What kind of business are we in? I contend that we are in the business of education. Nothing really happens until the patient is educated. Everything we do in the dental office should be geared toward educating the patient, and much of the new technology helps us to do this in new and innovative ways. A "message on hold" program can educate our patients while they are waiting on the phone. Patient education video tapes can be played in the reception, consultation and treatment rooms. (Gordon Christensen has produced a complete series of patient education videos that is excellent.) Interactive CD-ROMs allow patients to choose what they want to be educated about.

The new computerized perio charting system allows the patient to visualize the problem. The graphic printouts are in color and are easy to understand, so patients can see what a pocket is and what it means to the health of their mouth. On the basis of what they see and hear, patients can determine for themselves that they need treatment. Then it is our job to help them change that need to a want.

The intraoral video camera (see photo at right), in my opinion, is the best patient education tool available today. Getting the patient involved in co-diagnosing and treatment planning is so easy because they can finally see their own teeth. If you have not invested in one yet you are missing a great opportunity! Nothing in the office will pay for itself more quickly than an intraoral video camera and the prices have never been lower than they are now.

i-glassesŪ by Virtual I.O.

You are proud to provide quality treatment, but patients don't have anything to base quality on - they do not know that your crown margin is the best in the state. State of the art equipment creates an image of quality in the practice. It gives them a bench mark to judge you by and enhances the doctor-patient relationship. They perceive you as a better dentist - modern and up to date. Therefore they are more relaxed and they want to know how this new technology can benefit them. This is just what you want because it allows for an educational exchange.

Patients are more appreciative of your services because they can now easily see what you have done for them. I have a theory. I don't believe my patients ever saw anything when I handed them a mirror and asked them to look at something in the back of their mouths. Looking at their mouths on a TV screen is different. They can clearly see the problems so you don't have to try to paint word pictures. Because the two of you are looking at a picture together, they can more easily focus on what you are trying to explain to them.

State of the art technology also tends to build enthusiasm in the office. A hygienist with an intraoral camera and a computerized perio charting system has very powerful educational tools. The hygienist becomes more time efficient because with these technological aids she spends less time on explanations - patients can understand what they see and they become more trusting. The relationship is strengthened.

New technology can maximize productivity and profitability. If a new piece of equipment allows you to work faster and easier, if it improves efficiency and if you can provide new services, then you will find you are working more cost effectively. Profitability goes up and overhead goes down. Patients are willing to pay more if they believe that the technology benefits them.

Can you afford to purchase this new technology - the intraoral camera, the imager, the Victor, the CD ROM, the computer management systems, the lasers, the x-rays? First, you must calculate your ROI (return on investment). Is the new equipment going to pay for itself and provide a return over and above the cost? To calculate, simply amortize the investment over a number of months. I like to use five years, or sixty months. Take the total cost including any interest or leasing expenses and divide by sixty. You should be able to see yourself making a significant increase in productivity to make it worth your while. Let's say that your cost is $600 per month. Then you will need to have a return of five to ten times more than $600. When I first purchased an intraoral camera back in late 1991, using the above formula, I had a monthly cost of $200. In 1992 my annual production increased by more than $100,000 without a fee increase. I think that was a pretty good return on investment.

Don't make an impulsive purchase - do your homework. However, don't make the mistake of waiting for the next upgrade to come out either; you could wait forever in this age. The exhibit floor at a dental meeting is no place to buy an expensive piece of high-tech equipment. Generally there is too much hype and pressure to make a good decision. It is, however, a good place to look, compare and gather information. Most high ticket items have a trial period of 30 to 60 days. Get the longest trial possible. Always ask if training is included or if it is an extra charge item.

OK, now that you've invested in the new equipment, what's next? You need a plan to implement it. The very first thing is to fully train the staff ­ everyone, including the front office ­ so they are not only able to use it but also understand it and can discuss it with patients. Second, develop a marketing plan so you can show patients the new technology. Finally, you must use the technology consistently. If you only use it once in a while, it's going to be a loser. I can't tell you how many doctors have bought intraoral cameras that don't use them. That is really a shame! Get your team enthused about your new equipment and design a system so that everybody uses it in a certain procedure or technique. Then it will quickly become a part of your routine and you won't be able to practice without it. That's a win/win situation for you and your patients.