Group Function: Reflecting on Efficiency with Kate and Brian from Zirc

The most overlooked factor in dental practice efficiency isn't technology—it's the invisible cost of poor workflow design. At the Chicago Midwinter Meeting, Kate Reiner and Brian Choberg from Zerk reveal how even small barriers—like a mirror that requires flipping, a microscope that takes three minutes to deploy, or a rubber dam that blocks x-rays—create systemic drag that erodes productivity, team morale, and patient care. They argue that the real 'game-changer' isn't buying new tools, but designing the entire clinical environment with intentionality from day one. Kate shares how her career was shaped by solving these micro-frustrations: from a dental assistant who couldn't tighten a CEREC screw to a practice where expensive equipment sat unused in the hallway because it was inconvenient to access. The lesson? If a tool isn't deployable in under 30 seconds, it won't be used. Zerk’s products—from the double-sided soft-grip mirror to the one-piece Mr. Thirsty suction device—are engineered not for novelty, but for frictionless integration. The most powerful insight? High performance isn't about talent—it's about systems. A practice with a clear playbook, standardized processes, and leadership accountability outperforms even larger teams with chaos. The takeaway? Don't build a practice around habits. Build it around efficiency.