Jay Abraham, author of “Getting Everything You Can Out of All You’ve Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition” tells us there are 3 ways to grow your business:

1. Get more new clients

2. Get more business from your existing clients

3. Get more new clients through referrals from your existing clients

In marketing, these three principles guide me daily as to “what do I do today?” Based on each category, these are initiatives I would launch in a dental practice today if they do not already exist:

1. Get more new clients. The question of “how can I get more new patients?” can be daunting, because we immediately break into a sweat over the costs of advertising. To make sure you get the most “bang for the buck” from your ads, first do a little work on your own infrastructure:

• Review new patient tracking reports and determine where most new patients currently come from to enhance what is working and create spin-off strategies. If this report does not exist in your practice, this is what today should be all about – creating a consistent method of tracking all incoming new patients.
• Mind the phone. Many folks know this is a big topic for me. Review how phone “conversations” with new patients are being handled. Arrive at a script that is based on a warm, friendly call that has a positive, welcoming energy.
• Consider a complimentary consultation for patients with complex issues that do not “fit the mold” of a complete exam, x-rays, cleaning, etc. These are opportunities that we might miss if we are not flexible in our approach.

 2. Get more business from current clients.

Has your schedule slowed down? Here’s the lemonade from lemons approach – each day, take some of this extra time and spend it with your patients and your team:

•  Have an extended daily huddle, in which you and your team talk about who is in the schedule today and their specific needs. The goal is to arrive at an approach to help these patients understand and accept necessary treatment.
• Photography. By far, this is the most effective universal tool for case presentation, team communication, and patient understanding. Take some time now to perfect your photos to expand patient dialogue and explore solutions for dental problems.

3. Get more new clients through referrals.   Asking for referrals does not just mean you have to venture out of your comfort zone to directly approach a patient, i.e., “we would love to have more patients like you, do you have family or friends that might be in need of our services?” (Although I would encourage you to try to do some of this.) 

A few systems can go a long way in creating referrals:

• If you have a healthy referral base, it’s time to start asking for testimonials for your website, send email newsletters with “send to a friend” links and thank you notes or gifts to encourage repeat referrals.
• Along with a great phone experience, improve all points of patient contact.
• Think of yourself in a social setting – this patient is in your “home;” you want them to choose your office as their permanent “dental home” and motivate them to tell others about you.
• A new patient interview, in which you initially meet with a new patient one-on-one outside of the operatory to talk about their smile goals and build personal rapport, is very powerful.
• Be sensitive to privacy issues when discussing finances with patients. (Mishandling this conversation is the fastest way to lose a patient.)
• A personally guided new patient office tour is a very nice touch that any dental team member can handle.  In the tour, be sure to highlight conveniences or unique practice features, such as internet access, restrooms, toothbrushes, a pristine sterilization area, high tech equipment, etc.

In any business, sales must be driven – as you plan, ask for volunteers within your team or assign a person to handle the details of a specific activity and be  responsible for reporting back on progress and outcomes. Through empowerment, your team will become more involved and will become your “Board of Directors” when it comes to making marketing decisions.

We will announce the winner of the IPAD on New Years’ Eve, December 31, 2010.  The IPAD will be awarded on January 14, 2011 at the Georgia Academy of General Dentistry Meeting in Atlanta.  The Winner will be asked to share their essay with attendees at the “Inside-Out” Team Communication Seminar presented by Alexa Chilcutt, PhD and Debbie Druey, MBA.

Good Luck Ladies!!

 For decades, dentistry has been tainted with negative exposure. The drill noises, cost of treatment, and painful procedures were many reasons why people were scarce to attend. They would rather endure a 3-hour medical appointment than a quick visit to the family dentist. It was like pulling teeth to get a patient in the chair and phobia confessions are what you heard once they were there. For the first few minutes, reassurance is needed and readdressing the facts on why treatment is necessary followed. Patients’ hesitation may be due to generational fears especially if dentistry was viewed negatively while growing up. Either way, as dental professionals we assume many roles and our skills are tested far beyond what we were taught in school.

Despite its infamous reputation, dentistry has evolved tremendously in the 21^st century. Casual conversations are the new office chatter and many have become open and receptive. Computer knowledge at our fingertips may be a cause or friends who share a pain free experience prompting curiosity. Despite the reasons for advancement, change has significantly increased growth. A profession in which solo offices were more prevalent has grown into corporate practices employing hundreds. Instead of driving countless miles for care, many offices are conveniently located and a choice of a variety of settings is optional. Patients can choose a dentist near work, home, or close to a favorite shopping place. One can become a patient of a single doctor or experience a new age wave of multiple practioners. Dentistry has unlimited options and offers a choice to fit the individual needs of each patient.

Although the stigma of pain still eludes many, advanced technologies have made the experience comfortable, durable, and interactive. A new approach towards patient care is probably the idea of the inventors as they created their design. A smile would be more acceptable than a frown and laughter instead of crying would be most practical.

 For example, the invention of digital x-rays is replacing the plastic x-rays which often hurt the base or roof of your mouth. As a clinician, I have noticed resistance turn into acceptance with this new method. Maybe the hype of taking them quickly is a sale’s pitch, but I personally believe the digital system is a time saver. It’s like enjoying the benefits of instant coffee. Quick, fast, and easy has been my individual experience. Once digital x-rays are taken, they show up on the computer screen immediately. It eliminates leaving the patient for minutes to develop and mount x-rays the traditional way. This technique saves time and reduces the cost of dental supplies. Usually the need to purchase developer and fixer is no longer a critical demand. The x-rays are exposed, saved on the computer, and can be emailed to referring dentists or doctors. The only consequence would be training a staff that is open and receptive to learning. If they are committed, the transition to something new will be easier.

Another awesome advancement in dentistry is the intra oral camera. It gives a mirror image of what is inside the patient’s mouth. The picture is captured on a computer monitor and made available in the diagnosis and explanation by the dentist, or dental hygienist. Remember the saying a picture is worth a thousand words? It is true. If only we were able to visualize what our mechanics suggest, we probably would not dispute the billing. If faulty wiring or defective parts could be shown within, just maybe their diagnosis would be believable. I have personally witnessed this amazing technology. A patient who originally rejected treatment of a tooth accepted once an irrefutable intra oral picture was shown. It is amazing how this tool could increase production if utilized the proper way. The possibilities are phenomena and the technique is truly effortless. A camera wand is used in search of an image and a foot pedal captures the picture we want to select. The steps are simple and the method is comfortable and painless. Most patients are unaware this tool is inside the mouth. Pictures from an intra oral camera build honesty and trust which are qualities we seek from those who provide care to us.

For your convenience, many dental offices are cross-training staff members. Instead of making the next appointment at checkout, it is often made while a patient is in the dental chair. This efficiency minimizes patient flow and allows scheduling accuracy by the providers familiar with treatment and the time it takes to perform the procedure. In many offices it is common to see the receptionist assist with back office duties, or the dental assistant answers the phone whenever needed. These capabilities are becoming popular to the fast paced dental practices. In a team member’s absence, another staff member affiliated with the task can provide replacement. It may be wiser to reassign within than to contact a staffing agency for qualified help. Patients love seeing familiar faces. It signifies strength in a faltering economy and makes their world appear reassuring.

Despite the dental progression in advanced technology, an intimate patient relationship is still relevant. Developing sensitivity towards their needs is essential in establishing loyalty and commitment. We must engage in conversation prioritizing goals for the mouth encouraging patients to get involved in the treatment proposal of their teeth. This interaction offers freedom to suggest and extend ideas on a new image they can be proud of. Patients’ preferences are worth acknowledging and remembering. It’s the little things we know about them and they know about us which builds a life long relationship. We’ve become first and second generation dental partners and our goal is to create beautiful smiles, preserve teeth, and maintain patients’ oral health for a life-time.

Inspiration for the dental family,

Sharon D. Meadows, R.D.H., B.S.D.H.

By Laura Gardner 

I can think of few other situations in life where one is more vulnerable than when in the dental chair.  Perhaps another time would be when writing an essay to be judged by many. .. It especially tugs at my heartstrings when the big macho tough guy comes into our office for the first time.  He has expressed his disdain for dental offices in general and even admitted to being a ball of nerves in anticipation of his exam and what she might find.  Is he tough and dauntless when tiny beads of sweat are forming on his brow during his exam…not so much. 

Or when a female patient expresses to me that she would rather be at her gynecologist’s office for her annual pap test.  From one girl to another, this hits me on a primal level.  Do I get her angst?  Let me put it this way, does Carrot Top have orange hair???. 

The fact is we all know that there are a million and nine other places that a person would prefer to be. 

I am fully aware that on any given day I could be charged with minor technical offenses as I navigate through my responsibilities.  Have I been guilty of handing my Doc a KTG when she asked for a Sugarman?  Yes.  Have I failed to display a patients’ charting or x-rays on the computer for my Doc once, twice, or thrice?  Yes.  You ask if I am an invaluable member of my team.  In spite of my flaws, do I feel that I am valuable to the team that I bat for?   Yes I do.  And while there is no “I” in team, there is a “me”.  We are all “me’s.”  Here’s what I think makes this “me” valuable:

First and foremost, like white, brown, or yellow on rice, our patients are and always will be my number one concern.  I will always greet the patient with enthusiasm, tempered with compassion and a warm smile.  From that point on, my absolute goal is to help him or her to feel at ease as much as they can. 

I have learned that if I just listen to what he or she tells me, in the earliest part of the initial exam, I can almost always find some common ground on which to relate to them.  This invariably helps one to relax.  That is not to say that all nuts can be cracked.  I have also learned through the years that some folks are very much not interested in small talk, and want only to get down to business.  I believe that my instincts are usually spot on.  Knowing when to hold or fold ‘em so to speak, is a “good thing.”  I think Martha Stewart would agree with that.

I will never downplay or trivialize the position the patient is in.  I feel it is important to acknowledge and in some cases, even applaud them for simply showing up.  I will never judge someone by their past.  Many times patients express that they are so embarrassed.  That is my cue to reroute their thoughts and commend them for being brave and for doing the right thing today, here and now.  At this point, I might even transition the discussion into a snippet about the danger of leaving periodontal disease untreated and its link to heart disease.  We just learned in a staff meeting the other day that there are new studies potentially linking periodontal disease with breast cancer and Alzheimer’s.  Our patients could benefit greatly from having this information conveyed to them. 

An area that I try to excel in is explaining “the process” to the patient.  A small example would be when a patient comes in with only bite wing x-rays.  In their mind, they have the x-rays.  Why should we need to take more?  At that juncture in time, I will display bite wings on the patient computer screen and show them how the ends of the roots and bone level are not visible on horizontal films.  We are a Perio office.  Therefore, we need to see those roots, etc., blah blah blah.  They are immediately on board and happy to have been shown the difference.  A little communication goes a long way.  To expound on this topic even more, I bend over backwards, sideways, and upside down at times to be sure that the patient doesn’t feel like we are rushing them through or in and out like cattle.  We want our patients to leave our office fully understanding what lies in store for them for any given treatment.  What to expect the day of treatment and how they might be feeling afterwards.  I try to explain in the most fundamental terms from A-Z, hopefully easing their fears.  I am always willing to answer any question that is posed (don’t always know the answer, but will darn sure find out from Doc). 

In closing I want to say that I consider it a privilege to work in such an interesting field.  Learning new things practically on a daily basis and being part of the patient experience is an honor.  Helping to ensure that the patients’ journey with us is the best it can be given the circumstances continues to be my goal.  I will make sure the blanket is tucked in and that they have a pillow, if desired. I will offer a hand to squeeze, and a cloth to shield their eyes from bright lights and water spray.  By the way we call that water spray “the spa effect”.

By Jessica Jordan

 Hearing the word Periodontist can cause your eyebrow to raise. It can be overwhelming to find out that you have a deteriorating gum and bone problem and that now you must leave your family dentist of fifteen years to now go see the “specialist”. I have had the pleasure of working in an amazing people oriented practice for the past three years, and I would like to introduce you to your new dental office personnel.

In a dental office you will find different characters that will boost your confidence and comfort levels. Take for instance your doctor. He or She is a skillfully trained perfectionist. Their many years of instruction are complemented by the continuing education courses that they thoroughly consider to ensure the benefit of their patients. A periodontist’s meticulous eye and skillful hand during careful surgical procedures is far from practice. However, something you aren’t aware of is that although each successful case is a personal victory, when the situation arises when a patient does not see the need to schedule treatment or the rare case where someone does not respond positively to their hard work; this exacts a toll on the way your doctor treats patients. Each person they see directly effects the way the periodontist will treat the next patient? They honestly do care. Another interesting tidbit, since your doctor lives by the millimeter if they so happen to walk by a picture frame that is not leveled, or something that is turned slightly to the left, it may take them 20-30 minutes to get it lined back up. This is then followed by a second opinion and then a measurement to make sure it is aligned correctly. Your doctor also has a secret addiction to CANDY!!! Sweet, sticky caramel-ly, chocolately goodness. Don’t believe me? If you could walk into their office and open the last drawer, you would find proof there. On the bookshelf, that giant intimidating book that looks so very important is PAGELESS, and filled with Airheads, Rollos, Hershey’s Kisses, Skittles, Starbursts, and Werther’s chews. Ah, forbidden fruit.

Next let’s visit your hygienist. She is charming, intelligent, and nothing can pass her attention to detail eye. Plaque and tartar tremble in her presence. She normally begins your appointment with a questionnaire: What type of foods are you eating? How much water are you drinking? What is your dental regimen? And you should be fully aware that any advice she gives you, she is for certain practicing what she preaches. She is a little OCD, but it’s ok. Her sleepless nights begin with a tall glass of water and a two hour long flossing, rubbertiping, waterpiking, brushing technique, and continues with the contemplation of wondering if she left anything behind during your cleaning earlier that day. Your doctor is normally pretty busy, so the hygienist has the privilege of sharing in educating you regarding your dental health.  Something interesting, your hygienist LOVES to talk. She can talk and talk and talk regarding dental care and the how tos. But pay close attention because, she also has the latest gossip!

If you need to know anything, about anyone she either knows it or knows someone who does (meaning the front desk ladies, but we will get to that later). She also loves popcorn, aka DENTAL CRYPTONITE. She doesn’t eat it all the time, but when she does its done in secrecy hoping that the hull stays away from under her new crown so that it doesn’t become irritable or abscesses. This is then followed by 9 and ½ minutes of flossing and a prayer.

Then a flash, something zooms past you and out of nowhere you’ve been seated, bibbed and are spilling the details of your naughty dental past. This would be your assistant in action. She actually has three patients seated and is carrying along three different conversations in five minute increments, all the while assuring you that your doctor will be in shortly. Your assistant is also very cool. She knows the salt trick to keep you from gagging while taking xrays. She knows how to distract you while taking your impressions with the stuff that is “supposed to taste like cherry”. She also knows that your awesome doctor can be a little intimidating and can read your scared to death look and will explain recommended treatment as many times as you need it without ever becoming annoyed. You would never know that she is also hyped up on Mountain Dew (popcorn’s evil cousin, causing immediate decay the second it crosses the lips). How else could she move so fast?

This now leaves us with the lovely front office. Isn’t it amazing how they can make you feel so comfortable, almost like family as they ask you to sign here, here, and here, and collect your id, firstborn, a drop of blood, and a strand of hair. When it comes to customer service they write the book These ladies are equipped with good ol’ southern hospitality; like smiling as someone cancels a two hour appointment, and at the same time behind the scene taking on insurance companies at large fighting denied claims, demanding that they pay for treatment! Surprisingly they don’t eat or drink anything bad. Ever. But as before mentioned, they work along with the hygienist in a secret dental society transmitting data (gossip) and heads up (the doctor’s coming). They also know just what the doctor needs “a few minutes to themselves” (lock the door while they eat the hidden candy). These girls have skill.

In all honesty, this is your new office family. We are caring, silly, smart, and can’t wait to meet you. We are all human. Most of us are in need of cleanings. Many of us are afraid of needles. All of us love the laughing gas. Most importantly, we each enjoy our personal roll in making sure that you have a great experience and that you are taken care of from the second you walk in the door until the moment you leave.

The People in Dentistry make the Difference….

 
from  Symphony Dental and ILovemyDentalTeam.com
FOR DENTAL TEAM MEMBERS ONLY

Submit a 1,000 word essay with a message

to Dental Patients everywhere  …

 Topic: “The Human Side of Dentistry”

 Contest submissions due by 12/20/10

Our Team of Advisors will review submissions and post the top 3 on Facebook for Fans to Vote.   “Like” us on Facebook to follow contest updates! 

HOW TO SUBMIT YOUR ESSAY:

Submit your writing in Microsoft Word or PDF format to editor@symphonydental.com

  Each participant is required to submit a signed letter of recommendation from a dentist with their essay. 

• We want to know why you are an invaluable member of a dental team. 
• Your dentist can be a current or previous employer, or a dental auxiliary instructor.
• Your letter can be scanned and submitted, or, you may fax it to us at 678.840.3982.

 THE RULES

1. Participants must be Dental Team Members only, including: front office personnel, hygienists and dental assistants that currently have active involvement in the patient-practice relationship.  

 2. Doctors, dental students or other dental business owners are not eligible.  

3. Please cite your references.  If you use information or statistics from a web site, book or other resource, please use a standard reference format, such as APA, to identify your source.

 4. Your essay must be YOUR WORK.  We encourage you to obtain feedback from others, but please make it your own original work.

  5. Limit 1 essay per entrant.  Entries must be received no later than midnight December 20, 2010.

 6. Essays under 900 words or over 1200 words will not be accepted.

 THE WINNER  

 -Will be invited to come to the Georgia Academy of General Dentistry Meeting in Atlanta on January 14, 2011 to share their essay & receive their IPAD at Debbie Druey & Alexa Chilcutt’s “Inside – Out”  Practice Management Seminar

  You guessed it!  The seminar topic is about TEAMWORK  – connecting an amazing team to a fabulous marketing strategy to create Happy Patients (:

TELL YOUR STORY.

HELP A PATIENT OVERCOME THEIR FEAR OF DENTISTRY.

HELP A PATIENT UNDERSTAND THE IMPORTANCE OF DENTAL HEALTH.

 REACH OUT  &  HELP SOMEONE SMILE (:

More Fine Print:

 Release of Liability.  By submission of your essay, you agree that Symphony Dental will not be responsible for any potential risk or liability for intellectual property misuse or copyright violations that may occur related to your essay.

 Use of winning essay.  Entrants understand and agree that Symphony Dental will use the winning essay with copyright designation to the author in promotion of Symphony Dental services and in dental team education.

Symphony Dental is a registered Trademark of Red Barn Enterprises, Inc.

 As we blast into a new era of marketing, it seems that the bar has been raised. Our prospects are looking for a new symbol of “coolness” – nearly all marketing media, including print advertising, television and radio ads, direct mail and web sites now require one additional feature in the copy, as important as the business phone number itself: the invitation to “Find” of “Follow” a business on your favorite social networking site. My recommendation? Jump in! Here’s why:

 The “New” New Patient

In recent years, consumerism has moved toward the internet, not merely in “droves” but in a virtual stampede. We live in a culture of warp-speed decision making; for any major purchase, we can read consumer reviews, look at photos and price compare online in a matter of seconds. Our future patients do the same – with flying fingertips and no time for fluff, they “power seek” the closest, most affordable, painless, friendly, insurance-accepting, modern DENTIST that best fits their needs.

 Opportunity-Logic

Mark Zuckerberg, founder of Facebook, wrote “A trusted referral is the holy grail of advertising”. ¹ In dentistry, we know from experience that a referral is a desirable outcome of any marketing effort (and not always as easy as it sounds to achieve). Referrals through recommendation are a mere mouse-click away in the closely-knit social media community. And, the best part – it’s free! (for now).

 The Lingo

Facebook “Friends”: At the heart of referral marketing is connecting the dots – having your patients, friends and colleagues tell others about you.

…Introduce the Facebook “Friends” concept – people you know (or even people you don’t know) can become your “Friend” – you can read about each other, tell everyone what you are doing RIGHT NOW and the best part, in the spirit of “sharing”, your friends’ friends will be introduced to your wonderful, caring dental team.

 YouTube Videos

Share videos about you, your team and your facility and get “up close and personal” in the comfort of your next new patient’s cubicle. “I feel like I already know you!” (“…before I meet you”) paves the way for a more relaxed first appointment for both you and your patient.

Back to the Future

Greg Welch, Owner & Creative Director of Athens-based CVP Marketing Group, teaches local businesses how to capitalize on network marketing using social media. He believes social media has restored the value of consumer relationships: 

“We all understand that good business is about relationships. Traditional marketing moved us away from that into a realm of “bigger is better”. Social media marketing takes us back to the things we have known are important all along: Building relationships with our customers and connecting with them on a personal level, finding common ground that we all relate to – like the tooth fairy.” http://www.cvpmarketinggroup.com/

 The Launch

As far as the “How-To” , there is the “Do it Yourself” approach that will take some staff time, or, services such as CVP Marketing are available to set up social media accounts and feed them on a regular basis with dental health tips, photos, fun facts and entertaining quips. This folksy style of marketing is non-intimidating and will help keep your practice image light and friendly. And, search engines will index your business organization page; this will help drive traffic to your web site and boost your page ranking.

 So, join the “cool” crowd – wear your “Badge” proudly on your web site and get your raving fans to “Like” you! 

 References

¹ The Facebook Effect, The Inside Story of a Company That is Connecting the World, Simon and Schuster, New York, 2010.

² The Nielsen Company, Q1 2010 Consumer Confidence Survey, www.nielson.com