Cliff's Notes

The Business of Dentistry

“Is Social network Marketing Dying?” & “The Hardest Job, Terminating Staff!” & “An Exclusive First Look at PermaCem 2.0 by DMG America”

Cliff’s Notes for August 26, 2012


Cliff Marsh, Henry Schein ……Cell: 201-321-7494……Fax: 201-262-2210…..E-mail:

The reason we do what we do, is so that we can to do what we want to do, when we want to do it!

It’s a tongue twister, but working as a team and making informed decisions, will get us there.


“When you come to a fork in the road, take it!”

Yogi Berra





This Week’s Feature on the Cliff’s Notes Channel

“Profluoride Varnish Tutorial”

Over 100 Dental Videos



In This Week’s Issue

  • The Office Manager – Texting in the Office is OK!
  • This Week in Dentistry from the ADA – Learning the Business Side of Dentistry!
  • Dental Marketing Up-Date – Is Social Network Marketing Dying?
  • Product Review – PermaCem 2 by DMG – A Cliff’s Notes “Exclusive 1st Look!”
  • The Henry Schein Outlet Store – Special of the Week “
  • “The Root of It Commentary – The Hardest Job, Terminating Staff!




The Office Manager Blog.……………………………………………

Texting in the Office is OK! By Dayna Johnson

If you want proof that the eServices team at Dentrix has been listening to our requests, check out this new feature: updated text messaging through eCentral Communication Manager. Now the office can actually communicate back and forth with patients via text message. Without using a phone or e-mail, the office will get a message right on the computer screen.

Let’s say your patient is sitting in a meeting at work. He is watching the clock but the boss is still running at the mouth. Well, now the patient can discretely respond back to the office with a text message and let you know he is running a little late. When a patient replies to a text message appointment reminder with something other than the “1” to confirm, such as “I’ll be there” or “I’m running late,” the front office receives a text message alert (popup) on the desktop. Your team can click the message to read it and then respond in a chat window. You never even have to leave Dentrix. This is amazing.

In an age where communication is key and competition is everywhere, it is the little things that make a huge difference in our day … and to our patients. Learn more about this new feature or get help setting it up by clicking hereor by calling (800) 734-5561.

To read Dayna’s Blog, log onto

This Week in Dentistry from the ADA……………………………..

Learn the Business Side of Dentistry through the University of Florida

August 06, 2012

By Kelly Soderlund, ADA News staff

Dr. James Haddix, associate professor and assistant dean for Continuing Education at the University of Florida College of Dentistry.

Gainesville, Fla.—Dr. Matthew Nawrocki’s degree from the University of Florida College of Dentistry prepared him for the clinical side of dentistry. But the business side? He needed some more help. 

This wasn’t something the 30-year-old Jacksonville, Fla., prosthodontist realized until he purchased two general dental practices with the intention of merging them. Like most dental students, Dr. Nawrocki had a short course in practice management while in dental school, but it wasn’t until he put himself in charge of managing the business that he realized how much he was missing.

To read the rest of this article, log onto:





Dental Marketing Up-Date!……………………………………………………………….

Is Social Network Marketing Dying?

The answer is a strong “maybe”! As technology flies forward and rockets us through the rest of this decade the places people (patients) will choose to be will increase dramatically. When I say places, I am talking about Cyberspace. Most of us no longer spend continuous hours sitting in front of desk tops; we spend more time with our cell phones and mobile apps. Although the Goggle Search is important, if you’re not there already, you missed the train. So, what now?

To start, you need to have web presence. By web presence in am referring to a personal, attractive and informative home web page, as well as a fun, friendly and professional Face Book page that links to the other social networks and your home page. Why? Because people (your patients) expect you to! It’s the cost of doing business in 2012.

The trick in internet marketing is the ability to drive people to your home page. Your home page is how people see you and your practice for the first time. You need to have some type of reputation defense because after your home page convinces potential patient to make an appointment, they will check out reviews about you and your staff, but that’s a whole other discussion. Driving people to your page in 2012 requires some old school methods. The personal social environment, I mean real people to people contact, is the best way to promote you business on a local level. PTA’s, Health Fairs, School Programs, etc. are inexpensive and very productive.

As far as Face Book or other cyber networks, keep it clean, what goes into cyberspace stays there forever. Potential patients don’t want to see you in a bathing suit on some exotic island, however, they will take interest in little Suzy’s 3rd birthday or Fido, the newest member of the family. It makes you look human and most certainly compliments your home page.

Your marketing budget should be about 5% of your last year’s gross. It needs to be planned carefully for the biggest ROI. For more information on current marketing techniques, please feel free to contact me at any time @ 201-321-7494 or





Product Review – PermaCem 2.0 by DMG America………………

Cliff’s Notes Exclusive 1st Look!

My favorite Mel Brooks quote “It’s Good to be the King”. Well I am very far from being royalty but throughout my dental industry career I had the fortune to meet and develop long term friendships with some of the brightest and most dedicated people in dentistry.

Several years ago I was offered the opportunity to introduce a revolutionary product that, hasn’t yet, but will change clinical dentistry. Icon Infiltant by DMG was a revolution and just this year was approved by the ADA to have its own code number. That’s quite an achievement, but more on that in a couple of months.

On September 1st. (one week from today), DMG America will introduce PermaCem 2.0, a permanent cement that provides one of the strongest bonds to Zirconium restorations when compared to the other leading self-adhesive cements. Incorporating the recently developed adhesive monomer formula, the dual curing properties of PermaCem 2.0 offer an exceptional bond across all substrates, including Zirconia. Additionally, the unique viscosity and flowability of the material make for extremely easy excess removal, saving the clinician time and stress.

More specifically, PermaCem 2.0 is a universal, self-adhesive dual-cure composite luting cement for the permanent cementation of crowns, bridges, inlays, onlays, and root posts without the need for a separate enamel and dentin bonding agent, conditioner, or primer. PermaCem 2.0 provides a strong reliable bond between enamel and dentin and all metal and ceramic substrates, particularly zirconium and aluminum oxide substructures.

Included in the package, DMG includes a unique ENDO-Tip which will greatly facilitate the cementation of endodontic posts.  The tip is a fine gauge metal which can be bent to accommodate the needs of the dentist.

For more information log onto:

Smartmix 9 gm Kit Opaque #2900080

Smartmix 9 gm Kit Transparent #2900081

Smartmix 9 gm Kit Universal #2900079

Catalog Price – $125.99   Cliff’s Client’s Introductory Offer – $107.99

During the months of September through December, Cliff’s customers will be able to take advantage of a BUY ONE GET ONE FREE when they purchase PermaCem 2.0. (There is a limit of two (2) purchased boxes during the promotional period.)

Net Cost – $53.99/kit


The Henry Schein Outlet Store: Special of the Week!……………………..

Outlet Store offers are limited in quantity and only available on a first come-first serve basis. The inventory is very fluid so it pays to check back frequently for new listings.


Condition: Overstock – Part Number: 628-3400-N
Manufacturer Part Number: 1004.3400
Catalog Price: $2,389.99Outlet Price: $1,669.00Warranty: 1-Year
  High Tech Laser Fluorescence Caries Detection Aid which measures changes in tooth structure caused by caries. It is especially useful for pit and fissure area-even when the outer tooth surface seems to be intact. Over 90% accurate in detecting incipient caries. Allows monitoring over time. Easy to use. Portable, handheld, pen like device. Moves easily from room to room. Ideal for offices that already use the DIAGNOdent Classic and would like to have the added mobility of the hand held DIAGNOdent pen unit. Weight 5 oz. Length: 8-3/4″.

Product Categories

OVERSTOCKED: New Products that are in the manufacturer’s original sealed package
DEMO MODEL: Open-box products that have had no clinical use
RECONDITIONED: Products in excellent condition, restored to the manufacturer’s specification

All products include comprehensive warranties backed by Henry Schein





The Root of It Commentary………………………………………….

The Hardest Job, Terminating Staff!

I ran a business for over 20 years. We had over 30 employees and there were staff issues every day. I can say that I sat in the chair and that terminating a staff member was the hardest job I had. As a manager it is your responsibility to make sure that the organization runs smooth and profitable. Often, a very nice person develops into a “broken gear” in the machinery. It may not be their fault, you may have changed an operational format that they can’t comprehend, or they just can’t deal with change.

A good manager needs to be able to recognize staff deficiencies and address them quickly and in a professional manner. They need to be compassionate and business focused all at the same time. There have been many occasions in my past that I “looked the other way” when a staff member was lacking in production. I always took into consideration their personnel situation as well as any temporary speed bumps in their life. However, any long term effect on the core business would has to eventually be addressed.

  • Case in point #1: I had interviewed for a warehouse manager for several months when I finally found a well spoken young man with a young family and warehouse experience. He presented himself professionally and seemed to fully understand the requirements of the position. After 6 months with our company it became apparent that he did not have the management skills to direct people and didn’t understand how to lead by example. The termination process was difficult because he refused or could not understand why he was being let go. He was a very nice man and a demotion to a subordinate role never works. The 20 minute conversation was the longest I had and I did not sleep well that night, but the benefit to the organization and the rest of the staff was a positive.

There is also the need to protect yourself against disgruntled staff.  There is nothing more difficult than having an ex-staff member accuse you of wronging them when you tried to do all the right things. A vindictive ex-employee can cause havoc and be very expensive. You need to make sure that you maintain up to date employee files and provide written warnings for misconduct. You need to have an up to date employee manual to support your decisions and a solid defensive posture that “smells good” in a court of law.

  • Case in point #2: We had hired an administrative assistant that had incredible qualifications. He was ex-military, possessed some great organizational skills and was dedicated. However, we were a small company, and never did sociological profiles. After 60 days it became apparent that he had serious communication issues with the rest of the staff. They began to avoid him and several made comments that they felt he was un-stable. After a discussion with the management team it was determined that termination was in order. Unfortunately it was loud and he did not go quietly into the night. He did peruse the legal process of wrongful termination and we needed to defend ourselves. Fortunately our records were in order and after several months and a couple of thousand dollars in legal fees, the situation was put to bed.

Terminating an employee is difficult emotionally and economically. Consult with your legal advisors before any situation that may be out of the norm. Hire staff on a 90 day probation period. Review and document their performance every 30 days through probation and terminate at 90 days if you determine that they did not and cannot meet your written organizational standards.

Hiring & termination protocol is an essential part of running a business. They don’t teach it in dental school so it is suggested that you consult with your business/legal advisors and please feel free to contact me at any time with any questions or concerns.

Today is Sunday, August 26th. Enjoy the day, enjoy your family and please be safe, there are a lot of people that want & need you.


Join the ADA on Friday, February 8, 2013 to Give Kids A Smile

Call Cliff @ 201-321-7494 for details…It’s feels good to “give back”

Cliff Marsh

Henry Schein Dental

P.O. Box 663 / 45 Rt. 46East

Suite 605

Pine Brook, NJ 07058


August 26, 2012 - Posted by | Uncategorized

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