Ann-Marie DePalma, RDH, MEd, FAADH
Previously, we discussed ways for dental practices to weather the storm during this economic upheaval. Mining the charts and making sure patients are committed to keeping their appointments were options discussed. This issue will advance a few more suggestions. 
With a new year fast approaching, it is a great time to start new initiatives for your practice. These can include sending practice newsletters and the institution of a practice thank you program. These initiatives are easy, can be relatively inexpensive and can generate a lot of good will. Goodwill can translate into more production for you and the practice.
First, newsletters; they come in all sizes and shapes and are reflective of your practice philosophy and news. Internet newsletters such as this designed using Constant Contact or a one page paper newsletter printed from your own computer are options. A decision on the appropriate format may depend on your target audience. Newsletters don't have to be elaborate. There are a number of services that provide excellent products for you - if you are attending Yankee Dental Congress, check some of them out when exploring the exhibit hall. If you do not feel comfortable or do not see the monetary value in using an outside source, computer savvy staff members can create an in-house newsletter that can often rival outsourced ones.
Newsletter content can include information about your office staff, courses/programs the staff and the doctor have attended or news regarding new products or procedures the practice offers. Patient news can also be included, but HIPAA guidelines must be adhered to (patient's first name only, used with permission, etc). Include newsletters with billing statements, new patient packets and have available at the reception desk.
Another popular incentive is the institution of a practice thank you program. How often do we sincerely hear the words "thank you?" Loyal patients who keep appointments are the target audience with this 
program. As with many things in life, we constantly focus on the negative "bad" patients, but what about our "good" patients? They deserve recognition for keeping their appointments and/or following through with recommendations. The thank you can be as simple as a hand-written note card signed by the entire staff with a coupon for future treatment or more elaborate such as a gift card for coffee or another item. Some practices even elegantly wrap home health care goodies for their most deserving patients or offer big ticket surprises! Use your imagination as to what types of thank you's are chosen.
Staff members should also be included in the recognition program. Ask team members to come up with the best ideas for improving practice productivity for the coming year. Teams are more willing to work together when an idea has come from within the ranks, so to speak, rather than from an autocratic decision. Set a timeframe for institution and evaluation of the program and announce a meaningful reward for the most productive idea. The best bonuses are those that are "earned" and are not "automatic"!
Another way to promote the practice is to recognize businesses or organizations that have contributed to your practice development. These include labs, vendors, referring physicians and dentists, local media and community organizations (Chamber of Commerce, PTAs). Again, notes are always welcome (with or without small tokens of appreciation), along with being a "face" in the community. Staff members or the doctor can participate in Chamber of Commerce meetings, provide information about dentistry and the systemic health link to physicians/hospitals in the area, participate in or promote school activities or visit local community access television or newspapers for various activities.
Staff members who participate in activities such as these should be compensated - maybe at a lower salary than when providing clinical services, but still offered payment for their services. This provides a win-win for the practice - getting the word out and keeping employees on board. With many practices reducing hours or eliminating positions, all members of the dental team need to be willing to do what it takes to bring long-term success to the practice.
Your practice may be already doing some of these suggestions. If your practice is using these or other ideas we would love to hear from you. What other opportunities or ideas can you think of that can help dentistry weather the economic storm?
around it's the 4th of July".
to review your current profile? Whether you are a facility in need of staff or a staff person seeking work, providing us with the best data in will allow us to offer the best results.
