Take a look at our newsletter this month!
Self-Assessment Quiz Nos. 11–20
By Dr. Tom “The Gems Guy” Orent
12. MARKETING CALENDAR RE: 6–8 NEWPATIENT STRATEGIES SIMULTANEOUSLY AND CONSISTENTLY DEPLOYED THROUGHOUT THE YEAR Everyone wants (and needs) more new patients. The truly successful practices create a SYSTEM TO ENSURE continuous, robust new patient flow. You need a step-by- step system for adding and testing already known-to-be-effective marketing (see “A” below) and a TOOL with which to consistently plan and deploy your marketing (see “B” below). Ask your Personal Gems Concierge and/or Coach for help on either or both. Would you like to ADD a BARE MINIMUM of $100,000 in the next 12 months through EXTRA New Patient Flow? If your answer is “yes,” reading the “9 Keys” Team Training Toolkit and deploying what you learn in that program could easily be your ticket to far exceeding that $100,000 increase in revenue this year.
This is Part III: the conclusion of the 20 commonalities of the most successful practices. If you have not yet taken the first half of the quiz, go back to the April 2019 issue of New Frontiers for Dental Practice Success and begin with the first 10 secrets to massive success in dental practice. In this month’s article, we’ll cover numbers 11–20. Reminder … write down which ones you already do and which you don’t yet do. Put today’s date on the quiz. Make a note in your calendar to revisit this quiz at least once per quarter year. Even if it takes you two or three years to get 100 percent on this quiz, that’s fine. As you work toward achieving 100 percent on this self-assessment, your practice and income will thrive as a result! Send an email to Tom@1000Gems.com and let me know how you scored on this quiz, both now and in the future. Elizabeth and I are here to help you achieve your dreams in practice and create wealth for you and your family. Taking effective action on the 20 “Gems” we’ve covered in this three-part series will go a long way toward helping you live the life you’ve been dreaming of. 11. LONG-TERM INTERNAL FINANCINGOF THE UNFINANCEABLE (IF GR< 1.2:1) The “Gurus” always tell us “never be your patients’ bank.” Well, it’s some of the worst advice you’ve ever received. Is there risk involved in long-term (8–12-plus months) internal financing for some of your patients’ care? Of course. Can you mitigate the risk and make much more money by offering long-term internal financing for some of those patients who can’t otherwise get financing (turned down by third-party outside financing)? Yep! Between my two practices, we performed in excess of $400,000 worth of care each and every year as a result of this Gem. Your Gems Ratio must be less than 1.2:1 before you consider deploying this Gem. Gems Ratio = True Accounts Receivable / Average Monthly Collection (minus refunds). Deploy this single Gem effectively and you’ll add a minimum of $100,000 per year to your practice starting today … year in and year out from now until you retire!
A. Site Map Advanced Marketing Braintrust 034 9 KEYS TO RAPIDLY AND CONSISTENTLY INCREASING NEW PATIENT FLOW
B. Site Map GoldMine UnderGround Team Training Toolkit 030 16 SECRETS TO CONSISTENTLY EFFECTIVE HIGHLY PROFITABLE MARKETING
13. NEWPATIENT REFERRAL SYSTEM—THE PROSPECTIVE NEW PATIENT GIFT BAG Likely the least expensive and barely tapped source of your best new patients is through existing patient referrals. How do I know you are barely tapping the huge potential of referrals in your practice? Simple. Do the math. Let’s say you have 1,800 active patients in your practice (active is defined as having had at least one visit in the last 18 months) and you’re getting 30 new patients per month. If 15 of those new patients "Taking effective action on the 20 'Gems' we’ve covered in this three-part series will go a long way toward helping you live the life you’ve been dreaming of."
Site Map GoldMine UnderGround Team Training Toolkit 015 HUGE PROFITS - FINANCING THE UNFINANCEABLE
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come from the web, your sign, and any/all other ad or marketing sources, then that leaves 15 each month who’ve been referred.
great teammembers maximize their own success and, as a result, the success of your practice. You may have the very best people on your team, yet if you don’t LEAD them, if you don’t SHARE YOUR VISION, lay out the plan … and if you don’t HOLD THEM ACCOUNTABLE … you will all fall short. When you went to Dental School (and even most management courses in subsequent years), they skipped the part about leadership. The good news is that you have, at your fingertips, a very short, easy to digest, and easy to implement crash course on leadership. 16. HIRING AT LEAST ONE SPECIALIST This is the second fastest, and by far the easiest and lowest risk, way to VAULT REVENUE by multiple six figures (the fastest way is via mergers and practice acquisitions, but that’s far more complicated). The ONLY reason not to hire specialists to work within your practice would be that you are currently producing and collecting at least $3,000,000 in a single location, doing so with multiple GPs, and referring out little or no specialty care. If you’re not in that category, then hiring one or more “Hired Gun” specialists could rapidly and dramatically increase your revenue. And it’s not just about the money. Working side by side with your specialists and consulting together in the same room at the same time with your patients helps to eliminate often difficult communications and improve the quality of your care. Furthermore, patients love staying in the office they know, love, and trust versus being “referred” out of the practice for a portion of their care. Chances are you are referring more than one or two patients per week to at least one of the above specialties. Almost every detail* of what you’ll need to know to find, negotiate with, and hire a specialist can be found at: Site Map GoldMine UnderGround Team Training Toolkit 014 ADD 50000.00 NET PROFIT WITHOUT LIFTING A FINGER - HOW TO FIND, HIRE AND NEGOTIATE WITH SPECIALISTS * There is one very cool new detail we’ve added since producing the video. After you’ve watched the video, schedule a call with your Coach to discuss including a “Reconciliation Reserve Account” in the negotiations and contract. 17. WHALYAS. Performing care today that was diagnosed today. Yep, I know, you’re already doing these. Well, unless you’ve watched the Team Training Toolkit on this one, I can just about guarantee you’re not coming anywhere near maximizing this patient-pleasing, revenue-boosting Gem! I coined the term “WHALYAS” after hearing my mother ask the plumber to stay and fix one more thing “WHALYA here …” That became, “Mrs. Jones, if you’d like, WHALYA here, we could take care of that filling today and save you the need to come back!” This is perhaps the easiest high-yielding Gem on the planet … even easier than Adult Fluoride verbal skills and it could potentially double the revenue. How much can you anticipate increasing revenue when WHALYAS are Site Map GoldMine UnderGround Team Training Toolkit 029 AN 18 STEP SYSTEM FOR DEVELOPING LEADERSHIP EXCELLENCE The Math for this One GemWill BLOW YOU AWAY: Specialty Number of Patients You Refer / Week Potential Annual Revenue Ortho 1.5 $500,000 Perio 1.5 $200,000 Endo 1.5 $100,000
15/1,800 = .008 = LESS THAN 1 PERCENT OF YOUR PATIENTS ARE REFERRING TO YOU EACH MONTH! Put another way, each month, 99 percent of your patients are not referring new patients to your practice! Could you improve that by 10 percent? Likely not going to happen. Could you tweak it by adding just 2 PERCENT more? Yep. 2 percent X 1,800 = 36 more new patients month in and month out. Heck, even if you only improved by 1.5 percent, that’s still an additional 27 new patients per month … X 12 months = 324 / year X $4,800 average lifetime value = $1.5 MILLION over the next six years (average stay of a new patient in a general practice). "LESS THAN 1 PERCENT OF YOUR PATIENTS ARE REFERRING TO YOU EACH MONTH!" I created a system for referrals that worked far better than most. Then I met Dr. Chris Phelps … Chris and I are both huge fans and lifetime students of Dr. Robert Cialdini’s principles of influence and persuasion. Chris created a referral system that was like mine … but on steroids! If you want an endless source of the best new patients, watch these two videos and deploy his system! 14. HIRE SLOWLY, FIRE QUICKLY My recommendation? Write those four little words in BIG BOLD LETTERS on a 3x5-inch index card and tape them above your computer monitor! I can’t tell you how many horror stories we’ve heard here on Planet Gems about Doctors waiting way too long to terminate a team member they know to be a problem employee. Of course, you must always consult your HR attorney prior to even reprimanding a team member, let alone speaking with them about probation or termination. That said, act quickly! One of my favorite Dan Kennedyisms is about how you know when it’s time to fire an employee. Dan once shared, “If I wake up more than two mornings in a row thinking about you and I’m not sleeping with you, it’s time for you to go!” In all seriousness, the most common reason we see practices underperforming is the Doctor's refusal to come to terms with the need to terminate team members who aren’t doing their jobs. I could share countless stories but, due to space, I’ll limit to just one. Recently, one of our Gems Family Members emailed me that following the (long overdue) termination of a business team member, the Doctor found envelopes strewn through a desk drawer containing just over $4,000 in patient checks never opened, and untold tens of thousands of dollars in insurance claims never billed or followed up. We tend to hire quickly to fill the opening, always hiring in “crisis mode.” Your highest possible success depends upon hiring far more slowly and firing quickly! A. Site Map Strategic Documents RETREAT PART III - HOW TO TRIPLE NEW PATIENT REFERRALS B. Site Map RETREAT PRESENTATIONS CIALDINIS PRINCIPLES IN YOUR PRACTICE - DR. CHRIS PHELPS
On page 4 in this issue, read, “No Longer Willing to Allow Anyone to Hold Him Back,” the article “From the Desk of the Senior Practice Analyst.”
15. HOLDING TEAMMEMBERS ACCOUNTABLE This goes hand in hand with No. 14 above, however, it speaks to the Doctor’s responsibility to help
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effectively deployed? The average one Doctor, one Hygienist practice could easily add six figures with WHALYAS.
month? If you see on average e.g. 30 new patients per month, there’s a good chance you are missing 60–90 who called but didn’t schedule.
Let’s say you added just one or two WHALYAS per day. 1.5 X four days = six additional services performed per week X 50 weeks = 300 EXTRA treatments. If you’re only doing small things (which isn’t always the case!) that’s, for example, $350 X 300 services = $100,000 per year! At the last Gems Family Retreat, I asked our members how much they had added per year in WHALYAS. Almost every Doc who’d deployed the strategy was performing at $100,000-plus … but the Gems Gold Star goes to Dr. Howie Matt who is performing in excess of $250,000 per year in WHALYAS … and Dr. Cindy Wolt (spurred on by Abbie!) who, with her associates, grinds out more than $500,000 of WHALYAS per year!
Of course, you’re not going to magically convert 90 percent of those into scheduled patients … but what if you could improve just by 10 percent?! Do so, and you’ll be adding an EXTRA 6–9 new patients every month … X 12 = 100 more patients per year! Phone training is not something to be done every year … to be effective and maximize conversion of prospect on the phone to new patient scheduled, training should be ongoing every month.
Site Map STRATEGIC DOCUMENTS APPOINTMENT SCHEDULING BREAKTHROUGH THE GEMS PHONE ADVANTAGE
Start with the video. Then be sure to work through the 20-point scorecard. Finally, schedule a call with your Gems Coach to work with your entire team on these vital skills. Remember, anyone on the team could (and should) pick up the phone at any moment … and everyone on the team must be optimally trained to maximize conversion of prospect on phone to scheduled new patient! 20. HYGIENIST PRE-HEATS CASE ACCEPTANCE BEFORE DOC ENTERS THE ROOM. If you’ve been on Planet Gems for any length of time at all, then you’re likely already doing some of this. If you’ve only recently landed here, then chances are this concept may be “alien” to you! In Dental School, we were always taught that the “Doctor” is the only one who can/ should diagnose and treatment plan. In fact, every state in the Union has laws about this, don’t they? I’m not suggesting you break any laws (ever). However, it’s so important to your patients’ best possible health (and as a result, your revenue) that I filmed a video focusing on just this one concept (see below). "Where we struggle (understandably) is convincing patients of the need for care in the absence of symptoms." WHY is it so important? Simple human nature. 95 percent of the care we render as General Dentists is performed to correct problems in the absence of symptoms. No pain. No bleeding. Not fractured. After all, how tough is it to convince a patient whose front tooth is fractured in half and bleeding from the pulp that they should have a root canal and a crown? In that case, you’d more likely have a tougher time convincing them to leave and come back! They’re gonna camp out until you get them out of pain and place a temporary crown. Where we struggle (understandably) is convincing patients of the need for care in the absence of symptoms. Here’s a typical scenario … Mrs. Jones thinks her teeth are “just fine.” She says all she needs is a “check-up and a cleaning.” That’s because most dental problems don’t have symptoms until it’s nearly too late. She spends 50 minutes with Sheila, your Hygienist, who performs an excellent cleaning, but never mentions anything about problems with her teeth. You (the Doctor) walk in, take one look at the wide-open leaking margins on a quadrant of 30-year-old amalgams on the upper right and tell her she “needs” $4,000 worth of care. Given that Sheila never said anything about this, and compounded by the fact that you stand to gain financially from such care, Mrs. Jones response is, “Doc, are you going to buy a new Mercedes with my mouth?!”
Site Map GoldMine UnderGround Team Training Toolkit 057 $100,000.00 WHALYAS
18. CROSS-TRAINING Have you ever had a fully booked solid day during which one or more team members called out sick? Ever had a crazy day when one or more team members had a family emergency and had to leave early? How 'bout a day when your full team was there but you experienced more emergencies than you could comfortably handle? Oh yeah … how ‘bout when Nancy’s husband gets a totally unforeseen job transfer and gives two weeks’ notice!?
The ANSWER to reduce stress in all of the above situations (and more) is CROSS-TRAINING.
Prior to selling my two practices, we had 35 team members. 90 percent of them were cross-trained in at least two positions. Your two Dental Assistants are straight out helping you treat three patients. Your Hygienists are both busy with patients. An emergency patient walks in out of the blue. Saw your sign. Just broke a tooth and is in pain. How cool would it be if any (all!) of your business teammembers could at least seat the patient, put out a basic setup, and take a bitewing and a PA radiograph, as well as an intraoral photograph of the tooth?! Conversely, the front desk team is slammed. Two new patients just walked in simultaneously while all three phone lines are lit up … Wouldn’t it be nice if the Dental Assistants and Hygienists could figure out the copay, make financial arrangements, get the money, schedule the next appointments, and walk the patient right past the front desk to the door?! That’s exactly what we created in our practices and what you (if you’ve not done so already) should point toward as well. Of course, it will require that your business staff take your state’s (usually just two-day) radiography certification course, but it’s well worth the time and is a very small investment. Beyond that, most of what you’ll need to accomplish cross-training can be done in weekly team meetings, team training team. It doesn’t have to be accomplished all at once, but down the road, you will be so happy you got started today! Ask your Personal Gems Concierge to help direct you to the many resources available to assist you with cross-training your team (e.g. Financial Options, The Generic Estimator to Eliminate Pre-D’s and figure out copayments on the spot, etc.) 19. MONTHLY TRAININGON THE NEWPATIENT PHONE CALL You probably have a good handle on the average number of new patients you see every month. But do you have any idea how many potential new patients … folks who called to schedule but didn’t … you’re losing every
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excuses: because the team works so hard, the patients love Sally, Sue is always on time, Beth knows which tool to hand him even before he asks for it, and so on … but, unlike emotions, the numbers don’t lie. That said, despite his resistance to see how his underperformance could in any way be tied to his team, Bob was convinced there was a mountain of untapped potential in his practice and, to his credit, applied and was invited to join GG12. Over the next few years, Bob and I would occasionally run into each other during the semi-annual Gems Retreats, and although his practice was definitely improving, he felt like he was bumping up against a glass ceiling. After I reminded him his results were a direct result of his team, he would nod and then dismiss the insight. It was as if he had purchased a “first class” ticket but decided it would be better riding with the baggage. Until … I recently received a call from Bob. It was as though someone had flipped a light switch … He discovered, to his horror, that he was working for his team and not the other way around. He was tired of working so hard and taking home so little. He had finally “had it.” After a few questions, Bob mentioned he was done believing the excuses he had been telling himself about his team month after month. In fact, Bob reluctantly admitted over the last few years that he sat back as an average of $250,000 slipped through his fingers — EACH YEAR! That means he compromised on the level of care his patients received, he allowed his team to dictate the level of success he had, and he sacrificed his family’s peace and happiness. He has a new full-time Hygienist, who produces on average $1,800– $2,000 per day. His new Dental Assistant is light-years ahead of the one he replaced. The practice is on fire! All because he finally decided he was no longer willing to allow anyone to hold him back.
By Tom Rich, MBA, GG12 Senior Practice Analyst
If you’re like most Dentists, you’re probably living beneath your potential. There will come a day, and I sincerely hope it’s sooner rather than later, when you’re finally tired of getting less than you deserve. Several years ago, I spoke with a Dentist, Bob, who wanted to improve the results from his practice. After doing some digging into his practice’s numbers, we discovered the primary cause of his underperformance. It wasn’t marketing, location, patients, insurance, etc. After a lot of back and forth, it became obvious it was his team, but he was 100 percent to blame (because he allowed it to happen). During his RoadMap to Success (a critical step in the GG12 Dental Practice Transformation Program application process) we identified multiple data points that proved this. Here are just a few …
• Bob’s three part-time Hygienists were producing less than the national average (and the national average is just that … average !)
• His business team members were frequently allowing patients to leave without scheduling a next appointment.
• His office manager was doing way too many pre-Ds, allowing patients who otherwise could (and with appropriate team skills would ) have scheduled on the spot, etc.
His team was making him work harder than he needed to.
Bob reacted exactly how many others have when confronted with similar news: he simply refused to believe it. He said there was no way the analysis could be right and then proceeded to give a laundry list of
Your patients expect and deserve the best, as do you. Never settle. Never compromise.
Dr. Edward Chappelle Jr., MD Dr. Richard Smith, VA Dr. Brad Winn, TN Dr. Louis Passauer, LA Dr. Aroon Pal, IL Dr. Juan Gonzalez, TX Dr. Blanca Fernandez, FL Dr. Danielle Greene, GA Dr. Elena Kurz, GA Dr. Anthony Prezioso, CT
Dr. Richard Bowen, OH Dr. William Turner, TN Dr. Kiran Kamdar, GA Dr. Mary Hirsch, WI Dr. Anand Shah, FL Dr. Mark Callaway, WI Dr. Paul Boettner, MN Dr. Stephen Sims, NV Dr. Rosemarie Marquez, FL Dr. Eden Edora, CA Dr. Jeff Robertson, CA Dr. Peter Patellis, PA Dr. Sonia Jennings, TX
Dr. Charles Zieba, MO Dr. Alfonso Merola, NY Dr. Karen Williamson, TX Dr. Dan Nydegger, AZ Dr. John Probst, MO Dr. Maria Hayes, MD Dr. Marc Lapinel, NY
Dr. John Aiello, IL Dr. James Lake, CA
Dr. Monte Tredway, FL Dr. Peter Tsatsaronis, NJ Dr. Douglas Hightower, FL
Dr. Charles Ross, GA Dr. John Ferullo, FL Dr. Gean Nili, CA
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1. Take the Test! Take the time to sit down with your entire team and honestly evaluate where you are today. Give yourself five points for every one of the 20 which you can say you routinely do … and do well . 2. Triage the List. Let’s say you’ve already nailed five of these. You have 15 left to go. Put them in the order, Nos. 1–15 (or however many you still need to deploy) based upon which you feel would have the most positive impact on your practice. 3. Respect TOBI! Once you’ve got your list sorted and ordered to suit your needs, focus only on your No. 1 and allow your team to put the rest out of sight and out of mind. Even if it takes you the next two years … adding just one of these Gems every other month … following these three steps and eventually deploying most, if not all, of the above will have a radically positive effect on your patients’ health and the level of income and wealth you are able to derive from your practice.
Some patients come right out and say what they are thinking, while others may not say this but are absolutely thinking it. As Dentists, you and I are just too close to the money. Even if they love and trust us, we’re just too close. Whereas your patients see your Hygienist as separated from a direct connection with the money and as a result … YOUR PATIENTS ARE FAR MORE LIKELY TO BELIEVE THE NEED FOR CARE IN THE ABSENCE OF SYMPTOMS when they first hear of the problems from the Hygienist. By the time you walk in the room, you are merely a “second opinion.” A detailed explanation and team training on this concept (and how to get around the fact that a Hygienist can’t diagnose or treatment plan) can be found on the Members’ website:
Site Map GoldMine UnderGround Team Training Toolkit 053 BOBBLE HEADED DOG ACHIEVES MAXIMUM CASE ACCEPTANCE
This concludes our three-part series examining "The Difference Between Stagnation and Massive Success." Over the last 20 years, Elizabeth and I have had the honor and privilege to work with so many wonderful Doctors and teams. I’ve just shared the 20 commonalities we’ve found among the most outrageously successful dental practices.
Tom “The Gems Guy” Orent
P.S. Remember … you’re only one Gem away!
P.P.S. I’d love to hear from time to time how this 20-point Success Quiz has helped your practice grow. Shoot me an email now and then to Tom@1000Gems.com to let me know.
Here is my “prescription” for your success:
working for them, and when I asked to speak to their Marketing Implementer, they admitted that they never hired one. You can’t effectively deploy marketing campaigns by working on them only when you or your teammembers have some downtime, or it will never happen. Hire someone, give them an hourly salary (pay them a figure more enticing than minimum wage), and then add an incentive based on performance. While this person doesn’t need business or marketing expertise to excel in this role, they absolutely NEED to be an extrovert, and they NEED to be coachable. As long as they enjoy approaching and talking to current and prospective patients, your Gems Coach can train them with the rest. CREATING FACEBOOK ADS THATWORK After your Marketing Implementer has created a Facebook business page with you as the administrator, they can craft ad campaigns geared toward the specific demographic you want for a relatively low cost. For a Valentine’s Day promotion, I purchased a jar and a bag of candy. I filled the jar, took a photo, and paid Facebook $10 to ensure that the ad would run in front of 40–65 targeted people for a week. The post said, “Enter Our Valentine’s Day Contest to Win! Guess the number of candies in the jar, post your guess in the comments below, and then share on your Case Study: Jar Contest
By Lisa Weber, Certified GG12 Coach
Many dental practices see fewer new patients walk through their doors now than ever before. To combat this trend, you need to be proactive and find new means to increase production, profitability, and new patient flow. Whether you’ve been a part of the Gems Family for two weeks or two years, you’re likely aware that you have a wealth of marketing strategies available to you here on Planet Gems. But one of the easiest, least expensive, and most effective options is Facebook advertising. THE NUMBERS SPEAK FOR THEMSELVES As of December 2018, Facebook reported having 2.32 billion monthly active users, which is a 9 percent increase in users since the beginning of 2018. 1.52 billion people log onto Facebook every single day, and every 60 seconds, 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. Suffice it to say, while many people believe that
Facebook is becoming outdated, numbers like these prove that it is still as popular as ever.
While statistics concerning Facebook are certainly important, here are a few more numbers that are equally necessary to consider. 1-800 Dentist recently conducted a study showing that the average dental practice loses 10 percent of its patients per year. Say that you have 1,000 active patients, and you lose 10 percent of patients; this equates to losing 8.5 patients every 30 days. You MUST find ways to bring in new patients or your practice will continue to bleed. Enter Facebook advertising! THE FIRST (ANDMOST IMPORTANT) STEP Start by hiring a Marketing Implementer, if you don’t already have someone in the office whose focus is strictly marketing campaigns. I can’t tell you how many times I’ve met with members who’ve claimed that Facebook advertising wasn’t
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own page. Whoever comes closest without going over will win the jar of sweets for YOUR sweety, a new patient exam, a complete set of X-rays, a professional teeth cleaning, and a fluoride treatment. An offer valued at $431 — completely free!” I knew the average cost to acquire a new patient is about $250, so with this offer, I’m essentially acquiring a new patient for the cost of our Hygienist’s hourly rate of pay. Then, we deliver a "WOW" experience on that appointment so that we are the obvious choice for any future care. (It’s also important to note that I wouldn’t schedule the new patient in our Hygienist’s prime time for appointments. Instead, I looked for holes in her schedule). In just a week, 109 people engaged with the ad. I awarded the first prize to the winner, and then contacted everyone else who participated in the contest, informing them that while they did not win our grand prize, they were one of three lucky second place winners, which earned them a $100 gift card toward any service we offer. While I gave them a two-week expiration date, I told them that if for any reason they felt they could not use the gift card, they could share it with a family member, coworker, or friend who might use it, as it worked like cash in our office. Overall, to post the ad, I spent $20 (on the jar, candy, and Facebook ad space), and the total production was $1,850!
While we’ve run other ads on Facebook that have had bigger ROI (e.g. a Bad Breath ad that cost $20 to run and brought in $7,233 or a Dental Implants ad that cost $100 to run and brought in nearly $60,000), the Jar Contest is one that I deploy several times a year whenever there is an associated holiday. For example, this month I’m running a Mother’s Day Jar Contest. YOUR TO-DO LIST If you’re interested in seeing substantial patient growth as a Facebook Ninja , start by reviewing a presentation I gave at a recent Gems Spring Mastermind by going to InsidersCircle.com SITE MAP AUDIO/VIDEO PROGRAMS RETREAT PRESENTATION How to Add $360,000.00 per Year as a Facebook Ninja. Then reach out to your Gems Concierge to set up a call with me or with your Gems Coach to get started. Facebook is one of the best platforms for ensuring that your existing and prospective patients see the ads you create, understand promotions you’re running, and learn more about you and your practice’s culture. If you’re worried your patients don’t use Facebook, I can assure you that they do. If your Marketing Implementer uses the platform properly, they will see, engage, and interact with your posts. When it comes to dental marketing, there’s no need to reinvent the wheel! Let your Gems Family help!
For the latest, up-to-date information about what’s
If you’re ready to experience a transformative time for both your practice and your life, head on over to InsidersCircle.com and click the retreat banner in the top left corner. Register now! 90-MINUTE GG12 TEAM TRAINING WEBINARS: GG12 Team 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 will invest. 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. 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. May 10; 11:00 a.m. to 12:00 p.m. EDT — GG12 Office Hours May 20; 8:30 p.m. to 10:00 p.m. EDT — GG12 & GIC Quarterly 90 Minute Q&A May 21; 12:00 p.m. to 1:00 p.m. EDT — GG12 Office Hours May 22; 11:00 a.m. to 12:30 p.m. EDT — GG12 90-Minute Monthly Team Training Webinar
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). Gems Family Members’ Fall 2019 Retreat is in Boston this September! Don’t miss Vance Morris on Disney Customer Service and Dr. David Ahearn, possibly the world’s HIGHEST PRODUCTIVITY PER HOUR General Dentist! 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.
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How Adobe Sets the Standard for Company Culture
Businesses across the country are jumping on the new wave of overhauling company culture. Entrepreneurs are starting to see just how much an exciting work environment can stimulate productivity and loyalty in their team members. Owners mimic the likes of Zappos or Google and attempt to create a work/life balance that reduces stress and brings joy back to the workplace. And while these companies do a great job, there’s one company that is a model for successful business cultures everywhere. When Adobe started in 1982, technology looked different than it does today. I’m sure many of you can look back and picture what your first computer looked like. Maybe it was a bulky PC that ran so hot you could cook an egg on it, or possibly it was one of the Macintosh LCs that could easily be confused for a weight scale. Just as you started with one of these old relics, so did Adobe with their business origin. The long list of Silicon Valley garage moguls includes Adobe’s creator, John Warnock. When he first envisioned a company specializing in printing software, the last thought on his mind was how the employee snack bar should look. Fast forward over 35 years, and Abode is considered one of the best places to work in the world. They feature an amenity list that includes a medical room, a mother’s room, a fitness center, wellness programs, sports courts, game rooms, dry cleaning, bicycle repair, an employee garden, and onsite haircuts, just to name a few of their benefits. They've been ranked in the Best Workplaces for Women, Millennials, and those in the Bay Area. Adobe ranks No. 6 on PEOPLE’s “2018 Companies That Care” list. Their large number of culture awards generates over 320,000 eager applicants every year. Above all else, 97 percent of their employees are proud to tell others MY GARAGE IS BETTER THAN YOUR GARAGE
they work at Adobe. All the accolades are impressive, but how do they do it? They start by avoiding culture pitfalls. COMMODIFICATION Somewhere along the way, the intent behind culture became muddied. Companies across the country stopped looking at their work environments as a way to increase employee enjoyment and started seeing perks as a means for retention. While a great culture can certainly increase overall satisfaction and mitigate employee departures, it’s not the nerf gun wars that keep workers at their jobs. What does retain employees? The knowledge that their employers value their best interests just as much as the work they perform. Culture is not something you can systematize. Culture is bred from intent. When Adobe created their work habitat, it probably didn’t stem from a cost-benefit analysis that factored in the price of a campus massage room to the revenue loss of an employee leaving. You can tell by the type of perks they offer that it’s not retention at the forefront of their decision- making but rather genuine care for their employees. From that desire to serve their employees comes retention, and of course, recruitment. If you want to be the best, you have to attract the best, and that means shelling out some dough now and then. Adobe does that and then some. BRING THE REAL It’s one thing to offer paid vacations, and it’s another thing to have an in-house basketball court, but it’s something else entirely to take feedback and go above and beyond to put it into action. Maternity leave is a hot topic in the discourse on employee benefits today, and Adobe does not shy away from helping their workers raise their families. They boast 130 days of fully paid maternity leave, no questions asked. But they don’t stop there. Each employee who’s
away for over 90 days can go through a welcome back program that allows for an alternative work arrangement to transition back to a daily schedule. Not done yet. While the company boasts all these features, including lactation rooms, there’s one section of motherhood that’s often left out. Women who travel for work are faced with complications of how to feed their children while away from home. That’s why Adobe offers Milk Stork: a service that will ship breast milk back home — for free. SUCCESS IN CULTURE When it comes down to it, every business culture should be different and contribute to a diverse landscape of unique workplaces. The early human cultures weren't built from someone acting on behalf of others; they were cultivated from the needs and qualities of the people who lived in them. As you build your dental practice culture, are you creating an environment that you want to work in or one that your team members can’t wait to come back to day after day? If you want to jump on the culture revolution train, don’t implement the same systems everyone else does. Listen to your team and create something unique, not for your teams but with your teams.
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Gems Inside
p.6. Happening on Planet Gems!
p.1. The Difference Between Stagnation and Massive Success Part III
p.7. Think Your Practice Has a Good Culture? Take a Peek at Adobe
p.4. No Longer Willing to Allow Anyone to Hold Him Back
p.8. How Dr. Lee’s Practice Went from $10,500 in Perio to $42,000 in a Single Month!
p.5. How to Add $360,000 Year as a Facebook Ninja!
By Dr. Sunhee Lee, GG12
Earlier this year, I was scrolling through my inbox when I came across an email from Dr. Orent inviting me to watch a webinar that would explore four Gems I could easily implement in my practice to increase production. From the moment I watched that webinar, I was hooked. After experiencing initial success using Gems’ verbal skills to encourage adult patients to accept Fluoride, I decided to give the Perio Challenge a try — and I’m glad I did! In just one week, I had 18 of 18 quadrants accepted, rounding out to $3,440! If you do the math, that’s $172,000 added annually, just in Perio! Prior to starting the Gems Perio Challenge, my Hygienist would take X-rays and then start scaling and root planing, and if she came across a patient that had noticeable periodontal issues, she would present options for treatment. At that point, I would come in and listen as she presented those options, nodding along to demonstrate to the patient that my Hygienist was correct in her assessment and presentation of choices. I learned through starting the Perio Challenge that Dr. Orent had already created a name for this process known as “The Bobble Headed Dog,” and that it played a significant role in diagnosing and treating periodontal disease. But Gems showed me many ways to make this strategy more effective. For example, my Hygienist started following the Gems Periodontal Infection Verbal Skills, which provided her with a blueprint of 11 simple
statements that are proven to be effective in encouraging patients to accept the best possible treatment at an appropriate interceptive time (vs. when symptoms arise and they’re already on the way to bone destruction and possible tooth loss). We paired those verbal skills with the Gems Jawbone Damage Laminate as a visual aid, as well as a bone loss chart that we have on the wall in the operatory. Both of these visuals have proven to be very powerful in helping patients understand the consequences of leaving periodontal disease untreated. "Before Gems, I would typically do three periodontal surgeries per month, and now I’m doing three a week!" Lastly, but most importantly, the Perio Challenge provided us with a Challenge Form and a Quick Perio Chart that my Hygienist and I put to good use literally every day. They have helped us set a “Decision Line Protocol,” so my Hygienist knows at what level of perio-pocketing and bleeding she should discuss the patient’s periodontal condition prior to me entering the room. Instead of assuming that most people were potential periodontal cases, as we had done in the past, we set our Decision Line Protocol at a minimum of 5-millimeter pocketing with bleeding.
My Hygienist uses the chart to keep track of patients who meet or exceed 5-millimeter pockets. We then have those same patients come in a month later to remeasure those areas, and if the pockets haven’t reduced in size, then we recommend periodontal surgery with a laser. The chart has allowed us to diagnose more efficiently, which has more than doubled the number of surgeries I’ve completed. Before Gems, I would typically do three periodontal surgeries per month, and now I’m doing three a week! We’ve gone from bringing in $10,500 a month all the way to $42,000 a month! That adds up to over half a million dollars annually! In addition to helping more patients achieve better health and enjoying huge profit, the best part about being a GG12 Member is that all of the Gems strategies and challenges are easy to implement, and you see results right away. I’m so glad I’m part of the Gems Family! Editor’s Note: Even if you don’t perform periodontal surgery, you can STILL help your patients and add at LEAST $100,000 in periodontal Phase I (deep scaling and root planing) care. Go to SITE MAP GOLDMINE UNDERGROUND TEAM TRAINING TOOLKIT 052 PROTECT PATIENTS HEALTH AND ADD $100,000 PERIO PER YEAR
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