Today we’d like to introduce you to Jay Wisner.
Hi Jay, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I attended The University of South Carolina and graduated in May 1996 with a Major in Biology/Pre-Med. After initial medical school interviews, I determined that was not the right path for me. I withdrew my applications and had to rethink my future. After speaking with friends and acquaintances, I decided dental school was a good fit for me. I had to take the DAT exam and start over with my application process, so I had to work to support myself while transitioning my plans. At one point, I worked four different jobs in the SAME DAY.
I was accepted into dental school in Fall of 1997 and started at MUSC’s College of Dental Medicine in May 1998. I applied for and was awarded a US Air Force HPSP scholarship which helped cover tuition and living costs for three of my four years of dental school. Upon graduation in May 2002, I left Charleston to attend Officer Training School in Montgomery, Alabama and start my career as a dentist in the US Air Force.
My first station was Nellis Air Force Base in Las Vegas, Nevada. I completed a one year AEGD residency program at Nellis and was transferred to Spangdahlem AB in Germany in July 2003. I spent two years at Spangdahlem and performed most of the air base’s IV sedation and third molar extractions.
I separated from the US Air Force and returned to Charleston in July 2005. I did not have a solid plan, so I became an associate dentist at a smaller practice in Mount Pleasant. After working there for about a year, I was ready to purchase my practice.
My previous dentist and mentor, Howard Snyder, was a solo dentist in downtown Charleston. I bought Dr. Snyder’s dental practice (which was started in 1974) in July of 2006, and we worked together for 9 years until his retirement in 2015.
We quickly outgrew the smaller office space in downtown Charleston, so I began searching for the best future office location. After a long search, I purchased a double lot on Savannah Highway in 2010 and had to figure out how to build a new dental office from scratch. Luckily, one of my best friends from high school was an architect who helped guide me through the process. I also had help from a local retired dentist who was instrumental in the ergonomic flow of the design.
The new office was completed, and we moved from downtown Charleston into our new location in March of 2012. This allowed us to update our service mix and add newer technology that helped transform the practice.
We grew steadily after the move. After Dr. Snyder retired in October 2015, I added my first associate dentist to help grow the practice. Adam Forehand moved from Alabama to work with me for almost five years and brought a youthful and professional spirit to our practice. I currently have two associates who are carrying on the traditions that Adam helped me start.
In January of 2024, I expanded by purchasing a second, smaller practice in West Ashley.
I now have two separate practices – Peninsula Cosmetic and Family Dentistry on Savannah Highway and West Ashley Dental Center on Wappoo Road.
We practice a very comprehensive and modern mix of dentistry and are constantly evolving.
Through the past 20 years of ownership, I have purchased four properties and two dental practices. At this point, the dentistry is fun and easy! Practice management and running several small businesses can be a challenge, but I love it!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Struggles have been many. There is ZERO business training in dental school, so all of my advancement has been through on-the-job training. Small business ownership is challenging, especially when you add the intricacies of dentistry into the mix – insurance companies, HR, Small business loans, staff management, staff recruiting, AR, etc are all part of my scope while also focusing on KPIs to ensure we are profitable and effective. At this point, I have 15 employees and am responsible for supporting them and their families.
I have also had some property rights struggles with the City of Charleston to contend with during construction of my existing office in 2011/2012 and currently with a property next door that requires demolition. THIS is a LONG story.
Replacing a staff member is always a challenge. Replacing Dr. Snyder, Dr. Forehand, and other associate dentists was very difficult.
I have also used several dental consultants over my career…including two different forensic accounting reviews due to embezzlement.
I served as my own “office manager” until 2018, so I was responsible for everything. I finally found the best dental office manager on Earth last year, and Kim has made all of our lives so much better since joining our practice in November 2025.
Thanks – so what else should our readers know about Peninsula Cosmetic and Family Dentistry?
We are a general dental practice that was formed in 1974 in Charleston, SC. I purchased the practice in July 2006, and it has grown since then. We currently have three dentists (myself and two associates) and four hygienists along with a full staff of assistants, admin team, and a wonderful office manager. We also have an office dog that patients love!
Since 1974, the focus of this practice has always been customer service. We pride ourselves on providing the best experience possible from the first phone call to your visit and a warm “goodbye” as you leave the office.
We provide basically everything possible under one roof – general dentistry (cleanings, fillings, etc), cosmetic dentistry (veneers, whitening, smile makeovers, Invisalign), Same day crowns using CEREC (single visit and you are done), Cone Beam and digital radiographs, all digital charting, Dentures, Extractions, Implants, IV, oral, and nitrous oxide sedation options, Sleep apnea and snoring treatment, laser dentistry using four different lasers, botox and other options for TMD treatment/jaw pain, painless single tooth injections, root canals, etc.
Patients love not having to visit multiple offices for their treatment.
We have a warm, inviting office that does not look or smell like a traditional sterile dental clinic.
Above it all, our team is truly a family and we treat every patient that way.
Customer service and compassion are #1!
Alright, so to wrap up, is there anything else you’d like to share with us?
Married 25 years to Kristin
Son, Reese (20), is a sophomore at University of South Carolina
Daughter, Evie (16) is a junior at Porter-Gaud High School
Office dog, Mazie (5), loves yogurt and ALL treats
I moved to Charleston from Alexandria, Virginia in 1984
Lived in Hong Kong from 1975-1978
Grew up in West Ashley
Contact Info:
- Website: https://www.peninsuladentistry.net
- Instagram: https://www.instagram.com/peninsuladentistry/?igsh=dWI2Zmx1cHA4ZHNs#
- Facebook: https://www.facebook.com/PeninsulaDentistry?mibextid=wwXIfr&rdid=P9r441UJ0qoRqq8O&share_url=https%3A%2F%2Fwww.facebook.com%2Fshare%2F1Ew55WHNeM%2F%3Fmibextid%3DwwXIfr#
