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From the Editor ORTHO TRIBUNE | JUNE & JUly 20102 “I may not always do everything right, but I always try to do the right thing!” This was an extraordinary thought that Dr. Arlene Sack shared with me many years ago. It forever became the guiding principle throughout my years in practice, a set of values to conduct myself, and it always proved to be appropriate. With this in mind, here are some doctor skills and guiding concepts to consider. Doctor skills • Always make eye contact with your patients, be friendly and smile. It doesn’t matter if you see 50 patients or 150 patients per day; make each and every patient feel he or she is special to you. • Always talk to your patients. Patients must also be reminded about what you are doing for them. If an impacted maxillary cuspid is brought down into occlusion with simple mechanics, tell the patient that you did it without the need for surgery — and that you saved him or her lots of money. Before- and-after photographs are effec- tive reminders because they tell the story. • Are you defensive? If the patient complains that a fee is too high, you might respond by saying, “Yes, our fee is higher than other orthodontists, and here’s why we are higher ...” When an issue is openly acknowledged, individuals are often more receptive to your message. • Are you prepared for unexpected questions that patients may ask? Have you and your staff worked on answering such familiar ques- tions and statements as: “Why must I come in for appointments so often?” “My child can only come in after school for appoint- ments.” “Why are your fees so high?” “We’re divorced. Can you speak to my ex-husband about your fee?” “My insurance has changed. Can you recommend a dentist on my company’s list?” “Will I be in pain?” Your answers to these predictable questions can make or break your schedule Some thoughts on expertise and wisdom in practice and, indeed, your entire practice. • Are you sure the office telephone is answered properly? The phone is an exceptional office tool — poor communication skills from an office staff member may turn someone away who could have been your new patient. Most of us aren’t great at “winging it.” Scripting dialog is about prepar- ing a few key words and short phrases that can instill under- standing for both you and your staff members and which may instill even greater understanding and confidence in your patients. • We all assume we say the right things at the right times and have the right answers for our patients. However, how many of us listen to what we say to our patients? Too often we forget to say the sim- ple things such as: “Thank you!” or “What problems are you hav- ing today?” or “How can I help you?” or, especially, “I appreciate your confidence.” Consider tape- recording some of your conversa- tions with patients to get an idea of the dialogue. This can be a great learning technique for your staff members: What are they saying and what are patients hearing? Guiding concepts • Trust without accountability is really blind faith. Does your office have a system of accountability? Does each staff member know that he or she is accountable and that you have clear expectations of everyone? Do you monitor results or hear what is being told to your patient? • Train your team to recognize unusual or improper behavior from either fellow staff or patients. Let them know that it is their job to report any and all impropri- eties. Staff members see and hear more than you do, and it is essen- tial for you to be knowledgeable about your practice. • Let all employees know your embez- zlement policy. Define embez- zlement and make it known in your employee manual that you will prosecute. Such a statement by itself may deter a potential embezzler. Preventing embezzle- ment helps protect not only you but honest staff members as well. Trustworthy team members take pride in following ethical and moral business procedures. • We never get a second chance to make a good first impression. Sometimes we take ourselves, or our work, too seriously. Patients look to us for reassurance every day; they want to believe what we say and do are in their best inter- est. They are attracted to success — show them you are successful! • Real leadership is about telling the truth; it is visible to every- one — staff and patients alike. We have one chance to make a good impression. Our word is our character, and we rarely get a second chance to redeem our- selves. Treat all patients, children or adults, the way you would want to be treated. Success, therefore, begins with you, in and out of your office! • Never criticize other orthodontists or other professionals. When we criticize our colleagues, especially without knowing all the facts, we are telling our patients, “Doctors cannot be trusted.” As in every profession, there are individuals who cannot be trusted. However, most doctors are caring and com- mitted, and that is the message we should be sending. Think of the “Eleventh Commandment”: Thou shall not speak ill of our fel- low colleagues! • Act with diligence; practice with courage, conviction, tenacity and, above all, attention to details. Finally, keep in mind the five “A” principles: aware, alert, anticipate, action and avoid. These words may prove beneficial. “The Greeks didn’t write obitu- aries. They only asked one ques- tion after a man died: ‘Did he have passion?’” (“Serendipity,” Miramax, 2001). Do you have the passion needed for success in your practice? OT Jay Bowman, DMD, MSD (Journalism & Education) Robert Boyd, DDS, MEd (Periodontics & Education) Earl Broker, DDS (T.M.D. & Orofacial Pain) Tarek El-Baily, BDS, MS, MS, PhD (Research, Bioengineering & Education) Donald Giddon, DMD, PhD (Psychology & Education) Donald Machen, DMD, MSD, MD, JD, MBA (Medicine, Law & Business) James Mah, DDS, MSc, MRCD, DMSc (Craniofacial Imaging & Education) Richard Masella, DMD (Education) Malcolm Meister, DDS, MSM, JD (Law & Education) Harold Middleberg, DDS (Practice Management) Elliott Moskowitz, DDS, MSd (Journalism & Education) James Mulick, DDS, MSD (Craniofacial Research & Education) Ravindra Nanda, BDS, MDS, PhD (Biomechanics & Education) Edward O’Neil, MD (Internal Medicine) Donald Picard, DDS, MS (Accounting) Howard Sacks, DMD (Orthodontics) Glenn Sameshima, DDS, PhD (Research & Education) Daniel Sarya, DDS, MPH (Public Health) Keith Sherwood, DDS (Oral Surgery) James Souers, DDS (Orthodontics) Gregg Tartakow, DMD (Orthodontics) & Ortho Tribune Associate Editor Publisher & Chairman Torsten Oemus, t.oemus@dental-tribune.com Vice President Global Sales Peter Witteczek p.witteczek@dental-tribune.com Chief Operating Officer Eric Seid, e.seid@dental-tribune.com Group Editor & Designer Robin Goodman r.goodman@dental-tribune.com Editor in Chief Ortho Tribune Prof. Dennis Tartakow d.tartakow@dental-tribune.com International Editor Ortho Tribune Dr. Reiner Oemus r.oemus@dental-tribune.com Managing Editor/Designer Ortho Tribune & Show Dailies Kristine Colker, k.colker@dental-tribune.com Managing Editor/Designer Implant, Lab & Endo Tribunes Sierra Rendon, s.rendon@dental-tribune.com Online Editor Fred Michmershuizen f.michmershuizen@dental-tribune.com Account Manager Humberto Estrada h.estrada@dental-tribune.com Account Manager Mark Eisen, m.eisen@dental-tribune.com Account Manager Gregg Willinger g.willinger@dental-tribune.com Marketing Manager Anna Wlodarczyk a.wlodarczyk@dental-tribune.com Marketing & Sales Assistant Lorrie Young, l.young@dental-tribune.com C.E. Manager Julia Wehkamp j.wehkamp@dental-tribune.com Dental Tribune America, LLC 213 West 35th Street, Suite 801 New York, NY 10001 Phone: (212) 244-7181, Fax: (212) 244-7185 ORTHO TRIBUNE The World’s Orthodontic Newspaper · U.S. Edition Published by Dental Tribune America © 2010, Dental Tribune International All rights reserved. Dental Tribune makes every effort to report clinical information and manufacturer’s product news accurately, but cannot assume responsibility for the validity of product claims, or for typographical errors. The publishers also do not assume responsibility for prod- uct names or claims, or statements made by advertisers. Opinions expressed by authors are their own and may not reflect those of Dental Tribune International. OT Editorial Advisory Board CorrectionsOT FORESTADENT was spelled incor- rectly in a headline on Page 10 of Ortho Tribune, AAO Daily (Special Edition). Ortho Tribune regrets the error. Ortho Tribune strives to maintain the utmost accuracy in its news and clinical reports. If you find a fac- tual error or content that requires clarification, please report the details to Managing Editor Kristine Colker at k.colker@dental-tribune.com. Image courtesy of Dr. Earl Broker. By Dennis J. Tartakow, DMD, MEd, PhD, Editor in Chief