Dentaltown May 2022 - 8

howard speaks
column
Ask Away-I'll Answer!
If you haven't checked out Dentaltown's Facebook
or Twitter feeds lately, you might not have seen my latest
project: I'm answering your questions, live!
The topic of each " Ask Howard " video is something
that was asked by a Dentaltown member who posted a
question on Facebook or Twitter and used the hashtag
#askhoward. I'll answer the questions in individual videos
posted on our social media feeds and on Dentaltown.com.
The topic of my fi rst video: How do you compensate
your hygienists for additional cleanings they do?
Keeping employees is key
As I mention in my book Uncomplicate Business,
human resources is everything. If you get an A grade
in the HR component of business, you can get a C or
D in the time and money components and still reach
all your dreams, but if you get a D in HR and an A in
time and money, you're going to be stressed out of your
mind forever. So reducing employee turnover is key.
If you look at the S&P 500 and compare two airline
companies, one of which keeps an average employee
10 years while the other keeps them only fi ve years, the
one that keeps employees for 10 years usually makes twice
the profi t. I think it takes employees fi ve years before
they make an indelible mark on your company. Part of
the reason I've been successful is I've got team members
who've been part of the team for 10, 20, even 30 years.
But if I see a new hygienist every time I walk into your
practice, I know that things aren't going well for you.
My formula: base + bonus
People are complex and unique, so there's no blanket
statement that works universally about the " right " way
to treat your employees. However,
most relationships are based on trust,
which I believe requires two things:
* Being transparent, not opaque
and secretive.
* A system of checks and balances.
(You're not an authoritarian
dictator just because you own the
offi ce.)
As a dentist, your day has variance-your morning
can fall apart with cancellations, but a three-unit bridge
and a crown scheduled in the afternoon can make it up.
Hygienists don't have that variance; they do cleanings
and exams, maybe six-month bitewings, and everything is
consistently priced. If they get a cancellation and they're
paid only on commission, they know they're out for an
hour. Some dentists ask, " Why doesn't she go up front
and work recall during that hour? " You're not paying her
an hourly rate, only on commission-do you want her
to work for free? If you're such a fan of not getting paid
for work, why don't you come and work in my practice
for free? It's OK when it's your hygienist but not you?
When I fi rst opened a practice, I thought the " obvious
way " to pay hygienists was as a percentage of production.
When we were having a robust day, nobody ever said
thanks for that 35%, but when there were cancellations,
I saw a lot of pouting and resentment.
Then, one day, I lost a great employee, and I realized
that after enough times of sticking your tongue in
an electrical outlet and getting shocked, you have to
realize there's some electricity coming through. So now
I pay hygienists and hygiene assistants an hourly base
wage-and if our team does well, I include additional
bonuses based on production. (If we did this much last
month and we do X% more this month, that means
$100. If we do 2X% more this month, $200.)
I think bonuses are appreciated more when they're
given out in cash. If they happen regularly, they should
be included in the paycheck, but there's something about
cash that puts a kick in people's walks. (Be sure to check
with your accountant about what they'd recommend
for your practice, though.) ■
Ask Howard your own question!
For a chance to have your question answered, post it on
Facebook or Twitter and use the hashtag #askhoward.
by Howard Farran, DDS, MBA, founder and CEO
8 MAY 2022 // dentaltown.com
http://www.dentaltown.com
Dentaltown May 2022

Table of Contents for the Digital Edition of Dentaltown May 2022
