PDF Version - Glidewell Dental Labs

Publisher
Jim Glidewell, CDT
Editor-in-Chief
Michael DiTolla, DDS, FAGD
Managing Editors
Jim Shuck
Mike Cash, CDT
Creative Director
Rachel Pacillas
Clinical Editor
Michael DiTolla, DDS, FAGD
Copy Editors
Melissa Manna
Kim Watkins
Magazine Coordinators
Sharon Dowd, Lindsey Lauria
Graphic Designers
Jamie Austin, Deb Evans, Joel Guerra,
Phil Nguyen, Gary O’Connell, Rachel Pacillas
Staff Photographers
Sharon Dowd, Kevin Keithley
Illustrators
Wolfgang Friebauer, MDT, Phil Nguyen
Ad Representative
Lindsey Lauria
(lindsey.lauria@glidewelldental.com)
If you have questions, comments or complaints regarding
this issue, we want to hear from you. Please e-mail us at
chairside@glidewelldental.com. Your comments may be
featured in an upcoming issue or on our Web site:
www.chairsidemagazine.com.
© 2010 Glidewell Laboratories
Neither Chairside magazine nor any employees involved in its publication
(“publisher”), Chairside makes Magazine any nor warranty, any employees express or involved implied, in or its assumes publica-
Neither
tion any liability (“publisher”), or responsibility makes any for warranty, the accuracy, express completeness, or implied, or or assumes usefulness
liability of any or information, responsibility apparatus, for the accuracy, product, completeness, or process disclosed, or useful-
or
any
ness represents of any that information, its use would apparatus, not infringe product, proprietary or process rights. disclosed, Reference or
represents herein to any that specific its use would commercial not infringe products, proprietary process, rights. or services Reference by
herein trade name, to any trademark, specific commercial manufacturer products, or otherwise process, does or not services necessarily
constitute name, trademark, or imply its manufacturer endorsement, otherwise recommendation, does not or necessar-
favoring
by
trade
ily by constitute the publisher. or imply The its views endorsement, and opinions recommendation, of authors or expressed favoring
by herein the do publisher. not necessarily The views state and or reflect opinions those of of authors the publisher expressed and
herein shall not do be not used necessarily for advertising state or or reflect product those endorsement of the publisher purposes. and
shall CAUTION: not be When used viewing for advertising the techniques, or product procedures, endorsement theories purposes. and materials
that When are presented, viewing the you techniques, must make procedures, your own theories decisions and about ma-
CAUTION:
terials specific that treatment are presented, for patients you and must exercise make personal your own professional decisions about judgment
regarding treatment the for need patients for further and exercise clinical personal testing professional or education judg-
and
specific
ment your own regarding clinical the expertise need before further trying clinical to implement testing or new education procedures. and
your own clinical expertise before trying to implement new procedures.
Chairside is a registered trademark of Glidewell Laboratories.
Chairside ® Magazine is a registered trademark of Glidewell Laboratories.
Editor’s Letter
Two years ago, the words social media and dentistry were
rarely mentioned in the same sentence. Today, hardly a
week goes by where I don’t get a flyer, e-mail or tweet
about a new Social Media in Dentistry seminar. I have
been involved with social media on a personal level for a
couple of years, but it had nothing to do with dentistry.
I use Yelp to make better decisions about which restaurant
to try in a new city and to see what dishes people
are raving about. One day while browsing Yelp, I noticed
that somebody had written a glowing review for a local
dentist, and for the first time I realized dentists were being
dragged into the social media age, like it or not.
It almost doesn’t matter how incredible a business is,
someone is going to write a negative review. For example,
Thomas Keller’s The French Laundry, often regarded as
the best restaurant in the U.S., has 10 1-star reviews on
Yelp! The point being, even the best of the best can have
a subpar day. Perhaps the reviewer was having a bad day
and it didn’t even have that much to do with the restaurant
itself.
The rest of the story is that The French Laundry has nearly
600 5-star reviews. It is pretty clear to most people
viewing the page for The French Laundry on Yelp that
the majority of customers had the meal of a lifetime and
a few disgruntled patrons hated the experience. People
don’t stop going to The French Laundry because of those
10 bad reviews, they continue to go based on the 600
positive ones.
Your dental office is bound to get a bad review. Maybe
your front office quotes the incorrect insurance amount
or your crown on tooth #9 doesn’t quite match. Invite
your best patients to leave positive reviews for you and
your office. Glenn Lombardi reviews how to do that in
our interview on page 45. Make sure that the majority
acknowledges your 5-star dentistry and 5-star service, just
in case you have that inevitable bad day.
Yours in quality dentistry,
Dr. Michael DiTolla
Editor-in-Chief, Clinical Editor
mditolla@glidewelldental.com
Editor’s Letter 3