Ortho2 Blog

If It Ain't Broke, Don't Fix It

Ben Shin — Mon, 03 Mar 2014 18:56:00 GMT

by Paulette Johnson

If it ain’t broke, don’t fix it. Some of the worst advice you can get or give.

I used to believe this saying was pretty close to the truth. As I matured, I have grown from a skeptic to an unbeliever. As media, technology, and the economy evolve so must the approach in which we deal with them and life in general. We used to write letters or hand complete insurance forms on paper, fold them, place them in an envelope, lick the envelope, address the envelope, lick the stamp, and place it in the mailbox. Today, we may still use paper letters, but most of the time we send a letter electronically, either via e-mail or text. And insurance, well if you are still submitting on paper, your turn around time is up to six weeks for a response. Electronically submitted claims are processed in two weeks or less. I could go on but this illustrates my point. You get it – things are changing and we need to keep up or get left behind.

There are so many aspects of the orthodontic practice that are neglected and left to wallow in a waste land of inefficient processes because “if it ain’t broke, don’t fix it”. I asked my Facebook friends to respond to this saying. And while there were many hilarious contributions, I’ve decided to share only a handful of them:

Jess Huennekens, Ortho2 Systems Consultant, says, “Just because it isn’t broken doesn’t mean it isn’t inefficient or obsolete.”

Take a look at your practice. If you asked anyone on your team why they do something the way they do it, what would their response be? I bet your number one answer is, “because that is the way I was taught”. Our processes are often the last thing we look at when updating our office. We put paint on the walls, new carpet, recover or purchase new furniture, even add new ortho bay chairs and side units All the surface change is wonderful, but if we really want change we must really change. I love the saying, “Old ways do not open new doors,” from the book “The Buddhist Boot Camp”. If you really want to effect change in your practice, you must change! And remember the definition of insanity is doing the same thing over and over again and expecting a different result.

Start small – maybe the way that you conduct your new patient exam. Have you looked at this process since you developed it when you started your practice? Using a critical eye, ask yourself what could you do better? Be honest. Are you giving this prospective patient the view of your practice you want them to see? Are you attentive or rushed? Do you offer options or do you have a take it or leave it approach? Are you and your TC organized with information needed for this prospect to make an informed decision? Are you presenting a picture that says I am on it, I am up on technology, the latest treatment and diagnostic tools and I know what I am doing? All encounters with patients or prospects should leave them saying “Wow, I can trust these people, they know what they are doing, and they really care.”

Another comment from Facebook came from Ross Johnson, AT&T Regulatory. He says, “Is it still relevant?” I like this one, not because Ross is my amazing husband, but because he is right on! Is what you are doing in your practice relevant to today’s market? How have you changed or adapted your process to the new consumer?

If you are saying to yourself that the consumer isn’t new you may need to look around. The consumer is more educated in the world of orthodontics. I mean they have seen it on TV, what more do they need to know. Invisalign will straighten teeth, dentists and orthodontists are just the delivery people. If they could order it off the internet they would. Wait, they can! http://www.dental-lab-direct.com/. They are bombarded with advertising on TV and online saying things like: Finally! A Way You can Avoid the Dentist and Save yourself Hundreds of Dollars by dealing Directly with the Dental Lab!

If you are operating in the same manner that you were 20 years ago, 10 years ago, even 5 years ago, you need to sit up and take notice. You are no longer competing with each other; you are now competing with general dentists and the Internet.

Staying on top of changes in your practice shows you care. General dentists, patients, and parents recognize when you are giving your best. Dave Ramsey says in his book “EntreLeadership”, “If I know in my heart you care deeply, then when you screw up, I will be quick to give you a second or third chance.” It is just good leadership.

Jimmy Johnson, Custom Car Restoration , says, “Leave it alone and buy a backup.” Not the best advice in my opinion, but an option. Jimmy also added “If it ain’t broke, maybe you need a bigger hammer.” I do this myself sometimes; I work on an old server, computer, or printer in an effort to just get a few more months/years out of it. In reality the amount of hours I put in it would have paid for a new machine, and with a lot less headaches. My thought process is, I am here and getting paid anyway, so it seems ok. But I think that inefficiency is just too costly. I am pretty sure my time could be spent being much more productive. In economics this is called opportunity cost, which is defined as "the loss of potential gain from other alternatives when one alternative is chosen.”

This brings me to the next area we are going to address, COMPUTERS!

Chris Tremayne, WCO Consulting, says, “If it ain’t broke it soon will be, back it up!” Now that is advice I agree with. What is the life span of a server or a workstation? According to Chris, a server or workstation should last and continue its efficiency for 3-5 years. Beyond that you are not running at optimum efficiency. You know how often you upgrade your phone, audio, or video system. The same should hold true for your business. Merriam Webster defines efficiency as “the ability to do something or produce something without wasting materials, time, or energy: the quality or degree of being efficient”. Wasting time, money, and resources is not smart. Work smarter not harder. If you think of change in this way, it makes it easier.

I know, I know, it can be expensive for additional training, continuing education, or to replace equipment often. But in reality it is more expensive not to. The wasted man power is probably more costly than you realize. The continued investment in your practice is priceless!

Do you need help in updating a process or a critical eye on what could do with an update? Ortho2 is a great resource; they can help you learn more about your software which will improve efficiency. They can also provide you with a recommendation for a consultant or two or more to get you moving in the right direction. But you have to initiate the change!

About the Author

Paulette Johnson has extensive experience in the field of orthodontics and business management and over the last 16 years has enjoyed working as an Ortho2 Certified Training Specialist. Paulette is passionate about helping our customers achieve their goals. She does this by identifying opportunities for improvement, developing a plan of action, and teaching clients how to get the most out of their Ortho2 practice management software. Paulette can be reached via email: paulette@ortho2.com.

Orchestrate? Skeptical is my middle name

Ben Shin — Wed, 12 Feb 2014 16:30:00 GMT

Yep, I admit it, I am skeptical. I am not the first to try new stuff. That is not to say that Idon’t do change, change is important. I just don’t reinvent the wheel; I like to bring easy practical solid solutions to my practices. So when I first heard about Orchestrate I was, you guessed it, skeptical. I really tried to ignore it. After all I have been here before…Invisalign, Clear Correct, Orthoclear…nope not going there, moving on. But Orchestrate just stuck there in the back of my brain…tugging, nagging, so I took some time and did my research; after all why do I need to offer yet another option. You can imagine my surprise when I found that Orchestrate is a solid product, with 5 years of practical application. So we tried it, we sent in a test case at no charge, really how do you pass that up? It was easy; we sent alginate impressions in a box and label provided by Orchestrate. A day or so later we received our tutorial, a file showing how Dr. Ehler would set up the case and .vpr files to use when doing our own set with the Orchestrate software via our own Dropbox (if you don’t know what this is and want more info contact me). It was easy peasy. I sat down with my doctor and played with the software, played is really the best description that I have. We needed to get a feeling for the software, Orchestrate is a 3D CAD program so it had a bit of a learning curve.

Here is where I will not blow sunshine up your skirt, you need to know something (a lot) about how teeth move to do this. You are in control of the movement(s) of the teeth. Wait, what did you say? Yes, you are in control of the tooth movement. No one translates what you want into a treatment plan, your treatment plan is in your hands!

After becoming familiar with the software and making the tooth movements we submit the plan. It was a series of three aligners, very minor changes, I can’t say why my upper central wants to move, but it does. A day or so later, 3 sets of plastic models (3d prints) arrive ready for fabrication of aligners in our lab. That’s right, we are making the aligners.

I am used to appliances, I have had braces three times. I wear my retainers religiously, but the first set of aligners using Essix 4.0 was just too heavy, and the pressure was too much. A slight adjustment in material and we were on our way (wow we made a second set right then. Control, I just love control).

I am on my last set up of aligners, and I couldn’t be happier. But even better, we have incorporated Orchestrate into our practice for relapse cases. We can make case corrections rapidly and on an aligner by aligner basis. We are more than happy with the value and so is the patient.

A solid practical solution… I am a skeptic (about Orchestrate) no longer.

About the Author

The Role Scripting Can Play in Ortho Practice Growth

Ben Shin — Wed, 05 Feb 2014 16:51:00 GMT

By Roger P. Levin, DDS
Prior to the Great Recession, scripting was viewed as the best way to be sure patients and parents were getting the information they needed in language they could understand. It still serves that purpose, but Levin Group has reshaped scripting into a powerful motivational tool. We call this new communication technique Value Creation Scripting^™.

As the name indicates, Value Creation Scripting^™ turns every interaction with parents and patients into a value-building process. Its influence on acquiring new patients and increasing production cannot be overstated. Following are the primary situations in which excellent scripting can make a dramatic difference in results.

1. Asking for Referrals

Many ortho practices—even those that are not growing—fail to ask their patients and parents to recommend the practice to people they know. Why? Because they don’t know what to say, or they feel uncomfortable asking. Of all the strategies ortho practices can—and should—use to generate referrals, nothing works better than simply asking, guided by scripting.

2. Introduction to the Practice

During the prospect’s initial call to the practice, the front desk coordinator—well-trained with scripting—will immediately begin building value. She will know what to say in order to make the best possible impression and schedule an appointment. During the next step, when parents and prospective patients present at the practice for the first time, scripting continues building value in a warm welcome at the front desk and during the introductions and tour of the facilities conducted by the treatment coordinator (TC).

3. Case Presentation

During the consult, the TC will rely on scripting as her guide. As she quickly learns about the parent and child, conveys reassuring facts about the doctor and practice, repeatedly talks about the benefits of getting treatment at the practice, and builds the new relationship, scripts show the way. Each presentation will be unique, yet the TC’s scripting will enable her to adjust on-the-fly and say the right things to motivate acceptance… which will occur in 90% or more of the cases. To maximize the positive effect of the orthodontist’s 5–10 minutes in the room, he or she should also rely on excellent scripting.

There are many systems and strategies ortho practices can use to increase production, but few play as direct a role in success as Value Creation Scripting^™.

About the Author

Recognizing the vital role a well-trained TC can play in the success of the modern ortho practice, Levin Group has created the only nationwide study club exclusively for ortho TCs. The Treatment Coordinator Online Study Club^™ is a rich educational resource dedicated to upgrading the skills of ortho TCs… and it’s absolutely free. For details and to sign up your TC, go to www.levingroup.com/orthotc

Have You Been Wearing Your Retainer? Your Orthodontist Cares

Michelle Haupt — Thu, 30 Jan 2014 22:06:00 GMT

By Dr. Ann Marie Gorczyca
I once attended a lecture of the Northern California Angle Society of Orthodontists given by the former President of the American Board of Orthodontics, Dr. Raymond M. Sugiyama. Dr. Sugiyama presented beautifully treated cases 10 years, 20 years, and 30 years in retention demonstrating perfect stability of excellent orthodontic results. After hearing this lecture, I decided to send out 10-year retainer check postcards to my patients asking, "Have you been wearing your retainer? Your orthodontist cares."

What happened was amazing. Not only did I see many great retention results and have wonderful reunions with former patients but they also brought in their seven-year-old children for orthodontic evaluations! One of our goals is to have happy, well-treated orthodontic patients for life. A 10-, 20-, or 30- year retainer check postcard program is one way to help you achieve this goal.

We charge an office visit fee for post one-year retention retainer checks. We have found that this is a fee patients are gladly willing to pay for retention of their excellent results. Consider sending out retainer check postcards to 10+ patients and see what happens. The results will be heartwarming.

About the Author

Dr. Ann Marie Gorczyca is author of the book "It All Starts With Marketing - 201 Marketing Tips for Growing a Dental Practice". She is a Diplomate of the American Board of Orthodontics and member of the Angle Society of Orthodontists. Her orthodontic practice is in Antioch, California.

Saddle Up for the UGM

Shelby Kruse — Mon, 16 Dec 2013 21:01:00 GMT

By Kim Barker
2014 marks the30th annual Users Group Meeting and my personal 20^th year of being involved with the event. This year, like always, will be a celebration, but even more so for me. My first hands-on UGM was in 1995, and I was able to attend for the first time in 1998. I haven’t missed one since.

Preparing for the UGM takes a long time – from choosing the venue, to coordinating the speakers and exhibitors, and answering attendees’ questions. It’s kind of like putting together a Broadway show. You work all year to prepare for the big opening night. We learn each year what works and what doesn’t (just like those performers in rehearsals) and we try to make each year better than the year before.

One of my favorite parts is putting together the themed party mixer each year. I can still remember my first one – a NASCAR theme while we were in Daytona Beach. Being able to see the fun people are having while at these events make for a fun night for me, too! This year’s theme is Spurs, Sombreros, and a Fiesta! It’s a Tex-Mex fiesta. We will have décor and entertainment to set the scene, and you don’t want to miss your chance at riding Quesero the mechanical bull.

And the best part of the UGM is that it has turned into a family reunion type atmosphere. Several doctors and office staff come year after year, and we always greet each other with a warm hug. I can’t wait to see them and I love catching up with them.

These reasons are why I love coordinating the UGM, but they are also the reasons you should consider attending. You get the best speakers to listen to and exhibitors to visit with. But you also get to have fun at our Thursday evening party, see old friends, and make new ones.

Planning and coordinating the UGM is what I love most about my job. I hope you will be able to join us at this year’s UGM in San Antonio. If you have any questions about the event, please feel free to contact me at ugm@ortho2.com.

About the Author

Kim has worked for Ortho2 for more than 20 years. She assists the sales team and is also the company coordinator and meeting planner. Her favorite parts of the job are coordinating the Users Group Meeting every year and helping customers. She enjoys spending time with her two kids and granddaughter. With her husband, she volunteers for the non-profit Iowa National Wild Turkey Federation and received a 2010 NWTF Volunteer Award for the State of Iowa.

Avoiding the Afterschool “Crunch”

Shelby Kruse — Fri, 13 Dec 2013 21:55:00 GMT

By Roger P. Levin, DDS
Every ortho practice deals with lighter mornings and busier afternoons. Orthodontists know the reason—most parents prefer that their children not miss school and therefore want to come in the afternoon. Many ortho practices have lost countless hours of potential treatment by enduring empty time slots each morning as a result of adhering to such parent preferences.

To encourage more morning appointments, Ortho Treatment Coordinators (TCs) can offer 10% courtesies in the following situations:

For siblings having ortho care at exactly the same time. This simultaneous care increases the number of patients undergoing treatment, which means the possibility of more morning appointments being scheduled. The patients should understand that they will be expected to alternate morning and afternoon appointments out of consideration for other patients—especially if more than one child is in treatment.

When a parent has ortho care with a child. It is worth noting how many parents are willing to pay for orthodontic care for their children, but ignore their own situation. Through the use of value creation scripting, parents often accept care along with their children. Once again, they are offered 10% courtesy if they do, but it is clearly explained that they will need to alternate morning and afternoon appointments.

When a patient/parent agrees to always schedule in the morning. This is not offered to everyone. The most reliable patients should be steered into these less popular timeslots because they can be relied upon to not cancel these appointments.

Afternoons can be managed much more effectively. Strategies such as using a 10% courtesy allow ortho practices to eliminate the “afternoon crunch.”

How Much is Too Much?

Shelby Kruse — Wed, 04 Dec 2013 17:38:00 GMT

by Paulette Johnson
Recently I was asking my husband his opinion on a personal matter when he stopped me, fingers in his ears and said (loudly), “TMI!!” I realized that I may on OCCASION over share. I try to provide enough information to make a well informed decision, but what is enough?

How often in your practice do you over share, or under share for that matter? I have seen the full spectrum of information distributed to potential patients. I have on a regular basis that conversation in our practice, are we providing enough or too much? Do our potential patients walk out with a deer in the headlights look on their faces, or are they in the movie “Beetlejuice” with no idea how to get started with treatment, let alone what the treatment looks like.

I know orthodontists who walk into an exam, look at a patient, maybe take a panographic radiograph, and tell the eager patient that yes, braces are indicated: Twenty-four months of braces with 12—18 months retainer visits, the cost will be XYZ, and you can make an appointment at the front desk on your way out.

Or, orthodontists examine the patient thoroughly, perform the necessary examination of soft tissue, listen to the jaw joints, review the complimentary panographic radiograph and the facial and intra-oral photos, discuss the many treatment options, and provide visual step-by-step treatment progression in the recommended treatment option. And then, they invite the Treatment Coordinator to discuss the many payment options and appointment choices, print or burn to CD a walk out packet that includes photos, radiographs, preliminary treatment options, a short video built of animations regarding the treatment and projected results, treatment pricing, payment options and an appointment slip, and off the patient goes armed with more information than they may know what to do with.

The question is, does the orthodontist that provides very little information attract potential patients that don’t need a lot of information to make a decision and the potential patients that “need more information” go someplace else? Probably not.

So, which is the correct approach? Both if you ask me; as long as what you are providing is not a canned response. Providing a little or a lot of information to a patient should be based on the needs of the patient. Potential patients are in an orthodontist’s office for the most part because they or their dentist believe they need treatment. There are those rare people that come to an appointment without a clue as to why they are there. (THAT is a topic for another article!) I am of the mind that patients will “tell” you what they need to make a decision. They will ask questions, be interested in more than just the cost, and discuss treatment options presented, when presented. But we should be providing enough information that when a potential patient leaves the office they are armed with information that will provide a path forward. Whether that information is treatment, financial, or both, my hope is when a potential patient is asked what they found out they can answer three questions with yes:

Was treatment explained to you?
Do you know the financial options?
Was it a pleasant experience?

Ortho2 products have many options for the paper and the paperless practice when it comes to providing patients with the right level of communication. Edge Animations allows a practice to burn to CD, videos with treatment types, and patient images (you can even record your conference audio). Edge and Viewpoint Imaging provide the paper alternative to the CD. Walk out letters, payment schedules, and proposed contracts are many tools that are powerful to the orthodontist and his staff when providing the right information to make a well informed decision.

In his book “The Tipping Point”, Malcolm Gladwell sites an experiment on college students and tetanus shots. It wasn’t how graphically dramatic the risks of tetanus were presented to the students that caused them to take advantage of free tetanus shots. More simply, providing a map to the campus clinic and a schedule showing students how to fit the tetanus vaccine into their already busy schedule was all the student population needed to tip the scale. We may not need to dramatically present the severity of the malocclusion. Perhaps, we need only provide a map and a “schedule” of how we are going to get to the smile of their dreams.

I am working on my over sharing; providing enough information to get the answer I want…I mean need. Sorry honey!

About the Author

Share More than Love this Thanksgiving

Shelby Kruse — Mon, 25 Nov 2013 20:43:00 GMT

by Dr. Ann Marie Gorczyca
Thanksgiving will soon be here. As we look forward to gathering with family and friends on Thanksgiving Day, November is the perfect time to update, restock, and redistribute business cards to every member of your orthodontic team.

A personalized business card for each team member is tangible evidence that you value this person as an important member of your orthodontic team. A business card also relays a sense of professionalism, respect, belonging, and pride which will exist not only with your team member, but be spread to their family and friends throughout your surrounding community.

"A good business card is like a kick-ass tie; it won't make you a better person, but it'll get you some respect." -Sean Adams

Perhaps it is time for a branding color update or redesign of your office business card in preparation for 2014? Think of your business cards as connection cards and appreciate that they are a powerful marketing tool.

As with everyday and season of the year, as you and your team members travel far and wide, be prepared for the moment when family and friends are gathered and just happen to say "I'm looking for a great orthodontist. Does anyone know one?" Make it easy for the receiver to receive your business card.

May your business cards bring you abundance with much appreciation, not only at Thanksgiving but throughout the coming year.

About the Author

Ortho2 Backup Monitoring Service

Shelby Kruse — Wed, 13 Nov 2013 21:12:00 GMT

by Lowell Davis
Almost everything you do in your office today is stored digitally. Protecting your practice’s data is one of the most important, yet overlooked, things an orthodontic office should do. Even if you have a backup plan in place, are you certain that you are getting reliable and successful backups? Are you backing up everything you would need to restore in case of a natural disaster, burglary, internal computer damage, or even just user error?

To answer these questions and to help protect your data, Ortho2 now offers a backup monitoring service for only $49 per month.

When you invest in this service an Ortho2 equipment technician will consult with you to discuss your practice’s needs for the backup and protection of not only your practice management data but images, accounting data, personal documents, and any other electronic information that you deem valuable and will complete a written summary for your records. Using this information your daily and weekly backups will be configured and scheduled to run. These backups will be monitored remotely on a daily basis for failures or anomalies. Troubleshooting and resolution of any errors will be taken care of on your behalf by an Ortho2 technician.

Backups are essential but never 100% error free. Taking advantage of the Backup Monitoring Service will provide you with the peace of mind that should the unthinkable occur, your practice will be able to recover its critical data and continue providing the high level of care your patients expect as quickly as possible.

Do I need to purchase anything other than the monthly service?

You will need to have NovaBackup Business Essentials for your SQL server or NovaBackup Professional for imaging or non-server computers that are to be backed up. (Many offices already have this software from Ortho2.) You will also need to purchase a Novastor CMC license for $50. This is a license to use the software that allows your Ortho2 Equipment Technician to monitor the outcome of each backup you run remotely.

How do I know the backup media I’m using is good? I want to be absolutely certain I can restore my data if I need to.

By electing to enroll in the backup monitoring + restore service for $99 per month, an Ortho2 Equipment Technician will perform a quarterly restore on your server or, if you prefer to ship your backup to us, at our corporate office to verify data integrity and that a restoration can be performed successfully.

How do I sign up?

Contact your Systems Consultant or the Ortho2 Equipment Team to enroll in the monthly backup monitoring service.

About the Author

Lowell has been with Ortho2 since 1998 when he was hired as a Software Support Representative. He traveled to many offices and universities to assist in their transitions to ViewPoint before becoming the Equipment Support Manager in 2004. Lowell enjoys spending time with his family and two dogs, and he spends his free time coaching Little League, playing in various music groups, and immersing himself in the Chicago Cubs.

Skeleton Staff

Shelby Kruse — Thu, 31 Oct 2013 15:46:00 GMT

by Paulette Johnson

Does your practice run with a skeleton crew? Is everyone assigned a job and no one cross-trained? What happens when one of your crew is unable to work for a day, a week, or a month? Does your skeleton end up in a heap? With a staff member out do you only address functions that are critical?

That is no way to run a business, even for a short time. Cross-training is a very important aspect of staff management in a practice. Without it all you are is a pile of independent bones and not the support structure you need. Having the appropriate amount of staff is also important. Staffs that are cross-trained with even work distribution, time to do their jobs, and interact with patients are the meat on the bones of a successful practice!

Happy Halloween!

About the Author

Windows XP Support Ending April 2014

Shelby Kruse — Thu, 17 Oct 2013 20:23:00 GMT

by Lowell Davis
By now you’ve probably read or heard the news that Microsoft will be ending support for Windows XP in April of 2014. While many offices have moved on to a more modern operating system there are still a significant number taking the “if it ain’t broke….” approach and have stayed with the tried and true software that originally became available in 2001.

If you are among those still using Windows XP you’re probably asking why you need to make the jump to a new version of Windows. There are several answers to that question.

Think of what things were like “way back” in 2001 when XP was released. Many people were still using dial-up Internet. The first smartphones had just become available. There were an estimated 50 million Internet users who could access 40 million websites. Today it is projected that 1 billion smartphones will be sold in 2013. There are 2.7 billion Internet users accessing 640 million websites. With these changes to the cyber landscape the need for security has increased tremendously. More modern versions of the Windows operating system have significantly more robust security controls to protect you.
Even if things are working fine today, when Microsoft terminates their support for XP it will mean no new patches or critical security updates will be released. This will leave your network open to hackers and malware. New driver releases for hardware will no longer be issued which means getting new printers, video cards, etc. may not work with your existing computers. New applications and software from everywhere in the world of technology will not be tested to be compatible with XP.
Perhaps most importantly your practice is required to comply with HIPAA and, if you accept payment by credit cards, you must also comply with PCI standards. PCI Data Security Standards (PCI DSS) 6.1 require you to “ensure all system components and software have the latest vendor-supplied security patches installed. Deploy critical patches within a month of release”. Obviously once Microsoft stops releasing patches and updates you will be unable to do this. HIPAA regulations are similar to the PCI standards in this area. HIPAA Security Rule section 164.308(a)(5)(ii)(B) states that you must implement “procedures for guarding against, detecting, and reporting malicious software”. Once again, if you can’t update your computer against malicious software it is impossible to be in compliance with this security rule specification.

If you’re among the group still using Windows XP don’t wait until the very last minute to plan your move to a new version of Windows – now is the time! Protect your valuable information and your office by updating to Windows 8. Contact your Systems Consultant at (800) 678-4644 or a member of the Ortho2 Equipment Support Team (800) 346-4504, Option 2 to discuss the best path forward to make the switch.

About the Author

Tap Deeper Into the Adult Orthodontic Market

Shelby Kruse — Tue, 08 Oct 2013 17:53:00 GMT

By Roger P. Levin, DDS
A surprising number of patients receiving orthodontic treatment are adults, with estimates ranging from 20% to 50%. This adult orthodontic market represents an extraordinary growth opportunity for any orthodontic practice that has not yet focused on it. You can grow your practice significantly by recognizing the production potential, understanding what motivates adults to accept orthodontic treatment, and implementing some simple, proven marketing strategies.

Understanding the Adult Orthodontic Candidate

For various reasons, many Americans have reached adulthood with smiles that would benefit from orthodontic treatment—and quite a few of them also have the means to pay for it. With both aging Boomers and younger adults wanting to look their best, the rationale for orthodontic treatment can be very persuasive. To gain a high rate of treatment acceptance, your treatment coordinator (TC) should emphasize such points as:
• Clear aligners are much less visible than the old metal braces
• Discomfort has also been greatly reduced
• Treatment usually lasts only 12 to 20 months
• A corrected bite can result in better oral hygiene and health
• Financing options make orthodontic treatment very affordable
• For individuals pursuing a career, a healthy smile is a great asset

Getting the Word Out

Once you decide to pursue the adult orthodontic market, you’ll discover that you can accomplish a great deal with simple modifications to some of the activities you and your staff members are already doing. These include:

• Marketing Directly to Parents of Patients

Parents who bring their children to the practice for orthodontic treatment are often excellent candidates for treatment themselves. Once young patients are established in their treatment schedule and positive, trusting relationships have been formed, your TC can broach the subject. There’s no need to apply pressure or make a pitch. Just pointing out that parents could get treatment at the practice, too, will go a long way toward winning them over. Mentioning a reduced family rate (which would also apply to patients’ siblings) will promote acceptance.

• Marketing Through Patients’ Parents

Even if the parents themselves do not want or need orthodontic treatment, they can easily be turned into ambassadors for the practice. All it takes is telling them that the practice welcomes referrals of adult patients in addition to adolescents… and would appreciate them mentioning it to their friends, coworkers and others.

Any orthodontic practice that is flat or declining should immediately implement adult patient marketing strategies and train Treatment Coordinators and other staff members to take advantage of this often-neglected segment.

Recognizing the vital role a well-trained TC can play in the success of the modern orthodontic practice, Levin Group has created the only nationwide study club exclusively for ortho TCs. The Treatment Coordinator Online Study Club™ is a rich educational resource dedicated to upgrading the skills of ortho TCs… and it’s absolutely free. For details and to sign up your TC, go to www.levingroup.com/orthotc

It All Starts with Marketing

Lisa Schuelka — Thu, 03 Oct 2013 18:53:00 GMT

“When it comes to marketing, everything counts.” So begins Dr. Ann Marie Gorczyca’s new book, It All Starts with Marketing: 201 Marketing Tips for Growing a Dental Practice.
Over the past couple of months I have been working with Dr. Gorczyca to move her practice from our original DOS product, OneTouch, to our cloud product, Edge. Working with her was an absolute pleasure and her excitement and passion are contagious. So when I heard she had published her first book I couldn’t wait to dive in, and I wasn’t disappointed.

The book is written specifically for the dental specialty, and yet almost every idea she shares is practical and applicable even to my job today. Dr. Gorczyca divides the book into three sections, focusing on the areas of Internal Marketing, External Marketing, and Relationship Marketing. Each section contains suggestions and actionable ideas for rolling out and implementing her clever tips, proven methods, and common-sense approach.

I work a lot with new grads, fresh out of school and starting their first practice. There are a million decisions to be made in those initial months of building a successful practice, and I think getting the message out about the service they have to provide must be at the top of their list. This book is a must have and I will be recommending it often.

Great marketing doesn’t have to cost a lot of money, or be complicated. Dr. Gorczyca reminds us of the importance of building a real relationship with your community, focusing on a few things each month to excel at, and committing to excellence in the way you interact with your team and your patients. This book is packed with tips for improving your marketing and communication with your patients, responsible parties, staff, and community making this an excellent resource for new grads and established practices alike.

Each chapter begins with a quote. The quote at the start of Chapter 12 reads: “To find out what one is fitted to do, and to secure an opportunity to do it, is the key to happiness”.

I think Dr. Gorczyca is living this reality and I am so glad she chose to share her ideas with us!

About the Author

Lisa worked as the Systems Consultant for the MSO/MASO territory from 1997 to 2003. After her second child was born in 2003 she made the decision to be at home full time with her growing family. Now, with all three kids in school, including one in college, she is excited to step back in as the Systems Consultant for California, Washington, and Hawaii.

How Do You...

Shelby Kruse — Fri, 27 Sep 2013 16:01:00 GMT

by Paulette Johnson

I have a friend who is an office manager for a fairly large orthodontic practice, we’ll call her Mary. Mary’s practice is a ViewPoint office. Well, the ViewPoint 10 Enhancement update came out recently and we were talking about it. It is awesome, so many great new features, so I asked her which one she was going implement first. She looked at me and with a straight face said, “Oh, I don’t have time to learn something new right now, I’ll get to it.” Wait, what?! You don’t have time to learn the software that runs your practice, organizes your patients, tracks your referrals, and educates your patients?!

This isn’t a unique situation. And I think that it is not limited to enhancements. Office staffs have a job, front desk receptionist, TC, assistant, business operations; software analyst isn’t on the list. So how do you utilize your practice management software to its fullest?

Training, consulting, continuing education…it goes by many different names. But the best name for it is “Important”. It is so very important to continue the learning process; we do it for new procedures in sterilization, or the new appliance, or bonding technique. Why not for your practice management software? When you first get your software, training is part of the purchase. However, it is not possible to learn or remember every feature of this powerful software all at once. So now that you are up and running, why not bring someone in for laser point training, pick a feature that you want to utilize or improve how you use it. Don’t know exactly what else the software has to offer? Ortho2 has trainers and resources that can help with that. Have an analysis done; discuss what you do and how you do it and get feature recommendations.

So often I hear “I am told the software won’t do that”, and most of the time that is just a case of the staff not knowing how to do it. Here’s my advice – and it is the same advice I gave to Mary – bring in some help, someone with a critical eye that can help you make the most of your practice management software. It is an investment in your practice you can count on giving you a great return.

About the Author

Tablets: Bringing Power and Portability to Your Fingertips

Jess Huennekens — Thu, 19 Sep 2013 18:27:00 GMT

Have you noticed the common thread in science fiction films and TV shows in the last 50 years? At some point the captain of the ship, the leader of the resistance, or the evil emperor of the galaxy will walk through their base of command with a small rectangular piece of plastic in their hand using it to control nearly everything they touch. Whether they are sending communication across worlds, viewing exhaust ports that might fit a proton torpedo, or just simply playing cosmic Tetris, it seems the tablet is the way of the future.

So how can you make the science fiction science fact in your orthodontic practice? The first thing you need to do is figure out exactly what you want to DO with your high-tech piece of hardware.

If you are in the camp that likes to simply have the technology to do one or two things, you might want to consider a simple tablet. Something like an iPad or an Android tablet in your office can give your staff and patients easy access to things like your Online Forms health history submission. You can also view anything with a mobile site for on-the-go access to patient info via something like Edge Portal.

If you are looking for a little more power and capability you might want to consider one of the new Windows 8 tablets. You might be tempted to look at some tablets running Windows RT. Stay away from these under-powered slabs. They are great, but commanding the office with one of these would be futile. Look for Windows 8 Pro and your prime directive will be achieved.

With a Windows 8 Pro tablet you can act like your favorite commander and run the whole ship right from your hand by simply taking it chair to chair. And if your arm gets tired, return to your quarters, plug it into a second monitor, and you will have the full power of your regular console at your fingertips.

So whether you rule your practice with an iron fist like the Emperor, assimilate your patients into your toothy Borg, or you have just recently terraformed your new location, tablets just might be the key to galactic dominance… well maybe not, but you just might find yourself having a more efficient practice.

If after reading this your techy sleeper has awakened, follow the link for a special deal from Microsoft.

About the Author

Jess is the Systems Consultant for the Great Lakes and Southwestern Societies of Orthodontists, as well as Alaska, Arizona, Nevada, and Oregon. When he isn’t working at Ortho2 he can be found snapping photos or daydreaming about the T.A.R.D.I.S. landing in his back yard.

When the Cloud Seems Too Far Away

Shelby Kruse — Thu, 12 Sep 2013 20:40:00 GMT

by Dan Sargent
The Cloud is fantastic for accessibility and reducing cost and complexity for the user. But from a design standpoint it presents unique challenges as well. One example is dealing with very large files, like high-quality X-ray images. Even with a fast Internet connection, they just take some time to upload and download.

This is a case where a cloud-only approach can negatively impact the user experience. Say you capture an image in one area of your office, but wish to quickly review it in another. First the file will need to upload to the cloud so that it is available. Then the other computer will need to request it and wait for the download to finish. This is a sure a long way to send computer bits just so you can see them down the hall!

And it's why we created a local image cache for Edge. The large file is still uploaded to the cloud, but a locally-accessible copy remains behind. So, even while the upload takes place, other computers on the local network have immediate access to the image. Sure, the full upload/download cycle has to finish in order to see the image remotely. But let's take advantage of local resources when we can!

Make no mistake, Edge is a cloud application. We are totally jazzed about all the benefits the cloud provides! We just don't want to accept unnecessary compromises. The local image cache is one example of enhancing cloud functionality in order to provide the best possible Edge user experience.

Watch a short animation that illustrates this here.

Dan grew up in Iowa, obtained his computer science degree from Iowa State University in 1979, and founded Ortho2 in 1982, where he serves as President and CEO. He is married, has two grown daughters, and 3 grandchildren.

The Selling Power of Enthusiasm

Shelby Kruse — Wed, 04 Sep 2013 15:00:00 GMT

By Roger P. Levin, DDS

The Great Recession has taught ortho practices that treatment must be sold, not merely presented. As the staff member primarily responsible for the ortho selling process, the treatment coordinator (TC) must learn sales techniques proven effective in the business world. One of the simplest yet most powerful is to project enthusiasm.

An old axiom says you can’t sell something you don’t believe in. I would go further, adding that you must demonstrate that belief enthusiastically. Here are some of the reasons enthusiasm will increase an ortho TC’s close rate:

Enthusiasm is contagious.

Making the sale—convincing someone to commit to ortho treatment—involves transferring the enthusiasm and energy from the TC to the parent. A low-key presentation simply leaves parents and patients cold. They may accept the validity of what the TC tells them intellectually, but the emotional energy needed to say “Yes” will be missing. TCs always believe in the value of orthodontics but, to be effective, they must enable parents and patients to “catch” their enthusiasm.

Enthusiasm creates momentum that can overcome barriers.

Most of the people engaged in “ortho shopping” are primarily concerned about fees. A well-trained TC alleviates such concerns by offering attractive financing options, but there can be a lingering hesitancy to commit. A convincing display of enthusiasm—about the doctor, team, recommended treatment, and fee—can close the sale.

Enthusiasm is the natural way to express the real benefit—a beautiful smile!

The best TCs understand the difference between what they are selling and what parents and patients are buying. Ortho treatment is merely the means to an end. By enthusiastically portraying the beautiful smile the doctor will create—and what that smile will mean in the life of the parent’s teenage daughter or son—the TC will win acceptance most of the time.

For TCs as for other salespeople, many skills come into play in a successful selling transaction. This is why comprehensive TC training is so important. Yet simply by showing their enthusiasm for the value of orthodontics, TCs can make substantial progress toward the goal of a 90% close rate.

Send Big Files Using E-mail [from the AAO Tech Talk blog]

Shelby Kruse — Thu, 29 Aug 2013 20:22:00 GMT

Somedays other people say it better than you could have said it yourself. So today, we wanted to be sure you caught this great post from the AAO's Tech Talk Blog about the options that exist for transmitting large files when e-mail just won't cut it. Thanks, Dr. Palomo, for digging into this topic.

****************

Send Big Files Using Email

by Juan Martin Palomo DDS, MSD

Have you ever sent an email with pictures or radiographs attached only to see it returned with a message notifying you that the file exceeded the size limit? This happens because most email services have an attachment limit, and lately it seems that most of them agree that 25MB is it. With the use of high resolution images, videos, and CBCT files (DICOM), this limit can be passed very easily. Fortunately there are options.

One way to transmit big files over the Internet is to share the file on a virtual drive (cloud) and provide the recipient with access to it. Services like Dropbox and Google Drive provide for this. If this is only one time transaction however and you want to keep it as easy as possible, there are several websites you can use to send large files directly to your recipient's mailbox. The web is filled with such options, usually free up to a certain size, and with a charge for really large files or storage capabilities (a common sales model called “Freemium”). Some of the most popular, with their current free size limit, are: mailbigfile (2GB), largefilesasap (2GB), dropsend (2G), transferbigfiles (100MB), and hightail (former yousendit, 50MB). There are many others, and most of them would allow the transfer directly from the browser without the need to install any program. But as anything that is free, make sure you read the privacy terms, and that you use an encrypted option if transferring patient information.

At the same time that you transmit your file to the third-party site, notify your recipient in a separate email that you sent them a file and which program you used. Otherwise the recipient may not recognize the company from where it arrives and think it is spam. The recipient will receive an email from the file service which contains a message from you and a link which will allow the download of your files directly to the recipient's computer. Usually the information stays available for 10 or 20 days depending on the company, for the free transfers. After this period expires, the files cannot be downloaded anymore.

Some programs limit the number of files that you can send. A way out of this limitation is to place all files inside a folder and then compress the folder. This will not only reduce its size, but also will turn the folder into a file, which is easier to select and transfer, since it only needs to be done once. Transmitting patients’ information via the Internet is a hot topic right now and one which the AAO Committee on Technology is currently exploring. Stay tuned to this blog and the main AAO website for more information.

Dating vs. Marriage

Jesse Howard — Thu, 01 Aug 2013 15:26:00 GMT

Have you ever dated someone and realized they weren’t the person you wanted to be with long term? After that relationship, you probably realized what it was you were looking for. And as time went on you stopped looking for the fancy clothes, a nice car, and flash, and looked for someone who would help you achieve your goals and make you better. You looked for a partner who you could share your successes with for a lifetime.

Finding a practice management system is just like this. You want to find a company that is going to be your partner, will be focused on you, and will be there for you as your life and needs change.

Here are a few things to think about to ensure you put the ring on the right finger:

Are you looking at flash or at heart?

All software companies can show you the three or four things that will make your heart skip a beat, but it’s when you really get to know the software that you see its greatness or limitations. Can your software meet all your needs while giving you the flexibility to allow you to run the kind of practice you want? With everything from imaging to patient reminders, online forms to mobile apps, customizable treatment evaluations to real-time reporting, Ortho2 is that all-around practice partner.

Communication is the key!

How many times have you heard “Communication is the key to any marriage”? Well as you all know, that is absolutely right. Ortho2 opens the line of communication by allowing you to tell us what your needs are through the UserVoice enhancement section of our website. This tool allows our users to post new enhancement ideas and vote on others ideas. These are then discussed and changes are made. More than 50% of the suggestions on UserVoice have or are in the process of being implemented already! Don’t you want to partner with a company who is willing to listen and make changes based on your wants and needs?

You’re not just marrying your significant other, you’re marrying their whole family.

In this world of evolution, features and functionality are constantly evolving. We easily become enamored with this feature, or that feature, or look at the product in the state it is in today. But, you need to look at the family and its history to see what the future holds. The Ortho2 family has been independently owned and operated by the same group since its early days and has been a rock in the orthodontic community for more than 30 years. We are focused only on orthodontics, and helping make your dream a success. We don’t want to divide our attention in different markets. We want to focus our attention on you and your practice. Don’t you want to have that Ward and June Cleaver, and not Marge and Homer Simpson, family atmosphere?

Marriage on the rocks?

We know all marriages aren’t perfect – that’s what our software and equipment support teams are for. With more than 80% of our calls answered live and average wait times of those who do wait at less than two minutes, they are here to help guide and counsel you to heal any bumps along the way.

Don’t let the fancy clothes and hair of the other systems distract you from what they really are – a short-term relationship. They make promises they can’t keep, which eventually leads to a breakup. Instead, choose the steady, made-for-you match. Choose Ortho2.

About the Author

Jesse has been living the dream at Ortho2 for ten years. He and his wife Kelly are blessed with three beautiful daughters: Kalista, Saydie, and Taylan. Jesse says that "while looking goofy is my full time job, I'm also actively involved in mission work through my church and the Invisible Children Organization". Jesse is our Systems Consultant for the Mid-Atlantic and Midwest Societies of Orthodontists, as well as Indiana, Michigan, Ohio, and Puerto Rico.

Unintended Benefits

Shelby Kruse — Fri, 26 Jul 2013 15:01:00 GMT

by Paulette Johnson
I live in California – the Bay Area to be exact. Recently, legislation passed banning plastic grocery bags. Reusable grocery bags are ecofriendly, good marketing tools, more efficient, and – except for the remembering part – just an all-around good idea. Then I had a conversation with a very intelligent man I know who pointed me to an article about the unintended consequences of reusable grocery bags, including the spreading of e-coli bacteria. Yikes…bubble burst!

But that conversation got me thinking about unintended consequences versus unintentional benefits. Like going paperless in a practice. No paper, no piles, no filing. What could be wrong with that? The reaction you get from many offices when you discuss the paperless office is fear. Genuine fear about losing control, losing patients, losing appointments…losing. The thought of no paper, while exciting, can also be frightening. How will I know what each patient needs?

What I have found in “losing” the paper was even greater control. Using Treatment Chart, findings, status, Stacks, Auto-Events, work flows, and other features in ViewPoint and Edge allows for the control over your patients that you could never have with a paper-based system. The unintentional benefit is peace of mind! I know where a chart is, what appointment a patient needs, where they are in the start process, or whether they have had an extraction done, or need a referral for a prophy. I just sit down and log in. My Ortho2 practice management software helps me implement my methods and procedures, and every patient receives the treatment they need and the customer service they deserve in a timely, professional manner. Peace of mind, my unintentional benefit.

I still use reusable grocery bags; I am more careful about the transporting of meat products, and wash my bags regularly – that is, when I remember to bring them.

About the Author

Paulette Johnson has extensive experience in the field of orthodontics and business management and over the last 16 years has enjoyed, working as an Ortho2 Certified Training Specialist. Paulette is passionate about helping our customers achieve their goals. She does this by identifying opportunities for improvement, developing a plan of action, and teaching clients how get the most out of their Ortho2 practice management software. Paulette can be reached via email: paulette@ortho2.com.

Edge Mobile - Take Your Practice Management Software with You

Shelby Kruse — Wed, 17 Jul 2013 16:42:00 GMT

Last week Ortho2 released Edge Mobile, a new addition to the Edge management, imaging, and communication platform that provides smartphone and tablet access to Edge practice data. It's free and immediately available for all Edge clients with Android and iOS devices. Simply search for "Ortho2" in the Android Play or Apple App store and install Edge Mobile.

Setup

Setting up Edge Mobile is pretty quick. Follow these four steps and you'll be up and running in no time.

Download the Edge Mobile app on your mobile device. Search for Ortho2 in either the Play Store or App Store
Enter your Customer Identifier in Edge Mobile settings. To find this in Edge, click on the Edge button, hover over Help, then click About. We recommend using copy and paste to e-mail the Customer Identifier to an account your device can access. Then copy it again on your device and paste it into settings.
Exit Edge Mobile settings by clicking the back button on the top left corner.
Login with your Edge operator e-mail and password. Your Edge operator record must have this e-mail address associated with it, and you must use a password that is not blank.

Download the Edge Mobile Quick Start Guide.

Go

Edge Mobile gives you access to patient and professional information, your schedule and appointments, Stacks, and your user-defined Edge Dashboard charts. Plus you can call, text, or e-mail a patient, responsible party, or professional with one touch from within Edge Mobile.

Edge Mobile beta tester Dr. Keith Kohrs, an Edge user from Aurora, CO says, "The new Edge mobile app is an amazing extension of the cloud‐based platform. It gives me immediate and up‐to‐the‐minute access to the treatment chart information and images I need to handle calls from patients and referring doctors when I’m out of the office. The Stacks feature allows me to set up a daily list of patients for my evening care calls and make those calls by just tapping the patients’ information. Plus, I can quickly browse a list of mutual patients as I’m walking into a lunch with a referring doctor. In just a short time, Edge Mobile has become one of my favorite features of the Edge practice management system."

We think you'll love it, too.

Happy Birthday Orchestrate!

Shelby Kruse — Wed, 10 Jul 2013 19:06:00 GMT

Our friends at Orchestrate Orthodontic Technologies are celebrating their 5th birthday! Check out the message below from President and co-founder Dr. Todd Ehrler.

Five years ago, the desire to be in complete control of my patients' treatment protocol launched what is now known as Orchestrate Orthodontic Technologies. We were the first company to adapt 3D digital technology specifically for orthodontists and created a platform that would allow you to scan, design, and print all in-house. Throughout the last five years, I have seen explosive growth in the industry, in our software, and in our company. My vision was to connect orthodontists to the most sophisticated 3D software, scanners, and printers available on the market today, train them how to use them, and then get out of the way. This vision is catching on.

If you have been watching what’s new with Orchestrate, but haven't yet tried it out, now is a great time! We invite you to test drive the software for just $1. With full access to Orchestrate Design Studio for 30 days you can see for yourself how this software will work for you.

To our loyal customers, thank you for choosing Orchestrate. We hope to provide a level of service that you will be proud to tell your friends about. From cutting edge innovations in our software, to improving our website, to streamlining our production process, we promise to continue to make Orchestrate better for you every single day so you can continue to deliver excellent results for your patients. You are at the very beginning of our journey, and we thank you for your support.

To our future customers, now is a great time to get on board! Five years from now you will want to be able say to your colleague, “I discovered that years ago. It’s amazing!”

Cheers!

Dr. Todd Ehrler
President
Orchestrate Orthodontic Technologies

Online Forms: The Unsung Hero of Your Practice Management Software

Lisa Schuelka — Fri, 21 Jun 2013 15:29:00 GMT

I have had the fortunate experience in my life to have a wide range of ages between my children – 12 years between my oldest and youngest daughters. And while most people would comment on how great it was to have a built in babysitter (not a chance, too busy with her own activities), it did provide for endless amounts of interesting adventures juggling diapers and dance competitions, teething and formal dress shopping, and among other things, Pull-ups and orthodontic appointments. I took almost 10 years off from Ortho2 to be at home with the two youngest kids, and a lot has changed in our company while I was out.

Since my return, I have been exposed to a lot of new technology and advances in our product from the last decade, and it is all pretty amazing. However, I am convinced from my previous experience as a frazzled stay-at-home mom, Online Forms are the unsung hero of your practice management software. Seriously, where was this magical concept when I was sitting in the orthodontic office filling out lengthy forms trying to find my insurance card, remember my dentist's phone number, my daughter’s last dental appointment, and oh yeah, remind my two-year-old that Thomas the Tank Engine is not allowed to "swim" in Dr. Smith's fish tank?

Wondering what an Online Form is? Then you are missing out on a seriously powerful, stress-busting tool for the families in your practice. (Not to mention your Appointment Coordinator who is suspiciously keeping an eye on my over active two-year-old.) This feature is already built into both Edge and Viewpoint. Offices who are using this technology already know you can e-mail your parents a link to your office’s Health History form, and Mom or Dad can fill it out at home, on their own time, undistracted, and possibly even during nap time. Awesome.

But here is the really excellent news for your appointment coordinator, in addition to reducing the amount of time a toddler is left unsupervised by a distracted parent filling out endless paperwork, the information is automatically imported back into your system. Wonderful! This is an amazing time saver and eliminates the need to retype all that information into your system while trying to decipher someone else's handwriting. And the best part? You already own this feature, and you don't need to have a website to use it. Standard forms (like the Health History Form) are already available for your use in both Edge and ViewPoint.

I would love to see more offices harness the power of this simple time saving tool. Receiving a call from a potential new patient requires you to only ask a few simple questions to schedule an appointment. Then, simply e-mail the link to the Health History Form for the responsible party to fill out before coming in for the appointment. This information will be waiting for you to upload into the patient record. All the information will be merged into the patient record, in seconds. You can even send a reminder e-mail the night before the appointment if this hasn't been done yet, resending the form link. Mom still forgot to do it? No problem. She can use the On-Deck sign in station in your office, or you can give her a tablet with Internet access on it to do it in the office. Disclaimer: This approach still requires someone keep an eye on the fish tank.

Give us a call to help you get this set up and running today. It will save you time, and the wow factor to your responsible parties will be priceless.

About the Author

Keep Marketing Communication Contagious

Shelby Kruse — Mon, 10 Jun 2013 18:20:00 GMT

by Kayla Hoorelbeke
With the popularity of the paperless office, advances in technology, and the ubiquity of e-mail and social media, orthodontic practices have access to cost-effective options for reaching a multitude of their current and potential patients. Yet while they may be cost-effective, are they marketing-effective?

If you currently have more than ten unread e-mails in your inbox, or have already forgotten the Facebook status updates you read two minutes ago, this is a glimpse into the communicative immunity affecting our society. This concept of immunity is best illustrated with something we all know and love – telemarketing. While telemarketing calls used to be a cost-effective way to sell everything, they are now a cost-effective way to sell nothing. Consumers no longer respond to telemarketing because of its prevalence and frequency. This is the inevitable future of text message marketing and e-mail blasts. Consumers will begin to ignore this communication to the point where they will no longer be a viable marketing option. And without continuous improvements and examinations of your marketing communication strategy, your practice will get lost in the sea of e-communication.

Marketing is Not a Paperless Activity

Although an e-mail or a text may be quick and easy, or even automatic, a successful marketing plan should include concrete physical evidence, conveying the image of your practice. If your New Patient Welcome is sent via e-mail, you are missing a key opportunity to make a first impression. Without a New Patient Walkout Packet, you are not providing potential patients with an essential decision-making tool, keeping your practice fresh in their mind.

Physical evidence is important with existing patients too. There are several convenient options for practices to provide their patients with prizes and rewards via an online account and a website. They’re generally more cost-effective and efficient, but if the practice could still be part of the equation by providing certain rewards or prizes on-site, you will create opportunities your patients will remember.

Vary Forms of Communication and the Message

Traditional print communication is necessary, but it is equally important to keep up with technology and relate to your target market. Effectiveness comes in variety. Utilizing e-mail, text, phone, and traditional mail is necessary to keep the attention of your patients. Even if you’re a paperless office, the patient should always have the choice of how they’d like to receive communication from your office; ask for their preferences during their first appointment.

Within your communication, the message should also be varied. Facebook pages and Twitter feeds should include links to other articles, announcements of news in the practice, humorous posts, community interest stories, thought-provoking posts, and posts that solicit feedback and interaction. Social media connoisseur Shaquille O’Neal has developed a formula with his social media coach – 60% of his posts are funny, 30% are inspiring, and 10% are “selling” or acting as a spokesperson. If he wasn’t following a formula like this, would he have as many followers? Would his followers trust his opinion? And therefore would he get paid large sums of money to speak on behalf of companies? Probably not.

Word-of-Mouth: Back and Better Than Ever

The age of e-communication has actually placed an even greater importance on traditional word-of-mouth communication. When consumers are bombarded with information on a daily basis, they need a filter, and that’s where word-of-mouth comes in. Consumers are seeking the opinions of friends, family members, and co-workers more than ever to determine what is worthy of their attention and which decisions they should make. This means that more resources should be allocated towards strengthening personal relationships with your patients and community rather than putting everything into your online image. Having a strong following in the virtual world is absolutely necessary, but without a strong following in the real world your online presence will not have an ongoing impact.

Striking a balance between traditional, personal, and online forms of communication will help your practice’s message have a greater reach and impact. While it may require a greater investment, it will also produce a greater return on your investment. Focusing all of your efforts on technology and social media alone eliminates the opportunity for those moments and connections that will keep your practice infectious and contagious for years to come.

About the Author

Armed with a degree in Marketing, minor in Accounting, and a Masters in Business Administration, Kayla brings a unique combination of creativity, analytical thinking, and management insight to the world of orthodontics. A magna cum laude graduate of the University of Miami, Kayla has nearly a decade of experience in the orthodontic industry as the Vice President of JMShoemaker Consulting, Inc. and the founder of Informed Image, LLC. Her experience provides the opportunity to differentiate between and improve upon both sales and marketing in a practice while understanding the financial and business implications.

photo credit: Frank Gruber via photopin cc

Five Ortho Production Drivers

Shelby Kruse — Wed, 08 May 2013 19:26:00 GMT

By Roger P. Levin, DDS
In these challenging times for ortho practices, orthodontists and their teams must keep a sharp focus on the sources of production and profitability. Other aspects of practice operation are important, but the five ortho production drivers demand priority attention if the practice is to resist decline and increase production.

The essential growth factors for the post-recession ortho practice are:

1. Doctor Referrals

One referring doctor can send $100,000 to $250,000 in production to an ortho practice. With a consistent program that increases the number of referrers, encourages GPs and pediatric dentists to refer more patients, and maintains strong relationships with top referrers, a practice can thrive through good times and bad.

2. Patient Referrals

Internal marketing to generate referrals from patients is equally important. Patients and parents who are pleased with the service they get will be happy to refer friends, family and others if you prompt them to do so. This can be done with a variety of marketing strategies, including:

Incentive plans
Patient testimonials
A sign at the front desk
Scripting
Messages on patient correspondence, brochures, mailers, social media and the practice website

3. Starts

With a well-trained and scripted ortho treatment coordinator (OTC) on staff, an ortho practice can increase case acceptance and starts to 90%. The OTC can quickly establish a relationship, build trust in the doctor and practice, offer financial options and “close”—usually more effectively than the orthodontist.

4. Observation Patients

Practices that neglect observation programs are missing a tremendous growth opportunity. Observation patients are a practice’s future production. By bringing in siblings of patients as early as possible for no-cost appointments, the ortho practice can build a strong relationship based on value—an excellent way to preempt ortho shopping.

5. On-Time Debonds

An ortho practice should set a target of having no more than 2% of patients overdue for debonds. This will minimize the scheduling problems they typically cause and clear the doctor’s schedule for new, income-generating cases. The scheduling coordinator should confirm debond appointments in advance and also contact overdue patients and parents to get them back on schedule as soon as possible.

The Great Recession and new consumer buying behavior call for more intense ortho marketing activities to bring in new patients, convert them to starts, and move them through treatment on time. Any ortho practice can accomplish this by focusing on these five key production drivers.

To learn how to run a more profitable, efficient and satisfying practice, visit the Levin Group Resource Center at www.levingroup.com/ortho—a free online resource with tips, videos and other valuable information. You can also connect with Levin Group on Facebook and Twitter (@Levin_Group) to learn strategies and share ideas.

photo credit: Ben McLeod via photopin cc