Pacific Coast Society of Orthodontists Bulletin Winter 2017 - 62

Presentation Summary

Administrative & Clinical Staff

The View From the Top
Anne Evers
PCSO Bulletin Managing Editor

LeeAnn Peniche
Peniche & Associates

Presented by LeeAnn Peniche, Peniche & Associates,
October 14, 2017, PCSO Annual Session, Reno, NV
Presenter LeeAnn Peniche, an orthodontic practice management consultant based in Gresham,
OR, believes that for an orthodontic practice, the
climb to the top is just the beginning. You need
to have the skills, focus, and drive to stay on top.
Whether you are just starting out or have a wellestablished practice, she says the keys to successful longevity are the same: a team that is "all in"
and sets you apart with efficient systems and
clear communication. Every process, from the
new patient phone call to presenting finances,
must be finely tuned, and an extension of the
doctor that represents the remarkable care your
office provides.
In her presentation, LeeAnn shared her top 10 tips
on how to keep a practice performing at its peak.
She gave guidelines for how to communicate
what you stand for, and how to build the systems
that support your practice's short- and long-term
goals. She listed proven tools that help build
team unity and parlay that team mindset into
creating a culture that works for all.
LeeAnn's top 10 tips are:
1. The First Point of Contact
The good news is, your patients love you.
The bad news is, that's not enough.
Love + Passion = the Ask
Ms. Peniche stressed the importance of getting
your happy patients to communicate to the
world about their experience. Don't just say, "Was
today a positive experience? Please post a
review." Chances are they won't do it.
Instead, say, "I have a favor to ask. We build our
practice on positive comments from our patients.
Could you share your story? I will send a link right
away." Send the link and also have a handout at
chairside with a link.

62

2. Maximize the Online Experience
Engaging + Interactive + Schedule
Prospective patients visit your website, so it's
essential to make it interactive and engaging.
A visitor is probably thinking, "Is this the place
for me?" LeeAnn suggests adding some simple
questions to your site, such as:

 Have you worn braces or aligners in the past?
 Do you have a preference for fixed braces or
aligners?
 Which picture best describes your smile?
 Are you ready to transform your smile?
When the user clicks "submit," your site should
reply with an email saying something like
"Congratulations on taking the first step on
getting a beautiful smile." That email should
contain a link to set up an appointment plus
the telephone number and other pertinent information. Make it easy and interactive.
3. The New Patient Phone Call
Enroll + Endorse + Identify
LeeAnn believes that when a new patient calls
an orthodontist's office, she has already chosen
that practice to give her (or her child) a beautiful
smile. All the practice has to do is take extraordinary care of that person.
The first phone call sets the tone and builds the
excitement. The most important thing is to be
positive and endorse the new patient's decision:
"Have you ever met Dr. Smith?" If the patient says
no, then that's the opportunity to say, "Oh, you
are going to love him. He's amazing." Ask the
caller, "Who can we thank for referring you?" Also,
you're not just enrolling that patient, you're also
enrolling the siblings and adults in the family.
Say, "Is there any other member of the family
who would like to be seen?" This can raise your
rate of case acceptance. Also, identify any obstacles. Is she just shopping? Cost? Insurance issues?
What are her hesitations? Be prepared to address
those concerns.

PCSO Bulletin  Winter 2017



Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Winter 2017

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