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International Women’s Day | Rock Dental Brands

On this International Women’s Day, we want to express my admiration and gratitude for all that women do. Women are the backbone of our organization, and their contributions have helped to shape our industry in so many positive ways. Their commitment to excellence, unwavering dedication, and boundless energy have inspired us all to be better, to do more, and to never give up.

We are proud to be a part of a company that values and supports women. We recognize the importance of diversity and inclusivity, and we know that our success is built on the foundation of our talented and driven female team members. They are the ones who are setting the example for future generations of women, not just in the dental industry but in all aspects of life.

On this International Women’s Day, we challenge you to be bold, to be brave, and to continue to push the boundaries of what is possible. Let’s work together to break down barriers, shatter stereotypes, and create a world where women are valued and respected for the amazing individuals that they are.

We’re honored to work alongside such an incredible group of women. Thank you for all that you do, and for the impact that you have made on our industry and our communities.

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

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We are thrilled to announce that our NEW Rock Dental Brands website is now LIVE! It is now easier than ever to find out more information about Rock Dental, the culture we thrive on, and the amazing services that we offer for prospective doctors and employees.

Rock Dental Brands was built by providers, for providers. We take the administrative burden off of our doctors so that they can focus on taking excellent care of their patients. We trust our doctors to determine the proper treatment necessary for each and every one of their patients. We do not influence treatment plans or require daily production numbers – we know you have it handled. 

Rock Dental Brands has a variety of locations that vary from orthodontic care, pediatric dental care, oral surgery, and general family dentistry. We partner seamlessly alongside all of our individual brands and support them in our main mission: to increase the standard of quality patient care throughout their lifetime.

For more information, visit www.rockdentalbrands.com

About Rock Dental Brands

Founded in 2015 by Dr. Mark Dake, Merritt Dake, and Dr. Bryan Hiller, Rock Dental Brands is a progressive practice management group based in Little Rock, Ark. The company provides support to 102 general dentistry and dental specialist affiliates in Arkansas, Missouri, Tennessee, Florida, and Alabama. Its oral health care brands include Westrock Orthodontics, Rock Family Dental, Impact Oral Surgery, Leap Kids Dental, Birmingham Orthodontics, Coastline Orthodontics, and a host of other independent brands.

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

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Dr. Emily Cheek, Board Certified Pediatric Dentist, Leap Kids Dental

February is Children’s Dental Health month and Dr. Emily Cheek of Leap Kids Dental wants parents to know the best ways they can help their kids maintain their dental hygiene through the early stages of life.

“Parents play an important role in promoting early dental habits,” said Cheek. Cheek recommends beginning dental visits with children between the ages of six and twelve months or by the time they get their first tooth.

“A lot of parents think you don’t have to take them in until they are 3 or 5 years old. Unfortunately, by that time, they could have a mouth full of cavities,” she said. One of the biggest things parents can do to help is to monitor their child’s diet and hygiene habits early on. When watching their diet, it’s good for children to eat lots of fruit, and protein and stay away from junk food. “One thing people don’t realize is juice, Kool-aid, Gatorade and sodas can can cause lots of tooth decay. Unfortunately, some people see no harm in juice, but it’s really just pure sugar, so a lot of times juice or any kind of liquid with a lot of sugar in it can cause cavities between the teeth a lot of the time,” said Cheek.

As always, it is recommended to brush twice a day with fluoride toothpaste, even for babies. “As soon as teeth start touching that’s an indication that we want to start flossing as well,” added Cheek. According to Cheek, one of the most common misconceptions about children’s dental health is parents thinking they don’t need to treat decay in baby teeth. “That is a complete myth because baby teeth plan an important role in facial development, jaw growth, eating and talking,” said Cheek.

Before the first tooth comes in, Cheek recommends softly rubbing a child’s gums to keep
them clean and help the child get used to the daily practice of teeth cleaning. “Whenever that first tooth comes in, they are already used to this and the habit is ingrained,” she said. She added that it also the health of baby teeth affects how permanent teeth develop. “If you have a baby tooth that becomes an abscess, it can cause damage to the permanent teeth as well,” she said.

Cheek also recommends monitoring children’s sucking habits. “One thing maybe parents don’t realize is having a thumb-sucking or pacifier habit can cause some changes in their teeth and jaw if they are on it for too long. That’s something you want to have a one-on-one conversation with your dentist about,” she said. “A lot of times when February is Children’s Dental Health month kids are young, having that sucking habit is completely normal and healthy, we just don’t want it to extend passed a certain age,” she said. Cheek recommends children be off of pacifiers by age three and thumb-sucking before the
first tooth comes in.


National Children’s Dental Health Month is sponsored by the American Dental Association.
The month-long national health observance works to bring together thousands of dedicated
professionals, healthcare providers and educators to promote the benefits of good oral health
for children, their caregivers, teachers and many others.

The Saline Courier – 8 Feb 2023

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

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LITTLE ROCK, Ark. (Nov. 29, 2022) — Rock Dental Brands, headquartered in Little Rock, Ark., has expanded its executive leadership team for the second time in 2022, hiring Ryan Michalowski as chief people officer. 

Michalowski has close to two decades of experience in human resources management, most recently as chief people officer at MJ Insurance in Carmel, Ind. At Rock Dental Brands, he is tasked with overseeing human capital strategy at a time when the organization is in growth-mode. 

Ryan Michalowski, Rock Dental Brands Chief People Officer

Rock Dental Brands acquired 18 clinics during the past year, and expansion is planned to continue. The dental and orthodontics practice management organization announced in September that it secured $45 million in credit commitments from Chicago-based Twin Brook Capital in order to help fund further expansion. 

“I am energized by the growth trajectory at Rock Dental Brands and look forward to supporting that growth through a people services strategy that understands efficiency and change making, while creating an environment where staff feel supported and love their work,” Michalowski said. “It’s been inspiring to watch Rock Dental Brands leadership in action during this process. It’s such a smart, dynamic team. I can’t wait to be a part of it.” 

CEO Kristi Crum said this new hire shows that Rock Dental Brands prioritizes investment in its people.

“It is vital as we continue to expand that Rock Dental Brands is intentional about taking care of our staff and attracting top-tier talent,” Crum said. “This is especially true on the senior leadership team, where each person plays an integral role in our plans to take the brand to the next level.”

Earlier this year, Rock Dental Brands hired its first chief development officer, Todd Nickerson, tasked with overseeing all merger and acquisitions activity for the organization. 

 For more information about Rock Dental Brands, visit RockDentalBrands.com.

About Rock Dental Brands

Founded in 2015 by Dr. Bryan Hiller, Dr. Mark Dake and Merritt Dake, Rock Dental Brands is a progressive practice management group based in Little Rock, Ark. The company provides support to 102 general dentistry and dental specialist affiliates in Arkansas, Missouri, Tennessee, Florida and Alabama. Its oral health care brands include Westrock Orthodontics, Rock Family Dental, Impact Oral Surgery, Leap Kids Dental and a host of other independent brands.

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

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Expansion represents entry into the Florida Market

Little Rock, Ark. (Nov. 2, 2022)  — Rock Dental Brands announced today that it has affiliated with Coastline Orthodontics in Jacksonville, Fla. The move represents the dental practice management group’s entry into the Florida market. It now manages 102 dental offices in Arkansas, Missouri, Tennessee, Alabama and Florida. Rock Dental Brands is headquartered in Little Rock, Ark. 

Rock Dental Brands has more than doubled its business and affiliated with 37 additional practices since 2019, and expansion is planned to continue. The dental and orthodontics practice management organization announced in September that it secured $45 million in credit commitments from Chicago-based Twin Brook Capital in order to help fund more growth. 

“We are proud to partner with Coastline Orthodontics. Their values and standards for patient care make them a great partner for Rock and we are thrilled they are joining the team. We are focused on continued expansion of the brand, while never wavering in our commitment to offering the highest-possible quality for oral health care in our clinics,” said CEO Kristi Crum. “Rock Dental Brands will continue to invest in well-established and successful practices like Coastline Orthodontics. We have no plans of slowing down.” 

Coastline Orthodontics was founded in 1985 and has two locations in Jacksonville, in addition to clinics in Fernandina Beach and Macclenny, Fla. The owners, Dr. Valerie Minor and Dr. Brad Mokris, along with  Associates, Dr. Julia Lipkin and Dr. Mary Keezel will continue serving the Jacksonville community. 

“At Coastline Orthodontics, we have helped tens of thousands of patients to achieve healthy smiles,” Dr. Mokris said. “We love what we do, and this opportunity with Rock Dental Brands will provide us the support we need to continue growing in the communities we serve. We are more than excited to become part of the team.”

About Rock Dental Brands

Founded in 2015 by Dr. Bryan Hiller, Dr. Mark Dake and Merritt Dake, Rock Dental Brands is a progressive practice management group based in Little Rock, Ark. The company provides support to 102 general dentistry and dental specialist affiliates in Arkansas, Missouri, Tennessee, Florida and Alabama. For more information about Rock Dental Brands, visit RockDentalBrands.com

About Coastline Orthodontics

Coastline Orthodontics was founded in 1985 and has two locations in Jacksonville, in addition to clinics in Fernandina Beach and Macclenny, Fla. For more information about Coastline Orthodontics, visit CoastlineOrthodontics.com

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

Let's Talk!

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Little Rock, Ark. (Sept. 22, 2022) — Rock Dental Brands announced today that the dental practice management organization has secured $45 million of additional committed debt financing from its current lending partner, Chicago-based Twin Brook Capital Partners. The increased commitment will provide Rock Dental with debt capital for additional acquisitions as Rock Dental continues to focus on expanding its footprint.

The increased financing facility is reflective of the strong and consistent economic performance of Rock Dental in recent years and its continuing growth. In the past 12 months, the company has affiliated with 14 additional clinics in Arkansas, Tennessee, Missouri and most recently in Alabama. That expansion brought the number of dental offices partnered with Rock Dental Brands to 98.

In 2021 alone, Twin Brook Capital Partners committed $3.5 billion to private equity sponsors in support of health care transactions, completing 60 health care transactions across 33 sub-sectors of the industry.

“Rock Dental will continue to expand its footprint in order to bring quality oral health care to as many individuals as possible, and upsizing the facility with Twin Brook is an integral part of that plan,” said Rock Dental CEO Kristi Crum. “We are committed to smart, stable expansion. An upsized debt facility speaks to our track record as a growth-focused organization.” 

“We’re pleased to provide financing to support Rock Dental’s growth strategy and look forward to continuing to work with the team as they further scale and expand their business,” said Faraaz Kamran, senior partner at Twin Brook Capital Partners. 

For more information, visit us online at rockdentalbrands.com   

About Rock Dental Brands

Rock Dental Brands is a progressive practice management group, started by dentists, that provides support to general dentistry and dental specialist affiliates. Our partnerships include Westrock OrthodonticsLeap Kids DentalRock Family Dental and Impact Oral Surgery and a host of other independent brands. For more information about Rock Dental Brands, visit RockDentalBrands.com.

About Twin Brook Capital Partners

Twin Brook Capital Partners is a direct lending finance company focused on providing cash-flow based financing solutions for the middle market private equity community. The firm is managed by highly experienced, dedicated professionals who have successfully worked together throughout their careers at leading middle market lending institutions. Twin Brook’s flexible product suite allows for tailored financing solutions for leveraged buyouts, recapitalizations, add-on acquisitions, growth capital and other situations. For more information, visit twincp.com.

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

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Clinic welcomes Dr. Kenneth Edwards to lead the team

Dr. Kenneth Edwards Headshot White Coat
Dr. Kenneth Edwards, Westrock Ortodontics

Kansas City, Mo. (July 5, 2022) — Burleson Orthodontics now operates as Westrock Orthodontics, joining an established oral health care brand with more than 50 affiliate clinics in Arkansas, Missouri and Tennessee. The practice has two locations, located at 4135 N. Mulberry Drive in Kansas City, Mo. and 401 Laurus Drive in Raymore, Mo. Dr. Kenneth Edwards will join the clinics as the primary orthodontist, following the June 30 retirement of founder, Dr. Dustin Burleson, who opened the practice in 2006. The clinic has been part of Rock Dental Brands, a progressive practice management group based in Little Rock, Ark., since December 2021. “Dr. Burleson and his team established a great practice in the Kansas City area,” said Kristi Crum, chief executive officer of Rock Dental Brands. “We are building on that success now. Dr. Edwards is passionate about excellent patient care and we are so excited that he is bringing his energy and talent to the Westrock team.”

Edwards received his Doctor of Medicine in Dentistry degree from Midwestern University and went on to receive his Master of Science, focusing on Orthodontics, from the Saint Louis University Center for Advanced Dental Education. He is an active member of the American Dental Association, American Association of Orthodontists, Greater Kansas City Orthodontic Society, Midwestern Society of Orthodontists and the Orthodontic Education Research Foundation. For more information visit www.westrockortho.com.

About Rock Dental Brands
Rock Dental Brands is a group of oral health providers who provide multidisciplinary care. It was
founded by specialists on a mission to make quality care attainable for every patient, throughout all stages of life. Providers are able to focus solely on providing high-quality, patient-centric care through
collaboration, quality assurance programs, continued research and educational development, and
exceptional performance.

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

Let's Talk!

Share this story

Westrock Orthodontics, a clinic affiliated with Rock Dental Brands, announced its partnership with college football quarterback KJ Jefferson. The collaboration is the company’s second NIL partnership that aims to promote the importance of oral health and a healthy smile, as well as document Jefferson’s own oral health journey and smile transformation.

“We are thrilled to add KJ to our all-star lineup to promote the importance of a healthy smile,” said Westrock orthodontist Dr. Darren Hallums. “We are a competitive group of providers that knows first-hand the effect a healthy smile can have on someone’s confidence. KJ is a well-known athlete and a 4-star football recruit. We couldn’t be more proud that he trusts our team.”

Jefferson is a native of Sardis, Miss. and a starting college football quarterback currently playing in Fayetteville, Ark. The partnership with Westrock Orthodontics was formed in light of the law passed in July 2021 allowing student athletes to be compensated for the use of their name, image and likeness (NIL).

“I’m excited to join the Westrock Orthodontics team as its newest patient and student athlete ambassador,” said Jefferson. “Rock Dental Brands is the state’s leader in oral health with clinics all over Arkansas and the region, including Westrock Orthodontics in Fayetteville, so I couldn’t think of a better partner for me.”

Jefferson’s partnership with Westrock Orthodontics will include Invisalign treatment. Follow his Invisalign journey at @westrockortho on Instagram.

“We are proud to announce our second NIL partnership and to welcome college football star KJ Jefferson to the Rock Dental Brands team,” said Kristi Crum, CEO of Rock Dental Brands. “We’ve seen an outpouring of positive support from our first partnership with college basketball guard Au’Diese Toney. We believe that everyone deserves a healthy smile and we are proud to make an investment in these players that will last a lifetime. We hope that this is another announcement of many as we continue building a star-studded line up of student athletes and NIL opportunities for our clinics and providers.”

To learn more about how Rock Dental Brands can support your dental practice, visit www.joinrockdentalbrands.com. Rock Dental Brands also has opportunities for providers to join our current affiliated locations. To learn more about joining the Rock Dental Brands team of professionals, visit www.joinrockdentalbrands.com/joinourteam.

About Rock Dental Brands

Rock Dental Brands is a progressive practice management group, started by dentists, that provides support to general and dental specialists affiliates, including Westrock OrthodonticsLeap Kids DentalRock Family Dental and Impact Oral Surgery and a host of other independent brands. Rock Dental Brands’ mission is to make quality care attainable for each and every patient throughout their lifetime. For more information about Rock Dental Brands, visit RockDentalBrands.com.

  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

Let's Talk!

Share this story

Throughout the COVID-19 pandemic, it has always been our top priority to keep you safe when you visit our clinic. Our clinic follows very strict infection control, personal protective equipment and sterilization protocols every day as part of our normal course of business. However, with COVID-19 still being a public health concern, we have updated our plan to ensure we are following the guidelines laid out by the Centers for Disease Control and Prevention, American Dental Association and the Arkansas Department of Health in order to keep you and our staff safe during this time. 

Our Patients

  • At the provider’s discretion, patients and escorts may enter the waiting area upon arrival and are not required to wear a mask. 
  • At the provider’s discretion, patients may be accompanied by one or more escorts/legal guardians, i.e. both parents may attend an appointment.
  • All patients and escorts will encounter a simplified screening at check-in and will be asked the following question. If the answer is “Yes”,, non-emergency visits will be rescheduled. If it is an emergency, we will work with you to determine the best solution to receive the care you need.
    • Have you been exposed to COVID-19 in the last 14 days?

Our Staff

  • Employees are required to wear masks  in all clinical and operatory areas of the clinics regardless of vaccination status.
  • Employees are required to wear proper personal protective equipment (PPE) in clinical situations, including N95 masks, surgical gowns, gloves, masks and face-shields.
  • Employees should call their supervisors if they are symptomatic.

Our Facilities

  • Hand sanitizer will be available throughout the clinic.
  • Surfaces in treatment rooms will be disinfected before and after each procedure.
  • Waiting areas will be cleaned regularly throughout the day (morning, noon, close).

Thank you for your patience and understanding as we continue to require extra safety measures during this time. We look forward to seeing you at our clinic and taking care of your smile!

Logos of Brands for RDB
  • Job Title: Westrock Orthodontics

    "The decision to affiliate with Rock Dental Brands was easy. They are a dental practice management group that is founded by dentists and focuses on putting patients first. This affiliation has not only relieved harrowing administrative tasks, but also allowed me to keep my professional autonomy and set my own schedule. All of this, plus Rock Dental Brands’ proven track record, I am able to trust them to do the right thing for my practice and my patients."

  • Job Title: Owner Founder | Chief Dental Officer

    "How can I say as an individual provider, when I get out of school and open my practice, that I am providing better care than a group of doctors who have support with difficult cases and other specialists available for consultations? I don’t think anyone would disagree if I have a heart issue I want to go somewhere where there are multiple specialists that will take good care of me. I got into this because I feel that our organization can provide great quality and do it cost effectively. We are serious about quality. If we weren’t I wouldn’t be a part of it."

  • Job Title: Owner | Pediatric Dentist

    "Rock Dental Brands prides themselves on taking care of their patients before profits. I was in a place in my life where I wanted to be with a group who was owned by dentists, practiced dentistry, and knew what it is like to own a business and to provide excellent patient care. Rock Dental has wonderful values that align with my own core values. I love that about them."

  • Job Title: Owner Founder | Orthodontist

    "I love to see patients - that's why I became an orthodontist. What I don't love is bills, past due accounts, managing employee 401(k)'s, bonuses, marketing, and of course countless other issues that unexpectedly arise each day. Rock Dental Brands has taken many things off my hands leaving me free to concentrate on what I love: treating patients. The partnership between Rock Dental and our team "on the ground" has been wonderful. Rock Dental is an extension of our team that benefits our practice and our patients in way that I was unable to provide myself."

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