The establishment of any professional practice should include the development of a vision that promotes both clinical and performance excellence. With the advent of new technologies such as in-office cone beam computed tomography, the emergence of molecular dentistry and medicine, new pharmacogenomics, increased dissemination of knowledge on the Internet, and improved electronic communications, we are at the threshold of a new era in patient care. Concurrently, these new technologies, improved relationships, and continual improvements in clinical and experiential performance require good management strategies and, ultimately, financial success to create and maintain an outstanding practice. To accomplish sustainable success, we must not only have mastery of the clinical tools of our profession, but also possess the skills necessary to run a successful business. To remain successful, this vision must include the possibility that your practice will have to undergo both planned changes to implement new procedures and the need to respond to developments over which the organization will have little or no control. To train practitioners and employees, upgrade technology, and improve client service continually, the practice of dentistry requires entrepreneurial training.

Would you like to increase referring doctor loyalty, learn how to differentiate your organization and establish market leadership for your endodontic practice? For the past thirty years, I have been researching and addressing these and other office management issues, with my in-office workshops, other lecture forums and in new chapters in our foremost endodontic textbooks.

Let's face it, we are increasingly challenged to reach our desired future. Central to these challenges is creating a brand identity that consistently conveys our special skills to referring doctors and patients. In the past, branding was considered just a marketing tactic, but today the importance of branding as an overall strategy cannot be overemphasized. Although branding is a simple concept, it is not that easy to accomplish. It takes a long-term commitment and hard work.

Business research continues to link business success and professional achievement with developing long-term appeal and credibility.  Emphasizing a customer-centered focus, this course will highlight the importance of the technologically driven office and provide a systematic plan for creating a world-class practice.

Course Contents

Established and new practices can benefit.
Position yourself for the future with this highly practical and motivating seminar.

How to "Target Your Desired Market"

• Identify which patients and referring doctors you want.
• Identify what your targeted customers deeply value.
• Learn to manage the convergence between what your customers want and what you do best and most profitably.
• Make it your mission.
• Communicate your vision to staff, patients and referring doctors. 

The "Patient Loop" and Office Operations

• The Patient Loop: A close look at all office interactions or "brand touchpoints" with patients and referrers with an eye to maximizing engagement; introducing your practice to referring doctors, welcoming patients to the office, pre-treatment, treatment and post-treatment strategies.
• Office Operations: Patient and office forms, accounts receivable, loss prevention, trend analysis; simple ways to monitor and reduce overhead and enhance service. Partnering with your referring doctors to create an office "without walls."

Marketing Strategies

• Cost effective tools for practice building: lunches, lunch groups, office receptions, newsletters, broadcast faxes and emails, educational meetings for referring doctors, study club meetings and the Internet.
• New concepts for promoting your practice, including: publicity, public relations, and projecting the right image.
• A detailed look at the role of receptionists and office managers in promoting the practice, including the delegation of marketing tasks.
• Getting started back home by establishing a strategy for change and measuring the effectiveness of your marketing efforts.

Technology

• Establishing a network-based practice management system.
• Integrating the reception area, front office, administrative and clinical area computers; digital radiography and visible light imaging.
• Creating a Web site and linking a HIPAA compliant "Patient Registration Form" to your office computer system.
• Developing a clinical reference database.
• Patient education materials you can make with Microsoft Power Point or purchase on the Web.

Office Design

A tour of our new office with a review of office construction details, materials and design concepts. This part of the seminar is a must if you are considering  remodeling or constructing a new office.

The Management Process

• Functions of Management: Strategic, long range and operational planning.
• Developing a plan for change including a schedule for technological enhancements.
• How other businesses deal with customer satisfaction: Case studies.
• Using "value added" customer service techniques.