ORTHOPUNDIT.COM will not need to spend the time, effort and money traditionally expended on potential and existing referring general dentists. The savings of doctor time here could be even more valuable than the dollar savings. ◉ Giveaways, contests, patient appreciation parties and the like – None of this will be necessary in the 3000-dollar practice saving an incredible amount of money, time and effort. Swag does not contribute to margin in a positive way. ◉ Office square footage – The physical plant of the 3000-dollar office will be radically different. Though nice, warm and friendly, you’ll notice that there are no TC rooms in this office. With a 3000-dollar flat fee and one financing option there is no need for an hour-long TC driven sales process. People know what they want before they get to your office, the chairside assistants can easily explain and help the consumer fill out the paperwork and your conversion rate will be higher because of the affordability, transparency and simplicity. There really isn’t any basis for the TC driven sales process anyway (other than that’s what
we have always done and that’s what consultants get paid to teach us) and other comparably priced, elective products or services don’t do sales that way. Think of going to a jewelry store to spend a few grand and being forced to go through a tour and an hour-long consultation… Depending on volume (and it should be high) the 3000-dollar office may want to keep a financial coordinator position to assist the chairside assistants and do recall/observation but this position will look nothing like the traditional TC. ◉ TC salary – Many 5500-dollar offices have multiple TCs and financial coordinators. The need for these positions will be much reduced in the 3000-dollar office and that means a great deal of savings to the practice with no loss of efficiency. ◉ CBCT cost – Orthodontists don’t need an in office CBCT. Period. If you need a 3D scan for the occasional case then ask the oral surgeon you refer to for one. 150 grand is a lot of money to spend just to be cool. The average patient does not care one bit.
It’s just BUSINESS
SEVERAL THINGS THE 3000-DOLLAR OFFICE WILL HAVE TO DO WELL: 1. ) Treatment efficiency and case selection – the 3000-dollar office must run on time, have simple/effective mechanics, finish patients on time (no overtime patients) and avoid the 5% of cases that cause 98% of problems. Burris won’t be doing impacted canine cases that require exposure and ligation, he won’t’ be using Class II correctors and he won’t be extracting teeth to elicit A-P correction. He will refer these more difficult cases to local orthodontists telling these patients that they should expect to pay more because of their outlier status. Traditionally orthodontists have charged more for easier cases and less for harder cases to normalize pricing across the board but this custom will be less viable in the future. The 3000-dollar practice will be the living embodiment of the Straighter Philosophy and Burris will only treat cases that he can finish in 12 months. Compliant consumers will get a good deal of A-P correction using elastics over the course of treatment and