Orthodontics Practice Changes Hands

By Nancy K. Crevier

Taking over an established business can be a daunting experience, particularly when that business has been entrenched in the community and lives of residents for many years. It is a task that Dr Joshua E. Baum is embracing whole-heartedly, though, with his December 1, 2006, acquisition of the orthodontic practice of Dr Henry Gellert at 23 Church Hill Road.

“To have the opportunity to continue the practice Dr Gellert built is very flattering to me,” said Dr Baum, who worked side by side with Dr Gellert for three years before taking over the reins. “In working with Dr Gellert for three years, patients had the chance to become familiar with me, and I had the chance to realize how important it is to give back to the town and schools.”

Becoming the principal of three orthodontics offices — one in Newtown, one in Monroe, and one in Southbury — was not on Dr Baum’s mind when he started working with Dr Gellert and Dr Gellert’s longtime associate, Dr Elyse Koenig, in 2003. In fact, becoming an orthodontist was not even his original plan when he started his undergraduate work toward a degree in medicine at Tufts in Boston in 1992.

But when the time came to take the Medical College Admissions Test, Dr Baum decided to take a step back and examine where his path would lead. In the year that he spent determining his calling, he was able to talk with family friends involved in both the medical and dental fields. “Dr Rollins, who was my personal orthodontist from Hamden, was particularly helpful,” recalled Dr Baum of his final decision to enter the school of dentistry at the University of Connecticut. “I found in talking to other doctors and dentists that I liked the field of dentistry. I liked the mechanical process of orthodontics. It’s different from medical emergencies. What we deal with are not life and death situations,” he said. Dr Rollins continued to advise and mentor him through dental school and even during his two-and-a-half-year residency at SUNY Buffalo where he specialized in orthodontics and received his master of orthodontics degree.

Following graduation, Dr Baum took a short-term position in Darien while he continued to look for an orthodontics position near his family in Connecticut. A dental representative that he was in contact with passed on Dr Baum’s resume to Dr Gellert, a fortuitous move for both of the orthodontists.

From the beginning, Dr Baum said he appreciated working in the big offices that make up Dr Gellert’s practices. Having the 13 chairs in the main room downstairs, he said, means that patients are not kept waiting. Two other chairs upstairs are available when needed, as well, he said. The fun atmosphere that prevailed under Dr Gellert, Dr Koenig, and the staff was very appealing to the new orthodontist.

An Opportunity To Own The Business

As Dr Gellert eased back on his own schedule, he gave more responsibility to Dr Baum, and when the chance to buy the business came up, Dr Baum realized that it was a once in a lifetime opportunity. Having worked with Dr Gellert, and knowing that the experienced orthodontist and businessman would be available for consultation eased the transition, said Dr Baum. “Taking over has actually been easier since I was here for a while first,” he said. “Having Dr Koenig here is  wonderful, too. She has been an associate for 20 years, and as many years as she would like, I would like her to stay. By having another doctor on staff we can direct patient flow and I can spend the time I need to spend evaluating patients. I feel pretty confident.”

Just as his predecessor did, Dr Baum and the staff try to keep a positive, creative atmosphere about the place. Patients are greeted by a bank of video games and a foosball table in the foyer, while a television tuned to sports or kid-friendly shows is available in the main waiting room. “Once school lets out, it’s a mad house here,” said Dr Baum, “but we try to keep it as fun as possible for patients, siblings, and even the parents.”

Dr Baum plans to continue to offer “theme months,” such as the Hawaiian month that is taking the chill out of March. Staff and doctors greet their patients garbed in colorful, tropical print shirts and paper palms sway against the walls. “Halloween is big around here, too,” said Dr Baum. “All of the staff dresses up for a week. Last fall we had a party tent in back one day with pumpkin bowling, monster musical chairs, and games like that for our patients.” The Easter Bunny makes an appearance each spring and Super Bowl events, various raffles, and contests fill the rest of the seasons. Good orthodontic care is rewarded with a variety of prizes that patients earn through a point system. “Karen Murphy, our marketing specialist, sets up the events with input from myself and the staff,” said Dr Baum.

It is not all fun and games at Dr Baum’s offices. He is serious about the nature of his business. Each patient is given his undivided attention, following a meeting with treatment manager Kym Stendahl, to determine the best course of care. An x-ray machine that can capture all of the teeth in one image and which evaluates the growth of the jaw is just one piece of technology used to treat patients. Dr Gellert’s office had kept up with major advances in orthodontics, said Dr Baum, particularly those techniques that are less invasive and less painful for patients. As time and money allows, Dr Baum would like to introduce some newer technologies, like Invisiline, and computer programs that show a simulated treatment result, as well as replacing the present x-ray machine with a digital version.

Probably the biggest change longtime patients will notice short-term, laughed Dr Baum, will be the gradual turnover of Dr Gellert’s Yankee memorabilia to that representing his own favorite team — the Boston Red Sox.

Service And Care

“The most important thing I saw in Dr Gellert’s business was customer service and care,” said Dr Baum, “and that is the first and foremost to continue. Technology is wonderful, but it doesn’t replace personal skills.”

When those skills result in a beautiful smile and increased self-esteem, he said, it is extremely gratifying. But even more gratifying than helping those whose lives are enhanced by cosmetic changes is the feeling he gets when treatment is completed for a patient who suffers from medical problems that complicate not just the smile, but the function of the mouth, teeth, and jaw. “Those are the occasions you feel the goose bumps,” he said. “These kids who really start off with a deformation, [proper treatment] changes them so much. And they have been through so much medically. It is so rewarding to treat these patients and they seem to be the most appreciative patients.”

Along with the support of his staff, Dr Baum is grateful for the patience and support of his wife of three and a half years, Shana, with whom he lives in Stratford, as he adjusts to being a business owner. “Running a business is the most challenging part [of taking over Dr Gellert’s office],” said Dr Baum. “School prepares you to be a great dentist, but no one tells you how to be a businessman. When the bottom line falls on your shoulders, it’s different. The hardest thing has been to realize the needs of the staff.” Every day, he said, is a learning experience for him.

As he settles into his new role, Dr Baum looks forward to being more actively involved in the community. “I am a member of the Chamber of Commerce, and I am trying to maintain a foundation of support for the sports teams in town. I do plan to be a sponsor for the Labor Day Parade and it pleases me to be asked to support many of the organizations that Dr Gellert supported for many years. There is a real personal reward in that,” Dr Baum said.

The signs outside of the Church Hill office still read “Henry N. Gellert, DDS, Orthodontics,” and that is fine with Dr Baum for now. He was very excited to see his own name go up last month outside of the Southbury office, but there is nothing wrong with being affiliated with the good name of Dr Gellert, said Dr Baum.

“It’s a good business,” said Dr Baum. “The staff is fantastic and the patients are great. It’s fun to send a patient out of here with a smile on his or her face.”