Dental Done Differently: How Innovation and Hospitality are Shaping the Future of Dentistry

DSO Spotlight: TEND

The dental industry is undergoing a profound transformation—driven not just by technological advancements but by a renewed focus on the patient experience. A standout example of this change is TEND, a dental care company redefining the traditional dental model through innovation, specialization, and an unwavering commitment to hospitality.

As healthcare becomes increasingly consumer-driven, dental practices are reimagining their approach to care to meet the evolving expectations of today’s patients. What’s emerging is a new paradigm—one where dental visits are no longer a chore, but an experience that patients may actually look forward to.

We spoke with Dr. Chris Salierno, Chief Dental Officer at TEND, to gain insight into how innovation and hospitality are reshaping modern dentistry. Dr. Salierno is a respected industry leader with over two decades of experience in clinical practice, dental publishing, and practice management. A graduate of Stony Brook School of Dental Medicine, he started his own practice on Long Island and went on to become an educator, international lecturer, and magazine editor.

In his current role at TEND, Dr. Salierno oversees clinical strategy and provider experience across the company’s expanding footprint of modern dental studios. He advises Tend on all clinical matters, helps to lead expansion efforts, and attracts the world’s top dental talent.

Dr. Salierno’s unique perspective bridges both the clinical and business sides of dentistry, offering valuable direction for practices looking to evolve in today’s competitive healthcare landscape.

“Transforming the dental care landscape requires a disruptive strategy that includes developing intentional patient experiences and embracing technological advancements,” says Dr. Salierno. “We’re building an environment where people look forward to going to the dentist—not just tolerate it.”

Reimagining the Dental Experience

At the heart of this movement is a philosophy that places the patient at the center of everything. TEND’s model, founded on the tagline “Dental Done Differently,” embraces this concept fully. It’s not just about delivering high-quality clinical care—it’s about doing so in a way that feels welcoming, personal, and even luxurious.

This philosophy has been shaped, in part, by Dr. Salierno’s leadership and vision. His transition from private practice and editorial work to guiding a growing DSO reflects a broader shift: dental professionals are increasingly stepping into executive roles to help shape the future of care delivery.

Hospitality as a Differentiator

What truly sets TEND apart, however, is its commitment to hospitality—a concept rarely associated with healthcare, and even less so with dentistry. But at TEND, hospitality is not just a buzzword; it’s a foundational element of the practice.

Walking into a TEND location feels more like entering a boutique hotel than a dental office. Every design element, from the lighting to the layout, is intentional. The staff is trained not just in clinical care, but in customer service. The goal is simple: to make patients feel seen, comfortable, and valued.

“A healthy and happy practice environment is more than just some pleasant words in a values statement or on your homepage,” says Dr. Salierno. “It’s the result of continual leadership and management—and patients can feel that difference the moment they walk in.”

This emphasis on hospitality is particularly resonant in competitive urban environments, where patients have countless options and expect a high standard of service. TEND has successfully tapped into this expectation, positioning itself as a premium brand that doesn’t just treat teeth—it elevates the entire dental experience.

A Seamless Workflow Built on Smart Product Integration

As a de novo DSO, TEND has a unique advantage: a clean slate. Without legacy systems or inherited equipment, the organization has been intentional in creating a seamless digital and restorative workflow from the ground up.

“It’s really important for us to have a seamless workflow,” Dr. Chris Salierno explains. “That includes our tech stack, but also our clinical materials. Two extra clicks per image may sound minor, but they add minutes and create friction for staff.”

On a recent Group Dentistry Now podcast, Dr. Salierno recalls early lessons from private practice, where a seemingly minor software mismatch resulted in increased time and frustration. “Just two extra clicks per image added minutes and created resistance from staff. At TEND, we don’t accept that friction. Everything—from hardware to software to restorative materials—must integrate cleanly.”

That’s where Ivoclar has become a foundational partner. TEND’s Clinical Council conducted a full review of their restorative materials, ultimately consolidating around several core Ivoclar solutions. These included:

IPS e.max: “It’s a go-to material for aesthetics and predictability. I’ve used it for years, and it continues to deliver.”
Variolink Esthetic: Now TEND’s standard cement, chosen for its compatibility with e.max and reliable outcomes.
Tetric PowerFill and Bluephase PowerCure: “Three-second cures for up to 4mm bulk fills? That adds up fast when you’re doing quadrant dentistry.”
Adhese Universal in the VivaPen: A favorite among TEND assistants and doctors for its efficiency and minimal waste.

“The VivaPen alone cut down on wasted bonding agent. That’s better for our bottom line and for the environment,” says Salierno. “But it also streamlined our workflow and reduced setup time.”

By standardizing on trusted, time-tested materials like those from Ivoclar, TEND ensures quality, consistency, and speed—key factors for delivering care to busy urban patients who expect precision with efficiency.

“At the end of the day, I sleep better knowing our teams are using the best materials available. It gives us more consistent outcomes, and that’s better for everyone.”

Specialization with Purpose

One of the key drivers behind TEND’s success is its emphasis on specialization. Rather than trying to be everything to everyone, TEND focuses on doing a few things exceptionally well. This approach allows dental professionals to refine their skills in specific areas, ultimately improving the quality of care for patients.

Specialization also offers a more efficient, streamlined experience. Patients can receive tailored treatments from providers with deep expertise, increasing both satisfaction and clinical outcomes. It’s a model that empowers professionals and provides clarity for patients navigating their dental care options.

Technology Integration

Another pillar of TEND’s approach is the seamless integration of technology into every aspect of the patient journey. From online booking and digital check-ins to advanced diagnostic and treatment planning tools, TEND uses technology not as a gimmick but as a tool to remove friction from the dental visit.

Dr. Salierno emphasizes that the choice of materials and equipment also plays a role in delivering a better experience—both for patients and clinicians.

“Several of our doctors prefer Ivoclar’s Multilink Automix for indirect restorations,” he says. “It’s reliable, easy to work with, and minimizes post-op sensitivity. Products like these support a clinical environment that’s both efficient and patient-focused.”

Ivoclar’s Multilink Automix is a dual-cure, self-etch resin cement designed for the permanent adhesive cementation of indirect restorations made of silicate and oxide ceramics, metal and metal-ceramics, and composite resins. When used with the matching Multilink Primers A and B, it generates a strong and long-lasting bond to the tooth structure. The system is known for its reliable performance, wide range of applications, and user-friendly handling.

“We also utilize Ivoclar’s Variolink Esthetic for its versatility and esthetic results,” Dr. Salierno notes. “It offers a flexible solution for various types of restorations, ensuring both durability and patient satisfaction.”

Variolink Esthetic is a light- and dual-cure luting composite used for the adhesive cementation of dental restorations. It provides reliable and impressive results, offering exceptional flexibility in choosing a suitable solution for all types of restorations and materials.

By thoughtfully selecting materials and workflows that complement their model, TEND maximizes both comfort and clinical performance—two elements essential to a modern dental experience.

Knowing the Patient—and Designing for Them

A crucial element of TEND’s model is its understanding of its target demographic. Rather than casting a wide net, the organization has focused on young, busy professionals living in urban areas. These patients are typically tech-savvy, time-strapped, and value experiences that fit seamlessly into their lifestyle.

By recognizing this, TEND has tailored everything from its operating hours to its messaging. It’s a lesson for any dental practice: understanding your ideal patient and designing around their needs is key to long-term growth and loyalty.

“Our choice of materials, like Ivoclar’s Variolink Esthetic, aligns with our commitment to providing esthetic, durable restorations that resonate with our patients’ expectations,” Dr. Salierno adds.

Beyond the Chair: Emotional Connection and Trust

TEND’s mission—”We innovate in health care and hospitality so that our patients look forward to the dentist”—isn’t just about aesthetics or efficiency. It’s about emotional connection. Dental anxiety is real, and by creating an environment that feels safe and supportive, TEND helps patients feel more in control of their health.

When patients feel cared for on an emotional level, they’re more likely to engage with their dental health, stick to treatment plans, and return for routine care. This level of trust and connection is invaluable—and rare.

A Blueprint for the Future

TEND’s innovative model offers a compelling roadmap for other DSOs and private practices looking to grow and thrive in a changing landscape. By integrating technology, prioritizing hospitality, and aligning care delivery with patient expectations, dental practices can elevate their value—and their impact.

“Materials evolve. New techniques are discovered,” Dr. Salierno says. “It’s arguably a disservice to our patients if we perform dentistry the exact same way we did a decade ago, ignoring the efficiencies or improved outcomes that could be realized.”

Dentistry is evolving—and TEND is leading the charge. With a forward-thinking model grounded in clinical excellence, hospitality, and smart technology, the practice is redefining what dental care can look and feel like.

“Ivoclar shares valuable clinical education for free via YouTube and their website—resources that elevate how we use their products and ultimately improve patient care.” That kind of support goes beyond selling materials; it’s a true strategic partnership. When a company is helping grow my clinical and professional development, that’s exactly the kind of relationship we value.” — Dr. Chris Salierno

As patients continue to expect more from their healthcare experiences, practices that follow TEND’s example will be well positioned to deliver care that is not only effective, but memorable—for all the right reasons.