The Dentalpreneur Podcast w/ Dr. Mark Costes 2455: Why This New Dentist Chose a De Novo Over an Acquisition
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Feb 27, 2026 Dr. Emily Maslovich, an early-career dentist and founder of Bronco Family Dental in Gilbert, AZ, shares her de novo startup journey. She discusses location selection and designing a family-friendly clinic. She explains culture-first, grassroots hiring and training non-dental team members. She outlines organic preopening community marketing and building systems before rapid growth.
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First-Time Owner Choosing De Novo In Gilbert
- Emily Maslovich chose to open Bronco Family Dental as a de novo and expects to open in about seven weeks with a warm, family-focused patient experience.
- She positioned the office in Gilbert to serve young families and emphasizes making dentistry feel like visiting friends who happen to know dentistry.
Designing Practice Around Patient Comfort
- Emily begins with the patient perspective and wants the practice to feel welcoming and nonjudgmental to reduce barriers to care.
- She located the office at Warner and Bell Vista in Gilbert to target young families and design access-friendly scheduling and atmosphere.
Hire For Culture By Marketing Your Mission
- Do hire for culture first by broadcasting your mission and values so the right people find you organically.
- Emily used Instagram, Facebook, and dental groups instead of Indeed and attracted team members aligned with her brand.