Pacific Coast Society of Orthodontists Bulletin Winter 2021 - 51

Doctors

Presentation Summary

Who's Afraid of the Big Bad Wolf?
Dr. Jeffrey Nichelini
PCSO Bulletin Section Editor

Presented by Dr. Jamie Reynolds at the PCSO/
RMSO/MSO/SWSO Annual Session, Oct. 3, 2020
Dr. Reynolds practices in the greater Detroit area,
co-founded OrthoFi, and is the author of World
Class Smile, Made in Detroit.

Dr. Jamie Reynolds
Spillane & Reynolds Orthodontics

1.	 Dr. Reynolds' practice during COVID:
a.	 New patient exams and starts did not drop
as much as expected in the spring and
summer, but starts are down more than
exams.
b.	 The size of down payments and paid-infull treatments are up.
c.	 Collections
1.	 Projected loss of ~17% revenue for
2020.
2.	 Automated payments saw a minimal
decrease during the shutdown.
3.	 Initially, there was a large drop in collections from patients not on autopay,
but they have largely rebounded.
4.	 Despite the pandemic and high unemployment rate, nationwide, people
are spending and saving at an all-time
high, and credit card debt is at a 30year low.
2.	 Helpful tip: Consider altering your marketing
strategy to direct-to-consumer because you
will not be getting the same level of word-ofmouth marketing during the quarantine.
3.	 Current times reminiscent of the fable The
Three Little Pigs: There have been several
crises to hit our field in recent years: the great
recession, direct-to-consumer orthodontics,
and COVID. We will weather this storm, and
we know another unforeseen storm will come.
4.	 Value:
a.	 Orthodontists should provide outcomes
that are the gold standard, from both an
occlusal and esthetic result.
b.	 Orthodontists should provide proper treatment and avoid overtreatment. Ensure the
treatment you recommend is the same as

Winter 2021    PCSO Bulletin	

what you would suggest for your family
members.
c.	 The customer/patient cares about different things than we do.
1.	 They are less functionally driven
because their dental IQ is lower than
ours.
2.	 Patients are focused on cost, esthetics,
and speed.
5.	 Delivering value to patients:
a.	 Per an analysis of Google Reviews from
industry-leading private orthodontic
offices, friendliness was overwhelmingly
listed as the most important characteristic among four- and five-star reviews.
Be friendly and provide a concierge-type
atmosphere.
1.	 Smile while you are talking on the
phone. The smile on your face translates to the tone of your voice.
2.	 Track the number of calls to your office
taken and how many are missed.
Missed new patient calls may mean a
lost patient is finding a different office.
3.	 Separate the individuals who interact
with patients from the individuals who
deal with financials.
b.	 Per an analysis of a large corporate practice with a national presence:
1.	 They had far more one- and two-star
Google reviews.
2.	 Their four- and five-star reviews
contained words not found in the fourand five-star reviews of private offices.
These were easy and quick.
3.	 To compete with this type of practice,
we need to be aware of patients' needs
and try to compete.
a.	 " Easy " : provide convenience to your
patients.
i.	 Make virtual appointments.
ii.	 Use texting and online appointments.
b.	 " Quick " : make sure your treatment
is efficient.

51
Pacific Coast Society of Orthodontists Bulletin Winter 2021

Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Winter 2021
