Dental HMO widens reach; Kay McFarland helps Alpha Dental Care take root. (health maintenance organization; Alpha Dental Care Vice President for Marketing Kay McFarland) (Health Care)

After experiencing the rapid expansion of managed care first-hand, Kay McFarland decided to take a bite out of the health-care market and develop an organization dedicated to providing dental care in the same financial fashion.

After playing with the San Francisco 49ers as a wide receiver in the mid-'60s, McFarland entered the insurance industry. As marketing director of Sloans Lake, McFarland saw how well-received managed care had become and saw a need for economical dental plans employers could offer as benefits. Area dentist Dr. Don Maloney had the idea of developing an affordable dental plan, and worked with McFarland to develop one.

The two designed, …