Advanced Prosthetics Institute



Business Plan DevelopmentHandbookIntroductionWe, at API, are glad that you have joined us in taking the first step towards expanding your practice’s services to include serving those patients whose care has often been neglected by dental practitioners. This new line of service will benefit not only your patients but also provide you with a new source of practice patients, revenue, and profitability.The following business plan development manual is for dentists who have attended API’s educational Demystifying Complex Care course(s). The plan is for use in implementing an integrated marketing program to expand your scope of services to include complex dental care. This working marketing tool provides guidelines to allow practices to market themselves to target a new, specific patient base including patients with: biomechanical issues; oral issues related to systemic acidity and inflammation; or a combination of these two issues termed “Biofunctional Disorders”. Many of these new patients also have complex dental needs resulting in treatments with surgical implants and prosthetics to complete full or partial mouth restorations to produce a normal, functional anatomy of the mouth for patients.It is designed to bridge the gap between the dental community and other healthcare providers to identify and collaborate with specific healthcare providers to treat underlying medical and health conditions that are the cause of complex dental issues.When the root cause of the health issue is not properly diagnosed and either eliminated or managed prior to dental reconstruction treatment or during rehabilitation, the long-term value of the dental work will be compromised. Consequently, all the time, energy and money spent on dental reconstruction will be for not while the patient continues to have health issues resulting in on-going dental issues and expenses.For decades, patients plagued with a combination of both medical and dental issues have had their conditions diagnosed and treated independently by medical, dental and healthcare providers. The connection between a health concern and dental issue frequently is not realized. Due to tradition, the lack of time, and inefficient information sharing and communication methods, medical and dental providers have not historically collaborated on the diagnosis and treatment of patients with complex health issues.The philosophy of this concept is to provide a comprehensive and seamless, interdisciplinary, collaborative effort with all health care providers for optimum wellness for their patients. This includes dentists, physicians, specialists, chiropractors, physical therapists, massage therapists, naturopathic physicians and psychiatrists.Working collaboratively with all healthcare providers and including them in your patient’s diagnosis and treatment plan is at the core of this program. Without collaborating with healthcare providers to address these issues first, dental rehabilitation will provide short-lived results. On the other hand, treating the patient wholly provides satisfactory long-term solutions for complex dental needs and optimum total wellness for the patient.Your responsibility as a dentist implementing this concept will be to assemble a team of specialists to deliver a patient’s treatment plan and coordinate interdisciplinary care.Specialists should include:Oral surgeonPeriodontistOrthodontistENT physicianInternal medicine physicianGastroenterologistNutritionistDetox (drug & alcohol) specialistMessage therapistPhysical therapistIntegrated MarketingThis marketing program is an integrated approach designed to provide maximum ROI for marketing dollars spent. It is a proven fact in the industry that marketing for professional services companies works best when an integrated approach includes:Traditional advertisingDirect salesPublic relationsInternal marketingEvent marketingSocial mediaThis manual provides the necessary information, tools and templates, often in a step-by-step guide, to develop and execute integrated marketing.Focus PlanThe beginning of every sound marketing program begins with clarification on where the practice is and wants to go and what is required to get there. The focus plan provides the foundation for the marketing plan while providing clear direction for the practice. It provides an understanding of issues that may impact the success of the company and obstacles that may get in the wayThe purpose of the Focus Plan is to peel away the layers of business activity and various agendas that obscure the discovery of the basic nature of the business and identify its problems. In addition, it is a process which focuses on the business to determine objectives and strategies needed to expand revenue, meet or exceed goals and overcome the problems that may get in the wayThrough the interactive Focus Plan it is possible to get to the heart of the business and identify those obstacles to ACHIEVING MORE. Then by careful analysis, the Focus Plan is the foundation for strategies and the marketing program to overcome the short-term obstacles and become successful, both now and in the future.The Focus Plan can be utilized for situations of various magnitudes. It will work for a department, a division or for the whole company. It is a process built with the assistance of many business consultants who faced the same situation over and overThe focus plan, moderated by an outside neutral source like Insight, provides the ingredient of objectivity. According to Marilyn Vos Savant, credited with having the highest I.Q. in the world, “The essence of intelligence is objectivity. It is the difference between a cognitive leap and jumping to conclusions.” Outside consultation empowers the Focus Plan with objectivity and experience to assist businesses in making “the cognitive leap” to success.The Focus Plan Protocol Is:An exploration of the historical background of a companyAn evaluation of its strengths and weaknessesThe development of future goalsAn examination of obstacles to challenge those goalsAn examination of the current ability to accomplish those goalsThe establishment of wants and needs to accomplish goalsThe development of a timetable to meet objectivesCompany promiseBranding and positioning considerationsConstituents important to the practiceCompetitor attributesAttribute/benefit analysisCompany history and structure:Revenue history and goalsSeasonality issuesUnderstanding what business you are inRepeat customersGeneral review/market & customers:What is size of market, what are your market share goalsKey competitors, what do they offer, what promises do they makeAdvantages over competitionCustomer comments, issues, concerns, perception, positive feedbackCustomer satisfaction guarantee policyConstituencies:What groups do we need to foster goodwill i.e.; bankers, vendors, suppliers, dentist, dental labs, healthcare providersBusiness objectives/goals:Products/percent of business now and in futureDesired revenue goals, over what periodExpansion/new offices Markets Satellite offices1-3 year goalsNon-monetary goalsExit strategyBusiness objective obstacles:What are concerns regarding meeting goalsInternalExternalCost to patientFears and misconception in marketplace Economic concerns, disposable income a driver?What is the anticipated lead concern(s) that will keep consumers awayStaffing concernsEquipment concernsTransition concernsCustomer/patient profile of current practice:Identify primary target groupAge GenderIncomeEducationPsychographics – values & lifestyleProfile customer Geographic considerationsSecondary, sub-target groups of importance (i.e., Hispanic)Stakeholder perception of product/service to be offered:PublicCompetitionCustomerWill stakeholders perceive as cosmetic reconstruction and how does that compare with other competitors using this terminology?Promise:What can we promiseDon’t over promise Why can we make this promise/justificationWhy is it important to the prospective customerMandatories:Legal/disclosuresLogistics/use of vendor logosCustomer expectationsFinancialThird-party payer requirementsAuthority/approval processProduct claimsProduct Attributes/Benefits:Board certificationIn-house financing/financingCash discountsMultiple officesLocation convenienceSpecific dentist credentialsStaffTechnologyThe Focus Plan Executive SummaryCompany History & StructureExamplePractice established in Wickenburg as a general dentistry practice.A doctor purchased the practice in 2004. The average annual income at time of purchase was $700K, but expanded to $950K in this dentist’s first year, with about 2,300 patients.The second year in practice reached gross revenue of $1.1M, where the practice stabilized until 2008.Economy downturn hit the practice hardest in 2008, with a patient attrition between 400-500, bringing patient based down to 1,700.New growth started again in 2010.The practice is primarily general dentistry with serious cases referred to a network of specialists. Currently the practice approach is strong prevention and wellness. The practice realized a decrease in crown and bridgework after the dentist had acquired the practice, but realized an increase in diagnostic and prevention dentistry.Expenses are going up and are being mitigated with slight increase in fees.Purchase of practice was paid in full in 2011, allowing for more commitment to raises, employee benefits, retirement plans.Cancellations have increased in recent years, partly due to the economy.The business is predominantly cash based at 70% with only 30% insurance.Product & Patient ReviewPractice is family-based, approximately 60% female (increase from past of 45%).Patient flow is somewhat cyclical. The strongest season is November through February. The slowest months of year are March, April, September & October.Patient recall is proactive and the active status for re-care visits is 18 months, slightly better than industry average.Practice sees select emergency cases; not focused on non-proactive patient.Most new patients are from referrals.Patient loyalty is driven by:Quality outcome Current/advanced technology Trust Reputation Credibility Ability to listen and allow patient to participate in wellness process Needs met with high standard of care Caring, empathetic staff High quality materials Value of products & services New Associate/Attributes of JoiningBack up for vacation.Share emergency cases.Increase revenue & NOI from added services to include oral surgery, periodontal, implants & root canals.Increase revenue and NOI from the addition of new insurance plans.Increase use of underutilized staff and operatories.New revenues from Seth decrease practice overhead, increases NOI to assist in transition and covering related costs associated with the new prosthodontic division.Prosthodontic Division/Seasonal Issues Seasonality opportunities include tax refund, June and January. Start/stop on projects based on mitigating out of pocket expenses. When other dental offices are slow, referrals will decrease unless we can help them increase their revenue with mutual care concept/shared revenue. Warranty Program 3-year warranty program on work performed by the dentist, 1-year on materials including dentures & crowns Need to define specifics of re-care program required for warranty. For warranty program, we have right to select outside professional vendors.We reserve right to do pre-care and general dentistry work in-house in order to provide warranty. Need disclaimer. Warranty list needs to be developed, but would include:Cleaning (need required schedule) X-rays Splint therapy Acid erosion guidelines Acid reduced dietMutual Care Patient ResponsibilitiesProgram requires post care or re-care for guarantee/warranty to be provided.Warranty program requires co-management participation from referring dentist for their patients. Patient care and income opportunities from referring dentist can include:Bite wingsPanoramic ImagingPre-screening/periodontal records (with dentist’s consultation) Completed fillings All general dentistry to be completed by referring dentistGeneral dentist roles will be further defined in referring protocolA team of specialists will be created including:Orthodontic EndodonticOral surgeryPeriodontal Sleep apnea Prosthetic labHelp specialists increase their revenue; include their marketing materials and website in your marketing, with their permission.Need to develop fee schedule for specialist involved in patient care.What Business Are We InSurgical restorative practice to create a normal, functional anatomy of the mouth. Making people feel whole again while eliminating embarrassment caused by physical dysfunctional anatomy: looking and feeling better with reduction or elimination of discomfort or petitor/Market InformationNo certified prosthodontist practicing in Tri-City area.Dental practices in area not structured/organized to handle full-mouth reconstruction.No interest in the dental community to provide service full time.Most other dental practices prefer the easier, cosmetic cases, front teeth usually.Other practices (not comprehensive), build cases for future long-term treatment; don’t want to do back teeth foundational work.Consumer ConcernsCost/affordabilityChanging doctorsToo much work, afraid of being “oversold” – we need to provide optionsNeed to empower the patient to participate with practice to make joint decisionsNeed to build a relationship with the patient’s current dentist and to make sure patient understands they can’t stay with our practice when work is complete, as such, the must sign a compliance agreement formConstituenciesDental Implant RepsSupply RepOrthodontistOral SurgeonEndodontistOrthodontistPeriodontistSleep Apnea DentistFinancial AdvisorCPALawyerBankLabsObjectives/GoalsBuild value of practice to sell at 3 or 4x value at the time of sale as part of exit strategy.Provide option for an associate to purchase general dentistry side of practice.Add another associate for general dentistry by 2016.Final exit strategy to sell prosthodontist side of business to a prosthodontist specialist.When prosthodontist side of business is financially secure, sell general dentistry side of businessLooking to establish 501C for underserved dental care for children/poor or join a service organization by the end of 2013.Assistant for Associate.Third front office person.CT scan.Hard/soft tissue laser.TMJ training for dentists.Monetary Goals/ProsthodonticsAchieve gross revenue of $700K by summer of 2014.Achieve gross revenue of $1M by January of 2015.Make prosthodontics a full-time venture with $1-1.5M annually by December of 2015.Expansion GoalsHave larger office space by end of 2014.Provide services to additional communities in surrounding areas– either by transporting to Prescott or alignment with dental offices in these communities.Grow regionally under the brand through Southwest with additional dentists.Potential ObstaclesStartup costs.Acquiring debt.Managing staff issues/concerns.Building relationships with dental/medical community.Current dental business and patient care models.InflationEconomyInability for patient to get financing.Changes in healthcare programs, decreases in insurance coverage.Customer ProfileThe decision maker to have procedure is the one that suffers.Not age or gender specific – genetics & environmental situations are driving force.Ages 50-70 is the largest age group.Candidates for procedures include:Drug abusers Acid reflex, acid erosion Bulimia Grinders Severe periodontal TMJ/TMD Severe headaches Previous denture wearers Prosthetic sensitive or intolerant Fair skin/Scandinavian Cleft palateMandatoriesCannot use the word “specialist” when referring to the dentist or prosthodontics.Cannot make reference we are better than competition or provide a better quality of care.Cannot use the word best to descript dentist, procedures, equipment.“Promise” To Dental CommunityMore prepared and structured to provide prosthodontic care.Dedicate to optimum outcomes for their patients.Create a revenue opportunity for their practice.Ensure that their patients to return to them for future dental care.Establish final review, expectations, and exit interview including plans for future.“Promise” To the Patient/PublicProvide a service that will allow an individual to feel “whole” for the first time.Improve the quality of their life by the way the look and physically feelImprove their overall health/wellness to an optimum level.Provide value through a focus on prosthodontics: Experience, efficiency, convenience, cost- effectiveness based on volume of care.Attribute/Benefits AnalysisAttribute:Same location since 1992Benefit: Demonstrates stability Established practice, no learning curves Staff continuity, efficient, effective careAttribute: American Academy of Cosmetic Dentistry Benefit: Cosmetic experience, credentials Enhanced knowledge through course work Ethics: Standards/guidelines required Note: Join American Academy of Prosthodontics; Society of TMD TherapyAttribute: Commitment to Continuing Education Benefit: Updated on latest techniques and procedures Exposure to latest clinical studies and results Exposure to case histories, experience from other practitioners Knowledge gained from interdisciplinary cases requiring multiple specialists Improved outcomes for current patientsAttribute:The dentist’s past prosthodontic issues Benefit: Strong commitment to prosthodontics based on personal experience Understands emotions and physical discomfort associated with related disorders True empathy for those with prosthodontic issues; understands same anxiety for having procedure Credibility, trust – pure motivation for selecting this specialtyAttribute:Staff Averages 18-Year Experience/Over 120 Years Collective Benefit: Seasoned, qualified employees Caring, empathetic staff Optimum outcome for patientsAttribute: Multiple Hygienists Benefit: Patient choice Team concept for patient care – shared knowledge Expedite appointments Back-up for vacation time, sick leave, hygienist absenceAttribute: Relationship With Medical Community Benefit: Concerned for overall wellness of patient Harmonic and efficient coordination of patient care with other healthcare providers of patient “Quarterback” of total oral careAttribute: Advanced Technology/Digital Records Benefit: Improves and simplifies patient communications Can transmit records to them easily, either in person or electronicallyAttribute: Direct links, integrated software with other dental specialist or primary care physicianBenefit: Expediting communicationsImproves communications Mitigates records/files don’t get lost or misplacedAttribute: Digital X-Rays Benefit: Reduces exposure to radiation Reduces patient wait time during appointment - no downtime waiting for films to process Catch problems earlier, allowing to treat conservatively Reduces tooth loss and related costs Allows patient to view problem, participate or partner in treatmentAttribute: Digital Intraoral PhotographyBenefit: Eliminates guess work Increases trust – can visually demonstrate improvements to assist with consent Patient becomes proactive in decisionsAttribute: E4D CAD/CAM Benefit: Provides for same day crowns Saves patients money Reduces downtime, time off work Provides for high quality product Provides greater convenience Reduces injections, anesthesia Reduces anxiety Reduces discomfort and adjustments associated with TEMP crownsObservations & RecommendationsAs the practice grows, specifically with satellite locations, we have to carefully maintain personal touch.As the practice grows regionally, we need to make sure that future image, reputation and reason for selecting practice is based on entity, not the dentist.For both sides of the practice, we need to initiate a formal patient satisfaction survey and recruit qualified patients for marketing referrals, including Internet reviews.In order to stay connected with key constituents, we recommend a formal communication protocol to keep them abreast of key changes, expansion and services within the practice.As part of our branding, we will address livery in the marketing strategy.For the purpose of brand identity and to enhance trust/referrals from the dental community, initially signage should include the name/logo of prosthodontic entity. Eventually as practice grows, with future office expansion, a separate entrance would be ideal.As we start to market to and receive patients from out of the area, we need to create a hospitality package program.Although the patient who ultimately makes the decision for full or partial-mouth reconstruction, we need to determine the “role” women play in relationships in either encouraging the decision to have this work done and in selecting the practice to perform the work. Women are traditionally the decision maker when it comes to healthcare issues.The “Mutual Patient Care” concept will be critically important to mitigate mistrust and resistance from the dental community in order to maximize patient referrals.Color-code referring patient files to clearly denote that a patient is sent to the practice for mutual patient care and must be returned to referring dentist upon completion of treatment.Develop formal patient referring/reward program for both sides of practice.Establish incentives to boost business during traditionally slowest months of year.Promote prosthodontic warranty program with written document, which a patient must sign acknowledging their requirements to keep warranty program in force. This can be combined with language that a patient understands they must return to their dentist upon completion of work.Develop POPs to promote prosthodontic division and key attributes to patients.In order to address financial concerns associated with prosthodontic work, we need to consider a tiered discount program, or packaged plans with lock-in costs.Unless already in place, we suggest offering cash discounts for services not covered or not covered adequately by insurance. This would be in addition to the CareCard program.In order to address costs issues associated with prosthodontic work, we need to consider offering in-house financing to augment insurance plans; credit card limits tor CareCard limits.Regarding community/charity work, our recommendation would be for the practice (entity/ not the dentist) to establish 501C for underserved children as opposed to joining a service organization if time commitment is an issue for the dentist.When looking for a satellite office in Sedona and Cottonwood, if this office is an affiliation with a local dental group, the prosthodontic entity needs to establish a package for that affiliation. It can be as simple as rent sharing combined with the Mutual Patient Care revenue generation for that practice. Alternatively, if more involved, we can also include some co-marketing support.Depending on growth opportunities and depth of markets, we may want to solicit investment funding from a private equity investment group (for multiple locations on a regional basis).We need to include proposed changes/shifts in the “culture and current patient care models/ paradigm” within the industry as part of our marketing. One based on the values of a highly “specialized” industry, which by the nature of its existence can reduce healthcare cost through efficiency and experience.Define brand value through “price, quality and service.”We recommend that the prosthodontic entity staff read the book “Raving Fans” by Ken Blanchard and follow-up with group discussion.We recommend monthly staff meetings to introduce new program/protocols, discuss and make changes to procedural matters.We recommend titles and roles of employees to be written by staff and finalized between employee and owner.We recommend quarterly employee review meetings between the owner and employees.A practice needs to have clear goals and objectives clearly stated. These need to include both monetary and non-monetary goals. Non-monetary often will focus on tools, technology, personal and physical needs in order for an organization to achieve its goals.Goals are developed as part of the Focus Plan addressed in section three of this manual.Goals should be evaluated quarterly to ascertain that the path to achieve goals is established, that goals are on target and that adjustments, if required, are made.Positioning Strategy, Branding & TaglinesProduct positioning is one of the most important strategies in marketing. When positioned properly, an organization maximizes its market share and revenue goals, which results in sustainable growth for the life of the company.Positioning is responsible for perception. How do you want to be perceived in the mind of the prospective client? When a prospective client hears or sees your name or logo, what one or group of words do you want to own in the mind of the consumer? What do you want them to think of when they hear or see Advanced Prosthetics Institute? How do we differentiate ourselves from our competition in the mind of the consumer?Keeping this in mind, the positioning strategy Advanced Prosthetics Institute is comprehensive tertiary dental practice for complex dental issues, including partial or full-month reconstruction. In short, the group of words in the mind of the consumer to be owned by API is “complex dental rehabilitation.”Branding is the business science of creating expectations with consumers when they hear or see the name and logo of an organization. Expectations generally are anticipated in three key areas important to consumers:Quality Value ServiceBranding: “Brand marks and brand icons” have evolved over the years to engage consumers, to earn their business:A brand is something consumers trust.A brand is something consumers love.A brand is something consumers participate with (what others say about the brand). API will be synonymous with…Advanced & on-going training, education for dentists and staffStellar reputationTertiary care providerBridging the gap between dental & healthcare professionalsInterdisciplinary/collaborative careHigh standard of careLatest technology/proceduresComfortable, relaxing environmentCaring, empathetic staffPersonalized careAn industry leaderMission StatementThe following are the mission statements for both for our healthcare partners and the general public (patients).For the healthcare community:Bridging and empowering dental and healthcare providers through education, practice management and marketing tools to coordinate complex dental and medical healthcare needs of the patient. To demystify complex surgical and reconstructive care for medically and dentally compromised patients through a streamlined delivery system.For the General Public:To allow people with complicated dental needs to feel whole again, or for the first time, while re-establishing confidence in their esthetics and ability to function normally. To help people look and feel better and to improve their health and personal well-being. Core ValuesWe will assist in developing the core values for API. Once established they should be incorporated into employee orientation and training materials, included on your website and displayed prominently in the office through Point-of-Purpose signage or placards.Core Values to Consider:Respect: We honor the rights and beliefs of our fellow associates, customers and community. We treat others with the highest degrees of dignity, equality and trust.Integrity: We encourage the highest moral and ethical standards, demonstrating honesty and fairness in the every action we take. We do the right thing even when it is not popular or easy. As a vital measure of integrity, we will ensure the health and safety of our patients and the patients of our healthcare partners.Leadership: Leadership in our business is defined by courage, personal integrity and having a vision, which inspires and motivates others. Contribute to improvements in technology and procedures that will enhance the wellness and improve the life of others thru innovation as, well as, to inspire others within the industry to follow.Innovation: Means developing creative solutions and putting them into action. Being the best in the complex dental care industry means developing innovative ideas and putting them into practice successfully. We are creative in delivering value to our fellow associates, clients and community. We anticipate change and capitalize on the many opportunities that arise.Empowerment: To grant authority to our talented people to take the initiative to perform their job and to do what’s passion: In our interactions with each other we will strive to be kind, compassionate and empathetic as we work toward our collective and separate goals. We will demonstrate the same concern for our patients, referred patients and our healthcare partners.Passion: We create unmatched levels of enthusiasm about our brand, services and staff, thereby delivering superior value to our patients, healthcare partners and community.Accountability: We accept our individual and team responsibilities and we meet our commitments in a timely fashion. We take responsibility for our performance in all of our decisions and actions.Teamwork: We promote and support a diverse yet unified team. We work together to meet our common goals. We work for the good of the company, not just as individuals, by freely offering help and assistance to others and seek it when needed. We provide praise and encouragement to fellow associates. Celebrate success...both individual and team.Knowledge: The ability to instill a thirst to continually study, observe and investigate our industry for facts and ideas that can improve the health and well-being of our patients, as well as to create an environment that inspires the desire to learn.Trust: We will honor the spirit and intent of our commitments and promises, demonstrating consistency between our actions and our words. We are accountable to and can rely on, each other for honesty and good faith efforts. Communications are open and authentic.“Promise” To Dental CommunityWe promise to provide a tertiary practice dedicated to complex dental care and to ensure that their patients return to their practice for future dental care. We are committed to providing the appropriate structure and obtain the latest education to provide prosthodontic care.We promise to offer the latest technology and procedures to achieve optimum outcomes and long-term solutions for patients.We promise to provide state-of-the-art, cloud based software for collaborative care between referring dentists, our practice, other required healthcare professionals and the patient, for optimum efficiency and stellar communications.At the option of each referring dental practice, we promise to help other practices to create a new profit center from their participation in our treatment plan.We promise to establish protocols that allow for a final review of work completed and expectations, including an exit interview to review required follow-up regime and future dental care plans.“Promise” To the Patient/PublicWe promise to provide a service that will allow an individual to feel “whole” for the first time, while improving the quality of their life by the way the look and physically feel.We promise to involve all necessary healthcare providers to improve their overall health and wellness to an optimum level, primarily by addressing and managing the underlying cause(s) of their complex dental issues.We promise to allow the patient to follow their treatment plan and communicate effectively with our office through our cloud-based collaborative software.Execution of BrandingHow a product or company is delivered, from the initial contact through re-care follow-up, is critical to meet brand expectations. It defines the value, quality and service that the brand delivers. If executed properly, branding will result in loyal customers (customer retention) and increased patient referrals, two key objectives of branding.To obtain brand loyalty, the following should be executed:The practice should adopt a culture that views patients as clients – nobody wants to be a patient (negative connotation) but everybody wants to be a client.Marketing materials and advertising must be highly creative providing a look and feel as unique as possible.Appointment times should be adhered to within 10 minutes of scheduled appointment – if wait time is more than 10 minutes, client should be advised as to why.If wait time exceed 20 minutes and treatment cannot be completed in the initial prescribed time period, client should be offered ability to reschedule with an incentive for the inconvenience.Client events must mirror the reputation of the practice, therefore, high quality experiences.Client gifts/gift certificates must be of high quality.Front desk personnel must be able to handle and direct calls, as well as, greet and interact with clients, in a manner consistent with an industry-leading practice.The center must be clean, orderly, and comfortable in the public eye. A home-like atmosphere must be maintained.Code of conduct should be adhered to by employees not only at practice, but at any event hosted by API or when in public while wearing a uniform.Livery and dress code should be considered for all employees that interact with clients on a regular basis (administrative staff is optional).Every parent should leave with a client satisfaction survey and pre-paid return envelope or instruction on how to complete survey through the website.Every client/parent should be given adequate time for educational overview and have all questions answered before proceeding with study or treatment.A post-treatment office visit call from the practice should be made within 24-48 hours to answer questions and determine if client is happy with results, service.Cross-selling products and services is permitted, but needs to be handled tactfully.Recommending other products from which a client would benefit may actually be a service rather than a disservice to the client.The client is always right.Tag Lines As part of your positioning strategy, the tag line developed for API is, “Comprehensive Dental Rehabilitation”.Customer Profile/ General PublicIt is important to identify and profile our ideal client to maximize our marketing results. Understanding whom we are talking to allow us to focus on a message strategy that will connect with the customer. It allows us to address their wants and needs in a way that can best motivate them to take action. That action might be to visit our website, call our office or RSVP to a special event like an implant seminar.Most healthcare decisions are made by women. This is especially true in a family environment. Traditionally, men do not embrace the preventive healthcare concept. They normally visit healthcare providers only when a problem occurs. As such, when profiling your ideal patient or client, women need to be considered as a primary audience. What will change from practice to practice may be both the demographics (age, education, income, race) and psychographics of the female client (lifestyle and values considerations).In developing a customer profile, you will need to define secondary target groups and may have sub-groups to your primary and secondary groups, i.e.; Hispanics. Sub-target groups may need to be profiled separately has family values may change as well as what may be important to them in their decision-making process.Candidates for procedures include:Acid reflex, acid erosion Bulimia Dentally compromised individuals recovering from drug addiction Advanced Bruxism Severe periodontal TMJ/TMD Severe headaches Previous denture wearers Prosthetic sensitive or intolerant Fair skin/Scandinavian Cleft palate Cancer patients scheduled for or who completed chemo or radiation therapy.Customer Profile/Healthcare CommunityPrimary care physiciansInternal medicine physiciansGastroenterologistsEar, Nose & ThroatOncologistsChiropractorsMassage therapistsNutritionistsPhysical therapistDetox physicians or rehabilitation centersGeneral dentists not interested in complex casesAPI Customer ProfileThe decision maker to have procedure is the one that is suffering.Not age or gender specific – genetics & environmental situations are driving force.Ages 50-70 is the largest age group.Business-to-Business MarketingA significant part of the marketing is dedicated to working in a interdisciplinary and collaborative effort with healthcare professionals who may play a role in managing or treating the underlying healthcare issues affecting complex dentistry.The hiring of a full or part-time Marketing & Outreach Director will be required to execute not only the B2B program, but the marketing of the practice concept as well.As part of this “formal” referral and co-management program, you will need to implement a formal business-to-business sales program, which is detailed in the following pages.Key Components of a B2B ProgramPlacement of an in-house sales/marketing/outreach personnel.CRM software.9x12 marketing package.Business cards/business system.Dedicated website.Dedicated rack/#10 brochure for patients/public to be shared with healthcare providers.Video series.Monthly news bulletins.(Most of these components are further explained in section titled “Traditional Advertising”) Sales/Marketing Director Titles & QualificationThe sales and marketing position title can be determined at the time you solicit for this position. Titles we suggest include:Director of Healthcare RelationsPatient & Outreach CoordinatorDirector of MarketingDirector of Marketing & Patient ServicesDirector of Marketing & Patient Education Key attributes for this position include (can be part or full-time):College degree or college studies in marketing, communications or business management.Experience in professional sales or marketing.Dental knowledge a bonus but not necessary if self-motivated learner.Solid oral and written skills.Knowledge of Microsoft Word and Excel is necessary.Knowledge of social media and CRM software helpful.Good program tracking and reporting skills.Healthcare Sales Program – Mutual Patient Care/APIProgram Goals To create the most comprehensive and formal referral program for dental rehabilitation in your defined geographic market area. Create, then expand, new patient base for partial/full mouth restoration. Establish long-term brand loyalty with healthcare professionals. Create a seamless, efficient and low-cost system of Mutual Patient Care between your practice and healthcare professionals. Create interdisciplinary program between dental specialists required for turnkey program. Establish lunch/dinner meetings with the top 10 referring healthcare professionals as a way to show appreciation for previous support.Establish lunch/dinner meetings with 10 additional healthcare that are a high priority but are currently not referring to us. Establish priority by healthcare category, then create A/B/C list for each category Protocol For Top 10 Referring Healthcare Professionals Breakfast/Lunch Program: Setting the AppointmentDetermine with the dentist which of the top 10 healthcare providers he personally wants to join for a breakfast or lunch meeting. Call selected offices to set a breakfast or lunch appointment with owner and their office manager or administrator. Let referring office recommend their favorite restaurant. Call the restaurant to schedule reservation. Provide appointment information to Outreach Director if the dentist is to be included. Outreach Director to accompany Dentists at these breakfast or lunch appointments. In the absence of Dentists, the Outreach Director will represent API at these breakfast or lunch meetings, Insight will be available in needed. Plan to arrive at restaurant 5-10 minutes prior to appointment time. Protocol For Top 10 Referring Healthcare Professionals/Lunch Program: During The Breakfast/Lunch Thank a referring practice for their past referrals and placing trust in the dentist. Be prepared to take comprehensive notes. Explain benefits of formal Mutual Patient Care ProgramKey benefits to their patients and office: Seamless & efficient, easier to referReferral/patient demographic forms will be provided, can be emailed or faxed Appointment can be made while patient is in their officeSame-day emergency appointments Comprehensive treatment plan managed through one office for patient convenience & potentially lower costs Interdisciplinary team of specialists under one treatment concept Will provide protocol, forms, materials and orientation for referring office Will provide patient educational materials/brochures at referring officeKeep updated on latest changes in technology and procedures through monthly healthcare bulletin emails 30% discounts on all services and products for referring healthcare professionals and their staff. State-of-art technology & procedures. Specialized training in prosthetics.Co-management and new income opportunities for referring dentists.Several financing options available. Ask what the most convenient way to share information with their office is. PhoneEmailFaxAsk how their patient base is segmented.Pediatric Adults 25-54 Seniors 55+. Ask names of all other healthcare providers or key staff including Referral Coordinator if applicable. Ask what they specialize in (key services). For general dentistry (specialist) or non-dental healthcare, ask if they are accepting new patients.If yes, we may be able to refer our patient to their practice Ask who would be the primary contact for coordinating patient care.Ask if there is anything else we can do for them. Conclude breakfast or lunch.Protocol For Top 10 Referring Healthcare Professionals/Lunch Program: Post Breakfast/Lunch Enter results of meeting/data in CRM software along with any required follow-up or next action step. Send a follow-up letter to healthcare professionals within 24 hours of breakfast/lunch meeting. Follow-up with personal visit to their office within 7 days of breakfast/lunch. Introduce yourself to the front desk personnel. Ask for the person identified at the breakfast/lunch as key contact for referral (if person WAS NOT at breakfast/lunch). Provide API informational pocket folder. Pull out of folder and quickly review referral/demographic form. Ask if they would like to schedule a get acquainted in-office lunch and orientation. If yes, schedule prior to leaving if possible. Bring and provide general practice patient brochures, appointment cards and directional maps. Enter results of office visit meeting in CRM software along with next action step. If person you met with at office visit was your first interaction or meeting with this person, send thank you follow-up letter within 24-hours. Follow-up by phone or in person as directed by their office or as needed (recommend every 30-45 days). Update your database contacts every 90 days. Add to list for Thanksgiving appreciation cards or Christmas cards.Protocol For Top 10 Inactive High Priority Practices To Establish A Referral Relationship Breakfast/Lunch Program: Setting The Appointment Identify the top 10 healthcare offices that we want to establish a referral program with that CURRENTLY DO NOT refer to us, or are under referring to us. Call potential referral office to set a breakfast or lunch appointment with owner and office manager or administrator. Let them recommend their favorite restaurant. Call the restaurant to schedule reservation. Provide appointment information to Outreach Director if the dentist is to be included. Outreach Director to accompany the dentist at these breakfast or lunch appointments. In the absence of the dentist, the Outreach Director will represent API at these breakfast or lunch meetings. Insight will be available if needed. Plan to arrive at restaurant 5-10 minutes prior to appointment time.Protocol For Top 10 Inactive High Priority Practices To Establish A Referral Relationship Breakfast/Lunch Program: During The Breakfast/Lunch Explain that we are launching a comprehensive formal referral program and that we would like to engage with their practice for the mutual care of their patients for dental rehabilitation. Co-Management income opportunities available for referring dentistsExplain benefits of formal Mutual Patient Care ProgramKey benefits to their patients and office: Seamless & efficient, easier to refer Referral/patient demographic forms will be provided, can be emailed or faxed Appointment can be made while patient is in their office Same-day emergency appointments Comprehensive treatment plan managed through one office for patient convenience & potentially lower costs Interdisciplinary team of specialists under one treatment concept Will provide protocol, forms, materials and orientation for referring office Will provide patient educational materials/brochures at referring office Keep updated on latest changes in technology and procedures through monthly healthcare bulletin emails 30% discounts on all services and products for referring healthcare professionals and their staff. State-of-art technology & procedures Specialized training in prosthetics Co-management and new income opportunities for referring dentists Several financing options available Ask if they were to work with our office, what would be the most convenient way to share information with their office.Fax Phone Email Ask how their patient based in segmented.Pediatric Adults 25-54 Seniors 55+ Ask names of all other healthcare providers or key staff. Ask what they specialize in (key services). For general dentistry (specialist) or non-dental healthcare, ask if they are accepting new patients.If yes, we may be able to refer our patient to their practice Ask for their business – what do we have to do to earn it. IX. Ask who would be the primary contact for coordinating patient care. X. Invite them to tour our office, meet staff, preview cases to understand capabilities. XI. Conclude breakfast or lunch.Protocol For Top 10 Inactive High Priority Practices To Establish A Referral Relationship Breakfast/Lunch Program: Post Breakfast/Lunch Enter results of meeting/data in CRM software along with any required follow-up or next action step. Send a follow-up letter to referring healthcare professional within 24 hours of breakfast/ lunch meeting thank you for their time and look forward to working with their staff (or potential future opportunity to work with their staff) and helping their patients with their dental rehabilitation needs. Follow-up with personal visit to PCP office within 7-10 days of breakfast/lunch. Introduce yourself to the front desk.Ask for the person identified at the breakfast/lunch as key contact for referral (if person WAS NOT at breakfast/lunch). Provide API informational pocket folder. Pull out of folder and quickly review referral form. IF THEY ARE READY FOR A REFERRAL RELATIONSHIP, ask if they would like to schedule a get acquainted in-office lunch and orientation. If yes, schedule prior to leaving if possible. Leave general practice patient brochures, appointment cards and directional maps with their office. Enter results of office visit meeting in CRM software along with next action step. If person you met with at office visit was your first interaction or meeting with this person, send thank you follow-up letter within 24-hours. Follow-up by phone or in person as directed by their office or as needed (recommend every 30-45 days). Update your database contacts every 90 days. Add to list for Thanksgiving appreciation cards or Christmas cards.Protocol For Remaining Healthcare Professionals Not In The Top 10 Categories To Establish A Referral Relationship Program Develop a healthcare professional database by categories within your CRM software. Follow the sales protocol recommended in the CRM software.Contact remaining healthcare professionals to determine the name of office manager or administrator. Add names of office manager/administrators to the database. Send out introductory program letters to remaining healthcare professionals, both owner and office manager/administrator (if applicable). Send out letters in manageable groups of 10-15 at a time. Follow-up introductory letter with phone call within 7-10 days. If you are unable to reach someone on the phone within 7-10 days of the letters being mailed, call a second time within 5 days of the initial call. Track you calls and call dates in the CRM software. Ask for an appointment to stop by the office and explain our program. If you are unable to reach someone by phone, or if you don’t receive a return phone call within 2 weeks of your initial call, drop by the office and introduce yourself to the front desk. Ask for the person you were trying to reach. If available to see you, discuss our program with them. Pull out of the API information pocket folder the referral/demographic sheet and review with them. Leave an API information pocket folder for them. If they are interested in our program, tell them you will deliver patient brochures, appointment cards and directional maps and then do so within 5 business days. Send a thank you follow-up letter within 24 hours to the person you met with. If the person you want to speak with is NOT AVAILABLE, ask for that person’s business card and leave your business card and a API information pocket folder for that person with the front desk. Send a “sorry I missed” you letter to the person that you wanted to meet with (but was not available) within 24 hours. Enter the results of your visit in the CRM software program and indicate follow-up or next action step(s). For healthcare professionals that have not responded, are unavailable or have not made a commitment to participate in our program, create a “drip” campaign.Place them on our monthly email education healthcare bulletin of the month programFollow-up with office manager/administrator with a phone call, email or letter every 60 days – the goal is to keep us top of mindAfter 6 months of trying to establish a relationship and that goal has not been accomplished, continue with the monthly healthcare bulletin and contact every 90 days.After 12 months of trying to establish a relationship and that goal has not been accomplished, continue with the monthly healthcare bulletin and contact every 6 months – this practice is not likely to refer to API. Update your database contacts every 90 days. Send out Appreciation Cards at Thanksgiving or Christmas cards. Color-Coding Patient FilesIn order to easily identify a patient that has been referred to us, we will color code files with large colored dots on the front of a patient file based on category type (i.e, green for dentist, blue for chiropractors, etc.). This is a visual reminder to all staff that this patient has been referred to us based on a given category. For dental referrals, it is also a visual reminder that the patient is to be returned to the referring dentist upon discharge with appropriate exit interview communications in municating Patient Treatment With Referring Healthcare Professionals After we have completed exam of a referred patient and have determined the treatment plan, we will notify referring office in writing as to our diagnostics, treatment and follow-up care – we recommend that the letter that we will send to referring healthcare professionals will be placed our files. Communications can be completed electronically. Each time their patient returns to our office for follow-up care, if applicable, the referring office will receive correspondence regarding the patient’s treatment. When the referred patient is released from our care, we will notify the referring office that no further appointments have been scheduled, treatment plan is completed, results of the treatment and that post-care treatment has been discussed with their family dentist.Appreciation EventsAt some point shortly after completing visits with top 20 VIP healthcare professionals, we would have an open house for those groups and their staffs. Later, once, we have reached out to the majority of healthcare providers and a referral process has begun in earnest, we would have an Appreciation luncheon for healthcare professionals and their staff (mostly staff).It is anticipated this would be scheduled within 9 months of launching program.Events can be at practice or at restaurant. If at practice, event could be outside. If outside, event would be under tent with tables/chairs. Lunch would be a themed program. Invitations would be sent as letter/flyers to referring offices. Letters mailed 30 days prior to event. Second reminder mailing 10 days prior to event. Referring offices must RSVP 72 hours prior to event.If event held at practice and parking is a concern, we can do a remote parking location and shuttle people to and from the event site.Reward-Based Referrals As prescribed by law, a medical practice cannot pay for referrals from another healthcare source, and in some cases, incentives are also scrutinized by governing boards, such as dental and medical boards. As such, we should refrain from aggressively publicizing any type of appreciation gift, but the following are some suggestions on ways to thank healthcare professionals that participate in our Mutual Patient Care Program. However, for our leading referring healthcare practices, recommended appreciation gestures include: Tickets to concerts or events Gift certificates to restaurants Charity donation made on behalf of their practice After hour office parties Having lunch brought to their office for their entire staff Office gifts– artwork, plants, flowers (establish thank gift protocol to a new referring healthcare professional who refer their first patient)Program Tracking In order to track all the sales activities, required follow-up service and commitments made for specific follow-up items, we will need to acquire a Customer Relationship Management software program. Regardless of the CRM software selected, important features for managing sales/contacts/ program activities include: Customer lists Follow-up activities and daily reminders Grouping/subgroups by specialty, company, city, zip, etc. Mail and email merge, including monthly newsletters, monthly dental updates, holiday cards, birthday cards Database management, database sharing Mobile devise access, online sharing Integration of social media Dashboard management Task manager Customization Date/time stamps Add document(s) capability Keyword reporting Filter features Orientation for Referring Offices We will need to develop with API staff an orientation for healthcare professional offices. Topics may include: Who we are – overview of staff and specialists What services we provide, case studies Candidates for procedures How to recognize need How to refer – use of formsScheduling appointments Providing their patient with new patient forms, practice brochures, appointment card Inter office communications – keeping them informed Finance options Non-compete forms (if referral from dental practice) Exit interview (if referral from dental practice)Referral & Co-Management ProfileReferral and co-management protocol is important to streamline the process for an efficient experience for both practices and patients. The referral protocol should be used by all non-dental healthcare providers and dentists.Patient Referral Protocol/Healthcare Professionals & DentistsThe following is our recommended guideline when referring a patient to our facility: Call our office to schedule an appointment for your patient while they are still at your office. Provide your patient with our appointment card with appointment time.* Provide the patient with a map to our office if needed* Provide your patient with our practice patient brochures* Inquire if transportation to our facility is required. As a convenience to your patient, provide them with our new patient/health history forms so they can complete them prior to their appointment. A PDF of this form is available as a download on our website. See plete a Formal Patient Referral Form. Include any pertinent healthcare notes. A PDF of this form is available as a download on our website. See below. Email or fax this form to our office. Please forward any patient demographics that may be available via FAX or email (do we want to create a demographics sheet for them?Appointment cards, maps to our office and brochures are available. Please call our office if you would like a supply.Parameters to Co-Manage the Treatment PlanDentists have the option to participate in the patient’s treatment plan, providing services they are prepared to do. This opportunity will create additional revenue from co-managing the patient through our Mutual Patient Care Program.In order to participate in the Mutual Patient Care Program, a referring dentist agrees to the following office protocols and dental care parameters:Complete Exam by referring office—Recognition of collaborative care need. CPT Code: D0140 – Limited Oral Evaluation CPT Code: D0150 – Comprehensive Oral Evaluation Exam Requirements by referring office: Diagnostic X-ray Exam Periodontal Patient: Readable full-mouth series Non-Periodontal Patient: 7 series bitewings & Panorex Complete Patient Record Full Periodontal Chart Call to inform the practice’s office regarding a patient being referred. Referring office to complete patient referral form. Referring practice to consult with the dentist or associate dentist and acknowledge policies and protocols.API will require a comprehensive fee-based consultation, which a portion of the fees will be applied to the case at case acceptance. Detailed/Extensive Oral Evaluation: CPT Code: D0160Review exam information from referring officeDiagnostic casts as needed Face bow and mounting of casts Jaw relations records—Determination of centric relation position Intraoral and Extraoral Photos Additional x-rays as needed CT SCANS (Cone Beam) Case Treatment Planning Diagnostic Workups Determination of phased care Determination of collaborative care needs General Dental Periodontal Orthodontics Oral Surgery Endodontics Sleep Apnea Implantology TMJ Etc. Fee schedules assessed Case Presentation Financial Planning Request/Perform additional specialist consultations Case Scheduling with Health Collaborate? Predetermined general dental needs may be coordinated with referring general practice Treatment Completion Exit interview process and warrantyCorporate Practice News ProgramUtilizing news opportunities to promote the practice and its techniques and technology is a good marketing tool, primarily because readers of news articles attribute more “credibility” to a news story than other paid marketing activities.A key reason is that readers view a news story about an organization as a “third party” endorsement from a credible source (news outlet). The general public does not realize the role of public relations people in generating news opportunities. Their basic understanding is that the media sought out a source to interview (in this case your practice) to feature in a story. And news organizations are only likely to select an industry leader for such interviews/stories.However, there are a number of rules that must be followed in order to create an on-going working relationship with news outlets. A guideline for establishing good media relations is:Make sure the story is written in journalism format, utilizing AP Stylebook. (Factual info, What, When, Why, Where, Who...). AP Stylebook can be purchased, defines how to use proper names, numbers, symbols, attributing quotes, abbreviations and more. Don’t diminish the importance of journalism format using AP Stylebook.A news release must be newsworthy, accurate and of local interest.Preparing a query letter to pitch your story idea or explain what is in the news release and why you feel it is important to their readers, viewers or listeners is helpful in having your news release considered. Always offer a company spokesperson (usually the doctor) to be available for interviews.Do not editorialize, embellish facts, exaggerate or use adjectives or adverbs.Be careful to use wording such as “always, first, only.” Don’t make claims that can’t be substantiated.Of course, dental and medical licensing bodies usually restrict the use of words such as “best” or any wording that suggests that what your practice does or offers is better or superior than others.On a press release, include the name of community from which the news is being generated, date material can be released (usually the verbiage: For Immediate Release), contact name and number.Keep press releases to 2 pages or less. Radio news releases should only be about 2-3 paragraphs.Place the most important information up front.A second page (if applicable), repeat the “news story headline” at top of second page. This is in the event that pages get separated by mistake in the newsroom.Double space copy to allow for editor notes and instructions.See the attached release as an example.Conducting Interviews for Maximum Impact & Positive ResultsIt is crucial that you get to the heart of the story quickly. Eliminate unnecessary or complicated details. Only offer your opinion when asked. Again, avoid the use of adjectives and adverbs.Interview PreparationThe best way to prepare for a productive interview is preparation. Here are some helpful hints.Find out the objective of the interview. What is the target, intended audience?Do your homework and focus your answers accordingly.Get the details for radio and TV. Is the show live or taped? How long is the interview? Will it be shot for “B” roll (filler in a larger story), off camera or is it a live interview?Research the reporter if possible. Review articles written by the reporter to determine their style of reporting. If broadcast, watch or listen to their show.Consider the deadline. Be prepared to meet the reporter’s deadline. Most reporters are on tight deadlines, often the same day they initially call your office. When a member of your staff fields a call in your absence, make sure the find out the deadline, and to inform the reporter if you are able to return their call prior to deadline. If not, thank them for their interest in your practice but let them know it is not likely you can make the deadline. In such cases, it is good to have a backup or secondary spokesperson who can fill in the absence of the dentist or company founder.Create your own agenda. Make sure you get through some, if not all, of your key message points.Know the facts. Research if necessary and be accurate. If you are uncertain of a fact, don’t guess. Tell the reporter you don’t know but will research the questions and that you, or someone else from your office will get back to them promptly.Play the devil’s advocate. Anticipate tough questions and prepare straightforward answers.Know your answers. Practice in advance when possible.Consider visuals for TV. Before and after photos, sample of the product enhance the interview.Offer to have a customer for interviewing purposes. Make sure to make these arrangements with your client in advance prior to making any promises to the media. You might have several patients willing to be on call for such opportunities.During The InterviewCommunicate in advance. Provide the reporter with ample background information and a copy of media materials before the interview when possible. However, do not be disconcerted if he/she has not reviewed your materials prior to the interview.Answer your audience’s number one questions. People always want to know “what’s in it for me...”Keep it short and simple. Stick to basics.Build the editorial pyramid. Most import facts first.Speak for the record. Anything you say can be used. There is no such thing as “off the record.” If you say it, it’s public information. Best rule here is don’t say anything you don’t want to read in tomorrow’s paper.Provide details for print. Print interviews allow for more specific information. Have some facts, stats, analogies ready.Create vivid examples. Personalize your message with anecdotes, illustrations and case histories.Rephrase your question. Make sure you understand the questions before you answer.Speak slowly. Most reports still use pen and pencils during an interview. Take care to slow down for key points or messages.Don’t be defensive. Don’t interrupt. If you are confronted with a hostile question or statement, pause before you answer. Don’t get caught in the spider’s web. You never want to appear angry or aggressive. It will weaken your credibility. Reporters can be arrogant and curt among other things, but that does not give you the right to return the favor. Be pleasant and polite.Make your point and stop.Don’t be afraid to say “I don’t know.”Be positive. Don’t repeat negative language or a negative question. Instead, bridge to a positive point. As an example for say a crown or implant procedures, expensive should be good long-term value (conversely a “cheap” procedure should be referred to as “affordable); “danger” or “high risk” lets you address safety record and “painful” leads to comfort of treatment.Use “bridging” techniques to refocus questions. Phrases like “I’m not sure about that, but what I can tell you is...” or “there are many opinions and I can best speak on the...”Use “flagging” techniques to call special attention. “But most import is...” Or what I believe your readers/viewers/listeners would like to know is...” Additional flagging techniques might include “What I really want to tell you...” and “Let me make one more comment before we go on.”Follow up. If you agree to provide additional information within a time period, make good on your promise.Learn the name of the reporter and use it often in the interview. It personalizes the exchange, making it harder for them to be negative, critical or aggressive.Keep in mind that TV stories are normally less than two minutes. Only a fraction of your interview will be used.Some Facts & Notes of InterestReporters do not make final decisions about a story. The editor or news director is responsible for that task. Editing is done by these individuals. Event after an interview, an editor may decide to kill or shelf the story.Accept the news as it appears. Don’t call to complain that you were not given enough time or space, or that the story didn’t cover all of the key points as you saw them to be. Doing so will create ill-will for you and can prevent you from receiving future news coverage.Don’t pressure a reporter or editor into using your story. This is a pet peeve for most reports. Many so-called PR people are called “wolfs” because of undo and unprofessional pressure placed on them to run stories. Call them to see if they received your story and if they have any questions. Offer to make the doctor or someone available for an interview if they are interested.Find out when reporters are working on deadlines and don’t call them during these times. Daily news is often up to 1 p.m. Best to call after. TV news is usually 60-90 minutes before airtime. Best to call in between news shows.Most newspapers and magazines have editorial calendars. Call a newsroom to obtain a copy if possible. See if they have special features in the future that tie in well to your service or products. If so, contact the appropriate reporter and discuss your idea. You might want to have some bullet points prepared in advance that can be emailed or faxed to them for further consideration.To reiterate, from the newsrooms point of view, a story must always be newsworthy, of local interest and accurate. The three main components when defining what is and what isn’t news.If you provide the media with any photographs or video clips, don’t expect to receive them back. Make copies before providing to the media. Ten Mistakes Executives Often Make in Press InterviewsThe interviewee does not do their homework.The interviewee has not preceded the interview with a dry run.The interviewee does not listen to the question.The interviewee does not say anything quotable during the interview.He/she does not give the reporter any news.He/she tries to shade the truth (always be truthful no matter how it hurts).The interviewee goes off record with his/her comments.The interviewee says things with a mistake notion that they will get to see the story before it runs and gets a chance to editor their comments (never happens!).Interviewee does not follow-up as promised with clarifications or additional information.The interviewee is unavailable for corroboration after the interview.Media RelationsEstablishing a good working relationship with the newsroom is important to enhance the opportunity for future news opportunities. With our background in journalism and our 36+ years of media relations experience, we will assist the practice to employ tactics to create and maintain the best possible relationships.Start by updating all the news personnel assigned to covering either healthcare or women’s issues.Next, ask the media how we can be of service to them. This will be followed up with personal contact to those reporters determined as the most appropriate contacts.Make sure that all news releases follow AP Stylebook (international professional guideline on writing and submitting news releases) and incorporate the three basic components of a good news story: newsworthy, accurate, and of local interest.Determine how reporters prefer to receive news stories or a news “pitch.” It will be by email, fax or snail mail. Most reporters today prefer email. When sending by any of the above means of communications, always include a cover letter.When following up after the distribution of a news release, make sure that you respect deadline “time zones” mentioned earlier in this section. Upon your initial contact with a reporter, ask them when is the best time to reach and the best way to communicate with them (either phone or email). Be sure to ask when NOT to contact them.As part of the follow up, make sure you don’t pressure them to make a decision about running a story or a news release that was sent to them. Stay focused by asking:Did you receive release?Do you have any questions?Would you like to do an interview (with the appropriate member of the dental practice)?Media KitA media kit will be useful when as part of your media relations, specifically when you establish your initial relationship. The kit is designed to provide a reporter with the necessary background information and tools for future story development. A media kit should include:A news release regarding the start-up of your rehabilitation and reconstructive dental division.Bio and photo on the doctor(s).Media fact sheet – pertinent industry statistics as it related to complex dentistry and attributes (especially those that are unique to the practice). Bridging the gap with healthcare providers and the latest techniques and technology should also be highlighted. The media fact sheet should be limited to a single page, bullet-point style.List of treatments, profile of people who we can help.Contact sheet. List of names, titles and how to contact each individual. This should be limited to doctors, office manager, and marketing director.Before/after photos – case studies.Traditional Advertising & Public RelationsTo realize the full benefits of an integrated marketing approach for dental practices, traditional advertising plays a role. Advertising venues that work for dentistry include:Newspaper advertisingDirect mailRadioCable TVCopy Platform & Image StrategyOur philosophy regarding retail advertising is to keep it simple so people can remember the call to action. Promote a single product or deliver a single message with a single offer. The only time we run a list of multiple services in an ad is if the ad is a generic ad with a long shelf life. An example would be Yellow Pages or a quarterly or annual publication.The use of high quality photography is the visual focus of our ads. On future marketing materials, i.e.; print advertising; graphic direction will always feature a prominent placement of a photo or other art to draw the reader to the material and engage them in the copy/message. The photo or art tells the story as much as the copy.Offers are very important, especially in broadcast venues, direct mail or email campaigns. Offers generally have a limited opportunity, time expiration or limited to the first group of callers. When appropriate, we create sense of urgency, scarcity and fear of loss.Copy & Talking PointsThe key to good copy is to great copy that will resonate with and connect with the consumer. We refer to it as “connectability.” Potential clients must be able to related to or identify with copy in order for them to consider your services. It must fulfill a need or resolve a problem. Without this connection, there will be no call to action.In fulfilling a need or resolving a consumer problem, copy needs to focus on the key and/or unique attributes of the practice, the value or benefit to the customer. Ideally, these attributes and benefits must meet a want or need of the customer, or offer a solution to their problems.In some forms of advertising like direct mail and broadcast, incentives or an offer is normally needed in order to motivate a customer to take action, whether that is calling the office or going to your website or to RSVP and event.Key copy/talking points include but are not limited to:Dentist certifications and trainingOptions for missing teethIntegrated healthcare approach/addressing underlying problems to dental issuesNew technologies or services to be introducedIndustry leaderAdvanced or cutting-edge technologyCertified and registered personnelCommitted to achieve optimum total wellness, just not dental wellnessCommitted to continuing educationCaring, empathetic staffPersonalized care, we listenRespectful of your time/on-time appointmentsCommunity service orientedLogo & Business SystemOne of the important tools in creating and promoting a brand is with the effective use of a logo, which becomes the iconic symbol of a company. A company’s logo creates brand recognition and in marketing, enhances visual and creative strategies. If used properly in branding, a logo icon will instantly identify a company without the written word.When it comes to developing an iconic logo and business system, we can either use what the practice currently has, or develop a companion look and feel, or a completely separate and unique look or brand. It is important that whatever logo and business system (letterhead/business cards) is utilized, it must support branding strategies, which will be developed specifically for your practice and market area.Marketing ToolsWe will need a number of tools to help deliver our advertising and PR components of our marketing program. They include but may not be limited to:Video/DVDPractice brochure9x12 pocketed marketing/press folderPoint of sales for physical plant (will evaluate use of current lobby walls)Point of sales retractable bannerWebsiteAnalyzing & Selecting Media With advertising campaigns, reach and frequency is key. Not only how many people you reach within your target groups, but how often you reach them is just as important. When evaluating, look at gross impressions and circulation, how many people we reach and the number of times we reach them gives us our GRP or gross impressions in print media. Also evaluate based on the cost effectiveness of a selection, or CPI analysis (cost per thousand).NewspaperNewspaper should be used to:Launch of new dental rehab division – this is might be a 4-6 week campaign.Special healthcare sections, features or tabloids (ask ad departments to provide your with their annual media calendar).Promotion of special events, i.e.; open house, seminarsSpecialty PublicationsFrom time to time, certain publications are made available specifically geared to our key targets groups and will be considered when such publications are unveiled. Mostly commonly, Healthcare Directories and Chamber of Commerce publications as an example.RadioRadio is best used to promote a special event such as an open house or a seminar program. 30-second spots are recommended.When promoting an event, radio should run 3 weeks prior to the event and conclude about 72 hours prior to event.Run spots M-F, run of schedule 6 am to 7pm.Run a minimum of 5 spots per day.Select radio stations based on their ranking within the market based on reaching our primary target groups.Two radio stations are better than one, but if limited to one, a cost per thousand analysis will help determine which to choose if both stations do a great job reaching our target audience.There may be a possibility of negotiating a “Medical Minute” program with a station in which we have a 60 or 90 second interview with the doctor and various topics. This concept could also work when promoting seminars. This would be in lieu of the suggested schedule and strategy above. The ability to pursue this concept is based on willingness of station to be creative. This is not a standard radio format.Using National Public Radio as part of the launch or introduction period is strongly recommend for two reasons. First, NPR’s audience matches our customer profile very well and second, it is a good medium to promote a brand for name awareness and top of mind marketing, whether a new start-up or existing company.Direct MailDirect mail, with the right message and incentive, can expect a 1% response rate. When DM is distributed twice with the same message within 30 days or less increases responses to approximately 2.5% and if mailed three times within 40 days or less, expect about 4% response rate. Minimum suggested distribution to the same addresses would be two mailings within a 3-week period.Direct mail works best to:Launch a new company or division with an aggressive offer.Promote an open house or seminar.Direct mail list can be “drilled down” to very specific demographic and physiographic information, which can increase ROI. Example, a mail list can be purchased by not only age, sex, education and income but other criteria might be available depending on the mail house and could include such information as: number of dental visits per year, amount of money spent on cosmetic dentistry, whether or not they have had a crown or implant within the last 12 months.Cable TVWe will evaluate if cable TV is viable for your market. If utilized, cable TV, like radio, requires adequate frequency. Like radio, programs should be bought based on an ideal match with your primary target group for your specific promotion. Like direct mail, cable TV works best if you have a strong offer or incentive that matches the needs of your viewing audience.Use cable TV to promote a seminar or seminar series. Offer might be “The first 10 people to register for out seminar receive a free consultation and CT scan valued at $400.”Use cable TV to market a specific report or package for viewers, i.e.; “Our Annual Report on Options for Missing Teeth” or “Our Annual Report on New Technologies & Techniques for Dental Implants.” The report should be promoted as a free report to include a DVD. In addition to a free report, you will still need a strong incentive such as “For the first 10 callers, receive a free consultation and CT scan valued at $400.”Video/DVDThee specific videos are recommended. These 2-3 minutes videos will feature the dentist (head/ shoulder shot speaking to the camera) talking about the unique concept, interdisciplinary approach to dental care, benefits, and why there is a need.Sample scripts are attached.Three separate DVD videos, with specific messages to the defined audiences should be produced for:General dentistPhysicians and other healthcare providersGeneral publicVideos can be:Emailed with a link.Included with the marketing package.Featured on the website.Posted on YouTube.Used in conjunction with a QR code.Played in patient lobby.The LaunchThe formal launch of the new brand and complex dental care needs to execute, at minimum, the following activities in the order presented:Letter to clients, email to clients with patient video.Letter/emails to healthcare providers with physician/healthcare video.Letter/emails to dentist with dentist video.Press release/distribution of media kit (30 days prior to paid advertising).Commencement of direct sales B2B activities – delivery of 9x12 kits, introduction of concept to specialty physicians practice, primary care physician practices, chiropractors, massage therapists, physical therapists, general dental practices.Ribbon cutting/open house event (healthcare community and business/civic leaders).External signage/banner signs – anticipate 30 days for city approval for temporary banner signs. Check with city or township for formal application/permit process.Ad campaign in local market. 8-10 week campaign. If utilizing newspaper, run in main news once per week and healthcare section once per week. Ad size should be a minimum of 30” ad based on publication specs.Internal employee button campaign: “Ask Me” button concept to be worn by employees for several months.After the launch process is complete, which, is a 4-6 month process, future paid advertising campaigns should be reserved for specific events such as seminars or lecture series.Marketing Sales Kit For B2B CampaignA comprehensive marketing kit is needed to share with potential referring and patient co- managing practices. These potential practices include, but may not be limited to: physicians, physician specialists, chiropractors, general dentists, massage therapists, nutritionists, detox specialists, behavioral therapists and physical therapists.The content of these packages should include:Who We AreWhy The NeedWho We HelpServices ProvidedDoctor bioCo-managing protocol for dentistsCloud-based software – attributes and benefitsReferral padsDVD (specific for either dentists or physicians)Business card for Marketing/Outreach DirectorCover letter specific to medical or dental practicePatient BrochureA brochure specific to patients is necessary. We recommend a finished fold size of 4x9. This will be either a 3 or 4-panel brochure. The finished size is recommended because it fits into a standard #10 envelope as well as brochure racks most often used in medical practices.The patient brochure is designed not only for your internal use, but is a key sales and educational tool to be used by healthcare providers to share with their patients who collaborate with or refer patients to our office.Chamber of Commerce MarketingBeing part of the chamber can be a great benefit OVER TIME for the practice. However, unless you take advantage of several key services, your ROI will be negligent. It is important to assign your marketing/outreach director to serve as the representative and participate in Chamber events.At minimum, the Chamber program should include:Ribbon cutting ceremonyInternet marketing through Chamber’s “macro” website page (includes profile of practice, services provided, photo, video clips, discounts or coupons, link to your full website Facebook and Twitter.Participation in business luncheons, monthly meetings, including providing door prizes.Participation in Business Expos (company booth for branding, demonstrating or introducing new technologies, patient education opportunities, incentives to book consultation). Participation in monthly mixers. Place name on list to host mixer in future.Offer coupons or discounts for Chamber members on Chamber website.Banner ads opportunities based on 6 or 12-month contracts. Depending on section of website, fees will range.Email & direct contact campaigns: 900-1000 email addresses and contact information for all Chamber members via Excel. Unlimited number of times the list can be used to promote business, $100.Relocation programs to reach new residents names/contact information, $240 – contact information including emails provided monthly for all people who have indicated an interest in moving to Prescott. The average number of contacts is 50 people.Business contact program: Company brochure can be included in Chamber’s Community Information Packets that are mailed out monthly to people around the nation. The cost is 25 cents per mailing and the practice is billed every other month. Average monthly mailings are 120 units.Additional Chamber Opportunities for ConsiderationIn addition to the established program above, other Chamber marketing opportunities for consideration include:Ads in monthly newsletter. 4-color, full page ad is $150 per insertion.Ads in annual Relocation Guide. Space reservation is May-July, artwork due in late summer.Calendar of Events – quarterly printing, 15-20,000 copies distributed, $250 per each quarterBrown Bag Lecture Series Directed At Chamber MembersCreate a series of lectures primarily for Chamber members, but can expand to people outside of the Chamber membership. Done so initially with the Chamber provides a low cost avenue to pilot the program.These lectures are designed to be a shorter overview of dental issues, lasting a total of 60 minutes over a lunch concept. Crowds for these events should be limited to 15-20 people.A pilot program would include:4-6 presentations – March, April, May, August, September, October.Chamber boardroom, seats 30-35, projection system, food, munity room, full service is a meeting space option.Promote through Chamber:EmailMonthly e-newsletter adSeries pamphletMini Chamber web pagePromote through practice office:Series pamphletEmail to patientsPractice websitePoint of sales postersEmail to healthcare providersCommunity Seminars/Implant SeminarsSeminar programs are more comprehensive than luncheon lectures. These programs as designed to last 90-120 minutes are promoted to a wider audience. Seminar topics can include but not limited to:Dental implantsOptions for missing teethTMJ/TMDMigraine headachesPlease see the section titled “Implant Seminars” for a comprehensive plan for promoting and executing Implant Seminars.Open House & Technology FairAs part of the initial company launch and ribbon cutting seminar, the practice should hold an open house and technology fair. This event would be immediately following the ribbon cutting ceremony.The ribbon cutting ceremony:Will be done in conjunction with the Chamber of Commerce, their staff and ambassadors.Business, industry and government officials will be invited to join in both the ribbon cutting and open house.Key vendors will be invited to participate in the ribbon cutting.The open house & technology fair:Key vendors will be recruited to purchase a space at the open house for an exhibit booth. Monies raised from the sale of exhibit space will be used to help defray costs associated with the open house.Guided tours will be provided as part of the open house.Key technology vendors will be offered the ability to demonstrate their technology or wares at specific stations within the practice as part of the guided tours.Tents and tables will be erected in the parking lot for attendees to socialize.The event will be catered.Anticipate 50-100 in attendance.Employees will be assigned task such as providing guided tours, manning the registration table, preparing nametags.Door prizes will be giving away. A drawing will be held for a Mini Ipad or similar device.Concept/practice video format for continuous loop. Start guided tour with presentation of video in lobby before proceeding to technology stations.A person will be assigned to direct parking. Depending on the situation, we may want to contract out for Valet services.HealthCollaborate? cloud-based software to be introduced and demonstrated.Live entertainment to be included. Background music only.Contact several patients whom completed complex dental care and ask them to join us that evening as practice ambassadors. They will be introduced near the beginning of the event and are participating so others may talk with them about their before and after, their experience and how it changed or enhanced their life.Patients willing to serve as ambassadors to receive special thank you gift from practice/TBD.Ribbon Cutting/Open House ChecklistTable, linens, tents (outdoor heaters if in winter) Food/refreshments/catering PA system Center pieces for tables 6-30” high boy cocktail tables 3-4 round tables to seat 8 40 chairs 6 tables/rectangle for vendors 1 rectangle table for registration 2 rectangle tables for food Press packet API marketing table Continuous loop videos Patient schedule adjustments Registrations table, sign-up sheets and name tags Photographer (Jeb) Patient Ambassadors and briefing Entertainment selectionRibbon Cutting/Open House MarketingMarketing will rely on database tools for both email and direct mail campaigns. We will send emails to a select group of patients.Emails invitations to patients age 45+ with previous complex dental issues.Mailed invitations.Develop a direct mail invitation with a focus on “bridging the gap between dental and healthcare providers.”Emailed invitations will include a cover letter with a pdf attachment of the invitation.Emailed invitations will be distributed twice, first one 2-2.5 weeks prior to the event, the second one 1 week prior to the event as a reminder.RSVP for food and other planning is due 72 hours prior to the event.The open house is a controlled invitation list and is not open to the general public.Invitation List by CategoryCity council, mayor, city manager Physicians (Internal, ENT, Family practice, Emergency, Oncology, Detox, Gastro, Radiology)PMI Management DentistsChiropractors Physical Therapist Nutritionist Massage Therapy Vendors Banker Health BI Hospital Executive Mgt. Hospital Referral Coordinators Hospital Board of Trustees Media both management & editorial Dentist’s Patient Ambassadors Landlord Chamber of Commerce Management & Board Your office Church leadership/local County Commissioners Local legislators Other parties important or engaged with the practiceAnnual Providers Picnic/LuncheonAt minimum, the practice should hold an annual luncheon/BBQ event at the practice as a way to thank referring practices and to maintain and enhance relationships established through the B2B program.The event is will likely need to be an outside event. Themed events are more memorable, i.e.; western cookout or chuck wagon BBQ. Depending on location, it is best to have such an event during a slower “season” for healthcare. Weather patterns also need to be taken into consideration.The time period should be from 11:30 to 1:30 as different medical and referring practices have different lunch schedules.The key personnel to be invited are front office staff and referral coordinators as they “drive” the referral process.Doctors/healthcare provider management should also be invited, but not likely to attend.You should expect a fairly strong turnout as you can expect several people to attend per practice/office. Front office personnel are often overlooked for special events, so programs designed to reward or thank them are often well attended.Initial invitations should be emailed and faxed about 2 weeks in advance.One week in advance, re-email the invitation.Between the distribution of the first and second invitation, personally deliver invitations to your top 10-15 referral sources. Use the opportunity to personally invite them and solicit a response regarding their attendance. A personal visit underscores how you value your relationship with these key referring or co-managing practices.Request RSVP and establish deadlines according to the terms of your caterer or food vendor.Anticipate spending around $12 per attendee for food/drink.Make sure you have adequate tables, chairs and tents for the event. Use table clothes or linens appropriate to theme. If western, use checkered red/white vinyl table clothes. If summer or fall, use appropriate color schemes.Provided guided tours to those interested.Develop a welcome sign to be displayed on easel.Have a registration table and provide nametags.Have door prizes – winners to be drawn from business cards placed in bowl or basket.Note: the great majority of attendees will be women.Internal MarketingInternal marketing plays an important role in the over marketing efforts of the practice. Marketing to current patients is important because them become ambassadors of goodwill for the practice. Some may actually need or benefit from complex care, others may know family members, friends or colleagues who could benefit from the “new division.”Key internal marketing activities include:Database marketing, email and letter campaigns to patients.Formal referral & rewards program.Internet review program.Like us on Facebook campaign.“Ask Us” button campaign.Media wall.Newsletters/e-newsletters.Patient Testimonials.Point of Purchase materials (POPs).Message On Hold.Lobby TV video.Database Marketing: Email & Letter CampaignsEmail and letter campaigns should be used during the launch period of the company’s new division. It can also be used to:Announce new associate or key personnel.Announce new technologies or services.Promote events such as open house or seminars.Solicit testimonials, Internet reviews, Like Us on Facebook.Provide monthly news bulletins to healthcare providers as part of the B2B campaign.Rewards ProgramA rewards program is an incentive program for patients to introduce new patients to the practice. We are suggesting two components to the rewards program. The first is an expansion of your current $25 cash refer a friend program, the second is an additional incentive by offering a special prize drawing.$25 Cash Reward Refer a FriendThe offer remains the same, but the delivery system would change. We recommend providing a jacket/card program. The outside jacket, small enough to fit within a standard #10 envelope, would allow us to tell our story about the program on the inside left flap.The right side flap would have dye cuts for cards. In each packet, there would be several cards. The card would explain the program and the offer. It would have a place for the name of the patient that is making the referral, and a place for the name of the referee.The referee would be asked to bring in the card in order to receive a special offer. By redeeming this card, we can track the referring source and make certain they receive the thank you check.This concept formalizes the process of referring and serves as a visual reminder to make a referral, which should increase the number of referrals received from patients.As an additional incentive, each person that refers two or more patients per quarter, is entered to win a bonus gift. As discussed, this could be a spa package or a golf outing, at the option of the winner. People who refer three or more within a quarter will receive additional entries for each referral over the minimum two required to be entered for a drawing. This program can be done every 4 months or 6 months depending on the response.Perfect Smile Rewards? Copy for Printed Artwork:I would like to thank you for choosing this dental practice for your dental needs. Many of our patients are enthusiastic about the work we do and will refer friends, family and co-workers for oral care. In fact, our best patients have come from referrals made by our current patients.As such, we offer a unique rewards program. You have our word that if you refer someone to our office, we are committed to provide the very best results and the highest standard of care to your referrals. When you tell others about the wonderful experience you have had at our office, we want to say thanks. When your referral becomes an established patient, we look forward to rewarding you with a $25 gift.Our rewards/referral program also offers the person you refer something special too. The enclosed card will entitle them to a free exam and bite wing x-rays (for new patients only). Approximately 15 days after their exam, your will receive your check as a way of showing our appreciation. Remember, in order for your friend or family member to receive this free service, they must bring in the enclosed card during their initial appointment.There are no limits to the number of people you can refer. And if you refer multiple parties to our practice, you’ll be entered into a drawing to win additional gifts valued over $100! If you need more referral cards, just call our office at 928.776.1208.Wishing you and your family health and happiness!“Dentist’s Name”Perfect Smile Rewards? Card Copy:Front: Perfect Smile Rewards? Contact Information, location details, website, name/logoBack:Your Friend ____________________________________Shared this card with you because they believe you can benefit from the services provided by our office. This card entitles you to a FREE comprehensive consultation and bite wing x-rays (for new patients only).Welcome and thank you for your interest in “Insert Practice Name”.Referred Patient_________________________________Patient Testimonial, Ambassador & Internet Review ProgramWe are creating a formalized program and venue to have satisfied and enthusiastic patients provide testimonials on behalf of the practice. Internet-based testimonials, social media and dentist Internet reviews/ratings are becoming increasingly important as part of the decision- making process when patients select their healthcare provider.A key goal is to help our satisfied patients understand the importance of posting good reviews on these sites as doing so will present a “true assessment” of our practice to the public at large. And favorable comments about our office will help maintain our reputation, build trust and support or efforts in generating “new” patients for the practice.We have three options for patient participation:Provide testimonials for the website, social media and print marketing Provide reviews on healthcare websites that rate/review dentists. Participate at events or to engage directly with our patients (Ambassador Status).Testimonials for website/misc. marketing venues:Testimonials will be used on our website, either in a static or video format. The commitment from the patient is a minimum 6-month posting. The testimonial can be placed in a rotation with other patient testimonials after the initial 6-month period. A patient can request to have their testimonial removed from the program at any time.Video testimonials can be taken in the office in a designated room or space and done so in-house with a video camera or a smart phone video. Depending on lighting, videos may need to be shot outside. A tripod will be required for a smooth and steady image.Social Media/Facebook/Internet Reviews:In addition to have both static and video testimonials posted on such social media venues like Facebook, we are interested in increasing the number of positive reviews posted on such Internet review sites as: Google (membership required) As other review sites become active, we will expand the list, but these are key review sites at this time.Critical Limit to Reviews:Most review sites have a limit to the number of reviews that can be post per week or month. If too many reviews are posted too quickly, the review site will clear out all of your reviews that are on their site. Also, reviews coming from the same IP address will raise a red flag and can cause future reviews for the dentist to not to be accepted. As such, we suggest no more than two reviews per week for any of the six sites listed above.When assisting patients with their review in the office, it will be important to rotate the sites for which reviews are written; important to keep a log of review site rotations and it would be best if this assignment is dedicated to the same staff member at each location.Social Media Patient Orientation:To enhance results of patients writing reviews on Internet sites, a computer station in a designated room (this should become an all-purpose consulting room) will be established. Purpose of this station is for staff to show patients willing to write reviews on how to access sites and enter a review. Under no circumstances should staff make a patient feel uncomfortable or obligated to write a review. This is a patient decision and it is required that patients write these reviews in the privacy of their own homes.Steps to determine candidates for testimonials: Enthusiastic, energetic Excited and happy with practice experience Appears to be articulate Is willing to sign a permission/release form only for those who will provide testimonial for website/Facebook/misc. marketing venues (to be provided)Approaching a candidate for testimonials:Determine which staff member should approach a candidate. Asking a candidate should be in privacy, ideally one of the exam rooms and not in waiting room or designated computer station room. Explain that testimonials help others by validating their decision regarding dentist selection or to proceed with a procedure. Why? Testimonials are considered a non-biased, independent opinion. Explain to patient the two key options, website/Facebook or providing Internet review.Finalizing testimonial commitment:Provide a list of Internet review sites. Provide step-by-step explanation on how to submit and Internet review. Take them to an in-house computer station and show them how to access and place a review online. A release form is not necessary for Internet reviews. If party is interested in a website/Facebook or other marketing venue testimonial, have them sign a release form (to be provided by Insight). We prefer that a patient is willing to use their full name, as it has more credibility. If not, we can use their first name and last initial of their last name. Provide talking points. If they are ready to commit, have them sign the release form prior to leaving the practice. Also, if presentable, try to take their photo/video at this time. If not, arrange to have their photo/video taken on a return visit. If they need to return within 30-days or less, schedule extra time for their testimonial photo/video. If they do not have to return for additional care within 30 days, schedule an appointment for their photo/video PRIOR TO LEAVING THE OFFICE.Ambassador ProgramThe Ambassador Program is an extended testimonial. In addition to agreeing to writing Internet reviews or providing a testimonial, these individuals are willing to provide a 6-month commitment, which includes: Attending a potential, future event, to share their experience with attendees. Willingness to be on a list from which potential patients can call to ask questions about their experience and outcomes. Participation in this program would require the signature of an expanded release form stating their willingness to provide their phone number, allowing people to contact them. This Ambassador list would not be public (i.e.; on the website), but would made available to potential patients on a case-by-case basis.Steps for a staff member to determine candidates for internet reviews: If one of our feels they have a candidate or patient that has been very pleased with their experience, walk the patient to the front desk to proceed with checkout and introduce them to the staff member assigned to manage this program.The front desk staff member doing checkout will finish normal checkout process and then say to patient: “The doctor has recommended you as someone who may be interested in participating in our Internet Review & Testimonial Program by providing a review of your experience with us. Would you be interested?” Briefly explain to the patient the two primary options, website testimonial or providing an internet review. Ambassador options will only be discussed once a patient has provided a testimonial.Once we have a willing candidate please follow these steps:Have patient fill out and sign the testimonial form, providing us permission to use the testimonial or give the patient the step-by-step instructions on how they can pull up the website and fill out at home.Offer them some kind of refreshment. Provide talking points if necessary.Send out thank you letter to patient.Template for Review Request/Thank You: We Appreciate Your Help with a Kind WordWe want to take this opportunity to thank you for selecting “Insert Dental Office Name” for your dental needs and placing your trust in us. We hope we met or exceeded your expectations and that your experience with our staff was pleasant. We certainly enjoyed having the opportunity to serve you.Will you please help us? Online reviews and testimonials for website and other marketing venues are becoming increasingly important. Future patients rely on these reviews/testimonials in selecting a dental provider. Would you mind posting a review for us or providing a testimonial? It’s really easy and only takes a few minutes. Thank you in advance for your kind consideration!Here’s How It WorksBelow are step-by-step instructions on how to post a doctor review on . On the home page, enter doctor’s name, city & state, click on “search button”. When the Dentist’s information appears, click on “view full profile” button. Then click on “share your opinion” button. Move cursor to the stars to select your ratings, click on appropriate star.At bottom of rating questions, go to “comment box” to enter your personal comments about the Dentist. Click on “submit” button and you are finished!Again, we thank you for your help and appreciate you as a patient and your efforts in letting others know how you feel about us!:We Appreciate Your Help with a Kind WordWe want to take this opportunity to thank you for selecting “Insert Dental Office Name” for your dental needs and placing your trust in us. We hope we met or exceeded your expectations and that your experience with our staff was pleasant. We certainly enjoyed having the opportunity to serve you.Will you please help us? Online reviews and testimonials for website and other marketing venues are becoming increasingly important. Future patients rely on these reviews/testimonials in selecting a dental provider. Would you mind posting a review for us or providing a testimonial? It’s really easy and only takes a few minutes. Thank you in advance for your kind consideration!Here’s How It WorksBelow are step-by-step instructions on how to post a doctor review on . On the home page under “Find Doctors”, enter doctor’s name, city & state, click on magnifying glass icon. When the new page appears with your dentist’s name, to the far right side of page, click on “view profile”. When the new page appears, scroll down a short way and click on “Fill out a survey about your dentist” on the far left side of page. When the new page appears, scroll down to start survey, click on appropriate circles for your responses.At bottom of page, click on “submit survey” and you are finished!Again, we thank you for your help and appreciate you as a patient and your efforts in letting others know how you feel about us!We Appreciate Your Help with a Kind WordWe want to take this opportunity to thank you for selecting “Insert Dental Office Name” for your dental needs and placing your trust in us. We hope we met or exceeded your expectations and that your experience with our staff was pleasant. We certainly enjoyed having the opportunity to serve you.Will you please help us? Online reviews and testimonials for website and other marketing venues are becoming increasingly important. Future patients rely on these reviews/testimonials in selecting a dental provider. Would you mind posting a review for us or providing a testimonial? It’s really easy and only takes a few minutes. Thank you in advance for your kind consideration!Here’s How It WorksBelow are step-by-step instructions on how to post a doctor review on . On the home page, enter doctor’s last name, city and state Under “specialty”, scroll to and click on dentist/general practice. Click on “Find Doctors/Dentist in USA” button. When the next page appears, a blue box will appear and the dentist’s name will appear near bottom of blue box on the left side. Click on your dentist’s name.When the next page appears along with another blue box, scroll down to and click on “rate this doctor” box on the left side. The survey will appear. Click on appropriate circles for your responses. Directly under these questions, you will find a “comment box” for additional remarks. Click on “add new rating” button under the comment box and you are finished!Again, we thank you for your help and appreciate you as a patient and your efforts in letting others know how you feel about us!We Appreciate Your Help with a Kind WordWe want to take this opportunity to thank you for selecting “Insert Dental Office Name” for your dental needs and placing your trust in us. We hope we met or exceeded your expectations and that your experience with our staff was pleasant. We certainly enjoyed having the opportunity to serve you.Will you please help us? Online reviews and testimonials for website and other marketing venues are becoming increasingly important. Future patients rely on these reviews/testimonials in selecting a dental provider. Would you mind posting a review for us or providing a testimonial?It’s really easy and only takes a few minutes. Thank you in advance for your kind consideration!Here’s How It Works Below are step-by-step instructions on how to post a doctor review on . On the home page, click on “submit reviews” button. Select the state and answer the human test question, then click on the “submit review/rating” button. When the next page appears, enter data on doctor, including last name, first name , gender, specialty (scroll to and click on dentist), address, zip code, phone. Click on “enter new doctor” button. When new page appears, scroll down to review questions. Below review questions is a “comment box” for additional remarks (limited to 250 characters). When complete, click on “DONE – submit rating and review” button and you are finished!Again, we thank you for your help and appreciate you as a patient and your efforts in letting others know how you feel about us!Angie’s ListWe Appreciate Your Help with a Kind WordWe want to take this opportunity to thank you for selecting “Insert Dental Office Name” for your dental needs and placing your trust in us. We hope we met or exceeded your expectations and that your experience with our staff was pleasant. We certainly enjoyed having the opportunity to serve you.Will you please help us? Online reviews and testimonials for website and other marketing venues are becoming increasingly important. Future patients rely on these reviews/testimonials in selecting a dental provider. Would you mind posting a review for us or providing a testimonial? It’s really easy and only takes a few minutes. Thank you in advance for your kind consideration!Here’s How It WorksBelow are step-by-step instructions on how to post a doctor review on . On the home page, click on the “write a review” tab on the top center of page. At the message box that states “search for the provider you’d like to review, enter dentist’s nameClick on the search button to the right of the provider name you just entered. If two tabs appear on page asking you to either stay on the page or leave the page, click on leave the page. Click on the provider name highlighted in blue to write a review. On scale of A-F, click on the letter grade you wish to assign your dentist for overall satisfaction. Click on the “continue” tab to the far right side. Move cursor over the circle that best describes your experience, click on the circle to select – do so for all 9 selected topics. Scroll down to continue to respond to the next 3 questions. Next, enter in your own words, your narrative regarding your experience. There are two narrative boxes with separate questions to answer, complete your narrative for both boxes. After completing the narratives, scroll to the bottom below and click on the “confirm box”, then click on the submit review tab on the bottom right of the page and you are finished.Again, we thank you for your help and appreciate you as a patient and your efforts in letting others know how you feel about us!YelpWe Appreciate Your Help with a Kind WordWe want to take this opportunity to thank you for selecting “Insert Dental Office Name” for your dental needs and placing your trust in us. We hope we met or exceeded your expectations and that your experience with our staff was pleasant. We certainly enjoyed having the opportunity to serve you.Will you please help us? Online reviews and testimonials for website and other marketing venues are becoming increasingly important. Future patients rely on these reviews/testimonials in selecting a dental provider. Would you mind posting a review for us or providing a testimonial?It’s really easy and only takes a few minutes. Thank you in advance for your kind consideration!Here’s How It WorksBelow are step-by-step instructions on how to post a doctor review on . Click on the write review tab, 3rd tab from the left. Enter your dentist’s name, include street address, city and state (zip code not required). Click on search businesses tab to the right. Click on the write review tab bottom right. Roll cursor over the stars to select overall rating. Enter narrative comments then click on the “sign up & post” tab on the bottom right. Enter email address, create a password and zip code and click on the “sign up” tab on the lower right of page. To finalize the posting of your review, go to your email, open the email sent to you by , click on the blue colored underlined “link” in the email to finalize your posting and you’re are finished. If you would like, you can go back to to see your review.Again, we thank you for your help and appreciate you as a patient and your efforts in letting others know how you feel about us!Like Us on Facebook CampaignIncreasing Likes on Facebook helps to increase your position on search engines. An internal campaign to plant the seed or to ask patient to “Like Us” will help the practice obtain a search engine position near the top of the first page.The campaign has two major tools to create awareness with patients:Buttons to be worn on employee uniforms that say “Like Us on Facebook. Ask Me (or Ask Why)” will help peak interest with patients and often result in engaging conversation with staff. Employees will explain and this conversation provides a segway in asking a patient if they are willing to do so. If so, staff introduces patient to appropriate personnel who will walk them through the process. Point of Sales or Point of Purchase signage in key visible locations within the practice. Marketing materials can be placed on counter tops or walls in treatment rooms/areas. Size of display/poster ideal at 11” x 17”.“Ask Me” Button Campaign & POPsAside from using marketing buttons and POPs for the Like Us campaign, buttons and marketing posters can be changed out and used throughout the year to promote:New services or new technologyNew extended hoursNew programs, including in-house financingReferral/Rewards programInternet reviewsTestimonialsNewsletters/e-newslettersSeminarsLecture seriesMarketing/practice DVDsMedia WallWe recommend selecting a wall within the lobby area or a high traffic patient/public hallway or other high traffic area on which to display important branding messages and images.Such items for placement on the media wall include:Core value placard.Mission statement.Practice credentials.Logo signage & marketing tag lineNewspaper feature articles.Before & after photosPatient testimonials with photo and quote of patient.Materials should be 11x14 to 16 x 24 in size, and tastefully displayed. Images should either printed or mounted on foam board or framed. The wall should have a creative/graphics/color theme consistent with brand logo and corporate colors. It is recommended that this media wall be designed and materials to be posted prepared by a professional ad agency, marketing firm or graphic designer.Lobby TV VideoThe practice DVD for patients which was produced to introduce the complex, interdisciplinary concept should be converted to a continuous loop video and played on the lobby TV. Because of the shortness of the video, it would be best to integrate this DVD video with another program/ video so that it does not become overly repetitive for patients sitting in the waiting/lobby area.Other videos may be customized practice videos on advanced technologies and procedures offered by the practice, or more generic videos on a variety of topics that can be purchased from sources such as the American Dental Association.Wait TimeThe number one pet peeve par far is excess wait time after the appointed time. It also creates a negative mindset, which often becomes a less than friendly internet review. Staff needs to become highly sensitive of excessive wait time and address it with the patient BEFORE it becomes a source of agitation.If you know the doctor’s schedule is 10 minutes or more behind, inform the patient at check- in. The 15-minute rule should apply. If a patient is waiting 15 minutes or more past their appointment time, check with them to make sure it is not creating a problem. At the 20 minute mark, offer to reschedule them within 7-10 days (create times within schedule protocol to make this possible). If a patient is not seen within 20 minutes of their scheduled appointment, whether they continue to wait or choose to reschedule, a apologize note from the doctor with some incentive, discount, movie tickets, etc. should be sent out within 24-48 hours.In the case where a patient is waiting 15 minutes or more past their appointment time, make sure the doctor knows so he can apologize during the appointment.These protocols will go a long way in defusing the issue.Schedule ItineraryYears ago, the Mayo Clinic develop a customized Itinerary for patients, which is given to the patient upon checking in with the front desk. A remarkable program, which is highly appreciated by their patients. We recommend doing something similar for the practice.The purpose of this program is to align patient expectation of wait time and total time to be spent at practice with reality. This is most important when a patient will have multiple services provided by more than one member of the staff. It really helps create realistic expectations. Also, many patients in healthcare may be seeing “on time” by staff members, but some, perhaps many, patients somehow believe their appointment doesn’t start until they see the doctor. If there is 30 minutes of preliminary work ups prior to seeing the doctor, these people may believe their appointment is running 30 minutes late!This Itinerary program WOULD NOT be employed for a single service such as a “cleaning.”If implemented, the program would follow a similar protocol:Itinerary prepared several days prior to appointment by front office personnel.Itinerary can be emailed in advanced to those who provided this form of contact.The itinerary is reviewed quickly but adequately upon patient check-in.The itinerary is presented in blocks of estimated time for each phase of the visit, and the personnel (not specific by name but by title, i.e., dental assistant) performing or fulfilling that part of the itinerary.With this program, when patients have a more clear understanding of the procedures and who performs which service, wait time may no longer be an issue.As an example, a person coming in for an exam and x-rays will have several steps prior to seeing the doctor, Fill out and update paperwork – assigned to front desk.X-rays performed by technician.Doctor exam and consultation.Check out and billing.Schedule next appointment.Another example, a person coming in for a filling: Items 1 & 2 may remain the same. Administer anesthesia – dental technician (itinerary should explain HOW LONG THE PATIENT MIGHT HAVE TO WAIT BEFORE THE ANESTHESIA TAKES AFFECT) Doctor performs service (itinerary should explain how long this procedure normally takes)Check out and billingSchedule next appointmentUsing above examples, each step is numbered and a separate line item on the itinerary, each process has an approximate time assigned to it, each step or process has a “type of staff ” assigned to it.At the bottom of the itinerary, thank the patient for their business and ask them to share any comments or concern with front desk during check out if applicable.Ask them if they thought the itinerary was helpful. Ask if they would like to write an Internet review. Send them on their way!Phone Marketing - Message On HoldWe recommend dedicating a line specifically for the new division. Once accomplished, we recommend a message on hold phone system, where we can tout the attributes of the practice, reinforce key messages, promote seminars or open houses, promote special offers, introduce new people and technologies and/or entice listeners to go to website or Facebook.Implant SeminarsWith all the technological changes and advancements, implant seminars for people 45 and older are popular. There are two versions of implant seminars to consider:Traditional implant seminar.Options for missing teeth seminar. (Includes preventive approaches to mitigate tooth loss in the first place. Equal time spent on various options including but not limited to: Dentures, bridges, mini-implants, regular implants.Seminar PromotionSeminars should be promoted 3-4 weeks prior to the event.Letter (email) campaigns to patients with missing teeth or history of missing teeth – encourage to invite a friend.Facebook posting of seminar. Link to website for details.Pay-per-click ads on search engines (optional).List seminars schedule, overview on website.Develop ability for people to RSVP or register for seminars online/website.Send out a news release to local papers and radio stations about 3 weeks prior.The most effective marketing media include direct mail, newspaper, social media and radio. It is recommended that at least two of the three be implemented.Run at least three print ads, twice two weeks prior to the event, the other ad one week prior to the event.Direct mail should include two mail drops to the same mailing list. Statistics show that multiple mailings to same group increases turnout. Mailings should be mailed three weeks and 10 days prior to event.If utilizing radio, buy heavy for 10-12 days prior to your RSVP deadline. Run multiple ads per day, each day during the 10-12 day campaign. Purchase ads Monday-Friday, 6 am to 7 pm (“run of schedule” for best value).POP signage within office.RSVP deadline will be dictated by food services; normally a food or head count guarantee is 3-4 days prior to event.If you produce a monthly or quarterly newsletter, include seminar titles and schedule.As part of the monthly news bulletins to healthcare providers, include upcoming seminar that they might be willing to share with their patients.If participating in Chamber of Commerce marketing, post on Chamber “mini” web landing page. Also, consider an ad or an insert in Chamber newsletter and email/mail campaign to Chamber members through Chamber marketing services.TRACK ALL MARKETING EFFORTS when people RSVP. Ask them and record information as to how/where they learned about the seminar.When attendees RSVP, get full contact information including complete address. If this information is incomplete when making RSVP, complete this information the day of event during registration. You will need this information later.You might find that if you execute all bullet points above, it might generate more attendees than you want. If so, break into two seminar dates (have a cut-off somewhere between 40-50 people). If you have oversubscribed with your marketing, reduce or eliminate so of the marketing, starting with the least effective based on your tracking results.Seminar LogisticsSelect a modern and visually appealing meeting space, one that provides food services and meeting room set-up (screen, projection system). This might be a golf club, country club, hotel, restaurant with private meeting room.Have meeting facility place signage with name of seminar or on marquee to direct attendees to meeting room.Select a room size that comfortably seats 50 people theater style. Make sure there is adequate room for presenter, podium, registration table(s) and food tables/food stations.Food items should include three choices of cold appetizers and one dessert (cookies or brownies are best). Drinks might include coffee, ice tea, water and sodas. At minimum, anticipate three food items and one dessert item per attendee.Have two eight 6-8 foot tables with linens for food and beverage station. Food, refreshment, drinks to be included in FREE seminar.Registration table for sign in – have pre-printed RSVP list to cross check sign-in sheet with RSVP list. Sign in sheets, pens, nametags, magic markers for nametags.Marketing materials at registration table, 9x12, patient brochures (or both), DVDs, business cards. Materials to be handed to guest at conclusion of event.Gift or goody bags for attendees.Incentive for attendees – FREE CT Scan & Consultation for qualifying attendees.Bring lab top for appointment scheduling – Most all qualified attendees will schedule appointment prior to leaving seminar.Have any required forms that need to be completed prior to appointment at seminar and give to attendees that schedule at seminar before leaving.Line will form at end of seminar to schedule appointments. You might expect as many as 80- 90% of attendees to take advantage of the FREE CT Scan & Consultation (as with most practices, has a $400 value).To mitigate long wait in line, it is best to have two registration tables side by side. To schedule appointments this way, names A-L schedule at table #1, names M-Z schedule at table #2. If you do this format, you may have to schedule manually, dividing available time slots or schedule slots between the two employees working the registration/appointment tables. This format is suggested if you have over 25 attendees.Make sure your schedule has openings to book appointments within 2 – 3 weeks of seminar. The sooner the better. May have to open schedule for after hour or Saturday morning seminar consultations.Make sure the doctor/presenter remains at the conclusion of the seminar to engage with attendees/potential new clients. We guarantee that a number of them with have questions pertaining to their own situation and will want to talk with the doctor/presenter.PowerPoint presentation should last about 45 minutes to 1 hour. After that, you start to lose your audience. Leave about 30 minutes for questions and answers.Questions should be saved for two periods. One in the middle of the presentation, the other at the end. Otherwise, the presentation can become too disoriented.Make sure you have all the accessories for the projection system/laptop computer and that they are synchronized. You want to have a remote device to change/control slides and may want a laser pointer.A large screen to project the PowerPoint presentation will be needed. Meeting facilities should be able to provide or rent you a screen. When booking a facility, make sure a screen is available.Make sure you test your systems prior to the event if you are using a facilities projector. Check to see that all attachments cords are compatible and that your laptop is compatible with the projection system. You want to do so one or two days before the event so that if they are not, you can go to plan B. On the day of the seminar, make sure the facility gives you the same projection system that you previously tested.Arrive with your team to the seminar two hours prior to the start time. Set up always takes longer than you realize and people, especially retired people, arrive to events early.Post SeminarStrive to complete all consultations within less than 30 days from the event.Send thank you letters to all attendees within 24-48 hours of event.Confirm appointments/consultations as per your normal office protocol.Enter attendees contact information in your CRM database under seminar attendee folder. You can use this for on-going “drip” marketing campaign until they become a patient or instruct you not to contact them. You can get full contact information during: 1.) RSVP, 2.) Registration the day of the event, 3.) When scheduling for FREE CT Scan & ConsultationWarranty & FormsThe following information includes the warranty program and forms that will be most often used within the practice. Forms include:Dentist Non-Compete FormParameters & Protocol For Mutual CareWarranty/Warranty GuidelinesPatient Compliance FormPatient Testimonial Permission/Release FormReferral/Co-Management FormMutual Care & Non-Compete AgreementAdvanced Prosthetics Institute (API), a tertiary care provider, is focused on partial and full- mouth rehabilitation and reconstruction. It does not engage in general dentistry. It is our intent to establish a relationship with your practice as a tertiary care provider, both now and in the future. A key goal of API and this agreement is to protect the integrity of your practice. This mutual care and non-compete agreement is to ensure you that we communicate with you the protocols, procedures and parameters necessary to engage in a mutual patient co-management program and to ensure that upon completion of any rehabilitation treatment service that we provide for a patient of your practice, we will return all patients to your office for follow-up and continued dental care. It also outlines how we will integrate your practice in the collaborative process throughout the patient’s treatment plan. It is also understood that we will NOT provide any general dentistry care for the patient post rehabilitation treatment. Additionally, you will be included in our patient exit interview, in which we review and discuss with you and your referred patient, the required follow-up care and a related schedule that your office will provide for optimum patient wellness. This follow-up care with your office is also necessary for our warranty (services provided by API) to remain in force. For services provided by your office as part of our rehabilitation treatment, you will collect fees for those services as per your fee and payment schedule.Please see the attached appendixes for specific dental parameters for the mutual care of the patient, warranty items and office and communication protocols for mutual patient care.______________________________ _______________________________ Dentists Name/PositionCo-Managing Office Director of APIDate: _________________________Parameters & Protocol for Mutual Care ProgramIn order to participate in the Mutual Patient Care Program, a referring dentist agrees to the following office protocols and dental care parameters: Complete Exam by referring office—Recognition of collaborative care need. CPT Code: D0140 – Limited oral evaluation CPT Code: D0150 – Comprehensive oral evaluation Exam Requirements by referring office: Diagnostic X-ray Exam Periodontal Patient: Readable Full-mouth series Non-Periodontal Patient: 7 series bitewings & panoramic Complete Periodontal Record Full Periodontal Chart Call to/from your practice’s office regarding patient being referred. Referring office to complete patient referral form. Referring practice to consult with the dentist or Associates and acknowledge policies and protocols. Utilization of Health Collaborate? software for communications, scheduling, coordinating care, updating files, patient management and tracking treatment plan process. Staff orientation on protocols and collaborative software training. Upload all patient information on Health Collaborative? software prior to patient commencing treatment. API staff will assist with installation and training risk free/no charge. API will require a comprehensive fee-based consultation, which a portion of the fees will be applied to the case at case acceptance. Detailed/Extensive Oral Evaluation: CPT Code: D0160 Review exam information from referring office Diagnostic casts as neededFace bow and mounting of casts Jaw relations records—Determination of centric relation position Intraoral and Extraoral Photos Additional x-rays as needed CT SCANS (Cone Beam) Case Treatment Planning Diagnostic Workups Determination of phased care Determination of collaborative care needs General DentalPeriodontal Orthodontics Fee schedules assessed Case Presentation Financial Planning Request/Perform additional specialist consultations Case Scheduling with Health Collaborate?Predetermined general dental needs may be coordinated with referring general practice Treatment Completion Exit interview process and warrantyWarranty ProgramWe Are Developing A Warranty Plan For Services Performed:We provide a warranty for our work based on materials and labor:1-Years On Labor 1-Year On Materials, Lab & Prosthetic DefectsIn order for our warranty to remain in effect, a re-care program will be established collectively between API and the referring dentist. The patient must return to the referring dentist according to the re-care program schedule and agree to have all re-care work performed by the referring dentist for the warranty to remain in effect. If the patient does not comply with the established regime, the warranty program is voidable. Exclusions to the warranty include, but may not be limited to: Patients with Bruxism, gastric and eating disorders (Bulimia). API will discuss any other potential exclusions on a case-by-case basis. Call our office for more information.Warranty Guideline (Predicated Guideline Established At Exit Interview) Preventive Dental CarePrescription fluoride Baking soda/tooth pasteSuitable re-careAnnual exam Case specific hygiene regime Periodontal disease requires hygiene care every 3-4 months Annual bitewings Panoramic & full-mouth series – Every 5 years minimum Adherence To Splint Therapy ProtocolParafunctional habit therapy guidelines Keep Post-treatment Appointments With API1 week 2 months 2 years As needed basis Medical Preventive CareUse of acid reducing medicationsRegular care from gastrointestinal issues with primary care physician or internal medicine specialistPatient Compliance Agreement FormI, (first & last name), understand that by agreeing to my treatment plan, I might be required to have a team of specialists participate in my treatment and that those services may be performed at their office.I also agree that Advanced Prosthetics Institute (API), as a tertiary care practice, will only provide those services outlined in my treatment plan and that API WILL NOT provide general dentistry care after the completion of my treatment. As part of my “after care” program (long-term dental care) and in order for my API warranty to remain in effect, API will direct me back to my primary care dentist for all follow-up and on-going dental care (other than services covered by the API warranty).At the conclusion of my treatment, an exit interview will be conducted and will include the participation of my primary care dentist to review all required follow-up “after care” and related care schedules.Follow-up care (as outlined in the API warranty guideline) with my primary dentist is mandatory to maintain my API warranty.I understand and agree to abide to this compliance agreement._________________________________________________________________________ Patient_________________________________________________________________________ Dentist’s Name_________________________________________________________________________ WitnessTestimonial FormThank you for your willingness to provide a written testimonial to be potentially used in our future patient education or marketing materials. Name: Services or surgery provided: Date of service: In your own words, please tell us about your experience with our staff or the results of your treatment or visit and how that may have improved your self-esteem, quality of your life or oral wellness:I hereby consent and authorize “Insert Practice’s Name Here” the use of my testimonial above, my name, my photo (if applicable) in print advertising, newsletters, radio, video, brochures, website, email campaigns or any marketing/advertising purposes whatsoever, without compensation to me. Any materials in which my name, image or testimony is used shall constitute your property, solely and completely. I can retract my testimonial at any time with adequate notice to “Insert Practice’s Name Here”. Signature of participating endorser, or if a minor, signature of guardian:________________________________________________________________ (Patient signature) _____________ (Date)_______________________________________________________________ (Witness signature) _____________ (Date) ................
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