Primary Innovation Lab · Brentwood, Los Angeles

The showroom for the future of dentistry.

An integrative dental practice for the modern era, bringing preventive care and longevity into everyday dentistry and connecting it to primary care.

To a patient, a first visit is one simple line. This is everything underneath it.

15steps from the first click to the record
30actions by 6 people on one visit
8steps before the patient walks in
16systems, working in 12 of the 15 steps
25connections between those systems
~100kinds of product that touch how a practice runs

Counted from Primary’s own journey record, October 2026, with names left off. About four hours a year in the chair is an estimate: the first visit and three cleanings.

Why the Primary Innovation Lab exists

Every dental practice can be a front door to health. None should have to sell to get there.

01 · What we believe

Oral health matters to everyone.

The mouth is the most visible window into a person’s whole health, and the dental office is one of the few places in healthcare people come back to on a schedule, often when nothing hurts.

We believe that makes it one of the best front doors American healthcare has: a place to widen access to care, raise its quality and bring its cost down.

02 · What people want

One place for their health, their smile and how they feel.

Nobody separates their health from how they look or how they feel day to day. A dental practice already touches all three. Built on purpose, it becomes the place where healthcare, beauty and wellbeing meet.

03 · Who gets to build it

Most of dentistry is still independent, and it can stay that way.

More than eight in ten US dentists practice outside a dental service organization.¹ Independent practices already hold the hardest part: the chairs, the patients and the trust. What many lack is the system around them, the technology, the patient experience and the training, and too often the only way to get it has felt like selling the practice.

We are building a model an independent practice can run as its own.

04 · The Primary Innovation Lab

So we are building it first, in our own practice.

Primary is an integrative dental practice in Brentwood, Los Angeles, bringing preventive care and longevity into everyday dentistry and connecting it to primary care. The Primary Innovation Lab is where we build the model, on real days, with the companies whose products run it, then share it with the practices that want to run it themselves.

What we are building toward is simple to say and hard to build: a patient who feels cared for, not processed, and a dental visit people look forward to, as the foundation for their health, wellbeing and beauty.

Independent practices: The systems, playbooks and partners to run this way, without selling the practice. Groups that want to work this way are welcome too.
Companies that make the tools: We put your product into the whole day of a practice, measure what changes, and tell the story with the people who use it.
Clinicians and teams: How a tool fits the way you care for patients, and the training that makes it stick.

We build it here first, so no practice has to build it alone.

¹ American Dental Association Health Policy Institute: 16.1 percent of US dentists were affiliated with a dental service organization in 2024.