By Dr. Glenn Vo, Editor-in-Chief of Dental Lifestyles Magazine
Every once in a while, our dental community is blessed with someone truly special—a person who doesn’t just fix teeth, but changes lives and inspires everyone around them. Dr. Robert “Bob” Pick was such a force.
As we dedicate this 10th edition of Dental Lifestyles Magazine to celebrating his remarkable life, I find myself reflecting on a friendship I’ll forever cherish: his Purple Cow uniqueness, his “kick some butt” energy, and the way he made everyone around him—including me—believe that dentistry could be both exceptional and joyful.
Bob was more than just a colleague; he was a dental rockstar who embodied what he called “super coolio awesome” energy in everything he did. Whether he was pioneering laser techniques, revolutionizing practice management, fighting back from a devastating cancer diagnosis, or mentoring thousands of dental professionals worldwide, Bob approached life with an infectious enthusiasm that made his journey one that deserves not just recognition, but reverence.
I had the privilege of interviewing Bob for my “People of Dentistry” series not long before his unexpected passing. Little did I know that those moments we shared would become some of the most treasured final insights into the mind and heart of dentistry’s beloved Purple Cow. Today, I share with you not just the story of an extraordinary dental professional, but the legacy of a man who taught us that in the middle of every difficulty lies opportunity.
“In the middle of every difficulty lies opportunity.”
Bob’s life changed forever on August 28, 1998, at 5:05 AM. “I fell to the floor,” he told me, describing the moment when pain suddenly dropped him to the ground in his home. In classic Bob style, his first thought wasn’t fear—it was frustration: “’I don’t have time for this today,’ I thought. ‘I had a big case in the office!’”
What followed would alter the course of his life forever. After undergoing surgery for what was presumed to be appendicitis, Bob found himself facing the surgeon, the Pathology Chairman, and the Oral Pathology Chairman, walking solemnly down the hospital hallway toward his room. The diagnosis was devastating: a very aggressive adenocarcinoma of his appendix—so rare that his medical team had never encountered it before.
“You have less than six months to live,” they told him. “My heart is broken. I don’t know what to do.”
For most, such a prognosis would be paralyzing. For Bob, it became catalytic. Through his connections at Northwestern University Hospital—where he proudly served on staff—he was referred to oncologist Dr. Al Benson. Before the internet era made medical research accessible with a few clicks, Dr. Benson and two colleagues spent a full week in the library studying Bob’s condition.
The resulting treatment plan was experimental and grueling: 14 months of chemotherapy never before attempted on a human, three months of radiation with different treatments each month, and a chemo catheter that delivered medication continuously for 90 days. The physical toll was severe—Bob lost 35 pounds and all body hair except, inexplicably, that on his head, which simply turned gray overnight.
But what makes Bob’s story truly extraordinary is what he did during those 14 months. He never missed a day of work except for hospital stays. He maintained his practice. He began reimagining his professional life. As he told me during our interview, “I signed off on 41 potential side effects. I said to myself, I’m not ready to go. It’s not my time.”
Bob embraced Einstein’s philosophy that “in the middle of every difficulty lies opportunity.” During his treatment, he realized that his practice partnership wasn’t aligned with his vision. As soon as he completed chemotherapy, he bought out his partner and implemented transformative practice management systems that would eventually become the foundation for his renowned Pick Business Retreat (PBR).
“I started focusing like there’s no tomorrow,” Bob explained. “And within 18 months, I developed systems that people had never seen before.”
We could all benefit from adopting Bob’s “Purple Cow” philosophy.
Long before “standing out” became a marketing buzzword, Bob embodied the concept of being a “Purple Cow”—something so remarkable it demands attention. This philosophy permeated everything he did, from his practice management approaches to his personal interactions.
Bob’s Purple Cow philosophy was rooted in a simple yet profound understanding: in a field where technical skills are abundant, distinctiveness comes from creating exceptional experiences. For dental practices, this meant developing systems that prioritized the “best patient experience ever.” For Bob personally, it meant showing up with unmatched enthusiasm and positivity daily.
Each week on social media, Bob would share “Thumbs Up Tuesday” posts—pictures of himself with colleagues, friends, and mentees, all giving the signature thumbs-up gesture. These simple posts embodied his approach to life: no matter what challenges you face, maintain optimism and share your positive energy with others.
Even after suffering two of the 41 potential side effects from his cancer treatment—losing his mobility and requiring a cane seven years ago, then going completely deaf overnight and requiring a cochlear implant—Bob refused to let these limitations define him. Though his hearing loss meant he heard his own voice “as if it were Mickey Mouse speaking,” and though he initially battled depression after losing the ability to hear himself play guitar, he found ways to adapt and continue sharing his gifts with the world.
“The moral of the story,” as Bob would say, “is don’t let anything get you down, ever, because you can find a way out of it.”
“Pick Business Retreats”
Bob’s journey into practice management was unexpected, even to him. “I never thought I’d be in practice management,” he once told me, “but my awesome friends Linda Miles and Roger Levin called it 20 years ago. I told them they were cuckoo, but they were spot on.”
His unique approach to practice management was informed by an unlikely source: Fortune 500 companies. During his work pioneering laser techniques, Bob had opportunities to meet with executives from major corporations interested in dental applications. “I’ll never forget meeting Jack Welch at GE,” he recalled. “I started taking these agendas… Remember, people, there’s a reason Fortune 500 companies are Fortune 500. Imitate those that are successful and put your own spin on it.”
This insight led to the development of the Pick Business Retreat (PBR), a comprehensive approach to dental practice management that emphasized vertical growth through strategic planning. “We went vertical, and we go vertical every year from it,” Bob explained. “Most dental practices don’t think about it. You’ve got to have a mission, you’ve got to have a vision, you’ve got to have a culture, you’ve got to do a business watch, you’ve got to hire the right team members.”
The effectiveness of his methods was evident in the devotion of his own team, many of whom stayed with him for decades. As Dr. Alan Stern noted in his tribute, “He was beloved by his team… He showered them with gifts, praise, and knowledge. He took his team on a shopping spree every year to thank them.”
Though, as many of us know, Bob’s generosity extended far beyond his immediate circle. After the COVID-19 pandemic, he began a daily broadcast called “Bob Pick Monday Morning Kick Some Butt!” which he recorded from his car on the way to work. These free sessions were designed to give dental professionals “more energy than the Energizer Bunny.” He also hosted weekly Sunday night livestreams offering valuable practice management insights—again, completely free of charge.
Bob’s willingness to share knowledge freely set him apart in an industry where consultants often closely guard their expertise. His Purple Cow Wow Facebook page became a hub for dental professionals seeking wisdom, inspiration, and community.
Bob didn’t just teach knowledge—he transferred passion.
What made Bob truly special wasn’t just what he taught but how he taught it. When Bob spoke about building exceptional dental practices, his enthusiasm was contagious. Even as he battled physical limitations, his energy never dimmed.
Dr. Parul Dua Makkar captured this impact perfectly in a Facebook post: “Some people leave an impact so deep that their guidance stays with us long after they’re gone. Losing a mentor feels like losing a guiding light. Their advice, their encouragement, the way they saw potential in us—it all leaves a mark that time can’t erase.”
For thousands of dental professionals worldwide, Bob was that guiding light. He saw potential where others saw challenges. He encouraged excellence wrapped in ethics. Most importantly, he modeled what it meant to overcome adversity while maintaining positivity.
He taught important life lessons as well. During our interview, Bob shared a financial insight he wished he’d learned earlier: “Start investing now, young dentists, and you can do it at any age. I started very late at age 43, and when I look at compound interest calculators and see what I’ve lost, I’m frustrated… I can never make up for lost time.”
This willingness to share even his mistakes and regrets made Bob’s mentorship authentic and incredibly valuable. He wasn’t interested in presenting a perfect image; he wanted to help others avoid the pitfalls he had experienced.
Bob’s legacy lives on in all of us.
On February 29, 2024, our community lost Dr. Robert Pick to a sudden cardiac event. The outpouring of grief and gratitude that followed was overwhelming, with thousands of tributes from around the world flooding social media. As Dr. Alan Stern observed, “The response to Bob’s passing has been overwhelming, from Chicago to Australia!”
In the wake of this tremendous loss, Dr. Stern and other leaders in the dental community have established a memorial fund through Northwestern Memorial Hospital’s Cancer Center—the institution that saved Bob’s life and to which he devoted his time as an attending physician. The goal is to raise $1,000,000 for life-saving cancer research programs, helping make Bob’s dream of curing cancer a reality.
This initiative perfectly captures Bob’s approach to life: transforming difficulty into opportunity, creating lasting positive impact, and bringing people together for a greater purpose. Just as he turned his own cancer diagnosis into a catalyst for helping others, this memorial fund will turn our collective grief into hope for future patients.
But perhaps the most significant aspect of Bob’s legacy isn’t institutional—it’s personal. It lives in the countless dental professionals who incorporate his teachings into their practices daily. It thrives in those who remember to maintain positivity despite challenges. It flourishes in the teams who experience the benefits of his practice management wisdom.
As Dr. Stern beautifully expressed, “There will never be another Bob Pick, but we can use the lessons of his amazing life to make ourselves better, to preserve his legacy, and to be Super Coolio Awesome in our own way.”
Let’s carry the Purple Cow torch.
As founder of the Nifty Thrifty Dentists community, I’ve had the privilege of connecting with many extraordinary individuals in our profession. None embodied the spirit of genuine service and enthusiasm quite like Bob Pick. His participation in our community was characterized by the same generosity and wisdom he showed in every aspect of his life.
The lessons Bob leaves us are timeless:
- Find opportunity in every difficulty
- Create exceptional experiences for patients and team members
- Stand out as a Purple Cow—be remarkable in everything you do
- Share knowledge generously
- Maintain positivity despite challenges
- Invest early and wisely
- Express gratitude and appreciation frequently
Perhaps most importantly, Bob taught us to cherish each interaction. As Dr. Stern reflected after his passing, “ALWAYS take the time to express love, gratitude, respect, or any other word of positivity. Do it as close to 100% of the time as possible. Bring joy to those you encounter.”
In losing Bob, our profession has lost a titan. Yet in the immense impact he made on countless lives, his legacy endures. The next time you face a seemingly insurmountable challenge, remember Bob’s example. The next time you have an opportunity to mentor someone, share knowledge with the same generosity Bob showed. The next time you’re tempted to blend in, dare instead to be a Purple Cow.
In Bob’s own words: “Don’t let anything get you down, ever, because you can make something out of it.”
That’s a legacy worth carrying forward. That’s a life worth celebrating. That’s our friend, Dr. Robert “Bob” Pick—forever “super coolio awesome.”
This 10th edition of Dental Lifestyles Magazine is dedicated to the memory of Dr. Robert M. Pick, whose contributions to dentistry and impact on our community will continue to inspire generations of dental professionals.
Click the link to donate “Super Coolio Awesome” help in honoring the memory and legacy of Dr. Bob Pick:
