Building a Brand You Believe In

When I first entered dentistry, I was fascinated by one question: how does the mouth influence the rest of the body? That curiosity led me to become a certified nutritionist in 2006, long before the idea of “integrative” or “holistic” dentistry was being widely discussed. Once I began incorporating personalized nutrition into my dental practice, I noticed remarkable differences—not only in how patients healed after surgery but also in their overall health and energy.

Back then, I was working as an independent contractor. I had a vision of how I wanted to practice, but it didn’t align with traditional dentistry. I wanted to offer minimally invasive techniques, support the body’s natural healing processes, and give patients more than just a smile—I wanted to help them feel better too.

From One Practice to a Movement

That vision became a reality when I opened my first practice in Beverly Hills, California. As I learned more about detoxification and the benefits of removing microbial infections, heavy metals, and other oral toxins, I realized that I needed to build a team of like-minded professionals. As a key component of that, I brought in a general dentist who shared my passion for natural health and functional medicine.

The results were undeniable. Our patients began experiencing significant improvements—not only in their oral health but also in their overall wellness. We started getting referrals from integrative physicians, patients began traveling from farther and farther away, and we expanded through word of mouth alone. As soon as we had the resources, I opened a second practice and then a third.

Today, our integrative dental offices provide a multi-specialty approach to detoxifying the mouth for whole-body health. From the provision of nutrition plans to the use of advanced dental technology, everything that we do is rooted in personalized care. That’s what sets our brand apart.

Creating a Brand That Aligns With Your Values

Your brand is more than just your logo or tagline—it’s the feeling that patients have when they walk into your office. At our practice, that feeling is one of safety, healing, and intention. Everything in our environment reflects that. Our offices feature natural essential oils instead of artificial fragrances, we serve chlorophyll water to support detoxification, and the design and colors of our rooms reflect the harmony of nature. Essentially, the same mindfulness that we encourage in our patients is built into the foundation of our spaces. That kind of brand cohesion doesn’t happen by accident. It comes from knowing what you believe in and making decisions that reflect those beliefs—even when it’s uncomfortable or unfamiliar.

Scaling With Intention, Trust, and Humility

Growing from one to three practices wasn’t easy. My biggest challenge was finding and retaining a team that truly aligned with my mission. As we scaled, I realized that I had to shift my role from doing everything myself to becoming a leader, mentor, and educator. That meant investing in consultants, developing operational systems, and letting go of the idea that I had to do everything because others might not do as good of a job. It also meant accepting that I would make mistakes. In order to delegate effectively, I started creating structure and accountability—something I wish I had implemented much earlier.

Consistency, Culture, and Conscious Leadership

Maintaining a consistent patient experience across multiple offices remains a work in progress, especially with the turnover that many practices have experienced since the COVID-19 pandemic. Our goal is to create an atmosphere of healing and relaxation in every location. One of the ways that we accomplish this is by focusing on team culture.

Each month, we review our performance and systems. We host wellness-based team events that range from sound baths and gratitude practices to seminars and nature excursions. In addition, our managers play a vital role in keeping the energy high and the purpose clear. Leadership, I’ve learned, is not about control—it’s about enrolling others into the vision. If your team is inspired, they’ll take ownership and help grow the mission alongside you.

Advice for Fellow Dentists

It’s important to be inspired. What I love most about my work today is the impact. I’m not just helping people smile—I’m helping them live longer, healthier lives. That keeps me inspired. I also practice meditation every morning, It helps me to stay grounded, calm, and connected to my purpose. Running a business can be overwhelming, but balance is possible when you remember that it’s a mindset.

To any dentist reading this who feels stuck or burned out: think bigger and be bold. Don’t build a practice that just pays the bills—create one that you love. Start with what you’re passionate about. Is it nutrition? Airway health? Energy healing? Whatever lights you up, your patients can benefit from it. Let that passion shape your vision. And be sure to create structure from the beginning. Having clear roles, systems, and expectations is the only way to grow with stability.

You Are the Visionary

As dentists, we have an incredible opportunity to help empower our patients and our communities to live well in ways that go far beyond providing fillings and crowns. But to do that, we must be willing to grow ourselves. I recently saw a quote that stuck with me: “A winner is just a loser who tried one more time.” That’s been the case many times throughout my journey. I’ve made hard decisions, taken big risks, and faced uncomfortable changes, but I’ve stayed true to my vision—and it’s paid off in ways that I never imagined. Never give up on your vision. Let it guide you. Let it evolve. And build something that reflects the very best of who you are.

About the Author

Sanda Moldovan, DDS, MS, CNS, is a diplomate of the American Board of Periodontology who maintains a private practice specializing in integrative care with three offices in Beverly Hills,  Encino, and Newport Beach, California.