A Vision For The Future

At Heartland Dental, our vision is to be a world-class company and the leader in dentistry. We believe our industry can become a more rewarding and valuable place for our supported doctors, patients and professionals.

It’s why our leaders encourage fresh thinking and service that goes above and beyond expectations. They are determined to create a positive environment where our team members can do their best work.

This vision, plus clear communication and good old-fashioned, roll-up-the-sleeves hard work are the key tenets that drive us forward and set Heartland Dental apart.

Heartland Dental | Our Vision

Our Mission

To support doctors and their teams as they deliver the highest quality dental care and experiences to the communities they serve while providing exceptional careers and creating value for our stakeholders.

Core Values

Our values support our mission and sustain us as we work to ensure the success of our supported doctors and their teams. They unite us in our purpose and are what our colleagues, affiliates, and partners can expect.

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Achieve

We strive for mastery through constant and never-ending improvement and by putting the success of our supported offices first.

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Honor

Honesty, integrity, and transparency help us maintain a healthy work environment. We strive to do the right things for the right reasons.

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Execute

We deliver world-class processes, systems, and efficient change by remaining open, positive, and mentally flexible.

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Balance

We promote work-life balance, create safe and supportive environments, and give back to our communities.

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Collaborate

We work hard and smart together, always promoting inclusion and diversity.

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Celebrate

We prioritize gratitude, camaraderie, and joy in the success of others.

Leadership Team

Great leaders should bring out the best in those around them. That’s why we are committed to building a strong, fair, and effective organization for all employees and team members supported by Heartland Dental, our partners, and our communities.

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Founder & Executive Chairman

Dr. Rick Workman

Dr. Rick Workman founded Heartland Dental in 1997 to introduce dentists across the country to the highest quality non-clinical administrative support.

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President & Chief Executive Officer

Patrick Bauer

An integral member of the Heartland Dental family since its infancy, Patrick Bauer brings more than 25 years in dental and healthcare operations management to the company.

Travis Franklin headshot in blue suit and red tie

Executive VP, Chief Financial Officer

Travis Franklin

Travis Franklin has been involved with numerous facets of the company since 2004, lending his expertise anywhere from business development to finance to sell- and buy-side advisement.

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Executive VP, Chief Operating Officer

DeAnn McClain

DeAnn McClain joined Heartland Dental as an accountant in 1997. Now, more than 20 years later, as Executive Vice President of Operations, she supports the field and clinical teams.

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Executive VP, Chief Growth Officer

Mark Greenstein

Mark Greenstein joined Heartland Dental in 2015, first as its Executive Vice President of Strategy & Development and since 2019 as Chief Growth Officer.

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Executive VP, Chief Information Officer

Craig Kabbes

With more than thirty years of experience in the healthcare industry, Craig Kabbes joined Heartland Dental in 2014 and is responsible for building teams that provide technology and call center capabilities.

Sherianne James

Executive VP, Chief Marketing Officer

Sherianne James

With more than 30 years of B2B and B2C marketing experience across multiple industries, Sherianne James joined Heartland Dental as Chief Marketing Officer in 2025. She leads the team focused on building Heartland Dental’s brand, fostering new patient acquisition, and enhancing patient loyalty for supported offices.

Executive VP, Chief Human Resources Officer

Kirsty Leyland

Kirsty Leyland joined Heartland Dental in 2022 as Chief Human Resources Officer. Kirsty brings a deep expertise with more than 20 years of HR experience in Global HR Transformations and large HR Shared Services organizations. Her strong focus on Operations and Organizational Change Initiatives expands the dental industry and beyond.

Tamra Kempf Sr. VP General Counsel

Senior VP, General Counsel

Tamra Kempf

Tamra Kempf joined Heartland Dental in 2016 as Senior Corporate Counsel with a wealth of legal expertise and now serves as the Company’s General Counsel.

Blog

In The Heartland

Take your professional career to the next level with the latest news, trends, insights, and perspectives in the dental industry.

How Rising Costs Can Impact Your Bottom Line — and What You Can Do About It

Jul 09, 2025

Running a dental practice today means balancing exceptional care with ever-tightening margins. Between inflation, rising supply costs, and stagnant insurance reimbursements, even successful practices are feeling financial pressures. 
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Dental Practice Management, Financial Management

5 Reasons To Never Stop Learning in Dentistry

Jul 01, 2025

In an industry as dynamic as dentistry, continuous learning isn’t just beneficial; it’s also essential. Whether you’re five or 15 years into your practice, staying curious and committed to growth are two of the most powerful ways to elevate patient care and your career. Here’s why lifelong learning matters: 
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Dental Continuing Education, Grow Your Dental Practice

How AI Is Increasing Patient Trust in Dental Practices

Jun 24, 2025

In today’s evolving dental landscape, trust isn’t just a value — it’s also a differentiator. Dental practices that embrace innovation, such as artificial intelligence (AI), can build confidence with patients, which leads to better care. Dental support organizations (DSOs), such as Heartland Dental, are leveraging AI as a tool to assist in detecting diseases more reliably, accurately, and sooner. Here’s how: 
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AI, Increase Patient Loyalty