Dentaltown June 2018 - 65
The two books that first come to mind have a similar style and
approach. Fred Joyal's Everything Is Marketing: The Ultimate Strategy
for Dental Practice Growth is pure common sense with a boatload of
creativity. Several members of my business team have attended his
lectures at AADOM, and they all returned with original strategies
we've applied with great results. The other go-to is Uncomplicate
Business: All It Takes Is People, Time and Money, by Mr. Dentaltown
himself, Dr. Howard Farran.
If I'm not in the mood to read, it's very easy to disappear down
the YouTube or podcast rabbit hole with either of these guys; both
make very watchable, content-rich videos.
Let's talk practice management. I know you're a believer in
the Frank Spear approach, but you've also customized a lot
of systems to work for you. What are some things you do in
your practice that you'd recommend to other docs?
Communication and patient flow are probably the two areas that
create the most stress between front and back office, and between
front office and patients. The Weave phone system has helped the
business team confirm schedules ahead of time; so many people
text nowadays that it's a great way to confirm appointments or get
a hold of patients during their workdays about getting them in
sooner. We also have electronic forms to email to new patients and
an iPad for all of our consent forms in the office. Automate as much
as you can to streamline things for both the patient and
team-without compromising the person-to-person
interaction, obviously. You can't put a value on that.
You've made some great investment choices in
your career, like how you handle lab work in the
practice and which technologies you pursue. What
would you say has been your smartest investment?
What's a future investment you'd like to look into?
So, I could go the obvious route and name-drop
all of the cool machines I have, but it's funny-you
have to invest in CE so you know what you're doing.
(Yes, you need technology to increase quality and
efficiency. However, unless you can get people in the door, you
will use neither the CE nor the patient-friendly gizmos.)
One of the smartest investments has been our practice
website. There are so many "space holder"-type websites out
there. You've seen them: They're the ones with all those cheesy
stock photos, and under "Services" there are bland, textbook-style
descriptions about procedures. The only non-stock pictures
are poorly lit, unflattering head shots of the team, who are
all wearing different-colored scrubs and standing in front of
random or cluttered backgrounds, and if there is a short bio,
it's usually the generic, "I enjoy spending time with my family,
cooking and the outdoors." Most websites don't even have an
active blog, or answers to address issues that concern patients
in everyday life.
dentaltown.com \\ JUNE 2018
65
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