Practice management

09 May 2011
Volume 27 · Issue 5

David Mills explains that it is more than just teeth.

Dentistry today isn't just about teeth. A modern dental practice is a business and as such needs to be run efficiently and cost effectively for it to maintain its all important client base. However, this isn't an easy task, with the daily pressures of running the practice, managing the staff and often organising the marketing and customer communication. With so much pressure and so many demands on their time, principals and practice managers need to find ways to streamline their operations, saving them as much time, and the practice as much money, as possible. It is often a case of 'every little helps'.

Sometimes the 'little' can mean finding a cheaper, faster, or more convenient source for essential office needs, or having a subtle new promotion created to attract more custom. Although often overlooked, no office (dental or otherwise) could be without a regular stationery order. An office would grind to a halt without essentials such as printer cartridges, paper and even the humble paperclip. Likewise a marketing campaign would be nothing without the appropriately designed newsletters, flyers and business cards.

However, anyone who has worked in administration will tell you that among the more onerous of office tasks are the monthly, weekly and sometimes daily stationery orders, which can become a drain on resources and budget. This needn't be the case though in a dental office. With companies such as Admor, which specialises in supplying the dental industry, at your service, ordering good quality, cost effective supplies couldn't be easier. Offering great value on over 20,000 essential office products, Admor provides a quick and easy way to order all your practice provisions, and has specialist knowledge of the dental industry.

Although it can seem like a small thing compared to issues such as customer care and the acquisition of dental equipment, stationery plays an important role in today's practice. A company's reputation is built around the quality of the service offered, and the quality of its marketing; an effective company logo presented on business cards, letterheads and other stationery can make all the difference to a practice's image. By ordering high quality, well presented stationery to display in your surgery and distribute to patients, you are effectively displaying the calibre of your dental services to the public.

A practice's reputation benefits from this kind of marketing, but its short-term impact can as well. In times of slow footfall or practice expansion, new custom can be generated by effective marketing activities. Whilst only larger businesses tend to be able to meet the expense of radio and television advertising, every business can afford a snappy new flyer as a local medium for advertising the practice's latest promotion.

Promotional items can also include practice information leaflets and card folders with your image/logo on them. These will take several inserts on any subject and by ordering a larger number you can save on costs, periodically changing the inserts to advertise your latest promotion, offer or treatment. Another option is to decorate your reception with promotional banners and posters, or even get custom signage made for your building's exterior.

The ultimate way of refreshing your image however, can be to consider a refurbishment. This needn't be large scale, or involve the expense of contractors and builders if the budget isn't available. A fresh coat of paint and some new office furniture can work wonders in your reception area, and bright new signage tells the public that you care about your business. When redecorating the waiting room, special attention should be paid to the 'waiting'. The room should be comfortable enough for those patients who will have to wait for extended periods, whether they have arrived early, or the previous patient has presented complications necessitating a longer treatment time. Seating is important and you will need to balance comfort against practicality, particularly if you have older patients who may have trouble sitting down and standing up. It is also important to create an air of calm in the treatment rooms; easily achievable with appropriate lighting and relaxing colour schemes. Whatever designs you choose, be aware that this too represents your business and should you be uncomfortable with making such decisions, remember that a bespoke design service affords you expert advice from trained professionals.