Fifteen months ago, we first shared the story of Penz Dental Care, a brand-new dental practice run by Rochester native Dr. Matt Penz, DDS and wife Kate. The business opened in September 2016 along 2nd Street Southwest. A year and a half later, the office has added extended hours to their schedule and increased their staff to continue their efforts as an open, community-focused practice.
When we first spoke in May 2017, the dental practice consisted of Matt and Kate Penz, an assistant, and a part time staff member at the front desk. The office was open two and a half days a week. Now, Penz Dental Care is full time, open Monday through Thursday with some extended evening hours. The staff has also doubled, operating now with two part time dental hygienists, a full-time assistant, and a full-time person at the front desk. Penz Dental Care has also added a third operatory, increasing their ability to provide care to patients.
“It’s been exciting to see all the efforts come to reality,” said Dr. Penz.
The office, Dr. Penz explained, functions as one big team, completing tasks regardless of job title. Dr. Penz himself often sweeps the floor and takes out the trash.
“That has been the really fun part to see, how our staff has come together and just share the common values,” he said. “It took a bit of navigating to get there, but I feel like we have a cohesive staff and everybody’s on the same page and believes in our mission and our vision. Hopefully that radiates to patients who tell other patients who are looking for a dentist.”
Dr. Penz has learned to hire smarter and more efficiently over the last year, understanding how essential the right staff is for an emerging business. Change and improvements, he explained, can be implemented quickly within a small team. He looks to hire people who are able to buy into the office mission and have pride in what the practice represents.
Dr. Penz has also learned lessons in marketing and patient growth since the launch of the dental practice. He originally aimed to grow the practice slowly and intentionally, re-investing much of the first profits back into the business. Word of mouth has been the most effective way to grow their patient base since the business opened. However, Penz Dental Care has been very intentional with their social media marketing, using it as a tool to offer glimpses into their personal lives to build relationships with their patients and with the community.
“We wanted to make connections with our patients and wanted to make them feel like this is home,” Dr. Penz said. “Now a days, especially as a startup, if you’re not utilizing [social media], you’re going to be left behind. You can have a great offering and a great story, a great staff, but if nobody knows about you, it doesn’t do you any good.”
The Penz family itself has also grown over the past year. When the business first launched in 2016, Matt and Kate had one child, a daughter named Sophie. Lucy was born shortly after the practice opened. This year, the Penz family welcomed their third daughter, named Ella.
One thing that hasn’t changed, however, is the business’s dedication to the community. As a Rochester native, Dr. Penz loves being in this city and wants to give back to his community. A former Mayo High School quarterback, he’s formed partnerships with several high school teams as well as the Med City Freeze and Med City Mafia roller derby team to provide protective mouthguards. The office has also worked with Rochester MN Moms Blog to co-host events like Donuts with Santa this past December.
Now, Penz Dental Care aims to continue to grow their patient base intentionally, hoping to add more staff as needed. Dr. Penz also looks to bring more technology to the office to help the practice increase their efficiency to provide patient care.