The office environment: take a good look.

The approach of spring inevitably brings with it promises of change, personally and professionally. Traditionally, it is also an excellent time to set new goals and break unfavorable habits. I try to break my shopping habit every year to no avail, but this year I'm going to do it! For those of you who know me, stop laughing.

I would like to take this opportunity to share with you some ideas to bring in some new patients and ensure a positive production increase.

First I must explain that when I write these articles, the information I share is from years of working with dentists and dental teams. The technical information I provide comes from inside of my head. You won't see any references at the end of my articles because it all comes from learning and listening over many years. I would like to say thank you and acknowledge dentists who have contributed to my dental knowledge and trouble-shooting ideas.

Dr. Dan Fischer Dr. Jeff Brucia Dr. John Kanca Dr. Rich Tuttle Dr. Mark Aranbasich Dr. Edmond Hewlett Dr. Eric Sung Dr. Patrick Simone Dr. Jeffery Hadley Dr. R. Scott Shaddy Dr. Alan Budenz Dr. Robert Weinrich Dr. Jaimee Morgan Mr. Neil Jessop

This is but a sampling of the many fine doctors who have helped me accumulate important information and helped me better my dental career. I hope my sharing will benefit other dental professionals. Thank you.

Let's talk about new resolutions to help ensure dental success. It seems to work better when changes are made as a team; however, if you get the ball rolling, others will follow.

Take a Good Look at Your Office

Ask yourself, would I feel comfortable coming to this office for my dental work? I hope that you would say yes; if not, take a look and make a list. What would you change? What would you like to see different? How would your ideas of change benefit the office overall? What solutions can I bring to the table to help make some changes? Where do we start, and would other members of my team agree with me?

Did you know that the patient's perception of "sterile" is neat and clean? Yes, it is true. When the office has clutter on the counters, torn magazines, wilted plants, torn or tattered furniture, dust bunnies and the like, it makes them nervous. They feel the office may not be sterile.

I would like to share with you an example of what I mean. I decided to try some cosmetic procedures, just so I knew what it was like: You know, a little Botox[TM] and Restylane[TM]. I checked out two clinics to compare. The first clinic was beautiful. It was clean, bright and clutter-free. The members of the team were all professionally dressed with spotless white, starched lab coats. When I entered, they immediately greeted me with a smile. They offered me a beverage and had high-end style magazines that focused on looking great. After a very thorough consultation, I left with exact costs and complete information of what the procedures would entail. It was a very pleasant experience.

The second office was quite the opposite. I am a pretty open-minded person, and do not judge people for doing their thing. However, tattoos and nose rings sort of turn me off, especially in a professional environment. My first step into the office was exactly what they say, "You only get one chance to make a first impression!" I wanted to turn right around and get the heck out of there. I did have an appointment, so I needed to stay. I was uncomfortable the whole time. The team members were having personal discussions of their previous night out. Meanwhile, I am waiting for them to acknowledge me. The big turnoff .... stuff everywhere; it looked like a flea market. I had already made the decision before seeing the doctor.

I met the doctor who was very nice. However, the room I was in had clutter everywhere. It was a real turnoff. The consultation went well, and the cost for the same procedure(s) was approximately 25% less than clinic number one! Instead of making an appointment, I did the thing that I hate to hear as a sales rep ... "I'll call you back." I couldn't wait to get out of there.

I went back to the clean, uncluttered, professional clinic for my procedures that actually cost me quite a bit more. The trip to the professional, clean office was much farther away with costly parking, but I felt great about my decision. I felt comfortable. We're talking needles in my face so I prefer clean and neat (which meant to me ... sterile).

Do you get my drift? Dentistry is now a part of the cosmetic movement. Patients who are going to spend money on something that is elective will go to the clean, neat, professional office. They look for a setting that makes them feel comfortable, and where the team members are professional and fun. When they leave feeling great about their new smile and having it all done in an environment that was pleasing, they will tell their friends. Our growth and increased production depends on new patients and referrals. Even though we may have 4000+ patients of record, new business is essential to growth and well-being.

Take a good look around the office. If you don't use the patient entrance on a daily basis to enter work, then assign someone on the team to come in the front door each week. Check things out ... do a dental office examination. Do you see dust, torn magazines, wilted flowers, pieces of rubbish on the floor? Most offices have a cleaning service; however, areas may be lacking. If so, do not hesitate to point this out to the person cleaning the office. When was the last time the office was painted? Is it bright and cheery, or dull and dismal? (see photo 1)

Fresh flowers around the office are relaxing. Candles in the appropriate area of the office are relaxing and inviting. Lavender is a scent of choice. It is relaxing and not offensive to patients with sensitive noses. Offer a beverage, even if it is just bottled water, when the patient arrives. Check the patient in with a big smile, and immediately upon arrival. Even if you are on the phone, or with another patient, at least make a kind gesture of acknowledgment. (see photo 4)

Operatory Overhaul

Now take a look at the dental operatory. Are the counters full of products: pens, pencils, gloves, brochures and bottles? Does the operatory seem tight and closed in, or is it bright and cheery? Patients examine every little thing. When the patient is left alone, the radar is on! I once saw a patient sweep the counter top with her finger. (see photo 3)

Yes, we need to have trays, and instruments and impression guns out on the counter, but only when we are using them. When the patient lies back in the chair, then those things can come out. Speaking of lying back in the supine position, always make sure the overhead light is immaculate and the ceilings free of spider webs. No worries about what the operatory looks like at the end of the procedure as the patient really has other things on his or her mind.

Cleaning up as you go along won't hurt, and will be beneficial to you when tearing the room down and preparing for the next patient. Always inform the patient of the procedure you will be performing that day. Ask if they have any questions, then answer professionally, but in terms they can understand. Having a morning huddle will make this go smooth, with no questions or confusion in front of the patient.

Keep dental brochures to a minimum in the operatory, and make sure they are not torn or used. Plastic holders should be used and full at all times. Pictures in the operatory should be pleasing and relaxing. If you have posters on the wall, make sure they are framed. A very small vase of flowers or a small water feature also helps to minimize the feeling of a surgical atmosphere, but will not make the patient feel as if the room isn't suitable for dental procedures. (see photo 2)

The list goes on and on. Just remember, put yourself in the patients' shoes. Make them want to come to you and your office, even if your fees are 25% higher than the office next door. Team members should be warm and friendly with continual smiles. Patients also sense tension, so keep teamwork in mind. Work out any conflicts of personalities before

the day starts.

Competition in dentistry will always be a constant. Working in a pleasant environment is fun and more productive for everyone. And yes, dentistry is a business, so help to make your dental office successful. If you see things that could be changed and improve the look of your office, bring it up at your next team meeting. Solutions are also recommended! Go for it. A good business owner will at least take it into consideration.

Make a goal to have the best looking dental office in your area. Even if you don't have any competition, change is good, as is a little facelift every once in a while. Once you make the resolution, don't give up. Keeping a journal will help you stay on track and follow through. It is proven that if you do your new task every day for 28 days, it will become a habit.

Good luck, have fun, and enjoy every day!

Victoria

Victoria L. Wallace, CDA, RDA, has a varied dental assisting career that includes general dentistry, cosmetic/esthetic dentistry, lecturing and consulting. Currently she is Western U.S. University Relations Manager for Ultradent Products, Inc., and an independent practice organizer for dentists starting their own practices. Ms. Wallace is President of the Nevada Dental Assistants Association and a director of the ADAA Foundation.