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Practice Matters ORTHO TRIBUNE | APRIl 201014 By Jennifer Van Gramins and Cheri Bleyer T he process of practice trans- formation has begun for Dr. Michelle Gonzalez, a San Rafa- el, Calif., orthodontist who won the second Levin Group Total Ortho Success Practice Makeover. She and her team are ready to implement Levin Group’s patented manage- ment and marketing systems that lead to increased production, starts and referrals while improving effi- ciency and reducing stress. “I have an amazing practice,” Gonzalez said. “I feel very fortunate to have won this opportunity to learn how to improve my practice. I love what I do, and I want to be the best I can be.” For the next 12 months, we will be taking a journey with Gonza- lez and her team, guiding them to reach their practice’s full potential. During this yearlong process, Jen Van Gramins will work with the team to incorporate documented management systems throughout the practice. Cheri Bleyer will con- centrate on implementing a con- sistent referral marketing program and devising appropriate strategies. Participating in both manage- ment and marketing consulting pro- grams simultaneously will dramati- cally enhance the practice’s ability to increase production while reduc- ing stress. Gonzalez and her staff will be actively involved in making the critical management and mar- keting changes to grow the practice. Throughout 2010, Gonzalez’s progress will be profiled in the pages of Ortho Tribune, allowing readers to get an insider’s view of the consulting process and its posi- tive impact on orthodontic practice success. As the months go by, we will give you an in-depth look at Gonzalez’s practice. It is the hope of Levin Group and Ortho Tribune that the strategies and ideas that we share with you will inspire you to jump- start your own practice makeover. Let us introduce you to Dr. Gon- zalez and her practice. location profile: San Rafael, Calif. • Type of community: suburban • Population: 55,6021 • Median household income: $69,4521 • Description: Northern suburb of San Francisco Office profile • Locations: One • In operation: Since 1996 • Orthodontists: One • Staff: Six — Four full-time, two part-time team members. Full- Preparing for the Total Ortho Success Practice Makeover time staff includes two clinical assistants and two front desk coordinators. • Treatment chairs: Four • Days open: Three — Practice is open on a fourth day to complete administrative paperwork. Orthodontist profile • Dental school: University of Cali- fornia, San Francisco • Years in practice: 18 • Years in this practice: 15 • Status: Married with two children • Practice aspirations: More efficient operations with additional refer- ring dentists, leading to greater productivity and increased profit in a low-stress environment. Gonzalez’s chief concerns • The economy: The area has been hit by slowdowns in sev- eral employment sectors, though things have improved in the last year. Still, orthodontics is a signif- icant investment for any patient or parent, and a sluggish econo- my can cause potential patients to postpone treatment. • The schedule: A more balanced and efficient schedule to create less stressful days. • Collections: A more effective sys- tem that reduces overdue account receivables, which have grown recently in the slower economy. • Stress: Some days (or parts of days) are extremely stressful. Implementing step-by-step sys- tems, including Power Cell Sched- uling™ , will go a long way toward reducing unnecessary stress. • Marketing: Referral marketing is often inconsistent and only occurs at certain times of the year. A structured referral program is crucial to expanding the referral base and increasing production. • Systems: Many of the practice’s major systems are not fully docu- mented in a step-by-step manner. Without clear guidelines, it can be challenging to train new staff. The staff’s concerns • The schedule: Developing a more even patient flow is the primary concern for most of the team. • Communication: During busy times, keeping the entire team on the same page can be challenging. What’s next for Gonzalez and her team? Gonzalez’s 12-month program consists of three phases with each phase featuring interactive work- shops and private conferences to discuss individual practice issues. Her practice will benefit from Levin Group’s Practice Production Gen- erators™ — state-of-the-art practice management tools that allow offices to smoothly implement high-perfor- mance systems. This month, Gonzalez’s office will begin Phase I of her consulting program. • Develop a vision for the practice • Learn Levin Group’s Power Cell Scheduling • Identify the goals to achieve dur- ing the yearlong program • Create an Ortho LifeMap™ • Begin implementing Practice Pro- duction Generators In our next article, we will docu- ment our two-day visit to Dr. Gon- zalez’s office. On the first day, we observe a normal day of practice operations to evaluate first-hand the office’s assets and challenges. The second day is devoted to teaching the critical systems and processes that will lay the groundwork for a year of growth and success. Conclusion Gonzalez starts her Total Ortho Suc- cess Practice Makeover in a great position. She already has a success- ful practice and a strong team. With Levin Group’s expert management and marketing systems, she is in position to become even more suc- cessful. She opened her practice nearly 15 years ago and has a strong repu- tation in the community. The next 10 years are prime years for grow- ing her practice, but this period is also a time when many orthodontic practices hit a plateau. Some clini- cians rely on the same systems they had when they were starting out. Unfortunately, as practices mature, systems age and become inundated with inefficiencies. Prac- tice management consulting can help practices avoid the pitfalls of outdated systems and maintain steady growth for years to come. Gonzalez realizes that she and her team have not tapped into the practice’s full potential. “The foun- dation is there — we just need guid- ance and systems in place to take us to the next level so that we can practice more effectively.” To jumpstart your own Total Suc- cess Ortho Practice Makeover, come experience Dr. Roger Levin’s next Total Ortho Success™ Seminar being held June 17–18 in Las Vegas. Ortho Tribune readers are entitled to a 20 percent courtesy. To receive this courtesy, call (888) 973-0000 and mention “Ortho Tribune” or e-mail customerservice@levingroup.com with “Ortho Tribune Courtesy” in the subject line. OT (1 U.S. Census.) Cheri Bleyer, Levin Group senior consultant Bleyer joined Levin Group in 2003 as a Levin Group orthodon- tic management and marketing consultant. As a senior consultant, Bleyer has played a key role in the development of Levin Group’s ever-expanding marketing pro- gram, and she regularly lectures at the Levin Advanced Learning Institute. Jen Van Gramins, Levin Group consultant Van Gramins has spent the last four years working as a Levin Group orth- odontic management consultant. Prior to that, she managed medical and den- tal practices for 12 years. She served as practice manager for Oral Health Clinic at Loyola University Medical Center in Maywood, Ill. Visit Levin Group on the Web at www. levingrouportho.com. Levin Group also can be reached at (888) 973-0000 and customerservice@levingroup.com. About the authorsOT Dr. Michelle Gonzalez, center, with Cheri Bleyer, left, and Jen Van Gramins. (Photos/© Bruce Cook Photography 2010) Cheri Bleyer, left, and Jen Van Gramins