WRITTEN BY
Roger P. Levin, DDS, MBA
The January 2005 issue of WDJ announced Dr. Kristy Vetter as Woman Dentist Journal’s Xtreme Practice Makeover winner. The April and July/August 2005 issues carried updates about the progress of her practice transformation. Her journey continues here as Dr. Roger Levin explains the changes that have occurred in Dr. Vetter’s practice. Watch for further updates in future issues of WDJ.
Six months ago, we were a mess. We had just lost our former boss and friend [Dr. Jacobson], and our front office manager of 10 years left the practice to start her own business,” said Dr. Kristy Vetter of Laguna Niguel, Calif.
Dr. Vetter is more than halfway through her practice makeover year. Transformation is a difficult process, but the dentist and her staff are pleased with progress the practice has made so far.
Dr. Vetter is seeing results after beginning her one-year management program with Levin Group in late February as part of Woman Dentist Journal’s Xtreme Practice Makeover contest.
“Today, my team is very motivated,” she said, “There is lots of energy in the office. We are all understanding the business side of dentistry more, and realizing how important good, solid business systems are to a practice.”
To further support the business understanding, Dentrix is being installed. Dentrix will not only help with monthly reports, but day-to-day scheduling and tracking, treatment plan goals, and follow-up.
“The entire team is very excited to welcome the continuity the program brings,” says Dr. Vetter.
Dr. Kristy Vetter tries out a new dental chair, courtesy of Pelton & Crane.
Production has increased over the same period last year. Collections have been up over 100 percent for the last two months.
“We have implemented a cash discount for pre-payment, and we are collecting at the time of service now,” said Dr. Vetter. “I also think our written financial arrangements, which we recently implemented, are a big factor as well. Our Levin Group consultant helped us develop scripting for presenting our financial options.”
Physical makeover
While Dr. Vetter and her team continue to make important changes to internal systems, the practice has undergone some physical changes as well. Goodbye late 1980s décor, hello 21 century! Soft earth tones replaced the sea-foam green and fading pink colors that graced the walls for many years. A new sign from SmartPractice is helping the practice grab the attention of passing motorists. The operatories have been modernized with new patient chairs and equipment, courtesy of Pelton Crane, and new doctor, hygienist, and assistant chairs from Crown Seating. A storage closet is being turned into a consultation room due to increased storage efficiency from the tubs and trays from Dux Dental. Case presentation will certainly be more effective with pictures placed in this room courtesy of Motivations by Mouth. To further support treatment planning, the intraoral camera and imaging from Dentrix will help the team relay the need for care to patients.
“We have worked really hard at implementing new products. It is always hard to try new things and change your old ways, but we have been having fun with it,” said Dr. Vetter. “Our Levin Group consultant has shown us how each new technology needs to be incorporated into our management systems to make effective and long-lasting changes,” she added.
New patient exams now consist of digital pictures and the use of the oral camera provided by Kodak. Patients are being introduced to KaVo’s DIAGNOdent, which the practice uses to scan for hidden or subsurface caries during hygiene exams. Dr. Vetter and her hygienists wear Orascoptic loupes during patient examinations.
“I am enjoying my new Axis burs, and Kerr’s Premise composite is really easy to work with. I also love 3M’s fast-curing light. The M11 UltraClave sterilizer from Midmark is a workhorse and efficiently streamlines our sterilization process. It has been like Christmas every day,” said the Xtreme Practice Makeover winner who has been receiving products from each of the makeover sponsors.
Consistent communication
In addition to implementing new technologies into the practice, with the help of Levin Group Consultant Pam Healy, the practice has instituted changes in the way team members communicate with patients.
“We use scripting all the time in the office, from answering the phones, to making appointments, to building value for the treatment presented. I think the team has found it very easy, and they now feel comfortable answering most questions,” she said.
The staff works together to give patients the best information.
“If we don’t have the perfect answer, then we hand off to the appropriate team member. The patients are experiencing a more well-rounded, educated staff,” she said.
Marketing for success
Dr. Vetter has implemented a number of internal and external marketing strategies that are paying dividends.
“Our new patients are up by an average of 50 percent, and in May alone we had 17 new patients.”
Dr. Vetter joined her local Chamber of Commerce and contributed an article to its newsletter about the practice and the Xtreme Practice Makeover contest. The team held a Mother’s Day Celebration Coffee for the preschool next door, giving away breakfast goodies as well as toothpaste and lots of dental information. Dr. Vetter has also been visiting neighboring businesses and dropping off product samples, cookies, and business cards.
The practice has beefed up its internal marketing, with an assist from SmartPractice.
“We’re giving out coffee mugs, tote bags, and magnets to new patients. SmartPractice is also sending out a newsletter featuring our practice to area residents,” said Dr. Vetter.
For patient referrals, the practice has been giving patients Starbucks gift cards and practice coffee mugs.
To reach out to more patients, Dr. Vetter decided to participate with Delta Dental Insurance beginning in August. As more local employees become aware of this change, it should result in a steady stream of new patients. Team members are informing patients of this change.
Changing patient perceptions
Prior to purchasing the practice last year, Dr. Vetter worked in this practice as an associate for four years.
“I think that patients are seeing me as the permanent person now. Previously, I was just an associate. I was first perceived as the hired help, but then I was the new practice owner. I’m becoming more of a pillar and they are getting the feeling of, ‘OK, she’s always there.’”
Leadership and teamwork
Leading a team can be challenging even for long-time practice owners. In her second year of practice ownership, Dr. Vetter is focused on improving her leadership skills. Documentation is key to making sure assignments are completed on time.
“It is a matter of writing down when something is due. As the leader, you need to check back and make sure that these things are getting done. Previously, I wasn’t following through enough, but now I am,” she said.
Dr. Vetter credits her team - office manager LoAnn, hygienists Irene and Kirsti, and assistant Nancy - for helping the practice improve.
“My team is absolutely amazing. They are so upbeat and positive about all the changes we are making,” she said. “It is hard work, and they are putting in the effort and time to make it happen.”
Dr. Vetter realizes the term solo practice is a misnomer.
“The practice does not function without all the members much like the body does not function without all the parts,” said the doctor. “These women are much more than employees. I would not have my practice if it were not for them.”
Challenges
The practice went from a three-day to a four-day schedule. Filling the additional time has been challenging.
“The hygiene schedule is great, but the doctor schedule is not quite there yet,” said Dr. Vetter.
She expects the schedule to fill up as the practice’s marketing efforts, including the acceptance of Delta Dental Insurance, pay more dividends in the coming months.
Providing patient care while attempting to document practice systems and protocols can pose difficulties at times.
“My team has struggled this past month with the homework assignments given by Levin Group,” admitted Dr. Vetter. “It is summer, and people are going on vacation, so we have been behind in our homework. But,” she added, “the homework is teaching all of us the different aspects of the practice, and I have seen a new level of appreciation for everyone’s contributions.”
Dr. Vetter credits Levin Group Consultant Pam Healy for helping keep the team focused on the big picture.
“Pam keeps us organized and our eye on the goal when we get discouraged or bogged down with the little things. She reminds me to check out the finish line,” said the practice owner.
Conclusion
This practice is headed in the right direction, but it still has a way to go before the makeover is completed.
“My attitude is positive,” says Dr. Vetter. “I like where we are going, and my team is going to take us there. Success is not a destination but a journey.” ■
Roger P. Levin, DDS, MBA
Dr. Levin is founder and CEO of Levin Group, Inc., a leading dental-management consulting firm that specializes in implementing documented business systems into dental practices. You may contact Dr. Levin at (888) 973-0000 or www.levingroup.com.
