WDJ Editor Dr. Sheri Doniger interviews three corporate marketing gurus:
Lynne McHugh: Vice President of Operations and Administration of North America, Henry Schein Inc.
Pam Hemmen: Director of Patterson Technology Center
Randy Arner: Vice President of Marketing, DentalEZ Group
In previous issues of WDJ, you met important women in dentistry. This month, meet three respected women who already know you: Lynne McHugh of Henry Schein Inc., Pam Hemmen of Patterson, and Randy Arner of DentalEZ Group.
What is your role in your company?
McHugh: I am vice president of operations and administration, North America, of Henry Schein Inc. My responsibilities include the operational efficiencies of the 75-plus U.S. sales centers (real estate and facilities management, IT systems, fleet administration, regulatory, and equipment/service policies and procedures), centralized dispatching of our 600-plus service technicians, our in-house service business, and event planning.
Hemmen: As director of the Patterson Technology Center, I am responsible for the Patterson EagleSoft and CAESY Education Systems brands. I’m based at the Patterson Technology Center in Effingham, Ill., where we develop and manufacture EagleSoft clinical and practice-management software and CAESY patient education. This also is where we offer electronic services such as eSupport webinars and unmatched online technical support tools such as Live Help and Remote Support. My responsibilities include customer implementation such as data conversions and training, as well as sales to current customers. This includes electronic services, eClaims and eStatements, eligibility, credit card services, and eReminders - all solutions that minimize time spent on routine operational tasks and focus on providing quality patient care efficiently.
Arner: I am vice president of marketing for DentalEZ Group. I oversee both the marketing and merchandising functions. My department is responsible for defining product selection and development, pricing, competitive analysis, training, and developing support materials. Among other daily activities, we develop literature, create and maintain Web content and advertisements, and manage and attend conventions and trade shows.
How did you get into the dental industry?
McHugh: Fresh from high school, I approached college with a dental hygiene degree in mind. I worked as a registered dental hygienist for 11 years prior to speaking about fluoride therapy and periodontal maintenance with the Oral-B Company. Nearly 32 years later, I am still in the dental profession, although I say I am in health care because a dental career is involved in every aspect of health.
Hemmen: I began my career in August 1994, starting out with EagleSoft Inc. as a sales representative. Today we are a part of Patterson Dental, which employs the largest direct sales force in the industry - nearly 1,300 sales representatives and equipment/software specialists who serve American and Canadian markets. It has been incredible to watch the company evolve. I have been lucky to be a part of such a strong organization with nearly 130 years of history in the dental industry.
Arner: Prior to joining DentalEZ, I was involved in the industrial and educational laboratory product distribution field. My company was going through changes, so I pursued a different and challenging market. My first industry position was in the veterinary field. Believe it or not, the dental industry shares many similarities with the veterinary world. It is an entrepreneurial business environment and is relatively intimate. You purchase through dealers, and you experience high personal contact. I decided that this was the type of industry I wanted to go back to. I networked with the then president of DentalEZ who had come from my present industry, and the rest is history.
Does the dental industry provide more career opportunities for women than other health care professions?
McHugh: The roles of women in dentistry have grown during the past five years, and I am pleased that the trend is accelerating across all facets of the oral health community. Women represent 50 percent of dental students. Long term, this trend will help balance the number of practicing dentists who are female, from the mid-20 percent currently to a more equal footing in decades to come. The hygiene profession is almost completely female, and I am optimistic that dental hygienists, as well as specially trained dental assistants, will take on ever-expanding duties.
There are more women deans and women in higher professions throughout dental schools and associations than ever before. The COO of the ADA is female, as are executive directors of several state and local associations. Similarly, women have taken on leadership professions in the dental field during the past few years, and the number of women in sales and marketing professions at manufacturing and distribution levels is growing as well. The combination of women’s participation on advisory boards, coalitions, and other outreach efforts further reinforces the appropriate recognition of their knowledge, insight, and leadership abilities. Women have increased their representation, if not expanded their majority, in professions such as nursing, physician assisting, nurse practitioning, and veterinary medicine.
Hemmen: The dental industry provides amazing career opportunities for women, and the health care profession overall is continually evolving. At Patterson Dental, we provide a virtually complete range of consumable dental products, technology solutions, and clinical and lab equipment - not to mention a full range of value-added services. As we continue to create more offerings for dental practices, opportunities constantly evolve for women at all levels and across all facets of the business.
Arner: Women choosing to enter the dental industry open themselves up to a world of opportunities. I think the demand for dental care will continue to be strong, making the profession a stable and secure choice. The majority of female dental professionals go way beyond cleaning teeth. They spend much time educating patients about correct oral health maintenance. A lot of the feedback we receive from female dental professionals is geared toward patient relationships and how important it is for patients to trust that they will point them toward outstanding oral health. Female dental professionals often act as product purchasers, scientists, instructors, and lecturers. Many step outside their offices and thrive with continuing education, participation in focus groups, lecturing, and educating patients as well as fellow dental colleagues.
What makes you get up and go to work every day?
McHugh: I think I can sum this question up by one simple quote that I am lucky enough to live by, “If you love what you do, you never work a day in your life.” I feel blessed that my work allows me to focus on four important areas:
- Ability to build relationships
- Respect for people, process, and procedure
- ability to effectively communicate
- Demonstrating integrity
Hemmen: The people I work with every day, including customers and co-workers. I’ve met many people in dentistry and continue to learn from them. Together, we set standards that cultivate successful dental practices. Focusing on what matters most is something we can all be proud of.
Arner: The people and business challenges. I think that women manage and work differently than their male counterparts. Women tend to form personal bonds, which creates more personal work environments; the effects can be positive and negative. It’s good because the work environment where we spend so much of our time is more enjoyable, and communication tends to be more direct and effective. And sometimes the effects can be negative - managing people you are friendly with can be tricky.
How do you balance your professional and personal life?
McHugh: I enjoy what I do. My work and personal life blend a bit, but I do recognize the value of time spent solely with my husband, family, and friends without any talk of work. If you were to ask my husband, however, he might tell you that I am not as balanced as I could be.
Hemmen: This is a challenge every day, and it’s definitely give and take. With a husband, three kids, and a career, I really need to know where my priorities lie. I rely on my family and friends who have been through similar experiences to give me advice. I don’t always take it, but it definitely helps me make better decisions and create the right balance in my life.
Arner: Not well. No, seriously, I do a better job of it now than I used to. I think that my professional life has become a part of my personal life, so it blends together. Separating oneself from the work environment is not easy. Even when I take time off, I still check in (aren’t e-mail and voicemail great?), but making sure there are no crises helps me relax during my time off.
What is your vision for marketing to female practitioners?
McHugh: A female dentist presents marketing and promotional opportunities. Parenting has a different association with female clinicians, given their need to be more flexible. Women also present opportunities for more ergonomically sensitive chairs, cabinetry, and instruments. Overall, women seem more compassionate in their commitments to social responsibility, team building, and community involvement. These characteristics would be worth considering should a company want to provide a product or service specifically to this market segment. Women want to optimize their clinical acumen, education, and ability to provide comprehensive care in settings that provide them with maximum compensation for their skill sets while requiring minimum investment considerations. I think the future is bright for oral health care and the roles that women play.
Hemmen: My vision is to see more women enjoy technology. Women are masters of multi-tasking and using technological tools such as software, digital X-rays, electronic patient education, etc. With everything women need to balance, including their careers and families, technology is a must for efficiency and success.
Arner: DentalEZ has always addressed ergonomics. Many of our products already have features and benefits strongly suited to female practitioners - such as lighter or smaller instruments and thin, narrow dental chairs. Marketing and creating educational information directly to the female population is critical to the growth and success of our industry. As a group, the female dental professionals we have dealt with are generally enthusiastic and positive about their involvement in the dental arena. They are extremely involved in their profession and affiliations. When DentalEZ develops products geared specifically toward female practitioners, we find that they are willing to give feedback and beta test products. You can gather a wealth of market intelligence from those who are on the front lines of oral health daily. A focus on women dental professionals, as well as entire dental teams, enables dental professionals and manufacturers to do their respective jobs better, and it will ultimately benefit patients.
