Dental Practice Guide 2011 - ApexHub

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Dental Practice Guide 2011 - ApexHub

ContentsSocial Caring● Dental phobia: calming the storm● Embracing aesthetics in dentistrySocial Engagement● Step by step guide: How to check into Fousquare● Step by step guide: Maximise your profile on LinkedIn● W&H Campus unites students from around the worldSocial Teams● The social media champion in the dental practice● Social media guidelines for the dental practice● Investing in the right people for your teamSocial Innovation● W&H LED innovations● W&H Multidem water purification system3


Social Caring4


Social caringnurturing, welcoming, warm, friendly, healthy5


Social Caring6


“It is possible tocure many phobiasremarkably quickly”Dental Phobia:Calming the stormJoanna Taylor LHSClinical Hypnotherapist & NLP Master PractitionerIt’s Monday morning; you look up to see your firstpatient of the day being shown into your surgeryand then you hear the immortal phrase, “Beforewe start, I’d just like to say I really hate dentists…”To the dentist, a familiar ‘heart-sink’ moment asyou grit your teeth and mentally put on the kidgloves; to the patient (who may have been awakehalf the night worrying) it is a stressful and fearfulexperience.Dental phobia, or dental anxiety, is distressinglycommon amongst the general public; a study inAmerica by the National Institute of Mental Health(NIMH) found that between 8.7% and 18.1% ofAmericans suffer from phobias. 1 Interestingly,the study also found that phobias were the mostcommon mental illness among women in all agegroups and the second most common illnessamong men older than 25.Irrational fearA phobia is described as an “irrational, intenseand persistent fear of certain situations, activities,things, animals, or people” 2 . It is basically anunconscious conditioned response learned bythe individual either through personal experienceor by modelling another’s behaviour (“and mymother was just the same!”). As humans, wehave a tendency to look for evidence to supportour beliefs so that, when fostered by the mediaand ‘horror stories’ from friends and family,one negative dental experience can build andgrow rapidly out of all proportion, leading to aresponse varying in severity from mild discomfortthrough to that intense, irrational fear we call aphobia. Each time we are exposed to the fearfulstimulus, the unconscious response is triggered,thereby reinforcing the belief. Each time we try7


Social Caringto avoid the phobia-inducing situation it is onceagain reinforced as the mere thought of thesituation is associated with the anxiety. Howevermuch we think we know consciously that theresponse is irrational, we can do little about itbecause the cause lies in our unconscious mind.As dentists, what do anxious and phobicpatients do to your practice? Some may takeextra time in the surgery, thereby reducing profitmargins and, for those severe cases who arereally focused on collecting their evidence abouthow scary the dentist is, they will go home andtalk to all their friends and family about what aterrible experience they just had. In addition tothis, because the patient is stressed, that in turnincreases the stress levels of you and your teamas you try to calm the patient, so that by the timethe patient leaves you are definitely ready for thatnice cup of tea and a sit-down (preferably in adarkened room).SolutionsIt is possible to cure many phobias remarkablyquickly. Techniques such as Neuro-LinguisticProgramming (NLP) can effectively ‘re-programme’the neurological response to the stimulus bydisrupting the way in which patients createtheir internal representations of the event andassociating it with a different emotion in orderto produce a different response (for example,humour). For a phobia with a simple, consciouslyremembered cause, this can usually be done ina single session with an NLP Master Practitioner.Occasionally, however, phobias can be morecomplex and possibly linked to other issues, inwhich case a number of sessions will be requiredin order to address the root cause.Emotional Freedom Technique (EFT) is alsoa remarkably effective method which manyfind extremely useful, especially in situationswhen it is necessary to bring down a high level10 ways in which a practicecan create a more relaxingatmosphere for patients1. Welcoming, friendly andsmiling reception staff whotake time to listen to thepatients2. Offer a cup of tea or coffeeto patients who arrive early,or who have to wait for anyreason3. Ensure patients who arekept waiting are also keptinformed4. A comfortable, private8


“Pay attention to thelanguage you andyour team use”of negative emotion quickly. EFT is quick andeasy to learn and to teach to staff and patients,and has various other applications; for examplesmoking cessation and weight loss, where it canbe used to reduce cravings.What if we look now at a different Mondaymorning… you look up to see your first patientof the day being shown into your surgery andyou hear the now familiar words, “Before we start,I’d just like to say that I used to be really scaredof coming to the dentist until I came here - I feeltotally different about it now!” What can thatachieve for you and your practice now?References:1. Kessler et al., Prevalence, Severity, and Comorbidityof 12-Month DSM-IV Disorders in the NationalComorbidity Survey Replication, June 2005, Archive ofGeneral Psychiatry, Volume 202. Edmund J. Bourne, The Anxiety & Phobia Workbook,4th ed, New Harbinger Publications, 2005About the authorJoanna Taylor is PracticeManager at JohnTaylor Dental Care inScarborough, NorthYorkshire. She is aClinical Hypnotherapistand NLP MasterPractitioner, and anINLPTA Certified Trainer.She provides coursesand in-house training in communication skills, stressmanagement and hypnosis for the dental team inaddition to one-to-one coaching and therapy.Contact details:e: joanna@joanna-taylor.co.ukw: www.joanna-taylor.co.ukwaiting area with up to datemagazine selection and freewireless internet5. Play relaxing music in thesurgery area - or allow thepatient to bring their own MP3player or CD (remember youwill need a Performing RightsLicence for this)6. Gentle colour schemesthroughout the practice,avoiding white walls and plainwhite staff uniforms, whichcan be too “clinical”7. Pay attention to smells - “itsmells like the dentist’s” isoften a powerful trigger forthe anxious patient8. Pay attention to the languageyou and your team use -avoid negative words andphrases such as “nothing tobe afraid of”, “this won’t hurt”,and references to injections,needles or drills9. Learn how to use hypnoticlanguage patterns andconversational hypnosis tohelp anxious patients to relax10. Ensure that you and yourteam maintain a relaxed andcalm frame of mind. If you arestressed you will pass it on toyour patients; calmness is justas catching!9


Social CaringEmbracingaestheticsand dentistryVioleta Claus ép Bartalis is a restorativedentist based in Luxembourg. Heraward-winning practice boastsbeautiful interior décor. She spoke tous recently about how she creates awelcoming atmosphere in her practice.10What role can good décor and design play indelivering good dentistry?Violeta Claus: The best motivation for the dayis coming to work in a good atmosphere, feelingwell and welcome. First of all, my team and I haveto feel good in the place where we spend almostthe whole day. Working in aesthetic dentistrymeans you must have a beautiful, harmoniousplace around you to give you the power to carefor your patients and inspiration for creation.The accuracy of design and sense for detail areresonant with the restorative dental work thatwe deliver. Otherwise, how could anybody trustthat we are capable of creating a beautiful smilewhen our practice does not have an attractiveappearance?When you planned the décor in your practice,what inspired you and what ‘look’ did you wantto achieve?Violeta Claus: When I first came to the K2-Ellipse building (where my practice is currentlysituated) it was at the end of 2008. The first floorwas still under construction. And for rent!I loved that entire place on the PlateauKirchberg, with all its modern buildings andbeautiful architecture: glass and metal. Thiswas where I discovered “The Last Supper” – a


“I like to surprise people, to givemore than they expect. To letthem be my guests before I startfiddling with their teeth”very ‘hip’ restaurant in Luxembourg. I decidedspontaneously to go in for a drink. It was…WOW!Such a feeling, I can’t describe. I immediately feltwelcome and at home, warm and cosy. It waselegant… harmonious.I later found out that the interior designer andarchitect is very famous, Miguel Câncio Martins,who designed Opium in London and the BuddhaBar in Paris among many other amazing venues.That day, I had champagne in the loungeand a delicious dinner in the restaurant. I felt adeep wish to be there, and wanted to createthis same feeling working with my patients. (Ofcourse, going to the dentist has a totally differentpremise and expectation!Two weeks later, a friend of mine fromLuxembourg called and told me she has foundout that a place could be rented in a very nicebuilding, which I would surely like. It was in theEllipse! This is what I call luck!How does your practice design and décor createan atmosphere for your patients? How wouldyou describe it?Violeta Claus: People come in and are stunned.Most of them make this compliment at the firstappointment. Some patients are afraid to gethigh bills, to ‘pay’ for this investment. They don’t11


Social Caring12know that good technical equipment is muchmore expensive than a designer chair! Thesepatients even talk about this concern with me,which I appreciate.The first appointment for new my patients is inmost of the cases not an emergency treatment,it’s a check-up and we go first in my office(bureau), take a seat at the ellipse table, wherewe spend about 30 minutes with the individualdental health questionnaires and we are also ableto chat. This is very important for our relationship.I notice that many patients are grateful that wetake our time to find out what they wishes andneeds are, before starting.Many patients don’t expect interior designin a dental office. They are used to find a sterilehospital-look and the odour of pain and disease.The effect of good furnishing and harmony isrelaxing and calming. It opens the mind and thesense for aesthetics. It makes people curious andsets the scene for aesthetic treatment.I like to surprise people, to give more thanthey expect. To let them be my guests before Istart fiddling with their teeth. I like to make theirvisit an interesting, individual experience, to helpforget their fear or discomfort.How did you decide on the colour scheme foryour practice?Violeta Claus: Form and colour should producea desired effect. The brief to my interior designerwas: clean, smooth, organic, but not boring andnothing chequered!Colours have a character and have morepsychological impact than we believe. Forexample, I love red! But this generates a thrillingmood and can mean fire, danger, risk and hazard.I don’t think that this is the atmosphere we wouldlike to create when we have patients who arealready anxious before their dental appointment.White and glossy was wish number one:Healthy and clean teeth! Thereto a little bitof pink (healthy gums). And because I didn’twant to look like a wedding cake, I decided toget the contrast with black and grey. With thesleek Amtico tiles “Back to black” Vamp and theextravagant wallpaper Eco velvet. I was also reallyhappy when my next door neighbour, a wellnessStudio painted their stairway in RED!What part of your practice décor gets the mostcomments from your patients?Violeta Claus: The patient loungeWhat are your favourite décor elements of yourpractice?Violeta Claus: The Parabel Table (Eero Aarnio),the Little Tulip Chairs (Pierre Paulin), the MercuryLamp (Artemide) and of course the ‘light window’.We couldn’t get direct light into the waitingroom and reception area, so my interior designer,Hubert Günther (pd raumplan, Cologne) createda big ‘window’ with LED light. It gives us 1001possibilities to change the ‘mood’ of the room toget a warmer or a fresher light colour.


“Many patients don’texpect interior designin a dental office”Are there any examples of great décor andinterior design that inspire you?Violeta Claus: I love the design of the 60s. I ama fan of modernism, of Pierre Paulin, Eero Aarnio,Charles & Ray Eames, Verner Panton and EttoreSottsass.What advice would you give to any dentistswho are thinking about ‘updating’ the interiorof their practice?Violeta Claus: There are many considerationsto make a decision. First of all, the message youoffer with your practice and the style you choosefor the practice design should be consistent withyour practice philosophy, with your treatmentconcept and with yourself as a person.The interior designer should be interested inwho you are and what you do and to be awareof your purpose and also of your personality. Thegoal is to be an excellent host for the peoplewho enter your office and to promote positivecommunication.Beauty always opens mind and heart. This is themilestone in the relationship with our patients,offering high quality aesthetic dental treatment.13


Social EngagementSocialengagementCheck in, connect, update, have fun14


Social EngagementCheck-in to foursquare today!The foursquare app is availablethrough whatever app systemyour smartphone uses.For iPhone users, it’s the AppStore, App World for Blackberry,Android Market for Androidphones, Samsung Apps forSamsung phones, and soforth. I’ll be using a BlackBerryfor the pictures in this guide.If you have any confusionabout downloading andinstalling apps for your phone,consult your handbook or themanufacturer’s website.Download foursquare (for free) from yourapp store, and allow it to install. From here,open the application and use this guide:1: Open the foursquare application. 2: Newusers will be prompted to create an accountor log in. Follow the instructions on screento create an account, or use the short guideat the [bottom/left/right/top] of this page tocreate one using your computer. 3: Locatethe “check-in” button and click/press it. 4:The business you want may appear on thescreen. If it doesn’t, use the search functionto type in the name of the venue. 5: Whenyou see the venue you are looking for,select it by clicking on it. 6: Click the “checkin”button. 7: You may choose to add a“shout,” that will be shared to your friendson foursquare or distributed to your Twitteraccount if they are synched. 8: The finalscreen shows how many points you earnedfor checking in, and if you have won anybadges for doing so.16


“Downloadfoursquare (for free)from your app store”Creating an account:1: Click the “join now” button in Figure A. 2: If you are aFacebook user, you may choose to login using Facebook.Otherwise, you will need to enter youremail address to begin using foursquare.3: Fill out the details, and you’ll be able tolog into foursquare on your phone.Creating a venue:1: First, load up the foursquare home page, at www.foursquare.com. On there, you’ll see a box containing“search places, people and tips.” Type the name ofyour business in this box. 2: You’ll see this screen,listing locations relevant to your search*. To add yourbusiness, locate and click on the “Add a new venueto foursquare” button. *You may see that someonehas already added your venue. Don’t worry – aslong as the details are correct, you can follow thenext volume’s guide to “claiming” this venue. 3: Youwill see the screen to the [left or right]. Enter yourbusiness’s name, address, and cross street (if youhave a cross street). Accuracy counts at this point– customers searching for your business in orderto check –in will give up if they can’t find it, and aspelling error is an easily avoided pitfall. 4: On thesame page, enter your city, state (county) and postcode. 5: Enter your phone number. If you don’thave a Twitter account, don’t fret – you can still havea foursquare venue. If you’d like to have a Twitteraccount, then there’s a handy guide in this issue foryou. 6: Select the most appropriate category for yourbusiness. 7: Press Save.17


Social EngagementTransparency is keyHave you maximised your potential on LinkedIn?18A lot of people haven’t and far too many peoplehaven’t heard of it at all. With over 100 millionLinkedIn users, this is an incredible waste of freepotential promotion.The beauty of social media for businesses istransparency; a LinkedIn Profile can provide amore personable side to your business, enablinginteraction between a company and their targetconsumers where customers are able to givefeedback, write reviews, and connect to yourbrand. Many top companies are leveraging thisconnectivity, from gaining feedback on potentialnew flavours for Ben & Jerry’s or discussinglegislation with President Obama.Erik Qualman, author of Socialnomics, highlightshow important communicating with youraudience is: ‘This is the same strategy that goodbrands employ; transparency and having peopleconnect and identify with the brand because thebrand helps define them”Recommendations on LinkedIn are an effectivetool for giving your company credibility andgetting real feedback. It is a ‘soft sell’ approach thatworks because customers can relate to your brand,harnessing the most powerful type of marketing:word of mouth.However, before you start reigning inrecommendations you need to set up an effectiveprofile. To kickstart your campaign, here is anintroductory “how to” for your LinkedIn profile. Forthose of you already on LinkedIn, watch this spacefor more advanced techniques to optimise yourprofile in next month’s issue of Like.Build your basics in 10 mins1 Upload a professional photoUnder the image box click on ‘add photo’.Click ‘choose photo’ to select your photo andthen click upload.2 Create your headlineNext to your name on your profile click ‘edit’.Fill out your basic informationWrite your headline in the Headline box on thepageClick ‘save changes’.3 Fill out your current and past employmenttitlesClick on ‘add your position’Fill out the detailsClick save changes4 Write your basic summaryClick on edit summaryWrite your summarySave your changes


“The beauty of socialmedia for businesses istransparency”Click to editheadlineTo addphotoClick to addcurrent andpast jobsClick tocustomise URL5 Customise and simplify your profile URL, sopeople can find you easierNext to your public profile url, click editOn the right hand corner of the page, click‘customise your public profile url’A box will pop up and you can enter yourpreferred url in the space. Keep it simple andclear.Once you have selected a URL that is availableclick ‘set custom URL’This URL can be printed on business cards or onyour other social media to drive traffic to yourLinkedIn profile.Once you’ve followed these steps your profileshould be starting to take shape. ■19


Social EngagementW&H engages the newgeneration of dentistsW&H is not only known for its excellent products, which havebeen an innovative part of the dental market for 120 years, butalso for its interest in the future generation of dentists.At whdentalcampus.com W&H offers all thefeatures that the dentist of tomorrow needs forsuccessful studies – and beyond – for all dentalstudents. For several years now this platform,specially designed for new dentists, has offereda wide range of information and also fun withexciting campaigns. Now the whdentalcampusfamily has a new member: the existing studentweb sites for the UK,Spain, Germany, Austriaand Sweden have nowbeen joined by Franceas of the beginning ofSeptember 2011.The site featuresnews from the world ofdentistry, an overview ofevents, information fromuniversities and ‘whiki’,the comprehensivedental glossary.The site links with theW&H Facebook page where students, dentists,professors and anyone interested in the world ofdentistry can communicate quickly and easily. Forit is clear: listening to professors is one thing, butto hear from the experience of other students orpractising dentists is something quite different.But whdentalcampus is not just for technicalknowledge and learning but also for funand recreation, which are equallyimportant. Three online games anda photo and video competition areavailable, ideal for some distractionfrom the stresses of student life.Members can also send eachother creatively designed e-cards,encouraging interactivity. This makesa change and also gives studentsthe opportunity of participating incompetitions and engaging in thedental profession on a deeper level.Click to enter and find out foryourself: www.whdentalcampus.com20


“Listening to professors is one thing,but to hear from the experience ofother students or practising dentists issomething quite different.”21


Social teams22


Social teamsInteracting, engaged, community, synchronised23


Social TeamsThe social media championof the dental practiceBy Laura Horton24Social media is a huge aspect of everyone’s dayto day lives now whether people like it or not. It’shere, it’s huge and it’s not going away! When Itrain and work with treatment coordinators (TCOs)that have been providing initial consultations,helping their dentists with presentations of thetreatment options, the next steps are to observethem with the patients of the practice. Once theobservation has taken place I then help the TCOsto develop their role further.This part of the training includes networkingand social media for the practice. When I was aTCO myself I really enjoyed the networking aspectof my role. Anyone that’s good as a TCO will begood at networking, but knowing where to startand how to do it is often a challenge. I learnt bytrial and error but found a great opportunities toconnect with people at networking meetings,business breakfasts, lunches or when meetingwith strategic alliance partners.Strong communication skillsStrategic alliance partners are businesses andindividuals that complement your serviceor product, creating the opportunity for amutually beneficial relationship through jointmarketing initiatives. When done correctly, strongrelationships with strategic alliances will work verywell for business.When it comes to social media I am oftenasked: “where do I begin?” I find it a greatcompliment when people tell me that I am goodat social media, but it’s been a long learning curvefor the past three years. I have picked up manytips along the way and have attended many talkson the subject so I can advise TCOs on becomingsocial media champions of their practices.It is recommend to businesses who are thinkingabout going into social media that they appointa social media champion within their team tomake sure that the campaigns are maintainedand for optimum engagement with fans. Therole is relationship based, because that is theunderpinning philosophy of social media. Youmust create and take part in relationships in socialmedia, as you would do in person.When applying this principle to the dentalpractice, the people who tend to make the bestsocial media champions are those who are alreadyin a customer facing role, such a receptionistor TCO. It means you already understand theimportance of creating relationships with currentand prospective clients. It’s about taking youralready advanced communication skills and


“I recommend that if you arenew to social media that youfirstly start on Facebook”applying them to social media – striking upconversations with people who are thinkingabout having particular types of dentaltreatment and coming to your practice.First things firstI recommend to all TCOs that if you arenew to social media that you firstlystart on Facebook. If Facebook wasa country it would be the largest inthe world. It is important to set upa business page for your practice onFacebook and there are several socialmedia management companies,such as ApexHub (who helpedme with my page) that specialisein the visual design and set-up ofsuch pages for businesses.My big advice is always to ensurethat you only have patients and otherlocal businesses on your page that havepressed the like button. Having the practiceteam’s family and your friends as fans of the pagecan cause problems. I have spent almost threeyears building my Facebook page fan base withinthe dental profession. I resisted the urge to inviteall my personal friends to “become a fan” and now Iam really glad that I have spent so long building upmy list of over 500 people.Another thing a TCO should do on the practiceFacebook page is to create photo albums of theteam in various different situations includingportfolio and website photos, Christmas partiesand social events. It’s important to show thefun side of the practice through these photosto your patients who are fans of the page.25


Social TeamsSocial media champion checklistIt’s essential to post regular updates on your pageto engage with your audience. Here are someideas on integrating and boosting your practicesocial media presence:1. Post updates on how many new patientsyou have that day and what treatmentthey received. If they are complimentaryconsultations then say so.2. Post updates about on new patient feedbackafter their appointment: are they happy? Didyou change their perception of dentistry? Givea summary at the end of the day.3. Ask every patient that you see “if you enjoyedyour visit today please let us know by writingon our wall on Facebook” if the patient says yes,then invite them to do so there and then on thecomputer in the waiting room (if you have one)4. Have different special offers and contentfor you Facebook fans but be careful notto over-promote – social media is all aboutconversations with your patients5. Discuss something of interest to patients’ eachweek, but don’t lecture them i.e. “don’t forgot tofloss and brush twice a day” is boring and noonewill press the “like” about that post!6. Take pictures of sales reps that come in, uploadand tag the shots explaining why your practiceuses these companies? Use captions suchas this: “Meet Amanda our representative forIvoclar Vivadent who provides us with top ofthe range materials for our treatments”7. Take part in Tag Tuesday – tag your strategicalliance partners and highlight why you likethem - they might return the favour8. Upload team members holiday pics (not bikinishots!) and pictures of their pets9. Check your page daily and make sure that youanswer all questions that are posted on thereby your fans10. Check your insights regularly to make sure youknow the trends of your Facebook pageAbout the authorLaura Horton has worked withdentists and their teams from2005 and since 2008 throughher own company Laura HortonConsulting LTD. Laura is a TreatmentCoordinator business consultantand had worked in dental practicesfor 13 years. In mid-2008 Laura lefther full time practice managementrole. Ever since, with her yearsof experience and vast amountof knowledge, Laura has beensuccessfully implementing thetreatment coordinator role intodental practices throughout the UK,helping dental practices to developinto customer focused businesseswhich outperform their competition.To find out more about Laura youcan visit her websitewww.laurahortonconsulting.co.ukemail laura@ laurahortonconsulting.co.uk or contact her directly on07912 360779.26


“It’s essential to post regularupdates on your page toengage with your audience”Social media guidelinesfor the dental practiceSocial media has become a unique businesscommunication tool in recent years which is tobe harnessed and not avoided. However, manydental professionals are concerned about thereputation of the practice and misuse of socialchannels that could do more harm than good.Here is a list of guidelines that arerecommended for dental practices:● Determine from the start of your social mediacampaign what style of content and interactionyou want to have with your fans (patients)and stick to it. This will be based around yourpractice brand and your core values as healthprofessionals● Encourage an open discussion with all yourteam about how they use social media. Ifthey want to keep their profiles personal theyshould avoid listing your dental practice as theiremployer – if they do, all their posts, taggedphotos, etc represent your business on somelevel and they should be aware of this● Apply this rule of thumb: if you can’t share itin polite conversation with your patients, thendon’t share it on social media● Avoid posting about controversial topics suchas religion, politics and sex● NEVER complain about patients or teammembers on social media● Adapt your photo permission form for yourpatients to sign to include using it on socialmedia. This will allow you to post before andafter pictures on your blog etc● Take extra care when describing and listingyour team qualifications and official titles so asto avoid any misrepresentation● It’s a good idea to add a watermark to all thephotos of patients that you publish on socialmedia so they cannot be reused for otherpurposes without your permission● If you get a complaint or negative commentposted on your blog, Facebook page or twitterit’s very important to handle the situation in aprofessional and courteous manner. Becausethis is a public conversation, your reply willdemonstrate your commitment to customerservice and might even impress people whoread it● Ensure your profile descriptions on everysocial media channel are complete and up todate with your practice address, website url,telephone number and email address● Make your patients aware that your practice hasa presence on social media and that you enjoyposting news andupdates aboutyour patientson there27


Social TeamsInvesting in the rightpeople for your team ByAlun Rees28There are three main obstacles to success inDental Practice: time, people and money. Thesewere the words of my first business coach and Ihave found no evidence to dispute them. Of thesethree, the biggest challenge is people.So what if you can do half a dozen perfectcrown preps in an hour? Where’s the point inbeing able to read and understand a balancesheet and to have the skills to create spreadsheetsto die for? If you haven’t got the right teamyou are doomed to spend chunks of yourworking life in frustration.Not a one-person jobDentists all have different definitionsof success in practice; there areprobably as many versions of success asthere are individual dentists, but thereare several things that are consistent andessential in order to be truly successful,whatever your outlook. Nobody canescape from the fact that those peoplewho choose to be your patients are theone thing that is vital to your survival. Callthem patients, clients, customers, whatever,they have to be the first, second, third and lastthing that you consider and around which youplan your business. And plan you must, nobodyever became a success without an idea of whatsuccess would look and feel like.Your patients have to be looked after fromthe moment of first contact until they leave youto go forth and spread the message of what agreat place they have visited. But, and it’s a bigbut, you can’t do it alone, you have to work with,and lead, a team. There’s no point in spending afortune on surgery equipment, taking the courseswith the top clinical teachers and committing apercentage of turnover to an ongoing marketingcampaign if you have surrounded yourself withpeople who just don’t get it.The recruitment roundaboutIn common with many businesses the statisticsfor turnover of staff in dental practices are scarilyhigh and yet we persist in the age-old methods ofrecruitment. The advert in the paper, or perhapsonline, then scanning the CVs to try to see what’sbetween the lines (not easy these days with somuch free good advice available on the internet).Finally the interview where you’re so desperatenot to say the wrong thing for fear of legalrecrimination that you’re more on edge than thecandidate. Then three months down the line thenew person who had such good references andseemed so right has caused chaos and, underpressure from the rest of the staff, you start therecruitment roundabout again.How would it be if there was a way of behavingas professionally in your team building and


“If you haven’t got the rightteam you are doomedto spend chunks of yourworking life in frustration.”retention as you do in the rest of your businesslife? Well now there is. The Kolbe A analysis is astraightforward online questionnaire that measuresaccurately an individual’s instinctive strengths. Fromthis you can tell whether the person is going to besuited to the job they are going to be expected todo - or not. Used worldwide by companies bothlarge and small to build and shape their workforces,knowledge of an individual’s Kolbe A analysis givesan invaluable insight into how the person will workbest (and worst).Ever wondered why someone who seemedideal at the interview and who you felt wasthe key person initially just isn’t working out?Perhaps your team had been almost perfect andone person changed roles resulting in reducedefficiency all round.Modus operandiOn an individual basis are there some tasks that youknow you must fulfil but time and again you strugglewith them? With knowledge of your own MO, itstands for modus operandi, you can decide whichjobs you should be delegating and where you cantake on more. The majority find that there is a lightbulb moment when their instinctive strengths andweaknesses are revealed and, with the insight thisgives them, they are able to cope and adapt betterto their work and with other team members.It is with teams where Kolbe comes intoits own, having obtained the MOs of all teammembers it’s possible to establish where there issynergy in the organisation and, perhaps moreimportantly, where there are areas that the teamwill struggle.I have cases studies from many practices andteams where the introduction of Kolbe (it’s namedafter its inventor, Kathy Kolbe) has helped themmake the correct appointments and assisted theallocation of roles. The resulting teams function asthey should, where every individual is able to dowhat most suits their talents.About the authorDr Alun Rees trained inNewcastle and started his careeras an oral surgery resident,before working as an associatein a range of different practices.With this solid foundation, Alunwent on to launch two practicesin the space of just 15 months,a challenge in the toughesteconomic conditions. After yearsof hard work Alun finally soldhis award-winning businessin 2005. Alun’s backgroundand experience give him astrong understanding of whatothers go through to build asuccessful practice. He has seenmany different approachesand learned his own lessons inthe real world. Alun now runsDental Business Partners to offerspecific and specialised supportfor dentists, by dentists. With thedeclared aim of helping dentistsbuild their perfect practiceDental Business Partners canhelp youidentify theproblems thatare holdingyou back, assist you to focus onwhat’s important and supportyou and the business throughthe changes needed to achieveoptimum performance andreach your chosen goals.Contact Alun viawww.dentalbusinesspartners.co.ukor 07778 14858329


Social InnovationSocial innovationStreamlined, ergonomic,natural selection, workflow30


Social InnovationW&H innovations: designedwith people in mindMultidem – ultrapure water for all sterilizersVery easy to operate and use, and compatiblewith devices and systems from a wide range ofproviders – take advantage of the benefits thatthe installation of your new W&H Multidem waterpurification system has to offer.The Multidem water purification systemsupplies high quality demineralised water forgenerating steam in autoclaves and, by ensuringconstant and optimal output, extends theservice life of your sterilizer and the processedinstruments. What’s more, the unit can beequipped with an optional spray gun which isideal for rinsing instruments prior to sterilisation.User-friendly: simple, uncomplicated,time-savingThe purification unit is installed and connected tothe required device in just a few steps. Changingthe cartridge is very easy. It takes seconds andrequires no tools, thus saving time and costs.Thanks to its ergonomic and compact design,space is saved and no additional fixing is required.Compatible: Flexible, practicalThe water purification system can also beused in conjunction with many conventionalsterilizers and purification units. During daily usein the practice, Multidem is extremely flexible incombination with its spray gun, for example forcleaning instruments.Economical: Efficient, cost-saving,environmentally-friendlyMultidem produces pure water for economicalinstrument preparation within a very short time.It is therefore no longer necessary to purchasedistilled water. Multidem also protects theenvironment as the filter cartridge isrecyclable, no electrical connectionis required and, as a replacementfor distillation units, it eliminateselectricity consumption.Depending on tap water quality,the system’s cost-effectiveness ishighly impressive.Safe: High quality, extendedservice lifeThe pure water complies withthe relevant recommendations andspecifications for the operation of steamsterilizers and for the preparation of instruments.Due to the constantly high water quality overthe entire service life of the filter, the forming oflime scale, spots or streaks on the instruments isreduced. There is also no loss of quality during32


“extends the service life of yoursterilizer and the processedinstruments”storage. Multidem preserves instrumentsand the sterilizer, which means that theirservice life is extended.Click here to learn more about Multidem33


Social InnovationLED+ Innovation from W&HThe maximum LED technology: the new W&HSynea turbines, and Alegra turbines and contraanglehandpieces as well as surgical straight andcontra-angle handpieces with LED+!Relaxed work thanks to daylight quality light,exceptional reproduction of natural colours andclear colour contrasts: with an unparalleled colourrendering index (CRI), the new LED instrumentsfrom W&H now offer an additionaladvantage. For W&H customers,this means yet another exclusiveillumination advantage for practicalapplications. See for yourself – better.With a CRI of over 90, the newLED instruments from W&H offerincomparably high colour rendering.In concrete terms, this means that,for the first time, the treatmentarea and in particular the red toneswithin the mouth are reproducedin colours that are true to life – asignificant advantage for your wellbeingand a huge relief for youreyes.and therefore significantly improved contrastsensitivity for your eyes.● Constant light quality and an intensity ofat least 25,000 lux, regardless of the powersupply setting on the dental units with Syneaand Alegra; up to 31,000 lux with the surgicalinstruments – dependent on speed● Highest lumen value by comparison: Lumen isthe unit of measurement for the total luminousflux of a light source regardless of the distanceof the light source from the object. The lumenvalue will actually replace measurement in Wattin the future, even in standard light sourcessuch as incandescent lamps. It is therefore theonly value that gives the actual luminous flux ofa light source reliably.● Sterilisability: W&H observes the higheststandards of hygiene and is the onlymanufacturer to offer a fully sterilisable LEDrange.The main W&H advantages ofLED+ at a glance:● Optimal colour temperature of 5,500 Kelvin fordaylight quality in the treatment field● Maximum field of illumination by placing theLED chip directly at the point where light leavesthe instrument - on the instrument head● Optimal contrast sensitivity: A colour renderingindex of over 90 for natural colour rendition34


“Constant light quality and anintensity of at least 25,000 lux”Be dazzled by LED+Synea turbinesTurbines with LED+technologyAlegra contra-anglehandpiecesHigh-speed handpiecewith independent andsterilizable LED+Alegra turbinesTurbines compatiblewith the most commonconnectors on themarketStraight and contraanglehandpiecesEasily dismantledsurgical handpiecesand contra-angles withLED+ and generator35


Dental Practice Guide 2011socially aware dentistryPart 2

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