Cliff's Notes

The Business of Dentistry

Internal Marketing, Can be Your Biggest Asset or Fault!

Cliff’s Notes for April 21, 2013

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.

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”
Charles Darwin


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

“The Straine Effect”


Over 145 Dental Videos

In This Week’s Issue

  • The Root of It Commentary

Internal Practice Marketing can be Your Biggest Asset or Fault!

  • The Straine Effect (New Feature in Cliff’s Notes*)

Can You be a Trend Setter?

  • The Office Manager Blog

Dentrix Business of Dentistry Conference 2013!

  • American Association of Dental Office Managers

5 Things Leaders Are Thinking, But Not Talking About!

  • Aruba Inventory Management

The Custom Fax Order Form will Centralize your Purchasing Department!

  • This Week from the ADA

Justice announces AWDA communication settlements!

  • Product Review

The Moses Appliance!

  • The Henry Schein Outlet Store

(Reconditioned) Dust Collector 2000 – $139.00

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

image001Internal Marketing Can be Your Biggest Asset or Fault!

 So many dental offices think they need a complex and expensive marketing plan when the truth is, you don’t. How you market your practice depends on what type of practice you have and what type of patients you are looking for. If you have a PPO based practice then marketing to the masses can’t hurt, but you need to understand exactly what type of patient you will attract and what percentage of those patients will stay with you and become “quality patients”.

Regardless of how you market your practice, internal marketing is the best. When you get a new patient from a referral half of your work is done. The new patient already has a comfort level so now you and your staff need only to prove you are worth the recommendation and make the “referrer” look good. Just like you expect your specialist referrals to make you look good, the referrer patient deserves the same boost. A thank you from a referred patient to a referrer only brings more referrals.

So, how do we ask and get referrals from existing patients? We ask for them! Kerry Straine owns Strain Consulting and is considered one of, if not, the best dental practice management consultants in the country. In one of Kerry’s (no charge) introductory sessions he gave one of my clients a great script to use to invite referrals. After using it for 2 months, the office commented on the success of the “tactic”. It involved nothing more than reviewing the patient medical history.

Asking for referrals is pretty easy; you just need to know the “professional” methods. You also need to reward the patients that refer you. Patient rewards should always more effective if they are a surprise, and what those rewards are depends on the way the practices budgets the marketing expense. Your marketing budget should be about 5% of your previous year’s gross production.

To review your marketing plan or budget, or If you have any questions or concerns, please feel free to contact me at any time by calling 201-321-7494 or e-mail

The Straine Effect!…………………………………………………………

Concepts in Practice Management!

When people hear the term Trend Setter they typically think of a role model and someone worthy of imitation.  We like to think folks in the dental industry think of Straine Consulting as a Trend Setter as its formulas, benchmarks and best practices methodologies are now widely respected performance standards.

I personally view Kerry Straine as a Trend Setter because he has changed the dental industry over the past two decades with his insight and innovations.  Kerry created the Straine Practice Analysis™ … and I am hard pressed to name one other thought-leader in the dental industry that looks at continuing care the way this report illuminates it for the viewer.  In my personal opinion, the Straine Management System™ … it is the premier platform for providing structure for leadership, foundation for business management systems, discipline and accountability for owner and staff.  This format is a precise and practical approach that yields immediate and measureable results.

But when I say Trend Setter … what we really mean to do is to draw your attention to the powerful, persistent and predictable results Straine Consulting clients experience.  Straine Consulting is The Ultimate Performance Management Machine™ … steeped in the laws of change management theory.  Did you know that despite the huge investment that companies have made in tools, training and thousands of books (over 83,000 on Amazon), most studies still show a shocking 60-70% failure rate for organizational change projects – a figure that has stayed constant from the 1970s to the present?

The relevant question is, “Are your patients trending in the right direction?”

Does your staff have a common framework, language and set of tools for managing significant change? Who is accountable for managing change in your practice?  Kerry has a national team of Certified Consultants and Practice Development Coaches that are accountable for making sure change happens systematically and rigorously – goals and objectives are defined, specific behaviors are pinpointed and rewarded and results are measured – every single day, or your staff won’t develop the skills required to shift from their current state to a desired future state.

I met Kerry Straine 6 years ago and we became friends. I am impressed with his management model as well as his compassion for success. Deservingly, he was voted the number one dental practice consultant in the nation in 2012.

Contact me today to schedule an appointment, at no cost or obligation, with Kerry @ 201-321-7494 or Go on and become a Trend Setter!

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

image001  Dentrix Business of Dentistry Conference 2013!

I have had the pleasure of attending every one of the Dentrix Business of Dentistry conferences since the meeting’s inception in Snowbird, Utah, in 2006. Typically, the dentist I work for does not attend conferences, but I was able to persuade him to attend the inaugural meeting because it was being held at one of his favorite ski resorts. In the end, he was extremely happy that he attended because he learned so much about Dentrix.

When I walked into the office the following week, the first words from his mouth were not “good morning, Dayna,” but rather, “Dayna, can you come in my office and help me with this treatment plan? I want to do one of those alternate cases like I learned about at the Dentrix meeting.” I was excited because I knew that he had embraced the one thing that our entire office revolves around—the practice management software!
When I attended my first Dentrix Business of Dentistry conference, I was not only working full-time in a dental practice but I was also a new Dentrix trainer, so I was eager to learn everything I could about the products and how I could implement them into my practice. Now that I had my doctor on board, I knew that I could move forward with helping my office go chartless.

To View the rest of Dayna’s blog, log onto:


Join us for the Dentrix Business of Dentistry Conference 2013

Join us for the 2013 Dentrix Business of Dentistry Conference August 8-10, 2013 at the Aria Resort and Casino in Las Vegas. For two days you will gain the knowledge and resources you can use to improve your practice.

Tips from the AADOM:…………………………………………………….

5 Things Leaders Are Thinking, But Not Talking About!

image004  The American Association of Dental Office Managers

It amazes me just how many leaders don’t act like leaders.  They define themselves more by their job title and job description, rather than the required courage, resiliency and determination to continually renew and reinvent themselves – while at the same time having their team’s best interests at heart.

Leadership is a marathon, not a sprint.  Leaders must remain focused on those things that impact their ability to lead most efficiently and effectively.  Those that only pay attention to the immediate short-term results are the ones that miss-out on the longer-term, more sustainable opportunities. Leadership requires wide-angle vision and balance – between the here-and-now, and what is required to remain relevant in the future.

As we transition from a knowledge-based to a wisdom-based economy,   it’s no longer just about what you know as a leader, but what you do with the knowledge you possess. In the wisdom-based economy, leaders must be trustworthy and transparent with their employees, honest with themselves about their vulnerabilities, ethical in their behavior, and demonstrate kindness in their leadership style and approach.  Today’s leaders must face the new realities of a workplace that is more flexible, mobile, transient and diverse than ever before.    Leaders must find a new sense of maturity within themselves to address and navigate these new workplace issues with greater clarity, focus and intention.

To read the rest of this article, log onto:

Aruba EZ Inventory Control Software………………………………..

image006  This Week’s User’s Tip! – The Custom Fax Form!

Centralizing your purchasing systems can be difficult when different departments within your business are not familiar with the products or services each other use. You can’t expect your office manager to order clinical supplies and the clinical staff can’t order office supplies. However, with Aruba you can turn all of your supplies into “widgets” so that everyone knows what to order. You can do this with the “custom fax form”.

The most important aspect of ordering clinical & business office product to keep your business running is to buy only what you need when you need it. The just-in-time inventory method reduces carrying costs and increases cash flow.

The custom fax form is a printed order form that is exclusive to the products you use. The form lists all products by category with description and part # along with the last quantity reported. By keeping this form on a clip board in a central area, everyone can just check off what they need. The purchasing manager who is in-charge of budget control will then have all the information necessary to place an order. When he/she enters the part # into Aruba, the software will inform them how much you use so you can decide the quantity to purchase.

So, how do you print the report? Click on “File” and then click on “Reports”. When the “drop down arrow” appears click on it and then on “Custom Fax Form”. When the widow opens, click on the “PDF” button and print the report.

The Aruba inventory management system will save you time and money and reduce your inventory carrying costs. That results in increased cash flow. For more information on the “free” Aruba Inventory Management Software, please feel free to contact me at any time @ 201-321-7494 or

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

Justice announces AWDA communication settlements!

image005   April 17, 2013 By Craig Palmer, ADA News staff

Washington—The Justice Department announced seven Americans with Disabilities Act settlements with eight health care providers “to ensure that they are providing effective communication to people who are deaf or have hearing disabilities.”

The Department of Health and Human Services Office for Civil Rights also reached a settlement agreement with one of the nation’s largest providers of senior care to provide sign language interpreters and other means of effective communication to individuals who are deaf or hard of hearing.

“All types of health care providers – from hospitals to nursing homes, from surgeons to general practitioners – need to provide equal access to people with disabilities, including people who are deaf,” said Eve L. Hill, senior counselor to the assistant attorney general for the Justice Department’s Civil Rights Division. “More than 20 years after passage of the [AWDA], the time for compliance is now.”

To read the rest of this article, log onto:

Product Review – The Moses……………………………………………..

The Moses® appliance is properly categorized as an open-anterior oral airway dilator. The Moses® is an acrylic appliance that is worn in the mouth at night to treat obstructive sleep apnea, hypopnea and snoring and is FDA approved. It is custom-fitted and laboratory fabricated.
The Moses® appliance works in the following ways:
• Supports the lower jaw in a forward position of low muscle activity and it
prevents collapse of the tongue on the pharynx
• Increases volume of space for the tongue in the mouth
• Dilates pharyngeal muscles, lifts the drooping soft palate
• Raises the position of the hyoid bone relative to cranial base
• Lowers elevator muscle activity, reduces clenching, decreases or prevents

Additional, advantages of The Moses® appliance:
• Activates tongue protruding reflexes resulting in tongue advancement
• Elevates tongue to the hard palate and increases nasal air flow
• Allows lip seal
• Corrects dysphagia
• Comfortable and adjustable

For more information log onto:

Click here to view Dr. Moses’ TV interview

The Henry Schein Outlet Store:…………………………………………

Special of the Week!

Condition: Reconditioned
Part Number: 102-3498-R Manufacturer Part Number: 1023498
Catalog Price: $279.99   Outlet Price: $139.00

Warranty: 1-Year

Elegant, compact, lightweight, table top dust collector with hygienic design to easily dismantle for maintenance. Retains dust during chairside sandblasting and grinding procedures. Safe operation with low voltage: 12 volts. Transparent fan. Replaceable window and hand guards. 115 volts.

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

Final Thoughts for a Better World

From 4 Very Wise Men….

“We will remember every family that lives in grief. We will remember the fire and ash, the funerals of the children.”

President George W. Bush 

“Ask not what your country can do for you; ask what you can do for your country”

John F. Kennedy

“We can’t help everyone, but everyone can help someone.”

Ronald Reagan

“I have spoken of a thousand points of light, of all the community organizations that are spread like stars throughout the Nation, doing good. I will go to the people and the programs that are the brighter points of light, and I will ask every member of my government to become involved. The old ideas are new again because they are not old, they are timeless: duty, sacrifice, commitment, and a patriotism that finds its expression in taking part and pitching in.”

George H.W. Bush


We Are Cliff’s Note and We Approved These Messages!

April 21, 2013 - Posted by | Uncategorized

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: