Out with the old….

I can’t believe 2016 is coming to an end. This year has flown by personally and professionally. The last time I looked up, it seems we were opening up the Plainview location and seeing our first patients in the new office. That was almost 7 months ago!

As I look back on this year, I am thankful for my beautiful family, my fantastic staff, and of course our family of patients. I literally would be lost without any of you, and I am thankful for each and everyone that I get to interact with on a daily basis.

We have had our trials and tribulations with the transition into an additional location, but I think we are starting to move at full speed and I am excited to see what the future holds for all of us.

From the bottom of my heart, thank you for a wonderful 2016. I am blessed beyond measure. Have a wonderful beginning to 2017 and we hope to see you soon!

Brian Herring

Thank You for the feedback!

I just wanted to say thank you for the kind reviews. We work hard to make your dental experience comfortable. If you have friends or family that need a dentist, we would love the opportunity to have you join our practice. We provide general, family, and reconstructive dental services. We work for the patient. If you are looking for options regarding your oral health that are tailored to YOUR specific needs and desires, please give us a call at 806-792-6323 in Lubbock, or 806-221-2240 in Plainview.

We look forward to seeing you soon!
Brian Herring

West Texas Dental Associates – Plainview, Texas



Well we have finally finished up our newest office.  We had a few hiccups here and there, but we opened the doors in Plainview.

I decided on Plainview for several reasons, but most importantly were the ties we had to the community.  Dr. Phillips was orginally from Plainview and we see several patients from there in Lubbock.  Secondly, my wife, Lindley was born and raised in Plainview, so we naturally have several friends and family members in the community.

I think everyone will really enjoy the office, we are completely digital and paper”less”.  The citizens of Plainview can experience the newest dental technologies available today.  Right now, we are able to perform almost every procedure in Plainview that we can do in Lubbock.  As we progress and grow, we will have all services available in Plainview.  We are still functional in Lubbock and will continue to operate in our main office with little or no disruption to our patients. If all goes well, we will be looking for additional dentists in the future.

We have a wonderful team assembled to take care you!  If you have a chance, go by the office and say hello to Senee`.   She is our do everything up there, but most importantly she is the dental hygienist extraordinaire!  The best part  is she was born and raised in Lockney, Texas and is a fellow Red Raider.   You will love her.   We are keeping it local because we believe in West Texas!

We are greatful and proud of the opportunity to serve the community and citizens of Plainview and I hope that we can see you!  Give us a call at 806-221-2240 for your appointment.

We really appreciate every single one of our patients and friends of the practices in Lubbock and Plainview.  You are a blessing to us.

Brian Herring

Thank You!

As we reach the end of 2015, I want to thank everyone for another successful year.    There are many moving parts to a dental office, and myself, Willie, Roxann, and Georgia are very thankful for each and everyone of you.  We could not take care of our patients if it weren’t for our vendors, our local dental specialists, the laboratories that work so hard and go unrecognized, and so on.  From the bottom of my heart, I want to thank each and everyone for the service and professionalism you provide.

Mostly, I want to thank our patients.   Each dental office probably says this, but I truly believe that we have the best patients in all of Lubbock and the surrounding areas.  It is truly a pleasure to serve you.  We appreciate you more than you know, and I hope we have given you more than you expected.  You are family to each of us!  Thank you from the bottom of our hearts.

During the Christmas season, I wish each and everyone of you peace, joy, and happiness.  I hope that God will bless everyone that is involved in my life.

We have some exciting news for 2016, I can’t wait to share the news.

Merry Christmas and Happy New Year!

Brian Herring, DDS


Halloween is upon us and the children are getting excited for ghouls, goblins, and treats.  If your kids are like mine, they tend to over indulge in all those sweet treats after they return home from a successful trick or treat excursion.  Parents, we all know that sugar and candy are bad for our kids, but it sure is hard to say “No”.  Here are few tips that will allow your children to enjoy Halloween, and protect their teeth from damage.

1.  Inspect the candy thoroughly to make sure there are no opened packages, defective candies, or suspicious treats.  Dispose of these immediately.

2.  Have your child pick out their favorite types of treats.  Dispose of the treats that your child doesn’t like.  If they like them all, have them choose their favorites that they are going to eat.  You can offer prizes, money, or other incentives for the treats our children chose to give up.

3.   Set aside 1-2 candy eating sessions in the next couple of days.  Limit their exposure to sugars and acids to single settings.  Snacking on less candy for longer periods of time actually does more damage to the teeth, than eating lots of candy in short amount of time.  When choosing this option, be reasonable in the amount you allow your children to consume.

4.  Skip sugary and acidic drinks (juices, sodas, gatorade, etc) during halloween.  Water or milk will help neutralize the acids and return the mouth to a more regular pH.

5.  Don’t forget to brush and floss before bedtime.  Adding a fluoride rinse such as ACT will hep re-mineralize teeth and help prevent cavities


The link below has some wonderful safety tips from the Centers for Disease Control .

Halloween Safety Tips from the CDC


Have a wonderful and safe Halloween!


Brian Herring, DDS

October is Dental Hygiene Month

The American Dental Hygiene Association has designated October as National Dental Hygiene Month.  They are promoting the Daily 4 for better oral health.  Their program involves brushing 2x daily, flossing daily, using an anti-microbial mouth rinse and chewing sugar free gum.  These recommendations are fantastic!  I applaud the Association for educating and increasing awareness for oral health, however, I want to encourage all of you to take this a few steps further.

Along with your daily routine, I would advise that you see your dentist or find a dentist to evaluate your teeth and supporting oral tissues.   If its been awhile, please don’t continue to put this off any longer.  Most dental problems can be treated economically, comfortably, and with minimal invasion if caught early through regular visits.

I also encourage everyone to check out Dr. Ellie Phillips’ website www.drellie.com.  I was introduced to Dr. Ellie’s program through Dr. Ron Phillips, the previous owner of our practice.  I have also had the pleasure of meeting her during her visit to Lubbock a few years ago.  Her passion for for oral health is contagious.  This oral home care program that she developed is the single best thing we have implemented for the patients in our practice.  Every patient that implements this program shows dramatic improvement in gum health, fewer cavities, fewer failing restorations, less plaque and tartar, and an overall better feeling about their oral health.  The goal of our practice is to provide you with the tools to achieve the absolute best oral health.  Yes, we need to intervene at times, but offering a preventive and maintenance program that will help you prevent future problems is the foundation of our practice.  When I first tell patient’s about the benefits of the program and it comes out of a book titled “Kiss Your Dentist Goodbye”, they seem shocked that I would suggest this to them.  Doctor means “to teach” in Latin.  If we can educate our patients on ways to stay out of our chairs, then essentially, I have done the ultimate job of being a dentist.  Does your dentist do this?  If not, find one that will provide you the tools to help yourself and your mouth.  Don’t wait another minute, incorporate this into your daily routine now!

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Brian Herring, DDS

Winter Wonderland

Old Man Winter keeps hanging around Lubbock and all of West Texas.  As much as I am ready for this to pass and spring to arrive, pictures like this remind me of the beauty of the South Plains.  Each of us has chosen to live here for many different reasons, but I think we can all agree, that the beauty unbeknownst to those on the outside, is our little secret.




Hello West Texas!

Wow!  What a crazy year and a half since moving back to Lubbock.  It’s time to focus on the reason I decided to move back to the South Plains, and that is to give back, support, and care for the wonderful people in Lubbock, the greater South Plains area and the Texas Panhandle.  Being able to provide dental services, educating people on better oral health, and just meeting new friends and patients has been more of a blessing than I could have ever imagined.  We have been expanding our services to include dental implants, laser dentistry, advanced aesthetic dentistry options, teeth whitening, and oral rehabilitation.  We also provide cleanings, oral health education, crowns, fillings, root canals, dentures, oral surgery services, and TMJ treatment.

As you read this, many of you might be thinking, those are pretty much the same services that almost every other dentist in the world offers.  Well, you are correct, but I would like to tell you a couple of reasons why I think our office is different than most other offices.

1.  Patients can enter our office in multiple  ways.  Some patients only want emergency treatment, some want comprehensive, multi-disciplinary treatment.  Most of our patients want a dental home that is conservative and has your health and best interests in mind. We welcome everyone and respect how you want your healthcare delivered to you.  With that being said we treat everyone as an individual.  We tailor our x-rays, exam, and treatment based on your desires, needs, and comfort level.

2.  I like to consider my office a diagnosis based practice.  The only treatment recommendations we provide are based on solid diagnostic criteria.  You will also be provided with options regarding our treatment recommendations.   We do not have procedure goals, new patient goals, or production based goals for the office or the staff.  We provide services for conditions and diseases we diagnose, we do not create needs based on our office financial goals.  Dr. Phillips started this practice around 1974.  We are in this for the long haul.   We want life long patients.

3.  I will personally perform your cleanings.  Most dentists (myself included in my previous practice) delegate this procedure to dental hygienists.  Hygienists are a very valuable member of a dental team, but I firmly believe that the extra-time I personally spend with you will allow me to understand you and your mouth on a much different level.  It will allow me to diagnose, treat, and maintain much better.  Many consultants, peers, and business analysts do not believe in this due to amount of production that is taken away during this time.  I believe this time is invaluable as it allows for things previously mentioned as well as a stronger doctor/patient relationship.  Because I clean teeth and perform every examination, we only schedule one patient at a time.  I will not be jumping from room to room.  Your appointment time is reserved strictly for you.

4.  I am an independent practice owner.  Many dental practices are switching from private, independent practice to a group model with management groups. There are many pros and cons to the group model, but in my opinion, a private practice model still delivers the most consistent, cost effective, personalized dentistry to its patients.  The two things I feel most important in being independent are not having a management group (of non-dentists) instructing me on how to practice dentistry, and having that same management group looking at my treatment recommendations and wondering how I could have made the corporation more profit.  You are an individual at our practice, not a number.

5.  I believe in Lubbock and West Texas.   I grew up in this area.  My parents, grandparents and great-grandparents are from this area.  I am invested in the people of Lubbock and the surrounding areas.  I know what it means to be a West Texan.  I have lived and practiced in the DFW Metroplex, I never had complete fulfillment until my family and I chose to move back home and give back to the area that gave so much to us.

Thank you to all of our current patients.  We truly enjoy serving you.   To those out there trying to find a dental office to fit you and your family, we welcome you with open arms.  Stop by to say hello.  We would love the opportunity to introduce ourselves and see if we can help you in any way.

Brian Herring, DDS