Technology & Quality Care: A Team Effort

Thomas K. Hedge D.D.S., F.A.C.E.
Dental Products Report
May 1998

Traditionally, dentistry has been a relationship business. In the past, most patients knew their dentist personally, as friends. The arrival of managed care has changed these relationships. Dental practices have gone in two directions: the traditional relationship practice and the volume, lower-fee practice in which patients may not know their dentist very well. To distinguish themselves as high-touch practices, some practitioners are increasing the level of customer service by increasing their use of technology.

Achieving this distinction may be accomplished by providing such amenities as video games, television, and movies to occupy patients in the reception are and during treatment: a refreshment bar: fresh flowers: and warm towels after treatment.

Enhancing customer service can be as simple as purchasing supplies for a refreshment center and setting them up on a counter top. To take full advantage of such amenities, staff members must be trained to offer services in a warm, friendly manner so that full benefits are realized.

For instance, some patients may be too shy to get up and help themselves unless offered. Staff members need to keep an eye on patients in the reception area and invite them to help themselves to refreshments. Warm towels after treatment do not enhance perceived level of customer service if they are not offered on a consistent basis. Televisions in the ceiling can actually diminish the perceived level of service if they are left blank with no program running: the patient may assume that the dental health care provider is in too much of a hurry or does not care enough to put on programs for patients. Staff members need to be not only devoted 100% to providing great customer service, but properly trained to provide it.

Employing state-of-the-art clinical technology is another way to distinguish the traditional practice. Cosmetic imaging, drill-less cavity preparation, lasers, digital radiography, computerized information management systems, message –on-hold systems , a CAD/CAM restoration milling system, and interactive multimedia patient education are but a few of the many new technologies that can enhance the practice of dentistry from the perspective of both the doctor and patient.

Implementation of new technologies provides challenges. The first obstacle is usually one of limited operatory space, and typically the only solutions are either to adapt to less space or to build a new office. The first option can be facilitated by using some interesting space-saving brackets on the market to hold monitors, keyboards: a wireless keyboard and mouse may be valuable as well.

The second challenge is to get the clinical staff knowledgeable, comfortable, competent, and confident about using the technology. It will not be used at all, or it will be used inefficiently, if training is inadequate.

For example, the effectiveness of interactive patient education system is very dependent on the expertise of the user. The entire staff should know what modules are available and for what situations they are appropriate.

Let’s sat a patient with early signs of periodontal disease has been refusing to allow the hygienist to take a full mouth series of x-rays. Professionally produced interactive patient education programs contain excellent modules with information on the benefits and the necessity of the full-series radiographs for certain situations. If the hygienist is not properly trained and is not familiar with the content of the program, a wonderful opportunity for educating the patient and increasing the chance of treatment acceptance may be lost.

How many ties have we heard about the $10,000 intraoral video camera sitting in the corner, collecting dust? Perhaps the dentist was intrigued by a demonstration at a dental meeting and ordered the camera with the best of intentions. No time, however, was spent in learning or training staff members about how to use the camera effectively. It becomes a lose, lose, lose scenario. The doctor loses the lease payment with little return, the staff members lose a fun and exciting chance to utilize this technology, and the practice wastes an opportunity to be perceived as a high-tech, high touch facility.

A practice Web site is yet another benefit being increasingly offered to patients. A Web site provides three primary benefits: enhancing the new patient experience, increasing existing-patient knowledge, and marketing to prospective patients. New patients can b invited to visit the practice via the Internet. New patient forms and a map with directions an be downloaded and printed at the patient’s home or workplace. A visit to the office also is possible with a virtual tour that walks the patient through the practice with images and descriptions of all the area of the office. Photos and biographies of the dentists \can be include also, as can specific benefits and services offered by the practice. New patients will have an immediate perceived value of the practice. They will know, before their first visit, that this practice is different than any that have been to before. This may help them accept a higher fee schedule for a higher level of service.

Additionally, current patients can access such information as before-and-after photographs of cosmetic cases completed in the practice, lists of movies available to watch during treatment, office hours, phone numbers, and procedure description.

The final benefit of a Web site is its marketing value for the practice. People do surf the Web in search of services, such as a new dental practice. Incidentally, the chances of being found on the Web are proportional to the number of search engines with which your site is listed and the number of links you have with other sites.

Sites should be kept fairly simple. Downloading time of greater thank ten seconds will result in the potential visitor bailing out to visit another site. Download time can be minimized by limiting complex graphics and resolutions.

The future will see increased levels of customer service and technology to enhance dentistry for the patient, doctor, staff, and practice. Let’s all win and move into the future together.