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Dr. Payam C. Ataii
Invisalign: Path to Productivity
July 17, 2009
Invisalign : Path to Productivity
®
Marketing & Practice Management
Tips for 2009
DR. PAYAM C. ATAII
ATE JULY 2009
NATIONAL ASSOCIATION OF DENTAL PROFESSIONALS®
Restorative Treatment Plans
“I will not place a crown,
implant, bridge, or veneers
until the teeth are more
properly aligned. It is the
right thing to do for the
long term care of the
patient!”
Dr. Payam C. Ataii
(Laguna Hills, CA)
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Biography
Payam Charles Ataii, DMD
Dental Degree / Externship at Tufts
& Harvard University & eUSC MBA
Past USC Clinical Instructor
Recipient of Four Journal of Dental
Research Awards
Board Member of the National
Association of Dental Professionals®
Featured on KNBC, NBC, ABC, &
KTLA Local & National news
Winner of the 2007 GP Summit
Invisalign® Case Presentation Award
Contact: AtaiiDMD@gmail.com
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Agenda
o Selling Tools & Strategies for Invisalign ®
o Staff Training Increasing Case
Acceptance
o Redefining Your Comfort Zone
o Invisalign Packaging & Case ®
Presentation
o Financial Goals & Realistic Marketing
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Why Invisalign?
Patient’s clinical need outweighs the GP’s desire
to offer it…Hygiene, Hygiene & Hygiene
(experts now say that the standard of care for
periodontal disease should include the correction of
crowding)
Retro-fits to any treatment plan at any phase
throughout the process.
Invisalign is just as valuable as a tool to a GP as a
scalpel is to a surgeon.
Invisalign is not a product by itself, but a clinical
medical device of both cosmetic and clinical
dentistry.
My answer to Burnout.
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Clinical Psychology
“Four out of Five Dentist Suffer from Burnout.”
the wealthy dentist.com
“The quality of one's smile can and will influence their
personal, social, and business opportunities… It is one
of the first features people notice and it's a major
contributor to a healthy lifestyle...”
Dental Economics Sep. ’08 issue
(research pole 12,000 pt’s)
…demand for a technological advanced dental office,
cosmetic dentist and an Invisalign® dental professional
is top searched…
google metatag search March 2009
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Looking back in history…
history…
(November Cover 1990)
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Economic Slow Down?!!
Dental MicroEconomics
FOCUS REMAINS ON COSMETICS
- 69% of cosmetics patients are women
Dental Economics, January 2009
Cosmetic Dentistry increased steadily for the last
-
10 years
Dental Economics, January 2009
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Need To Add Ortho To Our Armentarium
“Anterior crowding > 3mm as an individual “host factor” represents a
cumulative risk potential for chronic inflammatory periodontal
processes.” J Orofac Orthop 2004 Jan;65(1):13-25
Effects of crowding in the lower anterior segment- a risk evaluation
depending upon the degree of crowding.
*Staufer K, Landmesser H.
‘According to Dr. Christensen, the general dentist needs to
incorporate some orthodontics into his or her practice.2
Orthodontics is the cornerstone of the cosmetic dental
practice.3 There is nothing wrong with only performing
anterior tooth alignment and not correcting a patient’s
bite or lower tooth alignment if the patient doesn’t want to
address these other issues.’
Dr. Gordon Christensen, December 2006, Journal of the
American Dental Association
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Combo case with Invisalign® & Veneers
with post-op Profile Shift
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Combo case with Invisalign Opportunity for full
mouth Tx
Post Profile Shift &
Pre Profile Shift
Veneers
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Today Patient Psychology
“treating the whole mouth”
preceding: Immediate
Satisfaction “Getting the most for my $”
“Getting
Average 6 anterior unit Average Invisalign®
veneers case is $5,000
Lab fee with Lab fee with
impression material & impression materials &
temps ≈$2,300
retention ≈$2,000
Total hour spent ≈4.5
hours Total hours ≈ 4.20
$6,000 (pt fee) ─ $2,300 $5,000 (pt fee) ─ $2,000
≈ $3,700 ≈ $3,000
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Dental Forecast
Cosmetic procedures are expected to grow
300% by 2009 & 2010.
Patients considering elective
Procedures are far more likely
to ‘shop around’ for a provider.
“We must educate ourselves &
Pt’s that Invisalign is a Treatment Option..”
Academy of Cosmetic Dentistry
Vol iV Feb 2009
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Additional Chairside Technique
The Do List
Do have similar cases of “before & after” to
present (can use patient case portfolio)
Do let the patient know of your clinical
abilities
Do get computer & digi - Savvy
Do add malocclusion eval to your exam
Do Phase tx planning and rolling payments
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
If you don’t have enough cases to present LOAD:
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Treatment Plan Sheet
Initial Exam / Comprehensive Oral Exam
IntraOral Exam
Perio
OC Screening
Check for Decay and Marginal Leakage
Malocclusion
Radiographic Screening
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Use of perio probe to measure crowding,
spacing & overlap
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Sample Diag Sheet
Dr. Payam C. Ataii
Malocclusion and Ortho Evaluation Sheet
Date:_________
Pt Name: ______________
CHIEF CONCERNS
§ Crowding
§ Cross bite
§ Patient not happy with teeth
DENTAL EVALUATION
§ Class II, division 1
§ Over Bite: _________
§ Overjet: ___________
§ Moderate crowding in the maxillary arch _________________
§ Moderate crowding in the mandibular arch ________________
§ Partial anterior cross bite (tooth #s:10, 23) ________________
SKELETAL EVALUATION
§ Narrow maxilla
§ Mandibular deficiency
§ Mandibular asymmetry to the right
TMJ EVALUATION
§ Clicking: none noted
§ TMJ Pain: none reported
TREATMENT PLAN
§ Full comprehensive treatment
§ Treatment duration: 18-24 months
NEXT STEP:
§ Invisalign option given Approx tx time _________
Patient Consent Presented by: _____________
Fee Presentation and Financing Options discussed with Patient by: ______
Fee Quoted __________ Special Offers _________ Retainer Fee ____
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
National Association of Dental Professionals nadps.com Dr. Ataii ‘09
And The Winner Is…
Research by Stephen R. Covey Pole of 54,000 people
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Advanced Selling Tools
In office
Assigning Meaningful job Answer Phone by 3rd ring
titles Personalize ‘on hold’
i.e. Patient Care Coordinator messages
Empowering your Dump the machine
employees in setting Simple informative web-
direction and goals for the site
office Google & Web
Employee Education Optimizations
Beyond Dental 101
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Staff Training
INCREASING CASE ACCEPTANCE
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Invest
A day of focused training is far less expensive then a
year of Self and Staff Inefficiencies and losing Pt’s
Plan, Register, and Attend – Training Events
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Your Most Important Asset … The Staff
Tools for Success
telephone training
can’t be just an appointment maker
need to answer questions in detail… not quote fees
practice information
include upcoming events i.e. Invisalign days
doctors credentials i.e. dental school attended, awards, Dr’s Hx
product information
interactive websites
make Invisalign “the hero”
confident presentation
consider full time Invisalign front office receptionist
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Redefining our Invisalign Comfort
Zone
TO ORTHO OR NOT TO ORTHO…
THINK HYGIENE
THINK PERIODONTAL IMPROVEMENT
THINK METAL FREE
THINK NO FEAR DENTISTRY…
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
The Fear Factor
Fear of treatment planning a patient
Lack of clinical knowledge & experience
Is Invisalign a viable treatment option?
Lack of clinical education from staff
members
Is Invisalign a true revenue maker?
“What if I get STUCK?”
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
No Fear Dentistry
Case Study #231 Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Post Extraction w/ 6 months Invisalign ®
Case Study #231 Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Crowding over 6mm w/ Red inflamed gums
Case Study #143 Dr. Ataii
Dr. Ataii Published case Jan 2008 Research
Dental Journal
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
None Feared…11 months into tx
Case Study #143 Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Before & After 11th month
Case Study #143 Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Reducing the Fear Factor
Now can be an effective provider with more options:
Foundation product. Provides a full spectrum of
treatment options and may require advanced
experience and/or adjuncts to achieve ideal results
for complex case types.
A shorter-duration Invisalign treatment for pre-
restorative work and treating minor crowding/spacing
cases
Provides additional built-in product support
throughout the entire treatment process. Best suited
for esthetically oriented cases.
Clear thermoplastic retainers that are designed to
be used after completing orthodontic or cosmetic
treatment.
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
32
PACKAGING, BILLING & PRICING
Adding Value to the Dr’s Tx Plan
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
People Market
The U.S. DentalWill Pay for Value
Over $80 billion will be spent on
Dentistry in 2009, less than half will be
covered by insurance
Self-Pay
Insurance
$80 Billion
Dentistry continues to grow at
15-20% per year even in this
economy
National Association of Dental Professionals Dental Practice & Management 3:30; ADA
nadps.com Dr. Payam C. Ataii
Create Value by Breaking down Your Fees
Initial oral exam
Pre-op casts imps
Oral Health Training
Osha Fee
Diagnostic Crowding Spacing Malocclusion Review:
PVS imps for Invisalign PVS imps for Retention
Cad-Cam Review Chairside Delivery and
post op evaluation
e-mailed movie file to Pt 3 month recall and retention
evaluation
Template and Attachment
Chairside Delivery
6-8 week Chairside follow up
Interproximation and Enamelplasty
Periodic Periodontal and Gum Evaluation
Dr. Ataii’s 2009 Presentation
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
INSURANCE CODE LIST updated 2009
D8660 Initial Exam – Malocclusion eval
D9551 Occlusal adjustment / limited
D9972 Microabrasion-bleaching
D0150 Comprehensive Oral Exam
D0470 Diagnostic Casts (models)
D1515 Space Maint / fixed / lateral - Age
D8090 Comp age 18+ Invisalign
D8090 Comp age 12-17 Invisalign
D8220 Orthodontic Band / Attachments
D8670 Monthly visit fee
D8680 Band / Attachment Removal fee
D8692 Retainer & Replacement
D9952 Occlusal Adjustment / Complete
Dr. Ataii’s 2009 Presentation
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Invisalign®
Invisalign is an alternative choice to braces. With Invisalign, there are no uncomfortable metal brackets and wires.
This makes your teeth easier to clean which promotes healthier teeth and gums. The level of care is determined by
the doctor’s assessment of the amount of time it will take to align your teeth properly. We offer affordable
monthly payments to our patients who qualify. We hope that the payment plans below will allow you the
opportunity to improve your oral health using the Invisalign system of clear, removable aligners.
24 months - 60 months -
Case Types: 0% interest 13.9% interest
Level #4: Advanced Case treatment: $5,950 $249.90 $138.00
per month per month
Level #4 Treatment Includes:
Complementary Teeth Whitening
All necessary office visits to complete treatment
All Invisalign aligners
Up to 3 refinements to complete your case
Level #3: Moderate Case treatment: $4,775 $199.00 $111.00
per month per month
Level #3 Treatment Includes:
Complementary Teeth Whitening
All necessary office visits to complete treatment
All Invisalign aligners
Up to 3 refinements to complete your case
Level #2: Mild Case treatment: $3,950 $165.90 $92.00
per month per month
Level #2 Treatment Includes:
Complementary Teeth Whitening
All necessary office visits to complete treatment
All Invisalign aligners
Up to 3 refinements to complete your case
Level #1: Simple Invisalign treatment: $3,195 $134.19 $74.00
per month per month
Level #1 Treatment Includes:
All necessary office visits to complete treatment
All Invisalign aligners up to 10 (no refinements)
5% Cash discount is given for payment in full by cash or check at start of treatment.
Note: Retainers are always necessary at the end of active treatment and are an additional fee of $395-$500
depending on recommended type of retention and can be added to your credit account upon approval.
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
If all fails use this option: P.A.Y.G.
Be Fiscally for yourself Responsible
Finance your Clients
Zero percent 12, 18, 24 months.
Single page financial Agreement. In the form of a
promissory note
You can charge interest & bundle it into your overall fee
Can log on to NADPS.com for help
QuickBooks – Pro 2009
Actually track your income
Track your “Cost of Goods Sold”
You do not need a CPA for Basic P&L Info
Enter your Day Sheets
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Don’t Sell The ClinCheck®
Do not submit records to Align to get a ClinCheck®
with hopes that you can use it to convince the patient
that they need treatment and then will pay for it.
Charging a patient a non-refundable records fee of
$75 to $100 does not come close to covering all your
costs & salaries from the chair time used to submit
records.
Use this time wisely for patients on the fence with a
different approach to gain acceptance.
My approach is Vivera® retainers and stopping the
mesial drift immediately, and place pt on the P.A.Y.G
payment plan or a layaway plan.
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Incorporating a Layaway Plan
Can pay a monthly fee towards the tx before the final PVS
imps
Clearly explain to the pt: Invisalign tx will start after the
Final PVS imps are taken and sent in for process
Once payments collected to cover lab costs can move fwd
with PVS imps
Pt pays as tx continues with stage delivery of aligners
_____________________
Win Win for both office and Pt
who wants tx but can’t qualify
upfront fees
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Pt who could not “afford” Invisalign ®
Dr. Ataii Case #212
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Advertising Your Practice
INTERNAL OFFICE IMAGE
VS.
EXTERNAL OFFICE IMAGE
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Advertising – Creation of a Need
Example of advertising creates a need
“Need a moment” by TWIX™
“This Bud’s for you” by Budweiser™
“I’m Lovin’ it!” by McDonald’s™
Save a space for your face…”Can’t get a space for my face, if my teeth
aren’t in place” by Margaret Givens (Dr. Ataii’s Patient)
Be Positive
I tried it once and it didn’t work… I’ll never do it again
Never say never
Does your office measure up to what you’re advertising
Are you a discount Dentist?
Offer the same deal for every patient … you win in the long run
When to advertise?
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Profitability and Opportunity
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Profitability Calculation per hour
Fee charged $5,000
Lab Fee $1,800
Your Time 4 hrs
$ 800 per hr
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Comparison with other chair side Tx’s
Molar Endo $900 Implants $3200
Chair Time 1 hour Chair Time 4 hour
Lab/Material $60 Lab/Material $725
Profitability $840 Profitability $618
Compare to the $800/ hour
Profit for Invisalign
My Internal Marketing
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Dr. Ataii’s Invisalign Production Chart
“with the help of my staff ”
Annual Invisalign Revenue
1st & 2nd Qtr
200,000 32 cases
shipped
150,000
100,000
50,000
0
2005 2006 2007 2008 2009
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Office Introduction and Promos
Create a Smile Agency
Have a service Philosophy:
i.e.: the smile agency strives to bring a long lasting smile
to your face.
Have Specialty Services:
i.e.: the smile agency specializes in giving a “brace lift” to
avoid the facelift.
Have Specialty Treatments:
i.e.: the smile agency with combination of Invisalign ®
offers non-surgical treatments to correct “gummy”
smiles and retruding teeth.
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Before and After “gum lift”
Dr. Ataii case # 278
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Great looking ads but little response…
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Why Do My Ads Not Work?
Three Important Keys
Logo design and tagline
- needs to express what your office is about
Building Brand Awareness
- make sure public knows you are an Invisalign® Provider
Placing your Design on everything
- combine your brand with Invisalign®’s
- 50% product awareness of Invisalign®
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
What Really Worked:
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Invisalign Ad Package & IPD:
CALL TM for ‘LUNCH & LEARN PROGRAM’
TM’s can set up your financing processes
Adobe File or PDF type Advertising
Your TM can customize four different types of
promos to offer your patients
Align will provide different templates ready for you
to print or e-mail to your patients
Set up a dedicated quarterly Invisalign day
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
IPD Happy Offices…
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Look for monthly blogs &
Tech Updates
Nadps.com
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Practice What We Preach
“HAVING CONFIDENCE IN INVISALIGN
AS A
TX OPTION”
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Severe Bone loss with tooth mobility of 2+
Periodontal Disease?
Case study #95 Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Pre-Op FMX
Case Study #95 by Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Reduction of occlusal / insical trauma
Case Study #95 Dr. Ataii
Pre-intrusion Post-intrusion
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Post-Op 10 months with teeth mobility 0+
Case Study #95 Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Reduction of Incisal Trauma
Case Study #95 Dr. Ataii
Pre-Invisalign® Post-Op 11 months
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Benefits of Invisalign® Pt’s Before & After
Case Study #95 Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
Word to the Wise
“The best compensation for
doing Invisalign is the ability
to do more …”
Dr. Ataii
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
And finally…
This lecture was designed to motivate you & your
staff to design your own technique.
Don’t be afraid to develop your own unique twist in
your office to increase patient acceptance of
Invisalign®.
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
“Your teeth will stay
with an Aligner a day” ☺
Contact Info:
Dr. Payam C. Ataii
(949) 637-1332 direct line
AtaiiDMD@gmail.com
National Association of Dental Professionals
nadps.com Dr. Payam C. Ataii
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