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How to NOT Hate Your Job!

How to NOT Hate Your Job!
Have you ever noticed one of those “Top 10 Jobs in Demand” lists that suggest picking a career among those choices based solely on the basis that there may be lots of job opening in that field? Or some people pick a job because they think it will automatically lead to riches, or that it will confer a certain level of prestige, or it’s expected of them. Basically these concepts are telling you to pick a job for one, or all, of 4 reasons:
Availability
Desire for riches
Ego
Tradition/obligation
So why are these horrible things to base occupational decisions on?
Because none of them take into account what will make you personally fulfilled and happy. There are dog trainers who are millionaires and doctor’s who struggle just to make their school loan payments each month. But if you enjoy and are fulfilled with the type of work you do, then it doesn’t matter what you do.
Money naturally follows people who follow their passions. Essentially, dollars follow value and vision. That doesn’t guarantee that everyone who is passionate will become a millionaire or billionaire, but they are more likely to enjoy wealth as a by-product of doing something they’re good at and enjoy. It also means that no matter what, they’ll live a happier and more fulfilled life, and that’s worth all the money in the world.
But lets go back and review the four reasons why people typically choose a line of work. The first reason is availability or accessibility. These are careers/occupational choices based off of the knowledge that this particular job is in demand, so it should be easy to find work, and there is hypothetically greater job security. Or these are the default jobs that just sort of “happen” to people because they don’t have anything better to do. If a person has no idea what they want to do, then they figure it doesn’t really matter what they do. They might base their future career on arbitrary criteria, such as whichever major in college requires the least amount of math, or on whichever job happens to be available at the moment they’re out looking. Or perhaps some school counselor gave you a “career aptitude test” that told you that you should be a florist, so there you go, because hey, that computer program knows you better than you know yourself, right? Even though you’re not all that into flower design… Sometimes these default jobs turn into highly successful and rewarding careers, but not usually.
The second common reason for why people select certain careers over others is good old green money, or the desire for riches. There’s nothing wrong with wanting to have lots of money. Having lots of money is a great way to open up the avenues of possibility in your life. However, if money is your primary focus in selecting a job path, then you’re missing out on having lots of money AND happiness. If you want to be a lawyer primarily because you think all lawyers get rich, then you’ll be sorely disappointed upon law school graduation to find that many lawyers, in fact, struggle to pay their bills, have a hard time getting a decent job, hate what they do, and quite often end up never even using their law degree. Even if you do get rich, it’s not worth the trade-off of working in a profession that you don’t find satisfying and enjoyable. Period.
The third reason is ego. From a societal perspective, depending on your circle of friends and family, certain jobs hold more “prestige” than others. You might want to be a social worker and help children with developmental disabilities, but you know your friends going to MIT to be rocket scientists and roboticists would be less than impressed with your non-technical choice of careers. These occupational decisions are based on the fact that people will think highly of you, which will surely feed your ego and raise your self-esteem, right? Maybe, but if you’re not thrilled by the idea of calibrating metal density, or painstakingly teaching a bucket of metal a knock-knock joke, then maybe being a rocket scientist or roboticist isn’t for you–no matter how impressed your friends may be.
The fourth reason is tradition or a sense of obligation. Perhaps your parents instilled in you the idea that medical school was your ticket to respect and success, even though the thought of being around diseased people makes you sick. You’ll toughen up eventually, right? Maybe, but if you weren’t drawn to the job in the first place, chances are you’ll never truly be inspired by it. Mom and dad will get over your choice to not be a doctor, but if you choose a path that you’re not interested in solely to please them, then you’re the one who’s going to be severely disappointed in yourself. Or it’s a matter of tradition, for example, if a person’s grandpa sold life insurance, and then his or her dad sold life insurance, then some people (subtlety or not so subtlety) get the idea that they ought to sell life insurance too. They’re comfortable with it. They grew up with it. They’ve already got the oh-so-important “connections”. It’s time to pick up the torch, right? Maybe, if you’re okay with the possibly of getting burned by a lifetime of boredom and dissatisfaction. Selling life insurance may have been the perfect job for your grandpa, but it doesn’t mean it’s the perfect job for you.
The good news is that there is a wonderful alternative.
It’s called Soul Purpose, which is a term for the unique combination of inborn abilities, talents and passions that identifies you as an individual, and provides a natural direction for your most fulfilling life. It is the purpose of your “soul” and your “sole” (or greatest) purpose for being on the Earth. Some people refer to this as your “life mission”. Although it might not be in golfing, whatever your Soul Purpose is, you are the “Tiger Woods” of your own personal Soul Purpose. You are the Mozart of your Soul Purpose. You are the Mother Teresa of your Soul Purpose. You are the Einstein of your Soul Purpose. Whether you accept it or not, everyone has a divine purpose for being on this Earth. You are not an accident and you are really, really unique at something.
You Soul Purpose came fully formed at birth. You naturally have certain inclinations, passions, desires, talents, strengths, tendencies and proclivities in a combination that not one single other person has on this planet. You can capitalize on that fact, and here’s why you should: Living your own personal Soul Purpose is your greatest possible contribution to your own life and to the entire world.
Unfortunately, our society begins a process of cultural programming process soon after childhood that basically says, “You can’t really live your dreams. It was cute that you thought you could accomplish___________. But now it’s time to be realistic.” That false cultural program can make it difficult to live your Soul Purpose. It’s go to school. Get good grades. Get a job that makes you as much money as you can. Marry someone attractive. Go have 2.2 kids. And if you do all that, you’re guaranteed a happy life. There’s nothing wrong with any those things, in fact those are all great things, but the problem with the programming is that it doesn’t give you the whole story. You can have all of these things (except for the .2 parts of a kid thing, try to round up or down) AND contribute to the world in a way that is so enthralling to you, that it doesn’t even seem like work because it’s what you’d still find satisfaction in doing every day even if money didn’t exist. But not only that, by doing something that you enjoy, research shows that you’re actually more likely to become a millionaire than if you slave away at something you’re not passionate about in a vain effort to get rich.
There was an interesting longitudinal study that began back in 1960 with 1500 people who represented a cross-section of America. Financial expert, Srully Blotnick, Ph.D and a team of researchers began a 20 year study to see who would become rich, how they did it, and if there were any common variables. Over the next two decades they lost about a third of their sample size (which is pretty normal) to deaths, moves etc. Two decades later out of the 1,057 people still in the study they had 83 who had become millionaires.
They found that the very biggest common denominator among the 83 millionaires was that every single one of them found their work to be “absorbing, involving and enthralling” as compared to the non-millionaires.
Not all of the millionaires thought of themselves as someone who absolutely “loved” their job, and all of them had some aspects of their work that they enjoyed less than other aspects. However, much more so than the non-millionaires, all of them were able to easily become engrossed in their job, or experience what is sometimes called “flow”, or where you get so wrapped up in a project that time passes without you being aware of it.
They also found 5 other common denominators among the 83 millionaires that were less critical, but still noteworthy.
Persistence. Through good times and bad, the future millionaires chose to stick with their passion. Because their end goal wasn’t to become rich, they were able to just focus on just doing their work well. They did not look for schemes to make them rich without any effort.
Patience. None of them were waiting restlessly for “riches to arrive” in fact, most of them weren’t even aware of how rich they had become because they didn’t think about money as much to begin with.
Humble. They were willing to change “diapers”. Those who eventually became rich didn’t think that anything connected to their work was “beneath them”. Although they enjoyed what they were doing more than most people, they were willing to also to do the “dirty work” when needed. They saw both the nobler and the pettier aspects of their jobs as worthwhile.
Non-competitive. This finding surprised the researchers most of all. They had assumed the most competitive would become the wealthiest, but in fact those that become the wealthiest were increasingly non-competitive as time went by. They were interested in what others around them were doing, but were not blindly influenced by it. They chose to follow their own path.
Investment activities were minimal. They got rich through their work, not through lucky stocks. The wealthiest, contrary to what the researchers guessed, spent the least time investing and thinking about their investments. Interestingly, most of them did not make significant amounts of money from investments, UNLESS they were investing in something they had some control over like their own personal development, or business idea.
So now here’s the big question: How do you discover your Soul Purpose?
First, you have to recognize that it exists. How do you know that your Soul Purpose exists? Have you ever wondered how the things that you love came to be so? How is it that you love the things you love? Somebody reading this article loves carpentry. Somebody loves fashion. Somebody loves technology. Somebody loves growing plants. Everybody loves something among all these incredibly different amazing diversities, and fortunately, not everybody loves the same things.
Lets just call it the “divinity of diversity”. It’s one of the greatest evidences of God in the universe. If you have a society like ours where there are so many diverse interests, can you imagine if everyone lived their own individual Soul Purpose? What we would have is a blissful, harmonious society. So, why doesn’t everyone just live his or her Soul Purpose? Well… people don’t know the concept exists and therefore have a blindspot in regard to their potential. Others just don’t know how to apply it.
But your Soul Purpose is something you already are. You don’t have to want it. It’s already there inside of you fully existing. So it really doesn’t matter if living your Soul Purpose is not the norm, and that your friends think you’re nuts for wanting to start a video game store when they were certain that you would go into politics. So what if Soul Purpose is not the norm! You can be a pioneer. For too long, we’ve all been taught that rich people and spiritual people are two different things. But there is a connecting link between spiritual wealth and material wealth: Living your Soul Purpose. You are here for a reason. You are magnificent beyond your belief, and certainly beyond your current assessment. Keep this in mind: There is no one like you on the entire planet, and that makes you completely irreplaceable on this Earth. Discover and live your passion, and you will have discovered your very soul and your Soul Purpose. What could be better than that? Exactly.
Gunderson.png
A passionate entrepreneur, Garrett B. Gunderson has dedicated his life to empowering others by the same economic principles that have blessed his life.  Garrett is the founder of Freedom FastTrack and developed the relationships in The Accredited Network and is the author of the Nightingale Conant program New Rules to Get Rich.   He resides in Salt Lake City, Utah, with his wife Carrie and sons Breck and Roman.  Through learning from mistakes, questioning the broken financial system, and dedicating himself to finding the principled way to lasting prosperity, Garrett has established himself as the foremost expert in bringing purpose to personal finance, Garrett Gunderson realized the pervasive and destructive money myths were holding many people hostage. Garrett questioned retirement plans and exposed them as the limiting vehicle that they are with a revolutionary book he authored, “Killing SACRED COWS.”
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These Patients Are Already In Your Practice, And They Want THIS!

Occasionally, I have guest experts contribute blogs to benefit you with a fresh perspective.  Today, Dr. Peter Evans gives us a HUGE revenue source in dentistry that already comprises 30% of your existing patient base.  If you don’t offer these services, they WILL find them elsewhere!  Enjoy, and as always, it is a pleasure to serve our incredible profession.

 

This is good news and bad news for you!

I am going to sell you “tomorrow” … two different ways! I am going to sell you for the health of
your local community and I’m going to sell you for the health of your patients/your practice.

You don’t really think I can sell “tomorrow”, do you? You probably think that ”tomorrow”
doesn’t come cheap? So, I’ll put my money where my mouth is … because a dentist has much
more power than the normal citizen when it comes to toxic waste and tomorrow’s health of our
communities.

Don’t be offended … but, you have the power to pollute. It’s actually been estimated that
you (we) are responsible for 40% of the toxic mercury spilling into your (our) local Waste
Management Plant(s). It then becomes a problem of bioaccumulation of a toxic metal. And
because mercury is an element, it cannot be broken down into anything less toxic. It can only
be contained. And the Waste Management Plants aren’t set up to do this.

So contain it. Contain it to protect your local environment and for the global concern (there are
global treaties being developed right now for controlling and containing the bioaccumulation of
mercury on the planet). It’s a problem.

Now, I know that thinking globally is difficult. I got it. But there is something you can buy.
Yeah, the least you can do is throw money at it.

Buy “tomorrow” – right now. All you have to do is install a mercury retrieval system … simple.
And it’s voluntary for the vast majority of states … but not for long. The EPA is going to require
all of us to install a mercury retrieval system by the year 2014. So, stay ahead of the curve …
you’ll probably get some great press because of it too! The local media LOVE this kind of health
angle.

OK, this is a no-brainer, because we’re going to be forced to do it anyway. Stop the mercury
flow into your environment.

The second way I want you to buy “tomorrow” will not only benefit your local environment,
it will benefit your patient’s whole body health and your bottom line. Your patients will be
healthier tomorrow … and the health of your practice will increase tomorrow as well.
And all you have to do is take your mercury free practice … and make it a mercury safe practice.

You can do it by adding a profitable BioCompatible component to your practice (now we’re
talking about money). You don’t have to turn your office upside down/you don’t have to go to
weekend after weekend of training/you don’t have close your office and loose production/you
don’t have to send your staff to CE/ … it’s much simpler than this.

You put in some relatively simple yet tremendously powerful enhancements to what you’re
already doing … and BINGO … the results can be nothing short of astounding.

The simple measures you take will not only help your local environment but also protect your
staff and your patient every time (i.e. every day) you remove a mercury filling.

It’s going from mercury FREE … to mercury SAFE.

And here’s the kicker … you’re already mercury free … you’re almost there anyway.

So, by adding a BioCompatible component to your practice, you will be are realizing the most
profitable business model in existence for the general dentist. Yes, there’s a big benefit in
selling “tomorrow”.

Winner – the health of your local environment (this is the good news)
Winner – the health of your staff and patients (this is the good news)
Winner – the health of your bottom line business (this is the good news)

It seems to be a harder sell than it should be (this is the bad news). Especially, because
everybody wins.

It’s harder than it should be, because you don’t know where to start. Well, with this natural
evolution of dentistry, I may not know the ending, but I know where to start … now!

Protect your practice and your lifestyle by adding a profitable and healthy BioCompatible
dental care component to your practice. Call, click or come by. 757-220-1848,
www.TheBioCompatibleDentist.com , Williamsburg, VA.

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Put More Money in Your Pocket With This…

Dr. Todd Shatkin and the Scoop on Mini Implants
Q:  Thank you very much for doing this interview. I appreciate it, and I obviously have personal experience with what you do, and I’m a little bit biased because I love it. The first thing I want to ask you is:  Tell me about Dr. Gordon Christiansen coming out to your center and what he said about mini implants and what he said about what you do?
A:   Well, it was a great experience for our group. I have been working on trying to get him out here for a while and was fortunate that he had the opening to come out and lecture with me on the mini implants. Gordon has been a tremendous supporter of mini implants for the past seven years or so. I first went out to meet him about seven years ago, I think it was, and met with him at his offices in Provo, Utah. And he ended up spending about an hour and half with me and started showing me cases that he was doing with mini implants, and I had shown him some of my case that I had been doing with mini implants, and it turned out that we were doing a lot of the same things. So we immediately struck a chord and kind of built a nice relationship, and he became very supportive.   At that time, he wasn’t out in the forefront of minis because he was kind of checking it out and making sure he wanted to go full-boat supporting it, where I was already out there pushing it pretty hard. And he encouraged me to continue pushing, and then over the coming year or two he started getting more excited and more involved and now he’s a very strong avid supporter of minis and lectures on them and writes about them and teaches them. He was doing crown and bridge on mini implants like I was back seven years ago.
Q:  I’m going to ask you two questions about two different aspects of minis because I have really specific opinions about this, and I think that we’re going to say exactly–or we would say exactly same thing. First of all, I’m going to ask you financially what minis have done for you and for other people that have started using them as much as we should, I think.  And then tell me what it does for patients, for their lives and what kind of impact it makes for patients?
A:  Sure, the impact, it changes people’s lives, especially people who have difficulty wearing dentures, people who are dental invalids because they have lower dentures that slide all over the place and they hurt, they’re uncomfortable, and they can’t keep them in, they have to use glue all day long. When you put these four mini implants in and stabilize the lower denture, and they can snap them in place and eat and function immediately on them, it really is a dramatic change in their lifestyle.   Any time that we can have an impact on what a patient does on a daily basis has a huge influence on their life. For example, people who have been wearing glasses or contacts their whole life and end up having a LASIK procedure or a different eye procedure that allows them to not have to deal with glasses or contacts that makes a significant impact on their life.  The same thing holds true for people who have difficulty with dentures and partials because they have to deal with it. It’s just one more thing every day that they have to deal with, and if they can eliminate that burden, it makes an impact on their life. So people who have this done constantly come in, and they are so grateful and appreciative. They give me hugs, and they thank me profusely for changing their life. So that’s one of the greatest things about it.  Very gratifying. And then you have the patients who are missing one or more teeth and just want to have a better aesthetic appearance and be able to function better with chewing and that’s another thing that changes people’s lives, obviously. They can smile more. They’re more comfortable in public and going out and things like that.
Q:   I did one recently for a guy that was getting married and he had come in for a consult maybe a couple of months before, and then he came in and it was three weeks until his wedding and he said, “I really want this implant, and I want a crown over it. What can you do?  And this was the only option. That was the only thing that I could have done for him, otherwise he would have had a flipper at his wedding. It was really amazing.
So then financially on the other side, because it’s very cost effective for patients compared to conventional implants. That’s one of the huge benefits for patients, but financially for a dentist that starts placing mini implants, I know what it’s done for you financially, and I know what it’s done for me financially, it’s been a big, big win, bigger for you obviously than me, but I’m just getting started. This is something that I haven’t done for all that long and you’ve obviously done for a very long time. So financially for dentists what do you see with their financial picture?
A:  Financially, it’s such a rewarding procedure because you don’t have to do a lot of dentistry to make a good chunk of money. Mini implants, what I teach in my seminars, if they can do two cases a week, which is essentially two lower denture stabilizations a week or eight implants per week, they can earn $400,000 more in practice revenue that year. That’s only about two hours of chair time. So as you can see, it can make a dramatic shift in your practice’s financial outlook, and in this economy, it can have a good boost to a practice which may be suffering or lacking in their resources.
Q:   That’s been the case for my practice. I was only doing Invisalign before I started doing implants and minis and conventionals, but I do more minis than I do conventional implants because it’s just so simple, and the patients like it because it’s cost effective and we can market toward people that hate their denture. I had a guy in the other day, he just said, “I’ve only had this denture for about six months, but I miss tasting food.” His upper denture, he wanted the palate cut out of the denture, so that he could taste food again. I mean, a week later he could taste food again.
Let’s talk about your center and your courses, can you give me some information about that?
A:   I have been spending so much time traveling and lecturing around the country at different hotels that I have decided that it would be more beneficial for me and for my dentists who get trained by me to actually come here to Buffalo to see our entire operation. So we put a state-of-the-art training center in, and we can train 55 dentists at a time. We’ve given four courses, and we’ve sold out pretty much all of them.  It’s turned out to be really great. We have the state-of-the-art equipment. We’ve got live surgery, which is awesome. We can do live surgery, and they can watch it on an 80-inch screen, and the face is as big as the screen, so it’s better than even looking over my shoulder in the operating room. And then we get to have feedback during the surgery. I can talk to them, and they can ask questions.  So not only do we have a great training center, we have a great hands-on training program now with motors at each station. Doctors get to drill on mandibles and practice placing the implants and with the surgical stints and all that. That’s really been a huge, huge benefit. Gordon Christensen came out for one of our meetings recently. He came out and lectured with me, which was really great.
Q:  I’ll tell you too, one of the things since I started placing mini implants, hopefully most people understand that I can market things pretty well, but with just some simple marketing, I have done, in the first couple of months I did 50 mini implants. It’s such a cool procedure. I mean for me, literally, we added $20,000 a month to our bottom line overnight. It’s a big, big deal.
What makes Shatkin F.I.R.S.T. different?
A:  How do we differ from other companies that sell mini implants or even conventional implants? Well I think the biggest thing, number one is when a doctor is starting out or even as they continue to move forward, I personally review and assist in case planning on every case they send. So I’ve placed over 11,000 minis now in the last 13 years, and I will help them along the way and hold their hand especially in the beginning where they need the help the most.  What we do is provide surgical guide stints for the dentists so that they can place the implants with confidence and not be concerned about the positioning of them and also they can place the implants and crowns in one or two visits using our surgical stints and either temporary or permanent crowns at that first appointment, so that the patient can leave the office with teeth, and I think that’s a really big benefit because patients go home and talk about that. That’s something that builds.  We also have a full-service dental laboratory that makes all the crowns, bridges, and dentures for mini implants, as well as the surgical guide stints, and we also distribute the Intra-Lock mini implant system, which I truly believe is the top system on the market. There’s a number of them out there, and there’s more popping up all the time, but the great thing about Intra-Lock is they’ve got a tremendous scientist behind their design and manufacturing. A guy who’s not only a scientist, but also a dentist, Thierry Giorno, who runs Intra-Lock, and that has helped us tremendously because we have a wonderful product to offer our dentists.
Dr. Steffany Mohan:  When I first started doing cases, I knew that you were doing the surgery on a model and that I could just sort of mimic that, and I did my first few cases. It was so easy and of course, you gain confidence, and you learn. I did a couple of stupid things in the beginning, I [locked] on a surgical guide, one of the first cases that I did, and I was like, “Mm, I better not do that again.” But I learned from it, and that wasn’t very smart, but I’m sure it probably takes special talent to be able to do that.  It’s so simple, and I recommend it to clients all the time because, first of all, your patients really want this, and if nobody around you is doing it, you kind of owe it to your area to be providing this kind of service because patients don’t even know it exists.  I’ve never seen more people more happy to pay $4,000 or $5,000.  I’ve had many days where it’s not unusual for us to do $20,000 or $30,000 in dentistry in a day!
Dr. Todd Shatkin:  It’s true. I had a doctor here visiting who attended my course a month or two ago. He came in to spend the day, and I actually did an implant on him at my lecture last time right out of the audience.  He was in the audience taking my course.  He said, “You know, I’ve got this tooth, number 9.” And he said, “Hey, do you want to do it now?” And he was joking, and I said, “Are you serious?” And he said, “Yeah,” and I said, “Let’s go.” So I brought him downstairs in front of everybody, there were 50 dentists, and I did his surgery. We placed the implant, put a temporary crown on immediately, extracted the tooth, used my bone cement, replace bone cement, and cemented the temporary, and he came back yesterday, and I put his permanent crown in, and he spent the day with me. He saw me do five patient consultations, and we sold over $50,000 in dentistry.
Well, you know, one of things that the further I get along in my career. It’s my 17th year now practicing. The biggest thing for me is that I’ve learned that sales people can’t tell you how to do dentistry. They can’t teach you how to do dentistry. They really shouldn’t teach you how to use the bonding agents, and they shouldn’t teach you how to use composites. Really you need somebody that’s been there and done that and knows exactly what’s happening.   I’ve learned practice management from other dentists. I’ve learned clinical stuff from other dentists. I’ve been out to Provo with Dr. Christiansen and taking courses from him out in Provo, and I feel so much more confident learning from somebody that’s actually done what they’re talking about.  That’s why people come to me for marketing because I’m doing it in my practice, and I understand what works and what doesn’t work and what the process is if something doesn’t work. Like you said, it’s okay, a failure; failures happen in endo, failures happen with crowns, failures happen. Who hasn’t had some failure? I mean it happens. And then you have to get past that and learn from it and that’s important.
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101 Marketing Ideas for Your Practice

101 Top Marketing Ideas for Your Office

The key to practice growth is to differentiate your services from others and to create value. Value is achieved when patients’ expectations are exceeded. Word of mouth remains the primary means for patient referrals.
Subsequently, internal marketing can be the most important avenue to sustain practice viability in any economic environment. Below is a list of top marketing ideas for your practice:
CHILDREN

1. Children can be one of the best ways to build a practice. Treat them right and the family will follow. First the child comes in, then the mom, then a referral from the mom, and finally the dad comes in with a toothache.
2. On a first visit, let young or apprehensive children experience a “happy” visit where they can be introduced to you and the office.
3. Children love toys. Have a special prize box with unique and interesting prizes from which they may choose. Reward with double or triple prizes for especially good behavior. Have monthly drawings for larger prizes. You can do this for your adult patients also.
4. Give a child a gold dollar after treatment or give the coin to the parent to place under their pillow after an extraction. Learn a few magic tricks to entertain the kids during treatment.
5. Provide a children’s play area complete with video games, books, and a television.
6. Have a camera available to take pictures of young patients and let them post the photos on a wall.

GIFTS

7. Give away a coffee mug with your name and logo on it filled with goodies such as toothpaste and floss. Have it shrink wrapped by a local organization such as Easter Seals.
8. Send to or give patients magnets embossed with your logo and phone number that they may place on their refrigerator.
9. Remember your most important asset. Treat your staff to a surprise shopping-spree at Christmas time. Offer only two rules—they have to spend the money on themselves and you get to keep the change. Provide simple perks throughout the year.
10. Keep dinner gift certificates on hand to give to patients when you are running late or to celebrate a special occasion.
11. Hand out Starbucks or similar gift cards to patients whenever needed.
12. Have fresh flowers in the waiting room. Give the flowers away to a patient to celebrate an occasion.
13. Give away toothbrushes with your name imprinted on them to all recare patients. Also, hand out these toothbrushes to schools, civic groups, etc.
14. Buy multiple copies of a motivational or special book and personally give it to the patients after treatment.

CONTACTS

15. Make care calls to patients who were treated earlier that day. This is one of the most important practice builders. Address any concerns and begin any conversation with “I just wanted to see how well you are doing.”
16. Set up and maintain a quality website. Keep the information up-to-date.
17. Provide and distribute an office brochure. Personalize it so patients can make a connection.
18. Send postcards to patients to stay in touch and to celebrate holidays such as Thanksgiving and New Years. For many patients, you will be like the fire department. They will not need you until an emergency.
19. Acknowledge birthdays. Send a birthday greeting to each patient in a format which lists what happened on the day they were born. Excellent programs such as Smile Reminder can do this very easily for you.
20. Have a box of greeting cards on hand to send to patients such as Congratulations and Happy Anniversary.
21. Send out thank you cards or letters to thank patients for their referrals. Consider doing something special for multiple referrals.
22. Have each staff member hand-write one thank you note each day to a patient that they encountered thanking them for the visit or whatever special moment they shared during their time together. This can be wishing them a safe vacation, congratulations on their new grandson, or a new recipe they should try. Seek to build a relationship with your patients that differentiates your practice.
23. Get email addresses and cell phone numbers from your patients. Send out reminders, announcements, or e-newsletters. This information can be integrated with some web site companies to communicate via email or text messaging.
24. Always try to keep your name in front of the patients. Send out a newsletter several times a year. This can be done via direct mail or electronically.
25. Send out a new patient packet including a welcome letter.
26. Offer your home phone number to patients who may need it, especially after difficult procedures.
27. Send out post-treatment letters to your patients.

NETWORKING

28. Schedule lunch or a meeting with several physicians or professionals in your area and let them know that you are accepting new patients.
29. Get to know several area pharmacists and let them know that you are available for emergencies.
30. Hairdressers are some of the best referrals. Get to know several shops and send over lunch.
31. Print business cards for your staff and encourage them to hand them out in all their daily affairs.
32. Sponsor local sports teams. Advertise in church bulletins or school sponsored activities.
33. Let patients know that you are accepting new referrals.
34. Always market internally with your existing patient base first and foremost.
35. Send flowers to a special patient for any reason at work. This will surprise them and impress their co-workers.
36. Sponsor a local food drive or other event. Commit to a charity and get your practice involved.

SERVICES

37. Furnish a business area in the waiting room with a phone and computer.
38. Wow your patients at every opportunity. Be creative! Use your imagination and ingenuity.
39. Provide a warm towel to patients after treatment. More information is available at www.whitetowelservices.com. After difficult procedures, provide your patient with a reusable ice pack with your logo on it to take home.
40. Have umbrellas available to give to patients when they leave during a storm.
41. Have some pillows and blankets available for patient comfort.
42. Make sure you have a wide array of up-to-date magazines. Provide general interest books such as The Guinness Book of World Records, The Far Side, or the Top 10 of Everything.
43. Provide the daily newspaper along with USA Today and The Wall Street Journal in your waiting room.
44. Offer to copy magazine articles or recipes for the patient. Even give the magazines away.
45. Place flat screen televisions in the operatory for patient enjoyment and education. Provide cable or show movies. Provide a list of movies or such to choose from.
46. Provide state of the art stereo headphones (noise reduction), CD or MP3 players, and music for your patients.
47. Instead of silence on the telephone, place an on-hold message system or music for your patients while they are on hold.
48. Have a makeup area available for patients complete with a wall mirror that they can use after treatment. Provide hooks in the operatory where patients can hang coats or other items.
49. Designate a spot in the waiting room to be the refreshment center. Serve coffee and refreshments. Provide bottled water with your logo on it.

EDUCATION

50. Provide painless injections (and this means painless). Develop the proper techniques if necessary. This is one of the most important marketing skills.
51. Use analogies to which patients can relate. For example, “These fillings have 100,000 miles on them and may only go another 20,000 miles, not a lifetime.”
52. Provide patients with a tour of your office including the sterilization area. The patient can best measure your sterilization techniques by office cleanliness and appearance. Take the time to sit in each dental chair and notice what the patient sees.
53. Place a strong emphasis on patient education and have numerous items such as videos, models, books, and pamphlets on hand. Consider programs such as Caesy, Guru, or Dr. Christensen’s Simple Patient Education for Every Practice.
54. Always explain. Let your patient know what to expect and be available for questions. For example, tell the patient the tooth could be sensitive for a few days.
55. Offer the patient treatment options including alternatives, advantages, disadvantages, costs, risks, and doing nothing. This is an important part of informed consent.
56. Let the patients know that they are in a state-of-the-art environment. Inform them of courses you have taken or honors that you have received. Promote your continuing education. Give the patients the confidence that they are in the hands of a skilled practitioner!
57. Hang your diplomas in clear view for all the patients to see. Frame all your accomplishments.
58. Find groups in your area that welcome speakers such as a Diabetic Association, PTA, or civic club and offer to make a presentation on a pertinent dental topic.
59. Participate in community activities such as health fairs.
60. Offer to visit schools for presentations during Children’s Dental Health Month.
61. Take before and after pictures of your patients. Ask for patient testimonials about their treatment. Make these available to show your patients and for those considering similar procedures. Place on your website.

PATIENT RELATIONS

62. Whatever it takes—Make the Patient Feel Important. The acronym used in business is MMFI—“Make Me Feel Important.”
63. Inform the patients if they are left waiting. Patients appreciate that the Doctor acknowledges the patient’s time. Do something special if they have to wait too long.
64. Keep a sheet in the patient’s chart identifying things such as where they lived, went to school, hobbies, special events etc. This will help remind you the next time you see the patient and can serve as a good “ice breaker.” Patients enjoy your connection.
65. See the patient as a person and remember to remain in the moment with the patient. Understand the patient has only one experience in your office.
66. Have fun while working with the patient in the operatory, but always include the patient. Avoid conversation that does not involve the patient.
67. Always give the patient more than they expect from the time they first call the office to when they leave the appointment. This more than anything will create value.
68. Use humor with your patients. It helps to provide a connection between the doctor and patient and can relieve stress.
69. Compliment your patients and staff whenever possible. Everyone likes to be complimented.
70. Always greet your patients with a friendly handshake, a warm smile, and even a hug. Address patients by name.
71. Always maintain a caring attitude toward your patient and show genuine interest.
72. Acknowledge all patients at all times, whether they be in the reception area or operatory.
73. Allow the patient to rest during long procedures. This will allow you free time for a hygiene check or a phone call.
74. Always have someone walk the patient to the front desk or restroom.
75. Have the front desk person greet new patients by walking into the reception area. The doctor can do the same if he is available.
76. Introduce the assistant to the patient as their personal concierge. Make the patient feel special.
77. Encourage and promote an enthusiastic staff. Create an energetic environment.
78. Support your patients’ businesses.
79. Clip out newspaper articles about your patients and send it to them with a warm greeting.

DÉCOR

80. Make sure your office décor is pleasant, comforting, and up-to-date. Schedule a time when you and your team can go out into the parking lot and walk in through the front door and observe the practice from the patients’ point of view. Notice everything and simulate the experience from the waiting room to the operatory and back to the front desk. Note any changes you would recommend.
81. Have every operatory decorated with a different theme or idea. One could be a sports room with sports memorabilia and another could be a French garden. The assistant could ask the patient which room he or she would like to be seated or simply say, “Mr. Jones, today we are taking you to Paris.”
82. Put some thought into decorating the bathroom and make sure it is clean at all times. This is one area of the office that patients are alone and should have high impact.
83. Decorate the office for special holidays.
84. Have your office sign visible from the street if possible. Make sure it is lit at night.
85. Have your staff coordinate aesthetically pleasing uniforms.
86. Have your staff wear name tags.
87. Place photos of you and your staff on the wall in a common area or in the waiting room.
88. Use aromatherapy. Even consider baking fresh bread in the break room as an added bonus.

PERSONAL

89. Find a reason to celebrate each and every day.
90. Show confidence in everything you do in front of the patient.
91. Believe in yourself. Carry with you the motto from the movie Field of Dreams: “If you build it, they will come.”

PRACTICE MANAGEMENT

92. Have a consistent and strong financial policy. At the same time, offer patients financial options.
93. Offer a sequential or gradual treatment plan for patients that cannot afford it.
94. Phase treatment. Do treatment sequentially over a period of months or years. Treatment planning is always easiest when you ask yourself one question and one question only, “What would I do in my own mouth if I were the patient?”
95. Offer free prophies or whitening to a bride or spouse to be. Offer this for other special occasions as well.
96. Don’t charge your patients for many services. This will go a long way to building a long-term relationship. Try to build a patient for life, not for the moment.
97. Don’t be afraid to redo something at no-charge or a reduced fee. Don’t a la carte everything you do. Patients will appreciate it more than you realize.
98. Provide varied and convenient hours. Work at times when other dentists may not be available such as Friday afternoons, Saturday mornings, or one evening a week.
99. See all emergencies the same day and be available 24 hours a day. This can be an important practice builder.
100. Go slow, introducing low-budget front-end cosmetic procedures such as whitening or bonding.
101. Utilize an intra-oral camera system.

Post

Always Awesome Dental Marketing Interview with DentalTown’s Dr. Howard Farran

Dental Marketing with Dr. Howard Farran

Dr. Steffany Mohan: Hi there.

Dr. Howard Farran: Hey there.

Dr. Steffany Mohan: Thank you so much for doing this. I really appreciate it. I also want to talk about, I love watching what goes around dental town and what you contribute to it. I love it that you contribute to it, but this week was a thread about, “What have you done lately?” I love that because you and I both are the kind of dentists that can’t do the same thing day in and day out our entire careers. No way.

Dr. Howard Farran: Sure.

Dr. Mohan: Todd Shatkin had Gordon Christensen out to his brand new center in Buffalo, New York and Gordon Christensen said, “Every general dentist should be doing mini implants.” I love them. I love placing mini implants. I love placing other implants, but I think if I had never started to do it I would have been intimidated by it and, of course, there’s a learning curve with everything.

Dr. Farran: I love the tagline, “The golden age of dentistry is over. Now it is the titanium age. Place an implant today.”

Dr. Mohan: It’s so true. Patients love it too. Let’s talk about dental marketing. Give me some more examples of things that dentists could be doing.

Dr. Farran: I’ve been focused a lot on this economic contraction since 2007 and I still think there’s no way we’re even halfway through it. I keep going back to the common theme, “You got to cut your costs. You got to cut your prices. You got to double your marketing. You got to add new product and services.” We were just talking about, “Tell me one thing you’ve done new lately like placing implants.” On our previous interviews we talked about, “Why don’t you place implants? Why can’t you do Invisalign? Why can’t you do sleep apnea? Why can’t you do all those?” I want to switch gears back to marketing.

Dr. Mohan: Because we all still have to get training. No matter what.

Dr. Farran: A dental office, the hygienist has four years of school. The dentist has eight years of college and the receptionists are picked off the street. I look at the stats on Dental Town and it’s still amazes me that about 90 percent of all the courses taken are on clinical dentistry yet when you go to the message boards they’re all whining about their business.

Dr. Mohan: About practice management and marketing.

Dr. Farran: All your bitching’s about business and dollars and cents and then all your interest lies in implants, Invisalign and all the [stuff] like that. I want to share some of my thoughts on, I’ll start with a service that would call my front office and they would record the phone calls. Then they play them to me and I was embarrassed. I could not believe it.

I’ll give you an example. People will call an office, say, “How much is a crown?” They’ll say, “950.” They’ll say, “Thank you.” Then they’ll call the next office and say, “How much is a crown?” They’ll say, “1100.’

They might call ten offices, but a properly trained office knows that in the back, the assistant, the hygienist and the dentist are selling dentistry. In the front, the only thing the receptionist, her only mission up there is to sell appointments. When they call up and say, “How much is a crown?” Our ladies will say, “Let’s find out. When would you like to come down? There are several types of crowns. Can you come down at 10:00? What would be a good time for you to come down so the doctor can look and see what kind of crown you need, then I can tell you how much it costs.”

Then you call another office and the other doctors that can’t sell dentistry are back there saying, “You need an MO and DO and a MOD,” like a patient’s supposed to know what that is.

Dr. Mohan: Worse they say, “It’s three weeks before we can get you in, ma’am.” Not so great dental marketing!

Dr. Farran: Then they call the front office and they say, “Do you take my insurance?” They say, “Do you have a PPO or a DMO, or an HMO, or indemnity?” It’s like, how the hell are Americans supposed to know the answer to that question when the dentist didn’t even know when they walked out of dental school? A person who knows how to sell appointments will sit there and say, “Well, why don’t you come on down and let’s find out. What time would be a best time for you to come down? You can bring down your insurance. We can look at it.”

Dr. Mohan: They’re leading the conversation. Instead of just answering the question that they ask, that’s not what they want to know, it’s how much does a crown cost. They’re saying, “How do I know where to go?”

Dr. Farran: Right, we have a hygienist assigned to us named [Vickie], who was a hygienist for 20 years and she’s been doing our in-office training for four years. We just had a training day with her this month and I went down there and sat there from 7:00 to 2:00 and listened to 50, or 40 phones calls. Just like a dentist needs training and re-training, I just celebrated my 25th dental office anniversary last month and I don’t even do anything with a root canal today that I did 25 years ago.

Those receptionists, four years of training and they still needed more and more training. I listened to so many calls, We should have said this. We should have done that.” It’s a two-part deal where, when I got out of school, the hot new thing in 1987 was the phone book, and I came out here to Phoenix, fifth largest city in America and there was only a couple, two full page Yellow Page ads. Now it’s a half inch thick and those two guys were getting 250, 300 new patients a month in their ads.

I did that whole Yellow Page thing and retail location and direct mail and all that stuff was new and no one else was doing it and it was amazingly hot. Now all those bricks and mortar, paper tree things are pretty much dead in my market. I know the United States has 117 towns over 100,000 and 19,033 towns under 100,000 and every market’s different, but in Phoenix, the phone book is completely dead.

It’s all moved to Google. Google says that when they’re searching dentists it’s about 80 percent from a cell phone and I’m the owner of DentalTown. I’ve had five full time programmers since 1999 and my website, I thought, was the best one any dentist could do because how many dentists have five full time programmers. Finally I realized that my programmers, this is not their core competency.

I switched in 2008 and I’m in the fifth largest city in America and you do search for a dentist around here. I usually come up first and third and fifth. It’s a whole [arch of them]. You live or die in the search engine and what we do is . . . Google will never tell anyone how they search..

Dr. Mohan: It changes all the time.

Dr. Farran: Yeah. But I think what Google wants, it’s in their own interests, is to give you the best answer. Google does not want to give you the wrong answer or you’ll think, I did a search and didn’t find what I’m looking for. What we found out is that a lot of dentists will have a Facebook page and they haven’t made a post in two years. Or they have a website that they bought five years ago and a lot of it was Flash and iPhones. There’s 100 million iPhones out there and they don’t support Flash. You pull up these dentist’s website and everywhere there was a fancy picture there’s just a black square and no image.

What we do is every Monday there’s three dentists in my practice, me, Mike or Brad, we’ll write a blog. A blog is just a conversation about something. It can be about what age your first child’s tooth should fall out, or what do you think about Halloween candy, or snoring, or sleep apnea. People run out of time. We’re not talking about 800 words, we’re talking about three or four paragraphs. Just something, get to the chase, but we know that posting a weekly blog . . .

Another fun thing we do is take an iPhone and we’ll walk up to one of our exciting three hygienists or one of our exciting receptionists or assistants and we’ll sit there and catch them impromptu and say, “Okay. Give me your biggest smiley face. Give me 30 seconds on why you should come to Today’s Dental today.” They’ll say, “Because we’ve got the best whatever,” and then you upload those things.

Well, first of all, when your patient is going to your website and they’re seeing updated blogs, they’re seeing updated videos, whether it’s on your website or your Facebook page, or whatever, but the search engines, here’s Google and you live in Ahwatukee, and you’re searching a dentist in 85044 and Google sees all this activity on this one dental website and then it pulls up 50 other websites so there’s pretty much zero activity so Google’s algorithms with no human attached to it says, “I think they should look at this website.”

Dr. Mohan: That is such a great idea, honestly. Just doing the little things that you just talked about. Those are huge and simple because people are thinking that it has to be really complicated and they can’t do it, but anybody can do that, what you just talked about.

Dr. Farran: Right.

Dr. Mohan: That’s awesome.

Dr. Farran: Back to 2008, it crashed in 2007 and for those of you listening in, one of the terms I hate the most, the United States of America because no one compares Germany to Greece. No one compares Portugal to Sweden and United States, when you’re looking at oil at over $80 a barrel you can’t compare North Dakota and Texas and Louisiana to something like Phoenix or Vegas or San Fran. In Phoenix, in 2007, the city of Phoenix built 60,000 homes. The next year, they built 10,000. When you take the amount of people it takes to buy the land.

Dr. Mohan: Five out of six builders are out of business.

Dr. Farran: Oh, yeah. It’s 2012 and Obama, who could have fixed this in about four minutes, the polarized government still hasn’t done a thing. I realized in 2008 that we have a politically paralyzed useless Democrat/Republican. They’re both completely useless and I realized we’re in trouble for a long time. It’s like if you’re a dentist in Greece, don’t be holding your breath for any quick economic miracles. That country’s going to be screwed for a generation.

Dr. Mohan: Right. Then we better get a little smarter. Play the game a little smarter if you’re in it. If you own a business, don’t just sit there and wait for the business to come to you.

Dr. Farran: Yeah. I realized that I’ve got to massively increase my new patient flow and the phone books were dead. I couldn’t even get in a patient where the gross revenue would pay for the ad, let alone the profit of it paying for the ad after my variable costs of labor, lab and supplies. It’s all moved online, and we’ve massively increased our calls and I want to talk about call tracking, too.

Dr Mohan: Have you tried My Dentist Calls yet?

Dr. Farran: No.

Dr. Mohan: It’s a tracking system for all your marketing. You can put different tracker numbers on everything, including your website. The tracking, it’s all under one roof, which is really fun. It’s really nice.

Dr. Farran: Here’s something that I’ve learned from lecturing all around. We did this. It’s amazing. Most people agree that less than 50 percent of the people that call the dental office, the phone answers.

Dr. Mohan: They don’t get answered right.

Dr. Farran: There’s 168 hours in a week and a average dental office is open 32. The dental office is closed three out of four hours. If we look at just the calls when the dentist is there, we know that an existing patient that wants to know if the insurance paid, or if their crown’s back, they get an answering machine, they might leave a message or they’ll just call back. We know the new patient just hangs up and goes to the next call, right to the next number on Google, whatever they’re looking at.

Within the dental office, 50 percent of the calls from huge studies is 50 percent of the calls at a dental office hit an answering machine. That really wipes out most of their new patients. Then, number two, as many as a third to 40 percent of the calls, the office is closed. Let’s say your office is open 8:00 to 5:00 and you close an hour at lunch, you’re missing half your phone calls. What we’ve seen is that if a dental office goes in there and puts another human body on answering the phone during the hours and nobody gets to answering machine.

Then when you answer the phone, the first thing you get to is, “Thank you for calling Today’s Dental. Who am I speaking with?” Then she says, “Steffany Mohan.” You say, “Okay. Steffany, are you an existing patient or are you a new patient?” Once you establish that you’re an existing patient, then if you get another call, you can put Steffany on hold because you just pulled her up on the computer, you got her home number, her cell phone number, work number, but the new patient isn’t leaving a message and we can’t put a new patient on hold.

What we did at our office, which was amazing, is we got a new phone system and we put a software on it that tracks all the calls. I look at a spreadsheet of the 168 hour week and we were open 7:00 to 5:00 and it was amazing where the phone basically starts ringing off the hook at about 6:00 a.m., an hour before we’re there. We were missing about eight calls a morning and then we close at 5:00 and they were calling until about 6:30, almost 7:00.

What we did is we extended our front office to start overlapping so that someone starts answering the calls at 6:00, even though we don’t open until 7:00. Someone answers the phone. They stagger their lunches and then at the end of the day, we have four receptionists so Monday through Thursday every day someone stays late until the phones stop ringing and most of the time that’s about 7:00. It is amazing because you pick up a couple of patients here and there.

Dr. Mohan: You increase your new patients just like that, just by answering the phone more hours, wonderful.

Dr. Farran: Without any increase in marketing. You just increased your close rate.

Dr. Mohan: That’s what MyDentistCalls.com does, you can tell because people will call back and then you can see the ones that are 30 seconds and then you can see they’ll call back and then the next call is four minutes. Somebody actually talked to them, but you can also see the ones that tried a couple times and just didn’t get picked up.

Dr. Farran: Humans are very imperfect and they’re very funny.

Dr. Mohan: Are you sure because I thought you and I were perfect?

Dr. Farran: I am only a legend in my own mind. Retailers will tell you about the impulsivity. They’ll tell you that if they put a product that’s not moving in a grocery store, and they move it to an end aisle display, they’ll quadruple the sales. I was listening to a guy in business talk about the success of television shows over the years and he still swears that the time slot is more important than the show, the content, the movie stars, the writers, the actors, anything.

If you can get on ABC at 7:00 at night, you’re going to kick it out of the park compared to if it’s 10:00 at night, or 11:00, or 8:00 a.m. These imperfect humans get this impulsive deal where, “I think I chipped my tooth and I got to call a dentist.” They call the dentist and they get an answering machine, they hang up. Then the next day their tongue’s already used to the new chip and they forgot all about it and they’re not even in there. You have to get them when they’re impulsively hot.

This is how I’m going to challenge everyone. I’m going to go out on a limb and say this. A singular, sample dental office might prove me wrong, but on the whole I believe, after doing this for four years, from 2008 to 2012, I believe this. I believe that if a dental office puts tracking software in the office and finds out that his office, or her office, gets 1000 calls a month and 500 are answered, that if he extends the receptionist hours by either adding additional bodies or extending the hours with overtime, but if he goes from answering 500 of those calls per 1000 to all 1000, the back office numbers will follow suit directly one to one.

Dr. Mohan: Every time.

Dr. Farran: If you’re doing $40,000 a month and you’re answering 50 percent of your phone calls, you could probably do $80,000 a month if you listened to 100 percent of your phone calls. Then when you combine that with marketing, which I believe is all digital, Internet, online, cell phone, app, if you get a great website that’s going to increase your web presence, your search engine optimization, tie it into a Facebook ad, get committed to someone on your staff uploading blogs.

By the way, you can’t cheat Google. It’s amazing what some dental office, some companies started doing. There is a company that was writing the blog and updating everybody’s website with the same blog. Google actually, on their algorithms, if you update your dental site with a blog and there’s 100 other sites with the exact same blog, it’s actually a negative. It’s almost like you’re screwing with Google.

Dr. Mohan: You don’t do duplicate content. No way. It’s not good for dental marketing.

Dr. Farran: Another thing Google’s been doing, which I’ve heard about, there’s also been some dentists that are going in there for their tag words for their search engine optimization. They consider it, I forgot the term for it, spamming, but they’re putting in thousands and thousands of words and terms and Google, they blacklist your website. Then they just turn you off and you can’t even be found on Google.

Dr. Mohan: That’s a problem. I totally agree with you. Obviously you’re way ahead of the curve. You always have been as far as all of the digital. Look at Dental Town. Holy cow. That’s probably two decades ahead of its time, easily because who else is going to do something like that? Only Howard Farran. That’s it. Which is the hugest gift to dentistry obviously. You’re maybe not just a legend in your own mind, but we could talk about that some other time. It’s a great thing to know that we have Dental Town when we have these questions and that kind of thing because dentists are amazing and the ones that take care of business really take care of business. The ones that just want to cry to somebody, that’s fine, but at some point or another you have to do something to affect some change.

Dr. Farran: Right. Can I say one more thing about answering the phone. Another thing that you and I have both been harping on, I remember I was talking about this a decade ago, the dentist centered practice where it’s all about the dentist versus the patient centered practice. When the freeways are swamped, every dental office in Phoenix is closed. All the offices are open 8:00 to 5:00 and the freeways from 6:00 to 8:00 are completely jacked and every dental office is closed and then these poor consumers finally get off work at 5:00 and every dental office is closed.

We just saw the American Dental Association, which this makes me so mad, where these dentists, anesthesiologists who went to four years of college, went to dental school four years then did a two, three year board certified anesthesiology program and if you talk to any comedian and say, “What is the first thing that comes to mind when I say dentists?” They say, “Pain. Fear. Pain. Oh, my god. A root canal.” Here we have this whole segment of the American population scared to death about a needle, getting your root canal, getting extraction.

Come on, I’ve been a dentist 25 years. Here’s a group of people that says, we want to be a specialty so we can go in a dentist’s office and put them to sleep so that the people can have optimal health care. What does the ADA do? They listen to the oral surgeons say, “This might threaten the oral surgeon’s business and even though you met all the requirements for one of the nine recognized specialties of the ADA, we’re not going to do it.”

Can you believe the American Dental Association doesn’t put the patient first and the patient shouldn’t have a right to say, “I want to be put to sleep.” Plus it also would further our image that we’re a doctor, not a dentist because these are board certified anesthesiologist that could have hospital privileges. So the dentist is the same thing. You call up a dental office, they’re all doctor focused. They have doctor hours. You ask the receptionist, “Do you take my insurance?” She says, “Do you have an HMO, or a PPO, or indemnity?” Then the dentist is in the back saying, “You’re going to need an MO, a DO and a MOD.” Does anybody know that there’s a customer sitting in the chair? Back to in this economic recession where . . .

Dr. Mohan: It’s going to have to become about the patient.

Dr. Farran: The last thing, I wanted to increase the calls coming in and then once the calls were being made, I want to increase answering all of those calls and closing the of the sale. Now I’m going to move it back to the third leg and that is since the dentist owns the practice, they always gag the hygienist and assistant and they do all the selling of the dentistry. They don’t track their close rate. I’ve been tracking dentist close rates for a decade and it’s about 38 percent. Again, a dentist could double their close rate if they would focus on selling the dentistry instead of logging onto Dental Town and taking their 18th course on how to do a root canal.

Dr. Mohan: I had a client a long time ago that was taking updated endo courses, and hadn’t done a root canal in 15 years, and wasn’t planning to do it. He just thought he should keep up with it, but his practice was failing.

Dr. Farran: I still have always made a mental checklist of what do the dentists who take home $300,000 a year do more than the dentists who take home $200. I like that list of, here’s the behaviors of everyone making 100. Here’s the behaviors of everyone making 200. Here’s the behaviors of everyone making 300. I still swear, I’ll swear up and down all day long, every dentist I know that’s taken home $300,000, $400,000, $500,000, $600,000 a year does not present the treatment. It’s always some dynamite extrovert female who’s passionate and enthusiastic about dentistry and knows how to speak English, or Spanish and knows how to close the sale. She always has an eye for finance.

Dr. Mohan: And they believe that dentistry is a great value. Everybody should get more of it because it’s great.

Dr. Farran: Then this introvert geek that only got into dental school because he mastered trigonometry and calculus and physics is sitting there mumbling his words, no passion, no close rate and then after he has a 38 percent close rate. Eagles fly with eagles. Turkeys fly with turkeys so they attract staff members that are mumbling introverts. Then he has a mumbling introvert sitting up front where about five or six new patients would have to call before she could get one of them scheduled. Then he goes back to me and wonders if he should make his Yellow Page ad bigger because his current ad isn’t working.

Dr. Mohan: I love it. I have the best time talking to you, especially about dental marketing. I hope you know that. You and I have a distinct advantage, we never talk to people like we’re a professor. We always talk to them like a human being. I never had that problem of trying to use big words with people because I don’t like using them.

Dr. Farran: It’s not effective communication.

Dr. Mohan: It doesn’t make sense. The other thing is we never had to try and make ourselves feel important by talking that way.

Dr. Farran: Right.

Dr. Mohan: That’s a big deal. I know you have to run. Thank you, thank you, thank you. I can’t thank you enough.