Production Per Hour

High-value dentistry is about making the most of your time, increasing productivity, and improving profit margins. The challenge is to accomplish that without decreasing quality or customer service. Is it possible? Absolutely, but it involves careful planning and utmost efficiency.

Why is high-value dentistry important?

New dentists graduate with exorbitant amounts of student debt. When they are ready to open their own practice, they are faced with notably high operating costs. Simply stated, in order to succeed, a dental practice needs to make money. 

Your potential income is limited by your own capacity and that of your staff. When you increase production per hour, you are expanding capacity. When you increase the percentage of high-profit procedures, you are raising your profit margin. 

Making the most of chair capacity

It is important to do as much as you can with the person who is currently occupying your chair. How?

• Perform as much treatment as you can within the appointment. Make use of technology, such as isolation devices, which may allow the dentist to work alone while the assistant performs another task. 
• Give the patient your full attention, take the opportunity to educate them, and build a good relationship. Get to know the person and be willing to talk about yourself. Discuss common hobbies and interests. You have a solid foundation for case presentation when the patient knows you, likes you, and trusts you. 
• Cultivate your case presentation skills. Project confidence – if you are unsure about a treatment, the patient will not want to commit. Communicate clearly, and use tools such as videos and models to assist. 

Overcoming staff management problems

Know your schedule, know your limitations, and know your team. The capacity of your dental practice will vary from day to day. If you are short on staff, don’t overbook and avoid overwhelming them by asking too much. When you have enough people, use their time wisely. Have hygienists and dental assistants perform as much work as they are capable of and legally allowed to do. 

Increasing high-value services 

Some procedures are simply more profitable than others. One way to improve profitability is by adding or providing specialized procedures in-house. This involves an investment of time and money, acquiring training, expertise, and needed equipment. 

Are the rewards of adding services such as orthodontics, implant placement, or high-end veneers worth the investment? That depends on how many patients actually choose those services. This is where marketing becomes essential. 

• In-house marketing: Don’t be shy about spreading the word. If you have a patient with gaps, offer them clear aligners. If they wear dentures, suggest implants. You might be surprised to realize that most people don’t want a referral for a specialist. Instead, they are happy to be able to receive advanced treatment from a dentist they already know and trust.  
• External marketing: Never underestimate the power of digital marketing. If done right, search engine optimization, branding, and similar tactics will get your phones ringing. Equally important, the procedures that you market are the ones people will call about. Tailor your strategy to promote your most profitable services. 

Bringing it all together

High-value dentistry is not just a goal but also a strategy. Plan for it when purchasing equipment, choosing services to offer, hiring staff, and orchestrating your patient schedule. Plan for it when presenting cases, communicating with patients, and devising a marketing strategy. 

The last item we mentioned – marketing – can seem a bit daunting. After all, you are an expert in dental medicine, not in search engine optimization. If you want a little insight into your current marketing and how well it does (or doesn’t) support your goals, here is a special offer for you.

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