Dentist | Best of the Bay TV | Steven McConnell, DDS

Dr. Steven McConnell, a Novato-based cosmetic dentist, got a surprising call a few weeks ago. The veteran doctor, who is approaching his 30th anniversary, was informed his practice had been voted by customers to be included among the "Best of the Bay" on the San Jose Magazine's KRON 4 television show of the same name.

"It's flattering, but I thought to myself, 'Where did this come from?'" said McConnell. "It was about a month ago, maybe six weeks. We got a phone call, where we were told that we'd been selected, and that they wanted to interview us and see the office. They said I was selected as the best in … Marin County."

McConnell's clip, one of several businesses in its category, will be featured on Sunday, June 29, at (3:30 p.m.).

Being filmed by strangers while at work —before being broadcast to countless viewers—might seem like a potentially nerve-wracking experience. But McConnell said the shoot had piqued his long-time interest in new trends in applied technology.

"I did some (television advertising) 10 or 15 years ago, but this was completely different," he said. "It's all part of (using) new technology. I was the first (cosmetic dentist) in Marin to have a Web site, and that goes back almost 15 years. Being able to put your trust in those kinds of experiments is part of being on the forefront."

According to McConnell, using new tools is one of the secrets of success in the medical field. He said his office was home to some of the more recent innovations in cosmetic dentistry.

"Very honestly, I'm more excited about the technology we have now than ever," he said. "It offers us the opportunity to do things the best they've ever been done … What I talked about with the film crew and producers is that with the technology there's a very strong link between health and esthetics. For example, there's a lot of links between overall health and gum disease, which we can treat with a laser system, and site-specific antibiotics. It used to be that you had to get surgery to treat it. Also we use a computer aided design crown-generating program. We use milled, porcelain restorations that are applied that day, so there's no milling teeth down to pegs."

In addition to treatment tools, information technology has played a role in improving diagnostic procedures.

"Probably one of the biggest investments, from a business standpoint, is that our practice is completely digital," said McConnell. "Digital X-rays require completely digital (data storage). And they use 90 percent less radiation."

Using advanced tools may pay when it comes to patient comfort, but McDonnell said the arms race against tooth-decay—and for patronage—is still a costly enterprise for dentists, both in terms of money and time.

"These tools are hundreds of thousands of dollars of investment," he said. "And it takes a lot of time to learn it, and it's usually a risk to invest in it. Part of that decision-making process is making sure it's an educated and calculated choice. If I buy new tech, I want to really research it, and make sure it's a good value to my patients. That takes a lot of time outside the office."

And even if patients approve, capitalizing on investments often requires the efficacy of new tools to be proven to the health-care industry as well.

"Ten years ago dental insurance plans wouldn't pay for non-surgical laser treatment of gum disease. And it's actually cheaper than surgery. I would tell my patients this treatment may cost them $1,500 dollars, but it was easier to get coverage for a $5,000 surgery."

Despite the rapidly changing techniques, McConnell said he has kept abreast of new trends by keeping in mind not only what would come next, but also how far the discipline has moved forward.

"I got into dentistry right out of college," he said. "When I graduated from dental school, I was 24. I feel blessed to be able to work in this discipline at this time. We've essentially eliminated tooth decay in 90 percent of all kids. Ask their parents; they had cavities, fillings, and crowns. Now it's flipped. Ninety percent of kids don't even have decay. In our society, we've helped wipe out tooth decay. And now we have all these ways to help our population over 40."

Focusing on the connection between health and esthetics has elevated cosmetic dentistry in the minds of many patients, McConnell said.

"Cosmetic dentistry has a different focus from 10 years ago," he said. "The restorations are more esthetic, but they are healthier and better for the teeth. The big emphasis is that people want their mouths to be healthy."

Despite a televised client-endorsement, McConnell said providing better quality of life has been the key to his practice's success.

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