Dental Entrepreneur Winter 2020

DENTAL ENTREPRENEUR CLASS OF 2020 | WINTER ISSUE

Business Beyond the Classroom

Dr. Rich Constantine

More Than a Dancing Dentist Dino Watt

Will Your Core Values Be Just a Bunch of White Noise to Your Team?

Kathryn Gilliam

Yesterday’s Protocols Don’t Work for Today’s Oral Cancer

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Welcome

CLASS OF 2020 WINTER ISSUE VOLUME 2

Happy New Year!

I declared on New Year’s Day that 2020 would be my year. Of course, the phrase “Man plans, and God laughs” took on a special meaning for me almost instantly.

Business Beyond the Classroom

It started out with one calamity after another. The latest rings close to home because, you see, our oldest son is the same age as our cover doc, Dr. Rich Constantine. Both amazing young men living their dream and seeking their purpose. However, with our Michael, who has helped edit De for 20 years, his life came to a screeching halt when a dangerous version of the Step bacterium invaded his body. It was the perfect storm of frightening scenarios.

Winter 2020 VOLUME 22, ISSUE 2 Editor & Publisher Anne M. Duffy RDH Assistant Editor Michael Duffy JoAnn Schutte Production Curative Group Editorial Board Dr. Dirk Fleischman Dr. Gene Heller Dr. Harold Sturner Dr. Ryan Dulde Dr. Earl Douglas Rachel Teel Wall, RDH, BS Dr. Tom Snyder Derek Champange Dr. David Rice Layout and Design Brian Rummel Cover Photography Juan Naula Radical Company Class of 2020 Contributors Dr. Rich Constantine Kathryn Gilliam Dr. Ankur Gupta Amanda Mombert Ben Mombert Bob O’Donnell Dr. David Rice Minal Sampat Dr. Lucas Shapiro Dave Striegel Dino Watt Editorial Office

12233 Pine Valley Club Drive Charlotte, NC 28277 704/953-0261 Fax 704/847-3315 anneduffyde@gmail.com

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Acceptance of advertising does not imply endorsement by the publisher.

4 Winter 2020 Dental Entrepreneur

As I write this, he is still in the hospital hoping to go home today with an IV antibiotic for the next six weeks. Thank goodness it wasn’t bacterial endocarditis, as they wanted desperately to tie it to a dental prophy he had in December. They finally deduced that wasn’t the origin and – Yay! – he wouldn’t need open heart surgery. His limbs are all still attached and working. Sadly, the bacteria also attacked his right eye, and yes, it is permanently impaired. All six specialists are still perplexed, chalking it up to bad luck. The important thing is watching how Michael handled it. With grace, humility and strength. What counts is not what you get but how you handle it.

My point in this story is to urge you to take some time to think ahead every day and always have a plan in place for the catastrophes that can happen. Can you imagine laying in a hospital bed after six MRIs, numerous CT scans, a spinal tap, heart esophageal procedure, and permanent blindness without insurance? Be smart, and be prepared. (Yes, Michael was prepared.)

I met Dr. Rich Constantine through a dear friend, Elijah Desmond. He told me to check out his story, and I’m so glad I did. When we jumped on a call, I had no idea he was the dancing dentist.

He was a humble and caring man, great husband, son and, oh yes, a dentist. What struck me was how amazed he was that the 90 million views of his viral dancing video across all platforms occurred organically. It was the perfect storm in the best of scenarios. He and his wife, Trish, have handled the spotlight with aplomb. I am so lucky to be able to share his story and hope you will support their very important cause, “Smile On Cancer.” It could bring the importance of dentistry and what you will do to greater heights and appreciation. After all, a rising tide raises all ships!

You will love reading Dr. Luke Shapiro’s column featuring Dr. Sharon Huang. I loved learning about Sharon’s ability to genuinely incorporate her style into her brand. She is certainly a DeW, and I encourage you to share your tips on how to bring out more of your personal style in everyday life.

Our issue closes, as always, with some inspirational words from Dr. David Rice, who will no doubt challenge you to take your career to the next level and prepare for any storm that may cross your path, whether under positive or negative circumstances.

This is one of my favorite editions of Dental entrepreneur. It has so much insight for you to grow, personally and professionally. After all, you are more than a dentist.

Cheers,

Anne M. Duffy Publisher

PS: De is going purely digital. Please share this with your friends and colleagues, reach out to our sponsors and continue to seek your purpose!

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Contents PROLOGUE

HEALTH & WELLNESS

6 More Than a Dancing Dentist

20 Don’t Let Your Posture Kill Your Career

Rich Constantine, DDS

10 Weighing in With Dr. Luke Shapiro Lucas Shapiro, DDS

GETTING STARTED 12 Will Your Core Values Be Just a Bunch of White Noise to Your Team?

Dino Watt

BUSINESS FUNDAMENTALS 16 Top 5 Dental Marketing Questions, Answered: An Interview Minal Sampat, BA, RDH

18 Critical Questions to Ask Your Banker Once You’ve Decided to Acquire a Dental Practice Amanda Mombert and Ben Mombert

DentalEntrepreneur.com

Ankur Gupta, DDS

24 Yesterday’s Protocols Don’t Work for

Today’s Oral Cancer Kathryn Gilliam, BA, RDH, FAAOSHOSH

THE POWER TO SUCCEED 28 Dental Conferences: Valuable

‘Homecoming’ Opportunity Bob O’Donnell, DDS General Chair for Hinman 2020

30 Information Unimplemented Achieves Nothing Dave Striegel, Ph.D

32 The Danger in Just Trying to Survive Dental School David Rice, DDSS

Dental Entrepreneur Winter 2020 5

Prologue

More Than a Dancing Dentist Rich Constantine, DDS

E

verything you want in life is within your reach, IF you can just learn to get out of your own way. Have you ever looked into the mirror and said, “Wow, I really thought I would’ve accomplished more by now”? And do you ever lay your head on your pillow at night and get that feeling your window is closing and you’re running out of time? I do. I get those feelings of uncertainty, doubt and even fear.

What if I told you this was all an illusion?

I grew up in a small town known for its coal mining and farming. The mindset was “Work Hard to Achieve More.” I really loved this way of thinking because I knew from an early age that the harder I trained and harder I practiced my sports, the better I’d perform in the games. The harder I studied and prepared for my tests, the better I’d do on the exams. I was an only child, and both of my parents were in education. School work always came first, but sports were what I loved. My parents knew this. As the house rules went, I had to be doing well in school in order to continue with athletics, and that as long as I was playing a sport, I needed to be playing an instrument.

They allowed me to try whatever sport or instrument that I wanted, but once I started, I had to finish. Quitting was not an option. They encouraged me to do my best but never pushed. I didn’t have an older sibling to compete with, so I would compete with myself by setting goal after goal and trying to achieve them. It was a goal to get a Division 1 football scholarship. It was a goal to get into dental school. It was a goal to start my own practice. I worked hard, and I achieved these things.

In the summer of 2018, though, something very unexpected happened. What happened was the “Kiki” challenge. This was a dance challenge to the popular song “In My Feelings” by Drake.

I took the challenge, and the video went viral, amassing what is 6 Winter 2020 Dental Entrepreneur

now over 90 million views. Now, I need to let you know that I am very thankful that the viral video happened. I’ve been blessed with so many wonderful opportunities from that one video, and I’ve had the opportunity to meet even more wonderful people.

But what a lot of people don’t know is that I filmed that video by myself. The girls on my team had been trying for weeks to get me to do the dance challenge, but I just couldn’t bring myself to dance in front of them. So I waited until they went to lunch one day, I searched YouTube for how to do the dance, I set up my iPhone on the counter, and I joined the craze. They said it was great and posted it to our practice’s Facebook page. I just went back to seeing patients that afternoon like I normally would.

The next day, though, the response was overwhelming. Before I knew it, I was doing interviews for local news and newspapers.

Then, national outlets. Good Morning America, The View, Inside Edition. It even led to an appearance on the Steve Harvey Show.

Honestly, I had a difficult time in the months following. I was being pulled in so many different directions, and I didn’t know how to handle it. After all, once football ended, I was working hard to be a great dentist. I was working hard to be a great businessman. It was never a goal to be known as the “Dancing Dentist.” It wasn’t even fun to dance anymore because now I had to.

It became awkward doing everyday things like pumping my gas or going to Home Depot and hearing someone yell, “Hey, Kiki!

I see you, man! Do the dance!” This never happens standing next to someone, either. It always happens from across the parking lot or 10 aisles away in the store. As you can probably imagine, this draws attention. I would smile and play along, but the attention and being recognized was uncomfortable. Growing up as an only child, you want to stand out; but you also want to fit in. When that’s a program you develop early on, it can be a tough thing to shake.

Leave it to my wife, Trish, to encourage me to embrace being DentalEntrepreneur.com

As you can probably imagine, this draws attention. I would smile and play along, but the attention and being recognized was uncomfortable. uncomfortable. It was she who helped me to see that we could take the exposure and do something positive. Trish and I have been together for almost nineteen years, and we’ll celebrate our 15th wedding anniversary this summer. Early on in our marriage, we went through something very difficult. We both lost a parent to cancer within 18 months of one another. If that wasn’t tough enough, it also happened during our move and the first year we lived in South Carolina. We were now living seven and nine hours away from our families. We saw the viral video as an opportunity to do something we always knew we wanted one day, but we had no idea it would be possible this soon. We started a foundation we named “Smile On Cancer.” With Smile On Cancer, it’s our hope to bring joy to the journey for those families supporting a loved one battling the disease.

With the foundation, I now had my purpose to continue. However, I was still very uncomfortable with all the attention. It wasn’t until I was invited to speak at a youth mentoring program that I began to realize what might be going on and what needed to change. Also speaking at this event was a man named Bill Cortright. He spoke on the importance of stress management throughout life that night. Something resonated with me, so I asked Bill to speak in private after the event. He could tell I was having a difficult time with this new identity. He wanted to know what was really bothering me and why I thought all of the attention was making me feel so uncomfortable. I really feel like this was a turning point for me. I began to realize that the version of me in that moment was good enough. BUT, if I wanted to continue to be the best version of myself in order to serve others, I needed to start working on myself.

As healthcare providers, we are often the last patient we think DentalEntrepreneur.com

about. There have been numerous occasions when I’ve gone on CE trips and I’ve found myself in private conversation with older dentists who are later in their careers. The ones who are honest and candid enough to share will often say that a person can have a booming practice and all the money and toys they want, but Dental Entrepreneur Winter 2020 7

nothing is more valuable than one’s health. This is something I think we all know deep down. Why is it then that we don’t take the time to work on ourselves? Why do we spend so much time thinking about the past or the future that we lose sight of the present and stop enjoying the moments? Why do we focus so hard on the destination rather than learning to enjoy the journey?

The journey is the reward.

There are six principles I’ve tried to begin practicing daily to help me maintain focus and manage stress. These are principles I believe can help the many others who have these feelings and thoughts. You cannot separate the mind/body and body/mind connection. This is why it is so important to not only condition our bodies through diet and exercise but also condition our minds through things like journaling, visualization and meditation.

When I started dental school, I was the first in my family to do so. All I really knew was that it was going to require a lot of work, but when I graduated, I would be a dentist. I didn’t even know what specializing meant. I had no idea what the process was for buying or starting a practice or what something like that costs.

I didn’t even know where to look for these answers or even the questions to ask. I have been asked numerous times why I was an associate for six years before starting my own practice. There are several reasons why, but a lot of it boils down to my feeling scared and uncertain. Paralysis by analysis. When I graduated from dental school, I knew I needed to work on my clinical skills.

That was most important to me. Like so many others, I learned more in the six months following dental school than I did in dental school. That may not be completely true, but it feels like it because you’re learning and applying new skills daily. It was also equally important to develop communication skills during these years: communication not only with patients but with team members and colleagues. These are not always easy skills to learn.

When I began to consider going out on my own, I then began to learn more about the process of acquiring or starting a practice and what might be involved with renovations, equipment and even new construction. I was seeing dollar amounts higher than I had ever seen on paper before. Taking out loans for this amount of money was not something that the majority of my family and friends had ever done. I’d never had those conversations. For the first time, I would be working for myself. I needed to have the confidence to go all in, betting on myself. The only thing holding me back was fear. Fear of failure. It was my family, though, my wife and mom, who encouraged me to just do it. Not a day goes by when I’m not thankful for the opportunities I have to care for my patients, provide opportunity for my team members and serve my community.

If you’re a student nearing graduation or an associate at a practice who wants more, don’t let the fear of failure get in the way of your vision. This applies to any endeavor. Embrace the idea that things may not work out, knowing that these are just opportunities to learn and become better. The only way one can fail is to quit. Never feel alone. There are people all around who want to help you through your journey. You can learn to manage stress for good. You can rediscover your authentic self. You can learn that the journey is the reward and begin enjoying those moments that enrich your life. Through it all, I want you to learn to base your success on happiness and remember to “Just Keep Smiling.”

We read this publication because we’re healthcare providers with an entrepreneurial spirit. We have a growth mentality, which is what makes us unique. We also have more information at our fingertips than ever before. There’s so much we can learn and see on the internet and through social media. While this can help us research and connect faster than ever before, it also can hinder us if we fall into the habit of comparing ourselves to others and questioning where we are and the decisions we’ve made.

8 Winter 2020 Dental Entrepreneur

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Dental Entrepreneur Winter 2020 9

Prologue

Weighing in With Dr. Luke Shapiro Lucas Shapiro, DDS

H

aving a head for business and a knack for creativity can be a powerful combination. It certainly has been for Dr. Sharon Huang, founder of the boutique NYC-based dental practice “Les Belles NYC” (known as Les Belles for short). In 30 minutes with Dr. Huang, I learned about her exceptional branding and how it sets her apart from her contemporaries in the field. For any of us seeking some guidance on how to make it in the Big Apple, here are a few tips out of Dr. Huang’s playbook.

Following her undergraduate degree at Binghamton University, Dr. Huang attended Columbia Dental School in the Bronx before going on to complete her GPR residency at St. Barnabas and Bronx VA. Like many of us in the dental field, initially she entertained thoughts of medical school, but after working at a dental office, she fell in love with the profession. After residency, Dr. Huang worked for three different types of dental practices: a prosthodontic practice, an insurance practice and a dental spa. Each practice and job offered a wealth of insights and lessons that Dr. Huang was able to distill and refine as she set about creating her own unique path through the industry.

Her initial strategy was a smart one for any young entrepreneurial dentist without the cash to buy a practice or open a new space outright. She first opted to rent an operatory from another dentist, which required only investing in supplies and rent, and then started building her clientele one patient at a time. But, how, you may be wondering. How did she go from a single chair to opening two dental offices in 3 years – Les Belles Grand Central and their flagship, Les Belles Park Sixty? The trick, it turns out, is not to build a dental practice and then slap a brand on it; it’s to build a brand that just so happens to have a dental practice.

Using social media and good old-fashioned patient care, Dr. Huang has created a phenomenally popular dental practice infused with the elements of a gorgeous lifestyle brand. This has resonated deeply with her patients and the general public, who have flocked to her office because of its exceptional customer service, its integrative wholistic approach that blends cutting10 Winter 2020 Dental Entrepreneur

edge technology with top-quality products and focus on health and wellness, and, last but not least, its refusal to compromise aesthetics and serenity within the dental care space.

The true beauty of all lasting and timeless brands may be their ability to not only meet our expectations but to exceed them in ways that keep us engaged and coming back for more. As a brand, Les Belles is a reflection of Dr. Huang and what is most important to her – relationships and forming lasting connections with people. And just as Dr. Huang has been inspired by the majesty of Paris and its iconic position at the forefront of fashion and culture, so too is Les Belles an ode to creating a beautiful, timeless and joyful experience for people. And this can be seen throughout her flagship office, Les Belles Park Sixty, which combines sleek, bright and white structural elements with a touch of luxury.

Les Belles has an operatory dubbed “The Birkin,” after the famed Hermès bag that is so exclusive you have to build a relationship with an associate to be offered one to purchase. It has become something of a phenomenon on social media. Another operatory dubbed “The Kelly,” yet another homage to the timeless Hermès bag, is also generating buzz and excitement. The office now has 6 operatories to support 6 dentists. But elevating dental care to the level of self-love and self-care is just one of the many special facets that Les Belles brings to the table and to its patients. As for the future of Les Belles, Dr. Huang plans to expand slowly. She is really in the business of people, not dental offices. While many dentists are focused on tasks like building their business or focusing on their craft, Dr. Huang believes in engaging the hearts and minds of her patients to empower them with the ability to build beautiful and healthy lives.

It is this wholistic philosophy that has drawn the attention of several VC firms seeking to expand her business, but Dr. Huang knows you cannot scale something like this quickly. If she expands too quickly, she risks losing the unique quality and authenticity that makes Les Belles...well, Les Belles. For now Dr. Huang intends to continue to keep on growing in the heart of New York and winning over the hearts of New Yorkers.

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@lesbellesnyc | lesbellesnyc.com

technology. He was also very involved in the aesthetics club and ASDA. Luke is Luke Shapiro, DDS, received his undergraduate degree from Wash- the leader of the dental student section of ington University in St. Louis with a major in Spanish. He then went IgniteDDS. He is also the founder of to dental school at Stony Brook and graduated in May 2018. He is now @futuredentists Lucas.shapiro@ignitedds.com an orthodontics resident at Tufts in Boston.

In dental school, Luke did research, focusing on 3D imaging, with his most recent project on the application of iPad 3D imaging DentalEntrepreneur.com

Dental Entrepreneur Winter 2020 11

Getting Started

Will Your Core Values Be Just a Bunch of White Noise to Your Team?

Dino Watt

Y

ou just paid a “marketing professional” to help. They sit you down and tell you that it would look really good if you came up with some core values to put on your website. Together you come up with a few words that sound and look impressive. Words like “integrity,” “fun” and “customer service.” Problem solved. Or is it?

When it comes to hiring or firing your team members, what is the decision predicated on? Not sometimes, but every time.

Gossiping, politics, insubordination, lack of productivity, bad hires and many other passion-sucking problems you deal with on a weekly (sometimes daily) basis can all be narrowed down to one thing...a lack of R-E-A-L core values.

Are you consistent with your decisions based upon your values, or are you like 95% of people and make them based on your current mood or current emotions?

Unfortunately, most companies look at core values as a nice exercise they once did at a weekend seminar. Many, like the example above, have created their core values by choosing generic words their marketing person told them would look good on a business card or their website.

However, that is NOT what true core values are meant to be. Not if you want them to actually help grow your team, your referrals and, ultimately, your business.

When done right, core values are the road map to your success and will guide you to the vision you have, or should have, for both your business and your life.

Take a moment and consider how you currently make decisions in your business or at home.

12 Winter 2020 Dental Entrepreneur

At home, how do you and your spouse determine what to spend money on, how much to save, what experiences you want to have as a family or even what you expect from your kids?

When you have true core values, the decisions are always made not on your mood or emotions but from a place of true integrity.

Core values that actually are, well, valued can bring newfound life into your business and personal life. But only if they’re strong, mean something and are congruent with how you and your team show up every day.

How can you tell if the core values you choose are strong?

There’s a little test I like to do with my clients called the “Well, I would hope so” test. If you can say, “Well, I would hope so” after hearing it, it’s not strong enough.

This simple test let’s you see if what they claim to be core values are basic, bland, corporate-sounding platitudes or if they pack some meaning behind them, hold them to a higher standard and, above all else, make a commitment statement.

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meaning with it?

What if instead of stating that you give “great customer service” you declare that you are committed to being “the BEST part of our customer’s day” or “We WOW our clients, every time.”

See how these speak beyond just a basic level of “great customer service” and deliver a commitment both to how you show up for your customers and as a team?!

This is why I call it your roadmap. When you have values like these, the way you make decisions in all the areas of your life and your business becomes much easier and more clear. As a leader it even allows you to empower your team to make great decisions.

Let me give you an example of a business owner who was able to do just that. An orthodontist client of mine told me this story about how having real core values took a weight off his shoulders and helped his team make an otherwise tough decision.

Let me explain.

Say “We are honest” is one of your core values. Is it REAL? I’m not asking if it is true because, although we have never met, I am going to assume that you are an honest business owner. However, does it really tell me how you are different than the other business down the street that also claims to be “honest”? No, not really.

Why? Because every business out there will claim to be honest. That should be a basic assumption of doing business, yet not something that actually sets you apart from others.

This orthodontist had made the switch from being a preferred provider to no insurance. A particular family had already been in for one child’s braces, but now their second child needed the same treatment. The mother was upset that the discount she got for her first child years ago was no longer valid for her second. She called to lodge a complaint.

In an effort to appease the mother, the office manager and a couple other teammates went to this orthodontist and explained her unique situation. Based on one of their core values, “superhero empowerment,” he allowed them to make the decision. They decided to honor the discount for her.

Short answer. It doesn’t.

However, if you wanted to go beyond the trite “We are honest” and separate your business from the competition as well as make a way to hold your team to a higher standard, you could create a REAL core value where your company guarantees “radical transparency” to their clients.

If you were a potential customer deciding between a company that promised “radical transparency” vs. your competitors’ “We are honest,” which one would you be inclined to give your business to?

You probably get the point, but, because I like to drive points home, let’s look at one of my favorites: the oft claimed “great customer service” as a core value.

If you put it to the “I would hope so test,” does it pass? Again, who doesn’t say that in their business?

So, how could you make it real? How could you make it pack some DentalEntrepreneur.com

When the office manager called the mother to tell her the good news, the mother retorted with a list of new demands – demands that were far above and beyond the regular scope of treatment.

The office manager went back to the orthodontist, confused at what to do now. This orthodontist simply replied, “When you made the original offer, were you guided by our core values? What about her new demands?”

The manager was instructed to talk it over with her teammates and make a decision based on the core values of the office. What did they decide?

No, this lady’s new demands would not be accepted. If she chose to see another office for her son’s treatment, that would be fine. But only the original discount would be given.

Because this orthodontist had his core values laid out, his team could make an executive decision without his time or energy being Dental Entrepreneur Winter 2020 13

When you make a decision based on your core values, you’re not only standing up for what you believe in, you’re showing the rest of the world that you know what you’re doing and who you are. wasted. His team had the power to evaluate the situation at hand and make the right decision.

Your core values give you your answers to every question. When you have your personal core values detailed, you can turn to them any time you’re unsure of what to do next. And, yes, you should have your own personal core values as well as core values for your company.

Your core values will make those difficult questions seem cut-anddry. When you make a decision based on your core values, you’re

WE ARE HERE TO SUPPORT YOU.

not only standing up for what you believe in, you’re showing the rest of the world that you know what you’re doing and who you are.

You’re stepping into your role as a leader, as someone other people can look up to. Your core values will take you from good to great.

Dino Watt is one of the most exciting business relationship trainers in the world and the author of the #1, international best selling book, “The Practice Rx.” He is the CEO of Our Ripple Effect, Inc., a personal development company.

As an award-winning mentor, trainer and coach, his programs, including The CORE Office Training Program, Purpose and Passion and The Business of Marriage, have helped thousands of people develop as powerful business owners, passionate spouses and positive influencers. His passion for what he does stems from the belief that no success in your business can compensate for failure in your relationships.

His podcast The Business of Marriage, gained the #1 spot on iTunes in multiple categories.

For over 100 years, Patterson Dental has built relationships with practices of all kinds, listening to needs and delivering industry-leading solutions. From office design to dental supplies, we offer the help you need to create the ideal practice environment. And a de-stressed office means you’re free to provide the best possible care to every patient.

WE ARE PATTERSON.

Technology Partner

Comprehensive Solutions

Practice Well-Being

Your Guide to Practice Success

CONTACT YOUR LOCAL BRANCH 800.873.7683 | PATTERSONDENTAL.COM

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14 Winter 2020 Dental Entrepreneur

Dino’s unique ability to help high performers have the greatest success in both their personal and professional relationships has been featured on ABC, NBC, CBS, FOX News and TEDx. Speaking and training highlights have included speaking for the MKS 2017, American Association of Orthodontists, Pitts Progressive Study Group, The Shulman Study Club, Keller Williams, Sotheby’s, DentalTown, Ortho2, OrthoVoice, PSCO and many others.

Out of all the accolades Dino has received, the one he is proudest of is title of PHD, Passionate Husband and Dad.

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REAL CORE VALUES TEAM EXERCISE People support what they create, so schedule a team meeting and follow these 10 steps to creating your REAL core values. It’s a fun and engaging exercise that will be a great team builder.

Here are some examples from successful businesses who have created meaningful core values: Zappos.com: Deliver WOW through service. | Embrace and drive change. | Build a positive and a family spirit.

Google: Focus on the user and all else will follow. | Fast is better than slow. | You can be serious without a suit.

Datwyler Orthodontics: Every patient is a rock star. | Listen more, talk less. | Choose profit-based decisions.

Sheffield Orthodontics: Be efficient and Energetic. | Make great things happen. | Create great memories.

STEP 1

STEP 2

List 5 core values you personally possess (Make health a priority, experiences over things, etc.)

List 5 core values you would like the company to have.

TIME: 3 MIN

TIME: 3 MIN

STEP 4 As a group, take turns and share similarities from partners.

STEP 3

Write them on a flip chart.

Partner up. Share your answers to step 2. List similarities.

TIME: 10 MIN

TIME: 5 MIN

STEP 6

STEP 5 Find the similar themes or categories. (Ex. Attitude, customer service, work ethic, etc.)

The themes are what are most important to your team and will be the guidelines to your core values. Decide if you are missing any themes that are important to you as a leader/ team and add them.

Double the partner groups. Using the words on the board, brainstorm together on how to take the values to the next level. End with 5-8 for each group. (Ex. “Customer Service” becomes “Deliver WOW through service”, “Honesty” becomes “Radical Transparency”, “Have a positive attitude” becomes “We only have good days and great days”)

TIME: 15-20 MIN

TIME: 15 MIN

STEP 8 Combine or eliminate any redundant values. Make sure you have at least one value for each theme. Determine if they all are Relevant to your company, Engaging, Action-based and Leadership-led. (REAL)

TIME: 10 MIN

STEP 7 Each group chooses a spokesperson to share their new and improved core values with the whole team. Write them on the board.

TIME: 10 MIN

STEP 9

STEP 10

Finalize your core values. You should end up with no more

Publicly display them! Either in a large poster, vinyl letters on the wall

than 12 REAL Core Values.

or in different areas around the office. Don’t forget on your website as

TIME: 15 MIN

well. Show them off to the world and let them know this is the contract your team is making with each other and them as clients.

For a downloadable list of even more core values go to www.DinoWatt.com/values.

Copyright © 2018 Dino Watt. All rights reserved.

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Dental Entrepreneur Winter 2020 15

Business Fundamentals

Top 5 Dental Marketing Questions, Answered: An Interview Minal Sampat, BA, RDH

M

inal Sampat is a dental hygienist, national speaker, marketing strategist, entrepreneur and author residing in Washington State. Today, she’s answering five pressing questions about dental marketing in 2020. Let’s dive in! #1: What are the most common marketing mistakes dental practices make?

There are a few, but a big one I see is practices jumping into outlets like social media without a strategy, or even a target audience.

Unfortunately, a strategy is essential to a marketing plan that produces ROI. Practices are often just trying to keep up with seasonal upticks or the competition’s marketing, but if your competition has a strategy and you don’t, you’ve already lost.

Another mistake is underestimating the power of teamwork. If a practice’s team isn’t on the same page about a marketing campaign, it will fall flat. Too often, a single email is sent to everyone about a campaign, and that’s the only communication that happens. There’s no collaboration; the front desk, clinical and admin teams never get a chance to offer input and build the investment necessary to keep the campaign going long-term.

The last big mistake I see is not knowing your practice’s numbers.

How many new monthly patients are you acquiring? Where are they coming from? How much are you spending on marketing?

Most practices I talk to know one or two of these but not all three.

You need to pay attention to these metrics to understand where you are and where you’re going.

16 Winter 2020 Dental Entrepreneur

#2: Do I need to be on all social media platforms?

Absolutely not. In fact, I don’t recommend being on all platforms because it tends to spread teams too thin. The only platforms you need are the ones your ideal patients use. That means if you’re targeting implant patients, you likely want to be on Facebook where that audience is more likely to spend time. If you’re trying to become the go-to practice for bridal teeth whitening, Pinterest is a good place to start.

Pick one platform, and master it. Every platform is different, so simply reposting the same content across multiple outlets doesn’t typically yield great results. Learn to leverage one platform well, and once it’s become second nature, consider adding another to your strategy.

Lastly, remember that social media platforms are just that: places to be social. You have to show up and engage. Reply to comments, post often and be consistent. With time, your continual presence will build trust with followers. #3: Do I need to spend thousands of dollars on a website?

I don’t build or provide websites, but I get asked this question a lot. You’ll find builders who charge anything from $1,000 to $30,000 for a site, and it can be hard to determine what’s appropriate for your practice.

Here’s my advice: ultimately, you need a website that is as good or better than your competition’s. Once you establish what it DentalEntrepreneur.com

will cost to meet that baseline, you can consider budgeting for additional features that suit your business plan (think online scheduling, videos, patient portal, etc.). Focus on SEO and userfriendliness, and the rest should take care of itself.

Remember, technology is always evolving. Like all marketing, a website isn’t “set it and forget it,” so be prepared to update and add to your website as times change.

I have one last note on this topic, and it’s that you can’t expect an external company to make your marketing successful without internal help. Whether it’s building your website or managing your social media, you need someone inside your practice managing marketing and communicating with partners to create relevant content. With a marketing manager on the inside, an external company won’t have to turn to stock photos and clichés to represent your practice. #4: What should I look for in an internal social media manager?

hour a week of campaign work. Check in with team members, note whether your numbers are changing, and follow up with newly acquired patients to thank them and ask for feedback. As the leader, knowledge of campaign performance is a basic pillar of long-term success. At the end of the day, whole-team involvement, including yourself, is what makes successful marketing happen.

Minal Sampat is a dental hygienist, global speaker, marketing strategist, entrepreneur and best-selling author residing in Washington State. She recently published her first book, “Why Your Marketing is Killing Your Business and What to Do About It.” The book is an Amazon Best Seller and #1 New Release in the United States, Canada, Australia and India. It is available in paperback, Kindle and Audible on Amazon. To learn more or get in touch, please go to MinalSampat.com.

Hiring a social media manager is an exciting move, but it requires finding the right candidate. Personally, I think it’s important to prioritize the social aspects of a candidate’s personality for this position. Skill and experience are important, of course, but a social media manager needs to be someone who truly loves socializing.

I’d look for an extrovert with a history of fast learning, someone others would describe as fun and creative. This person will be constantly engaging your team and patients in person, then translating those photos and interactions into social media posts.

If the first part comes naturally, training on social media platforms is easy. #5: How do I create a realistic marketing plan?

When creating a marketing plan, the first thing you need to do is know your numbers. I mentioned this earlier. In this case, you’ll also want to know when your practice is slow and which months business tends to pick up. This big-picture will inform when and what to market.

Then, create a task list, and make sure each task is delegated to a responsible team member. Who makes the flyer? Who posts to social media? Who puts it on the website? Who engages patients in-office? Every team member should know their job in forwarding the mission of the campaign, and the campaign should appear on every outlet available. If the team isn’t involved and informed, this simply won’t happen.

Lastly, as the practice owner, you need to personally put in one DentalEntrepreneur.com

Dental Entrepreneur Winter 2020 17

Business Fundamentals

Critical Questions to Ask Your Banker Once You’ve Decided to Acquire a Dental Practice Amanda Mombert & Ben Mombert

O

ne of the biggest decisions that a dental professional may face is the decision to acquire an established dental practice. A big part of this decision entails understanding the financing options available to make this dream a reality.

The financial relationship you are about to enter is long-term, and therefore it is vital that you find the right financial partner. Here are some critical questions to consider as you evaluate potential partners: • Do the banker and bank have experience in the healthcare and, more specifically, the dental industry?

• Does the banker have a role in the lending decisions being recommended and made?

• Is there flexibility regarding repayment schedules? What are the prepayment penalties?

• Will the financial institution provide sufficient working capital to you as you transition into ownership?

• What are the rates? Are they fixed or floating, and what is the fee structure?

• Do the terms of your loan require you to conduct your day-today banking with your lender?

18 Winter 2020 Dental Entrepreneur

• Can the banker provide introductions to other industry experts such as a CPA, attorney, insurance provider, consultant, contractor, etc. who also have experience with the dental industry?

• Can they provide additional financing to purchase the building your practice occupies?

• Will the bank continue to support you in the future with your growth objectives such as a practice relocation, addition of new operations or equipment, or purchase of an additional location/ patient base?

• What other intangible benefits can they offer you?

As you are weighing your options, you’ll also want to understand what the requirements are for the loan, including liquidity in the bank, a down payment, and if the seller will need to finance some of the purchase. In addition, how transparent is the financial institution in communicating these requirements? Effective communication with your banker throughout this process is critical.

You may want to ensure that the banker is accessible, consultative, and understands the underwriting and closing process.

Once you’ve decided, there are several items that you and your team of advisors (including your banker) will want to review as you move forward in your due diligence process. Here are some questions that will help you and your advisors evaluate the viability of a practice acquisition.

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• How much cash flow is available to service the proposed debt, your existing personal debt, your living expenses and investment goals?

wise in choosing your business advisors carefully. Having a consultative, engaged relationship with your advisors, including your banker, is important and can save you time and money as you march towards making your dream a reality.

• How does the practice overhead stack up to industry standards?

• How do you compare clinically, from a treatment planning perspective and chairside manner to the seller?

• What type of opportunities are there for growth via increasing new patient numbers or keeping additional procedures in-house?

• Are the demographics and competition favorable in the area you are looking to purchase?

• What percentage of revenue comes from PPO, Fee for Service or Medicaid/HMO? Will you be able to be credentialed with all the same plans and with the same fee schedule?

• What does cash flow look like if there is patient attrition? This sensitization exercise is a good way to understand the risk to your future cash flows.

• What is the condition of the equipment, and will you incur the cost of replacements or upgrades in the near future?

• If the practice has experienced substantial growth over a short period, is that growth organic and sustainable or manufactured by over-treating and marketing ploys that do not attract recall patients?

• What is the transition plan as the buying dentist enters the practice and the selling dentist exits?

While the practice you are purchasing is an important part of the financing decision, your banker will also want to build a relationship with you. Understanding your personal work experience, clinical skill set in comparison with the subject dental practice, personal financial profile and credit history, and your vision for the practice are all important components of building this relationship.

Banks continue to be willing to lend to dental professionals.

Historically, medical and dental practices have some of the lowest default rates in the nation. Plus, it continues to be a growing field with spending on dental at about $124 billion annually with this trend likely to continue.

As you move forward in making this big decision, you will be DentalEntrepreneur.com

Amanda Mombert, Private/ Professional Banking Relationship Manager in the national healthcare space, specializes in providing end-to-end counsel and support to healthcare clients, especially dentists. She does this by building and maintaining relationships with her clients and always searching for the strategy that works best for them. Amanda specializes in financing for dental practices – providing financing for practice acquisitions, buy-ins, expansions, debt refinance, equipment, and commercial real estate.

She is known for providing consultative assistance to clients and guiding them through the entire loan process. She is deeply connected in the dental community and is well known for providing clients with all the resources and experts they need to make sound financial decisions. Amanda is a veteran banker of more than 13 years’ experience and is a graduate of the University of Oregon and the Western School of Commercial Lending. She has been an active volunteer with Junior Achievement and the national program “Teach Kids to Save Day.” Ben Mombert, Vice President Private/Professional Banking Officer, is an expert in helping healthcare professionals achieve their financial goals through a number of different financing and banking solutions. Ben has a keen understanding of the correct financing products and services that best suit the borrower’s needs and is a connector for clients to find other dedicated professionals who specialize in the healthcare industry including CPAs, attorneys, appraisers, consultants, insurance brokers and more. Ben, a veteran healthcare banker of more than 12 years, is recognized in the industry as an expert in financing and banking for dentists (including associated specialties pediatric, orthodontics, oral surgery, endodontics, periodontics, prosthodontics and others) as well as financing/banking for veterinarians and financing/banking for optometrists. He is a graduate of the University of Oregon and has provided fundraising support for Mission of Mercy and the Dental Foundation of Oregon.

Dental Entrepreneur Winter 2020 19

Health & Wellness

Don’t Let Your Posture Kill Your Career Ankur Gupta, DDS

I

n January of 1952, Drs. Horn and Hammond from the American Cancer Society put together the largest cohort study about the long term health ramifications of both direct and indirect cigarette smoke exposure. Their findings, I’m sure you are not surprised to learn, were simple: Cigarettes are bad for you. Cigarettes cause lung cancer.

Cigarettes make you die earlier.

The study was very robust. The two used the most scientific and reliable methods, as they had anticipated a social and economic backlash to their results, and wanted to show the maximum objectivity and minimum bias in their results.

So, what happened? The backlash was brutal. Newspapers refused to publish the results, as the newspaper editors feared that the cigarette companies might pull advertising from their papers.

Doctors and scientists, often funded by the cigarette industry, began publishing their own articles, disputing the Horn and Hammond’s results.

The public, confused and untrusting after being bombarded with so much conflicting information, did what the public does — continued on with their lives. Those who smoked kept on smoking, and those who didn’t kept on tolerating smoking sections in restaurants and airports.

It wasn’t until the early 2000s, fifty years after the cohort study from Horn and Hammond, that, as a population, our society accepted the dangers of a pastime that had been ubiquitous for so long. Which makes me wonder...what is today’s cigarette? What is the thing that we all are doing, that is ubiquitous and normal 20 Winter 2020 Dental Entrepreneur

in our society, that is slowly undermining our quality of life.

Depending on who you are and what you’re into, you can come up with all sorts of ideas: processed food, video games, social media, etc. But today, I want to discuss a trend that may have significant ramifications on us dentists.

Our heads weigh 11 pounds. Ideally, this bowling ball mass should rest itself, centered, above our shoulders, so that our entire body mass can support that weight. As our bowling ball heads begin to tilt forward, all of that weight needs to be supported by the muscles at the back of our necks. For every inch that our heads tilt forward, the burden on those muscles increases. A lifetime of carrying such a burden has pretty obvious repercussions. All we have to do is spend some time at a dental conference and interact with a few dentists who have been practicing for 3-4 decades.

Nice people, but their heads seem to be coming from out of their chests. The muscles in the back of their necks have given up, leaving them with a permanently “hunched over” look.

But that’s ok. They’ve lived life. They enjoyed life as 40-, 50- and 60-year-olds being physically able and energetic. It was only after decades of practicing dentistry that things started falling apart. I don’t think we are going to be so lucky. See, these older dentists with the hunched backs never grew up with supercomputers in their pockets. They couldn’t simply reach for a device at any time or place to check their emails, connect with friends, look at funny memes or promote their businesses.

But we can. And we do.

Walk through an airport, and look at where people’s heads are.

With only a few exceptions, those heads are not sitting above the DentalEntrepreneur.com

The Cleveland Clinic department of Physical Therapy has reported a 3x greater incidence of posture-related pathology among patients aged 30-40. shoulders. Sitting, standing, waiting, we have all developed a new posture: one that is normal and ubiquitous, just like cigarettes once were, where a phone is held near our stomachs, and all 11 pounds of our heads are fully tilted off of our shoulders.

We are speeding up the process.

What took 3-4 decades for our older dental colleagues is going to take much less time for all of us, as we are wearing out those muscles behind our necks at a much faster pace. It is already happening. The Cleveland Clinic department of Physical Therapy has reported a 3x greater incidence of posture-related pathology among patients aged 30-40. That’s young, and while it may result in professional disability, it will definitely result in an overall decline in our quality of life. Back and neck pain make it harder to get up from laying or sitting, to get dressed, to drive, and to play sports. It doesn’t matter that studies already exist that proclaim that our overuse of cell phones have decimated our postural health. People aren’t going to change their habits because our habits are “just too normal.” It looks weird to sit up straight while waiting for your flight at an airport. It looks weird to perform back and breathing exercises while sitting in your office at work.

My challenge to you is to be weird.

How? Here are my favorites: 1. Limit cell phone usage by keeping it out of your pocket.

Keep it in your office, in your jacket pocket or in the team lounge while at work. When at home, plug it into the charger and keep it on the countertop. When you do use it, be intentional about how you hold it. Break the habit of holding it adjacent to your stomach, and, instead, hold it out in front of you.

2. Get a foam roller. Ever since my kids were born (they are old now), my wife and I have always enjoyed the hour after the kids go to bed so that we can watch TV. Now, 10 minutes of that TV time is not on the couch but on the floor, rolling out backs, necks, hips, shoulders, you name it. Once you get a foam roller, just search “How do I use a foam roller?” on YouTube.

DentalEntrepreneur.com

My son playing on a device

3. Print out a back and neck stretching/strengthening chart from Google Images, laminate it, and post it on the wall both at your practice and in your home. Spend 3-5 minutes doing a variety of exercises, preferably twice a day — once at work and once at home.

4. Do the “double-chin” exercise in the car. This is where, while sitting up straight in your car, you push your head straight back, strengthening the muscles along the back of your neck. You know you are doing it right if the flesh below your jaw bunches up, giving you a double chin.

5. If you are not already, invest in loupes, a headlight and a saddle stool while at work. Unless you have a microscope, I don’t believe it is possible to maintain perfect posture as dentists, but all of these help. The good news is that, while all of these items were really expensive when I first became a dentist in 2005, the prices just keep going down. One of the saddle stools in my office I got from Amazon for $39.

It happens to be my favorite one! Don’t be discouraged the first few days as these things do have a tendency to give a mean wedgie.

Dental Entrepreneur Winter 2020 21

Saddle stool (Above). Doing dentistry using a saddle stool, loupes and magnification. Looks good, but there is still a noticeable head tilt (Left).

6. Get one of those sets of stretchy bands, choosing a medium resistance. Between patients, during lunch, before the day, etc., hold it out in front of you, and pull your arms apart.

Experiment with modifications to your arm height and band resistance, as this will strengthen all of those muscles around your shoulder blades. The nice thing about the list above is that none of them require major investment or professional intervention. They just involve a little bit of time and a small change in your routine. Habit change is often difficult, so don’t try to accomplish all of the above list in one swoop. Just gradually add one item to your routine only after you have created consistency with the one before.

Cell phones aren’t cigarettes. Yes, we are addicted to them, but we don’t necessarily have to “quit” in order to avoid the negative ramifications. Even though it isn’t hard to notice the individuals who have fallen prey to long-term bad posture, the good news is that, while sitting at the airport or dental conferences, I also see men and women in their 70s and 80s, who are upright, robust and able to move without discernible pain. No matter your age, make it a goal to move in that direction.

22 Winter 2020 Dental Entrepreneur

Ankur A. Gupta, DDS, after completing a one-year GPR in Cleveland, started a practice from scratch in 2005. Armed with what he considered adequate knowledge, hand skills and a personable demeanor, he watched as his practice floundered, finances became unpredictable, and his lower back and spirit toward his profession became worrisome. Rather than continue the trend, he made a guinea pig out of his office, his family and himself in attempting any and all personal and professional “experiments” in self-improvement.

More than a decade later, he enjoys excellent new patient numbers and case acceptance, a solution-oriented dental team, and, most importantly, a meaningful and positive identity. He happily shares the failures and successes with dental and community groups throughout the country, always ending his presentations with practical, implementable, step-by-step ways to be better. You can e-mail him at drgupta@northridgevillefamilydentistry.com or check him out on his website www.bebetterseminars.com

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Health & Wellness

Yesterday’s Protocols Don’t Work for Today’s Oral Cancer Kathryn Gilliam, BA, RDH, FAAOSH

I

’ve spent decades teaching my dental colleagues to perform traditional head and neck cancer screenings and to use fluorescence devices to enhance their visual screenings. My passion for the early detection of oral cancers began early in my career as a dental hygienist. We were all taught to perform oral cancer screenings in dental school and dental hygiene school; however, once in practice in “the real world,” I observed that the vast majority of dental professionals did not do these screenings.

When I questioned my peers about not screening for cancer, the unanimous answer was that there simply isn’t enough time during a regular dental hygiene appointment. When I began coaching dental teams, I heard that the dentists and dental hygienists didn’t really know what to look for or how to determine if they were seeing normal variances in oral tissues or pathology.

It became my mission to teach dental professionals that it only takes three minutes to perform a thorough head and neck cancer screening. I always include visuals to show what structures are “normal” and which abnormalities need further evaluation to determine if they are potential pathologies. I also teach how to care for patients undergoing treatment for head and neck cancers because I learned that this is an area for which many dental professionals also feel unprepared.

Having been a head and neck cancer crusader for nearly thirty years, my cancer screening protocols are well established. When detecting cancers caused by the use of tobacco and alcohol, where lesions are typically found on the lateral borders of the tongue and in the floor of the mouth, these protocols are very effective. However, we now know that the majority of head and neck cancers are no longer caused by the use of alcohol and tobacco. Now the main culprit is the Human Papilloma Virus (HPV), where lesions 24 Winter 2020 Dental Entrepreneur

are typically found in the most posterior regions of the mouth and throat (oropharyngeal cancer), and this makes an enormous difference in the way we screen for and detect this disease. Our traditional screening examination cannot reliably detect HPVrelated cancers simply because we don’t have access to the areas most often affected.

This does not mean that we no longer perform the traditional head and neck cancer-screening exam. We absolutely do, and while we’re performing the exam is the perfect time to discuss HPV-related head and neck cancers and how patients can best protect themselves.

HPV Infection and Head and Neck Cancer HPV is now the most common sexually transmitted disease in the United States according to the Centers for Disease Control and Prevention (CDC). Usually when HPV is contracted there are no symptoms and the immune system clears the infection without the person ever knowing they had the disease. Most people are infected with HPV more than once in their lifetimes. When there is a “glitch in the system” for some reason, the immune system is unable to clear the infection and cancer (cervical, vulvar, vaginal, penile, anal and oropharyngeal) can be the result. Rates of HPV-related oral and oropharyngeal cancers now exceed rates of cervical cancer. The CDC reports that oral cancer is increasing annually at a rate of approximately 30%. White males are affected 3.5 times more than white females.

Because traditional head and neck cancer screening can miss HPV-related head and neck cancers, it’s more important than ever to educate patients about the symptoms, which include a feeling of a lump in the throat, difficulty swallowing, swelling in the neck, DentalEntrepreneur.com

loss of appetite, rapid weight loss, hoarseness, speech difficulties, weakness and excessive fatigue.

If any of the above symptoms are present, a referral to an ear, nose and throat (ENT) specialist is in order. ENT specialists have the equipment and expertise to examine the oropharynx as well as diagnose and treat oropharyngeal cancers.

Symptoms of HPV-Related Head and Neck Cancer: • A lump in the throat

It is possible to diagnose HPV in the dental office with a simple swish and spit test, which detects some of the most common oral cancer causing strains of HPV. It’s important to make it clear to the patient that this is not a cancer detection test and that a positive result for HPV infection is not a cancer diagnosis. It does mean the patient who tests positive must be vigilant about possible early signs of disease.

• Swelling in the neck (not bi-lateral)

HPV Vaccine

• Hoarseness

There are more than 100 strains of HPV. The HPV vaccine has been shown to be more than 95% effective for prevention of HPV vaccinetype infections (HPV strains 6, 11, 16, 18, 31, 33, 45, 52 and 58) and disease among people without prior infection, according to the CDC. Originally, when the first vaccine, Gardasil, was introduced in 2006, it was only approved for use in girls. Then, in 2010, it became approved for use in boys as well.

• Speech difficulties

The current vaccine, Gardasil 9, which protects against the nine strains that cause head and neck cancer, is available to prevent HPV infection. The vaccines bivalent Cervarix (only approved for use in girls) and quadravalent Gardasil are no longer distributed in the U.S. HPV vaccines were initially given in three doses. Now the Advisory Committee on Immunization Practices (ACIP) recommends a twodose vaccine schedule for those who start the series before their 15th birthday. The two doses should be separated by six to 12 months. A three-dose schedule is recommended for those who start the series on or after their 15th birthday and for people with compromised immune systems due to conditions such as cancer or HIV infection or who are taking immunosuppressive drugs. The second dose should be taken one to two months following the first dose, and the third dose should be given six months after the first dose.

It is now recommended to vaccinate girls between the ages of 9 and 26 years and boys between the ages of 9 and 21 years. Vaccination is also recommended for males age 22 to 26 who have sexual contact with males or are Immunocompromised as a result of infection (including HIV), disease or medication. It is also recommended that transgender people up to age 26 receive the HPV vaccine. Although health insurance covers the vaccine only up to the age of 26, it is possible to get the vaccine until age 45 at the patient’s expense.

The CDC estimates that 50% of all new HPV infections occur in DentalEntrepreneur.com

• Difficulty swallowing • Loss of appetite • Rapid weight loss

• Weakness and excessive fatigue

Points to Remember: • Educate patients of early warning symptoms of head and neck cancer.

• Inform patients of the risk of unprotected sex.

• Educate patients about optimal nutrition, sleep, exercise and HPV vaccination.

• Encourage patients to have regular dental exams and to be tested for HPV.

young adults between the ages of 15 and 24. It is estimated that only 44% of boys and 53% of girls have been fully vaccinated against HPV. Many children start the series and don’t complete it, according to the CDC’s 2017 National Immunization SurveyTeen (NIS-Teen).

The HPV vaccine can and should be given to people who are already sexually active, according to the Advisory Committee on Immunization Practices (ACIP). Ideally, people should be vacDental Entrepreneur Winter 2020 25

cinated before the onset of sexual activity; however, people who have already been infected with one or more HPV types will still be protected in the vaccine from the other HPV types that have not been acquired.

As it becomes more common to vaccinate children against HPV, it will become more common for middle aged men and women, who have not had the advantage of vaccination, to develop HPV-related cancers. For this reason, people over the age of 26 are advised to receive the vaccine at their own expense up until they reach the age of 45. The cost is approximately $1,000 for the entire three-dose series.

Resources: 1. Centers for Disease Control and Prevention https://www.cdc.gov/cancer/hpv/basic_info/hpv_oropharyngeal.htm 2. Human Papillomavirus (HPV) ACIP Vaccine Recommendations - http://www.immunize.org/askexperts/experts_hpv.asp

What Can a Dental Professional Do? When I was in dental hygiene school, I learned that the number one priority for dental professionals is prevention and the number two priority is early detection of disease. Therefore, it seems prudent to educate our patients regarding the risks of HPV so they can prevent infection.

Sexual contact, including oral sex, which is often considered “safe sex” in our culture, is the greatest risk for HPV infection.

Avoidance of unprotected sex, including oral sex, is the best way to prevent HPV infection. Safe sex, meaning the use of condoms (and dental dams for oral sex), should also be discussed with dental patients. In the case of minors, it’s prudent to discuss the issue with the parents initially and get permission to inform their child of the risks of HPV infection and how to prevent infection.

Additionally, it can be beneficial to ask the parent if they would be present in the treatment room while you educate the child.

This could be a great opportunity to facilitate a frank conversation between the parent and child once they return home.

I have had very positive responses from the vast majority of parents I have talked to about discussing health risks such as HPV with their children. When I coach my client teams about discussing potentially delicate topics such as this with their patients, many are very hesitant to do so. I remind them, and all of my peers, that we are health care providers first and foremost.

We must leave any judgment or personal embarrassment behind and focus on prevention of a deadly infection. We owe it to our patients to fully inform them of the risks of HPV and head and neck cancer. That’s worth a few moments of awkwardness or discomfort. Additionally, as dental professionals, we are within our scope of practice to advise our patients to take better overall care of themselves, including optimal nutrition, exercise and sleep.

A healthy immune system is the best way to fight infections of any kind.

I challenge and encourage all of my colleagues to educate patients about the deadly risks of HPV-related head and neck cancer. Use this opportunity to grow beyond the traditional role of dental professional and step into a new role as health care professional to save lives in the dental office.

26 Winter 2020 Dental Entrepreneur

Kathryn Gilliam, BA, RDH, FAAOSH, is a proponent of incorporating the latest scientific research on the multiple oral-systemic links into practical clinical protocols.

Kathryn’s interest in the medical side of dentistry led her to years of advanced study into the oral-systemic links, including twice graduating with an advanced arterial wellness certification from the prestigious Bale Doneen Preceptorship for Cardiovascular Disease Prevention for Healthcare Practitioners. Kathryn has completed level one of the Functional Oral Systemic Health Mini Residency from the renowned Exceptional Dental Courses, and in 2018, she earned a Fellowship in the American Academy for Oral Systemic Health.

Having completed advanced study in adult learning through the Lioness Principle Transformational Training, Kathryn excels in coaching dental professionals to elevate their standard of care with protocols based on sound scientific principles and proven strategies for optimal patient care and outstanding practice growth.

Kathryn has been on the front lines of early detection of head and neck cancer throughout her career and serves as the Director of Education for Oral Cancer Cause and serves on the Dental Hygiene Advisory Board of the Oral Cancer Foundation. Kathryn is an honors graduate of the University of Nebraska and The University of Texas Health Science Center Dental Branch.

Kathryn is a faculty member and dental hygiene specialty coach for the Productive Dentist Academy. She is a national speaker and a key opinion leader and has published multiple articles and continuing education courses. Kathryn was the viewer’s choice winner in the Jumpstart 2020 Keynote Speaking Competition.

After 30 years as a dental hygienist, Kathryn still loves and is passionate about her career as a dental hygienist, and she feels her purpose is to love her patients back to health.

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Winter 2020 27

Power to Succeed

Dental Conferences: Valuable ‘Homecoming’ Opportunity Bob O’Donnell, DDS General Chair for Hinman 2020

U

pon graduation from dental school, you and your classmates will head in many different directions.

Some will return to their hometown to start or join a practice. Others will relocate to a city in which they’ve always wanted to live to begin their journey in dentistry.

Some will choose private practice, and others will select corporate dentistry or academia. Whichever path you choose to take, the fact is that you and your classmates may or may not keep in touch, and the opportunities to network with your colleagues will likely dwindle.

So, our theme for Hinman 2020 is “Come Home to Hinman – Where Teamwork Meets Success.” I envisioned its being one big homecoming event dedicated to improving skills, expanding capabilities and collaborating with colleagues and the entire dental team to achieve success. As a young dentist, I always looked forward to seeing my old classmates at dental conferences. If you don’t get out of the office and see colleagues, you could start to feel isolated. You also miss out on the opportunity to get input from others on challenging cases, practice management, technology and more.

There’s a lot to be said for staying in contact with former classmates. To this day, I am still in touch with several fellow Emory University Dental School grads, even though the dental school itself ceases to exist. My fellow alumni serve as a great sounding board for ideas and freely share best practices that benefit us all.

It’s a valuable network of dentists whom you can call upon for professional advice, referrals and more.

Preparing for the Future Attending dental conferences, like Hinman, not only serve as a reunion for you and your classmates, but they can also help prepare you to be a successful business owner and provide a professional network that will support you throughout your career.

DENTAL CONFERENCES OFFER:

A True Homecoming CE for New Dentists and Events Tailored Just for Students When I was asked to chair Hinman’s 2020 Dental Meeting, it occurred to me that Hinman, like other conferences, is a true homecoming event. Homecomings are a tradition held across the nation whereby universities and high schools invite former alumni (students) to return to their alma mater to celebrate the school, and often football team, with their former classmates and current students. It’s a tradition that dates back to the early 1900s.

It promotes community, school support and lifelong friendships.

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Most of the major dental meetings in the country offer special programs and courses for students and emerging dentists. There are often significant discounts offered to students and new dentists. Hinman hosts a half-day session, “GO Track: How New Dentists Can Go Further, Faster!” This year, it’s led by Dr. Sully Sullivan, Creator and Host of the Millennial Dentist Podcast, on Friday, March 20, from 1 to 4 p.m. Dr. Sullivan will cover everything from joining an existing practice as an associate to DentalEntrepreneur.com

incorporating technology into your practice to ensure growth.

Collaboration and Networking In this profession, there’s nothing wrong with getting a little help from your friends. In fact, it’s incredibly valuable to have a support system and network of professionals you can turn to for advice and assistance. Dental conferences and meetings, as well as dental organizations and societies, give you access to others who can share best practices, consult with you on difficult or challenging cases, or provide advice on new technologies, equipment and services in the profession. Why go it alone when you can learn from others?

Exposure to Dental Advancements Dentistry continues to evolve and become more and more sophisticated. There are new advancements in dentistry daily.

By attending major dental conferences and meetings, you’ll have access to hundreds of companies that feature the latest in dental equipment, products and technology. Often, you can demo products and test them prior to investing.

Social and Alumni Events Sure, who doesn’t like a good party? But, social events at dental conferences are the perfect chance to get to know your peers and other experienced dental professionals. Conferences offer many social events that lend themselves to meeting and networking DentalEntrepreneur.com

with others in the industry. Often, there are special receptions and events just for students. At Hinman, you will find alumni receptions hosted by a variety of dental schools as well as a dental student happy hour in the exhibit hall, on Friday, March 20, to connect with other students from around the country.

In today’s fast-paced environment, it might be easier to obtain CE online and skip in-person meetings and conferences. But, if you do, you are missing out on the opportunity to set yourself up for success. In just two to three days, you can find valuable tools that will help you launch your career and/or practice, explore the latest equipment and technology needed in dentistry and establish lifelong relationships that will support you throughout your career.

Dental meetings and organizations like Hinman offer unlimited value and can play an important role in your life as a new dentist.

Dr. Bob O’Donnell is General Chair of the 2020 Thomas P. Hinman Dental Meeting. He is a practicing dentist in historic downtown Alpharetta, Georgia.

In 1999, he and his wife, Cheryl, purchased a 70-year-old, historic residence and transformed it into a state-of-the-art dental office. He has been a member of the Hinman Dental Society for 30 years and is a graduate of the Emory Dental School.

Dental Entrepreneur Winter 2020 29

Power to Succeed

Information Unimplemented Achieves Nothing Dave Striegel, Ph.D.

“D

on’t wait.” That was it. That was the advice given to me by one of the most business savvy and successful executives I’ve ever had the privilege of knowing. It was the early 2000s. I was part of a start-up business in the greater Boston area that trained highlevel athletes, business executives and their teams to enhance performance under pressure. Our primary investor (“Tom”) was a very successful CEO whose family had built up and recently sold their business for over $5 billion. Needless to say, whenever he spoke, he had my attention. We were talking one afternoon about our start-up’s strategic plan and the fact that I thought it wasn’t quite right. It needed tweaking. As I was explaining my rationale, Tom leaned forward, looked me in the eye and calmly said, “Don’t wait.” He sat back and let the words land. I can hear his voice like it just happened, and I’ve never forgotten it. It was some of the most profound advice I’ve ever received regarding what it takes to be successful in any business. And the words are just as true today as they were then.

What Tom was telling me was so simple: Don’t wait until our plan is perfect before taking action. In other words, a perfect plan unexecuted is just words on a page. Seems like a version of this adage has been around since humans figured out they needed to think through how to get things done. Most certainly the concept of strategic planning has shown to differentiate winners from losers in arenas as diverse as business, sports, law, and, yes, dentistry. But for as long as planning has been a virtue, so has the ability to execute. In fact, I believe that success in virtually any meaningful, professional endeavor, especially that which requires any semblance of extended perseverance, is achieved more as a function of one’s ability to implement and execute in the midst of imperfection rather than one’s ability to achieve perfection.

Stated another way, I believe the results you want in your practice are closer than you might think IF you can overcome the desire to have a perfect plan before dedicating yourself to relentless 30 Winter 2020 Dental Entrepreneur

implementation. Get used to being imperfect, and push forward!

Implementation is where the real work happens, and the real results come. So why is implementation so difficult? I’ve spent years focused on attempting to answer this question for myself and for my clients. Yet, while the answer is certainly complex and multi-layered, at least one contributing factor keeps coming to the forefront: our brains.

Similar to when we get scared when we hear a bump in the night or when we get defensive when someone criticizes us seemingly out of the blue, “human nature” at least in part explains why we struggle so mightily with implementing new protocols, especially over the long run. Think of the difference between January and March at the gym. We start off with the best of intentions doing something that we KNOW is good for us in many, wide-ranging ways. Yet, in January the gym is packed, and by March it’s a ghost town. In your dental practice, you think it makes perfect sense to work on improving communication by having set meeting times each month or even each week where you touch base with key team members. You stick to it for a while, but patient emergencies and life in general get in the way; and before you know it, you’ve gone months without talking to your team. When we say, “Oh that’s just human nature,” what we’re really saying without realizing it is, “Oh that’s just our pesky brains.”

The brain’s primary organizing principle as it relates to day-to-day living is to minimize threat and maximize reward, and our brains lean toward minimizing threat first. Makes sense since survival is our priority, first and foremost. Each situation or person we encounter throughout a day is subconsciously assessed as to its level of threat. If the situation is ambiguous, we will typically react with caution.

Yet, implementation is also where the greatest threats to our egos and sense of status and belonging lie. How the brain responds to the grind of implementation explains a great deal of why most of DentalEntrepreneur.com

us struggle to follow through, particularly when the tough times come. Why do we wait or avoid? It’s in the pressure of implementation that we learn the truth about ourselves. And the truth might reveal that we don’t have all the answers like we’re supposed to. Think about it. It’s easier to execute without the pressure of needing to achieve results right now. Yet, the dental business environment, and in many respects our personal lives, demand swift, decisive action, even if it’s not perfect.

So how do we take the pressure off getting results while still getting stuff done? It doesn’t matter if you’re a pro athlete or a dentist, start with your fundamentals, which is to say SIMPLIFY! I have found simplicity, as a theme, is a great place to start to gain clarity and take a step or perhaps even a leap toward becoming a stronger “implementer.” Look for opportunities to simply take the NEXT step toward improvement. That’s it. Then do it again and again.

Applying a “one step at a time” approach helps to keep your focus off the future and all the ways things can go wrong, and, instead, keeps your focus on what you can control in the moment. This minimizes the brain’s natural inclination to put the brakes on and bail out of the implementation process.

How do you simplify? Try this strategy with any challenge you’re currently facing in your practice: Using a piece of paper or a flip chart, in 30 seconds or less, simultaneously draw and clearly explain the challenge AND one small step you and your team could take to make it better. If you can draw and explain it, chances are good you and your team can begin to feel a ADS.south209 2/25/09 1:42 PM Page 1 sense of control over the implementation process and make

improvement today. That’s all it takes to start. One idea to get better and the courage to do it. That was Tom’s (the start-up investor) point. He was trying to teach me that all of us on our start-up team already had the intangible tools we needed to succeed. We were smart enough to figure out the rest along the way.

But we needed to GO! The same is true for you as a dentist. You already have the tools to be successful or else you wouldn’t be where you are. Trust yourself, and GO! Dr. Dave Striegel’s unique background, with a Ph.D. in sport psychology, coupled with his highly engaging, no-nonsense communication style have led to over 25 years of success as a performance coach and speaker. He has worked with individuals and organizations including professional and elite amateur athletes, Fortune 500 executives, business owners, top educators, law enforcement specialists and, yes, dentists of all types. A sampling of his client list includes executives from Merrill Lynch, Morgan Stanley, Smith Barney, athletes on the PGA, LPGA, ATP & WTA Tours, MLB, NBA, NFL, NHL and US Ski Team as well as members of FBI Hostage Rescue Teams and the military’s Special Forces. While he passionately applies his concepts and principles to anyone wishing to improve their performance, Dr. Dave specializes in helping dentists utilize the latest advancements in leadership science to guide their teams and build a high-performing practice culture.

Practice Makes Perfect “Dr. Earl Douglas and the staff at ADS South have been real helpful in steering me in the right direction in the purchase of my first practice. Dr. Douglas’s experience, organization and detail-orientation, pointed out to me where improvement is needed and how to go about achieving it.”

Elizabeth H. Guerrero, DDS Get off to the perfect start. Call your ADS transition specialist for AL, GA, LA, MS, NC, SC, TN and VA today.

ADS South (770) 664-1982 ADSsouth.com DentalEntrepreneur.com

Dental Entrepreneur Winter 2020 31

Power to Succeed

The Danger in Just Trying to Survive Dental School David Rice, DDS

I

remember dental school as clearly as if I was sitting next to you right now.

• Stomach aches from the 3 pots of coffee exam cram.

• Burnt typodont tooth smell in my nose.

• Exhausted waiting on clinic faculty.

I remember the good days…the bad days…and the days I questioned why the heck I went to dental school at all. Passing exams and surviving practicals was all that mattered. When people asked what I would do after graduation, I just smiled and nodded my head as if I was paying attention.

Truth is, there’s a danger is just trying to survive dental school. We don’t plan to fail…we fail to plan. You don’t need to have all the answers. You do need the following big 3 before you leave school: Understand All Your Paths to Practice (by D2) If you don’t know all your options, it’s easy for someone with THEIR best interest…NOT YOURS…to influence your decisions. Please understand, everyone has an agenda for you. Corporate practices spend big bucks on why you should work for them. Brokers push you to buy. Start-up folks tell you to start up.

Everyone has an angle.

They’re not bad. It’s their perspective, and their job.

Your job is to understand all perspectives. When you do, you make better choices for you. My job is simply to make you aware. Go to igniteDDS on Insta…ask and learn.

Create an Emergency Fund (by D3) You guys have plenty of debt, and, like it or not, surprises happen.

Adding credit card debt when life goes sideways will bring you trouble. Goal: • Don’t deprive yourself.

• Do take $15/week, every week, that you would’ve spent on coffee, beer and tacos and set it aside. Start as D3 and you’ll cross the stage with over $1500.

32 Winter 2020 Dental Entrepreneur

• Increase it to $30/week as soon as you have dollars coming in, and in no time you’ll have $5k plus when you need it.

Get Disability Insurance (D4 and B4 you graduate) Last and definitely not least…get in occupation disability insurance. If you’re a D4, do it now. You get big discounts as a student.

Hard truth…dentists get disabled…a lot.

Back and neck issues take careers.

Vision issues take careers.

Hurt hands take careers.

Guys, I bought my practice from a 41-year-old dentist who had macular degeneration. Think about that.

• Without the right coverage, he would have lost his house. His kids would’ve had to change schools. The vacations would have been over.

• With it, he was able to get a job at a dental manufacturer (way less money then being a dentist) but still collect his insurance; so it balanced out.

Friends, it’s easy to live from exam-to-exam in school. It’s also dangerous. Arm yourself with information, and if this helped you, follow igniteDDS on Insta…plenty more where this came from.

David Rice, DDS, is on a mission to improve our profession by leading the next generation of dentists to grow successful lives and practices.

The founder of igniteDDS, Dr. Rice speaks to over 35 dental schools and residency programs a year on practice building, team building and wealth building. Dr. Rice is a private practitioner, educator, author and mentor who connects students, young dentists and professionals from diverse dentalrelated businesses - “fueling passion beyond the classroom.” https://ignitedds.com/user/david_rice/

DentalEntrepreneur.com

EVERY BID BRINGS A SMILE. Too many kids suffer in pain from tooth decay. Underserved children often have low self-esteem, struggle in school, and risk dangerous infections.

You can help change that.

Bid on something you want to help kids get the dental care they need!

MARCH 20–27

Only online at BidForSmiles.org

Save on products and equipment for your practice and more!

Thanks to our sponsors, every dollar bid helps a child receive dental care, preventive services or oral health education. REGISTER TODAY at BidForSmiles.org to receive alerts and previews of items up for bid!

WANT TO SPONSOR OR DONATE AN ITEM TO OUR AUCTION? Contact America’s ToothFairy at info@ncohf.org or call 800-559-9838.

AMERICASTOOTHFAIRY.ORG

Dental Trade Shows 155th Midwinter Meeting February 20-22, 2020 McCormick Place West Building, 2301 S Indiana Ave Chicago, IL www.cds.org ASDA Annual Session March 4-7, 2020 St. Louis, MO Hinman March 19-21, 2020 Atlanta, GA www.hinman.org Smiles at Sea April 23-26, 2020 Nassau, Bahamas www.smilesatsea.com DeW retreat November 12-14, 2020 Charlotte, NC www.dew.life

Winter 2020

Spiritual Leadership Victoria Peterson, SsD

Breathing Life Into Our Future Dr. Meghna Dassani

Getting to Know Your Clients Before ANYONE Signs the Papers Jennifer Pearce

Live Your Best Life: 5 Keys to Finding Your Version of Success This Year Naomi Cooper PLUS

DeW Retreat: The Beginning of Something Great

Index of Advertisers ADS Dental Transitions South…………………………………………………………….......................... 31 America’s Tooth Fairy................................................................................................................... 33 Benco............................................................................................................................Back Cover Henry Schein Nationwide ............................................................................................................ 35 Hinman...................................................................................................................................... 17 MacPractice................................................................................................................................ 27 Patterson Dental........................................................................................................................ 2,3 Patterson Dental......................................................................................................................... 14 Pulpdent..................................................................................................................................... 23 Zirc............................................................................................................................................ 23

34 Winter 2020 Dental Entrepreneur

DentalEntrepreneur.com

TOP 10 LIST

HOW TO GET AN EXCEPTIONAL DENTAL ASSOCIATESHIP!

PREPARE TO FIND AN EXCEPTIONAL DENTAL ASSOCIATESHIP! Our top 10 recommendations for a successful search: 1.

Determine your goals, objectives, and priorities (e.g., What are your financial needs? Do you want a practice ownership opportunity?)

2.

Start early (i.e., Start 6 months to 1 year prior to availability.)

3.

Prepare a professional curriculum vitae and cover letter (Check spelling and grammar)

4.

Reach out to potential references (i.e., Ask their permission, confirm contact information)

5.

Before an interview, research the practice and owners/principals (e.g., Social media, website)

6.

Prepare questions for the interview (i.e., You are interviewing them too, you want to show interest)

7.

Make sure the practice is ready for an associate (e.g., Do they have the space, equipment, support staff, and a sufficient number of patients?)

8.

Ask for next steps and timing at the end of the interview

9.

Send a “Thank You” after the interview! (Mailing a personal note is best.)

10.

Align your resources. Be ready for an opportunity. (i.e., Find an attorney for employment agreement review)

To find the best dental opportunities, contact: HENRY SCHEIN NATIONWIDE DENTAL OPPORTUNITIES

866-409-3001 or NDO@henryschein.com Nationwide Dental Opportunities service is 100% FREE to candidates (job seekers)! www.dentalopportunities.com

1-866-409-3001

© 2020 Henry Schein, Inc.

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