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The Business of Dentistry From Employee to Entrepreneur

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Fearless Ingnorance Rookies put their head down,work hard,stay positive, live fearlessly and are nave enough to be successful Rookies arent tainted by rejection, negative assumptions or past experiences. They believe that anything is possible.They bring an idealism,optimism, and passion to their work because they believe in their future. Dr Mike Abernathy, The Super General Practice

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What is Ok 54 years old 225,000 net worth Divorced at least once 67% dislike their profession 47% have abused alcohol or drugs during their career Have endured at least 3 career lawsuits Only have 1.5 days of hygiene per week in their practice(should be 8 days a week or 2 full time hygienists Have a 91% collection rate ( should be 98%) Have a 42% recall rate should be 80% Produce a little over $425,00 per year with a 67-74% overhead (should be 50-60%)

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What is Ok 10% or so will THRIVE outside of the PPO environment 68% will either be some form of HYBRID in that they will be partially PPO and partailly PRIVATE care, or all PPO. 22% will either go broke, or go to work for corporate dentistry, which will be 90% PPO Dr Mike Schuster

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The Business of Dentistry Upon graduation, you will have 20% of what you need to know to make a living in Dentistry Dr Gene Heller 1/4/2012

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What is Business Its time people money People always overestimate how complex business is There aren't that many things you can do with a business. Its not as if you are choosing among 2000 options. Jack Welch CEO GE

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What is Business People Process Product Damarcus Lamonica The Profit

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What is an Entrepreneur One who organizes, administers, manages and assumes the risks of a business or enterprise You are hopefully paid a premium for assuming that risk.

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The Marketplace Today Growth of Corporate Dentistry PPO commoditization of Dentistry Current Trends Social/Economic Future Trends Social Economic

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Corporate Dentistry High Debt/Little Training Giant ROI for Owners and Investors

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Corporate Dentistry

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Consumerism Consumerism is a social and economic order that encourages the purchase of goods and services in ever greater amounts You have to promote and encourage what the Consumer wants not what you want You must communicate a consistent message to the right people and be empathetic to what the consumer is experiencing in the current economy

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Who is the Dental Consumer Female Make 80% + healthcare decisions Women Centric Who has the $$$$$$

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Current Trends How The New Economy Has Changed Dentistry Roger Levin DDS 12/2011 1. Fewer New Patients Presenting to Dental Practices 2. Many Dental patients Are Rejecting Elective Treatment (currently 81% of dental appointments are single tooth treatment) 3. Insurance carriers have created lower reimbursement plans 4.Dentists are marketing more than ever 5. Young Dentists are graduating with significantly more debt

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Current Trends 6. Americans will have less money to spend on retail and service sector businesses including dentistry 7. Dentists will be retiring later than ever

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Dealing With These Trends 1. Marketing 2. Educate every patient about all services 3. Educate every patient about all financial options 4. Ask for referrals

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View of The Future Dr Mike Kesner Incorporate Systems that Increase Efficiency and Quality Learn to Market Develop a Team Driven Practice Become Consumer Friendly

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View of The Future Dr Mike Kesner Dental Expenditures continue to rise at a rate of 6.2% per year Dentistry is a $105 Billion per year Industry that is expected to rise to $170 Billion by 2020

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Real Estate

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Oral Surgery

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Dental Implants

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Cosmetic Dentistry

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Orthodontics

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Dentures

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Future Trends Faith Popcorn Brain Reserve

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The Practice of General Dentistry 2012 and beyond Faith Popcorn Skill Sets for the next decade Being best in your field will not be so important be in top 15% and be more adaptable Dont be single minded dip into every discipline Consider speaking Spanish Develop Interpersonal skills such as caring, negotiating, judgement and leadership Entrepreneurial skills will be key

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Todays Primary Objective 1. How do you prevent from becoming a Commoditized Dentist 2. To become an Entrepreneur - Find a Niche, Create a Brand around it 3. Indentify Relevant NICHE Markets 4. Predominately web based marketing

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Types of Marketing 1.Internal 3 most powerful and inexpensive (human connection) Your Direct Financial success will be determined by your ability to master human connection tools 2. External (Gretzky Phenomenon) Web 2.0 Building Brand Equity Web Site/Optimized/Organically Positioned/Google Places/Youtube/Facebook Some Snail Mailings directed to landing pages Social Networks directed to landing pages Self Publishing ( Women Centric)

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Commodity Trap The primary way out of the commodity trap is to establish yourself as an expert or authority on something The Health Centered Hybrid GENERAL practice is the largest opportunity in our lieftime.

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AAOSH http://youtu.be/IHAQ9VJ2QVU

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Niche Marketing

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Origins of the Niche Markets - USP- Dan Kennedy - unique selling proposition - A subset of General Dentistry that serves the needs of a specific population of patients. Why am I so excited about web /social media is - The potential for you to Tell your Story and Create Your Brand is unprecedented in human history And to do it at a fraction of the cost of traditional media!

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Someone Woke Up and said I am a Cosmetic Dentist

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Branding A brand is the idea or image of a specific product or service that consumers connect with

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Branding Branding and the State Board The Consumer responds favorably to branding It defines and segments your services

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Offering Specialty Services in General Practice Sissy Cases vs Hero-dontics Standard of Care

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Niche 1 Botox, Dermal Fillers Louis Malcmacher DDS MAGD Commonsensedentistry.com 440-892-1810 When would you do it and Why?

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Niche 2 Oral Surgery Jay Reznick DMD MD Onlineoralsurgery.com

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Niche 3 Orthodontics Brock Rondeau Rondeauseminars.com 877-372-7625 American Orthodontic Society Orthodontics.com 800-448-1601 Staff Training June Williamson Orthoramaseminars.com 888-891-6485

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Invisalign

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6 Month Smiles

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Niche 4 Endodontics Kit Weather DDS Endorootcap.com 877-478-9748 Dennis Brave DDS Kenneth Koch DMD Realworldendo.com 866-793-3636

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Niche 5-Cosmetic Dentistry

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Cosmetic Dentistry Minimally Invasive Dentistry no shot, no drill Background: 6 vs 10 Cerinates to Lumineers Selling Veneer Cases in a tight economy Denmat.com

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Niche 6 - Implant Dentistry

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Implant Retained Dentures/ All on 4 Wants Vs Needs Issues; Loose dentures Adhesives Cleaning their dentures Poor esthetics, Poor overall function They NEED to be able to enjoy and taste their favorite foods.

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Wants Vs Needs Demographics going forward are ridiculous Who is your market? 1.Denture 2.Partial 3.Missing Teeth.

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Niche 6 - Implant Dentistry

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Niche 7-Biological Dentistry-

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Niche 7-Traditionaly BOP measures capillary fragility not perio disease numerous confounding factors drugs, hormones, error Pocket Depth fraught with error Disclosing Solutions supragingival Radiographs retrospective, non predictive

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Niche 7-Risk Assessment Bacterial DNA PCR Testing Genetic Proclivity Enymatic Tests (BANA) chairside 5 minutes Anaerobic lab Cultures 2 weeks Video Phase Contrast Microscopy - chairside 1 minute Cambra Protocol

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Way outside the box The Biological, Health Oriented, Dental Practice is the LARGEST EMERGING MARKET opportunity in modern History 1. Biological Caries and Perio Risk Assessment 2. Minimally Invasive Dentistry 3. Remineralization and Antimicrobial Therapies 4. Advanced Non-Surgical Perio Therapy

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http://youtu.be/A87RoCw-ANY

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Retainer Based Model

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Niche 8 - Dentistry for Diabetics Dr Charles Martin Dentistryfordiabetics.com 877-433-7342

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Dlife.com launched 2/09 on CNBC

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Niche 8 - Dentistry for Diabetics

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Niche 9- Healthy Heart Dentistry Ron Schefdore DMD Healthyheartdentistry.com 847-236-0943

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Niche 9- Healthy Heart Dentistry

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Niche 10 - Bad Breath Halimeter.com 1-800-458-6153 Breathcure.com

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Niche 12 Sedation D.O.C.S. Dental Organization for Conscious Sedation Docsedation.com 866-592-9618 Fellowships/Diplomat Status

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Niche 13 - Sleep Apnea Mysleeptest.com 50% of cpap users are non compliant 25% of American have sleep apnea 40 million chronic snorers Kent Smith DDS

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Niche 14 - Biosafe Dentistry Green Dentistry

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Niche 15 - Laser Dentistry Minimally Invasive Laser Dentistry Biolase Laser Prep Laser Tissue Laser Whitening Laser Diagnostics

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Niche 16 Facelift Dentures

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http://player.vimeo.com/video/59435635

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Niche 17 Facial Esthetics Botox Invisalign Facelift Dentures Sleep Apnea 6 Month Smiles

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NICHE 18 Total Health Beyond the Mouth 12/11

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Develop a UNIQUE Service 1. Minimally Invasive Composite Dentistry 2. Occlusal Diagnosis and Treatment 3. TMD and Sleep Apnea 4. Health Centered Approach to Dentistry Dr Mike Schuster

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Incorporating Social Media

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Internet 1.0 to 2.0 The Internet is a VISUAL MEDIUM A Web Site is a LIVING BREATHING ORGANISM SOCIAL NETWORKS are emerging as marketing platforms of unheard of proportions

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Social Media Use twitter once in the morning and once in the afternoon. There are several resources online for articles to which you can link. Get to know your community. Post things about what you are doing.You want to build up local traffic. Have your staff tweet or post to facebook. Use dental students or retired dentists to write blogs for you. You can actually conduct a great campaign in as little as 10 minutes a day dental economics may 2010

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Twitter Allows you to disseminate information instantaneously to an unlimited audience anywhere

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Facebook Advertising Facebook.com/advertising

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Hyper Targets Male/Female Age High School Some College College Student College Grad Grad Student Post Grad Single/Divorced Recent Breakup In a relationship Recently Engaged Engaged Recently married Married No kids Expecting Just gave birth Proud parent

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Facebook - Split Test

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Heat Map Tracking Clicktale.com

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Heat Map

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Facebook Advertising Factors Jeremy Schoemaker case study July 2010

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Titles

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Body

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CTR Click Thru Ratio

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Landing page mydentist.com/facebook

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Direct Mail & Landing Pages

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Direct Response Internet Advertising I prefer predominately DIRECT-RESPONSE Oriented ADS Both web and snail mail Ask for someone to do something and you incentivize them.

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Radius Mailing A physical mailing that takes place around a given address defined by a radius, 1 mile, 2 miles etc. Infousa.com Radiousconnection.com Neighborhoodgreetings.net

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Demographic Mailing Based on Niche criteria

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Landing Pages Long Tail, Direct Response, Direct Mail campaign using Landing pages

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Long tail keyword phrase Long tail keywords are keyword phrases from 3 to 5 words used to refine search terms to something highly specific. There is generally very little competition for these phrases and they are easier to position.

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Landing Page Design

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Landing page mydentist.com/facebook

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Diabetes

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Dental Implants

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Bad Breath

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Reactivation

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Welcome to the neighborhood

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