Six Locations of Wisconsin-Based RLJ Dental Affiliate with Heartland Dental

Dr. Jeffrey Lang

Heartland Dental, the nation’s largest dental support organization (DSO), has recently welcomed six Wisconsin-based locations of RLJ Dental as newly affiliated, supported dental offices. Additions include the flagship office in Menasha and offices in Appleton, Oshkosh, Green Bay, West Allis, and Neenah.

RLJ Dental started in Menasha approximately 20 years ago. It was founded by Dr. Jeffrey R. Lang. RLJ stands for Robert, Lisa, and Jeff—his father, his sister and him.  His father and sister were partners at one time.

Outside of his family, RLJ Dental is arguably one of his life’s most cherished undertakings. Growing to 12 offices and operating as a dental support organization on a very small scale, Dr. Lang chose to affiliate six of the 12 for geographic business reasons. The six offices which will not be affiliating are Hortonville, Manitowoc, Janesville, Hartford, Plymouth, and Waupaca.

Dr. Lang thought the long-term value that could be generated for doctors and team members was an assurance that led to the decision to affiliate. As not all DSOs are created equal, he viewed Heartland Dental’s vast curriculum of continuing education, best-in-class supplies and labs, and strong payer relationships as key differentiators.

Dr. Lang attributes ‘doctor-led approach’ as a major factor in his decision to affiliate. He also thinks that Heartland Dental removed the guesswork and any barriers of hesitation. Dentistry is Dr. Lang’s life’s work and he thinks that Heartland Dental shares that same passion.  He credits their affiliations team with demonstrating great aptitude and thoroughness throughout the affiliation process.  Dr. Lang is confident that Heartland has all of the bases of dentistry covered: expansive continuing education, numerous networking opportunities, end-to-end business support, an impressive foothold in intraoral scanning technology, a national lab services network, and so much more.

“We were drawn to Heartland Dental for many reasons, but our shared focus on excellence in patient care topped the list. Its doctor-led approach to support allows us to meet the needs of local communities at an even higher level.” –Jeffrey R. Lang, DDS, RLJ Dental’s Founder

Heartland Dental consists of more than 900 supported offices, representing more than 1,400 supported dentists in 37 states.

“It is an honor to affiliate with these six practices of RLJ Dental. Dr. Lang, his other partnering dentists, and their dental teams represent the best of the best. RLJ’s strong reputation and acumen enhances our national network of supported dental clinicians and further expands our service to supported dentists in the great state of Wisconsin.” –Mark Greenstein, Executive Vice President of Strategy & Development at Heartland Dental

For Dr. Lang, affiliating meant that he, along with his partners and associates, could continue to provide the best care to patients, with the best support possible for the business, while continuing to grow the brand and patient-focused philosophy. The team is excited to work together with Heartland to make the six affiliated RLJ Dental locations even better.


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