Individuals paying extra attention to dental health

By: Noelle Rulesh, Herald Times Reporter

Name of business: Michael D. Furlong, D.D.S.

Ownership: Michael D. Furlong

When business started: 1982

Location: 2209 Forest Ave., Two Rivers

Phone number: (920) 794-7100

Hours and days of operation: 8:30 a.m. to 5 p.m., Monday to Thursday

Services provided/products sold: Furlong is a Two Rivers dentist who offers family dentistry. Procedures include preventive care, crowns, bridges, dentures, root canals and cosmetic dentistry.

Crowns are replaced using the CEREC restoration procedure, which requires fewer injections and less drilling, and takes one visit. A camera takes a digital picture of the tooth that needs to be repaired, and converts it into a 3-dimensional virtual model on a computer screen.

This virtual model is sent to a milling machine where the ceramic tooth is shaped to the right size and color, and is ready to be bonded into place.

Cosmetic dentistry is a way to improve patients' appearance and increase self-confidence. Furlong offers bleaching and Lumineers procedures. Lumineers are porcelain veneers placed over existing teeth that may be stained, chipped or discolored. Once in place, the teeth are perfectly aligned and whiter. Little or no drilling is involved, so it is a painless way to have a beautiful smile, Furlong said.

How has business changed since opening? Technology and types of materials used in dentistry have changed drastically through the years. Furlong believes people are more conscious about their appearance in the U.S.

Sealants are more prevalent, as are composite fillings in place of silver, and CEREC restorations are widely used.

Sterilization techniques such as wearing gloves and masks while working on patients are required. Furlong said people are more health conscious when it comes to dental care, so dentures aren't as prevalent as in the past.

The connection between gum disease and general health has become a big area of research, he said.
Who are the customers & from where? Furlong's patients come from Two Rivers and Manitowoc.
Who or what is the competition? The competition consists of other dentists in the Two Rivers and Manitowoc area.

How is marketing done? Word of mouth is how Furlong gets most of his referrals.

What are the keys to future success? Furlong believes that continuing to make people happy through successful dental procedures is the key to future success.

Factors under control or not under control of ownership? Factors under Furlong's control are meeting and exceeding patients' expectations, and hiring the people who work at the dental office.

Factors not under his control are dental regulations and changing dynamics in insurance coverages and plans.

What is the role of creativity or imagination in running the business or selling products or services? In the waiting room albums of before and after photos of the CEREC restoration process are displayed. Creativity also is involved when explaining procedures to patients.

What is challenging? Furlong said that n the dentistry field, it is always a challenge keeping up with new technology and the changes in procedures.

What is frustrating? Furlong said it can be frustrating finding the source of pain or a problem that a patient may have.

What is enjoyable? Furlong said, "Being able to work with and for your friends and neighbors."

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