Orthotown November 2015 - (Page 24)

practice management // feature Equip the Operatory Not the Junk Drawer Daniel Grob, DDS, MS, Editorial Director, Orthotown Magazine D Did you ever wonder why, after only a couple of years, the storage room at the office is filled with unused equipment? Likewise, are your drawers filled with partially used trial kits of some new thingamajig? I know I am not alone in this! Many orthodontists across the country purchase equipment and supplies without really knowing how these items will integrate into their practice. I'll be the first to admit that the way practices grew 20 years ago is not the way they grow today. With student-loan debt at record highs, a new practitioner can't afford to fly by the seat of his or her pants. I recently visited with one of my sales representatives and asked her a couple of questions about how practices grow successfully and efficiently. I also contacted a prominent practice-management firm for advice on the same topic. I posed the same questions to both and was amazed at how similar their answers were, especially since they represent completely different sides of the industry! One of the questions I posed was this: What do you see as the changing needs of orthodontists as they move throughout their practice career, in regard to equipment and other professionals? Here's what I learned. On equipment The cold start-up is a pretty rare bird these days. In order to grow organically, as opposed to borrowing money, a business owner needs to keep equipment costs to a minimum. Below is a list of essentials to keep in mind. While not comprehensive, it serves as a good checklist and as a reminder for some things that seem obvious but can easily be forgotten in the chaos of a startup. The initial phase of a startup is geared toward getting people in the door and sending them out with braces. Numerous experts advocate that this is the most effective advertising for the new practitioner. Aided by consultants and mentors, a new doc needs to focus on establishing brand reputation and culture. Don't overlook the impression that your equipment can have on prospective patients. While having patients wearing braces in the community creates the buzz, you still need to have all the equipment bases covered. 24 NOVEMBER 2015 // orthotown.com Some essentials include: A website. Keep it updated, simple and easy to navigate. Phone system. The first impression for many people is when they speak to the person who picks up the phone in your practice. If no one picks up, have a short but informative automated system that can relay important information quickly. Computers. Ever use a slow computer? You want to tear your hair out after a few seconds. Now imagine you and your staff using slow computers every day. Keep your computers updated and maintained. Practice-management software. It's a sound investment, but do your research. Is it all bells and whistles, or are you Don't overlook the impression that your equipment can have on prospective patients. While having patients wearing braces in the community creates the buzz, you still need to have all the equipment bases covered. getting the kind of integration that makes everyone's life easier and the work streamlined? Ask other orthos what they use. Patient-education software. Dedicated resources geared to educate patients in a clear, concise manner will help boost case acceptance. If you can, create materials based on the specific services and products you have in your practice. Continued on p. 26 http://www.orthotown.com

Table of Contents for the Digital Edition of Orthotown November 2015

Orthotown.com Highlights
Embrace Progress: Congratulations, You’re Just an Orthodontist
What Do You Do When You Just Need to Bail Out on a Case?
How Would You Treat Non-Surgically?
Progressive Smile Design: Changing the Shape of Cosmetic Dentistry
Equip the Operatory— Not the Junk Drawer
The Five Key Components to Team Synergy
What’s On Your Tray? Cementation
Product Profi le: Burleson Seminars
How Pro-Bono Work Can Increase Your Sales
Effective Treatment of Class II Deep Bite in Adult Cases
Poll
A Fast-Track Guide to Selecting the Best Wires
The Airway, Breathing and Orthodontics
Imaging Guide
Ad Index

Orthotown November 2015