Orthotown May 2015 - (Page 6)

embrace // progress Marketing, Mechanics and Treatment by Twelves by Daniel Grob, DDS, MS, Editorial Director, Orthotown Magazine D uring the drive home the other evening, I came across a sandwich board prominently displayed on the street. I knew this particular practice was performing orthodontic care, but the method of marketing was quite surprising. I asked myself: In the eyes of the general public, has the perception of our specialty-historically, the third medical specialty to be established-really been reduced to this? More than 10 years ago, Roger Levin, the owner of a successful dental-practice consulting firm, proclaimed during a training session that orthodontics was the first specialty to turn "commodity." Was he right on! Now we "sell braces," and second opinions consist of how many aligners one practitioner deems necessary to treat a malocclusion, as opposed to estimates by another practitioner. So I asked myself: Does it need to be this way? Can it change? Have we contributed to this apparent problem? What's in the future? I do not feel that the profession is doomed. I am fortunate to have enjoyed many years of successful practice and continue to do so. The young orthodontists who bought my practice are expanding the business and I believe they are thriving with the elements they have in place. Theirs is a strong, patient-centered environment. The secret to success lies in creative, persistent marketing, coupled with an internal system of diagnostic mechanics. This system allows for comfortable, efficient and profitable treatment of patients and-well, get ready for this-at a more 6 MAY 2015 // orthotown.com reasonable cost than what's being charged by those who tread on our turf! The mechanics pyramid On p. 10, Dr. Alan Curtis describes a system for growing and maintaining a practice using referrals and lead-generation. I use this model for growing the business and working the practice. This system also allows for selling or transitioning the practice and patients at a later date. The key element in practice (namely, mechanics, or the steps in treatment for our patients) employs a pyramid approach, as well. Quite simply, it comes down to this: lots of patients in, as one or more patients finish treatment. One element that has given the profession its commodity reputation is the offering of treatment plans with ultraspecific appliance names and treatment times that minimize the variables in care. However, by instead making orthodontic treatment an ongoing process that's tailored to each patient's needs, we enable the creation and maintenance of a freestanding, primary-care orthodontic practice. Treatment by twelves The key is to capture patients of all ages and offer specialized attention to every one of them, at each stage of development. Whenever possible, I organize treatment into three categories that I call "Treatment by Twelves." While the first twelve teeth are erupting, evaluations are encouraged so we can look for medical conditions, identify space for tooth eruptions, and check for obvious x-bites. Continued on p. 8 http://www.orthotown.com

Table of Contents for the Digital Edition of Orthotown May 2015

Orthotown.com Highlights
The Benefi ts of Treatment by Twelves
Your Orthodontic Business Funnel
Industry News
TADs Experience
Poll
Case Presentation: The Next Twelve
Large Arches, Small Teeth
New Products
Overhead: What Does it Mean to a Start-up Doctor?
A Winning Combination: Stainless-Steel Mini-Screws and CBCT Simulations
Orthodontic Marketing Automation: A Look Into the Future
The More We See, The More We Know
Three Key Solutions
A Leader Inside and Outside the Practice
From San Francisco to Orlando: A Look at AAO’s Upcoming Sessions
Use of Digital Impressions in Orthodontic Fabrication
Ad Index

Orthotown May 2015

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