Thriving In Today's Dental Environment

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Dental practices across the country are dealing with a transformation of the typical business model. Traditional dental practices operate with a solo dentist, or a couple of dentists practicing together. Now, practices are shifting from the traditional solo practice model to a corporate or multi-doctor practice structure. As dentists transform their practices, they are also changing their focus. Together, these transitions make for a major change in dentistry.

New Dental Practice Models

A study conducted by the American Dental Trade Association (ADTA) regarding the trends in dentistry resulted in the identification of multiple practice models. These models are differentiated by the structure of the practice and the services provided. The following practice models were identified:

Ready Access Model. Most dental corporations follow this model. These dental practices offer a retaillike experience, featuring highly standardized processes and offering a “convenient” patient experience.
Tech Station Model. This is a solo or small practice that is an early adopter of change. These dental practices offer patients a high level of technology and provide the latest in dental procedures.
Small Group Model. The small group model is made up of groups of two to five doctors practicing at only one or two location(s). This type of practice features a diverse staff providing a broad range of procedures, while working together as a team to offer patient services both efficiently and effectively. These doctors may provide various specialty services in an attempt to provide all types of dental care in a single location.
Cosmetic Center Model. This model is represented by the “boutique” practice. With a focus on elective and restorative services, this model serves patients who desire the esthetic results of dental treatment.
Super Norm Model. Super Norm dental practices include those dental professionals who offer a holistic approach, applying the idea that there is a connection between a healthy dentition and overall health. These dentists emphasize service when treating their patients and often treat patients with high demands.

The shift from the traditional, solo dentist practice to one of the five, more complex practice types creates an opportunity for dental practitioners to form practices that promote their strengths. However, choosing a path for your dental practice is a major decision and a great deal of consideration should be exercised before adopting one of these practice models.

First, analyze the market to determine the wants and needs of potential patients within a given geographical area. Remember, patients will typically choose a dentist based on one of two locations: where they live or where they work. The practice model selected should be in line with the needs of the local patient base.

Differentiate the practice from others in the area. It is important that all aspects of the practice are in line with the practice model. This includes marketing plans, patient interaction, treatment methods, etc. This consistency lets patients know what to expect and should attract patients who are a good match for the practice.

Always strive to meet or exceed the patients’ expectations. Team members should be properly trained to provide patients with the education needed to understand the treatment recommended by the doctor. Furthermore, patients should receive the quality of care they desire. Linking the patients’ needs to their desired results can improve treatment plan acceptance and lead to happier, healthier patients.

Areas of Focus

When analyzing your practice and making improvements, there are various areas of the practice that should be examined. Each of these elements should be structured to support the type of practice formed.

Price. Price may be the single, most compelling factor for some patients when choosing a dentist. These patients are typically drawn to the low out-of-pocket cost or PPO pricing, and the convenience of the Ready Access Model. On the other hand, some patients do not consider price when selecting a dentist. It is important to understand the type of patient that matches your practice so that you can properly set fees.
Marketing. Determining your ideal patient will enable the practice to better market to that patient type. Marketing attempts should be consistent with the practice model and should be customized to attract the desired patient.
Convenience. Match the ideal patient’s demands with the practice’s offerings. Patients may look for a high level of convenience, such as convenient appointment times, multiple locations, and various payment options. These patients are typically drawn to the Ready Access Model.
Efficiency. Efficient practices invest in their team members in order to ensure the best experience for the patient, the practice, and the team. Provide all team members with the training necessary to ensure that patients receive the highest quality and most effective treatments. Be sure that all team members are properly educated and fully motivated to provide the treatments promised to the patients.

The practice must also be able to develop and implement efficient operational systems. These systems should be well thought out and established in writing. Team members should be trained to fully understand and successfully implement the systems. Operating an efficient practice will not only improve patient care, but will also improve profitability.

Customer Service. Provide all patients with the highest level of care possible.
Internal Tracking and Monitoring. Patients provide the best source of feedback. Asking a patient to review the practice’s performance will enable you to improve the practice to meet and exceed customer expectations in the future. Feedback can designate areas of service that are succeeding and may provide guidance on improving weaker areas of the practice.

Remember, surveys are not the only way to get patient feedback. Simply ask patients a few questions as they check out. For example, ask if they have any questions about their visit. Then ask about the practice’s performance. The answers to simple questions such as these can provide a lot of insight into the patients’ experiences. Each morning, discuss patient responses from the previous day. Celebrate positive feedback and discuss ways to improve from negative remarks.

Location. Location is a key factor for the success of any business, and dental practices are no exception. While location may represent the physical location of the practice, it may also demonstrate the practice’s position in the market or its chosen practice model. Conducting market research before determining the optimal practice model to select can ensure that the practice positions itself properly.

In summary, it is important to understand yourself and outline the goals of the dental practice before restructuring your practice. Knowing where you want to go is the first step in knowing where to start. It is also important to understand the potential patient base, how to meet their wants and needs, and how to reach them.