The Progressive Orthodontist

CZZh Dr. Courtney Dunn Wife, Mother, Business Woman, & Orthodontist Q4 2016

PRACTICE PROFILE ORTHO ENTERPRISE – BY DR. DAVID HIRSCH

MARKETING/SOCIAL MEDIA

CLINICAL CORNER

POKEMON GO: WHAT YOU NEED TO KNOW

PLASTIC MAGIC

-BY SCOTT HANSEN

-BY DR. LUIS PIEDADE

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inside this

edition...

BUSINESS PRACTICE & DEVELOPMENT

17 Two Questions to Ask Before Going In-Network

BY NICK PARTRIDGE

26 S4L: Making a Difference One smile At a Time

BY JILL REYNOLDS

34 Dealing with Disaster

BY DR. SHELDON SALINS

42 Meet Dr. Courtney Dunn

55

COVER STORY

CZZh

Courtney Dunn Page

42

MARKETING/ SOCIAL MEDIA

13 The Secret Benefit of Video Patient Testimonials

BY CHIP FITCHNER

21 10 Steps to Better Instagram Photos

62

52 Pokemon Go: What You Need to Know

BY SCOTT HANSEN

68

Clear Procedures & Protocols: Why and How

BY ANDREA COOK

76

BY DR. LUIS PIEDADE

PRACTICE PROFILE

Ortho Enterprise

BY ANGELA WEBER

58

Plastic Magic

38

BY WAYNE PEARSON

OFFICE LOGISTICS

50

31

Lessons from the Duck

BY DR. JAMIE REYNOLDS

CLINICAL CORNER

BY DR. KYLE FAGALA

35 Ways to Get More Patients in the Door

Three Pillars of the Modern Practice, Part 1: Flexability

IMAGE BY EMILY SUPIOT OF COZY CLICKS

A Strong Benefits List Benefits You

BY NANCY HYMAN

BY DR. DAVID HIRSCH

ORTHOPUNDIT.COM

80 Why I Accept Medicaid and You Should Too

BY DR. BEN BURRIS

RESOURCES

84 H.R. INSIGHT

Resources

72 10 Things You Need to Know About Generation Z

Partnering with a Real Estate Developer: The Sale-Leaseback

BY DR. DOUG DEPEW

BY JOSH BROWN

The ideas, views and opinions in each article are the opinion of the named author. They do not necessarily reflect the views of The Progressive Orthodontist, its publisher, or editors. The Progressive Orthodontist® (“Publication”) DOES NOT provide any legal or accounting advice and the individuals reading this Publication should consult with their own lawyer for legal advice and accountant for accounting advice. The Publication is a general service that provides general information and may contain information of a legal or accounting nature. There is no guarantee or warranty regarding the information contained in the Publication and we are not responsible for any loss, injury, claim, liability, or damage (“damages”) related to your use of the information contained in the Publication or from errors or omissions in the content of the Publication. While we have worked to make our Publication and all the features in the Publication as helpful as possible, the Publication does not endorse any content provided by any feature, nor does it assume any responsibility for the interpretation or application of any information originating from such content. In addition, The Progressive Orthodontist does not endorse any content contained in any advertising on the Publication, nor does it assume any responsibility for the quality or integrity of such work. Content is property of The Progressive Orthodontist and may not be copied or otherwise duplicated without prior written consent from The Progressive Orthodontist. All content contributed to The Progressive Orthodontist magazine becomes the property of SmileMedia. The publisher assumes no responsibility for return of unsolicited manuscripts, art, photos or other content.

Q4 • 2016 | TheProOrtho.com 1

2

Itâ&#x20AC;&#x2122;s just BUSINESS

“

I choose to work... with Benco because they have earned my trust.”

–Josh Davis, DMD Philadelphia Orthodontics Philadelphia, PA

At Benco Dental, we choose a broad array of products and services over restrictive exclusives. This allows us to present you with more offerings, helping you to “deliver success smile after smile.”

Our Products • Over 5,000 orthodontic-related offerings in catalog and online • Two CenterPoint showrooms with ortho operatories for a hands-on dental design experience featuring -3D Cone Beam -Cephalometric and panoramic x-rays -Largest selection of dental equipment and technology • Direct shipping from one of five warehouses nearest you

Our Service • Over 300 Service Technicians across the country • Hardware and software support from BENCONET professionals

“You can’t buy trust, you earn it. I am forever grateful for the many people at Benco for helping me to deliver great orthodontic treatment with the best equipment and supplies.”

Please call your Friendly Benco Rep to learn more about the products available or visit one of our CenterPoint showrooms to experience the Benco difference.

Q4 • 2016 | TheProOrtho.com 3

EDITOR’S NOTE EXECUTIVE EDITOR Dr. Ben Burris

CLINICAL EDITOR Dr. Derek Bock 2016 has flown by! The Holiday Season is right around the corner but we have some awesome presents to enjoy before then. The second annual MKS Forum is kicking off in Dallas soon and over 500 orthodontists will be there to learn, share and grow. The MKS speaker lineup is redonkulous and includes the best and brightest that orthodontics has to offer. Check it out for yourself at TheMKSforum. com. The very next week ProOrtho will be out in force at The Invisalign Summit in Las Vegas – it’s like Christmas in November for us tooth nerds!

This issue of The Progressive Orthodontist Magazine is jam packed with the content you’ve come to expect from the industry’s leading resource. Enjoy the magazine. I look forward to seeing you in Dallas or Las Vegas before spending some quality time with the family over the holidays.

DON’T MISS MKS 2016!

PUBLISHER Carrie Halley

ADVISORY BOARD Bridget Burris Dr. Jason Battle Dr. Derek Bock Dr. Jennifer Eisenhuth Dr. Kyle Fagala Dr. Jose Luis Garcia Dr. Anil Idiculla Dr. Aly Kanani Dr. Kliff Kapus Dr. John McManaman Dr. Jason Tam Dr. Courtney Dunn Angela Weber Sarah Sharfstein

GRAPHIC DESIGNER Megan Clark FOR AD SALES, CONTACT SUZY SNOW AT THEMKSFORUM@GMAIL.COM The Progressive Orthodontist magazine and study group are your educational resources for new trends, progressive insights and best practices for building a successful orthodontic practice in 2016 and beyond.

Register now at themksforum.com before it’s SOLD OUT!

CHECK US OUT ONLINE WWW.THEPROORTHO.COM

4

It’s just BUSINESS

Increased Practice

Grow Your Practice

Email/Text Patient Educational Videos

Decreased Chair Time

Decrease & Pass on Liability

Elastic Images Via Text Message

Increased Social Media Presence

Prompt Online Patient Review

Digital Referral System

Smile Design Survey

Our Content Partners

1-318-737-2786

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info@bracesacademy.com

DR. JASON BATTLE

DR. ANIL IDICULLA

DR. DEREK BOCK

DR. ALY KANANI

BRIDGET BURRIS

DR. KLIFF KAPUS

DR. JENNIFER EISENHUTH

DR. KYLE FAGALA

DR. JOSE LUIS GARCIA

ANGELA WEBER

DR. JOHN MCMANAMAN

DR. JASON TAM

DR. COURTNEY DUNN

SARAH SHARFSTEIN

Q3 â&#x20AC;¢ 2016 | TheProOrtho.com 7

CONTRIBUTORS DR. JAMIE REYNOLDS Article on page 62

DR. BEN BURRIS Article on page 80 Contrarian, philanthropist, rabble-rouser, thought leader, business man, loud mouth, prime mover and visionary. These are but a few of the terms used to describe Ben Burris.

No matter which label you choose or what personal opinions you hold, none can deny that Dr. Burris continues to change the conversation in dentistry - especially in orthodontics.

Dr. Burris graduated from The Citadel, in Charleston, SC, with a BS in biology prior to receiving his DDS from the University of Tennessee - Health Science Center’s College of Dentistry in 2001 where he then completed his orthodontic residency and received his MDS in 2004.

Burris is owner of one of the largest practices in North America, creator of Smile for a Lifetime Foundation, co-owner of The Progressive Orthodontist Magazine and Study Group and key opinion leader to some of the industry’s heavy hitters. Ben can be reached at bgbdds@yahoo.com.

Article on page 17 Over the past seven years, Nicholas Partridge has established himself as a leader in analyzing the impact of dental insurance networks on the financial health of dental practices. As the president of Five Lakes Professional Services, Nick leads a team of nearly 40 team members who assist more than 1,000 dentists throughout the United States in developing an insurance participation strategy appropriate to the goals of their practice. More information on Five Lakes Professional Services can be found at www.FiveLakesPro.com.

Article on page 68 Nancy Hyman developed orthodontic training programs for Practice Builders and established marketing plans for their clients from 2003-2009 and founded Ortho Referral Systems to help orthodontic practices jumpstart patient referrals, increase case acceptance and improve implementation of practice growth systems. Nancy is a national lecturer and author, including penning Winning Marketing Strategies and is the key strategist for Hyman Orthodontics, consistently enrolling 600 plus new patients annually in a one doctor, one location practice. Nancy may be contacted at nancyors@gmail.com or 323-308-9817.

Dr. Reynolds attended the University of Michigan for both his undergraduate and dental studies.

While at Michigan he was a member of the volleyball team, earning both team captain and All-Big Ten honors. Dr. Reynolds attended the University of Detroit-Mercy earning a master’s degree in orthodontics. He lectures extensively on orthodontic technology and practice management and is also a co-founder of OrthoFi. In his spare time, he has a passion to travel, spend time with his family, and learn new things. Also, as a beach bum at heart, Dr. Reynolds can be found in the summertime near a beach volleyball court covered head to toe in sand.

DR. DAVID HIRSCH Article on page 31

DR. KYLE FAGALA

NANCY HYMAN

8

NICK PARTRIDGE

Article on page 21 Dr. Kyle Fagala is the owner and orthodontist at Saddle Creek Orthodontics in Germantown, Tennessee. Dr. Fagala graduated in May of 2013 with a certificate in orthodontics and a master’s degree in Dental Science for his thesis on three-dimensional imaging of the airway. Dr. Fagala is the course director and lecturer of Development of the Occlusion, a class for 1st year dental students at the University of Tennessee Health Science Center. He also provides orthodontic treatment for children at Pediatric Dental Group in Southaven and Olive Branch, Mississippi. He loves music, specifically the drums, and spends more time than he should on social media. Dr. Fagala, his wife Anna, their son Charlie, and daughter Libby live in Germantown and attend Highland Church of Christ.

It’s just BUSINESS

Dr. Hirsch graduated from McGill University with a Bachelor of Science degree (B.Sc.) in Physiology in 1988. Following his undergraduate studies, Dr. Hirsch completed his dental training at McGill University, obtaining his Doctor of Dental Surgery degree (DDS) in 1993. Dr. Hirsch went on to complete his orthodontic training at University of Detroit Mercy, where he received a Certificate in Orthodontics (Cert. Ortho) as well as a Master of Science (M.S.) degree. As part of his commitment to the specialty of orthodontics, Dr. Hirsch passed all the examinations leading to the award of “Fellow” by the Royal College of Dentists of Canada (FRCD(C)), and then later became a Diplomate of the American Board of Orthodontics (Dip. ABO). From 1996 to 2012, Dr. Hirsch was a clinical orthodontic instructor and lecturer (Associate in Dentistry) in the undergraduate department at the University of Toronto.

ANDREA COOK

DR. COURTNEY DUNN

SCOTT HANSON

Article on page 58

Article on page 42

Andrea Cook’s in-office, hands on training motivates and energizes orthodontic clinical teams. She bases training systems on practical knowledge gained through 20 years chairside experience.

She works as a clinical consultant and trainer for premier orthodontic offices across the country. Since effectively training clinical team members is a critical portion to the advancement of clinical productivity and profitability Andrea works with teams to increase efficiency, improve communication and guides the office to a new level of excellence.Her years of experience include working in single, double, and multi doctor practices. She has extensive experience as clinical coordinator for a multi doctor practice seeing over 120 patients per day. Andrea’s experience allows her to understand and address the concerns of the clinical team.

Dr. Courtney Dunn graduated from the University of Michigan Dental and Orthodontic programs in 2001 and 2004. She received the Milo Hellman award for her research and has presented at many local and national meetings. She is a diplomate of the American Board of Orthodontics, holds leadership positions in the Arizona Dental Association and is past president of the Arizona State Orthodontic Association. Dr. Dunn is in private practice with her husband, Matt, in Phoenix, AZ. She spends most of her free time being a proud swim mom.

Article on page 52 Scott Hansen is the owner of OrthoChats, the world’s leading professionally managed chat service for orthodontists. In addition, he manages a quickly growing orthodontic practice in Kansas City. While achieving his Masters is Business Administration at the University of Missouri - Kansas City, he was awarded a certificate of achievement for his entrepreneurial work from the Regnier Institute for Entrepreneurship and Innovation. Feel free to contact Scott at Scott@ OrthoChats.com, (401) 99CHATS, or chat online at OrthoChats.com.

ANGELA WEBER Article on page 38 Angela Weber is the Chief Marketing Officer for OrthoSynetics a company which specializes in business services for the orthodontic and dental industry. She leads a team of marketing professionals dedicated to developing and implementing cutting-edge strategies and solutions for their members.

Angela has over 15 years of experience in the advertising industry with a vast knowledge of current and past trends, philosophies and strategies for marketing within the healthcare industry. Angela has a proven track record of driving new patient volume through innovate marketing practices.

Angela holds a B.A. in Mass Communications from Louisiana State University and an M.B.A. from the University of New Orleans.

DR. LUIS PIEDADE Article on page 50 Dr. Luis Piedade is an educator, speaker, author and orthodontic specialist. He is an Associate Professor at the University of Manitoba – Graduate Orthodontics where his main focus is teaching future orthodontists clear aligner therapy. Dr. Piedade received both his Bachelor of Science degree and dental degree at the University of Toronto. After dental school, Dr. Luis Piedade completed a dental surgery residency at Mount Sinai Hospital. Following his residency training, Dr. Luis Piedade received his Masters degree in Orthodontics from the University of Manitoba.

JOSH BROWN Article on page 76 Joshua Brown is the co-owner and Executive Broker of Haag Brown Commercial Real Estate & Development.

Joshua serves as a Principal in Haag Brown Development, having developed numerous high profile retail properties in Arkansas and the mid-south.

Other states experiencing the success of Haag Brown Development include Oklahoma, Missouri, Tennessee, and Mississippi. Haag Brown Commercial was named a finalist for “Small Business of the Year” by Arkansas Business in 2012 and 2013. They were named “Small Business of the Year” for 2016.

CHIP FITCHNER Article on page 13 TruDenta, Director of Marketing.

Started, bought and sold multiple companies in diverse industries over the last 30 years.

Q4 • 2016 | TheProOrtho.com 9

CONTRIBUTORS

A double blind study conducted by Drs. Smith and Jones at the Institute for Dental Consumer Protection has found that aligners are totally ineffective in moving, straightening, aligning or otherwise positively impacting pockets, handbags or kitchen counter tops.

DR. SHELDON SALINS Article on page 34

WAYNE PEARSON

Dr Salins live in San Francisco Bay He did his Ortho at UCLA Some thought he was mental Because he went to Harvard dental But in the end - he turned out ok

Article on page 53

He does what most Ortho do Active in dental clubs, many not few Best are time with his kids, theyâ&#x20AC;&#x2122;re great Bike riding With the boy named n8 And playing dolls with the girl, called Clo

DR. DOUG DEPEW Article on page 72 Dr. Doug Depew has been practicing in the Northwest suburbs of Atlanta Georgia since 1990. He graduated Magna Cum Laude from the University of Georgia, received his dental degree from the Medical College of Georgia, and received his certificate in orthodontics and masterâ&#x20AC;&#x2122;s degree from Baylor College of Dentistry at Baylor University.

Dr. Depew and his wife, Vicki, have three wonderful children, along with two daughter-inlaws, and two grandchildren. And in his spare time, he enjoys raising and training his Quarter horses and other outdoor activities.

Dr. Depew is also the founder and Academic Director of Trapezio, which provides formal training for orthodontic staff members and is endorsed by the American Association of Orthodontists. As the program creator, Dr. Depew is frequently invited to speak at professional meetings around the country and overseas.

10

NEW STUDY PROVES CLEAR ALIGNER THERAPY TOTALLY INEFFECTIVE!

Wayne Pearson is a proven entrepreneur with a track-record for creating explosive growth in a variety of industries. Shortly after graduating from Arizona State University in 2003, he founded a cellphone retail business and grew it from a startup to over $20MM in annual sales in just under two years. Due to cellphone market consolidation, Wayne sold the wireless business in 2008 and ran headlong into the plummeting commercial real estate market and, within a few years, was successfully managing over 300K square feet of property. The time to capitalize on a strategic exit came in 2014 when the commercial real estate market had mostly rebounded. In mid-2014, Wayne entered the orthodontic industry by joining Dr. Ben Burrisâ&#x20AC;&#x2122; team to aid in the development of the rapidly expanding multi-specialty practice, Arkansas Dentistry & Braces. Earlier this year, Wayne launched a coaching firm called Ortho Execs, which focuses exclusively on helping orthodontists grow their practices.

JILL REYNOLDS Article on page 26 Jill Reynolds serves as the administrative director of the Guilford County, NC Chapter of Smile for a Lifetime. When she is not chauffeuring her four children around town, she also serves as marketing director for Reynolds Orthodontics, her husbandâ&#x20AC;&#x2122;s orthodontic practice.

Itâ&#x20AC;&#x2122;s just BUSINESS

When asked about this landmark study, Dr. Jones said, â&#x20AC;&#x153;We have long suspected that clear aligners â&#x20AC;&#x201C; whether SmileDirectClub, Invisalign or one of the JHQHULF W\SHV Ĺ&#x2039; KDYH ]HUR HIÄ&#x; FDF\ ZKHQ it comes to improving the appearance of counter tops, handbags or jean pockets.

This despite consistent, long-term attempts by many patients we observed who regularly store their aligners in back pockets, purses and on kitchen counter tops. Furthermore we have discovered that clear aligners only work when patients actually wear them 22 to 23 hours each and every day!â&#x20AC;?

Dr. Smith agreed saying, â&#x20AC;&#x153;Our results show, conclusively, that patients who wear their clear aligners in their mouths [on their teeth as directed] get much better results than those who leave them lying on the counter or keep them in their pockets.â&#x20AC;?

So there you have it. Conclusive, undeniable proof that SmileDirectClub and Invisalign are totally ineffective unless the aligners are worn faithfully and as directed.

Drs. Smith and Jones shared that they have further groundbreaking research in the works and told us that they believe they can prove that toothbrushes donâ&#x20AC;&#x2122;t work eitherâ&#x20AC;Ś unless you stand really close to them and apply the fuzzy end to your teeth. â&#x20AC;&#x153;Not the slick end mind you, the fuzzy HQGĹ&#x201E; -RQHV FODULÄ&#x; HG We look forward to hearing more from The Institute for Dental Consumer Protection soon.

Are you ready to be

Fully Engaged ?

There are tons of orthodontic study groups out there and I firmly believe that this is an excellent development for individual doctors and for orthodontics. The increased connectivity among orthodontists is revolutionizing our specialty and helping us cope with the increasing pace of change.

Some of these groups are older, some are bigger and many are awesome but none are comparable to ProOrtho FE. I'm not being ugly, it's just a fact. I have been or am part of several awesome groups and if you can't get into ProOrtho FE there are several I'm happy to recommend. That being said, if you want to be at the epicenter of modern orthodontics, you owe it to yourself to join FE. You've heard the names of many of our members but there are quite a few bad ass orthodontists with killer results and monster practices that you won't get access to unless you're inside the circle of trust!

FE members are serious people.

- Serious about getting great results.

- Serious about growing their businesses.

- Serious about not sharing outside FE and protecting our geographically exclusive areas.

- Serious about thriving instead of just surviving.

- Serious about providing real stability for their families.

- Serious about maximizing efficiency.

- Serious about sharing with and learning from fellow FE members.

- Serious about thriving instead of just surviving.

- Serious about having fun when we are not at work!

Becoming an FE member is not easy or cheap but nothing worthwhile ever is. If you'd like to check and see if your area is available and find out more please contact Carrie.

-Ben Burris Q4 • 2016 | TheProOrtho.com 11

info@theproortho.com | 479-238-1004 | theproortho.com

MARKETING, SOCIAL MEDIA & EVENTS

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Itâ&#x20AC;&#x2122;s just BUSINESS

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MARKETING, SOCIAL MEDIA & EVENTS

THE SECRET BENEFIT OF VIDEO PATIENT TESTIMONIALS

By Chip Fichtner Any orthodontist who wants to attract new patients already has a mobile friendly website with the crucial key words and lots of great photos of patients, the doctor, and the team. But as a student of orthodontic websites, I am continually surprised at how few have VIDEO on their sites. Missing a zero cost opportunity to increase your new patient flow.

At a minimum, the presence of video improves your Google rankings. Sites with video are ranked higher than those without. But the smart doctors are also using their patient testimonial videos to get FREE local media coverage in print,

online, radio and even on network TV affiliates. (ABC, CBS, FOX and NBC) If the doctor is providing something new and unique, the coverage often creates new patient waiting lists. The trick to getting this coverage is your patient video testimonials!

To remind you of some of the wellknown reasons why video on your website is critical, consider these recent statistics: 1) The average internet user spends 88% more time on a website with video.—Mist Media 2) 1.8 million words are the value of one minute of video. – Dr. J.McQuivey,

Forrester Research 3) Mobile makes up almost 40% of global watch time on YouTube. –YouTube 4) 92% of mobile video viewers share videos with others. –Invodo 5) Visitors who view videos stay on web sites an average of 2 minutes longer than those who don’t view video. –comScore 6) When marketers included a video in an email, the click-through rate increased by 200%-300%. – Forrester Research Clearly video must be a part of your internet and email strategy. But smart doctors can benefit from video in an even more powerful channel; using it to

Q4 • 2016 | TheProOrtho.com 13

MARKETING, SOCIAL MEDIA & EVENTS

get local media coverage. As an example, TruDenta doctors take before and after video testimonials of their patients. They add these patient videos to their websites and play them on monitors in their lobbies. New patients are intrigued by videos of other patients discussing their view of the doctor’s care and personally detailing their treatment results.

–––––––––––––––––– Do not interrupt or say anything until the patient has completed their statement. This makes the content far easier to edit into compelling videos, showing the patient before and after your care. The length of these stories does not matter as you will edit them later with the best parts of their comments.

–––––––––––––––––– PATIENT VIDEO TESTIMONIALS ARE POWERFUL AND EASY. Patient video testimonials should be no more than 2-3 minutes long and shorter if possible. They should not be fancy and need not be professionally produced. Our practices use an iPad on a tri-pod to capture the video in a patient interview before their care commences and then again after the treatments are complete. We then edit these two pieces into a combined single video of a very powerful before/after testimonial from the patient. The interview area (these are interviews with the patient, not testimonials) should be well lit and quiet.

14

HOW TO GET THE BEST PATIENT VIDEOS The number one element of a great patient video is to let the patient talk.

You want them to tell their story. The doctor or a team member seated out of camera view asks open-ended questions that do not prompt yes or no answers, but rather encourage the patients to tell their story. Do not interrupt or say anything until the patient has completed their statement. This makes the content far easier to edit into compelling videos, showing the patient before and after your care. The length of these stories does not matter as you will edit them later with the best parts of their comments.

THE SECRET VALUE OF VIDEO Increasing the performance of your website with video is important and will incrementally attract new patients. But the real value of these videos is using them to attract local media attention and coverage relatively easily. Local media sources are eager to report on something new and different that is local. TruDenta doctors have been featured in hundreds of local newspapers, magazines, websites and on NBC, CBS, ABC and FOX News. They have received coverage in small towns and large cities. The secret to achieving valuable FREE coverage is the patient videos!

Producers and writers are by nature skeptical. But when given links to your actual patient testimonial videos, their skepticism turns to enthusiasm. They are excited to cover local doctors and case outcomes on their local patients. These stories are usually interviews with patients the doctor has treated, rather than the doctor talking about how brilliant they are. What could be stronger than actual patients singing your praises on the local evening news, for FREE? Once you have the patient testimonial videos on your website with signed releases from your patients, you can then contact your local media outlets. (email me if you would like a copy of our release

It’s just BUSINESS

form). Spend a little time to research each media source to find out which authors, reporters, producers or bloggers have covered local health and beauty topics in the past. Contact these targets at least

–––––––––––––––––– You can spend money on advertising, but FREE media coverage is not just FREE, it is more powerful than any paid advertising because it isn’t paid!

–––––––––––––––––– three times. The first is a snail mail press release. Secondly, send an electronic press release and finally call them all. Keep calling until they say NO! In the press releases and calls, be sure to point them directly to the testimonial videos on your site. Tell them that these patients would be happy to be interviewed for their piece. Most patients will be glad to do this for you, and their stories are what stimulates the media interest in your story.

You can spend money on advertising, but FREE media coverage is not just FREE, it is more powerful than any paid advertising because it isn’t paid! Give it a try. You will be shocked. One of our doctors had a 100+ patient waiting list for new patients after a feature on Fox News showcasing his ability to resolve headaches. Another one in a town of 8600 people was written up in his local newspaper and added over 20 new patients to his waiting list that week alone.

To see actual TV coverage on our doctors visit www.TruDentaVideo.com . This could be YOU.

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Q4 • 2016 | TheProOrtho.com 15

BUSINESS & PRACTICE DEVELOPMENT

16

Itâ&#x20AC;&#x2122;s just BUSINESS

BUSINESS & PRACTICE DEVELOPMENT

TWO QUESTIONS TO ASK BEFORE GOING IN-NETWORK

By Nick Partridge The competitive landscape in orthodontics is changing. The list of factors influencing the orthodontic profession today is long. From the proliferation of consumer-oriented treatment systems like Invisalign and SureSmile to the influx of private equity money and the growth of corporate dentistry; competitive pressures are everywhere. A common inquiry arising in response to the aforementioned changes seems to be that more orthodontists are considering insurance participation. If you have considered participating innetwork for the first time or entertained the idea of broadening your insurance participation, there are two important questions to ask.

QUESTION 1: DO I PARTICIPATE? Before deciding to participate with an insurance company, each practice should investigate how participation might benefit their practice and at what cost. Routinely, we see that insurance participation helps to attract patients, broaden and strengthen referral relationships and improve case acceptance. However, each doctor must consider the potential for growing their business by evaluating the potential impact on referral partners, existing and planned marketing efforts, financials and more.

In fact, we encourage orthodontists to look at some key factors, including but not limited to: • Insurance participation amongst competing practices.

• The opportunity within your market for a particular insurance company.

• The likelihood of increasing referrals

as a result of participation.

• The financial ability of the practice to offer services at a discount as determined by the fee schedule.

If your answer at this point is to consider participation, then proceed to question two.

–––––––––––––––––– Be sure to consider other factors like partner networks, access to patients, restrictions, administrative workload, contracting preference, previous relationships, etc.

We call this optimizing your contracts.

–––––––––––––––––– QUESTION 2: HOW WOULD YOU LIKE TO PARTICIPATE? This question may seem strange.

Historically, if you wanted to be innetwork with Assurant, then you join Assurant! However, times have changed.

Today, you have more avenues to choose from to become a participating provider with Assurant.

Over the past few years, most insurance companies have formed partnerships with each other to create a veritable web designed to bring you in-network.

Insurance providers and dental networks can leverage your signed contract with

Q4 • 2016 | TheProOrtho.com 17

BUSINESS & PRACTICE DEVELOPMENT one insurance company to bring you in-network with many other networks.

For example, an orthodontist that enrolls with Connection Dental will be shared by as many as 60 insurance company partners (including Assurant). As you might imagine, the implications of these partnerships are wide ranging.

To successfully navigate this new challenge posed by insurance company partnerships, your research into the decision to join a network must involve at least the following two components: • Understand your options.

• Evaluate reimbursements.

–––––––––––––––––– The way in which you bill affects how much you collect.

–––––––––––––––––– UNDERSTAND YOUR OPTIONS Everyone wants options. With dental insurance today, you have them. To start your research, notice that many insurance companies and dental networks have multiple networks available. Obtaining a menu of plans available by network is a good starting point. Be aware that these options vary by state. For example, United Concordia has several national PPO networks, a network for Active Duty Military Personnel, an invite-only network called Elite and more. Also, they manage the Blue Cross Blue Shield network in some states.

Once you understand how the insurance company offers participation for providers, an orthodontist can in many cases join selectively to access certain parts of a network while avoiding others.

For example, Cigna has two primary PPO networks (DPPO and Advantage).

Choosing between these two plans requires a trade-off. The Advantage plan provides broader in-network access to Cigna’s insured members but requires you accept a lower reimbursement rate.

We call this decision, network selection.

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It’s just BUSINESS

As you investigate which network best accommodates your goals for the practice, the next thing to understand is the existence and extent of any partnerships.

Once decided, you must take the next step. Cigna has multiple relationships with companies both to share contracted dentist and to access shared doctors through partner networks. Therefore, if you contract with Cigna, be prepared to be shared. Further, by joining other plans like Connection you may find yourself as an in-network provider for some Cigna members.

EVALUATE REIMBURSEMENTS Having worked through network selection above, we must next tackle an evaluation of reimbursements.

When evaluating reimbursements, there are several keys to determining how best to participate.

First, understand how to best bill for an orthodontic case. The way in which you bill affects how much you collect. Be sure to obtain guidelines for billing from each insurance company you entertain.

All treat orthodontics differently. Then, be sure to negotiate for the best and final rate when you solicit a recruiter for a fee schedule proposal.

Once you have claims processing guidelines and a final proposal, the next step is to weigh the decision to contract directly compared to contracting through a partner network.

Going back to an earlier example above, Assurant has multiple partners.

Therefore, once you have Assurant’s offer, you should evaluate their offer in comparison to the other ways you can join plans and participate in Assurant through those partnerships. Join accordingly.

Be sure to consider other factors like partner networks, access to patients, restrictions, administrative workload, contracting preference, previous relationships, etc. We call this optimizing your contracts.

These two questions are central to helping develop an optimal insurance participation strategy. For more information about our approach, please email me at Nick@FiveLakesPro.com.

BUSINESS & PRACTICE DEVELOPMENT

Q4 â&#x20AC;¢ 2016 | TheProOrtho.com 19

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MARKETING, SOCIAL MEDIA & EVENTS

10 STEPS TO BETTER INSTAGRAM PHOTOS

By Dr. Kyle Fagala For those of you who don’t know, I co-founded a digital marketing agency in May called Neon Canvas. I have always enjoyed social media and digital marketing, and have loved helping other orthodontists improve their online presence. Now that I get to work on digital marketing every day at Neon Canvas, I feel like I have even more to share. By the time this hits the “newsstands,” I will have launched a web series called The Digital Orthodontist where I discuss all topics related to digital marketing: website, social media, SEO, and beyond. If you’re interested in signing up, please visit www.

NeonCanvas.com/TheDigitalOrtho.

And now, let’s talk about Instagram and smartphone photography.

Since launching in October of 2010, Instagram has cemented itself as one of the two or three essential social media platforms, especially for the 35 and younger demographic. While Instagram

just recently added Stories (to compete with Snapchat), the native language of Instagram is, and always will be, beautiful photographs. Here are ten tips on how to ensure that your photos on Instagram (and everywhere else) look amazing.

smartphone photography is no exception!

Position your subject next to a large window if you have one, or go outdoors in the shade. Just make sure that the light isn’t too harsh, as this can produce unflattering shadows.

––––––––––––––––––– Avoid the filter. In-app filters can make lessthan-perfect photos look better, but the best performing filter is no filter at all.

–––––––––––––––––––

2. Get close but don’t zoom! Photos perform better when subjects are cropped in relatively close, so don’t be afraid to get closer to your patients. But, you want to avoid zooming in digitally with the camera. Opt instead for cropping down later, in Instagram or another photoediting app. Try Snapseed and VSCO, for powerful, free photo-editing apps.

1. Find natural light, if possible.

Light is a huge part of photography, and

3. Tap to focus. When shooting, tapping the subject on your phone’s screen can help narrow down the focus, set your light metering, and even produce that DSLRstyle bokeh (that’s photographese for “blur” around out-of-focus areas).

Q4 • 2016 | TheProOrtho.com 21

MARKETING, SOCIAL MEDIA & EVENTS 4. Avoid the filter. In-app filters can make less-than-perfect photos look better, but the best performing filter is no filter at all. By finding great light when you can and framing your subject well, you’ll need filters less and less!

5. Bump the brightness. The #1 most important edit to make to your photos is to bump up the exposure, so it’s bright and well-lit. Don’t overdo it with the brightness, though, or you’ll end up washing out your subject. Never a good look!

6. Play with contrast and shadows.

Once you’ve bumped up the brightness, try bringing a bit of depth back to your photo by adding contrast or shadows.

Or, if you’re going for an airier look, try removing some shadows. Certain shots will benefit from a touch of added structure, which can add clarity to detail in photos. Don’t overdo this element, either, or else you’ll end up with an overly textured shot. Try playing with a touch of tilt-shift for that DSLR-style blur, but make sure you spread the area of focus a bit, though, so it’s not too narrow.

7. Tag everyone. One of the best ways to increase engagement on Instagram is to tag your subject. Ask them for their

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Instagram handle when you take the photo and don’t forget to tag them, so they know to comment and share!

––––––––––––––––––– Shoot everything! Don’t skimp on the photos.

Even if you don’t think something is going to be a great photo op, take it anyway! You never know what will turn out to be a great shot or engaging post. If nothing else, it’s ideal for practicing your smartphone photography skills.

––––––––––––––––––– 8. Show personality in your caption.

Don’t be afraid to show your fun side in your caption, or use emojis! Or, if that’s not your style, don’t feel pressured to write something too goofy or lighthearted. Just show your office’s personality so you can develop those patient relationships! Be authentic. Authenticity will never lead you

It’s just BUSINESS

astray in digital marketing.

9. Hashtag appropriately. Hashtags can be a huge way to reach a new audience, so don’t forget to use them in your posts!

Geographic tags are great, like #memphis or #choose901, or industry-specific hashtags like #bracesoff or #orthodontics.

Look around to see what everyone else is doing successfully (social media best practices change all the time), and try it for yourself!

10. Shoot everything! Don’t skimp on the photos. Even if you don’t think something is going to be a great photo op, take it anyway! You never know what will turn out to be a great shot or engaging post.

If nothing else, it’s ideal for practicing your smartphone photography skills.

Don’t limit yourself to braces only, either.

Personal shots of your family or hobbies, team photos, and #ortholife details will surprise you at how well they can perform.

In the next article, we’re taking it up a notch by discussing how to produce great photos with a DSLR camera - why you need one and why you shouldn’t be overwhelmed by this professional-quality gear.

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BUSINESS & PRACTICE DEVELOPMENT

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BUSINESS & PRACTICE DEVELOPMENT

S4L: MAKING A DIFFERENCE ONE SMILE AT A TIME

By Jill Reynolds Today I had the pleasure of meeting a tender-hearted mother and a beautiful daughter who recently graduated valedictorian from her high school class.

She told me she wants braces because she’s insecure about the way her teeth look and she hopes they will help to stop her painful headaches. This girl is the youngest of eight children, works parttime at a pharmacy, and showed me an outstanding and impressive report card.

An administrator at her school says she, “will excel in whatever she decides to do in life,” and her boss says, “She has been able to overcome personal hardships… but she and her family have reached a point where some of the difficulties of life are about to overwhelm them.” Tragically, she lost her father last fall after an unexpected medical complication. She and her mother are hard workers but barely make more than minimum wage and paying for braces is simply not an option for their family.

Today, I was able to give her some hope. Our Board of Directors chose her to move to the second phase in our selection process for awarding orthodontic scholarships which included an interview and a clinical exam. After taking a quick peek, Dr. Reynolds said she was ready clinically and even offered to put the braces on today because he had time in his schedule. The tears of joy that fell from her face when I told her the good news was an incredible blessing to my heart and reminded me why we do this. Smile for a Lifetime (S4L) is in the business of making smiles possible—for those who have no other options—and those smiles are truly made to last a lifetime. They are smiles of the heart, a gift to the entire family, including parents who often feel guilty

for being unable to provide a solution to a problem of self-confidence and insecurity as a result of imperfect teeth.

–––––––––––––––––– She and her mother are hard workers but barely make more than minimum wage and paying for braces is simply not an option for their family.

–––––––––––––––––– I often tell my husband how thankful I am for “the bubble” in which we live. By the grace of God, we have enough food on our table, a warm, safe place to live, and access to medical care, among many other blessings. But that is not the case for everyone, and I am often shielded from the need of others because I live inside such a comfortable “bubble.”

In my role as the administrative director of our local chapter of Smile for a Lifetime, my view of the world has changed as I am reminded that there is a very different life outside my bubble, filled with significant needs. S4L has given me a way to help provide for those in need right here in my community.

Smile for a Lifetime is a national organization with more than 160 chapters in 45 states and five provinces in the

United States and Canada. Through a systematic process, we select winners of orthodontic scholarships, allowing orthodontists across the country and in Canada to treat kids, who need braces, free of charge. Our chapter’s Board of Directors reviews applications three times each year, and we award up to 12 scholarships annually. While the kids are usually very grateful for the award, is is often the parents who feel the greatest relief when we announce our winners. Most of our winners’ parents or guardians desperately want to provide orthodontic care for their children, but for various reasons are unable to, and they feel tremendous guilt as a result.

It’s an easy gift for us to give to these patients. We schedule their appointments during our slow hours, and Ormco donates the brackets to us. With just a little bit of our time and a few supplies, we can make a difference. Our community of dentists has stepped up to fill the need as well. We have had extensive hygiene and restorative services donated to our winners in addition to complicated oral surgeries priced in the thousands of dollars.

Multiple patients have received implants as a part of their scholarship, all because of generous dental professionals who wanted to join the Smile for a Lifetime cause.

Through this program, I have had the privilege of meeting some remarkable kids and families who live in a very different kind of bubble. I have seen significant transformation in kids who were previously embarrassed, inhibited, and often teased because of their teeth. With the gift of a better smile, they come closer to reaching their true potential through increased confidence in themselves. One

Q4 • 2016 | TheProOrtho.com 27

BUSINESS & PRACTICE DEVELOPMENT knew my heart.” We have put braces on some kids who have not been able to obtain care because others in the family had significant medical conditions and expenses. One recipient is the daughter of a medically discharged veteran. For the most part, these are very grateful kids who come from hard-working families that have met significant struggle along the way. I have been blessed to know them.

–––––––––––––––––– We are working to find ways to identify those who have no other alternatives for obtaining orthodontic treatment, meet our chapter’s criteria, and want our scholarships.

––––––––––––––––––

winner, who finished treatment wrote us: “I absolutely love my new smile.

Sometimes I still catch myself staring at my teeth in the mirror. Because of the fact that I had braces I can now smile and talk without people pointing out my ‘messed-up’ teeth. I have a new sense of confidence that I never thought I would have.” Her mother thanked us saying, “You are helping these children; you are making them confident; you are helping them to feel good about themselves and in the process, you are teaching them that there is hope, that maybe one day, they can change someone’s life too.”

Recently, we awarded a scholarship to a young girl who is being raised by

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grandparents. She is one of several whose grandparents have stepped in after parents abandoned them, passed away, or were incarcerated. We have treated recent immigrants from Romania and Vietnam.

We provided a scholarship to a lovely single mother who graduated from the foster care system and was struggling to go to school and provide for her daughter (she is now a dental assistant). In her application, she said, “All my life, I’ve struggled with having confidence. Getting braces would bring new meaning to my life. I have so many abnormalities and was picked on a lot for my teeth, my height, my weight, and my color (I‘m bi-racial). I’ve always hidden my smile…If only people

It’s just BUSINESS

Amazingly, our biggest challenge is finding qualified candidates. We are working to find ways to identify those who have no other alternatives for obtaining orthodontic treatment, meet our chapter’s criteria, and want our scholarships.

While we expected to have a mountain of applications to review, we seldom have enough qualified candidates to award all 12 annual scholarships. We have come to believe that those who apply are there for a reason. And there’s great joy in being able to provide those smiles that we hope will change their lives and also touch their hearts.

We are often overwhelmed by the myriad of needs in our community.

Sometimes the need feels insurmountable, and we wonder how we can do anything to make a difference. While one new smile may not change the world, it can certainly change the world for the one receiving it.

And that makes it all worth it.

For more information on how to become a provider, please visit S4L.org

BUSINESS & PRACTICE DEVELOPMENT

Q4 â&#x20AC;¢ 2016 | TheProOrtho.com 29

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ORTHO ENTERPRISE: TO BOLDLY DESIGN

By Dr. David Hirsch

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It’s just BUSINESS

Q4 • 2016 | TheProOrtho.com 31

PRACTICE PROFILE

In the words of Dr. Ben Burris, you have to think outside the box if you want to survive in today’s highly competitive market. Faced with increasing competition from corporate dentistry, multi-speciality offices and an ever-increasing number of dentists doing Invisalign and conventional orthodontics, we as specialists are fighting an uphill battle.

When I first started planning my new office and realizing the competitive nature of today’s market, I envisioned creating a unique patient experience. I wanted to stay away from the kitsch themes, which were more about the practitioner than the patient and to create an experience that put the patient first, as their needs are paramount to our own. Indeed, the fanciest or unique office is a complete failure, if we can’t get patients in the front door and then stay. A dental office is far too expensive an investment to waste on

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personal hubris.

My new office would become in theory, a ‘destination office’, having patients come from near and far. In selecting my office theme, I wanted something that had broad universal appeal, which embraced all cultures, creeds, and backgrounds. The universe of Star Trek is an all inclusive one, where we ALL belong. Moreover, Star Trek had to be a growing, not a dying franchise. The 2009 and 2012 motion pictures have a combined gross of 1 billion dollars, with the latest motion picture a smash success. A new Trek series is on the way, and millions of people go to Trek conventions on a yearly basis. In essence, I have an ever-expanding audience that encompasses both young and old, and which transcends cultural barriers.

At our Trek office, the props displayed are all screen used, and different exhibits will be rotated to keep the ‘coolness

It’s just BUSINESS

factor’ fresh in a museum quality setting.

The reception desk and the treatment areas mirror the bridge of the Enterprise, with a functioning screen used Klingon command chair in the center of an open treatment bay. The full-size props have actually been made to function as they did on set. The ceilings are adorned with backlit views from the Hubble telescope. In September, our office will donate a screen used prop from the show ‘Enterprise’ to a local Astronaut Club for children, as a way of fostering good will and an interest in space exploration.

Additional projects may include meet and greets with the Trek stars for patients and referrals etc. Indeed, the marketing potential for the office is limitless.

Themed business models can fail as well.

Rain Forest Café in Toronto, in Canada’s busiest mall, actually failed! Now, I believe this happened for two reasons. The first,

PRACTICE PROFILE

is that the décor which may have been initially appealing to small children was never refreshed. What may have been interesting the first five times, ultimately becomes mundane and repetitive.

Secondly, the food was not great. In essence, you are going to a restaurant for the food. If the food and service are not good, then you are not going back. The same phenomenon occurred to Planet Hollywood.

Using Disney as an example, the results are vastly different. It can be argued, that the Magic Kingdom has little changed in the last half century. The Haunted House, Peter Pan, Snow White, etc. attractions have pretty much remained untouched for over 40 years. There are always two-hour wait lines. Why? Firstly, the attractions appeal to both parents who reminisce about their childhood and who want their children to experience the same. Secondly,

the customer service at Disney is second to none. This concept of service with a smile is the take home message here. The attractions get us in the door, but the customer service and the consistency of the product is what keeps us coming back!

These same principles can be applied to our offices. The ‘coolness’ factor just brings a patient in the front door. You then have to back this up with excellent customer service, and a product that stands the test of time! As I said, the most unique office in the world is an abysmal failure if there are no patients to treat! A patient’s experience must always come first.

Since launching the office on Facebook, interest has increased by 1.4 million percent. In a short period, we have become 20X busier, without any significant marketing yet. A national television channel wants to do a feature on our office, and four dental magazines will

feature us as well. I am getting requests from people living in the U.S., Europe and across Canada for permission to come and visit us. Moreover, relatives of patients, both adult and children are requesting to come to the office. The obvious question is, will patients travel a distance to be treated at our office vs. going to their local practitioner. I believe the answer is ‘yes.’ In the brief period that we have been open, I have noticed an interesting phenomenon; my existing patients from another of my offices will travel an hour to be treated at this location.

It is a brave new world, and as Dr. Burris so eloquently mentions, if we don’t adapt quickly, then we will be left in the dust.

Live Long and Prosper!

Q4 • 2016 | TheProOrtho.com 33

BUSINESS & PRACTICE DEVELOPMENT

DEALING WITH DISASTERS

By Sheldon Salins

It was Sunday, August 19, 2012, the day after my oldest child’s first birthday. The entire family was just walking out the door to spread the ashes of my late aunt when my cell phone rang. I silenced the phone; it was a somber moment with the family, and I didn’t recognize the number.

It rang again. And again. I thought the call was from a frantic mom, so I decided to answer it. A woman with a confused shakey voice wanted me to come to the office ASAP. It was my property manager. I told her I was about to board a boat off Santa Cruz, but as soon as I get back, I’d reach out. I asked her what happened. She said she wouldn’t have believed it if she hadn’t seen it herself, but a car drove through the office. I hung up not completely digesting what she said. It didn’t make sense, my office is in the middle of the complex, and my

34

property manager was known to be a bit of a drama queen. But, just in case, I asked my lead assistant, Kei, to go to the office to assess the situation.

–––––––––––––––––– We have check lists for the new patient process, checklists for the treatment sequence, and training new staff members. But do you have a checklist for “disasters” that might occur?

––––––––––––––––––

It’s just BUSINESS

While on the boat and celebrating the life of my aunt, I kept getting phone calls and text messages that indeed a car DID drive through my office. I couldn’t fathom the situation, but I called my insurance carrier who calmly guided my next steps of action. I dropped the family off at home and raced to the office. You had to be there to believe it – a pickup truck drove through my office. Not only did it drive though my office, but it also drove through, and destroyed my entire clinical area in the middle of August, most orthodontists (mine included) busiest month. The busiest week since it was the week before school started! What was I going to do? Luckily the office was closed from seeing patients the next day, so I had a few extra hours for my brain to think of a plan…fast! I sent my staff a text informing them of a situation and for

BUSINESS & PRACTICE DEVELOPMENT

them to meet me at the office at nine that Monday.

I didn’t want to burden my dentist friends and ask them to “rent space” while my office was being put back together. I didn’t want to cause a scene or raise awareness with the referring docs in fear of them not referring while they assumed the office was going through repairs. It was 8 am Monday, and the claims adjuster reassured me that the rebuild was going to happen, and the office would be nicer than it was before. But I still had to figure out a way to see the patients. Kei met me at the office in the morning while we were brain storming of ways to maintain patient flow and most of all production. I didn’t want to upset any families by telling them the office was closed.

When you tell someone that they are getting their braces on or off, it’s like telling someone they are having a baby on that day. It’s the happiest day of their life!

Thoughts raced through my head as I was rummaging through the supplies that were spewed across the floor in my office from the clean-up. Most of my clinic chairs were salvageable, so I dragged them to the front of my

office and turned half my oversized waiting room into a clinic. As noon came around and the remaining staff rolled in, their eyes widened as they couldn’t believe what happened. They all were congregating in the lab with quiet chatter. I assumed they were excited that the office was going to be closed during our remodel. However, as everyone congregated together, I told them the office would still be open, and we would still see patients, we would still debond, and bond up patients.

When patients came in Tuesday morning, they opened the door to find a make shift office in the front of my waiting area. We shared with every patient the entire story and showed them the path of the car and the destroyed clinic. Many patients were excited for the new “chic-urban” clinic being constructed.

A week passed before I could utilize the back clinic and return the front of the office to look like a waiting room. A few weeks later, the clinic was up and running, and looked much better than before. It took some time for the back to be completely fully functioning like before the accident Most of us are type A personalities

and live off check lists. Most of us have lulled over creating check lists for tasks in the office - daily, weekly, monthly quarterly. We have check lists for the new patient process, checklists for the treatment sequence, and training new staff members. But do you have a checklist for “disasters” that might occur?

The checklist for when a major disaster occurs (i.e. a car drives through your office) 1. Calm down! The world isn’t against you and you’re not the only person it happens to 2. Call the insurance company 3. Contact the restoration company - they will address any immediate water/fire damage 4. An appraiser from the insurance company will contact you to evaluate the damaged area 5. See if you can minimize any patient/parent exposure to the damaged area 6. Get the restorations corrected as soon as possible 7. Use this time to upgrade or improve any areas that you wanted to improve (design and utility)

Q4 • 2016 | TheProOrtho.com 35

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MARKETING, SOCIAL MEDIA & EVENTS

35 WAYS TO GET MORE PATIENTS IN THE DOOR

By Angela Weber

“WHAT CAN I DO TO GET MORE NEW PATIENTS?” This question is one I get all too often from orthodontic practice owners.

Whenever you find yourself in a place where you want to boost your marketing game but don’t know what to do next, keep this list handy. This list is a mix of some simple ideas with others that are a little more involved. All of them, however, represent an opportunity to kick start your marketing and reach your goal of bringing more new patients to your door.

1. GIFT CARDS – Word-of-mouth advertising is still one of the best sources of referrals, and your patients and employees are a natural source. So to generate word-of-mouth, create practice gift cards (quality plastic cards available at www.plasticprinters.com/) that staff and patients can share with friends and family. Practice gift cards have a higher perceived value than a coupon. Patients and employees can now give to friends and family knowing they are offering something of value and not selling. Who wouldn’t want to share $250 with a friend?

2. EMPLOYEE ADVOCACY PROGRAM – Your team members are your best branding tool. Encourage employees to share their enthusiasm for the brand on their personal social networks, and your practice will reach ten times as many people. Also, content shared by your employees is viewed as more trustworthy because team members can connect on a more personal level. It’s found that 77% of consumers make purchase decisions based on recommendations from a friend.

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3. FACEBOOK ADS – Studies show that 80% of people prefer to get coupons, promotions and discounts from brands on social media compared to other types of content. Facebook ads help you deliver content users want. Facebook offers are especially valuable at giving value to a targeted audience, and results are easily trackable.

4. MEANINGFUL CONTENT – Your marketing messages should focus on content that patients and potential patients think are important. Don’t just talk about braces, but show the benefits.

Talk about smiles and self-confidence, not bracket types.

5. YOUR STORY – The more authentic your story, the better chance you have of your brand connecting with your audience. Potential patients want to relate and feel something when they see a brand.

Think of it as a conversation with a friend over coffee. Start by answering these four questions, and update your practice website with your story. a. Why did you decide to become an orthodontist? b. What motivates you and your team to come to work every day? c. What’s the best part of your day? d. Who are you as a practice?

6. MOM AND COMMUNITY BLOGS – Creating content for your practice website isn’t the only option to spread the word about your brand. Writing guest posts on popular community or parenting blogs produces a tremendous amount of traffic to your website and helps you reach a broader audience.

7. SCHOOL SCHOLARSHIPS – Think beyond the typical yearbook ad or field

It’s just BUSINESS

sign, and instead offer a scholarship to a deserving student. Create a scholarship in your practice’s name for a deserving school senior. Scholarship amounts of $500-$1,000 go a long way to helping a college student pay for textbooks that first year.

8. EMAIL COLLECTION – Building up your email database can be a lifesaver when you are looking for ways to communicate in a crunch. At every event you attend and for every potential patient, you contact, ask for an email address.

That bridal fair you went to could be a significant lead generator if you collect email addresses.

9. FACEBOOK LEADS – Did you know you can target the leads you already have on Facebook? You can upload a list of emails right into Facebook and then show your ads to that audience through Facebook’s Custom Audience feature. So if you collect email addresses at a bridal fair, you could display ads relating to an Invisalign offer before the wedding.

Custom approaches make ads more effective.

10. VIDEO CONTENT – YouTube now receives over 1 billion video views each day. In other words, video is incredibly popular. Incorporating video into your posts can drastically increase engagement. Don’t let worries about substandard video production hold you back. Just look at how impressive video quality has become on smartphones.

Patient testimonials in video form are powerful and effective. I would maybe tie in video ads on Facebook/Instagram here 11. RESPONSIVE WEB DESIGN – “Responsive” website design means the

MARKETING, SOCIAL MEDIA & EVENTS site adjusts to the device it’s being viewed, from a desktop monitor to smartphone.

Based on the amount of time a consumer spends on a mobile device, you’ll want to make sure you appeal to the on-the-go user. Google also gives higher rankings to sites that are mobile friendly.

12. SOCIAL MEDIA PHOTO CONTEST – Increase social engagement with a photo contest. Contests are easy to implement, fun, and effective. Interesting visuals get the most attention. Feature contest entries or winners in your next campaign to continue to build your brand.

13. MEMORABLE MOMENTS – Appeal to a patient’s emotions, and your brand is one they’ll never forget. Make a point to make great memories. Create opportunities for surprises within your patient experiences. And you want to end strong. Take a tip from waiters. Including a mint with the bill can result in 21% higher tips. How can you create own memorable moments?

14. REFRESHED STOREFRONT – Learn from local boutiques, salons, and spas. Their storefronts are inviting and welcoming. What’s the view from the outside looking in? It all matters.

15. RESPONSES TO REVIEWS – People pay attention to negative reviews, and they pay attention to any responses. A lack of response says you don’t care very much. Every customer is not right, but every customer needs to be heard. Just don’t get into online arguments, and don’t take bad reviews personally.

16. SOCIAL MEDIA FOCUS – Having too many social media accounts that are inactive can hurt rather than help. Keep the focus of your social media strategy narrow, and branch out when you are sure you can offer relevant content for each channel regularly. And don’t neglect the social aspect of social media. You should respond to all comments and posts on your social media sites to build trust and comradery between you and your patients. Avoid the temptation to post the same message on all platforms.

Communication needs to be authentic to your practice culture and personality.

18. SOCIAL SEARCH-Content posted on Facebook is now searchable by the public. Make sure you include important keywords in your Facebook posts so that you are ahead of the game. This will most likely become more important as Facebook evolves and attempts to compete with Google.

19. DIRECT MAIL – Direct mail continues to hold its own as an effective method of driving consumer response.

Several things contribute to the success of your mailer: offer, expiration, targeted list and be sure to use as part of a campaign versus a silo effort.

17. SELF-DIRECTION ON SOCIAL MEDIA – Fire your social media firm.

Q4 • 2016 | TheProOrtho.com 39

MARKETING, SOCIAL MEDIA & EVENTS 20. BRAND AMBASSADOR – A brand ambassador is an internal team member who is responsible for managing your brand and the patient experience.

They are sales, marketing and customer service all rolled into one. Appoint one for your practice and you are one step closer to building a strong brand experience.

21. INSTAGRAM CONTEST – Promote a contest on Instagram to drive more people to your page and create a more reliable brand. Run an Instagram selfie contest where you have patients take selfies of themselves in their braces and tag you in the photo on Instagram. You would then repost their selfie on your Instagram page with a hashtag about the contest. Whichever patients have the most likes on their selfie on YOUR page is the winner. This will engage your patients, as well as drive their friends and family to your page.

22. BLUE SKY MEETING – Allocating time to brainstorm together with your team can work wonders for idea generation. During a blue sky meeting, no idea is a bad one. Start each meeting with a problem to focus on, and let the ideas flow. End each session with at least one idea you will implement, and assign implementation responsibility.

23. MOUTHGUARD OFFER – Sponsor a league or a team by providing free fitted mouthguards to all players.

This fosters goodwill in the community while also bringing potential patients and their parents into your office.

24. COMMUNITY INVOLVEMENT – Give back by selecting a charity or community cause to support. Eight in ten consumers say they would switch to another business if it were associated with a good cause.

25. MICROSITE – Good things can come in small packages, and a microsite is a great example of how a small, focused site can pack a nice punch. For example, create a small, condensed site focused solely on your community outreach or charitable program. The focused nature of the site is a benefit to both SEO and your branding efforts.

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26. DIGITAL ADVERTISING OVER DIRECTORY ADVERTISING – Whatever you are spending on directories is too much. It’s time to invest that money into digital advertising.

27. VALUE DISCOVERY – Understanding your value is critical to any marketing campaign or tactics. Before you rollout your next marketing campaign, I encourage you to ask yourself what are 50 reasons why someone should come to your practice. Provide ten answers to these five simple questions: a. Why should I get braces? b. Why should I get braces here? c. Why should I trust your team? d. Why should I get braces at this fee? e. Why should I get braces today?

–––––––––––––––––– Appeal to a patient’s emotions, and your brand is one they’ll never forget. Make a point to make great memories.

Create opportunities for surprises within your patient experiences. And you definitely want to end strong. How can

you create your own memorable moments?

–––––––––––––––––– 28. GOOGLE ANALYTICS – Google Analytics allows you to measure, learn, and grow. Dig into your stats. You’ll gain insights into how patients find you as well as their interests.

29. GOOGLE RELATED SEARCHES – When you search for something, Google typically displays “related searches” as

It’s just BUSINESS

well. So enter search terms potential patients might be looking at, and check out what’s related. You’ll gain a better understanding of what your consumers are looking for and how to market your brand.

30. PINTEREST – This social media site increases your brand authority, expands your reach, and drives traffic to your site. Pin images from your blog posts and promote them on Pinterest through the Promoted Pins ad manager.

31. SPYING - One of social media’s many strengths is the ability to spy on the competition. The pages to watch feature allows you to see how your competitor’s page is performing compared to yours.

You can see exactly what content they’re posting, how often they’re posting and when they’re posting. Include some industry big names and leaders like Invisalign or Damon for a little extra motivation.

32. EXPERTISE – Check out the website Help a Reporter Out. Offer yourself as a go-to expert, and you and your practice could be mentioned on major media outlets and websites like Huffington Post, CNN, Forbes and hundreds more.

33. HASHTAGS – Including trending and popular hashtags in your social media posts is an excellent way to boost your messages and reach people beyond your followers. Some popular hashtags in orthodontics that you may want to use in addition to your branded hashtag are #adultbraces, #bracesoff, #invisalign, and #throwback.

34. USER-GENERATED CONTENT – Advertising content created by your patient base is more authentic and valuable to your brand. Conducting video or photo contests that encourage your patients to submit video or photo could inspire or BE your next ad campaign.

35. CPR CERTIFICATION – Host CPR certification or CE classes at your offices for referring practices. It’s a great way to broaden your network and bond with your referring offices.

THE ANSWER TO YOUR PRACTICE GROWTH DILEMMAS...

TEAM DEVELOPMENT

ORTHO REFERRAL SYSTEMS SOLUTIONS ARE HERE! Spin It! Rewards Wheel This is a dynamic “in your face” ƉƌŽĚƵĐƚ ƚŚĂƚ ĂůůŽǁƐ ƉĂƟĞŶƚƐ to be rewarded on the spot.

Nancy designed this wheel to be ĚŝƐƉůĂLJĞĚ ŝŶ LJŽƵƌ ƉƌĂĐƟĐĞ ĂŶĚ ŽīĞƌƐ ƚŚĞ ƉĂƟĞŶƚͬƉĂƌĞŶƚ ŝŶƐƚĂŶƚ rewards based on your criteria.

The visibility of the rewards ǁŚĞĞů ŬĞĞƉƐ LJŽƵƌ ƉĂƟĞŶƚƐ and your team engaged in the rewards process. No pesky points to keep track of. Promote LJŽƵƌ ƉƌĂĐƟĐĞ ǁŝƚŚ ƚŚŝƐ ǀĞƌLJ ǀŝƐŝďůĞ ƌĞŵŝŶĚĞƌ ŽĨ LJŽƵƌ ƚĞƌƌŝĮĐ rewards!

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Exclusively for you and your team: Nancy will guide your team through step by step ƉƌĂĐƟĐĞ ŐƌŽǁƚŚ ƉƌŽĐĞƐƐĞƐ͘ Choose between Keys to /ŶĐƌĞĂƐĞĚ ĂƐĞ ĐĐĞƉƚĂŶĐĞ͕ Club Braces: Building a Thriving Kids’ Club, or Dental Referrals are Declining-Halt the Trend! / ƌĞĐŽŵŵĞŶĚ Ăůů ƚŚƌĞĞ ƉƌŝǀĂƚĞ webinars on your schedule for ŵŽƟǀĂƚĞĚ ƉƌĂĐƟĐĞƐ ǁŝƐŚŝŶŐ real results.

In addition…don’t forget on-site coaching for practices that want to jumpstart referral systems and invigorate the new patient enrollment protocol. Ask Nancy if this option is right for you.

EĂŶĐLJ ŝƐ Ă ŶĂƟŽŶĂů ůĞĐƚƵƌĞƌ ĂŶĚ ĂƵƚŚŽƌ͕ ŝŶĐůƵĚŝŶŐ ƉĞŶŶŝŶŐ tŝŶŶŝŶŐ DĂƌŬĞƟŶŐ ^ƚƌĂƚĞŐŝĞƐ ĂŶĚ ĚŽnjĞŶƐ ŽĨ ƉƵďůŝƐŚĞĚ ĂƌƟĐůĞƐ͘ ^ŚĞ ŚĂƐ ƉƌĞƐĞŶƚĞĚ ůĞĐƚƵƌĞƐ Ăƚ ŶĂƟŽŶĂů ŵĞĞƟŶŐƐ ĨŽƌ ƚŽƉƐ&ĞƐƚ͕ KƌƚŚŽ Ϯ͕ ^ƵƌĞ^ŵŝůĞ͕ KƉĂů KƌƚŚŽĚŽŶƟĐƐ ĂŶĚ ƚŚĞ ŵĞƌŝĐĂŶ ƐƐŽĐŝĂƟŽŶ ŽĨ KƌƚŚŽĚŽŶƟƐƚƐ͘ /Ŷ ĂĚĚŝƟŽŶ͕ EĂŶĐLJ ŚĂƐ ƉƌĞƐĞŶƚĞĚ K ƐƉŽŶƐŽƌĞĚ ǁĞďŝŶĂƌƐ ƐŝŶĐĞ ϮϬϭϯ ĂŶĚ ŝƐ ƚŚĞ DĂƌŬĞƟŶŐ ŝƌĞĐƚŽƌ ŽĨ ,LJŵĂŶ KƌƚŚŽĚŽŶƟĐƐ͕ ĐŽŶƐŝƐƚĞŶƚůLJ ĞŶƌŽůůŝŶŐ ǁĞůů ŽǀĞƌ ϲϬϬ ŶĞǁ ƉĂƟĞŶƚƐ ĂŶŶƵĂůůLJ ŝŶ Ă ŽŶĞ ĚŽĐƚŽƌ͕ ŽŶĞ ůŽĐĂƟŽŶ ƉƌĂĐƟĐĞ͘

CONTACT

ME TODAY!

T : 323-308-9817 E : nancyors@gmail.com W : www.orthoreferralsystems.com

Q4 • 2016 | TheProOrtho.com 41

BUSINESS & PRACTICE DEVELOPMENT

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Itâ&#x20AC;&#x2122;s just BUSINESS

BUSINESS & PRACTICE DEVELOPMENT

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Courtney Dunn

Dr. Courtney Dunn works intently on her computer in her small, personal office in Phoenix, AZ. The room is unassuming and relatively simple. Her desk is covered with books, notebooks, calendars and yellow post-it notes with various tidbits written on them. To do lists, grocery lists, kid’s schedules, half written blog posts seem to cover the piles. Her computer screen has patient pictures and x-rays displayed as she takes notes. “This is probably one of the old-school things about me. I still write out a treatment plan for everyone. I know it takes a lot of time, but I like doing it.” An assistant pops her head in and calls “Dr. Courtney” to check some patients. She hops out of her chair and heads to the patient area. The clinic is open and bright. The latest Taylor Swift song is playing, kids are talking to each other and parents, and siblings are wandering around. The doctor moves from chair to chair rather efficiently but banters with every patient and talks to the moms about summer camps and activities. Things are relaxed and fun. When she returns, she falls into her office chair and pulls her blonde hair into a ponytail. “We like to keep things upbeat and exciting here. There’s always something going on. Our patients usually look forward to their appointments. I have people tell me they want to keep their braces on so they can continue coming here. That means I’m doing my job right.”

IMAGE BY EMILY SUPIOT OF COZY CLICKS

BUSINESS & PRACTICE DEVELOPMENT DO YOU COME FROM A LONG LINE OF DENTISTS AND ORTHODONTISTS? No, my family has been in agriculture for a very long time. My great grandparents moved to Arizona and became heavily involved in the cotton industry. My father is still farming, although now his main crop is roses. It’s a hard job that takes a lot of time and dedication. I developed a disciplined work ethic from watching my father get up at the crack of dawn to go to the farm. He was gone most of the day and when he arrived home, work didn’t end. I would listen to my parents talking about the business regularly, so I got a sense of how all-encompassing running your own business is. I also learned from parents that if you love what you do and are passionate about it, it’s not work. To this day, my father will gladly talk to anyone for hours on end about the inner workings of the rose business.

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SO THE LONG HOURS DIDN’T SCARE YOU FROM OWNING YOUR OWN BUSINESS? Quite the opposite. I liked the idea that if I was dedicated and worked hard, I could control my own destiny. Plus, I don’t think I would be a very good employee. I hope that I’m a good boss.

–––––––––––––––––– I try not to have regrets.

All of my failures have led me to where I am today.

We’ve worked hard for everything we have now, and I am more grateful for our success because of those hard days.

––––––––––––––––––

It’s just BUSINESS

SO IS BEING A BUSINESS OWNER EVERYTHING YOU THOUGHT IT WOULD BE? Well, yes and no. My husband (Matt) and I are a lot like my parents where our personal and business lives are very intermeshed. Because we are never in the same office at the same time during the day, nights are time to catch up on everything and come up with new and better ideas for the practice. We are constantly trying to improve the way we run our business, how we serve our patients and keep up on the latest orthodontic techniques. I’m sure at times our kids get tired of us constantly talking and working on things for the office when we are at home. Although, sometimes they ask some great questions and contribute some insightful feedback. I love that we work for ourselves, but day to day frustrations and things I can’t control can be stressful at times.

IMAGE BY EMILY SUPIOT OF COZY CLICKS

BUSINESS & PRACTICE DEVELOPMENT SO YOUR HUSBAND IS ALSO AN ORTHODONTIST AND YOU WORK TOGETHER. WAS IT LOVE AT FIRST SIGHT? Ha! Absolutely not. My first year of dental school was not fun. I was going through a lot in my personal life and that unhappiness made me unpleasant to be around – to put it mildly. Most people didn’t like me much, including Matt.

He gave me a second chance during our second year, and we became friendly acquaintances. We started dating after that second year, and within two weeks I knew he was the man of my dreams. We married two years later, and that was the best decision of my life. He makes me a better person and I love him more every day.

SO HOW DOES IT WORK WITH YOU AND MATT, THREE OFFICES AND THREE KIDS? We have three locations and two doctors so that part is pretty easy. Matt designed a template to make sure we are at all three offices several days of the week, so it is optimally convenient for our patients. I honestly believe that Matt and I are a fantastic team. We make all of our major business decisions together, and we each have an equal voice. While we have different styles and personalities, we have the same vision and values for our life and our practice. Our strengths and weaknesses complement each other quite well. I’m more risk averse, so he helps to push me out of my comfort zone. I’m more creative, better at HR and help come up with big ideas. He’s more analytical and excellent at implementation.

As far as the kids go, our work schedule has given me the flexibility to make sure I have enough time to be home with the kids and be present for all the important moments in their lives. That’s not to say we don’t have a lot of help with day to day tasks like picking up the kids from school and household chores like laundry.

Q4 • 2016 | TheProOrtho.com 45 IMAGE BY EMILY SUPIOT OF COZY CLICKS

BUSINESS & PRACTICE DEVELOPMENT WHAT’S THE BIGGEST REGRET YOU HAVE WITH YOUR PRACTICE? I try not to have regrets. All of my failures have led me to where I am today.

We’ve had some crazy things happen to us over the years. We’ve opened practices from scratch, bought practices and even had to close a couple. We’ve been completely ripped off by unscrupulous orthodontists and spent years in mediation and arbitration. I would say, however, the hardest years were during the great recession. We had to run extra lean for quite a few years. The Phoenix real estate market was hit particularly hard. Our house was way underwater as was the building we bought for our first office.

Having to cut staff salaries and hours was probably the most difficult thing we have ever had to do, but it was necessary to stay viable at the time. There were even points where I considered selling plasma when I drove by the donation center every day on the way to work. People may look at our great success now and not realize what we have been through, but our struggles were real. There was a point when I thought bankruptcy might be a real possibility.

There are very few overnight sensations.

We all have to pay our dues, and I am much better because of that struggle. I can’t imagine something just being handed to me. We’ve worked hard for everything we have now, and I am more grateful for our success because of those hard days.

WHAT’S THE BEST THING YOU HAVE EVER DONE FOR YOUR PRACTICE? We have a great relationship with a local foundation that takes high-achieving kids at the poverty line and gives them a free private school education and all the support they need until they receive their college degree. Their mission is to fight poverty through education. Everyone in the office believes in their cause and wants to help the kids. I didn’t feel it was right to only offer a couple of kids the opportunity for a great smile, so I offered to treat all of the children in the program. That might 46

seem a bit overwhelming, but I know we can do it. Our team is so proud of the lifechanging work we are doing for these kids, and they are proud to be part of a company that gives back in a big way. We just agreed to help another local foundation with their kids too. As far as I’m concerned, keep it coming. These kids are awesome, and there is nothing greater than serving the community in a meaningful way.

–––––––––––––––––– I’ve always been a vocal opponent of the CAP. I think the idea of educating the public about the difference between a dentist and an orthodontist is incredible. But, the campaign doesn’t work in its current form.

–––––––––––––––––– YOU’VE WRITTEN SEVERAL CONTROVERSIAL BLOGS ABOUT THE AAO. WHY? I’ve always been a big supporter of organized dentistry and organized orthodontics. Matt and I have both served as president of the Arizona State Orthodontic Association and are currently delegates as well as serve on committees for the Arizona Dental Association. After so many years of involvement, I started to notice a trend that a big focus of meetings was on keeping membership up over the actual mission of these organizations. I want dentistry and orthodontics to remain great, and I think our organizations need to stay focused on bettering the profession,

It’s just BUSINESS

not self-preservation.

Also, I’ve always been a vocal opponent of the CAP. I think the idea of educating the public about the difference between a dentist and an orthodontist is incredible.

But, the campaign doesn’t work in its current form. In our own business, if a marketing campaign is ineffective, we either modify the message or cut the campaign all together. We can’t continue to waste money on ineffective marketing.

I look at the CAP in the same way. Either modify the message to make it useful or cut it all together, but don’t keep wasting our money. Since my blog pieces, I’ve been receiving some encouraging news from those on the inside of the AAO about upcoming changes to the campaign. While I’m still skeptical, I am looking forward to seeing what they are going to do.

YOUR WOMEN IN ORTHODONTICS STUDY GROUP IS RELATIVELY NEW. HOW’S IT GOING? It’s better than I could have ever imagined. We already have over 750 members and the group continues to grow.

The very first post was a woman feeling overwhelmed and wondered if anyone else sometimes needs an escape. She mentions times where she just sits in her car alone in the parking lot of her practice. A flood of posts followed offering support and validation of her feelings. And I learned that a lot of us sit in our car to get away!

That moment, it became very apparent to me that women orthodontists do have some unique challenges and that this group was desperately needed.

As part of starting the Women in Orthodontics Study Group, I also started blogging again. I had a blog a few years ago called www.mommydds.com. While I had developed a regular following, I mainly wrote that blog for my benefit. It was not as focused, and most of my posts were about whatever was on mind at the time. Now my blog is more focused on offering advice to women orthodontists in business and life.

BUSINESS & PRACTICE DEVELOPMENT WHAT’S NEXT FOR THE WOMEN IN ORTHODONTICS STUDY GROUP? Despite the AAO’s efforts to stop us, I am already planning to hold a half-day meeting during the 2017 AAO Annual Session. My goal is to put together a larger meeting with great female speakers in 2018. I hope to continue to grow the group and deepen the relationships, so these women always have a place of support.

WHAT DO YOU MEAN BY THE AAO TRYING TO STOP YOU? Once our group was formed, members immediately wanted to meet each other.

So I started working on putting together a meeting. The natural place to host that meeting was in conjunction with Annual Session because many of the members would already be there. What I didn’t realize is that during the Annual Session, the AAO reserves all of the meeting spaces in all of the hotels in the immediate area so they cannot be used by other groups.

Naturally, this created a challenge in trying to host a meeting within walking distance of the convention center. Fortunately, we were able to find a restaurant in the area that had a meeting space large enough to host our group.

WAIT, SO THE AAO RESERVES ALL OF THE MEETING SPACES IN ALL OF THE HOTELS AND THEN DOESN’T USE IT? ISN’T THAT A WASTE OF MONEY? I honestly don’t know the logistics of how that works or what they pay. I just know I contacted a lot of hotels in the area and received the same response.

HAVE YOU BEEN TREATED DIFFERENTLY BECAUSE YOU ARE A WOMAN? Absolutely. Especially by sales reps and other docs. They will walk right past me to introduce themselves to my husband.

Some days, I just blow it off. Other days, it gets under my skin. It’s 2016, why would

Q4 • 2016 | TheProOrtho.com 47

IMAGE BY EMILY SUPIOT OF COZY CLICKS

BUSINESS & PRACTICE DEVELOPMENT you assume I am not a doctor?

Residency also created some challenges.

We had a lot of women in our program, and a few had started their families while in residency. It was made fairly clear to all of us (although not officially) that this was frowned upon, and there were some unkind words spoken by some male faculty about women residents wasting a position that could have been filled by someone that was going to work full time.

So you can imagine how I felt when I discovered I was pregnant in my first year.

I knew this news would not be taken very well by the faculty and other residents, so I kept it a secret. The pregnancy ended in miscarriage, and I had to hide it from everyone. It was awful to experience such emotional and physical pain and try to pretend everything was okay. When I became pregnant again in my third year, I knew people were talking behind my back and the administration wasn’t happy about it, but after everything I had been through I didn’t care. My co-residents were great and covered for me during the two weeks I took off. I was proud to be the first in my class to defend my thesis and to win the Milo Hellman Award that year to prove to everyone that a pregnant female resident could still be productive and contribute.

YOU’VE WRITTEN A LOT FOR THE YOUNG DOCS. WHAT ADVICE DO YOU HAVE FOR THEM TODAY? There is so much I could say here.

Work hard, stay true to yourself and never compromise your personal ethics. Live

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within your means. Don’t be fooled by these docs driving around in fancy cars and living in mansions. Lots of people are bad with money. You never know what’s going on in their lives. If you make a decision to practice in a certain location or with a particular practice, and it isn’t

--------------------------You don’t know everything – you don’t know everything – you don’t know everything.

Become a sponge and learn as much as possible. Be humble.

Don’t be judgmental.

Surround yourself with successful people.

---------------------------

WELL, WE HAVEN’T TALKED MUCH ABOUT YOUR PERSONAL LIFE. HOW ARE THE KIDS? They are getting so big. It’s happening fast – our oldest, Grace, is 12 years old and almost as tall as I am! Our life outside the office is all about the kids. They are excelling in school and are competitive swimmers. We’re also involved in Boy Scouts, Girl Scouts, taekwondo and the girls play musical instruments. My friends tell me I’m an honorary tiger mom, and I guess that’s partially right. Our family spends a lot of time at the pool. Our oldest swims two hours a day, six days a week and has won multiple state championships over the years. The younger two kids, Cate and Patrick, swim 4-5 days a week.

It’s amazing how different they all are.

They keep us on our toes, and they make our life complete. That’s what it’s all about in the end – family.

Drs. Courtney and Matthew Dunn have been in private practice in Phoenix, AZ since 2006. They maintain three locations throughout the Valley and have three kids to keep them busy.

working – leave. Bad decisions do not need to be permanent. Even if you have bought in – you are not stuck. Sometimes selling and starting elsewhere is the best thing you could do. You don’t know everything – you don’t know everything – you don’t know everything. Become a sponge and learn as much as possible. Be humble. Don’t be judgmental. Surround yourself with successful people.

It’s just BUSINESS

IMAGE BY EMILY SUPIOT OF COZY CLICKS

IMAGE BY EMILY SUPIOT OF COZY CLICKS

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MARKETING, SOCIAL MEDIA & EVENTS

POKÉMON GO: WHAT YOU NEED TO KNOW

By Scott Hansen

If you have been on any form of social media lately, or have kids, or have friends who have kids, or have been outside for any period, you have probably noticed that a game called Pokémon Go has suddenly taken over the gaming world.

In a week since its release, Pokémon Go has accumulated more active users than Twitter and has added nearly 10 billion dollars of value to Nintendo Co. as its stock price has almost doubled.

For my generation (I’m 27) we all “get it.” We wasted hundreds of hours of life glued to our Gameboys and Nintendo 64s trying to “catch ‘em all.” For the rest of you born before 1980, you might be wondering what in the heck is going on?

Because most of our practices focus on treating younger patients, it’s important that we understand viral trends. With better understanding, we can have more robust conversations with our patients,

connect with our families better, and ultimately profit from the knowledge. I’ll use three guiding questions to help steer the discussion.

1. WHAT IS POKÉMON GO? Pokémon is a game that started in the 1990’s. In the Pokémon world, users (called trainers) roam the game trying to find and catch little creatures called Pokémon. The trainers use their Pokémon

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CLINICAL CLINICALCORNER CORNER

A new era is born. This issue of the Progressive Orthodontist is marking the third case presentation in the Clinical Corner and the first by another clinician besides myself. As Clinical Editor of the Progressive Orthodontist it is my pleasure to present a purveyor of plastic; Luis Piedade. Luis has been gracious enough to demonstrate his mastery of the Clincheck and its extrapolation to quality finishes with Invisalign. The results that he’s achieved with aligners alone are impressive, to say the least! As a recent serious student of the technique myself, I’m constantly amazed by the possibilities of treatment that I used to believe were not suitable for aligners. With coaching from Plastic Pimps like Jonathan Nicozisis and Maz Moshiri, I’ve been able to tackle tough cases and produce quality results with great clinical efficiency.

As we enter this new era for the Progressive Orthodontist, I’m excited for all the possibilities to showcase outstanding clinical results that pertain to Pragmatic treatment planning and clinical implementation. I welcome all those interested in showcasing their unique clinical techniques and ‘Orthodontic Artistry’ to submit cases for my review. I see orthodontic cases every day on The Pragmatic Orthodontist: Clinical Discussions that amaze me.

The symbiotic relationship between The Progressive Orthodontist and The Pragmatic Orthodontist: Clinical discussions has proven to be one that not only improves your business sense but your clinical techniques. You’ll be amazed at things to come!!

-Dr. Derek Bock, Clinical Editor

Plastic CW\]Y

By Dr. Luis Piedade

It’s just BUSINESS

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By Luis Piedade Patients often tell me that they that not only dentists but other orthodontists, have told them, that Invisalign will not work for them or that they are not candidates for the Invisalign system. The simple truth is that not all orthodontists are created equal. Many are unwilling to adapt to new technology, are perfectly happy doing what they do with braces, or have just not spent the time and energy perfecting the Invisalign technique. This confuses patients, and it creates doubt that Invisalign treatment will work for them.

It would be better for these orthodontists to tell their patients that they don’t provide Invisalign instead of saying that it will not work for them. How do they know if they have never treated a patient with Invisalign or possibly even worse, treated only a few patients? It is difficult to perfect anything you do in life when you have only tried it a handful of times. As Malcolm Gladwell states in his book Outliers, “the 10,000-hour rule is the key to success.” What he is saying is that you need to perform a specific task 10,000 hours before you can truly be an expert.

I am not the only orthodontist that performs Invisalign correctly, or that can treat advanced cases. However, the reality is that not many orthodontists have embraced Invisalign to produce great results. Invisalign will provide better results in the hands of those that are experienced versus those that are less experienced. Unfortunately, the group of experienced doctors providing excellent Invisalign treatment is a small percentage of those out there that are certified to provide it. Herein lies the problem of why the Invisalign technique has received such

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a bad reputation.

I have heard all the excuses from patients: -“I’ve been told I am not an Invisalign candidate.”

-“My dentist said that Invisalign would not work for me.”

-“Another orthodontist said that my treatment is going to take a lot longer if I decide to use Invisalign and I most likely will still need braces.”

–––––––––––––––––– Many dentists and orthodontists are simply not aware of Invisalign’s technological advances over the last decade or the results possible when administered by a skilled doctor.

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Fortunately, many of the reasons patients believe Invisalign will not work are untrue. Invisalign may not be the best choice all the time to address orthodontic problems, but many malocclusions, if not most, can be treated with Invisalign. Many dentists and orthodontists are simply not aware of Invisalign’s technological advances over the last decade or the results possible when administered by a skilled doctor.

At one point, I was guilty of not only

Q4 • 2016 | TheProOrtho.com 4

CLINICAL CORNER

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believing these misconceptions but also responsible for propagating them. While in my graduate orthodontic program, I received little training with clear aligners. It is an unfortunate reality that many orthodontic professors tend not to embrace technology and prefer to pass along tried and tested techniques to their students. Additionally, by the time a textbook is published, it is often already five years behind current research.

This combination of outdated textbooks and avoidance to change leads to a stale industry in which recent graduates begin practicing orthodontics the way it has always been done, and not necessarily the way it should be done.

Some of us though want to be progressive. We want to embrace change.

We want to provide our patients with what they want; treatment that is faster, better and invisible.

When I tell my patients that Invisalign is an option for them, many are surprised to find out that they do not need braces to straighten their teeth. I always explain to potential new patients that teeth do not discriminate between metal or plastic.

Teeth know that they are being moved by forces that, if applied correctly will allow them to move in a certain direction.

However, I always evaluate a patient to determine if their orthodontic issues can be treated best with braces or Invisalign.

I want to use the technique that will best serve the patient in attaining the desired outcome. Invisalign can be used to correct many Orthodontic problems such as crowding, spacing, deep bites, open bites, crossbites, Class II and Class III malocclusions and even cases that require extractions or surgery. What most people and even many dental professionals are not aware of is that there are situations where Invisalign provides a better option than braces without sacrificing the high standard of care we all strive to provide our patients. I like to think of it as plastic magic!

Itâ&#x20AC;&#x2122;s just BUSINESS

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MARKETING, SOCIAL MEDIA & EVENTS to battle other trainers’ Pokémon and become a Pokémon Master by defeating higher-level trainers and “gym leaders.”

Ultimately, the goal of the game is exemplified in the game slogan, “catch ‘em all.” To win the game, the trainer must capture all Pokémon.

--------------------------Because most of our practices focus on treating younger patients, it’s important that we understand viral trends. With better understanding, we can have more robust conversations with our patients, connect with our families better, and ultimately profit from the knowledge .

--------------------------In Pokémon Go, instead of using a fake digital world for the game map, the map of the real world is used for all trainers.

Because of the digital layer over the real world, Pokémon Go is considered an augmented reality game. To “catch ‘em all” trainers, while logged into the game, have to roam around the real world. They collect game items while at real physical locations, catch wild Pokémon, and battle other trainers at specific locations called “gyms.”

That’s why you see a bunch of people glued to their phones and walking around.

They are hunting for Pokémon and other game related items.

2. HOW CAN YOU PROFIT FROM POKÉMON GO? Pokémon Go is already a big deal.

People are planning community-wide events to hunt Pokémon. This is an effective game strategy because when more trainers are together in one place better Pokémon appear in the game. There are hundreds of examples of trainerplanned events. Here is one that happened here in KC. You can profit from Pokémon Go in three ways.

• Plan a trainer event with your patients and other businesses in the community with a similar target market. Everyone can pitch in on the cost, everyone promotes the event, and the event can be in your parking lot.

• Use Pokémon Go to generate some social media buzz. Be relevant and ask your team for help getting a good picture with a Pokémon at your office.

• Drop in-game Lures for your patients and their friends. The lures can be purchased in game and help attract more rare Pokémon. Advertise the fact that you will be dropping Lures and invite all of your patients and their friends to your office.

3. HOW DO I GET STARTED PLAYING POKÉMON GO? You can download the free game for iPhone or Android.

Tips to getting started: • Tap on the Pokémon on your screen, and then fling your Poke Balls at them to catch them.

• Look for the Pokémon logo in the game, click on it, and flick the coin to collect ingame loot.

• After reaching level 5, find a pillar in the game with a Pokémon on top and pick a team (Red, Blue, or Yellow).

• By that time, you will know enough about the game to speak with your patients confidently.

Good luck! Remember, have some fun with this. You will enjoy talking with your patients about Pokémon as soon as you understand the basics. They will find it fun that you are relevant enough to have a trainer and a team.

Finally, “Catch ‘em all.”

Scott Hansen Red Team Trainer – Level 6

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BUSINESS & PRACTICE DEVELOPMENT

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BUSINESS & PRACTICE DEVELOPMENT

LESSONS FROM THE DUCK

By Wayne Pearson

In his early career, Warren Buffet authored a series of famous letters in which he outlined some of his guiding philosophies on investing and business.

In one of my favorite passages Buffet describes the rise and fall of investment companies as follows: “The results of these companies in some ways resemble the activity of a duck sitting in a pond. When the water (the market) rises, the duck rises; when it falls, back goes the duck. The water level has been of great importance to Buffet Partnership Limited’s performance.

However, we have also occasionally flapped our wings.” Upon first glance, the lessons from Buffet’s duck may seem a tad trivial, but I believe there are at least five useful and practical lessons contained in this one simple anecdote.

LESSON 1: TIDES (MARKETS) WILL INVARIABLY RISE AND FALL When you’re busy attending to the day-to-day needs of your business and your entire livelihood is wrapped up in the success of that particular enterprise, it’s easy to lose sight of the fact that the market could (and, in most cases, eventually, will) shift. As a business owner, it’s critical that you dedicate some time and resources to ensure you don’t find yourself suddenly and unexpectedly swimming against the tide. I believe this is

particularly important in the orthodontic industry for many reasons: (i) Discretionary purchases are highly vulnerable to consumer spending fluctuations. (ii) Technology is rapidly changing the competitive landscape of orthodontics. (iii) Large group practices are becoming increasingly prevalent and sophisticated. (iv) General dentists are referring fewer patients with each passing day.

Failure to assess and plan how you and your organization will respond to these inevitable market changes/pressures is a recipe for eventual disaster.

on capturing the general dental market share will eventually set their eyes squarely upon the specialties. Orthodontic businesses will consolidate the fragmented industry and gain efficiencies that smaller competitors cannot match. Squawk though they may, the Ducks can do little to thwart the changing of the tide. The appropriate response to inevitable change is simply to predict and prepare.

LESSON 2: DUCKS HAVE LITTLE TO NO IMPACT ON THE TIDE Considering the sizable investment of time and money you’ve made to become a successful orthodontist, it may be disconcerting to grapple with the idea that many of the essential elements of your success are almost entirely outside of your control; however, the evidence is pretty clear. Companies like Invisalign and SmileDirectClub will continue to disrupt the orthodontic market with new technological and business innovations.

Large dental support organizations currently focused

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BUSINESS & PRACTICE DEVELOPMENT LESSON 3: TIDAL CHANGES CREATE OPPORTUNITY There’s an undercurrent to Buffet’s duck scenario that isn’t readily apparent without reading much of the context that surrounds it, but he sees great opportunity in the natural ebbs and flows of the tide.

In fact, Buffet sees more opportunity when the tide is going out than when the tide is coming in. What Buffet posits is that everyone does well when the tide is coming in and, therefore, it is more difficult to uniquely capitalize on a rising tide. Conversely, when everyone is (over) reacting to the falling tide, a well-timed wing flapping from an enterprising duck can easily produce strategic advantages that far surpass those available when all the ducks are fighting for every breadcrumb. I believe that the truth of this in the orthodontic market will become clearly visible over the next few years, as the weakest of the orthodontic competitors find themselves scrambling to survive while the stronger, betterpositioned orthodontists capitalize on the opportunity for rapid consolidation.

LESSON 4: BIRDS OF A FEATHER FLOAT TOGETHER Buffet doesn’t expressly make any reference to the idea that birds of a feather float together in his anecdote, but I found this to be an unspoken insight that could be gleaned from his text. Specifically, Buffet’s duck (Buffet Partnership Limited) only stands out from the crowd by occasionally flapping its wings, which seems to imply that other ducks are present and not flapping – or at least not flapping at the most opportune moments like Buffet’s duck. I find this insight particularly relevant to orthodontics

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because I have repeatedly witnessed a strong tendency in this industry toward accepting the flock’s mentality (“can’t we all just float along”). Buffet clearly suggests that it’s occasional and properly timed/executed flapping of the wings that differentiate the winners from the losers.

In my humble opinion, many people in this industry follow blindly in the footsteps of their competitors, rather than challenge convention with their ideas, because the culture of the highly educated places greater value on learning than innovating. However, keep in mind that in a game with an ever-consolidating number of winners, those who take risks and innovate will be best positioned to win in the end, so spend time considering when and how to flap your wings strategically!

--------------------------Winners plan for eventualities that other people don’t see. When markets shift, they’re the first responders.

--------------------------LESSON 5: WINNING DUCKS KNOW WHEN AND HOW TO FLAP In Buffet’s fictional ducky kingdom, when all the ducks are fed, and breadcrumbs abound, I’m sure the duck multitudes revel in and enjoy their shared prosperity. I imagine all the ducks just float around peacefully in the same pond, blissfully ignorant of the impending bread shortage, while a handful of “crazy” ducks squawk about doom on the horizon and work tirelessly to locate a new source of

It’s just BUSINESS

food, even while the breadcrumbs flow freely. And, perhaps all the blissful ducks who are less mindful of the potential for shortages are correct, and the breadcrumb supply is actually endless. Unfortunately for those ducks, they lose either way. You see, those who take the time to consider and develop plans for the worst possible outcomes will still do quite well when the bread keeps flowing. But when the bread machine breaks…

Winners plan for eventualities that other people don’t see. When markets shift, they’re the first responders. When markets crash, they swoop in to capitalize on the forfeited opportunities of the less prepared. I may have only spent the last few years in the orthodontic industry, but the signs of change are pretty clear, and there’s a lot of chatter about the falling tide. We may have a solid decade before the competition gets stiff and/or the market irreparably shifts, but that just means you better have a fantastic plan for capitalizing on your practice for the next decade and a realistic exit strategy if/when the need may arise. One of the great things about this industry is that there are champions like Dr. Ben Burris out there helping to cultivate awareness of the dangers ahead and sharing ideas for how to respond to those hazards.

Some of those efforts to create a solidarity of vision amongst orthodontists may even help to slow the falling tide, but the tide will eventually fall. So identify your organizational strengths, develop your winning strategy to capitalize on the falling tide, and pick your moment to flap those wings! Eventually, you’ll have no choice but to break away from the flock, because not everyone will win when the tides truly change.

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OFFICE LOGISTICS

CLEAR PROCEDURES & PROTOCOLS: WHY AND HOW

By Andrea Cook I was recently in Australia working with some of their teams and speaking at a meeting. During my visit I found myself having a free day to myself. I asked the friendly front desk staff to give me directions to a trail head for a hike I wanted to go on. They were very familiar with the area, trail, and starting point. They gave me simple directions (in their minds) with clear landmarks and signs to guide me. Using phrases such as “easy to find” “can’t miss it” and “well marked.”

As I left the hotel in the direction, they pointed all went well for a short time. The path they sent me on had been completely washed out by a recent storm, so there was a detour. Following the detour, I got back on the “easy to find” path looking for the “well marked” signage. The hike to the trailhead was longer than they explained and the signs were small and hidden in the foliage. I eventually did find the trail and completed an amazing hike. The detours allowed me to see some areas that I may have missed if I didn’t have to search for the correct path.

In our world, we have the same explanations to our patients and our new team members. Saying “It’s easy,” “just do this” are common phrases. And for us it may truly be that easy but for someone new to your office or new to orthodontics it may not be so easy. The “detours” unclear protocols can present may be very costly to an office. It may leave us open for an increase in bond failures or a breach in the sterilization protocol. Our patients often have no experience with braces so things may not be easy as we imply with our patient education. Remember to speak at a level of their understanding.

Well-written procedures help you improve the quality and consistency of work within your office. It may also help 58

new team members complete their training more quickly.

Procedures and protocols can be a real challenge to develop. Sometimes, they’re too tight and restrictive, and at other times, they’re vague and lacking in detail. But, if your team mate calls in sick, and you’re suddenly responsible for a full start bonding or entering a financial contract, it’s good to have a well-written, detailed procedure to help guide you through.

If done right, procedures can have a substantial effect on an office and team.

When written clearly and adequately, they can help systems and team members function better as well as help you reduce the number of errors and omissions. If your team members know what to do, when to do it, how to do it, and how not to get it wrong, you can reduce frustration and save a tremendous amount of time and effort.

I often hear doctors and teams tell me that important tasks in the office often get completed when someone is out for a day or leaves the office. Other team members either don’t know how or even what needs to be done.

Writing a procedure that is accurate, brief, and readable isn’t always easy. But, with a bit of knowledge and practice, you can learn practical procedure-writing skills, and identify great opportunities to improve the quality and consistency of the things done in your office. This will also give the office the assurance that these duties will be done even if the team changes or roles within the office change.

To get the most out of your procedures, follow some simple rules when developing them: Make sure the process is necessary.

Then write it in a way that’s easily understood – using simple, clear words to communicate as briefly as possible.

It’s just BUSINESS

When it comes to how many procedures you need, sometimes the fewer, the better.

So make sure each system is necessary before you spend time creating it.

WHAT IS A PROCEDURE? Procedures are the step by step structure of your office. While policies guide the way people make decisions, procedures show the “how to’s” for completing a task or process.

Procedures are action oriented. They outline steps to take and the order in which they need to be taken. They’re often instructional, and they may be used in training and orientation of a new team member. These can be very helpful when a new team member

OFFICE LOGISTICS comes with experience from another office. They know how the procedure was done in the previous office, but need training on how to complete the task in your office. Areas such as bonding and sterilization protocols are often areas that we assume they know but may not know your methods. Well-written procedures are typically reliable, precise, factual, short, and to the point.

Many procedures seem “black and white,” with clear steps and only one way of doing things: “Complete A, then B, then C.” But sometimes you need to be less exact and allow room for personal judgment. When a procedure is too tight, it can cause confusion. Since life isn’t always straightforward and clear-cut, some procedures need to allow subjectivity and individual choices. Being clear on

when these are options are available will help reduce the opportunity for critical steps to be missed.

WHEN DO YOU NEED A PROCEDURE? Not everything needs a procedure, so don’t create procedures for basic tasks – otherwise, they’ll be ignored. The numberone rule of procedure writing is to make sure there’s a reason to create them: Perhaps people forget to take certain steps, maybe they keep on getting things wrong, or perhaps tasks are so long and complicated that people need a checklist if they’re going to get things right.

A written procedure is necessary only if the issue is important or if there will be a significant benefit from clarifying a process.

Before you begin, ask yourself if people need or want to know about something.

You need a procedure when a process: • Is lengthy (example: indirect bonding tray fabrication).

• Is complex (example: running office reports).

• Is routine, but it’s essential that everyone strictly follows all steps (example: entering financial contracts).

• Demands consistency (example: bonding protocol).

• Involves documentation (example: recording sterilization test results).

• Involves significant change (example: changing a clinical procedure).

• Has serious consequences if done wrong (example: instrument reprocessing protocol).

In our offices, it’s typical for many things to get done without written procedures.

There are “unwritten rules” and informal procedures. But sometimes these unwritten rules need to be set in procedure. This may need to happen when: • Similar questions are repeatedly asked.

• People seem confused.

• There are too many ways that people interpret the procedure.

HOW DO YOU WRITE A PROCEDURE? Procedures should communicate what readers NEED to know, not just what they WANT to know. They might need to know how to do the process correctly, faster, or with less waste.

They also might like to know why they have to do something a certain way, where they can go for help and what happens if something goes wrong. Where necessary, make sure your procedures deal with technical issues as well as subjective elements.

It’s also important that your procedures have the right level of detail. Here are some questions to consider: • Do users have enough information to complete the action?

• Is there enough information to guide users in using good professional judgment?

• Is the level of detail appropriate for the task?

• Is the level of detail appropriate for readers?

• How comfortable are readers with the subject?

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OFFICE LOGISTICS STEP ONE: GATHER INFORMATION Before you start writing, gather detailed information on the process you’re making into a procedure.

Talk with those that are completing the task at this point as well as others who hold key information – long-time team members, outside sources if there is inconsistency in information, and people who will use the procedure.

Take lots of notes, and then sit down with the information and sort it out. As the procedure writer, you want a clear understanding of what’s going on in as much detail as possible. From there, cut down the information to what the end-user really needs to best understand the process.

STEP TWO: START WRITING When you write the first draft of your procedure, don’t worry about exact words and format. The main purpose is to include the information you need. Once you’ve done that, you can work on the words and

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organization.

Here are some good rules to follow: • Write steps out in the order in which they happen. Start with the first step, and end with the last step.

• Include a list of equipment and supplies needed for the procedure.

• Avoid too many words. Just be specific enough to communicate clearly.

• Don’t be too brief, or you may give up clarity.

• Explain your assumptions, and make sure your assumptions are valid.

• Use jargon and slang carefully. Define unfamiliar terms • Write at an appropriate reading level.

• Include all safety issues and other precautions.

STEP THREE: ASSESS DESIGN ELEMENTS You may find that words alone aren’t enough to explain the procedure.

It’s just BUSINESS

Sometimes other elements can help clarify your protocol. Pictures and videos can often help those that are better visual learners. I often recommend offices record the bonding procedure, sterilization process, and even entering a contract. With today’s technology it is very easy to build a library of videos to use as training tools.

STEP FOUR: PILOT TEST YOUR PROCEDURE Is it clear, concise, effective, and complete? I recommend having a team member with no knowledge of the procedure review it. If they are able to complete the procedure with the information you have given, then the procedure is complete.

With clear, concise procedures developed in your office we can be assured that tasks and procedures are clearly defined and easily followed by all team members.

OFFICE LOGISTICS

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BUSINESS & PRACTICE DEVELOPMENT

THREE PILLARS of THE MODERN PRACTICE, PART 1: FLEXIBILITY Dr. Jamie Reynolds I’ve worked hard and spent countless hours honing my craft to deliver the best possible care to my patients.

We’ve prided ourselves on providing cutting-edge technology and amazing smiles…but I’m from Detroit and since the economic recession, we have had to reinvent a lot of our financial practices. We’ve learned that much of what we were doing was wrong and that we were neglecting a lot of leaks in the bucket of opportunity.

In my quest to get better and learn, I stumbled upon three key pillar concepts that have changed the way we do business: Flexibility, Leverage, and Systems.

A few years ago, Jeff Kozlowski, Dave Ternan and I founded OrthoFi. For those who have not yet heard about us, OrthoFi is a software and service solution that creates a CRM-

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like intuitive process flow from the new patient call to the consult to the contract, with services on the back end that handle all insurance and patient receivables.

At first, it was a concept on paper.

OrthoFi is now in over 120 practices, has started over 50,000 patients and transacted over $226,000,000 in production. Plus, we’ve amassed what I feel is the most comprehensive point-of-sale buying trend data set in the industry. My agenda here is not to advertise, but rather to give you context around what we’ve learned and the source of the data I will share in this article.

The first key to growth in a practice is, in a word, flexibility. In my practice, the more flexible I can be with patient financing, the more my patient starts increase. This does NOT mean that simply changing your menu options to $0 or $250 MODERN PRACTICE down and payments over 36 months for everyone L S E will save the day. And Y V S E it certainly does not T R E A mean $99 down and $99 M G S E per month for all. Rote flexibility may increase starts, but will also create

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some unpleasant cash flow issues.

You don’t want that. Think flexibility ‘on demand’ and not flexibility ‘by default.’ Flexibility as I see it, speaks to allowing for open-ended choice from a wide spectrum of options. To put it more simply, financing works better for everybody when the decisionmaking process is balanced. When they NEED lower downs or monthlies, you can accommodate them without putting your practice into an uncomfortable position.

SAME-DAY STARTS One of the most important, if not the most important, keys to growth in my practice is the Same-Day Start.

Here’s the most compelling statistic that you may already know, but may not think about in terms of your conversion rate: 100% of all patients who get their braces on the same day of the New Patient Exam start treatment. Pretty obvious and tough to argue with, but here’s another pretty good statistic: of the patients that sign the contract on the day of the consult, 98.6% start treatment. Also intuitive, but not always possible. When you can’t get a same-day contract, but at least secure a commitment to schedule a return appointment to start, the

BUSINESS & PRACTICE DEVELOPMENT conversion rate drops to 80%... still pretty good.

But here’s the game-breaker. If they leave the office without any of these commitments, the conversion rate drops to…wait for it…UNDER 50%!

So…Same-Day Starts are the goal in my practice, to give every new patient the chance to start their new smile on Day One. Easy to say, but how do you get people to commit when many are so focused on…

PRICE! “Price!” The 5-letter word that so many of us don’t want to talk about.

The reality is that, if your value proposition is communicated clearly and consistently, the price is much less of an obstacle than you think.

Knowing the “average” fee in your area is never a bad idea. You certainly don’t want to price yourself out of the market. However, current data confirms that people prefer higher quality to cheap orthodontics, as long as it’s in an affordable range.

This graph [Fig.A] shows Treatment Recommended Conversion (#starts/#recommends) vs Treatment Fee. The grid lines are there to help illustrate a key takeaway: the group with the lowest fees is also the area representing the lowest conversion – very interesting. In fact, the office with the lowest average fee of all OrthoFi practices also has the lowest TRC. As we know, the excellent conversion rate is the product of much more than any one single thing, so

once you get into the average range between $5,300 and $6,500, there is a minimal correlation between price and conversion rate. Building your strategy on low fees to win the day is not founded on solid ground. To most consumers, the price is related to quality, whether you’re looking at a car, a home appliance…or healthcare.

There’s a famous blind study that backs that up. Within reason, people expect to pay a higher price for higher quality… the way it should be. So don’t be afraid to set your fees at the higher end, as befits higher quality. I know that we’re delivering outstanding value to each and every patient we see, and even though we’re the highest fee, we are also in many cases the most affordable.

TX RECOMMENDED COVERSION VS. AVG TREATMENT FEE

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BUSINESS & PRACTICE DEVELOPMENT PRICE vs. AFFORDABILITY Affordability is very distinct from price. Being from Detroit, I always compare things to the auto industry.

Carmakers have grown over the last decade by understanding that regular people want to drive premium cars if the monthly payments are within their budget. That’s why leasing is up nearly 50% over ten years ago, and why nearly half of luxury car sales are leases.

Like many of you, I followed the conventional wisdom of the leading practice management gurus and offered two or three options to new patients, including payment in full (with a courtesy discount) or a 1520% down payment with monthly payments coinciding with treatment time. When the recession hit, we added a low or zero down option, and a few lower income patients got farmed out to 3rd party financing.

We tread water but never made a breakthrough until we changed our philosophy.

Let’s face it – negotiating payment terms is often the most uncomfortable part of the consult process. If your TC thrives on confrontation and actively negotiating down payments and monthly fees, that’s great. For the rest of us, let me suggest another way of thinking about it. Don’t treat it as a negotiation. Like your treatment plan, even fee presentation can be a consultation. Rather than presenting things like, “Here are our standard choices -- which one would you like?”, we now say, “We want to make sure you get the best treatment and

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payment option for you.”

Then we hand the patient a tablet with our slider tool and put the power of choice in their hands. You still need a great TC to sell the value of the practice and establish rapport, but once you start seeing the wide scatter of plans people pick, you’ll realize that even the best Treatment Coordinator can never anticipate everyone’s needs. We see some of our highest credit rating and highest income patients selecting low monthly plans. They’ve undoubtedly got other commitments, from private school tuitions to their investment programs.

We’ve discovered that open choice is the most effective way to ensure you get the ‘YES.’ PAYMENTS: TIMING IS EVERYTHING But what do people want? Just take a look at plan selections by credit tier group [Fig.B], with average down (vertical axis) and monthlies (horizontal axis). Most of us assume that people with good credit have more money, and are willing and able to put more down and pay more per month.

So what does the data show? People with better credit do, in fact, tend to put more money down, but still largely at or below $1,000. So for those who demand $1,500 down payments (or higher) for Invisalign or other highcost technologies, you may be setting your bar too high.

The really interesting finding was around monthly payments. You can see with the aid of the vertical lines

It’s just BUSINESS

that virtually all averages fall between $185 and $205 per month regardless of FICO score. So that tells you that our patients want monthlies to fall within that range, regardless of what you’re pitching them. So, with all the higher cost accelerated technology we promote, I’ve learned an important lesson which may run counter to other advice you may have received: it’s not only okay to allow payment beyond treatment, it’s a MUST if you want to grow. There. I said it.

I know what you’re thinking – extending terms can hurt cash flow and increase your risk. We’ve been told for years that the antidote for risk is to jack up down payments and compress payment time to ‘protect’ us from risk. In so doing, we ran off countless good patients who simply couldn’t afford our terms. We weren’t protecting our practice from risk as much as we were protecting it from growth.

Here’s another key: if you’re going to allow extended plans, you have to have tight systems that are just-in-time and consistent. With OrthoFi, we achieve a >99.5% collections rate—better than we ever had even when we were more conservative with our terms. I think one key reason is that we now encourage our patients to choose plans that fit comfortably within their budget. If they can afford to pay, they want to pay. Sure, there is an art and science to collection protocol. But remember, it’s their number, which makes it their obligation. It’s been our experience that patients understand and accept that obligation as long

BUSINESS & PRACTICE DEVELOPMENT as you’re flexible with them. And, in many cases, they’re willing to pay you more for that flexibility.

INTEREST – TABOO OR VALUABLE TOOL? When OrthoFi was being developed, we hypothesized that instead of managing risk by restricting terms, why not do what successful businesses do: charge low interest to hedge the risk of extending payments? But would orthodontic patients pay interest?

Many thought “no”, but we believed that people expect to pay interest on large purchases, so why would orthodontics be any different? Here’s what the data shows: on average, 10.5% of all patients (as high as 15% in some practices) will pay interest in exchange for more affordable monthly terms.

FLEXIBILITY = RESULTS That brings me back to where I started. Flexibility. And please forgive me if I repeat myself. There is no question that my practice has greatly benefitted from becoming more flexible. Was it scary at first?

Of course. But the results we’ve seen and the change in our team dynamics make it one of the most rewarding decisions we have ever made. Our practice has grown, and we have been able to offer high-quality treatment to more people. Affordable does not have to mean cheap. For an investment of a little more than 2% of net production, we’ve seen a twoyear production growth of 43% while improving our collections to 99.55%.

Would you be happy with that? I know I am.

By outsourcing the financial management we’ve significantly streamlined our focus so that my team is freed up to key in on what we do best – caring for patients. Our team can deliver the best possible patient experience, allowing them to handle our increased patient load with no fear of capacity limitations. My team would never go back to doing it the old way.

There’s that word again—flexibility. I’m not saying you have to take up yoga to have a successful practice, but learning how to offer choices that work for both patients and the practice was a true awakening. That’s why we created OrthoFi…to make the business of orthodontics work better for everyone.

PLANS CHOSEN BY CREDIT SCORE

FIGURE B Q4 • 2016 | TheProOrtho.com 65

IS YOUR PRACTICE GROWING??

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MARKETING, SOCIAL MEDIA & EVENTS

A STRONG “BENEFITS LIST” BENEFITS YOU!

By Nancy Hyman The challenges orthodontists face today in building and maintaining a successful practice far outpace concerns of the past. I typically receive weekly calls and e-mails from providers expressing apprehension over the state of their practice. In addition to the volume of solo practitioners within reach of a keyboard, the general public is also inundated with choices of dentists practicing orthodontics and the mushrooming of dental service organizations. With the advent of Internet searches, it appears that all practices are the same in the eye of the viewer, and the potential patient or parent may make determinations based on what seems to be equal choices, with cost being the only variable. Not true!

A progressive orthodontic office provides a myriad of patient service features. However, these excellent amenities are often the best-kept secret in town! Your target audience for spreading the word is extensive: the past, current, and future patients; parents; dental practices; and the community at large. As a practice growth consultant and promotional manager for Hyman Orthodontics, I have the opportunity to create lists and share utilization strategies within our practice and with practices nationwide. Every practice can create an advantageous reputation with a dynamic benefits list and strong support backing it up. Your ultimate goal is increasing your distinction at every step of the way, from a referral to patient enrollment.

The first step in turning your benefits list into a marketing tool is creating a vibrant list. Does your team know what you offer?

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–––––––––––––––––– What about services that are common to the orthodontic practice: complimentary initial exams and records, progress panoramic x-rays, interest-free payment plans, etc.?

Claim them!

–––––––––––––––––– Create a list of fifteen to twenty services and amenities provided by your practice.

Gather your team into groups of two and ask them to brainstorm their list. Read each list and devise your final product based on common elements. Many of the benefits culled from the brainstorm list will match based on a clear mission and marketing plan for the practice.

Be very specific about benefit attributes.

Consider complimentary beverages, reminder calls via text and e-mail, a game room, etc. Instead of stating you provide excellent customer service, show the reader clearly defined attributes that set your practice apart.

What about services that are common to the orthodontic practice: complimentary initial exams and records, progress panoramic x-rays, interestfree payment plans, etc.? Claim them!

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The patient or parent is not aware that practices may offer similar benefits.

Although practices may offer amenities related to patient rewards, your rewards are certainly unique to you.

Look at categories when compiling your list. It may be helpful to create separate groupings—clinical, rewards, parent and patient services, facility, financial ease, community involvement, etc.—to make your list more appealing. A few suggestions in each category include the following: • Clinical: Complimentary x-rays (or records), retainer checks, observation appointments • Rewards: Oral hygiene program, referral promotions, Facebook drawings • Financial ease: In-house interest-free financing, insurance billing, no down payment option • Community involvement: Charities supported by the practice Create one “marquis” amenity that actually sets you apart from the competition. At Hyman Orthodontics I display a Spin it! Rewards Wheel. The custom wheel is a visual reminder of patient rewards and is supported by posters, e-mail blasts, website presence, and Facebook posts. The wheel figures prominently in our benefits list and marketing because it is an experience not encountered at surrounding practices.

Train your team to understand each benefit fully, and to be able to answer questions and assist in explaining and implementing promotions. If you reward patients, fully entrench your team in the steps to success; make sure they know the reward requirements and how to award

MARKETING, SOCIAL MEDIA & EVENTS Smith Orthodontics

Jones Orthodontics

Hyman Orthodontics

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Free X-Rays

Insurance Billing

Reward Programs

Community Involvement

prizes.

Now that you have created your unique benefits list, spread the word! Do not be the best-kept secret in your community.

Select key points to promote. Internally, add a few points to the new patient phone script. Give your caller specific reasons to show up for that first appointment.

Include a benefits list in the e-mailed reminder letter and new patient packet.

I recommend transitioning away from a brochure and replacing it with a new patient packet with stepped inserts. The inserts may be updated individually to introduce new amenities. The doctor’s resume, patient rewards, an Invisalign promotion, Kids’ Club membership, a profile of the doctor’s role in the community, and a benefits list are all excellent subjects for the stepped inserts.

Include a warm welcome letter as well.

Verbalize a few key points during the office tour and use them as talking points while waiting for the doctor during the initial exam and recall appointments.

The full list may be presented during a fee presentation as well. I recommend displaying a laminated copy in the treatment coordinator room for discussion while waiting for the doctor.

Certainly a quick appearance by the doctor is optimum; however, access to the benefits list as a conversational tool will smooth over the awkward silence that can occur during the waiting period.

What about utilizing the list for your referring dental offices? (Include other specialties such as periodontists, oral surgeons, and endodontists in your outreach.) Your referring offices do not know the exciting benefits you provide.

Incorporate unfamiliar offices with your current referring offices. Presenting a

–––––––––––––––––– Patients and parents are searching for a practice that will fulfill their needs. A benefits list and the attendant implementation will help the seeker match his or her needs and desires with the perfect practice.

–––––––––––––––––– benefits list to an unfamiliar office is a clever way to introduce yourself to unknown doctors. Offices may be given a laminated benefits list to familiarize the dental team with your practice.

Supplement your practice representative’s (PR) visit with targeted messages from the benefits list. Select one or two points per visit and back them up

with a written announcement. Consider designing a packet specifically for the referring doctor and team that includes a benefits list. Arming your PR with tools for a smooth visit will guarantee a positive response.

Don’t forget to include a portion of the benefits list reflected in the dental referral card. When the dental team offers the prospective patient three different options and your card is a real reference piece; you can be confident that a call to your office will be made with enthusiasm.

The primary power behind the benefits list is a cohesive message about your practice. The dental or patient-to-patient referral suggests many incredible benefits are to be had by selecting your practice.

This message is emphasized when the prospective patient or parent visits your website. The new patient call confirms key attributes. The collateral materials—the welcome letter, new patient packet, and practice posters—support your message as well. The office tour continues the theme of excellence and amenities.

Patients and parents are searching for a practice that will fulfill their needs. A benefits list and the attendant implementation will help the seeker match his or her needs and desires with the perfect practice. When you provide a potential patient with a complete sense of the practice, patient enrollment follows. When every step in the process is presented with confidence and style, the potential patient and responsible party cannot help but be wowed by your practice. Consistency is the key to choosing your practice in spite of perceived obstacles of fees and other areas of concern. Think of full immersion in the promotion of your benefits list as an insurance policy against lackluster competition.

Q4 • 2016 | TheProOrtho.com 69

What you –The Orthodontist– should know about BUSINESS & PRACTICE DEVELOPMENT

Solidifying their Loyalty, & Growing your Practice!

Here are Some Facts about the Power of Patient Giveaways: 1

The Psychological Effects: When patients get something for nothing, they feel unconscious, psychological pressure to return the favor through loyalty to your Orthodontic practice. This is actually an age-old human trait that was defined long ago as the “Law of Reciprocity.” Simply put, people naturally feel obligated to return favors as a way of expressing thanks.

Subconsciously, a gift will please your patients (even more than discounts!) – and when your patient feels like they’re getting more, a sense of commitment is established.

2

7KH ,Qµ XHQFH RI *RRGZLOO “Goodwill” is defined as a “tangible asset that provides a competitive advantage, such as a strong brand or reputation.” – investorwords.com …and Giveaways create Goodwill towards your practice. It’s what keeps entire families loyal, making your practice feel like their “Orthodontic Home,” and it’s what drives them to recommend your services to other families in the community. Earning Goodwill can help your Orthodontic practice thrive!

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ª:RUG RI 0RXWK« LV &UXFLDO Get your patients talking about your practice! “Word of mouth” marketing and reputation is more important than ever. Giveaways get your patients to say great things about your practice. In fact, Giveaways are “as effective as traditional advertising,” and “almost always cheaper.” – business.time.com An article in the Journal of Marketing reports that people who get a free product related to a service will talk about that service 15% more. The study also reveals that coupons and rebates don’t make a difference – but freebies do!

0DUNHWLQJ 6WDWV ¨ WKH 3URRI LV LQ WKH 3XGGLQJ Here are some key findings from a study conducted by the BPMA. After surveying 15,000 people who received a free promotional product it was reported that: • 79% said they would return again • 87% kept the item for more than a year • 56% said their impression of the business improved after receiving a branded promotional gift

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Q4 â&#x20AC;¢ 2016 | TheProOrtho.com 71

H.R. INSIGHT

10 THINGS YOU NEED TO KNOW ABOUT

GENERATION Z

TO THRIVE IN THE NEXT DECADE

By Dr. Doug Depew How people interact with patients, family members, employees, and employers, consciously or subconsciously is at least partially affected by what generation they belong. We are all familiar with the names of some of these generations and their respective traits and idiosyncrasies. Knowing specific characteristics of the generation each of our team members belongs to can help us understand the motives behind their actions, what drives them, and how to help them be productive employees.

We’ve all heard about Generation X and Generation Y, or Millenials, but did you know there is a Generation Z? Well, it’s time to learn about it because these are the people we are likely going to be hiring as team members over the next 10-15 years.

The characteristics of these designated generations are largely a result of influences of significant world reaching events or movements that occurred during their formative childhood years.

These events would often profoundly affect their culture, their lifestyle, their economic status, and their family’s wellbeing. For example folks in the “Greatest Generation” (birth years 1925-1945) who may still be living today grew up during WWII and the Great Depression. They tend to be industrious, hard-working, and patriotic. Baby Boomers (birth years 1946-1964) grew up in the post-WW II era with space exploration, the Vietnam War, JFK’s Assassination, and the Hippie

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It’s just BUSINESS

––––––––––––––––– “As much as we can learn about these folks and their tendencies early, the better off we’re going to be as employers to accommodate their particular taste and style and help make them more successful.”

–––––––––––––––––

scare, and rising divorce rates, this group tends to appreciate diversity, while acting somewhat disaffected and skeptical of authority. Since they are also known to have a sense of independence, a subset of this group is quite entrepreneurial.

Generation Y, otherwise known as Millenials, are those born between approximately 1982 and 1994. Many recent orthodontic graduates and current residents fall within this generation.

However, they probably do not share some of the stereotypical generational attributes discussed here. Gen Y’ers are known for being independent-minded and fluent with technology. They also seem to be civic-minded and interested in social justice. To the Baby Boomers and Gen X’ers, they appear to be a little too easy-going and feel entitled to live their parents’ lifestyle before they have earned it. Motivation techniques tend to be different for this group in that they seem to be more productive while working in groups in wide-open spaces with lots of on-the-job perks, like free access to snacks, recreation, and video games while wearing casual attire.

Most of the folks reading this article presumably belong to either Generation X or Generation Y. Generation X (birth years 1965–1981) grew up in the late 70’s and early 80’s during a time of relative prosperity. Largely influenced by the explosion of entertainment media like music videos and blockbuster movies, the advent of birth control, the AIDS

WHAT IS GENERATION Z? Generation Z, the second wave of Millennials, are quite a bit different.

Born between roughly 1995-2010, this is the first generation to grow up with the widespread use of the Internet and the ability to use technology practically since birth. These are the folks who are now in their early 20’s or will be entering

movement of the 70’s. As this group has matured, they have tended to become financially successful and look for ways to impact social change and make improvements to the general quality of life.

H.R. INSIGHT

their twenties over the next several years.

Even though they are tech savvy like their predecessors, they are different in so many ways.

During their developmental years, they were influenced greatly by two major events: the terror of September 11th, 2001, and the Great Recession beginning in 2008, as well as the lingering impacts of both. As they grew up, they watched how these events affected day to day living in their communities and their families. They quietly observed as their parents spent months or even years looking for a well-paying job after being let go after years of continual faithful employment and were forced to work for minimum wage or collect unemployment just to be able to put food on the table. They watched as their friends had to move away because they were kicked out of their homes by the bank. They witnessed elderly ladies being patted down at the

airport due to increased security. They grew up in communities where there was a lack of infrastructure due to budget cuts, poor funding for schools, garbage piling up and weeds growing where beautiful parks once stood and neglected roadways and medians not receiving necessary maintenance.

This generation is book-marked by an attitude of caution, insecurity, and fear; primarily fear of the future. Fear that their college debt will be too high. Fear that they won’t get married.

Generation Z’s, like Gen Y’s, don’t watch much TV: they have too much else to do on their phones. Although an occasional good movie or reality show works fine for them, YouTube surfing on their portable devices often meets their needs.

In our office, we just hired two young ladies who are bright, articulate, energetic, and both possess remarkable personalities. Both are 20 years old and

only a couple years out of high school.

Both are social media gurus, but they have no clue how to address and stamp an envelope or write a letter, even on a computer. Neither even had a checking account until we introduced them to direct deposit. My first reaction was, “What’s wrong with you?” But I’ve learned from high school teachers and counselors that this is now the norm.

They certainly are open to learning this “old-fashioned” stuff “for their jobs.” In the past year in our local schools, they stopped teaching cursive writing. Now kids will not even know how to sign their names.

“As much as we can learn about these folks and their tendencies early, the better off we’re going to be as employers to accommodate their particular taste and style and help make them more successful,” explains Jim Link, Chief Human Resource Officer of Randstad North America.

Q4 • 2016 | TheProOrtho.com 73

H.R. INSIGHT Here are ten traits of Generation Z’ers and suggestions to best utilize them in your practice: 1. MORE ENTREPRENEURIAL – While Gen Y enjoys collaborative efforts, Gen Z is far more entrepreneurial.

Our challenge is to help them be entrepreneurial within our practices.

Think about ways to put them in charge of projects (marketing, improving systems, etc.) that they can be proud of and call their own.

2. LESS MOTIVATED BY MONEY – Gen Y is largely motivated by money, one of the reasons they tend to change jobs frequently. On the other-hand, Gen Z wants a sense of importance and to be recognized for their accomplishments. When interviewing new hires, instead of focusing on salary, emphasize advancement opportunities, your amazing practice culture, and other things you have to offer that are not money-related. They will often go over and above if they know you will appreciate them. With that being said, they are pragmatic and appreciate a solid, regular paycheck. But they also value when you invest in their success and long-term career through training.

In our practices, we can benefit by emphasizing factors such as continued learning and development. “These folks are going to want to come into your organization and learn everything that they can learn,” says Link.

3. THINK ABOUT CAREER EARLY– While many Gen Y’s struggled to find purpose and employment through their 20’s, Gen Z’s tend to be more focused on career very early. A recent survey showed 77% of high school students are interested in internship opportunities as a stepping-stone to a real job. With this knowledge, think about ways to establish internships, shadowing, or coaching opportunities to involve these young people in your practice during their high school years. They may turn out to be full-time employees upon graduation.

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It’s just BUSINESS

4. MORE LOYAL – The findings show that Gen Z employees do not expect to change jobs as often as their predecessors. As employers, we should stress loyalty by offering rewards as part of our efforts to motivate them to stay.

We should give them opportunities for mentorship and job growth, and provide opportunities for them to be heard and contribute directly to practice success to keep them loyal.

5. CONCERNED ABOUT THE FUTURE – Remember they saw their parents or at least parents of their friends, go through job and/or home loss. They want and will work for job and lifestyle security. During your annual reviews don’t talk so much about their job now, but how their current performance affects both their advancement and practice success in the future.

6. PREPARED TO GET BY ON THEIR OWN – Again, after seeing their parents struggle financially for several years, Gen Z’s look for back up plans and prepare for life changes to have some kind of control over their future. The Gen Z young women, in particular, have a huge entrepreneurial spirit. Look for ways to use this in your practice.

7. DON’T LIKE TO WASTE TIME – They are ardent multi-taskers, especially when it comes to technology. They take in information quickly (think Vine and SnapChat) and absorb it for future use.

Unlike their Gen Y counterparts, when in the office they don’t want to waste time. It’s hard to do with all your staff, but in our orthodontic practices, you may want to encourage flexible hours and second jobs. And stress results and output over time spent.

8. CELL PHONES ARE THEIR LIFE! – Their cell phones are an appendage that apparently cannot be disconnected from their body. We may find it wise to have strict policies for cell phone use, social media activity, and texting in the office.

On the positive side of this, look for ways for them to use this to your advantage

even when they are out of the office, such as managing and monitoring your office social media.

9. THEY HAVE A LOVEHATE RELATIONSHIP WITH TECHNOLOGY - Gen Z is the first one to grow up entirely in the age of social media and the Internet. Keeping up with them is a challenge. When giving memos or messages try short, digestible messages delivered across multiple medias. Studies have shown that despite their proclivity for technology, unlike Generation Y, members of Generation Z prefer face-to-face interactions as opposed to online exchanges. Look for ways to have one-on-one meetings, Facetime with them, and encourage them to meet for training and goal setting.

10. LOVE A COMPANY THAT GIVES BACK - Social awareness is a huge part of the lives of Generation Z. Fortunately, many grew up with community service being a big part of their high school experience. Look for ways that your practice can give back and a way for younger team members to be involved.

That could be putting them on a committee to find deserving kids who can get free or discounted treatment, or an annual volunteer day for your team.

With a global mindset, Gen Z’s are set to take over the world. They have friends and acquaintances, via social media, in far-flung places and are positioned to take this into the work place. They no longer want just a job; they seek more than that. They want a feeling of fulfillment and excitement in their job that helps move the world forward. As doctors, let us nurture these young team members to fulfill these desires, and in doing so, encourage them to focus the energy, enthusiasm, and creativity of Generation Z to improve our practices and patients’ lives.

H.R. INSIGHT

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Q4 • 2016 | TheProOrtho.com 75

OFFICE LOGISTICS

PARTNERING WITH A REAL ESTATE DEVELOPER: THE SALE-LEASEBACK

By Josh Brown “Dr. Smith, Mrs. Jones is on the line.

It seems as though Emily has broken a bracket and needs to be seen this afternoon.

We are booked until 5:30 this afternoon and I know you wanted to leave promptly to catch your son’s game. What would you like me to tell Mrs. Jones?”

Too often this message is typical in the life of the orthodontist. Customer service is vital to establishing and maintaining a practice and normalcy in family life is expected as well. Partnerships are indispensable in meeting the goals of a healthy professional and personal life.

This article is the first of a series that will outline how a trusted real estate partnership can help orthodontists add practices in better locations with cotenants who add value. This series begins with a personal partnership between Haag Brown Commercial and Arkansas Dentistry & Braces. Haag Brown Commercial (HBC) has assisted Dr. Ben Burris in opening nearly 20 clinics in Arkansas, primarily in multi-tenant buildings in high-end retail locations.

Arkansas Dentistry & Braces has established a dominant statewide presence in less than four years.

Greg Haag and Joshua Brown established Haag Brown Commercial in 2010. Greg and Joshua chose to build the business based on a scripture from Philippians 2:4 which states, “do not merely look out for your own personal interests, but also for the interests of others.” Adhering to this verse, their

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mission is to put clients’ needs ahead of their own while striving to excel in quality, innovation and value of services provided. This formula of creating partnerships with the clients’ goals and needs first has been successful for HBC, as well as, their growing list of local and national clients. The company was awarded Arkansas’s Small Business of the Year by Arkansas Business in 2016.

–––––––––––––––––– Webster’s dictionary defines partnership as a relationship that resembles a legal partnership, usually involving close cooperation between parties having specified and joint rights and responsibilities.

–––––––––––––––––– Dr. Burris first contacted Joshua because of a need to sell commercial real estate that was no longer useful for his practice. Conversations between HBC and Dr. Burris eventually landed on the concept of a sale-leaseback. HBC understood that Dr. Burris’ sole interest was in opening the best practices he could in the best locations available. A real estate sale-leaseback is a transaction in which the owner-occupant (Dr. Burris) sells the property used in its business

It’s just BUSINESS

operations to an investor. The Seller then simultaneously leases the property back from the investor on lease terms agreed to concurrent with the real estate closing.

HBC sold some excess land and vacant buildings for Dr. Burris and a year later facilitated a sale-leaseback on 3 clinics he owned at the time. The sale-leaseback allowed Dr. Burris to use his capital and borrowing power to invest in new clinics across the state. Typically, business operators will have the majority of their borrowing power tied up in real estate loans. Sale-leasebacks free up capital and borrowing power for owner / operators who own their own real estate.

Due to the heavy demands in the life of an orthodontist with multiple practices, Dr. Burris was looking for a relationship that allowed him to simply give the city or area for a future practice and be finished.

Dr. Burris relayed that in a perfect world he only wanted to know where the building would be, what it would look like, who the co-tenant would be, when he could open, and how much it would cost. After listening, Joshua told Dr. Burris that he just described exactly what HBC does for tenants such as Starbucks and other retailers. At the time, there was an immediate opportunity to be a cotenant with Starbucks in a development in Fayetteville, Arkansas. Dr. Burris was looking for an opportunity in this area.

Joshua partnered the two and the success of the resulting clinic has led to other high-end developments all over Arkansas.

Trusting HBC to develop new clinics,

OFFICE LOGISTICS Arkansas Dentistry & Braces opened locations in Fayetteville, Springdale, Searcy, Russellville, Little Rock, Jonesboro, and Paragould over the next two years.

All of the clinics are located either with Starbucks or stand-alone next to other retailers who generate heavy amounts of traffic. The partnership between Starbucks and an orthodontist may seem unlikely, but led to an increased client base for the clinic. The partnership also opened up real estate opportunities for Starbucks that may not have existed. A co-tenant like Dr. Burris allows Starbucks to open a store at a lower cost than a stand-alone store would require.

Time is the most valuable resource of the orthodontist. The time required on securing the development details of additional practices or re-locating to a better location demands precious time away from the office thereby lessening revenue. However, the investment of private savings into additional locations

–––––––––––––––––– The partnership between Starbucks and an orthodontist may seem unlikely, but led to an increased client base for the clinic. The partnership also opened up real estate opportunities for Starbucks that may not have existed.

A co-tenant like Dr. Burris allows Starbucks to open a store at a lower cost than a stand-alone store would require.

––––––––––––––––––

requires a unique partnership between Dr. Burris and HBC. Webster’s dictionary defines partnership as a relationship that resembles a legal partnership, usually involving close cooperation between parties having specified and joint rights and responsibilities. Business partnerships may exist without the personal component. Trust is essential in any true partnership. Developing a personal relationship requires a higher level of trust between both parties. A personal partnership with HBC allowed Dr. Burris the time to continue his daily routine of caring for patients while HBC cared for the real estate aspect of his practice. Because of HBC’s commitment to their clients, he no longer needed to be present at every meeting and consultation; he trusted HBC to be responsible for his expansion into additional markets. Dr. Burris can remain in the office seeing patients while acknowledging that HBC is providing oversight on every detail of his

Q4 • 2016 | TheProOrtho.com 77

OFFICE LOGISTICS

practice investments.

Dr. Burris is well known for extensive travel with his family and friends.

Time with family is very important to his overall success as a person and as a professional. The unique personal partnership between HBC and Dr. Burris allowed adequate time to maintain current offices, open new clinics, and still have a rewarding family life filled with spontaneous trips that earned Ben his reputation. “Just knowing that Josh is taking care of the details, I can travel without worry. He truly puts my needs ahead of his own, fulfilling the Haag Brown mission statement,” Dr. Ben Burris.

The simpler path is seldom the path to greatness. The simple solution would have been to find less expensive office

78

space in a typical medical location for additional clinics. High-end locations next to Starbucks cost more than typical lease space, but the image portrayed and increased traffic generates exponential returns.

“Developing personal partnerships with clients is the driving force of our company. We love the stories that accompany each business adventure. Our team strives to place the client’s wants and needs ahead of our own and in doing so a relationship arises”, states Joshua Brown.

“The trust that Dr. Burris placed in our firm was extraordinary and we have both been pleased with the results.” Personal partnerships are one of the many assets that HBC brings to each client.

It’s just BUSINESS

The next article contains information on how partnerships can lead to other unique opportunities. The example of Dr. Burris and his unlikely relationship with Starbucks is continued through the lens of practicality. Logical locations and partners are not always the most profitable. The HBC team is especially trained to investigate how and when unlikely partners can become profitable partners.

“Please tell Mrs. Jones that Emily can be seen this afternoon at our Springdale office. I have looked over the schedule and there is an available time slot there. I can still make the game in time and Emily will receive great, timely care,” Dr. Smith.

S m i l e S av e r

TM

S a n i t i z i n g S p r ay :

OFFICE LOGISTICS

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For more details about how Smile Saver benefits your patients and your visit: Q4 •practice, 2016 | TheProOrtho.com 79

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ORTHOPUNDIT.COM

80

Itâ&#x20AC;&#x2122;s just BUSINESS

ORTHOPUNDIT.COM

DR. BEN BURRIS WHY I ACCEPT MEDICAID & YOU SHOULD TOO

BEN THERE

DONE THAT

By Dr. Ben Burris

I’m utterly amazed at how few orthodontists accept Medicaid. If you don’t want to treat this very large group of potential patients that is certainly your right and I wouldn’t care what you do except for the fact that you: • You constantly complain about not having enough new patients • You make wild generalizations about a group you don’t know and won’t serve and I don’t like seeing wanton prejudice besmirch our profession I am an access to care guy. Period. I will always put increased access to care above all else and my track record speaks for itself. As strange as it may sound, most orthodontists think that increased access to care is at odds with their self-interests.

I had a conversation just the other day with an orthodontist who stated this unequivocally in a group and was widely agreed with by fellow orthodontist. This is a terrible place to be and is contrary to our duty to the public. It is also evidence of a scarcity mindset. Thinking in terms of scarcity instead of abundance is a terrible place to be. Read the book, Secrets of the Millionaire Mind if you don’t know what I’m talking about and want to improve your paradigm massively. The vast majority of orthodontists don’t accept Medicaid or limit the number of Medicaid patients they see because they worry about what they won’t get. But they totally ignore the benefits of warmly accepting

Medicaid patients into their offices. Let’s ignore the moral imperative that I believe exists for now and discuss the business argument for accepting Medicaid patients.

To begin with, let’s look at the reasons I’m often given as to why accepting Medicaid is bad:

–––––––––––––––––– How can you judge everyone who is on some form of government assistance based on what your professors told you? How can you judge individuals based on traits you’ve blindly assigned to their group?

–––––––––––––––––– • The state doesn’t pay enough.

• There is too much paperwork.

• Few of the patients on Medicaid score enough to qualify for treatment.

• Only the hardest cases score and I’m not paid much for doing the hardest cases.

• “Those people” will run off my “normal patients” because “normal people” don’t want to be around “those people”.

• Those people don’t show up on time.

• Those people don’t brush.

• Those people are always breaking stuff.

• Those people always bring in a bunch of friends and family members to their appointment and fill up the waiting room.

SERIOUSLY???? In this day and age?

Do you know what would happen if you spoke like this in public instead of to a bunch of orthodontists who nod in ignorant agreement? As a thought exercise let’s substitute European, Asian, African, Jewish, Muslim, Christian, Hispanic, White, Black, female or male for “those people” in any of the all too typical conversations about “those people” held among orthodontists. How would that go over? Why is labeling and decrying ANY group acceptable then?

How can you judge everyone who is on some form of government assistance based on what your professors told you?

How can you judge individuals based on traits you’ve blindly assigned to their group? You readily admit that you don’t accept Medicaid patients so how do you know what you’re talking about? Even if you have some experience with some Medicaid patients, that doesn’t give you the right to paint all the individuals who have Medicaid with one brush. You know better than that! Finally, in my experience, Medicaid only covers kids so how can you blame and exclude kids Q4 • 2016 | TheProOrtho.com 81

ORTHOPUNDIT.COM from your practice based on their parents’ socio-economic status? Don’t you want all kids to have access to care and a great smile? Do yourself and your peers a favor and stomp this kind of behavior and conversation down whenever you hear it.

Let’s take each of these objections in turn and discuss them logically rather than emotionally: • THE STATE DOESN’T PAY ENOUGH – This sounds logical enough. You have overhead and if the amount the state offers to pay is not enough to “cover your overhead” then it doesn’t make sense to accept Medicaid, right? WRONG. Unless you are at capacity, adding a few patients a month at a greatly discounted fee doesn’t cost you money, it makes you money.

Think about it. You have open chairs and idle staff. The only cost to you for adding these patients is the cost of brackets and wires and the like. Plus you said yourself, Medicaid patients never qualify anyway so what are you worried about?

• THERE IS TOO MUCH PAPERWORK – Seriously? This is the weakest of all the reasons not to do Medicaid. There is no more paperwork to be done for Medicaid than there is for the average insurance company.

• FEW OF THE PATIENTS ON MEDICAID SCORE ENOUGH TO QUALIFY FOR TREATMENT – This is by design. Medicaid should only pay to treat the worst cases. I know there are exceptions and no system is perfect but that’s the goal. Look at it this way, you’re so worried about not getting paid enough by Medicaid so the fact that few score enough for reduced fee treatment is a win for you!

• ONLY THE HARDEST CASES SCORE AND I’M NOT PAID MUCH FOR DOING THE HARDEST CASES Whaaaaaa! Get over it. You’re a specialist, these kids need help and you are doing a public service – plus you just said that 82

very few qualify so you won’t have many to cry about.

• “THOSE PEOPLE” WILL RUN OFF MY “NORMAL PATIENTS” BECAUSE NORMAL PEOPLE DON’T WANT TO BE AROUND “THOSE PEOPLE” – This is far and away the most offensive and dumbest of the reasons not to take Medicaid. Orthodontists create an issue where there is not one. It’s like they want to bring back segregation and create a two-tiered healthcare system. Do you think hospitals, department stores, restaurants or any other business think in this way? Again, substitute any other group name for “those people” and you will see just how reprehensible this argument is. Just because your peers agree with you doesn’t make it right – it makes you all wrong.

––––––––––––––––––

You mean you don’t like patients who bring other potential patients with them to their appointment at your office? Are you insane?

––––––––––––––––––

• THOSE PEOPLE DON’T SHOW UP ON TIME, DON’T BRUSH AND ARE ALWAYS BREAKING STUFF – THE PROBLEM WITH THIS ARGUMENT IS THREEFOLD. 1. Those people don’t commit these offenses any more than “normal patients” do in my vast experience. We hold everyone to the same standard and find that most comply and a few don’t no matter what we do. You will find the same if you treat everyone equally and have a great attitude.

2. You don’t have any experience because you admittedly don’t take Medicaid, so you are speaking with authority about something you have heard but don’t know.

It’s just BUSINESS

3. Finally, if you do have experience with “those people” in some corporate setting, you mustn’t underestimate the power of systems and expectations on the orthodontic office’s side of the equation to cause and perpetuate behaviors. Read Leadership and Self Deception to learn how we need to see the behavior we expect (and despise) to justify our prejudices. If “those people” call the office and are treated like dirt then do you think it might impact how often they show up? If they are forced to go to that office because it’s the only place that accepts Medicaid, do you think being treated like a subhuman by the doctor and the team might impact compliance? I do.

• THOSE PEOPLE ALWAYS BRING IN A BUNCH OF FRIENDS AND FAMILY MEMBERS TO THEIR APPOINTMENT AND FILL UP THE WAITING ROOM – What the what? You mean you don’t like patients who bring other potential patients with them to their appointment at your office? Are you insane?

NOW LET’S TALK ABOUT THE REASONS YOU SHOULD ACCEPT MEDICAID PATIENTS – AS MANY AS ARE WILLING TO SHOW UP! • It’s not about the patients who score enough to get a scholarship from the state; it’s about the ones who don’t – Patients in the door is or should be an orthodontist’s primary motivation when it comes to her business. If something brings more patients in the door then it is worth the effort. If not, it’s ancillary.

To that end I will argue that accepting Medicaid is one of the if not THE best way to get more patients in the door. A magical thing happens when a Medicaid patient doesn’t score enough to get a scholarship from the state (yes I call it a scholarship to make the kids who receive assistance feel good about themselves). In that instant a Medicaid patient doesn’t score, they become a private pay patient, many of whom

ORTHOPUNDIT.COM have private insurance! If you play your cards right, have a great attitude, offer reasonable financing and make “those people” feel at home, more than half of those who do not qualify for a scholarship will pay you for braces!!

Enough said.

• Accepting Medicaid is better than being a provider for an insurance company – You only have to give a discount to those rare few who score enough for Medicaid but you must discount all the patients with an insurance you are a provider for. Tell me how I’m wrong about this? You get

–––––––––––––––––– Accepting Medicaid is good for your practice and good for your community.

Kids are kids, people are people and all of them deserve a shot at a great smile and a happy life.

It’s good to do good while doing good is something I was taught early in my career and this mantra has served me well.

–––––––––––––––––– all the benefits of being listed on the Medicaid website and you get people in the door but you don’t have to give a discount across the board. Count the discounted fee you give the few Medicaid patients who qualify as a marketing expense if it makes you feel better, but focus on what you get instead of what you don’t get.

• Medicaid patients have siblings, stepsiblings, friends, classmates, neighbors and people they know who are not on Medicaid but still need braces. I know it is different where you

are but do you have divorce there? If you do then you will have families that include some kids on Medicaid and some that are not as a result of divorced people getting remarried. If you don’t take Medicaid you will not get access to any of these potential patients. To put it simply, you are missing out on a huge stream of non-Medicaid new patients if you don’t accept Medicaid!

• It doesn’t matter how much Medicaid reimburses you for a case – I say it all the time, if Medicaid paid $1 per case it approved I would still accept Medicaid.

Missouri doesn’t pay much more than that and we are still one of only a handful of providers! Again, it’s not about the patients who score enough for state assistance, it’s about those who do not and all their family and friends.

NOW FOR A COUPLE CAVEATS IF YOU DECIDE TO START TAKING MEDICAID: • You will have to change your mindset and get out of your box. Again, Leadership and Self Deception is a great book to help you do this. Changing yourself is the easy part. You will also have to change the way your staff thinks about and acts towards “those people”.

This is hard and may require that you fire a few employees who are unwilling to see everyone as equally deserving of access to care, but getting your culture right is crucial to being successful with this clientele. It’s kinda ironic that I’ve been railing against you generalizing when it comes to Medicaid patients because generalizing is what I’m going to do right now. I can tell you from experience that the very best way to maximize the number of new patients you get from accepting Medicaid is to be nice and be grateful that patients show up at your office. All patients.

Medicaid patients are used to being treated like second class citizens and will react very positively if you treat “those people” with the kindness and respect you treat everyone else. It

shouldn’t be hard to do but for some reason many orthodontists and their teams struggle with their humanity in this area. I can tell you that if you get the reputation for acting kindly and humanely towards Medicaid patients, you will receive a huge influx of Medicaid patients and their friends and family and neighbors – some of whom are on government assistance and some of whom who are not, as we have discussed. If you cannot get your culture right or are unwilling to wage the necessary culture war in your office then I would advise that you don’t change your stance on Medicaid because you will find exactly what you expect to find.

• You have to understand that people are people and that a certain percentage of people are jerks who don’t hold up their end of the bargain. This goes for Medicaid patients just like everyone else but if you focus on what goes wrong, your staff will too and you will get terrible results. I can tell you from vast experience that I find Medicaid patients generally more compliant than the children of the affluent and way more compliant than dentists’ kids!

Accepting Medicaid is good for your practice and good for your community.

Kids are kids, people are people and all of them deserve a shot at a great smile and a happy life. It’s good to do good while doing good is something I was taught early in my career and this mantra has served me well. I just wish someone had told me what I’m telling you as to why I should have accepted Medicaid when I first started practicing. I eventually figured it out for myself but it wasn’t until after I built a second office in Jonesboro, AR to accommodate “those people” and keep them from running off my “regular patients”. What a jackass I was!

Don’t be like jackass me. Get rid of your bad attitude and switch to accepting Medicaid today!

Q4 • 2016 | TheProOrtho.com 83

RESOURCES OrthoPundit.com

Vision Trust

Ben Burris, DDS, MDS Public Speaking & In-Office Education Email: bgbdds@yahoo.com Facebook: facebook.com/bgburris Twitter: twitter.com/bgburris In our ever changing world, those of us who want to run a dental business as opposed to owning a traditional practice (ie; owning a job) must think differently. Dental school and residency programs taught us how to be dentists but actually gave us a paradigm that makes it GLIĹľ FXOW IRU XV WR WKLQN SURSHUO\ DERXW GHQWLVWU\ as a business. Where and how does one learn how to move from a practice to a business? â&#x20AC;˘ Speaking for study groups and meetings Full day program: The Referral Revolution Half day programs: â&#x20AC;˘ The Same Sun Shines on Us All â&#x20AC;&#x201C; Embracing Opportunity and Refusing Defeat â&#x20AC;˘ Short Term Orthodontics â&#x20AC;&#x201C; Where Does It Fit?

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Ortho Pipeline OrthodontistPipeline.com Uncover New ORTHODONTIC Patients That Lie Hidden In Your Website. An Online â&#x20AC;&#x153;Done-ForYouâ&#x20AC;? Marketing System To Consistently Bring New ORTHODONTIC Patients Into Your Chair.

What is Orthodontist Pipeline?: â&#x20AC;˘ Web Forms: Weâ&#x20AC;&#x2122;ll put forms on your existing website to capture more leads from your FXUUHQW WUDIĹľ F â&#x20AC;˘ Tested, Automated Emails: Once a lead enters their information into our form, we send 3 automated emails. These emails sell the consult for you, so your staff doesnâ&#x20AC;&#x2122;t have to. â&#x20AC;˘ New Orthodontic Patients: Youâ&#x20AC;&#x2122;ll now have D FRQVLVWHQW Ĺś RZ RI QHZ 257+2'217,& patients in your chair.

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Smile for a Lifetime

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Smile for a Lifetime Foundation is a charitable QRQ SURĹľ W RUJDQL]DWLRQ WKDW SURYLGHV orthodontic care to individuals who may not have the opportunity to acquire assistance.

Includes: â&#x20AC;˘ Practice videos â&#x20AC;˘ Websites â&#x20AC;˘ Brand development â&#x20AC;˘ Advertising â&#x20AC;˘ Social media â&#x20AC;˘ Referral marketing â&#x20AC;˘ On-hold messages â&#x20AC;˘ Team training

OrthoSynetics OrthoSynetics.com Phone: 877-674-1111 Facebook: facebook.com/orthosynetics Twitter: twitter.com/OrthoSynetics We are an orthodontic and dental practice VHUYLFHV Ĺľ UP WKDW SURYLGHV DVVLVWDQFH ZLWK the non-clinical business, marketing and administrative functions of orthodontic and dental practices, including marketing, billing and collections, purchasing/procurement, SDWLHQW Ĺľ QDQFLDO DQG LQVXUDQFH VHUYLFHV KXPDQ UHVRXUFHV DQG Ĺľ QDQFLDO UHSRUWLQJ The company currently serves nearly 350 orthodontic and dental practice locations.

SERVICES: Practice Development Revenue Cycle Management Practice Management System Practice Procurement System Practice Accounting Business Insurance Practice & Equipment Financing Practice Marketing Facilities Management Human Resources Patient Insurance Planning Recruitment & Placement Practice Transition Real Estate Practice Check-up Newly in Practice

Itâ&#x20AC;&#x2122;s just BUSINESS

Launched in 2008, Smile for a Lifetime Foundation aims to reach individuals with Ĺľ QDQFLDO FKDOOHQJHV VSHFLDO VLWXDWLRQV DQG orthodontic needs. The Foundation sponsors the orthodontic care of hundreds of patients each year.

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TruDenta trudenta.com Phone: +1 855-878-3368 Facebook: facebook.com/trudenta Twitter: https://twitter.com/trudenta %HIRUH 7UX'HQWD GHQWLVWV ZHUH WUDLQHG WR Ĺľ [ your teeth, straighten your teeth, whiten your teeth and even replace your teeth. However, dentists were not trained or equipped to diagnose and treat symptoms caused by the complex forces that operate and control your head, mouth, jaw and teeth. With TruDenta, dentists are able to quickly examine your bite and range of motion. They can also show you the source of pain.

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Propelâ&#x20AC;&#x2122;s premier product the Excelleration Series consists of the Excellerator device and the Excellerator RT. The Excellerator and RT drivers are both used to create Microosteoperforations (MOPs). The New York University clinical study published in the November 2013 issue of the American Journal of Orthodontics & Dentofacial Orthopedics (AJO-DO) stated â&#x20AC;&#x153;Micro-Osteoperforation to be an effective, comfortable and safe procedure to accelerate tooth movement and VLJQLĹľ FDQWO\ UHGXFH WKH GXUDWLRQ RI RUWKRGRQWLF treatment.â&#x20AC;? The Excelleration drivers are patented FDA Registered Class 1, medical GHYLFHV VSHFLĹľ FDOO\ GHVLJQHG WR EH XVHG E\ D clinician in conjunction with any orthodontic treatment modality. Similar to the Excellerator, the RT driver provides the practitioner with the same advanced orthodontic treatment, however it includes an autoclavable handle and disposable tips to minimize waste and PD[LPL]H VWRUDJH HIĹľ FLHQF\

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Carestream Dental carestreamdental.com Facebook: facebook.com/CarestreamDental Twitter: twitter.com/CarestreamDentl About Carestream Dental LLC Since 2007, Carestream Dental has been a growing standalone company with strong HDUQLQJV DQG D KHDOWK\ FDVK Ĺś RZ 3URYLGLQJ industry-leading dental equipment such as imaging systems and practice management solutions for dental and oral health professionals across the globe, Carestream Dentalâ&#x20AC;&#x2122;s products are used by seven out of 10 practitioners to deliver exceptional patient care. For more information on dental equipment, or to contact a Carestream Dental representative, visit us online at www.carestreamdental.com.

About Carestream Health Carestream is a worldwide provider of dental and medical imaging systems and IT solutions; X-ray imaging systems for nondestructive testing and advanced materials for WKH SUHFLVLRQ Ĺľ OPV DQG HOHFWURQLFV PDUNHWV For more information about the companyâ&#x20AC;&#x2122;s broad portfolio of products, solutions and services, please contact your Carestream representative or call 888-777-2072, or visit www.carestream.com.

G&HÂŽ Orthodontics G&HÂŽ Orthodontics proudly precision manufactures a full line of orthodontic products in the U.S.A. For over 40 years, G&H has manufactured high-quality orthodontic products that provide consistent working properties for optimal clinical results. Shop our full line of brackets, bands, tubes, elastomerics , archwires, and clinical supplies at GHorthodontics.com or call us at (800) 5261026 or (317) 346-6655.

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RESOURCES 365 Printing

GC Orthodontics

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Invisalign

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86

For 95 years, the dental industry has recognized GC Corporation as being a top-tier provider of quality dental products. In 2011, we expanded our contributions in the dental industry, partnering with TOMY Inc., to become a leading provider of orthodontic appliances.

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Align Technology is a global medical device company with industry-leading innovative products such as Invisalign clear aligners, iTero Intraoral scanners, and OrthoCAD digital services that help dental professionals achieve the clinical results they expect and deliver effective, cutting-edge dental options to their patients. The Invisalign system and iTero Intraoral scanning system and OrthoCAD® digital services are available to general practitioner dentists (GP dentists), orthodontists, and other dental specialists.

Align Technology provides training, clinical education programs, and the tools needed for orthodontists or GP dentists to adopt its innovative technology and offer the treatment options in their practices.

LED Dental LED Dental provides a comprehensive line of next-generation imaging solutions combined with a commitment to white-glove service.

From the VELscope oral screening system to Rayscan CBCT and 3Shape TRIOS intraoral scanners, LED Dental offers a complete digital ZRUNŶ RZ WR HQKDQFH WKH ZD\ \RX FDUH IRU your patients. For more information, please visitwww.ledddental.com

Ortho Engagement Ortho Engagement increases your starts by manning your website with live 24/7 sales and support specialists. Our service was founded because top Ortho Dr. Anil Idiculla asked a proven lead generation expert to do something ‘next level’ for his industry. With a 10x ROI, and no extra software or training, you’ll leverage web visitors that used to leave your site in seconds... 24/7. Is this worth a 30 day test for your practice?

It’s just BUSINESS

Ortho-Marketing Ortho-Marketing helps Orthodontists get More New Patients, More Referrals, More Reviews and More Exposure. We roll up our sleeves and get to know your practice and then come up with and implement unique marketing strategies to help you reach your goals. Services include: Website Development, Website Updates, SEO, Google Ad Words, Social Media Marketing, Reviews and Reputation Management, Email Marketing and App Development. If you want to take your practice to the next level, OrthoMarketing can help.

Ortho Referral Systems www.orthoreferralsystems.com Email: nancyors@gmail.com Phone: 323-308- 9817 Nancy Hyman founded Ortho Referral Systems (ORS) to assist orthodontic practices reach their goals in generating professional, patient to patient and community referrals, as well as increased case acceptance. In addition ORS focuses on Spin It! patient rewards wheel, private webinars and the WOW patient referral collateral package.

Reliance Ortho For over 3 decades, Reliance Orthodontic Products Inc. has served our profession with innovative, quality bonding adhesives, sealants and conditioners that are industry benchmarks. Our service and technical support are second to none. Reliance – a passion for bonding innovation and excellence. Please visit us at RelianceOrthodontics.com

NEOLab Website: Neolab.com Email: hello@neolabcom Phone: (978) 284-6501 Facebook: facebook.com/neolab NEOLab is your full-service orthodontic lab, DQG WKH FXUUHQW OHDGHU LQ GLJLWDO ZRUNŶ RZ With personalized customer service, seamless intraoral scanning integration and 40 years of quality craftsmanship, NEOLab sets the bar for progressive orthodontic laboratories.

OrthoChats OrthoChats offers professionally managed live chat exclusively for orthodontists. We help increase web conversions by engaging SRWHQWLDO SDWLHQWV DOUHDG\ VXUĹľ QJ \RXU VLWH We are the only chat agency on the planet to offer this service exclusively for orthodontists, with in-house, college educated, grammar and VSHOOLQJ FHUWLĹľ HG RUWKRGRQWLF WUDLQHG 6PLOH Specialists.

Plaque HDâ&#x201E;˘ 3ODTXH +'Ĺ LV WKH Ĺľ UVW SURIHVVLRQDO SODTXH identifying toothpaste. With its revolutionary Targetol Technologyâ&#x201E;˘ which contains plant based disclosing agents, patients can identify areas of plaque build up which have been missed using regular toothpaste. Independent studies in the Orthodontic department at UIC showed that Plaque HDâ&#x201E;˘ removed more than four times the amount of plaque as compared to the control toothpaste.* *Published in the peer reviewed International Journal of Dentistry and Oral Science, January, 2016.

Renew Digital 5HQHZ 'LJLWDO GLVWULEXWHV FHUWLĹľ HG SUH owned panoramic X-ray and cone beam equipment to orthodontists throughout the United States. The companyâ&#x20AC;&#x2122;s low one price guarantee includes installation, training and a comprehensive warranty, enabling dental professionals to deliver superior patient care more affordably. Call 888-246-5611 or visit renewdigital.com to learn more.

MidAtlantic Ortho MidAtlantic Ortho continues to grow as an established industry leader with over 20 years of service to the Orthodontic specialty.

We manufacture and distribute a full line of quality products including, metal and aesthetic brackets, molar bands, buccal tubes, wires, elastomerics and instruments. Among this offering are unique product brands such as our â&#x20AC;&#x153;Capsuleâ&#x20AC;? aligner case, Plier Brite cleaner and renowned instrument repair services.

MidAtlanticâ&#x20AC;&#x2122;s commitment to quality products and responsive customer service consistently provide an overall better value to your practice. It is this culture of excellence that has further strengthened our relationships with Orthodontic specialists and opinion leaders throughout the country.

OrthoFi OrthoFi is designed to increase your starts and simplify your life. Our end-to-end solution streamlines onboarding, stimulates conversions, and takes on both insurance and patient processing & collection. OrthoFi practices are enjoying dynamic growth, EDODQFHG FDVK Ĺś RZ DQG ULVN DQG VPRRWKHU operations with insightful metrics to run their business.

Specialty Appliances Specialty Appliances has been a leading full service orthodontic laboratory since 1981. Specialtyâ&#x20AC;&#x2122;s innovative focus has led to many appliance inventions and laboratory technology advancements. Today they are recognized as the most advanced and experienced digital orthodontic laboratory.

Call Specialty Appliances if you value DSSOLDQFH TXDOLW\ Ĺľ W DQG WLPHO\ GHOLYHU\

1-800-522-4636 Customer.service@specialtyappliances. com

Social Dental Social Dental is a social media marketing SaaS company that created the only HIPAAcompliant patient photo and review sharing app and provides integrated websites and social advertising services. The app helps practices celebrate successful patient outcomes by posting HIPAA-compliant patient photos and reviews at the point of treatment.

DDS Multimedia DDS Multimedia provides dental practices with marketing techniques that turn the web into an advantage for their practices. We focus our website design and marketing efforts solely on the dental industry, and have developed proven campaigns that improve your patientsâ&#x20AC;&#x2122; experience, and increase your practiceâ&#x20AC;&#x2122;s bottom line.

Cloud9Ortho Cloud9ortho was developed from the ground-up as a browser-based system for management and imaging for orthodontists.

It can use PCs, tablets, or Macs in their native PRGH ZLWK QR RIĹľ FH VHUYHUV UHTXLUHG )HDWXUHV have been added for Pediatric Dentistry.

Texting & emailing are built-in for no additional charge.

Practice Genius Patient Rewards Hub is an Engagement Marketing Suite featuring: Reward, Reviews, Social Media, Contest, Compliance, and Communication programs all rolled into an easy to use web application.

Through your website or mobile app: patients redeem points, check reminders, participate in contests and games, take surveys or write reviews, all while in an engaging environment.

5HZDUGV DUH IXOĹľ OOHG RQ \RXU EHKDOI DQG VHQW with a congratulatory note from your practice.

Trapezio Trapezio provides affordable online knowledge and training solutions for the orthodontic team. Packages can be easily FXVWRPL]HG WR Ĺľ W WKH VSHFLĹľ F QHHGV RI \RXU practice and team members can access material from any computer with internet access. Combining decades of experience, our learning modules bring the expertise of LQGXVWU\ OHDGHUV WR \RXU Ĺľ QJHUWLSV

Soluria We develop proprietary product technology and formulations that deliver the results needed to solve problems in medical industries. Our products deliver these results now and will be continuously developed to do so in the future. Currently, we offer sanitizing solutions for removable oral devices. These sanitizers are highly effective, convenient to use, and taste great! In 30 â&#x20AC;&#x201C; 60 seconds 99% of bacteria is gone.

Henry Schein Henry ScheinÂŽ Orthodonticsâ&#x201E;˘ (HSO) is a leading manufacturer of orthodontic products for domestic and international markets. In 2008, HSO (formerly Ortho OrganizersÂŽ) became part of Henry ScheinÂŽ Dental Specialties Group. HSOhelps orthodontists build a successful practice with products including the CarriereÂŽ System, TriumphÂŽ Orthodontic Instruments, and the MaestroÂŽ System.

RESOURCES Braces Academy

Dean UltraTHIN Retainer

:LWK %UDFHV $FDGHP\ \RXU RIŵ FH FDQ VDYH WLPH DQG LQFUHDVH HIŵ FLHQF\ ZLWK SUHVFULSWLYH SDWLHQW education videos, preloaded elastic images, and customizable quick messages. This HIPAA complaint web-based software also offers a digital portal that allows GPs to refer directly to \RXU RIŵ FH ZLWK WKH FOLFN RI D EXWWRQ :LWK WKDW FRQWDFW LQIRUPDWLRQ \RXU RIŵ FH FDQ VWUDWHJLFDOO\ and proactively call and schedule a new patient exam without waiting for the patient to call you, or worse, your competition.

The Dean UltraTHIN Retainer, is poised and ready to be a game changer in orthodontic retention. The Dean Retainer is designed to be thinner, stronger and smarter. REVOLUTIONARY is an understatement, the Dean UltraTHIN Retainer changes everything. For additional information, please visit our website at http://www. deanultrathinretainer.com.

Gaidge

Dolphin

Gaidge brings business analytics to orthodontic practices through an automated, cloud-based dashboard. Easy-to-read and interpret, Gaidge gives orthodontists the ability to investigate and analyze business performance with ease. This allows for strategic decision-making based on ‘big data’ insights and national trends. Gaidge is fully integrated with Cloud9, Dolphin Management, OrthoTrac, and Ortho2 management software.

Dolphin provides high-quality 2D/3D imaging, diagnostic, practice management, case presentation, and patient education software for orthodontists worldwide. Dolphin products tightly integrate with digital x-ray units, CBCT systems, telephonic solutions and Webenabled applications, and are compatible with the latest operating systems. Mobile and Cloud solutions are available. Backed with 24/7 technical support.

88

It’s just BUSINESS

3M 3M Oral Care promotes lifelong oral wellness for patients by providing inspired, sciencebased solutions that help orthodontic professionals achieve greater clinical, professional and personal success. A worldwide leader in aesthetic solutions, 0 2UDO &DUH SURGXFWV IHDWXUH HIŵ FLHQF\ and an improved treatment experience for orthodontists and their patients.

CAN DIRECT MAIL SAVE ORTHODONTISTS

FROM PLUMMETING

REFERRAL RATES

& FROM THE CRUSHING BLOW

OF MANUFACTURER-TO-CONSUMER SALES? If a General Dentist can dabble in Ortho and generate $130,200 worth of New Patient Starts in under three monthsâ&#x20AC;Ś the answer is YES

I

just had an eye-opening conversation with well-known practice growth specialist Dan Mount, President of The Practice Marketers.

We spoke about the new reality staring down 2UWKRGRQWLVWV GHÂż QHG E\ â&#x20AC;˘ Manufacturer-To-Consumer Aligner Sales â&#x20AC;˘ Fierce competition from General Dentists along with referral rates declining at the speed of light The stranglehold General Dentists have on the future of your specialty is top of mind for every Orthodontist; so I asked him what you, the Orthodontist, should know.

Mount swiftly answered by summarizing the results of a recent mailing campaign that every Orthodontist should GHÂż QLWHO\ NQRZ DERXW

â&#x20AC;&#x153;We built and deployed a mailing campaign for a General Dentist who started dabbling LQ 2UWKR 7KH Ĺľ QDO WDOO\ IRU KLV Orthodontics campaign was $130,200 in Ortho procedures in less than three months.â&#x20AC;?

$

Thatâ&#x20AC;&#x2122;s right. A General Dentist decided to dabble in Orthodontics, and snatched $130,200 of Ortho production away from the local Orthodontist (who sat around and did nothing to compete) â&#x20AC;&#x201C; in less than a quarter of a year.

Referrals are crucial for Orthodontists; yet referrals from Dentists have hit rock bottomâ&#x20AC;Ś and theyâ&#x20AC;&#x2122;re sinking lower every day.

The staggering numbers produced by Mountâ&#x20AC;&#x2122;s FDPSDLJQ FOHDUO\ VKRZ WKDW â&#x20AC;˘ Direct-To-Consumer Marketing for an Orthodontic practice can most certainly work â&#x20AC;˘ If you donâ&#x20AC;&#x2122;t take initiative in your local market, VRPHRQH HOVH ZLOO â&#x20AC;˘ Orthodontists need to start stabilizing their practices by using successful direct mail strategies RIGHT NOW

by nearly 600%. Even Google relies heavily on direct mail to promote its products. Yes, itâ&#x20AC;&#x2122;s true â&#x20AC;&#x201C; the largest search engine on the Internet mails out millions of direct mail pieces every year (especially postcards) and is the eighth largest technology direct mailer in the U.S..

Why does Google use direct mail?

Because it works.

Orthodontists who want a healthy practice in these unstable times should be using DirectTo-Consumer Marketing (especially direct mail) as part of their marketing strategy.

Wouldnâ&#x20AC;&#x2122;t it be nice to work less for more money, and have new SDWLHQWV Ĺś RRGLQJ \RXU RIĹľ FH every month while not relying on General Dentists for your New Patients?

Wouldnâ&#x20AC;&#x2122;t it be great to stop losing sleep while you worry about how to make up for all of those lost referrals?

You can do nothing, and helplessly watch in despair. Or, you can take control of your future RIGHT NOW and FIGHT BACK to protect everything youâ&#x20AC;&#x2122;ve worked for.

If generating up to $130,000 in less than 3 months with Direct-To-Consumer Marketing interests you, then youâ&#x20AC;&#x2122;ll want WR SLFN XS 0RXQWÂśV ODWHVW ERRN HQWLWOHG 7KH 2UWKRGRQWLVWÂśV 'HÂż QLWLYH *XLGH WR Attracting New Patient Starts Using Direct-to-Consumer Marketing.

If youâ&#x20AC;&#x2122;re an Orthodontist who is not using Direct-To-Consumer Marketing strategies in \RXU RIÂż FH 0RXQWÂśV UHFRPPHQGDWLRQ LV WKDW you â&#x20AC;&#x153;wake up and smell the coffee.â&#x20AC;? General Dentists are stealing tens of thousands â&#x20AC;&#x201C; if not millions â&#x20AC;&#x201C; of dollars away from local Orthodontists in every community each year.

The days of unlimited waves of referrals from GPs are gone. General Dentists donâ&#x20AC;&#x2122;t just want a piece; they want the OLRQÂśV VKDUH of the pie.

And theyâ&#x20AC;&#x2122;re getting it.

I had to ask â&#x20AC;&#x201C; in this digital age, isnâ&#x20AC;&#x2122;t Direct Mail a relic of ancient times? Irrelevant?â&#x20AC;Ś Dead?

0RXQW MXVW ODXJKHG Âł$ ORW RI SHRSOH VD\ GLUHFW mail is dead; and that simply isnâ&#x20AC;&#x2122;t true. When people say direct mail has become irrelevant, their perspective is usually self-serving [digital marketers] or ignorant [uneducated].â&#x20AC;? FACT: direct mail is WKH PRVW SURÂż WDEOH PDUNHWLQJ medium. It outperforms ALL digital channels

FREE BOOK VISIT:

NewPatientStarts.com OR CALL: 888-708-0637 TO CLAIM YOUR FREE BOOK