A NEW STAFF POSITION TO CATAPULT YOUR PRACTICE TO THE TOP IN PATIENT CARE, PRODUCTION, PROFIT, COMMUNITY RECOGNITION AND PROFESSIONAL APPROBATION

January 2, 2016; Greenville, NC; my home office.  As I write this article to be used in February, I find myself wishing it were to be distributed in January instead.  I find myself wondering if January publication might have better emphasized the importance of developing a staff position to set your practice apart so that it operates way above the norm and eons ahead of offices run by dental practice management companies.

The role of Dental Health Educator/Marketing Coordinator (DHE/MC) can start your team on a quest to make your office a prime example of excellence in practice.  The DHE/MC is chief communicator and facilitator for the practice, concentrating on three areas: (1) Patient relations, (2) Community activities, and (3) Staff enrichment.  In a preventive oriented office the DHE/MC works as an adjunct to the hygienist, reinforcing proper homecare techniques, diet, pre-natal and infant oral health, preventive dentistry for children, teens, and adults, and the importance of oral health to overall physical health.  She is also a community ambassador for the practice, an area-wide resource for dental health information and materials.  Further, she can coordinate and enhance teamwork, facilitating a synergetic relationship among the staff.

Her duties are many and varied, including but not limited to:

• Teach preventive techniques and maintenance of oral health to patients and families.
  
  
• Communicate frequently with patients and prospective patients.  Act as liaison between the practice and patients for clinical and non-clinical matters; thereby developing a trust relationship.  The practice which is perceived as one dedicated to total quality patient care, surpassing patients’ expectations, is the one that keeps patients and receives referrals.  These efforts include all aspects of patient and prospective patient communications, such as an updated, attractive, informative website and frequent social media postings; letters of welcome to community newcomers; patient birthday greetings; thank you notes for referrals; drawings for giveaways to patients; current periodicals in the reception room; pleasant, professional relationships with all vendors serving the office (They too are referral sources.); administration of the office benevolent fund; on and on.  The list of ways to say, “Thank you.  We appreciate you.  We want to serve you.” is endless, limited only by imagination, budget, and the dentist’s preference for professional marketing methods.

• Follow-up with new examination patients, patients who leave without scheduling diagnosed treatment, patients who had extensive treatment that day, or patients with problems or complaints.
  
  
• Reinforce case presentations to assure acceptance of treatment presented by the dentist.  Answer patients’ questions or inform the dentist of questions and concerns so that he/she may talk with the patient.

• Work with any person or group of people requesting dental health information.  Groups with whom the DHE/MC might work include:
  
  
  • School administrators, teachers, coaches, and students of all ages from preschool through graduate level
  • Hospital personnel
  • Public Health personnel
  • Other area healthcare providers
  • Local businesses and industries
  • Civic and social organizations
  • Media, including television, radio, newspapers, and local periodicals
  • Community groups, health fairs, fund raisers, etc.
  • Young people interested in dental careers
  • Boy and Girl Scouts working to obtain the Dentistry Merit Badge
  • Speakers’ Bureaus
  • Chamber of Commerce administrators and members
  
  
• Maintain inventory of patient and community-wide preventive education materials.


• Help write or edit office forms, letters, and educational materials used in electronic or printed form.


• Host tours through the office (particularly effective with school groups).


• Coordinate communication with referral sources including regular distribution of referral slips which make referral of patients convenient and easy, send thank-you-for-referral gifts, plan events to honor/entertain referral sources.


• Assist in presentation of programs and seminars and writing of articles and reports given by the dentist and other staff members.  Schedule events, organize and catalog PowerPoint files, follow up with sponsors of various events.


• Coordinate activities for staff members---for example, staff meetings, planning retreats, and CE sessions.  Arrange fun events for the team.  Mediate interpersonal problems when appropriate. Set up a resource center for staff use, including training materials, books, dental journals, audio/ video resources, etc.         

Please note:  The feminine pronoun "she" is used in this description for brevity and clarity; however, a male could fill the role equally well.