Dr. Bruce Hamilton wants to change the way people view dental care by focusing on preventative measures and looking at how dental care relates to one’s systemic health. (Photo by Sue Vliet) “Journeys” is a new feature that looks at the career paths taken by our community entrepreneurs. Know of someone we should feature? Please send your suggestions to [email protected]. At 7-years-old, Dr. Bruce Hamilton found his calling, and it started with a terrible toothache. The pain young Hamilton experienced was unbelievable, and his father took him to the dentist to get the tooth treated. Beyond getting the much-needed relief, the appointment opened his eyes to the world of dentistry. “It was just amazing,” he said. “The initiation of the anesthetic that made the pain go away and then also the removal of the tooth. It was just so fascinating where they kind of linked the science – which I was always a science type of child – with the compassion the dentist had to help someone.” Do you have feedback on Milwaukee NNS's reporting? Take our survey to let us know how we're doing! These days, Hamilton is not only a dentist but a business owner. After graduating from the University of Minnesota School of Dentistry in 1997, he opened his own dental practice, The Centre for Exceptional Dentistry, 1825 N. Martin Luther King Drive, in 2004. The journey to his dream job included eight years of school, a long commute, additional school, and more. But Hamilton’s desire to provide dental care to those in need has kept him motivated. Before even applying to dental school, Hamilton knew he wanted to return to Milwaukee. “There was a need for dental care for the underserved and underrepresented within the city,” he said. “And with my travels throughout the city, there wasn’t really any dentists that looked like me. I made a point to say I wanted to be a part of my community … to serve them with the gifts that I had.” When filling out applications for dental school, he included that in his statement. “I always tell people that Bruce is one of the most genuinely caring passionate people that I’ve ever met,” Brigid Jacobs, Hamilton’s wife, said. “He meets people where they’re at, and he engages them in a way that I’m not sure many of us do. He wants everybody to be their best, and he often times brings that out in other people.” Jacobs is also the office manager for The Centre of Exceptional Dentistry. They met at Rufus King High School and married in 1998. Although Hamilton returned to Milwaukee after graduation, he didn’t immediately work in the city. Before he graduated, he was recruited by Midwest Dental, which at the time was a dental service organization. The group had locations throughout the state and for a year-and-a-half, Hamilton worked in the Sheboygan offices and lived in Milwaukee. Despite the long commute, Hamilton considered the opportunity a blessing. It gave him the chance to practice and expand his skills, he said. After leaving Midwest Dental, Hamilton worked for Smileage Dental before taking a dental position at Quad Graphics. While his time at Smileage Dental was brief, Hamilton learned that he preferred taking a comprehensive and preventive approach to dental care. To him, it’s important to educate patients and help them understand how dental care impacts their systemic health. “I think we can change the mindset of how patients truly think about dental,” he said, adding that dental care should be preventative-based, not problem-based. His time at Quad Graphics taught him about the businesses of dentistry and the value of relationships. Although he found the work fulfilling, Hamilton knew he wanted to do more to serve the community. In 2003, he went to Las Vegas and received additional training. On the plane ride back, he decided this was something he could do, and in June 2004, the Centre for Exceptional Dentistry officially opened. When choosing a location for his dental practice, The Centre for Exceptional Dentistry, Dr. Bruce Hamilton purposefully chose Dr. Martin Luther King Drive for its proximity to the central city and downtown. (Photo by Sue Vliet) When it came to choosing a location, Hamilton purposely chose Dr. Martin Luther King Drive. He noticed that quality dental care often existed beyond the city, and he wanted to offer that same level of care within the community. It is important that people in the community see people who look like them and can relate to not only their dental needs, but their social and physical needs too, Jacobs said. Responding to the community’s needs means listening to the community, she said, and Hamilton has always put customer-care first. Hamilton got to work creating a business plan and applying for business loans.