By Dr. Kevin Winters
For more on this topic, go to www.dentaleconomics.com and search using the following key words: economy, goal setting, expanding services, intangibles, mindset, Dr. Kevin Winters.
It's everywhere you look. It's everything you hear on the news. The radio talk shows go on and on about it. What is IT? IT is the ECONOMY.
For the last several years, the country's economic challenges have been at the top of everyone's discussion list. The negative emotions associated with this can be really overwhelming. It's very easy to be dragged down into the vast dark hole of gloom and doom. The effects weigh on us both personally and professionally. Relationship problems can intensify. Situations with employees can escalate. Why? It's really a matter of choice.
I feel that our attitudes about situations help us form our realities. If you approach things from a negative standpoint, chances are that's exactly what will happen. There is a phrase that really rings true here. "You become what you think about." In other words, your attitude toward life, your practice, and your relationships will create that reality.
Have you ever wondered why some practices are thriving and others are dying? Many times they can even be right across the street from each other. Why does this happen? Of course there's not one answer to this; it is a series of many events. But underlying all the other intangibles, in most cases you will find the successful practice has an overall positive vibe. Usually there is a strong leader and a team who "gets it."
Setting the foundation for success begins with the decision to be successful. It doesn't just happen. People make decisions, even sometimes subconsciously to be successful or not. Focusing on what you want instead of on what you don't want prepares you to head down the road you want to be on.
Goal setting is another huge step. The majority of people who talk about wanting to be better, wanting to lose weight, wanting to be successful, never do anything more than talk about it. Rarely is there a plan of action to direct them where they want to go. Writing down goals and how they will be achieved begins the process of actually making it happen. Something is not going to just magically appear.
Write down goals and plan them with very specific language. Don't write, "I want to collect $100,000 per month." Write "I will collect $100,000 per month by doing x, y, and z." This is a specific goal written with positive language that gives you a road map to follow.
After your goals and plan have been written, display them so you can see them every day. If this is for your practice, make sure everyone on your team is aware of them and can see them. Hopefully, your team has been influential and personally involved in establishing the practice goals, as they will be the determining factor in making the goals happen. Your leadership is required to transfer your vision to them.
Creating a mindset similar to what I've described is essential. When we deal with patients, many of them may not be fortunate enough to be able to make a good living and have some control of their destiny. There is no doubt jobs have been lost and retirement funds have been affected. Discretionary income has decreased. So, what does that mean for us, and how can we position ourselves to help our patients get what they want while continuing to grow our practices?
While most of us may not be doing as many full-mouth reconstructions or 20-unit veneer cases as we did a few years ago, there are still ways to keep the practice numbers up. Dentistry is really fun right now. Yet I talk with so many colleagues who have nothing good to say about our profession. Are you kidding me? How can you not enjoy using the "toys" and incredible materials we have available today?
Expanding services is another avenue that everyone should explore. Implants using 3-D technology are amazing. So much precision with our implant placement is available using the imaging and stent fabrication that the surgery is actually pretty simple now. More time can be spent treatment planning and preparing. Check into systems from GALILEOS, Gendex, iCat, Kodak 3-D Imaging System, Planmeca, Sirona, Suni, and others. (See Fig. 1)
