Orthotown October 2019 - 31

consisted of several doctors and afforded a
multidisciplinary approach to treatment.
I entered into an agreement where I subleased
the office a few days a month. I added my
practice signage and created a web presence
in the area.
The biggest advantage of acquiring a
second location this way was that I had instant
presence in another part of the city, where there
happened to be a need for an orthodontist,
with little to no upfront cost. And, of course,
I gained an internal referral source.
The biggest hurdle with this scenario
was maintaining a constant flow of referrals.
As staff and doctors changed in the practice,
so did my referrals. To grow, I used the
same internal marketing ideas I used in
my main location and worked to develop
a good reputation in the area. To maintain
continuity, my staff travels with me and we
employ the same business procedures and
treatment protocols as if we were in our
main office.
Speaking of partnerships, in 2012
you started working with Kool Smiles,
a national pediatric DSO that's

headquartered in Marietta, to develop
a pilot program for orthodontics.
I was charged with creating the first
ortho treatment locations. Using my years of
experience, I was able to implement valuable
clinical standard operating procedures to
introduce orthodontics in a high-volume
environment. By now, my schedule had
grown to managing my two private practice
locations and the new pilot with Kool Smiles.
Logistically, fitting all within a five-day
workweek was tough, but I made it work.
This was the beginning of one of
your "Seven-Year Rule" projects.
Explain more about that setup.
It's a plan that requires you to think
creatively, objectively and realistically all
with purpose and an overall goal in mind.
* Years 1-3 are Create and Develop: I
come up with an idea and implement.
* Years 4 and 5 are Evaluate, Adapt and
Adjust: Objectively look at the project
and make adjustments.
* Years 6 and 7 are Embrace or Create:
Continue the project, or come up
with another idea.



Orthotown October 2019

Table of Contents for the Digital Edition of Orthotown October 2019

Orthotown October 2019 - Cover1
Orthotown October 2019 - Cover2
Orthotown October 2019 - 1
Orthotown October 2019 - 2
Orthotown October 2019 - 3
Orthotown October 2019 - 4
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Orthotown October 2019 - Cover3
Orthotown October 2019 - Cover4
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