It\'s vitally important that dental practices and team members are as visible and memorable as possible. In this article, I suggest ways of achieving it.

1. United Kingdom Edition May 28-June 3, 2012 Money Matters 11
24 Practice Management United Kingdom Edition June 4-10, 2012
autionary tale your practice is
period of stress. The sellers were saving. It is essential that before
Why improving
forced into a situation whereby making the decision to incorpo- – which must surely be banned
they had to discharge all debt rate, legal and accounting advice by GDC rules. And, in any case,
relating to their business, when from dental expert lawyers and I’m using the ‘royal’ you – your
they otherwise would not have accountants is taken and that the practice, your practice team
a mystery – part nine
wished to, and the legal and ac- incorporation is properly docu-
an discusses incorporating dental practices countancy costs were increased mented with all ancillary issues
and you.
significantly from what they dealt with to avoid significant Patient journey
st lawyers transferred out of the company tion against future claims, and to would have been, had the prac- problems in the future. DT I’ve written before about how
who are
DAL, have
Jacqui Goss asks: Who are you?
to a new company. This involved
significant additional cost, time
incur the further cost of prepar-
ing additional sets of accounts in
tice not incorporated or been in-
corporated into a separate com-
your team should work to en-
About the author sure each person enjoys a
O
two pub- kay, pop quiz and reached number 18 in the panythe band. other practice and
and stress. As a result of the time! Inable to ascertain the true balance
con- of from the That’s correct; it’s should make yourself as visi- ‘wow’ patient journey. But the
sing con- tinuing potential risks to the buy-wassheet position on completion.of the laboratory. You by The Who.
July 1978 a single record charts. The title Who Are Ray Goodman: Goodman Lawyers
ble and memorable as you can. benefits of that great experi-
for Dentist. For more information
e in some er, it was necessary for which was
the sell- Don’t contact Ray won’t advocate ence in terms of the oppor-
released single was the same as the please worry, I Goodman on 0151
to incor- ers to discharge version of the al- As a direct resulta of the lack
an edited all debts of the album released month later Incorporation can, here I right
My point? Well, in the want you 0090 or emailfancy dress and
707 donning rng@goodmanlegal. tunity for patients to share it
s without business on completion, to havenameof foresight on incorporating name circumstances, be highly benefi-
a the co.uk
bum track of the same and included part of the to discuss why and how you parading down the high street with friends and family, will
e possible significant proportion of the sale practice both the seller and the cial to a practice. However, there www.goodmanlegal.co.uk be lost if they can’t remember
price held back by way of a reten- buyer were subjected to a lengthy are consequences other than tax who you are. You may think
you’re memorable but believe
practices me you’re eminently forgetta-
list dental ble! Don’t take it personally. As
. This was
ns, which Perfect Contacts, Virtually no Flash, Interproximal Separation soon as patients have their foot
out of the door they’ll prob-
een prop-
mproperly
on Class II Composites with Composi-Tight® 3D™! ably begin forgetting the name
of your practice, most likely
ary docu- failing to recall the name of
ing put in the dentist or hygienist they
nges from saw and certainly putting
d robustly 35% smaller yet out of their minds the names
on sale or stronger & more of nurses and front of house
n the line. durable reinforce-
(FoH) staff! I offer no science
ment. Fully steam
autoclavable.
to support this, only empirical
ow begin- Firm core evidence based on making tel-
ms caused separates teeth ephone calls to patients when
ons raise interproximally. Soft silicone hugs I’m commissioned to under-
more fre- bands to teeth -
take satisfaction surveys.
eliminating flash.
case, that
d after 11 So, how do you counter this
gal wran- collective and, presumably, se-
. Wider tips make lective amnesia? Quite simply,
wider preps a snap! your name (by which I mean
Tips fit over
to act for wedge for easier the practice name and appro-
ase of an placement. priate team member names)
our client should go everywhere. Logo
the good- and nameplate design is not my
ngs in the department but I do know they
y when we should be distinctive, memora-
back from
Composi-Tight® 3D™ Kit: ble and repeatedly visible. I’ve
uiries that quite often walked in to a den-
2 Soft FaceTM 3D-Rings with soft silicone tips,
ler had in- tal practice (and other estab-
100 Slick Bands™ non-stick matrices, anatomically
onths ear- lishments) and seen nothing to
contoured, assorted in 5 sizes,
or was not 1 special Ring Placement Forceps for easy and reinforce the knowledge that
hus hadn’t secure placement of the rings, I’m in the correct place. Look
hat flowed 80 WedgeWands™ with applicator handle, assorted around your practice – does my
n until we in 4 sizes - now transparent. comment ring true? There are,
of course, many places to put
TKK01 Kit your practice name and or logo
practices, Price: £ 249.00* – leaflets, posters, mugs, pens
ivate, and and so on.
ory. All of
d into the For further information or to order please call Garrison Toll Free at Tel. 0800 011 2738. Name calling
ncorpora- The products are available through all major UK retailers or directly through Garrison Dental Solutions. Turning to the FoH team,
T, having which is my department, there
allow the are several ways they can re-
s contract inforce the name of the prac-
any on in- tice, the names of the clinical
nclined to staff and their own names. The
sfer of the most obvious is for the infor-
d the NHS mation to be on their clothing.
mited com- However, this may not be ob-
ferred. viously visible to the patient as
they approach the reception
the part- area (they may not be wearing
en used to their reading glasses) so have
o be trans- nice large nameplates on the
where one desk or counter as well. FoH
any, as the staff should get in the habit of
egulations introducing themselves. This
s between is vital on the telephone but
uals. also useful in face-to-face con-
tact. As well as the ‘who are
to enable you?’ benefits I’m discussing
d involved here, it also prevents patients
he limited *All offers are valid until 31st July 2012 and are subject to availability. All prices are subject to VAT. having to make awkward ref-
the prac- Garrison Dental Solutions • Carlstrasse 50 • D-52531 Uebach-Palenberg • Germany erences such as: “The girl on
Tel. 0800 011 2738 • info@garrisondental.net • www.garrisondental.net reception said…” or “Can you
ent, being
23/05/2012 16:15
DTUK_issue15_22-25.indd 24 29/05/2012 19:53

2. United Kingdom Edition
United Kingdom Edition
May 28-June 3, 2012
June 4-10, 2012
Feature 17
Practice Management 25
your toothbrush)! dfyt.com is receive an extra five per cent spective if you have a patient is likely to be far higher, and
‘Educating our a subscription-based delivery discount on their order, while who takes responsibility for patients may consider treat-
patients then, is
lend me your pen, er, miss?” rewarded fortoothbrushes and
service for recommending a this reason I suggest avoiding
the practice will receive 10 their teeth then they will start dering: that they might other-
up a practice Twitter, Face- ments
friend. If so, you’ll need to give
other oral hygiene products things that need order value as
per cent of the to be pinned book or more ofsocial mediain
to take other an interest wise never have considered.
one of the biggest
Now for some clinical staff them something they can pass
that saves patients money, up. How about a fridge magnet-
revenue. account, do mouths. These pa-
their own make your posts Who are you?
challenges we face
name reinforcement. FoH staff on – similar to a business card,
while also ensuring they re- ic, a branded pen or a mouse ‘social’ (ie not just go on to get
tients may then oral health Who, who, many who?
With so who, advances in
should say something simi-
as a profession, perhaps. to change their tooth-
member mat The advantage of of givea-
instead? For ideas schemes orientated) and do keep itmight
other treatments they go- technologyyou? recent years, as
Who are over
lar to: “Right Mrs Goss, your brush every three months. ways, Ias dfyt.com is that they
such suggest you look at the ing. A dormanthave considered.
not otherwise account gives a Who, who, we now have more
profession who, who? DT
appointment is we must
and is one with Doctor There is an almost endless British to actively engage pa-
work Dental Health Founda- a poor impression – shut it tools than ever to help us engage
choice of corporate gifts as tion shop their own oral health
tients in (http://www.dental- down if you’rewider viewpoint,
From a no longer going
embrace and take
XXXXX in five minutes and her
nurse, XXXXX, will collect you
The system is simple. Each
potential giveaways. I favour health.org/shop). Anything you to use it. On LinkedIn, which
with our patients. Be it through
practice that registers will – they encourage patients to patients who are actively en- social media, forums, websites,
head-on ready.” are to
when she is if we things that are likely to leaflets
receive posters and be re- do give to patients must contain
take a deeper interest in oral isgaging with for your profes-
a showcase their own oral or even schemes such as dfyt.
improve the overall tained and, preferably, kept
marked with a practice-spe- your practice name and contact
hygiene. In the long term, sional identity and likely to re-
health are more a network- com, there is a whole world of
They can actually be a bit wherecode. Every patient that
cific they are easily visible. details.
this can only benefit the pro- ing opportunity, don’t be shy a
search treatments and so as opportunity out there to support
standard of oral
more sophisticated. If the den- My noticeboard in the kitch-
subscribes using the code will fession.finally, the few words
And From a dental per- – result, treatment image! You
include a profile acceptance us in our daily efforts. DT
tist or hygienist the UK is
health in in question en is so overcrowded that for about social media. If you set don’t really want people won-
a recent addition to the prac-
and Ireland’
tice team how about: “Okay,
Mrs Goss, your appointment is
with XXXXX our new hygien-
The first way in which we
ist, whom I’m sure you’ll like.”
can embrace this challenge is
to ensure we all make strides
to actually engage with our
‘There is an almost
patients. This doesn’t just
mean reminding patients to Straight Teeth. Less Time. Clear Braces.
endless choice of
brush their teeth – this means
actually talking gifts as
corporate to patients,
discussing the advantages of
potential givea- WHY SIX MONTH SMILES WAS VOTED
good oral hygiene habits, and
the benefitsfavor things
ways. I they will experi- THE #1 ORTHO COURSE FOR GDPS...
ence in are likely to lives.
that their day to day be
As a profession we can very
retained and
often get too caught up in our
own preferably kept
little working “bubbles”,
where they are
sometimes to our own detri-
ment and that of our patients.
easily visible’
This is why campaigns such
as National Smile Month are
so important, and serve as a
powerful reminder to us that
patients aren’t just “mouths
If your practice offers, say,
on legs”, but are real people,
cosmetic treatments, what
with real thoughtsGoss, emo-
about: “Now Mrs and your
tions and very real pressures
appointment is with our cos- it’s easy... effective... AND PATIENTS WANT IT.
upon their lives. XXXXX, and
metic dentist, Mrs No previous orthodontic Six Month Smiles award- winning Short treatment times and clear
her nurse, XXXXX, will come experience needed. Expertly clear braces and shape-memory braces give patients the most
for Other waysa educating our
you in just few minutes.” positioned clear brackets come wires are specifically engineered attractive option to finally have
patients in in other patients
No harm the importance of set in custom bonding trays - for optimum and predictable the smile they’ve always wanted.
oral health include thehave of
overhearing that you use a ready for 1-step seating. short-term orthodontic results.
marketing material such as
cosmetic dentist!
posters and leaflets that com-
municate good oral the nurse
Of course, XXXXX hygiene
messages. Practices say some-
should subsequently may also
“The 6MS support team is excellent. “Six Month Smiles increased “I will look back on Six Month Smiles
chooselike: “Hellotheir Goss,
thing to use Mrs prac-
The online forum helps Providers my revenues by 40%!” as a turning point in my career. I
tice XXXXX and Mrs additional
I’m website as an XXXXX is with case support and marketing.” - Dr. John Seward, Cork, Ireland have sent in 4 cases this week!”
source of you now.”
ready for information that pa-
- Dr. Nick Simon, London, UK - Dr. Dan Cattell, Christchurch, UK
tients can refer to for tips and
advice. Furthermore, with the
Reminders
recentlet patients leave with-
Don’t boom in social media,
some practices are now them
out something reminding even
actively discussing issues with
where they’ve been and who
patients seen. Even with SMS
they’ve online, promoting de- CLINICAL INSTRUCTORS
bate emailparticipation the old
and and reminders, on the
Courses in Ireland:
likes of Facebook, Twittercard
appointment reminder and
Dublin, Ireland 26-27 Oct.
dedicatedstill valid forums.
system is internet and should
be used. You may also consider
a system whereby patients get Courses in the UK:
Another excellent innova-
tion is dfyt.com (don’t forget London, UK 18-19 May
SOLD OUT!
About the author
About the author London, UK 5-6 Oct.
Dr Conor Gallagh- Manchester, UK 9-10 Nov.
A proven manager of change
er qualified from
and driver of dramatic business
University of Man- Dr. Anoop Maini Dr. Andy Denny
growth, Jacqui Goss is the manag-
chester in 1987 and
Major U.S. hub cities
ing partner of Yes!RESULTS. By us-
regularly attends
ing Yes!RESULTS dental practices New York City 26-27 Jul.
see an increasepostgraduate cours-
in treatment plan Six Month Smiles was voted #1 in the following
take-up, improvedboth in the UK
es patient satis- Philadelphia 24-25 Aug.
faction and more Ireland. Hav-
and appointments categories for the Townie Choice Awards:
Chicago 14-15 Sept.
resulting from ing set up his own
general enquiries.
practice in Dublin in
Yes!RESULTS turns good practices
#1 Post-Graduate Orthodontic Institute for GPs Miami 9-10 Nov.
1995, Conor under-
into great practices. Managing #1 Brackets
stands the Yes!RESULTS Honeydale
Partner, many pressures facing the
modern dental practice, and through
Barn, Wall under Heywood, Shrop-
#1 Archwires
dfyt.com, sees anTel: 08456 448066
shire SY6 7DU ideal opportunity
for other practices to Email: jacqui@
Mob: 07795 562617 take advantage The last 3 courses have sold out. Register today as space is limited.
of a powerful new income stream. For
yesresults.co.uk Website: www.
more information Twitter: dfyt.com
yesresults.co.uk on how @Yesre- To register, visit www.SixMonthSmiles.com or call 585-594-0606
can benefit your patients’ oral health,
sults www.facebook.com/Yesresults
visit www.dfyt.com For further dental
http://uk.linkedin.com/in/jacquig-
enquiries, email conor@dfyt.com For
oss
sales, email graham@dfyt.com
DTUK_issue15_22-25.indd 25 29/05/2012 19:54
DTUK_issue14_12-21.indd 17 23/05/2012 16:53