iDental CEO Vivek Vasudeva lands Amazon bestseller with Engineered to Care

Vivek Vasudeva, CEO and founder of iDental Orthodontics and General Dentistry, says his new book Engineered to Care reached Amazon bestseller status and was featured in New York Times Square. The book turns iDental’s growth story into lessons for dental leaders, healthcare operators and entrepreneurs focused on systems, access and sustainable growth.

Why it matters: - The book packages iDental’s growth into a practical playbook for leaders trying to improve care delivery without losing quality or scale discipline. - The bestseller milestone gives Vasudeva a larger platform to share ideas on preventive care, operational systems and community-focused healthcare growth. - The project also positions iDental’s Racine, Wisconsin story as a case study for dental and healthcare operators.

What happened: - Vivek Vasudeva, CEO and founder of iDental Orthodontics and General Dentistry, says his new book, Engineered to Care: How iDental Used Product Thinking to Build and Scale a Dental Practice and Expand Preventive Care Across Racine, reached Amazon bestseller status. - The book was also featured in New York Times Square. - The launch was tied to a broader campaign that included manuscript development, publishing preparation, promotion and bestseller tracking. - Vasudeva partnered with Nitin Kartik, CEO of Caribou Strategic, to develop and launch the book.

The details: - The book draws on Vasudeva’s background in engineering, software operations, quality management and healthcare entrepreneurship. - Vasudeva defines product thinking as understanding the problem and the people affected before choosing a solution, then making requirements and constraints visible, considering alternatives, measuring results and learning from what happens. - The book emphasizes that operational improvement should support patients and caregivers, not treat healthcare like an assembly line. - Vasudeva’s management approach treats technology as a tool, not a goal, and evaluates it based on whether it solves a meaningful problem for patients, clinicians or the practice. - The book discusses practice-management software, imaging, 3D printing and other tools as part of a larger operating system. - People development is a central theme. Vasudeva argues that scalable organizations need capable people, distributed responsibility and real ownership. - The book highlights the contributions of clinicians, administrators, technical specialists and other team members who helped iDental grow. - Vasudeva particularly highlights women who built financial, administrative, patient-service, leadership and operational capabilities inside the practice. - The book also reflects selected Six Sigma, reliability and engineering principles applied to operating challenges. - Vasudeva says the goal is to use a methodology when it fits the problem rather than forcing every challenge into one framework. - Engineered to Care covers problem definition, requirements, prioritization, measurement, experimentation, technology, economics, leadership development, partnerships and responsible growth. - iDental, founded in 2016, grew from a small startup practice into a multi-specialty organization serving the Racine area. - iDental now offers general dentistry, pediatric dentistry, orthodontics, endodontics, oral surgery, implants, dentures and other services. - The practice focuses on preventive care, affordability, patient access and building local talent. - Caribou Strategic says it provides a done-for-you bestseller book service for CEOs and handled the project’s ghostwriting, editing, positioning, publishing preparation, launch promotion and bestseller tracking. - The project also included a Times Square digital billboard feature and press release support.

Between the lines: - The book is being used as both a leadership narrative and a business asset, turning internal operating lessons into an external thought-leadership platform. - Vasudeva’s emphasis on systems, measurement and ownership suggests a belief that healthcare access improves when operations are designed as carefully as clinical care. - The repeated focus on team contributions, especially women in operational roles, signals an effort to frame iDental’s growth as an organization-building story rather than a founder-only story. - The Caribou Strategic partnership shows how executive ghostwriting and launch support are increasingly packaged as a prestige-and-distribution service for leaders seeking authority-building content.

What's next: - Vasudeva plans to use the book to reach dental professionals, healthcare operators, entrepreneurs, executives and product-minded leaders. - The Amazon bestseller and Times Square visibility give the book a public launch pad for broader promotion beyond iDental’s core market. - Vasudeva says the ideas in the book are meant to continue well beyond the launch, with a focus on helping leaders solve complex systems and growth problems.

The bottom line: - Engineered to Care turns iDental’s operating philosophy into a published blueprint for growth, showing how product thinking and disciplined systems can support both business expansion and patient access.