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Shared Traits of Highly Successful Practices Rachael Stutzman

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What makes a practice successful? Is it the location or its systems and processes? Is it the exceptional patient experience it consistently delivers? Or is it the doctor's leadership and the team's attitude? Recently, my team of more than 100 practice development managers shared what they have identified as key commonalities, or "best practices," among dental teams that contribute to the success of the practice. Their insight came from visiting thousands of dental teams. Interestingly, many of the attributes my team of practice development managers identified are the same factors for success that were cited in a recent Dentaltown online poll.

1. Successful practices make marketing a priority.
In a struggling economy, many practices immediately reduce or eliminate marketing to save money. Practices that are seemingly least impacted by the current economy budget for, and consistently invest in, marketing. We hear that, on average, these practices set aside about three percent of production to do both patient retention communications and also to increase new patient flow. This is consistent with the June 2011 Townie poll which found 28 percent of Townies believe consistent marketing has the biggest impact on success. One area of focus is online marketing, including having an up-to-date Web site and a Web site optimized for smartphones, a Google keywords campaign and using patient e-mails to maintain consistent communication.

2. Successful practices invest in themselves.
In highly successful practices, patient communications are not left to chance. Each team member is provided communication skills training, usually thorough scripts and role playing, to ensure patients hear a consistent and positive message. From how the initial phone call is handled through to how treatment fees and payment options are discussed, the doctor and team pre-determine how each patient interaction should be conducted, a system is created and then scripts and training are provided to ensure consistency. In the Townie poll, 20 percent chose "scripting for presenting treatment plans" as having the greatest impact on their practice. In addition to investing in the team, dentists in top practices also invest in themselves through CE and practice management courses.

3. Successful practices have a plan.
My team of practice development managers consistently find top performing practices have goals that they write down and share with the entire team. Then together they create a plan to achieve them. These practices don't "wish" the economy would get better, or "wish" that they had more patients; they work together to figure out how to reach their practice goals in a way that benefits patients, the practice and each of them as individuals. The larger practice goals are broken down into monthly and daily goals as well as team and individual goals. These goals determine how the team schedules patients and staff for the day. There is nothing more powerful than a team working together to achieve a shared vision. In fact, the Townie poll also found this to be consistent with the findings of the practice development team, with 22 percent of responding Townies citing setting measureable goals as the second-most impactful tool for success.

4. Successful practices have confidence in their patients.
Other attributes shared among practices that have strong production and strong patient relationships are the unwavering conviction that their patients deserve and desire to have a beautifully healthy smile. This conviction gives the team the confidence to recommend and present complete dentistry in a way that clearly communicates to patients the value of the treatment. We all know that patients do not accept dentistry that has never been recommended to them. And they don't accept dentistry if it's presented as an "option" rather than a recommendation that will enable them to meet their oral health or aesthetic goals. Of course, patients might choose to move forward with care that only meets their immediate needs, but it's important to plant the seed so they are aware of the care recommended and can plan for it in the future.

5. Successful practices provide financial options.
Experienced dental teams know the two primary barriers to treatment acceptance are still cost and fear. Of the two, fear might be the most difficult to address because solving cost concerns is as simple as providing a range of payment options including cash, major credit cards and a health-care credit card. Of those responding to the Townie poll, about 20 percent found offering financing to be the biggest contributor to their success. In addition, thriving practices consistently let patients know – even before the clinical examination – all the payment options available so patients can choose what's best for them and their financial situation. They don't wait until the patient has expressed concerns with cost because that means the patient has already moved into a "no" mindset and the barrier to treatment acceptance has been set.

The most compelling shared behavior among dentists and teams who seem to continue to perform through any economic climate is an attitude of service and a commitment to patients. When patients can hear, see and "feel" that their dentist and his or her team is on their side and want what's best for them and their oral health, the foundation of a long-term relationship is laid. And ultimately, having happy patients who routinely come in for care and refer their friends and family is the single-most critical component for long-term success.
Author’s Bio
Rachael Stutzman is Vice President of Practice Development at CareCredit. For more information about CareCredit, call 800-859- 9975 or visit www.carecredit.com.
Dentaltown Magazine
September 2025
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