Jeffrey Priluck, DMD

Jeffrey Priluck has operated Dentistry With a Difference at its Dunwoody location for the last 38 years. In addition to running a successful practice, Priluck also has been involved in the Dunwoody community. One of his proudest moments was helping to restore the Spruill Farmhouse in Dunwoody.

Reporter Newspapers asked Priluck how dentistry has changed and what effect the implementation of the Affordable Care Act will have on his business.

Q. Why did you choose to locate in the Perimeter?

A. I thought it had good demographics. It was the type of clientele I was looking for, people who were appreciative of upper level dental care.

Q. How many people do you employ here?

A. 12

Q. What’s the most common condition you see in your office?

A. Our biggest demand is we see a lot of patients – I’d say in the 30- to 60-year-old Baby Boomer range – that have a tremendous desire for looking younger, especially in this economy, where people are looking to put their best foot forward.

Q. How has your business changed over the last 38 years?

A. It’s changed a lot. The new technology has made our jobs a lot easier. A lot of the old-time dentists only did stand up dentistry, so they suffered back and neck problems.

Q. How many of your patients have dental insurance?

A. It’s 66.5 percent.

Q. Is that lower or higher than when you started practicing?

A. When I first started my practice, no one had dental insurance. … What has changed is the proliferation of HMOs and PPOs. These are managed care companies. We are still a fee-for- service practice. We feel as though so many HMOs and PPOs don’t allow us to do the dentistry we’re allowed to do.

Q. Will the Affordable Care Act change the way you do business?

A. Absolutely not. Dentistry is really not affected. There is no impact of “Obamacare,” the Affordable Care Act. The main focus has been to educate and provide dental care whenever possible, to improve the type of care children are getting.

The Dental Association feels that children should be covered at 100 percent with good preventative dental care, but that’s not being addressed. The problem is with Medicaid now. A lot of dentists don’t want to accept Medicaid. Their fee schedule is poor. Their time frame of payment is poor. It’s just not a very well-run system.