Team Members…Is Your Dentist Dr. ‘Nice Guy’?
Dr. Bob Baker – Case Study #101
Dr. Baker’s concerns: “Nancy, I love dentistry but I am not a business person and I really don’t understand what makes a practice successful monetarily. I want all my patients to be happy and like me.”
Dr. Baker wasn’t saying anything different than the majority of dentists that McKenzie works with. This is just one reason why it is so important for any dentist to have a business-thinking coordinator in the front office. SOMEONE must understand that concept of “making money” and in many cases, it is not the dentist!
Dr. Baker’s practice facts:
Dr. Baker’s team members were frustrated with his generosity. On one hand he was always complaining about not making enough money and how he wasn’t busy, etc. Then, they would observe him “giving away” dentistry, even when the patient was informed of the cost and had made financial arrangements to pay for the procedure(s).
The team wanted Dr. Baker to be successful. He was a very likeable dentist and was easy to work for…but not easy to work with. His team was putting forth the effort to encourage their patients to accept recommended treatment and he was talking the patient out of the very treatment that he had recommended six months ago. They were very discouraged because they knew that the practice could be very productive, as they had wonderful patients that trusted them and were willing to have their work done.
During my 4 days in the office, over $3,000 worth of dentistry was either “given away” or negated after it was sold to the patient. This is $12,000/month and $144,000/year! This is enough to decrease his overhead to 55% and give his team members a well-deserved bonus or salary increase.
Doctors…it is very costly to be Dr. Nice Guy and it gets you nowhere except a non-productive practice where patients don’t know the difference and unhappy employees. Patients respect you for telling them what their dental problems are and how you can help them. It is NOT your fault that they have the needs that they have but it IS your fault if you don’t address their needs and make your best recommendation to solve them. Be Dr. Great Dentist instead!
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