Staying Out Of Trouble
5 Tips To Improve Your Website
Marketing Your Practice
by Art Curley, Esq. - pg 28
by Mia Lopez of Uptown Studios- pg 16
by Robert Shorey, DDS - pg 31
the dentist’s
A resource for new members of the Santa Clara County Dental Society
2016 - 2017 Edition
We’re Glad You’re Here.
Welcome to your new Dental Society. Whether you’re new to organized dentistry or just
new to Santa Clara County, you probably have a few questions.
Don’t worry. We’ve got you covered.
a resource for new members of the Santa Clara County Dental Society
2016 - 2017 Edition
Nick M. Nguyen, DMD
2016 President
R. Peter Griffith, DDS
Editor
Editorial Board
Diana Belli, DDS • Nava Fathi, DDS
R. Peter Griffith, DDS • Jon Hatakeyama, DDS
Christine Hayashi, DDS, MS • Sripriya Jayaraman, DDS
Clifford O. Marks, DDS • Nima S. Massoomi, DMD, MD
Nick M. Nguyen, DMD • Robert Shorey, DDS
Benjamin S. Stein, DDS • Shyama Subhadarsini, DDS
Louis Tieu, DDS, MD • Jeremy K. Ueno, DMD
Monica H. Wu, DDS • Bexter M. Yang, DDS
Affiliated with the
American Association of Dental Editors
2016 Special Citation Award Winner
for unusual concept, presentation or other distinctive quality
SCCDS Main Office
1485 Park Ave., San Jose, California 95126
T: 408.289.1480 F: 408.289.1483
sccds.org
Section 1
Your Society
Thanks For Joining Us!.....................................................................4
Upcoming Events..............................................................................5
SCCDS Staff: Supporting You And Your Practice............................6
SCCDS Committees.........................................................................8
Top 10 Ways To Get Involved........................................................10
Section 1
Your Society
Thanks For Joining Us!
You’re in good company.
By: Nick M. Nguyen, DMD, 2016 President
I
have always enjoyed mentoring young people
dentistry and leadership. The benefit of working
my objectives and work hard to achieve them.
in the field of dentistry. This satisfaction
with these young people is that it stimulates me
Dr. Wallis is someone I have looked up to for
dates back to my teaching dental students at
to keep updated and informed while teaching
his cool and collected demeanor and teaching
the University of Southern California. I was a
me to relax and enjoy life.
me to be a better team member. These men are
true leaders in my view and I am a better leader
Senior Advanced Prosthodontic Resident and
Another outlet is lecturing for the local
part of our specialty training was to teach one
study groups and at the Carrington College
full day a week. Half of the day was teaching
Dental Hygiene Program. Lecturing is the best
You will find that our SCCDS members are
a pre-clinical complete denture course to the
form of mentoring. It has kept me updated
here to help as you begin your career here in
second-year dental students. It was an amazing
on the current research articles. Everything
Santa Clara County. We all have a connection
experience to help my group of 18 second-year
we use clinically should not only be based on
with each other by way of attending the same
dental students grow in their learning from
our experience but should also be based on the
college, dental school or specialty training
denture teeth set-up for the first time to the
clinical trials by dental schools. All the dental
program. There are almost 1,700 of us member
last day when they submitted their final tooth
materials and techniques that I have used in the
dentists here in Santa Clara County. As we are
set-up on the Denar articulator for grading. The
last 20 years have been based on my experience
here to help you, hopefully one day you will do
other half of my day was to teach clinical fixed
and consultation with my directors at the
the same for others. It really makes the world a
and removable prosthodontics to the senior
USC Advanced Prosthodontics Program. By
better place. Well, at least in the dental world of
dental students. Being in clinic teaching was so
lecturing, it allows me to share my experience.
Santa Clara County and your SCCDS.
because of them.
I am lucky to have had the experience of
Thank you for reading my article and for this
to continuing this rewarding experience in
being a member of the Building Management
honor to serve as your 2016 SCCDS President.
teaching at the dental schools in San Francisco
Committee which was comprised of five
now that I have almost 20 years of clinical
SCCDS Past Presidents (Drs. John Pisacane,
experience.
Peter Griffith, Pieter Smith, and Thien Bui)
exciting and fun at the same time. I look forward
In the first five years of practice, I had the
and the current CDA President Dr. Ken Wallis.
privilege to be a preceptor for the Boston
In the beginning, I thought I knew everything
University
Dental
since I helped to design and build two dental
Nick M. Nguyen, DMD
Medicine Apex Program students. The students
offices. These men have a wealth of experience
2016 President
came to work for me from Boston and worked
to draw upon. What I learned most is to be
Santa Clara County Dental Society
as dental assistants. This wonderful experience
humble and listen. Individually they have taught
allowed me to teach in clinical private practice,
me different things, making me a better leader.
and in the last 10 years, I had the privilege to
Dr. Pisacane’s cheerful disposition has shown
mentor 6 pre-dental students who were working
me not to take things personally. Dr. Griffith
part-time while attending college. These former
has taught me always to generate opposing
students have all become dentists and are now
views before finalizing my decision. Dr. Smith
members of the Santa Clara County Dental
always seems so relaxed and reminds me not to
Society. My hope is that they learn passion for
worry. Dr. Bui taught me to stand strong behind
Goldman
School
4 | sccds mentor magazine | 2016/2017
of
Section 1
Your Society
SCCDS offers ongoing courses to help members and
staff maintain licensure and compliance or to learn about
trends and techniques in practice management. Courses
include:
CPR Certification and Recertification provided by
LifeLink throughout the year.
Infection Control, Dental Practice Act and OSHA courses
provided by Eloise Reed, RDA of Tooth Fairy Systems and
Maureen Vander Zwaag of Make Compliance Simple.
The Business of Dentistry series features a variety of
presentations on topics including practice management,
business transitions and financial concerns.
Most courses are held at the SCCDS Office - 1485 Park
Avenue, San Jose, CA 95126. Call us at 408.289.1480 or
visit sccds.org to register for events.
upcoming
events 2016-2017
E
ach year, the SCCDS calendar is fi lled with exciting events including social, networking and volunteer opportunities. For continuing
education, you can’t beat our General Membership Meetings and our Shred Events offer a valuable service everyone needs. Our committees
are always working hard to add new events to our calendar. Recently added events may not appear in this listing. Please visit sccds.org for the
most current information.
December 1: The President’s Reception
December 8: "TADs and Its Usage for Restorative Dentists" with Hesham Amer, DDS, MSD
January 14: Installation of Stephen L. Beveridge, DDS as President of SCCDS
February 8 through 10: Give Kids A Smile
February 21: "Increase Your Practice Value: Top 5 Practice Growth Strategies for 2017" with Bob Affleck of Opus Bank
February 22: "Topics You Need to Know: Detecting Diabetes in Patients / Learning About Ovarian Cancer in Your Personal Life"
February 25: X-Ray Refresher Course
March 17: Stay Out of Jail / Coding Course
March 30: Mandated Reporter Training
April 21: Restorative Symposium
April 22 - 23: CDA Cares San Mateo
sccds mentor magazine | 2016/2017 | 5
Section 1
Your Society
Supporting you and your practice
sccds staff
Candace Roney
Executive Director
[email protected]
I
joined SCCDS in June 2013 after a very
Aleutian Islands, the Great Lakes, sea kayaking
caves in the Channel Islands, extensive travel in
have a long bucket list.
Megan Duncan
Operations Manager
media relations for several local hospital systems
and more recently, creating and directing the
I
work closely with the Executive Director
to make sure that the Society’s finances
flow smoothly and that we are adhering to our
financial policies. It’s a big job, as we are nearly
[email protected]
community benefits programs at Lucile Packard
Children’s Hospital, Stanford and at O’Connor
My responsibilities as Executive Director are
[email protected]
Canada and most of the US states. But, we still
rewarding career managing marketing and
Hospital.
Katie Lam
Financial Coordinator
trips to Alaska, British Columbia and the sea
a $1 million a year operation and own our own
beautiful building.
M
y job, as it relates to all of you, is to plan
Along with all the office staff, I am here
and coordinate all educational programs
to answer the phones and help you with any
sponsored by SCCDS, develop relationships
questions you may have or may need in your
realizing our strategic plans for member services
with advertisers and vendors who provide
day-to-day practice. I enjoy working with such
and visibility for the dental profession in the
services to the Society, manage the daily “many
a diverse and tightly knit group of professionals.
community, making sure we remain financially
little things” involved with keeping our office
Before joining SCCDS in 2012, I worked
viable so we can do all of this good work, and
open and owning our own building, and being
part-time in finance as I was raising two boys
being the “face” of the dentistry profession in
the “go to” person for member questions.
and am happy to be able to continue to work
to guide our board, members and staff toward
this community. I really enjoy using all of the
The best part about this job is you. I've never
experience and skills I gained in my previous
had a better working relationship than the one
careers to make our local dental society one of
I have with all the members. You are a tightly
I live in San Jose, with my husband, Benjamin,
the best in the country. I love meeting new
knit and friendly group of professionals and I
an SJPD police officer, two boys, a dog, a cat and
members, learning of their hopes for their dental
was overwhelmed with welcome on day one,
a parrot. Outside of work, my family enjoys
careers and how we can help, and encouraging
way back in August of 2001 (yes, 15 years ago!).
getting together with family and friends and just
them to become involved in our organization.
Before coming to SCCDS, I was one of five
I grew up in Santa Rosa, CA but moved to
people helping to run (as an administrator) the
San Jose to attend San Jose State University,
American Medical Forensic Specialists straight
earned both BA and MPA degrees there, and
out of UC Santa Cruz where I earned my degree
never left. I live in San Jose with my husband,
in psychology.
Gerry, an attorney who semi-retired to do
I grew up in Saratoga where my family lives
reading tutoring in elementary schools , a dog
and I live in Campbell. I love the Bay Area.
and two cats. We have a bit of a rep as intrepid
I enjoy traveling to balmy locales, drawing,
adventure travelers : three trips above the Arctic
organizing, playing games and coming up with
Circle (Alaska three times and Iceland) with
creative ideas for both work and home.
another planned to Svalbard, Norway, Haida
Gwaii in British Columbia, way out on the
6 | sccds mentor magazine | 2016/2017
I look forward to helping you become the
best dentist you can be!
part-time so I can be involved in my boys’ daily
activities.
hanging out and eating good food.
Sherry Williams
Peer Review, Ethics and
Membership Coordinator
[email protected]
I
handle administrative support for the Peer
Review and the Ethics Committees and
enjoy supporting the committee chairs and
members. I work closely with the CDA Council
on Peer Review on the cases that are reviewed by
our component committee, setting up meetings,
Section 1
Your Society
etc. I am available to the parties involved be of support.
helpful and supportive team of staff members
here who are patient with this “non-techy”
amongst them.
from drawing, painting and sculpting, I perform
in a local rock and roll band. I also love to cook
[email protected]
I enjoy working closely with the members.
I really appreciate our Dental Society, and the
In my spare time, I try to stay creative. Aside
Erich Larsen
Communications Coordinator
dentist and patient - to answer questions and
I
gourmet meals for my family and friends. I live
joined the Dental Society in 2012 after
with my wife, Liz, my mother, Cheryl and my
working as a graphic designer in the health
one year old daughter, Emma in Cambrian Park.
care and education industries. I’m thrilled to say
Tim Sudano
Facilities Coordinator
that I design all of the promotions, web pages
I worked at Mount Zion Hospital in San
and printed materials released by the SCCDS,
Francisco before moving back home to Willow
including this magazine! One of my biggest
Glen (where I was raised) and raised my family.
professional accomplishments has been the
I began at the Dental Society a long, long time
design of the SCCDS logo. It’s not every day
ago!!! My life-long friend, Dianne Brodies
you get to redesign the logo of an organization
Dashnaw, who was Executive Director then,
that’s more than a century old.
[email protected]
I
make sure our presenters’ computer systems
interface with our in-house audio
and
projection systems allowing both the presenter
called and asked if I would like to work one day
This year, I'm excited to announce that "The
and audience to have a glitch-free experience.
a week! She retired 15 years ago and I am still
Dentist's Mentor" magazine was recently selected
When the presenter and the audience have a
here!
to receive the 2016 Special Citation award from
smooth presentation, I am at my happiest.
I have three children who have been my
the International College of Dentists and the
A San Jose native and filmmaker, my passion
greatest teachers and two grandchildren. We all
American Association of Dental Editors and
is creative narrative film. While commercial
live here in San Jose and Cupertino. We are a
Journalists. This award is given to publications
shoots and product intensives pay the bills, as
very close and involved family.
with an unusual concept, presentation or other
a Writer/Director, nothing is more exhilarating
I love reading mysteries, nature, hiking,
unusual quality. Working with our Editorial
than seeing characters come to life from the
walking (my dog), swimming and attending all
Board on our award-winning magazines is one
written page.
of my grandchildren’s events.
of the most rewarding aspects of my career.
here to help
While every SCCDS staff member has a specialty,
each of us are also trained to help members
accomplish
a
wide
variety
of
tasks
including:
• Course registration
• Auxiliary staff programs
• Information research
Call during normal business hours with any question.
Our offices are open Monday through Thursday, 9 am
until 5 pm and Friday from 9 am until 3 pm. You'll get
a live person without a complicated phone menu. If you
ever have a question that we can't answer, we'll make the
necessary phone calls to find the answer for you. It's all
part of our commitment to personal member services
and it's one of the benefits our members prize most.
sccds mentor magazine | 2016/2017 | 7
Section 1
Your Society
SCCDS Committees:
Find Your Niche!
S
CCDS committees bring members like
click on the various committee pages to get
you together to share their talents, skills
started finding your niche today!
and experiences in a variety of rewarding and
exciting ways. Here are just a few of the many
relations.
• Community Service
Identifies oral health and education
• Allied Dental Health Professionals
needs in the community and develops
benefits you’ll receive by joining a committee:
Develops relationships with and designs
and implements programs and projects to
•
Unique networking opportunities
continuing education programs for
address them through the volunteer efforts
•
Personal and business growth
auxiliary dental professionals. Encourages
of member dentists and by partnering
•
Advance knowledge of exciting events and
qualified individuals to enter the dental
with other organizations that share our
courses
field. Works with local educational
mission.
•
Community exposure
institutions to advise on curriculum and
•
A guiding role in shaping your professional
Society
Each committee has a dedicated page on
• Continuing Education
provide scholarships.
Identifies continuing education speakers
• Building Management
for the general membership meetings and
Manages and maintains the office building
special programs.
sccds.org where members can access important
owned by the SCCDS and is responsible
documents, planning resources and calendars
for the upkeep, maintenance and
Organizes, writes and selects articles for
to help keep things running smoothly. These
establishing rules and guidelines for the
the Society’s magazines, “The Cutting
are also great pages to learn more about each
use of the building.
Edge” and "The Dentist's Mentor"
committee and to view their membership
• Communications / Public Relations
• Editorial Board
• Ethics
rosters. You can get in contact with committee
Provides strategic direction and oversight
Fields questions about ethical conduct,
leadership, request to join and more.
for the Society's magazines, website, social
including questions of business practices
media, marketing materials, and media
and quality of care.
Visit sccds.org/menus/committees.html and
8 | sccds mentor magazine | 2016/2017
Section 1
Your Society
• Leadership Development
Helps identify and train competent leaders
at all levels of involvement for the Society.
health legislation to influence legislation
the public. The scope of this responsibility
favorable to ethical dentistry.
includes but is not limited to appearance,
• Membership
content, layout, functionality, construction/
Develops strategies to encourage members
Responsible for member retention
to join committees, plans trainings to
through enhancing members’ experiences
develop committee members to assume
by planning social and professional events
Addresses issues affecting women in
leadership roles as committee chairs, and
that add value to a member’s experience
dentistry and sponsors events and
develops committee chairs for service as
with SCCDS and for planning programs
activities for the entire Dental Society
Board members.
to recruit new members.
that focus on work-life balance and
• Legislative
• New Professionals
Supports the legislative policies of the
Addresses issues pertinent to new dentists
CDA and the ADA as they apply to the
with fewer than 10 years professional
best interests of our membership and the
experience and/or the general membership
public and acts when requested at the
by sponsoring continuing education, social
direction of the CDA Legislative Council
and other activities that enhance the new
and the Cal-D-Pac Chairperson.
professionals’ member experience. This
The committee also works to create
is a subcommittee of the Membership
good lines of communication with our
Committee.
elected representatives by serving as a
• Web Oversight
source of information and as a "sounding
Maintains the SCCDS website as a useful,
board" in matters relating to dental
easy-to-use tool for both members and
maintenance.
• Women in Dentistry
wellness. This is a sub-committee of the
Membership Committee.
sccds mentor magazine | 2016/2017 | 9
Section 1
Your Society
The Top 10 Ways To Get Involved
Increase the value you receive from your dues.
By: Megan Duncan, Operations Manager
T
he more you get involved in your Dental
These meetings are a great way to meet an
our Executive Director, Candace Roney,
Society, the more value you receive from
employer. If you don’t know anyone, let
hosts a lunch for new members. Have a
your membership dues. Each event is your
the staff know – we’ll be happy to take you
free lunch on us, meet the staff and get
chance to nurture a relationship with your
around and introduce you!
to know your Dental Society! Just call
colleagues and improve your practice. There are
4.
Join us at a “New Member Event”:
or email us to sign up (408) 289-1480 or
so many fun, educational and social ways to get
Th roughout the year, we have free
involved here. Let’s take a look at the top 10.
events designed for new members and
1.
Join a committee: We have many
prospective employers. These smaller,
magazine, “The Cutting Edge,” is always
committees that you can join and
more personal events often involve tasty
looking for fresh content from SCCDS
participate in that help run our Dental
food and beverages. New Member Events
members. Do you have an opinion on
Society. Committees are a great way to
are also a great reason to visit the beautiful
something in the dental world? Send us
meet leaders in the profession and get your
Dental Society office building and meet
an email! Do you create artwork or shoot
name out there. They also encourage you
some of the staff here to serve you. Sign
photographs? Send them in! Almost 2000
to just get out of your office and contribute
up for the next event at: https://sccds.org/
people per month will see your articles
to your profession as a whole. Check out all
continuingeducation.html?category=6
or creative work. What a great way to
your options at: https://sccds.org/menus/
2.
Join the SCCDS Study Club: Did you
Write an article: Our award-winning
introduce yourself to your colleagues!
committees.html or see the previous page.
know we have a study club designed
Volunteer: Our list of available volunteer
for and led by SCCDS members?
looking for a job or an employee? Our
opportunities ranges from local school
Participating in the SCCDS study club
online job board is an easy way to browse
screenings or career fairs all the way to
is a great way to network with specialists
or post resumes and positions. Simply log
CDA Cares - a huge 2-day event treating
and grow as a professional. The club is free
in to your account at sccds.org and click on
the underserved in selected communities.
to join and you’ll receive 2 CE units for
“Marketplace” then “Jobs and Classifieds”
Many of our members also plan trips to
attending each meeting. Past topics have
other countries. If you have the urge to
included “Hands on Suturing Workshop,”
help out, we have an event for you and
“Managing
and
your first step to becoming a leader at the
can supply all the educational material!
“General Anesthesia in the Dental
component, state or national level. Once
Check out our opportunities at sccds.org/
Practice.”
you’ve joined a committee, you’ll need
volunteer.
3.
5.
[email protected]
8.
Dentition,”
Use our online job board: Are you
to get started!
10. Become a leader: Joining a committee is
Bring your family to a social event:
to attend committee meetings regularly,
Attend a General Membership Meeting:
If you just feel like having fun, you can
come to multiple events and volunteer. In
These events are included with your dues
attend one of our many events designed
short, get involved! SCCDS leaders are
so come join us on the second Thursday
with family in mind! You’ll enjoy trips to
highly respected in the dental community.
night of each month (except June through
museums, soccer games with the San Jose
Both the current CDA President and
August). You’ll get dinner, 2 CE units and
Earthquakes, an annual summer picnic
Immediate Past President got their start
a great opportunity to meet and mingle
and much more!
as leaders of SCCDS. You could be next
Come have lunch with us: Every Tuesday
and we hope you will be!
with your colleagues. Searching for a job?
10 | sccds mentor magazine | 2016/2017
6.
Worn
9.
7.
Section 2
Your Career
Section 2
Your Career
New Practice Checklist....................................................................12
Records and Documents Retention Guidelines.................................14
5 Tips to Improve Your Website.......................................................16
Video Marketing for Dentists...........................................................18
Make the Switch to WordPress.........................................................21
When to Refer................................................................................22
Referral Guidelines for the New GP...............................................26
Staying Out of Trouble...................................................................28
Create a Transition Blueprint...........................................................30
Marketing Your Practice..................................................................31
7 Common Ethical Marketing Mistakes..........................................32
To Do or Not To Do in Peer Review................................................33
sccds mentor magazine | 2016/2017 | 11
Section 2
Your Career
New Practice Checklist
Are you ready to open for business?
By: SCCDS Member Support Staff
with state radiation-protection standards.
are regulated by a local enforcement agency
Most cities require a business license or
Current registration is $186 per X-ray tube,
(LEA), such as the county health department
registration. Contact the city hall or seat of
billed every two years. For registration forms
or environmental health department. Others
government where you intend to practice to find
and standards information, visit cdph.ca.gov/
are under the jurisdiction of the California
out if the treasurer, city clerk and/or business
programs/Pages/RadiologicHealthBranch.
Department of Health Services (DHS). Visit
license department administers licenses. If you
aspx
the DHS website to find out how your area
Business License Or Registration
set up and then move your practice within a
city, you may be required to notify the same
agency about your address change.
Prescription Drug Compliance
is regulated. You can also find information
Air Compressor Tanks
about mail-back sharps services, alternative
Cal/OSHA requires a permit for compressors
waste treatment technologies, waste-generator
larger than 1.5 cubic feet in volume or when
application forms and instructions, and the
the safety valve is set greater than 150 psi.
Medical Waste Management Act.
If your practice will require you to write
Compressor tanks must have a nameplate with
cdph.ca.gov/Pages/Default.aspx
prescriptions for controlled substances, you
the ASME Code symbol (a clover leaf with a
Phone: (916) 558-1784
must have a Drug Enforcement Administration
“U” or “UM”) to indicate compliance. Contact
(DEA) number issued by the U.S. Department
Cal/OSHA’s Pressure Vessel Section for your
of Justice (DOJ). Apply for a number:
tank to be inspected and permitted. Fees may
deadiversion.usdoj.gov/online_forms_apps.
vary by location. A typical permit is issued for
waste
html
five years, after which the compressor must be
fi xer) but manage it as recyclable materials or
re-inspected.
universal waste. Generators of hazardous waste
Substance Prescription Forms from approved
http://www.dir.ca.gov/dosh/pressure.html
typically require an EPA ID number, but there
vendors
Phone: 510.622.3066
are exceptions. Visit the Department of Toxic
You’ll also need to order Controlled
listed
by
the
California
DOJ.
oag.ca.gov/security-printers/approved-list
Hazardous Waste
Many dental offices generate hazardous
(amalgam,
outdated
chemicals
Substances Control website to determine if you
If you are a direct-dispense prescriber you
Most cities in Santa Clara County also
may electronically report dispensing data to the
require a Hazardous Materials Storage Permit
dtsc.ca.gov/IDManifest/index.cfm
DOJ. To apply for an account, view instructions
from the Fire Department to use nitrous oxide
Phone: 800.728.6942.
on how to apply or submit dispense data, visit
or other explosive gas. For example, visit the
https://www.aaicures.com/register.for.access.
San Jose Fire Department website:
php. Please note that the DOJ no longer
https://sanjoseca.gov/?nid=749
Waste Disposal and Registration
X-Ray Equipment
State law requires that owners of X-ray
need a number and apply for one if needed.
Wastewater
It is illegal in Santa Clara County to dispose
of hazardous wastes by flushing them down
accepts paper direct dispense reports.
Equipment Permits and Registration
or
Medical Waste
the drain.
Santa Clara County also requires
dental offices to secure a wastewater permit.
All generators of medical waste (including
Consult the CDA Compliance Manual for
sharps, pharmaceuticals and biohazardous
guidance about a broad spectrum of hazardous
California
materials) must register and pay a fee to
wastes and how to meet Cal/OSHA and waste
Department of Health Services and comply
regional enforcement agencies. Some areas
management requirements. Order a copy
machines
register
with
the
12 | sccds mentor magazine | 2016/2017
Section 2
Your Career
for only $75 at ebusiness.cda.org/ebusiness/
TDIC
ProductCatalog/ProductCategory?ID=8.
1201 K Street, 17th Floor
On The Web
Sacramento, CA 95814
Taxes
Phone 800.733.0633
As an employer/businessperson, you need a
Fax 877.498.6105
federal tax identification number, which is not
www.thedentists.com
the same as your Social Security number. To
CA Lic #0652783
obtain a federal tax ID number, register with a
local office of the IRS. Forms and information
about federal FICA (Social Security) quarterly
tax returns are also available there.
Workplace Compliance
The state also requires employer compliance
with provisions governing working conditions,
Enrollment forms for state tax deductions are
including wages. For information, refer to a
available from the local office of the California
set of posters provided by CDA and your local
Employment
Department
component; or to the California Department
(EDD). If you have employees, enrollment
of Industrial Relations website; or to your
is mandatory. The EDD can also give you
local office of the Department of Industrial
information about State Disability Insurance
Relations.
Development
Dental Board of California
www.dbc.ca.gov
American Dental Education Association
www.adea.org
California Academy of
General Dentistry
www.cagd.com
American College of Dentists
Dental Ethics
www.dentalethics.org
California Business and Professions Code
www.leginfo.ca.gov/calaw.html
(SDI) and an explanation of mandatory payroll
reports.
Department of Industrial Relations
www.dir.ca.gov/wp.asp
IRS: Small Business and Self-Employed
San Jose office: (408) 362-2120
American Dental Association
211 East Chicago Ave.
Chicago, IL 60611-2678
Resources:irs.gov/businesses/small/index.html
Federal and state laws require employers
Employment Development Department:
to display posters about employee safety and
edd.ca.gov/Payroll_Taxes/Am_I_Required_
health, job discrimination, wages and other
to_Register_as_an_Employer.htm
employee issues. CDA has compiled these
www.ada.org/en/member-center/
312.440.2500
posters into a set, available through SCCDS.
Insurance
Although California law does not require
dentists to carry professional liability insurance,
You may also purchase a duplicate poster set at
the following link: http://ebusiness.cda.org/
ebusiness/ProductCatalog/Product?ID=4844
they are legally liable for actions under the
Every California employer must establish,
Dental Practice Act. In order to protect your
implement and maintain a written Injury and
professional and personal assets, professional-
Illness Prevention (IIP) Program and keep a
liability insurance is a necessity.
copy at each office. Dental offices also must
California state law does require that
have a written Hazard Communication Plan
employees be covered by workers’ compensation
and an Exposure Control Plan for blood-borne
insurance.
pathogens. For information, contact:
Information about both professional liability
insurance and workers’ compensation insurance
California Division of Occupational Safety
is available through The Dentists Insurance
and Health (Cal/OSHA)
Company (TDIC), a wholly owned subsidiary
800.963.9424
of the California Dental Association. TDIC
www.dir.ca.gov/occupational_safety.html
offers professional and premises liability
coverage and risk-management services to
dentists and their employees.
Please contact them with any questions.
California Dental Association
1201 K Street, 14th Floor
Sacramento, CA 95814
www.cda.org
/member-resources/practice-support
800.232.7645
Santa Clara County Dental Society
1485 Park Avenue
San Jose, CA 95126
www.sccds.org
Dentist’s Mentor Online
www.sccds.org/mentor.html
Jobs Section
www.sccds.org/jobsclassifieds.html
408.289.1480
sccds mentor magazine | 2016/2017 | 13
Section 2
Your Career
Records and Documents Retention Guidelines
Don't shred that file just yet!
By: CDA Member Support Staff
R
ecord keeping for a new dental practice can be confusing and intimidating. Unfortunately, there are no easy rules that apply to every
document. Some must be kept indefinitely, while others can be destroyed after a matter of months. Luckily, our friends at CDA Practice
Support have put together this handy spreadsheet to help you decide how long to keep each different document. If you still have questions
about this or any other practice support topic, you can always call the SCCDS office at 408.289.1480. One of our staff members will be happy
to find the answers you need.
Business Documents
Retention Period
Annual audited financial statements
Indefinitely
Annual plans and budgets
2 years
Bank statements and cancelled checks
7 years
Charitable contribution records
7 years
Contracts and related correspondence and documents
6 years after expiration or termination
Corporate records (articles of incorporation, bylaws, rules)
Indefinitely
Correspondence – general
1 year
Correspondence – legal and other important matters
Indefinitely
Financing documents, credit agreements, loan
10 years after satisfaction or termination
agreements, etc.
General ledgers
10 years
Group insurance plans
Active employees (until plan is amended or terminated);
retirees(indefinitely or until 6 years after death of last eligible
participant)
Insurance claims files
10 years after claim is closed
Insurance policies and certificates
Indefinitely
Legal memoranda
5 years after close of matter
Litigation files
Indefinitely
Monthly financial statements
7 years
Paid vouchers
7 years
Pension documents and supporting employee data
Indefinitely
Regulatory filings and documents
Indefinitely
Tax returns
Indefinitely
Wage assignments, attachments, garnishments
3 years after payment or settlement
14 | sccds mentor magazine | 2016/2017
Section 2
Your Career
Patient Documents
Retention Period
EOBs (Explanation of Benefits)
7 years
Patient payment records
3 years after full payment
Patient (active) treatment records
Indefinitely
Patient (inactive) treatment records
Adults –10 years from the date patient was last seen
Minors –7 years from the patient’s last treatment or 1 year past
the patient’s 18th birthday (age 19), whichever is longer
Employee Documents
Retention Period
Continuing education certificates
3 complete license renewal periods
Employee earnings records
Indefinitely
Employee handbooks
Indefinitely
Employee exposure and medical records
Duration of employment plus 30 years
Employee Eligibility (I-9 form)
The later of: 3 years from hire date or 1 year after
termination
Group insurance plans
Active employees (until plan is amended or terminated);
retirees (indefinitely or until 6 years after death of last eligible
participant)
Job applications, resumes, interview notes
2 years for applicants and 4 years from termination for hired
individuals
Job descriptions
3 years after superseded
Payroll
4 years after termination
Pension documents and supporting employee data
Indefinitely
Personnel records
4 years after termination
Wage assignments, attachments, garnishments
3 years after payment or settlement
Compliance Documents
Retention Period
Sterilizer monitoring results
12 months
Hazardous waste treatment / disposal / recycling records
5 years
Medical waste treatment / disposal records
3 years
HIPAA-related policies, procedures and documentation of training
6 years
and other actions
Controlled substances purchase records / inventory log /
3 years
dispensing log
EmployeeCal / OSHA training records
3 years
Injury and Illness Program
3 years
•Records of regular inspections
Employers with less than 10 employees need only maintain
•Training records
inspection records until the hazard is corrected, and may maintain a
log of instructions in lieu of separate training records
Exposure Control Program
•3 years
•Training records
•5 years
•Sharps Injury Log
•No mandated retention period; recommend 1 year
•House keeping schedule
sccds mentor magazine | 2016/2017 | 15
Section 2
Your Career
5 Tips To Improve
Your Website
By: Mia Lopez, Digital Marketing Manager at Uptown Studios
T
he acronym SEO, which stands for
mobile-friendly website automatically just got
popular services. Don’t forget your keywords
Search Engine Optimization, is becoming
bumped UP in the search rankings against any of
(words that indicate the content of your
less foreign and healthcare professionals are
your competitors that do NOT have a responsive
document to the search engines) - It’s likely
understanding the importance of having an
designed site. If your site is not responsive in
new patients are searching terms like, “root canal
online presence. Goodbye Yellow Pages, hello
design - seek out a web professional and get
dentist in Santa Clara.” If your content doesn’t
Google, Bing, Yahoo, Yelp, and LinkedIn. Hello
your site up to date. Responsive sites took hold
say “root canal dentist in Santa Clara”, it’s likely
website.
in 2012 - it’s time...
you won’t show up on the first two pages of the
To keep new patients making appointments
search. Add pertinent words to your content
with your practice, you need to ensure your
2. Create unique content for all of your webpages.
that you know people will be searching for on
website is up-to-date and relevant to make it
Organic content - or the words that relate to
Google.
as easy as possible for new patients to find you.
the subject that you are talking about, is what
Here are a few realistic steps you can take to
Google is searching. Take time to develop
3. Update your website content every month.
ensure your practice has an A+ when it comes to
unique content that clearly explains the services
Commit to spending some time every month
patients finding you in a Google search:
and benefits that your office provides and it will
to develop unique content on your website and
pay off with clicks to your site. Don’t duplicate
search engines, and potential new patients will
1. Responsive websites are no longer an option.
content on several pages - When multiple pages
find you. When a website is being updated on a
Google gives priority to websites that are
have the same exact content, it raises red flags
regular basis, the search engines know that the
designed to be responsive - which means the
for the search engines which will result in lower
website content is relevant.
website automatically reformats to fit any device.
rankings (moving your site off of page one in
On phones and tablets, the user experience is
search results)
4. Start a blog.
important to give quality search results. Your
Create unique pages for each of your most
The best way to keep your site updated is by
16 | sccds mentor magazine | 2016/2017
Section 2
Your Career
having a blog. Here’s how you start:
5. Search for your practice on Google and see
sure you have pages on your site dedicated
•
what comes up.
to these subjects.
Schedule time in your calendar. This
reminder will prompt you to get writing.
Do a Google search on your own practice and
Make it a repeating appointment.
see where you come up in the list. If you show
Keeping your website listing showing up
•
Keep it doable - 15 minutes to write a short
up on page three or after - then you need to do
on page one or two is a monthly job and an
blog.
some work. We know that people will only go as
important one. Be there when people need you
•
Keep a list of content on your desktop. Save
far as the first two pages to find a practice.
and your calls will go up steadily.
you’ll have a starting point when you have
Here are some things for you to search for:
Uptown Studios is a full service marketing and
time to sit down and create.
•
Type in one of your services and your city:
design studio providing creative ways to build your
all those brilliant ideas in one place, and
•
•
•
•
achievements,
<Oral Surgery Santa Clara> Find your
practice. Check us out at www.UptownStudios.net
community involvement or staff highlights.
listing and make a note of the page you
or call 916-446-1082. If you have other digital
Ask a member of your team to contribute.
appeared on. If you are on page five, then
marketing questions, send us an email at info@
Your patients will enjoy having a new
go to your website and make sure you have
uptownstudios.net and we will get them answered!
perspective, and they will get to know your
a heading that is “Oral Surgery” on your
Write
about
patient
team better.
site. If it is one of your main services make
Keep it short. New posts only need to be
sure you have a page dedicated to that
around 300 - 500 words - that’s two to
subject on your site - it will greatly improve
three paragraphs.
your search results.
Share your blog post on your social media
channels.
•
Test your other main services and track
which pages these appear on - then make
sccds mentor magazine | 2016/2017 | 17
Section 2
Your Career
The Informative Magic of
VIDEO MARKETING
For Dentists
By: Caron Shahrestani, Director of Caron Modern Media
T
hroughout the history of mass communication, modern marketing has steadily evolved. First there were texts and newspaper ads. Then there was
photography and magazine advertorials. With radio programming came Pay-per-Play, with television broadcasting came Pay-Per-View.
But since the launch of the world wide web and the invention of smartphone technology, video marketing has emerged as the fastest growing
medium in history. A recent forecast report by Cisco asserts that digital video content will dominate 80% of internet traffic by 2019.
Based on the production, publication and promotion of short-form internet videos, this form of marketing is unique to its predecessors because it
involves search engine optimization, or SEO. Unlike interruptive advertising - which annoys TV viewers and YouTubers - video marketing employs
SEO to target internet users who are actively looking for products and services.
Aimed at quickly informing and provoking Googlers and Bing searchers to action, video marketing tends to focus on reality-based formats like
interviews, testimonials and FAQs. This transparent and humanized form of marketing is particularly powerful for dentists for one vital reason: it
initiates the doctor-patient relationship.
18 | sccds mentor magazine | 2016/2017
Section 2
Your Career
Video Marketing: A Win-Win For Dentists
And Patients
Last month I helped my spouse shop for an
a way, they feel like they’ve “been there”. That
searchers who are asking questions about
first-visit feeling makes video the next best thing
services and businesses in their area.
to meeting a new patient in person.
Beyond the who, what and where of a
video profile, frequently asked question
endodontist in our area. This seemingly simple
search quickly became arduous as most local
endodontists didn’t have headshots, websites or
(FAQ) videos cover internet queries related
Three Video Marketing Campaigns That
to more specific information. For dental
Work
reviews. I called around for insurance quotes,
Video marketing as a medium encompasses
practices, that can include explanations of
compared locations on Google Maps, and
various formats and techniques. For the
procedure timelines or proactive habits to
double booked consultations at two different
purposes of marketing for dentists, the following
maintain dental hygiene.
offices.
campaigns are recommended.
The Four Stages Of A Video Marketing
The final decision depended on a singular
goal: to find a dentist likeable and skilled enough
•
Video Profiles: Beyond flat profile pics and
Campaign
to visit more than once. Like many Americans
headshots, video puts a three-dimensional
For dentists who are ready to start their first
shopping for a new practitioner, my spouse
face to the practice. When marketing
video marketing campaign but are on the fence
hoped to forge a relationship with someone who
budgets are tight, a simple and transparent
about hiring a professional to launch it, consider
is capable and calming in times of need.
video profile is the first campaign dentists
what it takes to DIY, or do it yourself, from
should consider. By answering a few
start to finish. Professional video marketing
element to the sustainable growth of any practice
questions
about
services,
campaigns follow a simple timeline: prep,
- typically start during the first consultation.
location,
and
information,
production, post-production and publishing.
This was the case with my spouse, who was
video profiles educate internet searchers
Each stage of this process is vital to a smooth
uneasy and distrustful of this faceless name,
while
running campaign.
right up until the x-ray.
connect with the dentist or specialist.
Dentist-patient relationships - an important
allowing
professional
contact
them
to
emotionally
•
Now imagine if we had we been able to watch
Pre-Production: Long before buying a
Testimonials: Putting a friendly face to
camcorder or hiring a video marketer, a
Compared to still images and text alone, recent
a practice is crucial. Once that’s done,
dental practice must solidify their message
studies show video content both prolongs time
consider putting a few faces to reviewers.
and pinpoint goals for their content.
spent on web pages and increases conversion
As a supplement to a professional video
Experienced dentists, for instance, tend
rates by up to 80%. In 60 seconds or less, one
profile, a series of video testimonials can
to want to tell a personal story while new
professional profile video has the potential to
also help internet users decide between
dentists may simply describe their services.
start the cycle of trust and expedite unnecessarily
practices. Ideally produced in a series
Either way, the message is the first step.
tedious internet searches.
videos about a few of the dentists in our area.
•
of three to five videos, these shout-outs
TIP: When casting testimonial candidates,
Through the power of moving images and
from your biggest fans allow browsers to
strive for a diversity in age, gender and race.
audio, video content regularly outperforms
identify with a diversity of faces and voices.
photo and text because it has become the
Video
preferred method of learning in 2016. Facebook
an interview format to endear and
are only the beginning of production.
recently reported that its users watch more than
engage viewers. Bright lighting, clean
Audio recording, media training and
100 MILLION hours of video every day while
audio, and relatable faces in front of
video waivers are considerations that
YouTube averages ONE BILLION mobile
the camera empower this reality-based
can elude video novices and hobbyists.
video views a day.
testimonials
typically
employ
•
Production: Lights, camera and action
format. When produced professionally,
If a professional videographer is not
For dentists, video marketing has the potential
video testimonials significantly increase
within budget, create a checklist of basic
to engage prospective patients and prompt
user time spent on websites and boost
tasks (Press record, put phone on silent,
them to action. Instead of being frustrated with
social media referrals on mobile devices.
etc) to stay on track during the shoot.
TIP: On camera, wear solid colors in
lack of information, 90% of internet users say
that seeing a video about a product or service
is helpful in the decision-making process.1 In
•
FAQs:
As mentioned earlier, video
marketing and SEO target the internet
families of blues and purples. Avoid red or
patterns!
Continued on page 20
sccds mentor magazine | 2016/2017 | 19
Section 2
Your Career
•
Post-Production: Of all the stages in the
longer video profiles can drive traffic to
experienced dentists can benefit from video
video marketing process, the most time
website homepages while shorter video
marketing. After watching a simple video profile
and effort is spent downloading footage,
testimonials and FAQs also perform well
or a few testimonials, internet users are more
editing content, and exporting videos in
on Facebook and Instagram. This final stage
likely to book an appointment because they feel
a high resolution format. Professional
of the video marketing process can also
connected to the subject When text and photos
post-production is a highly specialized
include launching video advertisements on
fall flat, video can do more than just add a third
universe of editing skill sets, all of
social media and enabling analytics tools
dimension to a dental practitioner: it can add a
which rely on sophisticated computer
to monitor and report campaign statistics.
human element to their practice.
hardware and editing software. From
TIP: Post longer video content to YouTube
audio syncing and color correction to
or Vimeo and shorter clips to social media
Caron Shahrestani is the
director of Caron Modern
music royalties and custom captions, it’s
more than iMovie or the default editing
Conclusion
Media, a San Mateo-based
software on most laptops can handle.
From the dawn of mass communication
video marketing company
The post-production stage can make
to the invention of the smartphone, video
that specializes in health,
or break the success of a new video
is the most powerful and fastest growing
food and fitness brands. With
marketing
ensure
marketing medium to date. For dentists and
a journalism degree from the University of Oregon,
video content looks and sounds its
their prospective patients, video marketing is a
Caron worked as a newspaper reporter, volunteered
best,
win-win because it initiates the doctor-patient
as a Peace Corps volunteer in West Africa, and
relationship long before the first visit.
interned at smaller Bay Area video marketing firms
campaign.
consider
To
hiring
a
professional
video marketer or a local video editor.
•
TIP: Use clean, legible captions to gain
Video marketing is more than just point,
before starting Caron Modern Media. Contact
mobile viewers who watch with the audio
shoot and record, so dentists should consider
Caron directly for a custom website audit and video
turned off. Mute is the default audio setting
investing in the skills of a marketing professional.
quote via [email protected].
on all Facebook video content as of 2016.
The San Francisco Bay Area is teeming with
To learn more about video marketing and the Bay
Publishing:
and
video marketing and production companies
Area businesses who love it, visit caronmodernmedia.
promotion involve uploading content
who shoot, edit and market HD content. Local
com, follow fb.com/caronmodernmedia or connect
to
Video
publishing
video
company sizes and package prices vary from
with Caron on Instagram and Twitter via @
descriptions with relevant SEO terms,
freelance videographers for $100 an hour to
caronmodmedia.
and marketing different versions of the
four-man production teams for $4,000 a day.
internet
platforms, writing
content on social media. For instance,
Whatever the budget, both new and
Sources & Statistics
"Hero’s
Guide
to
Video
Marketing”
- marketing firm, Brightcove
59% of executives surveyed would rather watch
52 percent of marketing professionals claim
video than read text.
video brings a higher return compared to print
- Forbes Magazine (2015)
or text alone, while 93 percent are currently
1. 90% of Internet users say that seeing a video
using video for online marketing.
about a product or service is helpful in the
Video increases conversion rates by 80%.
- Inc Magazine report, “Everything You Need to
decision making process.
- 2015 market report by eyeviewdigital.com.
Know About Video SEO”
- Insivia research report (2015)
Roughly 75% of companies say video is the most
More than 90% of mobile video consumers
Including video in an email increases click-
effective content marketing medium.
shared videos with others.
through rates by 200 to 300%.
- 2015 State of Digital Marketing report by Web
- 2015 industry trends by Insivia
- Forrester Research 2015 marketing report
Marketing 123.
20 | sccds mentor magazine | 2016/2017
Section 2
Your Career
Make the Switch to WordPress
Learn about the latest trend in dental websites.
By: Seung Hyup Lee, CEO of eecsL Dental Web Solutions
I
How WordPress Helps with Social Media
s your website current? Does it use a
discounts or other updates to a wide audience
responsive modern design? Is your dental
Social media is one of the fastest growing
practice ranking highly in the search results? If
trends in history. Simon Kemp of We Are
you answer “no” to any of these questions, our
Social, a global social marketing agency, cites
suggestion is to switch your website over to a
in his “Digital in 2016” report that social media
Another great benefit of WordPress is that it is
content management system, such as WordPress.
usage is currently expanding 3 percent faster
built to be SEO (Search Engine Optimization)
WordPress is an open-source modular website
than general internet usage itself. According
friendly. Ranking highly on Google’s search
development platform currently powering more
to a 2015 article by The Huffington Post, the
results can quickly become the #1 source of
than 25 percent of the Web including websites
total users of Facebook alone are larger than the
online traffic to your website. However, to rank
for CNN, Disneyland, Microsoft and many
populations of both India and China!
highly, you will need to customize your site in
other well-known companies.
with little effort.
WordPress Is SEO Friendly
Obviously, every dental practice should
ways Google likes. Just choosing WordPress as
WordPress is highly customizable, allowing
incorporate social media to engage with this
your development platform gives you a great
you to create your own custom dental website
rapidly expanding market. Many dentists use
start, but you’ll need to do some more work
with little or no web design experience. Start by
social media as a way to find new patients and
on your own. There is no “set it and forget it”
choosing from thousands of pre-made themes
reach out to current patients. Most social media
solution to SEO!
and then change a variety of options to help give
outlets are essentially free, so taking advantage
One easy way to help your site rank highly
your site a nice individual appearance. Without
of their services is a clear choice. However, if you
is to choose a mobile responsive theme. Most
knowing any code, you can easily make changes
are going to include social media in your web-
WordPress themes are already mobile responsive,
or updates to your website on your own instead
marketing plan, you need to be active. You don’t
so this shouldn’t be a big problem. But, be sure
of waiting several days for a web designer
want to have a Facebook account that hasn’t
to check before you activate your theme… sites
to make simple changes. Best of all, many
been updated in weeks or months… it sends a
that are not responsive are penalized in the
WordPress themes are mobile responsive, which
bad impression to both potential and existing
search results! You may want to consult with
means your site will dynamically adapt its layout
customers.
an SEO professional if you really want to boost
to look great on all devices from smart phones to
desktop computers.
Luckily, it is easy to maintain your social
your search engine rankings.
media accounts by integrating them with a
As with anything worthwhile, there is a bit
WordPress website. WordPress has many
of a learning curve to overcome. Depending on
different tools or plugins that you can install to
With its modular approach, ease of use and
the complexity of your desired website, you may
track, monitor and deliver data about your social
popularity, WordPress is a fantastic platform
want to consult a web designer to implement
media accounts at no cost. Other tools allow you
for dentists in particular, allowing you to create
difficult designs and customizations that require
to publish news posts to your website, which
and maintain a functional and beautiful website
without having to be a professional web designer.
Final Thoughts on WordPress
code or intricate installations. The good news is
automatically feed to your social media accounts.
that there are many highly qualified WordPress
This means that you create one post, and all of
developers to choose from due to the popularity
your customers, prospects, and followers can see
If you would like to learn more about upgrading
of the platform. A quick Google search for
it simultaneously in other social media accounts.
your site to WordPress, please send us an email
“WordPress developers” should get you started.
This is a great way to broadcast specials,
at [email protected].
sccds mentor magazine | 2016/2017 | 21
Section 2
Your Career
REFER
When To
One of the hardest things for a new dentist is to know when to refer a patient to a specialist. It never hurts to get a
second opinion from a study club group or a mentor but we hope this article will help you make your own decisions. We
asked five specialists to weigh in with some tips on when to send your patient to a specialist.
22 | sccds mentor magazine | 2016/2017
Section 2
Your Career
Endodontics
diagnostic considerations that can affect the
general anesthesia. All Board Certified OMSs
Nava Fathi, DDS
outcome of endodontic procedures, consult the
are trained to provide anesthesia. Patients may
According to the American
Endodontic Case Difficulty Assessment Form.
have more complex medical histories requiring
Association of Endodontists
https://www.aae.org/uploadedfiles/dental_
an OMS despite routine surgical needs that can
(AAE), more than 70 percent
professionals/endodontic_case_assessment/200
be handled by the GP.
of the 15+ million root canal
6casedifficultyassessmentformb_edited2010.pdf
treatments performed annually in the U.S. are
Dental Implants/Hard and Soft Tissue
Augmentation – It is important to get to know
accomplished by general dentists. But, how
Oral & Maxillofacial
your OMS. Make sure you both understand
do you choose which endodontic case to refer
Surgery
each other's philosophies and techniques
and which to perform in your own office? To
Wen Fan, DDS
when it comes to dental implant treatment.
provide guidance, the AAE has created an
These are the most common
With
Endodontic Case Difficulty Assessment Form
scenarios where you would
communication, your implant case results and
that helps general practitioners quickly evaluate
consider referring to an Oral
patient satisfaction will be much better.
the difficulty of each case and weigh it against
their endodontic experience.
and Maxillofacial Surgeon (OMS).
mutual
understanding
and
proper
Pathology – Contact your OMS whenever
Surgical Extractions – This depends on
there is a suspicious soft tissue lesion that does
Below are a few situations described in
the GP’s comfort level. Teeth that have severe
not resolve in a reasonable time period. Always
the Endodontic Case Difficulty Assessment
decay, RCTs, curved roots, or ankylosed roots
document or, even better, photograph your
Form that can make root canal treatment
are generally more difficult and may warrant a
patient lesions to track the progress. This will
difficult
referral to your OMS.
also allow you to show your OMS to see if the
•
•
enough
to
warrant
referral:
Wisdom Teeth – The 2016 White Paper
patient should be referred. If there is a suspicious
Inclination or rotation of the tooth:
(Consensus) on Management of Third Molars
radiographic lesion, refer out immediately or
Extreme inclination or rotation of the
by the American Association of Oral and
discuss with your OMS first.
tooth in the arch is one variable that
Maxillofacial Surgeons states the following:
signifies a difficult case.
“Predicated on the best evidence-based data,
orthognathic/corrective
third molar teeth that are associated with
cosmetic surgery, dental trauma, facial trauma/
•
jaw
surgery,
facial
Curvature of the canal and root:
disease, or are at high risk of developing
fractures, and TMD. Find out from your OMS
Moderate or significant curvature of the
disease, should be surgically managed. In the
which of these areas they have the expertise and
canal and root increases the difficulty
absence of disease or significant risk of disease,
ability to treat.
of treatment and is an indication that
active clinical and radiographic surveillance is
referral is warranted.
indicated.
This statement clearly recognizes
that while not all third molars require surgical
•
Other – OMSs are also trained to perform
Don’t be afraid to call and to get to know your
OMS. We don’t bite! We are always happy to
meet new GPs and to support your patients.
Radiographic appearance of canals:
management, given the documented high
A pulp stone can almost obliterate the
incidence of problems associated with third
Orthodontics
pulp chamber space, making access
molars over time, all patients should be evaluated
Chris Anderson, DDS
to the pull chamber and canals very
by someone experienced and expert in third
The American Association of
difficult, and putting a tooth in the
molar management.” The take-home is that all
Orthodontists
high-difficulty category.
third molars should be evaluated by the OMS
that all children should see
after which a decision can be made between the
an orthodontist no later than
Presence of a crown or post:
patient, GP, and OMS on the most appropriate
age 7. It is very helpful to see patients as the
Radiopacity in the periradicular bone
course of management.
permanent first molars and central incisors are
makes length determination more
–
erupting, as it allows us to intervene if necessary
difficult, while the presence of crowns
Some patients in the GP office may not feel
to achieve a much better overall result in certain
makes access more challenging.
comfortable staying awake for a surgical
malocclusions. We want to educate our referring
procedure, requiring an OMS to provide
offices to look out for posterior cross-bites,
anesthesia ranging from light sedation to full
anterior cross-bites, open bites, severe crowding,
For many more examples of patient and
Anesthesia / Medical Management
recommends
Continued on page 24
sccds mentor magazine | 2016/2017 | 23
Section 2
Your Career
severe deep bites, and other malocclusions in the
Periodontics
This can also be said for cases that need
early mixed dentition that can best be addressed
Jeremy K. Ueno, DMD
additional keratinized tissue. If you are placing
with early interceptive treatment.
Many general dentists agree
a crown on a tooth with a mucogingival defect,
When it comes to interdisciplinary adult
that case acceptance and
you can expect hygiene issues, inflammation
cases in need of restorative work, this is another
overall treatment outcomes
and recession in the future. Mucosa was not
can
area where the orthodontists play a role in
improved
meant to have restorations adjacent to them. By
treatment planning, and can help the general
with the teamwork of a specialist. Regarding
often
be
working with your periodontist, robust attached
dentist achieve his/her goals. Often times,
periodontics, this holds true for cases that need
tissue can be grafted to the site you are working
adult patients require tooth movement in
crown lengthening or additional keratinized
on which gives your crown and teeth a better
order to allow the dentist to restore worn teeth
tissue. Everyone has those cases where they want
long-term prognosis and better ease of hygiene.
properly. One of the most common examples
to prep a crown, but the caries run subgingival.
What about periodontal disease? Periodontal
is a patient that presents with a deep anterior
You want to save the patient the cost and pain
disease is alive and well in the United States.
overbite with retroclined upper anterior teeth
of going through a crown lengthening surgery.
Epidemiological studies show that 75% of
and posterior teeth that also lean in to the
If you decide to avoid the crown lengthening
our population suffers from mild to advanced
lingual. These patients are lacking adequate
procedure, are you doing the right thing for
periodontal disease. Many general dentists like
posterior support, and are often experiencing
the patient? Instead of hoping to be lucky
to “monitor” or “watch” their patients who are
a number of symptoms, including tooth wear,
working blindly to place a margin for a crown
afflicted with periodontal disease. But, why? If a
weakened periodontal support, or TMD issues.
that may cause a violation of biologic width,
patient has a 7 mm probing depth and a vertical
Our role as orthodontists in cases like this is to
consider referring to your periodontist who can
defect, watching it will only cause you to watch
establish a solid posterior occlusion, and intrude
expose the lesion that needs to be removed so
the pocket get deeper. If the periodontal disease
overerupted anterior teeth in need of restoration
you can place the crown margin in the correct
progresses, then your patient is at risk of losing
into a more ideal position, leaving the dentist
area without having to deal with bleeding or
teeth.
with space to then restore the anteriors to a more
other issues. Instead of stressing out, working
So when do you refer to your periodontist?
ideal proportion. This is a prime example of how
blindly and taking longer on the procedure, the
It is easy to know when to refer a case when
working together with your orthodontist, you
periodontist can make your life easy and may
you are talking about implants, soft tissue grafts
can achieve better, more stable results.
even shorten your appointment times.
or crown lengthening. What about patients
It is always about what is in the
best interest of the patient.
24 | sccds mentor magazine | 2016/2017
Section 2
Your Career
with periodontal disease? If your patient has
dysplasia that requires dentures and full mouth
accessible, devoted to continuing their
generalized horizontal bone loss with pocket
implant restorations as a young adult, implant
education and always available for you
depths ranging from 4-6 mm, I would consider
restorations in the posterior areas with limited
treating the case “in-house” via scaling and root
restorative space, a high demand aesthetic case, a
relationships
planing and then putting the patient on a strict
complete denture for a patient with part of their
referrals
recall (3-4 month recalls). If the pockets do not
tongue or ridge that has been resected due to
respond following SRP and continued recalls, I
carcinoma, a partial denture with advanced clasp
a similar mindset/practice priorities as
would recommend referring to a periodontist.
assemblies, PFM or FPD with difficult location
you
If there are any vertical defects evident on
the radiographs, I would refer to a periodontist.
of margin, multi-rooted cast dowel and core or
any other complex cases.
These defects will not improve with SRP alone.
Some restorative cases (especially those
Surgical intervention is necessary whether it
involving implants) may require a more
is LANAP or bone grafting. Also, if there are
experienced laboratory. If you need help with
probing depths over 6 mm, I would refer to a
writing a prescription for multi-units implant
periodontist as scaling and root planing will
supported restorations or removable partial
have limited efficacy as our instruments cannot
denture design, just contact us for assistance.
go to the depth of the pocket without surgical
The laboratory that you are working with needs
intervention.
to be able to carry out your orders and not be
•
•
•
True friendships can result from your
with
your
specialist
It is important that your specialists have
Above all they should be ethical and care
for your patients
The SCCDS
Membership Directory and
"Find A Dentist" Online Directory
It is the job of the periodontist to improve
afraid to contact you when there is an error on
the patient’s oral hygiene, treat the active
your part. That may include under preparations,
disease, and place the patient on an appropriate
absent of occlusal registration, lack of retention
recall system. Ideally, an alternating recall so the
and resistance or poorly read margins. In the
periodontist can monitor the patient’s hygiene
classic article by Richter WA, et al. Journal of
and progress and they should make sure that the
Prosthetic Dentistry. 1973, it stated "fit and
patient is appointed back to the general dentist’s
finish of full crown restorations may be more
office.
significant to gingival health than the location
A great referral resource is the Online
of the finish line". The laboratory technician
SCCDS Member Directory, also known as
Prosthodontics
should be able to identify errors before the
"Find A Dentist."
Nick M. Nguyen, DMD
restorations are made. It is also important that
Visit sccds.org and locate the "Find A
Some patients have higher
you keep in constant contact with the laboratory
Dentist" area on the home page. From there,
expectations that may be too
regarding your expectations. Often times the
select the specialty you need from the drop
time-consuming or strenuous
restorations fail due to lack of communication
down menu and click "Search." You'll be
to handle. These are the
between laboratory and dentists.
presented with a list of specialists that fit the
patients who are good candidates for referral.
I hope that this clarifies when to refer to a
Another patient is one who is upset with the
prosthodontist. Good reasons are patients who
The "Find A Dentist" function includes
ongoing treatment with no end results.
criteria selected.
are not the right psychological fit, a case that
the same information you'll find in your
Clinically, a highly complex case should be
is difficult to handle and beyond your scope of
SCCDS Membership Directory. We strongly
referred if you do not feel comfortable treating
practice, or your laboratory is unable to handle
encourage all of our members to regularly
the patient. As a young dentist, you should not
the complex case as prescribed.
review their profiles in both the printed
be afraid to treat some challenging cases. You
need to learn and be more efficient in all types of
directory and the SCCDS website to ensure
All the specialists agree on the following
dental procedures. Some examples of cases that
points:
we can treat the patients for you are: complete
•
rehabilitation cases that may require increased
vertical dimension, a child with ectodermal
•
that our information is current and accurate.
If you have information that needs to be
It is always about what is in the best
updated, please call 408.289.1480 or email
interest of the patient
[email protected].
Your specialist referrals should be:
sccds mentor magazine | 2016/2017 | 25
Section 2
Your Career
Referral Guidelines
for the New GP
By: John Pisacane, DMD
T
punt to the specialist. You quickly learned that
of the Class of ’86 from Tufts University
approach didn’t make the specialists happy. Go
Fully impacted molars – go for it! Four rooted
School of Dental Medicine, and it was really
ahead and drill wildly into the difficult access
lower molars – start that endo!
a great time. Great food in Boston (Kelly’s at
molar, then watch the endodontist scowl as he
though, that we GPs are held to the standards
Revere Beach), lots of fun reconnecting with
realizes you have destroyed all the pulpal floor
of the specialists when performing specialty
my classmates and great to see the continued
anatomy! Cut out half a horizontally impacted
services. How do you decide what cases should
improvement of the facilities and curriculum at
lower molar, then watch the steam rise out of
be referred? Don’t worry, you will have help
America’s best dental school (just kidding). I do
the surgeon’s ears as he attempts to remove
figuring this out.
feel a great sense of gratitude towards Tufts as
the roots you left behind! So you see I quickly
it gave me the skills to thrive in the profession
learned what NOT TO DO!
his past spring I attended my 30th Reunion
and experience have prepared him to treat.
I so love.
Remember
Talk to your peers or older dentists like
me, but get some contacts, specialists who are
I became an associate in San Jose and came
willing to meet with you. I had some help from
Realizing I have become one of “the old
to realize that specialists are our partners. Even
some great people like Randy Maahs, John
guys”, as I used to call them when I first entered
when I opened my own practice and needed to
Pavel, Rik Vanooteghem, Steve Fox and Jim
dentistry, I feel some obligation to impart my
maximize my revenue to pay off loans (interest
Sanfillippo. These specialists would look at cases
so-called wisdom on the great young dentists
rates were close to 15% back then!), I realized
I considered treating in my office and would tell
I see entering our society. One of the skills I
a healthy balance between doing all your own
me if they thought I could handle it (and if so,
struggled with when I began private practice
work and referring out the toughest cases was
what to watch out for) and what cases I should
was deciding when to refer patients to specialists
in order.
run from to avoid getting myself in trouble.
so I will relate some of my experiences here.
I’m no lawyer, but have taken dozens of risk
They were instrumental in continuing my dental
I did enter a GPR program in New York City
management courses over the years. From a
education by guiding me through the treatment
after graduation, and there the referral rules were
legal standpoint, a general dentist is entitled to
of cases that were slightly harder than the ones
clear: do everything until you screw up, then
treat any dental disease that he feels his training
I was used to but within my abilities. They also
26 | sccds mentor magazine | 2016/2017
Section 2
Your Career
were able to stop me from treating cases that
endodontic procedures and no impactions,
At that time his office was just over a mile
would have had me crying in my beer at night
but I added a few procedures like laser
away. I tried to explain to my patient that I
while calling my TDIC rep to report an adverse
gingivectomies, Invisalign, and frenectomies.
wanted her to see another dentist to complete
incident.
The beauty of developing great relationships
the extraction and give her instructions to
So I treated lots of endo, took out lots of teeth
with my specialists is that when things go wrong
Randy’s office. She seemed in a daze, unable
and, as a young GP, did a good job. I took care
(believe me young people, do dentistry daily for
to comprehend the series of lefts and rights
of my patients and built a good practice. I did
30 years and things will go wrong) you have
necessary to reach the corner of Bascom and
refer cases out, and sometimes patients asked
people willing to help you.
Moorpark Avenues. I ran out in my clinic coat
why I was referring them for a root canal or
One final story will illustrate my point. In
dragging the patient, jumped in my car and told
extraction when I had done a similar procedure
1990 I was planning to extract a second molar on
her to follow me. I quickly arrived at Randy’s
the year before. I would always say “My goal is
a 60-year-old retired teacher. It had 50% bone
office and ran the patient to the front desk,
for you to get the best treatment with the least
loss, had no adjacent teeth, and had fractured.
completing the hand off. Arriving back at my
discomfort. In this particular case I believe the
I got the patient numb and dug in. The tooth
office, my staff was frantic because I hadn’t told
specialist can treat you with less pain, more
broke, I adjusted my grip. It broke more, so I
them where I was going! Holy Cow!
speed and more skill than I have because that’s
opened a flap and retracted some alveolar bone.
Well, all’s well that ends well, as an hour later
all they do all day”. Patients respected that I was
Well this went on for an hour, patients were
I had cleared my reception area and got a call
not collecting a fee from them but sending them
stacking up in my reception room like planes
from Randy. He told me I was a wimp and that
for excellent care. I got potential headaches and
circling a fogged-in airport. Sweat was pouring
all I needed to do was drill some more bone.
liabilities out of my office and ensured a lifetime
off my head as I worked to get this tooth out. I
I told him thanks for the suggestion – but no
of Christmas baskets from specialists who would
panicked and ran into my office. Calling Randy
thanks. I was happy to have a great relationship
also become good friends.
Maahs, I quickly explained what was happening.
with a specialist that would help me out in a
He said to just send her over.
jam. That’s what they are there for, isn’t it?
As I got more years under my belt I did fewer
sccds mentor magazine | 2016/2017 | 27
Section 2
Your Career
Staying Out Of Trouble
An attorney provides an informative question and answer session.
By: Art Curley, Esq.
I
t can be tough to be a dentist these days.
A: A dentist, with a doctor/patient relationship,
[dental] judgment dictates otherwise, cannot avoid
From
employer/
upon examination and diagnosis of conditions or
his ultimate responsibility for his patient's care.
employee relations, it is important to be aware
pathology, is obligated to advise of the options
He cannot point to the health-care payor as the
of your legal responsibilities so you can avoid
for treatment, including the ideal treatment
liability scapegoat when the consequences of his own
getting in trouble.
regardless of funding. Ideal treatment would
determinative medical [dental] decisions go sour.”
patient
treatment
to
To help our members stay on the right side
provide the best opportunity for long-term
of the law, we asked attorney Art Curley, Esq. to
restoration and function. The California Court
Every patient has a right to decline treatment,
give us his most frequently-asked dental practice
of Appeals case, Wickline v. State of California
or make treatment decisions based upon costs.
questions and their corresponding answers.
(1986) Cal. App. 3d › Volume 192, at page 1645
For example, a patient has the right to decline
held that:
an ideal treatment such as dental implant to
Q: If I know my patient’s insurance won’t cover
“the physician [dentist] who complies without
replace a single missing tooth, because their
a procedure, am I still obligated to discuss that
protest with the limitations imposed by a third-
insurance only covers a bridge or a partial
procedure with the patient?
party payor [insurance company], when his medical
denture, and then choose a lesser treatment.
28 | sccds mentor magazine | 2016/2017
Section 2
Your Career
However in such a case the dentist is not only
______________________________
“[e]xcept as provided in this chapter, every contract
by which anyone is restrained from engaging in a
obligated to advise of the ideal treatment, as per
the Wickline case, but to also advise the patient
Q) What if my patient refuses to have a standard
lawful profession, trade or business of any kind is to
of the risks, benefits and alternatives of declining
yearly x-ray or other treatment?
that extent void.”
such a recommendation and choosing a lesser
______________________________
treatment. The dentist should therefore obtain
A) Obtain and chart Informed Refusal.
Informed Refusal. The California Court of
However, informed refusal does not allow for
Q) My employer is treating me (a new dentist)
Appeal held that “A doctor has a duty to disclose
substandard treatment, such as performing a
as an independent contractor – is that legal?
all material information to his patient which
RCT or extraction without any x-rays. In such
will enable that patient to make an informed
cases the dentist should chart the refusal and
A) Yes, in most cases. In California, Code of
decision regarding the taking or refusal….”
decline treatment.
Regulations, Title 8, Section 11040 states a
(Moore v. Preventive Medicine Medical Group,
______________________________
Inc. (1986) 178 Cal.App.3d 728, 736.)
presumption that dentists are exempt employees.
To remove any dispute, you should have a
The California courts have condensed the law
Q) Do I need informed consent for every
specific contract drawn up, that is compliant
into a jury instruction, CACI 535, that says:
procedure?
with this statute. For more detailed analysis see
"Plaintiff claims that defendant] was negligent
A) No, not for simple procedures that seldom
because [he/she] did not fully inform plaintiff about
result in serious ill effects. Cobbs v. Grant (1972)
the risks of refusing the [procedure]. To establish this
8 Cal.3d 229 holds that:
the ADA publication: http://ebusiness.ada.org/
claim, plaintiff must prove all of the following:
1.
2.
3.
4.
assets/docs/2502.pdf ?orderid=400878
Art Curley, Esq. is a senior trial attorney in the
San Francisco-based health-care defense firm of
That defendant did not perform the [procedure]
“There is no physician's [dentist’s] duty to discuss
Bradley, Curley, Asiano, Barrabee & Gale, P.C..
on plaintiff;
the relatively minor risks inherent in common
After graduating from UC Berkeley with honors
That defendant did not fully inform plaintiff
procedures, when it is common knowledge that
in 1970, he obtained his JD in 1974 from the
about the risks of refusing the [procedure];
such risks inherent in the procedure are of very low
University of California, Hastings School of Law
That a reasonable person in plaintiff ’s position
incidence…. However…when a given procedure
in San Francisco and is currently an Assistant
would have agreed to the procedure if he or she
inherently involves a known risk of death or serious
Professor of Dental Jurisprudence at the Arthur
had been fully informed about these risks; and
bodily harm, a medical [dental] doctor has a duty to
A. Dugoni School of Dentistry in San Francisco.
That plaintiff was harmed by the failure to
disclose to his patient the potential of death or serious
As a trial attorney he has been defending doctors
have the procedure performed."
harm, and to explain in lay terms the complications
for over 30 years and has given risk management
that might possibly occur.”
courses throughout the United States. He is an
To
document
compliance
with
#2
______________________________
associate of the American Board of Trial Advocates.
Mr. Curley has published several articles on risk
above, i.e. informed refusal of a significant
recommendation, where the patient chooses
Q) What legal issues should I be aware of as an
management and authored chapters in text books:
a lesser treatment with greater potential for
associate?
Babbush (Implants), Peterson (Oral Surgery),
Cohen (Endodontics) and Block (Implants).
complications or failure, the following chart
entry or form is recommended.
A) An associate agreement that contains
a covenant not to compete, i.e. leave the
•[Patient name here] advised to have:
employment for new employment or opening
______________________________________
an own office and seeing patients of the prior
•Risk, Benefits & Alternatives Reviewed
practice, is unlawful and not enforceable in
Including:
court. However it is illegal to take from an office
[List worst risks here]____________________
of employment, trade secrets such as patient lists
______________________________________
and contact information, and use them to solicit
•[Patient name here] declines/refuses
patients to a new office or location. California
•(date)_______________________________
Business and Professions Code section 16600
(signature)_____________________________
provides that,
sccds mentor magazine | 2016/2017 | 29
Section 2
Your Career
Create A Transition Blueprint
Pre-planning can improve the success of a practice transition.
By: Adele Reische of Synergy Practice Management
I
n 1996 I was the office manager of a successful
As the new dentist, you should make sure
projection, establishing a corporation prior
large family dental practice in Northern
that a letter of support for the retiring dentist is
to the completion of the transition, hiring a
California. During one 3 month period, I felt
completed and sent to all patients. Also be sure
bookkeeper or CPA, payroll and assuring that
something was wrong with the practice, but I
to carefully craft an introductory letter for the
insurance reimbursements are not delayed. The
could not put my finger on it. The conversations
associate or new dentist. In both letters, reassure
checklist of most buyers for a transition has
between the dentist and the team became very
patients that the team will be there to continue
more than 30 items that need to be completed
short and to the point. The team would ask
supporting their dental needs.
and the seller's is almost as long with more than
me “Is the doctor OK? Is there something we
A discussion with the team regarding the
should know?” Then the bombshell dropped,
kind of questions that patients may ask, along
I recently worked with an early-career
OUR practice had been sold! The key word
with the best response, is critical. This assures
dentist who was purchasing his first practice.
is “OUR” practice. Up to that point, the team
the same language and dialog that will support
He stated that he wanted to wait 60 days to
had the good fortune to work for a dentist
those questions. Communicating with the team
close. Normally I would think that is a bad idea,
who wanted us to actively participate and help
to make the transition smoothly can be the
especially since many things can go wrong by
make decisions as if it were our practice. We felt
difference between a practice that has continued
waiting. However, his reasoning made sense.
betrayed because this major decision did not
success and growth or one that drifts into
He believed if everything was completed on
include a discussion with us. I later found out
mediocrity and takes years to recover financially.
the checklist before he took ownership, there
that, in fact, the broker’s advice was to not tell
the team.
There
are
business
and
20.
financial
would be less stress on him and the team so
considerations that are of equal importance for
he could concentrate on dentistry and building
Over the next several months, uncertainty
the success of the transition. These commonly
relationships with the patients once he owned
and disruption was the order of the day. Within
include negotiating the percentage allocated to
the practice.
10 months, 8 of the 10 original team members
goodwill which lowers taxes paid by the seller
Too many dentists end up saying “I wish I
had left the practice. This could have been
and increases the depreciation deduction for the
had pre-planned better for my transition.” You
avoided. If it had been handled differently, this
buyer,
have a choice: will you be proactive, pre-plan
transition could have benefitted the new dentist,
team members and the patients.
Will the accounts receivable be discounted
and purchased? Will the bank require the seller
and create a Transition Blueprint? Or will you
just sit back and take what you get?
From the perspective of the early-and mid-
to carry back a portion of the note and at what
career dentist who is buying a practice, this one
interest rate? How does the seller and buyer
Adele Reische of Synergy Practice Management
mistake at the beginning of your career can
ultimately protect themselves so they are assured
brings a unique blend of training, support and
have a long-term effect on the success of your
this note gets paid? Are there debts or liens on
insight to her clients, coaching them through the
new practice. If the previous dentist promoted
the practice?
shift from surviving to thriving. With more than
an attitude of ownership by the team, it would
The financial implications that need attention
30 years of experience in dentistry, management
be wise to continue to do that. Keeping your
and
transition
and speaking, Adele rallies the troops to action,
new team involved from the beginning creates
are: life insurance, personal disability and
engaging everyone on the dental team as they work
continuity which promotes the practice’s future
business overhead to cover the bank loan and
together to effect positive change and growth for the
success and limits the patient turnover.
personal capital need of the buyer, a cash flow
entire practice.
30 | sccds mentor magazine | 2016/2017
implementation
after
the
Section 2
Your Career
Marketing Your Practice
Don't overlook face-to-face relationships.
By: Robert Shorey, DDS, SCCDS Editorial Board member
I
n dental school, if you were like me, you
a member of your dental society will open the
will organically become a source for patients and
discovered a lot of camaraderie from your
door to meeting other successful /experienced
patient referrals.
classmates and instructors as you worked your
dentists. Keep in mind that many of our dental
Another option to consider is to get to know
way through the dental curriculum to graduation.
specialists will want to meet you through the
your physicians and pediatricians who serve
Many dentists go on to work in corporate-
dental society and this can be expedited through
your community. Letting a nearby emergency
owned dental service organizations (DSOs)
attending dental meetings and other planned
clinic or hospital emergency clinic know you are
and some decide to go into dental residencies
society activities. This is often a great venue
available to cover dental emergency problems
before opening their own dental practice. Both
to determine the specialists who you have a
can create a resource for new patients. Physicians
situations provide opportunities to pay down
similar practice philosophy with and enjoy their
and nurses are great references for new patients
student loans and gain needed experience
company and friendship. So much can be gained
and while getting to know you often become
providing patient care. The typical trend of our
from the relationships with your fellow dentists,
patients themselves.
profession is that five years down the road many
especially if you are willing to share your
There are many more creative ways to help
dentists are ready to strike out on their own to
diagnostic information and case work-ups with
market your practice. Keep in mind that word
achieve their personal dreams of their dental
them. Building such relationships will increase
of mouth, whether from your existing patient
profession. Many purchase dental practices of
your knowledge, experience and expertise.
base or from the reputation you’ve gained from
a retiring dentist, not fully aware of the many
Having good relationships with your specialists
your specialist referrals or relationships you have
challenges awaiting. Buying and running a
will often allow you the opportunity to do more
built through service clubs or other medical
dental practice is often our first experience
challenging cases and improve your sharpness in
disciplines will be a strong influence to drive
running a business. After being in practice a bit,
diagnostics and expand your competence in your
quality patients to your practice who already
often times, solo-practicing dentists begin to
scope of practice.
have confidence in you.
Always striving to
feel they have put themselves out on an island
While I highly value my relationships with
satisfy your existing patients and networking
and the camaraderie experienced in dental
my peers (general dentists and specialists) and
face-to-face with other professionals in your
school is off in the distance. The following are
feel it is a necessary foundation for my practice
community will be a strong resource to keep
some tips to finding camaraderie and improving
of dentistry,
your practice growing.
your practice of dentistry.
yourself to only being involved in dental groups.
my suggestion is do not limit
One facet of the business of running a
A great way to help your community and make
dental practice is the concern of how best to
additional bonds and friendships is to join a
market your practice to improve new patient
service organization like Rotary, 20/40 Club,
flow which is critically vital to your practice
Optimist or Lions club. These organizations,
success. The good news I want to share after
like your dental society,
30 years experience is that you can solve two
community causes
issues with one stone. The issue of feeling like
business professionals. Giving a little bit of your
you are alone in your solo practice and the
time to one of these organizations will help
need to market your practice can be solved
establish you in your immediate community. The
with the following recommendations. Being
relationships you build in these organization
work on worthy
and network with other
sccds mentor magazine | 2016/2017 | 31
Section 2
Your Career
7 Common Ethical Marketing Mistakes
Learn from examples and alternatives.
By: Simon P. Morris, DDS, SCCDS Ethics Committee member
W
hile in dental school, I had very good
Explanation: The public may be misled into
Explanation: Paying or providing incentive for
classes on business, marketing and
thinking you are a specialist. According to the
positive reviews undermines the honesty and
ethics taught by experts in the field. At that
California Code of Regulations, you should also
accuracy of the review. Furthermore, this is
time, however, my mind was more focused on
declare you are a general dentist.
against Yelp’s Terms of Service.
studying for the National Boards. In short, I
Say instead: “John Doe, DDS, General Dentist,
Instead: Provide outstanding service and let this
didn’t pay as much attention in those classes
practice limited to orthodontics.”
be the impetus for positive reviews.
the same mistake. So, here is a refresher
4. Declare you specialize in a field that is not
7. Add non-dental degrees and fellowships
on ethical marketing mistakes to avoid.
an ADA recognized specialty.
behind one’s name
You may not:
Example: “John Doe, D.D.S., Specialist in
Example: Jane Doe obtained a masters in
as I could have. I’m sure many of you made
Cosmetic Dentistry”
engineering, and a PhD in craniofacial biology.
1. Advertise that you are the best at anything.
Explanation: Since cosmetic dentistry is
She then became a dentist and is a fellow of
Example: “Best implant dentist in town!”
not a recognized specialty, this misleads the
the Academy of General Dentistry. Jane Doe
Explanation: It is impossible to prove this claim
public. According to the California Code of
should not advertise as “Jane Doe, DDS, MS,
which, therefore, is misleading to the public.
Regulations, you should declare that your field
FAGD, PhD.”
Say instead: “Check out our online reviews to
is not a recognized specialty.
Explanation: According to the ADA, “the use
read about our happy patients.”
Say instead: “John Doe, D.D.S., Cosmetic
of a nonhealth degree in an announcement to
Dentistry (note: cosmetic dentistry is not
the public may be a representation which is
2. Use Vague Pricing Language.
recognized as a dental specialty by the California
misleading because the public is likely to assume
Example: “New patient exam specials as low as
Board of Dental Examiners).”
that any degree announced is related to the
Explanation: Price advertisement should be
5. Send gifts for referrals
Regarding
exact. Avoid phrases like “as low as,” “lowest
Example: Sending a $25 Starbucks card to
organizations grant dentists fellowship status as
prices,” or “and up.” The actual price for each
every dentist or patient who refers a new patient.
a token of membership in the organization or
service should be clearly identified. “As low as”
Explanation: In the Dental Practice Act, the
some other form of voluntary association. The
is very vague and does not give the consumer an
Dental Board of California clearly states that any
use of such fellowships in advertising to the
accurate idea of what services may cost.
“rebate, refund,...commission...compensation…
general public may be misleading because of
Say instead: “$69 new patient special: $30
for referring patients…is unlawful.”
the likelihood that it will indicate to the public
off new patient exam, x-rays and cleaning (reg
Instead: Send thank you notes; go to lunch to
attainment of education or skill in the field of
$99).”
discuss specific cases.
dentistry.”
3. Imply that you are a specialist when you do
6. Pay for online reviews
not have specialty training.
Example: Giving patients cash or other
Example: “John Doe, D.D.S., practice limited
incentive to post positive online reviews to
to orthodontics”
services such as Yelp.
$49!!”
qualifications of the dentist as a practitioner.”
the
Fellowship
status,
“some
Say instead: Jane Doe, DDS, PhD (the PhD is
32 | sccds mentor magazine | 2016/2017
okay since it is related to healthcare).
Section 2
Your Career
To Do Or Not To Do In Peer Review
Do the right thing for every patient.
By: Thomas Carr, DDS, CDA Council on Peer Review
W
e know that what we do and how we do
beyond either parties’ willingness to resolve
it has an influence on patient care and
them on their own. This brings us to my first
These are the main complaints evaluated in
satisfaction. No one wants a patient complaint
point about what is a ‘to do’ and I consider the
PR. The CDA Peer Review Manual defines
that leads to peer review inquiry. However, it is
most critical part of our practice behavior:
these: “Quality of care cases are concerned with
certainly better than the litigious alternative.
My focus is on two main ‘to dos’, but first let’s
start with peer review’s purpose:
“In keeping with its obligation of service to
quality and appropriate dentistry.
Communication.
the functional and /or esthetic character of dental
Communication.
treatment. Whereas the appropriateness of care
Communication.
cases are concerned with whether the treatment
All dentists and staff of peer review
is suitable for the patient, the condition or
agree that how we interact and inform our
occasion… Reviews for appropriateness are by
has established a statewide peer review
patients is important in patient management.
necessity subjective evaluations to determine
system. The purpose of the peer review system is
Communication is critical in much of what we
whether the treatment is necessary.”
to resolve disputes that may arise in the delivery
do every day. It is the key that turns the lock in
of dental services to the public by CDA member
our practices. Nothing works in its absence.
the public, the California Dental Association
The CDA PR System follows specific
guidelines for measuring quality as published
dentists, including, in particular, disputes
Most peer review cases involve patients who
in the CDA Quality Evaluation For Dental
regarding the quality of dental treatment, the
think they haven’t been ‘heard’ by the treating
Care Manual, Guidelines for the Assessment of
appropriateness of dental treatment, utilization,
dentist. When patients perceive that their
Clinical Quality and Professional Performance.
and/or potential irregular billing practices.*”
complaints are not getting through to the dentist,
It is the rating system for everything under
the relationship can break down and lead to
the dental sun from radiographs to treatment
losing trust. It can start with a seemingly subtle
plans and to all disciplines of dental treatment.
These peers are not the "dental police." The
comment by a patient that is left unaddressed.
It was carefully crafted by the CDA Council
process is not adversarial nor a court of law.
Once trust is lost, it is hard to gain back and as
of Peer Review to aide in determining quality.
All who serve in peer review are CDA dentists
the relationship is compromised, people look for
These guidelines are different from the legal
who actively practice in California. They
other ways to find resolution. Therefore, I believe
"standard of care" and do not imply professional
understand what it takes to practice dentistry
many disputes with patients can be avoided if
negligence if a decision is made against the
and communicate with patients. The job of
we work on communication skills.
dentist under review.
So who reviews? Your peers. Volunteer peers.
Your colleagues.
volunteer peer review dentists is to be available
Stop. Stop … and listen. It sounds simplistic
The bottom line within this "to do" is to stay
to hear out a patient, perform an examination,
but it may be what your patient wants. This can
within your dental skill set. Stick with doing
interview the doctor and review documentation
be difficult on a busy practice day but all dentists
treatment with which you are comfortable and
in a professional manner and arrive at a fair
and staff need to understand this. Taking the
competent that will lead to predictable results. If
decision. This system is a CDA member benefit
time to listen can be a critical first step to
not, refer or find someone else to do it.
established to avoid litigious suits and costly
avoid a breakdown. We strive to do our best for
To do or not to do in your practice: It’s not
legal fees and time. This is for member dentists
patients. Consider having a game plan for you
Shakespeare talking. It’s doing the right thing
only.
and your staff to address patient comments and
for every patient.
The peer review system is an option that can
come into play when complaints have gone
complaints. Seek to keep patients in your trust.
My second "to dos" point ought to be obvious:
*CDA Peer Review Manual
sccds mentor magazine | 2016/2017 | 33
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Section 2
Your Career
You are not a policy number.
And at The Dentists Insurance Company, TDIC, we won’t treat you like one. We were started by,
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