Deerhaven Family Dentistry
Steven J. Niergarth, DDS
Traverse City, Michigan
Roger Levin, DDS, and
Joseph Blaes, DDS
The Levin Group and Dental Economics are pleased to announce the 1998 winner of the second annual Dental Practice of the Year Award: Deerhaven Family Dentistry of Traverse City, Michigan. Congratulations to Dr. Steven J. Niergarth and his staff!
Upon hearing of the award, Dr. Niergarth said, "This is truly an honor. The rapid growth of our practice made 1998 one of the most challenging and rewarding years of all for us at Deerhaven. I am very proud to receive this recognition on behalf of our staff for their hard work and untiring efforts." Dr. Niergarth says that the Deerhaven team views their practice as more than just a place to work. "We all strive to make the patient`s visit a pleasant experience and believe in treating all patients as if they were a member of our own family."
In announcing this award, Dr. Levin said, "The response to this year`s award program was overwhelming! Outstanding applications from all sections of the country were carefully considered. The finalists were selected and a committee member visited each practice to directly observe the office as they went about a typical day. Our reports were compiled and reviewed by a select committee of industry professionals, who determined that Deerhaven was one dental office that definitely excelled in all facets of the selection criteria."
When Dr. Steven Niergarth graduated from the University of Michigan School of Dentistry in 1985, he knew that he wanted to return to his roots in Traverse City. He began his practice by sharing space with his family dentist in his hometown. In the early years, Niergarth also worked as an associate in another practice while his wife, Lisa, who is a pharmacist, worked as well. Together, they watched as the practice began to grow. After a couple of years, they moved into their own 900-square-foot office. Steve and Lisa also found time to have three children - sons Nick and Jake, and daughter Natalie.
Deerhaven Family Dentistry is founded upon a clear appreciation of the importance of well-organized business systems and documented policies. Dr. Niergarth and his staff have been able to expertly create and implement organized scheduling systems, financial systems, employee systems, general office systems, telephone systems, clinical systems, and customer-service systems. The practice also has an extremely effective process for orienting and managing new patients.
These things do not just happen. The staff`s enviable attention to detail is evident during the frequent onsite and offsite meetings to improve the quality of their practice. A scheduled team meeting is held offsite each month, and numerous, informal onsite luncheons also are hosted. The team meets for a "morning huddle" each day before the schedule of patients.
A story of growth
Production at Deerhaven has grown steadily and dynamically over the last 14 years since the practice was founded. Production levels climb annually at double-digit rates. The growth was especially impressive in 1997 and 1998 when new patient numbers doubled each year.
The Deerhaven team is strongly committed to the development of relationships with the people who come to them for care. They realize that the key to their success is a relationship based on trust. They have learned to become better listeners and know they must communicate before they can treat. Once patients experience this warm, friendly approach, they tell their families, their friends, and their co-workers. It`s largely these word-of-mouth networks that have enabled Deerhaven to enjoy the growth experienced during the past few years.
A pivotal step in the development of the practice was when Dr. Niergarth shared his vision of the practice with his team. The team then met to clarify the goals of the practice and to develop an action plan to be sure that the entire team was going in the same direction. At this point, the team developed a mission statement that embodies their sincere commitment to diversity, continuing education, and to each other. These are the factors that propel the practice down the road to success. Deerhaven offers patients quality dentistry and exceptional service based on the following mission statement:
"Our mission is to provide quality dental care in a gentle, compassionate environment."
"It is interesting that our extensive growth began in 1997," Dr. Niergarth points out, "shortly after we had completed this commitment to our practice."
Staff and teamwork
Every day, Dr. Niergarth is supported by an efficient and personable team of:
- two assistants, Donna Pickard and Carrie Skurnit
- a sterilization assistant, Amber Nelson
- the hygiene team, Debbie May, RDH, Marlene Flannery, RDH, Deanna Elliott, RDH, and Kim Clarke, RDH
- the business office team, Angela Purdy, Beth Rutter-Nowosacki, and Becky Wichtoski
He explains, "We`ve seen dramatic improvements in our practice performance, largely because we`ve brought in the right people and encouraged them to focus their attention squarely on the issues that are most important to our patients. Overall, the unique blend of staff skills and personalities creates an effective, caring, and enjoyable atmosphere for patients."
The emphasis on the staff led to many more quality enhancements. To highlight the strong Deerhaven commitment to its team, a photo album was developed for the reception area. Every team member is now featured on two pages, including a short biography and pictures of family and friends. The album has been very well-received by patients, and it makes them feel closer to the team.
By 1996, it became apparent that Deerhaven had outgrown its original facility. The team began to plan for the transition into a new space. Dr. Niergarth and Lisa desired a facility that reflected their heritage in Northern Michigan. So they began to develop a rustic theme with their architect. He developed plans that were based, in part, on key input from the team. Melanie Riekels and Jack Dupuis, Meer Dental representatives, also gave valuable technical advice. A general contractor who had dental office experience was hired and ground was broken. Lisa handled all of the interior decorating.
The Deerhaven team relocated the practice to a beautiful, new 2,500-square-foot building in December 1997.
Ellen Dorner, a Levin Group senior consultant who conducted an onsite evaluation at Deerhaven, adds, "The facility looks a lot like a ski lodge with a stone fireplace that makes guests feel warm and comfortable, especially on those cold Northern Michigan winter days. It`s easy to see why patients enjoy looking out the large windows in the clinical area to see snow scenes with deer feeding and birds fluttering near the many birdfeeders.
"The office layout is exceptional, and it`s immediately obvious that this practice is very patient-focused and service-oriented. Everything you see is attractive, spacious, welcoming, and designed to promote effective patient flow.
"Equally warm and genuine are the staff and doctor. Their personalities seem to match the decor, and they interact with each other much like a family. It`s easy for patients to get caught up in this positive atmosphere. It makes you feel like you`ve known them for years."
A wide range of services
Deerhaven provides a wide variety of services by using some of the most sophisticated technology now available to general dentists. The five clinical treatment rooms are equipped identically for ease of operation. The office focuses heavily on integrated technology, including a Dentsply Accucam intraoral camera in every clinical room to enhance patient education. Biotech cabinets grace the clinical area and provide needed counterspace and storage. The Royal dental chairs are color-coordinated to provide a pleasant atmosphere. Planmeca Prostyle X-ray machines provide needed diagnostic data.
The office operates on a four-day schedule with at least two hygienists scheduled each day. Dr. Niergarth enjoys doing endodontics using the new nickel-titanium rotary endodontic instruments from Dentsply Tulsa Dental. With the new facility, he also began to offer some of the new and innovative treatments like air abrasion with his new Air Techniques AirDent II unit.
It is impossible for a dental practice to thrive today without an effective computer system. Deerhaven is no exception. They rely on the Mogo software system to keep the practice on track in terms of scheduling, patient tracking, accounts receivable, accounts payable, as well as all of the day-end and month-end reports for practice tracking.
As an efficient, modern practice, Deerhaven continually strives to expand its breadth of services to keep patients within its continuum of care. At this point, the most common services provided include adult/children`s prophylaxis, restorative procedures (amalgam and composite), crown and bridge, cosmetics, endodontic therapy, oral surgery, sealants, dentures/partials, and implant prosthesis.
About four years ago, Dr. Niergarth realized that, in order to help his patients keep their teeth for a lifetime, he needed to add a periodontal therapy program to his hygiene department. The entire team received training, and a new patient recare system was put in place that required periodic measurement of each patient`s progress toward optimal periodontal health. The practice takes special pride in its aggressive periodontal and patient education programs.
The very last words that Dr. Niergarth and his staff ever want to hear from a patient are, "I didn`t know." By using the intraoral camera, educational print material, and consistent verbal communication throughout the office, they strive to clarify their patients` understanding of dental needs, treatment, follow-up, insurance, and private-pay options.
Each patient who enters the practice is scheduled with the doctor for a comprehensive, initial oral examination. This process begins with an interview to determine the new patient`s expectations of the office and to begin building a relationship. The education process begins here with the use of the intraoral camera, clinical charting, periodontal charting, and oral cancer exam. Diagnostic data is gathered by the clinical assistant and a complete treatment plan is presented.
Patients requiring nonsurgical periodontal therapy, scaling, and root planing are referred to the hygienist, who continues to educate these patient and to discuss any questions they may have. Before treatment is started, they are asked to read and sign an informed consent form. They are given educational print materials, which are supported by consistent verbal messages from staff members.
A thank-you letter is sent to every periodontal patient treated in the office to highlight the importance of continued follow-up visits and good home health care. The Deerhaven team wants its patients to be responsible for their own treatment and to be active participants in that ongoing process. The Deerhaven business team strives to educate patients about the details of their insurance coverage in order to help them maximize their policy limits.
Deerhaven maintains an ample supply of educational brochures on subjects ranging from oral surgery to endodontic therapy. Pamphlets are also available on restorative options, outlining every option from an amalgam filling to a Targis inlay. The entire staff is well-trained to support this effort with consistent verbal messages. So patients hear the same information from the hygienist that they heard from the doctor, read in the brochure, and so on.
The practice has a private consultation room for patient education and the presentation of treatment plans. In addition, they`re currently looking into obtaining a wide range of CD-ROM patient education materials.
Key improvements in 1998
Dr. Niergarth and his team have a history of continually trying new and better ways to manage and market the practice. Over the past year, for example, they`ve made huge strides in recognizing patients who succeed within their practice, as well as reaching out to potential patients.
Here are some of the new additions made in 1998 to ensure that they`re providing the highest quality of cost-efficient care and presenting their practice in the best possible light:
* Stereo headphones at chairside for patient comfort.
* Team members are now responsible for tracking the number of new patients, broken appointments, production, collections, etc., and reporting their findings at regular team meetings.
* "No Cavity Club" - wall of fame in game room and a monthly movie ticket drawing.
o Logo mug/thank-you letters from the doctor are mailed to patients who refer new patients.
* A handwritten welcome note from the doctor to new patients.
* Movie tickets to employees who refer new patients.
* Follow-up letters are sent to patients who have completed scaling and root planing to review the importance of home care and regular recall.
* Evening calls from the doctor to check on patients who had treatment that day.
* Updated employee handbook and policies manual.
* Plastic bags with practice logo printed on them for patients to put toothbrush, floss, etc.
* A brochure was developed and is sent to new patients in a welcome packet.
* An educational brochure was developed for scaling and root planing patients, highlighting the answers to the most frequently asked questions.
* Full-size video arcade game in children`s waiting area.
* An educational brochure was designed for patients who are researching their restorative options.
* Offsite yearly planning meeting for staff members was implemented.
* Business cards for all staff members, noting their names and titles.
* Sweaters and shirts imprinted with the practice logo.
Community involvement
The practice invests a large amount of time and energy into community involvement and communicating with peers within dentistry. For example, the Deerhaven staff meets regularly with other dental health professionals in the Traverse City area to discuss current trends in the oral health profession.
In addition, the staff has chosen several ways by which they can reach out to help those in need. They sponsor a child through Compassion International; they sponsor a local family at Christmas time; and they also take part in the Woman?s Resource Center, a local charity that supports battered women and children.
In 1998, they began to take part in the national program, ODoctors with a Heart,O by giving away one day of free dentistry to people who have no other means of obtaining dental care. This program features services that can be performed in one visit (such as fluoride, prophylaxis, X-rays, fillings, extractions, etc.). This effort has drawn acclaim from local newspapers and television stations in the Traverse City area.
Lyle Hoyt, group publisher of Dental Economics, and Dr. Roger Levin, president of The Levin Group, present the Dental Practice of the Year award to Dr. Steven Niergarth and his wife, Lisa.
The "crew" at Deerhaven Family Dentistry consists of: (from left) Carrie Skurnit, Amber Nelson, Marlene Flannery, Donna Pickard, Dr. Steven Niergarth, Deanna Elliott, Beth Nowosacki, Becky Wichtoski, and Debbie May.
The Deerhaven staff share a light-hearted moment with Lyle Hoyt and Dr. Roger Levin.
Beth Nowosacki, the business administrator at Deerhaven, greets a patient.
Circle of Excellence
This year the Dental Practice of the Year program grants Circle of Excellence awards to recognize outstanding levels of achievement in each of the specific categories used to judge the practices that applied.
Practice Management Systems
North Gwinnett Dental Care
Drs. Bridgett Jorgensen & Christine Rosenberg
Sugar Hill, Georgia
North Gwinnett Dental Care is a practice dedicated to efficiency and the positive use of technology. All notes, charting entries, patient education (PracticeWorks), X-rays, prescriptions, referrals, and intraoral photographs are managed by the office computer system. Not only is North Gwinnett Dental Care chartless, but it also is child-friendly, providing onsite childcare.
Productivity
The practice of William R. Flora, DDS
Elkhart, Indiana
Dr. Flora`s practice has experienced phenomenal growth over the past few years. The practice has doubled the number of new patients and increased productivity by more than 12 times in five years. Dr. Flora`s success can be attributed partly to a team attitude and an emphasis on cosmetic dentistry, as well as adding new services through continuing education.
Technology
Learwood Family Dental
Drs. Douglas Voiers & Marie Simon
Avon Lake, Ohio
The doctors and team members of Learwood Family Dental pride themselves on providing leading edge technology. They currently use intraoral cameras, the CAESY educational systems, CEREC II CAD/CAM system for fabricating ceramic restorations, electrosurgery, Kreative Kuring Lights, and PracticeWorks management software, among other technologies, to ensure the finest clinical care possible.
Facility Esthetics
Learwood Family Dental
Drs. Douglas Voiers & Marie Simon
Avon Lake, Ohio
Learwood Family Dental is located in a new, 3,200-square-foot facility. In addition to Dr. Voiers` original artwork, the office includes a patient convenience center, goodbye mirror, children`s room, a professional photo nook, and private financial consultation rooms. Learwood Family Dental patients can enjoy closed-circuit video relaxation in each treatment room.
Team Spirit
The practice of John Robert Sisk, DDS
New Albany, Indiana
Dr. Sisk and the members of his practice are committed to building lasting relationships with patients, treating each like a member of the family. Their goal is to create a motivated team that pulls together for the good of the patient. After a great year, Dr. Sisk rewarded his team by taking them and their spouses on a continuing education cruise to the Caribbean.
Community Involvement
Cowgill Dental
Drs. Terry Cowgill, Michelle Schoene, & Melissa Schmit
Onalaska, Wisconsin
Cowgill Dental always gives 100 percent - to the staff, patients, and the community. In addition to sponsoring a radio comedy to add a bit of humor to dentistry, Cowgill Dental started an annual program, Thanks for Kids Day, during which the practice provides dental treatment to needy kids in the area. Cowgill Dental is also initiating a local program to provide dental care to homebound or terminally ill people in the community.
Should your practice apply for next year`s award?
The efforts involved in preparing an application for this award require you to take stock of where you`ve been, where you are, and where you`re headed as a dental practice within your community. You can use it as an opportunity to evaluate your current situation, your prospects for success, and your progress.
Over the past two years, numerous applicants have told us that the process alone of pulling together information for the application is well worth the effort. Many of these dentists cite their staff as deserving most of the credit for the award. Win or lose, they plan to use the experience of nominating their practices as an opportunity to show their appreciation to their staff members for a job well done.
The Levin Group and Dental Economics thank everyone who took the time to participate in the 1998 awards program and helped make it a great success. Look for all the details on our third annual awards in the September issue of Dental Economics. Will your practice be the 1999 Dental Practice of the Year?
This prestigious annual recognition program is a collaborative concept to help dentistry. The key players in its development are:
- The Levin Group and Dr. Roger P. Levin, a third-generation dentist, internationally recognized lecturer, and president and CEO of The Levin Group.
- Dental Economics and Dr. Joseph A. Blaes, lecturer, author of Pearls for Your Practice, practicing dentist, and editor of Dental Economics.
In developing this award, the Levin team and Dental Economics sought to find a way to honor those few exemplary dental practices that, day in and day out, go well beyond standard operations to reach a level of sustained excellence.
The Dental Practice of the Year award program was launched last year as a way to identify and recognize outstanding achievement in practice management and marketing. The first recipient of this award was the 1997 winner, All Smiles Dental of Algonquin, Illinois.
This year`s panel of judges selected the Deerhaven practice from hundreds of other applicants to receive the award. They based their decision on each nominated practice`s demonstrated ability in six key areas of evaluation: Practice management systems; productivity; technology applications; office esthetics; customer focus; and community involvement.
