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interview with William M. Dorfman, DDS What does "The Ultimate Cosmetic Dental Practice" mean? It integrates all of the past, present and future in dentistry. It utilizes the true blue techniques that have been time tested, trying some of the newer techniques that are out, and then looking ahead to utilize all of the advances that technology can bring us in the future. Why would a dentist actually need a cosmetic dental practice like this? Dentistry is changing. The old drill and fill of yesterday isn't going to make it. There are a lot of dentists who are turning their practices into managed care facilities. That's not a direction I want to take with my practice. There are certain niches where you can still make a thriving dental practice, and one of them is cosmetic dentistry. It's something that I found a lot of dentists are interested in doing. It's very fulfilling. It's not only gratifying for you but for the patient. It's fun to do. It's highly profitable. Tell us what is involved in building a new practice. The first step is choosing the location. The same rule that applies in real estate applies to a dental office. The three most important things in choosing a house are location, location, and location. In dentistry it's the same thing. In my case it was a very simple decision because I've already been in this location, had a successful practice there, so I know it works. The second thing you have to determine is how much space you need. What exactly is it that you're lacking and how much space does it take to accommodate that? I felt I needed about twice as much space. So in my new office everything is basically twice as big. The lab is twice as big, the operatories are the same size but we have twice as many of them. The business office is twice the size, as is the reception area and my private office. Next you need to negotiate a good lease. I hired a specialized attorney to do that. I had him deal with my building because I knew I would be inept in the negotiations. You can't know everything, so hire people to augment your shortcomings. Then you need to decide what components you want in the new office and hire an architect who can incorporate your ideas. I interviewed a few architects and found somebody who specialized in upscale medical suites. Before designing a space with him, I went around to a lot of different offices for ideas. Finally, you need to hire a contractor, mechanical engineer, electrician, plumber, and so on. Then we had to integrate all of the physical structures of the space with all of the technology. That's were I am now, building. How many years have you been at your existing location? I graduated UOP Dental in 1983. I did a 2 year residency in Switzerland. Then I've been practicing in Century City, CA since '85, so 11 years. This new practice that's being built right now, will it be a second practice for you or will it replace your existing practice? It will replace my existing practice. When I finished school and did a residency, I came back and put together my current practice. I bought a lot of used equipment. I took an existing facility and gave it a little bit of a face lift, and made it work as well as possible with a minimal investment. I'm at the phase in my career now where I'm not on a starving student budget anymore. I realize that the next 15-20 years in dentistry are going to be my most productive years. I want to have a practice the way I've always dreamed it could be. I want to take advantage of the technology that's out there today that just wasn't there when my practice was initially built. There are a lot of different things that will just make the practice run better and more efficiently. Can you tell us about some of the state-of-the-art features and equipment that your new office will have? That would be a long list. For starters, it'll have a Premier Argon Laser, Shick Digital Radiography, a Triangle Instrument Sterilization Center, and a New Image Intra- Oral Camera. Each operatory will have its own Casey Dental Interactive Patient Education System and a computer work station designed by Computer Age Dentist. In addition, it will have a photo studio for taking before and after pictures of our patients. You already have a successful practice; why build a new one? I could keep on doing what I'm doing, and I certainly have a busy practice the way it is now. But I think the key to surviving in dentistry is doing it better, more efficiently, and in a way that you have more fun. There are a lot of innovative tools that will make practicing dentistry more fun and give my patients better care. Your new practice that is still being built right now, how long is it going to take from start to finish? Actually, a lot longer than I had anticipated. I started planning this exactly a year ago. Between negotiating a lease, finding an architect, creating a floor plan, researching the new technology, etc., it's actually been a year. The anticipated completion date is September 1st of this year. But it certainly doesn't have to take that long. The whole thing could be done in 3 or 4 months. I just floundered a little. I wasn't really sure what direction to take. The technology is advancing so rapidly that it's actually been advantageous for me to go at the slower pace. How do you expect your new practice to affect your current patient base? Well, I'm not in this to acquire new patients, but I would like to provide service to my current patients in a more efficient and comfortable setting. How do you think the new practice will affect your practice overall? Hopefully by expanding and adding new space we will reduce a lot of stress in my office. We have over 20 people working in a 1400 square foot office. I hope it will also make us more efficient, and provide better care to our patients. That's what it's all about. If you had to give the 3 most important tips to other dentists who might be considering building a new practice for themselves, what would they be? First and foremost, do you need a new practice? You certainly save a lot of money if you can utilize your existing space and make it work. In my case it was impossible, we definitely needed about twice as much space. My first recommendation would be to assess whether you need a new office. I do a lot of consulting. A dentist wanted to know if he needed a new office, and I looked into the space in the office next to this dentist and it was vacant! I said why don't you just expand into that space, and he'd never even thought of it. So first of all, decide if you need a new practice. Second, know your limitations. Consult contractors, architects, banks, lawyers etc. Surround yourself with competent people that can make this project progress most quickly and efficiently. And third, determine your budget and stick to it. Make sure everyone involved knows the budget and works within their budget parameters. People tend to get a little carried away when they are not spending their own money. What is the ideal patient experience in a cosmetic dental practice? The ideal patient experience is one where a patient just moved to the area and bought a nice house, they walk into your office well-groomed, but when they smile their teeth are unflattering. That's an ideal scenario. You sit down with the patient, pull out your beautiful before and after book, pull out all of your brochures and pamphlets that show how you make beautiful teeth. Turn on your computer and run a reel from your Caesy Dental Program showing your whole technique in color. You educate and inform them. Then they walk out of your office and schedule for their next appointment. That's an ideal patient experience. |