Dental Tribune United Kingdom Edition

June 4-10, 2012United Kingdom EditionPractice Management24 Why improving your practice is a mystery – part nine Jacqui Goss asks: Who are you? O kay, pop quiz time! In July 1978 a single was released which was an edited version of the al- bum track of the same name and reached number 18 in the record charts. The title of the single was the same as the album released a month later and included part of the name of the band. That’s correct; it’s Who Are You by The Who. My point? Well, here I want to discuss why and how you should make yourself as visi- ble and memorable as you can. Don’t worry, I won’t advocate you donning fancy dress and parading down the high street – which must surely be banned by GDC rules. And, in any case, I’m using the ‘royal’ you – your practice, your practice team and you. Patient journey I’ve written before about how your team should work to en- sure each person enjoys a ‘wow’ patient journey. But the benefits of that great experi- ence in terms of the oppor- tunity for patients to share it with friends and family, will be lost if they can’t remember who you are. You may think you’re memorable but believe me you’re eminently forgetta- ble! Don’t take it personally. As soon as patients have their foot out of the door they’ll prob- ably begin forgetting the name of your practice, most likely failing to recall the name of the dentist or hygienist they saw and certainly putting out of their minds the names of nurses and front of house (FoH) staff! I offer no science to support this, only empirical evidence based on making tel- ephone calls to patients when I’m commissioned to under- take satisfaction surveys. So, how do you counter this collective and, presumably, se- lective amnesia? Quite simply, your name (by which I mean the practice name and appro- priate team member names) should go everywhere. Logo and nameplate design is not my department but I do know they should be distinctive, memora- ble and repeatedly visible. I’ve quite often walked in to a den- tal practice (and other estab- lishments) and seen nothing to reinforce the knowledge that I’m in the correct place. Look around your practice – does my comment ring true? There are, of course, many places to put your practice name and or logo – leaflets, posters, mugs, pens and so on. Name calling Turning to the FoH team, which is my department, there are several ways they can re- inforce the name of the prac- tice, the names of the clinical staff and their own names. The most obvious is for the infor- mation to be on their clothing. However, this may not be ob- viously visible to the patient as they approach the reception area (they may not be wearing their reading glasses) so have nice large nameplates on the desk or counter as well. FoH staff should get in the habit of introducing themselves. This is vital on the telephone but also useful in face-to-face con- tact. As well as the ‘who are you?’ benefits I’m discussing FeatureUnited Kingdom Edition June 4-10, 2012 Look out for our free sample within this issue of Dental Tribune 11 No longer a sensitive subject Eric Peterson discusses sensitivity and whitening T he popular accessory nowadays is not just the handbag, the shoes, or the Chihuahua; it’s the pearly white smile to boost appearance and self-esteem. In fact, tooth whiten- ing is one of the fastest growing in the dental market, boasting an estimated value of £600 mil- lion according to the Academy of General Dentistry. This growth has allowed teeth whitening to become more accessible for patients and there’s a solution to suit all budgets; in-office procedures, dentist-prescribed at-home treatments, strips and gels. But a common factor of this cosmet- ic procedure is that the patient will almost certainly experi- ence some level of discomfort through sensitivity. This pain can often be so excruciating that the patient either stops treatment halfway through or dismisses this procedure alto- gether in search for a less pain- ful option. And it’s not just after teeth whitening, dentine hypersen- sitivity affects one third of the adult population at some point in their lives. This can be any- thing from a mild twinge to hav- ing severe discomfort that lasts for several hours or even days. Be it a result of teeth whitening or if they are simply sensitive to heat, cold, sweetness, acidity or brushing, by educating patients on how to deal with dentine hypersensitivity you can help them achieve a whiter, brighter, “pain-free” smile. Explaining the causes and symptoms of sensitive teeth Many people can be confused about the causes of their sen- sitive teeth so it’s important to make them aware of all the common factors and put them at ease. Generally, when the hard enamel is worn down or gums recede the dentine tubules be- come exposed; the causes and symptoms will differ for every patient, from eating or drinking foods and hot or cold beverages to touching teeth or exposing them to cold air. The pain associated with dentine hypersensitivity can even affect the eating, drinking, and breathing habits of patients, so it’s ideal to start by inform- ing them that sensitive teeth are relatively common and not usu- ally a health concern. • Check which toothpaste they use – Highly abrasive ingre- dients found in toothpastes can add to the discomfort, as they continue to wear away the enamel. Patients should steer clear of highly abrasive toothpastes, especially after in- surgery treatment, as they can damage the teeth and gums, removing the lustre of the teeth and dulling an otherwise beau- tiful smile. Using tartar-control tooth- pastes can cause teeth to be- come sensitive and should be avoided. There are many types of toothpaste available on the market specifically formulated ‘By educating patients on how to deal with dentine hypersensitivity you can help them achieve a whiter, brighter, “pain-free” future’ page 12DT ß