despite debts that need to be paid back after school, my advice would be to start your own practice or purchase your own as soon as you possibly can. Think of people who rent for years with nothing to show for it. I recommend striving for equity. I also recommend mastering lingual. It's easier to learn a new language at a young age.

In what ways have you used Orthotown as a resource?
Goodman: I saw Howard Farran lecture several years ago and was converted to a Townie. I enjoy the online message boards. Although owning my own practice provides security and autonomy, I sometimes miss being able to regularly interact with my colleagues. The message boards allow for that feeling of peer support, whether it is looking for case advice or just someone to listen to me vent about a frustrating episode. I also enjoy reading profiles like this to pick up some practice pearls.

What do you enjoy doing when you are not working?
Goodman: I am a voracious reader, juggling between fiction and history, often reading a few books simultaneously. I am a sports junkie, a long-suffering Mets and Jets fan. I used to play basketball and golf regularly, but one proved too stressful on my knees, and the other too stressful on my time. I have two sons, Grant and Rick, who will soon be off to college, so right now I want to spend as much free time with them as possible. I also like to sing and dance with my daughter, Blake, and I love traveling with my wonderful wife, Sheryl.

Orthotown Magazine
October 2025
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