"Don’t sacrifice on your vision" with Summer Holloway

Q+A with Summer Holloway  

I am a native Nevadan and grew up in the Reno-Sparks area. I achieved my Bachelor’s in Nutritional Science with minors in Biology and Chemistry from the University of Nevada, Reno, and went on to graduate from the University of Nevada, Las Vegas as a Doctor of Dental Medicine. I have a passion for endodontics and have completed extensive continuing education courses on implants, cosmetic dentistry, endodontics, and prosthodontics. 

What inspired you to start your business?

I am passionate about comprehensive and individualized patient care. I noticed more dental offices becoming corporate and I did not want to practice dentistry that way. By opening Floss, I was able to create a private practice that puts patients and quality first. My team and I have created a very warm and comfortable environment for patients and we use state-of-the-art tools and equipment to ensure the best possible outcomes.

Where is your business based? 

Reno, Nevada

How did you start your business? What were the first steps you took? 

I first secured funding to make sure I could open the kind of practice I envisioned and would not have to sacrifice the quality of equipment or location. Once I had the proper financial backing, I assembled my team. This included my internal office team as well as an external support team to handle accounting, HR, legal, marketing, etc. I knew I wanted to practice great dentistry and for me to be successful I needed to surround myself with people who are good at what they do, so I can be good at what I do. 

What has been the most effective way of raising awareness for your business? 

My marketing team honed in on an audience early and created messaging that spoke to my target. By being focused in this way, we quickly developed a patient base and those patients have been pervasive in word-of-mouth and referring Floss. We focused heavily on digital with a really lovely and user-friendly website, custom photography and video, and social strategy. We initially did TV to get my face out there and showcase the office, but have stayed primarily with email, organic, and paid digital media. 

What have been your biggest challenges and how did you overcome them? 

The biggest challenge the practice has faced is COVID-19. Being forced to close for almost two months was very hard on me and my staff. Thankfully, most of my staff choose to step up in big ways and still came into the office to help with patient calls and rescheduling, cleaning out various operatories, and whatever else we could do to be ready when we got the green light from the State. Thankfully we qualified for the PPP loan, so that helped me sleep a bit better at night. 

There were some unexpected blessings from the Corona Virus closure: it allowed me to really evaluate my staff and replace some underperforming team members. Without the pause of closing the office, this would have been very challenging. I am really excited about everyone we have in place now and so thankful we can get back to work in May!

How do you stay focused?

I am naturally a very focused person. I have always been goal-oriented, so I stay focused on setting goals and then creating a road-map or steps to achieve them. Since I am the sole owner of my practice, it is essential that I stay focused because it is up to me to either make it or break it. 

How do you differentiate your business from the competition? 

We have always focused on creating an environment that feels like going to your best friend’s house. This is a very different vibe for a dental office. Our office is a restored 1920s style house in the heart of Downtown Reno. We have custom touches everywhere, from tea and snacks in the waiting room, to warm neck pillows and paraffin hand wax to make your visit comfortable and spa-like. These things, coupled with our modern décor and expert dental care, make for a very unique experience.

What has been your most effective marketing strategy to grow your business?

We have focused mostly on digital. We see the highest return through SEO and paid strategies, especially on social (Facebook and Instagram). We also see a lot of success with patient emails that announce specials on cosmetic treatments like whitening and Botox. A huge piece of advice I give to anyone starting a business is getting good custom photography and video. Do not use your uncle’s friend who knows a guy – use a professional photographer! And use a professional agency to create your website. It is your hardest working employee – your website works 24/7 and is often the first impression you give patients.

What's your best piece of advice for aspiring and new entrepreneurs? 

Don’t sacrifice on your vision. Know what you want to do and how you want your business to grow and don’t let anyone else’s agenda get in your way.

What's your favorite app, blog, and book? Why?

My favorite app is Amazon because I get everything from there.

I don’t have a favorite blog. 

I read a lot and don’t know that I have a favorite book… I do so much continuing education and classes to stay cutting edge as a dentist, so when I read books, it is for pleasure. I go through waves with what I read – sometimes I go through a whole period of true crime and murder mysteries, and other times it is dramas and romcoms all day!

How do you balance work and life? 

I am a play hard/work hard person. I love my practice and what I do, but it is not my life. I purposely structured the practice to have a four-day workweek, with a four-day weekend every other week. It is important to me to have balance in my life, otherwise, I would burn out. 

What’s your favorite way to decompress?

I love the sun and the outdoors. Anything to do with being outside in the sunshine decompresses me. I love to cycle and swim, camp, fish, and hunt.

What do you have planned for the next six months?

We are focused on recovering from the COVID closure. We want to get patients back in who had to postpone treatment and get back to a normal sense of operation. I am confident that we can get back to the pre-Corona business as usual within six months or sooner.

How can our readers connect with you?

You can visit my website at www.flossdentalboutique.com or call the office at 775-384-1500.