Pacific Coast Society of Orthodontists Bulletin Winter 2014 - (Page 45)
THINKING OUTSIDE the BOX
Presented by Dr. Dana Fender at the PCSO 2014 Annual Session, October 3, 2014.
Summarized by Jenifer Vetter.
xcellent customer service is
contact. He/she discusses what to expect in
the cornerstone of a successful
the new patient exam, including financial
orthodontic practice. In his
information. This position is an offshoot
presentation, Dr. Dana Fender demonstrated
of the Call Center, allowing for effective
the dynamics and systems that can take a
communication with new patients. Dr. Fender
practice's customer service to the next level.
states that being upfront with patients about
He explained that having the right systems
what to expect financially during their first
in place creates a unique culture in which
call has led to more same-day new patient
team members are able to provide the best
starts and has increased his same-day starts
in customer service as well as be highly
productive. The key is to focus on the team.
Dr. Fender realized that when he stopped focusing on the
3. Patient Concierge
"me" in the equation, and started focusing on his team,
it transformed his office. He encourages other orthoJust as in a hotel that prides itself on excellent customdontists to develop their teams, and to acknowledge
er service, Dr. Fender's practice has a concierge. This
that it is their job to make the team better than any one
person regards patients with warmth and helps them
individual. By realizing that it is acceptable for others to
feel at home. Dr. Fender stresses that you must have the
be smarter than you are, or to be better at bending wire,
right person in this position to make it work - someone
for example - and by developing your team's leadership
outgoing, warm, and friendly. The Patient Concierge (PC)
abilities - you are strengthening your team.
invites patients into the practice, greets them upon arrival, and escorts them to the treatment area. Dr. Fender
Dr. Fender has a clear vision and goals for his offices.
stresses that this team member's first priority is to "love
Communicating them clearly and making sure everyone
on people," and the second is to straighten teeth - and in
is on the same page is crucial. He outlines seven imthat order. By keeping those priorities, the rest falls into
provements that any office can make for success:
place. Patients realize and respond to this.
1. Patient Communication Center
Establishing a Patient Communication Center (PCC), or
Call Center, frees the front desk to focus on the needs of
patients already in the office. Allowing front desk team
members to focus completely on the patients that are
in front of them increases the overall level of customer
service. PCCs are able to greet patients and schedule appointments, but proper training is key for this position.
Dr. Fender noted that many orthodontic practices do not
provide enough training to their front-line team members.
2. New Patient Coordinator
The New Patient Coordinator (NPC) handles all communication with new patients, starting with the initial
2014 * PCSO BULLETIN
4. Treatment Coordinator Assistant
The role of this team member is to take digital photos
and X-rays and build a rapport with the patients. This position frees up the Treatment Coordinator to focus on the
duties he/she needs to perform. The information gathered by the Treatment Coordinator Assistant is relayed to
the Treatment Coordinator to be used during the exam.
5. Clinic Floater
This person frees up the doctor by preventing him/her
from being tied up at a chair, enabling the doctor to stay
on time and focus on the patients. Dr. Fender's Clinic
Floater, Michelle (nicknamed Tool Time), can handle any
Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Winter 2014
A Clear Message and a Clear Plan
So Much to Share and Celebrate!
Facebook and Orthodontic Practice Marketing
PCSO At a Glance
Poor Posture = Back and Neck Pain
Resident Spotlight: Roseman University College of Dental Medicine, Postgraduate Orthodontic Program
Younger Member Spotlight: Dr. Mahbod Rashidi
The University of the Pacific’s Arthur A. Dugoni School of Dentistry
Dr. Terry McDonald Interviews Dr. Glenn Sameshima
New Technology for a New Office: Cost-Effective and Space-Saving
Case Report Pre-Treatment
Dr. Frank Beglin, PCSO President 2014-2015
Helping Autistic and Special Needs Children
Organization and Innovation are Intertwined
Patient Service: Thinking Outside the Box
Clinical Applications of TADs and Outcome Evaluations with 3-D CBCT Superimposition
Tips and Tricks from the Trenches
Case Report Post-Treatment
Dr. David Thomas Lawless
Pacific Coast Society of Orthodontists Bulletin Winter 2014