In the rural town of Paducah, Kentucky, where driving an hour for dinner is commonplace, one orthodontist has managed to double his practice without adding extra workdays. Dr. Shawn Rice, a self-proclaimed perfectionist with a humble beginning, transformed his practice through strategic changes that many might find unconventional. This is the story of how he overcame skepticism, embraced new methods, and found greater fulfillment in his profession.
A Rural Beginning And The Quest For Stability
Growing up as a farm kid in western Kentucky, Dr. Rice experienced firsthand the uncertainties of rural life. When his father sold the family farm during his teenage years, it left a lasting impression on him. Determined to find a stable career, he initially considered becoming a pediatrician but shifted to dentistry after reassessing his options.
An unexpected incident at 17, where he lost a lower incisor while intervening in a fight, led him to orthodontics. His orthodontist’s willingness to meet him at midnight to fix his teeth left a profound impact. “You can change someone’s life, how they feel about themselves, and how the world looks at them,” Dr. Rice reflected on his choice of profession.
Building A Practice In A Competitive Landscape
After graduating from the University of Louisville’s orthodontic program in 2000, Dr. Rice returned to Paducah to start his own practice. Despite being in one of the most competitive areas on paper, his priority was family—ensuring his children grew up knowing their grandparents.
For nearly two decades, Dr. Rice operated out of a modest office in a less frequented part of town. “It took me ten years to even start to get busy,” he admitted. His practice relied heavily on Medicaid patients, comprising about 15-20% of his clientele. This was his way of giving back, though it eventually became financially unsustainable.
The Turning Point — Embracing Change
In 2019, Dr. Rice moved his practice to a more visible location near the local mall, resulting in a 30% growth purely from increased foot traffic. However, he faced a significant challenge: the Medicaid program was causing a loss of $800 per case due to overhead costs. Realizing this was not sustainable, he made the tough decision to stop accepting Medicaid.
Seeking alternatives to grow his practice and continue serving underprivileged patients, Dr. Rice began exploring new marketing strategies. In June 2022, he partnered with a marketing firm (referred to here as “Hip”) and was introduced to modern orthodontic business practices. Initially, he was resistant. The idea of offering promotions like “$500 off” seemed counterintuitive. “Why would you do that?” he questioned, concerned about the potential loss in revenue.
Fishbein Fundamentals — A Game Changer
Dr. Rice’s turning point came when he attended a training program called Fishbein Fundamentals. Accompanied by his team, he was exposed to innovative strategies that challenged his traditional mindset. His staff was enthusiastic, ready to implement what they had learned, but Dr. Rice was hesitant.
After some deliberation, he decided to take a leap of faith. Right before Thanksgiving, he agreed to adopt the recommended changes, including offering a $500 discount and restructuring payment plans to lower the barrier of entry for patients.
Immediate Results And Sustainable Growth
The impact was immediate and overwhelming. Upon returning from the holiday break, the practice had 70 new patient inquiries, far exceeding their scheduling capacity. “We had no place to put them,” recalled Lori, Dr. Rice’s office manager. The team quickly reorganized their schedule, adopting the efficient systems they had learned.
By reducing the initial down payment and offering more affordable monthly payments, Dr. Rice made orthodontic care accessible to a broader demographic. This approach not only compensated for the loss of Medicai...

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I Went From Skeptic To An Orthodontic Success