​A training and strategy program aims to help Australian dentists up their whitening game and reclaim lost territory.
 
By Danny Chan
 
It seems everywhere you turn in the news and mass media, the teeth whitening market is experiencing a boom, but talk to an Australian dentist and the picture may look very different. Just ask Stephen Douglas, owner of Boutique Whitening, who has conducted 2000 interviews with principal dentists over 400 practice visits.
 
After chatting with a great number of Aussie practitioners about their whitening business, Douglas arrived at this unsettling conclusion: “Many dentists and their practices suffer and struggle from poor teeth whitening results. The consequences are disappointed patients, multiple complaints about sensitivity and lacklustre profitability.”
 
The whitening entrepreneur’s findings seem to agree with a 2018 study conducted by the Australian Dental Association, which found that more than two-thirds of people aged 18 to 35 who've whitened their teeth didn’t go to a professional.
 
While only 6% of whitening customers are going to non-dentist services for their cosmetic therapy, the ADA study found that 50% are buying over-the-counter (OTC) DIY kits from websites, chemists or beauty salons.
 
With or without you
 
Being excluded from a lucrative market, however, isn’t the only bugbear for Australian dentists.
 
“Less than half of those who bleached their teeth in 2020 did so under the supervision of a dentist,” Douglas says, alluding to patient safety concerns.
 
“And 65% of those surveyed were oblivious to the risks of home whitening.”
 
Australian regulations on teeth whitening, Douglas adds, are not helping the situation. He cited an August ruling which capped the non-dentist use of beaching gels at 6% for Hydrogen Peroxide and 18% for Carbamide Peroxide.
 
This gave non-dentist whitening service providers more leeway as compared to European legislation, which Douglas says precludes non-dentists from administering whitening gels above 0.01% Hydrogen Peroxide.
 
“Some dentists are coming to whitening vendors like me for 9% Hydrogen Peroxide gels just to maintain leverage over the non-dentist whitening methods, but a higher bleaching strength does not necessarily equate to a better bleach,” Douglas stresses.
 
“On the other hand, you can walk into Coles today and buy a whitening strip that contains 5.9% Hydrogen Peroxide without dentist supervision, but is it safe?”
 
Give me five!
 
In a bid to help dentists regain their footing in the teeth whitening space – in so doing increasing the level of patient safety and awareness – Douglas has launched The Expert Whitening Secrets training and strategy program.
 
As part of The Whitening Project that Douglas also created, the program is touted as a blueprint to teach dentists “the skills and techniques used by thousands of UK dentists to solve these dilemmas and set you on the road to a more profitable practice, all built on a foundation of teeth whitening.”
 
The program comprises of a 75-minute live session that dentists can access for $37. It includes a pre-recorded training session on teeth whitening protocols from Professor Van Haywood, a US-based practitioner whom Douglas refers to as the 'Godfather' of tooth bleaching. Dentists will also receive a complimentary Boutique whitening kit with a market value of $300 when they order the training program.
 
The five main components of the 56-page “blueprint” are as follows:
 
#1: Understanding the whitening market, and the advantages that a dental practice has over their competition.
 
#2: How to avoid the five biggest teeth whitening myths or mistakes.
 
#3: Debunking false beliefs, and how to successfully treat two stains. “And that really is the science and the patient compliance part,” Douglas adds.
 
#4: How the dental team can identify patients that are considering whitening, increase or improve their patient acceptance rates by converting them into paying customers.
 
#5: How to integrate the practice with Boutique, using their complimentary and bespoke package.
 
All in the package
 
Without giving too much away, Douglas says the program developers favour the home whitening method over in-chair whitening – “it makes better business sense for the practice as well as the patient getting far superior results.”
 
While customers are welcomed to use Boutique’s whitening products, Douglas insists the program isn’t tied to any brand per se. That is not to say he isn’t confident about his products. In fact, Boutique offers a full refund if customers are not completely satisfied with their kits. There’s no catch with the paltry $37 program fee as well.
 
“$37 represents a micro commitment to signal one’s interest,” he emphasises.
 
“We believe that if you follow the framework and build these protocols in, you’ll get really good results.”

​If statistics are anything to go by, dental practices that do not provide SMS text messaging services may be shortchanging their customers.
 
By Danny Chan
 
Question: Do the majority of Australian customers prefer to interact with businesses by phone or email? According to a recent business survey on customer communication trends, the answer may well be neither.
 
Results of the 2021 Local Business Messaging Trends Report (Australia Edition) show that almost 66% of consumers agree that having the option to text businesses would significantly increase convenience.
 
Most Australian consumers still call or email their local businesses as they are the predominant modes of interaction that businesses offer. Tellingly, the same survey found that only 12% of local businesses use text as a marketing tool.
 
Closing the gap
 
According to Dave Schiene, the Australia Country Manager of Podium, the company behind the survey, dental practice owners have much to gain from closing this gap in service.
 
“Today, so many of us live and work via our smartphones. For local businesses, this presents a significant opportunity,” he says.
 
“According to our report, Aussies on average open text messaging within three minutes. Our research also found that 95% of texts were opened in that time and overall texts have an open rate of 98 per cent.
 
“These statistics are important factors for businesses within the dental industry as it’s proof of how customers prefer to communicate and are looking for channels that offer convenience and speed.”
 
Podium is an SMS-based platform that helps local businesses receive reviews, collect payments, send SMS campaigns, and centralise their communications. Podium’s centralised platform even aggregates communications from channels such as Google, Facebook, Instagram and TripAdvisor.
 
Launched in 2014, the business serves more than 100,000 local businesses in the United States, Canada and Australia. Schiene says their customer base in Australia has almost quadrupled to over 3,000 local businesses since the start of the pandemic.
 
“Locally, we have over 70 employees in Australia and want to significantly expand our headcount to almost double that over the coming 12 months,” he adds.
 
Numbers don’t lie
 
Whether disseminating the latest teeth whitening offer, new patient promotion or announcing a new branch opening, many dentists are turning to EDM (electronic direct mail) and other SEO-driven, web-based campaigns to keep their patients informed.
 
Yet few are aware that SMS open rates are as high as 98%, compared to the email’s average open rate of 18% and click-through rate of just 2.6%. On average, it takes 90 seconds for someone to respond to a text as compared to 90 minutes for an email.
 
“It’s evident from our research that consumers want personal conversations with a business. Over half (56%) of mobile messaging is done through SMS texting (or iMessage) while the remaining 44% is done via third party apps such as WhatsApp, Telegram, and Facebook Messenger. Text has a 209% higher response rate than phone, email, or Facebook,” Schiene says.
 
“In terms of promotional messaging, our research revealed that 75% of consumers welcome SMS messages, when opted in. Consumers also redeem SMS coupons or promotions 10 times more than other types of coupons.
 
“When consumers were asked which channels they would like, but do not currently use, to learn about promotions from local businesses they frequent, text messaging was the top choice – higher than email, website or social media.”
 
More than just text
 
Some businesses underestimate SMS due to the common perception that it is less versatile than email marketing, which has the benefit of displaying colour, pictures and even animated content. Did you know that, apart from sending out appointment reminders and the occasional promotional blurb, SMS can help to increase your lead generation, conversion rates and feedback gathering?
 
Those are some of the practical benefits realised by Cairns Dental Precision Group via Podium’s turnkey messaging services. Built around text messaging, Podium offers a range of communication services aimed at helping the practice more effectively connect with their patients: Reviews, Payments, Webchat, Feedback, Teamchat, Inbox, Videochat and Campaigns.
 
“By using the ‘Campaigns’ tool, the practice was able to use SMS for customer service, updates and promotions,” Schiene says.
 
“Customers also used SMS to contact the dental practice directly which simplified scheduling appointments and gave patients the opportunity to opt-in to be notified for upcoming promotions and offers.”
 
Since working with Podium, Cairns Precision Dental Group’s opt-in list for text communication has grown to over 3,300 subscribers. By streamlining the process of leaving a review, the Group saw its average star rating increase from 4.47 to 4.85 and over 100 reviews were posted within the first month.
 
“Reviews is a great tool that can streamline the review collection process. Reviews automatically sends patients an invitation to leave a review via text message after their appointment, encouraging them to share their experience,” Schiene explains.
 
“This way, patients have an easy and convenient way to leave a review. Webchat allows them to engage with the business instantly, with a human-to-human interaction, rather than through email.”
 
The message is clear
 
While the phone and email are still utilised for customer interactions, Schiene says the trend is unmistakable if you pay attention to what customers really want.
 
“Our research shows that messaging has taken over. Customers use the phone and email only because they think that’s how local businesses are set up to interact.”
 
For businesses that offer alternate channels of communication – such as calling, emailing, website chat, texting and Facebook Messenger – Schiene says consumers are almost twice as likely (1.8 times) to prefer texting to any other communication method.
 
“Through text messaging, patients can be kept up-to-date with the latest updates and promotions as well as a more simplified way to coordinate upcoming appointments,” he adds.
 
“Customers want convenience today, and text messaging is exactly that.”

Southern Cross Dental expands to include onshore denture manufacturing.

By Danny Chan

The market value of the Australian dental prosthetics market, estimated at around $354.9m in 2020, is predicted to surpass $500m by 2027. Growing at a rate of 6.3%, the total value is composed of revenues from the dental crown, bridge and denture markets.

Southern Cross Dental’s resolve to grow its presence in the latter market is strengthened by its July acquisition of Swift Dental Laboratory, the former supplier of SCD’s Australia-made denture range.

Natural progression

With the market for dentures booming, and expected to grow further in years to come, Southern Cross identified onshore denture manufacturing capacity as a strategic priority. This was in response to growing consumer demand for locally produced prosthetics.

The Swift acquisition was, in many ways, a natural progression for SCD. For about 5 years, the mid-sized Sydney-based lab had been a reliable outsource partner responsible for producing SCD’s popular Quest denture range.
The good working relationship and Swift’s high quality wares made it a straightforward decision when it came time for SCD to take on in-house denture manufacturing.  

“Swift Dental has been a strong partner for many years. When the opportunity arose to bring them into the fold as part of the Southern Cross family, we jumped on it,” says James Squirrell, CEO of Modern Dental Pacific, SCD’s parent company.

The acquisition of a denture-focused Australian lab, Squirrell says, really boils down to raising product quality and service reliability.

“From a dentist’s point of view, there’s a particular need with dentures to have consistent and fast turnaround speeds. Their patients, with missing teeth, often need a fast solution for a new or replacement denture,” he says.
“Swift’s facility, located about 5km from our head office, allows us to make that work onshore with much faster delivery times.

“Along with a proven track record for producing high quality dentures, Swift’s team of 9 technicians – pretty good size for Aussie standards – can turn around the high volume we require at a fast pace.”

Technological springboard

Established in 1983, Southern Cross Dental is one of the country’s foremost dental labs. Integration with Modern Dental in 2015 helped the Australian lab gain invaluable access to a wealth of technological resources from the world leader in the production of dental prostheses, orthodontics and anti-snoring devices.

Through the global affiliation, Squirrell wants to see Southern Cross raise the technological bar for locally produced dentures.

“Broadly speaking, the technology around how you make dentures is evolving very quickly in the last couple of years, especially in regards to the use of mills and 3D printers. Buying Swift allows us to be at the forefront of this development,” he adds.

“The acquisition also serves as an Australian springboard to develop international technologies and processes in our own backyard while growing the denture side of the business.”

Ready for the future

Where processes and protocols are concerned, Swift Dental operated largely as a traditional lab. Nonetheless, the Swift team boasts a collection of skillsets that will help accelerate the adoption of future technologies.

“Our new team members have exceptional denture-making experience. They were one of the biggest attractions of the acquisition. The lab manager William Perez, for example, has decades of experience and is an influential figure in the denture market,” says Jonathan Evans, General Manager of Southern Cross Dental.

“With the technological expertise of Modern Dental behind us, these individuals provide a core set of skills to help transition our denture-making abilities into the digital future.”

The Peakhurst facility further promises immense growth potential.

“With some adjustments to office space, the building has the capacity to allow a threefold increase in the workforce,” he reveals.  “We have great plans to invest significantly in both our people and our facility, to create a world class denture lab.”

Hybrid model

The Swift acquisition also boosts SCD’s “Made in Australia” credentials, which appeals to customers that want to support Aussie-made products, along with local businesses and jobs.

“Everything we do is about providing choice to our customers, whether it is how fast they get the product back, their choice of materials or where the product is made,” Squirrell says.

“Our hybrid model works really well in terms of giving customers more options.  The combination of specialised manufacturing in Sydney and Melbourne, combined with the reliability and scale of offshore work provides us with an unbeatable product offering.”

With in-house denture manufacturing capabilities, SCD is finally able to commit to the same quality assurance standards that the lab’s crown and bridge customers already enjoy.  

‘With Swift on board, we can fully apply the SCD stamp on denture manufacturing as we have for crown and bridge production,” Evans assures.  

SCD has been producing crowns, bridges, implants as well as mouthguards and splints for a long time. Now they have the capacity and expertise to give their denture customers even better quality control, consistent turnaround and competitive pricing.
​
“I’m personally excited to be involved with Southern Cross at this time,” Evans says.
“For now, all I can say is: Watch this space!”

​NSK’s latest electric micromotor promises high-speed rotations and massive torque for efficient cutting, not to mention, quick conversion for air driven systems.
 
By Danny Chan
 
While air-powered handpieces are still commonly used in our dental offices, dentistry is trending towards the electric variety. The tangible benefits of using an electric handpiece, with its consistent torque that delivers quiet and efficient cutting, have certainly not gone unnoticed.
 
For those contemplating a conversion, handpiece manufacturer NSK has launched their latest NLZ range of electric micromotors, which makes it easier for users of air driven handpieces to board the electric bandwagon.
 
Game-changing technology
 
The NLZ-E electric micromotor was unveiled during the ADX Melbourne show in May. The “E” stands for Endodontics, meaning the NLZ-E motor system can be used across a variety of dental restorations, prophylaxis and endodontic rotary and reciprocating procedures.
 
According to Phil Fitzgibbon, Managing Director of NSK Oceania, the NLZ-E represents convenience, versatility and game-changing technology.
 
“It gives you the flexibility to change a standard air operated piece of dental equipment like a dental chair and dental cart into a fully functional electric unit,” he says. The NLZ-E can be connected to a dental unit with ISO 9168-compliant chair line Type 2 Midwest 4 holes or Type 3 Midwest 4 holes with optics.
 
“If you have a basic air motor on your existing dental chair, it can be removed with a very simple installation process and upgraded to a state-of-the art, brushless electric motor system.”
 
A typical installation takes roughly about 30 minutes to an hour, he adds, depending on whether a technician does it or dentists were to set it up themselves.
 
The small footprint and lightweight design makes the NLZ-E highly configurable to suit your clinical environment. No matter your preferred style of installation, it takes up very little room – sitting on your instrument or operatory tray or mounted to an extended arm.
 
The cutting edge
 
Don’t let its compact size fool you though, because this electric micromotor packs a punch.
 
Touting high-speed rotations from 100 - 40,000 rpm and a maximum torque of 4.2Ncm – one of the highest in the market – the high-end NLZ-E is compatible for use with all contra-angle handpieces.
 
“The high end speed is compatible with all red-band 1:5 speed increasing handpieces – especially with the NSK Ti-Max Z95LSW with aerosol spray adjustment,” FItzgibbon adds.
 
Considered the Ferrari of handpieces, red-band handpieces deliver notably smoother and quieter cutting action. According to Phil, the 1:5 speed increasing handpieces can be used in conjunction with the NLZ-E running at 200,000 rpm.
 
The NSK Ti-Max Z95LSW red band handpiece lets users control aerosols by selecting either mist or jet spray at the flick of a switch with the world’s first two-way spray technology.
 
On trial
 
The majority of people who have not converted to electric motor handpieces, Fitzgibbon avers, are those who have yet to trial and experience the system for themselves. He believes the portability of the NSK NLZ-E unit presents a unique opportunity for dentists in this category.
 
“It is very easy to temporarily install the compact NLZ-E into a dental practice for a trial period,” he says.
 
“It gives dentists a chance to test the much talked about red-band technology and see the advantages for themselves.”
 
Dentists can catch the NLZ-E in action at the ADA Training Centre, where 2 units have recently been installed.
 
“The NLZ-E is ideal for pre-clinical training and may be retrofitted into any existing training facility. It works with almost any dental handpiece on the market, delivering precise and constant speeds to ensure everyone is working to the same training standards,” Fitzgibbon adds.
 
Advanced safety features
 
The high-end features also extend to those promising safer and more efficient endodontic treatment.
 
The new NLZ Endo motor has a reciprocating function which when used with the NSK NLZ Endo 6:1 handpiece allows it to work in reciprocating mode, using the endodontic reciprocating file from Dentsply Sirona – Waveone Gold.
 
The NLZ-E can also be used in Rotary Endo mode allowing dentists to use a range of file systems whilst achieving continuous rotation up to 1000 rpm and torque from 0.3-6.0 Ncm.
 
Other safety functions include the “Contra-Check Function” that helps detect abnormalities caused by deterioration of the electric attachment and insufficient maintenance before use.
 
“This is an advanced function that lets the dentist know if the handpiece needs maintenance, oiling or repair – by indicating the specific issue on the display panel. This helps to prevent the contra-angle handpiece from overheating or premature damage,” Fitzgibbon explains.
  
Not bigger but better
 
The NLZ-E has built on previous NSK models to produce an even more lightweight and powerful electric motor, Fitzgibbon attests.
 
“We have replaced the conventional magnet rotor with an improved version and integrated the water and air lines with the motor. We’ve also incorporated into the compact system a simple non-layered coil that shortens the pathway for heat generating current,” he says.
 
“As a result, the new NLZ-E is able to achieve more powerful rotation in a lighter, more efficient configuration, while generating less heat without reducing the output power.
 
“In addition, the brushless motor of the NLZ-E increases its life span, reduces noise and has a smoother start.”
 
For the dental practice that has yet to embrace electric motors, he concludes, the NSK NLZ-E simply provides the perfect opportunity to get the latest technology with a very simple installation.

No matter where you’re at, the Australasian Implant Academy (AIA) claims it has all the training components you’ll need for a rewarding career in implantology.

By Danny Chan

If you’re considering a move into the field of implantology, quality post-graduate training is imperative. Before deciding on your options, however, three big questions spring to mind: Where do I start; what do I hope to achieve; and how does the additional training build up my professional capital?

As well as equip you with the knowledge and skills to handle real-world scenarios with all of their clinical complexities, the academic route you choose should enhance, and not limit, your full potential to succeed in this lucrative and rapidly evolving field.

To help broaden your training choices, an Australian-based implant academy aims to deliver a world-class implant course that covers all the bases.

Launched in 2019, the Australasian Implant Academy (AIA) is offering what it claims is the first-ever complete implant placement curriculum in the country. Billed as “the most comprehensive theoretical and hands on implant course in Australia to date”, the curriculum spans the knowledge gap from basic implantology all the way through to full arch immediate load solutions.

“The fully integrated curriculum deep dives into the theory components as well provides compressive practical experience with hands on sessions working with models,” says Dr Ned Restom, AIA’s Founding and Faculty Member.
“Upon course completion, clinicians are able to develop complex treatment planning protocols and confidently place implants for their patients.”

Road to Fellowship

The AIA has adopted and modified programs from the California Implant Institute, offering three fellowship programs that will culminate into a fellowship through the University of Las Vegas (UNLV) Dental School.

The California Implant Institute has trained thousands of clinicians in the field of implantology for over 20 years. Based on 60 evaluation metrics, the UNLV dental program ranks in the top 50 dental schools in the USA.

The Fellowships provide comprehensive theory and hands-on learning with models to prepare clinicians for the American Board exams. In addition, students are able to hone their real-world clinical skills via three live patient surgical externship programs. These include basic and intermediate implant placement, advanced grafting program including sinus and block grafts, PRP and PRF, and Full Arch.

“The knowledge and skills gained during each theory 5-day Fellowship program and practical LIVE patient session, allows clinicians to confidently plan and treat their patients, and the ongoing support and tutelage ensures our students are never left mid-surgery, alone and worried,” Dr Restom assures.

Setting apart their offering from other implant courses, Dr Restom says it is one of the only live patient programs in ANZ and one of the only programs created in collaboration with a local private hospital to train clinicians working on patients under general aesthetics. The AIA also provides access to world-class speakers, high-end medical specialists and top anaesthetists. 

“We are one of the few programs that allocate CE points and prepare clinicians with the knowledge and skills to confidently sit and pass the American Board Exam. Upon completion of the Fellowship Program, clinicians are accredited with the ABOI (American Board of Oral Implantology),” Dr Restom adds.

World-class and home-grown

While one of AIA’s goals is to deliver world-class implantology education by bringing top lecturers from the United States, its teaching faculty also boasts leading local implantologists such as Dr Restom and Dr Dean Licenblat.

Dr Restom is the Principal Dentist at Avoca Beach Dental. He has completed the Master Series in implantology at the California Implant Institute and the surgical externship component including the live All on 4 surgical program. He also earned his accreditation through the Australian Society of Implant dentistry, and completed the Master Series in Implant dentistry at the Brenner Institute.

Dr Licenblat is the Principal Clinician at Sydney Dental Aesthetics & Implants located in Martin Place Sydney. He has completed a Master’s degree in Oral Implantology and Bone Grafting from the Goethe University in Frankfurt and has a teaching appointment with the university, tutoring their graduate students in Australia and New Zealand. Dr Licenblat runs one of a few dental surgeries in Australia to be awarded ‘Leading Implant Centres of the World’.

Every step of the way

Course attendees can look forward to quality lecturers and training, in addition to a mentorship program that includes private sessions with the tutors and a closed group for interaction amongst their own peers.

“The AIA aims to support and mentor the clinician every step of the way from their first treatment plan to the final prosthesis insert,” Dr Licenblat says.

“Clinicians can feel 100% supported when they return to their practices to develop complex treatment planning protocols and confidently place implants for their patients.”

The support doesn’t end even after you graduate. Once a clinician completes any one of the courses at AIA, they will be given exclusive access to the academy’s members-only Facebook group, where both Dr Restom and Dr Licenblat will post weekly tips and techniques for a wide range of patient cases and treatments.  

“Our aim is to foster an ongoing and close community of practitioners in order for all to feel supported throughout their implant journey and to be able to collaborate with their peers as well as specialists in the field,” Dr Licenblat adds.

For all intents and purposes

Whether you are completely new to implantology or an advanced learner, the AIA caters for all levels of knowledge and experience.

“Our program steers the novice clinician from entry level basics and takes them on a comprehensive journey toward the complex treatment planning of advanced grafting and full arch immediate loading techniques,” says Dr Restom.
“The AIA teaches a fully digital workflow to recreate aesthetic and functional outcomes, complementing optimal oral rehabilitation.”

The course is also designed for dentists with prior implant knowledge and experience. Based on positive feedback, Dr Licenblat says that even the intermediate to advance level clinicians who recently attended AIA’s basic course gained immensely from the refresher sessions.

“For those students who are more advanced, we offer advanced implant placement and advanced bone grafting programs, not to mention we've recently introduced a fully bespoke LIVE surgery program, teaching the practitioner the Full Arch immediate loading method,” he adds.
​
“This is a complete course that will put you on a rewarding implant journey. Indeed, the course will pay for itself in no time.”

​From their newly launched online portal to dedicated Customer Relationship Managers, Andent is always looking for the best approach to help their customers navigate uncharted waters.

By Danny Chan

Even before COVID-19 descended, Australian dentists were already grappling with myriad challenges, mainly in the shape of fee-lowering insurance companies, corporate buyouts and consolidation, new (digitally savvy) competitors in the neighbourhood and a dominant Gen Y clientele weaned on social media. As compared to the threat of COVID-19, these challenges are no less imposing or unpredictable. In many ways, they can also be deemed as “unprecedented”.

Beset by uncertainty, dentists instinctively search for a sense of stability by erecting structural safeguards around their businesses. According to Matt Smith, one vital bulwark against the unpredictable headwinds is to partner with a reliable, customer-focused and digital-ready dental lab.

Smith is the General Manager of Andent, one of Australia’s most digitally inclined dental labs, also known in the industry as one of the pioneers in the scanning, designing and milling of dental restorations.

“In the same way that Andent has learned to adapt in order to compete, we want to assist our clients to endure these turbulent times by evolving with the realities on the ground,” he says.

Conversations with dentists have traditionally revolved around their cutting-edge processes and technology, 100% Australian-made high-quality work that requires fewer adjustments and their uncompromising standards of aesthetics. While those things remain unchanged, Smith believes that increasingly, dentists are seeking more from their labs than just quality products, but also exceptional and reliable customer support, turnkey solutions and greater convenience.

“It’s simply not enough offering good products at reasonable prices,” Smith says. “Our customer has always been the number one priority and one of our core values is focusing strongly on the customer experience.”

Personal connections

About six years ago, Andent began drawing closer to their clients through engaging Customer Relationship Managers – a staple in the banking sector but less known within dental circles.

“Since our lab services clients across Australia, CRMs help to extend our reach, improve customer engagement and increase customer satisfaction,” Smith explains.

“More importantly, the idea is to take the dentist-lab relationship to the next level. Through the CRMs we are able to establish a personal connection with the dentist.”

Allowing for seamless communication and transfer of products between the lab and practice, the relationship managers are contactable across different time zones and outside regular business hours.

Whether over an email, phone call, zoom conference or in-person meeting, the knowledgeable liaison officers offer end-to-end, personalised customer support for each individual case. When they are not meeting dentists at an expo, CRMs can be found at the client’s surgery talking them through screen shots of a challenging case. 

“Essentially, I function as the bridge between the lab and the dentist,” says Huy Dang, Andent’s Customer Relationship Manager.

“Some dentists are not familiar with the inner workings of a lab. At Andent, we want to make sure they understand the processes, and how we work internally. It’s important that we’re all on the same page so there are no surprises.”

Noting how every dentist operates differently, Dang would establish at the outset the clinician’s preferences for how much – or little – technical support he or she requires so as to tailor the communication approach accordingly. The personalised attention, he stresses, can be individualised to each and every dentist, even within a multi-chair setting.  

Another Plus point

For dentists that prefer online correspondence, Andent recently rolled out a customer service portal that offers increased efficiency and ease-of-transactions. Andent Plus was launched in March as a testament to the lab’s commitment to meet the constantly evolving needs of the Australian dental industry.

“Andent Plus is part of our continuing investment in customer-focused technology. Instead of simply investing in lab-side technologies that make our work easier or those that improve the quality of our products – which we have consistently done and will continue to do so – we are also putting resources into technologies that enhance the customer experience,” Smith emphasises. 

Andent Plus provides customers 24/7 access to real-time updates on the status of their cases. Available as a value-add service at no extra charge, dentists only need to create a free account to begin their online interactions with the lab.

Once they have booked in a case, the dentists would receive a confirmation via email with a note detailing which day the case is scheduled to dispatch. They will get another email, along with tracking number, when the case leaves the lab. In short, you can track your case easily, immediately, at any time of the day.

Andent Plus also acts as a one-stop portal for dentists to access all the relevant information for each case, letting users view all their transactions at one glance. This includes purchase history, invoices (available for downloads), and a convenient e-payment system. Further, customers are able to book a pick-up, submit a digital case, order personalised lab sheets or print them instantly. Case photos and further technical instructions may also be uploaded.

Man or machine: it’s your choice

For all its advantages, Smith says, Andent Plus is but another option with which to interact with the lab, as some dentists may want to review cases after hours, or download invoices and statements at their own convenience – similar to online banking. All the other channels of communication – including easy phone and email access to the technical support team and the personalised assistance of the CRMs – remain intact.

“The portal is about giving people access to information they have come to expect to be available on-hand when they want it,” he says.

“We still want to maintain that strong interaction with all our dentists and customers. End of the day, it’s about building the customer relationship in a way that benefits each individual dentist.”

Real-time reliability

As dentists navigate the new normal business environment in which they now operate – one fraught with sudden lockdowns and unforeseen restrictions – Dang believes that the need for open, transparent and instantaneous communication between dentists and their labs is more imperative than ever.

Andent customers enjoy the added assurance that all their cases are locally made and distributed. During the messier periods of ad hoc restrictions, Dang personally helped clients expedite their cases – such as, when the temporary crowns did not last as long as anticipated – or held back packages when the clinics were abruptly forced to close.

“If you aren’t transparent or able to work to specified deadlines, the client’s business won’t be able to function well,” Dang says. “We offer clockwork service so that dentists know well ahead of time how to rebook their patients, some of whom are booked 4-5 months in advance.”
​
“Whether they are using Andent Plus, going directly to a CRM like Huy (Dang)” or even chatting to the amazing team in the lab, Matt adds, “we are all about giving dentists reliability and predictability. And that is something to say, in this day and age.” 

The ultimate delegation of responsibilities is to sell your practice to a reliable corporate, says Melburnian dentist Dr Andrew Fisher.

By Danny Chan

Former US Secretary of State Hillary Clinton once remarked: “Don’t confuse having a career with having a life.”

Knowingly or unknowingly, Dr Fisher has applied the positive implications of this truism throughout key moments of his life. The Practice Principal at Cardinia Dental (located in Pakenham, Victoria) is someone who clearly understands that it takes conscious effort to build a fulfilling career, just as it does maintaining work-life balance.
And when it came time to make critical decisions – including the 2017 sale of his practice – Dr Fisher was not in the least confused.

Paying dues

Since graduating from the University of Melbourne in 1988 and beginning private practice the following year, Dr Fisher has found dentistry nothing short of a dream vocation – albeit one that involves paying dues long before you can reap the returns.

Within the first four years working as part-time dentist for two clinics in Koo Wee Rup and Pakenham, Dr Fisher bought over the latter practice in 1993.  Hesitant at first, he sought the advice of Dr David Grant, owner of the Koo Wee Rup clinic.

“I asked David if he was interested to partner up to buy the Pakenham practice. Instead he convinced me to go at it alone, promising to support me every step of the way,” Dr Fisher says.  

Dr Grant’s support, though more moral than material, provided a timely impetus. Dr Fisher continued plying his trade between the two locations, working six days a week. This went on until 1998, around which time Dr Fisher first realised the dangers of burning the candle at both ends.

When the practice relocated that year – two doors down to a new facility purpose built by his brothers – he took the opportunity to reduce his clinical commitments, actively employing dentists to fill the gap.

“This goes back to David Grant who was a mentor in every sense. He encouraged me to have work-life balance, which I not only followed but also instilled in my dentists – asking them to have a day off besides Saturday and Sunday,” he explains.

Regaining balance

The Pakenham practice grew significantly. Annual business turnover doubled in the first 3-4 years, and subsequently maintained double-digit growth. By 2003, it had expanded into a 4-chair practice with six full-time dentists on the roster.

“We were absorbing much of the growth in Pakenham. As the workload increased, however, I found myself drifting from my work-life balance again,” he recounts.

He had completely stopped practicing as a dentist by 2012. Piling practice commitments ran the gamut from IT to equipment maintenance, renovations to human resource. Even Sundays were not spared.

Dr Fisher remembers this juncture for two reasons: One, he had read an article written by then CEO of Australia Post, Ahmed Fahour, about the need for an exit plan, which consolidated his fleeting notions about selling his practice; and two, he decided once again to scale back his involvement by increasing staff numbers and work delegation.

He also began speaking to practice-acquisition firms with the intension of feeling out the market. Unimpressed with many of the corporates, he felt most offered “poor terms of sale” – including clawback agreements, which he considered a “deal breaker”.

Reality bites

Nonetheless the pragmatic entrepreneur was taking stock of the reality on the ground: the number of new dental clinics sprouting across Pakenham and next-door suburbs was outpacing the population growth.

“Our practice growth may have doubled over a 10-year period but the population had quadrupled. Although we were still the biggest practice in Pakenham, that will have an impact,” he remembers rationalising.

Other concerns were cultivating patient loyalty amongst fickle millennial customers who are more susceptible to social media trends than time honoured relational bonds; and keeping pace with evolving digital marketing platforms – the area that he believed, would become increasingly difficult to navigate.

Sell or burn out

Dr Fisher’s resistance towards selling the practice softened even more after he met up with Tony Coulepis, the Executive Chairman of Ekera Dental, in 2016.

“Tony refers to Ekera Dental as a “non-corporate/corporate”. It’s still a corporate but relative to the others, they had a more personalised philosophy that I found appealing,” Dr Fisher recalls.

In September 2017, Dr Fisher turned the reins of Cardinia Dental over to Ekera Dental.

“I don’t know how much longer I could have run the operations, but I thought I was going to burn out, “ he says.
“I was afraid I would not be able to provide the same quality service to patients or employ as many dentists and the business would start to contract.”

Family affair

At the point of sale, Dr Fisher notes, the Pakenham practice had increased “significantly” in valuation since he purchased it in 1993. 

Crediting his wife for Cardinia Dental’s growth and success, the former practice owner says:

“Sharon was the unspoken business “partner”, a great co-worker and excellent brainstorming collaborator.

“I suspect many private practices have thrived because of the “family model” – which is certainly the case with Sharon and our four daughters. To this day, whenever they get the chance, my family still helps out at the clinic.”

The financial bonanza notwithstanding, relinquishing the practice has afforded the Fisher household the time and freedom to indulge in travelling sprees – even more than they’ve been doing since he stepped back in 2012.

The globetrotting dentist’s travel diary reads like a Lonely Planet brochure. Shopping in Paris. Skiing in British Columbia, Canada. Hiking adventures in Italy, North American National Parks and the Austrian Alps. Laidback cruise on the historic river Rhine. Road trips around Europe and the West Coast of America. Trekking through Scandinavian capitals. You name it.

In many ways, the semi-retired clinician is still savouring the fruits of his decision to buy the Pakenham practice 28 years ago. Yet things may look very different if he hadn’t taken a mentor’s advice to heart. The release valves he put in place throughout each growth phase helped prevent excessive pressures from building up.

“In the end, I guess the ultimate delegation of responsibilities is to sell your practice to a reliable corporate,” he says.

Time to sell?

Andrew feels very fortunate to have had broad-ranging advice and support throughout his career. In turn, he has been “paying it forward” to other professionals who seek his counsel – something he is quite happy to do if and when approached.

A strong advocate for dentists having a clear exit strategy, Dr Fisher offers this piece of advice for those still peering into a hazy crystal ball:

“The way the industry has changed over the last 8-10 years has resulted in more market uncertainties.

“I really believe it’s time to consider selling to the corporates because the opportunity may not always be there. At some point the market will become saturated and if no longer competitive, you may get pushed out.
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“If you choose to remain independent, then make sure you’re prepared to go all the way.”

The Dental & Skin Clinic aims to make dentistry enjoyable and professional skin health treatments accessible.

By Danny Chan

About six years ago, Dr Rita Trak went to a cosmetic dentist seeking a solution for the lines on her forehead and was treated with anti-wrinkle injections. That was shortly before she attended a course on cosmetic injectables, from which she learned that the creases on her forehead were not wrinkles but the result of dehydration – a diagnosis that negates the injectables approach.

“That episode pretty much sums up what I think of dentists providing injectable treatment without having an in-depth knowledge of skin health,” she says.

The same negative experience drove the cosmetic dentist to delve deeper into skin health, pursuing courses on the subject with fervour. This also led to her founding of Dental & Skin Clinic in January.

In a way, the clinic bears testimony to Dr Trak’s successful journey, traversing professional domains from the smile to the skin. The East Bentleigh practice, however, is more than just a vehicle to display the Practice Principal’s unique fusion of talents.

Universal challenge
Its online manifesto reveals multifaceted goals: “Working inwards towards the smile, we capture, protect and amplify the face’s natural charisma and beauty through our cosmetic dentistry, dental veneers and facial treatments.”

This corroborates the dentist’s response, when asked the three most unique elements of her practice: Natural aesthetics; integrating cosmetic dentistry with professional skin care; and making dentistry enjoyable and professional skin care services accessible.

Making dentistry enjoyable, she adds, is the most challenging of the goals.

“The universal problem is that no one likes going to the dentist. How can we make people actually enjoy coming to see us?” she asks earnestly.

Dr Trak, whose dream profession since the age of 12 is to become a cosmetic dentist, believes the answer to that question is foundational to what she does for a living.

“I was always drawn to the fact that a good smile has such a great impact on someone’s mental health and I like the idea of being responsible for someone’s happiness.”

Where dentistry meets skin health
Whereas in the past the bosses would veto her “crazy” suggestions, Dr Trak is now free to walk the talk in Dental & Skin Clinic. The very concept of combining dentistry with professional skin health services is revolutionary.

The operative word is “professional”, which encompasses skin services you wouldn’t normally associate with a dental clinic: Skin needling, medical-grade chemical peels, mono threads, etc.

“The reason why I chose these specific skin treatments is because they chemically change the skin, so we’re not using the typical brands offered by other dentists,” she says. “It was really important to me that the skin services that we do offer are on a medical level.”

Dr Trak is proud that Dental & Skin Clinic is one of the only dental clinics in the world to gain Clinical Partner status with Skinceuticals, an American brand traditionally aligned with plastic surgeons and dermatologists.

Skin treatment hierarchy
Although Dr Trak is certified in cosmetic injectables, the service ranks low on her hierarchy of skin care treatment protocol.

“Dentists are versed in the knowledge and practice of conservative dentistry. There’s such a thing as conservative skin care too, and injectables is just one part of it,” she explains.

Dr Trak advocates the need to diagnose skin before offering injectables. 

A typical skin treatment at Dental & Skin Clinic begins with a complimentary consultation, during which she commonly advises against wrong skin care regimes.

“Most clients are not aware of what to use for their skin type or they’re using products that are actually detrimental to their skin health,” she says.

“And if they’re using the right products, they may not be using them in the right order, thus diluting the active ingredients.”

These conversations have yielded a high conversion rate, with up to 90% of her dental customers, ending up receiving a skin treatment.

“We’re known for offering a natural makeover with our dental veneers, which accounts for about 70% of our clients,” she adds.

“With our veneer customers, we’re already having conversations about facial proportions, facial thirds, eye level, jaw line, jaw angle and so on. So it’s not weird going from that to talking about skin health.”

Numbing experience
Clients are also drawn to the added benefits of receiving skin treatments from a cosmetic dentist.

For example, dentists are authorised and skilled in applying local anaesthesia. When it comes to procedures like skin needling, cosmetic dentists enjoy a clear advantage over a beauty therapist who can only apply numbing cream that requires 30 minutes to an hour to take effect, and it’s only able to superficially numb the face. 

“I can completely numb my client’s face within seconds, and achieve more depth with my skin needling – up to 2.5mm deep as opposed to the typical 1mm depth,” says Dr Trak.

“The deeper I can go, the better the skin rejuvenation – which also translates to faster results and fewer treatments. Skin needling is great for wrinkles, lines, pigmentation, acne scars.”

In addition to the local anaesthetic providing a complete numb for a more comfortable treatment, Dr Trak goes one step further to also minimise the discomfort of the numbing process.  

When administering anaesthetics, she uses DentaPen, an electronic pen that she says delivers anaesthetics through little impulses affording better control of the injection and a reduction in pain for the patient.

“I want to make dentistry enjoyable, so it’s not enough to just numb clients. The actual process to numb needs to be just as comfortable,” she adds.

Customers don’t want to leave
To say that Dental & Skin Clinic treats its customers well would be an understatement. Clients here get the sort of treatment you’d expect from a day spa.  

As you enter a cosy lounge-like waiting area bathed in soft mood lighting, you are greeted by smiling staff members resembling airline stewardesses with their perfectly coiffured hair and fetching uniforms. They offer a welcome note and drink – your choice of tea, latte or sugar-free hot chocolate. Muesli bars, pretzels and popcorn are also on the complimentary menu.

While sipping your favourite beverage, you apply tingling creams and luxurious lotions, comparing different skin care products – available in test bottles – as you would in a classy beauty salon.

You can also opt for a “Duo Clean” that essentially follows up a dental clean-and-examination session with a skin-rejuvenation facial, leaving you sufficiently refreshed – in mind, body and breath.

This is what Dr Trak means when she waxes about making dentistry enjoyable. And her customers are responding exactly as she had hoped – lingering around long after a treatment. Some have even commented that they don’t want to leave.

“Clients have remarked that it feels like a hotel or retreat. If they are looking forward to the next visit, we would be achieving our goals.”

Due to overwhelming demand, the practice went from being operational two days a week to four days within eight weeks of opening. It was fully booked by the third month. While customers are voting with their wallets, Dr Trak insists that’s not the primary motivation.

“For a cosmetic dentist, transactional relationships with patients simply do not work, because cosmetic treatments are permanent,” she says.
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“Personally, I’m not driven by money but genuinely invested in the client’s happiness. I believe it shows.”