The Making Of ThreeTwoThree Dentistry with Dr. Brian Edwards
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Show Notes
The Making Of 323 Dentistry with Dr. Brian
In this episode, Collin sits down with Dr. Brian, founder of 323 Dentistry in Newhall, CA — a practice built on prevention-first care, fee transparency, and hard-earned pivots. From a bank-robbing former employer to a ground-up build finally breaking ground, Dr. Brian's journey is one of the most raw and relatable we've ever heard.
What You'll Learn:
From Chaos to Clarity: Dr. Brian's first practice ended with a locked-out office, the police, and a former employer later arrested as the "rolled sleeve bandit." That wake-up call shaped everything that followed.
Building 323 Dentistry: After years in corporate and associate roles, Dr. Brian merged two struggling practices, survived COVID, and rebranded around a prevention-first philosophy — where gum pocket measurements of 3-2-3 represent the standard of care, not the exception.
Going Out of Network: He walks through dropping insurance contracts, simplifying his fee schedule, and creating a monthly membership model where patients know exactly what they'll pay — no surprises, no confusion.
GBT & Salivary Diagnostics: Dr. Brian breaks down Guided Biofilm Therapy, salivary diagnostics, and perio protect trays — and why investing in these tools transformed patient outcomes and hygiene team morale.
Hiring & Culture: From 80+ hires over 10 years to a culture-led approach, Dr. Brian gets honest about what he'd do differently — and why clearly defined expectations matter more than finding the "perfect" employee.
The Next Chapter: After four years navigating city permits, oak trees, and hillside access, Dr. Brian finally has approval to build a 4,000 sq ft ground-up dental office — with a 3,200 sq ft event and CE space on top.
Books Mentioned:
📖 Buy Back Your Time — Dan Martell
📖 The E-Myth Revisited — Michael E. Gerber
Connect with Dr. Brian: Instagram: @threetwothreedentistry
Thank You to Our Partners
- Net 32: The dental marketplace that helps practice owners stop overpaying for supplies. Compare and save at net32.com/themakingof.
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- Kasper Opportunity Finder: Fill those empty chairs and reclaim lost revenue with one click. Get it free at meetkasper.com/register.
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