If, at the start of the football season, the idea had been voiced that a fourth division side would reach the League Cup final it would have been laughed at. In Scotland the odds were probably shorter than in England thanks to my beloved Rangers’ current plight, but even so it would still have been remarkable achievement. South of the border Bradford City did make it to the final though, and by the time this issue goes to press they may well have even won the competition! Before the semi-final I was trying to explain the ‘magic of the cup’ to my girlfriend (mainly to justify watching the match) and found myself explaining that cup competitions are great because, “the best team doesn’t always win”. I recounted the history of the competition, the formations of the teams and tactics used and thought I had done a good job of explaining it all, but it was clear she just didn’t understand football.
“If both teams are trying to score the most and concede the least, then the team leading after 90 minutes has been the most successful. So, why isn’t whoever wins the best team…?”
Of course I wouldn’t admit it to her, but she was quite right. Watching football it is possible to get caught up with defeated managers muddying the waters - quoting possession statistics, player wages, the age of the squad and the style of their play to justify themselves. Yes, they might have lost but they will have you believe that even a 5-0 defeat was a good achievement!
If in sport, where the conditions of victory are spelled out clear, the line can be blurred then how can we judge success of a dental practice? The Francis Report will undoubtedly have had all healthcare providers taking a look at their own work, and so perhaps now is the best time to really assess what it is that would make your practice a success. What are you aiming for?
As a business there are obviously financial considerations to running a dental practice, but as healthcare providers the focus is quite rightly the treatment of the patient. The meaning of that isn’t clear though, is that the clinical service you provide or the entire ‘experience’ from booking an appointment through to paying the bill.
The ‘patient journey’ is something that seems to be increasingly important and has been labelled a ‘practice builder’. Dentists may well be attracted by the sleekness of service promised by an efficient reception team with the latest technology at hand, and the potential benefits a treatment co-ordinator could bring to the practice. The patient can be passed around tika-taka style from the reception to the ‘customer lounge’ (formerly known as waiting room) into the surgery chair and then perhaps into an office to discuss treatment. We have an article in this issue from a treatment co-ordinator who explains the role and the benefits it offers practices and patients. I don’t doubt that treatment co-ordinators help a patient feel valued, and yes the efficiency of the reception team when booking appointments is important in increasing patient attendance but it is important to remember that this is just the means to an end. The patient’s oral health is the main aim, isn’t it?