by DSOs must continue to find ways to connect with patients, including an informed team member, new technology, social media and Wi-Fi.
As more and more dentists graduate from dental school, the dental workforce continues to get younger, notes Greg Nodland, president, Great Expressions Dental Centers. Today, there are more female dentists entering the market, he points out. DSOs continue to grow in market share, as more dentists retire and dentists just out of school are faced with large debts and barriers to buying their own practice. Additionally, more dentists are looking to DSOs to assist them with their business responsibilities and free them up to focus on the clinical services they provide.
“We can expect to see dental care use rise – particularly for lower-income children and higher-income seniors,” Nodland says. “Dental care use will likely be flat or slightly higher among adults overall, and increase slightly among lower-income adults due to Affordable Care Act. We will see an increase in Medicaid patients, and more Medicaid emergency visits.” As a result, some dental groups will need to adjust their approach to capture this group of patients. As the dental industry is impacted by new economic forces, and more small players enter the market, we will continue to see consolidation of solo and small groups into large group practices and DSOs, he adds.
Efficiency in Group Practice: What will be some key opportunities for DSOs in 2018?
Greg Nodland: DSOs should continue to market to young patients who are in their 20s and 30s, as more and more are getting dental coverage. The recent increase in dental coverage rates, and reductions in cost barriers to dental care, may help facilitate dental care use. In addition, DSOs must meet the needs of the newly graduating dentists who seek flexibility and financial security. More and more of these dentists see DSOs as a path to a viable career. The DSOs that can match their business plans to the needs of the changing dentist population will succeed.
EGP: What steps should DSOs take to stay ahead of the game in 2018?
Nodland: DSOs should look at their operations to see if they are equipped to support newer shifts and trends in the industry. Then they must adjust their operations as needed. For example, they may need to do more targeted/segmented marketing, or revamp a training module. In addition, DSOs should invest in patient-facing technology to make it easier for patients to interact with their dental provider. Patients expect ease through technology and it will be important for our industry to meet this expectation.
EGP: How can clinicians and dental team members better connect with their patients in 2018?
Nodland: At Great Expressions Dental Centers, we put a big focus on the patient- relationship. We have invested in training through GEDCU, as well as invested in items patients have told us they want. We’ve discovered the following:
- It is critical to minimize team member turnover. To be successful, dental practices need a well-oiled team that works together to ensure the patient experience is exceptional. Team member turnover can disrupt the office flow and inhibit the team’s ability to connect with their patients.
- It’s important to offer patients an easy way to pay their bills, such as online bill pay, auto pay and/or a patient portal specific to their care, which they may access on the dental website or via a mobile app.
- Team huddles make a difference. This is an opportunity for dentists and their team members to review the needs of each patient visiting the office that day. A prepared team can address their patients by name, put them at ease with casual conversation and better attend to their clinical needs.
- Monthly or annual membership plans are an option for patients who don’t have dental insurance. Each member pays to receive discounts and benefits from the dental practice/dental group. Creating membership plans demonstrates to patients that the practice cares about them. Patients, in turn, will be more likely to return for future visits, as well as refer their family and friends.
- All dental offices should offer free Wi-Fi. Patients expect – and value – it. In fact, when they can use their devices in the waiting area to research their dental needs, they often ask more informed questions during their visit.
- Social media helps dentists and team members connect with their patients. At GEDC, we’ve discovered social media is a great way to generate interest in – and enthusiasm about – our offices. Posting photos and news facilitates word-of-mouth marketing.
- Patients enjoy providing online reviews. Making it easy for them to do so helps strengthen the dentist/team member/patient bond. At GEDC, we work with a third party to automate invites, which are sent to every patient at the time of checkout. With a couple of clicks on their mobile phone, patients can easily leave a review if they are so inclined.
EGP: What industry trends will we see in the next several years? How can DSOs plan ahead?
Nodland: We can expect to see more industry consolidation as the DSO model continues to meet the needs of both a changing population of dentists and patients, whose dental coverage constantly changes. We will also see a growing market for both young and old patients, more patients with dental insurance, and greater digital interaction with patients, such as online reviews, voice search and more.
DSOs and large group practices can look at trends in similar industries to see what might be impacting them soon. Patient research will continue to be key in helping dentists determine what patients want, both today and over the next couple of years.
