Episode 294

294: Take Action: Treatment Coordination for a Successful Dental Practice - Dr. Ann Marie Gorczyca

Published on: 19th April, 2021

Take Action: Treatment Coordination for a Successful Dental Practice

Episode #294 with Dr. Ann Marie Gorczyca

You don't need to spend a cent to grow your practice — you just need to take action. To teach you how to improve your treatment coordination as a dentist, as a team, and as a practice, Kirk Behrendt invites Dr. Ann Marie Gorczyca to discuss the contents of her book, Take Action: Treatment Coordination for a Successful Dental Practice. She will teach you how to promote your dentistry, take the lead with patients, and how to follow up with them so that you can improve your treatment coordination process. For tips on growing your practice without spending money, listen to Episode 294 of The Best Practices Show!

Main Takeaways:

Have a weekly strategy meeting for accountability.

Know your numbers and have clear goals.

Treatment coordination is not just a one-person job.

Don't wait for the patient. Take the lead and say, “Let's get started.”

Don't give up on your patients. Sometimes, it takes years.

Follow up with your patients until you get a yes or no answer.

As soon as you hear “yes” from the patient, schedule their appointment.

Your job is to help patients get started and make it easy for them.

Quotes:

“If I can share one game-changer from [Traction] that I learned and implemented in my own practice, that is to have a weekly strategy meeting . . . Meetings are the moment of accountability.” (06:17—06:51)

“Know your numbers, because numbers are the language of business. Once you know your numbers, running a business almost becomes like a game.” (07:28—07:38)

“In dentistry, it’s very common to use the word “treatment coordination” because we actually never are taught to use the word “sales”. Somehow, “sales” has become a forbidden term, so we use the term treatment coordination. But once you wrap yourself around that topic and understand that it is sales that you are actually dealing with, then you can really study every aspect of sales.” (09:02—09:38)

“It doesn't really matter who is in the room with you when you do the initial exam. What matters is that someone capable is in the room and that you thoroughly review the diagnosis treatment plan, go over the financials, but then you say the magic words — and this is the most important thing — ‘Let's get started.’ That's what it’s all about.” (12:21—12:52)

“[Patients] are coming to you for help. And that is your obligation, to help them get started with what they need to do.” (15:15—15:24)

“If you're working in a dental office and you're not promoting your dentistry, using your dentistry, selling your dentistry, why are you there? That's your whole reason to be there, is to help people get the dentistry that they need, and you're there to provide it for them.” (16:27—16:44)

“I have had a patient start Invisalign who came for their exam nine years ago. It took him nine years to get started. And I've had another patient start orthodontic treatment . . . It took her five years to get started. And actually, when she got her braces on, she said to me, ‘Thank you, Dr. Gorczyca, for not giving up on me.’” (20:33—21:04)

“This is really important, for the dentist and the treatment coordinator to not unsell their own treatment. Don't say too much, because the patient came in wanting treatment. You don't want them walking out not wanting treatment.” (26:31—26:54)

“As soon as you hear the “yes” response, that's when you should stop and go towards scheduling the appointment to get started. Don't go into more detail. Don't go into how long it’s going to take. Just stop and make the appointment.” (27:37—28:02)

“Another thing that I highly, highly recommend, which is very effective, is the social proof of showing other cases exactly like the patient’s case. ‘Let me show you a case exactly like your case that we treated with Invisalign,’ and then show the before and after photos. That is extremely powerful.” (32:39—33:02)

“Doctors do need to take the lead. And same thing with calling patients. I would highly, highly recommend that if doctors do have the time, that they actually do follow up with their pending list themselves.” (36:44—37:01)

“Don't assume that [patients] will not do the orthodontic treatment and pay for treatment, because many of those patients pay cash in full, either themselves or they have a relative that pays for the treatment. So, never assume that they won't pay for the treatment, because if they want it, they will get it.” (39:26—39:47)

Snippets:

Dr. Gorczyca’s background. (03:44—04:51)

Traction by Gino Wickman. (05:28—08:39)

Why treatment coordination is important in dentistry. (09:02—10:53)

The magic words: “Let's get started.” (11:25—15:24)

We’re all in sales. (15:50—16:44)

The ideal treatment coordinator. (17:32—19:31)

Don't give up on your patients. (20:08—24:07)

The treatment coordinator is the first line of follow-up. (25:29—26:05)

Tips on getting a yes or no answer from patients/the “warm puppy” effect. (26:21—28:02)

Schedule an appointment as soon as you hear “yes” from the patient. (28:12—30:33)

Dr. Gorczyca’s diagnosis process. (31:04—33:23)

What dentists get wrong about treatment coordination. (33:38—37:26)

Assume patients want the best treatment. (38:15—39:47)

Using care credit in your practice. (40:02—41:48)

How to get started improving your treatment coordination. (42:36—46:25)

The seven excuses patients make. (46:25—48:59)

Last thoughts on taking action and treatment coordination. (49:27—53:04)

One last tip: an hour of power. (53:18—54:18)

Reach Out to Dr. Gorczyca:

Dr. Gorczyca’s website: www.clubbraces.com

Dr. Gorczyca’s Facebook: https://www.facebook.com/GorczycaOrthodontics

Dr. Gorczyca’s Twitter: https://twitter.com/DrGorczyca

Dr. Gorczyca’s YouTube: https://www.youtube.com/channel/UChpbJpv0mkAHSzRJc7yGj-Q

Dr. Gorczyca’s Instagram: @gorczycaorthodontics https://www.instagram.com/gorczycaorthodontics/?hl=en

Further Reading:

Take Action: Treatment Coordination for a Successful Dental Practice by Dr. Ann Marie Gorczyca: https://www.amazon.com/Take-Action-Treatment-Coordination-Successful-ebook/dp/B08L5QF3X7

It All Starts with Marketing: 201 Marketing Tips for Growing a Dental Practice by Dr. Ann Marie Gorczyca: https://www.amazon.com/All-Starts-Marketing-Growing-Practice/dp/1935953567

Traction: Get a Grip on Your Business, by Gino Wickman: https://www.amazon.com/Traction-Get-Grip-Your-Business/dp/1936661837

Dr. Ann Marie Gorczyca Bio:

Dr. Ann Marie Gorczyca has been a clinical orthodontist for over 25 years. She wanted to be an orthodontist since she was in the seventh grade when she had her own orthodontic treatment! After completion of her orthodontic residency program, she worked with world-renown orthodontist Dr. T.M. Graber in Evanston, Illinois. Since moving to California, she has taught at both UCSF and University of the Pacific Dental Schools, and worked in a multispecialty group practice prior to opening her own orthodontic office in Antioch, California.

In addition to her private practice, Dr. Gorczyca is an adjunct clinical professor at the Arthur A. Dugoni School of Dentistry at the University of the Pacific. She has also taught at UCSF Dental School and Northwestern Dental School.

Dr. Gorczyca is an avid reader and has a passionate interest in business management. She lectures on business management topics at the University of the Pacific Dental School. These topics include Marketing, Teamwork, Treatment Coordination, Customer Service, Management Systems, and Human Resource Management. She has published her first book, It All Starts with Marketing - 201 Marketing Tips for Growing a Dental Practice, which is now available on Amazon.

A graduate of Wellesley College, Harvard School of Dental Medicine, and Harvard School of Public Health, Dr. Gorczyca completed her advanced orthodontic residency and received a Master of Science degree in oral biology from Northwestern University. She also has a master’s degree in Public Health.

Professional affiliations:

American Board of Orthodontics

Edward H. Angle Society of Orthodontists

Advanced Education in Orthodontics (Roth Program)

American Association of Orthodontists

Pacific Coast Society of Orthodontists

California Association of Orthodontists

World Federation of Orthodontists

American Dental Association

California Dental Association

Contra Costa Dental Society

Delta Implant Study Club