Branding, Culture, and the Vision Behind Evelina Smiles

In this episode Ashley sits down with Dr. Rich Constantine to go behind the brand. From the story behind the name to the team he is building from scratch, this one is equal parts heart and strategy.

What You'll Hear in This Episode:

05:00 – Where the Name Comes From Evelina is named after his grandmother Evelyn. Why he chose a name with meaning that is not tied to him personally. And the little coffee corner called Cup of Jane, honoring his other grandma, that will live in the waiting room.

12:00 – The Logo, the Sunflower, and the Black and Gold How a bag of sunflower seeds his grandfather planted for his grandmother became the logo. Why black and gold made perfect sense for a Pittsburgh kid. And how AI got him started but Studio 8e8 brought it to life.

20:00 – Trademarking, Websites, and Getting Your Brand Ready Before You Open Why Rich engaged his marketing team right after purchasing the lot. The priority list landing page he has been sending monthly construction updates from. And Ashley's two-year trademark lawsuit cautionary tale.

28:00 – The Vision for Evelina Smiles 12 ops on the first floor plus two dedicated surgery suites. A full kitchen and team gathering space upstairs. A teaching center. And a 20 by 20 turf area out back for the team to decompress at lunch.

35:00 – Hiring and Culture Why Rich is starting with a hygienist from day one and exactly why that matters. How he thinks about cross-training assistants into front desk roles. And the quote that says it all: culture is not something you write on the wall, it is how your team feels on a Sunday night before a Monday morning.

43:00 – Insurance, Membership Plans, and Talking to Patients About Money Starting in-network and why that does not mean becoming a dental mill. How to have honest financial conversations without making it weird. And the membership platform he is launching with before the doors even open.

47:00 – Construction Update Gutters going up. Parking lot paved. Trim going in. IT running data drops. Soft opening target after the 4th of July.

Coming Next Episode: Practice management software, equipment ordering, and all the systems that have to be in place before you see your first patient.

Connect with Ashley: Instagram: @ashleyjovesdds

Connect with Rich: Instagram @dr.c_smiles

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.
• Studio 8E8 — Dentistry's story-driven growth agency for startups. s8e8.com/vsl
• 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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