Modern Hygienist - February 2009 - (Page 42)

close | ECONOMY 101 Controlcan what you Reprioritizing during a recession. by Bunmi Ishola Economic recessions are hard on just about everyone, and no industry is completely recession-proof. “In an extreme definition almost all dental services are discretionary,” says Dr. Michael Goldberg, former director of the practice management course at Columbia University. It’s up to dentists, dental hygienists and the rest of the staff to make sure their service is a necessity. However, there are many ways to use the recession to your advantage. Sound marketing, thorough patient education, a strong and knowledgeable staff, a bit of flexibility with payment plans, and taking advantage of your downtime are ways to keep your practice strong. Don’t panic. Focus. Tips for keeping the practice strong: START WITH CUSTOMER SERVICE Unfortunately, the economic impact on practices is somewhat regional. Dental consultant Sally McKenzie of McKenzie Management notes dental practices in areas where the job market has dwindled considerably will have a more difficult time navigating the economic downturn. Practices offering limited options for patients—such as accepting only certain types of insurance—also can suffer, but McKenzie says poor customer service is where offices suffer the most. Staff members need to be able to explain the value of dental care to patients, but even the best explanation won’t win over patients avoiding care because they don’t think they can afford it. Ginny Hegarty, President of Dental Practice Development Inc., suggests implementing phased payment plans to encourage those patients to seek treatment. Many dental offices aren’t aware they already have flexible payment options available. * Offer clarity. Explain why dentistry is a necessity, not a luxury. Help patients ﬁnd ways to pay for treatment they need. * Be ﬂexible. * Reinvest. Don’t take steady patients for granted. Engage them in meaningful ways when they’re in the ofﬁce. VALUABLE DOWN TIME If the economy is reducing the number of patients seeking treatment, those new holes in the schedule can be perfect opportunities for professional development and continuing education. “Now is the time to invest in continuing education, learn new things,” Dr. Goldberg says. Extra time in the day can also be used to solidify relationships with patients to ensure they return for future care. Dr. Eric Davis, former president of the American Academy of Cosmetic Dentistry, says dentists and staff should note every cancellation and make follow-up calls. Spend extra time with patients and offer reassurances that they are doing the right thing by getting work done. “I’m going to call it marketing, but it’s really for the patient’s benefit,” Dr. Davis says. “Use that extra time as PR with the patient.” mh Olubumni Ishola is a Houston-based freelance writer. economy 101 Throughout the year we will provide data, advice and information to help you and your practice stay strong while the economy is weak. 42 modernhygienist.com | February 2009 PHOTOS: KARIN DREYER/GETTY IMAGES http://www.modernhygienist.com

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Modern Hygienist - February 2009 Contents Editor's Letter Letters News Modern Solutions Caring for Kids The DNA Difference A Healthy Perspective The Economic Impact on You How Single Moms Make it Work Ad Index Classified Economy 101

Modern Hygienist - February 2009

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