By Deana Nuxoll, Director, Marketing & and Tinley Hanks, Corporate Journalist

How does this happen?
Heartland Dental Care offers dentists the opportunity to practice dentistry without the hassles of running a business. Founder, President and CEO, Rick Workman, DMD states, “The doctors with Heartland Dental Care do not have to worry about the day-to-day economic realities of running a small business, which is what a dental practice is. Heartland doctors can concentrate on professional excellence and leadership, which is what great dental practices or great businesses demonstrate.”

Heartland Dental Care is a collection of more than 125 hometown dental practices. It was nationally recognized as one of the fastest-growing companies in America in the October 2003 issue of Inc 500 magazine. In addition, its founder, Dr. Workman, was the 2003 recipient of the Ernst and Young Illinois Entrepreneur of the Year Award in the Masters category.

What makes Heartland Dental Care unique in the industry? Heartland was founded by a dentist, who is still actively involved in the business. This helps to ensure the company is clinically based and focuses on what is best for the patients. The motto is: “Doing the Right Thing for the Right Reason in the Right Work Environment.” Heartland operates with a philosophy of lifetime dental care delivered to patients with personal attention and professional excellence.

Workman says, “Personal attention and professional excellence embody exactly what Heartland Dental Care is about.” To help its dentists support and embrace this philosophy, Heartland provides numerous leadership and clinical training opportunities.

LEADERSHIP AND CLINICAL TRAINING
Doctor leadership training and mentoring are key ingredients to Heartland’s success. “Dentists learn the value of great leadership, and they understand over time, it greatly affects the results of their practices. We strive for constant and never-ending improvement, in both our technical skills and personal communication. We have a high commitment to learning and then implementing what we learn,” Workman says.

“Some of the leadership training we offer is simply in life skills. We change people’s lives every day by teaching them new skills and creating new levels of awareness.”

Heartland’s leaders understand in order to be successful in the business aspect of dentistry, you also have to be successful in the clinical aspect. For this reason, world-class clinical training in all areas of general dentistry is offered to both new and experienced dentists working with Heartland so they have the opportunity to learn about the latest techniques and materials.

Technical training includes Invisalign, rotary endo, DOCS, PAClive, implants, occlusion and the Heartland Aesthetic Continuum among others. This training, combined with new technologies such as the Diagnodent, digital photography and chair-side multimedia, supports and enhances the professional excellence Heartland dentists offer to their patients.

But, there is more to professional excellence than just technical training, and that’s where Heartland’s extensive network of colleagues comes into effect.

NETWORK OF COLLEAGUES
Heartland has a network of more than 130 doctors who work together and share ideas. Since everyone is on the same team, there are unlimited opportunities to network. “We evolve that mastermind concept, which helps us all to grow. We learn from others’ experiences and it really helps us to move forward. It is a great support mechanism,” says Heartland Dental Care Clinical Director, O. Craig Shanteau, DDS, who also practices full-time in Logansport, Ind.

And, the benefit of a network of colleagues is undeniable. “I know that at a moment’s notice, I have a network of peers available to me. It gives me a level of security I never dreamed possible. I know someone will be there for me who understands the problem I may be dealing with and who is able to offer solutions that might have worked for him or her,” adds Ron Weems, DMD, practicing in Alton, Ill.

The support Heartland dentists receive does not stop with their peers, but is extended to other areas of their practices.

EXPERIENCED SUPPORT TEAM
Administrative support is an integral ingredient to Heartland’s success. Heartland provides superior administrative support in all business aspects including payroll, accounts receivable, accounts payable, human resources, supply and equipment procurement, marketing and more.

“There is so much more I am receiving from Heartland Dental Care. It has become a win-win situation for us both. For example, I don’t need to meet with a CPA because there is a team if individuals watching over the numbers for me—giving me the information I need to critique my practice, and to help myself and my practice be successful. So, instead of coming in on the weekends to do paperwork, I play,” adds Karen Williams, DDS, from Bloomington, Ill.

To help dentists critique and evaluate their practices and standard of care, Heartland established a benchmarking system.

BENCHMARKING
A benchmarking approach to business has been well developed and openly adopted in virtually every other industry–including medicine. Consumers are becoming more sophisticated in their selection process. They know that other products and services are evaluated and measured, such as automobiles, car seats, cell phones, financial lending institutions and medical centers.

“It is just a matter of time before this same level of expectation reaches our industry,” says Workman. So, Heartland created a benchmarking system for a procedure code analysis, embracing a philosophy of Dr. W. Edwards Deming, ‘you cannot manage what you cannot measure.’ “Our benchmarks were the first in the industry to be established and are based on a collection of practices that share the same philosophy of care, follow established protocol, are committed to excellence, and believe in constant and never-ending improvement,” notes Workman.

Heartland Dental Care believes its benchmarking approach is better than any other subjective measurement methodology in dentistry. “We study the best dentists and the best practices in America and try to emulate the techniques and skills that make them really successful. In our own right, many of Heartland’s dentists are, some of the best dentists in America with great practices,” says Workman. Heartland dentists can measure themselves and their practices against these highly successful practices.

This comparison helps dentists understand what their own procedure code analysis reveals about their practice. As an example, the analysis may uncover a larger than normal variance in diagnosis. The value of this type of analysis is that really high numbers and curiously low numbers are identified. And, an experienced group of support team members help dentists interpret the numbers. Benchmarking helps dentists to talk about their situations so as to gain a meaningful understanding of what is actually happening in their practices – and in others’ practices. It creates an awareness of how they can improve their performance as dentists.

Another example of the benefits in benchmarking is with periodontics. Almost all dentists are aware of the high percentage of the U.S. population with periodontal disease. And, most dentists also know that their patients don’t even know they have it. At Heartland, dentists are often surprised to see the actual data from their practice. Many times, the objective results do not match their philosophy of care.

The benchmarking approach is obviously not a quota system. Rather, it is considered a “Best Practices Approach” with objective feedback as to what is actually occurring in dental practices.

This feedback helps dentists improve their performance to more closely resemble their philosophical goals. “When dentists view their performance objectively, and improve the ratios to better reflect their goals, we believe it is because their diagnostic quality and/or treatment acceptance has improved – which we consider a significant aspect of quality assurance,” Workman said.

Benchmarking norms can also evolve with the introduction of new technology to practices. For example, the implementation of the Diagnodent changed the way some of the information collected was analyzed. This new technology helps dentists identify caries sooner than before. The benchmarking norms evolved to account for the new standard of care and rising number of direct restorations.

Almost all dentists have high intentions of delivering quality dental care. “In our leadership training, we learned from Bell Leadership that people judge themselves on their own intentions; others judge us based on our actions. Until now, no other objective basis has ever been available to measure what quality dental care actually is,” notes Workman.

“Any collective group of dentists can come together to start up a database to measure their practices. We believe that without common technologies and written practice standards, this collective database would not be a valid benchmarking tool. What it would offer is whether or not a dental practice is similar or different compared to the random sample of dental practices in that collective group,” Workman continues.

“It is my personal desire to see the industry establish benchmarking standards and present the results openly to both peers and consumers,” adds Workman. “And, it is undeniable that those pioneering and participating in this new paradigm will be recognized and rewarded for their vision.”

As another way to build and enhance the culture at Heartland Dental Care, the decision was made to create a company newsletter. However, the concept quickly changed in the early stages of development and the newsletter evolved into a company magazine. “Smiling” was launched in September 2003. Published quarterly, this 50,000-circulation publication enables Heartland and its family members to share their stories not only with each other but also with their patients and other professionals in the dental industry.

Although the publication continues to evolve with each issue, its core components remain the same. Regular features focus on Leadership and Mentoring, Personal Attention and Professional Excellence, and Training/ Continuing Education, as well as the shared successes of individual members of the Heartland Family. From book reviews and suggested reading materials to case studies and smile designs, “Smiling” highlights the achievements, successes and spirit of sharing that is ever-present throughout Heartland. There’s even a section dedicated to the different events and activities that Heartland Family members participate in. The Heartland Family Photo Album captures these “Kodak Moments,” further strengthening the sense of family and belonging that radiates throughout the company.

You, too, can achieve that sense of belonging. All you have to do is email Tinley Hanks at thanks@heartlanddentalcare.com and your name will be added to “Smiling’s” mailing list!

ECONOMIC REWARDS
In addition to developing better practices, Heartland continually works to develop better opportunities for its employees. One such opportunity took place earlier this year, when the company established an Employee Stock Ownership Plan (ESOP). This qualified retirement plan– and the first of its kind in the dental industry, provides employees with the opportunity to have a stake in the outcome they help to create.

This is especially significant with the mega trends that are happening in dentistry, specifically with the newly graduating dentists. Dentists can retain personal and career flexibility and not have to “buy into” a practice, yet receive compensation equal to that investment.

For example, dentists committed to the long-term success of their practices with Heartland Dental Care have the opportunity to be compensated in excess of $400,000 in annual earnings.

This figure is supported by information from 21 dentists who joined Heartland Dental Care between June 1, 1999, and June 1, 2001. The average W2 earnings for these dentists last year was $296,402–that is take-home pay with no principal and interest payments to make on a practice. This year, these same dentists are on pace for annualized average earnings of more than $310,000.”

And, these figures do not include the value of the ESOP accounts that are accumulating for them over time. “Based on current company growth and profitability, we believe the value of their account over their careers will be worth more than $100,000 annually,” says Workman.

Recognizing the abundance of opportunities available, many dentists have already implemented Heartland training and systems into their own practices by choosing to affiliate with Heartland.

AFFILIATION PROGRAM
Traditionally, dentists are under a lot of stress, especially as it relates to personnel management issues, payroll issues, etc., and the time all that takes away from the chair.

When dentists affiliate their practice with Heartland, a transformation occurs. Dentists generally experience much less stress and improve their practices by increasing their standard of care.

Financial Officer, Jeff Staser explains, “I have looked at hundreds of dental practices over the last several years. There are so many mid-career dentists with little or no accumulated wealth. It is not uncommon to talk with dentists who admit to making poor financial decisions while trying to fulfill their dreams. And, many are ashamed to admit this, thinking they are the only ones experiencing this plight.”

“We have helped a lot of dentists not only improve their own financial health, but also improve the financial health of their practices,” adds Staser.

Dr. Shanteau further explains, “By working with a company and having someone take those management concerns off my mind, it allowed me to focus on the clinical side of dentistry and do what I do best. All of the sudden, the business side increased.”

As an added bonus, dentists who affiliate with Heartland can pre-fund their retirement accounts by capturing the equity in their practices and experience increased earnings. Even more, the ESOP contributions to their retirement accounts could far exceed their pre-funded investments.

Many dentists would like help managing their practices, but wish to maintain ownership. For this reason, Heartland Dental Care offers consulting services.

HEARTLAND CONSULTING
Heartland Consulting clients receive much of the same administrative support, services and training available to the dentists at Heartland Dental Care. The benchmarking program is a service that is also provided to consulting clients.

One consulting client remarks, “Thank you for allowing us to utilize the amazing resource that HDC is. You have created an Amazing organization with an even more AMAZING group of people. We wanted to let you know how wonderful they are and of their willingness to go the extra mile! It is through the small acts of kindness and follow through that greatness is achieved. Every time we come out to attend Heartland training, we are amazed at the growth and enthusiasm EVERYONE shares!! THANK YOU FOR THE VISION!!”

The consulting program is designed to enable dentists to see the possibilities in both themselves and their practices. It is a mutually beneficial relationship for the dentists, consultants and support team.

“Through both our affiliation and consulting programs, we know we can increase revenue and profitability in dental practices, and at the same time, enhance the dentists’ lives and their love and passion for dentistry,” says Operations Officer, Pat Bauer.

For more information on Heartland Dental Care please visit them on the Web at www.heartlanddentalcare.com, call 866-544-5100 or write 1200 Network Centre Drive, Effingham, IL 62401.