Cathy Jameson, PhD, is founder and chief visionary officer of Jameson Management, a team of management, clinical and practice building advisors improving the lives of dentists worldwide through consulting, products, events and more. To learn more about Cathy, follow her blog at www.cathyjameson.com.

Cathy Jameson

	At the end of the year-or the beginning of the new year-strategic planning is beneficial. Evaluate the past year and set new goals. Focus on progress, development and success. Establish benchmarks.

	Benchmarking is a business term defined as, “a measurement of the quality of an organization’s policies, products, programs, strategies, etc., and their comparison with standard measurements, or similar measurements of its peers. The objectives of benchmarking are (1) to determine what and where improvements are called for, (2) to analyze how other organizations achieve their high performance levels, and (3) to use this information to improve performance.”  (Business Dictionary, February 2016)

Trending article: 6 ways to improve your dental practice in 2017

	The purpose of benchmarking is to understand and evaluate your current situation and to identify areas and means of performance improvement. There are four steps to the benchmarking process:

	What systems are working well?  What could be improved?

Study the systems of successful businesses

	What have they done to accomplish their success? 

Compare your own data to other similar businesses

	What do you like about the other organizations?  What would you like to achieve?

Determine the key areas you want to develop. 

	Determine your benchmarks (your goals). Design your plan of action. Define who will do what. Determine the time frames-timelines and deadlines. Do what you say you will do. Implement your plan. Evaluate progress continuously.

	Benchmarking and the process of continuous improvement is just that-continuous. Be dedicated to continuous improvement and forward growth. Let your team see your enthusiasm and belief in the process, the value, and the possibilities. Set the bar high. Do so by your own example. Here are a few areas to include in your own benchmarking:

		Accounts receivable (and the duration of tardiness)

		Marketing projects-amount invested/amount increased

		Performance goals of individual team members

	By identifying areas that are appropriate for benchmarking, you can establish goals that will support your vision of the ideal practice. You will be able to quickly see areas where underperformance is evident and then, as a leader, develop a plan for improvement for that person, division, or for the organization.

Trending article: 3 checkups every practice leader should do

	In summary, remember to do the following:

  Analyze your statistical information to examine relevant findings.

		Study ways to improve your systems. Reach out to resources, coaches or consultants, go to courses, or study relevant material.

	One of your greatest assets is clarity. Solidify strengths and alter areas that need to be improved. Establish benchmarks that support the vision of your ideal practice. 

Articles

At the end of the year-or the beginning of the new year-strategic planning is beneficial. Evaluate the past year and set new goals. Focus on progress, development and success. Establish benchmarks.

Why benchmarks can make or break 2017 for your dental practice

In this video, Cathy Jameson, the founder and chief executive officer of Jameson Management, stresses the importance of excellent customer service and what it takes to build “raving fans” of the dental practice.

What are “raving fans” within the dental practice? Jameson says a “raving fan” has six characteristics

1. Someone who chooses you as their dental home

2. Someone who accepts your treatment recommendations

3. Someone who schedules appointments and keeps them

4. Someone who pays for treatment willingly

5. Someone who stays actively involved with your dental practice’s hygiene department

What does it take to create these raving fans? A little bit more, according to Jameson. “It’s the ‘little bit more’ that people will remember,” she said.

Click below to watch the entirety of Jameson’s thoughts on “raving fans” and customer service.
 

VIDEO: How to create "raving fans" in your dental practice

This winter has been epic all over the country! And the effect it has had on your practice production is most likely taking its toll on you just as much as the sub-zero temperatures did.

I was recently doing an over-the-phone training session for a wonderful clinical assistant/business administrator (she holds roles in both areas). Her doctor was on vacation and she was working in the business office while he was gone. This wonderful team member was concerned that their production had dropped in February due to horrible winter weather, so she asked what she could do to help bring the production up. Do you love this woman?

Here are the things I recommended that she do to overcome the winter doldrums that had taken hold of their practice production. The key element here as it related to creating a healthy work environment is that she was the initiator of this call. She was the one who wanted to step up to the plate and to help. She wanted to be an asset to the practice and was/is just that. It’s all about attitude, and here it is in one shining moment! Attitude is everything. She can learn the skills. These can be taught. Give me a person with this kind of attitude and the sky is the limit.

Here are eight ways to beat the winter blues and grow your practice in spite of winter challenges:

1. Perform a chart audit noting patient’s name, contact information, date of the diagnosis, what was diagnosed, fee, and insurance information, if appropriate. Also mark the last date this patient was seen.

2. Note any patients that are past due for hygiene. If the diagnosis is within the past six months, they can be booked for that treatment. If the treatment was diagnosed more than six months ago, get them into hygiene. This will support hygiene retention, as well as chart auditing.

3. Develop a campaign for tooth whitening. Based on ADA information, this is the number one requested service in dentistry and 60-70% of people who come in for tooth whitening go ahead with further treatment. This is not just doctor time but could be assistant time as well, so it is very cost-beneficial for the practice.

4. Develop a library of before-and-after photographs and use them for patient education. Make the library accessible to all in order to give the doctor third-party backup support. The goal is to have more people saying yes to treatment.

5. Contact patients who have approved pre-determination of benefits to encourage them to come in, then make a financial agreement with them. While we do not encourage doing “pre-d’s,” there are times when it is appropriate.

When a patient is unwilling to schedule without that information

When the patient thinks he or she knows more about dental insurance than you do and is being difficult.

If these situations are in place and a pre-d has been provided, a follow-up call from your front desk is appropriate.

6. Review CareCredit (or whatever patient financing program is in place). Get the reports from the company that identifies people who are on the program and how much available credit they have. If there is dentistry diagnosed but incomplete, tie these two things together when you make the chart auditing or hygiene retention call.

7. Develop a marketing program (with social media) to promote a specific procedure - tooth whitening, Invisalign, 6 Month Smiles - whatever you are doing in your practice. Develop and promote this to help get you out of the winter slump and build toward the future. Kick this into high gear now!

8. Give every patient who makes it into the office as a result of your post-winter efforts a gift - even a piece of nice “wrapped” chocolate (they will love that), then ask them for referrals. We developed a program called “Smile Out Loud” at Jameson Management that encourages and nurtures referrals. If allowed in your state and if this interests you further, go to 

, send an e-mail to info@jamesonmanagement.com, or call (877) 369-5558 to get the details. If every one of your patients would send a friend, colleague, or family member, you could double your new patient flow. Now is a good time to do just that.

Say goodbye to the wintertime blues and warm up your practice with these eight workable, productive ideas. Work and life can be fun if you make that choice. It’s up to you.

8 ways to overcome lost winter production in your dental practice

Our business, like your business, is multifaceted. Our team of consultants has vast experience and expertise in business, hygiene, clinical and technological management.

However, here at Jameson Management, we know that no matter how well we provide our services; no matter how successful we become as a company; no matter how successful our clients become under our direction, there will never be a day when we know it all or when we cannot improve.

We reach out to qualified experts who have various areas of expertise. We listen carefully as they give us advice, evaluate our systems, make recommendations for improvement and coach us in our various areas of responsibility so that each team member can productively add to the company’s health and well-being.

There are numerous types of consulting companies. Some consultants invite you and your team to come to their learning center for training. Teaching is done in a group setting giving you a chance not only to learn the material but also to interact with other teams. 

Some consultants come to your practice and work with you, your team, and your patients in your facility. They adapt their systems to fit your particular situation. Most consultants help to establish monitors for your vital statistics or critical factors and work with you to monitor and measure your progress. Support, coaching, and contact during the learning and maintenance programs will not only help you to achieve your goals but will assure the stability of your success. 

The important thing for you to do is to become clear about your own goals and to make sure that the consulting firm that you choose will fit you and that they have a steadfast track record that clearly shows constructive, long-lasting results for their clients. 

When is a good time to seek a consultant or a coach? How about now? Why wait? How much money will you lose while you are waiting to make a decision to move your practice to the next level?

How much stress will you sustain while you are waiting to organize your practice? How would you feel if you did not fully achieve your potential in your chosen career?

Give yourself permission to be your best. Get a coach. Implement their teachings. Your best is yet to come.

Why you should consider a dental consultant [VIDEO]

A characteristic of an outstanding leader - and of a successful business - is to have a strategic business plan that outlines the direction for the stability and growth of the business.

A leader sticks to a strong, focused business plan and guides his or her employees toward the fulfillment of that plan.

There are three parts of a strategic plan:

Develop a plan of action of how you are going to get there.

As a team, do a SWOT Analysis. The acronym stands for 

Strengths, Weaknesses, Opportunities, and Threats

Identify Opportunities, including building on strengths and working on weaknesses.

Define Threats. Some threats you can do something about, like weak systems or staff change. But some things (like the economy) you can’t do anything about. However, you can prepare yourself by steadfast commitment to excellent systems.

Don’t be threatened by anyone’s statement of opinion. Rather, be open to hearing other people’s point of view. Great learning can be had from this kind of sharing. Be open. Do not blame. If you have questions or if you have a difference of opinion, share these in a professional and congenial manner. Blame is toxic. Look at the problems within a system rather than throwing blame at a person. You’ll go a great deal further.

The SWOT Analysis gives you the measure of where you are at the present time. From here, your plan for advancement and improvement can be drawn. Start here.

SWOT Analysis: A critical step in strategic planning for every dental practice

Many patients have questions concerning their insurance coverage. Because we believe patients deserve the best service possible, we would like to share some interesting facts concerning insurance coverage.

We hope these facts help clarify some of the information your patients are receiving.

 No insurance plan is pay-all. It is only designed to aid in payment. Most have yearly maximums or deductibles.

 Many insurance companies state they pay 80% to 100%. In spite of what is stated, most plans cover less than the average fee. The amount the plan pays is determined by the coverage purchased by the employer. The less paid for the coverage, the less the patient receives in benefits. This is usually very confusing for patients.

 Some insurance companies inform their subscribers that the doctor’s “fees are above usual and customary fees,” rather than saying “your benefits are low.” Remember, your patient gets back in benefits what his or her employer paid toward the plan less the insurance company’s profits and administrative costs.  This is a basic business principal.

 Unfortunately, some routine dental services are not covered by insurance plans. Always try to inform your patients prior to treatment if you are aware of a service, which is not a covered expense. Inform before you perform.

Generally, the PPOs and HMOs offer lists of participating doctors. This does not always mean that it is a requirement for the patients to choose a doctor from that list. Patients may still have the freedom of choice. Strive to be your patients’ practice of choice.

The filing of insurance claims is a service provided for your patients. Every effort should be made to maximize your patients’ benefits. Insurance plans are a wonderful supplement for your patients, but they must be made aware of the hidden truths about insurance coverage.

By providing information for your patients regarding insurance coverage, misunderstandings can be avoided prior to beginning treatment. The goal of providing quality dentistry for extremely satisfied patients can be achieved by not allowing insurance companies to dictate treatment because of plan benefits. 

We must always remain insurance aware, not insurance driven.

5 facts you should know about dental insurance coverage

In a healthy work environment, people want to trust and be trusted. Employers and employees want to be able to count on people to do the things they say they will do. 

Accountability is just that: “clear commitments that - in the eyes of others - have been kept.”

People want to count on the values that are at the core of the business - and that are at the core of the leader. Build your business on values of integrity and make sure that decisions you make and actions you take support those values at every turn.

You want your team members to be proud of who you are, what the practice stands for, and the care provided for clients, patients, and consumers. Nothing is more motivational than being proud of the service and care being provided.

“When wealth is lost, nothing is lost. 

When health is lost, something is lost. 

In addition to trust of integrity and character, a healthy work environment demands respect and honor of the employees. People cannot function well in a place where they are humiliated in front of others or where they fear that if they make a mistake, they will be fired, ridiculed, or “ripped to shreds.”

Certainly, if a person makes a mistake or is doing things incorrectly, that behavior or performance needs further attention, expanded instruction, and correction of whatever is not being done properly but a fear-based management style is the least effective of any management protocols. If people live in fear, they will never stretch, grow, or be creative.

Develop a university for learning in your own organization. Give people an opportunity to learn, expand, improve their skills, and be more productive. Provide the feedback that leads people to a path of continuous improvement where they are challenged to keep getting better. Know that talented people will leave an organization if they are not challenged.

You want talented people in every position in your organization. 

Talent translates to energy, productivity, and outstanding performance - if it is nurtured.

Notice the things that people are doing. Recognize work well done - and acknowledge it. Be on the side of your employees. Be a protagonist rather than an antagonist. Happiness in the workplace is possible.

When you build people up by creating an environment of trust, you take a major step in creating a healthy work environment.

Creating a healthy work environment: The importance of trust

When I interview team members and ask what they want most in the work environment, without a doubt, the number one thing that people say is “respect.” Webster defines respect in the following manner: “A feeling of deep admiration for someone or something elicited by their abilities, qualities, or achievements.” With this definition, can we agree that one earns respect and it is not given freely?

Once employees show that they have the capabilities and the desire to perform - and do so - then they want to be respected, honored, and acknowledged for that. This goes back to the truism that appreciation for talent and for work well done is a powerful motivator of people in the workplace.

People want and need to be appreciated. Yes, appreciation is a more powerful motivator than money. In fact, it is the strongest of all motivators in the workplace today.

One can’t buy respect. It is earned. How does this happen?

Here are 10 ways to earn respect in the workplace.

 Find out what is expected of you in your position.

Do all that is expected of you and a little bit more - every day. Exceed expectation of performance.

Show your boss that you want to continually learn and grow and bring more to the table.

Be a leader of yourself and others by thinking ahead, by thinking outside of the box, and by being an innovator.

 Be positive about changes that will improve the practice or organization. Think of the possibilities of why something can be done rather than wallow in thoughts of why something can’t be done or won’t work.

Avoid the rut of doing things one way (because it has always been that way). Take responsibility for innovation.

 Work diligently to bring projects to a productive conclusion. Follow up and follow through. Make sure that people can count on you to do the things you say you will do.

Recognize the things that others are doing well and acknowledge them for their accomplishments.

Bring a positive attitude to each and every day. Leave your problems at the door and face your work with a sense of professionalism and grace

Follow those 10 principles and you will always be employed and you will earn the respect of your employer and of your teammates.

10 ways to earn respect in the dental practice

The Jameson Method of Dental Practice Management emphasizes a belief in investing in the development of our team members; a belief that there is never an end to learning.

We practice that in our own company, for our own consultants. We stay on a continuous path of improvement, knowing that our improvement translates to better results for our clients. 

One of the principles that has been mandated to us by our outstanding business consultants is to cross train. Everyone and everything in our company needs to be duplicated. What this means is that the company cannot be at risk if someone is unavailable. 

Here are the basic premises for cross training your staff.

 List the major systems that you have in your practice and identify those systems that need this support.

Teach the system exactly as you wish it to be administered. Don’t assume that anyone knows anything about the system.  Take the time to go through each system intricately.

Demonstrate how to perform the skills. Let others see or hear you performing the tasks. Do this both with and without patients.

Have the trainee recap for the trainer what she thinks needs to be done, including how and why each step within the system is important, how it impacts other systems.  Then have her perform the task with the trainer present.

Have the trainer shadow the trainee as they is doing the task for real. 

Over time, evaluate the success of the performance and give appropriate feedback.

As systems change, make sure that these changes are reviewed with everyone on the team. 

7 ways to cross train your dental team [VIDEO]

Well known author and expert on relationships, Alan Cohen, said, “In our culture, presence in many relationships has been reduced to a trickle. In our fascination with labor-saving devices, mass production, lightening speed 

 and unprecedented busyness, the human factor is often relegated to a low priority. As a result, people are craving someone to look them in the eye, call them by name and recognize the thinking, feeling, caring person on the other end of the telephone or behind the keyboard.” (I take the liberty of adding-sitting in the 

). “When you give a client (patient) your full attention and presence, you are feeding them in ways they hunger for and your service is priceless. This is the ‘Power of Presence.’ ”1

And this article is about digitalization in your 

? Yes. But the twist here is that I believe digitalization can add to-not take away from-your focused attention on quality dental care and excellent “people care.”

While there are numerous ways to personalize and digitize your patient interactions, for the purpose of this article, let’s look at three specific ways:

		Patient information and comprehensive documentation

The proper recording of relevant information helps to pave the way for an excellent patient appointment. For a new patient, record specific information so each team member can roll out the red carpet. Create such an exceptional new patient experience that people become forever patients, not just one-time patients. Personalizing every interaction will be dependent upon the accuracy of information, which can be digital.

For your emergency patients-whether a new or an existing patient who has an emergent situation-gather appropriate information for your clinical team. Everyone needs to be informed so they will not have to keep asking patients the same questions. “Linkage communication” helps team members be better informed and thus better able to communicate with patients.2

Comprehensive, digitized documentation allows team members to communicate, carry out their individual tasks and care for patients. Nothing is worse than not knowing what is going on with a patient. For example, if there has been a diagnosis and recommendation of treatment by the doctor but this is not recorded by the clinical team, the business team members are helpless to proceed with financial arrangements or the scheduling of the next appointment. Mistakes can be made or people can fall through the cracks. On the other hand, if the business team does not inform the clinical team of the status of a new emergency or scheduled patient, the clinical team functions blindly. Linkage communication means team members are communicating so the right hand knows what the left hand is doing and vice versa. Accurate digital recording of all information is crucial, as is having both business and clinical work stations orchestrated for all patient interactions with accuracy. In the end, when information is accurate and easily accessible, “presence” with the patient can be a reality. How would you, your coworkers and your patients rate the current “power of your presence?”


	How can we communicate digitally with patients? Can we actually ‘count the ways’? Good marketing dictates that we stay in touch with clients/patients every 90 days (minimally). A few ways to market digitally may be through e-newsletters, e-mailings, special e-marketing promotions of a special service (such as tooth whitening), websites, social media and digitally recorded webinars that are available on your website, to name a few ways. Consider using a flip video to actually record a member of the team (including the doctor) providing a message of education to your patients. Change this regularly and appropriately. In this manner, people can see your face, hear your voice, and connect more personally with you and the team.

For example, we do a 3- to 5-minute video clip of my husband, Dr. John Jameson, speaking about a relevant topic. We call this “Coffee with Dr. John.” We record these and offer them via social media to our clients. We have large numbers of people joining us for this short, but relevant educational piece. Try it.

No one is going to market your practice for you. You own your business. It’s your responsibility and opportunity to let people know why coming to you is a good decision. Focus your marketing and all of your writing on the patient. Use “you” language; talk about serving their needs. Make your marketing all about the patient, not about you.

In addition, daily communication with patients can take place digitally: confirmations, reminders of past due hygiene appointments, acknowledgement of dentistry diagnosed but incomplete with encouragement to schedule the next appointment. Text messages and emails are more readily accessed with today’s busy people than a phone call-unless  the phone call is to their smartphone and, even then, they’re most likely catching e-mail on the run! Each time you interact with patients, ask them about their preferred method of contact and make sure you have the accurate contact information.

Communication is the bottom line to your success in any relationship. You can individualize your digital contacts, stay in more regular contact with patients and personalize each connection. Are you making the connection and gaining a newfound commitment to the power of your presence?
	Patient education

People do not know about dentistry when they walk into your practice. Educate people about their existing situation, recommendations for the restoration or smile enhancement and the financial options.

Approximately 83% of learning takes place visually, so the more visual education tools you can use, the better the learning. Digital radiographs, digital photography, the stored before and after photographs of your own patients can show people the possibilities for themselves.

The digitized world of patient education is here. It is remarkable. Patients benefit because they can see and therefore better understand why saying yes to treatment is a good decision. Your practice benefits because you will be able to do the kind of dentistry you believe is best for your patients.
	In summary

Do not hesitate to explore the many ways to incorporate digitalization into your practice. Your patients benefit. You benefit. The world of digitization is here. The power of presence can become a greater reality for you as you take your practice to new heights.

References
	1. Cohen, A. (2010). The Power of Presence. Life Coaching Training. Cohen: Maui, HI.
	2. Jameson C. Great Communication Equals Great Production. Tulsa, OK: Pennwell Books, 2004
	
	Cathy Jameson is founder of Jameson Management, an international comprehensive coaching firm. With a background in education and psychology, she worked alongside her husband, John H. Jameson, DDS, in his Oklahoma dental practice. Their diligent efforts led to great success. Now, almost two decades later, she’s helped dental practices refine the 25 dental business systems for greater success and she’s trained a growing team of coaches to do the same

Well known author and expert on relationships, Alan Cohen, said, “In our culture, presence in many relationships has been reduced to a trickle. In our fascination with labor-saving devices, mass production, lightening speed dental technology and unprecedented busyness, the human factor is often relegated to a low priority.