by Jeremy Nulik

Not too long ago, Jacquelyn Demko would have laughed you out of her office if you had told her she would be taking over her father’s business, Demko Orthodontics.  She and her father had butted heads when she was younger.  Plus, her father warned her against getting into the industry.

“Dad really discouraged me because there were negative changes going on in the industry,” says Demko.  “But the appeal of doing orthodontics was based on getting to be my own boss.  You can make more the harder you work.  I did not want a roof on my earning potential.”

So far, the sky has been the limit for Demko.  In her nine years as owner, she has grown the practice from five to 14 employees, added a third location in St. Charles (West County and Washington are the other two locations) and doubled the company’s revenue.  In fact, her St. Charles location saw a 20% increase in sales last year in spite of the economy. 

Demko views her solid determination to increase clients’ comfort and confidence as the major reason for her company’s continued growth.

“The complaint that most of my clients have about other orthodontists is they feel as though they are not listened to and they don’t have all their questions answered,” says Demko.  “The reason we have been resistant to the recession is that everyone on my staff makes certain that all my clients’ questions are answered before we start anything.”

Another reason for her growth has been Demko’s embrace of new technology - something most  orthodontists are slow to move on.

“I listen to what my clients want, and as new technology comes out, I evaluate if it is something that will help my clients to be more comfortable,” says Demko.  “I don’t just get the latest and greatest for no reason.  I am just open-minded when it comes to giving clients more of what they want.”   Demko also performs procedures that most orthodontists do not.  She not only straightens teeth but also corrects facial features that sometimes inhibit the perfect smile.

“A majority of other orthodontists do not strive to create a full smile for their clients,” says Demko.  “We can create a wide, broad arch; straighten jaw lines; and do a number of procedures to give someone a confident, full smile.  Less than 30% of orthodontists are willing to do that right now.  It has developed a market niche for us and is a huge reason for our success.”

Demko’s success has not been easy.  Pouring so much attention into clients and employees across three offices has been challenging.  Demko advises other young entrepreneurs to consider the commitment level and unglamorous side of business ownership before jumping in.

“Young people need to know that when you start a business, you never leave it,” she says.  “You have to be 100% on all the time.  My first nine months in practice, I felt like I did not see the light of day.  I was networking and pounding the pavement and following through with ideas to get my name out there.  You can’t just go, ‘I’m starting a business.’  You have to invest your spirit.  But the sense of accomplishment you get and the happy clients that return make it worth the investment.”