16 PrivateDentistryApril2013

Business and finance

It has become increasingly difficult for NHS practices to grow under the current contract. However, there is unlimited scope for expansion if private dentistry is introduced into an NHS environment. This may seem an unusual concept to those who believe that NHS patients would not want or be able to afford private dentistry.

My practice is in an area with patients from lower socio-economic groups, but by introducing private treatments we have been able to grow our practice over the last few years.

Most medium-sized practices have a high number of patients coming through the door. We need to use this footfall much the way department stores do: customers enter the store to buy one thing but see other products they want.

If we can offer other services that patients may be considering, there is a strong possibility they would prefer to have that treatment at their own practice. I have found this to be the case with our patients, because they have already built a strong relationship with us.

We introduced a number of new services to our existing patients and saw the private side of our practice grow – and our patients start recommending us to others.

Tooth whitening I took a couple of one-day courses and also did online training with Enlighten so that I could offer all types of whitening. This is well within the capabilities of all dental practitioners. It is a simple and excellent way of making patients look younger. I made it accessible to existing patients by offering introductory prices.

Short-term orthodonticsI introduced Invisalign

shortly after introducing tooth whitening; it has a large marketing campaign and is a recognised name. It will also advertise you as a provider on its website.

Later, I introduced Inman Aligners and Six Month Smiles. Inman Aligners are removable appliances for mild cases, producing results within about 10-14 weeks. Six Month Smiles is an aesthetic, fixed orthodontic appliance system, which use clear brackets and a wire that is barely visible. With these I could provide simple orthodontic treatment for adults who had not considered it because they didn’t know these options even existed.

Many people think that orthodontic treatment is only possible with metal brackets for a minimum of one year. When these short-term orthodontic options are presented, patients are much more likely to consider orthodontic treatment.

All orthodontic treatment requires retainers at the end

of treatment. If clear Essix retainers are

provided, these can be used as whitening trays. Patients like straight white teeth, so you could offer them free tooth whitening. Composite bonding can also finish off cases and improve the results further.

Facial aestheticsThe facial aesthetics side of the business has grown over the last few years. I feel Botox and dermal fillers are at the same point that hair dye was many years ago.

If you are old enough to remember, women did not want other people to know they dyed their hair. The adverts were: ‘Is she or isn’t she?’ After it became accepted, the adverts changed to: ‘Because you’re worth it!’

At the moment, Botox and fillers are at the point where people do not want others to know they use them. When, and if, this changes, practices offering the service will see a massive increase in demand.

Implant dentistryImplant dentistry is an excellent way to grow your private income. Consider the number of patients who are unhappy with their dentures, or where a post crown is failing. We can easily help these patients by providing implants.

Branching out

Ashish RayarelBDSMFGDP(UK)istheprincipalatAshDentalPracticeinEccles,Manchester.ThepracticewonBestTeamatthe2010DentistryAwards.HeisavocationaltrainerandclinicaltutorattheUniversityDentalHospitalofManchester.HerecentlycompletedanMScinaestheticandrestorativedentistry.

LookingtogrowtheprivatesideofyourNHSpractice?Ashish Rayarelpointsoutthedirectionsthatpracticescantaketoincreaseincome

Business and fi nance

18 PrivateDentistryApril2013

If you only wish to restore them, then there are surgeons willing to provide you with an implant placement service.

Cosmetic dentistryThe demand for cosmetic dentistry has increased following the success of television shows such as 10 Years Younger.

I studied an MSc in aesthetic and restorative dentistry at Manchester University. Most lectures are delivered online via webinars and there are three residentials.

By offering short-term orthodontics, facial aesthetics and good cosmetic dentistry, I can offer my patients a complete cosmetic solution.

WebsiteYour website is your shop window to the world. It is very important to have a good, well laid-out website that is easy to fi nd on Google. When you start offering these services, new patients will fi nd you from your website and your business will grow.

Payment optionsMany of these treatments are expensive and it is important you make them affordable. In this modern age, people are used to dealing with monthly payments and may prefer a cost per month over one,

Comments to Private Dentistry

@ThePDmag

Your new servicesHow to reap the benefi ts:Ú Be realistic with your pricingÚ Make sure your website is up to date with your new servicesÚ Take before and after pictures to show patients what you offerÚ Attend as many courses as possibleÚ Encourage your staff to develop their skills in new subject areas.

three or fi ve years. You will require a credit licence and a fi nance company to help you with setting up. You can offer interest-free credit or subsidise the interest payments for patients to sweeten the deal.

The fi nance is arranged through the fi nance company so they will make the necessary credit checks and offer the fi nance to those who qualify. You are paid upfront, minus the interest.

Treatment coordinator Free consultations are important in order to be able to explain all the options available. However, it is not cost-effective for you to do this; it is important to train a senior member of staff to be a fi rst point of contact for patients who are interested in private treatment.

The treatment coordinator should have photographs of previous cases and show patients promotional DVDs and fi nance papers. If the patient is interested in the treatment, a chargeable consultation with the dentist can be arranged.

PhotographyDental photography is very important, as patients need to see your cases. Cases in brochures with treatment carried out by other dentists are fi ne for initial ideas, but your own cases carry much more weight.

I give my patients a book of their before and after photos when the treatment is completed. This is greatly appreciated by patients and they often share the results with their family and friends.

I use an SLR camera with a 105mm macro lens and a ring fl ash, and recommend a dental photography course to help improve camera skills.

Looking forwardI can understand that it is a long-term commitment to bring all these services into your practice and indeed it has taken me several years to achieve it.

Your associates could be encouraged to develop their skills and introduce a new aspect to the practice. It may be

possible to recruit a part-time specialist or one with a specialist interest to enable you to expand your services.

I personally have enjoyed developing my own skills and enjoy my dentistry more as a result.