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William Howard (Howie) Horrocks - Founder/ CEO Howie is the author of two dental best sellers, Unlimited New Patients, Volume ONE and Unlimited New Patients, Volume TWO; Trade Secrets of America's Dental Marketing Guru. He is the Founder and CEO of New Patients, Inc., the advertising agency exclusively for dentists. Howie started in advertising in 1984. He wrote ad campaigns for a myriad of businesses including photographers, retail suppliers, software companies, manufacturing companies, sandwich shops, caterers, artists, print companies, accountants, podiatrists, chiropractors, a national sports figure and yes, even a lawyer or two. He was then introduced to a dentist who referred him to another and then another and before long he realized that working only with dentists was what he wanted to do. Since 1989 he has worked exclusively with some of the top dental practices in the US and Canada. He has authored articles on the subject of new patient marketing for publications such as Dental Economics, Dental Products Report, Dentaltown Magazine, The Richards Report, The Independent Dentist, The Advertising Dentist, The Farran Report, Dental Practice and Finance and others. He also co-moderates Dr. Howard Farran's Dentaltown.com marketing forum. His books have sold in nearly every country in the world. He also makes personal appearances at seminars, conventions and other dental meetings. Dr. Howard Farran has called him, "Dentistry's Number One Marketing Man." He has received accolades and endorsements from virtually every leader in the dental profession. |
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| Eddie Facey, CPA, MBA - President and Chief Financial Officer
Prior to joining New Patients, Inc., Eddie was the Chief Financial Officer of Guggenheim Dental Supply, of Hawthorne, CA near Los Angeles, until its successful merger with Patterson Dental Supply. Eddie has a wealth of financial and operational experience gained both in and out of the dental industry. At Guggenheim, he was a leading force in expanding the company's credit lines, defining and managing business processes, and building brand identity. Prior to joining Guggenheim, Eddie was either Controller or CFO of businesses in the distribution, telecommunications and aerospace sectors. He's even audited the books for the Mirage Hotel in Las Vegas and also knows how to get Vegas show tickets when no one else can! Eddie also has five years of experience with the international accounting firm Coopers & Lybrand (now a part of PriceWaterhouseCoopers). Eddie is a CPA and holds a B. S. degree from Hillsdale College (MI). He also holds an MBA degree from UCLA. He serves on the Airport Committee for the Hawthorne Municipal Airport. He is always good for an opinion on who you should pick for your fantasy football team, also enjoys traveling and wondering whatever happened to his turnaround jump-shot on the basketball court. |
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| JoEllen Caruana -
Vice President of Client Services
Prior to joining New Patients, Inc. she worked in the publishing industry for the past 20 years and has extensive experience in marketing and the graphics field. She has written radio commercials, billboards, flyers, print ads, direct mail letters and has worked in virtually all other advertising mediums. Some of her awards in the field of design, publishing and operations include:
JoEllen is a huge sports fanatic, especially football. She is very knowledgeable using both the Mac and the PC. She will be first to tell you that she considers herself a "computer geek" because in her spare time you can find her sitting at her computer learning the latest and greatest in operating systems and applications. |
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| Mark Dilatush - Vice President of Professional Relations
Howard Farran said of Mark, "Multitudes of dentists have benefited from the wisdom and integrity that Mark brings to every project. His thoughtfulness and sincere approach has aided scores of dentists in finding their path to greater dental success." Mark heads our analysis/strategy department. Mark has a unique combined background in dental technology, dental practice management, practice marketing, and dental business analytics, which was built over the past 23 years in dentistry. He works very closely with Jay Ostendarp and Jane Shewman. He and his team are responsible for building client marketing plans that pose the least risk to our client marketing budgets with the highest potential return. Mark says: "Nobody here will ever try to "sell" you anything. The analysis/strategy department spends all of its time gathering data, studying it, determining the best strategy for a client, documenting everything, and then explaining everything in detail. We will take as much time as you need or desire. This will be a ZERO pressure experience for you. We want our clients to fully understand the big picture.” |
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| Jay Ostendarp, MBA -
Director of Professional Relations
Jay Ostendarp comes to New Patients, Inc. after most recently serving as managing director of a marketing consulting firm in Charlotte, North Carolina. A former college athlete, he holds an MBA from Wake Forest University, as well as a Communications degree from the University of North Carolina in Chapel Hill. Through his seventeen-year career in sales and marketing, he has developed and implemented comprehensive strategic marketing programs for small and mid-sized companies in a multitude of industries, including healthcare and dental practices, along with manufacturing, sports & entertainment, non-profit, education, the arts and more. This experience, as well as his understanding of market trends dynamics, gives him a unique ability to see the value of products and services through the eyes of the customer, and create effective marketing programs that reach their targeted audiences. |
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| Jane Shewman CDA, RDA
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Director of Professional Relations
Jane has worked in the dental profession for over 30 years. Prior to joining New Patients, Inc. Jane graduated and obtained her Aesthetician License. While she continues to work with dentists developing the concept of Spa Dentistry her experience includes business development, marketing, strategic planning, client relationship management and customer service. Along those lines, she has been instrumental with the development and marketing of products used in dentistry today. Her career started in the Faculty Practice at Harvard University Dental School (one of the first in the country). This position exposed her to all fields of dentistry. In the late 70's Jane relocated to California and took a position as a Dental Assistant Instructor at a private school teaching adults as well as ROP (Regional Occupational Placement) students from the Compton/Long Beach area. During this time she obtained her Registration (RDA), Coronal Polishing Certificate along with a Vocational Education Teaching Credential. In the early 1980's she entered the Dental Industry, first as a Training Associate with Unitek Corporation, then accepted a position in Las Vegas as the Assistant Director of Sales/Marketing with DW Technology (developer of the Sani-Tip). In 1998, Jane took a position as the High-Tech Specialist at Las Vegas Institute for Advanced Dental Studies (LVI) working with major dental laser companies (HOYA ConBio); and other technologies i.e., neuromuscular devices, microscopes, intra-oral cameras and CAESY. |
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| Terry Aley - Art Director
Terry has won both local and national awards for his work as a graphic designer and art director. He has over 13 years experience. He is a 1989 graduate of Northwest Missouri State University, with a B.A. in Journalism, minor Graphic Communications. Terry has about 20 halfway written books sitting on his computer hard drive, ranging in topics from "small business marketing success" to "finding inner peace" to "getting rich off of eBay." He actually admits to liking corny '70s music (think Karen Carpenter, Carly Simon and Roberta Flack) but we don't hold that against him. A partial client list includes:
Some of his awards include:
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Gary Benoit - Account Executive Gary has worked in and around media companies for 15 years. He was regional manager for the Desert Pages phone directory. He also owned his own Travel Agency for many years. His duties include media research and planning, media strategy and buying. He also tracks our client's progress as we take them through the marketing plan. Gary has many friends – including 2 dogs (both mutts) and 11 birds (3 Budgies, 2 Cockatiels, 2 African Grays & 4 Macaws. |
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Kathy Middleton - Project Coordinator Kathy has over 18 years experience in the graphic and printing field. Her experience in print, interactive and illustration projects has been extremely diversified. Her expertise is in listening to the client to create a highly customized and winning brand for their company. She has earned a reputation for working expeditiously to stay within budget and understanding the quintessential essence of each client's short and long term needs. Clients have included:
Kathy can sometimes be found talking to her plants and enjoying the scenic beauty of the Northwest. She also likes to gamble (just a little) for fun! |
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Shirell Delaney - Project Coordinator Shirell graduated Cum Laude and with departmental honors from Drake University with a B.A. in Journalism and Mass Communications. Her major was advertising. A partial list of her awards includes:
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Barbara Carneiro - Web Design Barbara was born in Brazil and has lived in Chile, England, Argentina, Brazil, Portugal and the US. She has studied in Portugal, England and Argentina. Besides being a professional web designer Barbara is an experienced translator. She has degrees in Communication Sciences and Public Relations. She loves languages, she is fluent in English, Portuguese and Spanish. Barbara also loves the arts. She dances, decorates, paints and embroiders. You can see samples of her work at www.barbaracarneiro.com. |
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| Basia Kubiak - Office Manager
When you call our main office you are likely to end up talking to a very sweet, helpful and witty young woman. That would be Basia (pronounced Bosh-a). Basia is Polish for Barbara. Customer service is her forte. She feels that simply by calling us, you are automatically a VIP. And she treats you that way. She's also furiously organized, punctual and very detail oriented. |
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Joann Novoa - Customer Service Representative Joann brings her 25 years experience in customer relations to her position at New Patients, Inc. She has an extensive background specifically in the medical field. In her spare time she enjoys visiting her grandchildren in California. She also enjoys gardening, growing roses, and riding her bicycle. She is a huge NASCAR fanatic and her favorite driver is #20 Tony "The Smoke" Stewart. |
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