Relationships are the difference.
Henry Ford said, “If I had asked people what they wanted, they would have said ‘faster horses’.” We’ve assumed a leadership position in redefining dentist/lab relationships.
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Relationships
Your Lab as a Technology Consultant
What about product research? If your lab partner is scared to death that if you purchase a CAD/CAM system they’re going to “lose an account”, how can they seriously help or advise you and objectively evaluate the best options for your practice? They can’t.
On the other hand, wouldn’t it be helpful if your lab—knowing your practice intimately—could help you make the best technology decisions for your practice, based on their depth of experience with other practices? After all, a great lab relationship means you’re ultimately working as a team to provide the very best for your patients.
Perhaps a CAD/CAM system DOES make sense for your practice, and if so, wouldn’t it be nice to have help to determine which system may be best for you (besides listening to the sales rep)? Or, perhaps a CAD/CAM system DOESN’T make sense for your practice, and there are a dozen reasons why (reasons you’re unaware of, and the sales rep will never mention).
In a number of cases, we’ve had clients make substantial equipment purchases that they’ve later regretted. Had they solicited our opinion first, we could have referred them of other dentists who regretted making that same decision.
In other cases, we’ve HELPED dentists make substantial equipment purchases that they absolutely love. Many of these systems are compatible with systems utilized in top-quality dental labs, enabling them for example, to eliminate the need for physical impressions. In still other cases, we’ve been able to steer dentists to slightly used equipment at a big discount.
Your Lab as an Information Resource
Simply stated, top-quality labs are horribly underutilized as a trusted resource for dental practices. On a monthly basis we see dozens of situations that an average dentist may only see once or twice a year!
I’m certainly not suggesting that we have all of the answers—but, we do get to see a large variety of interesting and complicated cases each month. We have opportunities every day to consult with, and brainstorm with, many of the most reputable dentists in our profession. We learn a lot. We help a lot. It gives us tremendous personal satisfaction when we help our clients solve difficult cases. We look forward to the chance to suggest solutions that the dentist may not have considered. We look forward to those times when we can help. It’s what gets us out of bed each morning!
Regardless of which lab(s) you work with, why not take better advantage of this resource?
Your Lab as a Presentation Teammate
At Utah Valley Dental Lab we’re pioneering ways in which our profession can better serve your profession. It’s a great challenge for us, and we’re making great inroads.
Over the years we’ve become close friends with many, many dentists—a great number of whom are Crown Council members. We’ve had long discussions with dentists about the joys, as well as the frustrations inherent in practicing dentistry. One of the things we’ve learned is that most dentists are not very comfortable “bragging” to patients about their capabilities! This is especially true when it comes to cosmetic procedures.
One of the products we’ve recently developed helps dentists educate their patients as to the VALUE of great dentistry by better explaining dentist/lab relationships. Most patients don’t even know what a dental lab is—let alone the difference a great lab can make in their satisfaction. We’ve designed and written a compelling brochure as a third-party endorsement of your skills, AND your level of quality expectation in choosing your lab partner.
(DOWNLOAD A HIGHER RESOLUTION PDF SAMPLE OF THIS BROCHURE BY CLICKING >HERE)
We’ve found that it’s easier for dentists to create higher perceived value in their services when patients know that their dentist insists on a a top-quality lab partner that uses top-quality materials and techniques. It increases trust in your recommendations. It helps justify the cost. It helps dentists close more cases.
In many cases, we’re able to provide these brochures to clients at no cost. In some cases we’ve even customized them for specific practices. Powerfully useful? Indeed. Unexpected? Yes. Remember, it’s time to expect more from your lab.
Your Lab as a Clinical Collaborator
It’s not rocket science… When you look good, we look good. And when your patients look good—and have that “wow” experience—you look great. So, how can your lab help you become the best clinician you can be?
Ten years ago we began participating in clinical workshops with some of the biggest names in dentistry. For example, our relationship with David Hornbrook and the Hornbrook Group has afforded our technicians the opportunity to be chairside during clinical instruction for the prepping and cementation of literally thousands of units of cosmetic dentistry.
This has been such a distinctive advantage for our ceramists—and because of these experiences we can often offer helpful and practical input to our dentists for refining their own systems and techniques. We’re a great resource for answers to questions about procedures that we’ve witnessed and products we’ve recently worked with.
By the way, many of dentists we work with have attended Hornbrook Group courses. We encourage our clients to do so whenever practical and possible. The result has always been rewarding. When both the lab and the dentist have the same frame of clinical reference, exceptional end results are the rule. The whole truly becomes greater than the sum of its parts.
One of the support tools we’ve developed for our clients touts the dentist’s clinical skills. We’ve developed a simple “message card” that sits inside our presentation boxes that’s directed to your patient. While your patient is in the chair, in preparation for restoration or veneer placement, he or she has a moment to read this brief message—all done with the intention of creating more value for your work in every patient’s mind:
(DOWNLOAD A HIGHER RESOLUTION PDF OF THIS PATIENT CARD BY CLICKING >HERE)
Your Lab as a Trusted Colleague
Again, for the most part, patients have very little understanding (and are typically unaware) of the differences between dental labs and their products. Recent publicity surrounding inferior offshore dental restorations is beginning to lead to greater public awareness. Here’s a very recent article of interest:
Documented Cases of Lead Contamination in Off Shore Dental Laboratory Restorations, Feb. 26, 2008: Recently, NADL (the National Association of Dental Labs) was contacted by a dental patient in Ohio who has documentation of lead contamination in her dental restoration. The affected patient, a senior citizen, received a three-unit dental bridge from a dentist in Ohio. After having an adverse reaction to her dental work, and having it removed, the dentist disclosed that the prescription was sent to an offshore dental laboratory and disclosed to the patient that the restoration was made in China. The patient then had the restoration sent to a chemical laboratory for analysis. The documentation of the dental material analysis of this patient’s restoration showed unsafe levels of lead in the porcelain on the restoration.
This case has attracted the attention of an Ohio television reporter who was already working on a story about offshore dental laboratory work. As part of the reporter’s investigative research for the story, the TV station ordered a series of crowns from several offshore dental laboratories. One of those restorations contained 210 parts per million of lead in the materials. The U.S. Congress, in response to the toy recalls in 2007, lowered the acceptable levels of lead in toys to 90 parts per million.
The testing of these restorations for the reporter’s investigation was conducted by a chemical research laboratory in Ohio and, at the suggestion of NADL, at the Boston University School of Dental Medicine. In addition to the documentation of lead, the chemical analysis revealed the restoration contains traces of radioactive isotopes.
This kind of publicity has led some large national labs to hire public relations firms and ad agencies to create materials (including ads) that help educate the public. You may have seen these kinds of commercials on TV.
As consumers become more fully aware of the differences between great restorations and substandard ones, why not develop value propositions for branding your practice that reference your insistence on the best materials and techniques? Do you just leave patients to draw their own conclusions about what you put into their mouths? A great lab can help you develop talking points, take-away materials and other support for positioning your practice as not only aware of the differences, but relentless in providing only the best.
Your Lab as a Business Partner
The most successful dentists we work with often attest to one thing—they know that they’re always farther ahead when they’re consistently spending their time doing those tasks that they do best. As your business partner, great labs understand this, and do all that they can to keep you effectively and efficiently doing what you do best. How? By anticipating your needs. By heading off potential problems before they arise. By advancing techniques that save valuable chair time. By helping diagnose your models and suggesting the best ways to solve complicated cases. And much more.
Great labs think practice/lab relationships through from YOUR perspective. The labs that are feeling insecure these days are the ones that don’t. Down to the smallest detail, a great lab puts your practice first. By doing so, benefits comes back to the lab a hundredfold.
Here’s one small example… We’ve recently designed a beautiful “presentation-type” box that we use to send veneers and restorations to your practice. Besides being highly functional, this box reinforces your value to your patient! In essence, this box says to patients, “The contents of this box are beautiful, valuable, custom crafted and meticulously fabricated for you, our valued patient.” No more dumping things out of a DHL envelope in front of your patient.
Imagine how much more perceived value there is in what you do when your work is presented in such a thoughtful, sophisticated way.
When choosing a lab, be sure to line your practice up with a partner that has experience in the same kinds of work that you predominately do. For example, if your practice is really occlusion driven, choose a lab with occlusion expertise. And, just like any other business affinity, finding the right fit(s) is not only about technical capability, but also about business philosophy.
Finally, great labs typically have an extensive network of contacts in the dental profession—and they know lots and lots of dentists! Often we get to know hygienists, office managers and dental assistants. We know who the sharpest people are and many times we’ve been able to make suggestions and recommendations of team members that are moving to different parts of the country. No, we’re not an employment agency. But the point is that you should never hesitate to ask questions of your lab “business partner”. And if you don’t have these kinds of lab relationships, maybe you should be looking at other labs.
Never thought of your lab as a business partner? Think again.