Message Boards
Today's Active Topics Today's Active Cases Browse Forum Categories My Recent Activity My Messages Private Groups My Marked Threads My Subscriptions
Today's Active Images Today's Active Polls Most Active Topics Global Townie Map Advanced Message Board Search Message Board Terms of Use

Howard Speaks: What Winners Do and Losers Don’t Howard Farran, DDS, MAGD, MBA, DICOI; Publisher, Dentaltown Magazine

View Comments (137) More by this author (315)

 
What Winners Do and Losers Don't
by Howard Farran, DDS, MAGD, MBA, DICOI, Publisher, Dentaltown Magazine
For the last 25 years, I have been interested in what winners do and losers don't. There are varying definitions of "what winners do," so to make sure you understand what this column is about, I'm not defining winners as dentists who fit crowns within a few microns. I'm talking about the big picture here.

One of the strongest predictors of being a winner is having a massive intellectual curiosity, which is easily measured by the number of hours of continuing education one takes. You will be a success if you pursue a Master of the Academy of General Dentistry (MAGD) designation. I've never met a dentist with an MAGD who has gone bankrupt. I just haven't. If all you can do is take an X-ray, and do cleanings, fillings and crowns, you're just not going to be successful. By the time you have forced yourself to cross-train in the very structured 16 different categories of continuing education requirements to get your Fellowship of the Academy of General Dentistry (FAGD) and then take another 600 hours to get your MAGD, you know how to recognize, diagnose and treat so many different oral health issues that you're just always busy. A dentist with an MAGD can do twice as much dentistry on the same number of patients a regular dentist sees because an MAGD dentist can see it, understand it and diagnose it better.

Another element in determining success is presenting treatment. It seems like everybody I know who takes home $300,000 a year always has a separate person presenting the treatment. These dentists do not present the treatment plans themselves. Dentists by and large are introverts and have a difficult time explaining things like gingivitis and irreversible pulpitis in layman's terms to their patients. I still contend that 99 percent of all physicians, dentists and lawyers could never make the income they make if they were salespeople. Just because you're the dentist and you own the business, it doesn't mean you're the best person to explain treatment. When you find an energetic person who can understand the treatment plan and can explain (aka, "sell") it to your patients, your treatment acceptance skyrockets. It is very important to know what you're good at, but I think it's more important to know what you're not good at. Data has shown that the average dentist fills 38 out of 100 cavities diagnosed. You should go to your report generator and look up your own numbers, but why is it some offices have an 80 percent close rate and other dentists have less than half that? How can you call yourself a winner when two-out-of-three people who come into your office with a cavity leave with a cavity and still have a cavity at the end of the year?

I tire of the so-called 20-20-20 dentists (dentists who are so proud that they bond with a greater than 20 megapascal strength, their wear rates are less than 20 microns a year and their indirect crowns, inlays and onlays fit within 20 microns), who are so into the science and themselves that they completely ignore the big picture enough to realize they suck at getting actual dentistry done! Tell me again how well your inlays fit when you only do one out of every three you diagnose.

The true litmus test for me is in answering, "Would I send my own children to your office?" I don't want to send my four babies to a dentist who only has a one-in-three chance of even removing the cavity. I'd rather send my kids to a dentist whose fillings were 30 microns of wear a year and whose crowns fit at greater than 30 microns a year as long as the dentist at least numbed up the tooth and removed the decay.

Another variable that determines success is whether or not you have an emergency operatory. We always talk about new patients, new patients, new patients. We all want more new patients. If I could sum up your receptionist's job description in one sentence, it's, "Your receptionist sells appointments." If someone were to call your practice and say, "My tooth really hurts. Can I come in?" and all your operatories are scheduled, the answer is, "No." So the patient calls another practice that will see her. My practice keeps an operatory open for emergencies all the time. Nobody schedules it. If you're saying you can't do this because of your schedule, you're the same dentist who continually complains about no-shows and cancellations. Free up one of your operatories! These practices probably make $50,000 a year more than the ones that don't.

Another success factor is whether your practice is hidden in some office building that you don't own or if you have a standalone practice that you do own. For years I've told every dentist I know to stop renting and move their practices to a visible commercial space. If you only have one or two operatories, get some courage and look for a bigger space. Almost every dentist I've talked to who built out their own space tells me if they could do it over again they would have made their practice bigger. Ever notice the companies that design 10'x12' operatories never have to work in them? The happiest dentists I know are in operatories that are 15'x15' or larger! Why would you want to work the rest of your life in a tuna can? Double your space! It's so cheap right now! Make the move!

These are just a few variables of what I think differentiate the winners from the losers. Initially I thought about telling you what the winners do and the losers don't from only my own perspective, but I thought, "That's kind of a big responsibility to put on myself." I want to always make sure I give good advice, so I contacted some of my friends - heavy hitters in the dental profession - and asked them what they think winners do and losers don't. Here are some outstanding responses from Dr. Rhonda Savage, Sally McKenzie, Dr. Dan Fischer, Dr. Rick Workman, Linda Miles, Dr. Gary Kadi, Dr. Gordon Christensen, Cindy Kushner, Dr. Rick Kushner and Sandy Pardue. I know you're going to appreciate this.

Dr. Rhonda Savage
Winners close their office doors and focus on patients, patient care (including correspondence with specialists and insurance company rebuttals) and staff training. Winners are warm. They connect. They listen well. Winners are focused. Winners ask for staff input and are fierce about communication systems like team meetings, morning huddles and performance reviews. Winners hire carefully. Winners train well and are clear about their expectations. Winners follow up, coaching and appreciating. Winners are positive. Winners show up early or at least before the start time. Winners start on time respecting the team and their patients' time. Winners are passionate and inspire others. They share their short-term and longterm goals. Winners discuss the "why."

Sally McKenzie
Winners seek and learn and execute and measure and share in celebrating. Unsuccessful practices just do the same old thing the same old way.

Dr. Dan Fischer
Winners have integrity. They listen well. They put their patients first and treat them with respect. They communicate and educate. They inform before they perform. They are not egocentric. Winners keep current on new technology. They do not push their own agendas. They are generally happy, enthusiastic people.

Dr. Rick Workman
Winners are open, positive and mentally flexible. They have an optimistic mindset and seek to build relationships with their team and patients. They seek to solve problems versus place blame. They visit other dental practices and study the world around them. They strive for mastery of their craft. They understand entrepreneurialism to a degree and realize success is up to them.

Linda Miles
Winners realize their business is only as focused, ethical, and accountable to customers/clients/patients as their leader. They have outstanding clinical skills and instruments, and expect the same of their staff. They communicate effectively with their team, patients and colleagues.

Dr. Gary Kadi
Winners ask, "How do we find a way?" instead of letting themselves off the hook. Winners focus on outcomes versus activity. They operate on a foundation of honoring their word - the builder of trust, empowerment and workability. Winners are not whiners. Winners face their fears. They are authentic and vulnerable. Winners have a clear vision and engage and enroll others to support them. They focus on value creation in every interaction; losers are value consumers. Winners do not sabotage opportunities when offered.

Cindy Kushner
The difference between winners and losers is simply the willingness to work hard - do whatever it takes to make a practice successful (within the realm of ethics). Winners try things outside their comfort zone. They have good work ethic and never believe they deserve success, but rather believe they can create it.

Dr. Rick Kushner
Winners accept responsibility for everything. They know their success, or lack thereof, is about them and nothing else. Losers always have something or someone else to blame.

Sandy Pardue
Winners realize the business aspect of the practice is different than technical skills. They are great at building relationships. They are willing to spend time focusing on the business of their practice because they understand that accountability, research, development and practice evolution all contribute to practice success. They are effective communicators. They have a skilled person answering the phone. Winners have set production targets for all providers in the practice. They keep as many services as they can inhouse versus referring them out. They have incorporated additional services such as implants, ortho etc. There is a solid recall system in place. Winners know if they continue to learn and make improvements, they will continue to improve and be more profitable. Winners insist on high ethical standards. They are strong leaders and they don't let staff dictate the direction of the practice. They know that systematized training for staff and written procedures on how to do their jobs will increase efficiency, production and profitability. The practice has production goals set for each provider. The practice has a vision and goals that they created together. They understand that successful practices are built on good relationships. They delegate effectively.

Dr. Gordon Christensen
Winners are patient-centered. They offer a great value for patients, including moderate fees. They are not ego-oriented. They don't over-treat. They are honest, authentic and live by the Golden Rule. They treat employees as equals and they keep up-to-date on technology and products.

When you've finished reading this, I want you to jump onto Dentaltown.com, and post a comment under my column this month to join in this conversation and let everyone know what you think winners do and losers don't. See you on the message boards!

Howard Live
Howard Farran, DDS, MBA, is an international speaker who has written dozens of published articles. To schedule Howard to speak to your next national, state or local dental meeting, e-mail colleen@farranmedia.com
2013
18
APR		 Townie Meeting
Las Vegas, Nevada
www.towniemeeting.com
20
APR		 Pennsylvania AGD
Bedford, Pennsylvania
www.pagd.org
04
MAY		 Green Dentistry Conference
Sundance, Utah
Olga - 510-705-1253
www.ecodentistry.org/conference
19
MAY		 Indian Dental Association
Cerritos, California
Tushar Patel - 626-917-7400
Tpatel273@yahoo.com
www.ida-ca.org
22
MAY		 Western Essex Dental Association
West Orange, New Jersey
Jason Rothenberg - 973-822-2308
Jrothenberg2002@yahoo.com
25
MAY		 San Diego Dental Technology Expo
San Diego, California
Chris Ippolito – 619-277-4743
chris@ceadental.com
Dentaltown Magazine
September 2025
Dentaltown Magazine September 2025 Read Current Issue Read Archived Issues
Sponsors
Townie Perks
Townie® Poll
Who or what do you turn to for most financial advice regarding your practice?
  
Site Menu
Message Boards Magazine Continuing Education Podcasts Blogs Classifieds Dental News Events Townie® Poll Ebooks Townie Choice Awards
Company Info
Contact Us Advertise With Us Howard Farran DDS, MBA Policies and Agreements
Site Help
Sally Gross, Member Services Specialist
Phone: +1-480-445-9710
Email: sally@farranmedia.com
©2025 Dentaltown, a division of Farran Media • All Rights Reserved
9633 S. 48th Street Suite 200 • Phoenix, AZ 85044 • Phone:+1-480-598-0001 • Fax:+1-480-598-3450