Gems Publishing - November 2020

Gems Publishing - November 2020

CASE STUDY: The Stories of 2 of Our Members Who Take Immediate Effective Action

By Dr. Tom “The Gems Guy” Orent

It’s 7:40 a.m. Time for your morning huddle. What looked like a solid schedule when you left last night has turned into Swiss cheese. The Doctor’s schedule had two last-minute cancellations for this afternoon and hygiene (initially full) now has two late afternoon openings. Why not just catch up on paperwork (emails) and let your Hygienist go home early? Wouldn’t that save you some money?

numbers: only one hole per provider per day, only one Doctor and a single Hygienist, and low-to-moderate hourly Doctor and

that $200,000, roughly $170,000 of your loss would have been net profit (since your

Doctor

RDH Total

Hygienist production of $600 and $150 per hour respectively. I’ve also assumed the office is only open four days per week. ANOTHER HIDDEN LOSS FACTOR OFTEN OVERLOOKED Consider lost Doctor productivity due to missed opportunities to perform more recall examinations. If your Hygienist has only a single opening each day and works only four days per week, that’s 200 missed recall exams for an additional $60,000* loss. Taking this one additional factor into account brings your (very conservative) total loss to over $200,000 loss per year. Worst of all, of

# Holes/Day

1

1

Avg Pdxn/Hr

$600

$150

Days Worked/Yr

200

200

Loss/Yr

$120,000 $30,000 $150,000

HOW MUCH MONEY ARE YOU LOSING TO ‘HOLES’ IN YOUR SCHEDULE?

Why do Physicians sometimes struggle to get patients to take their high blood pressure medication? Why do some dentists and hygienists have difficulty motivating perio patients to get their teeth cleaned every three months … and it’s not just that insurance won’t pay for it. The same answer applies to all three problems: high blood pressure, periodontal disease, and “a few” holes in your schedule. More often than not, these (very serious) problems often times don’t have symptoms until it’s too late. When you can equate holes in your schedule to lost income, you’re far more likely to take action to correct the problem.

The scenario I’ve described in the chart above is based upon very conservative

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The topic of discussion was no-shows and same-day cancellations. Terrie shared how, if needed, she can routinely fill a Doctor’s schedule … this afternoon! GG12 Coach Lisa Weber (aka the $600,000 Hygienist) helped Terrie build an emergency patient online “funnel.” What’s the difference between an emergency patient funnel and a dental office website? By analogy, imagine trying to pop a balloon by shining an ordinary flashlight on it. The batteries will die or the balloon will eventually lose air and shrivel before it will pop. Now imagine focusing a beam of light on the balloon, a beam originating from a high-powered cutting laser specific to the balloon material. The moment you flip on the switch, that balloon is toast! Traditional websites do serve various purposes, and it’s probably a good idea to have one.

photograph of a woman in pain, holding her swollen cheek. The headline is “Immediate Emergency Dental Care. We’re Here for Your RIGHT NOW!” You can see how this emergency dentistry landing page (sales site) would be far more effective than a website that shows photos of your team and talks about 50 different treatments and services you offer. Also include a few testimonials from happy patients whose pain and other emergency dental needs you took care of, your phone number, street address, and a FORM TO MAKE AN APPOINTMENT RIGHT NOW. Are you beginning to get the picture? The “button” that Terrie clicks is in her Google Ads account. When she needs a few extra patients today or tomorrow, she simply increases her ad spend for today and tomorrow. In addition to Google Ads, Terrie has her team post in their Facebook group that they have a “Change in our schedule at 4 p.m. this afternoon … and the first person to respond and take that slot will get “x” gift.” Sometimes the gift is a $15 Starbucks gift card. Sometimes it’s $15 against treatment or service. All amazing ideas. I suggested she may want to purchase a small supply of wholesale gifts to use on such occasions. She’ll end up paying 25–33 cents on the dollar when buying wholesale. So, her $15 could actually pay for a gift (bribe) worth $50 or more. I asked Terrie, “So, when you increase your emergency dental patient ad spend and drop in a Facebook post that morning, do you often see results and get a new emergency patient that same day?” Her response: “Actually, more often than not, we end up seeing three or four extra new patients that afternoon!” Kudos to Dr. Terrie Cribbs for creating a system and taking effective action to keep her schedule full and maximize her productivity. If you are a GG12 Dental Practice Transformation Member and would like to speak with Coach Lisa Weber about getting her help building an emergency dental landing page, ask your Personal Gems Concierge to help make that happen.

“Taking this one additional factor into account brings your (very conservative) total loss to over $200,000 loss per year.”

only overhead in that $200,000 is variable expenses, dental supply, and lab)!

*Here’s the guesstimate on the $60,000 loss resulting from 200 missed recall exams. Let’s assume that two-thirds of the 200 recall exams would not have resulted in treatment scheduled. Furthermore, assume there are no major cases from any of the 66 who did need care and were willing to schedule: a few fillings here and a crown or implant there, average case just $1,000. That’s another $66,000 lost. If you have more than one Hygienist and/ or Doctor, you’re open more than four days per week, your productivity per hour is above average, and/or you suffer more than one opening per day per provider, then your current loss is likely several hundred thousand dollars per year. Now that you understand the magnitude of your current loss and the huge upside opportunity for gain, let’s take a look at what two of our members are doing today to battle the issue of holes in their schedules.

THE SOLUTION-SPECIFIC, SINGLE FOCUS SALES SITE

But when you want to attract and convert online traffic to butts in your chairs, a solution-specific, single-focus sales site or “landing page” is the best way to go. There are no links or menus, no “choices.” The only purpose of this type of site is to speak directly to the visitor who was channeled there as a result of responding to your ad (or their search) about a specific problem. They have a problem and are in search of a solution. For the purpose of this article, we’ll limit the discussion to emergency patients. What’s the problem? Pain, bleeding, swelling, broken tooth, etc. Your “geo-targeted” (running only in your area) ad shows a

DR. TERRIE CRIBBS WIDENS THE TOP OF HER EMERGENCY PATIENT FUNNEL.

How cool would it be if at 8 a.m., you could click a button and add several extra new patient emergencies this afternoon to plug up some of those holes in the Doctor’s schedule? That’s exactly what Terrie Cribbs described to me earlier this week. In fact, she shared this Gem with all of our members who attended last Monday night’s quarterly Global Mastermind Zoom meeting. There were of amazing ideas shared … it’s best to be on these calls live so you can participate (but you can still catch the replay on our site).

“How cool would it be if at 8 a.m., you could click a button and add several extra new patient emergencies this afternoon to plug up some of those holes in the Doctor’s schedule?”

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GEMS FAMILY VIRTUAL FALL RETREAT & MASTERMIND SESSIONS MARCH 4-6, 2021 • 11:00 AM - 4:00 PM EDT

TOM RICH, MBA Senior Practice Analyst

Dr. Amy Doneen Clinical Associate Professor Washington State University College of Medicine

LISAWEBER, RDH Certified GG12 Coach “HOW TO CRAFT A SIMPLE SINGLE-PURPOSE LANDING PAGE TO ATTRACT AND GUIDE

Dr. James Anderson

Dr. Charles Blair

“LAYING THE FOUNDATION FOR MINIMUM OVERHEAD AND MAXIMUM PROFITS” 5 SECRETS TO KEEP YOUR OVERHEAD LOW AND PROFIT HIGH

“HOW TO STAY OUT OF JAIL, MAXIMIZE YOUR PATIENTS’ BENEFITS AND YOUR PROFITS WHILE SIMPLIFYING

“HOW TO ADD $200,000 A YEAR BY GETTING INSIDE YOUR PATIENTS’ MINDS AND RESOLVING VIRTUALLY EVERY CONCERN, OBJECTION, AND DELAY TACTIC YOUR PATIENTS WILL USE...EVEN THE ONES THEY WON’T TELL YOU.”

THE BALEDONEEN METHOD “A GUARANTEE OF ARTERIAL WELLNESS: THE CRITICAL ROLE OF ORAL HEALTH”

THE INSURANCE QUAGMIRE AND

AVOIDING THE MOST COMMON INNOCENT CODING ERRORS” NEW PATIENT EMERGENCIES OFF THE WEB RIGHT INTO YOUR CHAIR” To register for the 3-Day Gems Virtual Event go to www.GemsVirtualEvents.com/NFNL or call 1-888-880-GEMS (4367)

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Dr. Regina Gumucio shares her ingenious Gem to help fill holes in her schedule.

the Dentist) … and their schedules are often flexible enough to accommodate a last- minute call to visit that day. THE GEM: She instructed her team to, when appropriate, indicate “RETIRED” in patients’ electronic records. When it’s 10 a.m. and their 2 p.m. calls with a last-minute cancellation, they pull up a list of all retired patients who are in need of an appointment. Brilliant ideas! Kudos and thanks both to Dr. Terrie Cribbs and Regina Gumucio for sharing their Gems with our Gems family!

effective Gem to develop a deep list of patients who can fill last-minute holes in hygiene.

We’ve all heard of and most of us have used a “short call” list. It’s those patients who asked us to let them know if we could find them an earlier appointment. Regina went one step further. She realized that retired patients prefer to come in during the day (while most others are working and often unable to visit

Let’s say you have an opening in hygiene every day this week. Why would you normally not want to start calling patients from next week’s hygiene schedule and just move them up a week? Simple. Because their insurance won’t cover it if they are even one day earlier than six months. They’ll be upset, and you likely won’t get paid. The solution is simple. Starting today , add one extra week when scheduling hygiene recall. Go out 27 weeks instead of 26. Six months from now, you’ll be thrilled you did. Holes in hygiene? No worries. If you’ve done as I’ve suggested, then you’ll have a deep well of patients to draw upon moving from next week up into this.

“Photograph of a woman in pain, holding her swollen cheek. The headline is ‘Immediate Emergency Dental Care. We’re Here for You RIGHT NOW!’”

6 MONTHS PLUS 1 WEEK

As long as we’re on the subject of how to fill holes in the schedule, I’ve mentioned this one before, but if you’re new to Planet Gems or perhaps you just haven’t implemented it yet … the following is an EASY and highly

Nov. 6: 12–1 p.m. EST — GG12 Office Hours, Open Lines Call-In With Dr. Tom Nov. 17: 11 a.m.–12 p.m. EST — GG12 Office Hours, Open Lines Call-In With Dr. Tom Nov. 18: 8:30–10 p.m. EST — GG12 90-Minute Monthly Team Training Webinar Nov. 23: 8:30–10 p.m. EST — GG12 & GIC Quarterly 90-Minute Q&A Dec. 2: 10–11 a.m. EST — GG12 Office Hours, Open Lines Call-In With Dr. Tom

Tom Rich, MBA, Senior Practice Analyst: "How to Add $200,000 a Year by Getting Inside Your Patients' Minds and Resolving Virtually Every Concern, Objection, and Delay Tactic Your Patients Will Use ... Even the Ones They Won't Tell You" Lisa Weber, RDH, Certified GG12 Coach, aka “The 600K Hygienist”: "How to Craft a Simple Single-Purpose Landing Page to Attract and Guide New Patient Emergencies Off the Web Right Into Your Chair"

For the latest up-to-date information about what’s happening on Planet Gems, go to InsidersCircle.com and click on “Calendar” (menu bar, top left of homepage). If you have questions, please contact your Personal Gems Concierge or call 1-888-880-GEMS (4367). 90-Minute GG12 Team Training Online EVENING Events: GG12 Dental Practice Transformation members, please block out this monthly program on your calendar. These occur just once each month, but they could easily be the most important 90 minutes you and your team will ever invest. GG12 Office Hours: Twice each month, my office door is open for your visits. This is an opportunity for GG12 Doctors and team members to speak with me directly with questions about dental practice management or life on the Planet (Gems!). Gems Insiders’ Circle™ Quarterly Q&A Webinars: Four times each year, I’m available in the evening for up to 90 minutes to answer your questions about any topics of your choice regarding dental practice management.

Register Now for Your Gems Family Spring 2021 3-Day Virtual Retreat

Dr. Amy Doneen: “A Guarantee of Arterial Wellness: The Critical Role of Oral Health”

“How to Achieve the Practice of Your Dreams & Financial Freedom Fast" Dr. Charles Blair: "How to Stay Out of Jail, Maximize Your Patients' Benefits and Your Profits While Simplifying the Insurance Quagmire and Avoiding the Most Common Innocent Coding Errors"

MaryBeth Paul, ACSM CPT: Fitness, Stretching, Exercise, and Health

Mastermind sessions, lightning round Masterminds, game nights, prize wheels, and more!

Use the QR code or click on the link at the top left corner at InsidersCircle.com.

Dr. James Anderson: "Laying the Foundation for Minimum Overhead and Maximum Profits"

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access the Gem to maximize retention of your patients as you leave a PPO, go to InsidersCircle.com: SITE MAP STRATEGIC DOCUMENTS Scroll down to: “Insurance DELTA (or any PPO) resignation letter to patients v3” and … “How to Dump Your Worst PPOs and Keep Your Patients”: InsidersCircle.com : SITE MAP GEMS FAMILY GATHERINGS 023 2020-06-24 HOW TO DUMP YOUR WORST PPOS KEEP THE PATIENTS WORK LESS AND MAKE MORE MONEY In addition to maximizing retention of your PPO patients as you exit managed care plans, you must also increase your fee-for- service new patient flow.

Ira Hirsch, Certified GG12 Coach

2. Increase New Fee-for-Service New Patient Flow

COVID-19 caused us to rethink more than just infection control. Many of our members took the shutdown and reboot as a wake-up call to reexamine their level of engagement with the devil: mismanaged care insurance. Dr. Orent coined them “The Evil Insurance Empire.” If you are one of the many who have finally said, “I’m mad as hell, and I’m not going to take it anymore,” hats are off to you. PPOs’ SOLE PURPOSE is to maximize profit. Collateral damage = our patients’ health and our family’s financial security. For far too long, we’ve allowed the meddling interference of third- party payors (specifically PPOs).

have more than enough patients remaining with your practice to increase your profit as you pull out. Check out this article:

Think about the math. If you deploy No. 1 above and, in 2021, drop 20% of your PPOs combined with the strategy (“Delta Resignation Letter”) for maximizing retention of your patients on the way out, you’re not going to have 20% fewer patients, but you are going to have 20% fewer FEE-RESTRICTED patients! Then add strategies to increase your new fee-for-service (FFS) patient flow by even four more per week. That’s 200 additional FFS patients this year and every year moving forward. By the end of 2021, with just the above two strategies (fewer PPOs and adding more new FFS patients), you’ll see a dramatic improvement in your net PROFIT and your enjoyment of our amazing profession.

“A Formula to Determine Which PPOs to Drop First and Fast”

Go to InsidersCircle.com : SITE MAP GEMS FAMILY GATHERINGS 027 2020- 07-22 A FORMULA TO DETERMINE WHICH PPOS TO DROP – CLINT JOHNSON

Then there’s the Gem Dr. Orent outlined in detail in his “Delta Resignation Strategy,” which applies to any PPO (not just

2 WAYS TO SYSTEMATICALLY REDUCE YOUR DEPENDENCE ON PPOS

1. Start dropping your worst PPOs! I am so proud

3 LASER-FOCUSED GEMS TO TARGET MARKET FULL-FEE-FOR-SERVICE NEW PATIENTS

Delta). If you’re planning to exit one or more PPOs, be sure to read that Gem. To

of you guys and happy (thrilled!) to hear that you are taking action. First, evaluate which plans are hurting you (and your patients) the worst, and map out exactly how to best drop these leaches one by one. Of course, as always, I caution against rash decisions to pull the plug on PPOs before you’ve done what’s necessary to ensure you

1. Senior Citizens – The Golden Years! There are so many reasons focusing your marketing to attract ambulatory senior citizens is a really smart business move. Just to name a few … a. The vast majority pay FULL FEE-FOR- SERVICE! Why? Because when you retire, you lose your dental insurance!

“By the end of 2021, with just these two strategies (fewer PPOs and adding more new FFS patients), you’ll see a dramatic improvement in your net PROFIT and your enjoyment of our amazing profession.”

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b. They can come in during the day and help fill last-minute holes in your schedule! Dr. Orent mentioned Dr. Gumucio’s ingenious strategy to put a “retired” flag or tag in the computer contact of their retired patients. Having done so, her team now has a deep

Shoe Leather If you effectively deploy target marketing to attract local senior citizens and follow my suggestion about your “Dream 100,” you will see a robust increase in full fee-for- service new patient flow. If that gets you hooked and you want even more, then it’s time to put shoe leather to the pavement! You and/or your team can walk the neighborhood introducing yourselves to the owners of local small businesses. A fun, colorful, oversized 16-ounce ceramic mug filled with Dove chocolates will warm the waters enough to get the conversation started. As you greet the first teammember (who is not busy with customers), introduce yourself by first name and let them know you’re a “business neighbor” and wanted to say hi. Then hand them the mug and ask if they enjoy Dove chocolates. Short funny story: I did this once with the two owners of a small local fitness gym. One of the owners was built like a professional body builder and the other, well, an ordinary human. The body builder did most of the talking while his partner sat and listened … polishing off every last one of the Dove chocolates! At the end of the visit, he laughed and admitted he has a problem with chocolate! “I caution against rash decisions to pull the plug on PPOs before you’ve done what’s necessary to ensure you have more than enough patients remaining with your practice to increase your profit as you pull out.”

If you don’t, we’d be happy to help you design and customize one for you. As a member benefit, we’ll do the artwork, design, and layout of your DHBS plan. We’ll get it to “camera- ready,” then you get the brochures printed at the printer of your choice. WHAT DOES A DENTAL HEALTH SAVINGS PLAN LOOK LIKE? Before you create your dental health benefits savings plan, it is CRITICAL that you seek legal counsel from an attorney who is familiar with your state’s marketing and insurance laws. Some states can be very picky about the language you use and what you can offer your patients. Once you have your attorney’s blessing, develop a plan with an annual fee that fee- for-service patients pay directly to your office. Patients on your plan receive certain routine preventive services at no fee and specified amounts off of certain other (listed) services. For example, you may choose to offer $25 off fillings and extractions; $100 off crowns, implants, and veneers; and $500 off Invisalign, Clear Correct, etc. Here are a few examples of services and treatments you may choose to include at no additional fee: “Evaluate which plans are hurting you (and your patients) the worst, and map out exactly how to best drop these leaches one by one.”

well of patients from which to draw in order to fill a last-minute cancellation!

c. They actually enjoy visiting the dentist!

Yep, that’s right. Who else but your senior citizens come by when they don’t have an appointment, drop off pies and cookies for you and your team at the holidays, and even enjoy routine treatment visits? Because they have time on their hands and just enjoy breaking up the routine, many seniors look forward to visiting your practice.

2. Your Dream 100 List

You have at your fingertips a list of at least 100 small- to medium-sized local businesses who can’t afford or have chosen not to offer dental insurance to their employees. Imagine if you could get 10 minutes on the phone with the owners (or head of HR if larger) of these 100 companies. Then imagine if you had something they’d be interested in sharing with their employees that would allow you direct access to target market these good people … local folks who we know have no insurance! You need not imagine. Dr. Orent has outlined exactly how to access the list (for FREE) and how to get an appointment with the decision-makers at every one of your top 100! Go to InsidersCircle.com: SITE MAP GOLDMINE UNDERGROUND TEAM TRAINING TOOLKIT 031 CREATING A FEE FOR SERVICE OASIS EVEN IN THE HEART OF A HOSTILE PPO DESERT

• • • • • •

Annual exams

Emergency exams

X-rays

Cancer screenings

Teeth whitening discounts

If you’d like to know more about how to deploy this Gem (or any of these strategies), speak to your GG12 Coach or Personal Gems Concierge.

Fluoride treatment

It’s up to you how much of a discount you offer on each treatment and how many cleanings are included in the annual fee. For example, you may choose to offer two annual recall exams, four bitewing X-rays, two free fluoride treatments, and so on.

WHAT CAN YOUOFFER YOUR DREAM 100 THATWOULDGET THEIR ATTENTION?

What you can offer them also applies to individuals without dental insurance. It’s your Dental Health Benefits Savings Plan. If you already have one, then you’re well on your way.

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CRITICAL FACTOR FOR MAXIMUM PROFIT WHEN CRAFTING YOUR PLAN A common mistake many Doctors make is to take a percentage off various services (e.g., they may offer DHBSP patients 10% off all nonpreventive care). There are two reasons this is a HUGE MATHEMATICAL ERROR and will COST YOU MONEY! As soon as you do the math for yourself, you’ll understand why … REASON NO. 1 On a piece of paper, write down what you charge for Invisalign and a crown. Now write down how much money you’d be discounting if you gave 10% off these services. If you find that 10% is more than $500 off Invisalign and $100 of crowns, then you know why we don’t offer a percentage. REASON NO. 2 This one is even less obvious until you read it. Then it will be crystal clear. Let’s say your benefits plan offers $25 off fillings and extractions; $100 of crowns, implants, and veneers; and $500 off Invisalign and Clear Correct. That means you’re offering ZERO off endo, perio phase I, partials, dentures, etc. While your patients without insurance will be thrilled to have a plan that saves them money even for a limited list of services, you don’t give away the store by offering a blanket percentage off everything you do! To see examples of many of the tri-fold brochures and DHBSP cards we’ve designed for our members, Go to InsidersCircle.com: SITE MAP ADVANCED MARKETING BRAIN TRUST 012 DENTAL BENEFITS IN-OFFICE PLAN BROCHURE. Although we can’t discuss the exact annual fee you should charge for your plan, most of our members charge roughly 1/5–1/4 the amount they charge for their most common crown. This covers the cost that comes with onboarding a new patient. You may give up the profit you would earn from annual exams or “free” (included) services, but you will see a return on your investment through other treatment options they choose. You will find that Mary Smith is finally ready to try Invisalign treatment because through your practice’s dental health savings plan, the treatment option is affordable. And because her preventive care is covered, she keeps coming back to your practice! It’s a win-win.

This does not have to be a complex conversation, and visual guides can help. Layout what each employee who opts into the program would get. A simple way to introduce this plan is to say, “Mrs. Hanson, I can tell you care about your employees. You want to offer them an affordable option for dental care, and I want to help as many patients as I can. I believe this benefits all three of us: you, your employees, and my practice.” You can use a brochure or pamphlet to better explain what patients would receive in the plan. Mrs. Hanson can then use those same materials to explain the service to her employees. Waive the first-year fee: Make this an offer they WILL NOT want to refuse. Not only will the boss be able to offer a dental plan to the team without the hassle of insurance, but they can also do so without employees having to pay a dime for the DHBSP for the first year!

The added benefit is that unlike dental insurance, your patients don’t have to pay a third party who then takes a cut and has to pay you for fees. And you don’t have to worry about insurance companies dictating how to best serve your patients. The annual fee for the plan is collected at the start. That money goes directly into your pocket. Meanwhile, your patients appreciate saving money off their dental care and being able to remain with your practice. Pro Tip: Some of our members have created heavy plastic wallet-sized membership cards — similar to a credit card — for their dental health savings plan members. This can be valuable for your own internal tracking purposes to encourage patients to use the services they already paid for with an annual fee. Plus, patients will likely keep the card in their wallet, which is a constant reminder for annual exams and dental treatment. We will be happy to design the graphics for your DHBSP cards in addition to your tri-fold brochures. HOWDO I IMPLEMENT THIS? Use the “Dream 100” and/or the “shoe leather” Gems described above to get your foot in the door of small- to medium-sized local businesses that don’t offer dental insurance to their employees. “A common mistake many Doctors make is to take a percentage off various services (e.g., they may offer DHBSP patients 10% off all nonpreventive care). This is a HUGE MATHEMATICAL ERROR and will COST YOU MONEY!”

2.

That boss just became an absolute rock star to the team, and you have an opportunity to get new patients in your door, receiving the treatments they need, and provide service that is so great they won’t want to leave. And they won’t have to! Your dental health savings plan will make it easy for them to stay. You may only get 5–10 new patients to opt into this program through each the employers who says yes, but that is 5–10 new FEE-FOR- SERVICE patients who can become loyal members of your dental family just by you reaching out to local businesses to fulfill a need. That is a powerful thing to be able to offer ... especially during a global pandemic, when so many people and companies are trying to save money where they can. Realize the power of this Gem to help you strengthen the fee-for-service part of your practice. Work it effectively … If you get a “YES!” from just two employers each month for the next 12, you’ll have added 200 to 300 (or more) new full fee-for-service patients to your practice a year from now!

2 CRITICAL POINTS WHEN PITCHING YOUR PLAN TO THE BOSS ...

1.

Explain the benefits of your dental health savings plan: The employer has to do nothing but offer this service to their employees. They do not have to pay insurance companies, and they are not bound by restrictions and deadlines. All they have to do is put your tri-fold DHBSP brochures into the hands of employees.

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