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Dentistry Uncensored with Howard Farran – Part 11

Dr. Howard Farran has been lecturing to international audiences on the business of dentistry. With his blunt, practical, and often times humorous insights into the industry’s most controversial subjects, he has been captivating audiences since 1990. He was then, and is still now, driven by a genuine passion for helping dentists provide faster, easier, lower cost dentistry of a higher quality to their patients.

Dr Farran is the owner and founder of the hit vlog series “Dentistry Uncensored with Howard Farran”, where he discusses these topics with some of the best Doctors, Dentists, and Dental Practitioners of today. Dr. Jonathan Cook was recently a guest on his show, and has allowed us to share with you their conversation.

YouTube video

Howard Farran:                 American Dental Education Association says the average dental student’s coming out $287,331 for 2017. What technology do they want to buy? Because some of them think, “Well, I need to do a map, there’s $125,000. I need to do chairside milling with [inaudible 01:15:25] there’s another $140,000. I need to do place implants. CBCT’s $100,000. They can double that student loan debt in three purchases. So what would you tell the babies coming out of Nova right up the street from you? What technology do you think is return on investment and do you have to have?

Jonathan Cook:                 None of them.

Howard Farran:                 I’m shocked. Let me apply cardiac arrest for myself.

Jonathan Cook:                 When you’re first getting out, what should be on your radar is, “Hey, maybe there’s a booming dental practice that you know of.” And the guys and girls are cool, they’re down to Earth. They’d totally take me under their wing, they’ve got a bunch of associates working for them. So me just poking my head in one day isn’t much of a disturbance. And those practices are going to have a [inaudible 01:16:20] machine. You go there and you learn based on that, but to come out of school with that kind of debt and then to just add to it hoping that you’re going to knock it out of the park because you bought some piece of technology, you better get your education with business, and learning how to make money, and drive growth in your practice before you even consider getting any sort of technology.

Jonathan Cook:                 Those are massive price points and they just eat up at the bottom line.

Howard Farran:                 And the other thing is in my 56 laps around the sun, when people are referring someone to their doctor, like, “You should go to my doctor, or my OBGYN, or my cardiologist,” they never mention what kind of MRI machine he has, or what [crosstalk 01:17:04] they never mention any technology. They only mention how that doctor made them feel. And a lot of times, they compare to someone else. Well, I had this OBGYN and he was just a complete butt head. And then I found this other lady and she’s so nice. So would you rather have a doctor with a laser, and a CAD scan, and an MRI, and no personality, or just a loving, warming dentist that makes you feel good?

Jonathan Cook:                 I mean, the ladder, it’s a no brainer.

Howard Farran:                 So same question, but not technology. They come out of Nova, they barely know anything. They’ve 15 filling, 15 crowns, 15 canals of endo, maybe 10 units of removable. What dental specialties have a higher return on asset? I mean, look at you, you do cosmic dentistry, veneers, porcelain crowns, implants, teeth bleaching, bridge work, prosthetics. I’ll hold your feet down, what would be a better return on investment, learning how to do Invisalign or placing implants, or where would you tell them to go towards?

Jonathan Cook:                 Well, it depends. If you buy your own practice when you graduate, let’s say, I just feel like you get more bang for your buck and you’ve got more piece of mind if you were to bring in … These traveling periodontists are all over the place now. And maybe it’s a classmate of yours or somebody who was in a class ahead of you. But I just feel like that’s a better angle to attack if you own your own practice. And you’re just getting going. Once you get to a point where you’re in total growth mode, and you’ve got a bunch of money in the bank, by all means take the implant courses. And maybe you can get rid of the periodontist if you feel that that’s necessary. But if you’re an associate, Invisalign is the easiest. It’s a great return on your investment, you’re not dealing with surgery, not having to worry about any sort of complications that come …

Jonathan Cook:                 I mean, what kind of complication can come from moving a tooth a little bit too far. Invisalign has that technology that’s built into it, where you can’t move the tooth too far too fast before you catch it, right? So there’s just very little downside to learning how to do Invisalign and a lot of upside. So if I were to choose one or the other as an associate coming out, I’m year one or year two out, I’d take an Invisalign course.

Howard Farran:                 And the other thing, you gotta have a love for numbers. When dentists ask me that, I was having dinner with a couple dentists the other night and I said … And he’s been in practice 30 years, I said, “Well, how many root canals do you refer out a month?” It’s basically we just finished the first quarter of 2019, so in the first quarter of 2019, tell me units and dollars of what you referred. He has no idea and he’s asking me if he should learn Invisalign or implants. Business in three words is supply and demand. Maybe if you’re referring out four molars a week, then let’s look at molar [inaudible 01:20:20]

Howard Farran:                 We talked about so many things and we went so far over. Thanks for coming on the show and sharing what you know, and help growth and abundancy instead of living in a cave in fear and scarcity. Thanks so much, Jonathan.

Jonathan Cook:                 Thank you so much. Thank you, really.

Howard Farran:                 All right, have a rocking hot day.

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Laurie Duncan

“Dr John has been fantastic and I’m so glad that I have someone that I can truly trust with my dental care! I needed a new crown and bridge and couldn’t be happier with the results. They look so natural and perfect for my smile! I’ve also had a whitening treatment in house and was extremely pleased with the results. Their staff are all very friendly and caring, at both locations. I also appreciate how efficient and flexible they are with appointments.”

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John Ingino

"Hands down the "BEST DENTIST" and office staff I have ever been to!!!!! The staff is friendly, I never wait, Dr. John would not let me leave until I was completely happy! NO PAIN at all...ever! Olga the Hygienist almost made me cry when she handed me a mirror! Look at my beautiful white smile!"

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Kelly Roland

"I absolutely love this office. Starting from the front desk girls, they are always so friendly. I love having my teeth cleaned by Olga, she’s so gentle and yet so good, makes you want to go back for cleanings more often. Dr John is very nice, and professional. This office is great at educating you when dental work is needed, but never tries to pressure you into getting it done. Thank you for always making me feel welcome and cared for."

Adam Anthony

Adam Anthony

"First class service. Extremely professional, every one on staff was super nice & helpful. Appointment started on time, scheduling was flexible & easy. The facilities are clean and they are taking extra precautions during this time. Highly recommended!"

Alessandra Williams

Alessandra Williams

"JJ Dental is AWESOME, I promise after your first cleaning you’ll be hooked. Dr John is extremely talented, his service is excellent and the staff is very friendly. The best part is that I never feel pressured to get any work done, I am given my options but also told “ if it doesn’t hurt we can hold off for now.” I recommend them to anyone who is looking for a new dentist."

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A thorough breakdown of your benefits allows us to give you the most accurate coverage estimate possible. Based on this information we can provide you with a plan that maximizes your benefits and minimizes your out of pocket expense. Once treatment has begun we will even submit the insurance claims on your behalf to eliminate any headaches for you. (See Accepted Insurance)

While a majority of insurance plans will cover a large percentage of preventative and restorative care, they rarely cover cosmetic procedures. For any procedures not covered or beyond your plans maximum benefit, we provide several payment options including cash, check, money order, and major credit cards. We also offer flexible, no interest monthly installment plans through care credit and lending club that help you get the treatment you need without a financial burden.


We believe that there are three main considerations that you should be aware of when choosing a dentist.

Does the dentist care deeply about you and your dental health?

Is the dentist skilled enough to consistently provide the highest quality of dental care?

Does the dentist have the team and the tools available to provide you with the highest quality of care?

At JJ Dental our entire team is proud to be able to answer yes to each of these critical questions.

Downtown Fort Lauderdale

  • 30 NE 3rd Street
    Fort Lauderdale FL 33301
    United States

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Lauderdale By The Sea

  • 2707 E Commercial Blvd
    Fort Lauderdale FL 33308
    United States

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