Dentistry North Texas
VOLUME 3
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ISSUE 3
a business and lifestyle magazine for north texas dentists
Turning the Tables on Corporate Dentistry
Nexus Dental Alliance
Profile
US Oxygen Supply
Smiles in the Spotlight
Maheeb Jaouni, DDS, MS Microsurgical Endodontic Treatment for Root Amputation
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Dentistry North Texas
Turning the Tables ON THE COVER
on Corporate Dentistry One group’s creative approach to leveling the field
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ON THE COVER: The Executive Team of Nexus Dental Alliance from left: Doug Woodward, Kirk Huntsman and Todd Keeter with Dr. Wesley Kubo and Dr. Herman Butler.
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BAYLOR COLLEGE OF DENTISTRY
It’s Good to be Popular The FAM20C molecule has attracted lots of attention for the college
PROFILE
US Oxygen Supply Controlling costs with outstanding service
INSURANCE UPDATE
Understanding Risks Weighing the potential financial consequences of risk, against the likelihood of a claim and the cost of coverage
SMILES IN THE SPOTLIGHT
Dr. Maheeb Jaouni The use of Microsurgical Endodontic Treatment for root amputation
PRACTICE MARKETING
Don’t Get Lost in the Sea of Sameness Identifying critical elements of a dentist’s brand
MONEY MATTERS
Is There an Embezzler Profile? Characteristics of the office embezzler
COMMUNITY NEWS
The 2013 Rite to Smile Golf Classic A fun event for a great cause
WINE CELLAR
Everyday Wines for Special Occasions Wines with great taste and great value
PRACTICE MANAGEMENT
The Top 10 Ways to Blow It as a Communicator With guaranteed ways to re-group
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NORTH TEXAS DENTISTRY
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from the publisher
Dentistry North Texas
Publisher | LuLu Stavinoha Photographer | Ray Bryant, Bryant Studios Contributing Writers | Tina Cauller, Kim Clarke, Jennifer E. Fuentes, David Harris, Dr. Maheeb Jaouni, Dr. Lindsay Pfeffer, Karen Cortell Reisman, Neil Rudoff, Kyle Wallace
Dentistry is forever changing and there are many new approaches to how it is “practiced” today. We are seeing the solo practitioner facing new challenges and corporate dentistry taking a more prominent position in the market place. In this issue, North Texas Dentistry presents Nexus Dental Alliance under the leadership of Kirk Huntsman, Doug Woodward and Todd Keeter. This executive team has years of dental experience and their creative approach utilizing ProfitMaX and Xenith are working to level the playing field.
North Texas Dentistry is pleased to highlight US Oxygen Supply as this issue’s Custom Profile. Owned and operated by Jeff Palmer and Matthew Rodriquez, US Oxygen Supply provides outstanding service and offers significant cost savings.
Endodontist, Dr. Maheeb Jaouni presents this Smiles in the Spotlight. The case details the process of root amputation using Microsurgical Endodontic Treatment. Another example of advancing technology in dentistry!
Also inside you will find a variety of intriguing articles! Money Matters explores the profile of the embezzler while Insurance Update offers guidelines for determining your coverage needs. Practice Management examines ways people fail as a communicator and tips to recover.
Mark your calendar now for the Rite to Smile Golf Classic which will be held Friday, July 26th at Stonebridge Ranch Country Club in McKinney. A great way to have fun and raise money for a deserving program!
Ray Bryant
PHOTOGRAPHY
Tina Cauller
WRITING / DESIGN
Thanks to all of you who support North Texas Dentistry and make this publication possible!
Keep smiling and have a great day!
LuLu Stavinoha, RDH Publisher
Although every effort is made to ensure the accuracy of editorial material published in North Texas Dentistry, articles may contain statements, opinions, and other information subject to interpretation. Accordingly, the publisher, editors and authors and their respective employees are not responsible or liable for inaccurate or misleading data, opinion or other information in material supplied by contributing authors. Copyright 2012. All rights reserved. Reproduction in part or in whole without written permission is prohibited.
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Advertise in North Texas Dentistry For more information on advertising in North Texas Dentistry, call LuLu Stavinoha at (214) 629-7110 or email lulu@northtexasdentistry.com. Send written correspondence to: North Texas Dentistry P.O. Box 12623 Dallas, TX 75225
The research team, clockwise, from center: Dr. Jerry Feng, professor in biomedical sciences and co-investigator; Dr. Xiaofang Wang, assistant professor in biomedical sciences; Dr. Jay Groppe, associate professor in biomedical sciences and co-investigator; and Dr. Chunlin Qin, far right, associate professor in biomedical sciences and principal investigator.
It’s good to be popular
The FAM20C molecule has brought nearly $2 million in research funding to TAMBCD. It’s also attracting attention for the college, as health care institutions line up for a chance at collaboration. Dr. Chunlin Qin has been busy since his research team’s findings on the FAM20C molecule were first published last May. Just not busy solely on the research bench.
Sure, there have been ample hours clocked in the lab, especially since news in fall 2012 that Qin’s team would receive $1.825 million in funding from the National Institutes of Health/National Institute of Dental and Craniofacial Research to further study the molecule.
But there’s something else that’s been begging for his attention: Dental and medical schools have been clamoring for a chance to collaborate with Texas A&M University Baylor College of Dentistry.
The vice president of Howard Hughes Medical Institute was one of the first to seek a collaboration opportunity. Then there was
By Jennifer E. Fuentes
the associate dean from McGill University in Montreal, who visited our campus in February.
Qin, associate professor in biomedical sciences and principal investigator of the study, has fielded too many collaboration requests to agree to them all. Some have been accepted, and others have been declined.
To date, TAMBCD’s newest long-distance partners include Harvard School of Dental Medicine, McGill University, the University of California - San Diego School of Medicine and the University of Pittsburgh.
It’s all because of one little molecule: FAM20C. TAMBCD just so happens to be the only institution in the world that possesses the unique gene knockout model, in which the FAM20C gene has been selectively nullified.
One hot little molecule
When the research team of biomedical sciences faculty, composed of Dr. Qin, Dr. Xiaofang Wang, Dr. Jerry Feng and Dr. Jay Groppe, was preparing findings for grant submission, they had no idea of the fervor they would create in the research field.
In May 2012 their research was published in PLOS Genetics as the cover page article for the issue. That’s when the phone started ringing.
“I didn’t expect it was going to be that exciting,” Qin says. “In the past year, the research on this molecule has gotten very attractive to many people, and this attraction is also good for the school.” But why is this so? FAM20C is different from its two “siblings” in the protein family FAM20, because unlike FAM20A, which is essential to enamel formation, or FAM20B,
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CONTINUED ON PAGE 21 u
NORTH TEXAS DENTISTRY
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cover feature The goal of the executive team of Nexus Dental Alliance is to return the solo practitioner to prosperity by helping boost production, reduce overhead, and achieve financial freedom. From left: Todd Keeter, Kirk Huntsman and Doug Woodward.
Turning the Tables
on Corporate Dentistry
“
One group’s creative approach to leveling the field
Why, when I was a boy…” The beginning of the story is so familiar that we all know exactly how it ends. The opening phrase is always followed by some slightly exaggerated tale (usually wrapped around a moral lesson) that describes how much better things were before we arrived on the scene. Today’s reality is shaped by factors unique to the present time. This fact is the fundamental basis for the “generation gap”, a hard-to-breach divide that defines eras and individuals. The one universal truth that spans generations is that change is inevitable.
Dentistry is not immune to the winds of change, although by nature, it is not a profession easily swayed by the first light breeze. Not long ago, dentistry was a profession entered by the male offspring of the relatively wealthy. On graduating, these young men went into solo practice (or followed their father into his) in stark white medical buildings. They kept bankers’ hours and closed on 6 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
by Tina Cauller
Wednesdays. Advertising was left to the hawkers of wares, never to respected professionals like dentists. Patients dressed up to go to church, to the airport, and to the dentist. Records were kept in longhand, and patients paid for their visit in cash. This was all good. Dentists lived comfortable lives and knew what to expect.
Silently but steadily, changes were happening. The dental profession gradually opened up to a broader segment of the population, thanks to student loans and the expanding roles of women. Computers transformed the way records were kept. Competition drove business decisions, sometimes driving them outside the bounds of tradition.
As retail moved into strip centers and malls in the interest of convenience and cost-sharing, Sears actually began offering dentistry right in its stores, seven days a week, during store hours. Fees were printed in plain view and customers could pay for both goods and
services with a credit card. The model worked for patients, who appreciated the affordability and convenience, and it worked for dentists, who enjoyed sharing the workload and the overhead costs.
As is usually the case, these changes were not without pain and the emerging realities began to pinch dentists like new shoes. Today, young dentists commonly graduate with a mountain of debt. They are challenged to balance work and family life. Their spouses have careers. Succeeding in private practice requires the modern dentist to practice dentistry while juggling rapidly evolving dental technologies and treatments, computers, business ownership, governmental regulations, marketing, social media, human resources, facilities management, insurance, taxes… the list goes on. Labor and operating costs continue to rise as government regulations and insurance complexities mount, and reliable practice profits are increasingly elusive.
Change and controversy
The complex issues of modern dentistry are driving some dentists to distraction – and driving a growing number to look for an alternative practice model. Large group practices have been the answer for some, and can alleviate the concerns of burdensome costs, high stress, and heavy workload. Large group practices can take advantage of their scale to devote greater resources to branding, marketing, and patient acquisition. Furthermore, they can relieve dentists of the non-clinical administrative burdens associated with running a full-time small business operation.
These large groups are known as dental service organizations or DSOs. Over the past few years, DSOs have been growing at four times the rate of their solo practice counterparts. The reason for this is really quite simple — the DSO business model is efficient, profitable, and offers consumers the convenience, affordability, and yes, even the quality they look for in a dental care provider. DSOs boost practice productivity and efficiency through extensive clinical and staff training programs, group buying power, world class management systems, comprehensive marketing programs, attractive benefit and compensation plans, and centralization of key services. The improved efficiency results in DSO-affiliated practices that generate on average $500,000 per year more than the typical solo practice at 20-25% better profit margins. Yet DSOs have fueled controversy in a marketplace where independent dentists are struggling to compete with these deep pocketed entities. Of the 150,000 dental practices in the U.S., 135,000 are independent. Some of those independent practitioners are enviously eyeing the advantages that large group practices or DSO practices enjoy, while remaining wary of losing their independence and control.
Rethinking the alternatives
To address these ever-increasing competitive stressors on independent dentists, in 2011 Mr. Kirk Huntsman formed Nexus Dental Alliance. Having founded and grown one of the largest DSOs in the country (Dental One), Mr. Huntsman understood exactly how much of a competitive threat DSOs were to solo dentists, and more
Nexus and Xenith are combining their strategies to change the face of dentistry and leave a lasting and positive impact on a profession going through important evolutionary change. importantly, he knew how to deliver that same competitive advantage to non-DSO doctors.
As Huntsman explains, “With the dramatic changes that have impacted dentistry, the pressure on independent dentists to compete is immense. Our goal is to return the solo practitioner to prosperity by helping them boost production, reduce overhead, and achieve financial freedom.
Leveraging the possibilities
“We show dentists how to run their practice like a real business. This may mean rethinking their value proposition and doing things they haven’t done before.” With its ProfitMaX program, Nexus provides independent dentists with the same world-class resources and services that large groups have used to drive revenue higher and overhead lower. ProfitMaX is offered exclusively to independent dentists and small group practices on a monthly subscription basis. Dentists find that ProfitMaX helps them reduce overhead using tools, techniques, and leveraged purchasing opportunities to
ProfitMaX levels the playing field for solo dentists by providing them the same world-class resources used by large corporate groups.
drive down costs, increase productivity, and expand operating margins. Through ProfitMaX, dentists also have an opportunity to build wealth with a comprehensive plan to get out of debt, protect their practice and personal assets, and plan for a secure retirement.
Dentists who have used ProfitMaX report as much as $15,000 per month increase in their bottom line from both revenue growth and much lower operating costs. After signing on with ProfitMaX, a Dallas dentist we interviewed for this article reports an annual savings of over $125,000 just three months into his first year on the www.northtexasdentistry.com
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very best investment they’ve ever made, so why not do that again— only this time as a passive investor with professional management.” The Xenith practices are professionally managed by the team at Nexus, led by long-time industry expert, Mr. Todd Keeter, who works directly with the selling doctor(s) to grow the practices while improving the quality of care and overall patient satisfaction. The holding period for a Xenith practice is expected to be 3-6 years, depending on the circumstances.
Dentists who have used ProfitMaX report as much as $15,000 per month increase in their bottom line from both revenue growth and much lower operating costs. program — more than a 10:1 return on his investment. Formerly a skeptic, this doctor is now a huge proponent of Nexus and ProfitMaX. He’s not alone — another Dallas dentist reports that after his team received just 2 days of Nexus Hygiene training, his overall hygiene production increased by over $311,000, most of which dropped to his bottom line.
Xenith has proven to be an invaluable solution for successful dentists with larger practices who no longer wish to run them, but who are not yet ready to stop practicing and wish to retain some of the upside of their practice. This particular “elite” group of dentists often finds it very difficult to sell their practices due to a limited and shrinking number of qualified potential buyers. Xenith offers sellers fair prices that are typically at or above market value, depending on the circumstances. Any dentist considering the sale of his or her practice to a large DSO should call Xenith as well to see the real difference in Xenith’s program.
An opportunity to invest in dentistry
As Mr. Huntsman and his team began marketing their Nexus services, they were somewhat surprised by the number of dentists who essentially said, “All these management resources are great, but what if I just really don’t want to run my practice anymore? What can you do for us?” Out of that need, Mr. Huntsman teamed up with Mr. Doug Woodward to form Xenith Practices. Xenith is a DSO with a very unique twist — rather than being owned and operated by some large Wall Street private equity firm, Xenith invites licensed dentists to co-invest right alongside them as they acquire practices.
According to Mr. Huntsman, “Over the past decade, dentistry has been the top performing asset class for many Wall Street private equity firms. These professional investors have reaped profits of as much as 300% or more by investing in dentistry. We just thought
Wall Street private equity firms have seen returns of 30-300% on their investments in professionally managed dental practices.
Xenith allows dentists to do the same.
it was about time dentists themselves had that same opportunity. It’s something dentists know and understand. If you ask any of them, they’ll tell you that their own dental practice has been the 8 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
The ProfitMaX team partners with dentists to show them how to run their practice like a real business. This may mean rethinking their value proposition and doing things they haven’t done before.
Choosing a committed partner
As more and more dentists move beyond their initial reservations about the DSO model and are exploring its potential to help them succeed, Huntsman has this advice, “Look carefully at the culture of the group you’re considering. Don’t be afraid to ask hard questions about doctor and staff turnover, and how much emphasis is placed on clinical quality of care. Be sure you choose a DSO where the management team is on the same page as the clinical team, and where they see the clinical providers as true partners and equals in running the practice. At Xenith and Nexus, we share a strong longterm commitment to the success of our providers. If they are productive and well compensated, then we’ve probably done our job.”
Nexus Dental Alliance was formed in 2011 and has grown and expanded its scope to assist the independent practitioner compete in the current marketplace. In contrast to early fears that the DSO model would threaten the solo practitioner’s independence, Xenith doctors report that their practices are vital and strong, and that they have more time to focus on dentistry rather than worrying about the nonclinical needs of their practice. They are backed by resources that include proven practice management tools, tailored human resource systems, and attractive benefit programs. They have the capacity to stay ahead of the latest trends and technologies, and enjoy enhanced buying power to purchase equipment and services. The increased efficiency allows Xenith dentists to provide dental services at a lower cost, so access to care is expanded.
So for dentists who wish to remain independent and compete against the “big boys”, there is Nexus and ProfitMaX. For those who have larger practices with good or untapped growth potential, and who are ready to take some practice equity off the table, but not yet ready to quit, there’s Xenith. And for any dentist who simply wants to diversify his or her investments and participate in the tremendous upside from owning dental practices in a passive ownership way, Xenith can be a great solution. Together, the dynamic duo of Nexus and Xenith are combining to change the face of dentistry and leave a lasting and positive impact on a profession going through important evolutionary change. n
“Our production is up 41%!”
– Dr. B, Denton, TX
“In our first week after having the Case Acceptance Training, we wrote two loans totaling $15K! Both of these patients were denied by Care Credit and we would have lost those treatment plans!” – Dr. L, Houston, TX
“Thank you for giving us the tools that have allowed us to completely transform my hygiene department! One hygienist basically doubled her production, and production for my other hygienist has tripled! You have given them new life and they do anything to get the work done.” – Dr. B, Denton, TX
“We saved 44% on our first supply order through Nexus preferred vendors!” –Dr. D, Dallas, TX
“After taking the Morning Team Meeting training, our world has changed! During our first morning team meeting we literally had $525 on the books for the day. We were organized, applied what we learned, made some up-sells and ended the day at $4,263! Thanks to you all for the confidence and insight.” – Dr. P, Houston, TX
“One patient pre-paid a $5K deposit after we gave her a small courtesy discount. This is a great idea we got from the Financial Arrangements Training!” –Dr. L, Houston, TX
“Nexus helped my practice grow and get better organized. In the few weeks I have been a Nexus client, our practice monthly collection has increased 60%!”... Nexus has provided me with the benchmarks to set my practice fees and goals, and has improved the cohesiveness of my team. The Nexus staff incentive program works and I’ve seen significant improvements in our hygiene production. Ri-Anne Robinson has been an outstanding advisor.” – Dr. D, Plano, TX
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NORTH TEXAS DENTISTRY
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R. Kirk Huntsman has been active in the dental industry for over 24 years. In 1988, he became the Dallas/Ft. Worth licensee for AFTCO Associates, a dental practice brokerage company with over 65 offices nationwide. Within two years, his was the top performing office in the nation. In 1991, he acquired the Houston license and continued to rapidly expand. With the launch of Dental One in 1995, he moved from brokering practices to owning and operating.
Under Mr. Huntsman’s leadership and direction, Dental One grew from scratch to over 63 offices in four states. He sold the company in 2008 to a private equity firm, but stayed on with the company to assist with the merger of Dental One with Dental Care Partners. The combined entity, DentalOne Partners, is today among the top DSO groups in the nation, with over 150 locations in 14 states.
After leaving DentalOne Partners in the spring of 2010, Kirk began working closely with Morgan Stanley Private Equity in their acquisition of ReachOut Healthcare America, the nation’s largest mobile dentistry provider. Mr. Huntsman left ReachOut in 2011 in order to form Nexus Dental Alliance, a leading-edge DSO providing a wide range of DSO-type resources and services to independent dentists. Then in response to a growing demand for direct DSO services and a desire to provide independent dentists the opportunity to invest back into dentistry, Mr. Huntsman and Mr. Woodward launched Xenith Practices, LLC in 2012. Today, Nexus and Xenith work closely together as they take their clients and affiliated practices to a whole new level of performance.
Mr. Huntsman is a 1981 graduate of Brigham Young University’s Marriott School of Management.
Douglas S. Woodward started his career in the dental industry in 1998 as a territory manager for Computer Age Dentist, a practice management software company. It was here that Doug’s in-depth knowledge of dental practice management began.
In the late 90’s, Doug opened his own company, Virtual DDS, to widen his product offerings and place an even greater emphasis on staff training to ensure each practice’s return on investment. When mass consolidations of independent dental technology companies took place in 2002, Virtual DDS’s ability to provide unbiased advice was compromised, and the company was closed down.
Mr. Woodward then joined Pinnacle Practices (a dental coaching firm) as a management consultant. His diverse background in dentistry, financial planning, and business consulting helped him earn the distinction as Senior Practice Analyst in record time. In his time with the firm he evaluated hundreds of dental practices, designed business plans for their growth, and actively led his clients to record revenues and profits.
In December of 2007, he established Alliance Practice Advisors, LLC, a company providing comprehensive dental practice support services. APA purposed to allow its clients to focus on the clinical dentistry, by assuming the management responsibilities associated with private practice. In October 2011, APA was sold and merged with Nexus Dental Alliance, LLC to complete the suite of services Nexus provides. He currently serves as President of both Nexus and Xenith. Over the past 20 years, Todd Keeter has helped hundreds of dentists not only meet their desired goals, but also exceed their expectations in growing a more profitable business.
Through a life surrounded by dentists, Todd most definitely knows the business. His father, brother, uncle, and cousin are all dentists and his sister married one, too! After several years of helping large corporations with efficiency, productivity, market perception, and profitability, Todd recognized a great need within the dental industry to implement these same types of principles.
Holding the positions of co-owner and managing partner of two private dental practices has given Todd the inside advantage of knowing firsthand the day to day challenges which every dentist faces. As managing director for each of his offices, he took the practices to a new level and transformed them into profitable businesses.
Although every dental practice is different, every dental practice also has similarities with dips, struggles, and stages. Todd has helped many practices break through the $3,000,000 wall and the $500,000 ceiling by customizing his coaching “treatment plan” to suit his clients’ needs and goals. He asks a lot of questions and listens to his clients to better understand what they desire for themselves, their team and their patients. Once your goals have been outlined, he utilizes his 20 years of knowledge and experience to put the plan into action so you will begin noticing the remarkable results.
Nexus Dental Alliance
www.nexusdentalalliance.com
1127 South Main Street, Grapevine, TX 76051 817-380-5916 855-55-NEXUS (855-556-3987)
10 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
info@nexusdentalalliance.com
FOCUS PHOTOGRAPHY WITH A
ON DENTISTRY
creating compelling professional images that speak for your practice
817.966.2631 www.Bryant Studios.com raybryant@me.com
Putting
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US Oxygen Supply on Your Team
US Oxygen Supply brings service and transparency to a dental practice staple by Tina Cauller
O
xygen and nitrous oxide are essential to patient safety and comfort in the modern dental practice. When everything is functioning properly, medical gases probably don’t command much of your attention. But if just one link in the chain falls short – delivery, setup, maintenance, equipment, training, or billing – the effects can range from annoyance to catastrophic failure in an emergency.
more than 50 years of experience in the field, and their expertise is a distinct benefit for their dental clients.
US Oxygen Supply provides its clients with medical and industrial gas in bulk, microbulk and cylinders, and uses only the latest model tanks and units. They offer reliable, same-day delivery, 24 hours a day, 7 days a week, and provide an exceptional level of hands-on customer service. Jeff Palmer explains, “Our technicians provide gas cylinder installaUS Oxygen Supply helps dental clients control costs tion and management, so the dental staff never has to risk injury moving a 200-lb. tank or strugby eliminating waste, but it also offers significant gle to hook a new tank up properly. We also procost savings in its straightforward, no-mystery vide ongoing pre-emptive maintenance and pricing structure. check for leaks to ensure safety and eliminate waste, and offer safety training to dentists and their staff memUS Oxygen Supply provides medical gases and gas management bers.” US Oxygen Supply technicians maintain up-to-date for dental offices, as well as hospitals and surgery centers. US knowledge of the newest trends in equipment and technology. Oxygen Supply has become a leading choice for dentists who know the benefits of a higher level of service and professionalism. Co-owners Jeff Palmer and Matthew Rodriquez founded US Oxygen Supply in 2011. Together, the executive team has
US Oxygen Supply
12 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
Q:
My gas supplier changes our tanks every week on his route. Do you?
Better yet – we’ll save you money! In most cases, dental practices use two
tanks of oxygen for every tank of nitrous oxide. This makes the common practice of “routing” dental clients and routinely replacing tanks every week highly
inefficient and wasteful. When technicians are incentivized to route dental
practices, they typically remove tanks before they are empty, resulting in enor-
mous waste and unnecessary cost to the customer. US Oxygen Supply provides dental clients with two tanks, and instructs clients to call for a replacement tank when they switch to the reserve tank for efficient, continuous
service. This ensures that 100% of the product is used before the tank is
replaced. A friendly, courteous team member is dispatched the same day or
next morning to install the replacement tank. Customers are provided with
contact information to call the US Oxygen Supply team directly anytime, day
or night, so convenient, uninterrupted service is ensured at all times.
Q:
How is your delivery service any different from all the rest?
We offer courteous, professional service. We work hard to minimize incon-
venience to you, your patients and your staff. Rather than sending any driver who is available, your dental staff will appreciate seeing the familiar face of a
technician they recognize and trust. And, while large suppliers often rely on
massive 18-wheelers to deliver their product, the US Oxygen delivery fleet
includes both large and small trucks, so maneuvering through a small parking lot is never a hazard or an inconvenience for patients.
Q:
Our service already gives us a great discount. How is your pricing any better than the rest?
We offer straightforward pricing. While all suppliers charge a delivery fee, many gas suppliers offer “discount” pricing, then tack on an administrative fee, a distribution fee, a fuel surcharge, and product surcharges (to offset any fluctuation in their product cost) with a complicated pricing structure that rivals
the jibberish on your utility bill. The touted “discount” price of a tank of oxygen
can quickly climb to as much as $100. US Oxygen Supply helps dental clients
control costs by eliminating waste, but it also offers significant cost savings in
its straightforward, no-mystery pricing structure. Outside of the standard delivery charge, all services are included and there are no add-on fees.
Q:
Wouldn’t it be a hassle to switch our gas supply service?
Q:
Do you serve my area?
We serve dental practices around North Texas. US Oxygen Supply serves dental practices all over the Metroplex and all across North Texas, west as far as Stephenville, east to Terrell, as far north as Denton and south to Corsicana.
Q:
We’ve used our gas supply company for years. Why change?
We’re looking out for you. US Oxygen Supply clients feel confident that
their gas supplier is a trusted, professional member of their team who is
helping to serve their practice and protect the bottom line. “Our customers
rely on us to provide personal, individualized service with the highest
integrity,” notes Matthew Rodriquez. “We take pride in living up to that
expectation and exceeding it every day we are on the job.”
For more information on US Oxygen Supply, call (214) 930-6236, email jeff@usoxygensupply.com, or visit www.usoxygensupply.com. Jeff Palmer
Jeff Palmer has more than 23 years of industry experience. He entered the medical and industrial gas industry upon graduating from Baylor University in 1987 with a degree in Business Administration and a minor in Economics and Real Estate. As US Oxygen Supply’s CEO, he provides senior-level leadership for the team, helping the company reach its strategic goals and vision. He is also responsible for company culture and leads the sales team in development and growth. Jeff is an active member of First Baptist Church Grand Prairie.
Matthew Rodriquez
Matthew Rodriguez arrived at his current job as Account Manager for US Oxygen Supply through an interesting path. He started as a route driver for an oxygen supply company in Waco in 1995. Shortly after that, he moved to a counter sales position, and in 1999, he moved his family to Arlington where he helped start up a medical gas company. Some time after that company sold, he began working with US Oxygen Supply. His expertise in the medical gas industry has improved the level of service US Oxygen Supply is able to give healthcare practitioners and hospitals. Matthew is an avid Dallas Cowboys fan and has held season tickets for the last four seasons.
Switching to US Oxygen Supply is simple and fast. For new
dental clients, it costs nothing to switch providers and there is no first time
set-up cost. Switching is a simple process that takes about 15 minutes.
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insurance update
Understanding Risk
I
by Kyle Wallace
n simple terms, insurance is a risk transfer vehicle, a contract that allows us to transfer the financial responsibility for the expenses associated with certain events to an insurance company. It’s a tool and like all tools needs to be used properly. In many cases, we purchase insurance because we are required to do so by law or as a prerequisite in securing a loan. Whether we are purchasing insurance voluntarily or not, that purchase needs to be considered wisely. Doing this requires that we weigh the potential financial consequences of a risk against the likelihood of a claim and the cost of the coverage. That’s exactly how insurance companies determine insurance premiums. Understanding what risks we face is the most important component of the process.
I’ve spent over sixteen years consulting with dentists on insurance matters, most often with regard to malpractice. I think we all agree that professional liability (malpractice) insurance is essential to a dental practice. Few dentists are bold enough to consider practicing without it. We all understand that an uninsured malpractice claim could mean financial ruin. If you are an owner of a practice, or want to own a practice one day, there are other risks to consider. Some of the most dangerous risks are likely not even on your radar. Most practice owners understand the need to insure their office property with regard to the risks of fire, theft and storms. Most also carry workers compensation to cover on the job injuries to employees. These are the most common risks associated with small business ownership and most business owners do a pretty good job addressing them (and then cross their fingers).
If you are the owner of a practice, there are a few important things you’ve likely not given much consideration. Ask yourself the following questions:
Do you have insurance in place that will defend you if an employee alleges that you have sexually harassed or discriminated against them?
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Do you have insurance that will pay for patient notification and credit monitoring expenses if your computer system is hacked and the security of sensitive patient information has been compromised?
Do you have insurance that will pay for your loss of income if you have to close for several days due to loss of power after a serious storm? Do you have insurance that will pay you back if an employee embezzles money from you?
If you can’t answer these questions, you’re not alone. These questions are representative of four of the most common risks associated with owning a dental practice. In most cases the coverage provided by a stock insurance policy is inadequate and in many cases there’s no coverage at all. Yet, each one of these risks has the potential to seriously cripple or even destroy a practice.
Many, but not all, office policies will provide limited defense coverage for allegations made by an employee of sexual harassment, discrimination or wrongful termination. By limited coverage I’m referring to either $5000 or $10,000 of defense coverage only. We refer to this specific coverage as Employment Practices Liability Insurance (EPLI). The average cost of defending an EPLI claim is around $50,000. That number doesn’t even take into account the fact that you might lose. EPLI claims happen in dental offices with frightening regularity.
A dental practice is a business and like many other types of sales or service businesses, it controls private information about the people they do business with, their vendors, clients and patients. There are laws in place that define our responsibility to protect the information we control and our obligations if we fail to do so. Don’t just think HIPAA, these laws govern the
control and protection of information across and throughout the business world. The term “cyber liability” is only now entering our collective consciousness. The reality is that our business information systems are always at risk of a breach, either intended or accidental. It’s impossible to accurately predict the consequences of this risk but most experts agree that the eventual costs to business will be staggering. Just consider for a moment what it would cost your practice if you had to notify every one of your patients that your practice suffered a data breach and you were required to monitor each of your patient’s credit for a period of time. That’s only the tip of the iceberg. The costs can add up fast. Most dental offices have no coverage at all for this risk.
A few years ago, Hurricane Ike hit the greater Houston area. Fortunately, once you got a few miles from the actual coastline, there was very little damage to buildings, comparatively speaking. There were thousands of downed power lines though and electrical service was lost, in some cases the loss of power was two full weeks. Most Houston dental practices had no damage to their offices but no power either. Days of production were lost. This was the most common loss associated with Ike and it was only insured if the policy was modified to address this risk. It’s a modification that’s often overlooked. We don’t all live on the coast but the same thing can occur with a serious ice storm or even some other random cause. What impact would a loss of this nature have on your practice?
It’s an awful thing to acknowledge, but trusted employees often steal from employers. Dentists are at huge risk. Simply consider the common set up
PAC-078_DENTAL_N_Texas_Dentistry_Mag_7.125x4.65_Issue3_Apr2013.indd 1
for a small dental office and it’s not hard to understand why. It’s generally a situation where an employee, often an office manager with access to the accounts, embezzles small amounts of money over time that can add up to huge sums before the problem is discovered. Again, many office policies address this risk to some degree but an adequate amount of coverage requires modification.
I’ve chosen to address these four risks because they are all strongly associated with the practice of dentistry yet often ignored. There are many others to consider. The good news is that these risks can easily be addressed by insurance and in most cases inexpensively. On a larger scale, I’m hoping you will understand that insurance is not as simple as Flo or the Gecko make it out to be. Protecting your practice simply requires that you spend some time each year assessing the risks to your practice, weighing your options with the help of a knowledgeable insurance professional and implementing a thoughtful plan. n Kyle Wallace, CIC has been active in the insurance business since 1985 and started working exclusively with dentists in 1997. He is the owner of Wallace Specialty Insurance Group in Richardson, Texas serving dentists throughout the Southwest. For more information, send an email to: kyle@wallacesig.com or call (972) 663-5190.
www.northtexasdentistry.com
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NORTH TEXAS DENTISTRY
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15
SMILES SPOTLIGHT in the
Clinical Examination
An intraoral swelling was noted on the buccal side of tooth #14 at the mucogingival line, 10mm in diameter. Probing depths on #14: MB=7mm, B=8mm, DB=8mm; ML=3mm, L=2mm, DL=3mm. #14 has deep probings that extend from the sulcus to the area of the swelling. Probings for #13 and 15 within normal limit. #14,13,15 have no mobility.
Radiographic Assessment
Periapical radiograph shows signs of a diffused radiolucency around the distobuccal root of tooth #14.
LEADERS IN NORTH TEXAS DENTISTRY CREATING UNFORGETTABLE SMILES
Microsurgical Endodontic Treatment
Surgical endodontic treatment has shown significant increase in its success rates when performed using a dental microscope, allowing precision in performing the procedure with minimal root resection. The currently reported success rate in endodontic studies is reported to be around 90%. Preparing the retrograde canal and filling with the aid of an ultrasonic tip to the depth of 3 to 4 mm with visual aid of a micromirror enhances our ability to visualize the cause of failure of the previous endodontic treatment (missed canal, crack, extending fin, etc.). This microsurgical approach minimizes trauma and enhances surgical results.
Microsurgical Endodontic Treatment Options
n
Root Amputation
n
Intentional Replantation
n n n
Root End Resection with Root End Filling (Apicoectomy) External Root Repair of Defect (perforation, external root resorption, etc.) Exploratory Surgery
Preoperative Periapical Radiograph
Diagnosis
Failing previous root canal treatment, with possible vertical root fracture. The external surface of the tooth was evaluated under the microscope to look for a crack but none were noted.
Treatment
Options were presented to the patient (extraction or retreatment) and she opted to try to save the tooth. Retreatment was recommended with the understanding that the treatment plan could change if a vertical root fracture is found. During the retreatment a crack was noted on the distobuccal root. The patient was advised of the finding. Options were discussed with the patient again (root amputation of the distobuccal root or extraction). The patient again chose to try saving her tooth with endodontic surgery. The retreatment was completed and surgical root amputation was scheduled.
A Cone Beam Computed Tomography (CBCT) image was indicated to identify the extent of the lesion and proximity to the maxillary sinus. The CBCT image clearly shows the presence of the lesion on the distobuccal root extending palatally into the furcation area.
Case Study: Root Amputation
A 50-year old female with a healthy medical background presents to our office for evaluation of tooth #14. She has been having severe pain and swelling on the buccal area of tooth #14 at the mucogingival junction for several days. The patient claims to have lymph node swelling in the neck area and pain that radiates down her neck and up to her temple. Her general dentist gave her a prescription for amoxicillin and referred her to our endodontic office for evaluation and treatment. The patient had seen a periodontist before coming to our office and was told to see an endodontist.
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Presurgical Radiograph
CBCT image showing the extent of the lesion and proximity to the maxillary sinus
During the root amputation, a root end resection of the MB root was performed due to the presence of granulomatous tissue and a MTA root end filling was placed. The DB root was amputated using high speed surgical bur with copious saline irrigation. The root was eased out using a root tip elevator. The crown was recontoured to allow easy access for the patient to keep the area clean.
Points to be noted when considering root amputation:
Root amputation requires being very selective when recommending treatment to patients. (e.g., amputating upper buccal roots has a higher success than amputating lower molars distal root. Teeth that are used as abutments have a lower success due to the increase in parafunctional forces. Root amputation is restricted to a select few patients who may benefit from it.)
Exposed DB Root showing bone loss along the root.
Immediate Post Surgical Radiograph
Although the literature presents root amputations as a valid treatment option with a high success rate for the treatment of a previously root canal-treated multi-rooted tooth, all treatment options should be presented to the patient with risks and benefits explained. (e.g., extraction, extraction and implant or bridge, denture, etc.)
3-Year Recall Radiograph
Dr. Maheeb Jaouni received his DDS degree at the University of California in San Francisco. After graduating with honors, Dr. Jaouni attended the University of Maryland Baltimore College of Dental Surgery, where he completed a three-year Endodontic Post Graduate program. During his endodontic residency, Dr. Jaouni was recognized for clinical and research excellence with numerous awards and distinctions including the Ponti Award for Clinical Excellence and the Sherryl Anne Award in endodontic research. He went on to receive his certification in endodontics as well as a Master of Science degree in Oral Biology.
In addition to working in private endodontic practice, Dr. Jaouni’s endodontic expertise has earned him Diplomate status from the American Board of Endodontics. Dr. Jaouni maintains active membership in numerous professional associations. He stays up to date with the most current concepts of the practice of endodontics, with particular emphasis on pharmacology, 3D CT imaging and endodontic microsurgery.
Firewheel Center For Dental Specialties (972) 496-0164 n 4170 Lavon Drive Suite 164 n Garland, TX 75040 firewheeldentalspecialties.com www.northtexasdentistry.com
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W
hen you think of successful brands, you might think of big name products with big time marketing budgets. You think of brands that have been treasured by American consumers forever, like Coca-Cola, Chevrolet and just about any product distributed by Procter and Gamble. No matter how big or small your market is, your dental practice is a brand and if constructed well, can be your most powerful and profitable business asset.
Why do people resonate with (and buy) well-branded products or services? One (admittedly very academic) theory, offered by brand experts Margaret Mark and Carol Pearson, is that the most successful brands tap into our feelings by evoking certain archetypes that we all universally understand. The archetypes we relate to reinforce our own subconscious perceptions and beliefs, therefore, we connect with and tend to purchase the
Care for your clients. Give superior customer service to your patients. This ranges from how they book an appointment to checking out with your front desk after a procedure. Tell them... then tell them again! Communicate the above two points clearly, concisely and meticulously, every single day you are open for business. They won’t know unless you tell them.
Let’s turn all of this marketing academia into some business tips you can actually use. The good news is you don’t need a Procter and Gamble-sized marketing budget to communicate a successful brand; you just need to pay attention to a few things.
Essentially, your brand is anything that your patients and potential patients can see or read about you. Creating a successful dental brand doesn’t have to be difficult, time consuming or need to be funded by huge marketing budgets. By paying attention to the
Don’t Get Lost in
THE SEA OF SAMENESS
The Five Critical Elements of a Dentist’s Brand by Neil Rudoff
brands that evoke these archetypes in their marketing and advertising. This might partially explain why someone might be very passionate about his or her choice to drink Coke instead of Pepsi. It’s not necessarily about taste or price, but rather, they connect with Coke’s marketing message and subconsciously like how it reinforces their beliefs and lifestyle choices.
So, does all of this marketing mumbo-jumbo mean you should be concerned with brand archetypes and tap into your potential patient’s most closely held beliefs? Nope. A dentist doesn’t have to brand with the likes of Tide, Chevy, Coke or Pepsi. But you can’t deny that a potential patient has a lot of choices today when they need a dentist. You still need to stand out from the crowd, so why not take a few marketing pointers from the best to help brand your practice. Why do successful dental brands... succeed? Simple. A wellcommunicated dental brand has perceived value. People know it, so they trust it and assume it’s the best. Successful dental branding (and the key to creating a practice that stands out from the crowd) is three-fold:
Be the Real Deal. Your patients should think you do good dental work and have excellent clinical skills. That part doesn’t change and is very important in backing up your brand.
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five critical elements of your brand, you can be sure your practice will stand out in any market.
Brand Strategy is just one component in a much larger blueprint in getting patients to choose you when they search for a dentist online. At Bullseye Media, we specialize in building a complete plan for dentists who want to leverage the internet to get high value dental patients; including Website Optimization, Reputation Management, Pay-Per-Click Online Advertising, Website Design, Dental Micro-sites and Social Media. If patients are searching for dentists in your area and finding your competition instead of you, give us a call. We can help. n Neil Rudoff is the Senior Account Executive at Bullseye Media in McKinney, TX. He received his BA from Tufts University in 1989 and his MBA from UT Austin in 1993, and has been an online marketing and web design consultant since 2003. He can be reached at neil@bullseyemediallc.com or at (214) 491-6166. BullseyeMedia, LLC is a McKinney, Texas based full-service digital marketing agency that specializes in helping dentist leverage the internet to grow their practices. Visit our website at www.onlinedentalmarketing.com.
Here are five critical elements of a dentist’s brand and some tips for creating a well-branded dental practice:
website
1
Your website is the virtual front door to your practice and with so many potential patients searching for a dentist online, you want to make sure it represents you well. Your website should be easy to navigate, contain quality images, offer information about your services and staff and of course a good photo of you, the dentist. It’s also a good idea to make your website responsive, so it can be easily and correctly viewed on a laptop, tablet or smart phone.
reputation 2
Research shows that even if a potential patient is referred to you, they will still Google you before they set an appointment. Your online reputation is your brand and if there are negative reviews about you online, it undercuts the value of your brand and makes all of your marketing hard work for not. Know what’s being said about you online by your patients, employees and competition by Googling yourself regularly. You also might want to consider enrolling in a proactive reputation management program to actively protect your reputation and your brand.
marketing 3
The key to successful branding is to make sure anything that your patients can see about your practice makes sense when viewed together. So, for example, if your office is beautiful but your website is a mess, or vice versa, it disrupts your brand alignment. If your logo is blue but everything else is green and red, your brand isn’t being consistently communicated. If you decide to engage in offline marketing and purchase a billboard or ad in a local paper, the messaging, colors and images should be in line with what your patients see on your website and inside your practice.
face
4
name
5
When constructing your brand, you also need to consider what your patients see and experience when they come to your office. Do you want to be known as the friendly family dentist? Or the state-of-the-art, cutting edge practice? Or maybe an eco-friendly or “green” practice? These branding decisions will influence the colors of your signage and logo, what your office furniture and artwork should look like and even the way that your staff answers the phone and greets your patients. In other words, decide what to be… and then be it! P.S. – Don’t forget to make sure your website design flows with your office design choices as well.
Your actual practice name and logo are an important part of your brand. Once you decide what you want your practice to be called, it’s hard to successfully change it because you lose any brand equity your name has built online and in your community. When you choose your name and logo, we usually suggest you stay away from using your personal name as your practice name; (ie – Dr. Bob Smith, DDS). Why? It makes it harder for you to sell your practice in the future should you choose to do so and it’s more difficult to add any associates to a practice that has already been branded in your name. As of Google’s preferences today, practices that include your city name (ie – Dallas Dental Designs) tend to do better in terms search engine rankings.
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CONTINUED FROM PAGE 5 u
which is necessary for cartilage development, FAM20C plays a critical role with all the four types of mineralized tissues in mammals: bone, enamel (the outer layer of tooth crown); dentin (the bulky tissue shaping the contour of a tooth); and cementum (outer layer of tooth root).
Knowing the protein’s role is only half of the equation. Qin’s group discovered that the loss of FAM20C leads not only to bone and tooth defects but also a reduction of serum phosphorous levels. In a nutshell, FAM20C is “critical for regulating the total body phosphate in addition to the formation and mineralization of bone and tooth,” Qin says.
“It doesn’t only affect the dental field; it has a very broad influence,” he adds. “This is a molecule present in many tissues. At this moment we believe it is most important for bone and teeth, while it is also likely to play important roles in the nerve, muscle, fat metabolism and immune systems.”
As a result, the college has attracted attention from experts in endocrinology, obesity and diabetes, and even pharmacology.
Dr. Paul Dechow, chair of biomedical sciences, says the protein could represent a major advance in the understanding of mineralized tissue development. “While we suspected its importance, the attention it has attracted from both within and outside the bone research community has been gratifying and attests to the high quality and hard work of our TAMBCD scientists,” Dechow says.
In all of Qin’s 20 years in the research field, including generating approximately $5 million in NIH funds among three R01 grants and three smaller NIH grants, he says he’s never seen this much attention focused on one study alone. He suspects it won’t die down anytime soon. Qin says, “In the next five to ten years, there will be a lot of things happening with this molecule.” n
Jennifer Eure Fuentes is a communications specialist at Texas A&M Health Science Center Baylor College of Dentistry. A 2006 graduate of Texas Christian University, she has worked in the communications and editorial field for seven years.
Protection is our Business Our only business is working with TDA Members and their staffs. We are committed exclusively to servicing TDA membership’s needs. www.tdamemberinsure.com 1-800-677-8644 Bob Michaels, CLU Local Associate 214-696-5103
Disability Life Health Long Term Care Malpractice www.northtexasdentistry.com
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money matters
W
Is there an embezzler profile?
e find that most of the thieves we see fit neatly into two categories, which we label “Needy” and “Greedy”. The Needy are truly desperate people; life’s events have overtaken them so that they can no longer finance their basic needs. They may have a gambling problem or an addiction, their spouse may have lost his or her job, or in many cases the financial disruption from a divorce has threatened their financial existence. I think most of your readers will appreciate that at some level of financial pressure, most people’s ethics become situational.
In contrast, the Greedy seem to steal to satisfy their egos. These thieves usually conspicuously spend the money they steal on luxury items. We have seen thieves spend $800 a month on personal trainers, join something called the “Shoe of the Month Club”, and in one extreme case, fly six of their friends to New York for a luxurious shopping weekend. If I had to characterize these thieves in a sense, I would suggest that they possess “excess intelligence”, meaning that they are considerably smarter than they need to be to perform their job. While I am not
by David Harris
a behavioral scientist, my theory is that these people feel that society has not properly recognized their talents, and that stealing is a way of rectifying this perceived discrepancy. I think they tend to view themselves, sometimes with justification, as being the intellectual peer of their dentist employer, and they find the economic discrepancy between themselves and the dentist unfair, especially given their obvious indispensability to the practice.
Contrary to what many dentists believe, most of the embezzlers we encounter have a clean employment history and no criminal record. In fact, we believe that in most cases they had no intention of stealing when they were hired. However events since their hiring have put them in a position where they feel compelled to steal. There are people I refer to as “serial embezzlers” who move from practice to practice, stealing as they go. Although they grab a lot of media attention, repeat offenders commit a small minority of dental embezzlement. In one extreme example, a thief victimized thirteen dental practices over about three years. Viewed objectively, her true skill
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was getting hired despite her checkered past; despite all her practice, she wasn’t a great thief and usually got caught relatively quickly.
One of the ironies inherent in dental embezzlement is that the embezzler appears to be an ideal employee – they are usually take-charge employees who arrive early, stay late, and appear to “go the extra mile” for their dentists.
percentage of dentists Q. What are victims of embezzlement during their career?
There have been several studies done over the last decade that all report approximately the same result — approximately three in five dentists will be embezzlement victims at some point in their careers, with roughly half of those being victimized more than once. For a couple of reasons, the true probability of being a victim is probably somewhat higher. One confounding factor is that some dentists discover embezzlement and choose not to report it. The other unquantifiable is the amount of embezzlement that takes place but is never discovered.
much money is usually Q. How stolen from a practice?
Our own internal numbers suggest that the average amount stolen is approximately $150,000. Investigation and remediation expenses may make the true cost to the dentist much higher than the amount the thief pockets.
long does the theft Q. How typically go on undetected?
Embezzlement often continues for three or more years before being detected.
are some warning signs Q. What that a dentist might have an embezzler in his/her office?
I have to say that I disagree with much of what others have written about this topic. A lot of literature suggests that some form of financial audit activity on the part of the dentist is the best approach to identifying an embezzlement. However studies show that identifying telltale behaviors of embezzlers is the single most reliable method for detection (For example, a 2007 American Dental Association survey revealed that behavioral clues unearthed over two thirds of the embezzlement reported by respondents). The way that embezzling employees behave is both predictable and difficult to conceal. For example, they typically are reluctant to take vacation and miss few days due to illness. Embezzlers are territorial about their duties and workspace. They do not wish to cross train other staff and duties, and they strenuously resist increased involvement of outside consultants.
suspect embezzlement in Q. IfmyI practice, what should I (and shouldn’t I) do?
The single biggest mistake that I see in this area is that dentists (either deliberately or by accident) make the suspect aware of their concerns. If you suspect embezzlement, it is vital to not alert the suspect until sufficient investigative work has been done to confirm whether embezzlement is actually happening, and to preserve both the evidence and your practice’s basic records.
If someone is stealing from you, and if they sense that they are about to be discovered, self-preservation becomes their priority. We have seen frequent attempts to destroy evidence. Typically the “evidence” in question is the clinical and financial data for your practice. Such an attempt invariably creates considerable “collateral damage”. Also, if your suspicions are not wellfounded, you will be much happier if your (innocent) employee does not realize that they were under suspicion.
There are some dentists who are tempted to conduct do-it-yourself investigations. On one hand, the skill of most embezzlers is sufficient that the self-guided investigations are likely to overlook most or all of the embezzlement. On the other hand, the chance of an inexperienced investigator inadvertently tipping off the suspect is high. The second mistake I see is to hire people who either do not have experience in embezzlement investigation or understand investigation well, but have no detailed
knowledge of dentistry. There are key differences between investigating this kind of embezzlement and what happens at a restaurant or oil company, and many generalist investigators are ill-equipped to give you the help you need. n
David Harris is a licensed private investigator, with a graduate business degree and a professional accounting designation. He is CEO of Prosperident, the world’s largest dental embezzlement investigation firm. Prosperident is consulted on hundreds of dental embezzlement matters annually, and David has frequently had the pleasure of hearing cell doors slam shut on perpetrators. David has lectured at several universities in the faculties of dentistry, business and law, and has been interviewed on embezzlement by every major North America dental magazine. David is a highly entertaining and engaging speaker who draws on a vast amount of experience in his field. David can be reached at (888) 398-2327 or email david@dentalembezzlement.com. For dentists who have concerns, the Prosperident embezzlement hotline (monitored 365 days per year by an on-duty investigator) is emergency@dentalembezzlement.com.
Prosperident has developed a scored embezzlement risk assessment questionnaire that is designed to assist dentists in recognizing behavior consistent with embezzlement. I am happy to share this with any dentist who requests it by sending an e-mail to requests@dentalembezzlement.com.
www.northtexasdentistry.com
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Your Personal Invitation
community news
2013 Rite to Smile to the
O
Golf Classic Stonebridge Ranch Country Club in McKinney
Friday, July 26
n behalf of the Board of Directors of the non-profit Rite to Smile Foundation and the North Texas Dental Society, it is my privilege to extend an invitation to you to join us and play in the 2013 Rite to Smile Golf Classic. This annual fundraiser is an excellent way to show your support for community-based dental care for the underprivileged, while enjoying a great afternoon of golf and fellowship with others who share your compassion for those in need.
The Rite to Smile Foundation, Inc. is a 509(a)(2) nonprofit charitable organization that is the primary outreach program for the North Texas Dental Society and its member doctors. Now in its 13th year, it has been a strong advocate for those who are without the means to access essential dental services for their families due to financial constraints. Our efforts have resulted in raising more than $350,000 in funds on their behalf. These resources have been professionally managed and distributed to Texas Scottish Rite Hospital, Community Dental Care, Collin College School of Dental Hygiene, and the NTDS Give Kids a Smile Program.
Whether you have helped the work of the Rite to Smile Foundation in the past or have been recommended as someone who cares about the needs of others, you have an opportunity to be a part of the solution. Please join us in meeting this important need by participating in our annual Rite to Smile Golf Classic.
24 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com
th
If the drive to improve access to dental care is to succeed, your support of events like Rite to Smile are critical, and every dollar you contribute is magnified by the contributions of volunteers, players, and corporate sponsors.
Sponsorships are available at levels ranging from $500 to $10,000 and tickets for the Rite to Smile Golf Classic are available in combination packages or separately. Charitable donations are welcome in any amount and are tax deductible. If you prefer to support the event with a gift of your time, it’s not too late to help out at the Rite to Smile Golf Classic. Find a volunteer opportunity that is a good fit for you by emailing ritetosmile@gmail.com at any time before the event.
The thirteenth annual Rite to Smile Golf Classic will take place at Stonebridge Ranch Country Club in McKinney on Friday, July 26th, 2013. We need sponsors, players, and volunteers for the event and would be honored if you would join us.
We hope to see you on Friday, July 26th for a fabulous round of golf.
– Dr. Lindsay Pfeffer
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wine cellar
Special Wines for Everyday Occasions by Kim Clarke
ou’re having a party and need cases of wine. Your budget says to keep it under $8 a bottle, so that rules out the good stuff, right? Well, maybe not, if you’re willing to check out some familiar labels that are making good
Y
Office of Continuing Education 7500 Cambridge St., Suite 6130 Houston, TX 77054 Ph. 713-486-4028 Fax 713-486-4037 utsdcontinuinged@uth.tmc.edu
Register Online Today!!! www.dentistry.uth.edu/ce
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August 23, 2013 ADIA Implant Certification Program for the Dental Team Presented by: Ann-Marie C. DePalma, CDA, RDH, MEd, FADIA, FAADH Course # 2013250
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wines at ridiculously low prices. Additionally, in case you haven’t noticed, the retail wine landscape has changed considerably over the last couple of years in the DFW area due to the arrival of a couple of powerhouse wine “superstores” and pricing has never been better – not just at those stores, but at almost every place that sells wine. Discounts that used to be reserved for full-case purchases are now available if you buy 6 bottles. Most shops will also “match price”, so you can get the best available price without having to drive all over town.
One of my top go-to wineries is Bogle. This Clarksburg, California based producer has a lineup of reds and whites that are the best values in the wine market today. Their wines seldom score less than 85 points (if you care about those numbers), are perennial “Best Buys” and their regular bottlings of Chardonnay (89 pts.), Merlot (88 pts.), and Cabernet (87 pts.) can be had for less than $7 if you know where to look. The Bogle family began farming corn and sugar beets in the Sacramento Delta in the 1850s. They planted grapes in the late 1960s, selling their crop to other wineries until 1979 when they opened their own operation under the Bogle brand. Today they farm over 1,000 acres of land and sell wine made from their estate vineyards as well as grapes sourced from Monterrey, Russian River, Mendocino, Lodi, Amador County and beyond. Bogle also produces a spicy Old Vines Zinfandel, a hearty Petite Sirah and a Zin-based wine called “Phantom”, a rival (at half the price) to the popular “Prisoner” wine crafted over the last few years by Orin Swift. Columbia Crest, a Washington state based powerhouse winery, is another producer of high-quality lower-priced wines. CONTINUED ON PAGE 30 u
practice management
!
?
zzz.
Blow It THE TOP TEN WAYS TO
Communicator
with guaranteed ways to re-group!
by Karen Cortell Reisman, M.S.
Blow it as a communicator and just see what happens to your bottom
line. In order to sell your service or
your product, you have to sell your-
self first. Avoid the top ten ways communicators commonly blow it –
and use these no-nonsense tips to
talk so that others will listen, buy, and trust you.
as a
1
Ramble on and on when asked a question.
Tip: Use the pros and cons secret
For times you have to think quickly on your feet and sound organized, image your issue in terms of what’s good about it, and what’s bad about it. There is nothing on this earth that does not have positives and negatives. Begin your answer with, “There are pros and cons to this situation”. Then briefly discuss the advantages and disadvantages. End with one summary sentence such as “All in all the good news is the great weather and the bad news is the traffic.” People give more credit to those who appear prepared.
2
Talk to everyone in a generic way.
Tip: Know thy audience
This is the stealth bomb of communicating. You can be completely credible, know your subject, and command everyone with your
presence; but, if you do not target your message to meet the listener’s specific situation, you’ll be walking out of the door empty handed. Here are some examples of when you blow it: Pitching a job to 7-Eleven and saying “Yes, let’s do an allday workshop. We can bring in lunch from a deli”. Or, while giving a presentation to Disney you say, “Let’s don’t Mickey Mouse around.” Your final stealth bomb example: you are in Cincinnati and you exclaim, “It’s great to be in Toledo”.
3 Mispronounce, misspell, or forget their name.
Tip: Get their name right
Before you say, “I’m horrible at remembering names” here are some easy-to-implement ways to burn names into your brain.
n Ask them how to spell their name.
n Repeat their name in the conversation, but not too often.
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n Write their name down, if your interaction is on the phone. NOTE: This applies to everyone you talk to, especially your target’s gatekeeper – the Administrative Assistant.
n Get their business card and put some notes on the card that will remind you of what they looked like and the details of your conversation. NOTE: Do not do this
those people in your world that look permanently miserable. It’s as if they’re constipated for life. These are not the people you want to sit next to at the next corporate picnic. I’m not suggesting that you grin like the village idiot. But, I am asking you to put an approachable and pleasant look on your face. Other positive people will want to connect with you.
thought or phrase. No need to count to four. It’s already hard enough to remember what you want to say next. Vary where you look, so that you don’t ‘mow the lawn'. And don’t play favorites. Sometimes the final decision maker is the passive, silent one.
6
Extend a wimpy handshake.
Tip: Shake hands firmly
Men to men, women to women, men to women, and women to men… please begin and end your conversation with a strong handshake. Nothing is worse than half a shake – your fingers meekly grab their fingers. The web on your hand, that area between your forefinger and thumb should touch your recipient’s web. On the other hand, use common sense. No karate chops necessary at any time! And lighten your grasp if the other person has arthritis or is in failing health.
7
Have tons of main ideas to get your point across.
Tip: Use three main points
while they are still with you. One person actually began scribbling notes about me one time while I was standing there!
n Try to associate their name with something else permanent about them, rather than their attire, which will change. Examples include their stature, facial features, or mannerisms. The lewder, the cruder, the better… but be careful not to divulge your imagery out loud. n Refrain from writing their name in the body of a form letter or email. It’s contrived and you also run the risk of using the wrong name. I once addressed an inquiry letter to John, and wrote ‘Jim’ in the letter. I blew it. No job with that company.
4
Frown all the time.
Tip: Smile
Emotions are contagious. Think about
5 Look around the room when you’re talking.
Tip: Maintain good eye contact
Confident people look at people. Said another way, “In America, nobody buys from lidded eyes.” Four problems happen with bad eye contact.
First: ‘eye dart’. You look at the other person, but for only half a second with each glance. Second: ‘eye favorites’. You look at the VIPs around the boardroom conference table, or only at the active participants. Third: ‘eye coma’. You don’t know where you’re looking.
Fourth: ‘eyes that mow the lawn’. You sweep left to right, back and forth. Try to look at everyone for an entire
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Our brains are more like sieves than sponges. In this Age of Information, we are overloaded with data, drivel, and downloads. The best way to have your information retained is to distill it into three main categories. These bullets become your anchors in getting others to remember the information and you. Examples: good, bad, and the ugly. Features, functions, and benefits. Curly, Smiley, and Moe.
8
Don’t give examples.
Tip: Use metaphors & analogies
We are all sieveheads. 100% of the information goes in, and 75% goes through those invisible holes in our brains. What 25% do you want your listener to remember? (See #7) And how can you ensure that your valuable information sticks? Try using metaphors and analogies to get your message across. Take your idea and compare it to something universal that everyone can grasp. For example, I’m using the example of a sieve so that you can have a clever mental image that’s easy to remember. Go to my website to buy some of my sieves!
Here’s an example from the New York Times:
“Treating cancer with radiation or chemotherapy is a bit like firebombing a house to get rid of pests: it can do the job, but good stuff is going to get damaged in the process.” NYT has taken a scientific concept and compared it to something everyone understands.
9
Karen Cortell Reisman, M.S. designs and presents keynotes and workshops for conferences, conventions, and in-house meetings. If you would like to contact her about a speaking engagement, please call (972) 490-8676.
Karen Cortell Reisman, author of two books and President of Speak For Yourself®, works with dental groups on how to make more money. It’s all in how you speak for yourself. She also coaches dentists on how to speak to win at the lectern, with the patient during a treatment consult, and at the office. Find out more at www.KarenCortellReisman.com.
Remember only the negative things that happen.
Tip: Have funnier eyes
While we can learn from the bad experiences around us, you will have more fun and communicate with strength if you and your listeners have a good time laughing together. In order to find the humor you need keen eyes because humor is tragedy plus time. What’s funny today was probably horribly embarrassing when it occurred. One time I stood up to give a speech and my skirt did not. Funny now, tears then! Observe the humor that surrounds you and write it down. Our memories are only as long as our pencils.
what you do 10 Describe using six paragraphs.
Tip: Practice your elevator speech
A question you are often asked is, “What do you do?” Whatever your career is or is not, you need a short answer to this unpredictable query. The length should be about as long as an elevator ride. I suggest defining your work as a benefit statement rather than a noun that will inevitably have societal connotations (such as lawyer, consultant, insurance agent, speaker, housewife). “I help clients reclaim financial losses”, or “I teach companies to speak with power”, or “I am raising my family”.
Hopefully your answer will be more unique and interesting than the question. n
© Karen Cortell Reisman, M.S. www.northtexasdentistry.com
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Their Two Vines label was introduced in 2003 and has received 87 “Best Buy”/ “Best Value” ratings from the major wine publications since its debut. Equally impressive is their Grand Estates tier of wines, landing nine spots in the Wine Spectator Top 100 Wines over the last 14 years. We poured the Grand Estates 2010 Cabernet Sauvignon at a recent birthday dinner and I was amazed at how good it is. With the 10% price discount it cost $5.82, and that’s for an 89 pointer from Wine Spectator! Go figure – somebody’s losing money somewhere on this deal, but it’s certainly not the consumer. Columbia Crest also makes an upper-end tier of wines under their Reserve label and it’s readily evident that the talent used for those wines finds its way to the production of all their offerings. A California winery that also shows up on my list is Chateau St. Jean. Their Sonoma County Chardonnay is quite tasty and can be found for less than $8 in
many shops along with their “California” bottling of Merlot and Cabernet Sauvignon. With some rich vanilla, spice, apple and pear fruit flavors, their Chardonnay is one of my favorites. For those looking for something other than Chardonnay, St. Jean has a Fume Blanc that is consistently good and well-priced. The winery also produces a number of pricier wines, but the same expertise that goes into those wines is available to the consumer in their lower-level bottlings as well.
The nice thing about these wines is they’re widely available – you can find them just about anywhere. That also makes them seem somewhat mundane… they’re not very special if you can pick them up in the corner grocery store. But don’t ignore these little gems for both special occasions as well as everyday quaffers. They’re crowd pleasers for sure. n
ADVERTISER’S INDEX AFTCO .....................Inside Back Cover Bob Michaels CLU ............................21
Bryant Studios ...................................11
Bullseye Media ..................................20
Burkhart Dental .................................20
Children 1st Dental & Surgery Center ......Inside Front Cover
Jameson Management .....................21
Med-Tech Construction .......Back Cover Midco Dental .....................................30
Pacific Continental Bank ...................15
Structures and Interiors .....................29
Tina Cauller .......................................30
Transworld Systems ..........................23
UT School of Dentistry at Houston ....26
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