A Thanksgiving Reflection – Evolution In Three Websites
Here we are, a quarter of the way through the 21st century, taking for granted the daily use of technology that seemed so futuristic when I was growing up. Personal computers, smartphones, the internet have revolutionized the way we live, communicate, and conduct business.
As Steve Miller sang in the 70s, “Time keeps on slippin’, slippin’, slippin’ into the future.” My, how the world has changed since then.
When I started practicing dentistry over 30 years ago, small businesses and professional practices relied on the Yellow Pages and local advertising circulars like the Pennysaver to promote themselves. How times have changed.
Which brings me to the point of this communication: the launch of my new website! In fact, this is my third website, filled with “bells and whistles” unthinkable at the time of my first website back in 2009.
My Leap Online
In 2009, I certainly wasn’t the first dentist in New York City to have a website, but dental office websites were still relatively novel. Only a small fraction of small businesses overall had made the leap online.
At the time, I thought it was a very big deal when I Googled myself for the first time. Of course, there wasn’t very much to view when I pressed enter. (Happily, times have changed over the past 16 years!) Nevertheless, with a website, my practice was now officially on the world wide web.
For someone who remembered rotary telephones and when routine dental care involved placing silver amalgam fillings, this was a “the future is now” moment for me and my practice.
Note: I don’t remember the last time I placed a metal filling, but I do remember the yellow rotary kitchen phone mounted on the wall in our kitchen. It was fitted with an extra-long coiled cord, so we could go to the other room while chatting away. Boy, am I dating myself! But as Bob Dylan said, “The times they are a-changin’.”
2009: “A More Caring Kind of Dental Practice”
At that time, “A More Caring Kind Of Dental Practice” was the tagline. Seeing my persona and messaging on the screen was cool. And you know what? It worked. The website began connecting me with people who were looking for exactly the kind of compassionate, expert care that I offered. But how to get more people to the site? That was the next challenge.
My digital marketing guru, Betsy Kent, suggested I start a blog. “A blog?” I asked. “Who would want to read about dentistry – besides dentists?” But she helped me and we launched the blog, calling it “The Dental and the Incidental.”
Suddenly, people from all over the world started visiting the website. When they asked Google questions like “what to do for a toothache” or “how to deal with dental fear” my blogs started showing up!
At one point, the site was attracting 25,000 unique visits monthly. So many of my blogs, like “5 Ways to Get Relief for a Toothache” and “7 Home Remedies for Toothache: A Dentist’s Opinion” have been read thousands of times (a few have been read over a million times!). Most importantly, over the years my blogs have attracted hundreds of New Yorkers looking for a dental practice that understood their concerns and offered both clinical expertise and genuine empathy.
Looking back, I may have been naive about websites, but I wasn’t wrong about the heart of my practice. Caring was the core then, just as it is now. Sixteen years later, I’m still writing!
2018: Growing Into “Finding A Dentist in NYC Is Easy. But…”
Nine years later, the practice (and I) had grown in ways I couldn’t have imagined. I had completed the 3-year implant dentistry program at NYU and joined the faculty. My implant practice was growing while my general and cosmetic practice continued to thrive.
But my website was aging and technology was changing. The practice needed a new website. Working again with Betsy Kent, who interviewed patients and did extensive research, we came to the conclusion that our patients want a compassionate dentist and one who is highly experienced in the most modern treatments and technology.
Our tagline became: “Finding a dentist in NYC is easy. But finding one whose standards are as high as yours is not.” Patients weren’t looking for just a dentist. They were looking for their dental home where they felt completely comfortable and valued.
2025: “Experience Exceptional Dentistry With A Heart”
Fast forward to today. I’m excited to announce the launch of my newest website, which is my favorite so far, projecting the spirit of our office and my wonderful team. Websites are so much more complex than before and I didn’t realize the scope of this undertaking until we were well into it. It was a labor of love that accurately represents what we do and how we feel about our patients.
Sixteen years, three websites, and countless smiles later, one thing has never changed: my unwavering attention to what truly matters. No compromise on kindness. No compromise on quality. And then there’s my team. Sandra, Maira, Carmen and April bring warmth to every patient interaction. They’re not just colleagues; they are family. Their dedication to patients moves me every single day.
“Exceptional dentistry with a heart” isn’t just a tagline. It’s what happens when clinical excellence meets genuine human connection, something my team embodies beautifully.
Across all these changes, I am practicing in the same office with the same phone number and the same beliefs and commitment to treating patients like people with genuine warmth. The foundation has never changed. (BTW: did you ever notice that our phone number is our address: 212-685-3040 at 30 East 40th Street – pretty clever right?)
Thanksgiving Thoughts 2025
When I launched that first website in 2009, I honestly wondered why a dentist would need a website, much less a blog. I certainly didn’t expect it would help me connect with so many extraordinary people.
Now, on the eve of Thanksgiving, I find myself feeling deeply grateful. Grateful for patients who trust us and become part of our extended family. Grateful for a team whose dedication makes coming to work a joy. Grateful for my own family, who support this passion. And grateful for the privilege of doing work that allows me to make a real difference in people’s lives.
It turns out the most important part of my practice – the heart – never needed updating at all.
If you’re one of our patients, thank you for being part of this journey.
Michael Sinkin DDS MAGD
P.S. As always, I’d love to hear your thoughts. Feel free to share your own reflections about growth, gratitude, or anything else on your mind. After all, some of the most meaningful conversations happen in the comments!
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