Gems Publishing - January 2020

By Dr. Tom “The Gems Guy” Orent


In Part I of this article, I alluded to the prediction of well-respected economists (ref WSJ) predicting that 2020 will mark the beginning of an economic downturn. If they are right and you fortify your practice with the “Pentagon,” you’ll be better able to weather the economic storm. If they’re wrong and you’ve strengthened your foundation anyway, 2020 could easily be your best year ever! If you missed Part I, I’d recommend reading it before you continue reading below. If you no longer have your hard copy print version of the December 2019 “New Frontiers in Dental Practice Success,” all issues are available for members to read online. Go to SITE MAP NEWSLETTERS New Frontiers of Dental Practice Success 2019-12 December New Frontiers Cover Article. In Part I, I made a rather bold promise. It bears repeating here. If, during the next 12 months, you do what I’m about to recommend in this article, you’ll increase your practice revenue by at least $100,000 per full-time Dentist in your practice. Solo Doc? Easy six-figure increase if you follow my lead and effectively deploy my “Pentagon Strategy.” Two Docs in your practice? You may enjoy a $200,000- plus increase. BOLD PROMISE REPEATED

One of the most successful and well-known direct response marketing copywriters, Gary Halbert, once said, “There are very few business problems a great sales letter couldn’t help you solve.” Translation: Adding more customers, clients, or in our case, more new patients, can make up for a lot of other business shortcomings. Of course, Gary’s concept does have limitations. You wouldn’t want to add 30 additional new patients per month to an otherwise chaotic, dysfunctional, upside-down practice. It would be like adding gasoline to a fire. Just burns faster! But let’s assume that, although not perfect, you own and operate a reasonably well-run dental practice. "With eight more recall visits, you could add over $200,000 in annual practice revenue (hygiene plus restorative fees)." You wouldn’t need to add 30 additional new patients per month to your practice to make an enormous positive difference in the math. In fact, let’s look at the financial impact of adding just 2–3 additional patients per week, or roughly 10 extra new patients per month.

Telemarketing.” They are two areas that are woefully underutilized in our profession. They are areas of opportunity greater than most Dentists could possibly imagine. When I was early in practice, struggling and frustrated, I hated the math of dental business. Folks always seemed to make it way more complicated than I was inclined to understand. Fact is, it doesn’t have to be complicated at all. If you hire one person who is paid by commission (check with your local HR attorney) and dedicated solely to making recall calls even just two nights per week, you can add eight extra recall visits per week more than you’re currently seeing. With eight more recall visits, you could add over $200,000 in annual practice revenue (hygiene plus restorative fees). The other side of the “Pentagon” we discussed was ILTF (Internal Long-Term Financing). A one-Doctor office may be losing $150,000, $200,000, or more due to your inability (unwillingness) to offer financial options the patient can afford. See Part I for details on the first two sides of the “Pentagon.”

The first two sides of our “Pentagon” were “Finance” and “Call Center Outbound

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10 extra new patients per month = 120 per year.

how to target market seniors in your area, watch the video of Chris’ retreat presentation. Go to SITE MAP ADVANCED MARKETING BRAIN TRUST 031 SENIOR COMMUNITY WINE AND

120 x $4,800 ALV (average lifetime value of a patient in a GP dental practice) = $576,000 over a six-year period (the average stay of a dental patient in a practice). During the very first year, you’ll likely perform 25% of their ALV or $1,200. $1,200 x 120 = almost $150,000 just in year one alone. You’ll continue to reap financial benefit over the next five years. Even if your new patient flow stayed flat at that 10-per-month increase, by year six, you will be well over $500,000 per year above where you started today. Simple. It’s an amazing motivator! When you realize that adding just 2–3 additional new patients per week above your current flow could (easily) add six figures revenue in the next 12 months, you’re hopefully motivated to take action now! If 2020 is the year you’re ready to get serious about marketing your practice … and making a lot more money … where should you begin? “9 Keys to Rapidly and Consistently Increasing New Patient Flow” is a great place to get an easy jump-start on new patient marketing. If you were to deploy all nine keys, they would unlock the secret to a whole lot more than 10 additional new patients per month. You can access the nine keys at SITE MAP ADVANCED MARKETING BRAIN TRUST 034 9 KEYS TO RAPIDLY AND CONSISTENTLY INCREASING NEW PATIENT FLOW. WHY IS IT SO IMPORTANT TOUNDERSTAND THE MATH?


B. Get Referrals From Local Employers Who Don’t Offer Dental Insurance

How cool would it be to have an ongoing stream of additional new fee-for-service patients referred to you by the owners and HR folks at companies near your dental practice? It’s actually easier than you might think. You only need three things to make this strategy successful.

a. A list of local employers who don’t offer dental insurance


b. An employee at each of these companies who is motivated and willing to introduce you to their boss

Getting out of all PPOs and going fully fee-for- service? It’s a nice concept but not realistic for many Docs … but EVERY Doctor can REDUCE PPO dependence by deploying the following three Gems:

c. Something to offer the boss that makes them want to refer his employees to you

A. Target Marketing Active Senior Citizens


When Dr. Chris Phelps delivered his keynote presentation at the Gems Family retreat in Boston, one (brilliant) thing he said instantly caught my attention. If you want more new patients who enjoy visiting the dentist, know how much they can spend, and are often willing to invest in their health care, and if you want more new patients who don’t have dental insurance (thus pay full fee-for-service), market to active seniors! What a brilliant concept! Chris used this concept to build four very successful dental practices. He told us all about his “Senior Wine and Cheese Events” that he holds at local senior centers, senior living communities, etc. They love attending “events,” especially when they don’t have to travel (you hold them where they live or gather). Seniors love talking, learning, meeting together … and they enjoy free food (thus the wine and cheese)! Chris came up with goodie bags to pass out to every attendee as well as door prizes and a grand prize that is awarded to one of the attendees from all of his senior events over a period of months. If you’d like to learn exactly

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When you have access to the decision-makers at small- to medium-sized local businesses who don’t offer dental insurance to their employees, you need something to entice these folks to tell their employees about you. “C” (explained next) is the ace up your sleeve. It’s your Dental Health Benefits Savings Plan. You may already have created your in-office Dental Health Benefits Saving Plan (DHBSP). If so, terrific. It’ll come in very handy if/when you deploy our strategy for adding a lot more fee-for-service patients (See “B” above). If you haven’t yet got your DHBSP in place, contact your Gems Concierge. We’ll be happy to have our graphics guys create your trifold brochure as well as the savings cards. You simply tell us what you’d like them to say and we’ll do the layout and artwork as an included benefit of membership for Platinum and GG12 members. To see a wide array of the brochures and benefit plan cards we’ve done for other members (from which you can “swipe!”), go to SITE MAP ADVANCED MARKETING BRAIN TRUST 012 DENTAL BENEFITS IN-OFFICE PLAN BROCHURE C. Dental Health Benefits Savings Plan

motivating than straight hourly or salary, but it falls short of motivating your Hygienists to best utilize their highest and most valuable skills … their ability to help patients perceive the need and accept recommendations for care. It’s beyond the scope of this article to explain exactly how “Gems Hybrid Hygiene Compensation” (HHC) works, but part of the Hygienists’ compensation comes from a percentage of their production while the remainder comes from a percentage of what they put in Doctors’ chairs. If you’re interested (and you should be!), ask your Personal Gems Concierge to schedule a call with Elizabeth, my wife, the engineer. She’ll explain HHC and actually write a customized HHC formula that is specific to your practice. Once you and your team play Forrest Gump Bingo, you’ll be hooked! Remember the famous line from the movie when Forrest’s mother says, “Life is like a box of chocolates … you never know what you’re gonna get!” Well, Forrest Gump Bingo (FGB) is just like that but in a fun and positive way. FGB is a game to be deployed at random times, when it’s least expected, perhaps six or eight times each year. It’s to be utilized when you are starting a new Gem with which you’d like your team to fully engage on short order. You set a 3–5-day, one-time goal for your team. The goal is specific to the new Gems you’re about to deploy, and you’ll want to choose a goal you believe your team will have a 75% chance of achieving. Prior to commencing the game, show your team the Forrest Gump Bingo poker chips. Continued on page 4 ... "If you want more new patients who enjoy visiting, know what they can spend, and are willing to invest in their health care (at full fee-for-service), market to active seniors!" C. Forrest Gump Bingo An Amazing Way to Kick-Start Any New Gem

A. Team Bonus System

A team bonus system only works when both the Doctor and teammembers agree it’s working well, and it’s a fair system. And only if the team knows each and every day just how far they are from the goal, and what to do in order to help make it happen. Too many practices either don’t have any team bonus system, or they don’t have one that’s working well for all involved. Some bonus systems are poorly written, and the bonus has become nothing more than an “expectation,” no longer an incentive. Others are so darned complicated that nobody knows until after it’s too late whether or not they hit the goal. Unless you already have a team bonus system that the Doctor and team love, is simple and well understood by the team … unless you have a bonus system which your team can SEE EACH MORNING … a bonus system that constantly acts as an incentive, motivating your team to strive to help you grow, contact your Personal Gems Concierge and ask them to enable your “Gems Team Bonus System 2.0” on the “Gems Dashboard.” We make it easy, fun, and rewarding. The least motivational compensation system for a Hygienist is straight hourly (or salary). Unfortunately, it’s also the most common — not because other systems won’t work better for your Hygienist, your patients, and your practice, but rather because it’s not easy to come up with an alternative system that works. B. Hybrid Hygiene Compensation


A little more thought about how to reward your team could go a long way toward getting everyone paddling in the same direction.

Some Doctors pay their Hygienists a percentage of RDH production. This is more

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WED 3/4/20 to SAT 3/7/20


MARCH 4-7, 2020

Don’t Miss Special Pre-Event DayWithMr. VanceMorris! “Systematic Magic LIVE! FromWalt Disney World”

A Disney Insider’s “Behind the Curtain” System for Service, Development, Growth and Profits. Unvarnished Behind the Scenes Service and Profit Truths (not found in a Disney Institute seminar) Who Should Attend this SPECIAL PRE-EVENT DAY? This “Deep Dive” peel back the curtain on EXACTLY HOW Disney consistently delivers legendary service is mission critical for Dentists, Office Managers, or those with the authority to affect change in your practice

Create an environment where the outside world melts away, inhibitions to price are lost and patients become raving fans. Inspire, encourage and impel your team members to ACTIVELY deliver consistent, superior and best-in-class service Create a more efficient (profitable) process for delivering best-in-class service to your patients day in and day out Become recognized as THE expert “Go-To” dentist in your area What sets you apart from all the rest of your local competition Create service standards that consistently deliver profitability far exceeding today’s dental profesion norms.

Mr. Vance Morris GKIC Reigning Marketer of the Year

What’s Included in this SPECIAL PRE-EVENT DAY: Exclusive ½ Day Meeting building your own Disney Style Service System. At the end of the day you will have a blueprint to implement in your practice the following Monday. Value ($3497) Resources, Guides, Blueprints andWorkbooks (Value $297) Exclusive VIP reception with current Disney Leaders . Ever want to know how “the rubber hits the road”? You will have unprecedented access to these Disney leaders to ask any question you want to. We will also be serving a feast of hors d’ oeuvres menu that will certainly be your dinner. (Priceless)

Dr. James Metz is a 1973 graduate of The Ohio State University College of Dentistry. He maintains a restorative dental practice with an emphasis on dental sleep medicine and reconstructive dentistry. Dr Metz’s current research with Oral Appliance Therapy for Obstructive Sleep Apnea, and Headache have led to the completion of a 136 consecutive patient study was just published in Frontiers in Neurology. The outcomes, using his techniques, have compared favorably to CPAP therapy for mild, moderate, and even severe OSA patients.


Dr. Metz was a member of the American Dental Association’s Scientific Investigation Committee Workgroup, which defined the role of the Oral Appliance for the control of Obstructive Sleep Apnea. Metz during the past 7 years has been a member of the Scientific Investigation Committee of the American Academy of Restorative Dentistry, which publishes their literature review yearly in the Journal of Prosthetic Dentistry. He has served on the American Academy of Dental Sleep Medicine board of directors, course development committee, public relations committee, chair for both the Introductory and Advanced Course of Dental Sleep Medicine, and vice-chair of the AADSM Annual Meeting in 2014. He is a board member of the Ohio Sleep Society. Metz is the founder and current chair for the Dental Interest Group of the American Thoracic Society. As a member of the American Academy of Restorative Dentistry and International Academy of Gnathology, he has pursued excellence in the field of Restorative Dentistry during his entire career. Dr. Metz is also a member of the American College of Dentists, American Dental Association, and served as president of the Muskingum Valley Dental Association. COURSE OBJECTIVES Breathing is basic. Our primitive brain controls the process, and we take it for granted. We as dentists can influence the available oxygen dramatically. An understanding of the physiology of breathing will allow for a more precise treatment plan of our restorative care. Considering that breathing well may increase your patient’s quality of life and possibly even their lifespan as well as the durability of the finished restorative case, this course will cover the process from intake to completed treatment. The overall objective is to present a logical and efficient way to incorporate Mandibular Advancement Therapy into dental practice.

5. Eval, analysis, & comprehension of polysomnogram reports & the necessity of med- ical eval & importance of a multidisciplinary team approach to treating snoring & OSA 6. Appliances 7. Building a delivery team in the office.

At the completion of this talk, participants will be knowledgeable in: 1. Why we sleep and how sleep impacts your day-to-day dentistry 2. Physiology of sleep (focus is the heart, brain, and basic pulmonology) 3. The terminology of Sleep Medicine 4. The pathophysiology, demographics, and sequelae of OSA

8. The appointment process – how to handle the flow. 9. Patient motivation – it is more than an appliance 10. Billing and Insurance

“SATURDAY AFTERNOON PRIVATE BEHIND-THE-SCENES Disney Tour Limited to the 1st 60 People to Register” Private Keys to the Kingdom Tour (not available to the general public)

An in-depth, 3 to 4 hour behind scenes look at the most iconic theme park at Walt Disney World Resort. You will experience exactly how Disney consistently creates the magic on a daily basis through this tour of the Magic Kingdom. You will go “underground” into the “utilidor” and see how the magic is created from the perspective of the cast members. The tour guides will also focus on the “business” of the park.

VIP Attractions experiences (at least one and maybe two behind the scenes look at the rides, depending on time) then of course; you’ll have a chance to ride the ride! The tour will focus on the FOUR key strategies that Vance introduced you to: Safety, Courtesy, Show and Efficiency. This will solidify your un- derstanding and ability to implement your own key strategies in your dental practice. Tours are small groups with plenty of time and opportunity for questions.

Disney has limited this tour to a hard count of 60. This is the maximum they can do in one day. So if you want to see the behind the scenes magic, SIGN UP TODAY! These spots never last! Please indicate on your form how many spots you need. We will be counting these at the back table. Once we hit 60, it will be sold out.

“The Secret to Using KPIs to Achieve Killer Practice Income!”

During this presentation you will discover:

The #1 activity you must do every day to avoid unpleasant and disastrous financial surprises Discover the single best tool for “Gems-centric” practices to always identify neglecated areas, track progress, and master their numbers How using your dashboard to implement and track a few simple changes can create massive and sustainable gains in profit The only time it’s remotely okay to ignore the numbers (“non-quantifiable criticals”)

The KPIs that matter most and how to fully leverage them to create more profit, happier team members, and healthier patients The critical leading and lagging indicators in your practice (and what to do about them) The 3 ways to get your team super-motivated and hyper-focused on your numbers How unhealthy business data leads to unhealthy patients and an unhealthy practice (and income)

TOM RICH, MBA Senior Practice Analyst

“The Dental YouTube Blueprint - New Patient Electromagnet!”

How to Tap Into Social Media’s Best Kept Secret, and Immediately Drive More New Patients to Your Practice Create a successful YouTube Channel for your dental practice

Manage SEO in order to get YOUR videos to the top of Google Find optimal keywords and phrases for your dental practice Use those keywords to rank at the top of Google Finally demystify using cards and end screens Determine which tools to use (both free and premium) for video creation Build a following of people on YouTube who are your ideal potential new patients

LISAWEBER, RDH Certified GG12 Coach

Make high-quality videos on a budget that get you found, AND drive potential new patients to your practice Properly use titles, descriptions, and tags Create a clickable thumbnail to get more views Place your video ads on your competitor’s You- Tube Channels and capture their audience Use YouTube to set up real-world marketing funnels Leverage YouTube’s 5 billion daily viewers Create YouTube ad campaigns to promote your practice

“Top 7 Essential Wealth Building Strategies for Dentists”

Learn the right way to pay off debt How to obtain financial freedom.... earlier than you thought possible Should you use a financial advisor? The REAL cost of financial advice

Passive income secrets 101 You BIGGEST tax breaks

DR. JEFF ANZALONE Board Certified Periodontist, Certified GG12 Coach


STEP 1: Complete contact & attendee information

Primary Doctor Attending:__________________________________________ Spouse Attending: _____________________ Additional Doctors Attending:___________________________________________________________________________ Team Members Attending ____________________________________________________________________________ City: __________________________________ State:_______ Primary Doctor’s Cell Phone:__________________________ Email Address for Confirmation ____________________________________________ Today’s Date___________________

STEP 2: Enter into each line, the TOTAL NUMBER attending EACH event

____ Friday Evening Gems Family Retreat Dinner ____ Saturday Gems Members’ Doctor & Spouse Mastermind Session ____ Saturday Gems Team Members’ BREAKOUT Mastermind Session ____ Saturday Gems Disney Behind the Scenes Tour (1st 60 registrants) Behind-the-scenes tour is SOLD OUT. Indicate number for WAITING LIST

____ Vance Morris’ Systematic Magic LIVE (add $447 per person) ____ Thursday Keynote and GG12 Certified Coaches Presentations ____ Thursday Evening Illuminations & GG12 CELEBRATION Dinner ____ Friday Doctor and Spouse Mastermind Session ____ Friday Team Members’ BREAKOUT Mastermind Session

Please enter any special dietary needs here __________________________________________________________________________

STEP 3: Fill in the 6 yellow cells, then enter credit card & signature

__Visa __MC __AMEX __Disc # ___________________________________________________________ City: ______________________________ State: ______ Signature Authorizing Charge: ________________________ Date: ________ Name On Card: _____________________ Exp: ___/___ Upon registration, tuition will be charged to your credit card on file. After registering for the event, you will receive a confirmation which will include a link to book your room(s) in the event hotel at our group rate if space within the Gems group block remains available. “Disney Behind the Scenes” Tour is limited to the first 60 people (and is currently sold out). The PRE-EVENT DAY, “Systematic Magic LIVE” with Vance Morris is an additional $447/person (but worth TEN TIMES that!) Your Retreat Tuition is FULLY REFUNDABLE if you cancel at least 30 days prior to the event. *GG12 & GG12 Alumni Members credit card will be charged a $200 REFUNDABLE Deposit, to help plan for meals and retreat space. The FULL $200 will be REFUNDED the week after you ATTEND the retreat (or if you Cancel 30+ days Prior to event). Your card will be charged $447/person for the Pre-Event day. CHARGE MY CREDIT CARD ON FILE (check the box and sign above) BONUS GIFT for ALL doctors registering before 12/31/19, choose any one of our 7 Gems Swag. See photos top of this page, of the 6 Gems Family Swag T-Shirts, or , you may choose one of the Planet Gems Thermal Cooler Bags (out of this world!). T-SHIRT # ___ SIZE ___ or Cooler Bag ___

FAX FORM TO 1-508-861-1550 (Outside USA/Canada FAX 001-508-861-1550) OR CALL 1-888-880-GEMS (4367) TO REGISTER TODAY!

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Use a Sharpie marker and write the name of a prize on each chip. Prizes should vary from low, e.g. $10 Starbucks cards to a high of a brand-new crisp $100 bill. For the lower- end prizes, you can have 2–3 chips. There should only be one chip with the top prizes written on it. At the end of the game (no more than one week), if your team hit or exceeded the goal, choose one team member to reach into a hat and pull out one chip. Whatever the prize is on that chip, every team member wins!

For complete details on how to play Forrest Gump Bingo, go to SITE MAP GOLDMINE UNDERGROUND TEAM TRAINING TOOLKIT 058 DASH TO TEAM BONUS 2.0 MORE FILES

of those who’ll be suffering financially. If, during the next 12 months, you do most of the things I’ve recommended in this article, you may enjoy your best year ever while your local colleagues watch your practice and your bank account … green with envy!


Choose a TOBI, get it started, and enjoy an amazing new year!

Yes, there is likely to be a downturn in the economy this year, and yes, it will negatively impact most Dentists. However, you have far more control over whether or not you are one

And remember, you’re only one Gem away!

Word Search





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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 topics of your choice regarding dental practice management. GEMS FAMILY SPRING RETREAT – DISNEY WORLD, FL: 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 Gems family members. If you’re ready to experience a transformative time for your practice and your life, head on over to and click on the retreat banner in the top left corner. Register now!

For the latest up-to-date information about what’s happening on Planet Gems, go to 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). 90-MINUTE GG12 TEAM TRAINING WEBINARS: GG12 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 will invest.

Jan. 8: 11 a.m. to 12 p.m. EST — GG12 Office Hours

Jan. 15: 11 a.m. to 12:30 p.m. EST — GG12 90-Minute Team Training

Jan. 24: 11:00 a.m. to 12:00 p.m. EST — GG12 Office Hours

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.

Jan. 27: 8:30 p.m. — 10:00 p.m. EST — GG12 & GIC Platinum Global Mastermind

Dr. Bruce Woermke, Canada Dr. Craig Young, Canada Dr. Howard Smith, Canada Dr. Theo Visser, United Kingdom Dr. Gregg Van Beek, SD Dr. Eric Larson, UT Dr. James Warren, TX Dr. Meng Syn, CA

Dr. Samuel McLaurin, MS Dr. Gary Tobin, CA Dr. Greg Harvey, WV Ms. Paula Burch, TX Dr. Philip Goduco, IL Dr. Susanne Baaqee, FL Dr. Christine Ally, NJ Dr. Juyong Chung, CT Dr. Michael Cortese, NJ Dr. Steven Connolly, IL Dr. Martin Orro, CA Dr. Jayne Hoffman, CA Dr. Stephen Gordon, IL

Dr. Mark Whitlock, TN Dr. Ardeshir Raghian, IL Dr. Peter Wilk, WI Dr. Brien Hill, CA Dr. Robert Powers, CO

Dr. Lupita Roca, VA Dr. Eric Michaels, NY Dr. Kamran Hameed, NC Dr. Caitlin Gallagher-Kuhn, MD Dr. Don Timpton, NC Dr. Patti Sigl, WI Dr. Orleanys Del Carmen, IL Dr. Michael Heiland, MO

Dr. Cynthia Wiggins, MI Dr. Joshua Herzlinger, NY Dr. Dennis Rinaldi, FL Dr. Stephen Brewer, AL Dr. James Butler, OH Dr. John Waschak, OR Dr. John Deakins, MO

Dr. John Mrozek, IL Dr. Scott Elrod, TX

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By Chuck Nemitz, Certified GG12 Coach

It’s a brand-new year and the world is your oyster! With so many possibilities, what shall we resolve to accomplish in 2020? Before I offer a suggestion, consider a quick refresher on an important concept ... TOBI, The ONE Big Idea, has quickly become the most common mantra on Planet Gems. The most successful practices among us are consistently finding that when the Doctor and ALL team members focus on implementing just their ONE top-priority Gem until they’ve NAILED IT, they implement it more quickly and effectively and avoid overwhelming themselves. “What about implementing one clinical Gem and one business Gem simultaneously?” you might ask. Absolutely. Go for it, but I would urge you to set one of each at any given time as your absolute limit.


Worn enamel, diagnosis, and treatment

And a few potential business TOBIs could be:

Adding one cosmetic case per month

for your New Year’s resolution is that you DON’T HAVE A NEW YEAR’S RESOLUTION! Instead, create your own list of TOBIs and PRIORITIZE it. Then COMMIT to effectively deploying ONLY your NO. 1 clinical and/or business TOBI from Jan. 2 through mid- February. Soup to nuts ... Get your No. 1 TOBIs on your online Action List. (HINT: If you’re not yet using your Gems Online Action List, ask your Personal Gems Concierge to show it to you today. It’s a game changer!) Break that Big Idea down into specific, well-defined action items. Assign each action item to a different team member. Identify an aggressive yet achievable “Date Promised Complete.” MEASURE and REPORT your results. Nailed it? Kudos! On to the next-highest priority from your list! Repeat this cycle just a few times in 2020 and don’t be surprised when you have a boatload of happier, healthier patients, and you’ve added SIX FIGURES to your bottom line!

Using imaging 2–3 times per week

New patient referral gift bags

Night recall caller

Senior wine and cheese events

Street fairs

"My recommendation for your New Year’s resolution is that you DON’T HAVE A NEW YEAR’S RESOLUTION!"

Just a few examples of potential clinical TOBIs:

Adult fluoride at every prophy and perio maintenance

Laser cavity finder (DIAGNOdent, SoproLife, Canary, CariVu, etc.)

With your own list like this, you have your New Year’s resolution: get ‘em all done in 2020. Right? Not so fast! My recommendation

Perio Phase I diagnosis and treatment

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By Tom Rich, MBA, GG12 Senior Practice Analyst

It’s January 2020! New Year's has come and gone. Endless puns have already been thrown around about how 2020 is the year to make sure you have “perfect vision” for what’s to come. While that is important, by the time you’re reading this, you likely already have your vision of what you’d like this year to look like. I could discuss how January is named for the Roman god Janus, the two-faced god of transitions. One of his faces looks forward while the other looks back. Fittingly, Janus is the god of beginnings and endings. This newsletter will reach you well after the planning and goal-setting for the New Year has passed, so it’s not a timely topic. There is something disturbing that happens every year around the end of the second full week in January (Friday, Jan. 17, this year). This is something you need to be aware of and do everything in your power to avoid. This day is cynically referred to as “Quitter’s Day.” It’s when the greatest proportion of New Year’s resolutions are abandoned like lakefront properties in Chernobyl.

your hands in the air, decide to quit, and accept that status quo is here to stay.

you failed to achieve a weekly milestone, you’re missing the point. You don’t have to perfectly execute every week. You just have to do better than you did last year. For example, last year you might have missed your production goal 25 out of 52 weeks. This year, if you have the same type of goal and you only miss it 15 weeks, that’s progress.

Look at your calendar. Circle Friday, Jan. 17, in red because this day is a test of your will. Will you allow your vision to be cast aside, or will you fight? The reality is that most people quit because they slip up. They hit the buffet too hard or sleep in so they miss the morning workout; they don’t live up to the idealized versions of themselves. So, they give up. When it comes to finally obtaining the dental practice of your dreams, giving up isn’t an option you can or should explore. In fact, understand that you’re going to mess up. There will be weeks where you don’t hit your weekly goal. You can’t let that distract you. Get back up, dust yourself off, and get back on the horse. Most importantly, when you fail to achieve perfection, forgive yourself. Perfection is the enemy of progress. In other words, if you allow yourself (or your team) to entirely ditch your vision because

"Perfection is the enemy of progress. ... You just have to do better than you did last year. "

"There is something disturbing that happens every year around the end of the second full week in January (Friday, Jan. 17, this year)."

Give yourself permission to pursue progress rather than the maddening goal of never reaching perfection. Whatever you do, no matter how often you mess up or miss targets, don’t give up. As the Irish novelist Oliver Goldsmith famously observed, “Success comes from getting up one more time than you fall.” Everything you’ve ever wanted can be yours … just keep getting up.

Quitter’s Day is when all of your hoping, dreaming, and scheming for the New Year goes out the window. It’s the day you throw

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Gems Inside

p.7. Don’t Celebrate ‘Quitter’s Day’

p.1. How the Pentagon Can Protect Your Practice During the 2020 Recession: PART II

p.8. Socks That Strive to Bee Better

p.5. Happening on Planet Gems

p.6. A New Year's Resolution You Can Take to the Bank

How One Company Is Changing Footwear and Homelessness

When was the last time you thought seriously about your socks? If you’re like most people, you only think about socks when your grandma gives you some for your birthday or when your ankle socks keep falling down in your boots. But for the more than 554,000 homeless people in the United States, socks are among their most critical possessions. Socks are the most commonly sought- after item at homeless shelters, but due to hygiene concerns and a lack of knowledge, most shelters struggle to provide enough

heel. Creators even found a better way to manufacture that annoying toe stitch you’re always fidgeting with. Yet these weren’t meant to be quality, high-end socks for the average consumer; Goldberg and Heath wanted to create socks that catered to the specific needs of homeless populations. The way the socks were engineered makes them more durable, and they come in a variety of dark colors to hide stains. But creating socks for homeless people is a useless endeavor unless it can actually be utilized by people in those populations. That’s why Bombas joined a growing list of brands with a charitable purpose and began offering their durable socks to homeless people across the country. “By 2025, Bombas wanted to donate 1 million pairs of socks; as of the winter of 2019, they had donated more than 16 million.” Inspired by TOMS Shoes, which first made the buy-one-give-one phenomenon mainstream, Bombas developed a business model in which they donate a pair of socks to a homeless person every time a customer purchases a pair. By 2025, Bombas wanted to donate 1 million pairs of socks; as of the winter of 2019, they had donated more than 16 million. By establishing partnerships with organizations and shelters in all 50 states, Bombas is simultaneously filling the need for better footwear for their customers and

for those who rely on the durability, warmth, and comfort of socks the most.

STRIVING TO ‘BEE BETTER’ As brands with a purpose like Bombas’ grow, larger corporations are taking notice and action. In 2018, Starbucks made a commitment to stop using disposable straws by 2020, after viral videos and public outcry raised awareness about the ecological consequences of plastic straws. Companies and corporations like Walmart, Goldman Sachs, and Wells Fargo have all committed billions of dollars each year to various charities, as well. This new wave of philanthropic consumerism is causing many to question whether profiting off of helping people is ethical, but as Heath told The New York Times in 2016, their company is more focused on filling a need. “It’s a fine line between exploiting the people you’re trying to help and helping those people,” Heath said. The co-founder has also said his company doesn’t look to compete with other brands with a purpose. Instead, they look for ways to focus on their own cause, and in order to do that, they need to sell more socks. Bombas has focused on spreading its mission by promoting its brand as the best, most comfortable sock on the market. They offer consumers a better product, and they promise to make the world a little better too. Since Bombas is derived from the Latin word for bumblebee, “Bee Better” is stitched into every pair of Bombas socks. It’s a subtle reminder from the company that they’re on a mission to help homeless people, one pair of socks at a time.

pairs for those seeking clean, woolen comfort for their feet. Instead, many

homeless people live with socks that are dirty and falling apart, causing stress, discomfort, and health complications — and that’s if they can find a pair at all.

In 2013, Bombas sought to change that.

CREATING GREAT SOCKS After learning about the dire need for socks in America’s homeless shelters, Bombas co- founders Randy Goldberg and David Heath knew they had to find a solution. With no fashion experience, the two business experts dove into the surprisingly untapped world of sock engineering. For most consumers, socks were barely a blip on the radar in the fashion industry. Goldberg and Heath’s developers created a sock that was designed to curve with a person’s foot through what they have called a honeycomb structure. Additionally, each sock is made with “stay-up” technology, features microfiber material to wick away moisture, and is designed to hug your

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