Opinion W


oody Allen is reported to have said: “Money is completely unim- portant unless you want to buy some-


thing”, and even if he didn’t, it’s a great line. I had the experience many years ago


of being accused at a board meeting of wanting to make money by a fellow board member. I threw my hands up and said: “Guilty as charged.” We all need to make money if we are to provide employment, pay our bills, feed our families, continue our development, purchase new and better equipment, have rest, educate our families, donate to worthy causes and simply exist both personally and professionally. I have the privilege of seeing under the


bonnet of many fellow dental professionals and marvel repeatedly at the range of success I see. It ranges from some who are doing really well and have surplus while enjoying professional and reputation- enhancing satisfaction with their work, to others who are continually struggling with not making enough to support their lifestyles or aspirations. Some can make adequate money while


balancing expenditure and also have the time off to do what they want, and then there are those who never have enough time or money to be satisfied and who


DETAILS AND CONTRIBUTORS Editor


Bruce Oxley


Tel: +44(0)141 560 3050 bruce@connect communications.co.uk


Senior sub-editor: Wendy Fenemore


Sub-editors: Chris Fitzgerald, Gary Atkinson


Design and production Fiona Wilson


Advertising sales manager Ann Craib


Tel: +44(0)141 560 3021 ann@connect


communications.co.uk


Column


with Dr John Barry


Knowledge is the key to success


always seem to be behind the curve. Well, I think I have finally cracked my


understanding of why this is the case. Two of my practices have reported record months for three out of the last four months. In these practices I have instituted some major changes to how we examine our patients, how we present treatment options, payment arrangements and how we gain consent. I suppose it is the concept of the patient


journey which I go on about ad nauseam to any who will listen, but now I have actual proof. We decided that we would no longer just examine the patients and give them a simple quote there and then unless they were very regular patients who were in a maintenance plan and needed nothing more than a routine hygiene visit or a simple filling. Any patient that we felt needed anything


involving laboratory work – crown work, bridge work, implant work, prosthetic work – would have a detailed letter sent out detailing our findings, including the radiographs and pictures where we would show various points of interest. Then we would give a detailed suite of options ranging from do nothing right through to the ultimate options. Guess what? Acceptance has gone through the roof and the common theme


from patients is: “Yes, now that I under- stand what is being proposed and it has been explained clearly, I can see the benefits.” It’s not just about the money, it’s about the knowledge. We have broken significant records three out of the past four months and it’s getting easier as we get slicker with templating this. It takes more time, but so what? How much time are we wasting offering


treatment plans that are being rejected out of ignorance? For those of you who know my life’s work SUSAN, I am in the process of SUSANing the process to make it even easier and will be bringing out an app version in the next few months. Start communicating with your patients


properly and see the results in your account!


®


John Barry is operations director of The Dental Plan and director of The Dental Business Academy. To contact John, email johnbarry@thedentalplan.co.uk


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info@connectcommunications.co.uk Ireland’s Dental magazine 5


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