An Interview with Penny Reed – 

Executive Vice President of American Association of Dental Office Management (AADOM)

– written by Steve Parker, Editor-in-Chief and CEO – The Profitable Dentist Magazine

Penny Reed is no stranger to the dental industry. With decades of experience as a coach, speaker, and advocate for practice excellence, she now steps into her most impactful role yet—as the new Executive Vice President of the American Association of Dental Office Management (AADOM). In this exclusive interview, Penny sits down with Steve Parker of The Profitable Dentist Magazine to share her bold vision, her passion for leadership development, and why she believes AADOM is essential for every dentist-practice owner focused on growth, culture, and long-term success.

A Personal and Professional Full-Circle Moment

Steve: Congratulations on your new role! What does this opportunity mean to you?

Penny: Personally, it feels like a full-circle moment. I’ve spent my career supporting dental professionals and have seen the life-changing impact a confident, well-trained office manager can have. To now lead the organization that supports and elevates these leaders—it’s incredibly meaningful.

Professionally, it’s a powerful platform. AADOM already has a strong foundation, and I’m excited to expand our reach, elevate our educational offerings, and help shape the future of dental practice leadership.

Vision for the Future

Steve: What’s your vision for AADOM under your new leadership?

Penny: I want to build on what’s working—our community, our education, our connection—while evolving to meet the needs of todays and tomorrow’s practice managers. That means more specialized education, more digital access, and more touch points throughout the year. I want AADOM to be seen as the standard for leadership development in the dental office.

Steve: What will AADOM look like in the next 3–5 years?

Penny: We have a lot planned, but our primary focus is:

• More business tracks that support both the office manager and dentist
  
  
• Regional educational events and simulation-based learning
  
  
• Micro-certifications and specialized skill development
  
  
• An enhanced, engaging LMS for deeper learning and retention
  

Fundamentally, we’re committed to helping practices run leaner, smarter, and more collaboratively.

Steve: Do you have any plans to shift the mission of AADOM?

Penny: The mission stays the same: Learn. Connect. Grow. But we’re expanding our reach. We’re creating content that brings dentists and managers into closer alignment so they can lead together.

Steve: As a private practice owner, how does AADOM bring value to office managers today?

Penny: Our educational platform, study clubs, online forums, and annual conference provide top-tier training—but more importantly, they create community. Many of our members are the only “managers” in their practice, and AADOM gives them support, tools, and connection. They’re not alone anymore.

“When doctors lean in, managers feel empowered—and that translates into a stronger, more profitable practice.”

Steve: Why should private practice dentists care if their office manager is AADOM trained?

Penny: When dentists and managers are aligned, practices thrive. I remember early in my career when my dentist shared the P&L with me. I felt like a partner, and it changed how I approached every decision.

Solo and small group owners, especially, benefit from managers who understand the business, lead the team, and help execute the vision. That alignment is priceless.

Steve: What are some ways dentist-owners can justify supporting AADOM?

Penny: I’m glad you asked. One of my favorite ways to promote AADOM is the Return On Investment (ROI) it provides to the practice. A few examples are:

• $20K Recovered: After a dental insurance symposium, one manager re-submitted claims and recovered $20,000.
• Bad Hire Avoided: A session on hiring strategies helped a manager avoid a costly staffing mistake.
• $100K+ in Production: One office used recall systems from an AADOM session to reactivate patients and boost case acceptance.
• Culture Overhaul: A graduate of our FAADOM track reduced drama, increased efficiency, and improved profitability.
• One Script = 10 Years Value: A single forum post helped one member increase treatment plan acceptance and paid for years of membership.

Steve: What’s next for AADOM?

Penny: In 2025 and beyond, we’re focusing on:

• Elevating Practice Leaders: Real-world leadership and change management strategies.
  
  
• Driving Results: Templates and implementation tools managers can take back to their practice.
  
  
• Proving ROI: Tangible metrics to help members justify their involvement.
  
  
• Creating Seamless Experiences: Tech upgrades to help members find, use, and benefit from resources faster.
  

Steve: How do you plan to connect managers and dentists more closely?

Penny: We’re creating shared education experiences—so managers and dentists can learn together, speak the same language, and implement as a unified team. This changes everything.

Steve: If a private practice owner wanted to invest in a team member joining AADOM, what’s the first step?

Penny: Membership is just $229 a year. If they’re unsure, they can check out our Facebook group, AADOM Radio podcast, or visit dentalmanagers.com/blog. I’m confident they’ll see the energy and value right away.

Steve: What are the biggest challenges you are preparing to tackle?

Penny: Great question! Our biggest ones are:

• Workforce shortages and retention
  
  
• Navigating rapid industry changes
  
  
• Delivering high-quality, advanced professional development
  
  
• Combating all the noise and misinformation in free online groups
  
  
• Expanding member engagement in a rapidly evolving digital world
  
  
• Advocating for office managers at industry and policy levels
  

Basically, we’re building targeted solutions, rooted in education, community, and leadership development.

Steve: How will you define “success” during your tenure?

Penny: So far, there is no university degree in dental practice management, so I want every dentist to see AADOM membership as critical, not optional. I want more managers to feel confident, capable, and proud of the role they play. And that our members take a primary role in driving measurable improvements in the practices they work for.

Steve: What are some ways you know AADOM is making a real difference?

Penny: Right after I accepted the role, a member reached out to say a podcast I did helped her team improve their treatment presentation strategy for Invisalign—and their doctor became one of the top Invisalign providers in the nation. That’s the power of education and alignment. That’s why I said yes to this role.

Steve: What are some key ways private practice owners can support their managers’ involvement?

Penny: 

• Budget for it—like clinical CE. (You can’t beat the price!)
  
  
• Participate in a course or event. Join them at the annual conference!
  
  
• Give managers time to apply what they learn.
  
  
• Recognize the wins they bring back.
  

I’ve known Penny Reed for a long time. She has a unique balance of real-world private dental practice experience and high-level corporate skills and gravitas.

The Profitable Dentist Magazine has been a champion of the AADOM organization since the beginning. We believe the skills and network AADOM provides fills a critical need private practice dentists cannot find anywhere else. 

I personally can’t think of a better person to take the reins for AADOM’s future than Penny Reed.