Ortho Tribune U.S. No. 7, 2013
NESO and MASO join up for Puerto Rico meeting
/ Midwestern Society of Orthodontists: Top 10 2013 annual session highlights
/ The career dilemma for graduating residents: academe or private practice
/ Study: Tooth movement: Health science or unhealthy cosmetics?
/ Study: Obituary: Orthodontist Dr. Earl ‘Buddy’ Broker
/ Following successful 2013 OrthoVOICE meeting - group looks ahead to 2014
/ Healthgrades: where prospective patients go to find a new dental care provider
/ Technology: When to buy - when to wait
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[1] =>
ORTHO TRIBUNE
The World’s Orthodontic Newspaper · U.S. Edition
WINTER 2013 — Vol. 8, No. 7
www.ortho-tribune.com
Midwestern Society of
Orthodontists: Top 10 2013
annual session highlights
NESO and
MASO join
up for
Puerto Rico
meeting
By Sierra Rendon, Managing Editor
T
The MSO 2013-2014 Board of Directors, from left front row, Drs. Deb Lien, John Crawford, Ara Goshgarian and Brent Larson. From left back row,
Drs. Ginny Mennemeyer, Kim Stafford, Alison Fallgatter, Kevin Denis, Scott Arbit, Ross Crist, Ryan VanLaecken, David Gehring and Conny
Athanasopoulos. Photos/Provided by MSO
1
The Midwestern Society of Orthodontists (MSO) returned
to MSO territory in Kansas
City, Mo., for the 2013 MSO Annual Session from Sept. 20–22.
More than 410 attended the
meeting, featuring a doctor and staff
continuing education program presented by Drs. Mark Berkman, Aaron Molen, Chung Kau, Sebastian Baumgaertel
and Abraham Lifshitz, and Amy Kirsch,
Cathy Sundvall and Mary Kay Miller.
2
The following new leaders
were installed to serve the
MSO membership in 20132014: Drs. John Crawford
of Kenosha, Wis., as president; Deb Lien of Rochester,
Minn., as president-elect; and Ara Gos-
Tribune America
116 West 23rd Street
Suite #500
New York, N.Y. 10011
New leaders installed,
budget and bylaws
approved, top
clinicians honored
hgarian of Lake Forest, Ill., as secretarytreasurer. Dr. Ross Crist of Sioux Falls,
S.D., successfully completed his term
as the 2012-2013 president and will continue to serve on the MSO board as immediate past president. Dr. Brent Larson of Minneapolis continues to serve
as the MSO Trustee to the American
Association of Orthodontists Board of
Trustees.
3
Dr. Jane Bentz of Wisconsin
was recognized at the MSO
Annual Business Meeting on
Sept. 21 for her service as MSO
component director as she retires. Dr. Scott Arbit of Wisconsin and Dr. D. Spencer Pope of Illinois
were welcomed to service at the conclusion of the meeting as new incoming
component directors. Dr. Brian Jesperson of North Dakota was recognized for
his full eight-year term of service as the
MSO representative to the Council on
Orthodontic Practice.
he Northeastern Society
of Orthodontists (NESO)
and Middle Atlantic Society of Orthodontists
(MASO) will host a joint
meeting from Nov. 14–17
in Rio Grande, Puerto Rico.
Event planners say attendees will
benefit from the clinical presentations
by Drs. Silvia Allegrini, Lysle Johnston,
Brent Larson, Jim Vaden, Rolf Behrents, Lisa Alvetro, Jay Bowman and
Gerald Samson as well as Andrea Cook
and Rosemary Bray.
Some topic sessions include “How
to Treat Class IIs – Both Dental Class
IIs and Skeletal Class IIs,” “Band Aid –
When, Where and Why Teeth Should
be Banded Rather than Bonded,” “Everything You Need to Know About
Taking Perfect Impressions,” “How
to Communicate More Effectively,”
“What I Can Do to Run a More Efficient
Office” and much more.
To make your reservations online,
go to https://resweb.passkey.com/go/
NESOMASO2013. You may also call the
Wyndham Rio Mar Beach Resort tollfree at (800) 474-6627.
For more general program information,
visit
www.maso.org/
meetings/2013AS.cfm.
4
These MSO Delegation members were elected to represent the MSO at the AAO
2014 House of Delegates:
Drs. Ara Goshgarian — chairperson; Mike Durbin — vice
chairperson, Ross Crist, Deb Lien, Ginny
Mennemeyer, Dennis Sommers and
Kim Stafford; alternates Steve Marshall,
John Kanyusik and Ryan VanLaecken.
” See MSO, page 8
Puerto Rico will be the site of the NESO/
MASO joint meeting this November.
Photo/www.sxc.hu
PRSRT STD
U.S. Postage
PAID
San Antonio, TX
Permit #1396
[2] =>
From the Editor
2
The career dilemma
for graduating residents:
academe or private practice
Ortho Tribune U.S. Edition | winter 2013
ORTHO TRIBUNE
Publisher & Chairman
Torsten Oemus t.oemus@dental-tribune.com
President/Chief Executive Officer
Eric Seid e.seid@dental-tribune.com
Editor in Chief ORTHO Tribune
Prof. Dennis Tartakow
d.tartakow@dental-tribune.com
International Editor Ortho Tribune
Dr. Reiner Oemus r.oemus@dental-tribune.com
group editor
Kristine Colker k.colker@dental-tribune.com
By Dennis J. Tartakow,
DMD, MEd, EdD, PhD, Editor in Chief
There are compelling advantages to
both private practice and academics. For
each graduating resident, career decisions
come down to determining which environment is best suited to his or her perAD
sonality with regard to orthodontics.
Choosing a path that coincides with
one’s beliefs, philosophy, personality and
lifestyle is omnipotent. However, the process of education itself is changing. No
longer can an orthodontist teach by the
way he or she learned (show, tell, do).
” See CAREER, page 6
Managing Editor ORTHO Tribune
Sierra Rendon s.rendon@dental-tribune.com
Managing Editor
Fred Michmershuizen
f.michmershuizen@dental-tribune.com
Managing Editor
Robert Selleck, r.selleck@dental-tribune.com
product/Account Manager
Humberto Estrada h.estrada@dental-tribune.com
product/Account Manager
Will Kenyon w.kenyon@dental-tribune.com
product/Account Manager
Jan Agostaro j.agostaro@dental-tribune.com
Marketing director
Anna Wlodarczyk-Kataoka
a.wlodarczyk@dental-tribune.com
Education DIRECTOR
Christiane Ferret c.ferret@dtstudyclub.com
Tribune America, LLC
116 West 23rd Street, Suite 500
New York, NY 10011
Phone (212) 244-7181
Fax (212) 244-7185
Published by Tribune America
© 2013 Tribune America, LLC
All rights reserved.
Tribune America strives to maintain the utmost accuracy in its news and clinical reports. If you find a
factual error or content that requires clarification,
please contact Managing Editor Sierra Rendon at
s.rendon@dental-tribune.com.
Tribune America cannot assume responsibility for
the validity of product claims or for typographical
errors. The publisher also does not assume responsibility for product names or statements made by
advertisers. Opinions expressed by authors are their
own and may not reflect those of Tribune America.
Editorial Board
Jay Bowman, DMD, MSD (Journalism & Education)
Robert Boyd, DDS, MEd (Periodontics & Education)
Earl Broker, DDS (T.M.D. & Orofacial Pain)
Tarek El-Bialy, BDS, MS, MS, PhD
(Research, Bioengineering & Education)
Donald Giddon, DMD, PhD (Psychology & Education)
Donald Machen, DMD, MSD, MD, JD, MBA
(Medicine, Law & Business)
James Mah, DDS, MSc, MRCD, DMSc
(Craniofacial Imaging & Education)
Richard Masella, DMD (Education)
Malcolm Meister, DDS, MSM, JD (Law & Education)
Harold Middleberg, DDS (Practice Management)
Elliott Moskowitz, DDS, MSd (Journalism & Education)
James Mulick, DDS, MSD
(Craniofacial Research & Education)
Ravindra Nanda, BDS, MDS, PhD
(Biomechanics & Education)
Edward O’Neil, MD (Internal Medicine)
Donald Picard, DDS, MS (Accounting)
Howard Sacks, DMD (Orthodontics)
Glenn Sameshima, DDS, PhD (Research & Education)
Daniel Sarya, DDS, MPH (Public Health)
Keith Sherwood, DDS (Oral Surgery)
James Souers, DDS (Orthodontics)
Gregg Tartakow, DMD (Orthodontics) & Ortho
Tribune Associate Editor
[3] =>
Ortho Tribune U.S. Edition | WINTER 2013
from the editor
3
[4] =>
study
4
Ortho Tribune U.S. Edition | WINTER 2013
Tooth movement: Health science
or unhealthy cosmetics?
By Rohan Wijey B Oral H (Dent. Sci.),
Grad. Dip. Dent. (Griffith), O.M.
M
oving teeth with
braces has long
been considered a
permanent “cure”
to crowded teeth.
However, we now
know that this traditional approach is neither permanent nor a cure.
The literature now accepts that the only
way to ensure satisfactory alignment is
by use of fixed or removable retention for
life.1 Orthodontics has thus proven its reliance on these interventions.
When we graduate as dentists or specialists, we are all implicitly bound to honor
the trust placed in us as medical professionals.
Despite this, traditional orthodontics
may cause root resorption or enamel damage, exacerbate periodontal disease, increase the chance of caries and devitalize
teeth.2 After this begins the need for lifelong maintenance of permanent retainers,
the burden of which is borne by both the
patient and the dental practitioner.
Despite our status as medical professionals, has the orthodontic profession
veered away from being a health science
and moved toward the realm of cosmetics?
Premolar extractions
There is no better example than the prevalence of premolar extractions in private
practice. Epidemiological data is sparse,
but according to the most contemporary
survey conducted of U.S. private practices,
25-85 percent of our children have healthy
teeth extracted in the name of orthodontics.3
The justification and rationale behind
premolar extractions today rests with
P.R. Begg’s 1954 assertion that the low
incidence of malocclusion in primitive
dentitions was due to gritty diets causing
‘If we aspire to be considered a scientific
medical profession, orthodontics must
continue to evolve with the research. This
means re-orientation toward a more evidenceand health-based approach.’
5.
6.
7.
interproximal attrition; Begg suggested
that this amounted to a premolar’s width
in each quadrant. 4
Begg’s research has been roundly refuted in the literature,5 not least because
his own theory refutes his results: both
crowding and attrition increased with age.
Do premolar extractions lead to
more stability?
No. Little’s definitive 1981 study showed
satisfactory mandibular anterior alignment in less than 30 percent of extraction
cases 10 years post-retention,6 and in less
than 10 percent of cases 20 years post-retention.7
Many other studies have corroborated
this conclusion.
Although hygienists, dentists and all
other specialists strive to preserve teeth,
this principle seems outside the orthodontic profession’s orbit of thinking.
What causes malocclusion?
“Whenever there is a struggle between
muscle and bone, bone yields,” wrote
Graber in his seminal 1963 manifesto on
the influence of muscles on malformation
and malocclusion.8
In their review of the orthodontic influence of mandibular muscles, Pepicelli et
al. (2005) corroborate it is “well accepted”
that the position and function of the facial
and mandibular muscles are “critical influences” on alignment and stability.9
The weight of the literature rests with
the fact that muscle function and posture
(the way patients swallow and posture
their tongue) is the most significant cause
of malocclusion.10
8.
9.
A time for change?
The orthodontic tradition has been
evolved by great minds throughout its
100-year history, such as Angle, Frankel,
Graber, Rickets, Garliner and Little.
However, if we aspire to be considered a
scientific medical profession, orthodontics
must continue to evolve with the research.
This means re-orientation toward a more
evidence- and health-based approach.
Are we going to continue to accept relapse or retention until the death of the
patient or the orthodontist? The science is
there: the cause is muscle function and the
solution is Myofunctional Orthodontics.
10.
Am J Orthod 40 298-312
Corruccini RS (1990) Australian aboriginal
tooth succession, interproximal attrition,
and Begg’s theory. Am J Orthod 97 (4) 349357
Little RM, Wallen TR, Riedel RA (1981) Stability and relapse of mandibular anterior alignment – first premolar extraction cases treated by traditional edgewise orthodontics.
Am J Orthod 80 (4) 349-364
Little RM, Artun J, Riedel RA (1988) An evaluation of changes in mandibular alignment
from 10 to 20 years postretention. Am J Orthod 93 (5) 423-428
Graber TM (1963) The ”three M’s”: Muscles,
mal- formation, and malocclusion. Am J Orthod 49 (6)
Pepicelli A, Woods M, Briggs C (2005) The
mandibular muscles and their importance in
orthodontics: A contemporary review. Am J
Orthod 128 (6)
Wijey R, 2010. Muscling in on the truth,
viewed 10 May 2011, www.dental-tribune.
com/articles/content/id/2998/scope/specialities/section/orthodontics
References
1.
2.
3.
4.
Little RM, Artun J, Riedel RA (1988) An evaluation of changes in mandibular alignment
from10 to 20 years postretention. Am J Orthod 93 (5) 423-428
Australian Society of Orthodontists, Risks of
Orthodontic Treatment, viewed 10 May 2011,
www.aso.org.au/Docs/Orthodontics/Risks.
htm
Weintraub JA, Vig PS, Brown C, Kowalski CJ
(1989) Prevalence of orthodontic extractions. Am J Orthod 96 (6) 462-466
Begg PR, (1954) Stone age man’s dentition.
About the author
Dr. Rohan Wijey works and lives in Australia on the
Gold Coast. He practices at MRC’s clinical arm, MRC
Clinics, and teaches dentists and orthodontists from
around the world about early intervention and myofunctional orthodontic appliances.
Obituary: Orthodontist Dr. Earl ‘Buddy’ Broker
Dr. Earl “Buddy” Broker passed away on
Aug. 15, 2013, following a brief illness.
Broker was a founding faculty member
of the orthodontic residency program
at Einstein Medical Center Philadelphia.
He continued in this capacity until his
death.
In addition to teaching comprehensive
orthodontics to postgraduate students,
he also directed their education in temporomandibular disorders. Of note, he
taught all graduates of the program including current residents in training.
Broker was born and raised in Philadelphia and graduated from West Philadelphia High School. Both his pre-dental
and dental education occurred at Temple
University, where he graduated with a
DDS degree in 1961.
He then entered the orthodontic practice of Drs. Maxwell S. Fogel and Jack M.
Magill as an orthodontic preceptee, completing his training in 1965. Pre-dating
the official start of the orthodontic residency program, he joined the orthodontic staff at Einstein as an orthodontic
fellow receiving a fellowship certificate,
also in 1965.
He became a diplomate of the American Board of Orthodontics in 1995. He
also served as a reserve dental officer
in the U.S. Army Dental Corp from 1961
until 1968, receiving an honorable discharge as a captain.
Broker was a tireless supporter of Drs.
Fogel and Magill in preparing for the start
of the Einstein Medical Center Orthodontic Residency Program in the early 1960s.
He assisted them in organizing program
teaching materials and completion of accreditation application information.
For many years, Broker practiced both
in Jenkintown, Pa., and Voorhees, N.J.
More recently, he limited his practice activity to the Voorhees office.
In addition to caring for the orthdontic needs of his patients, his knowledge
and expertise in treating temporomandibular disorders was highly regarded by
patients who traveled great distances to
seek his care.
Broker is survived by his wife, Joyce,
sons Brian and Bradley and families,
brother Gerald and sister Donna.
Dr. Earl
‘Buddy’ Broker
[5] =>
Ortho Classic
[6] =>
6
“ CAREER, Page 2
We are moving toward an age where
new academic skills, such as learning the
methods of teaching and the process of
course designing, have become new goals
and standards of education. Yet as educational programs continue to be improved,
old problems still linger in academics and
have a direct bearing on who will direct
our future and become our successors.
A new era of orthodontic education is
dawning, and just how it will go is a conundrum — anyone’s guess. There are
new creative programs in orthodontic
education that address the reduction of
“qualified” orthodontic faculty members.
Historically, at least since the 1990s, issues regarding recruitment and retention
of qualified orthodontic faculty members
have been, and still are, important and
challenging topics at many orthodontic
conferences, as noted by Roberts in 1997.
When an environment for both academe
and research can become a reasonable career choice for graduating residents, the
future of orthodontics will be positive
(Bednar, 2007; Turpin, 2007; Peck, 2003).
In past years, many residents had solid interests in teaching and research as a career
choice (Larson, 1998). However, those days
are gone.
Orthodontic education has been in a
state of flux — academics and research
have not become competitive with fulltime clinical practice as career options
(Peck, 2003). Specifically, the problems associated with recruitment and retention
of full-time orthodontic faculty members
AD
from the editor
have been, and are still, on a spiraling decline (Turpin, 2007). The preservation of
pedagogy in orthodontic education, the
potential social justice implications and
impact on the public are directly related
to: (a) education of well-trained orthodontists, (b) health-care delivery, (c) outreach
programs, (d) welfare agencies, and (e) public service communication.
When applicants are interviewed for
a residency position, many speak about
their aspirations of joining a faculty and
becoming active in research after graduation. For an applicant holding a PhD, he
or she often mentions full-time teaching in addition to becoming a researcher.
However, by the end of his or her educational program, goals soon became more
about clinical practice and making money
rather than an academic career; no longer
is teaching or research a priority. Bednar
(2007) stated, “In 2004-2005 there were
250 funded yet unfilled full-time faculty
positions at dental schools across the
country, 19 of which were vacancies in
orthodontic programs.”
According to Turpin (2007), two of the
most urgent problems facing orthodontics
were attracting more qualified individuals
for careers in orthodontic education and
replenishing the attrition of full-time postgraduate faculty positions. Our leadership
has addressed these educational issues but
has not been able to reverse the declining
number of well-trained, full-time faculty
members. If faculty vacancies continue to
rise, it would have a negative impact upon
the (a) education of orthodontic residents,
(b) future of the profession, and (c) health-
care and educational resources for the
public and society (Trotman et al., 2002).
On a different but related issue, most
postgraduate orthodontic program faculty members have never had any formal
training in the methodology of teaching
or course design; they teach what they
learned from their own clinical experiences. With this in mind, it is encouraging
to see a few new and novel educational
programs for junior and mid-career orthodontic faculty members to learn about
such academic skills.
One of the first workshops on faculty
career enrichment in orthodontics (FACE)
occurred in October 2012. The second FACE
workshop was held this year on March 7 at
the University of Michigan School of Dentistry. These workshops, led by recognized
orthodontic teaching experts, included an
interactive format with topics such as:
• Principles of course design starting
with the end in mind
• Methods to encourage active learning
in the classroom and clinic setting
• Methods for successfully incorporating
technology into the classroom
Another related program for faculty
members was the James L. Vaden Educational Leadership Conference, held on May
3. This conference emphasized excellence
in orthodontic education, concentrating
on graduate program standards. These
programs will hopefully change the decline of “educated” orthodontic faculty
members and the increased attrition of
full-time postgraduate faculty positions.
However, at the present time, alea iacta
est — the die has been cast. Why would a
Ortho Tribune U.S. Edition | WINTER 2013
graduating resident forego the incentives
of private practice and a decent starting
salary, to accept low paying academic position with little hope of advancement and
a mounting financial struggle, especially
when the major focus of his or her education has been to treat patients? As noted 10
years ago by Johnston (2002), sadly there
is still no market for a career in academe
as there was prior to the 21st century. If experience has taught us anything, it is that
money talks! Most new graduates make
decisions that are personal matters, i.e.,
supporting a family, paying back educational loans and living a decent lifestyle.
One measure of an individual is how
well he or she can overcome adversity; the
future of orthodontic education is also at
the crossroad of adversity — the trying
times associated with academic careers in
education.
Until profitable career options in education become a reality, the supply of orthodontic educators and researchers will be
limited. American-educated residents are
blinded by future prospects of earning
a living and may never regain their sight
toward considering a career in academics.
Until academe becomes a profitable career option, orthodontic education may
experience a diminished or daunting outlook. For the new orthodontic graduates,
regardless of whether their path leads to
academics or private practice, aspirations
should be concentrated on practicing to
the best of his or her ability.
References are available upon request
from the publisher.
[7] =>
Reliance
[8] =>
events
8
Ortho Tribune U.S. Edition | WINTER 2013
“ MSO, Page 1
5
MSO members approved the
2014 MSO Budget and a MSO
Bylaws revision based on
changes to the AAO Bylaws
regarding membership dues,
assessment and waivers that
were approved at AAO 2013 House of
Delegates. Components are encouraged to also update their bylaws accordingly.
6
The 2013 MSO Earl E.
Shepard
Distinguished
Service Award was presented to Dr. Keith Levin,
Winnipeg, Manitoba, at
the MSO Annual Member Business Meeting. Levin is an MSO
past-president and was elected speaker
of the AAO House of Delegates, and he
served on the AAO Board of Trustees
from 2010-2012 inclusive.
7
The MSO Board will be reducing printed communication
costs in the future by moving
toward more electronic communication to members via the
MSO website and member email
blasts. Concise printed information will
be mailed as needed in the future in
lieu of a traditional twice-a-year printed
Dr. John Crawford, president
Dr. Deb Lien, president-elect
Dr. Ara Goshgarian, secretary /treasurer
newsletter. Members are encouraged to
keep their email address up-to-date with
the AAO as MSO will be utilizing this
email address in the future for electronic
communication.
Excellence in Orthodontics. Dr. John Casko of Iowa will receive the ABO Albert H.
Ketcham Memorial Award.
for more details.
8
Please congratulate these
MSO leaders being recognized with awards presented at the AAO Annual
Session in 2014: Dr. Vance
Dykhouse of Missouri will
receive the ABO Dale B. Wade Award of
9
MSO President-Elect Deb Lien
encourages MSO members to
contact her at drdjlien1@juno.
com if interested in being selected for the MSO nominee
list to be submitted to the
American Board of Orthodontics by fall
2014 for the next MSO representative on
the ABO Board. Refer to the MSO website
10
Reserve
Sept.
11–13 for the 2014
combined Great
Lakes Association
of Orthodontists
and Midwestern
Society of Orthodontists Annual Session
to be held at the Sheraton Chicago Hilton. Dr. Arnie Hill of Minnesota will be
presented the 2014 MSO Earl E. Shepard
Distinguished Service Award.
Following successful 2013 OrthoVOICE
meeting, group looks ahead to 2014
Mark down another great OrthoVOICE!
This year’s meeting was host to more than
250 orthodontist, team members and exhibitors. Planet Hollywood Resort, in the
heart of the Vegas Strip, is the perfect host
venue for this progressive focused meeting.
Opening the lecture series was this
year’s “VOICE of Excellence” lecturer, Dr.
Kate Vig, past department chair of The
Ohio State University Orthodontic Department. She was followed by a blend of
well-established and new speakers. OrthoVOICE also hosted a special feature series
highlighting three recent graduate board
presentations.
Each resident gave a 15-minute presentation followed by a 10-minute Q&A from
the meeting attendees. A list of the 2013
speakers and topics can be found on the
OrthoVOICE website (orthovoice.com) until mid-November.
“Of all the meetings we attend each fall,
OrthoVOICE consistently has the best
speakers and topics available to attendees,” said one OrthoVOICE exhibitor. With
its focus on creating a relaxing and fun
environment, the OrthoVOICE meeting
also offers a dynamic educational component that is hard to beat among fall meetings, organizers said.
Having hosted some of the industries
top educators as part of the “VOICE of Ex-
cellence Series,” OrthoVOICE has kicked
off its meeting with names like Dr. Bill
Proffit, Dr. Lysle Johnston and Dr. Vig.
Each has been followed by a creative mix
of company-sponsored and OrthoVOICEinvited speakers, creating a well-rounded
and progressive set of topics, organizers
said.
“The takeaway from OrthoVOICE has
made a tremendous impact on my practice,” said one of this year’s attendees.
“Each year brings new ideas that cause me
to think differently about growing my
practice.”
OrthoVOICE is already focusing on the
2014 rendition of the meeting. Dr. Henry
Fields was recently announced as next
year’s “VOICE of Excellence” speaker, and
OrthoVOICE will announce the rest of its
2014 speakers and topics in early 2014.
OrthoVOICE also announced something new for next year’s meeting: two
groups will be hosting seminars alongside OrthoVOICE, creating added value
for OrthoVOICE attendees. Ortho Classic
and Orthotown will be offering their own
meetings the day before OrthoVOICE and
will allow attendees greater variety beyond a traditional user meeting.
More information will be released in
early 2014 about the full program. OrthoVOICE 2014 will be held Sept. 18-20 at the
Planet Hollywood Resort in Las Vegas.
Mark your calendar and check
orthovoice.com in January for more information. Doctors and exhibitors can also
call OrthoVOICE at (402) 932-1298.
OrthoVOICE speakers
Photos/Provided by OrthoVOICE
By Davin Bickford
Advisory Board Member, OrthoVOICE
Dr. Daniel Bills
Dr. Kate Vig
Dr. Neal D. Kravitz
Dr. Christopher E. Roncone
[9] =>
Ortho Tribune U.S. Edition | WINTER 2013
industry
9
Healthgrades: where prospective patients
go to find a new dental care provider
When consumers fire up their web
browsers, the vast majority of them start
at a search engine. According to research
from Pew Internet, 93 percent of online
activities begin with a search.1 Health is
a popular topic: 72 percent of Internet users looked online for health information
within the last year.2
As you may expect, Google dominates
searches with a market share of about 65
percent3. However, health care-specific
search portals are growing in popularity
as tools for helping prospective patients
find a new dental care provider in their local area. Today, the No. 1 source for new patients searching and scheduling appointments with health-care providers in the
United States is Healthgrades.
Healthgrades: a popular way
to search for an orthodontist
Healthgrades is a leading online resource
for consumers seeking comprehensive
health-care information. Each year, more
than 225 million visitors use Healthgrades.
com to search, evaluate and connect with
health-care providers that best meet their
treatment needs. Healthgrades.com visitors represent the ideal demographic for
orthodontists – they are overwhelmingly
female (72 percent), highly educated (84
percent have some post-secondary education) and affluent (52 percent have annual
household incomes greater than $75,000).
Healthgrades offers orthodontic practices a large, highly focused audience of prospective patients. Interestingly, the third
most searched category on the site is for
dental service providers.
During the past 12 months, Healthgrades
tracked more than 20 million searches for
dental care providers. Most importantly,
Healthgrades users don’t just search —
they schedule appointments. More than
half (54 percent) of Healthgrades visitors
will schedule an appointment. Among
those who schedule, 95 percent make an
appointment within the first week they
search, and 38 percent schedule the same
day.
Healthgrades visitors can be considered
an ideal target audience for growth-minded dental care providers. So what should
your practice do to harness this traffic and
fill your schedule?
Optimize visibility and new patient
conversion with a Healthgrades
enhanced profile
Healthgrades offers a basic profile that
practitioners can “claim” for free. It includes limited information about your
practice, such as name and address. However, it also includes third-party ads and
competitive practice advertisements. Most
critically, it does not provide visitors with
a way to schedule an appointment with
your practice. Healthgrades visitors can
submit a review of your practice, but they
are not verified as your patients. While a
basic profile is better than no profile, the
ability to gain top ranking or convert visitors into patients is severely limited.
Healthgrades has established a partnership with Sesame Communications and,
as of October 2013, orthodontists will be
able to secure an enhanced profile, which
will offer several strategic advantages
over a standard profile and will give your
practice better access and exposure to
prospective patients seeking a new orthodontist, according to the companies. A
Healthgrades Enhanced Profile from Sesame provides practices with:
• Priority placement in searches: A
Healthgrades enhanced profile gives your
practice higher placement and greater visibility to patients searching for an orthodontist in your area. It provides premium
positioning in its “featured listing” section
at the top of the page as well as organic
searches. On average, a visitor to Healthgrades.com will visit 1.9 profiles during
the visit, so it is imperative your practice
be featured at the top of the search results.
• Click-to-request appointments: Enhanced profiles allow patients to request
an appointment with your practice by simply clicking a button on your Healthgrades
profile. This quick, automated process removes a potential barrier for patients looking to make an appointment.
• Complete, practice-branded profile:
Enhanced profiles offer comprehensive
doctor and practice branding, including
full bio, address, procedures, location di-
rections and detailed contact information.
Healthgrades research shows that visitors
to a complete enhanced profile will spend
four times longer on your profile, which,
again, will drive new patient conversions.
While you can claim a basic profile at
www.healthgrades.com, today Healthgrades enhanced profiles are only available from Sesame Communications. To
get more information on Healthgrades’
enhanced profiles, visit www.sesame
communications.com/healthgrades.
References available upon request from
the publisher.
AD
[10] =>
10
industry
Ortho Tribune U.S. Edition | WINTER 2013
Technology: When
to buy, when to wait
By Toby Buckalew, CIO, OrthoSynetics
it handles the majority of your needs in
five years. However, when that five-year
mark arrives, you may want to consider a
refresh of the technology — even if it appears to be working well.
Outside factors may dictate the point at
which you refresh technology. For example, in April 2014, Microsoft ends support
for Windows XP. This means there will no
longer be any security updates or patches
for computers running Windows XP. This
is an important consideration as it means
Windows XP becomes non-HIPAA compliant at that time, meaning it is time to upgrade those old computers.
Another item to consider when purchasing new technology is the warranty
or service agreement. Warranties and service agreements vary dramatically from
supplier to supplier. There are three topics to consider when looking at warranties
for new products: cost of the warranty vs.
cost of the replacing the item, cost of repair vs. cost of the warranty, criticality of
the item to your business. For expensive
investments, obtaining a service contract/warranty may be financially beneficial and ensure the extended life of the
item.
While it is common for businesses to
replace technology upon its failure, the
difficulties and costs involve create an
impact to business operations. Understanding the technology life cycle and
strategically planning for updating your
technology reduces the instances and associated costs of failures and improves
overall operations.
D
uring the past several
years, technology products have become commonplace in our businesses. People utilize
technology to save time,
become organized, improve communication, automate tasks and reduce costs
(among other things). However, technology requires periodic updates and replacements over time. Not doing so can result
in increased costs in repairs, lost time, lost
efficiencies and other hidden costs.
The key is to understand when to make
the decision to buy and when to hold off
on that new purchase.
When investing in technology products
for your business — be they computers,
printers, intra-oral plates or a new digital panoramic X-Ray — it is important
to understand the technology life cycle.
However, every technology item you
purchase has a finite life. The specific
lifespan of an item will vary upon a number of factors — making it impossible to
have a single timeline for every item.
Every item does adhere to the same life
cycle: new, performing adequately, diminishing performance and hampering
performance. The reasons for the declining capability stem from advances in software that tax hardware, periodic hardware failure, intermittent malfunctions,
changing technologies and mechanical
wear.
Understanding the point in the technology life cycle at which you wish to replace
an item is the basis of creating a technology acquisition plan. Many take a thrifty
approach, in which they do not replace
hardware until it hampers business. This
approach has hidden costs in lost productivity, increased support costs/times and
related expenses that — in many cases
— produce a net result that actually costs
more than replacing the aging equipment.
A cutting-edge approach for replacing technology dictates replacement of
equipment when it is performing adequately but new equipment hits the market that may have better performance.
This strategy replaces equipment on a
rapid schedule. While this approach keeps
technology up-to-date and new, the increased cost of constant replacement is
not normally necessary and adds little
benefit to the business. Additionally, being on the cutting edge of new software/
hardware may not always be in the best
interest of the business. Holding off for a
few months (or more) on brand new technology usually benefits the business as it
allows others to experience the issues al-
When to buy new technology for your office? The key is to understand when to make the
decision to buy and when to hold off on that new purchase. Photo/www.sxc.hu
ways involved with widespread release of
new technology.
The sweet spot in technology acquisition is when technology begins diminishing performance. This is identifiable as
a point in which operations, which were
performing smoothly and with few issues
and only an occasional hiccup, now are
a constant annoyance — affecting business. The other factor that identifies this
position is simple age. Equipment does
wear out. The moving parts in computers
deteriorate (such as the cooling fans on
processors and power supplies). Silicone is
sensitive to heat and wears out internally,
leading to failure (think of all those integrated circuits and processing chips in the
electronics and computers in the office).
Intra-oral scanners can become moisture
saturated, or (if cabled) inadvertent bites
by patients can damage wires in the cord
(even if not visible externally). The core
strategy is to extend the use of your technology to achieve maximum return on
your investment and replace it before it
begins to hamper business operations.
For most technology elements in your
business, three to five years is the point
in which they reach the diminishing
performance point in the life cycle. For
other items, such as a digital pan/ceph, it
may be eight years or longer — especially
if serviced regularly. The difference between a five-year cycle and a three-year
cycle could be quite small on the initial
purchase price of the equipment. For example, today’s computers are powerhouses compared to just a few years ago. Replacing a computer today with something
above the basic model will easily ensure
About the author
Toby Buckalew, CIO of OrthoSynetics, is an experienced technology and operations executive with
more than 24 years of experience in military retail,
financial and health-care markets. Starting his technology and operations career servicing U.S. military
facilities in Europe, Buckalew returned to the United
States to continue his work after the end of the cold
war. Working and consulting in the health-care field
in both cardiovascular practice management and
convenient care industries, Buckalew specialized in
the evaluation and implementation of technology,
designing staffing and technology solutions for
unique business needs.
[11] =>
Ortho Tribune U.S. Edition | fall 2013
Industry clinical
11
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12
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Ortho Tribune U.S. Edition | FALL 2013
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