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Howard Speaks: Best Practices, 2013 by Howard Farran, DDS, MAGD, MBA, DICOI; Publisher, Dentaltown Magazine

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Best Practices, 2013
by Howard Farran, DDS, MBA, Publisher, Dentaltown Magazine

At the end of my September 2013 column, I asked readers to visit www.dentaltown.com/besttips2013 and post what they did this year to make their dental practice the best it can be. I really love the responses this thread generated. For the sake of this column, and for the health of your business, I'm going to share with you my favorite posts from this thread and my thoughts about them. First of all, for this thread to be kicked off by a first-time poster on Dentaltown.com - and that the advice drkinnarshah provided was spot on - thrilled me to no end. When we look at patterns of a successful dental office, practices that have morning huddles do infinitely better in any way you want to measure, whether it's stress reduction, or increases in productivity and net income. The only thing I want to add to drkinnarshah's post is to remember, after the morning huddle, it's imperative to keep in constant contact with the team via walkie-talkies throughout the day.



Dr M's post is spot on. Everyday since the economy tanked on September 15, 2008, (aka, "Lehman Day"), when asked "If you could have just one magic bullet to improve your practice, what would it be?" four out of every five dentists would say, "I need new patients." I'm personally proud to say that October 2013 was the best month my practice, Today's Dental, has ever had in terms of production, collection and new patient intake; I attribute this to two things. The first thing we did was begin nurturing online reviews; this is very powerful. In my neck of the woods, Internet marketing is very strong. We know nine out of 10 appointments are made by women, and more women post online reviews than men do. At my practice, our staff outright asks our patients to post reviews about their positive experiences online. We know that we might receive a negative review from time to time (you can't please everyone all the time), but if you can drown out any negative review with a ton of positive reviews, you're doing something right. Our staff hands our patients a card prompting them to say something nice about us, and it's been a great success.

The second thing we did in order to obtain more new patients was handing our current patients a referral card. I know pretty much every practice management consultant on the lecture circuit and just about all of them have told me when they do in-office consulting, the first day is always observation. They want to go in there and see what the team is doing and not doing. In almost every instance, on the day of observation consultants never hear a single employee - whether it be the dentist, assistant, receptionist or hygienist - ask for a referral of a friend or a loved one. This is the number-one most powerful form of marketing, and it's never done. When we hand out our referral cards, our patients refer a friend to our practice and when their friend becomes a patient of ours, our patients and their friends will receive a $20 Visa gift card. These cards aren't validated unless a member of our staff signs it. Also, we incentivize our staff to hand these cards out; whomever on the team has the most referral cards with their initials turned in at the end of the month receives $100.

Also in this thread, Jen Butler wrote... For years, I've said all leaders are readers, and I'm glad Jen made this recommendation. In my practice, we all read a book a quarter (we'd love to do a book a month, but it is hard to try to find the time to fit a book in each month). I highly recommend getting your team to all read the same business book once a quarter, and discuss it - but, for non-readers, instead of reading the book, you might consider the audio version of it. All non-readers can knock an audiobook out in the same amount of time it takes to do three loads of laundry and mow the lawn. It's team building and total enrichment for the entire practice.

I applaud dave27 for implementing new procedures into his practice (it already seems to be paying off for him), and for streamlining his processes to do dentistry faster, cheaper, higher in quality and lower in cost. If you're burning out in dentistry, start learning new procedures like short-term ortho, or implants, or CAD/CAM.

Dr. Duke talks about how she set up a private Facebook group for her team and in the thread, Sandy Pardue quotes that as saying that this is the top pick of this entire thread. I have to agree with Sandy, but I am going to have to one-up it a bit. You have to have a communication platform for your team, at Today's Dental we've had our own e-mail platform that has been very effective. The Facebook group Dr. Duke refers to is very interesting; I like that a lot. It's also why we set up the same kind of platform on Dentaltown.com. Dentaltown's private groups are far more robust than the Facebook private groups, however, because you can organize them by subjects. I mean you can set something up for hygienists, something for the entire office, something just for insurance or marketing, etc. It's more organized. But here's what I like even more: If the dental office staff members are on Facebook in the private Facebook group, they are extremely tempted to hop off that page and go see what all their nieces and nephews and girlfriends are doing. When they are on the Dentaltown.com private group, now when your hygienist, receptionist, assistant or office manager leaves that group she sees three-million other posts by thousands of other dental assistants. And if she gets caught up and lost and distracted in that, she's still learning about dentistry.

I want to thank everyone who participated in this thread, and I invite everyone to read what's been posted already, and continue to contribute their best practices from 2013 as we move into the new year. Best of luck to you in 2014, and I'll see you on Dentaltown.com!

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 jenna@farranmedia.com
2013
19
JAN		 California Dental Expo
Los Angeles, California
www.californiadentalexpo.com
7
FEB		 Mount Baker District Dental Society
Bellingham, Washington
www.mbdds.org
21
FEB		 Mississippi Dental Association D2
Tunica Resorts, Mississippi
www.msdental.org


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