Drive around Jacksonville and read the signs on dental offices. You'll see a lot of studios, a lot of smiles, and plenty of neighborhood names. There's nothing wrong with that. Plenty of good dentists practice under a brand.
I went a different way. The sign on Hendricks Avenue says CJ Henley, DMD. That's my name, and I want to explain why it's there.
I grew up around this work
My dad was a dentist. My mom was a dental hygienist. Dentistry was part of our house long before I understood what it was, and by the time I went to dental school at the University of Florida I'd already seen what it looks like when people take care of their patients for years, not just for one appointment.
What stayed with me wasn't the equipment or the office. It was how much patients cared about being listened to and being told the truth. That's still the part of the job I think matters most.
A name is a promise you have to keep
A brand can change owners. It can change dentists. It can be sold and keep going under the same sign. My name can't do any of that. If I recommend something, it has my name on it. If something doesn't go the way we planned, that has my name on it too.
I'm comfortable with that, because it keeps me honest. Here's what it means in practice:
- I explain before I recommend. You should understand what I see, what your options are, what each one costs and how long it's likely to last. Then you decide.
- No pressure. If something can wait, I'll tell you. If a step-by-step plan makes more sense than doing everything at once, we'll plan it that way.
- Your health comes before my fee. If I wouldn't do it for my own family, I won't suggest it for yours.
What it looks like day to day
New patients get my cell phone number. You can call or text me with a question. It isn't an emergency line, and I can't always answer right away, but it means you can reach the person who's actually treating you.
When you need a specialist, I don't hand you off and forget about you. I stay in touch with the surgeon, periodontist or physician and keep caring for your mouth along the way. That matters most for my patients going through head and neck cancer treatment. I work with the oncology teams at Baptist MD Anderson, and many of those patients keep seeing me for years afterward.
And I take the time. Appointments here aren't rushed, because good decisions don't happen in a hurry.
It's not just me
My name is on the door, but I don't do this alone. I'm proud of the people I work with. They're the reason patients feel looked after from the moment they call, and their work carries my name as much as mine does. I don't take that lightly, and neither do they.
Why I still love it
I truly enjoy what I do. I'd like to think I'm good at it, and I try to earn that every day. I'm proud of what we've built here in San Marco, and I love my patients. I hope to keep taking care of them for a long time.
That's why my name is on the door. It's the simplest way I know to say I stand behind the care you get here.
Looking for a dentist in San Marco? Read more about me and my training, or get in touch to set up a first visit. We're at 3675 Hendricks Avenue, Jacksonville, FL 32207. Call (904) 398-1549.
CJ Henley, DMD, is a general dentist in Jacksonville, Florida.