Lana Rozenberg

Dedicate yourself 110 percent to your patients and their goals and try to always make them happy.


Dr. Lana Rozenberg was raised in New York by her parents, both of whom are practicing dentists. With her extensive experience in advanced dental procedures, Dr. Rozenberg is recognized as one of New York’s leading cosmetic dentists. She is the creator and founder of her private practice, Lana Rozenberg, D.D.S., located on New York’s Upper East Side.

Dr. Lana Rozenberg and her world-renowned Manhattan dental practice truly offer the epitome of excellence. A rare combination of comfort and quality, this is why she is often referred as the best dentist in NYC. Trusted not only by the local residents of Manhattan and surrounding boroughs but by patients throughout the country including top A-List celebrities. If you find yourself turning to Google and searching for “Cosmetic Dentist NYC” look no further than Dr. Rozenberg.

Dr. Rozenberg earned her doctor of dental surgery degree from the University of the Pacific Dental School in San Francisco, where she graduated in the top ten percent of her class. In 1998, Dr. Rozenberg graduated from New York University School of Continuing Education, where she received specialized training in Surgical and Prosthetic
Aspects of Implants. She completed a mini residency in Periodontics at New York University the following year.

Where did the idea for your company come from?

The name of the company is my name Dr Lana Rozenberg DDS PC. We also play on the DDS part to mean Dental Day Spa. We take away the sounds and the smells of the dental office by masking with scented candles giving patients video glasses to use during the procedures.

What does your typical day look like and how do you make it productive?

Our typical day consists of going over the entire schedule for the day and patient’s files and records. We make sure that not the smallest of details are overlooked.

How do you bring ideas to life?

We implement all new technology that we can get our hands on in to the office (such as lasers, laser cavity detectors, digital radiography, endoscopes, cbct scan, digital scan for impressions, etc…) We make sure that patients have the highest quality of care that’s available on the market at all times.

What’s one trend that excites you?

There are many new trends but the ones that excites me the most is a beautiful, healthy smiles that can be achieved through less invasive procedures such as minimal or no prep veneers, laser gum treatments and porcelain fillings to give an impression of a perfect smile. We can give an average person a Celebrity Smile. A person’s eyes or smile are the first thing you notice about them, “Your smile is the first thing that people, from the outside, can see from the inside of you, and how you take care of yourself,”. “If you have really bad, broken-down or missing teeth, you would associate that with an unhealthy person, and if you have beautiful, white, shiny teeth, you would associate that with a healthy person.” We are a full service clinic with a strong accent on cosmetics, so implants, gum surgeries, crowns, veneers, porcelain fillings, whitening etc., but we emphasize looking at the mouth as a whole understanding why the problems are occurring and coming up with a treatment plan that addresses the cause and the fix. Most typically we can do this with veneers, crowns or Invisalign; or a combination. Every patient is different and is treated that way.”

What is one habit of yours that makes you more productive as an entrepreneur?

One thing that makes me more productive as an entrepreneur is the desire to achieve amazing results for my patients. When my patients are happy that is the most gratifying feeling in the whole world. Everything I do then makes total sense.

What advice would you give your younger self?

The whole purpose of what I am trying to do is give people a different light as to what people’s vision of dentistry is about from both the dentist’s and patient’s perspective.
The advice I would give to a younger self is to always strive to achieve the best results possible for your patients and never get completely comfortable, because that can set you up to miss things.

Tell us something that’s true that almost nobody agrees with you on.

Dedicate yourself 110 percent to your patients and their goals and try to always make them happy. Don’t be afraid to speak your mind to your patients if you believe it is not in their best interests even though it may not be what they want to hear.

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Professionals should always do as much as continuing education as possible and take courses and learn new things in their field. That keeps them on top of their game at all times.

What is one strategy that has helped you grow your business?

The strategy that I had to grow my business is to involve my employees in the decision making for the practice. We all work as a team to achieve one goal and that is to give best possible care to our patients so they tell their family and friends and that made us grow exponentially.

What is one failure you had as an entrepreneur, and how did you overcome it?

The best entrepreneurs, however, are not defined by these failures but rather by how they deal with them. Navigating difficult situations both externally and internally is crucial to being a successful entrepreneur.
Moving on is necessary, but asking yourself why you failed is also important. It is insanity to do the same thing over and over expecting a different outcome. Learning from your mistakes and how you can be better next time is one of the hardest parts of failing. When I graduated from dental school and I got my first job, I was forced out in a few months due to a personal disagreement with another member of the practice. It was one of the hardest things I had to do is to just walk away, but it turned out for the best. Never be afraid of the unknown.

What is one business idea that you’re willing to give away to our readers?

There should be a service (or an app) that follows patients recovery after procedures. Patients should be able to describe their symptoms if something worries them and the doctor should be able to respond to them immediately and bring them back to the office if he / she deems that necessary. This will avoid many emergency calls and visits.

What is the best $100 you recently spent? What and why?

The best $100 that I just spent was for a few toys for a child whose parents could not afford it. The smile of the child said it all!

What is one piece of software or a web service that helps you be productive?

We use Dentrix, which is a dental software that helps schedule appointments, track patients, and their visits. It tells us if the patients are overdue for their check-ups. In addition to the Dentrix practice management software, Dentrix also provides other products and solutions designed to enhance the dental office experience, such as automated data backups, electronic claims, payment card processing, automated billing statements, website development tools, appointment reminders, voice activated clinical notes system and much, much more.

What is the one book that you recommend our community should read and why?

Book to read is “Dying of Whiteness”. Traveling through the American heartland, a physician deconstructs how right-wing policies have fatal consequences, even for the voters they purport to help. Metzl paints a blistering portrait of a subculture so in thrall to racist ideology that they willingly invite rising gun suicides, poor healthcare, and falling life expectancies.

What is your favorite quote?

“The only person you are destined to become is the person you decide to be.” -Ralph Waldo Emerson

Key Learnings:

  • Always strive to achieve maximum results for your patients and do not over look even the smallest details, since the art is in those details.
  • Give 100% to everything you do in both your professional and personal endeavors. Do not be afraid of hard work, it always pays in dividends.
  • Hold yourself to the highest levels of ethics in your profession , make sure you treat everyone with respect and dignity.
  • Everyone deserves the best regardless of their status both socially and economically.