gda action december 2011

ACTIONTHE JOURNAL OF THE GEORGIA DENTAL ASSOCIATION DECEMBER 2011

GDAction 1211 USING.qxd 1/24/04 9:25 PM

AA Anesthesia, P.C. . . . . . . . . . . . . . . . . . . . . .14

AFTCO Transition Consultants . . . . . . . . . . . . .31

Atlanta Age Management Medicine / Dr. Ana Casas . . . . . . . . . . . . . . . . . . . . .23

Center for TMJ Therapy . . . . . . . . . . . . . . . . . .15

Civilian CORPS USA . . . . . . . . . . . . . . . . . . . . . .9

Dental Care Alliance . . . . . . . . . . . . . . . . . . . . .11

Dental Data Pros . . . . . . . . . . . . . . . . . . . . . . . .17

The Doctor’s Safety Net . . . . . . . . . . . . . . . . . .17

Elite Dentistry—Dr. Ruth Clemans . . . . . . . . . .21

GDA Dental Recovery Network . . . . . . . . . . . .18

GDA President’s Cruise . . . . . . . . . . . . . . . . . . .2

Georgia Dental Insurance Services . . . . . . . . .32

Great Expressions Dental Centers . . . . . . . . . .12

Law Office of Stuart J. Oberman . . . . . . . . . . .22

Louisiana Dental Association . . . . . . . . . . . . . .13

PDQ Services . . . . . . . . . . . . . . . . . . . . . . . . . .10

Dr. Mark Padolsky—TMD Dentist . . . . . . . . . .26

Paragon Dental Practice Transitions . . . . . . . .28

Professional Practice Management . . . . . . . . .29

Southeast Transitions . . . . . . . . . . . . . . . . . . . .30

UBS Financial Services, Inc. . . . . . . . . . . . . . . .6

index of advertisers

GDA ACTION (ISSN 0273-5989) The official publication ofthe Georgia Dental Association (GDA) is published monthly.POSTMASTER: Send address changes to GDA Action at7000 Peachtree Dunwoody Road N.E., Suite 200,Building 17, Atlanta, GA 30328. Phone numbers in state are(404) 636-7553 and (800) 432-4357. www.gadental.org.

Closing date for copy: first of the month preceding publicationmonth. Subscriptions: $17 of membership dues is for thenewsletter; all others, $75 per year. Periodicals postage paidat Atlanta, GA.

Dr. Jonathan Dubin Delaine HallGDA Editor GDA Managing Editor2970 Clairmont Rd 7000 Peachtree Dunwoody Rd NESuite 195 Suite 200, Building 17Atlanta, GA 30329 Atlanta, GA 30328

2011-2012 Georgia Dental Association Officers Michael O. Vernon, DMD, PresidentSidney R. Tourial, DDS, President ElectMarshall H. Mann, DDS, Vice PresidentJames B. Hall III, DDS, MS, Secretary/TreasurerJonathan S. Dubin, DMD, Editor

GDA/GDIS Executive Office Staff Members

Martha S. Phillips, Executive Director

Nelda Greene, MBA, Associate Executive Director

Delaine Hall, Director of Communications

Skip Jones, Director of Marketing (GDIS)

Courtney Layfield, Director of Member Services

Victoria LeMaire, Medical Accounts Manager

Judy Lively, Administrative Assistant (PT)

Melana Kopman McClatchey, General Counsel

Denis Mucha, Director of Operations (GDIS)

Margo Null, Property and Casualty Accounts Manager

Patrice Williams, Administrative Assistant

Phyllis Willich, Administrative Assistant

Pamela Yungk, Director of Membership & Finance

GDA Action seeks to be an issues-driven journal focusing on current mattersaffecting Georgia dentists, patients, and their treatment, accomplished throughdisseminating information and providing a forum for member commentary.

© Copyright 2011 by the Georgia Dental Association. All rights reserved. No partof this publication may be reproduced without written permission. Publicationof any article or advertisement should not be deemed an endorsement of theopinions expressed or products advertised. The Association expressly reservesthe right to refuse publication of any article, photograph, or advertisement.

12 Remembering Dentists Who Passed Away in 2011

13 Medicaid and HIPAA: Important Deadlines and Updates

15 GHSU Dental Dean Drisko Outlines CODM Successes, Plans

18 GDA Communications Activities and 2012 PR Campaign

20 ADA House of Delegates: Workforce and Budget Updates

24 Alliance Sees Success; Involves Members in Activities

26 GDA Endorses ClaimX for Electronic Claims Processing

4 Parting Shots

5 Editorial

7 News and Views

10 Calendar of Events

27 Classifieds

Many of us have heard of or even usedservices such as Groupon to purchasediscounted goods and services. More andmore health care professionals, includingdentists, are utilizing these discount market-ing services. Before a dentist considersjumping on board with this hot marketingtrend, however, there are serious legalissues to consider. Because the heathcare industry, including dentistry, is heavilyregulated and often subject to contractualrestrictions by insurance companies, adentist must base a decision about whetherto discount his or her services through Groupon,LivingSocial, or other similar services onlyafter careful consideration. Read about thepotential pitfalls on page 16.

ACTIONTHE JOURNAL OF THE GEORGIA DENTAL ASSOCIATION DECEMBER 2011

other features sections

on the cover

Member Publication American Association of Dental Editors

ACTION

V O L U M E 3 1 , N U M B E R 1 2 • D E C E M B E R 2 0 1 1

Note: Publication of an advertisement is not to be construed as anendorsement or approval by the GDA or any of its subsidiaries,committees, or task forces of the product or service offered in the

advertisement unless the advertisement specifically includes anauthorized statement that such approval or endorsement hasbeen granted.


4 GDA ACTIONDECEMBER 2011


Do you know all about your head and neck?Well, I do. As dentists we all do. It’s ourdomain. Keep that in mind as you read therest of this.

Botox® is a potent neurotoxin derivedfrom a nasty anaerobic bacterium,Clostridium Botulinum. What Botox doeswhen placed in the human body is cause adecrease in muscle activity by inhibiting therelease of acetylcholine at the neuromuscularjunction. The popular perception is that Botoxis used solely for cosmetic purposes to removewrinkles, and that an injection of the toxinlasts for 3-6 months. (At least, that was myperception once upon a time.) As I read moreabout the use of the neurotoxin, I found thatBotox is also used therapeutically in cases ofmuscle pain, muscle spasms, neuropathies,and cystic fibrosis to name just a few.Certainly, there are risks associated with itsuse, but there are risks associated with the useany injected pharmaceutical (for example,lidocaine).

There are many states that allow generaldentists to use Botox for therapeutic purpos-es. That means a dentist is allowed to use theneurotoxin to treat conditions such as facialpain, bruxism, and temporomandibular jointdisorder. There are also several states thatallow general dentists to use Botox both fortherapeutic and cosmetic purposes. Georgia’sBoard of Dentistry is currently debating itsstance on the Botox issue. Certainly each statedental board must determine the appropriatescope of practice for dentists in their purviewso as to protect dental consumers.

I believe that administering Botox is onevaluable way that dentists can therapeuticallytreat their patients. I also believe that ongoingresearch in this area will continue to underscorethe usefulness of this treatment option fordental patients.

Botox: The Standard of Care

5GDA ACTIONDECEMBER 2011

Jonathan S. Dubin, DMD

editorialperspective

“We must educate

consumers as to

how to better care

for their health, but

is it not of even

more importance

to teach them the

value? If we cannot

change their

mindset on value,

how can we expect

the statistics

to change?”

Resolved: That the GeorgiaDental Association supportsdentists fully utilizing theirdental license to performsuch treatments for whichthey are appropriately trainedand educated.

Be it further resolved that: Thepractice of dentistry meansthe evaluation, diagnosis,prevention or treatment, or anycombination thereof, whetherusing surgical or nonsurgicalprocedures of diseases,disorders, or conditions, orany combination thereof, ofthe oral cavity, maxillofacialareas, or the adjacent andassociated structures, or anycombination thereof, and

their impact on the humanbody provided by a dentist,within the scope of his orher education, training andexperience, in accordancewith the ethics of the profes-sion and applicable lawincluding but not limited to,the acts specified in CodeSection 43-11-17. Dentists arerecognized as the authorityin performing operations of anykind upon the human oralcavity, teeth, gingival, alveolarprocess, maxilla, mandibleor associated structures, orassociated contiguous masti-catory structures for thetreatment of diseases orsessions of such structures.

Be it further resolved that:Dentists are extensively trainedin the head and neck area andhave the skills and expertise toprovide surgical or nonsurgicalprocedures within the head,neck and associated structuresthat involve more than theteeth and gums.

Be it further resolved that: theuse of injections such asBotox or derma fillers andother non-topical or topicalapplications are within theappropriate scope of educationand training of a dentist.

GDA Interim Policy on the Use of Botox®, Derma Fillersand Other Topical and Non-Topical Treatment

EDITORIALContinued on page 6



As for Botox’s use in cosmetic treatments, is using the substanceany different than applying whitening treatments? Or veneers?

We have all seen the arguments against dentists utilizingBotox. One popular angle is that dentists are not trained for suchextra-oral procedures. I recall in dental school taking two quartersof head and neck anatomy and one quarter of the rest of the bodywhile medical students took one quarter of head and neckanatomy and two of the rest of the body. Head and neck treatmentsare what we as dentists do. Many dentists have also trained toprovide TMD therapy. Since Botox is purely an injectabletreatment, one could argue that dentists give more injections thanany medical doctor might, and that the injections we give arecertainly more complicated in placement than ones givensubcutaneous or intramuscularly.

In my opinion, a dentist who has studied for an appropriatenumber of hours the use, anatomy of placement, and complicationsinvolved in treating patients with Botox would be as qualified if notmore qualified to administer Botox injections than dermatologists,

plastic surgeons, or the nurses to whom many physicians delegateinjections. Any objections from those specialties would sound morelike turf protection to me more than any legitimate reasoning.

Your GDA Board of Trustees discussed this issue at length inNovember, and developed an interim policy about the use ofBotox, derma fillers, and other topical and non-topical treatment.(Read the full interim policy on page 5). The upshot is that theGDA supports the idea that Botox injections are within the appro-priate scope of education and training of a dentist.

The debate will go on about the uses and allowed providers ofBotox. Your House of Delegates will debate the interim policy inJanuary. Research should decide the uses by efficacy. State dentalboards will decide if Botox use is within the scope of dentalpractice. As to whether a dentist is talented enough or capable ofproviding a Botox injection to the standard of care, there should beno doubt.

EDITORIALContinued from page 5



The GDA Board of Trustees adopted aninterim policy in November on memberdentist advertising and marketing thatstates:

“The GDA believes that the ethicaladvertising of a dental practice is alegitimate and viable means of introducingnew patients to a dental practice.Dentists should not be restrained frommarketing their practice in an ethicalmanner that is not in conflict with thelaw or the rules of the Georgia Board ofDentistry.

“The GDA recognizes that consumersare more aware of marketing techniquesand the use of incentives to attractpatients. Consumer incentives havefound a new home with the advent ofInternet marketing and are seen as acost effective marketing tool used bymany businesses including healthcare practitioners. This new mode ofmarketing a practice joins the longestablished practice of print, radio, andTV advertising.

“The GDA further recognizes thatmembers should have the ability tomarket their practice in any manner thatis ethical and within the laws and rulesapplicable to dentists in the State ofGeorgia.

“The GDA has no authority to deter-mine what types of advertising are com-pliant with Georgia law or the rules ofthe Board of Dentistry and thereforewould encourage any member whohas a question concerning a specificmarketing practice to seek guidancefrom the Board of Dentistry on aone-on-one basis.”

This interim policy, instituted becauseof numerous questions from dentistsregarding the appropriateness of

their marketing efforts particularlyin the online arena, will be intro-duced at the House of Delegates onJanuary 8, 2012, for debate and adeciding vote.

Dr. Chris Adkins of Stockbridge reportsthat Henry County residents recentlyparticipated in a “Run For a Smile” 5Krace to benefit The American Academyof Cosmetic Dentistry CharitableFoundation’s Give Back a Smile (GBAS)program. GBAS helps heal some of themost devastating effects of intimatepartner violence by coordinating therestoration of the smiles of adult womenand men who have suffered damageto, or lost, their smiles at the hands of aformer intimate partner or spouse.

“The support for an inaugural eventof this nature was really remarkable,”said Dr. Adkins of the race, instituted byfellow dentist Dr. Joe Chafin and hiswife Sharon. “The dental communityrallied behind this event, and thecommunity was treated to severalarticles in The Henry Herald about therace and charitable dental care. Dr. Chafin

and his staff really outdid themselves inbirthing and breathing life into this event.”

A six-minute video about the racethat features a touching interviewwith Dr. Chafin’s third GBAS patientis currently posted on YouTube atwww.youtube.com/user/YOUR1MINUTE.Kudos to Dr. Chafin, his spouse, andhis staff for their charitable work.

First Vice President Dr. Greg Morrisreports that the Southwestern Districtheld its Fall Membership Meeting atThe University of Georgia ConferenceCenter in Tifton in September. Dr. DonWilson, a nationally recognized speakerin the field of laser dentistry, providedmembers with an overview of thevarious techniques for utilizing lasers indentistry. Registered attendance wasoutstanding with members and staffpresent in excess of 175. Dr. Morriswishes to recognize Henry ScheinDental for their generous partnership inhelping to arrange for Dr. Wilson to beon hand.

generalnews

GDANorthern District

GDAAdvertising Policy

GDASouthwestern District

NEWSContinued on page 8

Dr. Joe Chafin, his spouse Sharon, anddental staff members Lisa Phares, CindyHeller, Cindy Gallagher, Debbie Mier,Donna Cleary, Theresa Sweeting, JackieSmith, Macey Worley, and Kaye Powellrecently supported a fundraising 5K tobenefit the Give Back a Smile domesticviolence recovery program. Photo:YouTube screenshot.

(L to r): Dr. Greg Morris, SouthwesternDistrict President Elect Dr. Keith Crummey,and Dr. Don Wilson. Dr. Wilson, anaccomplished pilot, flew himself to Tiftonfrom Florence, Alabama in a Cirrus SR 22aircraft to conduct the SouthwesternDistrict course.



The district combines CE offeringswith its quarterly membership meetings.A dentist can satisfy all of his or herCEUs for licensure solely by attendingthese meetings. Kudos to the district fortheir membership service.

The GDA extends congratulations to theAmerican College of Dentists GeorgiaSection Fellows who were inducted atthe ACD meeting in Las Vegas:

Dr. Chris Adkins, StockbridgeDr. Donald Brown, AtlantaDr. Barry Hammond, EvansDr. Mark Lawrence, ColumbusDr. Felix Maher, Savannah

The GDA extends congratulations tothe International College of DentistsDistrict 5 Fellows who were inducted atthe ICD meeting in Las Vegas:

Dr. Charles Abney Jr., DecaturDr. Gloria Clarke, Atlanta

Dr. Benjamin Duval, Savannah Dr. Stanley Halpern, WoodstockDr. Jeffery Kendrick, FayettevilleDr. Kenneth Kligman, WoodstockDr. Stephen Lipson, LilburnDr. Jack Newman, AthensDr. Kumar Patel, MariettaDr. Christopher Rautenstrauch, AtlantaDr. Edwin Richardson, Peachtree CityDr. Colin Richman, RoswellDr. Deidra Rondeno, AtlantaDr. Troy Schulman, Dunwoody

ADA President Dr. William Calnonthanked the Department of Health andHuman Services (HHS) in Novemberfor including oral health among the“leading health indicators” used to eval-uate the nation’s progress in promotinghealth care objectives outlined inHealthy People 2020. In a letter to HHSAdministrator Kathleen Sebelius (thefull letter is available at www.ada.org),Dr. Calnon wrote that developing a com-prehensive approach to health educationand promotion, care coordination, andeffective prevention is critical to improv-ing the oral health of the underserved.

In his letter, Dr. Calnon laid outprinciples that the ADA believes arenecessary in improving oral healthaccess, including that:

• Prevention is essential.

• Everyone deserves a dentist.

• Coordination between governmentagencies and programs is critical.

• Public health and assistance programs

should make it easier for privatepractice dentists to deliver care bysimplifying administration andreducing red tape.

• Raising awareness of the consequencesof oral disease is key.

The Dental Emergency Responder leg-islation (H.R. 570) introduced inFebruary 2011 by Rep. Michael Burgessis one step closer to passage after Houseleaders rolled it into a bill in Novemberthat is almost certain to pass, thePandemic and All Hazards PreparednessAct (PAHPA H.R. 2405). This bill awaitsaction in the House Energy andCommerce Committee and is expectedto pass the House before the end of theyear. In the Senate, the Health,Education, Labor and PensionsCommittee hopes to begin marking upits version of the PAHPA legislationbefore the end of the year as well,although a timeline for passage in theSenate is less clear.

The American Society of ForensicOdontology will hold its 42nd AnnualScientific Session in Atlanta at theMarriott Marquis Hotel on February 21,2012. This topic will be “Bitemark CaseManagement: An Introspective Review.”The all-day course and business meetingwill offer 7 hours of CE and will include

GDAACD Fellows

ADALetter to Feds

CONGRESSDental Responders

ASFOForensic Dentistry

NEWSContinued from page 7

(L to r): New American College ofDentists Fellows (l to r) Dr. BarryHammond, Dr. Felix Maher, Dr. DonaldBrown, Dr. Chris Adkins, and Dr. MarkLawrence. Photo: Dr. Brooke Corbett.

The group of Georgia dentists who were inducted as International College ofDentists Fellows in Las Vegas in 2011. Photo: Dr. Jonathan Dubin.

GDAICD Fellows



breakfast and lunch. The fee is $200 andregistration is available at www.asfo.org.The Society invites non-ASFOmembers to register and attend tofind out more on this intriguingfield. Dentists may contact GDAForensic Dentistry Committee chairand session presenter Dr. TomDavid ([email protected]) orCommittee member Dr. AngelaGreene ([email protected]) withquestions about the event.

Professional tooth scaling was associatedwith fewer heart attacks and strokes in astudy from Taiwan presented at the

American Heart Association’s 2011Scientific Sessions in November. Thestudy found that among more than100,000 people, those who had theirteeth scaled by a dentist or dentalhygienist had a 24% lower risk of heartattack and 13% lower risk of stroke com-pared to those who had never had theprocedure. The participants were fol-lowed for an average of seven years.

The scientists considered toothscaling frequent if it occurred at leasttwice or more in two years; occasionaltooth scaling was once or less in twoyears.

The study included more than51,000 adults who had received at leastone full or partial tooth scaling and asimilar number of people matched with

gender and health conditions whohad no tooth scaling. None of theparticipants had a history of heartattack or stroke at the beginning ofthe study.

The study didn’t adjust for heartattack and stroke risk factors such asweight, smoking, and race that weren’tincluded in the Taiwan NationalHealth insurance data base, thesource of the information used in theanalysis. (From the AHA Newsroom,http://newsroom.heart.org/pr/aha/_prv-professional-dental-cleanings-217760.aspx).

STUDYDental Care and Heart Attack

NEWSContinued on page 10


Jan 2 (Mon): GDA Office Closed for New Year’s Holiday.

Jan 6 (Fri): GDIS and GDHC Board Meetings, GDA Office.

Jan 7 (Sat): GDA Board of Trustees /Finance / Nominating Meetings, GDA Office.

Jan 8 (Sun): GDA Winter House of Delegates Meeting.

Jan 9 (Mon): Opening Day, Georgia Legislative Session.

Jan 11 (Wed): Northern District CEMeeting, Villa Christina, Atlanta.

Jan 13 (Fri): Southwestern DistrictMeeting—GDA Officer Visit, UGACenter, Tifton.

Jan 20 (Fri): Southeastern DistrictMeeting—GDA Officer Visit.

Jan 23 (Mon): Northern DistrictExecutive Council, GDA Office,Atlanta.

Jan 25 (Wed): LAW Day—GHSU Dental Students.

Feb 3 (Fri): Give Kids a Smile Day.

Feb 8 (Wed): LAW Day—Eastern District / Northern DistrictSouthern Branch.

Feb 9 (Thu): Northern District CEMeeting, Villa Christina, Atlanta.

Feb 15 (Wed): LAW Day—Central District.

Feb 22 (Wed): LAW Day—Western District / Northern DistrictEastern and Central Branches.

Feb 29 (Wed): LAW Day—Northwestern District.

Mar 7 (Wed): LAW Day—Southeastern District, Ga DentalSociety, N. Ga Dental Society.

Mar 14 (Wed): LAW Day—Northern District Northern Branch.

Mar 21 (Wed): LAW Day—Southwestern District.

Mar 22-24 (Thu-Sat): Hinman DentalSociety Meeting, Atlanta.

Mar 26 (Mon): Northern DistrictExecutive Council, GDA Office,Atlanta.

Mar 28 (Wed): LAW Day—Alliance,Northern District Hall County.

Mar 30-31 (Fri-Sat): ADAMembership Conference, Chicago.

Apr 10-14 (Wed-Sat): Alliance of the ADA Spring Conference, Stone Mountain.

Apr 18 (Wed): Northern District CEMeeting, Villa Christina, Atlanta.

Apr 21 (Sat): GDA Board of TrusteesMeeting, Atlanta.

Apr 26-29 (Thu-Sun): GHSUHomecoming Festivities.

May 3-6 (Thu-Sun): Ga. Academy of Dental Practice Meeting, Ponte Vedra.

May 7-9 (Mon-Wed): ADAWashington Leadership Conference,Chicago.

May 21 (Mon): Northern DistrictExecutive Council, GDA Office,Atlanta.

May 28 (Mon): GDA Office Closedfor Memorial Day Holiday.

General News:Upcoming Dental Events



Q: Can Anyone Come toDental Health Day at theCapitol on January 9?

A: Absolutely! All dentists and dentalspouses are invited to visit the Capitolin Atlanta on Monday, January 9, 2012,for what is traditionally proclaimed asDental Health Day in Georgia by thegovernor. GDA and Alliance volunteersvisit the Capitol in Atlanta annually onthe first day of the legislative session todistribute dental kits to legislators andlegislative staff. This is a fun traditionthat doubles as a chance to get dentalissues in front of the legislators firstthing during the session. All membersare invited to take part in 2012. [email protected] for times and details.

Q: The Idea of Speaking to aLegislator Makes Me Sweat.Should I Still Come to a LAWDay?

A: Even if you get tongue-tied thinkingabout relaying dental viewpoints face-to-face with a legislator, a LAW Day isan eye-opening, don’t miss, amazingexperience for dentists and dentalspouses. This award-winning GDAadvocacy activity features breakfast(usually everyone is good at breakfast),an “extreme insider” issues overviewfrom GDA Executive Director MarthaPhillips (usually everyone is good atenjoying the behind the scenes dirt),and a visit to the Capitol (always cool tosee the state museum artifacts and themagnificent building).

LAW Day visitors are welcome tostay in a group of volunteers designat-ed to communicate with a particularlegislator, and allow a LAW Day veter-an to actually talk. Please note thatyour presence—you standing insidethe Capitol on a workday to carry apatient-friendly message—speaksVOLUMES. Maybe you can even workup the gumption to speak to your ownlegislators, even if they are not on adental-centered committee. Despitethe presence of LAW Day veterans,your actual voice will be put to use ifyou want to speak!

Don’t miss your chance to see thesausage that is Georgia law beingmade. Contact Nelda Greene [email protected] to sign up for anyof the LAW Day dates in this calendarlisting at left.


Legislative Awareness: Take the Initiative



These dentists made significant contribu-tions to the profession, their patients, theirfamilies, and their communities. If youknow of other deceased GDA dentistswhose names do not appear on this list,please send their names to the GDA exec-utive office. These names were received byNovember 1, 2011.

Robert M. Davis, DDSNorthwestern DistrictEmory University 1957July 5, Age 81

Griffin Electus Mizell Sr., DDSCentral DistrictEmory University 1955January 15, Age 81

Jack M. Reeves, DDSWestern DistrictEmory University 1961February 23, Age 79

Robert P. Repass, DDSEastern DistrictGDA President, 1971Emory University 1955September 19, Age 88

Michael Farris Thomas Jr., DDSCentral DistrictEmory University 1964February 18, Age 74

William E. Walker, DDSNorthern DistrictEmory University 1951March 21, Age 90

Farewell to a GDA Past President:Dr. Robert RepassDr. Repass was born in Marion, Virginia,and was educated in the public school sys-tem of Atlanta. He attended high schooland junior college at Gordon MilitaryCollege in Barnesville, and served in theinfantry in World War II. He was awardedthe Silver Star and the Purple Heart afterbeing wounded in Hurtgen Forest inGermany in 1944. He was discharged in1947 with the rank of Captain.

Dr. Repass earned an AB degree fromEmory University in 1948, then served fornearly four years with the U.S. PublicHealth Service, Centers for DiseaseControl, as a research entomologist. Hegraduated from Emory with a DDS degreein 1955. He eventually became the chief ofthe dental staff at Athens General Hospitalas well as enjoying a fruitful career in gen-eral dentistry in Athens.

In addition to serving the GDA aspresident, Dr. Repass was an ADA dele-gate and alternate delegate and served onnumerous GDA committees. He wasnamed a GDA Honorable Fellow in 1969.In 1974, he chaired the Task Forcecharged with the relocation of the GDAExecutive Office from Macon to Atlanta,and with selecting the GDA’s first full-timeExecutive Director Steve Janas.

When the Georgia Department ofHuman Resources was formed in 1972 as

part of the re-organization of the state’sgovernment, then-Gov. Jimmy Carterappointed Dr. Repass to the first DHRboard. He was re-appointed to that Boardtwice more. He was a Fellow of theAmerican College of Dentists and theInternational College of Dentists. He wasthe Deputy Regent for the ICD forGeorgia for five years.

Dr. Repass chaired the Governor’sAdvisory Committee on Dentistry underGov. Carl Sanders which made the finalrecommendation to include dental educa-tion as an integral part of the MedicalCollege of Georgia in Augusta. He alsoserved on the Search and SelectionCommittee which secured the services ofthe MCG School of Dentistry’s first deanDr. Judson Hickey. He will be missed.

Remembering GDA DentistsWho Passed Away in 2011

..



There continues to be a great deal of activ-ity occurring at the state level in regards tothe dental Medicaid program, andMedicaid in general. There is also anupcoming deadline in the HIPAA transac-tions arena that dentists who transmit elec-tronic claims should note.

As always, the GDA will send outmembership-wide communications aboutany breaking Medicaid or regulatory news,continue to monitor every Medicaid meet-ing, and provide correct information aboutdental care to Medicaid officials.

Dentists Testify at MedicaidStakeholder MeetingsAt the November 10 Department ofCommunity Health (DCH) board meet-ing, DCH Medicaid chief Dr. JerryDubberly announced that Navigant, theconsulting firm hired by DCH to review

the state’s Medicaid and PeachCare pro-grams, had completed 30 focus groupmeetings with various stakeholder groups.Navigant is reviewing information gath-ered during these sessions to include in areport the company owes DCH by January17, 2012. Dr. Dubberly reported thatDCH expects to have a model for theredesign of Georgia Medicaid andPeachCare Programs by late spring2012.

Navigant held two dental-only stake-holder meetings in Macon and Gainesville.GDA staff monitored both meetingsand 17 dentists and / or representa-tives from their practice groups alsoattended the stakeholder meetings.The dentists and GDA staff membersanswered questions regarding theirexperiences and feelings about the currentstate of Georgia Medicaid and PeachCare,

and offered suggestions for changes to beconsidered in the redesigned model.

CMO Contracts Extendedfor One Additional YearDCH Commissioner David Cook reportedat the November DCH board meeting thatthe department has renegotiated contractswith the CMOs, extending them one yearwith a second-year extension option so asnot to disrupt services to patients. The newcontracts contain the following changesand are effective upon signature and / orby January 2012: stronger geo-accessrequirements; increased reporting meas-ures for full time equivalent providers; theoption for each CMO to operate / expandinto all regions; changes to the process ofnotifying providers of rate changes;strengthened prompt pay requirements;changes to enhance disease and qualitymeasure reporting; and changes to theauditing process.

Medicaid ElectronicHealth Records InitiativeAs of November 7, 39 states (includingGeorgia) have launched MedicaidElectronic Health Records (EHR)Incentive Programs and through October,23 states (including Georgia) have issuedincentive payments to eligible Medicaidprofessionals and eligible hospitals thathave adopted, implemented, or upgradedcertified EHR technology.

As far as the GDA knows, there is stillonly one certified EHR technology systemavailable for dental offices. Based onrecent conversations with Georgia’sEHR Program Director at DCH, sev-eral other dental software vendors areworking to become certified over thenext several months and into spring 2012.The GDA is also not aware of any stateMedicaid dentists who have received EHRincentive payments, although dentists inother states employed at Federally QualifiedHealth Centers have received payments.

Medicaid and HIPAA:Dentists Testify, EHRs, January 1 Deadline Looms

REGULATIONSContinued on page 14



To learn more about the MedicaidEHR Incentive Program, visitwww.dch.georgia.gov/ehr. As moreinformation becomes available, theGDA will share it promptly with ourmembers.

Dentists: Have Your HIPAA Transactions 5010-Ready by January 1When the Health Insurance Portabilityand Accountability Act (HIPAA) wasadopted in 1996, the law mandated thatthe health care industry use standard for-mats for electronic claims and claims-relat-ed transactions. At the time, versions 4010and ICD-9 were sufficient to meet thesestandards. However, they have becomeoutdated and inconsistent with currentmedical practice and are being replacedwith new 5010 and ICD-10 coding sys-tems. As part of Version 5010:

• Every standard has been updated, fromclaims to eligibility to referral authorizations,

• The diagnosis field size has increasedfrom 5 to 7 characters,

• Ambiguities among common data setshave been reduced, and

• Redundant and unnecessary data ele-ments have been eliminated.

The updated ICD-10 code sets willallow for more specific and precisedescriptions of a patient’s diagnosis andclassification of inpatient hospital proce-dures. All health professionals coveredby HIPAA who transmit electronicclaims must switch to Version 5010transaction standards, not just thosewho submit Medicare or Medicaidclaims.

What does this mean for dentaloffices? Providers, including dentists, whoare HIPAA-covered entities, must complywith the new HIPAA requirements whensubmitting HIPAA electronic transactions.As of January 1, 2012, all HIPAA-com-pliant electronic transmission claims

and codes sets must be tested andready for transmission as a 5010 trans-action. Any transactions sent as a 4010/ 4010A transaction on or afterJanuary 1, 2012, will be rejected asnon-compliant and will not beprocessed, thus delaying receipt ofpayments.

Dentists, prepare for the upgrade to5010 by asking your practice managementor software vendors if they have upgradesavailable and ready to be installed for yoursystem. Talk to your clearinghouses, billingservice, and payers. Determine when theywill have their upgrades completed andwhen you can begin testing with them.Conduct internal testing to make sure youcan generate the transactions using 5010.Conduct external testing with your clear-inghouses and payers to make sure you cansend and receive the 5010 transactions.Testing must be completed by December31, 2011.

The conversion to 5010 is a precursorto the ICD-10 conversion slated forOctober 1, 2013. For more information,visit the DCH web site at www.dch.geor-gia.gov/ICD10 or the CMS web site atwww.cms.gov/ICD10.

REGULATIONSContinued from page 13



Dr. Connie Drisko, Dean of the GeorgiaHealth Sciences University College ofDental Medicine, gave a comprehensive“State of the College” address inNovember. The address noted the growthin numbers of dental students, the growinginfluence of the College across the stateand globally, and the ambitious plans theCollege has for the future. Some high-lights:

• Dean Drisko noted that the College hasthe largest number of dental students inhistory to go along with the expansivenew dental educational and clinicalbuilding on the Augusta campus. Theincoming freshman class features arecord 80 students.

• Dean Drisko cited an “extraordinarilyenlarged” reach across the state, as justsix more students increased patient visits

by 10,000 since 2007 in six additionalclinical locations. Clinical training hasexpanded to 29 sites in 12 underservedGeorgia communities.

• Additional faculty allowed for “dramati-cally increased production” on the maincampus, with faculty now having moreopportunity to treat private practicepatients. Clinic revenue grew to $10 mil-lion, a 68% increase since 2006.

• 2011 saw the highest number ever ofpatient visits (20% more than in 2006)and completed procedures (31%increase) by students, residents, and faculty.

• Students’ scores and pass rates onNational Dental Board Examinationsexceed the national average.

• Research has also “greatly expanded,”with publications co-authored by GHSUdental students more than doubling inthe last two years.

• The college is escalating its global reachwith a dental clinic in Cusco, Peru, and anew affiliation in Nigeria with theRegional Centre for Oral HealthResearch and Training. Faculty and stu-dent rotations in Africa are anticipated inthe future.

• A new Advanced Standing Program willbring foreign-trained dentists to GHSUfor a two-year program leading to aD.M.D. degree starting in 2012.

• The College is acquiring an E4DCAD/CAM Image and Design Center.

• Goals for 2012 include an increase indiversity in predoctoral and residencyprograms by 2%; increase mobile cur-riculum for core courses by 10%;increase clinical income by 2%; increasepatient visits by 5%; increase margingeneration for fiscal sustainability andgrowth by 2%; plan clinical site inAtlanta with extramural residency train-ing programs; increase NationalInstitutes of Health funding by 5%;implement leadership / plan for oralpublic health collaboration; plan forEducation Commons building; increasedental faculty in leadership positions inuniversity, community, state and nationalorganizations / institutes by 10%; andgrow Alumni Association membershipby 5%.

The full text of Dr. Drisko’s speech,from which these bullet points were culled,is available at www.georgiahealth.edu.

State of the College Address:GHSU Dental Dean Drisko Outlines Successes, Plans



Many of us have heard of or even used dis-count sales sites such as Groupon to pur-chase reduced rate goods and servicessuch as dinner at a new restaurant, a hair-cut, or clothing. Health care is the latestindustry to take part in this marketing phe-nomenon with professionals offering dis-counts on cosmetic medical procedures,chiropractic care, acupuncture, and eyeexams. Some dentists are even getting inon this advertising opportunity by offeringdiscounts for services like cleanings,whitening, and x-rays. In fact, in 2010,Groupon reported that 15% of the“daily deals” the company offeredwere for health care services.

Before a dentist considers jumping onboard with this hot marketing trend, how-ever, there are serious legal issues to con-sider. Because the heath care industry,including dentistry, is heavily regulatedand often subject to contractual restric-tions by insurance companies, a dentistmust make a decision about whether todiscount his or her services throughGroupon, LivingSocial, or other similarservices only after careful consideration.

The American Dental Association(ADA) recently issued a legal memoran-dum on the use of certain marketing tech-niques, including fee splitting andGroupon-type services, to raise awarenessabout some potential legal pitfalls. Toensure GDA members considering usingGroupon or other similar types of market-ing services have the latest information,some of the legal considerations men-tioned in the memorandum are discussedbelow. A copy of that memorandum can beobtained in the member’s only section ofthe GDA web site at www.gadental.org.

How Do These Discount Selling Sites Work?Before delving into some of the legalissues, a dentist may first wonder whatthese discount selling sites are all about,and how they work. Many are similar tothe perhaps most well known—Groupon.Groupon is a Chicago-based company thatsends e-blasts about discount offers to peo-ple who sign up for daily notifications.

Businesses that opt to become featured onGroupon or other similar sites do so withthe hope that they will gain patronage,raise awareness of their services, andultimately create loyal, repeat customers.

The most popular Groupon discountoption appears to be 50% off deals fromretailers and service providers of all kinds,sold via email directly to consumers. Forexample, a $100 dental service would beoffered for $50 on Groupon. The con-sumer pays $50 to Groupon and gets a cer-tificate to redeem at the featured dentaloffice. Groupon keeps 50% of the revenue($25 in this case), and remits $25 to thedental office. So, the customer gets a $100dental service for $50. The dentist or otherretailer is effectively discounting theirproduct or service by 75%. The consumergets 50% and Groupon takes 25%.

Potential Pitfall One: Fee Splitting and RebatesLast year the Georgia Board of Dentistryadopted a rule against fee splitting. Therule provides that “[a] dentist shall not giverebates or split fees with a referral source.”Fee splitting generally refers to a situationwhere a dentist pays a fee to a third partyfor referrals on a per-patient basis or a per-centage basis. While the Board ofDentistry has not provided directguidance on this issue as of yet, it ispossible that the Groupon-typemarketing model may be perceived asfee splitting.

This fee-splitting pitfall brings upanother quandary. The Board’s rule alsoprohibits giving a rebate to a referralsource. While referral gifts like movietickets or a gift card may not typically be thoughtof as a rebate, a broad interpretation of theregulation might treat such a gift as ameans of helping to offset the patient’sfees. This may be something dentistsshould be wary of doing.

Potential Pitfall Two: Federal Anti-Kickback StatuteA dentist who receives payment from afederal health program such as Medicaid

and Medicare must tread with extremecaution before jumping on the Groupon-type marketing bandwagon. The federalAnti-Kickback statute prohibits a dentistor any provider from offering or actuallypaying remuneration to entice a person torefer a patient that may be eligible forservices under a federal health care pro-gram, including Medicare or Medicaid.Because of the split of revenue betweenthe dentist and the advertiser, such asGroupon, for each patient referred, thisarrangement could pose significant prob-lems. A dentist who violates federal lawcould be charged with a felony and subjectto fines, imprisonment, and exclusion fromfederal health care programs.

One detail to keep in mind is thatelective, out-of-pocket services that arenot covered by private insurance or feder-ally-funded insurance may fall outside thescope of the Anti-Kickback statute.Checking with your personal attorneyabout the application of this federal law aswell as any state counterpart is a mustbefore signing up to market in this manner.

Potential Pitfall Three: Most Favored Nation ClauseDentists who are participating providers ininsurance plans could also unknowinglyagree to give all the insurer’s members thesame deal as the dentist is giving to partic-ipants of Groupon or similar discount sell-ing sites. Many provider agreements con-tain a “most favored nation” clause. Theprovision requires a health care provider togive the insurance company the lowestrates the provider offers. If a provider witha most favored nation clause in its contractwith one insurer advertises a lower ratewith Groupon or another advertiser, theprovider could be made to give the insur-ance company the lower rate too.

Potential Pitfall Four: State Advertising RulesFinally, if dentists are not careful, theirGroupon-type marketing efforts can alsorun afoul of the Georgia Board ofDentistry’s advertising regulations.

Online Discount Deals:Are They a Good Marketing Idea?



Dentists should keep in mind that theBoard has imposed certain requirementsand disclaimers when a dentist advertisesroutine dental services at a specific fee.Failing to follow the rules could result inthe dentist having to provide additionalcare reasonably related to the advertisedroutine dental service at no additionalcharge.

If done improperly, advertising coulddo more harm than good to a dental prac-tice. Dentists need to keep in mind thatthe use of electronic marketing can attractmore than new patients. Unwanted atten-tion from the state board or even federalofficials could ensue. So, before you signup for advertising that requires you to payon a per-patient basis, get your legal coun-sel to review your strategy.

Dentists may direct questionsabout Georgia’s fee splitting rule tothe Georgia Board of Dentistry at(478) 207-2440. Remember, dentistsmay obtain a copy of the recent ADAmemorandum on the use of Groupon-type marketing and fee splitting issuesin the member’s only section of theGDA web site at www.gadental.org.



The GDA Public Relations Committee,chaired by Dr. Robin Reich, recently tookon a challenging task—combining anacknowledgement of the success of theGeorgia Mission of Mercy (GMOM), anemphasis on personal patient responsibili-ty for oral health, and promoting the den-tist as the professional who is appropriate-ly educated and trained to provide dentalcare in one 60-second radio spot. This spotwould serve as one component of the GDA2012 public relations campaign.

“It is a multi-part message, but Ibelieve the radio spot communicateseverything we want it to,” said Dr. Reich.“We look forward to this message runningfrom January 5 until February 7 through-

out the state. There is a list of radio sta-tions that will carry the message atwww.gadental.org.”

The GDA is conducting the radiocampaign by utilizing a “GAB-Time” buythrough the Georgia Association ofBroadcasters, a program for non-profitorganizations that could not otherwiseafford to purchase advertising. The cost tothe GDA is $37,000 versus a “retail” cost of$236,213 if the GDA purchased radiospots separately and not as a part of thisspecial buy.

Listeners will hear the GDA radiomessage broadcast on 164 radio stationsand 22 TV stations more than 6,500 timesduring the campaign. All spots are sched-

uled to air Monday through Saturdaybetween 6 a.m. and midnight.

Read the script of the radio messagebelow and listen for the spot to air in yourarea starting January 5. You may also visitthe GDA web site at www.gadental.org toplay the spot via an audio file.

Kudos to the PR committee for theirwork on this message: Chair Dr. RobinReich and Drs. Lindsay Holliday (C),Meigan Johnson (C), Andy Allgood (E),David Pumphrey (N), Richard A. Smith(N), Dr. Wade Diab (NW), Cara DeLeon(SE), Larry Black (SW), and John Scuba(W). Associate Executive Director NeldaGreene serves as valuable staff support forthis key committee

Scene: Family sitting around thedinner table.

Amy: Yesterday I tried to introducemyself to the mother of the new boyin Ryan’s class.

Rob: Was she nice?

Amy: She basically shook my handand walked away, she seemed sortof, I don’t know, sad or something.

Ryan: His name is Anthony and hismom doesn’t have any teeth in thefront. He said that’s why she neversmiles.

Amy: No wonder. I think I’ll talk to hertomorrow about our dentist. I thinkhe can help.

Announcer: A beautiful smile is thefirst thing people notice, butunfortunately there are people righthere in our community who go

through life without being able tosmile. Dentists recognize that somepeople do not get the dental carethey need. The Georgia DentalAssociation hosted the GeorgiaMission of Mercy last August, whichprovided low-income families withthe dental care needed to regaintheir smiles.

The Georgia Dental Associationreminds you that good overallhealth starts with good oralhealth. Dentists are trained andknowledgeable healthcare providersthat are often the first ones todetect other diseases like oralcancer and diabetes.

For a lifetime of smiles, schedulean appointment with a GeorgiaDental Association member dentisttoday; visit www.gadental.org for alisting of dentists in your area.

Amy: Today I had lunch with Maria,Anthony’s mother, and she couldn’tstop smiling!

Association Public Relations CampaignCapitalizes on GMOM Message

2012 GDA Radio Script:Anthony’s Mom’s Smile


In addition to creating and broadcasting an annual radio cam-

paign, the GDA conducts a host of communications initiatives. Here

is an overview of just some of the ways the GDA reaches out to

member dentists and to the world outside of the Association. This

does not include strictly legislative advocacy activities such as LAW

Day and legislative receptions, but those could be viewed as forms

of public relations initiatives as well.

• The GDA regularly receives calls from media outlets seeking

dental spokespersons.The GDA works with dentists to appropri-

ately respond to media questions.

• The GDA subscribes to a service that monitors newspapers

statewide for mentions pertaining to dentistry and Georgia

dentists. The GDA sends congratulatory letters and a clipping of

any article involving a member dentist.

• The monthly GDA Action print journal (it is also available in digi-

tal format at www.gadental.org) is according to the latest GDA

survey the main source of dental news for member dentist

respondents.

• The GDA web site www.gadental.org is updated regularly with

important information for member dentists, including regulatory

changes, GMOM information, endorsed products and services

details, and GDA calendar dates. In the latest two-month period

for which data is available, the site received 20,319 visits (or

approximately 312 visits per day).The most popular page is the

“Find a GDA Dentist” page, which was visited 6,065 times.

• The GDA “closed group” on Facebook.com provides GDA news

to dentists, Alliance members, and GHSU dental students who

have requested to become group members and been approved.

The GDA House of Delegates and Board of Trustees decreed that

the GDA Facebook.com presence be a closed group as opposed

to the more-familiar fan page that anyone can “like.” There are

currently 85 members of this closed group.

• The GDA sends email alerts and email newsletters weekly dur-

ing the legislative session and as needed throughout the year.The

GDA struggles with several issues regarding email communica-

tions, including that not all members have email addresses; mem-

bers do not share the email they use most often; and dentists do

not check the email address provided to the GDA. In other words,

the email is received according to software reports, but it is not

read. The GDA sees an average of 30 to 35 percent of recipients

regularly open their GDA email communications.

• The GDA still relies heavily on blast faxes. The frequency of these

faxes is greater during the legislative session. Since January 2011,

the GDA has sent 19 blast faxes to member dentists. These

continue to be an effective means of communicating with the

membership since the GDA office has fax numbers for almost

everyone.

• One-on-one communication is perhaps the biggest way the

GDA conveys information. Staff members each communicate

with 5 to 10 dentists daily by phone and perhaps that many

more by email.These calls deal with OSHA, HIPAA, Medicaid, third

party issues, personnel, and continuing education just to name a

few. Staff spends as much time as needed to thoroughly discuss

the topic and assist the member with their question or concern.

• The GDA is entering the video age, most recently when the

Association and its Foundation for Oral Health produced a video

for the inaugural Mission of Mercy to communicate the successes

of the event to GDA members, the public, and policy makers.View

the video at www.gadental.org.

• The GDA also participates in numerous programs at the GHSU

College of Dental Medicine. These efforts are paying off since

the GDA typically converts each student to a member. Programs

include an annual presentation by the GDA president; an annual

presentation by the GDA executive director; hosting a table at

Clinic Day; arranging for students to attend a special LAW Day and

lunch at the GDA office; a transition program by GDA staff that

explores the benefits of membership; sponsorship of the

graduation luncheon; and GDA and GDIS-funded scholarships.

• The GDA participates in advocacy and collaborative activities

to convey the dental and dental patient viewpoint. For

instance, the GDA staff has recently contributed to meetings of

Voices for Georgia’s Children, the Oral Health Coalition, and

Georgians for a Healthy Future, but there are several more organ-

izations where the GDA voice is regularly heard.


Did You Know:GDA Communications Activities



Your GDA Delegation to the ADA Houseof Delegates dealt with dozens of issues atthe 152nd ADA Annual Session in LasVegas. Our week was not filled with brightlights on the Vegas strip, but rather theones in the ballrooms in the MGM GrandHotel where the House and other meet-ings were held. Your delegation, who hadalready spent hundreds of hours of non-dental practice time attending meetingsand studying issues in leading up to themeeting, worked hard during the week ofthe ADA meeting to uphold the professionand protect our patients. Kudos to:

Delegates:Dr. Tom Broderick (SE)Dr. Robert Carpenter (W)Dr. Ed Green (SW; At Large)Dr. Chris Hasty (SW)Dr. Kara Moore (C)Dr. Donna Thomas Moses (NW)Dr. Jim Reynierson (E; Chair)Dr. Mike Vernon (E; GDA Officer)Dr. Richard Weinman (N)Dr. Carol Wolff (N)

Alternates:Dr. Jack Bickford (NW; At Large)Dr. Jonathan Dubin (N)Dr. Tom Field (N)Dr. Jay Harrington (C; At Large)Dr. Marshall Mann (NW; GDA Officer)Dr. Annette Rainge (E)Dr. Robin Reich (NW)Dr. Doug Torbush (N)’Dr. Sidney Tourial (N)Dr. Peter Trager (NW; At Large)

Thanks also to Dr. Ty Ivey of CentralDistrict who substituted for ex-officiomember Dr. Jim Hall (C), who is GDASecretary / Treasurer, and GDA VicePresident Sidney Tourial of NorthernDistrict, as well as GDA ExecutiveDirector Martha Phillips.

Workforce IssuesContinue to HoldDelegates AttentionOne issue regarding mid-level providerstook place at the CODA (Commission onDental Accreditation) hearings. Your dele-gates were concerned that CODA hadagreed to look at setting criteria for dentaltherapists trained in Minnesota, and howthat could conflict with the ADA’s stancethat “only a dentist” has the education andtraining to provide patient diagnosis andperform surgical / irreversible procedures.Georgia and other delegations also sentletters to CODA regarding this issue, sowe hope that our voices will be heard.

Dental Benefits, Practiceand Health ReferenceCommittee (ReportingChair Dr. Kara Moore)The ADA Fifth District, consisting of theGeorgia, Alabama, and Mississippi delega-tions, was lucky to have Dr. DonnaThomas Moses appointed to the ADAReference Committee for dental benefits.This allowed many of our issues in this areato be worked out prior to ever walkingonto the House floor. Dr. Moses convincedthe other members of the committee toamend many of the resolutions so that theycould represent a more conservative ADAagenda. Without her help our jobs wouldhave been more difficult! Some highlightsfrom this area are as follows:

• The ADA will continue to offer all of itssurveys to members free of charge. Ifyou haven’t taken advantage of thismember benefit you can find all of theADA’s surveys at www.ada.org. Thesesurveys can be very useful tools for yourpractice.

• The ADA’s decades-old policy on dentalhealth programs for children will be

referred back to a council for updating.We are not sure which council willreceive the assignment, but it will mostlylikely be the Council on Access,Prevention and InterprofessionalRelations. The caveat is that the councilmust leave intact the ADA’s originalobjectives, which focus on providingeducation and dental treatment for chil-dren of all ages, helping parents toaccept responsibility for their children’sdental health, an emphasis on preventa-tive care, and having quality care deliv-ered by dentists. We felt this point wasimportant because if the ADA doesn’thave a clear policy on this matter some-one else will surely draw one up for us.

• The ADA unanimously approved replac-ing the term “customary fee” with “max-imum plan benefit” in all policy state-ments. The fees that insurance compa-nies can pay contracted providers mayreflect an insurance company’s businessmodel but not necessarily take intoaccount the cost to the dentist to provideappropriate care. Hopefully by removingthis term from the ADA’s verbiage, theterm will also disappear from the vocab-ulary of the insurance companies and ourpatients.

Dental Education,Science and RelatedMatters ReferenceCommittee (ReportingChair Dr. Carol Wolff)As is usual, Dental Education and RelatedMatters was a contentious and exciting ref-erence committee. Some of our resolu-tions that passed included:

• Res. 6 which requires the Council onDental Education and Licensure to con-duct periodic reviews of dental specialtyeducation and practice at 10-year inter-vals.

Georgia Delegation to the ADA House Tackles Workforce, Budget IssuesJim Reynierson, DMDChairman, GDA Delegation to the ADA



• Res. 8 which amends the ADA’s continu-ing education policy to include ethicseducation.

• Res. 40 which authorizes the ADA toallocate funding of up to $23,750 forCODA to engage an outside facilitator todesign and support its strategic planningefforts.

• Res. 48B which affects the recognitionand review of dental specialty organiza-tions and recommends that only special-ist dentist members vote and hold officewithin the organizations.

• Res. 53 which urges CODA to delaydeveloping accreditation standards fordental therapy programs upon review tosee if the programs comply with CODA’sPrinciples and Criteria Eligibility ofAllied Dental Programs. The FifthDistrict, particularly our Drs. KaraMoore, Pete Trager, Ed Green, andCarol Wolff, did an outstanding job oftestifying at the CODA hearing.

• Res. 66 which recommends that theADA Board of Trustees report on rec-ommendations to reduce dental studentdebt at the 2012 House of Delegates.

One resolution that was hotly debatedwas 41, regarding the development andstudy of workforce models at a cost of$40,000. The Fifth District and Georgiasupported an amendment that would havedefined the study questions to beaddressed, but that was voted down andthe original resolution was adopted. TheADA is now directed to conduct andreport on a systematic review of the litera-ture on non-dentist workforce modelswhich exist or are under development inthe U.S. and other countries that includediagnosis, treatment plan formulationand/or the performance of irreversibleand/or surgical dental procedures, andreport on this research to the 2012 ADAHouse of Delegates.

Resolution 59 did not pass. Thiswould have directed the Councils onDental Practice and Dental Education andLicensure to review procedures being per-formed by dentists that are not part of the

traditional scope and identify additionalareas that could become part of a dentist’sscope and what type of training might benecessary.

Resolution 72 was adopted and willchange the language in the ADA Bylaws tosupport the World Association of MedicalEditors and allow for complete autonomyfor editors.

Legal and LegislativeMatters ReferenceCommittee (ReportingChair Dr. Chris Hasty)Our area was very busy and debated alarge number of resolutions. In all, five ofour Fifth District resolutions were placedon the consent calendar. These included:

• Resolution 51 RC, which urges NativeAmerican communities and populationsto build upon existing educational pro-grams that are consistent with ADA pol-

GDA DELEGATIONContinued on page 22



icy with local constituent and componentdental societies to improve access todental education resources, and other-wise supports efforts by Native Americancommunities to build capacity andimprove the availability of community-based oral health services.

• Resolution 63, which urges licensingauthorities to establish regulations whichhold entities providing dental servicesthat are owned by non-dentists or den-tists not licensed in that state to the sameethical and legal standards as those thatare owned by state licensed dentists.

• Resolution 87, which involves the ADAlobbying Congress to ensure thatFederally Qualified Health Centers areappropriately reimbursed for each dentalprocedure provided and report back onprogress achieved to the 2012 House.

One of the most debated topics wasthe size of the House of Delegates. Somedelegates wanted to cut the House size in

half because the group was too big andcost too much. Others had concerns aboutensuring adequate representation of ADAmembers. In the end, the House passedResolution 38H which allocated funds foran ADA governance study with findings tobe reported to the 2012 House.

On the federal advocacy level,Resolution 12 was passed advocating thatadequate funding and safeguards be inplace to provide comprehensive oralhealth care to underserved children andadults in any legislation that would convertthe federal share of Medicaid to a blockgrant to the states. In addition, the ADAopposes any proposed block grant wherethere is not adequate funding.

Budget, Business, andAdministrative MattersReference Committee(Reporting Chair Dr.Sidney Tourial)Your ADA Delegation always comes to theADA meeting knowing that our budgetand the final dues amount that we presentto our members will be a high priority.

This year in Las Vegas was no exception,and we finally settled on a budget of morethan $119 million. After much discussionand testimony, your final ADA dues for2012 will show a $7 increase. The $23information technology assessment willnot be renewed, so that presents a net sav-ings of $16.

Other items of interest that drew a lotof attention in 2011 were the makeup ofthe new finance committee; how to choosethis new committee’s chairman; and how,ultimately, to eliminate the present pen-sion plan for ADA staff members.

Congratulations and thanks to Dr.Marshall Mann who represented the FifthDistrict on this important ReferenceCommittee.

Membership and PlanningReference Committee(Reporting Chair Dr.Jonathan Dubin)The main focus of our committee ismembership retention and increasing thenumbers of new members. This year at theADA meeting the Membership and

GDA DELEGATIONContinued from page 21



Planning section had few controversialresolutions. There were a couple ofresolutions that merely cleaned upsome language of some previous years’resolutions. A resolution was passed toallow members with financial hardshipsto get a dues reduction for the year of 25percent to go along with the 50, 75, and100 percent dues forgiveness options. Thecommittee felt that some members mayonly need a 25 percent reduction in aparticular year. We studied the studentblock grant issue and will now requiremore stringent reporting on use andeffectiveness. This will give us metrics togo by as we determine what programs areuseful in increasing membership andwhich programs may not be as useful.Finally, we decided that ADA specialtylogos will not need to have the year on thelogos. This will save specialists from havingto reprint stationery each year to keep acurrent dates on the logos.

GDA Delegation members Dr. Marshall Mann and Dr. Sidney Tourial (left) facingAlabama’s Dr. Larry Browder and Dr. Lew Mitchell.

Dr. Jack Bickford, Dr. Jay Harrington, and Dr. Chris Hasty (left) with Dr. RichardWeinman and Dr. Tom Field, who is talking to Mississippi’s Dr. J.R. Dumas.



The Alliance of the Georgia Dental Association (Alliance) contin-ues to be busy as ever! We swept up dozens of awards at thenational Alliance meeting in Las Vegas, assembled hundreds ofdental kits in October, raised hundreds of dollars for charitabledental clinics, and created a rejuvenation space for members at ourwell-being retreat! If your spouse is not a member or is notinvolved with the Alliance, they are missing out. Please payAlliance dues for your spouse for 2012! We have lots more in storefor the dental family!

National Alliance Meeting: Georgia WinsThe Georgia Alliance members who attended the Alliance of theAmerican Dental Association meeting in October had great suc-cess! I want to recognize our own Debbie Torbush who becameAlliance of the ADA President. She will certainly have a successfulyear. We are so proud of Debbie and our other Georgia membersactive at the national level, including District III Trustee JeanHarrington, Council on Dental Health Education and Council onGovernment Affairs Chair Gigi Kudyba of Sugar Hill, Foundationfor Dental Health Education board member Dr. Janine Bethea ofMarietta, and Chairs of the AADA Conference in 2012 in StoneMountain Shari Carter and Mary Percy.

The Alliance also won several awards at the national conven-tion—28 in all! Your Alliance had the highest percentage of mem-bers who contribute to a state Political Action Committee. Wewere recognized for LAW Day participation, political fundraisers,Give Kids a Smile Day activities, GMOM fundraising, the WandaWonderSmile puppet show, women’s and children’s health initia-tives, dental goody bag distribution, our well-being retreat, a dis-trict membership activity hosted by Dr. Jay and Jean Harrington,our Alliance newsletter, articles in the GDA journal, coverage inGeorgia media outlets, our email communications, dental kitassembly and distribution, student spouse activities, andmembership retention efforts. Well done to all!

Dental Kits and Charitable Kits: Another Great TurnoutOn October 29, we met at the GDA office to assemble more than900 dental kits that will be delivered at the Capitol on January 9,

2012. In continuation with our national Alliance project “We CoverYou From Head to Toe” we also assembled over 100 sets of hats,gloves, socks, and dental kits for The Atlanta Day Shelter forwomen and children and The Atlanta Union Mission. Our volun-teer group featured many dentists, a mother / daughter team, onecomplete family, our GDA President Mike Vernon, and our nation-al Alliance President Debbie Torbush!

Thank you to Steve Fortmann with Oral-B / Crest who gener-ously donated Chick-Fil-A chicken biscuits, cinnamon minis, andorange juice to fuel our volunteers. We appreciate his help! And ofcourse thank you to our incredible volunteers!

gda alliance

Alliance Dental Spouses See Success,Offer Member Involvement PathwaysHelaine SugarmanAlliance of the GDA President

(L to r): Helaine Sugarman, Anna Balkan, and Pam Pafford.Anna Balkan donated $600 to two Atlanta area dental clinicsfrom proceeds generated by the Alliance Baubles and Brunchevent at her gallery.



Brunch Raises Money for Dental ClinicsNovember 2 was our Alliance “Baubles and Brunch” morning atthe Anna Balkan Gallery. We had such fun as we all tried on dif-ferent jewels. Through our purchases, Anna donated $600 to bedivided between the Ben Massell Dental Clinic and the HebronCommunity Health Center! Big thanks to Pam Pafford for arrang-ing this event!

Wellness Retreat Gives Members Quiet TimeOur second annual Wellness Retreat was held November 4-6 incharming Madison. Janelle Kauffman and Mary Percy outdidthemselves making this a fabulous weekend for all who attended!Dr. William Silver gave an amazing talk about preventing agingthrough non-invasive and mini-invasive options. I bet he receivedmany phone calls Monday morning for appointments! The weath-er was gorgeous, and all agreed this was the perfect location!

Alliance and GDA member volunteers at the GDA office after assembling 900+ dental kits for Dental Health Day at the Capitol and100 charitable kits for The Atlanta Day Shelter and The Atlanta Union Mission.

Dr. Janine BetheaMolly BickfordDr. Jack BickfordFran BrownDr. Donald BrownMarla JohnsonAllen JorgensenJanelle KauffmanDr. Thom KauffmanSherry KendrickSusannah KendrickOffa McCollumDr. Robert O’Donnell

Cheryl O’DonnellKathleen O’DonnellRyan Kerry O’DonnellHelaine SugarmanDr. Richard SugarmanDebbie TorbushDr. Doug TorbushDebbie VernonDr. Mike VernonDr. Becky WeinmanDr. Richard Weinman

Dentists and Dental Spouses:Please Attend Dental Health Day

Our great Alliance and GDA volunteers assembledmore than 950 dental kits in October. Now, the GDAis requesting volunteers who can distribute these kits,containing a toothbrush, toothpaste, floss, and GDAcontact information, on January 9, 2012.

Why do this in the dead of winter, and in downtownAtlanta to boot? January 9 is the opening day of theGeorgia legislature at the State Capitol, which istraditionally declared as Dental Health Day by thegovernor. To honor the proclamation, GDA andAlliance volunteers hand out dental kits to alllegislators and legislative staff and offer encouragingwords about the session. This is a great way to getdentistry’s message and presence out on the first dayof the session!

The event begins at around 8AM at the State Capitol,and is usually over at 10:30AM, after the traditionalphoto on the Capitol steps (indoors). For moredetails, email Delaine Hall at [email protected].



26

The GDA has added the claims servicescompany ClaimX (pioneered by ExtraDent)to our list of Preferred Providers. TheClaimX program was extensively tested bya selection of GDA members. After thetrial period, all evaluation sites gaveClaimX high marks for support, ease ofuse, integration with their practice man-agement system, a reduction in claim pro-cessing times, and a reduction in costs.

What is ClaimX?ClaimX is a complete electronic insurancemanagement system that works with over60 different practice management systems.Dentists may use ClaimX to send dentalinsurance claims electronically for only 25cents. Dentists may be paying 45 to 55cents for the same services that ClaimXprovides. ClaimX also print claims, storesNPI numbers, checks claim status, sendseligibility requests, receives responseselectronically, manages claims with Watchdog,and integrates with NEA for electronicattachments. These services can help dentistsrun their office more efficiently and save onstaff time and the cost of claims processing.

What is NEA?NEA stands for National ElectronicAttachment, Inc. This is an electronicattachment clearinghouse that ClaimX uses tosubmit attachments, including digitalradiographs, periodontal charting, narratives,EOBs, lab reports, and doctor’s notes, orany other document required to process a claim.

Why Should DentistsSwitch to ClaimX?MONEY! The cost per claim with ClaimXis only 25 cents. Plus, dentists can enjoy ahost of other services that other companiesdo not provide, or only provide for anadditional cost.

More About ClaimX ThatYou Should KnowDentists can receive a Free Trial Period ofthe ClaimX product for 60 days from thesubmittal of an initial claim. A practice will

need high speed (DSL or Broadband)Internet access to use ClaimX. It is verylikely that ClaimX will work with the cur-rent practice management system of prac-tically every dentist—the service workswith more than 60 systems. Dentists maysubmit Medicaid claims with ClaimX.Dentists can perform real-time, free claimstatus checking. Call-in support is availableto all dental clients. Dentists can submitdigital radiographs and periodontal chart-ing with NEA Inc. Real-time patient eligi-bility requests and the ability to processelectronic patient statements are available(both for additional fees). There are nocontracts, no set-up fees, and no chargesfor installation, training, or support. Thereis no cancellation fee if a dentist stopsusing the service. And what is that fee perclaim again? 25 cents!

How Does a Practice Get Started?Call ExtraDent at toll free (866) 886-5113and select Option 1. When speaking with aClaimX representative a dentist shouldspecify he or she is a GDA member.

The representative will fax the dentaloffice an Enrollment Package. The dentistshould complete the three pages andreturn them to ExtraDent via fax. In a fewdays the office will receive a WelcomePackage via the U.S. mail. The packagewill include an installation / training formasking for a date and time that works for anoffice to complete the free installation /training. The dentist should complete andfax this form to ExtraDent. An ExtraDentstaff member will call the office on therequested date and time.

GDA Endorses ClaimX for Electronic Claims Services



Dental Related Services

X-RAY SAFETY CERTIFICATION forassistants is required by Georgia law. Thisup-to-date take-home course has effective-ly certified thousands of x-ray machineoperators. Send $149.99 per registrantwith name(s) to: Dr. Rick Waters, 385Pinewood Circle, Athens, GA 30606. Visitwww.gaxray.com for credit card paymentor to use the immediate-access online ver-sion. Call (706) 255-4499 for more infor-mation.

For sale: Densply ProUltra Piezo Booster,Piezo flow Refill pack, 2 Piezo flow refill inbox—never used. Invoice $1,177.60. Willsell for $795.00. Inquires call: (770) 265-0201.

For Sale: 2005 Scan X Intraoral DigitalScanner P/N B3100 with multiple digitalfilm packets and Air Techniques Film Erasure.Manual: www.airtechniques.com/userfiles/files/ScanX_IO_Manual_B3029RevF.pdf.$5500.00. Contact Dr. Bruce Carter,(770) 995-7616

Dental Equipment For Sale: PlanmecaEC Panoramic X-ray, 2 –Adec 5580 RearCabinets, 2 – Gendex GX-770 x-ray units,Phillips Oralix PAN DC, AirTech Vacstar 50Evacuator system. Email for pricing and detailsto [email protected].

Dental Equipment For Sale: Kodak8000 Digital Panorex (with computermonitor), dental chairs, doctor’s stools, etc.Call for details: (770) 435-5225 or (770)846-9886.

Dentists Availablefor Locum Tenens

Dentist will fill in for illness, vacation, orcontinuing education. Licensed, insured,DEA #. Call (404) 786-0229 or [email protected].

Available Daily (DAD): Dentist avail-able during vacations, emergencies, andCE courses. Leave your practice in well-trained hands. I am licensed, insured, andhave a DEA registration number so I canwrite prescriptions. Call Dr. RichardPatrick at (770) 993-8838.

DENTIST: Need Part Time Fill In?Vacation, Illness, Maternity? GENERALDENTIST SOLD LONG ESTAB-LISHED PRACTICE. GA & DEALICENSED. Available Expanded AtlantaArea. Cell: (404) 219-4097. Home: (404)842-1196. Jesse Hader, DDS.

Dentist available during emergencies,vacation, CDE courses. I have a currentlicense, DEA certificate, and insurance.Contact me at (706) 291-2254 or cell (706)802-7760. I hope I can be of service to you.Patrick A. Parrino, DDS, MAGD.

Positions Available

Northside Atlanta: Ready to find yourdental home? Our high-end, fee for serv-ice, family practice has an opening for aF/T associate. Ownership potential for theright individual. Minimum 3-5 years ofexperience needed. Our candidate is adentist who is ready to make his / her markin the community—an individual whoenjoys patient and staff interactions, andpossesses a passion and the skills for per-forming comprehensive dentistry. If this isyou, email your resume and a short intro-duction to [email protected].

Experienced Dentist Needed. UrbanCommunity Health Center in Atlanta,Georgia, has immediate need for two full-time dentists. Excellent benefits includingpaid malpractice. Mail resume to WestEnd Medical Centers, Inc., 868 YorkAvenue SW, Atlanta Georgia 30310; oremail to [email protected].

classified ads

How GDA members canplace classified ads

AD FORM: Submit all ads on a GDA ClassifiedAdvertisement Form. To obtain a form,call Skip Jones at (800) 432-4357 or (404)636-7553, or email [email protected].(Note: The GDA may accept or reject anyad for any reason and in its sole discretion.)

AD DEADLINE: Ads and ad check payments are due by thefirst of the month before the publicationmonth (i.e., Dec. 1 for January).

AD RATES: ADA member dentists pay $75.00 per60-word ad per month. There is a 25 centsper-word charge for each word over 60.Non-dentist-owned companies (real estatefirms, etc.) pay $195 per 60-word ad permonth (additional word charges as above).Non-member dentists may notplace ads.

LATE FEE:Ads for which full prepayment is notreceived by the first day of the ad’spublication month (i.e.; Nov. 1 for aNovember ad) will incur a $25 late fee inaddition to the ad rate.

FORMS OF PAYMENT: Submit a check or money order with the adform. (Make checks payable to GDA.)Credit cards are not accepted as payment.

WEB SITE PLACEMENT: Prepaid ads will appear on the GDA Website www.gadental.org for the month thead appears in print. Non-prepaid ads willNOT be placed online.

CLASSIFIEDS Continued on page 28



ORTHODONTIST NEEDED IMME-DIATELY in Lilburn. Part-time to startwith potential for full-time. AssociateDentist wanted for our ORTHODONTIC,PEDO, and GENERAL practice inLilburn and Gainesville, GA. Applicantmust be flexible, enthusiastic, and willingto work with the team. New graduates wel-comed. Email cover letters and CVs [email protected]. More informa-tion @ www.tebodental.com.

NORTH GEORGIA #8621—Full timeassociate needed for well-established prac-tice. Contact [email protected] or fax to1-866-441-1860.

Associate Dentist Buford - Sugar Hill.State of the Art digital practice in busyGwinnett County. Full-time. Fax resumeto (770) 945-1449 or email to [email protected].

Full time general dentist needed towork two days in Marietta and three daysin Acworth. Excellent opportunity forthe right person. Great working environ-ment, high tech office, nice and welltrained staff. Please email resume to:[email protected].

Busy Pediatric Practice seeking associ-ate, either pediatric dentist or generaldentist that specializes in children.Ownership potential. High income area inWest Cobb with great growth. Please sendCV to [email protected] or faxto (770) 952-0199.

Practices / Office Space Available

West Point: Prime fee for service prac-tice. Consistent gross $750K+ 3 1/2 day /week. Attractive building in high trafficarea near West Point Lake. Four very nice-ly equipped ops. Area experiencing excel-lent growth but still has a charming smalltown atmosphere. Boating, fishing, golf,Callaway Gardens, Auburn, Columbus,Lagrange nearby. Dr. retiring; will stay asneeded for nice transfer of patients. Callp.m. (334) 644-3865

Dental office for lease located inJohns Creek convenient location, nearDuluth, Alpharetta, and Suwanee.Beautiful 1800 sq. ft. office, ready to usewith 2 fully equipped operatories androom to expand to four operatories withstate of the art digital technology.Excellent opportunity to grow and make ityour own. Available now, low rate lease.For an appointment call (678) 770-0064.

28

CLASSIFIEDSContinued from page 27



Practices for Sale: SNELLVILLE#8807—Dental office only; No patients.Five equipped ops. Ample parkingApprox. 1800 sq. ft. ATLANTA #8490—Gross Collections $1.08M; 4 days; 5 oper-atories. SOUTHEASTERN GEORGIA#8172—Gross collections $752,638; 4days; 5 operatories; 1,732 sq. ft. officespace. NW GEORGIA #8562—Gross col-lections $670,375; 4 days; 6 ops; 2,881 sq.ft. office space. Savannah Area #8779—Gross Collections $1.05M; 4 days; 5 oper-atories; 2660 sq. ft. office space. NORTHATLANTA #8804—Oral Surgery practicefor sale. ATLANTA PERIO #5241—GrossCollections $1.32M, 3 days, 4 ops; 2400 sq.ft. office space; NW GEORGIA #8816—4days, 5 ops, 2450 sq. ft. office space. DEN-TAL EQUIPMENT #8822—5 rooms ofequipment, $49,500 or best offer. NORTHATLANTA PERIO #5241—Associateneeded for high tech perio practice. Allphases of perio performed. NW GA#8193—Gross Collections $480K, 4 days;5 ops; 1800 sq. ft. office space. ATLANTA#8602—Motivated associate with all

aspects of general dentistry includingcrown and bridge, restorative, oral surgeryand molar root canals. For information,call Dr. Earl Douglas, (770) 664-1982 oremail [email protected].

DENTAL OFFICE SPACE FORLEASE—Defoors Ferry Rd, Atlanta.1,347 sq ft. Average HH income within 1mile is over $130,000 annually. Consist of 4operatories, 1 bathroom, waiting area,reception / office area and lab area.Available now. For site visit contact TariqRobinson (678) 530-9580.

Available: BUCKHEAD: Beautiful, primelocation. GAINESVILLE: Grossing $600,000,3 operatories. GWINNETT: Grossing$550,000, 4 operatories. SNELLVILLE:Grossing $580,000, 5 operatories. TUCKER:Grossing $350,000, 5 operatories.MERGERS: Buckhead, Duluth, PeachtreeCity. Contact Richane Swedenburg, New SouthDental Transitions: (770) 630-0436, Checknew listings, www.newsouthdental.com;[email protected].

TIRED OF THE RAT RACE? Well-established practice and building in themountains for sale. Friendly patients whoappreciate what you do for them. 10,000sq ft building is a great investment—highimage glass architecture and well locatedfor public awareness. Friendly patientswho appreciate what you do for them.Motivated cross-trained staff. Modernequipment in a beautifully constructedhigh-image glass building well located forpublic awareness. Computers in all opera-tories. Ideal for solo or group practice.Growing community. NO long commuteand NO 8-lane freeways. Excellent schoolsystem. Low crime rate. Tons of family /sportsman outdoor recreational opportuni-ties. Close enough to larger towns to go tothe mall, but far enough away to avoid allthe big city hassles. (706) 745-6848.

CLASSIFIEDSContinued on page 30



CANTON / WOODSTOCK AREA:Great FFS practice for sale; well estab-lished—has been in same location for 25years. There are 4 full-time staff membersand 4 fully equipped rooms. The averagecollections for the last three years is $566K.Seller is willing to work for the buyer part-timeto help with transitioning staff and patients.For more information call (678) 482-7305,email [email protected] orvisit www.southeasttransitions.com.

STOCKBRIDGE: DON’T WAIT! Fiveoperatory, bread-and-butter generaldentistry practice for sale. The practice ison track to collect $620K this year. Formore information call (678) 482-7305,email [email protected] orvisit www.southeasttransitions.com.

CLASSIFIEDSContinued from page 29


Suite 200, Building 17, 7000 Peachtree Dunwoody RoadAtlanta, Georgia 30328-1655

www.gadental.org

ACTIONInside This Issue

• Medicaid and HIPAA: Important Deadlines and Updates

• GDA Communications Activitiesand 2012 PR Campaign

DATED MATERIALPLEASE DELIVER AS SOON AS POSSIBLE


gda action december 2011

Documents

louisiana dental association

dental care alliance

executive directordelaine

pm page

peachtree dunwoody rd

executive directornelda

member commentary

actionthe journal