Greg Anderson, Director of the Crown Council says …
 
Bill Dorfman's Extreme Makeover Story

Last week I told you about Dr. Jeff Gray’s and Dr. Kenny William’s and their Extreme Makeover success in San Diego. You can now view their actual 8-minute news story by going to www.thesandiegochannel.com and clicking on the “Extreme Makeover” link.
 
Jeff and Kenny were inspired to do their own Extreme Makeover after seeing what fellow Crown Council member, Bill Dorfman, did with the Extreme Makeover idea on the nationally televised ABC Extreme Makeover series.
 
This week I would like you to read about Bill’s inspiring Extreme Makeover story.
 
A Real-Life Hollywood Success Story and How Extreme Makeovers Can Make You a Star

By William M. Dorfman, DDS, FAACD

I was sitting at a soda fountain in some drugstore on Hollywood Boulevard. As I finished my sugar-free root beer float, I noticed a noisy group of movie-types down the counter, discussing a project they had “in development” at a studio. I overheard them saying something about an “extreme makeover” case and how they really needed to find a great cosmetic dentist. I leaned over, handed one of my cards to a tall, absolutely stunning blonde, and said, “Bill Dorfman, cosmetic dentist. I create beautiful smiles.”

And the rest is Hollywood.

Okay, that may not be exactly how I got the part on ABC’s new reality show, Extreme Makeover, but I can assure you that appearing on prime time T.V. this past few months has been one of the most exciting developments in my professional career. In case you missed it, Extreme Makeover featured participants who experienced a real-life Cinderella story of their own. They underwent plastic surgery, tooth whitening and other dental services, as well as a complete beauty and wardrobe makeover. On top of all that, they were placed on a rigorous physical training and nutrition regimen. The results for each one of these participants were absolutely amazing.

The smile makeover segment included a comprehensive oral health exam, prophylaxsis and Zoom! chairside whitening. Shortly after the first episode of Extreme Makeover aired, my office received well over 1,000 emails from patients interested in the featured procedures. I referred many of those patients to dentists all over the country, while others ended up in my office. We did 30 Zoom! chairside whitening treatments within the first two weeks of the show’s airing and I’ve done over 10 veneer cases as a direct result of this appearance, with a lot more on the books.

In 20 years of practicing dentistry, I have tried numerous marketing and publicity-related ventures and although many have been very successful, nothing has had a greater impact than appearing on ABC’s Extreme Makeover. Not only can I affirm that it has brought new patients into my practice, it also has had the same effect on many dentists’ offices around the country.
 
For the first time ever, prime time television highlighted cosmetic surgery and dentistry and showed what a tremendous impact these services can have on people’s lives. When the pilot aired, the network did not anticipate that it would draw like it did. Not only did Extreme Makeover beat West Wing, it was one of the highest rated reality shows of the year. Everybody cares about looking good.

Here’s the inside story. I have a patient who has been a game show hostess on a nationally-syndicated program. She had recently met with the producers of Extreme Makeover on a different project, but over the course of the meeting, they wound up pitching her to become involved in this show. She was immediately excited about the concept and it so happened that, at the time, she was working for a plastic surgeon friend of mine, Dr. Garth Fisher. At the end of her meeting, she said, “You have to meet my boss. He’s a great plastic surgeon who would be perfect for Extreme Makeover.”

So they met Garth and immediately realized that they had found their first Makeover expert. They also had a dentist selected at the time, but Garth and my patient suggested that they also talk to me. The producers called me and told me they were interested in meeting, but that they needed to make a decision that evening. Fortunately for me, I’ve compiled a lot of the media things I’ve done over the years into a demo tape, which I realize is kind of unusual for a dentist, but I knew that actors and actresses have them and many times, when they go in for auditions, a demo tape is often preferred to a performance.  I sent it over to ABC and once they saw that I was comfortable in front of the camera, they called me back and told me that I got the gig!

Taping the show was a lot of fun, though, at that point, I really had no idea what it was all about. I definitely had no idea that it was going to air nationally and thought that it would be shown locally on an ABC affiliate. Even when they taped it, it was all done using hand-held beta cameras, but I gave it my best effort and had a great time during the taping.

Shortly after the program aired, a dentist friend of mine called and suggested that I share my experiences with our colleagues. Based upon his comments, I thought that it might be of interest to develop what I’ll call “A Blueprint for Extreme Success” that you can use to create your own Extreme Makeover locally. Follow these 10 steps and you might be very surprised at how much response you receive.

1) Locate a great plastic surgeon in your vicinity. It’s critical to find someone with an excellent reputation, who’s both personable and media savvy. I realize that this is easier said than done as plastic surgeons notoriously lack the charisma and charm for which dentists are so noted. Still, you should be able to find someone who shares your goals to create excitement about cosmetic makeovers.

2) Take a course on media training and public speaking. In my opinion, that’s the one real key to your version of Extreme Makeover. Make sure that it is clear that you are having fun while you work on your patient. Believe it or not, there are many out there who are still reluctant to visit our offices and this is your opportunity to re-shape their preconceptions about the dental experience. Even if you can’t get airtime right away on local stations, develop your own in-office video. Use it to distribute to referring plastic surgeons and for other PR opportunities.

3) Keep the focus on the face and the teeth. Don’t do a replica of ABC’s show—no breast augmentation or lipo suction.  Also if you focus on the face, stay away from rhinoplasties because they take too long to heal. Quick turnaround is key.

4) The best aesthetic procedures for Dental Makeovers: porcelain veneers and whitening. The best aesthetic procedures for Surgical Makeovers: face lift or chin augmentation.

5) Find a great publicist! Hire one who’s really keyed into this type of promotion and is well-connected with local media.

6) Develop your Personal Media Plan. Contact local news stations during the candidate search stage. Find out if they’ll put out free public service announcements (PSA's) that you are conducting an extreme makeover with a plastic surgeon and that you seek candidates for treatment. People today have a really high IQ when it comes to extreme makeovers. Solicit letters and photos from prospective patients. The real selling point is that they will be getting free cosmetic dentistry and plastic surgery.

7) Pick your Top 50 candidates to come into your dental office for screening. It’s best to conduct this screening in your office for a reason. Most of the patients that come to you are not going to be selected for the makeover, but the other ones, after having met you and visited your office, may become paying patients. Once you start screening, what you really want to look for are opportunities for dramatic improvements; for instance, a patient with diastemas or crooked, chipped or badly discolored teeth that you could do porcelain veneers and whitening on.

8) Find a good woman! Women buy cosmetic dentistry much more than men do. In fact, 87% of all cosmetic procedures are performed on female patients. This is one context where it’s okay to be sexist. By the way, you should look for a woman in her late 40s to early 70s. When they look great, so will you.

9) Make sure that you perform procedures that make up a significant portion of your everyday practice. Don’t try something that you’re not totally confident in or that you don’t do very often. For instance, one of the candidates I screened for Extreme Makeover had missing lateral incisors and although it would have been very dramatic to do two bridges for her and replace those lateral incisors, how many cases like this walk into your office? I don’t see too many. So try to do procedures that are going to appeal to the largest population out there because that will bring patients into your office.

10) Once you select the candidate or candidates for the extreme makeover, you need to have everything you do with the patient taped in your office. Now, if you have a lot of luck in finding a local station that wants to pick this up as a story, that’s great. It will be free, everything will be taken care of and it will all be professional. If this does not happen, then I would strongly recommend that you invest a little money in hiring a professional to come in and tape your treatment sessions. If you’ve got great footage, it may get picked up later on.  In a worst case scenario, if you can’t get this picked up for T.V., you can make your own tape and use it to market to potential new patients or play it in your reception area. Appearance is everything, and how your story is filmed will determine how you appear.

I was a little bit frustrated after the first show because all I got to do was Zoom! the first patients, so I took the initiative to send over my Before & After book (you have one of these, right?) to the producers for them to see what I could do with veneer cases. I included a “thank you” note about how much I enjoyed being on the show and suggested that if they ever decide to produce a second show, this is representative of what can be done with cosmetic dentistry. They were so hooked into the program that they actually had me come in and select the patients that I wanted to work on for the second round, which made it a lot nicer as I was able to rule out the dentally inappropriate cases up-front (for example, orthodontic cases or patients that required long-term, extensive treatment).

One of the things that I often hear from other dentists goes something like this: “Yeah, sure, that’s fine for you, but you’re in that Beverly Hills market with a celebrity clientele. Out here in (fill in the blank) we just can’t pull something like that off.” It seems to me that the ratings of Extreme Makeover prove that everyone, everywhere, is interested in improving their appearance. Treat all your patients like celebrities and you will be the #1 star in their lives. One thing I’m sure of—there’s no better PR available than the free kind provided by happy, satisfied patients with beautiful smiles.
 
Bill Dorfman

Thanks for the story, Bill. And what a success story it is! Maybe it will inspire more of our Crown Council members and DentalSuccess Letter readers to do exactly what Jeff and Kenny did in San Diego. We’d love to see an Extreme Makeover program in every city in North America. So what are you waiting for?
 
This article is provided courtesy of the Crown Council. If you would like more information about the Crown Council send an email message to gregs@dentalsuccess.net and type “Crown Council Info” in the subject box or call Greg Sneyd at 800-460-3838 x106 or complete the information below and fax this page back to 801-293-8524.
 
Name: ____________________________________________________________
 
Phone: ____________________________________________________________
 
Fax to 801-293-8524

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  Steve Anderson has 5 new Action Thoughts for your Morning Huddles this week… 
 
Monday, May 26
 
Thought: Spread cheer not fear. Steve Anderson and Walter Hailey
Action: Make it a rule that ideas intended to be constructive are never ridiculed regardless of their ultimate value or usefulness. Only when fear has been eliminated and replaced by an atmosphere of harmony and trust, can the most creative ideas flourish. One way to create a harmonious atmosphere is to treat co-workers with the same respect and attention as you would your most valued patient. 
 
Tuesday, May 27  

Thought: A mastermind alliance is created when two or more individuals work in harmony for the attainment of a common purpose.  Walter Hailey and Steve Anderson 
Action: Make maximum use of the morning huddle by making sure all attendees are participants. When minds work together they create an additional mind so that the power and ability of the group is actually greater than its total number. 
 
Wednesday, May 28  

Thought: We are committed to the profession we serve and hold ourselves accountable to high ethical standards in our dealings with our patients and with each other. Cindy McKane-Wagester
Action: Be sure you have a Code of Ethics and a Mission Statement posted where dental team members are reminded of both every day.  This Day Starter can be a thought starter for your code of ethics.  
 
Thursday, May 29  

Thought: He is happy whose circumstances suit his temper, but he is more excellent who can suit his temper to any circumstances.  David Hume
Action: Resolve today to adjust your temper to make those of other temperaments totally at home in your presence. 
 
Friday, May 30  

Thought: Even when a bird walks we see that he has wings.  Lemoine
Action: Find pleasure today in looking beyond the actions of each patient to an appreciation of his/her total abilities, potential, and worth as a person. 
 
These weekly Action Thoughts are provided courtesy of Dental Boot Kamp. If you would like more information about Dental Boot Kamp, or you would like to look at a list of the 2003 DentalBoot Kamp locations and dates, click here. Or if you have any questions about Dental Boot Kamp send and email message to gregs@dentalsuccess.net and type “DBK Info” in the subject box or complete the information below and fax this page back to 801-293-8524.
 
Name: ____________________________________________________________
 
Phone: ____________________________________________________________
 
Fax to 801-293-8524

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  Greg Sneyd, Director of DentalSuccess says:
 
Good Stuff From the Crown Council Email Network

Chris and Chris were at it again this week. Last week on the Crown Council email network they had an excellent dialog about patient financing and debt consolidation. This week they talk about paying royalties on recorded music played in your practice.
 
Dr. Chris Chaffin asks:
 
 
Dr. Chris Bowman responded with:
 
Hi Chris,
 
This one's easy. 
 
My aunt lives in LA and she's the VP of music for TV and motion pictures with ASCAP (American Society of Composers, Authors, and Publishers).  BMI is the other company that does the same thing.  Both companies are music-licensing companies with memberships of people who write songs, books, articles, etc.  Their job is to protect copyrights and negotiate contracts for royalties for songs played on the radio, sold on CDs, etc.  If you write a song, you join ASCAP or BMI, and they keep track of where your music is played or sold, and you get the pre-negotiated royalties.  Example: John Williams wrote the score of Jurassic Park.  If Jurassic Park is the Sunday night movie on ABC, then John Williams will get a royalty based on a ratings formula for every minute his music is playing during the movie, because his music enhances the film.  It's a huge business.
 
That's good for us.  ASCAP spends virtually all of their time focusing on retail businesses.  It's possible but very unlikely that anyone from ASCAP or BMI would waste their time trying to squeeze a few nickels out of you because you play CD's.  Also, if you play the music for the enhancement of the work environment of your employees, and not the benefit of the patients (by your definition), you're off the hook, because royalties are only paid if the music results in an enhancement of customer environment, and sales.
 
In short, don't worry about what the rep said, he's trying to sell you his stuff.  That said, there is a huge benefit to having non-radio music...no commercials.  I've played CDs for years, but you've got to keep buying and rotating them, or they'll get old fast.  I switched to Dish Network music stations and I'm having trouble finding a consistent station or two, but I'm picky about my music.  My patients frequently commented about the music when it was CDs, now they don't as much.  I'm looking into XM (satellite radio), and going back to CDs.  If you do CDs make sure you get a 200 or 300 disc changer...you don't want to be going back every two days to change 25 CDs!
 
Hope this helps,
 
Chris
 
Chris Bowman, DDS
All Smiles of Charlotte
Advanced Cosmetic and Family Dentistry
Charlotte, NC
704-337-8070
www.smilemax.com
 

Once again Chris asks an excellent question and Chris provides excellent advice. There were several other responses to this question but one of note was from Dr. Jon Fuller in Moab, Utah:

 

Chris:

 

A few years ago the Music Police struck in little Moab, Utah (pop. 4000, and the largest town for 100 miles in all directions) and nailed several businesses.  According to the information we got, even listening to commercial radio in a business is illegal unless you pay an annual fee.

So is listening to your own CD's.  We opted to sign up for  digital
cable radio for $30/month (only $10/month additional if you have cable TV in the office as well, which we don't).  The fees are already paid by the cable company.  The system has about 30 channels, and we just let whichever patient has the longest appointment at the time pick what they want to hear.

 

Jon

 

So be careful out there. Chances are it probably won’t happen but be on the lookout. You’ll never know when the “music police” might come into your practice.

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 Walter Hailey and Steve Anderson say ...
 
Become a Creative (Re)source for Good Ideas

To become a source and resource of good ideas takes a real commitment. It begins with a priority to be a learner, to take the personal responsibility to be always seeking out ideas that will be value-added to other people – patients, prospects, NERs or NEERs.
 
There is no better reputation to have.
 
Every time they speak on the telephone or sit down with you, they know you will have something of value that will enrich their lives. They will always look forward to seeing you because they know you have something that will help them.
 
No matter what you do within your practice, if you resolve that every time you contact someone outside the practice you will provide valuable ideas, then you are adding a tremendous plus to the marketing success of your practice.
 
Before the members of our team start their week, they’ve reviewed and discussed a new idea that morning. It might be something related to business, finance or personal growth. Whether they sell something to their prospects or are just talking with a customer, they say: “Before I let you off the phone, let me share with you a neat little idea that might help you out with what you’re doing.”
 
Action Items:
 
1. Organize your information. Make sure you have something of value to give anyone who happens to call you.
 
2. Never let a phone-call become run-of-the-mill. Make sure the transaction always ends with something that could enhance the patient’s life.
 
This article is derived from “The Everybody Search Plan (ESP) – 40 Common Sense and Easy-to-Implement Ideas to Get Everyone in Your Company Focused on Creating More Happy Paying Customers, Clients, Patients, Buyers or Whatever You Call the People Who Do Business With You.” by Steve Anderson and Walter Hailey.
 
If you would like to find out how to get a copy of this book or if you would like to learn more about Dental Boot Kamp, simply send an email message to gregs@dentalsuccess.net or call 800-460-3838 x106 or complete the information below and fax this page back to 801-293-8524.
 
Name: ____________________________________________________________

Phone: ____________________________________________________________
 
Fax to 801-293-8524  

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  Art Anderson talks about:  

Pay Dental Team Members a Commission
 
This is far from a traditional approach but it works well for some dentists according to Crown Council member Dr. Charles Albee who has a general practice in Suncook, New Hampshire. The commission that all team members are paid is based on the revenue generated each week less bad debt write-offs. The total amount allocated to commissions is 25% of each week’s production. The percentage of the total that each employee receives is based on the impact each one has on production income. Typically the records keepers receive 6.5%.  Hygienists receive 13.2% and chairside assistants receive 12%.
 
The advantages of the system are many:
 
·        The appointment secretary has an incentive to keep the schedule full.
 
·        The person who does the confirming has a similar incentive.
 
·        Those who contribute to achieving treatment acceptance can easily calculate the effect this will have on their paycheck.
 
·        If any team member is not pulling her weight, the dentist does not need to intervene. The other employees remind the offender that she is benefiting from the system but not doing her share of the work.
 
·        There is a built-in system that resists adding a dental team member until absolutely necessary because the addition of another reduces the share of all of the others unless volume increases sufficiently to make up for it.
 
·        The system inspires full cooperation among dental team members.
 
·        An attempt is made to get all patients to pay at the time of service because this eliminates debt write-offs. 
 
·        Raises never become an issue. The way to get an increase in pay is to be more productive–for the whole team to be more productive.
 
This weekly Tip is provided courtesy of Dental Boot Kamp. If you would like more information about Dental Boot Kamp, or you would like to look at a list of the 2003 DentalBoot Kamp locations and dates, click here. Or if you have any questions about Dental Boot Kamp send and email message to gregs@dentalsuccess.net and type “DBK Info” in the subject box or complete the information below and fax this page back to 801-293-8524.
 
Name: ____________________________________________________________

Phone: ____________________________________________________________
 
Fax to 801-293-8524

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NEW 2003 Edition - Stop Cancellations

Brand new 2003 60-MINUTE VIDEO training program featuring Walter Hailey and Steve Anderson.

Stop losing money right away! These videos show you our proven system for handling the majority of your cancellation problems before they occur. Learn how to handle "no-shows" and patients who cancel after regular business hours. Don't let another cancellation ruin your day!
 
Also, if you order within the next 10 days you will receive these FREE Special Reports:
 
"The Formula for Turning Patient Objections into Case Acceptance"
 
"The Secrets of an Effective Cancellations Policy"
 
Price: $195.00