Wednesday

Dental Office Training Session: RSO Responsibilities, X-ray Rule

Dentists and dental office team members will get the Nuts and Bolts of Radiation Safety Officer Responsibilities and X-ray Rules by attending this October training session in Brooklyn Park, Minnesota.

NDA member and Dental Consultant, Leanne M. Mathieu Kramer of Statements Plus Compliance Solutions will be conducting this seminar to help dental offices stay on the right track with their safety responsibilities and rules. This two-hour course will provide two dentistry CE credits.

Below are the specifics of Leanne's dental CE update course:

Seminar Location
• Ramada Minneapolis (Mpls) NW
• 6900 Lakeland Ave N
• Brooklyn Park, MN 55428

Date
• Wednesday
• October 14, 2009

Time
• 9:00 - 11:00 AM
• 2 Dental CE Credits

Cost
• $50.00

Presented by Leanne M. Mathieu Kramer, RDA, CDA, CDPMA

To Sign up for this training session, click link below to download sign up sheet...

PDF FORM: RSO Responsibilities, X-Ray Rule Dental CE Course

Leanne is a Registered Dental Assistant, Certified Dental Assistant, and Certified Dental Practice Management Administrator through the Dental Assistant National Board. She is authorized by the Department of Labor as an OSHA Outreach Trainer in General Industry.
Her memberships include, The Organization for Safety and Asepsis Procedures, American Dental Assistants Association, Association for Professionals in Infection Control and Epidemiology, and ChiroCode News.

Dental Office Safety & Compliance Training Leanne Mathieu Kramer, Statements Plus Compliance Solutions, Inc.

Expertise in infection control, OSHA compliance training, site evaluations, manual reviews and office implementation.

Contact Leanne:

CALL 763-878-2150

Sunday

Decline Of The ‘Cosmetic Only’ Dental Practice

A dentist recently asked me about the decline of the "cosmetic " only type of dental practice.

Here is my response with some enhancements…

Cosmetic is the icing of dental treatment - never will be much more - never has been much. See stats to back this up below.

About 50% of the population doesn't go to the dentist – while many don't because of price, they are also held back for reasons such as pain/fear/time and other worries.

Cosmetic dentistry is down at the bottom of the list – under deeply ingrained and established dental value system. If we don't think about 'fear or pain’ when we think about dentistry, we think about “basic dental concepts’ like preventive health, cleanings, fluoride, etc." – because it is often connected tightly to insurance – which means they probably go every six months and mostly because it is paid for.


And therefore, these people have little need for more than one or two teeth of restorative work, which makes them less likely to value cosmetic dentistry in any big way. The closer a consumer is to needing a smile makeover – the more likely they will “value” the cosmetic element of dental care.

Other reasons people "think basic dentistry"... fixing a broken tooth, toothaches and then dentures. This leaves very few people who think about jumping the fence of those ideas/issues to get to "beauty". So, if 50% of dentists are pushing "cosmetic" in some way (in your area) and a few are really promoting it publicly - the pickings get very small. While the economy hammered it even more – pure cosmetic dentistry marketing had little potential to be successful - whether you are "doing it right" or not.

What happens is the pipeline is narrowed too small when cosmetic dentistry is seen as the “focus” of a dental practice. While a narrow focus is good to help a specific service standout, the reality barrier needs to be given its due.

Once a dentist goes a very specific cosmetic dentistry route, they could have trouble avoiding the problem of: If you are a hammer (cosmetic focused) everything is a nail (everyone really should want a cosmetic makeover). The dentist can start seeing it “everywhere” and believing more people should want it. These dentists could get in over their head - recommending treatment without considering all the implications, doing it too fast, before the dentist really knows what is possible or even getting beyond of their experience.

What needed to happen with cosmetic dentistry was for a designation like "pediatric dentists" to develop where a "specialist certificate" could be attained. Now all parents want to take their kids to Pediatric dentists. Instead, every dentist could become a cosmetic dentist. Of course, children's dentistry has an ACE in its hand from a acceptance perspective - because parents will do a lot for their children.

Anyway, cosmetic dentistry has many benefits in promoting dentistry and for the dentist and the patient. Dentists love the effect and artistry - the consumer on a limited basis has another more positive entry point for going to the dentist. Good "cosmetic dentists" can get patients from either those dentists who don't do it or those who really aren't that good at it. But this strategy is very limited and promoting cosmetic dentistry too much changes the dynamic the other way - you get less of the other basic dental patients (which there are many – not going to the dentist as of now) and even confuse current patients.

Most people are like us. They don't do "cosmetic things" to any large extent; makeup, hairstyles and tanning are a long way from going to a doctor for a cosmetic change. As we have discussed before, if cosmetic changes were ingrained in people like us - the first thing I would need to do is get a nose trim.

So what can be done? Open up the pipeline - by talking about the overall value of advanced dentistry - make sure consumers know you do things right - get health right and then move to esthetic issues. Most dentists still do middle of the road - a few swing to the other side of the spectrum, and a few try the cosmetic boutique practice.

We need to tell people things are different overall – show them some boutique concepts - but avoid the hype, and talk a lot about comfort, health, value, lifelike, etc.

Let them know you have the "icing" services and expertise - get a few more of the "all esthetic" group of consumers - get a few more "never thought I would do something like this smile makeover type patients" – which will greatly improve the numbers of patients that want dentistry - but only if it is done well and is mostly about health.

No one thing will work – marketing or services - and some might be dead ends - but getting too far ahead of the consumer - even though your expertise is - should be avoided. You will get your cosmetic cases and your smile makeovers - more and more of them - because we will move them in that direction - but mostly you will work with people like me - who won't ever trim their BEAK - but will come to you because you are an "expert" in understanding them as well as keeping them healthy.

Think of your cheap relative (we all have them) that pays all your fees - but never really does what they should and keeps coming to you because they trust you - even though you keep reminding them that they are not flossing regularly and will probably need dentures soon and finally come around after 3 or 4 teeth fall out.

While even the cheap relatives will appreciate cosmetic dentistry, there is just no way to push them much faster than the schedule they are on. Fortunately, your cheap relatives and mine only makeup a small portion of potential patients who need all types of dentistry.

The marketing we do will be nice - but will also "coax" consumers to do the right thing, finally.

And REMEMBER - if we consistently communicate the value you, your office and advanced dentistry offer (which includes a beautiful natural looking and feeling smile) the numbers will add up.

There is NO magic marketing formula (no matter what the videos on youtube.com promote) except that there are people out there that don't know about how you do things. The overly hyped cosmetic dentists crowded out dentists like you to some extent, but they also went in a direction that had only a small base to draw from. Plus these dentists also confused the consumer about dentistry – making it something that it will only be on the margins: a cosmetic service.

But if these people knew about your approach to dentistry, many of them would come to you - it just might take time to find them - or get them to understand that it is really true, which means vigorously building trust and effectively showcasing and explaining value.

For Complete Dental Marketing Consulting and Dentist Coaching Services Contact...
Dick Chwalek of Niche Dental

DENTAL VISITS STAY FLAT STATS
Cosmetic dentistry and all the other advancements in dentistry don’t seem to have done much to move people beyond the basic dentistry model most of us are aligned with.
Here is a stat that backs this up. "Overall, there was no change in the percentage of the population with a dental visit from 1996 to 2004." SeniorJournal.com

Friday

Build Your Marketing Portfolio: A New Dental Office

Members of the Northern Dental Alliance sat down with Micah Taintor of Ymker Building recently to discuss the value of the right kind of dental office.

The following video - in just a few short minutes - provides dentists with exceptional reasons for creating a better dental treatment environment. Effective Dental Marketing is a comprehensive process. Micah explains how your dental practice can perform as a base for a successful "marketing" platform.



Also Find dental office "marketing" video here...

To collaborate with the best in the business, visit NicheDentalCollaborate.com.

The Right Dental Office Location: A Ten Step Process

> By George Vaill

Thankfully, finding a dental office location and negotiating for it is something you’ll rarely have to do. I say “thankfully”, because the process is one with which you probably have little familiarity and it can be fraught with difficulties and rude surprises.

At the very least, it’s very time consuming and generally takes you through lots of unfamiliar territory. So, when you’re faced with these challenges, having a well-thought out plan and following it deliberately will result in a substantial savings in time and money and a significant reduction in the hassles and stress normally associated with the dental office location choosing process.


The Ten Step Process

A good location search and negotiation plan is one that combines (i) thoughtful establishment of the location, site, space and lease terms criteria; with, (ii) coordinated search, evaluation and negotiation procedures and techniques. None of these elements, however, should be developed without input from various professionals who have experience in the required disciplines. Your office location plan can be summarized in the following 10 sequential steps.

Planning Stage

STEP ONE: Select professional team members. Among others, these should include equipment, finance, dental practice management consultants, design, real estate, construction, legal and accounting experts. With early input from these professionals, you are better prepared to proceed through the remaining steps. Find out at the very start when they think the best time is to bring them in.

Let professionals be your guide.

STEP TWO: Establish goals. Develop your lifestyle plan and your corresponding workstyle plan. Establish short and long term goals for your dentistry practice in general and, specifically, for the location search, evaluation and negotiation process.

Meld your personal and professional goals.

STEP THREE: Define your criteria. Where do you want to locate - geographically? What type of setting - strip mall? high rise? professional building? free standing? How large a space? Do you require any special amenities? How much parking will you require?

This is your future. Think through it carefully.

STEP FOUR: Conduct the search. Employ brokers, drive the area, search the internet, scan the newspapers, check online listings, and ask family, friends and your equipment/sales reps to keep an eye out.

Focus on and be truly faithful to your criteria.
What type of dental patients do you want to serve?

STEP FIVE: Evaluate the opportunity. Is it where you want to be? Is it the right size? Is it in the type of setting that will best project the public image you desire? Does it have sufficient parking and signage? Is it available in your time frame?

Leave your rose-colored glasses at home.

STEP SIX: Inspect the space: Do the dimensions work? Is the space handicap accessible? Are the utilities of sufficient capacity? Can you run the plumbing as needed?

Check every detail carefully.

STEP SEVEN: Gather the lease information: How long a lease term is the landlord seeking? Are there renewal options? What is the starting rent? When does it increase? What’s included and what’s not? What’s the delivery condition? How much will the landlord contribute toward your leasehold improvements?

Get it all in writing.

STEP EIGHT: Negotiate the lease: Your professional lease negotiator will negotiate the economic terms before the landlord drafts a lease document. Once the economic terms are agreed upon and inserted in the landlord’s form lease, your lease attorney will negotiate the dozens of legal concepts that define the landlord/tenant relationship.

The key is to employ an expert negotiator.

STEP NINE: Design the layout: Secure the services of a professional dental office designer. Only someone with this specific experience will know all of the ins and outs of dental office design. That knowledge will make a whole world of difference between a facility that serves you well over the course of your occupancy and one that is a constant source of aggravation for you and your staff.

Design in the present. Plan for the future.

STEP TEN: Construct your facility: Secure the services of a professional dental office contractor. Only someone with this specific experience will know all of the ins and outs of dental office construction. That knowledge will make a whole world of difference between a facility that serves you well over the course of your occupancy and one that is a constant source of aggravation for you and your dentistry staff.

Build it right the first time.

The foregoing is not meant to address every single phase of the process. However, it does provide a basic outline for you to follow. As your dental office lease is one of the largest and most important contracts you will ever sign in your life, it’s critical that you employ every measure at your disposal to reduce the possibility of making choices that do not serve your long-term goals. Plan thoroughly, leave your rose-colored glasses at home when evaluating a location opportunity and, most importantly, recognize your limitations.

© George Vaill 2001 - 34 Edward Drive, Winchester, MA 01890
george@georgevaill.com - 800-340-2701


George D. Vaill is president of George Vaill Dental Office Lease Negotiations. He specializes in negotiating the economic elements of office leases for dentists throughout the United States. Additionally, George reviews, and in many cases renegotiates, leases as part of dental practice transitions. George can be reached at 800-340-2701 and can be found at www.georgevaill.com.

To improve your practice in many ways, visit NicheDentalCollaborate.com

Tuesday

The Tax Act Can Pay You Back... for your New Dental Office?

Rick Epple of Epple Financial Advisors explains how dentists the tax act can pay you back...

Tax Act Encourages Business Purchases in 2009

President Obama signed the American Recovery and Reinvestment Act (ARRA) into law on February 17, 2009. The new law includes significant incentives to encourage equipment purchasing this year. You may be asking yourself, is there any benefit to me? The short answer is “perhaps”. With some quick planning and implementation, you could realize a sizeable benefit.

The Act creates an opportunity for dental practice owners to greatly accelerate cost recovery of qualifying equipment put into service in calendar year 2009. By taking advantage of the provisions, dentists can reduce taxes considerably.

The ARRA extends for one year the small business expensing levels in Section 179, which are very generous. In 2009, a dental practice can expense up to $250,000 as long as its qualified equipment purchases do not exceed $800,000, the amount that can be expensed decreases by one dollar, so that a practice that makes $1,050,000 in total purchases will not be able to expense anything (but could still claim the depreciation bonus).

The ARRA also extended for one year (i.e., through the end of 2009) the 50 percent bonus depreciation first created in February 2008. Dental practices that buy equipment in 2009 will be able to depreciate an additional 50 percent of the costs of assets placed in service this year. Only new equipment is eligible, but “new” has a liberal interpretation.

Key Points and Comments

  • Equipment and qualified property must be purchased and place in service in 2009. There is not much time to complete these types of projects without starting today.
    As happened in 2008, these provisions may be extended another year into 2010. Dentists should not plan on this, but keeping an eye on this provision could help to hit the ground running next year.

  • While the Recovery and Reinvestment Act makes investing in a dental practice attractive, it does not mean the road should be considered wide open. A well thought out analysis and plan of upgrading equipment and the office should be completed to insure the desired Return on Investment (ROI) is achieved.

  • Only equipment and property subject to a less than 20-year depreciation schedule qualifies for the bonus depreciation.

  • By increasing a dental practice’s tax deductions in 2009, the asset expense election and bonus depreciation help trim tax bills in the short term. However, because there will be less to depreciate in the future, the practice’s tax bill in later years may be higher.

  • Dentists need to work with their tax advisors proactively to determine qualifying equipment and property. This includes an analysis of taking the deductions again 2009 income versus waiting.

Section 179 Expensing Summary

  • The 2009 ARRA extended for one year the increased Sec.179 expensing limit of $250,000 and phase-out cap to $800,000

  • Expensing is phased out for each dollar that purchases exceed $800,000

  • Companies with total purchases of $1,050,000 cannot use Sec 179

  • Can be combined with depreciation bonus

  • New and used equipment are eligible for expensing

  • Applies to tax years that start in 2009

  • Sec. 179 expensing levels will drop at end of 2009 unless extended

Bonus Depreciation Summary

  • The 2009 ARRA allows additional first-year 50 percent depreciation of the purchase cost by extending for one year the bonus depreciation created by the 2008 Economic Stimulus Act.

  • Bonus depreciation helps businesses that buy qualified property this year cut their 2009 taxes. Will expire at the end of 2009 unless extended.

  • Applies to purchases of tangible personal property with a MACRS recovery period of 20 years or fewer.

  • Equipment must be new. However, the definition appears to be liberally interpreted:
  1. New qualified leaseholder improvements such as office remodeling projects to the interior may qualify.

  2. Personal property converted to the business may qualify. An example of a property that might qualify would be a car.

  3. Used rebuilt equipment or reconditioned costs may qualify.
  • Equipment must be purchased and placed in service in 2009.

  • Allowed for both regular and alternative minimum tax purposes.

  • Taxpayers need not claim the depreciation bonus, but do have to elect not to.

How It Can Work

The ABC dental practice purchases and places in service equipment (five-year property) and office furniture in its calendar 2009 tax year having a cost of $800,000, which will be subject to the half-year convention. ABC will elect to expense $250,000 under Sec. 179, leaving the machinery with a remaining depreciable basis of $550,000.

Applying the bonus depreciation provided by the Act, ANC is entitled to a further deductionin 2009 of $275,000 (50% of $550,000), leaving the machinery with a remaining depreciable basis of $275,000. Standard first-year depreciation for five-year property under the half-year convention is 20%, providing ABC with further depreciation on the machinery of $55,000.

Accordingly, dental practice ABC is entitled to a total expense and depreciation deduction of $580,000 in 2009 on its $800,000 machinery. The remaining $220,000 cost of the property is recovered after 2009 under otherwise applicable rules for computing depreciation.

Summary

In talking with dentists, the awareness level of the opportunity provided by the American Recovery and Reinvestment Act seem to be rather low. The Act provides tax breaks for dental practice owners to create jobs by making it attractive to invest in their practices.

However, lower taxes should not be what drives the decision making process. First and foremost, the capital improvements needs to make sense from a business and return-on-investment standpoint.

There is not much time to complete the project(s) in 2009 and to benefit from the tax breaks afforded by the ARRA. Therefore, dentists should consult with their tax advisors as soon as possible to take full advantage of the provisions the Act provides.

* Rick Epple, CFP is a member of the Northern Dental Alliance. He is an NAPFA-Registered Financial Advisor, Epple Financial Advisors, LLC, Wayzata, Minnesota. E-mail is Rick@EppleFinancial.com • www.EppleFinancial.com

Saturday

Do You Need Dental Practice Management With Scalable Flexibility?

My goal as a dental consultant is to find the right resources for my clients to achieve success. There are three basic elements that I see as important: flexibility, consistency and pragmatic implementation.

Recently, I was contacted by a person who fit those criteria as well as having the expertise to move forward efficiently for my dentist clients. Her name is Claudia Walters; her consultancy is focused on dental practice management...


Flexible, Scalable and Affordable Practice Management Consulting

Get the experience and flexibility your dental practice needs in this economic environment. Claudia Walters has over 20 years in dentistry and has the expertise to develop the systems required to help your dental office thrive.

Claudia has a flexible dental office program from a financial and logistical standpoint that is also comprehensive and efficient. She is very knowledgeable about dentistry and how dental offices work. She will move you in the right direction with specific objectives and instructions.

With her consultant services, you will end the frustration of an inactivity and low productivity. Improve every office system you have, generate more dentistry, and increase revenues very quickly.

Claudia is a Professional Dental Management Consultant. She has worked one on one with dentists for over 10 years. She was a chairside assistant while attending the University of Detroit Dental Hygiene School.

She practiced dental hygiene for 18 years. Claudia received her management and consulting training from The Goldman Group, Professional Management Consultants and Brokers. Paul Goldman, president of The Goldman Group, has been a consultant in the health care profession for over forty years, and has worked with over fifteen hundred practices in a consulting capacity.

According to Paul Goldman: "I have had the opportunity to know Claudia Walters for twenty years. We trained Claudia for a year before she saw her first doctor. For nine years she worked for me and consulted with over five hundred doctors. I have received a number of referrals from doctors she worked with. If she were interested in moving back to Michigan, I would rehire her!"

Goldman and his chief consultant Henry Bechek, worked with Claudia for one year, on the road in over 100 practices. Subsequently, Claudia traveled on her own as a consultant representing The Goldman Group, to dental practices all over Michigan and Canada. Claudia believes in working one on ore with her doctors, and a team concept with staff.

Her objective is to create a highly productive yet relaxed environment where everyone knows their job description, yet each staff member helps one another. The environment developed will be where the doctor can concentrate on dentistry and feel confident that his dental practice is running smoothly.

Claudia's areas of dental expertise include new patient experience, phone coordinator, appointment book control, case presentation, collections, internal marketing, motivation communication, staff meetings and huddles, scripts, hygiene quarterly reviews, interview process, tracking progress, and more.

Claudia has been published in Dental Management and RDH Magazine and has designed a 4200 square foot office from the ground up. She is also listed in Who's Who in the World.

While currently located in southern California, she consults with dentists, dental teams and dentistry practices coast to coast via Skype video or in person.
===========================

For comprhensive dentistry communication consulting and dental marketing coaching, contact Dick Chwalek of Niche Dental.

866-453-1026 Ext 251

Friday

Dentists on TV & Radio: Be Seen, Be Heard, Be Profitable

Matt Wagner, Owner of
RADIO & TELEVISION EXPERTS, LLC…“I have helped dozens of clients in many industries run successful campaigns on radio. That's my best niche. Through use of testimonials, jingles, dialogue spots and well placed schedules, I've maximized dollars and results. I can truly give neutral, unbiased advice on the best stations to use (unlike stations who will always steer you their way).”

A Few TV/Radio Campaign Answers...

How much does this cost?
It depends on what market you are in – the size of each radio stations approximate audience, coupled with demand on advertising inventory are what dictate rates. In addition, rather
than buying 20-30 commercials at random times, we narrow down the time frames considerably so dentists like you standout during peak times when the most amount of listeners can be impacted.

How long until I start seeing results?
In some cases, we've had responses the first day, but I ask for 8-12 weeks before we start gauging results. Radio and TV are different than other marketing. The audience has to transfer from ‘hearing’ you to actually ‘listening’ to you.

The beautiful thing is, once that happens, you'll get new dental patient referrals from people who have never met you, but only know you through media. If after 8 weeks you don't see noticeable results, I take a closer look and make any necessary adjustments. I don't like to lose, especially since it's hard to re-convince an audience.

How does R.A.T.E. make money?
As an Advertising Agency, I am awarded a discount from the media for bringing them the business – that is my compensation.

Get More Answers By Contacting Matt…

Matt Wagner of Radio And Television Experts LLC (R.A.T.E.)
Matt is a 16-year veteran of radio, has won national sales and writing awards and has created
for dentists practicing general cosmetic dentistry as well as sleep sedation dental treatment. Wagner will identify the best stations, negotiate the most effective times, and create compelling ad copy at no additional charge to what the radio would normally cost.


Radio And Television Experts, LLC
Matt Wagner - Owner / Founder / Head Media Coach
Direct Line: 580-512-0351
Email: MW@RadioAndTelevisionExperts.com

1146 NW Cache Rd
Lawton, Ok 73505


Collaborate for success, visit NicheDentalCollabarate.com

Saturday

Get It Right The First Time - Dental Office Leasing

Leasing space for your dental office can be a complicated endeavor. Consider working with an experienced professional that has helped many dentists get the right terms at the right price.

George Vaill has this type of dental office leasing background. Below are some of the some of the concepts you should understand before signing any lease agreement...


Types of Commercial Dental Office Leases
> By George Vaill

Understanding how rental charges are determined and allocated is very important if dentists wish to safely and effectively negotiate terms within their budgets. The one thing most dental practice leases have in common is that, in addition to specifying the amount of "rent" to be paid, they require that dentists also pay the landlord's operating costs (real estate taxes, insurance premiums, maintenance costs, etc.).

While there are unlimited variations on who pays what and what is or is not included in "rent", there are four common approaches and they are often referred to in the following manner:

• Gross Lease
The dental office tenant pays a set amount of base rent (sometimes called fixed rent, annual rent or minimum rent), normally with built-in future increases. The landlord pays the operating costs. In addition, the tenant typically pays for utilities, suite janitorial and maintenance.

• Pass-Through Lease
This is the same as a Gross Lease except that, starting with the second year, in addition to the base rent, the dentist-tenant also pays a proportionate share of any increases in the operating costs paid by the landlord in the first year. In addition, the tenant typically pays for utilities, suite janitorial and maintenance.

• Full Service Lease
This is essentially a Gross Lease, but one in which all utilities, suite janitorial and maintenance are included in the base rent. There normally are built in future base rent increases and sometimes, also, operating cost pass-through increases.

• Net Lease
The dentist pays base rent, normally with built-in future increases. The base rent includes no other charges. However, in addition, the dentist-tenant also pays a proportionate share of all operating costs. In addition, the dentist typically pays for all of its own utilities, suite janitorial and maintenance.

As you might imagine, it is easy to get confused, even tripped up by a fast-talking office broker or landlord. So understanding what is at stake and how the landlord's program is set up is paramount if you wish to avoid a rude surprise when it comes time to pay the "rent".

© George Vaill 34 Edward Drive, Winchester, MA 01890

George D. Vaill is president of George Vaill Dental Office Lease Negotiations. He specializes in negotiating the economic elements of office leases for dentists throughout the United States. Additionally, George reviews, and in many cases renegotiates, leases as part of dental practice transitions.

George@GeorgeVaill.com • 800-340-2701

===============================================

For Complete Dental Marketing Consulting and Dentist Coaching Services Contact...
Dick Chwalek of Niche Dental

Tuesday

Deteriorated Dental Office Brands

> Invigorating Referrals & Refreshing New Patient Numbers

Dental brands can become stagnant and then deteriorate very quickly, depending on the conditional of the local and national economic environment and strength of the practice structure and management. Generally, within five to seven years many elements can begin to go spread apart and lose their strength without a focused reenergizing effort.

A dental brand includes the office location, facility décor and layout, dentist expertise, team presentation, practice mission, advertising statements and of course, logo design and the look of other marketing materials. Some dental brand elements will have a much longer life and other brands become outdated even before Google can rank it.

Does your dental practice brand have the strength to thrive?

Weak & Confusing Dental Brands
  • Employing generic marketing when dentists want to emphasize high value dental services
  • Advertising convenience and speed while expecting consumers to pay a high quality treatment fee
  • Promoting cosmetic dentistry without the look and feel of artistry within practice brand elements and office design
  • Building awareness of implant dentistry expertise while simultaneously focusing a lot on free and discounted dental services
Dental office brand inconsistencies mean your patients and consumers come in with hard to manage expectations.

Deteriorating & Stagnant Dental Brands
  • Dentists with significant expertise who have little high value public exposure
  • Referrals built solely on simplistic brand knowledge and expressions such as “friendly and nice”
  • Dental offices where comfort is not an obvious focus in the treatment, setting and team demeanor
  • Marketing focused on services, NOT on people and the overall value of advanced, lifelike dentistry
When a dental brand becomes stagnant and too internally focused (about what the dentist is comfortable with), patients start to look elsewhere. Simply being nice and friendly just won’t cut it anymore.
Dental Office Brand Identity
Brand is closely tied with image. A stronger dental brand can take the office image to a higher level. Dentists with exceptional credentials and a well-honed brand are an infinitely more cohesive entity. An expert can't stop adding new techniques and knowledge and a brand can't rely on one element to survive long term. Many dental office brands rely on one or two things: location/expertise, facility/high-tech or great team/superb service. These branding attempts can only cover so much ground on their own.

New dental patients are attracted because of many branding efforts. Relying on one or two elements like location and referrals means gaps in new patient development will appear. Branding is communication; communication is everything for a dental practice. Oral health, dentistry expertise, and preventive dental care compliance all need communication to make them viable within a consumer society, and ultimately, perceived as vital to each individual.

Marketing dental expertise is complicated. To be successful advocating your high value dentistry services, the complexity needs to be skillfully explained and succinctly understood. This is difficult to do when current and prospective patients are being influenced and distracted by other branding efforts that appeal to them at more basic and emotional levels from ‘free whitening’ and ‘covered by my dental insurance’ to ‘mercury fillings’ and ‘dentist visit fear.’

Marketing a full line of dental care services that are always changing and often misunderstood is problematic. This garble of clinical terms intermixed with always evolving marketing techniques adds to the confusion, which disconnects the consumer from understanding the value your dentistry expertise makes possible. A relevant and concise brand sets your dental office apart from dentist competitors selling those same services as well as other consumer services, which will end up taking precedence when dentistry is missing from public discourse.

Standing out from the generic dentist crowd has a lasting impact. Providing brand name dental services like Lumineers, Invisalign, CEREC One-visit Crowns can be helpful initially. But when every other dentist is advertising the same way, you begin to blend in again. Rather than being the “brand named” cosmetic dentistry veneers artist, invisible braces/orthodontic expert, or high-tech crown restorative dentist, develop an image that is bigger and more exclusive than a service you provide that every other dentist does. A unified and distinctive practice-branding strategy can tie together these other elements and create a focal point for your dental advertising and value educative messages.

Visual Brand Icon: Dental Logos Design
Combining a unique dental logo, cohesively designed package of materials, a congruent image with a consistent salvo of ongoing refreshed re-branding strategies can prevent your dentistry brand from going on life support.

Dental brands such as ‘drill, fill and bill’, ‘dentistry has little value’ and ‘only if insurance covers it’ survive in the minds of patients because most dental offices have similar images or generic marketing strategies. Therefore, dentistry mostly attracts one segment of the larger consumer audience - those who have tooth loss, those in pain, the insurance patient and the (non-fearful) health conscious.

Some of these consumers are desirable, but won't change their current perspective without a different message; many others are not likely to ever connect without an enhanced brand identity being presented. A unique brand that incorporates pleasant images (no dental chair mouth mining), relaxing actual patient renewed smiles (not fear producing metal probes) comfort creating service strategies like sedation dentistry (avoiding the perception that tooth pulling is the goal) as well as advanced technology for a more rewarding experience and smile makeover result has substantial potential to change perspectives and lives.

Comprehensive dental branding will bring more people from the yesteryear of bad dental visit memories to the present day ‘brand’ of total oral health with the dental ‘logo’ of exceptional value and oft spoken ‘tagline’ of painless treatment and pain free living. Effective dental branding is about high value not high cost, great service not great expense, and lifelike results not lifeless quality.

Brands focused on rejuvenated oral health and stunning smile makeovers present the public with a reason to rethink their current value system and move beyond the generic concepts of fix and maintain into the realm optimal and exceptional. Whether dental branding makes sense to you or not, many of your patients and much of the general public need an assertive and refreshing message to move in the right direction quickly enough to preserve their oral health and in many too many cases save their smiles.

Conclusion: Refreshing Dental Practice Brands
Sitting on the sidelines means more people missing out on your dental expertise and smile makeover artistry, which is a losing position for everyone. Patients lose teeth. Dentists like you miss out on revenues. Public dental health continues its supreme reign as the ultimate king of loss leaders.

Take your dental practice to a higher plane of dentistry communication. Get properly branded.

Dental Marketing Commentary by Dick Chwalek
Dental Marketing Coaching & Dentistry Communication Consulting

Sunday

Northern Dental Alliance Welcomes New Member

The NDA - based in Minnesota, recently welcomed their newest dental alliance member, Leanne M. Mathieu Kramer. Ms. Kramer has worked in the dental profession for over 20 years. She brings her expertise for infection control and OSHA compliance training as well as implementation of these elements for dentist offices in Minnesota.

Leanne saw a need among these dental practices after working in the clinical setting for many years. With so much focus on quality patient care, new products and technology, many dentists and dental offices find it difficult to keep up with written infection control, MSDS, and radiation manuals.


She started her dental consultant firm Statements Plus Compliance Solutions, Inc. to help dentists achieve their other goals more efficiently and effectively.

Leanne is authorized by the Department of Labor as an OSHA Outreach Trainer in General Industry. Her memberships include, The Organization for Safety and Asepsis Procedures, American Dental Assistants Association, Association for Professionals in Infection Control and Epidemiology, and ChiroCode News.

What Minnesota Dentists Say About Leanne
"Leanne is the consummate professional. She has a thorough understanding of all OSHA policies and procedures. But more importantly, Leanne has a well-organized implementation plan that allows your dental office to be completely OSHA compliant. I would highly recommend Leanne and Statements Plus."
> Dentist in Bloomington, MN

"Let's be honest - no one enjoys OSHA, HIPAA or radiology lectures. Leanne makes it convenient and pain free. She is very organized. It's a great way for everyone to stay up to date and get CE. It also allows the doctors to focus their attention on other things."
> Pediatric Dentist - Coon Rapids, MN

"OSHA training needn't be a source of dread with you or among your staff. Get a professional to help! She will have both a diagnosis AND a prescription just for your dental practice. I offer a whole hearted endorsement of Leanne's services...she made the complex task a simpler one for us...all we needed to do is make one call. Thanks, Leanne!"
> Preventive Care, Restorative, Cosmetic Dentistry - St. Cloud, MN


The NDA encourages dentists to contact Leanne and make sure your practice is set up exactly how patients expect it already is - safe, secure, and health regulation compliant.
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The Northern Dental Alliance graciously welcomes Leanne as a member. More importantly, her expertise and knowledge offers NDA's client-dentists a way to achieve even higher levels of success.


Sincerely, Dick Chwalek - Niche Dental President