Page 79 - The Dental Entrepreneur

The Dental Entrepreneur

That chart makes a pretty compelling case as to why you must become knowledgeable about
the “Business of Dental hygiene. Properly utilizing your staff to the full extent of their training is
a key component to your business profitability.

Visual Presentation

One last key point on the gathering and presentation of diagnostic information.One of the rock
solid principles of treatment acceptance revolves around human communication
characteristics. One of the most important of these is the importance of VISUAL information.
Statistically speaking people retain about 10% of what they hear but that jumps up to over 85%
of what they see. It is of vital importance for a beginning dentist to stop explaining and utilize
visual aids. I have had numerous people speak in my class that have said an intra oral camera
alone can increase production and case acceptance 50%. It is absolutely true. Some of the
most useful are:

Digital X-rays / Pan
Intra Oral Camera
Video Microscopy
Video education such as the GURU or Casey System

Case and Treatment Presentation

I became a fan of check lists years ago after I learned about Dr Rob Groba’s “amazing
tracking system.” The way that Dr Groba explained it was that pilots fly some of the most

sophisticated computerized machines that have ever been invented but at the end of the day,
they still rely on a final manual checklist.

Dr Groba has (like myself) wholeheartedly rejected the elitist philosophy of presenting full
mouth reconstruction to everyone who comes to your office. This has confused and ruined
many a young practitioner that get massively confused by terms such as “complete dentistry”,
“total care”, “comprehensive care” I know that one of the primary concerns of every new
graduate is how to present any kind of dentistry. Dental school is not representative in any
fashion as to the challenge of presenting expensive treatment to the paying public. Your
corporate colleagues are required to present the entire case as soon as the data is gathered
They are all about the total care presentation with fees and finance options presented much
like a used car. I think this is a flawed and vulnerable approach. It goes against human nature.
For the corporate clinics, it is a system with scripts and it is easier to manage that way. They
are not really focused on developing long term relationships. They are interested in the
patients who are ready today and the young dentists who “convert”. If not, NEXT. This is
where I feel a smart well trained young dentist has a BIG ADVANTAGE if you become a
student of psychology and understand what makes people tick, Dr Groba is a master of this.

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