Not Everyone Needs New Patients Do You? By Dr. Tom “The Gems Guy” Orent
maximizing utilization of your facility in order to grow the profitability of your practice and build wealth for yourself and your family. Let’s say you operate for the maximum possible number of hours, and there’s not a free chair in your office. You’re open six or seven days a week from 7 a.m. to 9 p.m., and your facility is maxed out. You have maximized your time. The next way to boost revenue is to look at your utilization of space. Underutilized Real Estate Is the layout of your facility maxed out to capacity? It’s not unusual for offices to have one room initially plumbed as an operatory but currently not yet used as one. Many doctors are hung up on presenting cases in a “consult” room. I was one of them. But your ability to sell patients on what you believe in your heart is best for their health is determined more by what you say than where you happen to say it. Remake that “consult” room into a treatment room, and you may add six figures of revenue per year. Or, like Dr. Gordon Shlom, you can get even more creative. How Dr. Shlom Saved His Practice and His Financial Future My love for volleyball took me to Detroit in 2013 for the USAV nationals, where my team and I were competing. We played all our games at the convention center by day, and by night we watched the USA national team play in an international competition next door at Joe Louis Arena. Gordon Shlom had been a GG12 member since 2009. He and his family were kind enough to come and watch my team compete. Afterward, we caught up a bit, and then he took me to see his office. Even all those years later, Detroit was still decimated by the recession. Many windows were still boarded up, buildings abandoned, and the entire city looked like the “recovery”
Not every dental practice would benefit from new patients.
But 99 percent would.
There are two types of practices that wouldn’t benefit from new patients:
1. The practice of a doctor who is completely satisfied with its size and profitability as well as his or her financial standing
2. A practice that is already at capacity and maxed out in every possible way
If you look at the two examples below, you’ll find the two key areas that define capacity: time and space.
Hours Practices truly at capacity have every minute scheduled out for several months . Every chair is full. If you look at their schedule, there’s not even a half-hour opening to squeeze in an emergency. For hygienists and doctors alike, there’s simply no open time. You may think there’s no way to expand your hours of operation, but many dental practices are only open 40 hours a week. Dental offices that are crushing it are open 7 a.m. to 9 p.m. at least six days per week, sometimes seven. Many of these practices generate $4,000,000– $5,000,000 in a single location. The doctors/owners of these practices realize they must be open 60–70 hours a week to maximize new patient flow … and to maximize utilization of facility and equipment. Now, I’m not suggesting that you need to start working 80-hour weeks. You can bring in hired gun specialists, expand with associates or partners, or implement other “Gems” we detail in our GG12 program. The key, again, is
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