Orthotown June 2019 - 32

office visit

Our Scottsdale practice has a very
different demographic from the Peoria
office. Both are wonderful, enjoyable groups
of patients. Because of my age, my new
focus on face-centered orthodontics, and
a desire to eliminate the need to extend
my financial commitment for many more
years, I opted to enter into an office-sharing
arrangement. The Peoria practice is on the
fringe of a growth area in the valley and,
like the Scottsdale office, has easy access
to a freeway.
One of the largest requirements of
orthodontic offices and pedodontic offices
is parking. Because we're located in a mall
area, there's plenty of parking for staff,
patients and visitors. We have a large fish
tank in the window that attracts a lot of
viewers during the day and after hours.
We're sandwiched between a yogurt shop,
a Mexican restaurant and a fitness club.
There's plenty of traffic!

What do you do to set your practice
apart from others and market to new
patients?

During a combined workday, we have
the opportunity to chat, do joint consultations and discuss specific patients. I must
compliment the team of assistants because
they share X-ray equipment, sterilization
areas and laboratory areas so well. There's
no doubt about it: The assistants need to be
prepared to work together, which is one of
the criteria for hiring. Although we currently
have different teams, we strive to bring them
together as much as possible. We huddle in
the morning and afternoon together, talk
about patients and how the day went, and
what we can improve upon tomorrow.

The Peoria practice is about
20 miles away from your main
practice in Scottsdale. Have you
noticed any differences between
the two locations?

32

JUNE 2019 // orthotown.com

Most combination practices offer a
specialist only once in a while. The patients
can sense this and feel they're not getting
the full experience. Robert and I decided
from the first day that the orthodontic and
pedodontic departments would be available
every day of the week for treatment and
emergencies. We have staff from morning
till closing, and when I'm not in the facility,
a representative of the orthodontic practice
is present to handle questions, emergencies
and other issues. The patients are not told
that "the orthodontist will be here on
such-and-such day only."
Also, we believe strongly in the face-first
philosophy of orthodontics and growth. We
pay lots of attention to oral habits, breathing
and sleeping. Of course, this results in quite
a lot of Phase I treatment, which I strongly
believe in. If I have one regret in practice
over the past 25 or so years, it's that I have
not addressed the need for lateral expansion
coupled with myofunctional therapy enough.
We now have a strong referral network as well


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Orthotown June 2019

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