THE STORY BEHIND IDENTAL

Engineered to Care

How iDental Used Product Thinking to Build and Scale a Dental Practice and Expand Preventive Care Across Racine

By Vivek Vasudeva

A dental practice can change more than smiles. It can change how a community gets care. But making that happen takes more than what happens in the dental chair.

Engineered to Care shares the story of how iDental worked to bring those pieces together, growing from a small practice in Racine, Wisconsin, while keeping patients, clinicians, and preventive care at the center.

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What's Inside

AS SEEN ON:

A Local Story with Lessons for Healthcare Leaders

When Vivek Vasudeva started iDental, the practice welcomed only a handful of patients in its first week. The equipment and clinicians were ready, and the community needed care. Connecting that need with accessible services required more than opening the doors.

Drawing on his background in engineering, software operations, quality management, and reliability, Vivek approached the challenges surrounding care the way he had approached problems throughout his career: by focusing on the people who depended on the practice and working out what stood between them and the care they needed.

This book follows iDental's evolution through the decisions, setbacks, and improvements that helped shape the practice.

Written for dental practice owners, dentists, administrators, healthcare executives, operators, and product-minded leaders, this book offers a practical perspective on growing a healthcare organization while staying connected to its purpose.

WHO SHOULD READ IT?

  • Dental Practice Owners

  • Dentists

  • Administrators

  • Healthcare Executives

  • Operators

  • Product-minded Leaders

AMAZON BEST SELLER

A Story from Racine,
Now an Amazon Best Seller

Engineered to Care has achieved Amazon bestseller status, marking a proud milestone for a story that began right here in Racine.

In the book, Vivek Vasudeva shares the decisions, challenges, and lessons behind iDental’s growth, with a focus on making dental care more accessible and keeping people at the center. For our team, this recognition is an opportunity to share that mission with more readers.

Thank you to everyone who has picked up a copy and supported our story.

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Inside the Book

  1. Understand what stands between people and care.

    Explore iDental’s early challenges, the affordability gap facing working families, and why access depends on the entire system surrounding treatment.

  2. Apply product thinking to everyday challenges.

    Define problems before choosing solutions, measure what matters, prioritize improvements, and test new approaches while keeping people at the center.

  3. Make prevention part of the design.

    Help patients seek care before pain forces the issue, make next steps clearer, strengthen handoffs, and choose technology that serves a real purpose.

  4. Build a stronger practice through people.

    Design for people under pressure, empower women and develop leaders, and build a sustainable business that can deliver on its promises.

  5. Grow while protecting what works.

    Follow iDental’s expansion from 23 to 44 operatories and explore how partnerships and ongoing improvement can support a broader preventive care mission.

Across five parts and 20 chapters, Engineered to Care follows iDental's journey and explores practical ways to make dental care more accessible, support teams, and grow responsibly.

From Racine to
Times Square, New York

Engineered to Care reached a new stage with a billboard appearance in New York City's Times Square, featuring author Vivek "Vick" Vasudeva and the book's cover.

For our iDental team, seeing this story displayed in Times Square is a proud moment. It brings broader visibility to a journey rooted in Racine and a mission to make preventive dental care easier to access.

ABOUT THE AUTHOR

Vivek Vasudeva

Vivek “Vick” Vasudeva is an entrepreneur, Amazon best-selling author, and founder of iDental Family Dentistry and Orthodontics. Before founding iDental in 2015, he held software engineering, reliability, and quality leadership roles at Motorola and Ericsson. He brought that problem-solving experience to dentistry with a mission to make quality care more accessible to the community.

In Engineered to Care, Vivek shares how he applied product thinking to build and grow iDental in Racine, Wisconsin. His story connects engineering, entrepreneurship, and community service, showing how thoughtful leadership can support care that puts people first.

Learn more about Vivek at https://www.vivekvasudeva.com