From Hard Copies to Digital Confidence: Midwest Dental Arts Streamlines with Magic Touch

"Between 60 and 65% of our customers registered are using the customer portal. Customers have 24 hours access to all of their records, whether it be invoices, cases, shipments, communication, or payments... It’s a great software program.”  

— Kerri Walker, Systems Manager, Midwest Dental Arts

Midwest Dental Arts (MDA) has grown from a one-man lab in Cedar Rapids, Iowa, into a multi-location operation with teams of skilled technicians and support staff across the country. By 2015, when Systems Manager Kerri Walker joined the team, the business was thriving.

But substantial growth came with new pressures. From case tracking and billing to cross-location communication, everyday operations demanded more time and energy than the team could spare.

Recognizing the need for change, Kerri and her colleagues began looking for a solution that could bring everything together. Their search ultimately led them to Magic Touch Software.

The Challenges of Managing a Growing Dental Lab

As the lab expanded, Kerri began to see cracks in the systems that once held things together. Running Midwest Dental Arts without a unified platform created daily obstacles:

• The team relied on multiple disconnected programs for case tracking, billing, credit card processing, inventory, and shipping.
• Case management still depended on hard copies. Each update meant reprinting tickets, replacing paperwork, and tracking down cases by hand.
• Communication often broke down, with technicians relying on manual updates that slowed production and disrupted workflows.

It became clear that the old way of working could no longer support the lab’s growth. Without one connected system, progress would always be out of reach.

The Decision to Adopt Magic Touch

Kerri and her colleagues knew that choosing new software would shape the lab’s future. They had looked at other systems, but most offered only generic demonstrations that felt disconnected from their day-to-day realities. What set Magic Touch apart was its willingness to step inside their lab and put the software to the test against real workflows.

“What drove the decision to go with Magic Touch was the on-site visit. A team member was able to come out, meet with the owner, the management team. He analyzed our workflow, provided real-time demonstrations on how he felt the system could help us, and offered a lot of possible solutions for some of the challenges that we were facing.”

Implementation and Onboarding

Rolling out a new system can overwhelm even the best-run labs, but Kerri and her colleagues found the process to be structured and supported from the start. A dedicated specialist worked with them through every step, keeping the timeline clear and the launch on track. Training modules backed up the process and remain part of how new hires learn the system today.

The transition away from long-standing habits wasn’t seamless, and there were challenging moments along the way—but with guidance and training, the staff adjusted and grew confident.

“Change is never easy... but with patience and training our staff became very comfortable with the system.”

Impact on Lab Workflow and Customer Collaboration

The struggles MDA once faced gave way to new ways of working with Magic Touch in place:

• Clear visibility. Instead of chasing down cases or reprinting work tickets, the team now relies on case location and shipping reports that track production in real time and flag what needs attention. ‍
• Customer connection.  Tasks that once relied on phone calls, emails, or sticky notes are now managed seamlessly through the customer portal. Within months of launch, 60–65% of clients were using it to view invoices, track shipments, make payments, and approve designs. ‍
• Operational gains. On-time delivery improved, and shipping costs dropped as the lab bundled cases and cut back on overnight orders. Remote access gave sales reps and chairside technicians the ability to check information directly, reducing interruptions for the admin team.

Together, these changes gave the lab greater control over its operations and a stronger connection with the customers it serves.

Business Impact and ROI

From efficiency gains to stronger client relationships, MDA saw tangible results after adopting Magic Touch:

• Improved on-time delivery across cases
• Reduced shipping costs by bundling and cutting back on overnight orders
• Lower call, text, and email volume thanks to the customer portal
• 60–65% of customers registered and actively using the portal within months of launch
• Greater visibility and accountability as all communication is now captured and documented in the system

Together, these changes have strengthened client relationships and given staff confidence in their daily workflows. Customers now describe the portal as “phenomenal” and “a great way to submit cases and relay case-relevant information.” For MDA, it’s become like an extra employee: always available, never out sick, and ready to help.

Looking Ahead

Kerri’s advice to other labs is simple: just do it.

She encourages teams not to delay digital adoption and emphasizes a few practices that made the difference for Midwest Dental Arts:

• Launch the customer portal as early as possible
• Take time for proper training and implementation
• Hire a dedicated systems manager to oversee setup and workflows
• Provide every technician with a device to access the latest information

She also sees where the industry is headed. With 65–70% of its cases already digital, MDA is preparing to adopt the Magic Touch Digital Gateway to streamline submissions and move cases into production faster. Kerri believes this shift reflects the broader future of dental labs, where integrated digital tools will be essential to stay competitive

Your Partner in Modernizing Dental Lab Operations

Kerri’s story shows what’s possible when a lab embraces change with the right partner at its side. Magic Touch helped Midwest Dental Arts move from scattered systems and paper processes to a connected platform that improves efficiency, strengthens client relationships, and prepares them for a digital future. For labs considering their own next step, Magic Touch offers more than software. It delivers the guidance, training, and support that make transformation achievable.

Ready to see what digital transformation could look like in your lab? Schedule a personalized demo today.