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Mission and Core Values
Our Mission
ROE always strives for an exceptional experience for both our clients and team members. This is rooted in a deep understanding of our core values.
These fundamentals describe the daily behaviors and practices that embody our core values. These values, and our extraordinary employees, are what makes our culture come to life. They are what set us apart. They are the ROE Difference.
We hope these values give you a glimpse into who we are and what we stand for.
Our Core Values
Customer-focused
- Do what’s best for the customer: They’re the only reason we’re here. There’s no greater way to build a relationship than to steadfastly do what’s right for others.
- Deliver memorable service: It’s all about the experience. Generate the “WOW” factor that creates a great impression and raving fans.
T
eam-Oriented
- Think team first: Be approachable, support each other, and be willing to step into another role when required.
- Keep things fun: It’s easier to focus our passion towards great products and exceptional service when you enjoy the people you work with. Laugh every day.
Clear Communication
- Get the facts: There’s always more to the story than you think. Listen generously, assume positive intent, and always start with blameless problem solving.
- Cascade the message: Learn to ask yourself, “who else needs to know this, and how can we create clarity and avoid misunderstandings?”
Professionalism
- Lead by example: Be the change you want to see. Always show meaningful appreciation and recognize people for doing things right.
- Find a way: Take personal responsibility for making things happen. Respond to every situation by looking for how we can do it, being resourceful, and showing initiative.
Accountable for Actions
- Deliver results: Set high goals, use our metrics to track progress, and hold yourself accountable for achieving those results.
- Improve our processes: Embrace change. Regularly evaluate the way we work and find ways to do things better, faster, and more efficiently. Share best practices with colleagues.
Dedicated to Excellence
- Pay attention to the details: Missing just one detail can have an enormous impact on a case. Create each case just like it was an appliance for you or your family member.
- Make quality personal: Demonstrate a passion for excellence and take pride in the quality of everything you touch. Always ask yourself: “is this my best work?”

Frequently Asked Questions
Frequently Asked Questions
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If you're a new doctor, please contact our customer service team before creating a portal account. Our team will set up your initial account and send you a link to complete the portal setup. This ensures proper configuration and prevents duplicate accounts.
The onboarding process typically includes:
- Initial verification of your practice information
- An onboarding email containing ACH enrollment forms, lab preference forms, and communication forms
- Account creation by customer service
- A second email with a link to set up your portal username and password
- Portal access for submitting cases, uploading files, checking case status, and tracking deliveries
No, please don't create a new account. Contact customer service, and we can easily help you recover your username or reset your password. Creating multiple accounts can cause complications with case tracking and billing.
Address changes cannot be made through the portal and must go through customer service. This is because address changes may affect shipping routes, require coordination with accounting, and need updates across multiple systems simultaneously.
All Rx must include:
- Complete doctor information (not just last name)
- Patient's full name
- Doctor's complete address
- Contact phone numbers
Incomplete Rx will delay processing.
You can submit cases through:
- Submit a case via the ROE website
- Email submissions to info@roedentallab.com
- Physical mail delivery (use our free UPS label generator)
- Fax submissions
All methods are acceptable, however the easiest way is to submit a case online.
On-hold cases can be viewed in two ways:
- Through daily overview emails (if you've subscribed to this notification)
- Directly through the portal
During onboarding, you'll fill out communication preference forms specifying which email addresses should receive different types of notifications. For example:
- Accounting staff can receive only invoices
- Clinical staff can receive case updates
- Multiple people can receive the same notifications
Delivery dates in your account portal are rough estimates, however we recommend using our interactive Case Delivery Calculator for the most accurate timeframes.
For in-depth case or technical discussions, your dedicated CSS/TSS (Customer/Technical Support Specialists) will be able to provide you with the highest level of expertise. Please contact customer service for account management, basic pricing, order processing, and shipment coordination.
Currently, you need to call customer service to learn your assigned technical representative. We're working to add this information to the portal for easier access.
Complete your preference forms thoroughly during onboarding. These forms are handled by the CSS team and help set your default preferences, reducing the need for frequent communications about individual cases.
You can schedule pickups through:
- The portal
- Calling customer service
- Emailing customer service
- Using the website chat feature
Many doctors find it easiest to have customer service handle pickup scheduling on their behalf.
How can we help you today?
Can't find what you're looking for? No problem. Let us help.
ROE’s experts are dedicated to elevating your dental practice.
- Full-service national dental laboratory
- Comprehensive Certified Dental Laboratory (CDL) services
- Case planning support from 20+ Certified Dental Technicians
- Specialists in both fixed, removable, implant and full-arch dentistry
- Tailored support for all cases, from routine to complex
- National Association of Dental Laboratories (NADL) member
- Only FDA-approved materials used
- All products made in the USA
- Thousands of free online education materials