Gems Publishing - July 2019

Take a look at our newsletter this month!

By Dr. Tom “The Gems Guy” Orent

deploy … multiple catastrophic hydraulic systems failure, etc. ...? Was the cause of the crash pilot (human) error or was there a manufacturing defect or maintenance error … which, if discovered and corrected on other similar jets, could save lives in the future? Imagine if the NTSB completed their investigation and determined that the cause of the jet crash and loss of countless lives was … a missing dashboard! They determined that just after reaching 10,000 feet, the entire dashboard vanished from the cockpit (something directly out of Rod Serling’s "Twilight Zone" or a Steven King novel). It was a stormy pitch-black night. The pilots were flying IFR (FAA Instrument Flight Rules), depending solely upon their instruments to determine flight speed, altitude, compass direction, distance from highest terrain and mountain peaks, remaining fuel … and radar to determine the proximity of other airliners etc. … and then, suddenly, the entire dashboard vanished. ROD SERLING’S 'TWILIGHT ZONE'

Following every jet airline crash, there’s an in-depth investigation. Lives have been lost, families have been destroyed, and countless questions demand answers. Assuming authorities can locate and access the wreckage, the first thing they go after is the “black box” (which by the way is actually required by law to be bright orange) after determining the absence of survivors. Why do they look for the black box? Because it houses a series of essential flight data recordings. In addition to cockpit voice recorders, it contains a minute-by-minute history of the status of every gauge, setting, and instrument on the jet’s dashboard.

After examining the flight data, the NTSB (National Transportation Safety Board) is often able to determine exactly what

"There are other KPIs from which you will gain clear advantage by giving them at least a quick glance every day."

YOUR PRACTICE ON A DARK AND STORMY NIGHT

Operating your practice without a visual dashboard of your KPIs (key practice

happened. Was there an equipment malfunction, horizontal stabilizer stuck in the down position, flaps that wouldn’t

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indicators) is like flying a jet airliner through a storm at night without the use of the cockpit dashboard: reckless endangerment. You may think you know where you are and where you’re headed, but chances are (very) high that you are (or will soon be) off course. And make no mistake … even if your practice is successfully crushing it today, you can do even better when you have a clear picture of exactly where the untapped opportunities were hiding! How often should you look at your practice dashboard? The answer is easy. How often would you want the pilot of your next flight to glance at his or her instruments!? In order to run your practice most effectively, you should be looking at your dashboard at least once per day. Of course, there are some KPIs that don’t need daily attention. Looking at them once or twice a month during your weekly team meetings will be fine. But there are other KPIs from which you will gain clear advantage by at least a quick glance every day. For example, consider the following: TEAM BONUS SYSTEM The only way to take full advantage of the motivational power of your Team Bonus System is to have your Team Bonus System Cheerleader show a few key numbers to your entire team every day during the morning huddle. This used to require some effort on the part of the team member to find those numbers from a spreadsheet and then make some calculations. Now, with the advent of the Gems Dashboard, your TBS Cheerleader need only log in and all of that is calculated and displayed for you! Now, instantly, at a glance, you can see your weekly goal and how many days and dollars are left to go to hit that goal. You’ll see the numbers, and you’ll see it visually in the form of a Team Bonus System Thermometer. The image shown is a screenshot from the new Gems Dashboard. It is exactly what you’ll see each morning just by logging in. No more Team Bonus System spreadsheets! Instead, at the end of each day, your •

team simply types in production to date for the week, and everything else is done for you by the Dashboard.

of better care or service, and your practice enjoys increased income and/ or smoother operation, etc. Fast forward one year. Remember that “Gem” you and your team successfully deployed a year ago? It worked well, patients were happier and healthier … it was great for the practice, etc. Did you notice you’ve not been doing that Gem for quite some time now?! The classic comment from the Doctor to the team (when he/she realizes it’s no longer being done) is “Hey … when did we stop doing X?” Nobody seems to know when or why. All we know is that it’s no longer being done. What if there were an INSTANT VISUAL ALERT warning you within SEVEN DAYS that there’s a problem?! How cool would that be? Well, once you begin any of the challenges, you will see a VISUAL ALERT when you cease entering the most recent data … within just one week of the time it stopped! These are just a few of the exciting new features and benefits available to you as a Gems Member through the new Gems Dashboard. The Dashboard is live in beta testing right now. As soon as we are confident we’ve worked out most (you’ll never get ‘em all at once!) of the bugs, we’ll begin to roll it out to all Gems Family Members. I’ll be creating various video trainings to help get you and your team up to speed on best use of your Dashboard, and your Personal Gems Concierge will be performing one-on- one training with you as well. Stay tuned!

GEMS RATIO If you’ve been here on Planet Gems for any significant length of time, you’ve heard me speak about the huge opportunity of long-term, in-house financing … “Financing the Unfinanceable,” but, of course, only with certain patients and certain critical guidelines in order to best mitigate the risk. This is all explained in GoldMine UnderGround Team Training Toolkit Episode 15. In that GoldMine episode, I also explain that the only time I would recommend internal long-term financing is when your Gems Ratio is less than or equal to 1.2:1. That is, your True Accounts Receivable is no more than 20% bigger than your average net collections.

"What if there were an INSTANT VISUAL ALERT warning you within SEVEN DAYS that there's a problem?! How cool would that be?"

THE CHALLENGES Tell me if the following scenario is at all familiar: You go to a seminar, read a book, or watch a video about something new you’d like to implement in your practice. Let’s call it (no surprise) a “Gem.” You meet with your team, discuss how to deploy it, and voila! Your patients get the benefit

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By Tom Rich, MBA, GG12 Senior Practice Analyst

There are two “whys” that determine the success of your practice.

of all the Dentists in your area, why should a patient choose to trust, select, and give money to you?

You use cutting-edge technology to help identify and solve their problems before they become catastrophes. You provide a five-star, VIP experience to pamper your patients from the moment they walk in your door.

In Simon Sinek’s book, "Start with Why" (there’s also a great TED Talk on the subject), he says that most people can explain what they do, fewer can express how they do it, and the vast majority struggle to explain why they do what they do. His premise is that individuals, companies, and organizations who can clearly articulate their “why” are much more successful at attracting and keeping customers, patients, followers, believers, etc. because they identify with, and put importance/ significance on, that “why.”

"There are only three reasons why people will choose your practice over someone else’s ..."

You offer a stress-free experience to help alleviate their fears and phobias.

You follow up after appointments to make sure they’re feeling great.

There are only three reasons why people will choose your practice over someone else’s:

You genuinely care about them, their situation, and their overall well-being.

1. Because you made it easier to do business with you 2. Because you made it more enjoyable to do business with you 3. You made them feel special because they did business with you To put it plainly, you need to ensure your USP makes people feel something. As Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Patients make 100% of their decisions based solely upon their emotions. They use logic to justify their decision only after the decision has been made. The point is, your “why” and your USP need to stir an emotional response in your patients … they need to harmonize with the patients’ “why.”

Successful Dentists focus on maximizing their time, effort, and attention on the intersection of the two “whys” (yours and that of your patients). GG12 Coaching Members: For more information on perfecting your USP so it resonates with your patients, go to InsidersCircle.com and search for “CRAFTING YOUR UNIQUE SELLING PROPOSITION AND DEPLOYING IT EVERYWHERE.” You will find the video, audio, and transcript to guide you through the process of creating a USP that sells.

"Companies ... [that] can clearly articulate their 'why' are much more successful at attracting and keeping customers."

The best way to describe your “why” is as your purpose, the reason you get out of bed every morning to do what you do, and/or the passion and principles that define you and your practice.

While the first “why” (yours) is important, you should not ignore the second “why” (your patients’).

The second “why” is why your patients should want to do business with you. Another way of describing this is your USP (unique selling proposition). In other words, what is it exactly that makes you, your team, and your practice extraordinary? Or,

Your patients need to know that you care about what’s important to them :

Your hours make it convenient for them to receive treatment.

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GEMS INSIDERS’ CIRCLE™ QUARTERLY Q&A WEBINARS: Four times each year, I’m available in the evening for up to 90 minutes to answer your questions about any topic of your choice regarding dental practice management.

For the latest up-to-date information about what’s happening on Planet Gems, go to InsidersCircle.com and click on “Calendar” (menu bar, top left of homepage). If you have questions, please contact your Personal Gems Concierge or call 1-888-880-GEMS (4367). Training Toolkit Dental Practice Transformation members, please block out this monthly program on your calendar. These occur just once each month, but they could easily be the most important 90 minutes you and your entire team invest. 90-MINUTE GG12 TEAM TRAINING WEBINARS: GG12 Team

FALL GEMS FAMILY RETREAT, BOSTON FINAL SAVINGS END 7/31/19

GG12 AND INSIDERS’ CIRCLE™MEMBERS’ FALL RETREAT: Doctors and team members often tell us they have never experienced anything like our retreats in all their years attending dental continuing education. Experience it for yourself, and form a lifelong bond with other GG12 and GIC family members. If you’re ready to experience a transformative time for your practice and your life, head on over to InsidersCircle.com and click the retreat banner in the top left corner. Register now! July 9: 12 p.m. to 1 p.m. EDT — GG12 Office Hours July 17: 11 a.m. to 12:30 p.m. EDT — 90-Minute GG12 Monthly Team Training Webinar July 26: 11 a.m. to 12 p.m. EDT — GG12 Office Hours July 29: 8:30 p.m. to 10 p.m. EDT — GG12 and GIC PLATINUM Global Mastermind Webinar

GG12 OFFICE HOURS: Twice each month, my office door is open for your visits. This is an opportunity for GG12 Doctors and Team Members to reach me directly with questions about dental practice management.

THE DOCTOR: Your stress levels will dissipate when you don’t have to worry about a sick employee’s work getting done. Instead, you will be confident that your team can manage the day-to- day operations, and your practice can continue to grow. TEAM MEMBER: They learn a new skill, enhance their knowledge of the practice, and become more invested in the job and the practice’s success. (Really, that’s another win for the Doctor, too.) Imagine this: A patient heads up to the front desk after a regular cleaning and fluoride treatment. While they are getting checked out, they say, “Listen, I just had the fluoride treatment done. Do you really think I needed this?” The team member freezes. Sure, the team member knows what fluoride is and how effective it can be. (They DO work in a dental practice, after all.) But they’re not the Dentist, nor does their expertise center around patient care. They have no idea what to say next. BUT DOWE REALLY NEED TOCROSS-TRAIN?

By Ira Hirsch, Certified GG12 Coach

There’s nothing quite like the support of a team of hardworking professionals representing your practice every day. But what happens when your Dental Assistant calls in sick? Who steps in when your front desk team member is called upon last minute to pick up their child from school one Tuesday afternoon? Could your practice survive one day without the person who schedules 95% of your appointments? Sure, it’s just one day. But consider how much revenue you bring in during peak days of the week. So, I’ll ask again: Can you REALLY afford to lose a member of your team for just ONE day?

Even one day of lost revenue, or losing a patient because you were not equipped to manage a team member’s absence, is detrimental to your practice. Cross-training is an invaluable way to better serve your patients and ingrain additional confidence in your team for those times when team members are gone.

Ultimately, cross-training will always have three winners:

THE PATIENTS: They leave their Dentist knowing they were cared for with the utmost respect and expertise. They WILL return again.

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Fumbling for an answer, they respond, “Uh, yeah. It’s great. You’ll love it.” The patient merely nods in response.

into the office. Your business team member is busy helping a patient on the phone and cannot put her on hold. So, what does the Dental Assistant, Hygienist, or anyone else whose regular duties don’t involve appointment setting and check-in do? This is just one (very real) example of a situation your team members can find themselves in, but there isn’t one definitive answer or situation you can train for when it comes to cross-training your employees. Obviously there are some limits, but every position has components your employees can learn about. So, even the business team members can respond to client questions using the same verbal skills and confidence the Hygienists would!

The next time that patient returns for a cleaning, the Hygienist recommends fluoride. But the patient's hesitancy was cemented during their last visit by the business team member’s minimal, off-tune response, and they refuse. The patient leaves without the protection of a fluoride treatment, revenue is lost, and the patient may even feel skeptical of additional care in the future. There is ONE simple way to avoid this erosion of patient trust and revenue: cross-training. Instead of stretching for an answer to a question they weren’t trained for, this team member could have confidently responded with the benefits of fluoride, matching the Hygienist’s voice and instilling confidence in the expertise of the team. Instead, the patient left feeling used and dumb for having fallen for a sales tactic, rather than feeling confident she accepted the appropriate recommendation for optimal oral health (which is how a patient should feel after accepting recommended care!)

MINIMAL CROSS-TRAINING FOR BUSINESS STAFF

• Take a bite-wing or PA radiograph (YES, get them X-ray certified!!!)

• Seat an emergency patient and put out a basic setup.

• Shoot an intraoral photograph of an emergency patient’s broken tooth and put it up on the screen prior to the Doctor entering the room.

OKAY, I’M CONVINCED. BUT HOW DO WE DO IT?

• Be able to place topical anesthetic in the appropriate place for various injections including a maxillary infiltration or a mandibular block.

You don’t want to present this training as yet another task your team must learn. Instead, be honest. Focus on the fact that your team members will be increasing their skill sets. This is especially empowering for them, as it adds value to the work they perform every day.

• Set up a 30-gauge short needle with a carpule of whatever the Doctor routinely uses and/or a 27-long if appropriate.

Tear down and disinfect a room.

The best time to cross-train is during your weekly 90-minute meeting. Try role playing various scenarios. In fact, try this one next …

• Sterilize instruments and restock rooms, trays, and setups as needed.

MINIMAL CROSS-TRAINING FOR CLINICAL TEAM MEMBERS

Scene: A patient calls your practice to inquire about Invisalign. Your business team member answers the phone and begins to talk the prospective patient through the process and schedule a consultation. Seconds later, a mom carting her three kids under the age of 6 walks

• Answer the phone and schedule a new patient appointment.

• Guesstimate insurance and thus patient copayment for up to a quadrant of best option dentistry (e.g., up to a $5,000 limited case).

• Work out financing for such a case, execute the financial options, and obtain the instrument of payment.

• Schedule subsequent restorative and/or recall visits.

Before Dr. Orent sold his two practices, he had 35 team members, and 90% of them were cross-trained to at least this extent. Many of them were fully cross-trained … meaning he never knew who would be assisting him, helping with impressions, making temporaries, etc. until the moment a team member sat down to assist. Sometimes it was the clinical team, though other times business team members jumped in (whoever was most available at the moment). Imagine how much more relaxed and productive your practice could be if most of your team members could handle anything you asked them to do. No longer would you suffer the level of stress many practices endure when one or more team members are sick or otherwise absent from work.

If you want more direction on implementing cross-training into your practice or guidance on training techniques, your GG12 Coach can help!

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STEP 1: WHAT’S THE GOAL

Last month, in our GG12 Members' Success column, we shared how Forrest Gump Bingo literally saved the day for Dr. Anna Pollatos and her practice. You may remember how Dr. Pollatos used Forrest Gump Bingo to challenge her team to double their forecasted production of a dismal $892 ... which they accomplished in just two hours ! By that Tuesday, Dr. Pollatos was forecasted to pull in $4,613 … over 500% of her originally scheduled production. Now, that’s already a great return for Dr. Pollatos’ investment, but it could potentially be even better. By using Forrest Gump Bingo just once to “Jump Start” production on an otherwise weakly scheduled day, Dr. Pollatos’ team learned they have the power to turn a bad day to awesome! Forrest Gump Bingo is to be deployed at random (least expected) times and used ONLY ONCE with respect to any particular Gem, process, or system in order to ignite the team. In the absence of FGB, how can Dr. Pollatos ensure her team is constantly on top of maximizing their daily schedule? One of Dr. Pollatos' team members must be appointed as the “Bonus System Cheerleader.”

The key to Forrest Gump Bingo is two-fold. First, you need a tangible goal, something you can track and see numerical improvement on within a matter of days. Since this contest is designed to only last 1–3 days, if your goal can be measured in dollars, then you will need to document production, not collection. You’ll need to choose ONE SPECIFIC GEM you’ve not yet deployed (or one for which you’ve not achieved the results you desire).

"... try to choose a goal that you believe gives your team a 75% chance of achieving."

Second, you need to motivate your team to fulfill your goal. If you want to increase the number of adult patients opting for fluoride, you need the total or percentage increase to be significant, yet attainable. It should inspire your team to DO more and BE more for your practice, so the goal can’t be either too easy or astronomically hard. Although perhaps more of an art than science, try to choose a goal that you believe gives your team a 75% chance of achieving. Pro Tip: This contest should be done in addition to your regular Team Bonus System, not as a replacement. Instead, think of Forrest Gump Bingo as an added, sporadic fun boost for your team.

"In the absence of FGB, how can Dr. Pollatos ensure her team is constantly on top of maximizing their daily schedule?"

STEP 2: HOW WILL YOU GET THERE?

Every morning, the Cheerleader is responsible for showing the team (on a whiteboard) the weekly goal, dollars to go, and number of days left to achieve. It’s the Bonus System Cheerleader’s job to rally the team and encourage them to exceed their weekly goal! With a team member at the helm and Team Bonus 2.0 in place, you’ll be amazed at what your team can accomplish! Are you ready to empower your staff to help you jump start the practice boosting Gem(s) of your choice? Let's dive into the details of exactly how you can use Forrest Gump Bingo in your practice.

Do NOT give advanced warning about Forrest Gump Bingo. The contest should be announced on the day of or, at most, one day in advance. Lay out the guidelines. Make the contest even more exciting by visually tracking your progress and keeping your staff up to date on their progress. Remember, you want them to be invested and empowered .

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Let’s use Dr. Pollatos as an example. She wanted to double her production for a weakly scheduled (disastrous) day. She gave her team 2.5 days to get there (the timeline). Immediately after announcing the contest at their weekly staff meeting (the short notice), Dr. Pollatos’ team got to work making phone calls. The prospect of cash, scratch tickets, gift cards, and other goodies (the prizes) looming at the end of their 2.5-day challenge and the push to beat the goal was enough to motivate her hardworking team to increase the practice’s daily production more than fivefold! Start by buying some blank, white poker chips and prizes. These prizes don’t have to be huge, but they should be something your staff will want to work for. Think gift cards (these are cheaper when you purchase them in large quantities), lottery scratchers, coffee shop cards, lunch certificates, and cold, hard cash. Anywhere between $10–100 is a good total for each prize. Next, write a prize on 20 poker chips. You can write the same prize on more than one chip, but only write your most expensive and top prize on one chip (e.g., one chip must have $100 written on it, whereas two or three chips might have “$25 Starbucks Gift Card,” or “Five $2 Scratch Tickets” written instead). Create more chips for the lower cost prizes, and stash the chips in the bowl. Now, get ready for the fun. The day Forrest Gump Bingo begins at your office, start tracking the numbers that come filtering in. Rally your team to keep doing better and bigger, even going so far as to surpass your goal! STEP 3: TIME TO PLAY BINGO

staff waits to see what the prize will be. (Dr. Pollatos’ staff was overjoyed when the TOP PRIZE was drawn right away! How fun and invigorating for that team!) Every staff member is awarded with the same prize drawn out of the bowl, and the remaining prizes are saved for a future Forrest Gump Bingo game.

INCENTIVE TO BLOW AWAY THE GOAL

Although we shoot for 75% likelihood that the goal can be achieved, what happens if they blow it away? In fact, what incentive is there for them to far exceed the goal? We recommend that you set multiple goals, the easiest of which has a 75% chance of success and returns a single poker chip (thus one prize) drawn. You may choose to set three goals. If they hit the second goal, they pull two chips (thus every team member gets those two prizes). And, if they hit or exceed the top goal, then three chips are drawn and those same three prizes awarded to each team member. Finally, REPEAT Forrest Gump Bingo (every month or two on a sporadic unpredictable timetable) to help motivate your team to deploy and master other Gems. There are many examples: number of implants or Invisalign sold in a week, number of unscheduled recall patients reached by phone and scheduled, number of WHALYAS performed in three days etc. … Your only limit is your imagination! For a complete breakdown of this Gem, including examples of goals and prizes, go to InsidersCircle.com SITE MAP GG12 Resources Forrest Gump Bingo - Team Contests in ADDITION to Team Bonus v2. Call your Personal Gems Concierge to set up a call with your Coach for additional guidance. We would love to hear how this gem worked for you! Share your results after playing Forrest Gump Bingo by emailing your statistics and story to Tom@1000gems.com.

STEP 4: CELEBRATE … AND KEEP IT UP!

This is, without a doubt, the best part of Forrest Gump Bingo … with the exception of boosted profits and increased referrals, of course! If your team does meet your goal, select one staff member to blindly draw a poker chip from the bowl while the rest of your

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p.1. Reckless Endangerment Gems Inside

p.4. How Cross-Training Can Lower Stress and Boost Practice Revenue!

p.6. Use Forrest Gump Bingo to Ignite Your Team and Jump Start Any Gem!

p.3. The Two 'Whys' of Your Practice

p.8. Dr. Jarrell’s Team Boosts Revenue by $3,169 in One Week with WHALYAs!

p.4. Happening on Planet Gems!

By Dr. Melissa Jarrell

Since discovering and becoming a part of the Gems Family more than six months ago, I have been hooked on the Gems! Whenever I have a free moment, I pop in my headphones and listen to one of the many webinars and Team Training Toolkits. (I know my Business Administrator, Rebecca, does the same!) We have already learned so much from Dr. Orent and his team, and we’re eager to implement new Gems every chance we get. Every month, our team at Family and Cosmetic Dentistry of Kokomo chooses one Gem to integrate into our practice. We want our entire team to become familiar with this Gem, so we focus on it in-depth, sometimes coming back for extra lessons and guidance. We are dedicated to tracking the data and revenue resulting from each Gem we unearth! But our deployment of the WHALYA (While You Are Here) Challenge has been our most successful Gem implementation yet. As we began this Gem, we discovered that our team had always been doing this to some degree, but we had never tracked the data nor maximized the opportunity. We never knew how many times patients took us up on our offer to take care of their treatment that day rather than scheduling another appointment nor how much additional revenue this brought in for our practice. We just knew it was something we should do for patient care; we had no idea what kind of growth we were missing by not effectively tracking this data.

challenge during the week of April 15, and we gained an additional $3,190 in EXTRA treatment by having NINE patients agree to the convenience of not having to make another trip back into the office. We were amazed at the profit we were bringing in with a Gem designed to save our patients time. If we continue at this pace, we are well on our way to raking in an EXTRA $160,000 a year! Even better, our patients were amazed that we were taking the time to consider their schedule. We even have new Google Reviews that mention how impressed patients were with how we attempted "By simply asking patients if we can save them time and treat their diagnosed condition that SAME DAY, our relationships with our patients have grown tremendously." to save them time and another trip! By simply asking patients if we can save them time and treat their diagnosed condition that SAME DAY, our relationships with our patients have grown tremendously. We knew we had to continue this Gem. But ... it’s easy to slip back into old ways. After that first week, we lost focus on WHALYAS. So, the following week, we

decided to pursue the WHALYA Challenge as Dr. Orent recommends … and what a difference it has made! For the week of May 20–24, we brought in an additional $3,505 in revenue. The following week, with our very limited and short staff for the Memorial Day holiday, we were still able to bring in an extra $486. Granted, that revenue is lower than we would like to see, but we now have data to back up our practices. We know that we can continue to improve, and we now have tangible evidence of the amazing benefits our patients and practice enjoy as a result. Today, our weekly WHALYA Challenge is just part of the routine. It’s so much fun to see how excited and encouraged our team is with this Gem. We’ve always been focused on improving patient care, but the WHALYA Challenge has given this mission a boost. If this is what just six months of being in the Gems Family can do for the practice, we cannot wait to see what years with Gems will bring to our team and practice. We cannot thank Dr. Orent and our Coach enough for their support, guidance, and patience. Now, bring on the next challenge!

We actually learned this lesson early on in the WHALYA Challenge. We began the

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