New Patients Inc. Team

William Howard (Howie) Horrocks - Founder/ CEO

Howie is the author of two dental best sellers, Unlimited New Patients, Volume ONE and Unlimited New Patients, Volume TWO; Trade Secrets of America's Dental Marketing Guru. He is the Founder and CEO of New Patients, Inc., the advertising agency exclusively for dentists.

Howie started in advertising in 1984. He wrote ad campaigns for a myriad of businesses including photographers, retail suppliers, software companies, manufacturing companies, sandwich shops, caterers, artists, print companies, accountants, podiatrists, chiropractors, a national sports figure and yes, even a lawyer or two.

He was then introduced to a dentist who referred him to another and then another and before long he realized that working only with dentists was what he wanted to do. Since 1989 he has worked exclusively with some of the top dental practices in the US and Canada.

He has authored articles on the subject of new patient marketing for publications such as Dental Economics, Dental Products Report, Dentaltown Magazine, The Richards Report, The Independent Dentist, The Advertising Dentist, The Farran Report, Dental Practice and Finance and others. He also co-moderates Dr. Howard Farran's marketing forum.

His books have sold in nearly every country in the world. He also makes personal appearances at seminars, conventions and other dental meetings.

Dr. Howard Farran has called him, "Dentistry's Number One Marketing Man." He has received accolades and endorsements from virtually every leader in the dental profession.

Eddie Facey, CPA, MBA - President and Chief Financial Officer

Prior to joining New Patients, Inc., Eddie was the Chief Financial Officer of Guggenheim Dental Supply, of Hawthorne, CA near Los Angeles, until its successful merger with Patterson Dental Supply. Eddie has a wealth of financial and operational experience gained both in and out of the dental industry. At Guggenheim, he was a leading force in expanding the company's credit lines, defining and managing business processes, and building brand identity. Prior to joining Guggenheim, Eddie was either Controller or CFO of businesses in the distribution, telecommunications and aerospace sectors. He's even audited the books for the Mirage Hotel in Las Vegas and also knows how to get Vegas show tickets when no one else can!

Eddie also has five years of experience with the international accounting firm Coopers & Lybrand (now a part of PriceWaterhouseCoopers).

Eddie is a CPA and holds a B. S. degree from Hillsdale College (MI). He also holds an MBA degree from UCLA. He serves on the Airport Committee for the Hawthorne Municipal Airport. He is always good for an opinion on who you should pick for your fantasy football team, also enjoys traveling and wondering whatever happened to his turnaround jump-shot on the basketball court.

JoEllen Caruana - Vice President of Client Services

Prior to joining New Patients, Inc. she worked in the publishing industry for the past 20 years and has extensive experience in marketing and the graphics field. She has written radio commercials, billboards, flyers, print ads, direct mail letters and has worked in virtually all other advertising mediums.

Some of her awards in the field of design, publishing and operations include:

2000 Gold Book Award from Association of Directory Publishers
1999 Gold Book Award from Association of Directory Publishers
1995 President's Achievement Award - Dun & Bradstreet
1995 Most Valuable Team Player Award - Dun & Bradstreet
1989 President's Club Award - Dun & Bradstreet
Customer Focus Award - 1988, 1989, 1990 - Dun & Bradstreet

JoEllen is a huge sports fanatic, especially football. She is very knowledgeable using both the Mac and the PC. She will be first to tell you that she considers herself a "computer geek" because in her spare time you can find her sitting at her computer learning the latest and greatest in operating systems and applications.

Mark Dilatush - Vice President of Professional Relations

Howard Farran said of Mark, "Multitudes of dentists have benefited from the wisdom and integrity that Mark brings to every project. His thoughtfulness and sincere approach has aided scores of dentists in finding their path to greater dental success."

Mark heads our analysis/strategy department. Mark has a unique combined background in dental technology, dental practice management, practice marketing, and dental business analytics, which was built over the past 23 years in dentistry. He works very closely with Jay Ostendarp and Jane Shewman. He and his team are responsible for building client marketing plans that pose the least risk to our client marketing budgets with the highest potential return.

Mark says: "Nobody here will ever try to "sell" you anything. The analysis/strategy department spends all of its time gathering data, studying it, determining the best strategy for a client, documenting everything, and then explaining everything in detail. We will take as much time as you need or desire. This will be a ZERO pressure experience for you. We want our clients to fully understand the big picture.”