How a multi-site healthcare veteran plans to lead a dental brand's growth

Tend is focused on expanding markets and taking advantage of new dental technology under its new CEO, Troy Bage.

Tend offers full-service dentistry and transparent pricing while prioritizing patients' comfort during appointments. The company has 25 offices spanning several cities, including Atlanta, New York City, Boston, Washington, D.C., Nashville and Westport, Conn.

Mr. Bage joined Tend as its next CEO Aug. 14. He recently spoke with Becker's about stepping into his new role and the company's goals.

Editor's note: Responses were lightly edited for length and clarity.

Question: Why were you interested in joining Tend?

Troy Bage: Tend is disrupting the traditional dental experience in unprecedented ways. As I learned more about the company’s mission, I saw a compelling opportunity to take on a unique leadership opportunity. I’m excited to take Tend to the next level as we continue to scale operations nationwide. Dental done differently isn’t just a tagline, it is who Tend is, and I believe we can impact millions of potential future members with our differentiated brand of care and service.

Q: How will you use your past experience in multi-site healthcare to lead Tend?

TB: There are many similarities between dentistry and outpatient rehabilitation, and also quite a few differences. My experience in developing scalable growth and operating models aligns very closely to what Tend needs in the next stage of the organization’s development. Furthermore, my background as a clinician will greatly benefit the organization in creating models that are well received by both our members and our providers. 

Q: How have your first few days in the role been so far? What have you learned?

TB: In my first few weeks, I have visited our New York and Nashville hubs, along with more than a dozen of our studios in our New York, Nashville and Washington D.C. markets. I have been wildly impressed by the passion and commitment of our dentists, hygienists, dental assistants and the rest of our clinical and support teams. The alignment with our mission and their dedication to creating a differentiated experience is evident from the moment you walk through the doors at each location. I see so much opportunity to serve more communities with our brand of care and service.  

Q: What is most interesting to you right now about the dental industry?

TB: The industry has big opportunities for innovation through technology, AI and digital care.  Dentistry was slow to innovate for many years and the momentum in the profession now is significant, which is especially exciting for us as a technology-enabled company well positioned to advance in these ways. This is a significant tailwind if we can help these areas work for the practices and the patients.

Q: What goals do you have for the company in your new role?

TB: Only being a short time in, I’m still learning about the company and absorbing as much information as I can. It’s too early to share far-reaching goals at this point. That said, we will continue to place a premium on our industry-leading net promoter score, a key indicator of how happy our members are with our services, and a huge differentiator between Tend and its competitors. We will also continue to leverage technology to drive efficiency and effectiveness in how we deliver care. Lastly, we will solidify our growth plans in our existing markets and in targeted new markets. 

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