By Elizabeth Crockton
During difficult times, people often resort to clichés, such as “change is good,” or “with change comes growth,” to push forward. While we know these sayings are true, most people are very reluctant to seek change in their daily lives unless they’re forced. Let’s face it: change is scary. Change takes time. Change brings anxiety, and at this point, only halfway through 2020, aren’t we all anxious enough?
Dentistry is one of the most stress-invoking professions. Why would dentists want to actively pursue change, especially now, in the midst of a pandemic? The economy is suffering. Dental practices are suffering. Everyone is just beginning to peek from behind the curtain to see if it's safe to go out. As we all reopen our doors and try to reestablish normalcy, the question should be, why not make change now?
Prior to the COVID-19 outbreak, you may not have been considering making changes in your practice. Staff and patients seemed happy. Schedules were full. The practice was producing. We’ve all heard, “If it ain’t broke, don’t fix it!” Rarely do we seek change to go from good to better, when our perception of good is often that something is good enough.
Implementing change takes time and effort and may unnerve those who have to learn a new way of doing something. Sticking to what is working is not a bad thing, but when faced with challenges, such as a pandemic, failure to recognize that changes are necessary leaves very little opportunity for growth or survival. The time is now to focus on new goals, personally and within your practice. It's the perfect time to make changes you’ve been putting off and build a stronger practice, one that is less likely to suffer and more likely to thrive in a post-COVID world.
Steps required for change
Acceptance—If you resisted change before the pandemic, you have no choice but to embrace it if you want to see your practice thrive now. “Change is good” is supposed to comfort us and let us know we’ve been given a new opportunity, not because we wanted one, but because it was forced upon us. If you’re still using analog systems and outdated technology, now is the time to do your research and shift your mindset. Offices cannot reopen without new safety measures to protect ourselves and our patients. From the way we schedule and welcome patients to the treatment options we offer, the time is now to move toward a more digital dental future.
Technology is one of dentistry’s greatest assets. However, technological advancements won’t help a practice that doesn’t encourage learning about them. Those offices that promoted a digital workflow before the pandemic will have a much smoother transition into post-pandemic operations, and it will take them less time to make up the loss of business. It’s time to embrace a more digital environment to ensure the longevity of your practice.
Planning—Make lists, lots of them! Many of us put off doing things and make the excuse that there aren’t enough hours in a day. We were just given an unexpected three-month hiatus. While a majority may have taken time to organize closets, complete home improvement projects, or binge watch Netflix, we’ve also had a lot more time to think, overthink, and think some more. Whether you’ve spent more time on home and family instead of work is not an issue. Free yourself from any guilt and get your head back in the game with a new plan.
Start with a list of things you’ve wanted to change in your practice prior to COVID but couldn’t find the time. Then, just like the to-do lists for home projects, prioritize based on new regulations concerning COVID-19. What things are necessary now, and what things can you focus on in the future? Adopt the mindset of a consumer. People want speed, efficiency, and safety measures in place. Create a more convenient and safer environment for patients while creating a more efficient and profitable business.
Examples of things to implement or change
- Online scheduling system
- Online documents that are accessible from your office website for patients to fill out ahead of visits
- Automated text messaging for appointment confirmation
- Zoom account for option of virtual appointments for nonemergencies or consults
- Intraoral scanner to replace conventional impressions
- Clear aligners
- Meetings with vendors to see their latest and greatest products and tools for your business
- Staff training. Use the websites of companies such as Colgate, Align Technology, and Patterson Dental to provide training for staff during downtime.
Execution
Every practice needs a leader with vision and passion. Patients are looking for connection, safety, and exceptional care. Whether it’s the front office manager or lead dentist, someone needs to be in charge of reopening. That person needs to have a positive attitude and the determination to get through these next few months.
Open communication is key. While it’s important to let teams voice their concerns, the leader needs to focus on positivity. Change takes time. Remember that the results won’t be instantaneous. Goals need to be measurable and prioritized. Reopen with set goals and plans on how to achieve them. Take the time to prioritize what needs to be immediately implemented versus long-term goals.
More steps to take
- Meet with your team. Talk about fears and goals. What are the main concerns about the reopened office? Lead with a well-planned approach. Nothing can be accomplished without a plan in place.
- It's a great time to examine your staff. Are the right people in the right roles? Is it time to establish new roles and positions? A tech savvy administrator can set up text confirmations. A clinical coordinator can ensure all equipment is thoroughly cleaned and social distancing and PPE guidelines are enforced. An office manager can stockpile PPE and go over training regarding new office procedures.
- Rewrite your mission statement and remind yourself and others what your main goals are. Make sure the entire team is on board and committed.
- Set aside time for team training. We may all be seeing fewer patients in a day or opening on alternating days of the week. This means there is more time to do the things that we couldn’t before. Call those vendors. Schedule those lunch and learns.
- Hire a consulting team to help navigate the changes and assist with improvement if needed. Use a hiring company to assist with filling open positions.
Now months from when the world as we knew it came to an abrupt halt, we’re seeing a glimmer of light. While we’re excited to welcome everyone back, we cannot proceed with a business-as-usual mindset and expect the same results as before the shutdown. This pandemic is forcing change upon us all, and whether we like it or not, change is required. But it takes commitment, organization, and open communication from the entire team to ensure its success.
Elizabeth Crockton is the treatment coordinator/trainer and Invisalign program manager for a Boston-based DSO. She has more than 25 years of managerial experience in retail, merchandising, and now dentistry/orthodontics. Crockton creates training programs and presentations for all positions within the company and focuses on developing leaders and improving daily operations to better serve patients. From front office personnel to doctors, she promotes sales and people skills to increase production and profitability.
