Dentaltown April 2018 - 14

howard speaks
column

"Could you be here at noon?" It shouldn't
matter if that's normally your team's lunch
hour, if that case helps your team make goal
for the day. A scheduled lunch is a luxury.
How many other businesses say, "We're
going to leave and turn the phones over
from noon to 1 p.m."? They're definitely
not the types of business that have daily
production goals.
Plus, half the time, patients just want
a diagnosis-they're going down a line of
dental offices, asking, "Hey, can you get
me in?" The answer should be "Yes, come
on down. Let's take a look at you-get an
X-ray and a diagnosis." Work up a financial

See Howard Live!
Howard Farran, DDS, MBA, is an international speaker who
has written books and dozens of articles. To schedule Howard
to speak at your next national, state or local dental meeting,
email rebecca@farranmedia.com.

2018

14

APRIL
13

Townie Meeting

APRIL
20

Oklahoma Dental Association

MAY
15

Riverside/Corona Study Club

JUNE
15

Wyoming Dental Assocation

APRIL 2018 // dentaltown.com

Orlando, Florida

Oklahoma City

Riverside, California

Jackson Hole, Wyoming

arrangement while the patient is marinating,
after the hygienist has numbed him up.
There's no excuse to be turning away
same-day treatment! Your team should be
optimizing every second, every minute
they have, because once a patient walks out
the door without scheduling a treatment,
it's really hard to get them back in. We
named our practice "Today's Dental" for a
reason-today is right in the name.

It's time to start
catching the fish
General dentists average about $175,000
a year in net income. Oral surgeons and
endodontists are around $400,000. There
are several reasons for the difference, but one
is that the highest-producing oral surgeons
and endodontists have two emergency rooms.
The reason they do it, they tell me, is
for the same reason I'm telling you to. If
you refer patients to an endodontist but
they can't get in, you'll start trying other
endodontists instead. The specialists don't
want that! You're an annuity, man, regularly
sending them a couple of molars or a couple
sets of wisdom teeth. The specialists would
rather get double-booked than have empty
chairs-which does happen to endodontists,
too, because their patients have high anxiety
about procedures like root canals or wisdom
teeth. (The fees! The pain!) Or maybe they
forgot they weren't supposed to eat for at
least four hours before the appointment.
When a new patient actually comes into
the practice, it's like you've reeled in a fish:
They talked to you, they found your place,
they came in, they filled out a chart, they
went back to the operatory. If you absolutely
cannot do the treatment that day, you can
say, "This tooth is so infected, I need to put
you on antibiotics until ..." and look at your
schedule for the next opening and say "until
Tuesday at 2 p.m." You've caught the fish,
but you don't always have to clean, cook
and eat it right then and there. (However, if
there's any way to get them today, do it!) ■


http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown April 2018

Dentaltown April 2018 - Intro
Dentaltown April 2018 - Cover1
Dentaltown April 2018 - Cover2
Dentaltown April 2018 - 1
Dentaltown April 2018 - 2
Dentaltown April 2018 - 3
Dentaltown April 2018 - 4
Dentaltown April 2018 - 5
Dentaltown April 2018 - 6
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Dentaltown April 2018 - Cover3
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