Fail to Plan Means You Plan to Fail

Every year during the month of November, I set aside time to meet with my clients to help them formulate a budget for the following calendar year. We actually create two budgets. The first is what I call a “break-even” budget. This assumes that revenue–in the worst-case scenario–will be equal to the previous year. Our challenge for budgeting purposes is to identify and control anticipated expenses so that the doctor in this scenario at least “breaks even” and draws the same W-2 wages as the previous year.

The second budget is the “growth” budget, euphemistically called the dream sheet. This is what we hope will happen if the sun and the moon and the stars are all in perfect alignment. But hope is not a strategy. For growth to actually happen, a great deal of hard work and teamwork must take place. Here are my four suggestions that are paramount for any growth plan to succeed.

1. Share the vision–In my experience, many dentists are poor communicators. Yet good communication with your staff is one of the most important ingredients for success. The doctor cannot exist in a vacuum, and your staff are not mind readers. So meet with your team and go over in exquisite detail what you expect to accomplish–and how they will be involved. I definitely believe that incentives get results, so show staff how your growth plan will be good for them.

2. Attracting new patients is an essential component to growth – Re-visit your internal marketing plan where you hopefully are now rewarding  your existing patient base for referrals – and see how that plan can be improved.

3. Maximize your online presence– it is definitely a brave new world out there! Word of “mouse” has become just as important as word of mouth. You need to take advantage of every opportunity to not only participate but to shine in the Internet arena.

4. Commit to improve customer service–I don’t care how good you are–you can get better. Make a full-blown, no holds barred commitment to creating an unbelievable customer service experience.  This experience must be consistent and not schizophrenic. Friendliness and respect for your patient should become the DNA of your practice. This demands an unwavering commitment by the doctor and every staff member at every interaction and at every level. The goal is to make each patient feel so special that they feel compelled to share their experience with others.

I know this is possible. I hope you will give it a try.