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Professional News Articles : : ON PRACTICE MANAGEMENT by Janyce Hamilton : Use your CE budget to send staff packing

Use your CE budget to send staff packing

October 1, 2007

Kids should thank their parents for cooking breakfast each morning. Husbands should give wives (and vice-versa) a hug and a kiss when they part in the morning, and when they reunite at the end of the day.

Unmarried people should look in the mirror each day and say, “Hello, good looking!”

Three words: Not gonna happen. Not even to brighten the day of those who matter most to us.

So it only follows that doctors must continually be correcting the missteps, mistakes or forgetfulness of their staff members—there's little choice. They must point problems out because repeated mistakes slow things down and get everybody behind and moody. On most days, it's so crazy that finding the energy to say something uplifting or tossing out compliments to those around you is not realistic. But this can't go on forever. If something doesn't correct what appears to be a power imbalance, the patient will perceive that the staff members have resentments. Just nonverbal communication, doctor-staff interactions and tone of voice give it away. To just keep on keeping on won't cut it. The office will not feel like a relaxing spot for those fearful of dentistry already.

There's another way.

If you have unspent dollars in the staff continuing education budget, use it on them: a flowering plant, restaurant gift certificates, or a course that includes a hotel stay. Whatever it is, it will be appreciated—even if they're also too crabby to say thank you on cue.

I interviewed the two charismatic lecturers of the Front Desk Goddess Retreats this month, to learn the idea behind this example of a “thank you” CE course.

The Interview

Janyce Hamilton (JH): Tell us your names and a little about yourself.

Amy Drewery: I have a Bachelor of Arts degree in Psychology, I am a Brady Group Personal Coach (9 years with the Brady Group), and I've spent 22 years in dentistry.

Delores Averitt: I am an image consultant for the Brady Group and a graduate of Texas College and University of Texas of Arlington with a Degree in Education. I've been in dentistry since 1977—wow was that really 30 years?

JH: You two single-handedly put on these seminars each year for the dental team called Front Desk Goddess Retreats. Why did you decide to use Goddess and Retreat terminology?

Ms. Drewery: The definitions below explain it—having been front desk goddesses (FDGs) ourselves, we know what amazing feats these women can perform:

“Goddess |gädis| noun. A female deity: a temple to Athena Nike, goddess of victory. A woman who is adored, esp. for her beauty. A female being of supernatural powers or attributes, believed in and worshiped by a people.” We chose 'retreat' because we want those who attend to relax and be pampered. We offer the massage and the systems that can make their lives easier.

Ms. Averitt: This retreat is the brain storm of our beloved boss, Dr. Chris Brady. It was born five years ago to ease the obvious ginormous responsibility of the front desk person. We figured out the average FDG can have over 70 interruptions a day and to top it off, add this deal breaker to your day. Fact: it doesn't matter how well things go in the back if the scheduliner and money lady can't git er done—ain't happening. FDGs wear many hats and juggle all day long.

JH: Is it safe to call the doctors Gods then?

Ms. Drewery: Not sure about that! :)

Ms. Averitt: That's funny! Uh, like no. (We use humor to explain the hierarchy in the retreat.)

JH: Your promotional literature has a 1950s woman sitting in a beauty parlor chair under a hairdryer looking at a calendar. Explain.

Ms. Drewery: It's basically to emphasize the “retreat” component of the seminar.

Ms. Averitt: This exemplifies what all FDGs must master: multi-tasking and it may be a little tongue in cheek, like “Wouldn't it be nice if we could actually sit down and finish a sentence without interruptions? Maybe if we turn this hairdryer up real loud and get blue hair everyone around here would leave us alone and we could get some work done.”

JH: Do the attendees of the retreat all really get a massage, and what's the idea behind this indulgence at a CE class?

Ms. Drewery: Absolutely! If time allows, they get to go twice! The front desk position is typically the busiest, most hectic role in the office. We want these ladies to feel pampered and be able to relax while learning new systems to simplify their job.

Ms. Averitt: Yes, all attendees get a massage. Indulgence? Not so much, this is an absolute deserved gesture for the gals that shake and bake at the entrance and exit of a dental practice. No one ever calls us and says I just feel over appreciated around here. They've earned it and more. And by the way, we provide lunch and lots of chocolate.

JH: When I read the literature for the retreats, it sounded like the program is half making the front desk job easier and less stressful, and half lessons on working smarter to benefit the practice.

Ms. Drewery: Basically, yes. While most of the systems originate at the front, the entire team and practice can benefit.

Ms. Averitt: All roads lead to better case acceptance and it takes team effort to accomplish this. Every position in a dental practice can impact the opportunities for the patients to say yes. Teams learn the secrets of a truly patient centered practice. Dental practices often do more things that get in the way of the patient than facilitate the process. Offices always think their practice revolves around the patient, until they come to this seminar and learn what some patients are really thinking. For example, asking the patient if anything is bothering them. This tells your patient, if it doesn't hurt, it doesn't need dentistry. And we wonder why patients seem crisis-focused. I could go on forever!

JH: How do you make it a fun day worth the fee and the travel time?

Ms. Drewery: We laugh at ourselves a lot. It's not “stuffy.” We focus on having fun and making our role in the office fun. The day is worthwhile because attendees are able to leave with concrete ideas of how to improve their systems immediately.

Ms. Averitt: This seminar is outrageous, over the top FUN! We put the fun back into dental seminars. No sleeper slides in this event. It's packed with the most pertinent information for today's practices. It's a humorous look at what we do everyday and how we miss connecting with our patients by doing it the same old way with tons of take home tips that will impact the practice results in a big, BIG way.

JH: Do you have some stories you've heard about front desk people having to go well beyond the realm of work-related duties to illustrate how important the goddess is, and also how dependent some dentists can be?

Ms. Averitt: Honey, we could talk! However, most FDGs' work-related duties go to infinity and beyond, so there's not much time to illustrate anything. It's a hug job and getting their arms around the things that matter most is pure skill.

Most docs want their teams to be well taken care of.

JH: What are the telltale signs for dentists reading this that it's time to send their staff member to the Front Desk Goddess Retreat?

Ms. Drewery: Stress, running behind, not having fun, etc.

Ms. Averitt: Good question! If they find that their patients are saying things like:

“Great, but what will my insurance pay? of I have to think about it and I'll get back to you.” Also, if they are still sending statements, dealing with cancellations and no-shows, playing the insurance game or haven't spent a full day in training in the last six months with their goddess and their team or they just ask themselves I wonder why she looks so stressed, these would be the signs.

JH: Do you suggest they spend the night either before or after the retreat to maximize the spa-like feeling of being appreciated?

Ms. Drewery: A night away from all of the distractions at home/the office is always relaxing!

Ms. Averitt: If you like spending more time with your team, or your doctor is feeling generous or guilty and wants to make a good impression. Go for it!

Conclusion

If you won’t be sending your staff to a FDG Retreat at this time, perhaps you can get creative and find another way to let these troops know that they are “The Chief” to whom you hail.

The next FDG Retreat is scheduled for February; call (214)212-4595 to find 2008 U.S. locations. Ask for Delores Averitt.

Janyce Hamilton is a Chicagoland freelance dental writer and editor. Send suggestions for topics to be covered, or any comments on this column, to review@cds.org.

Copyright 2007, Chicago Dental Society