Dr. Robert Sheffield: Changing smiles and lives through orthodontics

What can you tell us about your background?
I am a solid Northern Californian! I was born and raised in the Bay Area. My mother was a teacher and high school counselor, and my father was an engineer.

My parents encouraged me to explore new things, instilling within me the desire for continual learning that stays with me today. I journeyed to Southern California for college earning a B.A. in Political Science at UCLA. I followed my childhood dream and continued at UCLA for Dental School. I stayed in LA because I could still qualify for student tickets to the UCLA football and basketball games. We ended up winning our 11th National Championship in basketball in my senior year of dental school. I continued my specialty training at UCLA, completing a combined residency in pediatric dentistry and orthodontics.

Why did you decide to focus on orthodontics?
To be frank, all the orthodontists I met were awesome people who loved what they did. They had a passion for life and no regrets about their chosen profession, so I figured it was a great place to start. The mechanics of orthodontics, the precision and perseverance required to achieve a spectacular result, the knowledge needed to effect growth and development with proper force application, and the opportunity to make a difference in people’s lives ultimately sealed the deal.

How long have you been practicing, and what systems do you use?
I began practicing 15 years ago. For my first 2 years in practice, I practiced both pediatric dentistry and orthodontics. I purchased an orthodontic practice in 2001 and have practiced primarily orthodontics since then. I’ve used the Damon System® exclusively since 2004. We use Damon metal and clear as well as Invisalign® and Invisalign Teen. We also have begun ramping up our use of Insignia™ custom braces and now have nearly 150 finished or in progress cases.

What training have you undertaken?
In keeping with my upbringing I make a point to regularly attend CE courses on a wide range of topics from orthodontics to restorative dentistry. With interdisciplinary care becoming more and more complex, it is critical that orthodontists understand, at least at a basic level, what our restorative colleagues are doing. The Seattle Study Club offerings have been spectacular. I regularly attend the Damon forum; always coming away with something new. I belong to the Ormco Insiders and the Pitts Progressive Group, which allow me to interact with exceptional orthodontists two to three times a year. Learning from colleagues who continually strive to be at the forefront of our specialty and turn out consistently exceptional results pushes me to deliver the best for my patients.

Who has inspired you?
Wow! This is like giving an acceptance speech at the Oscars and not wanting to forget anyone. Dr. Peter Silcher was a career day advisor in high school, so I must give him credit for starting me down this path as well as my orthodontist Dr. George Redmond. The faculty at UCLA all deserve credit for inspiring me. Without their constant instruction and expectations of excellence, I would not be where I am today. Dr. Dwight Damon’s passion for excellence and overall patient care ranks at the top of the list, and I can’t thank him enough.  Many others deserve mention; Dr. Tom Pitts for challenging me to be better with every case, Dr. David Sarver for taking the time to teach us to look at more than just the teeth, and Dr. Bob Smith for sharing his passion for orthodontics, providing insight on running a business and reminding me to live life to its fullest.  All the docs in my study clubs inspire me every time I listen to their lectures or pearls. I am definitely a better orthodontist and person because I have the opportunity to know them all.

What is the most satisfying aspect of your practice?
I know it’s somewhat cliché in orthodontic practices, but I have to say the day the braces come off, and we celebrate with photos, candy, balloons, and cheers ranks at the top. We make a point of having fun with our patients whether in the clinic or during our regular patient appreciation parties.  Also, having people come to our practice because they were told we’d treat them like our own family lets me know my team and I succeeded in living our vision and mission.

Professionally, what are you most proud of?
Starting a chapter of Smile 4 a Lifetime has, without a doubt, been the accomplishment I am most proud of. The opportunity to provide the gift of smiles to patients who believe orthodontics remains beyond their grasp is immensely fulfilling. To have a group of patients whose best day is getting braces on, not off, reaffirms the impact we can have on the lives of others. We really do have the opportunity to change lives, one smile at a time.

What do you think is unique about your practice?
In our community, we are known for our honesty, integrity, and customer service. We strive every day to live up to those ideals.  Additionally, we lead the way in adopting new technology in treating our patients; self-ligating brackets, soft tissue lasers, TADs, and digital orthodontics like Insignia. We’ve also just ordered an intraoral scanner, and I’m hoping we can become a nearly impression-free office! I think that will be awesome.

What has been your biggest challenge?
I would say assembling a team that’s committed not only to outstanding clinical care and customer service but recognizes that each member of the team is also a customer who must be treated well has been my biggest challenge. I also enjoy the challenge of being the good leader that my team deserves. 

What would you have become if you had not become a dentist?
Since I announced to my family I would be a dentist at the age of 6, I really never gave another career much thought. Upon reflection, since I am somewhat obsessive regarding analyzing the numbers and statistics of my practice and the ROI on various aspects of the practice, I suspect I would have gone into business. I do think being an astronaut would be really cool!

What is the future of orthodontics and dentistry?
I see digital orthodontics and customized treatment options becoming commonplace. The ability to use technology to improve quality care and make treatment even more patient-friendly in terms of overall treatment time, and more importantly the number of visits, will be a game changer in my opinion.

What are your top tips for maintaining a successful practice?
Always put your family first. The last thing you want to do is sacrifice time with your kids and spouse for your work.Be committed to finding the right people for your team. This is easier said than done, but having a team who believes in your vision and thinks of others first is critical to success.Pay attention to the numbers! You must know them at all times. Be honest with your patients always, no exceptions.Treat patients as if they were members of your family.Try very hard to see your patients on time for their appointments, and finish their treatment on time.Remember that it’s called an orthodontic practice for a reason. You can always get better. 

What advice would you give to budding orthodontists?
Be steadfast in your commitment to quality results. Try very hard not to compromise your principles. Read as much as you can about leadership, service, and business. In most cases, it is best to try new things in an incremental fashion. Respect your team, and always try to show them you care because they will be a big part of your success. Learn from others, and be willing to share your knowledge. Be a giver not a taker.

What are your hobbies, and what do you do in your spare time?
Right now I’m at a stage in life where my kids’ activities and sports consume most of my free time. We all enjoy skiing, and we are on the slopes every weekend during the winter as my kids train or race. I enjoy hunting with my kids and spending time in the outdoors.  A good book remains a true pleasure for me. The occasional getaway with my wife remains at the top of the list.