Practice Building

As dentists, why do we buy technology? Typically we like to try new things and we want to make our lives easier, but ultimately we try new technology in an effort to provide better care to our patients. But new technology also can have positive effects on the way our patients perceive the care they receive. When the economy is not at its best, new technology can differentiate us from other practices and can vastly improve our bottom line.

Cost is a common theme in surveys published by the American Dental Association reporting reasons people give for not seeking dental care. Cost is also consistently reported as one of the main reasons people do not proceed with treatment once it has been presented. Finding ways for your patients to afford dentistry is critical—possibly now more than ever. One way to do this is to get involved with a patient financing program and maximize the system to its fullest potential.

Whether you’ve just opened a new office or are about to celebrate your practice’s 25th anniversary, there’s always room to grow and to build your dental practice into the efficient, profitable venture you’ve envisioned from the very start.

As you ponder the best and most cost-effective ways to set up operatories in a new practice or update those in an existing practice, ask yourself some questions intended to give you a patient’s eye view:

• Is the design and appearance of your facility consistent with the level of care you deliver? The physical environment should reflect the level of care you deliver, and it should be apparent to your patients from the moment they walk in the door.

• Are your patients generally seen on time, or are they frequently left waiting for the “right” operatory to become free? Like it or not, dental visits are inherently stressful for most patients, and excessive waiting adds fuel to the anxiety and frustration fire.

• Are your staff stressed and exhausted or are they calm and relaxed? What about you? Beyond the obvious benefits to your practice and the staff themselves, employees who appear happy and relaxed speak volumes to your patients—as do those who appear frazzled and pressured.

There is no denying that dental whitening is popular among consumers. Virtually all adults believe that a great smile makes people more attractive to the opposite sex, more likely to appear successful and intelligent, and more likely to feel better about themselves. 1 When asked what they would most like to improve about their smile, the most common response by far from those surveyed by the American Academy of Cosmetic Dentistry was “whiter and brighter teeth.”2 In 2003, an article in the New York Times reported that Americans spent $297 million on home-use whitening products.3 By 2007, Americans had increased their spending to more than $1.4 billion on over-the-counter (OTC) whitening products. But while consumers have embraced OTC whitening, many also report that they are suffering ill effects caused by misusing or overusing these products in an effort to achieve the results they desire.4 Over-thecounter whitening systems do not have the immediately effective results provided by the breadth of options available to dental professionals, and may, in some cases, have adverse effects (like uneven banded whitening across the teeth) that need to be corrected by a dentist experienced in dental whitening.

Dentistry has experienced a metamorphosis recently. New technologies and demographic shifts, including an enlightened consumerism, have had an enormous impact. In addition, emerging disciplines have gained popularity and transformed many practices. One such discipline, sedation dentistry, has increased patient health, resulting in benefits to the business of the practice owner as well.

The economic uncertainty facing the United States is going to challenge the dental profession. Most dental practices are already feeling the impact of the recession and the reduction in consumer spending. Today, as a dental business owner, you have a choice: you can be reactive and make excuses or be proactive and find the best solutions to sustain or grow your practice. Business as usual will not position your practice for success in today’s changing economy.

Most dentists we work with have the perception that their growth depends on bringing in new patients. But that perception is not always based on the facts. Ask yourself: How much does it cost you to acquire a new patient? What marketing tactics are you using in your community? How much are you spending on marketing initiatives and what is your return on investment? Chances are, you have already acquired 1000 to 2000 patients in your practice. You have spent time, effort, and money in growing your patient base. What you need to do now is cultivate those relationships.

Today, more than ever before, dental professionals have a myriad of new technologies within their grasp that can greatly enhance the quality of care available to their patients. Arguably, the most important of these technologies are the advanced screening systems available to aid in the early detection of oral cancer. Oral cancer is the sixth leading cause of cancer related deaths annually.

Globally, over 400,000 cases are identified each year (The Oral Cancer Foundation). Early detection is a proven lifesaver, and oral cancer screening fits well under the umbrella of comprehensive oral healthcare.

In addition to the obvious patient care benefits, new oral cancer screening technology, when properly implemented and deployed, can boost patient traffic and practice revenue. Given the current economic climate, more patient traffic is a welcome addition to virtually every dental practice.