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You Should Know: Cultura Management by Chelsea Knorr, Associate Editor, Orthotown Magazine

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You Should Know:
Cultura Management
by Chelsea Knorr, Associate Editor,
Orthotown Magazine

Candace McCrackin of Cultura Management sits down with Orthotown Magazine to discuss what it takes to build a practice and improve the quality of life for the orthodontist, team and patients.

You are in an elevator. A man asks what your company does. You have 15 seconds before the door opens. What do you say?
McCrackin: We coach orthodontic practices on how to put the love back into the game. In today's challenging market, many orthodontists are not having the fun and success they deserve running a practice. We can show you the way!

What do you provide to orthodontists?
McCrackin: Our ultimate goal in working with orthodontists is to improve their quality of life through developing a more engaged team. By creating a stimulating culture, team members become happier and more productive. Aside from the fact that this reduces employee turnover, it makes the office environment a more enjoyable place not only for your team, but also for you and your patients.

Orthodontics is a unique profession, but many of the general principles for running a business apply. Over the years, we've worked with some of the top consultants and the challenge we ran into was many of them recycled the same information. We started working with organizations and business coaches outside of orthodontics, which, in turn, helps us better serve orthodontists.

Tell us about your role at Cultura.
McCrackin: Every business needs successful sales people in order to prosper and grow. And success in sales is all about making meaningful connections with people and creating value for them. As a sales coach, my goal is to help people at every office excel in their sales processes through building value and earning the trust of patients. In my 21 years as a sales professional, sales manager and sales coach, I have personally worked with hundreds of new patient exams. For me, there's nothing more important than demonstrating an office's unique value to potential patients - and there's nothing better than when they choose that office because that value has been demonstrated so well.

What is the philosophy at Cultura?
McCrackin: No matter what industry you're in, sales and marketing are the drivers for growth. Most successful entrepreneurs spend 80 percent of their time on sales and marketing. To make things worse, orthodontists have a 100 percent turnover with customers. Every patient who is successfully treated will no longer need ortho services. I'm not suggesting every orthodontist cut their clinical hours to spend more time on sales and marketing. However, I am suggesting that if your practice is not growing, improving the systems and resources in sales and marketing is needed. On the culture perspective, the ROI you get out of any investment, whether it is clinical training, customer service training, sales training or marketing training is dependent on the level of employee buy in. Your practice culture dictates that. The better the culture, the higher the buy in, the higher the ROI across the board.

What would you consider to be the "best kept secret" about Cultura?
McCrackin: We walk the talk. On an ongoing basis we are constantly implementing and improving our processes by personally working in our own orthodontic practices. Your office does not become the beta test for our new systems and process. Everything we coach is currently proven and being used by our team in our offices. We even provide live training in our own practices for your sales and marketing team.

What kind of service can orthos expect when they pick up the phone and call you?
McCrackin: Our ultimate goal is to work with orthodontists who are seeking something more than the industry standard in coaching. Our main areas of focus for services include: culture development, sales training and marketing training. We also have experience helping doctors from startups to practice transactions.

How can an orthodontist get in touch with you?
McCrackin: To find our more information to determine if we are the right fit for your practice, contact our office at 651-332-5735 or e-mail candace@culturamanagement.com. You can also visit our website at CulturaManagement.com.

Orthotown Magazine
September 2025
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