Primary Innovation Lab · Brentwood, Los Angeles
An integrative dental practice for the modern era, bringing preventive care and longevity into everyday dentistry and connecting it to primary care.
To a patient, a first visit is one simple line. This is everything underneath it.
Counted from Primary’s own journey record, October 2026, with names left off. About four hours a year in the chair is an estimate: the first visit and three cleanings.
To a patient, a first dental visit is one simple line. 15 steps, from the first click to the record. This is what it takes below the line.
The first layer is people. Six of them act on one visit 30 times. In six of those steps, no one is facing the patient at all.
The second layer is where it happens. Online, on the phone, by text, and in the chair. More than half of it happens before the patient walks in.
The third layer is software. 16 systems, doing work in 12 of the 15 steps.
The fourth layer is the connections between them. 25 of them, each a place where the patient’s record moves on, or gets stuck.
And below it all, nearly 100 innovations touch how a practice runs. Each is built on its own. The patient lives with all of them at once.
And that is one visit. Recare, aligners, crowns, implants: 9 journeys in all, each with its own stack.
All of that, for about four hours a year in the chair. Built one piece at a time, it can leave a patient feeling like a cog in a machine. The Primary Innovation Lab is building the future of dentistry the other way around, starting with the person in the chair. A visit people look forward to, and a foundation for their health, wellbeing and beauty.
Why the Primary Innovation Lab exists
01 · What we believe
The mouth is the most visible window into a person’s whole health, and the dental office is one of the few places in healthcare people come back to on a schedule, often when nothing hurts.
We believe that makes it one of the best front doors American healthcare has: a place to widen access to care, raise its quality and bring its cost down.
02 · What people want
Nobody separates their health from how they look or how they feel day to day. A dental practice already touches all three. Built on purpose, it becomes the place where healthcare, beauty and wellbeing meet.
03 · Who gets to build it
More than eight in ten US dentists practice outside a dental service organization.1 Independent practices already hold the hardest part: the chairs, the patients and the trust. What many lack is the system around them, the technology, the patient experience and the training, and too often the only way to get it has felt like selling the practice.
We are building a model an independent practice can run as its own.
04 · The Primary Innovation Lab
Primary is an integrative dental practice in Brentwood, Los Angeles, bringing preventive care and longevity into everyday dentistry and connecting it to primary care. The Primary Innovation Lab is where we build the model, on real days, with the companies whose products run it, then share it with the practices that want to run it themselves.
What we are building toward is simple to say and hard to build: a patient who feels cared for, not processed, and a dental visit people look forward to, as the foundation for their health, wellbeing and beauty.
We build it here first, so no practice has to build it alone.
1 American Dental Association Health Policy Institute: 16.1 percent of US dentists were affiliated with a dental service organization in 2024.