WAKE UP CALL

They said it couldn’t be done. She’s doing it anyway.

Dr. Jenna K. Schwibner owns and operates a holistic patient-centered practice airway center and a brand-new sleep education center, separate from her GP practice.

The result — a practice that covers all aspects of airway and isn’t just profitable… it’s scaling BIG TIME.

Join hosts Michael Cowen, Joanna Booher, and guest Dr. Jenna K. Schwibner as they rewire your brain when it comes to integrating full airway therapy into your Dental Sleep practice.

You'll learn to:
- Uncover the exact financial models that allow holistic airway practices to thrive without relying on high-volume, insurance-driven dentistry

- Master the art of communicating complex airway and myofunctional concepts so patients intuitively understand the value and commit to treatment

- Train your front desk and clinical staff to seamlessly integrate airway screenings and therapy protocols without bottlenecking your daily schedule

- Position your practice as the premier integrative airway hub in your community, attracting high-converting cash patients and medical cross-referrals

Reach out to [email protected] with any questions, or to find the next Wake Up Call!

Join guest Dr. Jeff Rodgers and hosts Michael Cowen & Joanna Booher on a Q&A-style webinar discussing everything you need to know for finally making the PIVOT away from general dentistry and going sleep-only.

You'll learn to:
- Establish concrete financial & timeline benchmarks to systematically phase out general dentistry without risking your baseline revenue

- Transition your existing staff from a traditional dental mindset into an elite, specialized DSM team optimized for sleep workflows, medical billing procedures, and physician outreach

- Implement robust billing systems that ensure consistent cash flow during your practice's pivot

- Construct a physician-facing marketing system that positions you as the local sleep expert and replaces your reliance on internal GP patients

Description

Join Michael Cowen, Joanna Booher, and guest Dr. Jeff Haddad on a Q&A-style webinar debunking common myths about running a TMD practice and discussing how to structure the business of TMD in your practice and manage sleep & TMD workflows.

You'll learn to:
- Analyze the financial and operational metrics of integrating TMD therapy into your existing model, turning a misunderstood patient base into a high-margin revenue center

- Implement a strategic marketing and intake system designed to separate ready-to-treat patients from chronic "doctor-shoppers," maximizing your chair-time ROI

- Evaluate the often-overlooked intersection between joint pathology and OSA to ensure your appliances treat the root cause, not just the symptoms

- Develop precise stabilization strategies to safely manage acute jaw locking and muscle spasms, providing immediate patient relief

Join Michael Cowen, Joanna Booher, and guest Dr. Suzanne Thai for the WAKE UP CALL, a live webinar series powered by Awaken2Sleep

This episode is a Q&A style webinar discussing how to cultivate an elite patient care experience that converts patients to treatment & gets them to refer you to others!

You'll learn to:

- Discover the exact blueprints to transition your practice from standard clinical care to an elite, high-touch experience from the moment a patient calls to the final device delivery
- Master behavioral communication techniques disarm patient anxiety, build instant trust, and get patients eagerly saying "yes" to OAT
- Train and empower your team to handle everything from screening to medical billing with absolute precision
- Turn satisfied sleep patients into your highest-converting marketing asset

Listen now!

Webinar Description:
Many dentists dive into DSM with top-notch clinical skills but struggle to convert these skills into measurable growth.

So…

How did your sleep practice perform in 2025?

As the year wraps, it’s crucial to review your practice’s success and set clear goals for 2025. If you’re setting goals and not seeing how well you did, then goals are a waste of time.

How do you bridge this gap? How do you set objectives beyond clinical metrics? How do you boost patient conversion rates, collection values, and referrals?

Michael Cowen has been helping practices conduct sleep practice reviews since 2015, you can gain access to Michael and workshop your:

• 2024 Sleep Business Review
• 2025 Sleep Business Goals
• Tracking systems

He’ll help you turn your vision into actionable strategies.

In this webinar, attendees will explore:

• Conducting a comprehensive year-end review
• Evaluating key performance indicators (KPIs) to track practice health
• Using the “five whys” technique to analyze successes and failures
• Setting a Big Hairy Audacious Goal (BHAG) for your DSM practice in 2025
• Crafting a detailed roadmap for growth
• Consistently tracking progress to realize your goals

What you’ll gain:

• Tools to draft a compelling vision statement for 2025
• Strategies for team alignment with your new goals
• Insights into key metrics that define progress
• A plan to pivot and recalibrate based on real-world feedback

Join us to review your DSM practice’s performance in 2024 and set the stage for a successful 2025. Transform your practice with clear, actionable goals and a strategic plan for the year ahead.

Watch now and take your dental practice to the next level!

Meet the Speaker!
Michael Cowen, CEO, and Founder of Awaken2Sleep started his journey in sleep medicine in 2003, performing in-lab sleep studies as a pediatric sleep technician at Loma Linda Children’s Hospital in Southern California. Five years later, this training and experience empowered him to save his infant daughter’s life from Obstructive Sleep Apnea (OSA), a leading cause of SIDS in infants. After recognizing his calling to passionately assist others in helping their patients, Michael became an expert in the Business of Sleep Medicine, working with physicians, building sleep centers, CPAP technology, and home sleep tests. In 2015, he founded Awaken2Sleep, which empowers growth-minded dental practices to PIVOT through proven dental sleep medicine and business coaching, turning their 5-year goals into a 2-year reality.

"Surprised by your tax bill? You’re not alone—and it’s time to change that. Join Doug Fettig, MBA, CPA, as he shares powerful financial strategies to prepare your Dental Sleep Medicine (DSM) practice for long-term success.

As tax season approaches, every dental professional should be asking:

• Are you ready for 2024 taxes?
• Is your DSM practice positioned for growth in 2025?
• Do you know which tax advantages you may be missing?

In this comprehensive webinar, Doug Fettig dives into essential financial insights specifically for DSM practices, including maximizing commonly overlooked tax write-offs, structuring your practice for sustainable growth, and overcoming common CPA objections that can limit your investment capacity.

Key Takeaways:

•  How to leverage tax write-offs unique to DSM practices
• Steps to build a practice structure that supports growth and profitability
•  Strategies to handle “You can’t afford it” advice from your CPA

Don’t let financial barriers hold back your practice. Take control of your business finances and unlock the full potential of your DSM practice with these actionable strategies!

Watch now to start planning a profitable future for your DSM practice!

Webinar description:
Myofunctional Therapy, Sleep Hygiene, and the Role of the TEAM in dental sleep medicine are vital pieces to your sleep practice.

To help patients respond better to their OAT.

Showing patients how healthy habits impact their treatment and their family.

Empowering team members to step up into sleep.

These are the topics Michael Cowen and Ronda Holman will discuss.

Ronda, “the Airway Champion,” offers practical tips and strategies for integrating sleep hygiene into your practice, the benefits of Myofunctional Therapy, and the role of the team in DSM.

When dental practices emphasize:

• Patient Education
• Personalized sleep plans
• Consistent follow-ups
• Comprehensive evaluations
• significantly improve patient outcomes with OAT.

What strategies can you implement to ensure your patients adhere to sleep hygiene recommendations? How can you motivate them to maintain these practices consistently?

Watch as Michael and Ronda explore effective communication techniques and workflows.

By the end of this session, you will:

• Understand the importance of sleep hygiene in OAT effectiveness
• Learn key strategies to promote sleep hygiene among patients
• Identify the application of Myofunctional Therapy in a sleep practice
• Explore the role of the dental team in a sleep practice
• Watch now and take a step to LEVEL UP your sleep practice!

Meet the Speakers!
Michael Cowen
Michael Cowen, CEO, and Founder of Awaken2Sleep started his journey in sleep medicine in 2003, performing in-lab sleep studies as a pediatric sleep technician at Loma Linda Children’s Hospital in Southern California. Five years later, this training and experience empowered him to save his infant daughter’s life from Obstructive Sleep Apnea (OSA), a leading cause of SIDS in infants. After recognizing his calling to passionately assist others in helping their patients, Michael became an expert in the Business of Sleep Medicine, working with physicians, building sleep centers, CPAP technology, and home sleep tests. In 2015, he founded Awaken2Sleep, which empowers growth-minded dental practices to level up with proven dental sleep medicine coaching, team training, and sleep testing.

Ronda Holman, DA
Ronda Holman is a 24-year, US Airforce trained, dental assistant who has spent her entire career looking at airway disorders and their negative effects on the mouth. She has dedicated the last four years to helping patients and strangers understand the negative effects of oral breathing on their oral health. Having been personally impacted by dental sleep medicine with her own diagnosis that went untreated for many years her passion drives her to educate and facilitate change in patients' lives. Ronda has attended many courses on the biomechanics of breathing and runs the airway protocol for her general dental practice helping patients rule out sleep apnea and find custom solutions to breathe better while they sleep.

Thank you to our sponsors:
Nierman Practice Management, Sleep Apnea Leads, Kettenbach Dental, and CAD-Ray

Webinar description:
A trained dental team should be screening 70% of their patients – or more – for obstructive sleep apnea (OSA).

For every 10 patients you see you should have 7 conversations about airway and sleep apnea. When practices use a combination of:

1. Medical history
2. Subjective feedback
3. Screening forms
4. Intra-oral signs
5. Internal marketing
6. Verbiage skills

Over 33% of patients will need a sleep test. 

• How do you screen your patients?
• What verbiage helps get people to test?
• When do you refer out for a PSG?

Navigating these questions and having clear workflows will help your team create tremendous awareness in your practice.

By the end of this session, you will:

• Define the scope of screening for dental professionals and SRBDs
• Discuss key verbiage for screening SRBDs and OSA
• Identify signs of OSA for dental patients
• Explore patient communication tactics for better outcomes

Meet the Speaker!
Chad Wooters, MBA, Director of Operations at Awaken2Sleep, has worked in dental sleep medicine since 2018. Architect of the Sleep Hero Network, he guides dental practices to success in this niche. Battling Obstructive Sleep Apnea (OSA) himself, Chad is driven to amplify its awareness and aims to equip professionals with tools for holistic success.

Thank you to our sponsors:
Nierman Practice Management, Sleep Apnea Leads, Kettenbach Dental, and CAD-Ray

In this question-and-answer session, follow Dr. Mayoor Patel as he fields questions and provides answers and advice into how practices should weather the potential failures of M.A.D. devices in sleep apnea treatment!

Webinar description:
Are you frustrated with mandibular advancement devices (M.A.D.) not working as expected?

Wondering how to help your patients when standard treatments fail?

Scared of “messing up” a patient’s bite with a sleep appliance?

Join Dr. Mayoor Patel, a renowned expert in dental sleep medicine, to uncover the secrets to overcoming M.A.D. failures and boost your success rates.

In this dynamic webinar, Dr. Patel will:

• Define what M.A.D. failure looks like and why it happens.
• Share simple, effective methods to fix M.A.D. problems.
• Teach you key phrases for clear patient communication.
• Guide you on when to refer patients to sleep specialists.
• Show how to work closely with sleep MDs for better patient outcomes.

Don’t let M.A.D. failures leave you and your patients in the dark. Learn how to tackle these challenges head-on and transform your practice.

By the end of this session, you will:

• Recognize the signs of M.A.D. failure early.
• Have practical tools to address these issues swiftly.
• Understand how to navigate complex cases with confidence.
• Be ready to improve your patients’ sleep and quality of life.

This is your chance to learn directly from Dr. Mayoor Patel and take your dental sleep practice to the next level. Don’t miss out—equip yourself with the knowledge and skills to handle any M.A.D. challenge that comes your way.

Meet the Speaker!
Dr. Mayoor Patel, Dentist & Owner at Craniofacial Pain and Dental Sleep Center of Georgia, has extensive certifications in dental sleep medicine and orofacial pain, embodies a rare blend of hands-on clinical excellence and academic prowess. Learning from him offers unparalleled insights into innovative treatments and comprehensive care strategies, directly from a leader who has shaped the field's standards and education. His mentorship provides a unique opportunity to grasp complex concepts through the lens of real-world applications, ensuring that students and colleagues are well-equipped to advance their own practices and patient care methodologies.

Webinar description:
Are you frustrated with mandibular advancement devices (M.A.D.) not working as expected?

Wondering how to help your patients when standard treatments fail?

Scared of “messing up” a patient’s bite with a sleep appliance?

Join Dr. Mayoor Patel, a renowned expert in dental sleep medicine, to uncover the secrets to overcoming M.A.D. failures and boost your success rates.

In this dynamic webinar, Dr. Patel will:

• Define what M.A.D. failure looks like and why it happens.
• Share simple, effective methods to fix M.A.D. problems.
• Teach you key phrases for clear patient communication.
• Guide you on when to refer patients to sleep specialists.
• Show how to work closely with sleep MDs for better patient outcomes.

Don’t let M.A.D. failures leave you and your patients in the dark. Learn how to tackle these challenges head-on and transform your practice.

By the end of this session, you will:

• Recognize the signs of M.A.D. failure early.
• Have practical tools to address these issues swiftly.
• Understand how to navigate complex cases with confidence.
• Be ready to improve your patients’ sleep and quality of life.

This is your chance to learn directly from Dr. Mayoor Patel and take your dental sleep practice to the next level. Don’t miss out—equip yourself with the knowledge and skills to handle any M.A.D. challenge that comes your way.

Meet the Speaker!
Dr. Mayoor Patel, Dentist & Owner at Craniofacial Pain and Dental Sleep Center of Georgia, has extensive certifications in dental sleep medicine and orofacial pain, embodies a rare blend of hands-on clinical excellence and academic prowess. Learning from him offers unparalleled insights into innovative treatments and comprehensive care strategies, directly from a leader who has shaped the field's standards and education. His mentorship provides a unique opportunity to grasp complex concepts through the lens of real-world applications, ensuring that students and colleagues are well-equipped to advance their own practices and patient care methodologies.