Dr. Robert Martino is not your typical dentist. While he still carries the title and possesses the deep understanding of oral health that comes with decades of experience in the field, his role has evolved. Today, he’s the CEO, the “takes-care-of-all-the-crap guy,” as he jokingly put it, behind a thriving multi-office dental practice and the innovative oral care product, OraCare. His journey, sparked by a simple observation during a high school romance and fueled by relentless curiosity, has led him down a path of entrepreneurial success and a genuine desire to elevate the standard of patient care.
A true entrepreneur, Dr. Martino has taken what he learned in dentistry and applied it to other endeavors. He is the founder and CEO of EASW, an international aircraft maintenance company. He also runs a statewide marketing company and is the founder of Freedom Day USA, a national charity that gives back to veterans, military members, and their families. Although he is very proud of being a dentist, it was just the start.
From Small-Town Roots to Multi-Practice Leadership
Dr. Martino’s entry into dentistry wasn’t a lifelong aspiration rooted in family tradition. Instead, it was sparked by the seemingly straightforward life of his high school girlfriend’s father, a dentist.
“He would come home like clockwork at the end of the day after working in his dental practice, and I liked that,” Dr. Martino recalled with a chuckle, acknowledging the naïve simplicity of his initial perception.
After dental school, he always intended to return to his hometown in central West Virginia. Starting with a single office that quickly became insufficient for a growing partnership, Dr. Martino and his partner strategically expanded, eventually building a network of seven thriving dental practices. For the past two decades, however, Dr. Martino’s focus has shifted from direct patient care to the operational and strategic aspects of the business.
“I haven’t seen patients in twenty years. I’ve shifted to fully focusing on my responsibilities as CEO,” he explained, highlighting his role in managing HR, finances, and the myriad details that allow his clinical team to focus solely on providing exceptional patient care.
The Genesis of OraCare: A Solution Born from Frustration
Dr. Martino’s innovative spirit wasn’t confined to practice management. His foray into product development led to the creation of OraCare, driven by a desire to provide a more effective and patient-friendly solution.
“We didn’t simply create a product and go to market. We wanted to produce beneficial products for dentists to use and recommend to their patients. We’ve done significant research, identified the most pressing dental needs, and formulated our products to address those needs,” Dr. Martino explained, highlighting their intentional and science-backed approach to formulation.
The Science Behind OraCare: Beyond Mechanical Cleaning
OraCare distinguishes itself from traditional mouthwashes through its unique mechanism of action. Dr. Martino emphasized that it’s not just about rinsing—it’s about therapeutic intervention at the microbial level. The key ingredient, chlorine dioxide, is what sets OraCare apart.
“Our interest in chlorine dioxide came from the water maintenance industry. They had been using chlorine dioxide for years because of its combined safety and effectiveness against biofilm, as well as its ability to kill bacteria, viruses, and fungi. We realized we were fighting a similar enemy. They had figured out how to manage it, and we decided this would be what we used as well,” Dr. Martino explained.
Biofilm is notoriously difficult to eliminate. It is composed of a sticky matrix of bacteria, viruses, and fungi, more commonly known as dental plaque, and is the root cause of many oral health issues, including cavities, gum disease, and bad breath. Traditional brushing and flossing are mechanical methods of plaque removal, which Dr. Martino noted have limitations.
“You have to think of it as mechanical—physically trying to take the plaque off the teeth and gums with flossing and brushing. It works to an extent. However, if it truly worked the way we wanted, we wouldn’t have seventy percent of older adults in the U.S. with some form of periodontal disease. Brushing and flossing don’t work well on their own. That’s where our mouthwash comes in. OraCare’s chlorine dioxide actively breaks down this biofilm and eliminates the bacteria, viruses, and fungi within the mouth,” he stated, underscoring the need for a more comprehensive approach.
Clinically, OraCare has helped millions of people reduce plaque and fight periodontal disease, candidiasis, dry mouth, bad breath, and many other oral conditions. Studies have shown that OraCare reduces biofilm 112 times more effectively than brushing alone. OraCare is the only mouthwash that has both clinical evidence (before-and-after patient results) and scientific evidence (studies) to support its effectiveness.
Furthermore, OraCare tackles bad breath at its source by eliminating volatile sulfur compounds (VSCs), the metabolic byproducts of bacteria that cause odor.
Educating Professionals and Elevating Patient Care
Dr. Martino’s vision for OraCare extends beyond selling a product. His primary goal is to educate dental professionals and elevate the standard of oral care for all patients by emphasizing the essential role of rinsing.
“The problem isn’t whether you use our product or not; it’s whether you rinse at all. One of our goals is to educate dental professionals so that they understand the importance of rinsing as part of every patient’s home care routine. Rinsing is simple and can resolve a myriad of periodontal issues,” he stated passionately.
Though confident in OraCare’s superiority, his overarching message is clear: any rinse is better than none. To encourage adoption among dental professionals, Dr. Martino emphasized the importance of personal experience with the product.
“The number one thing I always say is: don’t recommend products you don’t use. If dental professionals are going to carry our rinses and recommend them in their practices, I want them to use the product themselves,” he asserted, highlighting that genuine recommendation stems from personal conviction.
He also emphasized the inherent value that OraCare brings to dental practices, enabling providers to offer a superior product directly to patients while generating revenue. Ultimately, however, Dr. Martino’s core motivation remains the patient’s well-being.
“I think dentists should use OraCare because we should always do what’s best for the patient. Whatever I’m offering you is the same product I offer my family. You want to offer the best, and OraCare is the best rinse on the market,” he concluded, pointing out the ethical responsibility to provide the highest standard of care.
Giving Back as a Core Value of Entrepreneurship
One of the biggest surprises, even to Dr. Martino, was OraCare’s remarkable efficacy in managing oral complications arising from cancer treatment. The discovery came serendipitously, as patients undergoing chemotherapy and radiation began reporting significant relief from dry mouth, mouth sores, and fungal infections.
This led to the creation of OraCare Cares, a charitable initiative through which OraCare donates its rinse to cancer patients in need.
“OraCare Cares exists because I believe it’s our duty to help others facing one of the biggest challenges of their lives. If we can make it a little easier for them, that’s what matters most,” Dr. Martino said, reflecting his deep personal commitment to the cause.
The company donates thousands of rinses each year to patients undergoing cancer treatment, and Dr. Martino hopes to donate even more.
“It does such a great job helping these patients. I want more dentists and physicians to understand how it can relieve the oral side effects caused by radiation and chemotherapy.”
Giving back has long been a theme in Dr. Martino’s life. So much so that one of his ideas became a national charity. Founded in his office in 2010, Freedom Day USA is a 501(c) (3) organization where businesses give back to veterans, active-duty military, and their families. The concept is simple: businesses dedicate one day a year to providing free services or goods to those who’ve served.
Today, Freedom Day USA is a nationwide event involving thousands of businesses and over $35 million in donated services and products. Its motto: “A Day of Free, for a Lifetime of Freedom.”
“A true entrepreneur gives back,” said Dr. Martino. “I’ve been very blessed—and it’s my duty to bless others.”
Concluding Notes: A Legacy of Innovation and a Vision for a Healthier Future
Dr. Robert Martino’s journey from a young dentist in rural West Virginia to the CEO of a multi-practice dental group—and the driving force behind OraCare—is a compelling story of entrepreneurial spirit grounded in a deep commitment to patient care. His path highlights the power of keen observation, the courage to challenge convention, and the tenacity to turn frustration into innovation. The creation of OraCare wasn’t a mere business venture; it was a response to a gap in the standard of care and a mission to provide patients with a truly effective solution for oral health.
The science behind OraCare, particularly the safe and potent use of chlorine dioxide, marks a paradigm shift in how oral hygiene is understood and practiced. By targeting the complex biofilm that traditional methods often leave behind, OraCare offers a therapeutic benefit that far surpasses mechanical cleaning alone. Its proven ability to reduce plaque, eliminate bad breath, fight periodontal disease, and ease the oral side effects of cancer treatment reflects both the efficacy of the formula and the thoughtful science behind it.
Dr. Martino’s leadership is refreshingly candid and deeply patient-focused. His insistence that dental professionals try OraCare themselves before recommending it speaks to his integrity and belief in the product. His broader commitment to educating practitioners about the critical importance of rinsing shows a desire to improve outcomes across the board, not just for his own brand. This combination of ethical leadership and strategic insight is at the core of OraCare’s success.
Beyond oral care, Dr. Martino’s work with cancer patients through OraCare Cares reveals the heart of a compassionate innovator. What began as a commercial product evolved into a meaningful source of relief for those enduring chemotherapy and radiation. His drive to expand this effort, even without direct profit, underscores his values: empathy, service, and a responsibility to give back.
Looking ahead, Dr. Martino envisions continued growth for OraCare—not only in professional dentistry but also potentially in the consumer space. His entrepreneurial energy, evident in his numerous ventures, suggests that his influence will extend beyond the dental field. At its core, however, his legacy will be defined by his drive to improve lives through science-based innovation. Dr. Martino has done more than build successful businesses; he has helped reshape how oral care is delivered and has proven how one person can elevate an entire industry.
Despite his many accomplishments and milestone birthdays, retirement isn’t in Dr. Martino’s plans. “Retire? Never. Why would I retire when I enjoy what I do?” he said, smiling.
OraCare combats multiple pathogens, making it suitable for various patient issues. You’ll see the difference when your patients use the right rinse. Find out more at www.OraCareProducts.com.
