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Practice Matters ORTHO TRIBUNE | JUNE & JUly 20108 By Jennifer Van Gramins and Cheri Bleyer A practice transformation doesn’t occur overnight. Instead, it’s a series of small steps consis- tently implemented that yield huge gains in terms of efficiency, refer- rals and production, while reducing stress and increasing professional satisfaction. In a few short months, Dr. Michelle Gonzalez and her team have made huge strides in stream- lining practice operations, but they realize they still have a ways to go to reach their full practice potential. “We’ve made some progress … small changes can make a big dif- ference. We are dedicated to mak- ing the practice the best it can be,” said Gonzales, the winner of the second Levin Group Total Ortho Success™ Practice Makeover. The consulting experience Earlier this year, we conducted the first phase of the yearlong consult- ing program — two days of teaching, breakout sessions and interactive learning, where we met Gonzalez and her experienced team, whose four full-time members are: • Laurie, RDA • Irene, RDA • Mary, financial coordinator • Kris, scheduling coordinator Combined, they have 33 years working with Gonzalez, who started the practice in 1995. “A strong team is a critical asset in moving the practice forward,” said Dr. Roger P. Levin, chairman and CEO of Levin Group. “When your team ‘buys in’ to the consulting process, your practice is poised for extraordinary success.” During the two-day training, we focused on improved systems and processes in the following areas: • Scheduling • Practice communication • Referral marketing The schedule has the largest impact on daily operations. A more efficient schedule sets the stage for major practice improvements in the areas of customer service, team stress and morale, and scheduling capacity. After redesigning their schedules, most practices can increase sched- uling capacity, which allows the orthodontist to see more patients and increase production. Practice communication keeps everyone on the same page. In a busy ortho practice, strong practice Makeover: one system at a time communication ensures everyone is working toward the same goals. Miscommunication has negative repercussions for customer service and team stress. Referral marketing determines the practice’s ability to grow. A structured referral marketing pro- gram generates a steady stream of referrals from referring dentists and patients, expands the number of referrers and leads to increased starts and production. Gonzalez’s practice had been growing for a number of years but had recently experienced a decline in the number of new patients being seen. Focusing on these three areas would put in the missing structure that would allow the practice to start growing again. Change is under way Gonzalez and her team have embraced the mantra of prac- tice improvement. In scheduling patients, the practice is now using PowerScripting™ to direct patients to available slots. Previously, patients often would set their own appoint- ments, which led to overbooking at times. In addition, the practice is con- ducting time studies of its top proce- dures. This information will be used to devise a more accurate schedule. With the advent of new technol- ogies, Levin Group recommends practices perform procedural time studies every two years. The team implemented sev- eral changes that have resulted in improved communication and customer service. The front desk worked with Ortho II to better uti- lize the capabilities of its schedul- ing software. Using “the reason for visit” function has given clinical staff more information about visits by emergency patients. In addition, the clinical staff is using a written routing slip to keep the front desk team better informed about the patient’s next visit. Previ- ously, the practice relied on verbal communication, which wasn’t as effective. Gonzalez hired LeAnn as a part- time practice coordinator (what Levin Group calls a professional relations coordinator, or PRC), a position that will handle the prac- tice’s referral marketing activities. “Having a dedicated staff person will help us more consistently mar- ket our practice,” Gonzalez said. To celebrate its 15th anniver- sary, the practice will host an open house this summer for referring dentists and their teams. Strength- ening relationships with referring dentists is key to maintaining prac- tice growth. leading the practice With the help of her team, Gonzalez is working to create the practice’s mission and vision statements. These are two critical documents that set the tone and direction of the practice. A vision statement is about look- ing ahead three to five years or even farther. A vision statement is not where you are today or even where you will be in the near future. Instead, it is focused on where the practice will be some years down the road. The mission statement explains the purpose of the practice. While the vision statement is about where the practice will be in the future, the mission statement is focused on where the practice is today. Having and sharing them with the team are key stepping stones for the practice to achieve its goals. Conclusion Gonzalez and her team are on their way to making over the practice. Success starts by revamping current systems, which sets the foundation for greater success. Persistence is paying off for their team. “We’re excited about what we’ve accomplished, but we’re even more excited by what we can still achieve,” Gonzalez said. To jumpstart your own Total Suc- cess Ortho Practice Makeover, come experience Dr. Roger Levin’s next Total Ortho Success Seminar being held Oct. 28–29 in Orlando. Ortho Tribune readers are entitled to receive 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 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 the 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 Cheri Bleyer, left, and Jen Van Gramins This is the second article in the Levin Group Total Ortho Success Practice Makeover series Dr. Michelle Gonzales, clockwise from bottom left, and her team: Kris, Mary, Laurie and Irene. (Photo/Bruce Cook Photography, San Rafael, Calif.)